Pet Boarding and Daycare September October 2021 by Barkleigh Productions

VOL 11 • ED 5

SEPTEMBER / OCTOBER 2021

Profile of Success

MaryMac ’s

Doggie Retreat WWW.PETBOARDINGANDDAYCARE.COM

MENTAL HEALTH

THE PANDEMIC AND THE PET CARE INDUSTRY

2021

HERSHEY, PENNSYLVANIA Program Guide Inside!

PET BOARDING & DAYCARE

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

SEPTEMBER / OCTOBER 2021

CONTENTS

WEB MASTER Luke Dumberth PRESIDENT Todd Shelly VICE PRESIDENT Gwen Shelly

CHIEF OPERATIONS OFFICER Adam Lohr DIRECTOR OF MARKETING & CLIENT RELATIONS James Severs

MaryMac’s Doggie Retreat

EXECUTIVE ASSISTANT / ACCOUNTS MANAGER Karin Grottola SOCIAL MEDIA / PR Evan Gummo

AN OPEN LETTER ON

MARKETING CONSULTANT Alex Hammersla

EVERYTHING YOU NEED TO

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)

MENTAL HEALTH YOUR

REACH GOALS

YOUR GOALS

Animal Behavior Copyright SEPTEMBER 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

Let Dogs Be Dogs: Why a Dog’s Natural Instinct Is Your Most Powerful Tool

Business 10 22

Mental Health, the Pandemic and the Pet Care Industry Why & How To Pay Employees $15-20 an Hour (and Remain Profitable!)

PET BOARDING & DAYCARE

Facility 36 Is Virtual Dog Training Here to Stay? 42 Gaining a Competitive Advantage: How to Leverage Artificial Grass

Cats 50 ‘Tis the Season: Growing Your Cat Boarding Clientele

Industry News 54 New Products

PET BOARDING & DAYCARE

ANIMAL BEHAVIOR

L e t Dogs Be Dogs: WHY A DOG’S

NATURAL INSTINCT IS YOUR MOST POWERFUL TOOL By Mike Gould

housands of years ago, hu-

years—changing the way we think,

problems with the dog when it really

mans domesticated the gray

what we prefer and how we act—

stems from the owner or handler.

wolf and began tweaking

dogs haven’t. The Goldendoodle

and perfecting the species that would

down the street has the same natural

sionals, get to the root of the issue

eventually become man’s best friend.

instincts and behaviors as the gray

and take a more basic approach that

Fast forward to today, and we now

wolf it descended from all those

appeals to the dog’s natural instincts.

have nearly 200 AKC-recognized dog

years ago. And those instincts need

breeds that have become an integral

to be manifested for the dog to live a

part of our everyday lives. They are

well-balanced life.

so important to us that we often

But oftentimes, as owners, trainers

Where Natural Instinct Comes Into Play

Dogs can be the greatest and

treat them like human children—

and caretakers, we don’t think of dogs

most loyal family members you will

dressing them up, feeding them

that way. We anthropomorphize them

ever have, but they will never be

vegan diets, and entering them into

and project our own needs and wishes

human. We need to recognize that

shows and competitions.

upon them. Neglecting a dog’s natural

and stop treating them as if they

As much as these actions are

It’s time that we, as dog profes-

instincts can create tremendous

were, asking them to do things that

born out of love, it seems humans

anxiety and other behavioral issues,

are unnatural or setting unrealistic

have lost sight of what their dog

because what the dog is being asked

expectations. Instead, if we cater to

truly is…a wolf. While humans

to do simply feels unnatural for

their most basic needs, set bound-

have evolved rapidly over the

them. These issues are then seen as

aries and recognize they are dogs

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The philosophy at my facility is simple: We let dogs be dogs and try to avoid inserting ourselves into their interactions with one another or projecting what we think they need. rather than people, we can much more effectively interact with and train them. Oftentimes, we overstimulate and over communicate with our dogs, which confuses them and can result in them learning to ignore us altogether or demonstrate more severe behavioral problems like aggression and separation anxiety. By fully understanding what it means to be a dog and using that information to our advantage, we can create a functional environment for dogs. Our Philosophy The philosophy at my facility is simple: We let dogs be dogs and try to avoid inserting ourselves into their interactions with one another or projecting what we think they need. When I’m training staff or dog owners, I do a simple exercise to show them just how accustomed they are to interfering. I bring them into the playroom or training space and tell them not to look at, touch or talk to the dog for 10 minutes. It is virtually impossible for everyone, but it’s what is required for this method to work. This allows the pack, and the dog, to remain balanced. That’s what we’re after. We also let the pack do most of the work for us at our facilities. Dogs are pack animals, and these packs are self-regulating. If a dog is exhibiting a behavior that is unacceptable to the pack,

PET BOARDING & DAYCARE

the pack will correct that dog naturally.

to make it more effective. Nine times

trainers and handlers, it’s our duty to

The pack will establish a structure and

out of ten, this “fixes” behavioral issues

understand them, even if we have to un-

hierarchy completely on their own, and

because the dog is free to act on his or

learn some of our tendencies to provide

that will regulate everyone’s behavior.

her own instincts and knows exactly

them with an enriching and fulfilling

They’ll play when they want to play and

what the owner expects.

life. Embrace their natural instincts, and

stop when they want to stop. We let them

Setting boundaries, of course, is

be and try not to impose our human

crucial for the dog’s wellness and the

rules on their experience.

owner’s lifestyle. Doing so will become

Training Using Natural Instincts

let the dogs be dogs. You’ll be amazed at the results.

much easier as things are simplified and

Michael Gould is a founding member of

there is less stimulation.

the NYPD canine unit, retired US Navy veteran, scent detection dog trainer,

Dog training is like daycare. If you

Enrichment and engagement train-

ask five different people what training

ing is also very effective for a variety of

and former Commanding Officer of the

means, you get five different answers.

issues. Dogs like to work. It’s natural to

Nassau County Canine Unit. Michael

But it’s really simple. We never train

them. It’s what they were bred for. So,

began his canine career in 1982 when as

dogs for people. We train dogs by treat-

we create scenarios where the dog has

a New York City Police Officer he was

ing them like dogs.

to use his or her instincts to perform

selected from hundreds of candidates to

a task like hide and seek or fetch and

become one of the first members of the

the owner on how to let the dog be on

retrieval. This stimulation and exercise

Department’s elite Canine Unit. In 1984,

his or her own and stop themselves

does wonders for a dog’s mental state.

he became the Department’s Canine

Our first step in training is to coach

from constantly interfering with the

At the end of the day, I’m an

dog’s actions. We show them what a dog

advocate for dogs. When I see humans

truly needs and simplify the amount of

overindulging, it’s sad to me because

communication they have with the dog

I know what the dog is capable of. As

PET BOARDING & DAYCARE

Training Officer, and went on to have a 40+ year career in canine management.

