PORT TOWNSEND — One of Port Townsend’s longest-standing bed-and-breakfast innkeepers sees a lodging industry in transition.
“Before, I thought Port Townsend was the bed-and- breakfast capital of the world,” said Carol McGough, who in 2009 sold the state’s oldest B&B establishment, James House, to new owners.
“Now I think we’re the getaway capital of the world.”
Those getaways are the result of the city allowing accessory dwelling units, or “in-law apartments,” growing in popularity for visitors to Port Townsend, McGough told about 40 attending the Jefferson County Chamber of Commerce luncheon Monday at the Port Townsend Elks Lodge.
McGough now owns the establishment next door to the Victorian James House on Washington Street, Bungalow Hideaway on the Bluff, which she operates as a bed-and-breakfast.
James House was the state’s first bed-and-breakfast, McGough said.
She counts 10 B&Bs remaining in Port Townsend with nine hotels and motels and 52 getaways.
Port Townsend’s bed-and-breakfasts are returning to being unique among other local accommodation.
“We need to market that uniqueness and what sets that apart from another,” she said, citing hospitality as being one unique quality of bed and breakfasts.
Like other businesses, it’s a matter of listening and giving consumers what they want, she said.
“I think to be successful in any kind of business . . . it’s really important to look at it through the consumers’ eyes,” McGough said, including what guests are looking and prefer over other lodging.
Special amenities
She said she has provided wireless and computer access, TVs for certain rooms and gears the visit toward privacy for those who are getting away and want to be left alone.
“People really need to feel good about it,” she said of her lodging establishment. “Part of that is feeling you got good value for your money.”
Referring to the James House, she said: “When you own a 120-year-old house, you have got to have guests who are forgiving.”
Finding a niche, marketing it and keeping rates the same have worked for McGough.
“Cutting costs too far can lead customers to pay more attention to what is being cut,” and that can lead to lost revenue if they visit less, she said, adding she has experienced a 65 percent customer return rate over her time in the business.
Making friends with guests and listening to their advice is critical to success, she said, but stick to a niche and do not waver from it even it if means referring people elsewhere.
“I felt like if I started bargaining, I probably was charging too much,” she said, adding that she instead stuck to her price enough to ensure quality.
“We made sure that we delivered on our promises” in advertising and never advertise something that you are not doing, she said.
‘Vulnerable’
McGough said the greatest risk Port Townsend innkeepers face is isolation, especially with the Hood Canal Bridge as the major link to the North Olympic Peninsula.
“That leaves us very vulnerable,” she said.
McGough calls for a strong destination tourism program in Port Townsend with more than just a Web site. Unique local attractions such as the dance community and birdwatching need promotion.
An e-commerce program promoting retailers is important, she said.
“If Port Townsend loses its retail businesses or if we become like every other city, then people are not going to come here,” said McGough, who for five years was Port Townsend Main Street Program president.
“We really need to have a very strong retail community,” she said, adding she supports the city of Port Townsend, the Chamber of Commerce and Main Street all working together to reach that end.
“As long as the retail section is successful, the lodging section will,” she said.
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Port Townsend-Jefferson County Editor Jeff Chew can be reached at 360-385-2335 or at jeff.chew@peninsuladailynews.com.
