Innkeeper Magazine | Information & Advice For Innkeepers, Hoteliers and Guest Service Personnel Arrington's Bed & Breakfast Journal
WINTER 2011
COMPLIMENTARY E-ZINE
hospitality marketing inn marketing color printing full color captivate marketing

Innkeeper Tips & Tricks

Every wonder what little things can be done to help promote your inn or bed & breakfast without making a huge investment? Sometimes smaller efforts can have a big impact. Here are a few great ideas to help get your name out their...

A Little Postage Pays Off
Put out some of your postcards with postage stamps already applied, either in a basket in the foyer, near the front desk or even in the guest room. This welcomes your guests to write home to loved one’s, family members and folks back at work. What do all of these people have in common? Chances are none of them have been a guest or even heard of your establishment yet - however most are very viable potential guests. Once they hear about the “great time” and “wonderful relaxing stay” your guest has, your website and contact information is right in front of them. For the cost of a post card stamp you can make a big impact and your guests will love it.

Complimentary Mugs and Wine Glasses Make Great Gifts
- Promotional items such as coffee mugs and wine glasses are great complimentary guest amenities. Chances are your guests are already taking them. Why not put out a set of coffee mugs or wine glasses with a personalized note inviting guests to take these home with your logo and website address right on the mug or glass. Months, even years later these items will be reminding the guest of their stay at your establishment. If you buy in quantity, the cost per piece is significantly reduced and can cost less then the average food cost at breakfast. A couple of bucks can bring them back again and again.

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Inn Marketing Print Brochures Collateral Postcards Rack Cards
Is Print Marketing Dead?
In The Age of The Internet, It's Easy To Forget The Value of Something Tangible In Hand

by Carol Hart

While the age of the internet has brought powerful marketing opportunities to the fingertips of innkeepers, more seasoned guest marketing professionals have identified that a balanced approach is critical to reaching a diverse demographic spectrum. There’s no question that the internet can deliver potential guests right to your desktop, specifically with the capability of online availability and electronic reservations, however the internet does miss some opportunities that online print collateral can deliver upon. In a marketplace that can take advantage of drive by or walk-in guests, a brochure or rack card strategically placed at information centers, tourism hot spots, and rest stops can deliver unexpected room revenue and potentially even return guests that may have never been reached by the internet. After all, you can’t put a website in your back pocket or in a hand bag. You can’t have a website sitting on your coffee table inspiring conversation about bed & breakfast travel amongst your dinner guests.

Boston-based,Captivate Marketing specializes in hospitality and destination marketing with two distinctly different creative departments for print and interactive. While the interactive and web division has grown considerably over the past 7 years, the call for creative brochures, rack cards and other printed material keeps its print creative department as busy as ever. “I think that many innkeepers, lodge owners, and hoteliers realize that there is still a market segment that is a little technology resistant,” says Carol Hart, Director of Client Services for Captivate. “We see innkeepers today making huge investments in their website, however we see them still spending considerable money for traditional print, often times having the website follow the same creative angle or look and feel as their print collateral. Is it possible that industry experts don’t want to put all their eggs in one basket or are they still seeing a return on investment from their print marketing that supports both mediums? Some innkeepers see a lot of results from the internet and subsequently disregard their print marketing in comparison, instead of asking the question: what’s wrong with my print piece that it’s not performing? A strategically planned, professional designed print piece in harmony with your online marketing efforts can set you apart from your competitor and give your property a marketing edge.

Technology will continue to evolve as it always does. People will continue to download Podcasts™ and music, exploring vast vacation destinations on the web or reading up on current events right at the comfort of their home computer. However, there’s a pile of magazines in the lobby of the dentists office or in the waiting area where you get your oil changed, not a pile of websites! The power of traditional print to inspire an unplanned weekend away at a bed & breakfast in the Berkshires is uncanny. The power of traditional print to be passed on from one consumer to another and to reach a broad audience is still very strong.

“Our advice to our clients is to ride the technology wave. Make the investment in internet marketing because it will provide a significant return and keep you competitive. At the same time have a professionally printed brochure, rack card or other printed piece to send as a follow up to the online inquiry, for direct mail purposes or local rack distribution. A balanced approach to marketing is still essential.” adds Hart.

