02. North Beach Knickpoint (NBK) North Beach Knickpoint resort was located about 10 minutes northwest of the Bruce Peninsula National Park in the harbour village of lobermory oversetine Laie Hnon Started by Micker's great grandmothes, it had been in operation since 1922 . Mickey and his wife, Mallory took over the ownership and managemeat of the lodec in 1999 . In 2014, Mickey and Matlory sold NBK to Wayne Gal, a Toronto businessman, but stayed on as the day-to-day manugern. NBK is one of 23 resorts in the Bruce Peninsula region, Resorts different from traditional hotel/motel as well as bread-and-breakfast propenties primanly in fierms af number af periods and to spend more time on the resort property. Majority of the resort businesses in Bruce Peninsula region are family-owned businesses like NBK and most me imalt. in Tobermon, there were only 2 properses of uny major site - Miller's House, 100 rooms and Dyer's Cortage, 90 rooms. The early 2010 s was a difficult time in the resort business. There had been subirantat consoldation of properves and some bankruptcies. By 2012, NBK was one of only five pesorts left out of 16 that used to exist on Lake Huron. Had it not been for the scoulsion br Worne in 2014 , NBK too, would've followed suite. NBK is in all-inclusive resort, open vear-round. During the high season (Moy to Septemben, they offer the full Canadian plan which includes three full nesk, as wel as ramp, in addition, there are tennis courts shutfleboard and plaveround equipment. NBX has 51 rooms. 11 in the main lodge, 18 Lakeside cabins, 11 Hellside cabins, and 11 economy cabins. All rooms and cabins accommodate a misimum of two aduhs. Mont Casey's approach to the reiort business was based on 3 criteria make it clean, make it comfortable, and provise good food. NBK is in all-inclusive resort, open vear-round. Durine the high season (May to September), they offer the full Canadian plan which indudes three fult meals, as well as accommodation. The dining room is licensed and there is also a licensed patio overlooking the water. For guest use, there are canoes, paddieboards, flething rodi, row bonts, kayaks, and both touring as well as mountain bicycles. Fishing boats and motorboats are available for rent. The NBK property includes several beaches plus docks and a boat ramp. In addition, there are tennis courts shuffleboard and playground equipment. NEK has 51 rooms. 11 in the main lodge, 18 Lakeside cabins, 11 Hilside cabins, and 11 economy cabins. All rooms and cabins accommodate a minimum of two adults Moit also accommodated two children and a few were suitable for up to six people (two adults and four children). The kitchen, main dining rocm, two tornmon rooms, and the Kids' Cub fa supervised craft and play area where guests could send their younger children for a few hours each div) are located in the main loder Caser's approach to the resort business was based on 3 criteria make it clean, make it confortable, and provide good food. The resort industry is a very hard one to make money in, it is seasonal, rendh. and you continualiy need to have the latest thing I maintain that one of the reasons this ald plact har stojed nere is becouse it doesn't do that it passes over trends and fods. At least, that x my own theory of this year's trendy thing is purple bathtubs, all the resort operators po out and buy purple bothrubs and spend lots of monex. It ony lasts for a couple of years that's the bottom-line problem. With the age of us boby-boomer fypes. we get a iot of peopie not wanting phones or televisions There seems to be s point in eime right now where simpicity a the thing out each summes, to ensure that they would get their preferted room or cabin. NBK charges guests on a per-person basis, depending on the rype of acconmodibion ther ine. the number of nights they star, and the fime of the vear NEK rates are comparatively less than those of the neitehbouring properties: Guests are only charped based on the number of adults. Thus, families with two children pay the same rate as a couple. This is an importart aspect si thersart buinest, But it also makes for a financial chalienge. Mallory noted, We can be at to people in terms of guest occupancx but 810 of them are hids youre not getting poid for 30 people, even though it couts you to feed thert, eiton the ir toweit, makr sure they are well-taim cart of and sofe. ieep them entertaines and engoged, efe: if t a tough spot to be in. placed an advertisement in the Toronto Stac, and this was successful in bringine in new guests to the lodge in addition to the Foconto Star advertivine Nex is a mersiber of "Resorts Ontario", and it participated in their great escapes advertising campaign in the United Stares. However, membership in Rescrts Ontario is a double-edged sword. Recenth, Resorts Ontario introduced a rating system, and this is a sore point wits Mickef It's always a controverriai issue the roting system. I awars thaught we would be a three-star kind of in the middle not really elaborase, but not leather hinget and door lotches enher iphone Dan got the critenis. Whe wan't tven be a one star it would cost us $20,000 to become a one $10,000 for TW alone. The probiem with these rating syrtems it that they are designed for hotel-fype properbies. They put a kigh vatue on amentier such as relevilons and in-room phoner. For a vacanon resort, having no phones and no