BUSINESS

MENTAL

HEALTH, THE PANDEMIC & THE PET CARE INDUSTRY By Annalisa Berns

eing faced with a pandemic was an overwhelming, stressful and unexpected challenge. Operating a busi-

ness during a pandemic may have felt impossible. Finding and keeping staff was at the top of the list of difficulties. Learning continuously-changing safety protocols and keeping lines of communication open continue to be an obstacle course for mental health and wellbeing. Now that some of the dust is settling, there are plenty of lessons learned. We interviewed three professionals to get their insights, feedback and resources for managing mental health. Some answers are edited for clarity and brevity.

Renee Machel Cofounder of Get MotiVETed, RYT 200, Certified Personal Coach, veterinary technician and team leader, www.getmotiveted.com

If you could tell someone in pet services one thing at this challenging time, what would it be? It’s temporary. Mindfulness reminds us that everything is temporary and when you can bring your awareness into the moment, it’s quite freeing; things become less daunting. It can be overwhelming. What is a possible first step? Self-reliance is the first step. We can’t wait for the system or others to change before we, ourselves, decide to be happy, at peace and/or fulfilled. Where your attention goes, energy flows and when you choose to pursue your wellbeing, things begin to align. The choices are made each day, throughout the 10

day, in the moments, to support you and your wellbeing, or disempower you, leaving you in victim mode. I encourage people to “start where they are.” That means that if you’ve never ran a marathon, you might start by walking. In this case, if you’re just

PET BOARDING & DAYCARE

beginning to shine light on the dark areas in your life, take baby steps that make sense for your current state and use the resources at hand—be it a book, video, podcast, journaling, a mental health professional and so forth. What are some "lessons learned" during COVID about our mental and emotional health and positive changes we can make? This pandemic has been a wakeup call. It’s common to become complacent in daily life, taking the simplest things for granted. When we move into a state of being conscious leaders, we allow ourselves to be more open and willing to learn rather than being committed to being “right” or doing things the way they have historically been done just for the sake of repetition. We now see that the world can function and, in some ways, thrive when we seek creative and alternative solutions to integrate work and home, use technology to its full potential, manage clients’ expectations, show a little compassion and give ourselves a bit of grace. The same concept can be applied to one’s wellbeing. We can choose to learn and change course. We have to be willing to adapt; we have to be willing to be more intentional with our approach in life and in our industry. When we no longer resist change, we can better navigate it.

Why is it important to openly talk about mental health? You realize you are not alone, you inspire others and, not only can you find support, but you can be support. It breaks the stigma and it enhances the likelihood people will connect with proper resources and build a support network. Hope never falters, nor gives up. Hope can be the beacon of light that someone needs to get through difficult times. By talking about it, we shine light where there is darkness. What can a boss or business owner do to support their positive mental health, and their employees’, too? The best way leaders can create a work culture infused with wellbeing is to model healthy behaviors, mindset and skills. Leaders can also provide the necessary resources that their team members can access with minimal obstacles. A number of different ways can help a team bring wellbeing to the forefront of an organization. Schedule a designated time for these topics, re-evaluate benefits packages to develop a more robust selection, create holistic wellbeing programs, appoint wellbeing liaisons, allocate resources and offer continuous training in wellbeing. Regularly and openly discussing challenges and successes encourages a safe environment for others to do the same. It’s important to discover and adjust what works best for your team.

PET BOARDING & DAYCARE

Many of us lost jobs, housing, economic growth opportunities and even relationships. I think the most valuable lesson learned is we have to prioritize our emotional and mental health which can be the difference in how we handle these life stressors. What are some "lessons learned" during the COVID-19 pandemic about mental and emotional health?

COVID was so stressful for all of us and it made us really evaluate our everyday, routine practices that contributed to our emotional wellness. Limited or no access to hobbies, people and places that we would frequent was very difficult. Many of us lost jobs, housing,

Dr. Nneka Jon-Ubabuco DNP, APRN, PMHNP-BC and MOOD Clinician, www.moodhealth.com

economic growth opportunities and even relationships. I think the most valuable lesson learned is we have to prioritize our emotional and mental health which can be the difference in how we handle these life stressors.

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We can all agree that the human experience can be a difficult journey. Mental health issues affect everyone, more so than any physical condition. We need to talk openly, honestly and frequently about our mental health to decrease stigma and increase the chance of people being able to access the services that they need. How does someone know if they need the help of a mental health professional? 1. If their stressors are becoming unmanageable. 2. If there is a disruption in their quality of life, relationships, or patterns of behavior that might be unhealthy or negative. Staffing is particularly challenging at this time. What is the most important thing a business owner can do to support their employees' positive mental health? Think of what impact you are making on their lives. This can be done in many ways, one of which can be showing them how valued and appreciated they are and taking an interest in their personal lives. If you could tell an animal care provider one thing at this challenging time, what would it be? Pets are important members of our families and they bring us so much joy. They can really help us with our emotional health struggles and limitations. For someone in pet services, I would say to remember that what you do, in any capacity, is really helping our furry friends and us by extension. We want to feel that our loved ones are being well taken care of. Thank you for all that you do!

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How can we deal with stress at such a challenging time? Be prepared for the unexpected by using resources, information and tools to alleviate undue stress. So many people realized during the COVID shutdowns that isolation can be detrimental to their emotional wellbeing. In some family situations, the lack of space among family members created disharmony and chaos which resulted in distress, anxiety, depression, suicidal thoughts, hopelessness and helplessness. Lessons we all can take from this experience include building healthy coping skills, daily exercise routines and overall healthy nutritional habits. The use of a personal journal to self-express is a beneficial tool for one to gain a sense of their thought processes, gain self-awareness, reconnect with creativity, problem-solve and make decisions in a way that does not create conflict with others. Journaling enables a “time out” with oneself to gain a sense of what their needs are in

PET BOARDING & DAYCARE

the situation. The use of meditation, yoga, qigong, and energy work are valuable and beneficial for overall wellbeing. How are people coping now and looking back? Left on our own, at times, negative thoughts may create havoc in our problem-solving and decision-making processes. Talking with a Clinical Mental Health/ Behavioral Therapist or a confidential friend enables one to express their needs and concerns in a confidential setting, free from judgments and criticisms. Many people used their isolation time to be creative with art projects, garden projects, puzzles, home-improvement or clearing out excess belongings not being used. Simply clearing space in your home and mind opens avenues for newness to enter in. Use quiet time to look at life from a new perspective to decide what is essential for your happiness and what needs to be eliminated.

If someone is stuck in a funk, or knows they aren't feeling well emotionally, when should they get help? There are a few ways to know when it is time to seek professional counseling. One way is when someone develops problems or changes with daily living routines, like being unmotivated or feeling depressed. If other people in your life notice and speak to you about these behavioral or mood changes, it might be time to find help. In addition, counseling may be beneficial if you are struggling with making decisions and/or life choices and need someone to provide guidance, support and resources. What can an employer do to support their own positive mental health as well as their employees’? Employers can educate themselves to notice signs and symptoms of mental and emotional health deterioration among themselves and employees, and to act on them before problems become worse. Research studies support the positive workplace effects of having on-site employee group classes in meditation, yoga, qigong or energy balancing. These classes help overall wellbeing and manage stress. Staff Development Retreats are beneficial and introduce staff to self-improvement techniques.

