What Makes an Iconic Ski Resort with Fairmont Tremblant | with Anne Marie Johns
​GAIN Momentum episode #61: What Makes an Iconic Ski Resort with Fairmont Tremblant | with Anne Marie Johns
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Adam Mogelonsky: Welcome to the GAIN Momentum podcast, focusing on timeless lessons from senior leaders in hospitality, food service, travel, and technology. I'm joined today by Anne Marie Johns, general manager of the Fairmont Trombleau. How are you Anne Marie?
Anne Marie Johns: Great, Adam. It's been a great start to our ski season here. You know,
Adam Mogelonsky: That's fantastic to hear. And you've just celebrated your 35th anniversary with Fairmont. Congratulations.
Anne Marie Johns: thanks, Adam. It's been really quite the journey. 35 years, uh, with Fairmont, starting in the Canadian Pacific Hotel days, uh, with the start of my career in Western Canada. Had an international, uh, mandate within those 35 [00:01:00] years, which was an enriching experience. Um, In Monaco at the Fairmont Monte Carlo and then, back home, Canada, Eastern Canada, Montreal, and now in Tromlo.
Adam Mogelonsky: so let's unpack that because the Fairmont brand. Its history is synonymous with the nation that is Canada. And, you know, you said it, the Canadian Pacific Hotels, um, uh, were, were part of the foundation of this country. I'm, I'm wondering, could you start on the history of the Canadian Pacific that is now called the Fairmont brand part of Acco?
Anne Marie Johns: So Canadian Pacific, so, you know, well over a hundred years of history, you know, so when you look at, uh, you know, when they put the railway. Constructed the railway through Canada. So you have William Van Horne who made the, you know, the famous his famous comment was, you know, we can't, you know, export the scenery.
We got to import the tourists tourists and [00:02:00] as you know, when they concluded building the railway, they started building these iconic hotels. In the best locations across Canada, so a celebrated history, that we continue to share, you know, the story internationally, uh, that has a deep root within Canada culture that we're now taking this culture in hospitality internationally with the Fairmont brand.
Adam Mogelonsky: Yeah. I, I believe it was, um, our first Prime Minister, Johnny McDonald, who, uh, as part of British Columbia joining the, Confederation, the country, uh, he promised a railway to be delivered within a certain time period. And then part of that was to develop commerce along the railway for which the Canadian Pacific hotels was instrumental.
In that process and growing the, growing the connection from, from coast to coast, as well as the commercial backbone that exists today with mining, [00:03:00] logging, uh, cattle, oil, everything that we have that we export to the world.
Anne Marie Johns: think you've summed that up right. And, and then the hotels just, you know, came on through that history of obviously, um, you know, being the backbone of our, the development of our country. So lots of great history, lots of great stories. Um, you know, we've hosted. You know, celebrities, uh, political leaders internationally, um, you know, we're known our hotels as, you know, the place of occasion, you know, where the big, big meetings happen, big, uh, you know, where leaders come together, where history is made.
So, you know, lots of storytelling to go, you know, through this past century.
Adam Mogelonsky: yeah, that, that word storytelling, it's so important for hotels because we often, first off, we often forget the role, the significance that hotels play in bringing people together from different communities and helping move things forward [00:04:00] and telling that, that story that we only really see in hindsight.
And I'm wondering if we could now shift to your current role in the Fairmont Trombleau. And what is the story of the Fairmont Trombleau?
Anne Marie Johns: Well, this hotel was built in 1996, uh, by Intrawest and, you know, I'm sure Adam, you're aware, you know, Intrawest was behind, you know, building their resort in Whistler, uh, which was done in the late eighties and, you know, with the success and, you know, building, you know, Whistler bringing in the town development, hotels, you know, ski resort, condominiums.
you know, this success that they put together in Whistler, looked towards Eastern Canada and saw Trombleau with the same type of vision of development of building the ski village that had, you know, but it was very close proximity to, um, [00:05:00] probably 90 million. Potential ski visitors to target in eastern North America into the US and eastern Canada to come into this area and so had the vision to look at the infrastructure that was built in Whistler and decided to take Trombaugh in that same direction.
