alberta
hospitality
The Official Magazine of the Alberta Hotel and Lodging Association
Tips for Hiring
FOREIGN
WORKERS
Trends in
Recreation
Growing Alberta’s
PM40026059
Tourism
Industry
Winter 2014
alberta
hospitality
this issue
6
TIPS FOR HIRING
FOREIGN WORKERS
With the current labour shortage,
hiring temporary foreign workers
has become necessary for many
operators.
in every issue
4
5
10
18
23
25
29
Chairman’s Report
President & CEO’s Message
Travel Alberta
Alberta’s Treasures
HR Matters
What’s New?
Names in the News
12
16
19
20
24
Trends in Recreation
Convention & Trade Show
Profile: Pomeroy Inn & Suites Olds
Tour of Alberta
Expanding Your Circle of Trust
The AHLA’s Annual
26 Growing Alberta’s Tourism Industry
30 Making Great First Impressions
CHAIRMAN’S REPORT
alberta
hospitality
Official magazine of
INSPIRING SERVICE, GROWING VALUE
AHLA
2707 Ellwood Drive,
Edmonton AB, T6X 0P7
Toll Free: 1.888.436.6112
www.ahla.ca
CHAIR OF THE BOARD
Perry Wilford
FIRST VICE CHAIR
Michael Sieger
VICE CHAIR
Perry Batke
VICE CHAIR
Tina Tobin
PAST CHAIR
Mike Shymka
PRESIDENT & CEO
Dave Kaiser
DIRECTORS NORTH
Mark Hope
Peter Parmar
Tony Verbisky
Steven Watters
DIRECTORS CENTRAL
Perry Batke
Michael Sieger
Robin Cumine
Tina Tobin
Filling the Need
At the recent Travel Alberta industry
conference, Alberta Tourism, Parks and
Recreation Minister Dr. Richard Starke
announced Alberta’s Tourism Framework. This
Framework is for implementation in 2013 and
onwards to 2020.
The Tourism Framework contains many
excellent ideas and objectives, all intended
to build Alberta’s tourism industry from
$7.8 billion to $10.3 billion over the next 6
years. This is indeed a lofty goal and is one
that is attainable with vision and hard work.
However, there are challenges whenever you
reach high, and in this case one challenge
rises above all - the ever present labour issue.
In a time when AHLA members consistently
experience a shortage of qualified workers
to fill the current needs of operating our
properties, there will undoubtedly be
hardships serving our guests, both currently
and going forward. This is a very real concern.
Recently I travelled to Edmonton for a
meeting between the AHLA and the Minister
to discuss the Framework and the labour
issue. We offered our members’ support for
the Framework and expressed our belief that
this is a great goal and a positive step for our
industry. We emphasized the need to find
long-term solutions to the labour shortages
our industry has experienced going forward.
I am pleased to tell you that our Minister is a
real champion for tourism in this province. He
by Perry Wilford
understands the importance of having welltrained staff who want to serve guests, and
recognizes that we aren’t just selling a bed
to sleep in, we’re providing an experience.
The people who provide that experience are
an integral part of our product. And while
anecdotes about the personal and economic
toll of being short staffed underscore our
point, governments make policy based on
facts, not stories. The Minister appreciated
the information that our members provided
in our 2013 Labour Market Survey, and
acknowledged that developing our workforce
will be critical to delivering on the goal of
making tourism a $10.3 billion industry by
2020.
The AHLA has started working on a strategy
for accommodation industry labour. This
strategy will be our road map for working with
government, post-secondary institutions, and
other stakeholders to address our critical need
for qualified and committed people. Our job,
as individual members and as an association,
will be to help build our industry’s image as
one that offers satisfying careers, competitive
compensation, and long-term prospects. I am
excited about how we can help your property
achieve this in 2014.
DIRECTORS SOUTH
Chris Barr
Leanne Shaw-Brotherston
Alberta Hospitality is published quarterly by:
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PRESIDENT & CEO’S MESSAGE
Addressing the Labour Challenge
The ongoing labour shortage is still the biggest challenge facing AHLA
members. It was the major topic discussed at our 2013 fall regional
meetings, held with members in 11 communities across Alberta. At these
meetings we shared the results of our AHLA 2013 Labour Market Survey,
conducted by PricewaterhouseCoopers, and discussed key initiatives
currently underway or planned as part of a broader strategy to address
our industry’s biggest challenge.
The results of our survey indicate that kitchen staff, food and beverage
servers, front desk agents, and housekeeping room attendants are
among the hardest occupations to fill. Foreign workers are an increasingly
important source of labour given that:
• 28% of respondents currently employ foreign workers, or have hired
foreign workers in the last two years
• 44% plan to hire foreign workers in the near future
• One in every five full-time employees is a TFW
• Since 2011, the total number of foreign workers employed in our
industry has increased by 25%
• The turnover rate for foreign workers in 2012 was significantly lower
than the industry average
The results of our survey also dispel two common myths about our
industry - that minimum wage jobs are the norm in our industry, and
that foreign workers are consistently paid less than their Canadian
equivalents.
The AHLA is preparing a Strategy for Industry Accommodation Labour
(SAIL) that will coordinate the work of government, the AHLA, and our
members. Key elements of the strategy include:
by Dave Kaiser
• Making specific recommendations to the federal government on how
to make the TFW program more accessible for our industry
• Encouraging members to nominate TFWs to become permanent
residents through the Alberta Immigrant Nominee Program
• Promoting the recruitment of foreign workers with hospitality
experience through the AHLA’s partnership with the Jamaican Ministry
of Labour and Social Security
• Developing an online industry job bank that can be strategically
marketed to under-employed groups and in areas of Canada with
high unemployment
• Offering training through Housekeeping Edge, Front Desk Agent, and
Team Excellence workshops
• Helping members to retain staff through the AHLA’s Employer of
Choice, employee benefits, and RRSP programs
• Promoting careers in our industry by working with educational
institutions, with support from the AHLA’s Scholarship Program
Working together on a dynamic industry strategy is the best approach
to meet our challenge.
We look forward to serving you!
alberta hospitality | 5
COVER
STORY
TIPS FOR HIRING
FOREIGN
WORKERS
by Cynthia Hirak
With the current labour shortage, hiring temporary
foreign workers has become necessary for many
operators to be able to service their guests. Some
managers don’t recognize the long lead time required
to hire foreign workers - a process that can take more
than six months.
6 | alberta hospitality
TIPS FOR HIRING FOREIGN WORKERS
Forecasting
Due to the long processing times involved in
hiring TFWs, it is critical to forecast your need
for staff. Don’t just look three months ahead;
consider your needs nine to twelve months
down the road. Evaluate past labour shortage
trends and note the time periods when you
need more staff.
Eligibility
To be eligible to hire temporary foreign
workers (TFWs), you are required show
that there are no local Canadian citizens or
permanent residents available to do the job.
Carefully research the labour market and
ensure that you are offering the median wage
rate. This may be a factor in not being able to
locate staff locally as you may be offering less
than your average competitor. The following
chart will provide you with guidelines for
the average hourly wage you should pay,
according to region.
Food Counter
Attendant/Kitchen
Helper
Food &
Beverage
Server
Front
Desk
Clerk
Room
Attendant
Athabasca - Grande
Prairie - Peace River
$11.79
$10.00
$13.00
$14.75
Banff - Jasper Rocky Mountain
House
$11.50
$9.95
$13.00
$13.85
Calgary
$11.16
$10.00
$13.00
$14.07
Camrose Drumheller
$11.00
$10.00
$10.00
$13.85
Edmonton
$11.25
$10.00
$13.00
$13.15
Lethbridge Medicine Hat
$10.25
$ 9.95
$11.32
$12.50
Red Deer
$10.88
$10.00
$12.00
$13.85
Wood Buffalo Cold Lake
$13.00
$11.00
$17.30
$13.85
alberta hospitality | 7
Advertising Positions
Advertisement of the vacant position(s) should be conducted for a
minimum of 4 weeks on the Government of Canada’s Job Bank website,
in print media, or other general employment websites. Ensure that you
also target underrepresented groups such as aboriginal, youth, etc. You
must provide a wide array of options for potential hires to apply such
as mail, fax, email, etc. This is required in case the local candidate does
not have access to one of the options. The ads must also include the
company’s operating name, business address, title of position, job duties,
wage, and skill requirements.
