Pet Boarding and Daycare May June 2021 by Barkleigh Productions

VOL 11 • ED 3

MAY / JUNE 2021

WWW.PETBOARDINGANDDAYCARE.COM

Profile of Success

Green Valley K9

MEASURING & MAINTAINING A

HEALTHY LABOR RATIO

PET BOARDING & DAYCARE

BACK TO

BASICS: DOG

SOCIALIZATION 101 COVER PHOTO OF GREEN VALLEY K9

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

M AY / J U N E 2 0 2 1

CONTENTS

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

Green Valley K9

DIRECTOR OF MARKETING & CLIENT RELATIONS James Severs

EXECUTIVE ASSISTANT / ACCOUNTS MANAGER Karin Grottola

Measuring &

Maintaining a

SOCIAL MEDIA / PR Evan Gummo

HEALTHY LABOR RATIO

MARKETING CONSULTANT Alex Hammersla 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 2021. 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

12 Animal Behavior 6

Back to Basics: Dog Socialization 101

Business 16 20

6 Steps to Growing Your Pet Business to 6 Figures When There is an “I” in “Team”

Facility 34

How to Get Your

PET BOARDING & DAYCARE

Business Known as “The” Place for Dogs Animal Health 38

Canine Arthritis Management: How You Can Support Owners and Their Dogs

Cats 48

Easing the Stress of Long-Term Boarding for Cat Clients

Industry News

Rest, Work, Play

New Products

ANIMAL BEHAVIOR

BACK TO

BASICS DOG By Michael J. Soler

“Socialization is teaching your dog

how to be a part of our

social life.” – Michael J. Soler, Master Dog Trainer

he daily rhythm of life has changed for most people, and it has for most dogs, too. These changes really caused the need to revisit the fundamentals of canine socialization in many dog households. It is important to remember that a dog’s behavior may be different when they are outside of their home. Some dogs may be shocked and confused to see the new conditions like people in masks, less people around and other dogs also acting unique. Other dogs may show unwanted or even uncomfortable behaviors in these same situations. Revisiting socialization skills can easily be addressed by owners, trainers, vets, groomers, and boarding and daycare staff members working together. This means that the pet professionals will need to rise to meet the unique and changing needs of their canine patrons as they also try to navigate a PET BOARDING & DAYCARE

new way of living. Getting back to the fundamentals of socialization can make a big difference in the comfort and ease of common interactions between dogs and the public. Defining Socialization Socialization is more than simply adding a dog to a giant group of other dogs and hoping they all get along. It’s more than a dog being willing to “play” with doggie friends. While there is value in having dogs together, getting properly acquainted and safely interacting has far more value to improve the daily interactions of dogs and humans. A great example of proper socialization is the ability for a dog to partake in daily life comfortably, free of fear and anxiety. Dogs need to be socialized for the life they are going to live with their owners and the people they will be interacting with. Whether that includes

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family visits, local shopping, seeing delivery people, long-distance travel, visiting parks and recreational places or attending doggie day care, socialization plays a major role. Socialization starts early with common things like visitors, the mail carrier, garbage trucks, delivery drivers and trips to the vet and groomer. Great socialization starts with frequent, short encounters with the things the dog will be exposed to regularly. Take travel for example; if a dog’s owner travels frequently and plans to include their dog, it’s best to take the dog on car rides to different places that are often visited. By giving a dog the opportunity to be familiarized with those situations and offering many chances to practice navigating them, the owner helps lower stress levels and sets the dog up for success. Some common scenarios to consider for re-socialization: • Vet visits • Dog park • Public areas (e.g., parks and stores) • Greeting mail / delivery person • Grooming salons • Visiting or staying at boarding and daycare facilities When a dog is facing a new situation, in the beginning, take things slow. Make the first step very simple and build on each success until the dog is participating appropriately for the social setting they are in. Some things may take many experiences to get a dog to become comfortable in certain situations. The best thing any owner or pet professional can do is go slow and work within the dog’s strengths. Watch the dog’s body language; if the dog is showing undeniable changes and they receive a reward without noticing it, the wrong behavior can be reinforced and can cause more problematic behaviors later. This happens often with jumping. Owners don’t mind being greeted by their dog jumping on PET BOARDING & DAYCARE

them, but expect them to not jump on others. Consistency is important in dog training and in socialization. Dangers to avoid: • Doing too much too fast • Not rewarding wanted behavior • Rewarding undesired behavior • Not listening to a dog’s body language • Not being consistent with your choices • Forcing a dog to “push through” fears Communication is Key It is always important for owners and pet professionals to communicate about a pet before an interaction and even during it. With such a shift in norms for everyone, that communication will be vital for the success of the humans involved and especially for the dog. As restrictions get lifted and we return to our daily routines, many dogs will need refreshers in their expectations and the socialization that comes with it. Advising owners to be proactive will make life better for them and their dogs. A proactive approach will also help to make interactions with pet professionals easier for everyone involved as well. As a pet professional, a simple phone call, email or text can make the difference between a positive or not so positive experience. Contact owners before appointments and ask how the dog is doing when interacting with others, or if any anxiety is present. This is especially important for dogs that professionals may already be acquainted with. Slow Steps for Re-socializing Take things slow if needed. If an owner expresses that their dog hasn’t left the house for a long time and that they have been home with their dog most of the time, encourage them to make a few short trial-run visits to begin re-socializing the dog. If possible during the visit, ask owners

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to communicate any troubling body language they notice from their dogs. Remember that these changes have been hard on humans as we understand what is happening, dogs do not understand; they only know what we teach them.

Car rides help get dogs used to many new situations and emotions. They help with teaching control over excitement and anxiety, as well as adjusting to the world moving around the dog.

Encourage owners to: • Start taking their dog on car rides • Visit the vet, groomer, daycare and overnight boarding facilities • Visit the pet store or the park Car rides help get dogs used to many new situations and emotions. They help with teaching control over excitement and anxiety, as well as adjusting to the world moving around the dog. If the only car ride a dog ever goes on is to the vet for shots, this may scare them, causing fear and avoidance of the car. If owners take regular car rides to drive around and let the dog out to walk and earn a treat,

PET BOARDING & DAYCARE

then car rides mean fun one-on-one time rather than an upcoming frightening experience. This method can also be achieved through canine taxis or field trips during doggie daycare. Stopping by the vet’s office or groomer’s salon for a friendly visit where the dog gets a treat helps establish those places as friendly and welcoming, instead of something to be avoided. Advising clientele to practice these stops once a month and to take weekly car rides will help set a consistent pattern for the dog to rely on. Another good place for owners to practice socialization is the park. The first few visits to a park should be brief. A successful first visit would include letting the dog sniff around and explore, then giving them a treat. If the dog appears nervous, let that be it and come back again in a week or two. Gradually lengthen the visits based on their reactions.