Uh, so that's when, you know, when they were looking at what hotels to partner with, um, you know, certainly Fairmont was at the top of the list. Thanks. Going there has to be a fair amount at the time Canadian Pacific. Hotel within the success of the infrastructure of the ski destination. Uh, so the hotel was built in 1996, uh, with the, the opening of Trambla and the, you know, year round, uh, village resorts, our location, you know, as far as location, location, location, when you come, we were the only full service.
[00:06:00] Hotel that ski and ski out in the destination of trauma
Adam Mogelonsky: So just to backtrack here on Tremblant itself, which in my mind, and I'm a little bit biased because I'm Canadian, it is the best ski destination on the entire Eastern seaboard of North America.
Anne Marie Johns: for now, well over 20 years, we have received and continue to receive the designation as the number one ski resort in Eastern North America as endorsed by. Travel and leisure.
Adam Mogelonsky: So, um, with the property, the Fairmont Tremblant, you've recently executed a property improvement plan, a PIP, as we call it. Can you describe, um, Uh, what was the goal, uh, and how you shepherded this, what was the totality of work and how you shepherded everything forward.
Anne Marie Johns: Well, pre pandemic, uh, the PIP program started in 2017 with a complete [00:07:00] transformation to the food and beverage offering. So, there was over 6 million investment on a redesign, uh, taking the food and beverage experience to a complete other level, which was done with great success. Um, Following, uh, that, uh, first part of the PIP program, um, there was a whole room renovation, pool terrace renovation investment that was, um, in discussion and in the planning stage and then COVID.
So we've, uh, arrived and put everything on pause for a while, but now we're halfway through a 35 million investment, which includes, uh, Fairmont Gold that's been completely redone and relaunched last year successfully, uh, Redesign and of our terrace and Nordic pool, uh, outdoor experience and now we're into our full room renovation and coming to [00:08:00] halfway through the room renovations that will continue.
And within 18 months, we should be completed all the major product projects within the 35 million dollar investment plan.
Adam Mogelonsky: Okay. So let's unpack one part there. And this is the Fairmont Gold, brand, uh, and I've experienced the Fairmont Gold and it's, it's basically, it's a hotel within a hotel and Fairmont Gold, Fairmont does this Uh, 10 out of 10, there are 10 but it is not a program or an idea that is unique to Fairmont.
Can you describe what Fairmont is as a hotel within a hotel product? And what is the goal and the underlying travel trend that's driving this, uh, uh, this trend?
Anne Marie Johns: The Fairmont Gold product, as you mentioned, hotel-within-a-hotel it's really your five star experience within our sort of four star overall hotel and competes, [00:09:00] uh, with a Four Seasons Ritz Carlton. you know, the, the, Guests that we attract for that product is certainly looking for a more exclusive experience, more personalized experience.
you know, the lounge experience is truly, you know, the, the demand driver for the Fairmont Gold customer and experience where you have a light breakfast or if you've got, you know, or doors in the evening and honor bar, uh, you've got personalized concierge experience to go that go. You know, into more detail with regards to your experience and, and the length of stay seems longer than perhaps, um, you know, the other type of a guest experience in the rest of the Fairmont hotel.
We'd like to sum it up to as, as, uh, you know, from a, from a standpoint of, you know, our hotel, we've got 34 rooms dedicated within 312 rooms to the Fairmont gold experience. And from a, from that boutique personalized approach, [00:10:00] it's, A boutique experience with over 250 colleagues at your service.
Adam Mogelonsky: so the, this word boutique and, um, the lounge experience one hunch that I have, and I don't mean to lead lead with, uh, give you a leading question. It's this whole idea of sense of community in a lot of ways where, the lounge, because of the flexible service offering, people can come in, they can read a book.
They have these great views of. Of mountains and snow all around them or, uh, if they're visiting in summer or off season, I'm wondering if you could color the Fairmont gold with any sort of other programming or SOPs you have that really helped to foster this sense of community.
