Small Business Spotlight: Parsons Lodging and Eclipse Planning
We like to speak with clients about their businesses, what the ingredients are for success, and hopefully inspire more entrepreneurs to take the next step. We are very excited to be speaking with CEDC business partner and Advisory Council member Linda White, cofounder of Parsons Street Luxury Suites in Colebrook, NH with her husband John. Linda has offered to share with us key factors businesses should be considering as they prepare for the April 8, 2024 Eclipse event.
CEDC: Thanks for joining us. Before we jump in, why don’t you tell us a little about yourself?
Answer: I’m originally from the seacoast near Boston and did my undergraduate studies in Criminology and Behavioral Science. After getting married in the late 70’s, John and I travelled throughout the country working seasonal resorts in Big Sky Montana, Arizona, Florida, North Carolina and the Cape. We both love sports and the outdoors (skiing, kayaking, hiking, golf, tennis, swimming etc.) so the "gypsy life”(as our sons called it) suited us then.
CEDC: How did you and John get started? What made you want to open your own business in Colebrook?
Answer: In the early 80’s when our family began to grow, we settled in Amherst, NH and with the urging from family and friends, began our first business endeavor: J & L Caterers. To our surprise, it grew quickly and fueled the entrepreneurial “bug”. But southern NH was growing too rapidly for us and we had begun to research inns and lodging opportunities further north. When the call came in 1988 for John to come to the Balsams, we moved to Colebrook and bought our first lodging business, the Mohawk Cottages (a summer business then).
We got a quick education on maintaining and improving buildings, but also grew to love this other aspect of “hospitality”. After six years, John’s responsibilities at the Balsams were growing along with the needs of our family, so we sold the business and I went back into the work force in Management and Human Resources. During that time we built a home and invested in a run-down historic building that we turned into rental apartments. Fast forward… the closure of the Balsams forced a move out of the area for work, and I took a job as a Housing Coordinator for the City of Berlin to manage an extensive demolition and rehabilitation initiative. Although I loved my work, both John and I missed Colebrook, so in 2016 we decided to “take back” our building and turn it into a full-time job: suites and a fine dining restaurant! Every business owner will agree that starting a business is not for the “faint of heart”, but we can honestly say that it’s been the most fun we’ve ever had. Many businesses were changed in 2020, as was ours, but we live in an amazing, supportive community and continue to share our hospitality with friends and guests at Parsons Street!
CEDC: As you know we have the Eclipse coming this April. As a veteran professional in the hospitality business what are some of the thing’s restaurant and lodging business should be looking at now in preparation if they have done so yet?
Answer: I have provided a list of questions below any hospital and entertainment business owners should be walking through. Consider reviewing your business operations model and ensure it is set up to be able to handle the influx of patrons we are likely going to have. Don’t be afraid of doing it differently to ensure patrons can get in and out and staff are not overwhelmed more than necessary. I have provided what we are doing in paratheses.
LODGING:
1. Have you set a minimum stay for this event? (eg. we have a 3-night minimum)
2. Have you increased your nightly rate? (eg. we have not increased our nightly rate, but have applied the weekend, holiday rate for each night).
3. Have you assessed any alternative “beds” that might be available for overflow? (eg. travel trailers, pull-out couches in common spaces, utilizing vacant living space etc.)
4. Are you aware of all activities (music, art, special events) in your area to provide this information to your guests? (gathering that information now)
5. Have you considered being prepared to host meals at your own lodging establishment, knowing that food venues might be overwhelmed? (eg. we are putting together a meal package for all of our guests for all 3 days to include a brunch on Monday and “Apres-Eclipse Cocktail Party with heavy Hors D’ouevres). Note: If you’re planning on feeding people, make sure you stock up well in advance as grocery outlets might also be overwhelmed)
6. Have you planned to “staff-up”? (house-keeping, servers, assistance with parking, etc.)
7. Do you have a good plan in place for inclement weather?
8. Do you have “protective eye-wear” for your guests? Make sure you order ASAP!
9. Have you purchased any “Swag” to sell to your guests? Again order ASAP to ensure arrives on time.
10. Do you have additional parking that you might capitalize on to “lease” to others coming into town?
11. Do you have any alternative viewing sites for your guests that are easily accessible? (eg.we have a parcel of land on top of a hill that has clear skies and great mountain views). Note: will need to be able to shuttle to site so people don’t get lost.
RESTAURANTS/FOOD VENUES:
1. Are you prepared to operate at full capacity?
2. Have you considered extending days/hours of operation during this period
3. Have you developed some special/ “streamlined” menus for faster service?
4. Do you have some efficient take-out options for overflow guests?
5. Have you planned on “staffing-up” for this period?
RETAILERS/GENERAL/SERVICE ORGANIZATIONS/CHURCHES:
1. Are you planning to extend days/hours of operation? (eg. Saturday, Sunday, Monday)
2. Have you capitalized on any local “swag” advertising the eclipse, and/or created your own products?
3. Are there additional products you can carry just for this event to fill a need for the eclipse crowd?
4. Are there services you can provide for this event: (eg. Porta-toilets, extra trash containers, bake-sales, pancake breakfasts, food-trucks etc.,)
ARTISTS/ENTERTAINERS
1. Are there craft fairs, music events, and other family-friendly events being organized for Saturday, Sunday & Monday?
2. Have you considered maximum capacities and handling parking & over-flow?
CEDC: Thanks again for your time today and all this valuable information for businesses to consider!
If you are in the Colebrook area, be sure to check out Parson Street Luxury Suites. I have personally stayed here, and it is amazingly comfortable! To learn more, visit www.parsonsstreetnh.com or seek them out on Facebook https://www.facebook.com/ParsonsStreetNH
If you would like to have your business featured in our Small Business Spotlight, email us at execdirector@coosedc.org.