In any case of socialization, pay strict attention to the dog’s body language. Body language and what they are saying with it will communicate when they’ve had enough. Remember, socialization is getting desensitized to everyday stressors and it should not be rushed. If a dog is going to be in any place where there is to be a large gathering in the future, advising visits to the venues while they are not crowded to acquaint the dog with the area will prevent the dog from feeling overwhelmed later. This applies to anywhere the dog may visit, even on a smaller scale such as a new boarding facility or exam room. Introduce a dog to a new room or instrument slowly, allowing the dog to sniff and explore freely and earn a treat. When there is opportunity to become familiar with the environment before having extra environmental stressors, take it. The ability to produce a positive

memory of a location ahead of time will create a more reliable framework for a solid foundation in socializing a dog. What are Your 2021 Plans? Dog owners and pet professionals should be thinking ahead to how they can help dogs transition from their current environment to one that will return to a quicker pace, involving more people and outings. As people return to their daily routines, what will that look like in your facility? How can you establish and maintain a level of consistency during a dog’s visit? The more consistency that is preserved in each visit, the easier it will be for a dog to adjust to any necessary changes. It is not only wise, but important to remain diligent and not get careless— even if many dogs seem alright with a less stressful environment now with less people around, that does not mean their

reactions will remain the same when more stressors return to their daily environments. Consistent practice will lead to continued success for owners and pet professionals alike! Michael J Soler is the owner and Master Dog Trainer of Blue Line K-9, Inc. located in Harford County Maryland. His own experiences and challenges as a Marine Corps Veteran, Police Officer, Police K9 Officer, Father, and Husband have driven Michael to learn, apply and share his experiences with others. He has impacted the lives of thousands of individuals as well as their canine companions through both Blue Line K-9 and his police service to his community. Michael has now begun to expand Blue Line K-9, Inc. helping more people achieve their dreams of owning a dog training or pet business.

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PET BOARDING & DAYCARE

BUSINESS

Measuring & Maintaining a HEALTHY LABOR RATIO By Jake Romero

his industry is filled with business owners

business, your geographic region and even the layout

who are first and foremost passionate pet

of your building all matter. Regardless, it’s critical to

people. Most of these business owners think,

intentionally aim for and maintain a healthy labor

“Whatever it takes to deliver great care is what it costs,” and focusing on key financial measurements

ratio for the overall health of your business. Because most owners aren’t watching expenses—

tends to get away from them. Unfortunately, so does

including labor—they get distracted and spend too

profit—and if not attended to, so does owning a

much. Sometimes WAY too much! If a business is

viable business. It’s honorable and necessary to guard

spending more on labor than needed, short- and long-

the pets in your care, but it’s also necessary to guard

term profitability will suffer. What does that mean?

your financial stability and success. Pet boarding and daycare are service businesses.

Excessive Labor Costs Directly Affect:

That means they’re dependent on labor (other than

• The business owner’s quality of life. When labor

solely an owner). Labor expenses are a huge deal in

is too high, the owner is the last person to get paid. So,

this industry; they’re often the single biggest expense

that means your financial future is at risk. Your life-

for pet care businesses. These labor expenses include

style, future credit, capital investment, and even your

wages, employee benefits, payroll taxes and more.

existing and future home could all be on the line. • Necessary facility improvements. Your

What’s a Healthy Labor Ratio?

business caters to pets. They tend to put a lot of

Many pet care companies spend between 30 and

wear and tear on enclosures, the building, land-

50% of their revenue on labor, but the ideal ratio for

scaping, yards, fences, etc. You need extra revenue

your business depends on a lot of variables. The kinds

to continuously care for, update and improve your

of services you offer, the owner’s contribution to the

facility. If you are spending too much on labor, you

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won’t have the money to put into new enclosures, synthetic turf yards, expansions or additional buildings. • Marketing. Spending too much on labor often leads business owners to cut back on marketing. Reduced marketing means fewer new clients coming in, shrinking your revenue and viability even more.

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streamline your business. If you’re spending too much on excessive labor, you won’t have the ability to invest in software or other strategies to improve the way your business operates. And, in the long term, whether it’s sooner or later, you’re likely going to consider selling your business. When the time comes, profitability is the number one item buyers consider—they’re not going to purchase a business that isn’t

“ Looking back just the few short years we’ve been

with OPC, the amount of growth in our company brings me to tears. I’m not just talking about revenue growth, but growth in myself, my sister, and my staff. I now have an entire team of people working to make my goals and dreams a reality, and truly making the pet industry great. You have honestly changed our lives.” –Sydney Sjaardema, Ankeny Bark Avenue, Ankeny IA

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generating profit, after all. If your labor costs are particularly bad, it could even repel buyers completely. Teija Heikkila, principal broker at National Kennel Sales and Appraisals, warns, “High labor cost is the #1 reason for reduced valuation and low sales price for a business in our industry. Buyers focus on the highest possible ROI and if payroll is eating all your profits, it will have a dampening

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price point you want.”

Yes. While long-term understaffing is rare in this industry, it opens a different can of worms and can be very dangerous as well. Without enough caring and well-trained staff, the quality of the pet care you provide will inevitably suffer. Employees will be spread thin, leading to frustration, reduced morale and a volatile work environment.

PET BOARDING & DAYCARE

There is a balancing act between too much labor and too little for the care required to meet your standards. Taking your revenue and labor expenses into consideration goes a long way in your overall success. This is a recipe for disaster.

upside. That means you have a “clean

pulling their 2020 numbers (as unusual of

slate;” now is the perfect time to assess

a year as it was) and taking a hard look.

are forced to cut corners and may miss

your labor ratio, where your ideal ratio

Going back to 2019 is recommended as

important cues and precautions. Injuries

lies and then staff appropriately.

well. The benefits of knowing your labor

Without enough help, your employees

are likely to occur—both to people and

Maybe the reason business owners

ratio can’t be overstated.

pets. Workers’ Compensation Insurance

don’t monitor their labor ratio carefully

rates needlessly increase, again cutting

is because discovering your current

Jake Romero leads Outstanding Pet

into what should be profit.

labor ratio can be complicated. It’s a

Care’s new Labor Reduction Service

process with a lot of factors; however,

team. Jake was an Intel analyst as well

employees are unhappy—and customer

the most simple and important equation

as an extraordinarily successful pet care

service free-falls. In come the one-star

is total labor costs/total revenue.

business owner. His facility sold for

reviews, tanking your review score and

Dividing your total revenue by

Customers can tell when your

record-breaking multipliers. He achieved

driving away even more business. As

your total labor costs will give you

this success by first committing to and

the business owner trying to manage

the most value. Categorizing by profit

insisting on quality care, then studying

this situation, the stress can be insur-

center (boarding, grooming, daycare

proven processes to look for efficiencies.

mountable. If only you had a few more

and training) is even more valuable

Outstanding Pet Care’s new labor

quality staff members to help!

as it will highlight if one profit stream

reduction services guarantee results. If

is underperforming and another

you’re interested in significantly improving

overcompensating. Monthly analysis is

your labor ratio while improving the

good, but by pay period is even better.

quality of your pet care, go to www.

Proactive owners and executives are

OutstandingPetCare.com/get-in-touch.

Can You Balance Great Care and Healthy Labor Ratios?

