Whistler hotels’ innovative solutions to Sea to Sky highway rock slide

WHISTLER, BC—On Monday, July 28, the last of the 40,000 people who attended the first ever Pemberton Festival north of Whistler, headed home along the Sea to Sky Highway, which connects both communities to the Lower Mainland areas of BC.  The very next evening, a huge mass of rock crashed onto the highway in the Porteau Bluffs area just south of Squamish, blocking the road.  Miraculously, no one died.  But for the four days  it took to re-open the highway, Whistler area hotel operators had to think laterally to keep revenues flowing without the link to the Lower Mainland, and keep those who were stranded housed and entertained.
 
It also raised questions as to what would happen if a rock slide blocked the only direct road between Whistler and Vancouver, the two 2010 Olympic venues.

“The response by our membership to the challenge was truly fantastic,” said Breton Murphy of Tourism Whistler.

“All the events scheduled, including Whistler Blackcomb’s National BBQ Championship, went forward as planned, and our accommodation members exercised flexibility with their booking policies for those directly impacted by the road closure.

“Many also introduced special offers within hours of hearing about the highway closure, including the Fairmont Chateau Whistler, offering $99 per night per person for two nights with the 3rd night free, and the Sundial Boutique Hotel which offered $89 per person per night. Plus each of our four signature golf courses offered significantly reduced rates from Friday through Monday.

“Our transportation members were also critical to ensuring our guests were provided with alternative travel options to and from Whistler,” added Murphy.

“Using the northern route via Lilloet along the Fraser Canyon, two of our coach services introduced scheduled transportation each day that the highway remained closed. Perimeter Express introduced two north and southbound transfers and Whistler Skylynx (PCL) offered one daily transfer north and south.
 
“Float plane operators including Whistler Air operated on a first-come first-served basis, providing flights back to back. Two helicopter providers offered services. There was also a water taxi service between Squamish and Horseshoe Bay and a brand new watercraft service from Whistler to Horseshoe Bay [ferry terminal] introduced by Canadian All Terrain,” he added.

Rock ‘til the rocks are gone

The Fairmont Chateau Whistler invited its guests to make the most of the situation.  From Hot “Rock” Massages to on-the-rocks cocktails, and rock bottom room rates to Rock Band in the Mallard Lounge… Fairmont invited them to “rock on ‘til the rocks are gone!”

For the duration of the Sea to Sky Highway closure, the hotel suggested guests “live life like a rock star.”

They reduced room rates, inviting guests to pay $99.00 per night for two nights accommodation and receive the third night free.

Other activities included playing a round on The Fairmont Chateau Whistler Golf Course for just $99.00 per twosome, a 60-minute Hot Rock Massage in the Vida Wellness Spa for $99.00, and invitations to enjoy a 3-course dinner for two in the Wine Room for just $99.00, and experience The Fairmont’s Afternoon Tea at $9.99 per person.

Locals were invited to be “treated like a rock star” with an all access pass to the health club and lounge by the pool, use the fitness facility, take a Eucalyptus steam or hit the tennis courts for just $9.99 per person for the first 99 locals.

“Fairmont Fridays” took place every night in the Mallard Lounge ‘til the rocks were removed, featuring specialty drinks “on-the-rocks” for $5, complimentary appetizers from 4 p.m. to 7 p.m. and live entertainment.
 
“So drive the Duffey, fly up in a floatplane or if you’re already here… rock on!” the Fairmont promotion said.

Michael Kaile, general manager of the Fairmont Chateau Whistler says the company came up with the “rock on ‘til the rocks are gone” campaign; then wondered if it was too flippant.  What if someone had been hurt?  They waited until they heard there were no injuries before they unleashed the promotion.

Guests on the whole took the news very philosophically, he told CLN. “The event was so obviously out of our control.  Many people used it as an excuse to stay on; those who had to be back took a float plane or helicopter and those who had the time took the long way around.  We did what we could to make the rates work for them, and they reacted with a lot of good will.”

Trucking laundry was the biggest concern

The biggest concern was laundry, Kaile said. “Our laundry is done in Vancouver and with 350 rooms and a spa we go through a lot of towels.  It’s not something you can give to a couple of friends to put through their washer and dryer.”

Their supplier, Keefer Laundry, rose to the occasion, trucking the laundry over the 7-8 hour roundabout route, and for three to four days they got some help from a local business.

Food supplies weren’t a problem since a lot of the food is grown locally.  “The fresh produce from Pemberton in the summer is great.”

Kaile says they were lucky.  “It could have happened in the winter, or it could have happened on the Pemberton Festival weekend.  In that case, we would have run out of gas for the cars.”  (Whistler has just one local gas station.)

“The suppliers were great.  It’s amazing how people came together.”

And motivating employees was not a problem.  “They were quite busy with the extra business in the lounges.  A few of them were worried that we would have a dreadfully quiet weekend, but actually the opposite was the case.”

Every guest called

The Four Seasons Resort Whistler is part a what spokesperson Samantha Geer calls an international “well-oiled machine” with plans in place to handle natural disasters. The resort staff “called every single guest coming in for the week following the rock slide to make sure they had the correct information” including instructions regarding the longer route. “We gave them the option to keep their reservation, cancel it or move it to another date.”

Fuel package incentive

The Hilton Whistler Resort went from being 100 per cent sold out before the landslide, to being about 30 to 35 per cent booked.  “The longer the highway was closed, the longer our business decreased,” said Jennifer Morrison, spokesperson for the hotel.  The hotel countered with a $75 fuel package incentive, where guests were given a gas card and encouraged to take the “beautiful, long way around” to get to Whistler.
 
“Our guests thought that was a good deal,” said Morrison. The hotel also reduced rates for stranded guests who wanted to stay on at the hotel, updated staff hourly on the situation, and made sure their concierge had all the information needed to help travellers make their arrangements.

“The destination came together,” Morrison added. “It’s a good test leading up to the Olympics.”

Has your hotel faced adversity?

Has your hotel faced and overcome adversity, be it construction woes, a strike, or a natural disaster?

If so, CLN would like to hear about it. Please call Colleen Isherwood, editor at 905-206-0150 or 1-800-201-8596 x231, or e-mail: cisherwood@can-lodgingnews.com.