In this interview with Lucky Onoriode George, Publisher, African Travel Times, Michael Williams, General Manager, shares the advantages of combining both elements in one location: Excerpts:
Accommodation Management
How many rooms/suites are available in your accommodation facility?
– 19
What is the average occupancy rate over the past year?
– 70-85%
What types of rooms/suites do you offer?
– 1 Suite with a living room, balcony with lounge seating
– 1 Junior suite with a living room with two balconies
– 14 Deluxe rooms
– 3 Superior rooms
Can you describe the process for handling reservations and check-ins?
– Walk-ins
– Phone calls
– Email
– O.T.As
– Website
Reservations.
– Guests book online or by telephone and make payment through the site or via bank transfer.
– After the reservation, the guest will receive a pre-arrival message a few days before arrival.
– Upon arrival, the guest completes a pre-filled registration card detail, signs it, and provides identification, while sipping our signature welcome drink.
– The porter shows guests to their rooms, helps with their luggage, and gives them a tour of the resort.
How do you ensure high standards of cleanliness and maintenance in the accommodation areas?
– We adhere to global standard operating practices for cleaning. Our team members are well-trained and adept at handling industrial cleaning products and equipment.
– We carry out routine checks to ensure proper hygiene.
What amenities are included in your rooms, and how do you decide on updates or changes?
– Our room amenities include fruit bowl, toiletries, dental kit, bathrobe, slippers, free Wi-Fi, smart TV with streaming channels, free minibar with soft drinks.
What is the typical guest profile [e.g., business travellers, families, tourists]?
– We have corporate guests, families and leisure guests from around Nigeria and the world
Cinema Operations
How many screens do you have, and what is their seating capacity?
– 5 screens
Cinema 1: 108 seats
Cinema 2: 104 seats
Cinema 3: 108 seats
Cinema 4: 28 seats
Cinema 5: 89 seats
Total: 437 seats.
What types of films or screenings do you offer [e.g., mainstream, indie, special events]?
– Hollywood
– Bollywood
– Nollywood
– Blockbuster films. These are high-budget, widely marketed films, often featuring well-known actors and directors. These appeal to a broad audience and are typically action-packed or have mass appeal.
– Animated Movies: Catering to both children and adults
How do you schedule film showings and manage ticket sales?
– Films are scheduled from 11:00 AM-10:00 PM (weekdays) and 10:00 AM-10:00 PM (weekends).
– VIP Cinema bookings allow guests to choose their preferred movie and showtime. This includes a two-course meal, cocktails, popcorn, and soft drinks.
– Tickets can be bought online from our website www.ebonylifecinemas.com and Nairabox.com, or from the box office in the foyer.
What measures are in place to ensure a high-quality viewing experience [e.g., sound, projection]?
– Digital Projectors: We are a modern cinema with 4K high-resolution digital projectors, which provide sharp, clear images.
– Laser Projection: Laser projectors offer brighter images with better colour accuracy and contrast than traditional bulb projectors.
– Regular Maintenance: Projectors are regularly calibrated and maintained to ensure consistent picture quality.
– Advanced Surround Sound: Our cinema has advanced surround sound systems like Dolby Atmos, and 7.1 surround, which provide immersive audio experiences, allowing viewers to hear sound from all directions.
How do you handle customer feedback and complaints related to cinema operations?
– In-Person: Customers can approach the team members, supervisors or the manager to express concerns or give feedback during their visit.
– Feedback QR: Customers fill out a feedback form to review and rate us. Feedback is collected through the cinema’s social media pages and via Google reviews.
– Cinema Hotline: Guests call our cinema line to make inquiries, make suggestions or complaints.
P.S. We train cinema staff to handle complaints professionally, focusing on empathy, active listening, and problem-solving using the LAST approach.
What partnerships or promotions do you have with film distributors or local businesses?
– We partner with film distributors to offer exclusive pre-screenings or advance screenings of highly anticipated movies, attracting fans who want to see the film before the general release.
– We also collaborate with producers for special events like meet & greets, Q&A sessions with directors, cast appearances, or themed parties related to a specific film or franchise.
– Promotional Merchandise: Distributors provide promotional items (e.g. standees, posters, tabletops, figurines, media walls, T-shirts, etc.) for in-cinema promotions. However, we give away some merchandise to our guests as part of promotions.
– Cross-Promotions: We use our restaurants and the hotel to offer joint promotions.
– Digital and Social Media Campaigns: Running social media campaigns and posting on all our social media platforms
– We appear regularly on radio programmes to promote films.
Lounge Management
Describe the ambience and design of your lounge area?
We have beautifully curated meeting rooms, with stunning original art. The rooms offer a breathtaking view of the Atlantic Ocean during business meetings, high-level conferences, presentations, seminars, training, or casual gatherings
What services and amenities are offered in the lounge?