television in the roam could be considered as a benefit - and opportunity to get owov from it at Yet the rotingr criteria do not reflect that its quite unforthatre! NBK also has a website. This is an informational-only site - it describes the features of the preperty and the activities, It was developed by Micker's neghew, who at that time was pursuing a fout -semester web design and develogment Ontatio College Graduate Certification Progeram, Upon completicn, the website iocked protesslonal and functional. make minor updates to room descriptions, price and package listings, contact details etc. Over time though, as Mickey started making ad- hoc updates, the webste itarted facing increasingly broken links and conficting information. Customers regularly complained about not beine able to find accurate information efficiently and most nimes. simply give up on the website. NBK also sent out a yearfy newsletter to the past customers using contact details maintained in a handwiting fournal containing concsct detals of al prior cuatomen. A few 04. Operations A typical doy for me bepins at 8 AM, when forrive ot the lodge Ereakfast is already started. Iset up the office i moee sure the ence is apen, The phone wit start ringing people wanting lof jockets, boat rentals bre the dining room ir owoy Fach doy, the guetiti chonge. I mule sure that be dining rocim staff has a kir of changes, and the cooks know how mary people we hove for each meal ischedtie nouselerping, they report in when frushed with cottoger They iet me know that a dodrinob is off for easmale In 2019, NGK, had a core start of 12 people. In addition to Mickey and Mallory, there is a cook housekeeper, and three mainteriance peopie, About 35 extra pecpie are fured in this summer, mostly to help with housekeeping and meals. With a few exceptions, staff did not live on the premises. Mailory explains her workday as follows. A typical day for me begins at 8AM, when i arrive at the lodge. Breanfast is already started. I set up the offlce, i make sure the office is open. The phone will start ringing, people wanting life jackets boot rentais, safety kits, chocolate bars, etc in the afternoon, you've got the bar I make sure the dining room is okoy. Each dox the quests change. I moke sure thot the dining room staff has a list of changes, and the coois khow how mary people we have for each meat. Ischedule housekeeping, they report in when finished with coltaper. They let me know that a doorknob is off for example. Most thingr come through the front denk I atso do the ordening for grocerier. Thats another thing imbie sure of that we have everything. I need to be funning around checking so that we have everything, stoples (beans, rice, potatoes, nubs, seeds, and their butters. etc. in particular. After that, the statf can be on their own fo ordet list the menu with the nelp of the cooks. but work breakfast lunch dinner (three shifts per day). Mast of the ifoff get about 40 to 44 hours per week. Summer staff pets paid minimum isage aboue 10s grotuities. We don't like them to count on that, but you can't docount it either: but work brealfast lunch dinner (three shefs per doy). Mort of the stuif get about 40 to 44 hours per week 5 ummer stadf pets pals minimum wape above 10 s gratilitei We don't like them to count on that, but you can't discount it ether; Each month is one page with room and cottage numbers recorded in columns and the dates as rows. The int name of the ruests is recorded, as is the number of sebele. Phe last day they are staying is circled so that there is a visual clue for cuests' chechout. motorboat rentals. At night, the checkin pockages are created for next day's foeit arnvals. 05. The Quest for a Reservation System Kineston quicklv cured him of this interest Both Mickey and Mallory have been thinking about computerised reservabons since early 2000 s, atter they took over the business. At that time Mickey was a Macintosh user, Kington quickly cured him of this interest. Nothine really happened with the reservation sytem until 2017. software to computerise hotels resorts, conference centers, etc). management, work order maintenance, goif tee times, vield management, and real time online web reservations. some negotiation, Wayne decided to purchase the software, at a total cost of about $30,000 including hacdware uperade costs software, instalanon training ar ine iendoen From the very beginnine, they knew it was going to be a problem Midey ircalled, We sat down on the first doy. We were very icen, But as soon or we goe into is, there would be a ginteh, Something wouldn't be fight, and their frochnical people would have to stop and fix it. Those three days were just so interse and owerwheiming They would show us how to do something, but then we woult realise that that doesn't work for this properth, 20 they would have to stop and fir it. And is would ger us all confused. NoK, Mickex, Mallork, and Cheryl quickly realised that it just wasn't goine to wonk. Accueding to Chery, I knew from the get-go that we will never be able to bae is: We felt the it was a constant fight wion the rontem and an uphi battic in trwing get some help from GT/2 Trehnical Support it was so fratrabing. We couldin't enen fgore anphing eut - we juar couldn't do it - it was to troubie with the possmords, and I don't think i ever use it after that. Arionax we findly gove up brcouse there war just