Pet Boarding & Daycare May/June 2022

VOL 12 • ED 3

MAY / JUNE 2022

Profile of Success

Whiskers

Luxury Cat Boarding UNDERSTANDING

YOUR VALUE

LADDER

THE IMPORTANCE OF SPACE AND

STIMULATION

IN CAT LODGING COVER PHOTO BY ABC PET RESORT

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STAFF PUBLISHER Barkleigh Productions, Inc. EXECUTIVE EDITOR Rebecca Shipman ART DIRECTOR Laura Pennington SENIOR GRAPHIC DESIGNER Brandi Aurelio

M AY / J U N E 2 0 2 2

CONTENTS

WEB MASTER Luke Dumberth PRESIDENT Todd Shelly VICE PRESIDENT Gwen Shelly CHIEF OPERATIONS OFFICER Adam Lohr

28

DIRECTOR OF MARKETING & CLIENT RELATIONS James Severs

Whiskers Luxury Cat Boarding

EXECUTIVE ASSISTANT / ACCOUNTS MANAGER Karin Grottola SOCIAL MEDIA COORDINATOR Cassidy Ryman

34

DIGITAL MEDIA Evan Gummo CONTACT

General: (717) 691-3388 info@barkleigh.com Editorial: rebecca@barkleigh.com (717) 691-3388 (ext. 225) Advertising: james@barkleigh.com (717) 691-3388 (ext. 224)

Copyright MAY 2022. Pet Boarding & Daycare is published bimonthly by Barkleigh Productions, Inc, 970 West Trindle Road, Mechanicsburg PA 17055. Postmaster: Send change of address to Pet Boarding & Daycare c/o Barkleigh Productions, Inc., 970 West Trindle Road, Mechanicsburg PA 17055. No part of this publication may be reproduced without written permission of the publisher. Editorial offices: 970 West Trindle Road, Mechanicsburg PA 17055. (717) 691–3388 FAX (717) 691–3381 Email: info@barkleigh.com

4

Requirements

TO CONSIDER FOR

6

UNDERSTANDING

YOUR VALUE

LADDER

Cat Boarding Clients

48

Animal Behavior

Facility

Cat Training 101

Business 10 4 Tips for Planning Your Pet Resort Legacy 14 4 Steps to Making This Your Best Summer Ever 20 Is It Time to Cut The Cord?

Handling Termination of Poor Performing Employees

PET BOARDING & DAYCARE

38 Adding Cat Grooming to Your Services 42 The Importance of Space & Stimulation in Cat Lodging

Industry News 52 New Products

ANIMAL BEHAVIOR

CAT 101 TRAINING

By Steven Appelbaum

W

hen people ask me what I do

uncaring, slightly manipulative, grumpy

for a living, I tell them that

and less family than houseguest. It's a small

I own a vocational college

wonder why the idea of training a cat strikes

specializing in animal-related careers. Upon hearing this, most animal lovers perk up

Here is the truth: Cats are highly intelli-

and ask what programs we offer. Of course,

gent and are trainable. Once you understand

they are not surprised to learn we offer a

this, you can educate your cat clients about

dog trainer program and a grooming course,

the actual training options available.

but most people look at me strangely when I mention cat training.

So, what can you train a cat to do?

Cats can quickly learn to walk on a leash

"Wait, what? Cat training? You can't train

and listen to any basic cue that dogs

cats, can you? Aren't they too independent?

can. However, the primary focus of cat

Besides, even if you can train them, what

training is behavior modification.

would you teach them to do, walk on a

This includes litter box training or, in

leash?" they often reply.

some cases, re-training, teaching a cat not to

I have been hearing sentiments like this for

scratch on furniture, dealing with spraying,

over a decade. In truth, I can understand why

excessive yowling, and teaching socialization

some have their doubts about the trainability

skills so that the cat can accept other cats

of cats. After all, when most people think about

and even dogs.

training a pet, they visualize dog training.

Keep It Positive

Cats Vs Dogs

6

some as unrealistic or impossible.

Not only are cats extremely trainable, but

Dogs and cats are not the same and

training can and should be done positively.

are often motivated by different things.

Positive reinforcement of desired behaviors

Combine that with how popular culture

instead of punishing undesirable ones is an

depicts dogs; loyal, trustworthy, loving,

effective way of teaching appropriate behav-

dependable family members. Now compare

iors while strengthening the bond between

this to how cats are portrayed; aloof,

pet parents and their cats.

PET BOARDING & DAYCARE

Cats are highly intelligent and are trainable. Once you understand this, you can educate your cat clients about the actual training options available.

Crate Training

Cats can also be trained to enter and travel comfortably in a crate, which can be a vital-

of lightning; impossible to catch and transport.

The difficulty in transporting

ly-important skill for them to

cats is one of the reasons why cat

learn. Unlike dogs who can be

parents don't take their pets to

leashed and taken to a veterinary

the veterinarian nearly as much

hospital, cats need to be crated

as dog parents. They don't love

for transport. Unfortunately,

them less; they just can't catch

many cats don't exactly love

them. Yet most cats can learn to

going to the doctor and quickly

go into a crate on cue and travel

associate the crate with a visit to

in one quite comfortably. This

the hospital. Cats that make that

makes it easier for pet parents to

connection can be like fuzzy balls

take their cat to the veterinarian.

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Litter Box Challenges For cat parents experiencing any litter box issues, suggest they take their cat to the veterinarian to rule out any health problems. Make sure all clients have enough litter boxes for their cats.

Generally, one litter box per cat plus one extra is a good rule of thumb. So, one cat has two litter boxes; two cats have three. Keep the litter boxes clean, which means cleaning them at least once per day. Next, consider the locations of the

Scratching Furniture The bottom line is that scratching objects is a strong feline instinct that no one will stop. The key is to teach the cat to scratch on the correct items. Clients with problem scratchers should be encouraged to purchase a quality scratching post. Many scratching posts are simply wood frames with soft

Solutions like this can assist your cat clients in living their best lives with their feline friends. In addition, consider locating a cat trainer you can refer clients to if they are still having challenges.