The private and secure meeting rooms have comfortable seating and a swift Wi-Fi connection. The rooms have a capacity of 20–25 people and access to three different restaurants in EbonyLife Place.
How do you manage staffing and customer service in the lounge?
We have stationed staff for all outlets, and they are all trained in customer service.
What types of events or activities are hosted in the lounge?
Business meetings, high-level conference presentations, seminars, trainings, birthdays, bridal showers or casual gatherings.
How do you manage inventory and supplies for the lounge?
– An inventory management system tracks all items. This helps in monitoring stock levels.
– Inventory is divided into categories like alcoholic beverages, non-alcoholic drinks, snacks, and consumables (napkins, straws, etc.) to make tracking and managing easier.
– Minimum stock levels are established for each item to avoid running out of essential items.
– Daily or weekly physical stock counts are done to ensure the inventory system matches the actual stock on hand.
– FIFO is used to prevent wastage due to expiration.
– The sales report is used to track which items are selling quickly and which aren’t. This helps in adjusting stock levels to avoid overordering
– Maintain good relationships with suppliers and regularly audit deliveries to ensure we get what we ordered in the right quantities.
– Historical data helps to forecast demand, especially for events or peak periods.
What strategies do you use to maintain a welcoming and comfortable environment?
– Warm and friendly staff members
– Comfortable seating and layout
– Ambient lighting
– Background music
– A clean and tidy environment
– Pleasant scent and air quality
– Temperature control
How do you gather and respond to guest feedback across all areas [accommodation, cinema, lounge]?
– In-Person Feedback: Staff members have been trained to ask guests about their experience directly during their stay or visit.
– We send guests follow-up surveys via email after their stay or visit using Google Forms or TripAdvisor links.
– We gather reviews on social media platforms and online review sites, where guests share their experiences publicly.
– We encourage specific feedback by including specific questions in surveys and asking open-ended questions.
– We use data analytics to track patterns or recurring issues and respond to feedback promptly. Responses can be public or private.
– For negative feedback/suggestions, guests are informed of the steps taken to improve the situation and we offer compensation.
– To encourage guests to leave feedback, we offer small incentives like discounts, free drink vouchers for the lounge, or a chance to win a free stay or movie tickets.
What loyalty or rewards programs do you offer, and how effective have they been?
We have SureGift cards, and they have been effective. However, we are still searching for better loyalty systems that align with our resort’s needs.
Can you describe any recent initiatives to enhance the guest experience?
– Personalised services
– Cross-selling within the resort
– We integrated popular streaming platforms (like Netflix) into the in-room entertainment systems, allowing guests to log in and enjoy personalised content during their stay.
– The cinema has invested in premium seating with reclining chairs, more immersive sound systems and a larger range of concession items to create a luxury experience.
– In-Room Spa services.
– Hosting pop-up events, such as art installations, to enhance the overall atmosphere and provide a distinctive guest experience.
– Real-time messaging using apps like WhatsApp to give quick responses to guest inquiries or requests, creating a seamless and responsive communication channel.
How do you handle guest complaints and resolve issues promptly?
– We listen to the guests
– Understand the issues
– Promptly respond and figure out a way to fix the issues
– We contact guests to inform them of the steps we have taken to resolve the issue and offer a compensation, if needed.
Operational Efficiency
What are the key performance indicators [KPIs] you track for each part of the facility?
Hotel:
– Occupancy rate
– Average Daily Rate (ADR)
– Revenue Per Available Room (RevPAR)
– Length of Stay (LOS): Longer stays can indicate higher guest satisfaction and value.
– Cancellation rate
– Online Review Ratings
Cinema:
– Box office and retail sales
– Number of guests
– Revenue per guest
– Spend per guest
– Comscore (cinema box office data for west Africa)
Restaurant:
– Number of guests
– Net sales figure
– Average spend per guest
– F&B cost
Overall Facility
– Employee Satisfaction and Turnover
– Operating Costs
– Social Media Engagement
How do you ensure effective communication and coordination between accommodation, cinema, and lounge staff?
– A dedicated internal messaging system (WhatsApp) where all departments can communicate in real-time. This helps in sharing updates, issues, and requests quickly.
– Hold regular interdepartmental meetings to discuss operational updates, upcoming events, and any issues that need addressing. Daily or weekly briefings help keep everyone informed and aligned.
– Cross-departmental planning: Events involve multiple departments, and everyone is prepared and aware of their roles.
– SOPs show clear procedures for common scenarios that involve multiple departments, such as guest requests for special amenities, coordinating large groups, or handling complaints.
– A shared calendar (Google Calendar) is used for event scheduling.
– Team-building activities bring staff from different departments together to build rapport and improve collaboration.
– Staff recognition and rewards: Recognising and rewarding teams or individuals who excel, to encourage personal development
What software or technology systems are in place for managing reservations, scheduling, and other operations?