The quality of the care you provide is likely the most important aspect of your business. Thankfully, achieving a healthy labor ratio does not mean sacrificing quality. There is a balancing act between too much labor and too little for the care required to meet your standards. Taking your revenue and labor expenses into consideration goes a long way in your overall success. The most successful pet care companies have realized they can maintain a reasonable labor ratio without reducing the quality of care they provide. Determining Your Labor Ratio During COVID, many pet care facilities were forced to reduce to a minimal staffing level or have just begun to re-staff their business. There is an

PET BOARDING & DAYCARE

6 STEPS TO

GROWING YOUR

PET BUSINESS 6 STEPS TO

GROWING YOUR

PET BUSINESS TO SIX FIGURES By Louie Torres

Can you really make six figures running a boarding facility, doggie daycare or a dog training business? Yes! I’ve seen it happen over and over again. All you need to know is the right way to scale.

PET BOARDING & DAYCARE

mericans have fallen in love with their pets during the last 30 years as pet ownership exploded from 56 percent to 68 percent of all households. Even better, pet owners are willing to spend money on their precious four-legged family members, meaning there has never been a better time to join the pet industry. From grooming needs to somewhere safe for their fur babies to stay while they are out of town to a little help with behavior problems from pet trainers, there are numerous needs pet owners have. All of this means there is serious demand out there for skilled pet business owners. You can leverage that demand and grow your pet business—but only if you’re smart about scaling. A pet daycare facility can mean your days are filled with fun, but it also can be a great responsibility to have another pet’s life in your hands. The great thing about daycare and boarding facilities is you have control over the growth of the business, but it must be scaled carefully in order to safely care for the pets.

Here my top six tips to growing your pet care business: Invest 10% of your earnings into marketing. One big mistake a lot of pet businesses make is that they rely entirely on word of mouth and referrals to find new clients. But if you aren’t willing to invest in finding new clients, then you have to ask yourself, “Can my boarding facility be called a proper business yet?” Keeping dogs without a reliable system for proactively finding clients is really more of a hobby than a business.

PET BOARDING & DAYCARE

Invest in personal development. Every business owner from the one-person show to the CEO of a Fortune 500 company must invest in personal development. Selfawareness is the key to success. If you don’t work on yourself, you’re doomed to repeat the mistakes you make, and that’s no way to run a business. So, ask your business buddies what books, courses or online programs they would recommend and start investing in yourself.

Work on your people skills. I know you love dogs, but dogs don’t pay bills. Who pays bills? Dog owners, of course. So you must learn good communication skills. Study some of your favorite business coaches and sales people that you admire. Look at what techniques they

employ and start practicing.

Train yourself. Scaling a business takes discipline and consistency, so train yourself in these skills. Ideally, you want everything about your business to run like the flywheel on an engine. Take the time to create the right systems and processes and you will waste less time on the stuff that doesn’t put money in your pocket.

Hire a salesperson. Once you start getting more clients than you can handle on your own, you’ll start thinking about hiring others to help you out. Another big mistake boarding and daycare facility owners make when they’re ready to hire employees or contractors is that they neglect to hire someone to help market the business. While word of mouth will get your business off the ground, it typically will

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not result in a steady stream of clients. So, how do you get a steady stream of clients? You hire an amazing salesperson (or become one yourself)! Instead of trying to close clients on the phone, you want to close clients in person. So, once you hire that amazing salesperson, you want them hitting the phones to pre-qualify customers and set up in-facility appointments and tours for you. Then you get to meet the prospect and close the sale. Don’t be afraid to ask questions when you’re working to close a deal. If they seem hesitant, ask them what’s holding them back. This will help you address their objections and give you critical feedback to make you better at sales. Create a fantastic facility. Now that you’ve reached new clients and proven you can be trusted to care for their precious pets, it is time to evaluate your facility. The environment should, above all things, be safe. In addition, the area should be playful and fun; a place each pet wants to spend time. Dog owners want to see physical proof of everything they’re going to get from your boarding and daycare facility. Having a physical book, virtual tour or videos of other dogs enjoying their time at your facility is always a smart idea. This way they can visualize how their pet will be spending their time in your care.

With these six tips you’ll be on your way to scaling your pet business. Of course, all of this is just the beginning! Louie Torres, CEO of Unleashed Marketing, helps dog trainers grow their business, develop sales skills and approach their customers even during the pandemic. He was featured in Pet Care, Yahoo! Finance, Thrive Global, Medium, Vocal and more. If you are in the pet business click here to learn more about his offer: https://covid19. unleashedmarketing.co/freetrainingcovid19

e have all heard it, probably even said it a time or two— “There is no ‘I’ in ‘Team.’” When you heard it or said it, what was the situation? Was someone letting his/ her ego get out of hand? Maybe hogging the ball or taking all the credit for work done by the group? Or, perhaps it was a message on a poster hanging on the wall in the lunchroom? No matter when you heard it/said it/saw it, the message is always the same—it is a bad thing to have an “I” in the team. Or is it? Of course, it is never good when a team gets waylaid by someone’s ego or bias. But is it fair to say that the individual does not exist on a team? Of course not. A team is made up of individuals. A team harnesses the power of the skills, knowledge and abilities of all of those individual “I’s” into a cohesive, high-performing group that can work faster, stronger and smarter than any single individual. There are a lot of “I’s,” and when looking at the “I” in “Team,” one must consider both the positive and the negative aspects.

IS AN

Building a Great Team It is essential to understand how to create a high-performing team—no matter if the team is a sports team, a business project team, a veterinary healthcare team or a boarding/daycare team. The same basic guidelines should be followed: • Focus on a common goal • Define the roles • Utilize complementary skills • Establish accountability • Promote collaboration • Communicate frequently For a boarding facility, the goal is always about the safety and wellbeing of the pet (as well as the safety of the people handling those pets). Each person has a job to do—and each person brings a specific level of skills and abilities to the table. This is where you should view the “I” through a positive lens. It is important to match each “I”

By Louise Dunn 20

PET BOARDING & DAYCARE

(AKA person) to a job, or, as Jim Collins said in the book Good to Great, “Get the right person in the right seat on the bus.” Each “I” has a set of skills, knowledge and abilities. A high-performing team is never composed of all one type; it is composed of complementary skills working together towards achieving outstanding results. A super bowl team is not composed of all quarterbacks, nor is an excellent veterinary team only DVMs. Similarly, any boarding facility must balance different complementary skills among its team members. Management’s Role Here is where management plays a key role. To create this high-performing team of talented (yet individual) people, managers must take charge of: • Building trust between team members • Inspiring a shared vision and motivating others

• Recognizing the strengths and weaknesses of others • Fostering collaboration and mitigating conflict • Modeling the way (leading by example) Management cannot take a back seat where the team is concerned. A group of individual “I’s” needs to be pulled together to achieve a goal—and management has that critical task. As another cliché goes, “When you point one finger, three fingers are pointing back to you.” Management must not only focus on (point the finger at) an individual when there is a breakdown in team performance, but also examine their own actions in creating and maintaining the team. Consider if roles and responsibilities were unclear—perhaps not communicated well—or perhaps favoritism snuck in when assigning team roles. Maybe management turned a blind eye to episodes of poor performance or minor