Steven Appelbaum is a professional animal trainer and founder of Animal Behavior College (ABC), a vocational school specializing in animal career training

boxes. Sometimes owners move litter boxes without thinking about the impact of that change on their cats. Ideally, litter boxes should be in a quiet, safe location, typically away from highly-trafficked areas and playful dogs or children.

Another thing to consider is cat litter.

Some parents change brands frequently, which can be problematic to sensitive cats. Once you find a litter that the cat seems to like, it is best to stick with it. programs. ABC offers courses for people interested in becoming pet groomers, dog trainers, cat trainers, veterinary assistants, aquatics management specialists and zookeeper assistants. Aside from managing ABC, Appelbaum works as a freelance author, lecturer and pet business consultant.

For more information about Animal Behavior College, please visit the website at www.animalbehaviorcollege.com

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fabric coverings. The challenge is that they are often constructed of the same or similar materials as the furniture you wish to stop the cat from scratching.

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You can reward the cat’s scratching on the post with praise and treats, and even consider the careful application of catnip around the post to stimulate interest in it further.

PET BOARDING & DAYCARE

9

BUSINESS

4 TIPS FOR PLANNING YOU

R

business today, in one year, three years or five years? Are you prepared to talk to your team about selling the business? These personal questions need soul-searching thought and analysis. You must have a clear understanding of your own goals and the objectives of your staff while preparing for a sale.

Make sure your

facility is attractive to buyers. A safe

and well-maintained facility that looks fresh and can attract new customers is more appealing to a buyer than an old, tired-looking facility. Nobody wants to pour a ton of capital into their new business as soon as they take possession of the keys.

O

The books need

By Eyal Cohen

to be as fresh as

ne way or another, you

this industry. There are many private

are going to leave this

buyers as well as corporate buyers

minimum, you should

that are looking to expand their

know your monthly revenue, your

fortunate to have their children ready,

operation and footprints in the US.

profit margin, your labor ratio,

willing and able to perform the hard

Nearly every consultant will advise

the average number of pets per

work it takes to run a pet resort, but

you to think about the metrics that

night and your client turnover

most owners don’t have that luxury

a buyer is looking to acquire, then

rate. Buyers also want to know the

and may choose to sell it to their

build your business accordingly.

length of your lease or if you own

profession. Some are

employees, often having to finance the deal themselves. Another option is

Here are four tips for selling your pet care business to a corporate buyer:

behind but many years of hard work and a void in the community.

One of the best options is to sell your business to someone already in

the property and plan on renting it to them. Be prepared to supply at least three years of business

to close the business, leaving nothing

10

the premises. At a

Be mentally prepared and determine the

tax returns, detailed payroll information and the percentage of

right time to sell. Are

revenue that each service line adds

you ready to leave the

to the gross revenue.

PET BOARDING & DAYCARE

Have capable staff and

own it and were in a different industry.

led Eyal to join a growing pet resort and

thorough procedures

It’s not easy to do, but your objectivity

veterinary business in the metropolitan NY

in place. Do you have a

will reveal truths about your business

area, ultimately building and acquiring

general manager that can

and force you to make some changes

14 locations. He learned every aspect of

so that when you’re ready to sell, it’s

operating a pet resort from the ground up.

attractive to a wide audience.

In June 2021 Eyal and his partners sold

truly run the business daily without the owner’s assistance? Is the general manager able to understand basic financial documents like cash flow statements, balance sheets and P&Ls? Most buyers are looking for investment

their pet resort and veterinary businesses Eyal started his career in the diamond

to NVA. He is now pursuing other interests

business, but his passion for diamonds

in the pet resort industry.

is equal to his passion for dogs, which

opportunities and do not want to buy themselves a job. Make sure you have well-written manuals that define, in great detail, every function of the work that needs to get done. Also, your staff should be properly trained to maintain the safety and comfort that today’s pet parents demand.

Think objectively about whether you would buy the business if you didn’t

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MADE IN

TO

THIS YOUR BEST

EVER

By Laura Laaman

At long last, we’ve made it. And, as predicted, the travel industry is roaring back. American travel and tourism are on track to exceed prepandemic levels by six percent with a whopping spend of $2 trillion.

N

early all major airlines have

on the other side, staffing is among

job’s requirements, responsibilities

reported increased passen-

the biggest challenges to conquer.

and duties.

ger sales and interest in the

It’s more important than ever that

final quarter of 2021 as travel restric-

your team is made up of profes-

Almost all hiring is done on digital

tions are being lifted nationwide.

sional, growth-minded individuals

marketplaces today, and it’s often

dedicated to providing human and

necessary to cross-post on several

around, and you can snatch it up for

pet care you’ll be proud of. Whether

sites to reach the most applicants.

the best summer your business has

you use an outside service to hire or

Some of the leading job sites include

ever had…but only by taking these

do it internally, here’s how to attract

Indeed, LinkedIn, ZipRecruiter,

essential steps:

and secure the best of your market:

Monster and Glassdoor. Many job

The boomerang is coming back

14

 Post and monitor your ad.

 Write a fantastic job ad. A

seekers will also check your website

Have a Strong Staff

job ad is your opportunity to “sell”

to apply directly, so having an em-

As you know, quality

your business as the best option and

ployment section on your website

pet care depends on the

lay out the expectations of the job.

might be worth your while.

 Respond quickly and

people providing it. Staff shortages

Inform job seekers who you are as

and shifting worker priorities have

a company, the value of the job and

smartly. No matter where you post,

put pet care business through the

of any career advancement opportu-

it’s critical to check and respond to

wringer. Now that we’re emerging

nities. Be sure to clearly outline the

applicants shortly after they come

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 Conduct organized

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Prepare a list of questions to ask each applicant so you can easily compare their answers. Be sure to take notes as you go along so you can reflect if candidates start to blend in your mind.

