June 23, 2009

Innkeepers of Cape Ann

Dear Innkeeper,

First, I would like to thank you very much for participating in our call-around.  There have been some questions raised as to our intentions and how this information would be used.  I would like to take this opportunity to answer those questions and share some information with you.

For those of you that have been around a while, or have worked in different markets, you will remember that it is part of our daily routine.  The purpose of a call-around is to let other accommodations know that we have rooms available, or not, as the case may be.  And to know where to send potential guests that we cannot accommodate for any reason. 

But there is another, more important, reason we are doing this now.  In May, I had a referral from an inn that chose not to take business because they weren’t sure if they “would make it through the summer”.  As the season started up, I kept hearing from different inns that year-to-date business is down 20%, 30%, and as much as 70%.   At the Chamber Tourism meeting in May, Bob Hastings announced that advanced bookings were “better than last year and this will be the best year ever.”  Knowing that my advanced bookings were off 28% from 2008 and hearing some of the scuttlebutt from others, I thought that real information was needed.  Tourism across the country has fallen significantly and Cape Ann has not been untouched.  Without franchises or hotels reporting to Smith Travel Research, there is no way to measure the effect of the recession on the local industry except to ask. 

Whether we like it or not, we all depend upon one another to keep tourism flourishing on Cape Ann.  Every establishment can boast their own accomplishments and has something to offer that no one else has.  And for every one that closes, we will lose some amount of guests to Cape Ann.  They will choose to go somewhere else.  And let’s not forget the restaurants, attractions and shops.

The information we are gathering is meant to be shared.  Most inns are down.  Some are down significantly.  Walk-in traffic, which some places rely on, is a pittance.  Some blame this on the weather (always a factor with tourists) and some on the referral organizations, chamber and visitor’s center. One inn reports numbers the same as last year, one is up over last year and one is always full.  This is great news.  Social and government groups have allowed some inns to make up the business they lost through leisure travel.   Two inns (small ones) are booked through the summer.  One of the larger inns is ahead for the summer. At Bass Rocks Ocean Inn we are down 26% YTD and our ADR is up $5.00. .  I cannot speak for the chamber, but the visitor’s center, while going through a major reorganization, has not seen many people looking for rooms.

The current lack of an organization devoted exclusively to our industry, run by our industry, and dedicated to helping just us, without any other agendas, has led me to ask each of you to join me to start an Innkeepers Association.  No cost or participation would be required.  This is not meant to be a burden.  The idea is to start the communication going.  Let’s begin with a blog on the internet where ideas and experiences can be shared.  Events of interest to our guests can be made assessable to everyone in a timely manner.   Information can be easily gathered to allow properties to participate in joint campaigns and grant applications. I know that Rockport has an Innkeepers Association and if this is the same, perhaps they will consider allowing others to participate.  I think you all feel the same and together we can improve things for ourselves.

And last, but in no way least, Coastal Living Magazine has requested a press kit for Cape Ann.  In order to complete it, I need some OUTSTANDING location pictures that truly represent what a beautiful place we live in.  If anyone is able to help, let me know.

Please respond with your ideas, needs and level of interest so that tomorrow we can begin. 

Thank you for your time,

Tracey Muller

Bass Rocks Ocean Inn

107 Atlantic Rd.

Gloucester, MA 01930

978-283-7600

tracey@bassrocksoceaninn.com