Clarion Resort Pinewood Park: company of the year (51+ employees).

Tom Mason takes his ambassadorship's role very seriously.

When breakfast has been prepared for hundreds of hungry convention delegates, expect to see the general manager of North Bay's Clarion Resort Pinewood Park roll up his sleeves and pitch in along-side his staff to help serve.

Or the kilted Glasgow, Scotland-born native might serenade guests with his bag-pipes for an awards gala.

It goes to the heart of his service culture mantra of "leading by example."

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"It's all about caring and getting it right the first time," he says.

This is a lesson he carries from previous management stints at the Valhalla Inn, the Royal York Hotel and the Holiday Inn chain.

"You've got to make people feel welcome, be hospitable and provide them with a unique service experience at an affordable price."

In four years, the facility has gone from a sub-par performing property to an award-winning hotel that has exceeded industry standards.

With a 24-per-cent revenue increase in occupancies since re-branding the property, and a trophy case full of corporate and community performance awards, the hotel has been restored as the city's premiere meeting and accommodation venue.

In hosting well over a hundred social events, corporate gigs and community functions annually from Saturday weddings to political conventions, the east-end hotel has become a featured venue in North Bay, hosting Canadian prime ministers and political figures, celebrities and entertainment personalities.

In 2002, the Pinewood took home the North Bay and District Chamber of Commerce's Company of the Year Award, and has won the Choice Hotels' International Gold Hospitality Award for the last three consecutive years, an honour given to only the top performing hotels in the chain.

First developed in 1960 as a 12-room drive-up motel and trailer park, the facility underwent many changes and owners over the years until its rebranding in 2000 to the Clarion Resort Pinewood Park.

Before Mason arrived four years ago, the Pinewood's once storied reputation for cuisine and service had sagged to almost dead last in their market.

Mason, former executive assistant manager with Valhalla Inn in Thunder Bay, reviewed its business plans and realized the property was a quality product that needed to spruce up its customer service.

"We've built a strong service culture," says Mason, whose staff has ballooned over the four-year span from 44 to 120 while working to instill a tremendous sense of teamwork that begins with hiring the right people, managing in a "proactive manner" and insisting on employee accountability.

While each department head is responsible for their own budget, the management group collectively sets out team goals during their weekly meetings.

As well, having flexible staff ready to move into different roles in a pinch is also a contributing factor to success.

"When we're busy, everybody pitches in. There are no passengers on this ship," says Mason.

As part of an image overhaul, the ownership has invested $3 million into property renovations, refurbishing the 102-guest rooms and a restaurant, as well as modernizing the building's exterior.

"Any money we've made on the property, we've put back into it and we're seeing the results," says Mason.

The hotel has enjoyed a 20-per-cent increase in occupancy, a 35-per-cent jump in their banquet business and a 10-per-cent increase in memberships to its executive golf course and pavilion.

Building a strong service culture means hiring friendly, outgoing employees "who like to get it right the first time"--a key trait he learned from one of his mentors, Edward Meijer, co-owner at the Valhalla.

Job applicants are screened through three separate interviewing processes and are guided through an extensive orientation training period that later includes regular performance reviews.

Team cohesion is also built through two staff appreciation days per year, a Christmas luncheon and a summer family outing such as a boat cruise.

Growth and success also means being prepared to seize opportunity on a moment's notice, such as hosting the federal Liberal policy-planning caucus during the summer of 2003.

After Nipissing MP Bob Wood inquired with Mason on a Thursday if the hotel could host a convention for 400 people, Mason found himself in Ottawa the following Monday, making three separate committee presentations for a North Bay bid.

Buoyed by letters of support from the mayor, local merchants and every hotel operator in the city, their pitch beat out bids from larger established convention centres, including London and Kingston.

Though independently owned and operated by Toronto realtor, Al Pace, a North Bay native, the hotel pays a franchise fee to belong to Choice Hotels International to participate in their extensive reservation system and marketing program.

In 1999, the hotel's revenue per available room was $14 with occupancies of 40 per cent. This past April, the facility was running $35 revenue per available room with an occupancy level of 60 per cent.

The hotel recently opened a new restaurant, Senses, as part of a three-month, $95,000-renovation project, and plans are afoot to enlarge their convention business to service larger functions, with a ball-room expansion up to 550 seats, and a new health spa will be added to the hotel in January.

By Ian Ross 

Northern Ontario Business