It is recommended to keep your recruitment efforts ongoing to ensure
that you are maximizing the benefits of advertising. An ongoing
campaign will provide you with a list of good candidates looking for
new opportunities. You will also be able to negotiate better advertising
rates. If you come across someone that is qualified but you do not have a
vacancy at that time, keep in touch with them periodically so they know
you’re interested. Also, advertise within your industry as someone may
be able to refer a qualified candidate.
As you are in the process of recruiting, ensure that you track where
you have advertised, the length of the campaign, and how many
applications you received. As it is a requirement to keep resumes on
file for a period of time, note each applicant’s name and whether
or not they were interviewed and selected. Include why they were
not selected or their start dates. Once you are ready to submit your
application for TFWs, attach this information, as it will be helpful to the
Foreign Worker Unit to determine whether or not you tried to locate a
candidate locally.
8 | alberta hospitality
{
TIPS FOR HIRING FOREIGN WORKERS
Due to the long processing times involved
in hiring TFWs, it is critical to forecast your
need for staff.
Applying for TFWs
Once all your recruitment efforts have been completed, it is time to apply
to the Temporary Foreign Worker Program. It’s recommended that you
pre-register online for web service since the processing time is shorter.
You don’t need to utilize the program right away when you register, but at
least you will be prepared if it’s required. If you have not had a chance to
select a candidate, you may apply using the unnamed method, which will
again allow you to reduce processing time. You may also view the status
and progress of your application online, which will save you time in not
having to contact the call centre.
During the process you must be able to demonstrate that you are able
to provide transportation for the relocation of the candidate, and ensure
they have provincial health coverage. Upon selection of the candidate,
you must provide an employment contract detailing the job offer.
Reducing Fees
Service Canada is now charging a processing fee of $275 per vacancy that
is applied for. In order to reduce your costs, partner up with an industry
associate to receive a large booking discount for advertising. Join with a
travel agency to ensure you’re paying the lowest rates for travel.
TIPS FOR HIRING FOREIGN WORKERS
Selecting an Applicant
Do not select a candidate based on a resume
alone. Conduct an interview in person or via
Skype to ensure the candidate will be suitable
for your company. Read their body language
during the interview since it can tell you a lot
more than just what they say. Keep in contact
with the selected candidate periodically to
provide assurance that you are investing time
and effort into getting them hired, and that
they will not just be an employee number
after they are hired.
Outsourcing
The final way to reduce costs is outsourcing.
It will save you time and money as consulting
companies will manage all TFW recruiting
activities on your behalf - providing summaries
and updates as well as recommending the
best options available. Most consulting
companies also have the highest discount
rates for advertising, and have partnered with
a travel agency to get the best available
travel rates. Some companies even offer a
guarantee, which means that if a selected
candidate does not stay with you for a certain
time period; they will waive the placement
fee for the next candidate.
Retention Through AINP
If a TFW server, room attendant, or front desk
clerk has offered outstanding service and you
would like to employ them permanently, you
may apply to the Alberta Immigrant Nominee
Program (AINP) and provide them with a
permanent job offer on company letterhead.
The TFW must have been employed for at
least six months and have a minimum of 3
years’ experience in that specific occupation
before you can apply.
The employing company must be
incorporated, and must have a Labour Market
Opinion (LMO) for that foreign worker with
proof of ongoing recruitment efforts. If your
TFW is on an open work permit, based on
their status as a post graduate, then you
do not need a LMO. The company must
complete a settlement and retention plan
for the candidate to ease the transition into
becoming a permanent resident, and be an
AHLA member in good standing.
The number of foreign workers you may
nominate in a calendar year is dependent on
how many rooms you have in your facility, but
you may only nominate one front desk clerk
per calendar year.
Within 30 days of submission of the application, you will receive a file number.
Assuming that your company and the
candidate submitted the information
together, you will receive a decision
within four months. Once the certificate
of nomination has been received, then the
candidate must apply for their permanent
residency. The processing time at Citizenship
and Immigration Canada is dependent on the
applicant’s country of citizenship, which will
be processing their background checks.
During the process of nomination and
application for permanent residency, you
must ensure that the employee maintains
their legal status as a TFW. Your company
should carefully estimate the processing time
and ensure you have a valid LMO for the
selected employee(s).
alberta hospitality | 9
TRAVEL ALBERTA
Highlights from the Travel Alberta Industry Conference
Over 600 tourism industry professionals attended the 2013 Travel Alberta
Industry Conference in October at The Fairmont Banff Springs. Under
the theme “Connect & Collaborate”, the event provided inspiration,
new contacts, and a few goosebump moments along the way. Keynote
speakers focused on topics ranging from generational gaps to mistakes
in tourism marketing; and over 25 breakout sessions gave insight into
tourism trends, tools, and tactics.
Here are a few highlights from two days of connecting and collaborating
in Banff:
Travel Alberta Annual General Meeting
Each year, Travel Alberta conducts an annual general meeting during the
conference so that our industry partners can participate and learn about
Travel Alberta’s strategic direction. Bruce Okabe, Travel Alberta’s Chief
Executive Officer, presented the organization’s 2012-2013 Annual Report
while highlighting past successes and future directions. This report is now
available online at industry.travelalberta.com, and features a review of
Travel Alberta’s strategic objectives, scorecard, and results for 2012-2013.
This was a banner year for tourism in Alberta and tourism industry metrics
have shown positive results. In 2012, provincial hotel occupancy and
average daily room rate revenue increased 3.4% and 5.1% respectively;
traffic increased by approximately 6.6% at both Edmonton and Calgary
international airports; historic site and museum visits were up 7.2%; and
we’ve experienced significant increases in vehicle traffic at major border
gateways, up 4.8%. This year also marks the third consecutive year that
tourism levy proceeds have increased; evidence of a robust business and
visitor economy.
We continue to work through the fiscal year of 2013-2014 with the same
strategy - to grow tourism revenue by directing consumer-driven brand
marketing at youthfully-spirited travellers in high-yield markets. We will
lead with breathtaking experiences that differentiate Alberta and drive
visitation throughout the province.
by Shelley Grollmuss
The new Alberta Tourism Framework will maximize the potential of the
tourism industry to create jobs in all regions of the province, encourage
investment to further diversify Alberta’s economy, and showcase Alberta to
the world and potential residents. The Tourism Framework was developed
by Alberta Tourism, Parks and Recreation and Travel Alberta following
extensive discussion with people involved in the tourism industry.
The success of the Alberta Tourism Framework will be a team effort of
Travel Alberta, government, and industry partners. By aligning efforts, we
hope to maximize resources and make a stronger impact.
The Alberta Tourism Framework document can be found at www.tpr.
alberta.ca/tourism/framework/default.aspx.
Alto Awards Gala
Excellence in Alberta tourism was celebrated October 28 with the
presentation of the 2013 Alberta Tourism Awards, known as the “Altos”,
by Minister Starke.
The Alto Awards recognize individuals and organizations committed
to enriching Alberta’s tourism industry, and who inspire others and
demonstrate what can be achieved by working together. Ten Altos were
awarded in categories ranging from marketing to partnership to Alberta
pride.