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PET BOARDING & DAYCARE

Set Appropriate Prices Have you reevaluated your pricing recently? The economy has gone through wild and frequent changes in the past two years, so even if it hasn’t been too long, it might be time to take another look.

The most successful pet care businesses constantly evaluate prices and make changes when needed—but only with the utmost care.

Changing prices is highly delicate and the smallest miscalculation could sabotage you. However, even a small price change, if it’s appropriate, can vastly improve your revenue generation. Important considerations include market analysis, regional demographics, the amenities you offer, and even the age and layout of your facility.

So, what should you be charging? It’s not possible for most privately-owned pet care facilities to charge the lowest rate on the

market—especially against digital pet

inquiries, but the proper quality as well.

sitting companies like Rover.com®.

You may not think you need it today,

Price also directly communicates

but you will need it soon.

value. If you’re providing the best

If you’re providing the best care in your area, your fees should communicate the experience pet parents can expect— like a Comfort Inn versus a Hilton.

If you're going to raise your pric-

care in your area, your fees should

ing, you're likely to lose customers.

communicate the experience pet par-

And believe it or not, that might actu-

ents can expect—like a Comfort Inn

ally be a good thing. High-quality pet

versus a Hilton. Once you decide on

care facilities should not be the cheap-

your pricing—especially if it’s “Hilton-

est on the market. In addition, the

esque”—it’s essential you explain why

most valuable customers aren’t looking

you charge what you charge. This

for the lowest rate. Conscientious

should happen on the phone, during

pet parents who want a customized

tours and in your marketing.

experience are often the most lucrative

Step Up Your Marketing It may be time to step up your marketing. Yes, I know

to your business. To capture these valuable pets and parents, you can:

 Focus on selling the

experience at your facility. What

many business owners think this advice

special amenities do you provide? Why

is crazy, but marketing is ALWAYS

is your facility the best option?

important. It is necessary to ensure you not only have the proper quantity of

 Ensure your website is strong.

It’s often the prospect’s first impression

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Pet parents of all ages will often choose to connect with you on the phone. Pet care is an extremely emotional decision, after all. They want to speak to an actual human when choosing who to trust with their family member. of your business, so include the most compelling photos and messaging.

 Post on social media. This is

But, not just anyone will perform well in the role of a Reservation Specialist.

Reservation Specialists are enthusiastic,

While each of these strategies can make

another chance to show off the fun and

articulate, professional, motivated,

a direct impact on your revenue, they’re

amenities at your facility and interact

result-driven individuals. A proper-

designed to work together to skyrocket

ly-trained Reservation Specialist will

your company ahead this summer.

directly with a wide audience.

 Monitor review sites. A recent

study showed as many as 97% of shoppers relied on reviews when making purchase decisions. Keeping a high-star rating on the big review sites like Yelp and Google is an important strategy for maintaining a strong online presence. Proactive companies will also reply to negative reviews appropriately and quickly.

Have a Quality Phone Team Pet parents of all ages will often choose to connect with you on the phone. Pet care is an

quickly establish a connection, promote the superiorities of your company and its

These four steps have driven Outstanding

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They want to speak to an actual human when choosing who to trust with their family member. Allowing just anyone to answer precious prospective client calls can be one of the costliest decisions in this business.

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19

HANDLING TERMINATION OF POOR-PERFORMING EMPLOYEES

W

hat qualifies for termination? What is the “line in the sand” that, once crossed, starts the termination process?

For many businesses, that line is either non-existent or keeps moving, depending on the person involved or the day of the week. Here is where the problem truly begins—not having very clear, verifiable lines in the sand.

Drawing a Line in The Sand Of course anyone in the pet industry will say that abusing a pet is grounds for termination. Same with stealing money or controlled drugs.

But what about arriving late to work?

How many times is too many? What about not getting along with another employee or client? Would refusing to grow professionally qualify? The point is, there may be a section in the employee handbook titled “professional conduct and workplace rules” that lists

20

By Louise Dunn

behaviors (and most handbooks say “the list is not intended to be exhaustive”), yet often these behaviors are condoned due to extenuating circumstances or a desire not to take action.

The other issue is moving the line in the sand because of the people involved or the current state of economics. Some may condone certain qualifying behaviors because it is too difficult to find a new hire, or maybe people are going out on sick leave, or it is the busy time of year, etc., etc.… This is a tough predicament—either the behavior justifies termination or it does not. Condoning it today because ________ (fill in the blank with one of the previously-mentioned excuses) may set precedence, and, later down the road, when you do terminate someone else for the same behavior, that person may have a good argument about unfair/biased/discriminatory treatment because you failed to terminate someone else for the exact PET BOARDING & DAYCARE

same behavior.

Step #1: Identify what conduct qualifies for termination (check what your handbook lists) and discuss with the management team where the line in the sand must stand firm.

Step #2: Conduct an annual review with the team and discuss what behaviors are expected.

Does Management Know What to Do? “At-will” is the legal phrase so many managers like to quote; however, “at-will” termination may still land the business in legal trouble. There are specific federal laws and state statutes which protect employees from discrimination (age, sex, race, disability), and these are frequently cited in an unfair termination lawsuit.

A short note about disabilities: Certain disabilities are “protected;” however, this does not mean that the

business must lower performance standards because of a disability or addiction that falls under the Americans With Disabilities Act (ADA). In these types of situations, it is recommended that the business requires that the employee offer specifics on how he/she can improve, and that the company makes reasonable accommodations for the employee.

There are a few steps to take to defend allegations of discrimination or bias: communicate and document.