Anne Marie Johns: You know, I like your words, community, connections, uh, like minded people meeting together. you know, that is our objective, is to bring people together. You know, our Fairmont [00:11:00] Lounge is, is an international experience. You know, we have guests that come from overseas. Uh, they're coming from, you know, from the UK, uh, you know, from South America, from Mexico, from the U.
S. Uh, so it's a place that, you know, is a gathering place where people can meet. Connections with other guests coming from all over the world. we're also, uh, currently right now from a, from a partnership opportunity and, uh, our goal to activate activities within the lounge. We've, uh, recently partner with Canada goose.
And we have a Canada goose lending program with all their new line of, coats that they're, you know, they're modernizing their brand. They're wanting to look for, you know, like luxury partners, uh, you know, to obviously get some visibility exposure, their brand, but in a way, um. Where there's an experience, um, again, with like minded customers that, [00:12:00] you know, are similar targets, uh, for both brands, which create, you know, which has been launched with great success.
And again, have created an activation that brings guests together, you know, on an interesting, a fun activity where exchanges. So, you know, you're bringing in a, you know, a lively, more lively atmosphere into your gold lounge.
Adam Mogelonsky: that's a cool partnership and, you know, I've, I've always talked about that as hotels, as places for, for activations like that. It's the perfect fit because all these. retail brands, they all want, they know that if they let customers try before they buy, then they're more attached to the brand, they're more likely to buy.
And at the same time, this is a great way to showcase a really great Canadian brand to guests who are coming in internationally. So it's, it's a perfect fit.
Anne Marie Johns: Yeah, it's been a big success today.
Adam Mogelonsky: Yes. So to look at another part of the, of [00:13:00] the PIP there, the thermal bathing area, the thermal circuit area, and for North Americans, this is a new trend, a relatively new trend, but for Europeans, uh, it's existed for hundreds of years and similar with, uh, with various parts of Asia.
can you first describe what, what the actual thermal bathing area is?
Anne Marie Johns: Yes, the thermal, you know what we call our Nordic, uh, our Nordic spa pool experience is, you know, three different pools. We've got a coal plunge pool. We've got a heated outdoor pool. And then we've got the, you know, the, the large hot tub. and the circuit includes, you know, you know, coming into a coal plunge, You know, are going into the hot pool followed by a cold plunge into the heated pool, uh, and there's, you know, amazing wellness benefits to your point.
This is becoming very popular. This is being, [00:14:00] uh, you know, communicated as, um, a health and wellness routine, um, that's, you know, has its certain health benefits. And, you know, from its positioning, especially, you know, our location close to the mountain and visibility has been an extremely successful demand driver for guests coming to our hotel, you know, to the point where we have guests residing in other accommodations around our resort that will check out of their hotel and come and check into our hotel because they want to have the Nordic pool experience.
Adam Mogelonsky: if you're not at full capacity,
full occupancy. Yeah. Okay. So, uh, we, we both have taken the Kool Aid. We understand the health benefits of contrast therapy, hot, cold, and shocking the system. But for a lot of people who, um, I don't want to put a demographic limit on that. Uh, but let's just say people who are more of [00:15:00] an analytical mind, they would require more, More feasibility and more, more pro forma in order to justify an expense like that.
In hindsight, you said it yourself, it has driven more demand. It's easier to do in hindsight, but foresight, somebody could easily say, well, um, that isn't worth the investment. So how did you justify this expense? Uh, cause building a Nordic spa, particularly outdoor that is four seasons can manage the Canadian four seasons.
That's expensive. How did you justify that expense?
Anne Marie Johns: So the investment, just the pool outdoor terrace was 4. 2 million. So to your point, that's a massive investment. Um, so, you know, to get ownership, you know, obviously on board for the investment, you know, there's certain projections long term that you need to make, um, to get towards, uh, towards obviously the ROI that [00:16:00] everyone's looking for.
