Section 11: Best Practices in Recreation, The Outfitter's Manual

SECTION 11
BEST PRACTICES IN RECREATION

Your guests come to your operation on their vacation to relax and to participate in some sort of activity in the great Northern Ontario outdoors. As a business owner, you can improve upon your guest’s recreational experience. New attractions and activities will enhance your guest’s vacation, encourage longer stays, and can attract new customers. To improve on what you and nature have to offer, think in terms of how best to provide additional or new forms of recreation.

There are several ways to make your operation more attractive to both new and returning customers:

Add services to your existing operation
Add recreational programs to your operation
Offer different types of recreational activities
Offer tourism packages

1. ADD SERVICES TO YOUR EXISTING OPERATION

Improving recreation at your operation can be done by simply adding more on-sight services or features. Some services can be relatively inexpensive, but some additions can come with a hefty price tag. Depending on your clientele you may consider adding:

A Children’s Playground - Many operations are family oriented and playgrounds are great for younger children. You can purchase a family-type playground from any local hardware or lumber store. Don’t forget the sand box!

A Fitness or nature trail - Take a walk, identify natural features on a self-guided trail with a brochure or signs. The trail may include an obstacle course or fun component to test one’s balance, agility or flexibility. These are natural structures that are simple, long wearing and easy to use.

An Outdoor Sports Areas - Many people enjoy being involved with traditional sports. You many consider setting up one or some of the following:

Tennis court or shuffleboard court
Horseshoe pit
Beach volleyball net, basketball hoop
Play field for soccer, softball, football
Miniature golf - A course can be constructed utilizing the natural terrain.

Winter attractions can include:

Skating rink
Snow shoeing trails
Cross country skiing trails

A Recreation Centre or Entertainment Centre - This can be a large indoor room or separate cabin where all guests can go on a rainy day. Be sure to have books, magazines, games, and puzzles on hand. Craft supplies, toys, and dress up clothes are great for smaller children. Other options can include a piano, pool table or ping-pong table.

If your operation is more modern, you may consider having more electronic forms of entertainment such as video games, big screen TV, or even a computer with internet access.

A Fitness Centre - Many people workout regularly and want to keep their fitness level up, even while on vacation. Having an on-site fitness centre may make a customer chose your operation over a similar facility. Your fitness centre can be a large room or separate cabin. On site equipment can include: a tread mill, free weights, bench press, universal gyms, etc.

A Hot Tub or Sauna - Many people enjoy these features (especially after a workout in your fitness centre!). Make sure that rules are posted.

Add Extras to your American Plan or charge for:

Pedal Boat Rentals - Are usually very popular. Many people, teenager and children included, enjoy pedaling around the lake sight-seeing and maybe even fishing. Establish rules and make sure that PFDs are included.
Water Skiing - with a larger boat and motor
Pontoon Boat guided tours - take in the quiet lake sights with a breakfast tour or evening tour complete with hors d’oeuvres or carefully planned snacks.

2. RECREATIONAL PROGRAMMING

Recreational programming can be an important marketing tool. Planned activities create products that guests can relate to and use. Programming can generate new business and certainly, encourage repeat business.

Organizing different types of activities can make a guest’s vacation more memorable. Planned activities can range from such simple things as a weekly fish fry to hiring the services of local speakers, musicians, or story tellers, to create an evening of entertainment. Types of programming will vary with your type of clientele. Programming ideas can include such things as:

Common meals - BBQ’s, potluck suppers, Thursday fish fry, Pancake breakfast, Corn roast, campfire night complete with marshmallow roast and smores.
Games - for the kids and adults. Games can include all kinds of activities (such as three-legged race, spoon and egg race, etc.) and be set up like a Camp Olympics. Prizes can include merchandise with your logo.
Fish derby - annual events at some operations. You can plan a mini-derby (even perch, rock bass, catfish) for your guests, complete with prizes.
Dance party night, bingo night
July 1st and July 4th celebrations - complete with fireworks. Christmas in July is another day of celebration!
Organized berry picking - when certain berries are in season (strawberries, blueberries, raspberries, blackberries, cranberries). This can be extended to mushroom picking and edible plant picking, if you know what you are doing!
Rock hounding - free souvenirs! Have some rock guide handbooks available to help with identification.
Off-site picnic - plan a picnic to a close-by scenic spot. You can incorporate berry picking or rock hounding!
Scenic flights - short scenic flights can be arranged with a pilot in your area if your lake is large enough for them to land and take-off.
Pontoon boat cruises - best when the lake is quiet, in the morning or evening.
Spa, Yoga, T’ai Chi sessions - bring in some experts if you have enough interest.
Entertainment - Movie night, guest speakers complete with slides, story tellers, musicians, Native drummers or dancers. Use the local talent in your area. You may include the entertainment in your American Plan but charge others for the service.

