We're holding on until the real millennium
The other evening as I approached a table in our dining room with the carving trolley and unveiled the large turkey, I was reminded by one of our guests that it was not long until Christmas, heaven help us. Indeed, the year has simply flown by and it seems like yesterday that I was standing on the doorstep waving goodbye to our Christmas visitors. No sooner is the festive period over than we carry out our post mortem and fine tune the arrangements for the following year.
By April we have finalised our package, and by the middle of May I have proof-read the tariffs and programmes and sent them all to the printer. Once they are returned, we write to all our tentative reservations and confirm the details and await their replies.
Dealing with Christmas in July always throws me a little off balance, especially when I have tried to leave the programme as vague as possible. This allows a great deal of diplomatic licence when it comes to running the events, leaving me to deal with specific enquiries as to the exact timing of schedules and events.
Like the majority of Scottish hotels, Christmas interest always appears to be outplayed by Hogmanay, New Year's Eve, panic and hype. We are receiving, on average, three calls a week regarding the millennium, and if the enquiries reflect the numbers of visitors to Scotland during this period, we are likely to sink. At Eriska we have already decided to close for this period, partly for business reasons and common sense and partly from laziness.
I am sure that we could charge a substantial fee for the period, and I am aware that with the correct pricing structure and good management we could show a positive return. However, it would leave us with major quandaries. First, our New Year period is always filled, with about 90% repeat business. The majority of this is regular business from throughout the year and they have now, luckily for us, made Eriska their temporary home for Hogmanay, returning to meet old friends and bring in the New Year in similar company. In order to run 1999/2000 at a profit we would need to increase the rates substantially, and I would not wish to lose this regular business. Second, selling the hotel to a third party willing to take the whole place over may also alienate our present market.
My gamble is that by closing after "the last Christmas of the century" for a family party - we can do this, as a family partnership - we can allow our understanding regulars to make alternative arrangements for the New Year, or hopefully visit for Christmas instead. We can then begin again as if nothing has changed for the following year, 2000/2001 (the real millennium, according to our marketing specialist - my father). This all sounds a great plan. But will we be able to hold out, or will we be persuaded by our friendly bank manager and accountant to change our minds and see reason?
Next diary from Beppo Buchanan-Smith: 10 September