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Without proper, consistent training materials and resources, training new dog handlers

may be costing you $3,500/month.

If you are stuck in a funk or stressors in life are unmanageable, here are some suggestions from our experts on how to get help: • Contact your existing medical provider and ask for a referral to a behavioral health specialist within your network of providers. • Psychology Today (www. psychologytoday.com) is a fairly large database of psychiatric providers. You can find medication management, therapy, and even support groups in your area. • Online telemental health services like MOOD (www.moodhealth.com ) offer medication management and therapy from the safety and comfort of your own home. • If you are not sure what you need or just want some more education, check out NAMI (National Alliance on Mental Illness) and they also provide emotional health support services.

Does that gure take your breath away? It should! That is your hard-earned money walking out the door every time an employee quits. Our online training courses

• Get MotiVETed (www.getmotiveted. com) is a resource for the veterinary community, but has an insightful blog that applies to all people in animal care jobs. There is a free open forum discussion with Dr. Barry Feldman, PhD discussing wellbeing and mental health topics. • American Red Cross offers information and resources at www. redcross.org , including COVID-19 bereavement resources. • 800-985-5990 is a 24/7 national hotline (call or text) for immediate crisis counseling for people experiencing emotional distress related to any disaster or COVID-19. • 833-492-0094 provides emotional support for frontline workers. • 800-273-8255 is a Suicide Prevention Lifeline.

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INDUSTRY NEWS

EVERYTHING YOU NEED TO

REACH

YOUR GOALS

NOVEMBER 8-11, 2021

HERSHEY LODGE & CONVENTION CENTER, HERSHEY, PA

For more information or to register, visit www.PetBoardingExpo.com

he largest event for the pet boarding and daycare industry returns live and in person for 2021! With several new speakers and 27 innovative seminars, this year’s expo is bound to be the best yet. The boarding and daycare industry took a hard hit over the last year and a half with travel limitations and pet owners staying home and not needing others to care for their pets. Luckily, most in the industry are now seeing business bounce back with force. So, it’s more important than ever that your business stands out from the rest and is operating as efficiently as possible. All aspects of the industry will be covered in this year’s expo. We have again designated three separate tracks of education to choose from (or mix and match!): Owner/Manager (for those making the business decisions), Staff/ Continuing Education (for all employees or anyone wanting to further their education in pet care) and Financial (for anyone making financial decisions, including staffing and marketing). The expo will kick off Monday afternoon with The Barkleigh Pet Pro First

PET BOARDING & DAYCARE

Aid & CPR Certification course, which is an ideal certification for anyone in the pet care industry to possess, including groomers, pet sitters, dog walkers, as well as all boarding/daycare staff. Following the Monday daytime program will be the Keynote address presented by Dr. Kate Boatright which promises to be inspiring and entertaining. After the Keynote, be sure to stick around for the meet & greet, sponsored by Live Oak Bank, to enjoy some drinks and food with your industry peers. Other social events at this year’s expo include a Happy Hour sponsored by First Financial Bank on Tuesday evening, a Networking Reception sponsored by NVA on Wednesday evening and our ever-popular Round Table Luncheons on Wednesday and Thursday, sponsored by Kennel Connection. And, don’t forget about the trade show! Wednesday and Thursday will feature an industry trade show with lots of vendors offering everything you may need for your boarding and daycare business. So, if this is the year you want to reach your goals, don’t miss all the 2021 Pet Boarding & Daycare expo has offer!

NOVEMBER 8-11, 2021 HERSHEY LODGE & CONVENTION CENTER HERSHEY, PENNSLYVANIA

AN OPEN LETTER ON

MENTAL HEALTH

By Cassandra Bauer, Pet Business Owner

t's been a year like no other. Many of the personal lessons I have learned during the COVID pandemic cross over to the business, which I suppose is not surprising when it is a small family-run business. was a hard decision, but I ultimately decided I valued Prior to COVID we were thriving, which is crazy lives over livelihood and I put my faith in the fact that to think of in a very rural area of New York like ours. clients would find ways to support us. (Which they did We were on the verge of expanding, and I was in high tenfold by buying certificates, continuing to use our gear all the time between managing everything and programs—especially if they were essentials working having a baby. overtime—and even making donations.) When COVID started to creep in, the biggest I have made changes in our business based on thing I felt was confusion. New York regulations bewhat I have learned and experienced. We have always ing so vague and changing all the time didn't help. striven to give the dogs one-on-one On top of worrying about my attention and keep our dog-to-staff parents’ health (whom I work ratio low; it's even more so now. I was with) and a boarding schedule It’s something I talk always acutely aware of how important that was literally completely about openly now it is to make sure your employees are canceled within a few days, healthy physically and mentally. It I was also still battling some because I wish more is even more of an honest and open post-partum depression. folks would, and it conversation now. I ended up actually having I never appreciated the slower to be hospitalized for over two has also changed my times and the lulls because I liked weeks because I had a mental business model. being go, go, go. I find power in them breakdown and was diagnosed now. And to be completely honest, with bipolar disorder. It's someI'm struggling with a bit of anxiety thing I talk about openly now over things opening back up and getting full-force because I wish more folks would, and it has also again. The time I got to spend healing, quieting my changed my business model. mind, and enjoying my daughter over the fall and I was hospitalized a few days after restaurants winter was amazing. were shut down. Traveling had already been pretty I know I have the tools now and the support, and I'm much completely banned, and there was still a lot of very aware that I need to carve out time for myself, famback-and-forth on if grooming was essential. I had ily and friends, even if it is hard. I need to put away the decided to put a hold on grooming at that time. It

PET BOARDING & DAYCARE

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I know I have the tools now and the support, and I’m very aware that I need to carve out time for myself, family and friends, even if it is hard.

business phone and my schedule books even if I fear I'm going to miss something. What's meant to be will always find a way of working out. And I guess looking back, it took a pandemic for me to realize what I had going was "working"...but wasn't working for me personally. These days I find comfort in having a schedule, especially when it comes to sleep. I've learned to delegate more and I hired on another employee so I could do

less grooming and focus on other tasks. I do a lot of reiki and massage. I keep up on my vitamins and have found a lot of great teas that help. And of course, dogs. Even my therapist suggested I continue fostering dogs, even though it is a risk financially, because he could "see me light up when I talked about it." As the anniversary of my mental health trauma has approached, I have a litter of foster pups that I took on, and they have brought me a great deal of comfort. It's just about perfect timing because they are starting to trickle to new homes as spring break boarding comes back full-force and I find myself questioning if I'm ready for the "chaos." My passion is this business and working with animals, but if our own minds (the most important organ in the body, but often the one most overlooked) are suffering, we are failing both, and so many other people too. Wellness isn't just a full schedule and secure paycheck. It's finding balance and understanding within yourself.