The 2013 Alto Ambassador Award was presented to Quinton Crow Shoe
of Fort Macleod. His early desire to share his culture led to a lifetime of
creating authentic aboriginal experiences in Alberta for tourists from
around the globe. This is truly an exceptional Albertan who has made an
outstanding contribution to the Alberta tourism industry.
Applications for next year’s Alto awards will be posted to industry.
travelalberta.com in the spring.
Save the Date
Alberta’s Tourism Framework
The Honourable Dr. Richard Starke, Minister of Alberta Tourism, Parks and
Recreation, laid out plans for Alberta’s tourism future. A new plan is in
place to grow Alberta’s tourism industry from a $7.8 billion to $10.3 billion
industry by 2020.
Holding this annual conference reflects one of Travel Alberta’s key
business strategies: to mobilize industry. We are committed to working
and succeeding together as Team Alberta in the marketplace, and
this event is a key component of Travel Alberta’s strategy to provide
educational opportunities and support for our Alberta industry partners.
Conference delegates made the following comments about this year’s
conference:
“Great conference; well-structured and balanced with seminar
presentations.”
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10 | alberta hospitality
“The contacts I have made here have been the most beneficial thing for
me.”
“I was really inspired by the keynote speakers. [They brought] a different
way to look at things.”
We hope that you will join us next year at the 2014 Travel Alberta Industry
Conference, to be held October 19 to 21 at The Fairmont Banff Springs.
Shelley Grollmuss is Travel Alberta`s Vice-President of Industry Development.
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FEATURE
TRENDS IN
RECREATION
Fitness on the Go
by Carol Schram
As the global population ages, more people are
looking for a health and fitness component when
they travel, whether it’s for business or pleasure.
12 | alberta hospitality
TRENDS IN RECREATION
“I see a lot of people over 50 using our
treadmill to walk, and I’ve seen people
using our pool area a lot more for exercise,”
describes General Manager Tony Bielec of
the Sawridge Inn and Conference Centre in
Jasper. “I actually see people swimming laps
now, which I haven’t seen in the past.”
Sawridge Jasper updated its in-house fitness
centre in 2013 while its sister properties
in Fort McMurray and Peace River have
upgrades planned for 2014. “More and more
guests are making use of the on-site fitness
facilities we offer,” notes Assistant General
Manager Robin Galloway of the Sawridge Inn
Peace River. “We offer yoga mats and exercise
balls for in-room use, and we’re looking to
increase the size of our [fitness] room and the
equipment we offer to ensure we’re meeting
the changing needs of our clients.”
Indoor Activities
The Radisson Hotel Edmonton South offers
all its guests full access to a 22,000 sq. ft. fullservice facility. Cliff Wing has managed the
Terrace Fitness and Racquet Club since the
hotel took over its ownership back in 1991.
{
Photo courtesy of Hotel Arts Group
Many properties partner with tour operators to help their
guests get the most from their outdoor experiences.
alberta hospitality | 13
TRENDS IN RECREATION
the office tower rents it out at lunchtime
and hires an instructor to teach yoga to their
employees. If space permits, our members
can join in for a fee. We’ve tried offering
additional yoga and pilates but people didn’t
want to pay the high cost.”
Instead, the club’s in-house personal trainer
has developed a brand-new activity that’s
been a hit with the membership. “Tennis
ball soccer is three-on-three, so you can play
forward, defense or goalie. We have about 80
people who sign up, and it’s free for guests
to come and join us. Each game is about 10
minutes long, and it can get pretty intense!”
Get Outside and Wheel Around
Photo courtesy of Hotel Arts Group
{
The Hotel Arts Group in Calgary has introduced a free
bike-share program.
“We’ve got two squash courts, a racquetball
court, cardio equipment, strength machines,
free weights, salt water pool, hot tub, and
a men’s gym upstairs with the heavier
equipment,” Wing lists. “The main floor
is more of a corporate co-ed atmosphere.”
Personal training and massage services are
also available for an additional cost.
“We primarily cater to the hotel and we limit
our public membership base, so we don’t
14 | alberta hospitality
flood it too much when guests come down
to use it,” explains Wing. “We have about
1,000 local members as well as punch-card
users, then our 235 guest rooms and the
workers in the eighth-floor business tower
that’s attached to the property.”
Wing says he’s seen plenty of trends come
and go in his 22 years on the job. “We’ve
recently converted our racquetball court into
a multi-use space. A gaming company from
When weather permits, hosts throughout
Alberta encourage guests to take their
activities to the great outdoors. “We have
a lot of outdoor activities in Peace Country
including skiing, hunting, fishing, ice fishing,
hiking, quadding, and snowmobiling,” says
Galloway. “Our guests also enjoy the trails
along the river in Peace River – it’s perfect for
walking the dogs or taking in a bike ride.”
Bikes are a big deal in Jasper, Bielec reports.
“Everybody has a bike here. We have 60-feet
plus of bike rack, and it’s jammed. We put in
a set of bike lockers this year because we see
so many people coming in with road bikes.
We’re now working with a local bike shop to
have bikes available for guests to rent, right
on the property.”
With a new spin on cycling, The Hotel Arts
Group in Calgary has introduced a free bikeshare program this year to guests at Hotel
Arts and its sister property, Kensington River
Inn. “We wanted our guests to have a chance
to get out and explore the city because we
think there are lots of fun things to see and
do,” says Director of Business Development
TRENDS IN RECREATION
Fraser Abbott. “We took the initiative and
bought a fleet of 12 Brooklyn Cruiser Bikes
- eight are at Hotel Arts and four are at the
Kensington River Inn. They’re fantastic.”
“The bicycles have little wooden boxes on
the back, so people can fill them with picnic
baskets, or raingear if the weather’s a little
inclement. Last summer, we saw the bikes
throughout downtown on the bike paths,
at music festivals - all over. We’ve branded
the boxes with the logos from the hotels
and our restaurants, so they’re like movable
billboards. It’s great advertising.”
Partner With the Experts
Many properties partner with tour operators
to help their guests get the most from
their outdoor experiences. In Jasper, “We
have several third parties for hiking and
sightseeing,” describes Bielec. “Walks and
Talks Jasper does guided tours on the trail,
like wildlife viewing and birding. There’s
also a group that will take you on a hike
to look at the glacier.” In Peace River, “We
partner with Top of the Flyway Outfitters as
well as Chinchaga River Hunts to provide
accommodations to hunters travelling to our
area,” reports Galloway.
Photo courtesy of Radisson Hotel Edmonton South
Back at Hotel Arts, guests can use the in-house
fitness centre or move up to a specialty
offering at one of two third-party facilities
on site. “Anytime Fitness is open 24 hours,
with group classes and all kinds of stuff,” says
Abbott. “They’re franchised all across North
America, so if you’ve got a membership in
L.A. and you’re coming up for a week to do
business in Calgary, your membership will
let you use the gym for free. We’ve also got
HotShop Hot Yoga and Spin. They offer drop-
in classes and bring in a DJ for their yoga on
Friday nights, which is kind of fun. If you don’t
have a membership, we have discounts for
our guests.”
Abbott also points out the appeal of Hotel
Arts’ outdoor pool. “It might not be the
greatest thing when it comes to fitness, but
it’s the best place to do your post-workout
relaxation. It’s a great place to unwind - and
solar charge.”
alberta hospitality | 15
PROFILE
Pomeroy Inn
& Suites Olds
by Megan Kopp
A self-confessed “pillow-plumper
and picture-straightener,” General
Manager Stephen Dodwell is not
above doing whatever is needed to
achieve professional service within
the hospitality industry. With the new
four-star plus Pomeroy Inn & Suites
Olds property - which is in partnership
with Olds College - under his wing,
he’s excited by the possibilities.