PET BOARDING & DAYCARE

grievances. A manager must hold himself/ herself accountable too. Unfortunately, even with a fantastic manager at the best boarding facility in the tri-state area, teams can become dysfunctional when the ego or bias of one “I” takes front and center. When There is the Wrong “I” in Team A problematic employee (that one “I” that is sabotaging the team) affects everyone. He/she is like a virus, spreading the disease of discontent to everyone. Management must take action—ignoring it and assuming that it will go away on its own won’t work. Nor will pointing fingers, jumping to conclusions or making accusations result in a successful resolution. Instead, having that difficult conversation to understand what is causing the problematic behavior is the correct path. Start by finding out if the person is aware of their behavior and how it impacts

Even with all these tips in place—building a team, management’s role, corrective action steps—there will come the point when it is time to “cut the cord.” When does the inappropriate behavior or poor job performance cross the line? the team. Uncover the root cause of the employee’s actions and discuss solutions to the problem. This is a time to work together to evaluate if training, an employee assistance program or other tools/resources will help. Implement an agreed-upon plan, measurable goals and time frames, and consequences for not meeting those goals. Regular, frequent conversations will be crucial to the success of the performance improvement plan. When to Cut the Cord Even with all these tips in place— building a team, management’s role, corrective action steps—there will come the point when it is time to “cut the cord.” When does the inappropriate behavior or poor job performance cross the line? When should the coaching, training and warnings end? Keeping an employee because replacing them 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. Costs include: losing great employees (because they are tired of putting up with the poor performer), 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? Here are some basic steps to take in the termination process: • Prepare a termination file with a checklist and standard forms. • Train the management team on how to prepare for and 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 health insurance (COBRA), retirement plans, etc. • Provide information regarding their account and any balance owed. • Have the final paycheck cut and ready to give (including vacation 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 be no regrets or push-back when the employee is terminated. No one likes firing a person, but if the person does not buy into the business's leadership, core values and culture, they do not belong “on the bus.” If the person has become toxic, it is time to remove them from your team. There will always be a group of “I’s” on a team; however, the goal is to build upon individual strengths to form a cohesive group that provides excellent pet care, exceptional client service and an amazing work environment.

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reen Valley K9 Resort was built from the dog up," says an enthusiastic Josh Muller, the Director of Operations. "It all started with the end in mind—to design and build a luxury resort that could care for about 100 dogs. "Every decision during the planning and construction phase was based on creating a facility designed specifically to enhance the health, safety, and wellbeing of the canine guests, and to provide them with the ultimate all-inclusive experience. Its overall design and build was truly a team effort, between the builders, developers, architect, and everyone involved." The team did in-depth research on the plumbing and drainage needs, air handling systems, safety and security

PET BOARDING & DAYCARE

"We have 44,000 sq. ft. of fully-fenced outdoor green space, 17,000 sq. ft. of indoor space, and 90 custom-built suites spread out over three separate wings.” – Josh Muller, the Director of Operations options, fire protection, advanced cleaning and sanitation systems, and housing choices. Their efforts came to fruition with the completion of Green Valley K9, which is located in Rochester, New York. The entire project took about five years from concept to its opening in the spring of 2019. It offers the ultimate in luxury, safety, security and sanitation for canine guests. The resort's floor plan is configured to eliminate transmission of zoonotic diseases. It has a fully-customized air handling system with UV sterilization and ionization to eliminate airborne pathogens. There are state-of-the-art safety, security and camera systems, as well as a fire suppression system equipped with 361 sprinkler heads, and a monitored alarm system to protect the building. To view the construction step-bystep, visit their website, www.gvk9.com, and check out the “Concept to Completion” slide show.

"We have 44,000 sq. ft. of fully-fenced outdoor green space, 17,000 sq. ft. of indoor space, and 90 custom-built suites spread out over three separate wings," says Josh. "We put a lot of thought into the design of our custom suites. They range from 5' x 7' up to the family size of 9' x 13'. Each room has a window to allow natural light to enter." Custom acoustic panels for noise abatement are strategically placed throughout the facility. The flooring in the building was selected to be easy to clean and sanitize, and to be non-slip and offer cushioned support for the dogs. The facility itself is spectacular, and so are all the services they offer. No detail was overlooked to ensure that every dog's visit is as low-stress and comfortable as possible. "Green Valley K9 functions much like a fine hotel," says Sarah Marvin, General Manager of Green Valley. "We are an all-inclusive resort. There are no extra fees for activities or amenities, or price increases during holidays. The only additional charges are if the owner requests

PET BOARDING & DAYCARE

No detail was overlooked to ensure that every dog’s visit is as low-stress and comfortable as possible. grooming or training services." The full-service grooming spa has its own private entrance and is open seven days a week. Their services range from a basic bath and nail trim to full-service, breed-specific grooms, as well as several luxury packages. Green Valley K9 has a full range of both private training and group lessons. It all begins with a behavioral evaluation. After the trainers evaluate a dog, they formulate a training program for it. For dogs who are already boarding or attending daycare, many owners select the day training program, which is where the dog receives personalized training while at the facility. With private lessons, owners and their dogs learn together at the facility, then work on at-home reinforcement between the lessons. Daycare is so popular that the resort is often at full capacity. Every dog who comes in for daycare is assigned its own private suite and an activity schedule is 28

PET BOARDING & DAYCARE

One of the resort’s most popular features is the 20’ x 20’ indoor, in-ground, custom-designed swimming pool. It has a step-in entrance with a shallow end for splashing custom-tailored to its interests. For example; if a lab absolutely loves to swim, it will get extra time in the pool. Dogs that don't care for swimming are scheduled other fun activities. Most of the playgroups consist of five to seven dogs who are similar in size and temperament. The rotation-based daycare allows the pups to romp in the indoor playroom, play fetch on the natural grass of their private outdoor dog park, swim in the endless summer pool, then rest and nap in their private suite. One of the resort’s most popular features is the 20' x 20' indoor, in-ground, custom-designed swimming pool. It has a step-in entrance with a shallow end for splashing fun and a deeper end for swimming. A sophisticated camera system is installed throughout the facility. It serves to protect the resort and also provide assurance for the pet parents. In the event of any type of incident, the video can be reviewed and shown to the owners. Green Valley K9 is staffed 24/7. The building and dogs are never left unattended, and 24-hour veterinary care is also available. "Whether you care for five dogs or 500, the want and desire to surround

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“Dedicated team members who also excel in photography, marketing, and social media post great content and behind-the-scenes glimpses of what we do.” – Sarah Marvin, General Manager yourself with excellent team members is the most important thing," adds Josh. "When you get quality people on your staff, they grow and advance within your facility. That's what makes me successful as an operator." "Our staff of over 30 people brings

experience, passion, and multiple talents with them," says Sarah. "That really shows in the way they interact with our canine guests and their owners. "Everyone loves photos and videos of happy dogs. Dedicated team members who also excel in photography,

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marketing, and social media post great content and behind-the-scenes glimpses of what we do. We have a large Instagram following and over 3,500 Facebook followers," Sarah explains. Their website has been absolutely vital to the resort's meteoric success. The user-friendly site is packed with information, and allows prospective clients to take a virtual tour of the facility. That's more important than ever since in-person tours had to be discontinued in 2020. But even with the difficult year everyone has gone through due to COVID-19, the resort continues to thrive. "In New York, we were deemed essential from the start," says Josh. "Our business hasn't really dropped off, but it's shifted. We've lost a significant amount of boarding, but our daycare is extremely strong. A lot of our clients are essential workers, police, and medical personnel— and they rely on us to care for their dogs when they can't. “From the beginning they were impressed by our air handling and purifying system, and how clean the facility and everything in it is. They are very comfortable

leaving their dogs with us. Then when COVID-19 hit, we jumped out in front. We were already doing more than the required protocols," Josh states. "Even during this pandemic, we are fully booked 1-2 months out. That's a real testament to the planning, logistics, and how we run this facility—and to our community." "We are continuing to grow," says Sarah. "Right now we are in the design phases for our second location, with eyes on future expansion. And, of course, everything will be built ‘from the dog up!’"

