Shifting Gears

May 8, 2020 Uncategorized No comments

How do you operate a Bed and Breakfast when everyone is being told to stay at home? Suzanne Foster, Innkeeper of La Polena is preparing for a different sort of travel season.

What have you done to keep your business in front of its potential supporters while you’ve been unable to welcome guests in person?

I keep doing what I love; cooking and giving back to the community! I’ve been exploring with a number of new recipe’s and our local “essentials” are the beneficiaries along with our dedicated supporters and also a few “singles” in the neighborhood whom we keep checking in on. Through Facebook and Instagram we have kept our followers posted with our updates to the Inn. We are excited to reopen and share our new additions and changes.

Has technology played a part? Social media communication?

Technology has been a tremendous tool in keeping forefront. While Instagram and Facebook are not seeing posts as often as we normally do, we continue our monthly newsletter and in receipt, we have heard back from a record number of recipients in April. Believe it or not but the telephone has been a welcome return. Many, many phone conversations have replaced email and texting now that we have the luxury of time.

What do you see as the path forward as we move out of stay at home mode?

I see North Carolinian’s on the move! Travel! TripAdvisor, American Express and VisitNC webinars all predict domestic travel on the rise with GDP increasing to 7% in third quarter 2020. That is huge for the tourism industry. I hear that travelers top destinations are: Small towns, Beach communities, Remote locations and small populations. The beauty in that is Southport fits them all!

What have you learned building your business up to this point that has helped you deal with these challenges? Any advice for others in a similar situation?

To be flexible! I created a business plan that has changed many times, but never did I think my marketing budget would be diverted to basic household bills. We have the time now to enjoy the veranda, have a cup of coffee and reevaluate the industry pulse. I didn’t have time before to absorb as I am now. Phone conversations along with Zoom meetings and webinars have helped us to hear the needs and learn the new normal so we can be prepared.

Another example of being flexible and being connected locally is to acknowledge that families still want to get away! Being unemployed or drastically reduced income, yet cooped up at home and looking for the day they can get out – we hear you! In response we have temporarily adjusted our rates nearly 20%. Just as some employers have given temporary increases to essential employees, there are those who will struggle financially for months. They both need a getaway! We have created a StayCation for our locals. Give us a call or check out our newsletter for details.

What have you learned in dealing with this that will help you in the future, even once things return to some semblance of normal?

Being sensitive to how others may ease back into the norm is primary for us. Everyone has different levels of comfort. For example, I have traditionally served breakfast at the dining table. We have a couple seating areas and we are incorporating them. One couple may not want to sit across from another so they now have the option of sitting in the breakfast nook or the Carolina Room in addition to the traditional dining room. We have three suites and all three couples could have breakfast in separate rooms if they so choose.

What helps you stay focused on the positive? What has been the biggest challenge to that?

What keeps me positive is sitting on the veranda watching the continued movement of commerce on the Cape Fear. As long as the ships continue I know, this too shall pass! It may not be my timing but I couldn’t think of a more lovely place to be during this pandemic.

Also, we have a monthly newsletter! You can sign up on our website, send a message on LaPolena’s Facebook page or call. Newsletter recipients are the first to hear of specials such as the StayCation and upcoming fun events.

LaPolena Bed & Breakfast

910.477.6125 office

503.780.0040 mobile