The People
Dodwell received a hotel degree
from the University of Huddersfield
in Yorkshire, England, close to 30
years ago. He spent a year at The
Savoy Hotel in London, England while
completing his degree. Starting with
Swallow Hotels after graduating, he
rose to food and beverage manager.
In the early 1990s, Dodwell became
General Manager for the Holiday Inn
Bristol. When Scott’s Hospitality pulled out of the chain, the
hotel underwent a $20 million refurbishment and re-opened
as the Marriott in Bristol. In 2000, Dodwell pulled back from
hotel management and bought a guest lodge in Sundre with
his wife Paula.
Six years later, they moved to Kelowna, opening a restaurant
for a year-and-a-half before heading south to Mexico’s Yucatan
Peninsula. The plan was to retire, but they ended up buying,
renovating, and flipping properties for the next three years.
16
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| alberta
alberta hospitality
hospitality
Returning to Canada, Dodwell was hired as General Manager at the
Pomeroy Inn & Suites in Vegreville. With only 80 rooms, it was the
smallest hotel he had ever managed.
The Pomeroy Olds was already well past planning stages at this juncture;
although it had a “rather long birth”. Dr. Tom Thompson, current
president of Olds College, had been at Grande Prairie College. He formed
a friendship with Bob Pomeroy, who opened the first Pomeroy Inn &
Suites there in 2004. When Bob’s son Ryan took over the business in 2008,
his expansion ideas turned to Olds.
Olds College, like many educational institutions, is getting less core funding
from the government. According to the Vice-President of Advancement at Olds
College, Jordan Cleland, “Institutions interested in ‘future-proofing’ need to
maximize ancillary revenue streams.” The Tourism and Hospitality program was
new to Olds College for 2013. The college became a minority investor in the
Pomeroy Olds venture with a 40% stake in a blind trust.
The Property
Pomeroy Olds became the seventh property in
one of the fastest growing regional extendedstay brands in Western Canada. Built on one
corner of the beautiful Olds College campus, it
opened its doors on July 5th, 2013. The World
Plowing Festival was being held at the college
on opening day, which translated to 100%
capacity for the duration of the festival.
The base business for the property is the tertiary
market, focusing on business meetings, college
Stephen Dodwell,
events, sport teams, and oil industry crews
General Manager
looking for medium- to long-term stays. There
are 11 different room types to meet all needs,
including two, 1200-sq. ft. family suites. Convention facilities include a 6000sq. ft. ballroom, which can be divided into three breakout rooms - as well as a
small poolside party room used for team meetings, pizza parties, or birthday
celebrations, which book the pool too.
Thompson’s Taproom Bar and Grill opened in November 2013. A franchise
working in a hotel facility, the 70-seat restaurant’s fare is described as “American
comfort food”. “And no,” says Dodwell with a smile, “it’s not named for college
president – that name is already on the bridal suite.”
The college started a Brewmaster and Brewery Operations Management diploma
program with facilities located at the west end of the hotel property in September
2013 – the first program of its kind in Western Canada. There are 26 first-year
students currently in the program, with another 26 coming in next September.
The goal is to sell the beer brewed in the course on a cost-recovery basis in the
student pub and eventually in Thompson’s Taproom once regulatory approvals
from the government are received. Guests of the Pomeroy can stroll down and
tour the brewery facility if they are interested in learning more.
The Promise of Partnership
A hotel, a college, a working brewery, a franchise - how does this complicated
set of relationships work? “It takes us getting to know each other’s worlds,” says
Dodwell.
Cleland agrees, adding that “there were strong relationships between the
principal parties to begin with.” In order to succeed, a venture such as this
requires “clarity, trust, and good faith.”
The next challenge will be integrating students into the hotel for training without
impacting guest visits. Dodwell hopes to start using students early in 2014. The
idea of different entities working together for greater good really appeals to
Dodwell. “My goals are to hopefully get students to see this as a proper career,
and to make this hotel as successful as it can be.”
alberta
alberta hospitality
hospitality || 17
17
ALBERTA’S TREASURES
Pond Hockey Tournaments Score Big
There’s nothing more Canadian than heading
outside with a pair of skates over your
shoulder and a hockey stick in hand for a
game of scrub hockey on the neighbour’s
pond or backyard rink. We like it so much, in
fact, that we decided to make tournaments
out of this favourite winter pastime. Alberta
hosts a number of pond hockey tournaments
around the province every year.
Usually, pond hockey is comprised of a team
of three or four players competing against
another team of three or four players with no
goaltenders. The game is played on a natural
outdoor ice surface that is approximately 150
ft. by 75 ft., or 75% of a regulation ice surface.
A game is 30 minutes in length with two
15-minute halves.
The Alberta Pond Hockey Association
(APHA) hosted its first pond hockey event
in February 2007. Between 2007 and 2011
the event continued to grow, attracting
teams from all over Alberta and a few teams
from Saskatchewan, Northwest Territories,
and even Ontario. Registrations increased
tremendously in five years, from 36 teams in
2007 to almost 90 in 2011.
The impact of these tournaments on
tourism in the Peace Region is profound and
celebrated. In 2010, APHA was awarded an
Alto Marketing Excellence Award from Alberta
Tourism. These awards recognize creative
marketing campaigns that encourage travel
to, and within, Alberta. The 2010 tournament
was the largest pond hockey tournament in
the province to date, with 84 registered teams,
400 male and female players, 250 volunteers
and 3,000 spectators coming to the Peace
Region for some good Canadian fun.
18 | alberta hospitality
by Debbie Minke
Organizers compile resources and volunteers
from six municipalities, which share the
task of hosting the teams, spectators, and
media in their hotels, restaurants, and stores.
Community spirit is strengthened and
awareness of the region is increased as media
coverage highlights the various events that
embody the tournament.
After a year hiatus in 2012, what had quickly
become northern Alberta’s favourite winter
event returned to Lac Cardinal in 2013. The
2014 APHA tournament will take place on
Family Day weekend, from February 14 to 16,
with 4 divisions - recreational, competitive,
junior, and women. Winners of the
competitive division will be eligible to attend
the World Pond Hockey Championships in
Plaster Rock, NB later in the year.
While the games are going on, family rinks
are available for parents and children to
skate on, and there’s a large tent onsite for
participants and spectators to warm up, grab
some food, buy some merchandise, and
enjoy the licensed beer gardens. On Saturday
evening a players and volunteer appreciation
event is held with live entertainment and a
silent auction. The 2014 tournament hopes to
include a speed skating demonstration and
some cross country skiing as well.
This year’s sixth annual Kimmett Cup Pond
Hockey Tournament will be held January
17-18 in Cochrane, the home of former
U of A medicine student Lindsay Kimmett, who
died in 2008 at the age of 26 in a tragic driving
accident. The 2013 pond hockey tournament
teamed up with Martin Parnell of Marathan
Quest 250 and the Right to Play organization,
and set a Guinness World Record for the most
Photo courtesy of Kristin Dyck, Mile Zero News
players in an exhibition hockey match. A total
of 374 players participated in the tournament,
which raised $100,000 for Right to Play. Every
dollar fundraised was tripled, for a grand
total of $400,000 that provided 8,000 children
around the world with weekly sport and play
programs for an entire year. The community
greatly benefitted from the increased media
coverage and tourism generated by the event.
Other tournaments around the province
include the three-on-three tournament at
Camp Evergreen near Camrose, the threeon-three University of Alberta Pond Hockey
Tournament in Edmonton; Lace Up Pond
Hockey Tournament in Calgary; the Kinsmen
On The Pond Mini Heritage Hockey Classic for
5-12 year-olds in Lac la Biche; and the Lake
Louise Pond Hockey Classic in Banff National
Park.