PET BOARDING & DAYCARE

FACILITY

By Annalisa Berns Photos of Wanderlust Canine Services, LLC by Erynn Connors

n today’s world, some boarding and daycare facilities realize they need a new way to manage all the dogs and their diverse needs. There are more problems now with lack of socialization and training—especially with unexpected quarantines, a boom in new pets and many people working from home. With reduced demand and increased cancellations, some facility owners have to be more flexible and willing to cater to individual needs. One element to consider is how each dog gets enough diversity in their day while staying safe. Rotation of dogs in a flexible pattern does just that. This management practice customizes a pet's experience by giving special attention to each dog. Schedules can be adjusted to leave dogs for a long snooze, more playtime or keep them outside longer. Pet owners appreciate when businesses acknowledge

and respond to pet quirks. A concept called "Crate and Rotate" is part of an amalgamation developed in rescue and in households with multiple dogs. It means periodic rotating of dogs in and out to different areas during the day. In households with dogs that don't get along, this practice helps keep the peace. "Crate and rotate is a common practice in the rescue world. It can be used to help acclimate new animals or as a management tool to prevent aggression/predation until progress is made with training,” commented Laruen Stamatis, CPDT-KA and owner of Harmonious Hounds, LLC. in New Bedford, Massachusetts. “It gives the animals the chance to get comfortable with each other’s scent and lets them both get familiar with the space without the pressure of the other’s presence. It also clearly prevents

PET BOARDING & DAYCARE

Photos of Wanderlust Canine Services, LLC by Erynn Connors

“I do one-on-one leash work, rest time is downtime in the crate, playtime is out with a group. I do a rotation of that all day. Towards the end of the day, I can have the entire group out together since they have their listening ears on from the first half of the day.” – Erynn Connors of Wanderlust Canine Services, LLC. in Rutland, Vermont

PET BOARDING & DAYCARE

altercations as the animals are kept separate; you can’t fight if you aren’t in the same place at the same time.” At Grand View Canine Care in Arkport, New York, Cassandra Bauer has successfully adopted this method, calling it "Crate, Gate, Rotate." At Grand View, "gate" refers to confinement in an area using a barrier or baby gate. “Crate, gate and rotate is so simple and safe, and [the dogs] love it. And, I have the ability to help dogs in need. Crate, gate and rotate is basically rotating around my different groups that have varying social needs either by crating or gating," Bauer explained. To clients, Bauer says, "Our focus is on the dogs as individuals. Is your dog a social butterfly? Super! Fenced-in, supervised playgroups for that. Are they more of the quiet, shy, reserved type? Perfect! They will enjoy extra leashed walks through our woods, private playtime and cuddle time on our couches. Somewhere in the middle on the social spectrum? They get a taste of both, coupled with downtime crated or gated to make sure they aren't overstimulated. We throw in lots of enrichment too!" The idea has helped Grand View Canine Care grow. "Crating, gating and rotating has allowed us to grow quickly and live happily. We are able to foster as well as board safely and effectively. It takes some scheduling, but rotating playgroups, walk buddies and nap times with dogs is the best thing we ever did. We have available all types of crates, free-roam areas separated by half-doors and larger lounging rooms for visitors," Bauer explained. She jokingly calls it "living in a gated community.” Bauer isn't alone in using this idea and adapting it to their dog daycare facility and client needs. Erynn Connors of Wanderlust Canine Services, LLC. in Rutland, Vermont uses the idea, but with a twist: "I am calling it Rest, Work, Play. I do a bit extra with the dogs. I do one-on-one leash work, rest time is downtime in the crate, playtime is out with a group. I do a rotation of that all day.

Towards the end of the day, I can have the entire group out together since they have their listening ears on from the first half of the day." Connors came up with the idea by accident. “It was just easier than having everyone out at once! All-day, straight play is a lot and you can see when the dogs get tired, some will get cranky, so I wanted them to get some downtime.” Connors doesn’t use a set schedule, but finds on average their dogs get around six hours a day of play with training and rest to break up that time. She finds a flexible schedule is best to adapt to the individual dog’s needs. If you are considering using the “Crate, Gate, Rotate” or “Rest, Work, Play” management system at your facility, there are a few things to consider. Space Looking at your facility's space, identify and create different "stations." Usually, the spaces include a private

spot for naps (crate/rest). Ideally this would be a kennel, suite or enclosure, but a crate will work if you are not set up for overnight boarding. Another station would be an outside play yard, possibly with socialization opportunities (play). Some facilities might have a home-type environment with a room with a sofa for relaxing (gate) or with an area specifically for training (work). It is important that all dogs get outside playtime, rest time, free-roaming time and interaction with people. Space can be divided simply with fencing or gates. One critical piece in this system is that all dogs must have a safe, designated space in case of emergency. Timing The idea is to give each dog time in one space, then rotate. For example, give a dog 30 minutes of outside playtime with other dogs, then 15 minutes of rest time in a kennel or crate for downtime, and then 15 minutes in a

PET BOARDING & DAYCARE

living room-type area with a baby gate up for cuddle time on the sofa, or, if you want to add in “work” time, a brief 15-minute training session. However, there is quite a bit of variety in the actual timing of the rotations, but from about 10 minutes to an hour seems to be average. Frequency While most facilities using this management practice follow it every day as their standard operating procedure, not all do. Robin Massey of FYDOLAND Canine Activity Center in St. Charles, Illinois deploys the concept on an “as needed” basis. They use it to separate dogs that aren't getting along, and yet give them socialization time. They rotate every hour. "It gives them time to relax and they can each enjoy their time with all the other dogs without focusing on each other," Massey explains.