Um, so. You know, with our sales and marketing team, and certainly with key markets that we've been targeting, you know, and this, this, you know, you need a sophisticated, you know, sales and marketing, pitch strategy to present. But as you and I know, Adam, um. What is hugely important is, uh, your media plan, your communication plan, uh, you know, making sure that, you know, what kind of exposure are you going to get in order to create, uh, that awareness, you know, it is a new product.
It is a new experience. And I would say within the data and owners today, they're impatient, you know, they want a quick return and, you know, we have some very aggressive targets, but from what we've seen, you know, to date, and especially coming from the U S coming internationally is. You know, a substantial double digit increase in our average rate, so [00:17:00] not necessarily the volume and occupancy, because, you know, to a certain point, you want to make sure that, you know, you're maintaining occupancy at a level, uh, to still have an exclusive experience to deliver upon.
Um, but the rate. Has been increasing, as I mentioned, double digit, uh, to the point where we are on track with the famous Performa ROI to date. So, you know, I would say we're coming into almost 18 months after opening and, uh, we were on track. We're track and not only attracting the right customer, but delivering on the experience, the expectation.
And not only are we developing on the financial results. We're increasing hugely on the guest satisfaction results.
Adam Mogelonsky: Uh, there's one other word I want to throw in there, uh, that relates to this, and that is seasonality, [00:18:00] or the reduction thereof by having, uh, more features, more amenities, and, and more on site programming. Can you talk about how the addition of Uh, the Fairmont Gold and also the Nordic, uh, Nordic Bathing area has reduced seasonality for the property.
Anne Marie Johns: know, I go back and I talk about being a demand driver and certainly as we get out of ski season, you know, we take a focus on, you know, our transition into, you know, obviously, you know, the spring activities, um, but this wellness component. is a solid USP unique selling point offering for us to bridge the gap to get demand increased during the shoulder season periods.
So what we you know, when we come into our April Mays June, you know, we're into really wellness messaging. You know, recently we've been in the last two years very successful in attracting a yoga [00:19:00] retreat. So this, this is a type of approach that we want to sort of, you know, how can we take these features, you know, partner with wellness experts and position the shoulder season as a time of luxury.
You know, probably less demand and, uh, you know, visitation, which provides, you know, also a luxury in heading in heading into, uh, sort of this wellness period that's helped, you know, drive some demand and bridging the gap in that season. So there's wellness component. There's also. Uh, the meetings and conventions, you know, we get into that, that period and to your point, you know, going into a meeting without maybe an experience and more and more today as a trend we're seeing, especially on the small medium size is, you know, post pandemic with, you know, the, you know, many, many workers, you know, working from home [00:20:00] more than ever, we're seeing companies Taking their employees on retreats, getting them connected.
Um, so in this small, medium sized range, we're finding that, you know, those periods are helping us bridge the occupancy gaps of our seasonality.
Adam Mogelonsky: Wow. Yeah, that's, uh, that is a mega trend, which is the experiential meetings, and mice, even mice section at the larger, the larger end for conventions is not just keeping people in the same room. Uh, but. Getting them out there, uh, whether that is having the luxury of having a, a world class ski destination at your doorstep, or even just, uh, changing up the rooms and doing something a little different.
So there's one other, uh, product you mentioned here, which is, um, the continuing adaptation into residents, residential style, uh, room makeups. And I'm wondering if we could switch gears to talk about that [00:21:00] product category that is, uh, that's coming into the Fairmont Trembla, and how that meets a different segment, uh, I guess, more so the leisure transient segment, but, new types of travel behavior that are coming in.
Anne Marie Johns: So. 68 rooms within our inventory of 312 rooms are what we call these condo residence suites. Um, and we're noticing a trend of, you know, an increased length of stay. And with an increased length of stay, the guest wants more space. And the increased length of Sam we're seeing from a leisure, you know, a leisure, almost leisure bleasure, and I'll just give a great example where we have, you know, a guest that checks in on a Sunday that selected this condo suite, you know, category of room and checks out on Friday and has, uh, booked all winter long ski, ski, [00:22:00] Sessions with his coach in the morning and then works in the afternoon and evening.
