Nicole Laframboise on Running a Luxury Camp

An Entrepreneur in Bear Country

Nicole Laframboise, President of Elements Luxury Tented Camp and Nature Spa, bought her site in Renfrew, Ontario Canada, before she even considered glamping. As an experienced developer with a history of working in many facets of the real estate industry, Nicole wanted to protect her land and offer something unique to guests. Elements is a balance between nature and luxury and Nicole is still exploring new ideas. Steph Curtis-Raleigh finds out more.

How has the local community reacted to your glamping site?

Initially I was laughed at; the thought of somebody spending $400 a night to stay in a tent made the locals roll their eyes at me. And to this day very few residents have actually stayed with us - we mostly serve the city dwellers and fly-ins from other countries.

What if anything would you do differently with the benefit of hindsight?

Hindsight is a tricky thing, although my business design was very labor-intensive, meaning that 10-15 students were hired every summer, trained and then let go when the winter came.

Parking outside the tent is also something that I still think about; there are pros and cons to each such as the convenience of people being able to drive to their sites but also the impact that comes from vehicle movement passing by people trying to enjoy the outdoors.

Meals are included in your nightly rates - what sort of catering do you offer?

Guests receive a menu with breakfast, lunch and dinner offerings, depending on seasonal local produce and chef specials. The park favorite seems to be the steak and potatoes which are prepared into cast iron dishes and delivered to the guests for them to cook over their campfire. We also have vegan and celiac-friendly menu items - should a guest have other dietary restrictions, we do ask that they inform us 2 weeks prior to their arrival.

How many staff do you employ and what skills do you require from them?

We employ between 10 and 15 summer students. When hiring I am not looking for the best resume but more the best human qualities: kindness, being polite, showing interest in others and a willingness to learn is all that is really needed for the perfect park ranger or Wilderness Butler as we call them.

How important are groups and parties to your business plan and how do you cater for them?

Although originally I found groups to be overwhelming, adjustments to the business plan have made the most welcome addition to our park. When catering to large groups or weddings, we utilize local caterers. It’s a win-win being that we do not have to put resources into quickly serving 70 or 100 people because quite frankly we are not set up for that, and local businesses get an opportunity to earn income.

Elements Luxury Tented Camp and Nature Spa

You anticipated early the impact of how COVID was going to affect trade - how have you managed to cope with the lack of trade and what plans have go got for reopening?

Listening to my gut and applying a heavy dose of patience has really paid off during these covid times. I chose to stay closed in 2020 in part because the government’s restrictions kept changing. The other reason was that I had accepted a general manager position within an industry considered essential during those times.

What, if any, future plans do you have for Elements?

The pandemic has really brought to the forefront people’s needs for experiences versus commodities. The future of glamping looks very bright and so many opportunities exist for unique development of experiential stays.

For Elements it may mean opening up to families, having more self-serve options as opposed to full service, and a reduction in staffing needs. Exclusive full park rentals are a hot item for any glamping site, and I am seeing more corporate interest for these types of venues. So, ensuring I have audio-visual equipment and open spaces for meetings, they are also on my scope right now.

What personality traits do you think you need to run a luxury camp like yours?

Being innovative and creative is really the starting point for any would-be glamping operator. After that your own unique mix of how you want to bring nature to people is completely up to you.

For the luxury industry which focuses a lot on fly-ins and those not familiar with your area, an understanding of other cultures and beliefs is paramount. What I love most about the glamping industry is that it has a vast array of opportunities all based on the personality of the operator and the things that they want to share with others.

Elements Luxury Tented Camp and Nature Spa

If you’d like to find out more about Elements Luxury Tented Camp and Nature Spa, you can find their website at www.outdoorhotel.ca