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Why & How to Pay Employees Fifteen to Twenty Dollars PER HOUR

$1' 5(0$,1 352),7$%/( 1234567890

ith a pent-up need to get out of the house, people are finally traveling in droves. This means a parade of furry guests who need your services—but do you have the staff to handle it? For many pet care businesses, COVID meant downsizing, and just as many are finding it harder than ever to find quality staff. We have the solution, but brace yourself...you need to get ready to pay some employees $15-20 an hour or more. According to ZipRecruiter’s July 2021 salary data, pet care employees make an average of $11-$14 per hour nationwide, qualifying it as an entry-level, near minimum wage job. The current hiring frenzy—thanks to the COVID-induced unemployment surge—means quality applicants are scooped up as soon as they enter the arena. To make matters worse, many minimum wage employees have chosen to stay unemployed for the time being—between the $600 bonus checks and forgiving unemployment terms, some people have actually made more money by NOT working! Recently, there’s been a major movement to increase starting wages in the food service industry to $15 an hour or more in various parts of the country. And as restaurant chains are opening to full capacity, 22

they’re desperate to attract workers. This demand has exploded the average food service wage to $16.82 hourly, according to May 2021 data from the Department of Labor. Pet care employees often feel they’re worth AT LEAST that much—and they’re right. Before you jump out of your skin, hear me out: This can be good news! Pet care is an honorable and important business. Success depends on keen financial management and investments. One of your top investments are well-paid, quality staff, and ample supervisors and managers. And on top of that, you need advanced technology to run as efficiently as possible, building investments and, let’s not forget, well-deserved profit for the owner(s).

By Laura Laaman 098765432

will be better off for it. If you need to pay out more in wages, the difference has to come from somewhere. Two key areas are efficiencies and pricing. Raising prices even marginally can make a world of difference to your revenue intake, but it’s a dangerous process. When not handled properly, raising prices can devastate your business. But, when done correctly, you’ll have a healthier and stronger company.

Is Your Price Structure Working Against You? Of the various price structures utilized in professional pet boarding, all-inclusive pricing (activities included in boarding rate) is fairly common—especially on the west coast. Regardless of the location, this How to Profit When Paying pricing structure is incredibly detrimental. Higher Wages By wrapping play costs into the overLike it or not, wages are going up. night rate, you’re left with a high flat rate According to Trading Economics, average and, ironically, this “higher” price is often nationwide wages increased nearly 14% in less than what you should charge. Sadly, pet May 2021 over the same month in the pre- parents are not ready for a $75 flat, nightly vious year—with a forecasted increase of an price tag. They’re not even ready for $45 additional 3-4% for the next several years. as a one-price option. But they will pay Can your business handle a 14-18% hit that—and often much more—when given to the bottom line right now? Almost none the option of customizable add-ons for can—especially after COVID. Can your their dog’s stay. A flat-rate fee at almost any business adjust to these massive changes? price is highly alienating. People who want Absolutely! And in the end, your business to pay less will flee; people who are happy PET BOARDING & DAYCARE

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to pay more for a more customized stay will look elsewhere. Breaking out the nightly rate lets you offer a variety of activities for the pet parent to choose from. When given properly-priced options, very few pet parents will choose the lowest-priced service. And even fewer pet parents will choose no activities at all. This lets you upsell services as well as provide the most rewarding, customized experience for every pet. Will you lose customers by raising prices? Yes. But when done properly, you’ll lose very few. And what’s important to remember is that you naturally lose customers every day. Before the pandemic, pet care facilities naturally shed about one third of their client base every year. This is because pet parents move, their pets age out or pass away, or can’t use your services for any number of unforeseen circumstances. During COVID, most pet care facilities lost nearly all of their clients for over a year. So, how did proactive pet care companies recover, and continue to grow? For one, they never let up on marketing—the right way. Communicate Your Value When it comes to adjusting prices or changing price structure, communication is everything. Your customers will want an explanation. Providing clear, consistent and honest messaging goes a long way in establishing an understanding and buy-in from not only your clients, but also your employees. At the end of the day, price communicates value. This means more than giving prices and availability to everyone who asks. It’s important to qualify higher prices by ensuring customers (and customer prospects) understand the incredible care they’re getting with your company. Give them information on what makes the experience at your facility special and describe your activity offerings. Help them visualize all the fun their pet will have with you. Otherwise, you risk turning your business into just another commodity not worth looking into, and no one wants to pay more than they must for a commodity.

PET BOARDING & DAYCARE

Reduce Unnecessary Labor Expenses If we’re going to pay our employees more, it’s more important than ever to cut excessive labor spending. Currently, many pet care companies spend a staggering 30-50% or more of their revenue on labor. This includes employee wages, benefits, payroll taxes and other expenses. And if you’re going to increase wages significantly, you’re unlikely to succeed without addressing labor expenses. You can calculate your

labor ratio by dividing your total revenue by your total labor costs. But what is your ideal labor ratio? A range of factors come into play, including the types of services you offer, your location and even the design of your building. It can be challenging to pin down your ideal labor ratio without professional guidance, but chances are good you’re currently overspending. If you spend too much on labor, the long- and short-term health of your

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business is at risk—especially in this incredibly competitive environment. Overspending results in needless burning of revenue, stunted marketing spending, reduced business value and financial stress for you. While less likely, underspending can also be dangerous, leading to employee burnout and increased likelihood of mistakes and oversights. So, how do you reduce labor without compromising the quality of care you provide? Thankfully, quality care and ideal labor spending are NOT mutually exclusive. While the answer is different for every market and facility, many pet business owners are successfully reducing labor spend while maintaining (or even improving) the quality of care. Technology is becoming more and more important to manage labor spending in the pet care industry. Tools and software are only starting to finally meet our needs, not only as pet care providers, but also as thriving businesses. A software change can save you thousands in labor hours—every month—by streamlining communications, reservations, client profiles, data reporting and much more. These advances allow us to utilize our time much more meaningfully, even eliminating unnecessary positions easily handled by a smart software. You Depend on Happy, Quality Employees Pet care is a service-oriented industry, and employee morale is directly tied to the health of your business. Unhappy employees have been shown to affect the customer experience, quality of pet care provided and your work environment. To attract the kind of employees that will contribute to, grow with and better your business, you need to be willing and able to invest in them. And if you don’t, your competitors will. Laura Laaman is president of Outstanding Pet Care. If you’re interested in our pricing assistance, labor ratio guidance and hiring help, or any of our other proven services, scheduled a consultation by calling 1-888-735-5667 or vising www. OutstandingPetCare.com/contact.