ANIMAL HEALTH

Canine Arthritis Management HOW YOU CAN SUPPORT OWNERS & THEIR DOGS By Harmony Coriddi, LVT, CMT, CAMadvocate Level 1

stiff gait, awkward sit and slowness to stand—these are signs which are often synonymous with elderly dogs. But are changes in mobility aging-related or pain-related? Mobility issues are common as dogs age—expected, in fact—but frequently go undiagnosed and therefore untreated, meaning that far too many dogs suffer with chronic pain in their twilight years. As mainstays of millions of dogs’ lives around the country, boarding and daycare facilities have a direct impact on each individual dog’s wellbeing while they are under their care, with the ability to improve, maintain or even worsen the dog’s condition during their stay. As the owners and staff of these facilities, you are an integral part of your boarders’ multidisciplinary care team. This article aims to highlight the ways in which you can positively impact these dogs’ quality of life and, potentially, increase their lifespan. Canine osteoarthritis (OA) is a massively under-diagnosed disease. 38

Studies have shown that 80% of dogs over the age of eight years suffer from OA, while at least 20% of dogs of all ages have degenerative joint changes associated with arthritis. Recent estimates place that number even higher at 35%, bringing to the forefront the reality of this being a disease not just of the elderly dog, but of all dogs, regardless of age. So why is osteoarthritis such a worrying problem? It is an incredibly complex disease. OA not only affects the joint, but, over time, it also causes changes throughout the rest of the body. As the joint degrades, causing inflammation and pain, the soft tissues surrounding the joint try to compensate, resulting in altered posture and/or gait. Chronic pain develops, bringing with it its own set of debilitating effects. If a chronic pain state such as that resulting from OA continues unchecked, the nerves of the spinal cord become overly sensitive—a phenomenon called central sensitization, resulting in an exaggerated pain response PET BOARDING & DAYCARE

(hyperalgesia). Eventually, progression of this central sensitization can lead to even normal sensations, such as being stroked or petted, being perceived by the dog as painful, a medical phenomenon known as allodynia. The above explanation of the disease process of arthritis is highly simplified. But it brings across the main point; arthritis is a debilitating disease, and not something which should be dismissed as just being part of “getting old,” which is sadly so often the case. Osteoarthritis is one of the leading causes of elective euthanasia and was recently classed as one of the top three welfare concerns in dogs by the Royal Veterinary College in the UK, alongside obesity and dental disease. Unfortunately, as previously stated, arthritis is frequently either ignored or dismissed. Oftentimes, this is due to either the misconception that “slowing down” is a normal part of aging, or because the signs of arthritis can be quite subtle so are not identified as being pain-related. That is why you must fulfill your pivotal

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role in helping to not only identify signs of arthritis in the dogs under your care, but also support their owners and become key players in the management of this long-term condition by working together with veterinary teams and other paraprofessionals. Each stay at your facility for a dog suffering from OA can potentially improve, maintain or worsen their condition. If a dog comes in for daycare every day, Monday-Friday, they may be under your care for 10 hours out of 24 each of those days. Clearly, your influence on disease progression and control is massive. Take this opportunity to ensure you are doing everything in your power to improve or at least maintain these dogs’ conditions and wellbeing. The first step is to consider the kennel environment. Adaptations to environment and lifestyle are particularly important in the management of OA, and this crosses over into boarding and daycare facilities too, not just in the home.

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Slippery flooring can cause further harm to the joints and surrounding soft tissues through trips, slips and falls. For an arthritic dog, asking them to walk, run or play on a slippery floor is akin to asking an elderly person to walk across a newly-varnished floor in socks—it is more than likely going to end in a painful injury. Some arthritis-friendly adjustments for the kennel environment include putting down non-slip matting/flooring, using raised food/water bowls (should preferably be between the dog’s elbow and shoulder height), providing a comfortable bed that supports the joints and provides adequate cushioning, and eliminating or providing a safe alternative (i.e., a ramp) to any steps or stairs the dog may have to navigate. Activities for arthritic dogs should also be altered. Instead of high-impact games such as ball-throwing, switch to low-impact activities like interactive feeders (e.g., snuffle mats and lickimats) and games involving the dog using their sense of smell to find a toy, or, alternatively, some of their kibble (using a portion of their daily allowance as weight management is critical, not only for OA, but also for general wellbeing.) Keeping arthritic dogs active is highly important, as disuse will cause further muscle atrophy and weakening of soft tissues, leading to greater laxity of the joint and resultant additional degeneration, producing a vicious cycle of pain. The key is to find low-impact activities that will challenge the mind while providing gentle exercise for the body. Dogs suffering from OA should also be closely monitored on walks. If the dog is slowing down or seeming tired during the walk, they likely are overexerting themselves and causing further injury. Thus, provide shorter, more frequent walks allowing plenty of time for sniffing rather than longer walks only once or twice daily. Dogs often begin coming to boarding and daycare facilities as puppies or young adults and may continue to attend the same facility for their entire lives, giving

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Finding three to five objective measures unique to the individual dog that indicate they are having either a good day or a bad day is extremely useful in managing a long-term, complex condition like OA. you a unique opportunity to play a central role in recognizing changes over their lifetime which may be pain-related. Identification of pain is key. Chronic pain associated with OA can manifest in a wide variety, from alterations in behavior and posture to muscular and gait or capability changes. Dogs are incredibly skilled at coping with pain and discomfort, and therefore frequently do not show overt signs such as lameness or vocalization until the disease is quite progressed. Signs can range from weakness of the hind limbs, depression and licking their joints to muscle wasting, reluctance to walk or play, and

sleeping more than usual. Behavioral changes such as unusual aggression are also frequent indicators of pain. As highly-valued members of dogs’ care teams, you have a unique opportunity to influence and support owners. If indications of chronic pain become apparent, staff can immediately notify owners as well as pass their observations on to the dog’s veterinarian for a full investigation with diagnostics, as warranted. Note all observed changes in the dog’s file so progression of the disease can be tracked over time, which will allow you to communicate any worsening of the dog’s signs to the owner and

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veterinarian, indicating that a change in management is warranted. Many dogs suffering from OA either require pain medications or will eventually need pain control as the disease progresses. Objective monitoring is another way in which you can support owners of arthritic dogs and be an integral part of the multidisciplinary dream team. Finding three to five objective measures unique to the individual dog that indicate they are having either a good day or a bad day is extremely useful in managing a long-term, complex condition like OA. Crucially, having objective measures in place provides a way of monitoring not only efficacy of interventions (e.g., medication(s) or complementary therapies), but also progression of the disease. Make it standard protocol to ask owners of arthritic dogs for the objective measures they use daily to monitor their dog so that you can track the monitors throughout the dog’s stay at your facility and provide additional peace of mind for your clients. Through incorporating objective monitoring into your daily care routine for these dogs, you will allow better management of the disease through communication of any worsening or improvement directly to the owner and the veterinarian in charge of the pet’s care. As previously mentioned, management of osteoarthritis frequently requires the utilization of long-term medications, often with two or three drugs being given concurrently to adequately control the pain in more progressed cases. The long-term usage of medication—NSAIDs (non-steroidal anti-inflammatory drugs) in particular—is often given an unwarranted bad rap, with rampant fear among owners that the drugs may have an adverse effect on their dog. In fact, the most common adverse effect of NSAIDs is mild, transient gastrointestinal upset; other adverse events of NSAIDs listed include vomiting, diarrhea, anorexia (loss of appetite), lethargy and, rarely, death. However, please note: in comparison to the large-scale daily use of NSAIDs in veterinary medicine, the occurrence of

Q: HOW CAN WE START TO PRIORITIZE THE HEALTH OF OUR ANIMAL CAREGIVERS SUCH AS GROOMERS?