Make up a weekly schedule to allow guests time to prepare for the fun. Try to include a contingency activity in case of bad weather. To publicize the events you can:

hand out a printed program at registration
post activities on a blackboard or poster in your lobby or outside
post the program in the recreation centre, dining room, or in each cabin or guest room
personally invite each guest when they register and remind them when you see them during the day (have staff remind them as well)
mention the daily activity on the bottom of the menu

Consider providing a baby sitting service for your guests in case the adults want a night out.

A couple other nice touches are:

A welcome on arrival - have complimentary coffee or other beverages and perhaps some fruit or snacks on hand as guests register. If you have a regular check-in day at your operation, a wine and cheese party on the first night is a great way for guests to become acquainted.
A thank you - or farewell on check-out day. Again, coffee and cake or sweets on check-out day is a nice touch for thanking guests for their patronage. Guests will remember your hospitality!

3. ALTERNATIVE TYPES OF RECREATIONAL ACTIVITIES

You may consider adding different types of recreational activities at your operation. Listed are some of the newer types of activities that are happening in outdoor tourism. For a brief introduction to some of these activities you can check out NOTO’s Ontario Outdoor Adventure Guide. The web sites will have more, detailed information as to how to become involved with each activity type.

Paddling in Ontario. Canoeing and Kayaking.
http://www.paddlingontario.com

Hiking the Trails of Ontario
http://www.ontariooutdoor.com/results.aspx?pname=hiking&search=trail&aid=p45&gid=p29&language=en

Mountain Biking in Ontario
http://www.ontariooutdoor.com/results.aspx?pname=cycling&search=mountain&aid=p43&gid=p28&language=en

Wildlife Viewing in Ontario
http://www.ontariooutdoor.com/results.aspx?pname=nature&search=wildlife&aid=p48&gid=p30&language=en

ATVing in Ontario
http://www.atvontario.com

Snowmobiling in Ontario
http://www.ofsc.on.ca

(a note of caution - motorized activities and non-motorized activities are usually not compatible)

You may even consider relatively untapped activities such as:

Fly fishing
http://www.ontariooutofdoors.com/fishing/flyfish/

or:

Rock or Ice climbing
Sailing
Dog Sledding
Cross country skiing
Snow shoeing

To check out other outfitters that are already offering some of these activities go to:
http://www.noto.net

4. OFFER TOURISM PACKAGES

Packaging means offering your operation, with all its facilities and services, to your guest as an all inclusive per person package. Most Outfitters have some form of the basic types of packaging:

American Plan (AP) - rate that includes three full meals: breakfast, lunch, dinner
Modified American Plan (MAP) - rate that includes two meals, usually breakfast and dinner
Housekeeping (Self catering) Plan (HP) - rate that involves renting a cabin with full cooking and dining facilities, no meals included
European Plan (EP) – guest bedroom only, no meals
Continental Plan (CP) - guest room rate that includes a continental breakfast: juice, coffee, pastries.
Bed-and-Breakfast (B&B) - guests stay in the Outfitter’s home or main lodge. Breakfasts, snacks and a more personal approach to tourism are offered.

Packaging your facilities and services has many advantages, both to you and your guest:

