POETS COVER RESORT & SPA: Luxury & the Environment - Hand in Hand
by Jonathan Niven

Tucked away on the southern tip of Pender Island in the Gulf Islands between Vancouver and Victoria, Poets Cove Resort & Spa is setting a new standard for environmental sustainability in the luxury resort market. 
The 46-unit development boasts a combination of hotel rooms, villas and cottages nestled into the natural rock formations of this quiet island retreat. The property also features a deep-water marina, spa, swimming pools, meeting facilities, and a variety of dining and entertainment options. 

The main lodge includes 22 well-appointed rooms with deep soaker tubs, fireplaces, glass-enclosed showers and a balcony with ocean views. The property’s 15 cottages are a combination of 2 and 3 bedroom units featuring living room, dining room, kitchen, private patios, wood-burning fireplaces, and deluxe appliances. Some even have their own hot tubs. The nine villas offer the same amenities as the cottages in townhouse style units. 

To get to the resort, there is daily car ferry service aboard BC Ferries from Vancouver (Tsawwassen) and Victoria (Swartz Bay). Alternatively, you can take Harbour Air, Saltspring Air or or Seair directly to the resort’s front door or arrive in luxury on your own boat and dock in the resort’s own marina. There is even a Canadian Customs dock should guests be arriving from American waters. 

The resort took eight years to develop and opened in 2004. A great deal of work was initially done to convince the Islands Trust, the Gulf Island’s municipal government, that a luxury resort could be developed with a minimal environmental footprint and could provide sustainable tourism and environmentally sound operations. Poets Cove Resort has managed to achieve this standard in a variety of ways. 

A geo-exchange heating and cooling system draws on the earth’s natural, constant temperature and heats and cools water using heat-pump technology to provide both hot water systems and HVAC. Use of this system results in substantial cost savings as well as reduced power requirements. As a renewable energy source, a typical geothermal system for a two-bedroom house is equivalent to taking two cars off the road or planting one acre of trees. The savings at a resort the size of Poets Cove are considerably more. 

The resort was granted its own domestic water license and draws up to 45,000 gallons a day. Poets Cove Resort uses environmentally friendly detergents, which are filtered out of the wash water before entering the resort’s own sewage system. Other environmental initiatives at the resort include a full recycle program, composting, biodegradable “to-go” cups, energy-efficient lighting, low-flush toilets, and energy efficient appliances. 

The resort’s President and General Manager, Peter Parmar, took over the operations two years ago. No stranger to the hospitality industry, Peter worked with the Fantasyland Hotel in West Edmonton Mall where he took the property to a 93% occupancy rate. He also worked with the Westin Edmonton hotel and was Chair of ARFA before joining Poets Cove Resort & Spa in the spring of 2006. 

Peter was attracted to Poets Cove Resort for a variety of reasons. The challenge of managing and growing a luxury resort on a relatively secluded island presented a management opportunity that was intriguing. The resort was also being financed and operated under a strata/fractional ownership model. The environmental policies were also appealing to Peter and he accepted the opportunity. 

Since his arrival, Peter has focused on developing a core loyal market, attracting and retaining high-quality staff, and working with the ownership group to move the resort forward. Attracting and retaining quality staff is a critical and difficult component of any hospitality operation these days. When your property is situated on a small island on the gulf coast, these challenges are even greater. Peter has initiated several programs to help attract and retain staff. The resort has acquired several houses on the island to accommodate employees, and it provides a water taxi service from Sidney Harbour every day. Peter has also joined forces with several colleges in Vancouver to offer co-op programs for hospitality students. According to Peter, “Keeping good talent is a challenge. We have brainstorming sessions to come up with incentives and other ways of retaining staff. Of course, the summer is very busy, but we need to retain the staff through the slower shoulder seasons as well.”
Attracting customers is another area that Peter and his staff have been paying close attention to. The summer pretty much looks after itself, but the shoulder seasons and winter are a challenge. Peter and his staff have started marketing the property as an executive retreat focusing sales efforts in Calgary, Edmonton, and Vancouver. The spa has proven to be a strong draw for the corporate market as well as weddings and incentive travel. Guests can partake in agri-tourism and winery tours or eco-tours and whale-watching that are organized by the resort. The fractional owners also have a role to play in the promotion of the property. Owners are encouraged to “talk up” the resort and draw in new guests. 

Poets Cove Resort works closely with the local community and merchants. The hotel buys local produce wherever possible and supports local artisans by giving them an opportunity to exhibit their art at the resort. 

By being a good corporate and environmental citizen, Poets Cove Resort & Spa has blended into Pender Island seamlessly. The resort’s commitment to its employees and the environment goes to show that luxury and the environment can go hand in hand.