So he's constructed his winter. Working schedule as you know, addressing his passion of skiing and improving so he has a ski coach in the morning, and then he's working from the condo suite, you know, wanting that extra space and then the amenities that come in. So, you know, the kitchen unit. So his snacks and.
And, you know, what he likes to sort of eat during the week, uh, in addition to dining in our restaurant. So that sort of gives you, you know, evolving transition and trends we're seeing with the flexibility of having a virtual work environment.
Adam Mogelonsky: you know, you replace ski in the morning with surf in the morning with run on the beach in the morning with, uh, it is a global trend and, um, you know, there's obviously a lot of unique things you can do with that [00:23:00] at a ski destination. And I believe one of them is your new ski butler service.
Could you discuss that?
Anne Marie Johns: So we've taken the whole rental ski experience of just lining up, arriving to the hotel, uh, spending maybe an hour of your morning when you should be on the slopes, but you're getting outfitted now with a Ski Butler concierge service. And it's all about anticipating all of your needs. Prior to your arrival.
So making that contact, getting all that information, setting up your entire, you know, kit of skis, your poles, your boots, your helmet, everything that you need. Uh, so upon arrival, and if, you know, extra fittings need to be, you know, addressed, you know. With special needs, uh, they can do fittings within the comfort of your own guest room.[00:24:00]
So, all of the needs are anticipated prior to arriving at the hotel. So, it's such a more efficient process of arriving. Everything is already set. So, it's almost, you know, I can say, you know, casually, it's like a grab and go in the morning. So there you've just gained all this precious time where traditionally it's been a lot, you know, a lot more.
onerous on our guests. and this partner's brought in a partners with Rossignol. So, you know, the elevation of the high performance ski. So everything's brand new Rossignol high performance. Uh, if, if your family are racers from another, uh, mountain destination, anywhere in the world, you know, we can fit, you know, a racing.
ski set up for the Children. So so there's a lot more variety. There's even bespoke skis that has been [00:25:00] made specifically for our ski butler partner. So if you want to, you know, change the type of ski during your stay, so a lot more flexibility and experience the product, but most importantly, trying to make it as seamless as possible to maximize the guest time on
the ski slopes
Adam Mogelonsky: Yeah. And you know, you said it right there. The Time maximization and that is, uh, what we're seeing that that is, that is a luxury trend, but I would say that that trend pervades all product categories within the hotel industry is the whole idea that money is just something, but time is really what's most important.
And that is also the going back to the idea of fostering these senses of the sense of community, because it's the time we spend together. And how an environment can amplify the time we spend together. So, in terms of other trends, either at the hotel, uh, things, [00:26:00] things that are going on, uh, in Tremblant or worldwide ski trends, what, what else do you see that's happening?
Anne Marie Johns: Let's talk about the Apreski culture.
Adam Mogelonsky: Aha.
Anne Marie Johns: I call it a culture.
Adam Mogelonsky: Yeah.
Anne Marie Johns: see what's happening, not only in ski destinations, but you have cities now embarking on animating in the winter, their outdoor terraces, bringing domes. Um, it seems like this culture now is permeating a bit everywhere. Trombleau has been known as the number one.
apriski destination for 20, over 20 years, endorsed by Ski Magazine. So when I arrived here, you know, right in the middle of the pandemic, um, you know, I was questioning, you know, what is the apriski experience? And, you know, there's some establishments well known on the map and they come apriski. [00:27:00] So when I arrived at the, at the hotel, you know, we saw some, you know, some opportunities that, you know, what do we do about an apres ski culture, knowing that the investment of our terraces was coming in and we started, you know, two years ago with a smaller concept to see, to head in the European direction.
And again, it takes, you know, a team on site of passionate skiers. That have lived the experience elsewhere to bring in a concept to the hotel. So we, uh, we started, you know, small with, uh, right off, uh, the Nansen run, which is the major ski out run of the mountain with a small apres ski outdoor concept that was hugely successful in year one.