Tour of Alberta - Inaugural Race a Great Success
by Debbie Minke
Professional cyclists from more than 27 countries made their way to
Alberta for the inaugural Tour of Alberta, Canada’s Pro Cycling Festival,
held September 3-8. The race marked Canada’s first major international
professional stage race, and Alberta’s first foray into the growing global
sport of cycling. Ranked as a UCI 2.1 (Union Cycliste Internationale)
course, the event was one of the highest-rated professional speed races
in North America, and as such attracted many international athletes and
their followers.
The world-class Tour of Alberta was free to the public, and covered
more than 800 km of urban and rural roads in the province. Over 50
communities of varying sizes were included in the course, with 10
community festivals held at each start and finish line, offering an exciting
range of Alberta culture, food, and entertainment for participants and
spectators alike.
Photo courtesy of Government of Alberta
Photo courtesy of Government of Alberta
The race included a prologue and five stages that took the riders around
the province. The prologue took place in Edmonton, where 117 cyclists
representing more than 15 teams, raced on a short 7.3 km course, on
tight neighbourhood streets, ending at the Alberta legislature grounds.
Festivities included musical entertainment, beer gardens and food
vendors, children’s activities and bike demonstrations as well as a
fundraising bike ride with the mayor and an opening night gala. The race
came to an exciting finish in Calgary 5 days later, with closing festivities at
the Stampede grounds. An estimated 100,000 spectators lined the route
on the final leg, cheering on the riders along the 132 km from Okotoks
to Calgary.
The economic impact of the Tour of Alberta is being assessed by a study
commissioned by the government. Preliminary estimates placed the
impact on the province between $22 - $25 million, but final figures are
still being confirmed.
However, the value of the Tour of Alberta extends far beyond the
economic benefit experienced by every city, town, and hamlet the
event covered. The race captured the world’s attention, with 41 million
viewers in 162 countries tuning in and being introduced to the great
landscapes of our province and lesser-known attractions. Over 16 million
impressions and mentions were made online, and the Tour of Alberta
website received 1.4 million page views from 47 countries. This media
exposure is priceless.
Not only did the race capture the world’s attention, it captured the
attention of Canadians. The number of spectators exceeded the
anticipated 300,000 as fans gathered in cities, towns, and along rural
roads to cheer the athletes on. Parents brought their children to the race
and community festivals, where cyclists mingled with the crowd.
“The true value of events like these can’t be captured by economic
impact alone - it’s a total package,” explains Marco De Iaco, Vice President
of Sports and Major Events for Tourism Calgary. “We evaluate success in
light of a number of factors. We look at community legacies beyond brick
and mortar. By providing access to this world-class event, we inspired
adults and children alike to take up cycling and live an active and healthy
lifestyle.”
alberta hospitality | 19
FEATURE
Expanding Your
Circle of Trust
by Alan E. Young
If asked to define your “Circle of Trust”, you would likely come back with a
select handful of your closest family and friends - people who you probably
consider your confidants. They tell it like it is, but would not have a bad word
to say about you outside of this sphere. It’s a safe place.
20 | alberta hospitality
expanding your circle of trust
However, as a hotelier, your “Circle of Trust” is
comprised of thousands of people. Most of
them you don’t know personally. In fact, many
of them you have never even met before.
They know you and have a strong opinion of
you. The people in this circle are talking about
you to their neighbours, to all of their social
media friends, and even telling people they
have never met about you. They are writing
about you; in a best case scenario they are
saying very nice things. At other times, not
so much.
Guest feedback is growing. It’s exploding.
Feedback that was once confined to an
in-room survey and traditional word-ofmouth is now a billboard in the form of online
reviews, social media posts, and photos for all
to see. Your “Circle of Trust” is now made up of
all these people, sharing stories, anecdotes,
and details of their stay. If it’s all working
well, this circle is a source of referrals - and
powerful ones at that.
According to Nielsen’s Global Trust Survey, an
astonishing 92% of consumers worldwide
said they trust “earned media” (word-ofmouth, friends, and family) above all other
forms of advertising. This is an 18% jump
since 2007! Social media and review sites
have no doubt contributed to this increase as
{
92% of consumers worldwide said they trust “earned
media”… above all other forms of advertising.
the process of sharing recommendations has
become much easier, although oftentimes
unsolicited (as it pops up in your Facebook
stream and you think, “I should try that hotel
the next time I am in Red Deer”).
The bottom line is that people trust
recommendations from people they know.
And who they “know” is growing as you
see what friends of friends have to say and
suggest across social networks. On review
sites you might not even know the person, yet
they become a trusted source of information
just by the high level of detail they have
shared about a particular experience and the
number of past reviews they have posted.
Put this all together, and you can see how and
why your hotel’s “Circle of Trust” is multiplying.
You can’t stop its expansion, but you can
influence it.
Increasing Reviews via Surveys
Reviews and social media have an impact
on booking decisions - and ultimately your
bottom line. Specific to review sites, higherranking hotels earn better visibility, which
lends itself to a greater appeal amongst
travellers, which in turn results in more heads
in beds.
You can generate more reviews by using
surveys. By sending a survey to past guests,
you create a wealth of user content on your
own website. Review sites are still very
important, so you need to decide where
you want the feedback and content to
reside. You may send 25% to your own site,
40% to TripAdvisor, and the rest to some
combination of Yelp!, Google+ and Booking.
com. The more reviews, the better the score.
The better the score, the higher the visibility.
And best of all, you can charge more as your
scores improve.
alberta hospitality | 21
expanding your circle of trust
{
68% of people say they would choose a hotel with
management responses over a comparable hotel
without them.
The TrustScore, a ranking based on a possible
top billing of 100, is a compilation of guest
feedback across all major user-generated
sites, which measures how a hotel is rated
in one easy-to-read score. Content from over
250 sites goes into the determination. The
star-rating of your property is not taken into
account, which means that three- and fourstar accommodations can compete with
the once-superior five-star set, if guests are
posting positive comments.
Engaging with guests on social media
platforms - before, after and during their stay
- also helps to strengthen the bonds within
your “Circle of Trust.”
Monitoring Tools
As the number of reviews multiplies, it’s
important to have a tool that can aggregate
and analyze the tremendous sea of data
out there about your hotel. The AHLA has
partnered with TrustYou to provide this
service to members. With their semantic
analysis technology, they can break down
what is being said and deliver the trends
and sentiment behind all of this online
feedback. And this is done in over 20
languages, so you can actually understand
what your international guests are saying
about you.
22 | alberta hospitality
A centralized dashboard shows the number
of new reviews, positive vs. negative, what
guests are saying about service, location,
food, beds and more. It also shows the
management response rate and allows you to
reply to reviews directly from the tool. You can
even benchmark against your competitors to
see how you are doing in review volume and
responses.
Replying to Reviews
Responding to reviews can have a big impact
on your “Circle of Trust”. Hotels that respond
to online guest reviews, whether positive or
negative, average 6% higher review scores
than those that don’t. Management responses
are so important that 68% of people say
they would choose a hotel with management
responses over a comparable hotel without
them. Even negative reviews, which have
responses, show a positive impact, with 79%
of travellers saying they feel reassured by
seeing that the hotel is listening.
Marketing Your Success
You’ve listened to your guests and made
service and operational adjustments
accordingly. You have received more reviews
and higher scores. Highlight these accolades
on your website and post your TrustScore on
your home page as a seal of approval.
The AHLA and TrustYou
The AHLA is a preferred partner and reseller
for TrustYou, so AHLA members can sign up
for the service at a preferred rate.
TrustYou will deliver a data dashboard to
the AHLA, listing trust and sentiment scores
for each hotel in the association. The AHLA
will then communicate these scores back to
member properties, so they can see where
they can improve. This should increase
the overall trust scores of hotels in Alberta
resulting in increased travel to the province.
