Bellstar bucks the trend

The pool at Pemberton Valley Lodge, Bellstar’s latest resort property

CALGARY—The resort industry actually had its recession last year when gas prices were so high and the value of the Canadian dollar was at or above par.  Many Canadians took long-haul trips outside of Canada instead of hopping in their cars with their families and going someplace in Western Canada.

So says Ed Romanowski, president of Bellstar Hotels and Resorts. Bellstar is continuing to grow this season with new management contracts and resorts under development.  And this year, bookings going forward look very good.

“This year, booking rates are meeting or surpassing last year,” he says. “We have expanded to 11 properties now, with the latest in Pemberton near Whistler—the Pemberton Valley Lodge.”  Bellstar officially took over management of the 84-suite lodge just a 20 minute drive north of Whistler on April 1.
 
“We are really excited about it — it’s an important location relative to the Olympics.  Pemberton is becoming more popular with people who are into general outdoor recreation—rafting, hiking and non-downhill-skiing.  It’s very much a focal point for that type of activity. And they can always stay in a condo-resort and drive to Whistler to strap on the boards,” Romanowski says.

The Spirit Ridge property near Osoyoos, home of Nk’Mip Cellars, where Bellstar partners with the Okanagan band, continues to expand and prosper.

“We have added 132 units to Spirit Ridge and see quite an upsurge in bookings in every area — weddings, vacation travel, group travel, conferences, small corporate meetings and hockey tournaments.”  Taken together with Phase I of the development, which had 94 units, Spirit Ridge now has 226 units.  “That’s a lot more attractive to many groups including provincial and regional functions and meetings.”

Phase II, which includes five accommodation buildings, a fitness facility, a conference centre for more than 300 people, a large pool, fountain and amenity area will be 100 per cent complete by Oct. 1.

Preferred Residence Club

Spirit Ridge’s third phase, the Spirit Ridge Resort Residence Club, will be the first Canadian resort to join the exclusive ranks of the Preferred Residence Club, an exclusive exchange club that is a separate division of Interval International. Preferred Residence Club members already have access to elite properties in Mexico, the Caribbean and the U.S.  “It’s an honour that we’ve been selected, and that we met a stringent list of criteria,” Romanowski adds.

So why is Bellstar bucking the recessionary trend?  Price point is the primary reason according to Romanowski.  “We have a very reasonably priced mid-tier luxury product.  Rates are as low as $99 for a regular hotel to $500-$600 and as high as $650 for the largest three-bedroom suite overlooking the [Okanagan] Valley and vineyards.

“For families or large groups, this is good value as they can sleep up to 12 people —not that you’d want to!” quips Romanowski.

In-suite cooking popular

The other factor is that families and couples still want to go for vacations despite the recession. Bellstar offers condominium resorts with fully equipped gourmet kitchens where guests can cook up a storm.  “People are making that choice, to really go for value and more in-unit amenities that enable them to spend less in the restaurants.”

Recession’s silver lining

There’s another silver lining to the recession, says Romanowski.  “The availability of construction trades is spectacular.  We’re attracting more and better tradespeople and our projects are on time or ahead of time.” 

This compares to the market of the last few years, when lack of available trades prompted Bellstar to look at pre-fabricated wall panels, and projects were often six months behind schedule.

“We are quite optimistic regarding the market.  We are also finding it easy to attract people who want careers in the service industry.  They see it as a bona fide option, without as much competition from construction and other service businesses.”

“We’re finding it easy to find great people for our business.  And without people, there is no business.”