The Pines Resort’s management knew that 2020 would be a special year. By January, they had just received their 4th WeddingWire Couples’ Choice Award, and scheduled a record number of weddings for the year along with more international bus tours than ever before. Yes, 2020 is a special year… just not the way that they expected.
Global Pandemic
After the first two months of record-setting sales, March arrived and changed the travel and hospitality industry as we know it. Within the first seven days, nearly $250,000 in reservations were cancelled at the Resort. International travel restrictions and border closures resulted in the loss of major international contracts. Gathering restrictions and health concerns caused for event cancellations and, as a result, forced the conference center and banquets to suspend their operations.
Deliberate Decisions
As one of the biggest employers in the area, the Pines Resort had to make some tough decisions. A variety of options were considered, including closing for part of the year. Ultimately, the owners and management unanimously decided to re-invent their operation and were determined to stay open. “This health situation was evolving quickly,” recalls Mark Choe, General Manager. “We needed to make some deliberate decisions at that time. We decided that, even though it would be much easier to just close, we should think of creative solutions that would help us survive those challenging times and keep our staff employed to provide for their families.” That is when they went through a rapid trial and error process to find the most efficient and comfortable solution. Changes were made to assure the safety of employees and guests while still providing a relaxing getaway in a place that lets people take a mental break from the rest of the world.
Community Service
The Pines did not stop at installing sanitizing stations, implementing a two-step cleaning process, spacing guests whenever possible, closing indoor spaces and installing touch-free room entry. They wanted to help others, as well, so Ducey’s on the Lake offered family meals for the low price of $40, feeding up to six people. When resources became limited, they wanted to provide it as a service to the local communities.
In addition, knowing how much the coronavirus affected events and gatherings – they have also partnered with local vendors to offer a Free Micro Wedding (valued at $6,000) to one couple that was affected by the current situation. On top of that, Pines adjusted their summer concert series and the first few concerts were with no-or-limited audience and streamed for free on their social media.
Things Are Feeling Normal Again, until…
The Pines’ secluded location, spaced accommodations and ability to adjust worked in their favor. By summer, things were going well and running as smoothly as possible in the covid era, and they were hoping to re-open their conferences in a limited manner. New a/v equipment was purchased to allow for live streaming when another unexpected event occurred – the Creek Fire! Just when they thought things had a chance to feel normal – well, as normal as possible considering the circumstances – another unforeseen circumstance had arrived.
Even though the fire did not threaten the property directly, it was by far more devastating than Covid-19. While the coronavirus allowed The Pines’ management to find ways to adjust and work safely around it – they could not do anything about the fire. The entire property had to evacuate for almost three weeks in their peak business month. And yet again, the Pines team did not just focus on the loss of their bussines, but stepped out to help community. They donated all pershible items from both restaurants and the market to the manna house.
10th Anniversary and Re-Opening
Amidst all the chaos, The Pines Resort has celebrated 10th anniversary under current ownership. Even though the Choe Family and their staff did not get to celebrate with the elaborate party, as they originally planned – they instead offered a big giveaway for their fans with ten prizes for ten winners.
Finally, the re-opening of the Pines Market on Wednesday, Sept. 23 marked the first of the venues to begin operating again. Outdoor dining at Ducey’s on the Lake and Ducey’s Bar and Grill opened on Friday, Sept. 25.
The Pines Resort has announced the return of their popular themed Family Meals! Each meal offers four-to-five servings for just $49, making it not only affordable, but also a tasty alternative to cooking. Meals are available for pick up or local delivery. Orders can be placed by calling (559) 642-3131.
The Pines Resort accommodations re-opened on Friday, Sept. 25, as well. Peak season has definitely come to an abrupt end, but the resort is planning to offer end-of-year specials, including a 20/20 Double Discount offer, in hopes of bringing in more business before the end of the year.
What’s Next?
Sadly, the resort announced on Sept. 30, the 5th Annual Halloween Carnival will be postponed to 2021. The economic impact of the pandemic followed by the fire-related closure and gathering restrictions still in place forced the cancellation. “Our Sales and Marketing team considered various scenarios for the event, but we have determined that, in the current situation, we are not able to execute the Halloween Carnival and Fall Festival in a safe yet fun way, as we have done it in the past,” said Dorota Petty, Revenue & Marketing Manager at the Pines Resort. “We are committed to bringing the event back in 2021 and making it bigger and better than ever,” she added. The Pines Resort plans to move forward with other favorite fall events, like Pines Village Arts & Craft Fair, Christmas Tree Lighting and Parade of Lights in adjusted formats.
This year has been a year full of experiences, challenges and changes. It taught them to be open to changes, to be creative and when things are out of our control – to shift our focus to things that they can control and impact. That is the reason, why even though as a business they are suffering this year, The Pines Resort has shifted their focus to making impact in their guests’ lives, by offering affordable dining and lodging options, continuing giveaways and even launching loyalty programs with perks for the most loyal patrons.
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