In the new national booking site checkincanada.com - an aggregate score
of guest reviews from across the web will
be compiled and presented in an easy-toview graph with short comments, making it
quick and easy for guests to get feedback
encouraging them to stay on the site and book
rather than going to another review site.
Alan E. Young is SVP of Strategic Partnerships
for TrustYou.
HR MATTERS
Creating a Great Place to Work
by Lisa Blue
better place to work? By looking within, you can
begin to identify where your organization excels
as an employer, as well as where the gaps are. The
inward focus is essential because the employment
relationship needs to build on - and support an organization’s business strategy, culture, and
talent requirements. That’s why creating a great
place to work is an inside job.
Do you know why your staff enjoy working for
your organization? Do you know why your
staff continue to work for your property? For
employees to feel committed to your hotel, they
need to have a stake in it.
Organizations need to make it a priority to
encourage a sense of ownership among staff
by improving internal communication, staff
feedback, and team building. Having a reliable
tool to measure the results is a great opportunity
to see if the efforts are effective. In today’s difficult
labour market, employers have to offer more to
attract the best.
Some organizations place a lot of emphasis on understanding external
or industry best practices when seeking out ways to better attract
and retain talent. But the employment relationship is precisely that
– a relationship between the organization and individuals who work
there. In this context, best practices may not even be meaningful. You
wouldn’t adopt another organization’s business strategy. And for the
same reasons, you’re not going to engage employees’ hearts and minds
by just copying what others do from a total rewards perspective.
In reality, the best road to becoming an employer of choice is one that
takes you on an inward journey. It’s not about figuring out what works
elsewhere or what most companies are doing. It’s about finding that
special magic that propels your own organization to greatness.
Consider the results on the list of Canada’s Top 100 Employers, where
the editors of a specialty publisher, sifted through a daunting amount of
information to analyze each applicant’s operations and HR practices, and
after an extensive review, the winners emerged. Publishing a detailed
“reason for selection” is a distinguishing feature of the competition where
it provides a transparency in the selection of winners and “raises the bar”
so that other employers can discover and adopt initiatives that work well
elsewhere.
Some organizations emphasized opportunities for promotion and
advancement. Others spoke to culture, highlighting team-oriented
environments and accessible leaders. A few pointed to flexible work
arrangements or focused on employee wellness. And some noted they
also took time to have fun. Every organization had its own unique story
to tell. More importantly, what works well in one organization may not
fly at all in another. Not every company can lay claim to a family-oriented
environment or entrepreneurial culture. Flexible work arrangements may
not be suitable in every situation. Not every organization can deliver
significant promotional opportunities.
So what’s your organization’s story? How does it seek to make its mark
in the world? What does it do to engage the hearts and minds of
employees? Are there opportunities to make the organization an even
The AHLA’s Employer of Choice designation will
advertise that you are an employer that offers
more. It will help new workers to choose which employer they want to
work for - and help you to keep star performers.
The EOC program provides objective feedback based on documentation
and surveys. In addition to the audit report ensuring that organizations
are complying with applicable legislative requirements, the survey
identifies the practices that employees appreciate the most. At the end
of the process, organizations receive a detailed report outlining their
strengths and potential areas for improvement.
An Employer of Choice designation is not only recognized and valued
by employees; customers recognize hotels with an Employer of Choice
designation as a place that is likely to provide a better level of service
than their competitor.
Consider completing the Employer of Choice survey to help you become
the best employer you can be. It will give you feedback on what your
best HR practices are as well as how you can improve.
UPCOMING ISSUE
Spring 2014
Closes February 28
Publishes April 11
• Improving Cost Ratios
• Improving Accessibility
• Tourism in Fort McMurray
• Best Practices for Working with OTAs
Extra distribution at the 2014 AHLA Convention & Trade Show
Call 1-800-667-0955 to book your ad
alberta hospitality | 23
The AHLA’s Annual
Convention & Trade Show
Sparking Creativity and Innovation!
Despite the many benefits of technology,
there is no substitute for live, in-person
conventions. Our event gives you the
opportunity to watch and learn from visual
cues and body language while enjoying the
overall atmosphere and environment. If you
have not yet had an opportunity to attend,
here’s what you can expect:
The AHLA convention kicks off with Alberta’s
only industry-specific trade show, where you
and suppliers exchange information and share
all that’s new in the industry. The keynote
speaker kicks off the next day inspiring and
motivating everyone in attendance. Previous
speakers include Hockey Night in Canada’s
Ron MacLean, John Furlong, CEO of the 2010
Vancouver Olympic Organizing Committee,
Hotel Rwanda’s Paul Rusesabagina, and Mary
Flynn of the Disney Institute.
Over the next two days, you have an
opportunity to choose from a variety of
informative business sessions designed
to educate and enhance your skills. In
the past, such topics as eliminating bed
bugs, improving guest service, revenue
management, environmental stewardship,
technology trends, and enhanced marketing
techniques have been offered.
Celebration is a huge component of the AHLA’s
annual event. A highlight for many attendees
is the presentation of the Housekeeping
Awards at a gala dinner. Others enjoy hearing
the many stories shared about long-term
employees/employers who receive/achieve
the Gold Key Award or Employer of Choice
designation. Honouring the industry’s best
24 | alberta hospitality
{
“...loved the networking and learning opportunities...
especially the hiring of various generations…”
~ 2013 Convention Attendee
can also be witnessed with the Award of
Distinction and Life Member presentations
during the Chairman’s Dinner.
Our chosen venue this year -The Banff Centre will be unique and spectacular, and combined
with the majestic views, we anticipate much
inspirational learning. Founded in 1933, this
world-class facility plays host to international
conferences as well as arts, music, and film
festivals. Over 8,000 artists, leaders, and
researchers have participated in the various
programs they have to offer.
Why You Should Attend
Educational Opportunities - No matter how
experienced we are at our businesses, we all
can learn. Working in a business venture can
be isolating, and without exposure to a variety
of points of view, we can miss new ideas and
trends that can impact future results. This
aspect of our convention will expose you to
new ways of conducting business and help
you discover how to be more productive.
Networking with Your Peers - Hoteliers from
other regions of the province are valuable
resources for referrals and best practices.
You also have access to the presenters to
ask questions, share ideas, and expand on
topics. Collaboration is the way to approach
networking. Most people help each other
uncover ideas and spark inspiration when
they get to know each other on a personal
level.
Encounter New Vendors and Suppliers - Too
often people shy away from trade shows for
fear they will have to talk to salespeople.
However, these industry suppliers are some
of the best people for you to get to know,
if you want to learn more and discover the
current innovative products and services for
your business. Plus, these vendors fully grasp
what is happening inside your competition.
Turn them into your friends and allies.
Position Yourself As An Expert - People like
to associate with the experts in the industry.
When you are active in your industry, you
can develop a reputation as a specialist to
your peers and your clients. If your strategy
is to be the best-kept secret in your business
community, you will be missing a valuable
opportunity to share your expertise.
Refuel and Have Fun - All work and no play can
get old fast. Our convention will add a layer
of enjoyment when managing your career
growth by mixing a social aspect into your
learning. Never underestimate the power of a
little fun mixed with some interesting people!
Take an extra day at the beginning or end of
your trip and maximize your investment.
If you invest the time and money to attend,
we can almost guarantee that you will return
home with new tools, valuable contacts, and a
renewed approach that will help you manage
and grow your business better than before.
Mark Your Calendars Now for April 24 to 26,
2014 at The Banff Centre - we look forward to
seeing you!
WHAT’S NEW?
by Debbie Minke
Electrolux Professional’s High Spin Washers (H series) that have earned
the ENERGY STAR® have now increased to include washers with a capacity
larger than 105 litres (up to 45lbs). The H series combines technology with
green thinking and low running costs. Energy-efficient, its durable, robust
construction and high technology manufacturing is built to respect the
environment at every point of production usage and disposal.
