Everything I've Learned From My First Resort

This newsletter began as a study of the best operators in the business.

Back then, I was only a spectator. Reporting on those on the front line, rather than being there myself.

That changed this year. While I’m not an ‘operator’ per se, through my role at Posh Outdoors, I’ve been at the coalface for the cap raise, unit selection, launch campaign, marketing strategy, and everything in between for Skyridge Glamping.

Things have gone brilliantly. We’re already more than 70% occupied for June - December, and our ADR is more than $460 USD.

But, as you’d expect, not everything has been seamless. And that’s where the real lessons come from.

Today, I’m sharing what I’ve learnt since being on the front line. I hope it will help you avoid making the same mistakes.

The Glamping Insider, reporting for duty.

Lessons From the Front Line

Run PR Campaigns for Your Launch

Our launch campaign was focused on Facebook and Instagram ads. We took $25 deposits from “Skyridge VIPs”, in return for first access to the booking calendar and a discount.

It worked beautifully, but next time we’ll add a few more bells and whistles.

Last week, I wrote about how effective partnerships with local Instagram pages like Date Night Calgary can be. When we launch our second location, we’ll pay them to promote the campaign. It will cost around $1,000 and will probably bring more than 100k eyeballs.

Local Instagram pages like Date Night Calgary have huge audiences, and they know how to post engaging content. Use them to spread the word about your new business.

Tell Stories On the Ground

Once the VIPs had placed their deposit, they were sent to our Facebook Group, where I posted updates on construction progress. The idea was to keep them hyped up and ready to book.

The problem was, my office is 4 hours from the Skyridge property, and the team on the ground had far too much going on to send me daily updates. So I only really posted static pictures.

I’m convinced our numbers would have been even bigger if our on-the-ground content game was better.

For our next location, we’ll make sure there’s a clear plan in place to capture on-the-ground content. Things like construction vlogs, unit walkthroughs, and meet-the-team videos. 

Posting content like this is how you engage with early adopters and start building superfans.

Have a Post-Launch Marketing Plan In Place

I let myself down when we launched our units at Skyridge.

I bore you all with how important social media marketing is for generating direct bookings, yet we didn’t have a content plan in place for when we opened.

This meant we had a lull in bookings for several weeks after the big ‘$245k in 24 hours’ thing. Bookings only picked up again once we started sending influencers to the property.

In fairness, this was because so much of our time was taken up by raising capital and running the ad campaign. But there won’t be any excuses next time.

No matter how much time you spend on building, raising and launching, make sure you have a few good influencers lined up for early stays at the very least. The transition from pre-launch to post-launch should be as seamless as possible. 

Don’t Expect the Work to Stop

Because I’m not working on-site at Skyridge, I thought things would quieten down once we’d got through the capital raise and launch campaign.

I was completely wrong.

Once you’re in business, there are so many things to improve. Websites, guest experience, social content, influencer partnerships, systems and procedures, data capture, and so much more.

Don’t assume everything is going to change once you cross the finish line. Really, you’re only crossing the starting line.

Stop and Smell the Roses!

When I was in the deep throes of the capital raise, wondering whether we’d ever pull this off, I used to think my life would change once we finally opened and the bookings came flying in.

It’s easy to think instant happiness will come once you achieve your goal. But if I’m being honest, daily life doesn’t feel much different to how it was 6 months ago. The challenges still exist - they’re just different.

But there have been times when I’ve stopped to smell the roses, and been able to appreciate how far I’ve come. My first overnight stay at Skyridge is the best example.

There’s no point building a resort if you can’t enjoy the journey and take pride in your achievements. So when you do hit those milestones, make sure you celebrate!

“What a privilege to be tired from work you once begged the universe for. What a privilege to feel overwhelmed by growth you used to dream about. What a privilege to be challenged by a life you created on purpose. What a privilege to outgrow things you used to settle for.”

No newsletter next week as I’m away in Toronto. Have a great weekend!