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PROFILE OF SUCCESS

HOME OF THE

By Kathy Hosler Photos provided by “Mary Mac’s Doggie Retreat”

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f you have ever been to or heard about Mardi Gras, you know it is THE place to have fun and party. The guests of Mary Mac's Doggie Retreat, located in New Orleans, Louisiana, enjoy luxurious accommodations and specialized activities that make every day a paw-ty. Owner/operator Courtney McWilliams has developed a unique approach to pet care that has proven to be wildly successful. Each dog she accepts gets individualized care and attention, structured playtime and enrichment activities, and a heaping helping of fun and pampering. She started with just a handful of clients, but in less than two years, Courtney has grown her business to over 1,000 clients with more on a waiting list. Courtney began her career

as a social worker who worked mostly with children. In 2015, a friend asked Courtney to pet sit her six dogs. Soon others asked her to care for their pets, and a seed was planted that would change Courtney's career path and life. In 2018, she attended a pet convention in Atlanta and met the Dog Gurus out of Texas. They were speaking about the benefits of smaller group play, enrichment activities and specialized markets. "As a social worker," says Courtney, "I understand how traumatic anxiety can be for children and found it to be equally true with dogs. I found that as many as 40% of dogs exhibit symptoms of anxiety, and traditional boarding and large daycare settings do not work well for them." Courtney decided to combine her PET BOARDING & DAYCARE

social work expertise and her love of dogs to open a business that specializes in caring for pets with anxiety and provides a relaxing experience for them and their owners. That's where the idea of Mary Mac's Doggie Retreat, “Home of the Spoiled Dog,” originated. "’Home of the spoiled dog’ sounds much better than ‘specializes in anxiety,’" says Courtney with her infectious laugh. And adds, "I do not know any spoiled dog that doesn't have some form of anxiety, do you?” "My own dogs are prime examples. My Shih Tzu, Gabbana, was a real challenge. He used to have severe separation anxiety and would try to destroy any crate he was put in. And Bella Rose, who was abandoned on my porch, was fearful and anxiety ridden," she shares. Courtney put a lot of thought into 29

Courtney named her business in memory and honor of her mother,

(known to many as “Mary Mac”) who died when Courtney was just 21 years old.

how her business would be different from others. "Safety for each pooch was uppermost in importance. And making sure the owners had peace of mind when they left their dogs with me was also on the top of the list. Providing individual, structured care for each pooch was a must. And, of course, having plenty of fun was on

everyone's schedule!" With her plan in place, Courtney knew she could be successful in this niche business, but she faced a huge hurdle—financing. She was turned down for loans by 21 financial institutions. Undaunted, Courtney forged ahead with her plans. She found a commercial space that would

PET BOARDING & DAYCARE

be perfect for what she had in mind. Fueled by a fierce determination, nothing was going to keep Courtney from making her dream a reality. To fund the build-out of Mary Mac's, this unshakable dynamo continued her job as a social worker during the day, drove Uber at night and did pet sitting on the weekends. "I completely renovated the facility. Only the windows and the doors are original," says Courtney. "I installed dropped ceilings, put in soundproofing and firewalls, and added kennels. Of course, I made sure that there is plenty of comfortable furniture so the pups can feel right at home." In October of 2019, Mary Mac's Doggie Retreat, the first black-owned, doggie daycare and spa boutique in Louisiana, opened its doors. Courtney named her business in memory and honor of her mother, Marilyn McWilliams (known to many as “Mary Mac”) who died when Courtney was just 21 years old. From day one, Courtney gave it her all. Drawing on her years of experience, she was confident that the dogs and their owners would greatly benefit from her

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The services they provide reflect the vision that Courtney had for Mary Mac’s. Everything revolves around reducing a dog’s anxiety while they are away from home and their family.

methods. However, it's not a one-sizefits-all approach. Instead, Courtney evaluates the needs of each dog and then designs care options specifically for their physical and emotional health. Each guest is assigned a personal “Pet Nanny” to ensure individual attention during the specialized enrichment activities and structured playtime. The services they provide reflect the vision that Courtney had for Mary Mac's. Everything revolves around reducing a dog's anxiety while they are away from home and their family. Low-stress daycare with structured play and rest in small groups keeps the pups from being overwhelmed or stressed. All outdoor play activities are always one-on-one with the Pet Nanny. Traditional overnight boarding as well as specialized puppy and senior boarding options are available. The luxurious grooming and spa services available to the canine guests provide 32

pampering at its best. All the pups at Mary Mac's embrace the fun and party atmosphere that New Orleans is known for. Jazz music plays during the day and the dogs enjoy “puppuchinos” during “yappy hour” and many other special amenities offered at the facility. It wasn't long after they opened that Courtney’s clients were raving about her and Mary Mac's. Additionally, social media platforms like Facebook and Instagram are how many other clients found Mary Mac's. Courtney stays in contact with her clients as she posts lots of content, adorable videos and cute photos of her canine guests having a ball. Her website, www.marymacsdoggieretreat.com, has been hugely instrumental in the growth of the business. Clients can tour the facility, book reservations, select and pay for services, and much more. In addition, Courtney now has a Google ad team and a marketing team and continues to find new ways to PET BOARDING & DAYCARE

market the Mary Mac's brand. There are big plans in the works for this inspiring, resourceful innovator. This year she is going to introduce and sell shampoo, conditioner, dog brushes and other grooming products all under the Mary Mac's name. She also plans to franchise Mary Mac's and provide her unique approach of caring for spoiled dogs all over the country. She has recently been featured in People Magazine, USA Today and Yahoo! Entertainment, and she has become a popular industry speaker on a number of business topics. Courtney McWilliams has faced many difficulties and hurdles on her extraordinary journey to success, but as she overcame them, they became the steppingstones that helped her reach her goal—providing a stress-free, relaxing experience for her canine guests and their owners.

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FACILITY

IS VIRTUAL DOG TRAINING HERE TO STAY? By Nancy M. Kelly, B.S., CPDT-KA Because of the COVID-19 pandemic, dog trainers had to cancel group classes and were not able to meet clients in person because of safety restrictions. At the same time, pet owners acquired more pets and needed help with training. So, dog trainers had to find a safe way to help people train their pets. Thank goodness for Zoom! t first glance, dog training seems like an odd service for a virtual platform. However, wellknown trainers who have clients all over the world have been using virtual checkins between in-person sessions, video submittals for review and shared online documents for a good while. Partnership video reviews in which trainer and student discuss the student’s techniques have been well-used in training for specialty dog sports and other training applications. Now these methods and others are enhancing the learning of pet owners, students training their own service dogs and many more. Many people think of dog training as handing over a dog and getting back a somewhat different animal after someone else pushes a few magic buttons. Those who take their dogs to classes or work privately with trainers may not realize they were the ones training the dog all along while the trainer coached them. When pet owners understand their own role in training their pets,

they discover virtual platforms allow trainers to coach just as well—perhaps even better—than in-person.

