Growing Your Business with Events & Retreats

BY MIKE & ANNE HOWARD, @HONEYTREK

For our latest article, we spoke with camps big and small, from our glamping book Comfortably Wild, who have bolstered their revenue, following, and acclaim by creating unforgettable multi-day experiences. From their secrets to success to pitfalls to avoid, here’s what you need to know to grow your business with events and retreats.

Increasing revenue is of course a goal of hosting impressive, high-ticket experiences, but there is something larger at play for your brand. “In today’s world of hospitality, enrichment and embellishment are more important than ever,” according to Sou’wester Lodge’s marketing manager Sora Blu. As a glamping camp and non-profit for the arts, that hosts up to 10 events a month, they can say, “Offering an experience, as well as a cool stay, will create a stronger draw to your brand.”

While Cassiar Cannery, a small family business of self-catering cabins in the wilderness of Northern British Columbia, doesn’t have the staff to put on weekly events, they put their energy into a few impressive annual offerings. “Curated experiences open up another segment of the market,” says owner Justine Crawford. “They can really elevate your brand.” The success of Cassiar Cannery’s events have made them a tourism case study across Canada.

While Playa Viva, a Mexican eco-resort that has earned numerous accolades for their regenerative travel offerings, founder David Leventhal says, “retreats are not only an efficient way of spreading the word about Playa Viva; they promote our core value of creating meaningful community.” Putting on events that highlight the beauty and spirit of your destination can only be good for your brand.

Events bring people together around a common passion, which can be just about anything… painting, cooking, creative writing, music, scrap-booking, and artist-led workshops of all kinds. The peaceful nature of glamping is conducive to connecting nature-lovers, creative types, and wellness seekers. Yoga and meditation retreats have proven to be a natural integration and popular at many camps, no matter their location or focus.

Cassiar Cannery tapped into the general need for Women’s Retreats, but also the specific nature of their biologically diverse and historic area with an Ecology Week with professional naturalists and the Skeena Adventure, a boat tour highlighting the region’s salmon canning heritage with seasoned storytellers and musicians.

What Crawford learned from experimenting with different events is that, “It’s important to design something that you like to do because, as a host, you will often be participating and you set the tone for your guests.”

Think about what intrigues you and what types of events your space would be conducive to, then build on those strengths. Also it doesn’t need to be a week-long retreat to make an impact. Start with a one-night program and see how it goes!

A bit of infrastructure is necessary to put on events and attract good hosts. Having a versatile common area, that is spacious, pleasant, and weather resistant is key. Plan for a multi-use venue, that would be conducive for a variety of wellness activities, arts, and entertainment (you never know what types of events will stick).

If funds allow, having one open-air space that embraces the beauty of your property and a cozy indoor space for inclement weather is ideal. Sou’wester, who hosts events across all categories of the arts, makes use of a simple barn-like structure with a stage and tables and chairs that are easy to set up or take away depending on the event type, be it performances or classes.

Quality meal service is also essential to a multi-day retreat (after three rounds of capoeira class, no one wants to cook). If you have a restaurant, that makes hosting meals much easier; while camps with a commercial kitchen can invite guest chefs and those closer to urban areas can partner with food trucks or other catering services.

No matter how you structure it, Leventhal says, “Provide the facilities and meals the leaders need and make it turnkey for them so that they don’t have to worry about all the logistics and can focus on a great program.” Together, the leader’s teaching expertise and yours in hospitality will be a recipe for success.

Hosting events can be a true expression of your camp or the blank canvas for creators of your choosing. “When we work with outside retreat leaders we can focus on running their amazing event and let their vision shine,” says Team Sou’wester. “When we organize our own events we can focus on our own aesthetic and community.” Natura Cabana Boutique Hotel in the Dominican Republic also hosts and leads events, saying, “The pro of organizing an event ourselves is that we have control over everything (schedules, food, procedures, etc.) and the cons are that we need to be on top of the details and have more staff to pull it all off.”

It’s important to understand your strengths and your limitations. Playa Viva, who hosts upwards of 40 events a year, makes it very clear what they offer retreat leaders and that it is the leader’s job to plan the retreat details and market it. “We promote each event on our site, but we let the leader know not to count on us to fill it.” Working with popular wellness experts, Playa Viva has been able to regularly book out their hotel and grow their following and fame in the process.

Look within your community and on a national level for partners who align with your brand and can make it shine. Crawford, who also does event consulting, says when planning programs, “Try to create something that reflects where and who you are.” Being in British Columbia’s North Coast, Cassiar Cannery has rich First Nations culture, so they incorporate that with programs like cedar weaving or a traditional canoe ride in 14-person sea-faring vessels.

Pinpoint your area’s best wellness professionals, artists, guides, and enthusiast groups and start the conversation about hosting an event. Take it to the next level, by connecting with widely popular specialists and retreat leaders and invite them to your camp. Having a trusted voice choose your venue is a great brand endorsement and marketing strategy.

In addition to doing your own outreach to leaders, make a page on your website about your camp’s offering and invite inquiries with an easy online form. (See Playa Viva’s “Host a Retreat” page; they have this down to a science).

When starting out, it can be tempting to take all the requests coming your way, but with years of events experience Leventhal says, “It’s key to have everyone aligned in values. These days, we are doing more work to make sure we have alignment before we go too far down the sales process.” Use your gut and business sensibilities to make strategic and meaningful partnerships.

Understand that to court good retreat leaders, get rave reviews, and repeat clients, you need to run a creative and professional operation. Sou’wester, who pulls off a staggering amount of events, recommends “Find your most logistically minded people and put them together with your visionaries. Both are necessary to host amazing events.”

To stay on track in your planning process and game-day execution, “Be reliable,” says Crawford. “Make a schedule of events and stick to it.” That said, don’t put too much pressure on yourself to be perfect out of the gate.

“Know that you will learn and build as you go,” says Leventhal. “If you provide a great service, the retreat leaders will return and will spread the word to others just like them.”

Offering something cool gives a reason for people (from locals to the media) to talk about your glamping camp. Partnering with experts that have a large following and marketing savvy will bring new clientele, and even those fans that can’t make the event, will be made aware of your property for future vacations.

Once that fabulous program is underway, it will give your camp a new look and dimension and yield tons of opportunity for content — from beautiful photography and video for your marketing to guests’ social media posts spreading the word about your destination.

Of course, putting on events is a lot of work and not a guaranteed moneymaker, but giving it a try in your shoulder seasons and midweek days, when you have more time and room availability, are worth the experiment. Challenge yourself to provide unforgettable experiences and create meaningful relationships and the only direction you can go is up.

Traveling for the last 11 years across 70 countries, Mike & Anne are travel experts with a glamping speciality. They launched HoneyTrek.com to chronicle their journey, and have since written National Geographic’s bestselling book Ultimate Journeys for Two and the first guide on glamping in North America, Comfortably Wild.

Earning a Lowell Thomas Journalism Award for their book and a seat on the American Glamping Association Board of Advisors, they are committed to the success of the glamping industry. Businesses from budding glampgrounds to established tent manufacturers partner with the Howards for their skills as photographers, writers, influencers and consultants to improve their guest experience and share it with the world.