Mandy Farmer knows the hospitality business. She got her start working the front desk in the family business, the Victoria-based hotel chain Accent Inns. Positions as a regional sales manager and vice-president followed.
When Farmer took over as CEO in July 2008, times were good.
"I had two solid months of super-super-high revenue, and life was easy," said Farmer. "Then September 2008 hit, and from then on it's been such a different game."
Farmer watched as revenue declined in 2008. The trend continued in 2009. And 2010?
"That wasn't so hot either."
Farmer invested in a large-scale renovation of the hotel chain's aging buildings. The revamp was exciting, and to Farmer and her staff, it felt like the company was being revitalized. Except for one thing.
"To be honest, it didn't really work," said Farmer. "I was still looking at the numbers, and we needed to do something."
In 2012, Farmer hired a market research firm to conduct focus groups. What she heard was shocking.
"They thought we were an American chain. They had no idea we were a local B.C. company," she said. "They thought we were a bottom-of-the-barrel motel chain, and we're not, we're moderate.
"I just remember being so low in those meetings, because you're sitting behind a two-way mirror watching what these people say about you."
The exercise was a wake-up call and led to a full rebranding effort. Accent Inns websites and other marketing now emphasize the fun, friendly, local vibe of the business.
"What I love about branding is it's not strategy, it's about who you are and your strengths and what makes you stand out from your competition," said Farmer.
Farmer is now seeing results. The company is now in a position to grow and is planning to acquire more properties.
On going through hard times
"I think it was the best thing for me. It honed my leadership skills and problem-solving … I don't want to say it was great for the company, because revenues were a lot better back in 2008, but I think it's made us a lot better and a more passionate company. We've got a lot of long-term staff, and the team that we have is in it for the long haul."