DOWNSIDE OF

in-person classes When dog owners attend traditional group classes in person, they are attempting to teach new behaviors in a new environment. They practice what they’ve learned in their home environment and things generally go pretty well with their education. However, this is not usually the case for those with stressed, anxious or fearful dogs. These dogs may spend most of the class time responding to the new environment and the other dogs and humans whose scents, sounds and visual presentations are assaulting their senses. A dog’s tactile sense may join the assault if people mistake their stiff, still body language as acceptance and pet them while they are terrified. Pet parents are often stressed from managing their dogs on the trip over,

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getting them into the training area and handling their dogs as they try to learn something new about training themselves. Even friendly, social dogs may be a handful in a training class when they don’t have the skills to maintain self-control around a group of dogs and humans. In addition, training classes are traditionally an hour long. This is partially because it doesn’t seem worth it for dog owners to load up and drive over, only to load up and drive home after a few minutes, even though a shorter class would benefit beginner dog/owner teams.

BENEFITS OF VIRTUAL LEARNING No Travel Time With virtual training, travel is not part of the equation, so dogs who become anxious or nauseated in the car can avoid it until they have gone through a training process to help them relax during a car trip. The lack of travel also relieves pet parents of what may have once been a

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three-hour process because a virtual class requires only the class time itself, which may be only 30 minutes. Shorter Classes Virtual classes can be short enough to prevent overwhelming pet parents and their dogs with a session that lasts so long their self-control is challenged. And shorter, more frequent classes allow trainers to keep students on track. Correct practice can be monitored through videos students take on their phones and submit to a shared online class folder, making trainer review simple. If mistakes happen, trainers can catch them early and coach students to change things before bad habits become ingrained. This leads to successful training outcomes. Comfortable Learning Environment A major benefit of virtual group dog training classes is that both dogs and owners learn new things in the environment most familiar and comfortable to them—their own homes. Professional trainers who embrace behavior science know that the best behavior changes are implemented quickly. Preventing unwanted behaviors from happening allows a smooth training process using positive reinforcement to build the desired behavior.

Much like we provide a quiet, inspirational learning space for children, learning for dogs and their owners happens best in an environment where both are relaxed. Once they learn a behavior very well, the team can begin to practice it in the presence of an increasing number and level of distractions, and in a variety of locations. The comfortable association of the environment in which they learned accompanies the behavior into other environments in which the owner needs the dog to perform it. Separate Social Time It’s a myth that dogs benefit from learning new behaviors in the midst of a group of dogs and humans in a live, in-person dog training class. The belief that social time with other dogs should be part of the training process has been widely embraced, but social time should be separate from behavior training. Dogs need to be taught and to practice good social interactions, but foundational skills are better trained in a quiet, isolated environment before adding distractions like the presence of new dogs and people to those new skills. Virtual training is tailor-made for beginner teams. Just as they transition their new behaviors from their home

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environment to other environments, they can transfer their ability to learn new things into a new environment where other dogs and humans are present. Dog/owner teams are ready to practice learning in the presence of other teams when their basic foundational skills are solid. It makes sense to ensure dogs have the necessary skills to manage themselves in a situation before putting them in that particular situation. Recorded Sessions In virtual classes and consults, students can have access to class session recordings, allowing them to review their own training, the teacher’s class instructions and to learn from fellow students. This is not the case with most in-person classes because students must pay full attention to their own pets during class. Reviewing one’s own behavior on video is one of the best ways to learn to train a pet. Cat Training Some virtual classes include students with cats. In-person classes don’t provide a safe environment for mixing cats and dogs, but with virtual classes, students can train their cats at home, right along with other students training dogs. Students are learning to take their cats for walks, teaching them manners around food, not to run out an open door and to go in their carriers when asked—the same foundational behaviors dogs are learning. Private Virtual Consultations Just like virtual dog training classes, virtual behavior consultations and private training sessions are a perfect way for trainers to coach dog owners to train their dogs in an environment conducive to learning. Many problematic dog behaviors are based in stress and anxiety; the presence of the professional trainer in the home can be yet another stressor for a dog already having trouble managing his stress under the current conditions. This is commonly known as trigger-stacking, meaning the impacts of multiple stressors at one time on a dog, and it can easily be prevented

through virtual coaching sessions. Safer for Aggression Cases In aggression cases, it is much safer for the owner and trainer to hold initial training sessions on a virtual platform. It’s safer for the dog in a behavior sense; setting the environment up so the dog does not exhibit the problem behavior allows quick acquisition of an alternate behavior. Many trainers are using a “hybrid” between virtual and in-person sessions to help pet parents learn to train in a relaxed environment and then take their new behaviors systematically into new situations. This is often appropriate for aggression cases. Training safety behaviors like happily wearing a muzzle and staying next to the owner on a leash can be done through virtual sessions. This sets up the opportunity for the trainer to do a home visit while keeping everyone physically safe and without contributing to the dog’s stress level.

A Dedicated Owner is Imperative Behavior science has taught us over nearly 100 years that the environment facilitates behavior. When an animal is trained away from home by someone other than the human he or she lives with, teaching the owner how to maintain the behaviors in their home environment is essential. Educated professional trainers accomplish this through “transfer sessions,” during which the owners learn their part of the process—how to maintain the behavior, how to use positive reinforcement and the cues that have been taught, and which environments the dog has performed in so far. Now that virtual training is growing, transfer sessions can take place more often throughout the training process because virtual sessions save travel time for both clients and trainers. This allows dog owners to learn while their dogs are learning and has proven to be a great enhancement of the training process.

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The COVID-19 pandemic opened the eyes of all dog trainers to the need to pivot quickly in the event of another pandemic. Scrambling to make that change during the pandemic resulted in discoveries of the technology available for connecting with clients, and dog trainers have gotten pretty good at using it. Virtual dog training is here to stay because it offers benefits for pet parents and trainers alike. Nancy M. Kelly, B.S., CPDT-KA teaches students to train their dogs and cats through her training company, The Mannerly Dog. Her virtual classes and training packages teach pet owners all over the U.S. and Canada. Nancy writes, pursues a master’s degree in behavior, and shares behavior science wherever she can. She created a program to train shelter staff in low-stress animal handling, resulting in a safer, quieter environment for staff and animals at a large shelter in Houston, Texas. She is working on a documentary about the power of behavior science in animal training through SpyBird Productions, LLC.