Carol Hart can be reached at 1-800-335-1651 or at chart@captivatemarketing.com

INNKEEPER RESOURCES
Inn Directory www.BestCountryInns.com
Inn Directory www.InnsofNewEngland.com
Color Printing www.captivatecolorprinting.com
Websites/Marketing www.captivatemarketing.com

Insurance www.InnInsurance.com

Soaps/Bath Amenities www.fullersoaps.com


Cape Cod Web Design & Development

Financing A B&B
Claude or Mariette Gagne at The B&B and Country Inn MarketPlace Provide Valuable Financing Information For Today's Innkeeper

Here in beautiful Savannah, Georgia, Bed and Breakfast opportunities are all around. A look down any street in the historic district would reveal a house that you could just imagine as a perfect bed and breakfast location. That fact has not been overlooked by local entrepreneurs, because we are blessed with at least 25 B&Bs between Gaston Street and the Savannah River. These properties do change hands occasionally and according to a recent appraisal that we ordered for a borrower, we found that most comparables were valued and sold at amounts ranging between $80,000 and $120,000 per guestroom. There variations were due mainly to differences in the physical condition of the property, the location, and the availability of adequate parking for guests. Unless you are one of those lucky purchasers that our appraiser turned up and can pay cash for your B&B acquisition, you may be very interested to hear about some of the benefits of Small Business Administration (SBA) guaranteed lending programs. Generally, with an SBA guaranteed loan you can finance greater amounts for a longer term with no balloons or calls than you can with a conventional loan.

A five guestroom B&B appraised and priced at $600,000 would usually attract a maximum of $480,000 in a conventional bank debt. Depending on the bank's lending experience in the hospitality industry, 80% of the appraised value is the limit that most banks are willing to go conventionally. As many borrowers may find, many conventional banks are not interested in providing any funds for B&B financing, unless an individual is of very strong financial strength and the loan is at a very low Loan-toValue. The term ntight run 15 to 20 years. In addition to the $120,000 necessary to payoff the seller, a buyer certainly would have closing costs and future working capital needs to consider. Also, few buyers walk right into a perfect turnkey situation in which they have no desire or need to repaint, repaper, redecorate, and remodel to some extent. The purchase price might not even include the furnishings; in that case there would be furniture and fixtures to buy. In a conventional financing arrangement, the buyer would have to fund the balance of the purchase price, the closing costs, any future working capital needs, and whatever costs are involved in redecoration of the facility out of his own pocket. Depending on the depth of his pocket, some additional seller financing might be called for as well. The seller financing could be quite expensive and short term.

With an SBA guarantee, the same bank may be able to lend a much higher percentage of the total project costs, because its risk is greatly diminished. By guaranteeing up to 75% of the loan amount, the SBA encourages banks to make loans that they ordinarily would not make within conventional lending parameters. Utilizing the SBA, a lender can look at and lend on the total project cost, not just the appraised value of the real estate. Under the SBA scenario this hypothetical B&B acquisition could be structured as follows:

$600,000 Acquisition Cost
25,000 Closing Cost (including the SBA guarantee fee)
50,000 Working Capital
25,000 Improvements
25.000 Additional Furniture & Fixtures
$700,000 TOTAL PROJECT COSTS

It would not be unusual to see an SBA lender commit to $600,000 to $625,000 for a term of 25 years on this deal. Such financing would reduce the up-front cash required by the borrower and would also improve the projected cash flow of the business by lengthening the term for repayment. Certainly, every situation is unique and will need to be structured somewhat differently. However, the use of the SBA loan programs allows for a great amount of flexibility in designing a financing structure that works for all involved parties.

The lender will need to have the following information and documentation before making a credit decision on an SBA loan for your B&B acquisition:

A personal financial statement
The last three years personal tax returns
The last three years financial statements on the existing B&B
Two years of projected cash flow and profit & loss statements
An inventory of the furniture and fixtures worth more than $500 a piece
Construction plans and estimates if necessary

Before loan closing there are other pieces of documentation required. The following are usually included as part of the SBA authorization letter to the lender:

An appraisal on the acquisition assets
An environmental assessment of the property
The assignment of some life insurance ,
Title insurance (A survey is frequently require before title insurance can be issued)
Evidence of hazard insurance with the lender named as loss payee
Certificate of good standing from the Secretary of State or its equivalent in your state.

If you have doubts about pursuing an SBA guaranteed loan because of stories you have heard about the paperwork involved, think again. It is true that these types of loans require mounds of paperwork; however, for the most part, it is the bank's responsibility and headache to see that all forms are completed and signed properly. The SBA application itself could be prepared by the bank or by a local economic development group such as a Small Business Development Center. SBDCs are usually associated with a college or university; however, many are found in other cities and towns as branches of the main university location. From the borrower's perspective the information required for an SBA loan is almost identical to a conventional loan.

For more information about your specific situation talk with your local banker or a specialized SBA small business lender. For additional general information about SBA guaranteed loans check out the website at www.sba.gov DeDe Cargill and John Bickley are executives with Sun belt Commercial Capital in Greenville, Sc. Sun belt is a small business lender specializing in SBA loans for companies throughout the Carolinas and Georgia. Among the organization, they have provided over $250,000,000 of SBA financing throughout the country. With 3 locations: Greenville, SC, Savannah, GA, and Raleigh, NC; they can quickly assist an applicant.

Innkeeper Magazine | Information & Advice For Innkeepers, Hoteliers and Guest Service Personnel Arrington's Bed & Breakfast Journal