So this was in 2022, 2023 season, uh, ski season coming out of the renovations of the major Terrace was when. You know, we were inspired by a European, uh, European concept, uh, apres [00:28:00] ski concept called, uh, la folie douce in the French Alps. Very strong, huge activators, you know, entertainment, DJs, big party scene.
Um, so we were, you know, looking at that going, okay, well, that seems You know, that's big, you know, how do we get, how do we get inspired from that type of apres ski experience for our terrace, but more at a luxury? So what do we take from that that we like, but we need to address, you know, what does a lot, what is the luxury traveler looking for?
So we brought in gondolas, we created a dome. You know, we brought in a DJ. We did some entertainment of our own. We brought in dancers. We brought in live entertainment with, you know, with a saxophonist, with a violinist, and wanted to really elevate an apres ski experience with a bit of a show. So that la our first edition last year was It was a big success.
Not only did it bring hotel guests, it brought in locals that came in. you know, word got [00:29:00] out that, you know, the place to be on a Saturday afternoon at Presque was on our terrace with this type of activation. You know, we're finding when you talk about trends and, you know, the guests, you know, we're fine coming out of a pandemic.
You know, guests, you know, they want, first of all, to see and be seen, you know, when we look at what is, what is our luxury guest looking for, uh, you know, they want to have fun, you know, people want to go to areas to have fun, connect with other people. And it seems that, you know, again, our location, mountainside, very well positioned.
And I think we've really found, you know, a great offering that's created a big buzz again at, uh, you know, attracting guests internationally. Because through obviously a great media communications team, we've been able to also communicate and position it well in order to attract guests [00:30:00] to select our hotel.
The other positive impact is, you know, although we're known as one of Canada's, you know, Canada's almost world's best destinations for an upper esky experience, we see our partners elevating their game. So, you know, we're known for that. Well, let's be stronger than ever. So the animation fire features with our partners and looking when you're walking around the destination village, you're seeing now this impact of everyone elevating.
Their experience for a prisky, so it's not only, you know, our hotel, but it's nice to see that everyone is looking. How do we improve this experience and, you know, not just rest on the laurels of a reputation we've had for 20 years, but now we're seeing everyone. How do we elevate it and get even better,
Adam Mogelonsky: know, that, that goes back to where we started this conversation about how Canadian Pacific Hotels is, it was a steward for the [00:31:00] entire West of Canada. And now how the Fairmont Trembla, simply by offering an elevated apres ski experience is stewarding the entire town forward. again, that's, that's, that's an incredible story to tell.
And I, I saw that when I visited Trembla. I think, uh, February 2022, so right, right there and you really see it, the town is so lively and it's forming its own identity that is, um, inspired by Europe, but quintessentially Quebecois and it truly is a magical place.
Anne Marie Johns: you know, and just to Underlying your comment there, Adam, you know, you go back to the history of Canadian Pacific Fairmont, and we've always been known as leaders, not followers. So, yes, we've taken that positioning as leaders, and it's so great to see the partners following and seeing, you know, the strength of that positioning, you know, [00:32:00] and making the experience, you know, that much better for our guests.
Adam Mogelonsky: Yeah. And, um, to draw on another point here is, uh, you know, you've mentioned a lot of international rivals and. In a lot of ways, the city of Toronto is a, an ambassador for the entire country of Canada in terms of the exposure it gets internationally versus other tourism destinations. And dare I say it, but the best poutine in all of Quebec is in Toronto.
I'm sure there are other peoples in St. Anne or St. Jerome would, would disagree, but that's, that's my opinion. And for a lot of people, uh, outside of Quebec who have never had. Real poutine, it can be an eye opener or, a mouth opener, a taste opener. Right. And I am wondering, um, what other foods can you, uh, as an operator in, in a luxury property in Quebec, in Trembla, help to bring to the forefront.
So that way the international [00:33:00] perception of Canadian cuisine. Is not just Canadian bacon or pmeal bacon, \ ice wine and, uh, and poutine.
