News

Like many other destination spots across Atlantic Canada, the Oceanstone Inn near Peggy's Cove, N.S., has felt the impact of the high Canadian dollar and rising gas prices this past summer.

"We knew the slowdown was coming," said owner Carole MacInnis.

"We have been watching the number of hits on our website slip steadily over the past 12 months."

In response to the trend, Ms. MacInnis upped the ante by introducing new options to their family, corporate and wedding packages.

"We couldn't really afford to reduce our prices," she explained, "so we added value to our offerings with things like kayak and hiking expeditions, wireless Internet, massage therapy and an onsite ecology guide."

She also undertook a number of renovations, refurbishing several of the individual cottages around the property and doubling the size of the main hall.

And while weekend occupancy was fairly steady for the lodge through July and August, mid-week traffic continued to fall.

"It wasn't just the Americans and Europeans who stayed at home this year," Ms. MacInnis said.

"We also saw a noticeable dip in the number of visitors from other parts of the country and, perhaps more significantly, the immediate region."

Unfortunately for Ms. MacInnis and her staff of 40, the forecast for the fall and winter calls for more of the same.

"To be honest, I'm getting quite concerned about the upcoming off-season," she said.

"Usually things do get a little quieter from mid-October until the early spring anyway, but our recreational, business and wedding bookings for the next few months are way down from the same period in previous years."

With the summer quickly fading into fall, Ms. MacInnis is hoping to salvage something positive from what has been her most challenging year to date.

"We are praying that things will turn around for us," Ms. MacInnis said.

"However, if the last while is any indication of what we have in store, then it looks like we could be in for a very rough ride. I'm really not sure what to do at this point."

What the experts say

Michael Howell said it is all about adapting to the changing market. As such, the owner of Tempest World Cuisine, a restaurant in Wolfville, N.S., that sits just 100 kilometres north of the Oceanstone and has thrived over the summer months, believes Ms. MacInnis must refocus her efforts toward local and regional clients.

"There are certainly a number of ways to make her business more visible to potential visitors from across Nova Scotia, as well as the other three Atlantic provinces," he said.

Along with regular listings in tourist and travel guides and area phone books, Mr. Howell recommends flooding the regional marketplace with advertising. "Even in tough economic times, advertising is a solid investment that will keep the inn at the forefront of people's minds, particularly with her bread-and-butter clientele," he said.

Mr. Howell also suggests a direct-mail campaign to target markets. "Start with pinpointing higher-income areas around the Maritimes, and then send off postcards with some sort of catchy message, promotion or contest."

Contributing a regular column to regional print publications, or having a guest spot on local radio or cable television shows, is a cost-effective way of staying in the public eye. "I do it," Mr. Howell said, "and I'm always amazed by the number of clients who tell me that they heard of us through those media."

Tying in with tourism associations, travel agencies and private tour companies along the East Coast is a no-brainer. "Hooking up with others who have the same goals is a smart way to gain direct access to end users," he said.

All of Ms. MacInnis's marketing efforts should then aim to drive traffic to the inn's website. "Everything she puts out there into the marketplace - business cards, brochures, advertisements, whatever - must serve to highlight the Internet address," he said.

Mr. Howell believes that it all starts and ends with the Web. "Today's travellers are savvy," he said. "It is vital that she has a simple, dynamic and up-to-date website that highlights the benefits to potential customers."

To that end, galleries of images, accompanied by guest testimonials, are very effective. "Don't be afraid to show off a little," he said. "It's a beautiful and relaxing spot, so make sure people across the region know that."

Kevin Toth agrees. The owner of the Rock Water Secret Cove Resort in Halfmoon Bay, B.C., and co-chair of the Sunshine Coast Tourism Association, says that in the business of inns, it is all about location, location, location. "She is in a very lovely locale," he said.

Along with regular packages, Mr. Toth believes the Oceanstone is well suited for fall and winter day trips. "She has a good-sized beach by the ocean, a large hall with an outdoor deck, all of which are on a large property that is still less than an hour from a major urban centre [Halifax]."

"There are lots of opportunities to make good use of all that space: Bonfires, picnics, special theme nights, lobster boils, pig roasts, wine and cheese parties, musical concerts, art exhibits, flower shows, treasure hunts, sporting activities, fireworks and cribbage tournaments are all great ways to draw couples or families out for an afternoon or evening."

Mr. Toth also recommends Ms. MacInnis create partnerships with local leisure and activities-based businesses. "Outdoor adventure companies, massage therapists, estheticians, yoga instructors, eco-guides, music teachers, dance instructors and chefs are always looking for good references," he said.

Like Mr. Howell, Mr. Toth believes the key to success will be in proper marketing. "It will all amount to very little if people don't know about it."

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In a nutshell

Marketing

Heavy advertising, direct-mail campaigns and a regular presence in the local and regional

media will increase Oceanstone's visibility.

Partnering

Working with tourism bureaus and private tour companies will put the inn directly in front of travellers from around the

Maritime region.

Online Selling

A simple, colourful and up-to-date website will leave a positive first impression with potential recreational and corporate clients.

Adding Attractions

Creating seasonal day packages will attract non-traditional

clientele, and pairing with local leisure and activities-based

businesses is a cost-effective way to add options for visitors.