From the moment an employee is hired, communicate expectations; expectations on how to perform the job, how to interact with clients and team members, and even expectations on how to request help when there is an issue regarding job performance. Show them the correct path to follow by providing regular updates on the job performance and strategic goals of the business. Do not leave the employee guessing. Do not let bad behavior continue and proliferate.

If the employee veers off the path,

have corrective action plans in place.

Identify mentors, coaches or subject-matter experts who can be relied upon to teach and train others. Have a Performance Improvement Plan template ready to be used. Give warnings (and yes, have a warning document template prepared for use), set up training and give timelines for improvement. And, while you are at it, set up procedures for the management team to stick to the plan.

All too often, it is the management team that lets the errant employee slide because training or timelines get forgotten in the daily chaos of a busy day/week/month.

Make it easy for the management team to communicate and document.

Step #3: Communicate the clear picture of what an employee’s job performance should be.

Step #4: Conduct regular performance reviews, real-time reviews and issue warnings when appropriate.

Step #5: Keep records, set time limits and have employees sign these documents.

When Should the Cord be Cut? While many managers will say these steps are in place, there are still enough times when the final stage of cutting the cord is delayed. When does the inappropriate behavior or poor job performance cross the line? When should the coaching, training, warnings and accommodations end?

Keeping an employee because replacing them at this time is not convenient is the first hurdle to overcome.

There is a “cost” when keeping the cord attached. Some experts estimate the cost of keeping the wrong employee can be up to 15 times his or her annual salary.1 Other costs include losing great employees (because they are tired of putting up with the poor performer), missing the opportunity to hire a great employee (either due to not having that opened position or those great ones not applying because they sense the poor work culture when they interview),

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PET BOARDING & DAYCARE

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It is never comfortable, but if the manager has gone through the prescribed steps and has all the documents, there should be no regrets or push-back when the employee is terminated.

losing clients (either due to the actions of that poor employee or due to the overall environment of the business) and losing productivity. As you can see, the costs can mount when the cord isn’t cut. So, where does the manager go from here?

Consider the following questions as you assess the situation: • Is the person contributing to the success of the team?

• Does this person adapt to the

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PET BOARDING & DAYCARE

needs of the business, team, pets and clients?

• Is the person damaging the work culture or operation of the business?

• Are there extenuating circumstances that are affecting the person’s ability to perform the job?

• Has this person been given the opportunity to make improvements?

• Has management fulfilled their responsibility to this person?1 In some situations, all answers point to terminating the employee. If there is any question, maybe it is about the management team’s experience with termination procedures. After all, there are times when management has been second-guessed or not supported in a decision. These past experiences can weigh heavily on decision-making, and especially on a decision such as terminating an employee. Training the management team on the steps mentioned above and proper termination procedures will help.

Prepare a termination file with a checklist and standard forms. Also train the management team on how to prepare for and how to conduct the termination process: • Schedule a private location and time to meet with the employee.

• Tell the employee why he/she is being terminated.

• Have documents ready regarding continuing health insurance (COBRA), severance package, retirement plans, etc.

• Provide notice of the company’s policy regarding his/her account and any balance owed.

• Have the final paycheck cut and ready to give (including vacation and severance if applicable).

• Collect keys (or disable security codes) and any equipment belonging to the business.

Having a file with prepared documentation allows for a smoother process. It is never comfortable, but if the manager has gone through the prescribed steps and has all the documents, there should

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be no regrets or push-back when the employee is terminated.

Step #6: Have a termination file with checklist and forms ready to use.

Preparation, Action, Results No one likes firing a person. But the take-home message is simple: If the person does not buy into the leadership, core values and culture of the business, they do not belong on “the bus.” If the person has become toxic, they need to exit the bus.

In Jim Collin’s book Good to Great, companies are challenged to move the company from merely being good, to be a great company. One of the tips in the book is to get the right people on the bus and in the right seats. There will be times when a poor performer is identified as being in the wrong seat and, with coaching/training/feedback, he/she is moved into the right seat and stays on the bus. This person improves and now understands the guidelines and expectations. They buy into the core values and the strategic goals of the business. They contribute to the overall success of the team; in pet care, client service and business success.

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When all the processes are in place, more of the “right” people will be hired and placed in the right seats on the bus. Should the need arise to terminate someone, those processes will have been followed, and cutting the cord will be professional, legitimate and legal.

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to exit the bus. This action will initiate the process of hiring and onboarding a new person. Do not ignore this step; in some cases, weak action during this step may have been what prompted the recruitment of the person that was just terminated. Hire right; just like the termination file, the management team should have a file for hiring and onboarding.

Step #7: Have the processes in place for hiring and onboarding. Create files with forms, templates and checklists. Identify the subject matter experts who will handle the training. Give feedback. Move the person into the right seat on the bus.

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PET BOARDING & DAYCARE

PROFILE OF SUCCESS

Whiskers Luxury Cat Boarding

IT’S A

Suite Life

By Kathy Hosler 28

Photos provided by Whiskers Luxury Cat Boarding PET BOARDING & DAYCARE

Jennifer Miller knows what makes cats purr.

She's been involved in showing, breeding and feline rescue for more than twenty years.

J

ennifer owns the Katznjamr Bengal Cattery and has shown her cats internationally, even producing the number one spotted Bengal in the World. Her more recent venture is owning Whiskers Cat Hotel, central Texas’ premier cat boarding facility.

"Showing and breeding Bengal cats for the past two decades has given me a unique perspective into the world of feline care," shares Jennifer, co-owner of Whiskers Cat Hotel.

"I researched some luxury cat hotels in Europe and Australia, and I loved the concept,” Jennifer continues. “I decided that I wanted to bring that kind of boarding experience to the cats of Central Texas."

With the help of co-owner and daughter-in-law,

Twyla Miller, Jennifer also did a lot of online research and got as much information on the construction and operation of pet boarding facilities as she could—although most of it was geared towards dogs. Then she and Twyla worked to create a model that would work for felines.