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GAINING A COMPETITIVE

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he pet boarding and daycare industry has proven to be one of the few established industries to achieve consistent growth over the past decade. Evolving consumer attitudes toward their pets have driven growth as an increasing number of pet owners now treat their pets like family members. This trend has led to rising demand for luxury services as pet parents want their pets to have the best products and services available. IBIS World research states, “The strong performance experienced by the Pet Grooming and Boarding industry prior to the COVID-19 pandemic is expected to resume.” Understanding consumer demands and industry trends is key to success for pet business owners desiring to flourish. It is important to note that aggressive industry growth alone does not necessarily translate to individual business growth or financial success. Instead, it is an opportunistic environment that is rich with promise for those that are willing to invest and take the necessary action to differentiate their

businesses from others. This may leave you asking, how do I meet and exceed customer expectations so that my business is the clear preferred provider? And, how do I do this in a way that makes financial sense? What to Consider There is a plethora of capital improvements options to consider. A common mistake made evaluating these is focusing on initial investment versus the longterm benefit and value over time. Identifying and investing in differentiating amenities that are viewed as true added value, by clients and staff, will also be accompanied by financial benefits. This article will focus on opportunities associated with one of the highest-use components of any boarding and daycare operation: surfacing, both indoor and outdoor, and where an investment in artificial (synthetic) grass can be leveraged strategically as a distinguishing competitive advantage.

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Competitive Advantages of Synthetic Grass At a high level, clients desire a happy and safe boarding experience that enables them to work or enjoy leisure time away from their pets. Since surfacing (yards and floors) are present in every facility and where the dogs will spend most of their time, leveraging these areas as amenities that clients can be excited about provides a huge opportunity to impress. It also provides a feature to promote in pictures, websites, on tours and in advertising. It is a fact that effectively utilizing synthetic grass for surfacing has the potential to appeal to four out of the five senses. A properly installed and maintained synthetic grass surface designed specifically for dogs will provide a lush, natural, grass-like surface that creates a warm and friendly appearance (sight). It also conveys safety and cleanliness (smell) that provides peace of mind. It is an inviting surface that is comfortable (touch) to dogs and beneficial for their joint health. In many situations, the artificial grass will even help

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suppress loud sounds (hearing) often associated with dog care. Dogs, staff and pet parents will all benefit from the increased cleanliness of the synthetic grass surfacing. Since the dogs will stay cleaner (no longer exposed to dirt, grass, gravel or mulch), uniforms and floors stay cleaner, and ultimately clients’ cars remain clean without having to bathe dogs prior to pick-up. Maintenance is also typically reduced as bathing needs are reduced or eliminated, floors need mopped less and yards no longer need to be mowed, reseeded or treated with undesirable chemicals (for growth, bugs and weeds). Getting it Right is Critical The decision to include synthetic grass can be a significant capital investment. Costs associated with the product purchase and installation can be intimidating; however, the investment over time can quickly pay for itself providing new or enhanced revenue streams.

Smart business owners/managers take the time to do the research necessary to get it right. There are three primary components that are key to success when utilizing synthetic grass with dogs: 1) Utilize a product specifically designed for dogs, 2) Make sure the product is installed in a way that is conducive with dogs, and 3) maintenance products, equipment and protocols are vital. When done correctly, you, your staff, the dogs and pet parents will enjoy years of benefits from the investment and the financial returns will come quickly. Implemented incorrectly (wrong product or a poor installation), synthetic turf surfacing can have a negative impact on staff, clients and finances. What to Look For: 1. Synthetic grass product with “edgeto-edge” drainage. This means that any amount of liquid (large or small) will quickly pass through the product anywhere across the surface.

2. No infill. Sand, rubber or volcanic ash products are often placed on the surface of synthetic grass as a deodorizer. The infill can cause odors, slow drainage, harbor waste, and make it impossible to remove hair and unwanted debris. 3. A company with a strong history. Get references and look for a company/product with a long history of success. Ensure the product was produced utilizing premium components that will hold up to the unique challenges dogs present. 4. The installation. It is advisable to have the installation done by certified professionals. All edges should be secured into a plastic perimeter board utilizing stainless steel staples (galvanized will not hold up). Turf that is affixed using spikes can be dangerous over time if/when the spikes come loose. The base material needs to be an aggressively-draining gravel or specifically-designed grid to allow liquids to flow to an exit point. Where to Include Synthetic Grass: • To replace high-maintenance natural grass yards that can be difficult and costly to maintain • To replace gravel and mulch areas that dogs tend to eat and kick around making solid waste difficult to find and difficult to keep clean and looking nice in general • To cover and reclaim asphalt, concrete, dirt or even rooftop areas • Transform indoor areas into grass-covered warm, inviting areas • Get creative and include grass-covered mounds, company logo and even grass-covered play equipment.

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The following are three

testimonials from pet boarding and daycare facility owners

FREE

that share their perspectives on how synthetic grass has

benefited their businesses. 44

PET BOARDING & DAYCARE

The BonE ADVENTURE

CASE STUDY INTERVIEW with Diane Cuniff

Do you feel you have been able to leverage your artificial grass area as a tool to grow your business? “Prior to getting artificial grass, we had special rubber flooring. It was much harder to keep clean and to remove all the waste. We had issues with it almost right away. Once the grass was put in, it changed the entire look of our facility. It looked much more natural and became more cleanable. The dogs have a more comfortable experience. They are able to relax and lay on the soft green grass. It looks great as well, so the staff and clients are happy.” How has it helped you to retain clients? “When we put in grass for the first time, we did an email and social media blast to current clients as well as prospective clients. It absolutely brought back previous clients and new clients as well. Ten years later when we made some improvements and expanded additional play yards with the grass, we did another blast and it again brought in so many previous clients. It was great to see that people appreciated the changes.” Does having artificial grass give you a competitive advantage? “Yes. No one else was using artificial grass when we put our first area in. It immediately set us apart. Then as we’ve grown and built a relationship with our grass provider, we’ve been able to learn best practices from each other. We set the standard together and now there are facilities that have synthetic grass, like us, and those that do not. The facilities that do not are at a disadvantage.” Can you speak to your return on investment? “There is a certain amount of maintenance that has to happen with artificial grass. However, it is maintenance and not replacement. You can’t repair sod or a rubber floor. It’s great that we are not using materials monthly or yearly and are able to maintain our investment for upwards of 10 years at this point.”

PET BOARDING & DAYCARE

LA petcare

BEFORE

CASE STUDY INTERVIEW with Lauren Kornberg

AFTER

Have you been able to leverage your artificial grass area as a competitive advantage? “Yes. We built LA Petcare Doggy Dream Park to be beautiful and for our dogs to thoroughly enjoy spending time in the space. We’ve been able to use the space to host pet-friendly events. Plus, it is so visually appealing on social media. You see the dogs on this beautiful green lawn. We let people know that we invested in the best surface and clients are always blown away by the way it looks and smells (or doesn’t smell).” Does having the artificial grass at your facility help you grow your business and retain clients? “Absolutely. Before the artificial grass, we just had dirt. The dogs and house and whole property would be dirty and dusty. We would have to clean ALL of the dogs, every day—or even worse—the pet parents had to clean the dogs. Now we have the grass, and no one is dirty or dusty. No muddy paws. Everyone goes home clean and smelling great.”