Anne Marie Johns: Well, we have all the offerings from, you know, for skiers, from the comfort food, you know, of the poutine, of the burgers, of the nachos that you can get in a bar lounge, you know, our French brasserie, the Choux Gras, which, you know, obviously being biased is probably, you know, the best restaurant in the destination, attracting not only hotel guests, but 50 percent of the guests that we welcome are local guests into the restaurant.
So we've got, you know, the wide variety of offering. And then now we're, you know, we're developing, uh, you know, an Italian cuisine, we know Italian food, very popular, you know, approach in our Contour experience. So we want to make sure that, you know, the variety is there. You know, the culinary talent, you know, I look at, you know, our, the talent in our [00:34:00] kitchen from Kibikwa chefs to French chefs to Mexican chefs.
So, you know, it's all about, you know, attracting that talent. Challenging that talent in the environment, you know, and sugar, you know, featuring, you know, what do we do to feature the local cuisine at a very, you know, high end experience from sugar. But then you go into your axe lounge and we challenge we had.
a hamburger contest with our chef who can produce the best burger. So you come into our axe lounge and you will have our M burger that's named after our chef Marika. So it's the M burger. So she came up with the best recipe and a hamburger contest. So how much fun is that to have a competition around the hamburger, but you will have guaranteed on your next visit here, Adam, the best burger you have tasted will be Marika's M burger.
In our axe bar lounge,
Adam Mogelonsky: And it's yet one more reason to visit, right? As [00:35:00] you have the, the best burger that's been, that's proven via competition. And, um, that's a very cool thing to mention because that's one of the advantages of hotel restaurants versus pure play restaurants is that we are bastions of innovation in food and beverage in culinary innovation.
And uh, Part of being a part of an international organization like Fairmont Accor is that we allow chefs to come in from France, Quebec, Mexico, and share their ideas and, uh, and then see what's best, whether some people call that fusion or even just the making of a, of the best burger that, that, because it involves some, some trick or some technique that, came out from, Some other country.
Anne Marie Johns: it's part of the richness. Of the F and B of our food and beverage experience. when you look [00:36:00] at, you know, the labor challenges that our industry has had, you know, over the years, and then, you know, I think the, the mix of cultures and. Most recently, you know, we, we've hired, uh, chefs from Morocco that have come in.
So when you talk about your fusion, you know, and our chefs are, you know, bringing this talent and challenging them, you know, how can we have, so it goes back to what we talked about at the beginning of our podcast about storytelling. You know, our servers then can, you know, explain the dishes and bring the storytelling into the talent.
Well, you know, the culinary talent behind the scenes, you know, from all these countries are bringing their expertise into the dishes, you know, that we're presenting, you know, through the menus in the choux gras or the comptoir or, you know, is, is casual as the comfort food is in the Axe Bar Lounge.
Adam Mogelonsky: So, uh, to, to shift gears now we've talked about food and beverage going back to the whole [00:37:00] idea of wellness as a USP as unique sales proposition. There was, um, the 2025 ACOR trends was put forward, uh, published, uh, by the. I guess the, brand parent of Fairmont and one of the key trends was this whole idea of athletic wellness escapes.
And I'm wondering, um, on the ground. In Tremblant, what does that look like in terms of how Fairmont can design programming and activations around this, uh, this global trend?
Anne Marie Johns: Well, you know, our positioning here with the mountain Tom blonde and, you know, a big part of their DNA is the act, you know, is that athletic wellness. So, over 10 years ago, this destination position themselves, uh, you know, in attracting two major international Ironman events. You had the full Ironman in August, you had [00:38:00] the half Ironman that came in, you know, launching, launching truly the summer season in June.
and that really, you know, set the stage of, you know, our DNA is, you know, we want to be known. As a health wellness destination by attracting these big events, um, you know, and from these events, you know, we're now, uh, you know, hosting what we call an annual Solomon race, which is a cross country race on the mountain.