Kaba, provider of Saflok™ and ILCO™ electronic locks, has launched its
new WiFi communications backbone for online hotel locks. The advanced
online door lock system uses Zigbee communication and WiFI to secure
historic properties and other difficult-to-cable hotels. Kaba’s Quantum
Messenger door locks continually communicate their status across an
online network that monitors the guest door for greater security. If a
guestroom door is left ajar, guest services or security can be automatically
notified to respond. The Messenger wireless system allows web-based
monitoring of electronic door locks and keys for guestrooms and backof-the-house doors, including ballrooms, meeting rooms, service closets,
employee entrances, mechanical areas, and storerooms.
Chrisal Canada’s probiotic cleaning products have now been launched
in Canada. Through competitive exclusion, Chrisal’s good bacteria thrive
and overpower harmful bacteria, driving them from surfaces. Pathogens
and odour-causing bad bacteria normally hide under the biofilm, and
are unreachable by disinfectants or chemicals. Chrisal’s billions of healthy
probiotics break through the biofilm, take over the space, and continue
to clean for 3-5 days after each application. Visit www.chrisal.ca for more
information.
The RD Fresh 100% natural refrigeration dehumidifier service is a
natural mineral system that contains zeolites and works by trapping and
eliminating moisture, odours, and gases released from fresh foods in your
cooler. This innovative, passive, and environmentally-friendly product
helps reduce organic waste, keeping food fresh up to 50% longer. Visit
www.ethicalplanet.ca for more details.
The Enevo ONe Collect system is a service in waste logistics that uses sonar
technology to monitor the fill levels of your containers and communicate
this information to a web-based server. ONe Collect then calculates
optimized collection schedules and routes based on real-time data from
your container, helping you save up to 40% on your waste collection costs.
Go to www.enevo.com for information.
FREEWAITER offers an easy-to-use mobile self-ordering service, supporting
smartphones connected by any Wi-Fi or cellular network. Customers can
easily order from their phones or your Facebook and web pages, pay
and track their orders. Hotel guests can access hotel electronic menus by
scanning the QR code labels specifying ordering locations. FREEWAITER
can also automatically detect guest location with new technology using
sensors connected to the Wi-Fi network. Staff can confirm the order with
the guest prior to accepting it. Go to www.freewaiter.com for details.
EarthBin is a new environmentally-friendly, cost-effective waste bin that
looks good while being easy to maintain and service. The EarthBin’s low
feed height encourages users to deposit trash or recycling. The enclosure
lids hold open and then self-close, keeping pests out and odours in. Since
the waste is stored in a sealed container over 1.8 metres underground,
trash in the bin stays cool and odour-free, and self-compacts under the
weight of new garbage or recycling dropped into the bin. When full, the
EarthBin can be emptied by a standard front loader garbage truck. Find out
more at www.earth-bin.com.
alberta hospitality | 25
FEATURE
Growing Alberta’s
Tourism Industry
by Dr. Richard Starke
Tourism has huge potential to diversify our economy and build Alberta.
26 | alberta hospitality
Growing Alberta’s Tourism Industry
We are fortunate to live in one of the most breathtaking places on earth,
as vast as it is varied in landscape and experiences. We are a four-season
destination with so much to offer travellers: the iconic Rocky Mountains,
the alluring Badlands, peaceful prairies, placid lakes, a diverse cultural
history, and vibrant urban and rural centres.
We know visitors are looking for unique and authentic experiences and
Alberta delivers—from rodeos and dog sledding, to participating in an
Aboriginal round dance and gazing at the stars. To grow our industry we
need to create more of these compelling experiences to stand out in a
competitive marketplace.
The Tourism industry already employs 139,000 people, sustains more
than 19,000 businesses, and it contributed $1.15 billion in tax revenue
to Alberta’s economy in 2011. The Alberta government is committed to
growing the industry to create more jobs and additional investment in
communities across the province.
On October 29th at the Travel Alberta Industry Conference, I was proud
to release the Alberta Tourism Framework. The framework aligns the
Government of Alberta, Travel Alberta, the Alberta Strategic Tourism
Council, and industry partners under one, multi-year plan to grow
the tourism industry from 7.8 to 10.3 billion dollars annually by 2020.
The framework creates a common vision, and sets long-term targets,
key priorities, and outcomes to guide both tourism marketing and
development in a coordinated and integrated fashion.
Industry told us they needed a plan to successfully grow tourism in
Alberta and we have listened. The framework asks all of us to trade
competition for collaboration so we can attract even more visitors and
continue to tell Alberta’s story to the world.
The Alberta Tourism Framework demonstrates the Alberta government’s
ongoing commitment to the sustainability, growth, and competitiveness
of the industry. It will guide us on the best path to maximize the many
opportunities within Alberta through five key priorities.
Priority 1: Innovation and Development
This means encouraging entrepreneurial investment to produce more
innovative experiences for the traveller as well as new and renewed
destinations. It will require industry partners with shared destinations
and interests to work together to identify gaps in the tourism experience.
Knowing where we can improve will help determine tourism industry
needs and produce new and enhanced tourism products.
Priority 2: Accessibility
We want to improve visitor accessibility to Alberta and its regions. This
includes increasing air access to and within Alberta from priority target
markets to grow inbound travel annually. The Government of Alberta will
lead discussions with key stakeholders and advocate for industry at the
federal table. We also want to make sure the tourism industry has access
to a motivated, educated, skilled, and professional tourism labour force.
Working across ministries and with educational institutions and tourism
organizations, we will develop strategic initiatives to address the labour
force needs of the tourism industry.
alberta hospitality | 27
Growing Alberta’s Tourism Industry
execute a coordinated approach to the access and delivery of tourism
development and marketing services. In addition, through Collaborative
Tourism Initiatives, regional and sectoral destination management plans
will be prepared that are aligned and integrated with Alberta’s Tourism
Framework. Pilot projects and ongoing evaluations will identify best
practices and inform future Collaborative Tourism Initiatives.
Priority 5: Research
All of the above would be supported by a comprehensive, science-based
research approach that drives decisions.
Priority 3: Marketing
We want to ensure Alberta’s tourism brand awareness and marketing
efforts are effective in international and domestic markets. This requires
targeting visitors who stay the longest and spend the most. Travel
Alberta has identified the following as potential high-yield markets:
Alberta and Canada, the US, the UK, Germany, China, Japan, South Korea,
Australia, the Netherlands, India, and Mexico.
Priority 4: Alignment
Success will not happen without industry alignment and open
communication to pursue common goals. To support collaboration,
Alberta Tourism, Parks and Recreation and Travel Alberta will lead and
28 | alberta hospitality
Learn more about Alberta’s Tourism Framework at www.tpr.alberta.ca.
Our journey to 2020 has just begun. In the new year, we will be meeting
with stakeholders to create detailed, tactical plans.
As a member of our hospitality sector, you play a vital role in the visitor
experience. I look forward to your participation as we move forward with
implementing the framework and growing Alberta’s tourism industry.
Together, we can make Alberta a destination of choice for tourists
everywhere.
Dr. Richard Starke is Minister of Tourism, Parks and Recreation.