no woy. With a busy summer season about to start, Mickey felt it didn't make sense to continue with the software that jast wasn't going to wark, He thougnt ibout ankeg the vmidor about petting some on-site trainine. but decided against it, since the cost to NaX of training would have been more than it would hwe cost to get another whole inten Despite the difficulbies, they had faced in trying to find reservations software that would meet their needs, Maliory sill felt that it would be very usefur, she ineraled, I wanted something in the offlec. it juat makes things a intile cit more professional and it's a lot less work for you. You doe't have to figure out cveryone's bilit and its all nice and neat We avold adding and mulbiplying errors. Mort of the time those would be in the customers fovour and that roky, but ift not good for be Other timet it: was something that you had to credit someone for You can aiso automasicapy generute confirmotion intters. it would be much nicer to send out our newsiltters dash right now we have a separate manvaliy maintained joumal for customer namer ased to sent the anrual newsietter out in the winter. It is definitely not effoient. Another vear passed. Miciey continued to look for sottware that would meet the needs of a fesort like NBX. About a week after the inddent with the Wilsons' bottie of wine, he received the latest copy of "Inn Experience", in it, was an advertsement for a sathware pocouge catind ReServ. It claimed to be designed exdusively for small- to mid-sized resorts and the price was richt, It was only $2,500, Michey found that the company was based in ifichmond Hills, Ontario and received some additional information. He was impressed with what he saw and ask for the names of some customers he could tak fo, it tarned out that one of the customers ran a property that he and Mallory had staved at on one of the trips into the eastern provinces So, Mickey called them for an inquiry. The graserny mancer was highly satisfied with the ReServ, She said it had only required a couple of hours of training and she had been able to work easicy with the schnare Ancetier hotel opentior in Sarnia told Miduey that she had required no training at all. When Mickey spoke to the vendor in Richmond Hill, Mivey learned that there was a 45 -day demo version of the software availabie on the cornpany/ websine Miciry downloaded the demo version so that he, Mallory, and Chervi could see how it works. All three of them found it relasively eapy to navisate it included fearures for reservations, guest Ledger, billine, guest history, houseleepine, procurement, accounting and finance, inventory management, payrel, and maintmance, as well as over 79 with the purchase of the base sotrware. of $500. Another vear passed. Miciey continued to look for sottware that would meet the needs of a fesort like NBX. About a week after the inddent with the Wilsons' bottie of wine, he received the latest copy of "Inn Experience", in it, was an advertsement for a sathware pocouge catind ReServ. It claimed to be designed exdusively for small- to mid-sized resorts and the price was richt, It was only $2,500, Michey found that the company was based in ifichmond Hills, Ontario and received some additional information. He was impressed with what he saw and ask for the names of some customers he could tak fo, it tarned out that one of the customers ran a property that he and Mallory had staved at on one of the trips into the eastern provinces So, Mickey called them for an inquiry. The graserny mancer was highly satisfied with the ReServ, She said it had only required a couple of hours of training and she had been able to work easicy with the schnare Ancetier hotel opentior in Sarnia told Miduey that she had required no training at all. When Mickey spoke to the vendor in Richmond Hill, Mivey learned that there was a 45 -day demo version of the software availabie on the cornpany/ websine Miciry downloaded the demo version so that he, Mallory, and Chervi could see how it works. All three of them found it relasively eapy to navisate it included fearures for reservations, guest Ledger, billine, guest history, houseleepine, procurement, accounting and finance, inventory management, payrel, and maintmance, as well as over 79 with the purchase of the base sotrware. of $500. As Mickey filed the reccipt from Wilsons' bortle of wine and recorded it under miscellaneous expenses as a part of the quarter-end financial reportine, ise thoupt abour the beneflis of a computer system for managing NEK. He wondered whether ReServ could be the solution he sought. He knew that Wayne would probably buy whatever he tecommended He just wasnt sure of this was the niflit way to go. 09. Key Requirements Mickey and Mallory have reached out to you for guidance. After reviewing the provided information, perform necessary research as well as bring in the kev concepts dicuased during the tesm tor this course to answer the felowing can submit early. indentation, your name and page numbers in the footer. Questions ( 80 marks): 1. Determine the most appropriate compeotive strateqy to be purued by NBK. Explain your answer (O5 marks) Systerns to NBK. [10 marls) of those problems? (10 marks) you sugeest and why? (10 marks) bookine their vacationt, indicate preferences, and make posments online. reputation (10 marks) marks) phmary ostput from thas phase? (05 Marks]