A: ARMOR HAND GLOVES Animal handlers have the second highest rate of work-related injuries and illness according to the National Institute for Occupational Health & Safety, averaging $8.8 million in claims annually with an average of about $2,700 per claim. The Journal of the American Veterinary Association, or JAVMA, states that 50% to 67% of veterinarians and 98% of veterinary technicians will experience an injury at some point in their career. With statistics as high as this, what is our industry doing to protect its people? There are a variety of training procedures we can implement and safety gear we can add to our arsenals, but we must first start with eradicating the stigma around protecting ourselves. A common misconception for animal handlers is that to use gloves and prioritize caregiver health is wrong. Or, for an animal handler to use personal protective equipment, such as protective gloves, implies that the animal is dangerous or bad. These common misconceptions could not be further from the truth. In order to continue providing the absolute best care, providers need to be protected. This is why ArmOR Hand® Protective Gloves were created to change the industry approach toward keeping caregivers safe. The gloves do not compromise when it comes to durability, while ensuring superior flexibility and dexterity. Made of fully synthetic materials with no animal products, ArmOR Hand® Protective Gloves provide protection and maximum flexibility so that you can achieve proper restraint techniques. The gloves are so flexible, you can use low-stress handling techniques. Unlike the bulky “welding-type” gloves, a double layer of knit Kevlar and Stretch Cordura provides the dexterity as well as a level of protection while restraining. The gloves provide protection up to the elbow.

Our versatile gloves became certified as Fear Free Preferred Product in 2019 because of their ability to decrease patient and caregiver stress, making animal handling a positive experience. This means our products can be used by Fear Free certified practices and groomers, knowing that the use of our gloves are able to be used with compassionate handling techniques. Some groomers will use a clean pair of gloves with Feliway, or other pheromone products to decrease pet stress and anxiety. There are two styles of gloves available. The Original Full-Finger Glove and the Procedure-Palpation Glove. Each style ensures that whatever tasks need to be done can be accomplished without compromising safety. With the exposure of the thumb, index, and middle fingertips, the Procedure-Palpation Glove enables you to perform the most delicate of operations like toenail trimming, ear cleaning, and grooming. It’s not only bites and scratches that are a cause for concern in animal care, but also the spread of disease. Our gloves are water-resistant and machine washable, meaning you don’t have to rely upon the same pair of gloves for all your patients and they can be easily sanitized between uses. The ease of sanitizing the glove means the risk of transmission for both zoonotic and infectious diseases are minimized when done properly. Additionally, the gloves can be machine washed as well. ArmOR Hand Protective Gloves are changing the way animal care is provided, one pair at a time. See how our products can help you achieve “more feels and less force” today by ordering a pair of ArmOR Hand Gloves. Please follow our Facebook page, LinkedIn, and Instagram. Dr. Laura Catena, Founder and President of ArmOR Hand Gloves, developed the gloves after an injury that almost ended her veterinary career. She underwent extensive surgery on her hand as well as months of physical therapy in order to regain use of her hand. Dr. Catena was awarded the Pet Age 2021 Women of Influence Award. She is a small animal veterinarian, contributor to veterinary journals, and is a medical board advisor to a pet supplement company.

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these side effects is incredibly rare. These more serious adverse events are commonly associated with inappropriate use, the dog having a comorbidity (a concurrent disease process; e.g., kidney disease) or suffering a drug reaction. Understanding the appropriate use of the drug(s) a dog is prescribed is essential for avoidance of any potential adverse effects. Ensure that all medications a dog is taking come into the facility with clear

instructions for use and are clearly labeled and kept separate (especially if the dog is on multiple medications with varying administration schedules) with strict record-keeping in place to ensure the dog’s medication schedule is followed precisely. Even within the NSAID drug family, there are differences in recommended dosing times; for example, carprofen, a frequently utilized anti-inflammatory, is to be given with food, while grapiprant,

a newer NSAID targeted for OA pain, is absorbed better on an empty stomach but can be given either with or without food dependent on the individual dog. All staff should be aware of potential side effects of the various medications and be able to promptly identify them if any should occur. A plan of action, including emergency veterinary contacts, should be put in place in case any adverse effects occur during the pet’s stay at your facility. This article has only scratched the surface of proper multimodal management of canine osteoarthritis. But hopefully it has provided a glimpse of how you can play your critical role of not only increasing awareness of OA, but also aiding owners and their pets’ veterinary and complementary therapy teams in managing the disease. Through working together to raise awareness and promote proper management of OA, the veterinary and pet care fields can ensure owners have their dogs for more years. Make it your priority to provide the gold standard of care for dogs under your care suffering from OA—you have the ability to change, and even save, lives! Harmony Coriddi, LVT, CMT, CAMadvocate Level 1, is the CAM Education Coordinator at Canine Arthritis Management (CAM), a self-funded, veterinary-led organization committed to providing evidence-based education and resources for both the public and canine professionals. Founded in 2016 by Dr. Hannah Capon, award-winning CAM now encompasses a website (www.caninearthritis. co.uk), owner support forums, a large social media presence, and a growing education platform for both canine professionals and owners (www.cameducation.co.uk). CAM has recently launched CAMadvocate Level 1, a course for canine professionals aiming to improve awareness, identification, and understanding of OA and how to successfully manage arthritis cases long term.

PET BOARDING & DAYCARE

THINK TANK

think

How to Get

Your Business Known as “The” Place for Dogs By Fernando Camacho

hat's the first company that comes to mind when I say computers? How about when I say cell phone? Or tablet? If I had a farm, I'd be willing to bet it that you thought, Apple. Apple is the most recognizable company in all of those spaces. Their name is almost synonymous with those products. Even if you don't own an Apple computer or iPhone, I bet you still think of Apple when those things are talked about. 46

Why is that? It's not by random chance—no way— it's because Apple engineered it. They trained you to think of them by keeping themselves top-of-mind in the places that you frequent the most. They created a ton of brand awareness campaigns over the years that have positioned themselves as the best. They demonstrated, educated and entertained us so that we would think of them when the time came to buy a new computer, mobile device and more. PET BOARDING & DAYCARE

Here's the thing; no one will know about your business unless you tell them. And, the good news is, you have total control of that messaging. You can dictate the impression of your business and how you want the public to perceive you. When it comes to marketing, everyone focuses on lead generation—getting new customers—but so many forget to also cultivate your brand in the marketplace, which is a huge mistake. If you want sizable, long-term growth and are

looking to have a successful business that lasts for year to come, you need to build the awareness of everything you do in the marketplace. Think of it like a basketball team. Everyone focuses on the guy scoring all the points; however, it's the guy who passes him the ball that makes it all possible. If he's not there, not much can happen. He sets everything up and has an equally important role in the success. If you don't have brand awareness campaigns to assist your offers, you'll be leaving lots of money on the table and jeopardizing the success of your business. So, how do you build up your brand awareness?

brand awareness campaigns so that you're continually warming people up to your business and getting them indoctrinated into your world, which will set them up to not only buy from you, but also help your brand be the first thing that everyone thinks of when someone says “dog daycare and boarding.” Questions for this column come from the Facebook group The Dog Daycare Business Think Tank and are answered by Fernando