NAMES IN THE NEWS
Winter 2014
Congratulations to the following new General Managers: Violet
Anderson, Chateau Nova Yellowhead, Edmonton; Bonnie Brown, Best
Western PLUS Mountain View Inn & Suites, Sundre; Darlene Carlson, Best
Western PLUS Sun Country, Medicine Hat; Gail Chasse, The Cedars Motel,
Edson; Martin Cho, Horizon Motel, St Albert; James Chung, Thriftlodge
Sportsman Inn, Claresholm; Michael Chung, Super 8 Athabasca; Pierre
Comeau, Stardust Motel, Pincher Creek; Ashley Cooper, EconoLodge
Inn & Suites Hinton; Sumit Chowdhary, Coliseum Inn, Edmonton; Karla
Cousins, Best Western Diamond Inn, Three Hills; Charlotte Cunningham,
Peavine Inn & Suites, High Prairie; Aly Dhanji, Holiday Inn Express
and Suites Edmonton North; Andre Fabbri, Lake Louise Inn; Sylvester
Freeman, Acclaim Hotel Calgary Airport; Pratik Giri, Sundowner Inn,
Edson; Lana Goldie, Best Western PLUS Red Deer Inn & Suites; Margaret
Graham, Ramada Camrose; Chad Gulevich, Mountaineer Lodge, Lake
Louise; Tammy Hamilton, Coast Hotel Medicine Hat; Cheryl Hardy,
Ramada Cochrane; Sarah Henshaw, Radisson Hotel & Conference Center
Canmore; Cheryl Herron, Canalta Oyen; Lexi Huang, Sundre Hotel;
Jordan Irwin, High Country Inn, Banff; and Dale Isley, Best Western
Bonnyville Inn & Suites.
More new GMs include Shemina Jiwani, Grande Rockies Resort,
Canmore; George Johnson, Slave Lake Inn & Conference Centre; Darren
Judd, Nova Inn, Edson; Gabrielle Kim, Travellers Inn Camrose; Joe Kim,
Waldorf Hotel, Leduc; Salil Kulkarni, Courtyard by Marriott, Edmonton;
Brian LaBerge, Grande Mountain Lodge, Grande Cache; Gary Lad,
Travelodge Brooks; Josh Lee, Foxwood Inn & Suites, Drayton Valley;
Cindy Lessrud, Caledonia Motor Inn, Viking; Alex Linquist, Ponoka
Stampeder Inn; Dale MacMillan, Douglas Fir Resort & Chalets, Banff;
Angelo Mangatal, Executive on the Ridge, Medicine Hat; Tracy McGrath,
The Bridgeport Inn, Fort McMurray; Eileen McGuire, Dee-Jay Motel,
Grimshaw; Nancy Moss, Quality Inn Whitecourt; Cas Nazaire, Howard
Johnson Hotel West Edmonton; James Oh, Best Western Innisfail Inn;
Teresa Pacheco, Holiday Inn Canmore; Jeremy Park, Hi Valley Motor
Inn, Valleyview; Bobby Randhawa, Windmill Motel, Youngstown; Rob
Rollingson, Travelodge Calgary University; Luke Sunderland, The Banff
Centre; Julie Whiteway, Rimbey Motor Inn; Ian Wilson, Days Inn Hinton;
Tim Wolf, Holiday Inn Express & Suites, Slave Lake; and Kamran Zafar,
Northwest Inn, Slave Lake.
Leila Grobel is the new GM at the Canalta Provost as well as the following
properties in Edmonton: Bellamy Manor, Jasper Court, Plaza 101, and The
Oliver Tower. Angelo Talarico is the new GM at Eastwood Manor, Marquis
Apartments, and Riviera Gardens in Edmonton.
Michele McKenzie, President and CEO of the
Canadian Tourism Commission (CTC), has been
honoured in the public sector leaders category
by the Women’s Executive Network as one of
Canada’s Most Powerful Women: The Top 100.
Congratulations!
by Debbie Minke
After a five-month worldwide search, Four Seasons Hotels and Resorts
has named Allen Smith as its new President & CEO. Smith comes to the
Canadian-based luxury hotel group after serving as CEO of Prudential
Real Estate Investors since 2008.
Delta Hotels & Resorts has won the Hotel Association of Canada’s
2013 Hall of Fame Awards of Excellence in the category of Green Key
Environment. The company has also been recognized as one of the 50
best employers in Canada, ranking 28 out of 84 eligible organizations.
This marks the 14th year that the Delta has received this recognition.
Companies are ranked according to employee engagement, not just
satisfaction or benefits programs.
SilverBirch Hotels & Resorts will soon break ground for its new Residence
Inn by Marriott Hotel in downtown Calgary. The new 360-room property
will include the new 10,000 sq. ft. SilverBirch Conference Centre. Catering
to business travellers looking for a long-term stay, the all-suite hotel will
offer full kitchens, separate living and sleeping areas, access to in-hotel
business services, and a 24/7 self-serve food and beverage pantry. The
opening is scheduled for 2016. The $100-million, 33-storey hotel will be
one of the largest Residence Inns in the world and the biggest in Canada.
The Hôtel Le Germain in Calgary was listed as the #5 hotel in Western
Canada by the 2013 Condé Nast Traveler Readers’ Choice Awards.
Electrolux Professional’s T4300LE Heat Pump Dryer has won an award
from the Swedish group BeBo for being the most energy-efficient, costeffective and fastest dryer in the multi-housing market.
If you have any noteworthy awards or community contributions, please
email the details to Debbie at [email protected].
ADVERTISERS
Winter 2014
AHLA28
McCallum Printing Group
Alberta Hotel Safety Association 27
Overseas Immigration
Alberta Laundry Systems
BC
Patio Frontiers
14
Christopher Carpets
30
Sealy Canada
7
Coronet Equipment
IFC
EMCO Corp.
9
9
Shaw11
25
Superior Quilting
15
Encore Draperies
7
Trafco Canada
30
Image Distributors
13
TrustYou21
Independent Supply
18
WESTECO Inc
Jani-King of Southern Alberta
15
Western Financial
LivClean Corporation
8
5
IBC
Whiteshell8
alberta hospitality | 29
Making Great First Impressions
by David Wilson
No doubt you’ve heard the saying, “You can’t
judge a book by its cover”. In most cases it
is true, but have you ever wondered why
publishers spend thousands, if not hundreds
of thousands of dollars just getting the cover
right? Likewise, guests will get their first
impression of your hotel when viewing and
experiencing the exterior.
You want to make guests feel welcome,
secure, and impressed by your property.
Incredibly, you only have 10 seconds to
win your customer over upon arrival. Will
your hotel’s entrance drive, parking lot,
and exterior make a great first impression,
or are they dark, dingy, and dirty spaces
where a guest will feel uncomfortable? Are
the entrance mats changed daily so they’re
always clean? Is there gum on the driveway
that you can’t remove? Is the parking lot
well lit? Are the stairwells freshly painted? Is
there clear signage directing guests from the
parking lot to the lobby?
30 | alberta hospitality
After cleaning, some of the simplest and
most economical improvements can include
good, efficient, and reliable lighting. If you
can’t change all your lights at once, start
small and replace a few lights at a time.
Painting can spruce up stairwells, the parking
lot, and the drop off area of your hotel.
When was the last time they were painted?
Is the paint still there after the winter? There
are some fantastic, acrylic-based paints that
are used for highway and airfield markings
that will outlast the asphalt! They can be
applied in less than a day, and offer the
added advantage of creating an anti-slip
environment, which is essential in Canada’s
winter.
Make sure the exterior of your property gives
a great first impression and sets up your
guests for a memorable stay.
Introducing Electrolux
Professional Line 5000!
12% faster drying, 25% less
energy, 30% water savings.
Easiest to clean lint screen.
Extended machine life.
Call to learn more.
Electrolux smart washers will forever
change the way you do laundry.
Imagine a washer smart enough to weigh the load size and add precisely the
correct amount of water. Imagine a laundry chemical controller smart enough to
adjust dosing for accurate water ratio each time.
Electrolux Professional washers do all that & more!
An estimated 60-70% of washers are underloaded, wasting water, chemicals,
and energy. That’s why Electrolux developed AWS, a UNIQUE feature that automatically matches water consumption to load size. Combine that with Smart
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