"Facilities that board both dogs and cats do their best to provide quiet areas for their cats, but the barking and other kennel noises are often quite stressful for them," Jennifer says.

"Even cats that are dog-friendly don't generally do well when there is a lot of noise or activity.

We took that into consideration when we were planning every facet of the hotel."

Whiskers Luxury Cat Boarding, located in Georgetown, Texas, opened in 2014. And it is

PET BOARDING & DAYCARE

29

“We have 32 Suites in a variety of room sizes; smaller suites for single cats, up to our

10’x10’x10’ for families with multiple cats.“ – Twyla Miller, co-owner of Whiskers Cat Hotel changing the way cat boarding has traditionally been done. Every guest at Whiskers stays in their own spacious and beautiful walk-in suite.

They don't use cages or condos since they don't provide the cats enough room, and they are certainly nothing like being at home.

"Our cage-free accommodations really reduce feline stress," says Twyla.

"We have 32 suites in a variety of room sizes; smaller suites for single cats up to our 10'x10'x10' for families with multiple cats.

"Everything was designed with the cats’ comfort, health, and happiness in mind. We have large, beautiful windows along the entire perimeter of the building. The cats really love resting on a sunny window ledge where they can watch the birds at our outside 30

PET BOARDING & DAYCARE

feeders," Twyla adds.

Each individual suite was configured so that the cats do not have faceto-face contact with other cats. Having that privacy is so important, but it is not feasible at many facilities.

"Cats need the security of our tranquil, homelike suites," Jennifer says. "We provide them with cozy beds, chairs, cat trees, perches, stairs, cat wheels, cat TV—everything we could think of to make them comfortable, happy, and enjoy their time here. We even play soothing spa music and we have aviaries of doves and finches to keep them entertained."

Safety was paramount during the design and construction of the facility. The interior of the hotel was built using fire-retardant surfaces. They also installed monitored cameras

“We have large, beautiful windows along the entire perimeter of the building.

The cats really love resting on a sunny window ledge where they can watch the birds at our outside feeders.”

– Twyla Miller, co-owner of Whiskers Cat Hotel

and alarms that detect heat, smoke and Co2 which will immediately notify the owners, 911 and the fire department if a problem is ever detected.

"We all know that cats can sometimes be difficult to work with," Jennifer says. "But, we can accept all personality types. With our background in feline care, we know what each one needs to help them adjust to their new surroundings. We pride ourselves in making the boarding experience pleasant for the cats. When they go home, they are relaxed, not nervous."

"A great deal of our success is due to our amazing staff," shares Twyla. "Having talented, dedicated employees that love what they do is a real asset. Most of our employees stay with us for years."

"Outstanding customer service has always been integral to our continued PET BOARDING & DAYCARE

31

“At Whiskers we establish long-lasting relationships with our clients and their cats.”

- Jennifer Miller, co-owner of Whiskers Cat Hotel

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PET BOARDING & DAYCARE

success. At Whiskers we establish long-lasting relationships with our clients and their cats," says Jennifer. "In fact, clients will sometimes come in just to ‘talk kitty.’"

Many people come from a long distance to bring their cats to this exclusive facility, and that's where their website (www.whiskers.co) has proved to be invaluable. Jennifer designed and built the website herself.

"Our website allows people to get a feel of what we are all about and all the services we offer," Jennifer continues. "I wanted it to have lots of photos and videos of the entire hotel. That allows folks who live an hour or more away to get online and see every one of our rooms. They can know exactly what their cat's suite will look like before they make the drive here.

"Our clients can do everything online, from seeing our accommodations and selecting the amenities they want their cat to enjoy to booking their reservations.

We want to make everything easy and enjoyable for them," Jennifer adds.

A non-refundable deposit is required

to hold a reservation, and Whiskers operates on a per-day booking system.

That means, if a cat comes in on a Monday morning for boarding and leaves on Tuesday morning, they are charged for two days. Everything is posted on their website so there are no misunderstandings.

In addition, daily email photos and “Kitty Gram” slideshow updates are sent out to the owners so they can stay in contact and see all the fun their cats are having.

Jennifer and Twyla also do a lot of rescue work. They foster abandoned cats and kittens and find them homes. One section of their website is dedicated to helping these cats and kittens in their local area find forever homes.

Whiskers has a new and unique program that really appeals to cat owners. It's called the Lifetime Care Program. It provides a way for an owner to ensure that their cat will always be cared for should they ever be unable to.

Sometimes when a person passes away, enters a nursing home or can no longer care for their cat, a family member or friend takes the cat. But sadly, in other cases, the cat is simply turned loose or taken to a humane society. That's never the case if the owner has enrolled in the Lifetime Care Program. A program member's cat will stay at Whiskers and enjoy their exceptional care as well as all of their grooming and veterinary needs for the rest of its life.

From its concept to completion, the mission of Whiskers Cat Hotel has been to offer cats a one-of-a-kind boarding experience that fulfills their needs in every way and gives their owners complete peace of mind.

This family-run business has enjoyed continuous growth since its opening. They have already expanded and added a second building to the Whiskers complex, and they are contemplating future expansion.

Whiskers Cat Hotel is certainly the place where cats can enjoy a “suite” life.

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33

CATS

Requirements

TO CONSIDER FOR

Cat Boarding Clients

By Deborah Hansen

W

hen you expand from the world of dogs to the world of cats, the type of clients you get can dramatically

change. Dog people are used to being asked for vaccine records, filling out forms, and giving precise answers about their dog’s behavior and needs. In comparison, most cats never leave their home and their owners are not accustomed to providing the

Before you start accepting

cats for boarding, you need

to establish a policy to assure

the cats you board are healthy and your business is following the local laws.

information needed for their boarding care.

outside world as much. Also, local authorities do

Licensing and Local Ordinances Part of this difference stems from dogs needing to be licensed with the local governing authority. During this annual licensing procedure, many areas require dog owners to obtain a veterinarian’s document stating the dog is current on their rabies vaccination or equivalent. To get this paperwork, the dog must be seen by a veterinarian. Many grooming establishments and other dog-related businesses are required by the local government to keep records of rabies vaccinations and/or dog licenses. Between licensing your dog, going to the vet and needing records for any activities the dog participates in, dog owners have come to expect to show proof that their dog is healthy and in compliance with local regulations.

