Hospitality crash course for the DNC

By Joanne Kelley, Rocky Mountain News (Contact)

Wednesday, July 2, 2008

Linda McConnell/Special to the Rocky

SuperShuttle employees Zeyna Mohammed, Ellen Riley and Jim Hill, from left, participate in a hospitality training session in May at Strings Restaurant in Denver.

When Democrats picked Denver for their 2008 convention, the city's visitors bureau ramped up a campaign to convince those on the front lines of tourism to "go the extra mile" for anyone who comes to town.

In a matter of months, thousands of security guards and taxi drivers, hotel and restaurant workers were among those getting a crash course in popular local attractions and a heavy dose of advice on how to treat visitors.

"Our world is so fast-paced right now that customer service and hospitality can get lost in the rush," said Jayne Buck, vice president of tourism at the Denver Metro Convention & Visitors Bureau. "This program is really meant to become a way of life."

But the Democratic National Convention in late August has added some urgency to the bureau's effort, particularly given the number of high-profile visitors expected and media coverage of Denver that already has begun.

The bureau's training program has reached about 500 area businesses so far. The staff of the Colorado Convention Center will have its own event this month.

"Most people in the hospitality industry want to be nice to people," said Sage Hospitality Resources executive Josh Davies, who has been leading many of the bureau sessions. "But if they don't know things about Denver, they're not going to offer to help. "

Advice from the pros

Denver's visitors bureau has been training hundreds of area businesses and thousands of workers on the front lines of tourism. We asked some experts to offer their thoughts about training employees to treat customers well:

* Help workers understand they're part of something bigger

Make sure they understand the connection between their jobs and creating an experience for customers. If they are scanning tickets, help them see how it fits into helping create a positive experience for guests.

"It's less about training and it's more about communication," said Mark Gasta, chief human resources officer for Vail Resorts Inc. "If we're able to create a wonderful customer experience, we can then drive a successful business and then we can invest in the community and environment."

* Create a team atmosphere

This helps people buy into the overall organization's goals. At Denver International Airport, workers mowing grass along the roadway have taken the initiative to change flat tires and fetch gasoline for stranded motorists trying to catch flights.

"The happier people are who travel into Denver, the more they'll want to come back," said Dan Melfi, DIA's director of hospitality and tourism at Denver International Airport.

* Think of training hospitality workers as a way of holding onto them longer

If people aren't confident in what they do, they're not going to stick around in their jobs, just like they're not going to stay at a party if they don't feel comfortable.

"My personal philosophy is you've got to train to retain," said Josh Davies, vice president of training at Denver-based hotel operator Sage Hospitality Resources.

* Have a prepared answer ready when tourists ask for a recommendation

Offering insider tips about the city helps to make visitors feel like locals. Help employees rehearse their tips about Denver attractions at brief meetings during shift changes.

Jamie Webb, who represents Wynkoop Restaurant Group, likes to tell people to head up to Red Rocks Amphitheatre to run the stairs as a way of working out and seeing a big attraction at the same time. "Have employees share these ideas," Webb said. "I think people learn a lot from each other."

IN HIS OWN WORDS

Joe Pine Author of Authenticity and The Experience Economy

The most important thing is to understand that when you're in front of guests you're always on stage. So recognize that you're acting and you have a role to play. Keep backstage stuff backstage. Don't yell at your colleagues in front of guests and don't talk about what you're going to do after work.

It's not necessarily an easy thing because people have minimum- wage jobs in some cases. The key is to get them to understand it makes a difference. They may be working for tips and the best way to get tips is to provide a great experience. And remind people if they do it this way, they'll have a better time at work.

It's always an ongoing issue (getting employees to provide great customer service.) The key place to take care of it as a business owner is in the hiring stage.