Uh, we have mountain, you know, World Cup. Uh, you know, World Canada Cup, uh, mountain bike racing, we've got ball hockey tournaments. So, you know, when you look at these athletic events that, you know, the hotel in Fairmont, so we in complement with the destination are welcoming all these participants that are participating in all these activities, and certainly.
I talked about, you know, yoga, um, you know, this yoga event that's growing in participation year [00:39:00] over year is now going to expand into the destination village, um, because the demand is growing substantially in the yoga world and the yoga retreats. So, you know, again, when you look at, you know, how are we dealing with some of these seasonalities?
The positioning here is a natural one with the mountain, you know, outside of ski, you know, it's athletic wellness fitness is a strong part of the destination positioning
Adam Mogelonsky: Yeah, and you mentioned, uh, mountain biking and hiking, and that goes back to seasonality about how when you help to create these programs and foster various types of, Athletic escapes, you thereby incentivize people to come any time of year. There's always something to do.
Anne Marie Johns: year round. I mean, we, it's year round four seasons. And a huge strength of Trambla [00:40:00] is, I would, you know, is the variety of activities within a 10 kilometer radius of this destination. So it's not getting into your car and driving 45 minutes to access any type of activities. You know, you, you, you mentioned you have hiking.
You know, the mountain biking, the road biking, the water sports, uh, the golf courses, four championship golf courses within, you know, a short proximity of our hotel and the destination. So a big strength is the variety of activities, you know, right at our doorstep.
Adam Mogelonsky: Yeah. I guess we haven't even talked about golf. That's a, that's a whole other podcast because golfers are, they are a very, very, very strong segment for a lot of travel. so to close out here, are there any other final thoughts you have about the future? Of ski destinations, what else is happening, [00:41:00] uh, on the horizon for the Fairmont Tremblant and even this word demographics about how ski destinations and brands are adapting to both the longevity of the boomers on one hand, as well as the the up and coming Gen Z
Anne Marie Johns: It's not all about ski, and I think the strength in the destination is, you know, there's ski. There's so many other non ski activities, Adam, that's attracting all level generations when you think of snowshoeing. And we have a lot of winter hikers. Winter hikers, so you've got, you know, a trail system, uh, with just an easy adaptation of crampons, you could be hiking in the winter.
So the accessibility, you know, is, you know, reaching all demographics. So, yeah, multi Multi generation families coming in where, okay, so the children can be in ski lessons, you know, the parents skiing and, you know, the boomer generations out, you know, either, you know, taking advantage of the village, the restaurant, [00:42:00] shopping, uh, going for a leisurely walk, uh, within the trail systems within the area, um, fat biking.
So when you think of, you know, the, passionate mountain bikers, road bikers, you know, fat biking is also been, uh, you know, an explosive sports coming out, coming out of the pandemic. And now with, you know, electric fat bikes, you know, you find you're on a trail with cross country skiers. Fat bikers, snowshoers, so there's a plethora of variety activities outside of ski and snowboarding.
Adam Mogelonsky: and yeah, you know, you talk about the variety of activities and I just want to insert a wellness plug here, which is that novelty ski. Yeah. Whether that is learning a musical instrument, learning a new language, reading a new book, experiencing a new destination, as well as trying new sports, novelty is one of the foremost ways to stave off any form of dementia.[00:43:00]
So dare I say it, but the programs you're offering are incredibly important for everyone to experience and partake in. No, no pressure or anything.
Anne Marie Johns: No pressure. We'll use that. We'll use that in our marketing and communications.
Adam Mogelonsky: Please. Yeah. You can quote me
too. Uh, so, uh, Annemarie, thank you so much. This has been a fantastic episode to learn about what you're doing and thank you so much for coming on the show.
Anne Marie Johns: Thank you, Adam, for this great opportunity, uh, you know, and to share, you know, all the excitement of, you know, what is happening in this, uh, you know, hugely exciting destination of Tromblon, the beautiful Laurentian Mountains of Quebec.
Adam Mogelonsky: Yeah. And for everyone listening, you got to travel there. You, you simply have to visit Trumbull.
Anne Marie Johns: Thank you, Adam.
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