Cats, on the other hand, are not exposed to the

34

not seem to monitor cats as closely. Some areas that require dog licensing do not require cat licensing, and the areas that do require cats to be licensed are not as strict as they with dogs.

Health Requirements Many cat owners falsely believe cats will take care of themselves, and unless there is a major health concern, they do not take their cats to the veterinarian.

Many veterinarians have a more relaxed policy on cat vaccines simply because cats usually do not interact with cats from outside their home and they do not go places that require vaccines.

Before you start accepting cats for boarding, you need to establish a policy to assure the cats you

PET BOARDING & DAYCARE

Health REQUIREMENTS Before you start accepting cats for boarding, you need to establish a policy to assure the cats you board are healthy and your business is following the local laws. board are healthy and your business is

will vary by local governing areas. What

wellness check two to four weeks before

following the local laws. Your boarding

is important is that you are aware of the

boarding. This is to assure the cat is

business may decide this is best done in

minimum legal requirements to operate

healthy and does not have any underlying

the form of shot records, licenses or vet

your feline boarding service, then you can

medical issues that could be brought to

checks. You also need to contact animal

tailor your health policies to fit within

the surface by a stressful situation.

control to see what vaccinations are

those parameters.

required, if titers or a wellness exam can

Keep in mind that stress can trigger

If your local government does not

undiagnosed, fatal health issues like hy-

be used instead, and if there are any other

have any requirements to board cats, you

pertrophic cardiomyopathy. Not only do

ordinances you need to be in compliance

may want to require a vet visit within

you want to assure the cat will not bring

with to board felines. The minimum in-

the last six months to one year. Some

something contagious into your facility,

oculations that are required for boarding

may even want cats coming in to have a

but you want reasonable assurance that

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boarding, it is important your policies are consistently applied to all cats you board. your facility will be able to return a healthy cat to the owners.

Before accepting the feline at check-in, it is important to look for obvious signs of poor health. Issues like sneezing, runny nose or eyes, coughing, wheezing, or open-mouth breathing would all be reasons to require a letter of good health from a veterinarian to board the cat. I would suggest a quick

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owner leaves as well. If there are health not infect other boarders, that the feline is being monitored by a veterinarian and that the cat is stable enough that

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the stress of boarding will not have a negative outcome.

Once you have established the health requirements for feline boarding, it is important your policies are consistently applied to all cats you board. This consistency along with your sanitation

PET BOARDING & DAYCARE

When setting your requirements for feline boarding, begin with your local laws, then establish policies you are comfortable with. Assuring the felines in your care are healthy is important for the reputation of your business and the safety of all the animals in your care. procedures will be important to keep all

careful balancing act to get the needed

the felines in your care healthy.

information while making the owner feel

Intake Forms Your standard boarding form may be

like you understand and value both them and their cat.

In order to help cat clients, you

a challenge for cat owners. Dog owners

may want to have different cat and dog

are used to giving short, direct answers to

intake forms. On your cat form, having

basic questions that are needed to assure

room for short answers will make your

the safety of their pet. Cat owners are not

clients feel like they can say everything

used to answering similar questions. Cat

they need to say without overwhelming

owners can struggle with these questions

you with a long, drawn-out verbal

because they have not paid attention or

answer. Another idea is to give the cat

they are so focused on their cat they have

clients multiple choices to circle to help

too much information to provide. It is a

the ones who simply do not pay that

PET BOARDING & DAYCARE

close of attention to their cat.

Cat owners come from a very different perspective than dog owners.

Boarding at your facility may be one of the first times the cat has left the home.

Many cat owners simply do not know their cat should have regular vet checks.

When setting your requirements for feline boarding, begin with your local laws, then establish policies you are comfortable with. Assuring the felines in your care are healthy is important for the reputation of your business and the safety of all the animals in your care.

Adjusting your intake form will help cat owners feel like they are providing all the information you need to properly care for their cat. While it can be challenging to add cats to your boarding program, it can be a lucrative source of untapped revenue.

37

FACILITY

ADDING CAT GROOMING TO YOUR SERVICES

re you getting inquiries for a recommended cat groomer? Are you being asked to maintain the coats of your boarding clients? If you have thought about adding cat grooming to your services, there is no better time than now to learn a new skill and add profit to your business while meeting your current clients’ needs, and attracting new ones.

Why Cat Grooming?

Cat grooming is a booming industry.

More people are buying cats with high-maintenance coats but have less time to maintain them at home. Many of these cats are kept on a very regular grooming schedule of four to eight weeks where they are bathed to remove dander and oils, have their excess undercoat brushed out and maintain sanitary areas. Being boarded for either a short or extended period of time can affect this maintenance schedule.

So, adding your services to either be the in-between groom or as the exclusive groomer is a win-win situation for both you and the client.

By Lexie Goldsmith Photos by Lexie Goldsmith

38

PET BOARDING & DAYCARE

How do I know I have the right environment?

Think about scents, noises, lighting, water and electricity. Cat grooming must take place in a quiet, escape-proof area where there are no dog smells or noises that can scare the cat. A separate room just for cat grooming would be

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ideal. Keep in mind that the entrance and exit must also be free of stress and noises.

Individual cat grooms can take just 10 minutes for a brush-out up to two hours for a full bath and trim, and can make you anywhere from $20-$200 per groom.