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PET BOARDING & DAYCARE

whitaker

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CASE STUDY INTERVIEW with Ethan Whitaker What impact do you think choosing artificial turf has made on the dogs in your care? “The day the grass was installed, we had a few clients on site. I let them onto the lawn, and our decision to invest in the lawn was instantly vindicated. Seeing the happy dogs frolicking on the green grass, I knew we made the right choice. Happy dogs mean happy clients and a successful business. We really took the ‘If you build it, they will come’ mentality.” How have you been able to leverage choosing a superior artificial grass to grow your business? “We talk about the grass with each client visit. I am able to explain the choice we made and the technology that goes into the product to ensure drainage and safety. The client really understands the investment we are

making into the care of their pet. There is never a complaint by the client about odor of the facility or odors that come home with their pets. Plus, it looks incredible for social media. There is just something about the contrast of the beautiful, bright green grass with the dogs running and having fun that just looks perfect.”

Ken Karmie spent 20 years in the

What effect has choosing artificial grass had on the care and maintenance of your facility? “The maintenance is streamlined. Our employees are trained, and consistency is key. We are able to routinely keep it clean with minimal labor and time spent. It’s great knowing that we chose a product that actually works the way it says it will. We are already planning our next facility with more lawn space.”

protocol. Ken has traveled the

PET BOARDING & DAYCARE

technology field before leaving to join ForeverLawn, where he is the K9Grass Brand & Product Leader and is affectionately referred to as "Kenny K9". Ken has successfully designed and implemented synthetic grass products, installation systems, and maintenance country consulting and providing surfacing solutions for veterinary and boarding facilities, dog parks, pet-friendly apartments, hotels, and residences. Ken has been a member of the Synthetic Turf Council, is an STC Certified Installer, and has had multiple articles published on subjects related to Artificial Grass for Dogs.

PET BOARDING & DAYCARE

CATS

GROWING YOUR CAT BOARDING CLIENTELE By Deborah Hansen

ith more families predicted to travel this holiday season than last year, now is the time to start attracting your holiday boarding clients. This is the year to have a well-planned-out strategy to entice existing and new clients for feline boarding. As many businesses are eager to start making up for the lost profits of last year’s holiday season, having a good plan in place is key. Many times the kitties are left at home while the doggies get to go to boarding. A great way to extend your business is by reaching out to your regular dog clients and let them know you also board cats. You never know when your favorite dog client has a kitty at home—or when they will refer you to their feline-owning friends! Offering a multiple pet bonus and a small referral bonus can go a long way in driving your sales in the upward direction. Notice I am recommending a “bonus” versus a “discount.” Because, after last year, I suspect you need to get every penny you can so you want to stay away from offering discounts. Instead, try something that does not directly cost you anything,

like an extra play session or add a water fountain during the cat’s boarding. Take one of your addons that has no direct cost and offer it as the reward for referring a friend or for a dog client who also brings in their cat for boarding. In today’s climate we need to work on creative ways to get those new cat clients coming to us. One idea may be to advertise a free holiday meal. The kitties could have a small portion of boiled chicken breast for Thanksgiving and Christmas dinner. This dinner special could easily be staged and photographed this weekend and run on social media and on a print flyer inside your business. Your photoshoot can be simple but should look stylish utilizing what you have or can easily borrow. The goal is to make the cat owners know that while they are away this holiday season, their kitty will still celebrate the seasons’ festivities and traditions. Another idea is to offer a free holiday photo with boarding. While adding a person or Santa into a picture can be difficult for some kitties, a better solution is to have a background and props. A simple plastic tablecloth can

PET BOARDING & DAYCARE

OFFER A FREE HOLIDAY PHOTO WITH BOARDING! While cat photography can be intimidating, cat parents will appreciate any special holiday picture they receive.

make a great backdrop. Then add a few props like several small trees and a snowman, or a sleigh and Santa. You can use a feather or ribbon to get the cat to look at the camera. While cat photography can be intimidating, cat parents will appreciate any special holiday picture they receive. If you do advertise a holiday photo and the feline ends up being too difficult to handle, you can decorate the outside of the enclosure, take the picture then remove the decorations. Make sure you never leave a cat unsupervised with any decorations. Cats love to eat ribbon, strings and reflective items so they should admire holiday decorations from a distance for their safety. If you have a feline play area, supervised playtime can also have added festive holiday touches. This goes a long way if you send the family daily pictures of their cat enjoying their stay. Use brown and orange toys

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PET BOARDING & DAYCARE

Now is a great time to think of catchy lines that fit your branding to include in messages you send your clients during the holidays. in November and green and red toys in December. If you have shelves for the cats to walk on, use museum wax and tack down a resin or wooden turkey or Santa. Wood and resin tend to be more durable and easier to disinfect in between the cats that use the cat play area. They are also harder for cats to take a bite out of. Now is a great time to think of catchy lines that fit your branding to include in messages you send your clients during the holidays. I am a big supporter of a quick daily picture and message about how the pet did during the day. Having a bank of holiday sayings will make these

messages go quicker and give a touch of festivity to the owners. Your list might include, “Fluffy was very thankful for her turkey paté today,” “Fluffy was as stuffed as a turkey after she finished her kibble,” “Fluffy purred as she counted her blessings after playtime,” etc. Making a list now when you are not in the middle of the holiday hustle and bustle will help you be more creative. If you have staff, you may want to challenge them to come up with 10 catchy sayings each. That way you can have a wide variety of unique sayings to share with your customers for years to come. Then, when the holidays roll around, you can simply

PET BOARDING & DAYCARE

cut and paste a catchy phrase onto each cat’s message for the day. Marketing to and attracting new clients are always important for a healthy business. With the lack of families traveling last holiday season, it is even more important to head into this holiday season with a well-established plan on how to retain existing clients and attract new ones. The easiest way to get new clients is by getting the kitties of your loyal dog clients to board with you. A holiday meal promotion with holiday photos can bring in new clients that are shopping around for a boarding facility while encouraging your existing clients to use you again this year. Holiday decorations and catchy holiday sayings for your client communications can reassure the clients they made the right decision in leaving their furry family member in your care during the holiday season.

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Speed Queen Launches Dryer with Pet Plus™ Cycles Speed Queen, a brand renowned for its commercialquality pedigree, is launching a new dryer with special cycles designed specifically for pet hair removal and drying of pet items. Speed Queen put the pet hair removal cycles to the test at sites such as dog rescue and service animal organizations and a university veterinary clinic, and the results have been exceptional. In addition to Pet Plus™ cycles such as Pet Hair Removal and Pet Items, Speed Queen’s DR7 dryer now offers the convenience of steam options, including steam sanitize and steam refresh. For more information about commercial-quality Speed Queen products, visit speedqueen.com/2021dryers

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Sing for joy to God our strength; shout aloud to the God of Jacob!

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Psalm 81:1 NIRV Bible

CONTACT

JAMES@BARKLEIGH.COM

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PET BOARDING & DAYCARE