Guests want to know total vacation costs. Guests want to know in advance, approximately how much their vacation will cost. Most people will allocate a certain amount of money when planning a vacation and don’t want any hidden costs popping up once they arrive at your establishment. Both US and overseas guests are looking for quality, all inclusive vacations.
Ease of quoting prices. Include as many items as possible in your package price. Include charges for cabin, meals, boat, fuel, bait, guiding, fly-in services, programmed activities and any special services in your package rate. Your package should be all inclusive and the package rate should be charged per person. If the services are not used, you get paid anyway! Quoting an all inclusive vacation in dollars is easy and price disputes rarely occur.
Easy to administer. One all inclusive price gets you and your staff away from documenting every transaction. Guest billing is simplified since there are no additional rentals or services. Marketing is also simplified because specific per person prices are included in your advertisements.
Gas Tax Refund. Federal and Provincial gas tax rebates are only available to guests (via you) on a package plan. No package plan = no gas tax rebate.
Rebate on guest’s own boat and motor. A rebate differential should be used when a guest brings their own boat and motor. For example: if $170 is included in your package price for a boat, motor and gas, a lesser amount (say $130) should be rebated. You still have to cover your fixed costs on your equipment so it is best not to rebate the full amount. A guest with their own boat and motor should be charged a docking fee and gas. Some operators also charge higher docking fees for larger boats (over 25 hp) than for smaller boats.

Setting Package Rates

Setting the rates is the most important decision that you will make during the entire year. It is imperative that you set your package rates by knowing what your actual costs are. The best practice is to consider cost plus profit. You need to have excellent accounting records to best estimate your package pricing.

Basically you determine all of your overhead costs (mortgage, salaries, advertising, taxes, expected profit, memberships etc.) and your variable costs (gas, food, labour, merchandise, heat, hydro, repairs etc.). Determine how many guests and how long they stay during a normal year, then figure out the number of guest days. Divide your total costs by the number of guest days and you should come out with the figure per person per day that you require to meet your expectations. It is best to go through this exercise with an accountant, book keeper or small business professional if you don’t have the experience yourself.

Once you have your package price per person check with the package prices of other, similar quality, similar services, operations. You should be in the same ball-park pricing range.

Rates should increase yearly by at least the rate of inflation.

Packaging other, Off-site Products or Services

To increase the number and types of products that you offer, you may decide to offer packages that go beyond the scope of the traditional hunting and fishing or eco-tourism operation. By creating unique tourism packages you can attract customers that would not usually consider staying at your operation. Listed are some types of packaging that work well in the industry:

Packaging local attractions and entertainment. Along with lodging and meals, you may want to design a shorter-stay or even a weekend package that includes a trip or visit to a local attraction or entertainment event. This type of package can be easily put together if your operation is not in remote wilderness. Packages can include trips to a Science Centre, Casino, Race Track, an entertainment or even educational event.
Packaging with special events. One-time packages can be arranged in conjunction with a special event in your area. You can create a Fishing Derby or tournament package. Other packages can be created around the local First Nation’s Pow-wow, music festivals, local community celebrations (such as a lumberjack festival) and even sporting events such as a local golf tournament.
Special interest packages. Weddings, honeymoons, anniversary and even family reunion packages are becoming more popular with Outfitters. Hotels do a great business on these events, so can you!
Packages for specific customer groups. Consider holding meetings, retreats, or educational sessions for small groups. Offer packages designed to meet their specific needs.
Off-season packages. Consider creating a package to lengthen your business season. Offer special packages in the spring and fall. There are many retired baby-boomers that are active and enjoy traveling. Creating off-season packages can attract their business.

Creating a Package

For a step-by-step approach to developing a package, you can obtain a copy of the Tourism Packaging Manual, for Ontario from the Ontario Ministry of Tourism and Recreation.

An on line copy (72 pages) is available at:

http://www.tourismpartners.com/publications/IndustryResources/PackagingManual/indres_packagingmanual_COMPLETE.pdf

For packages where the draw is the attraction or event, you need to build the package around the attraction or event. In some cases, you will have to negotiate with other businesses to secure enough spaces or tickets for your customers. This is usually a win-win situation for all involved and you should be able to negotiate a discount from these businesses for a certain number of guaranteed spaces or tickets.

For all package types you need to ensure that:

your package is planned carefully and marketed well in advanced
your package is complete
your package costs less than the total costs of buying the package components separately
the package is well-coordinated and organized
you have a clear refund policy if an event is canceled

To price a package you need to consider all of your costs. Packaging is a tool used by businesses to increase the number of customers patronizing their operation. Pass any savings onto your customers rather than yourself, if you do receive a discount from another business. You need to cover all of your costs, plus a profit, yet remain competitive with other businesses marketing the same type of package.

When offering a package, make sure that your insurance company is willing to cover all aspects of your package.

If you have no intention of ever offering a package, you may consider having an information rack in your lobby, complete with brochures from other businesses in your area, for the convenience of your guests.

Nature and Outdoor Tourism Ontario