What services should I offer?

Adding cat grooming can be as simple as brushing and clipping nails to sanitary trims and bathing, all the way up to lion cuts and maintenance trims for long-term boarders or non-boarding cats. Many cats do not shed their nails, especially when in a confined space or if they are elderly, so to add nail clipping to their booking is an easy add-on. Individual cat grooms can take just 10 minutes for a brush-out up to two hours for a full bath and trim, and can make you anywhere

from $20-$200 per groom.

A boarding client picking up a well-maintained or easyto-maintain cat can make all the difference to them. Of course, all grooming must be discussed and agreed upon when the client drops the cat off, and this is always best to get in writing.

Boarding clients have needs you can help with so they are the perfect person to market your cat grooming services to. You already have established the relationship with both the cat and the client, and you can easily assess their behavior prior to any grooming services offered.

How should I start?

Do your research, decide

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what you would like to learn and choose the cat-exclusive online school or certifying body that fits your preferences. Start small with just your current boarding cats by assessing the coat needs of the cats at check-in. There will be lots of practice required, so ask your boarding clients if they are open to you learning on their cat. Never try anything on a cat without the owner’s permission in writing.

Once you are confident in cat grooming, you can then expand to external cat grooming clients and begin advertising to the public.

You can also contact your local veterinarians to advise them of your new services. Of course, any new cat grooming clients can become boarding clients, too.

Cat boarding facilities provide

an essential service to cat owners by maintaining a clean, safe and loving environment for their cats. Having the ability to provide a good grooming service for them is an important extension of this and certainly well worth the time and investment.

Lexie Goldsmith, Qualified Veterinary Nurse and award-winning Certified Master Cat Groomer of over 15 years, teaches low-stress handling for the absolute best results in her courses worldwide on just how easy (and enjoyable!) cat grooming can be using the methods she has developed and perfected over the years.

From “Bathing the Feline, Clipping the Feline,” to feline-behaviorist-written “Behavior for the Cat Groomer,” her courses are available to start at any time, and are exclusively online at www.learncatgrooming.com.au

PET BOARDING & DAYCARE

41

The

Importance of Space & T

here seem to be a lot of pet resorts that offer cat lodging, but it’s done half-heartedly—as if they don’t put

much value in it. They might have one or two cat enclosures in a separate room “just in case” they have to board one. But, are you aware that along with cat-only families that will board with you, a large number of your existing dog clients probably also have a cat? Those potential clients who need lodging might not come to your facility if you don’t have the capability of

Stimulation in Cat Lodging

By Jennifer Wolf-Pierson

boarding both their cat and their dog.

Here at ABC Pet Resort, the cattery measures 240 sq. ft., and originally had the capacity of 24 separate stacked units. Each unit was designed with windows, shelving and adjoining portholes that could be opened between cats. This gave us the ability to expand them for multiple-cat families.

In 2006, Suzanne and Al Locker, owners of ABC Pet Resort, went to Australia and toured several cat-only facilities that could house up to 100 cats. The Lockers

Photos by ABC Pet Resort

were surprised at the way the Australians designed the enclosures, which were extremely spacious. In fact, each enclosure was larger than a typical dog enclosure in the U.S.! These facilities were full of cats,

42

PET BOARDING & DAYCARE

Each day, it’s important use

lure toys, such as

a feathered bird or leather mouse on a wand,

to encourage the cat to move through the portholes and

explore their environment. which was common for most pet boarding businesses there. What were they doing that we weren’t doing in the U.S.? Giving the cats space! The Australians believed that cat boarding in the U.S. wasn’t as popular with cat owners because the facilities weren’t designed with the cats’ needs in mind.

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cise by itself is not sufficient to keep a cat balanced and healthy, especially when it’s away from home.

Be careful not to have all sides of each enclosure be see-through, whether the sides are epoxycoated wire or tempered glass between each unit.

In addition to the physical exercise, behaviorists have also found that cats need emotional exercise.

And by that, they mean something that excites their brain and peaks their natural curiosity. As predators,

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because in their minds, exploring is a precursor to eating a meal. Space is important to the wellbeing of a cat.

How many potty breaks do your canine guests take each day? Two, three, four, unlimited in daycare?

Those breaks also aid in stress reduction and emotional stimulation. What

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do you do for your cats? Just letting them roam around for a few minutes while the litter box is being cleaned is not enough. Each day, it’s important use lure toys, such as a feathered bird

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area of the room to explore.

By having a set routine of play, we are reducing the stress of being

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Another common trait in cats is PET BOARDING & DAYCARE

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At ABC, we have portholes looking outside and also that look into our office. their need to be reclusive and private,

between each unit. The shared or com-

allowing for staff visibility as well as

yet still have the option to observe

mon walls between cats should be a solid

epoxy-coated wire. This allows the cat to

activity for stimulation. It’s nice to have

surface to reduce stress of seeing other

“hide,” even from us, although it is just

some small areas inside the enclosure

cats. Most cats won’t appreciate being

psychological. At ABC, we have port-

where they can retreat to sleep or to

so close to a strange cat, especially if it’s

holes looking outside and also that look

hide. Visual considerations in your

just inches away. This could bring out

into our office. Nine times out of ten, the

enclosures are critical to plan. Be careful

that territorial nature and make the cat’s

cat chooses to watch us interact, engag-

not to have all sides of each enclosure

experience with you very stressful.

ing their minds and reducing stress.

be see-through, whether the sides are

The front, human-facing panel

epoxy-coated wire or tempered glass

should be a combination of materials,

Your client pool has a need for cat boarding—fill it before someone else does! The space required may seem greater than expected, but from a prof-

Animal Care Products, Inc. College Station, TX (979) 690-3434

Modular Kennel Systems Manufactured in panels (gate panel, isolation side panel, back panels) that are shipped direct to your shelter for easy installation.