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1. Have a USP (unique selling proposition) What makes your business unique? What do you do better than everyone else? Why would someone come to you over the competition? If you're a small boutique place, it could be the intimate environment, the small playgroups or the level of personal attention. If you're a big, well-funded facility, it could be the state-of-the-art equipment or the training your staff receives. It could be anything and everything—you just need to know what it is and communicate that to the public. 2. Get Personal People do business with people, not businesses. Let the public get to know the people behind the branding. Show them who you are and tell them about yourself as well as your staff. Once they get to know you better, your relationship will move from a transactional one to a social one, which will greatly increase loyalty. 3. Create Content The more value you put out into the marketplace, the more valuable you will become. Help people understand what you do and why it's beneficial, as well as how you do things and why. The more you put out there, the more you will be seen. I recommend you layer your direct offers (buy now) with different types of

Camacho (Fern). Fern runs Overdog Digital, a digital marketing agency specializing in working with dog daycare and boarding facilities. He does private business consulting, staff training and helps pet businesses utilize modern resources to expand their customer base and grow their businesses. Fern is also the author of six books and is a speaker at national conferences and private events. To join the group or ask a question, go to: www.facebook.com/groups/ dogdaycarethinktank

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PET BOARDING & DAYCARE

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CATS

Easing the Stress OF

LONG-TERM BOARDING FOR

Cat Clients

When owners are away from their

he owners chose your

a secure room dedicated to feline

facility because they

playtime is ideal, pop-up tents can

trusted and believed your

easily make a secure option for a

boarding establishment would take

safe, temporary play area. Ideally

the best possible care of their cat

your exercise area should have

while they were away. So now that

different levels for a cat to climb,

you have the trust and confidence

jump and explore. Some possibili-

difficult to know

of the owners, how do you assure

ties include walkways made out of

how to help the

the cat is in the best environment

mounted shelves at different levels

possible? Exercise, interaction, va-

on a wall or different height furni-

riety and enrichment are the keys

ture such as tables and bookcases.

to making long-term boarding a

While looking for items to use in

successful experience for the feline.

your cat area, remember smooth

cats for weeks or months, it can be

felines adjust and thrive in their new environment.

By Deborah Hansen

Exercise If your facility uses a traditional

surfaces are easiest to spray down and wipe clean during your disinfectant routine between cat clients.

boarding system of smaller mod-

Once you have your dedicated cat

ular cages it is important that the

area established, interaction will

cat can get out to exercise. While

enhance the cat’s time in that area.

PET BOARDING & DAYCARE

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The priority should always be in giving the kitty

Interaction A boarding stay that is weeks or

as much human interaction as they desire and

months long can be overwhelming

are comfortable with. Keep in mind, a cat that

mentally stimulated in the space your

does not want interaction the first few days may change their mind in a week or a month.

when considering how to keep the cat facility has for felines. The priority should always be in giving the kitty as much human interaction as they desire and are comfortable with. Keep in mind, a cat that does not want interaction the first few days may change their mind in a week or a month. It is best to offer a pet and let the cat decide

Pet Care Facility

if they want to be petted or not. Time

DESIGN • BUILD • CONSULTING

for some felines. It can be as simple as

being near the cat and talking to them can be more appreciated than petting sitting in the area while the cat explores. Take time to establish the cat’s preferred

Our Experience Sets Us Apart!

way of being near a person in this new environment. Some cats are happy being out of their cage, sitting in your lap and getting petted. Other cats need the excitement and exercise that comes from interaction with you and a toy. Using an object such as a feather or mouse

• Designed over 80 facilities, including veterinary hospitals • Built 18 pet care facilities •30-year owner/operator of ABC Pet Resort!

at the end of a wand is a great way to encourage running and jumping. A wad of paper is also a great and inexpensive way to get a cat interested and moving

DESIGN

• Architectural – Engineering

Plumbing Electrical Mechanical

through their environment. Variety Variety is also important. Most

CONSULTING

• Site Selection • Business Plan • Demographics • Operations • Feasibility Study

cats appreciate the routine of a regular mealtime and litter box cleaning. When it comes to playtime, they enjoy having different toys and objects to play with. Switching between a mouse and a

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feather can be exciting for a cat during a long-term boarding stay. Adding a box one day and a paper bag another day in the play area can also enhance the cat’s out-of-cage time. Moving the furniture, even if it is just a few inches, can be a positive challenge for those that like to

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climb and jump by encouraging them to

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use their problem-solving skills. PET BOARDING & DAYCARE

Another step you can take to add

be done as often as possible.

variety and help reassure the cat that their human family will come back for

drinking fountain or adding ice to a cat’s water bowl is another way to provide

Enrichment

enrichment during the boarding stay.

them is something that smells like the

Enrichment is also important for

family. Having the family place a used

cats at a boarding facility. When a cat’s

pillowcase or shirt into a sealed bag

living environment is reduced in size

stay that is weeks or months long, it

before they leave can be a big stress

from a house to a boarding enclosure, it

can be very overwhelming. Focusing

reliever when given to the cat. I would

is important to give them things to keep

on the priorities will help it seem more

suggest spreading out the items the

their mind engaged. Enrichment can

manageable. Always remember that the

family brings that smell like home.

be as simple or as complex as you have

owners believe in your ability to care

Giving these items to the cat in the

the time and budget to accommodate.

for their cat while they are away. Giving

middle of the boarding stay can raise

Background noises of streams or forests

the feline as much human interaction

their spirits. If the cat comes with

with birds can usually get a cat’s atten-

as they desire should always be the pri-

multiple toys, I would put them in a

tion. A running fountain also seems to

ority. Keep in mind that the interaction

sealed bag to keep the smell of home on

bring enjoyment to many cats. Using

the cat desires on day one may not be

them. Then I would divide the toys up

toys that a cat needs to manipulate to

the same as in the middle or at the end

so they can have a fresh toy at different

get food out is great for the kitties who

of the boarding stay. Add variety and

intervals throughout the boarding peri-

love their food. Hanging prisms in the

enrichment to human interaction with

od. I believe it is important that the cat

cat area that allow light to be reflected

items from home dispersed throughout

always has something with them that

and moved around the cages can be

their stay and you will keep the feline

smells like home, especially the first few

very entertaining for some cats. Other

engaged and stimulated during their

days. Renewing that home smell should

cats enjoy a toy hung in their cage. A

long-term boarding stay.

PET BOARDING & DAYCARE

When a cat arrives for a boarding

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PET BOARDING & DAYCARE

What does the future hold for your business? It’s never too early to start planning. As you begin considering options for your business’s future, it’s important to find a partner aligned with your values, respectful of the enterprise you’ve built and equipped to help your business grow. NVA is here to help provide options for the future.

Let’s talk. 888.767.7755 | NVA.com | info@NVA.com

NVA has more than 1,000 partnerships across the U.S., Canada, Australia, New Zealand and Singapore. Our veterinarians provide a full range of medical and surgical services, while our passionate pet resort leaders embody NVA’s entrepreneurial spirit in assisting pet parents with ongoing care. Our mission is to improve the comfort and well-being of animals everywhere by providing progressive and compassionate care, unifying our community by the love of animals and the people who love them.

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BOARDING KENNELS: THE DESIGN PROCESS By Craig L. McAllester, designer of OVER 250 boarding kennels & animal shelters! Current facility or new facility, this must-have book will help you craft a business that runs smoothly from the inside out! Features tons of color photos, helpful diagrams, blueprints, glossary of construction and design terms and so much more!

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