– Opera (hotel)
– Micros (restaurants)
– Google Calendar (events)
– Reach (Cinema)
How do you manage and control operational costs?
– Budgeting and Forecasting
– Monitoring and analysing expenses
– Regular financial reviews
– Efficient staffing
– Inventory management
– Negotiating with suppliers
– Seeking competitive pricing
– Bulk purchasing
– Energy and resource efficiency
– Implementing cost control policies
Marketing and Promotion
What marketing strategies are used to promote the facility and its various offerings?
– Personalised Marketing
This year, our goal with marketing at EbonyLife Place is to transition from social media and traditional marketing to a more personalised form of marketing, which we perform using:
– Storytelling and copywriting: We use storytelling to create video content and copywriting to create digital and print flyers. We aim to protect the products and services we offer from a value perspective.
– Cross promotion: this strategy relies on the difference in target audience per outlet at EbonyLife Place. While some outlets have similar target audiences, we cross-promote our products and services that complement the guests’ experience. e.g: A guest at The White Orchid Hotel may take advantage of the Movie Marathon package offer we created for the in-house guests to enjoy on the weekends. This deal was a collaboration between the hotel, cinema and Turaka.
– Brand collaborations: we cross-promote across communities of different brands. EbonyLife Place currently has a barter deal with 4 radio stations that ensure we reach their communities through radio interviews and jingles.
– Influencer Marketing: We created the EbonyLife Place Influencer community to actively take control of the narrative on social media. Our community of influencers are engaged in generic, campaign, and event purposes.
Other strategies we use include email and SMS marketing, Google and social media sponsored advertising.
How do you utilise social media and other digital platforms for promotion?
We utilise our digital platforms by:
– Creating our independent database.
– Cross-promoting across our social media platforms, thereby reaching out to our different target audiences simultaneously
– Creating video and digital flier ads played on our online platforms, in the lobby and screening rooms.
Are there any recent or upcoming marketing campaigns or special events?
Campaigns we are currently working on:
– TripAdvisor campaign to boost The White Orchid Hotel’s TripAdvisor page
– December campaigns across all EbonyLife Place outlets
Special events
– Jinja and Turaka website building and launch
– ELC website development.
Future Planning
What are your short-term and long-term goals for the facility?
Short term:
-To increase maintenance repair time by commissioning a maintenance spare store
Long term:
– Construction of 6 new toilets and 2 bathrooms for staff members to reduce the pressure on guest toilets.
– Extension of Jinja poolside to accommodate a minimum of 60 guests
Are there any planned upgrades or expansions?
Planned facility upgrade:
– Construction of 28 outdoor waterproof seats and tables for Jinja poolside.
– Implement routine monthly maintenance, fumigation, equipment shutdown maintenance, weekly deep cleaning, etc.
Refurbishment of cinema screens:
– Walls and floors
– Seat tray upgrade
Planned power upgrade:
– Installation of power dedicated line:
To guarantee a minimum of 20 hours daily power supply to the facility and reduce the cost of generator use and diesel consumption.
How do you stay informed about industry trends and incorporate them into your facility’s strategy?
– Follow industry publications and blogs
– Attend industry conferences, expos, and trade shows
– Join industry associations
– Monitor competitors and market leaders
– Leverage social media and online reviews
– Adapt based on feedback
Challenges
What challenges have you faced recently, and how have you addressed them?
1. More than a 100% increase in energy cost for the facility.
Remedy: Charted a working arrangement between the facility and energy supply company for a harmonious and economical energy cost. This reduced our energy cost by 70%
2. Increase of monthly footfall from 10k customers to 13k persons.
Remedy:
a. Employed a lift operator to regulate the recommended number of passengers per time.
b. Retrained janitors on compulsory 30-minute cleaning routines for all toilets and public areas with accurate records system.
c. Retrained facility maintenance team to increase daily routine inspections to twice daily and perform on-the-spot corrective maintenance and overnight repairs where necessary.
d. Painting maintenance is done every night to correct affected areas before dawn.
e. Equipment repairs are done overnight to ensure functionality by the next day.
What else do you have in place for improving the overall facility management?
Additional facility improvement:
-The maintenance team are training to prepare for 20,000 monthly guests by streamlining operations and minimising repair delays.
Double waterproofing of the rooftop floor, to solve leaks due to heavy rainfall.
The recent initiative to improve guest experience:
Hotel:
– An additional cooling unit was installed in the restaurant to improve cooling, especially for arriving guests.
– A 10hp cooling was added to Jinja restaurant to improve the cooling during events.
– A 10hp cooling system was added to Victoria Hall to improve cooling during events.
All these were done after careful consideration of guest feedback. So far, the feedback has been great in those spaces.
Improvement of facilities management:
– Daily on-the-job training
– Weekly team training
– External training on safety and facilities management.