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Custom Stainless Steel and Aluminum Fabrication For the Animal Industry 46

PET BOARDING & DAYCARE

it-per-square-foot standard, there is no comparison or rebuttal. Keep pet health and happiness as your main priority, and the cats and revenue will follow!

Jennifer has served since 2016 as General Manager for ABC Pet Resort & Spa, a multi-service pet care center located in North Houston. She also is a consultant and instructor for Pet Care Management Boot Camp, in partnership with Turnkey, Inc., an architectural design/build/operations firm specializing in pet care and veterinary facilities. Jennifer has helped dozens of existing and start-up facilities streamline their operations, improve their team management, and understand revenue-generating strategies. Jennifer earned her BS in Agricultural Science at Colorado State University, is a Certified Professional Animal Care Operator (CPACO), a PetTech CPR and First Aid Instructor, and is a passionate student of animal behavior modification.

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THINK TANK

UNDERSTANDING YOUR VALUE

LADDER

By Fernando Camacho

Y

our value ladder is your various service offerings and their progression from

small commitment/low price to large commitment/high price. Essentially, it’s the path you want someone to take in your business.

Although you have a number of different service options that you offer—and it’s understandable to want people to take your biggest and most expensive package—ninety-nine percent of the time, you can’t level-jump the relationship that fast. I know you want the extra cash and that you provide a great service, but you can’t rush the process.

If someone comes in for their first day of daycare, you shouldn’t try to sell them on your biggest package.

That's the equivalent of going out on a first date and then asking your date to

48

If someone comes in for their first day of daycare, you shouldn’t try to sell them on your biggest package. That’s the equivalent of going out on a first date and then asking your date to get married. get married. You have to build a little trust, provide enough value and show

to make a bigger investment.

At the bottom of your value ladder

them why you're worth it. You can't

you have your low-cost offer. I like

jump up the ladder. You have to go step

to make this an irresistible offer—

by step and follow the natural progres-

something that they can't say no to.

sion of the sales process. If you go too

Typically in the daycare world, that

far too quick, you risk turning them

will be a free day of daycare. How can

off by making them feel like you’re just

you can say no to free? It’s got zero

trying to get their money. However, if

risk, so why not try it? When you have

you encourage them come in gradually

someone that has no experience with

and use your services more, they will

you and you haven’t built up any trust,

see how awesome you are, realize the

you need to alleviate all the risks for

value that you provide and be willing

them. Make it an easy decision. Then,

PET BOARDING & DAYCARE

When you have someone that has no experience with you and you haven’t built up any trust, you need to alleviate all the risks for

once they have had a successful experience with that first offer, you move them to your next-lowest offer. Don’t try to jump them up!

One of my clients was running the

them. Make it an easy decision. Then, once they

“free day” offer but people were just

have had a successful experience with that first

first free day. We were getting a lot

offer, you move them to your next-lowest offer.

not becoming customers after that of leads from our ads and they were doing the free day, but they weren't able to transform them into paying customers. Once I took a quick look at what they were doing, I saw the mistake. When people were coming in for their one free day, they were then trying to sell them into their lowest package, which for most daycares is a five- or 10-day package.

That’s too big of a jump.

It may not seem like a big commitment to you, but to them, they're still not ready to make that big of an investment in a business they only had one experience with—especially if they've never used daycare before.

They still need a little time to get comfortable with the process and see the value in what you offer.

For my client, we created a three-day package, which I call the “Intro to Dog Daycare Package.” It's not advertised on their website or in any promotional materials, it’s just for those who come in for their free day. When the customer comes in to pick up their dog from their free day, they just say, “We’re glad your dog enjoyed the free day here. We have a special deal available for you because you tried us out. It’s our Intro to Dog Daycare Package, which will give you three full days of daycare at 50% off.”

They also tell them the offer is only available right now (as they are picking up their dog from their free day). We want to create a little urgency to the offer. They are welcome

50

PET BOARDING & DAYCARE

to decline and come back later, but the three-pack won’t be available (even

believe in the value.

If you do it the right way, your cus-

though if they ask for it later, I would give

tomers will be happy to make the climb

it to them anyway). It’s an irresistible offer,

up your value ladder, using more of your

low commitment (but more than their

services and on their way to becoming a

first one) and big value.

loyal, lifetime patron of your business.

Once they finish that intro package, you can level them up. In the beginning

Fernando Camacho (Fern) runs Overdog

of your relationship with a customer

Digital, a digital marketing agency

you need to take small steps, but once

specializing in working with dog daycare

you’ve proven you do a great job and

and boarding facilities. He does private

they are happy, you may be able skip

business consulting, staff training and

a level or two and go to your higher

helps pet businesses utilize modern

packages or a membership.

resources to expand their customer

You're trying take them by the hand

base and grow their businesses. Fern

and lead them up this stairway of service

is also the author of six books and is

offerings. You need to be patient and do

a speaker at national conferences and

your part to help them feel comfortable

private events. To join The Dog Daycare

and see the value of what you do. You

Business Think Tank or ask a question,

can make it easy for them by giving them

go to: www.facebook.com/groups/

irresistible offers and building trust, but

dogdaycarethinktank

they won’t take the next step unless they

re inside he ful. o h c e e h s T and stres y is o n it makes

t me Either ge lugs, p some ear

l! e k c E l l a or c It’s a problem when three dogs bark in a kennel area and the echo makes it sound like you’re hearing a pack of thirty barking dogs. Eckel Noise Control Technologies can help rescue your furry friends and people from the unnecessary noise and stress of reverb-filled facilities.

Eckel Eckoustic Functional Panels (EFPs), with their combination of superb sound absorption, simple installation, rugged metal construction, and easy cleanability are the preferred choice for noise control inside kennels and shelters.

Eckoustic Functional Panels mount flush to walls and ceilings for an unobtrusive, clean look.

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