Pandemic Has Forced This ‘Pet Resort’ to Consolidate and Pivot
“Because no one wants to be left home alone.”
That’s the marketing tagline for a venture called Wagging Tails Pet Resort, and until the middle of last March, it effectively summed up what this company was all about and why it was so successful; dog owners wholeheartedly agreed with that sentiment.
That was true for the boarding side of this operation, obviously, but the day-care component as well, said owner Chris Pratt, who told BusinessWest that many professionals had come to understand the value of leaving a dog in a day-care facility — for companionship and also, in the case of larger, athletic breeds, to work off some off their considerable energy before their master gets home at the end of the day.
But starting in March, most dogs didn’t have to be left home alone. Their owners were working remotely for the most part, if they were still working at all. Meanwhile, very few people were traveling anywhere.
Almost overnight, business for the day care, boarding, and other components of the multi-faceted Wagging Tails operation plummeted, said Pratt, noting that the COVID-19 pandemic could not have come at a worse time for her — not that it’s come at a good time for anyone.
“Going into March, we were overbooked in Hadley … by March 15, we had one dog left, who actually went home with me at night. I called the owner and said, ‘your dog is the only one here; do you mind if I take him home?’ They said, ‘no, please do.’”
That’s because business had been so good at her resort on Russell Street in Hadley that she moved aggressively and opened a second location on Florence Road in Easthampton — the Heritage Farm — last February to handle what had become an overflow.
Just a few weeks later, though, there was no overflow. She said she kept operating both locations as long as she could, but when Thanksgiving came and the numbers of boarding and day-care dogs were just a fraction of what they were a year ago — and not able to generate enough revenue to pay the staff — Pratt was forced to shut down the Hadley operation, with the intent of reopening when things get better.
“We’re combining our resources to get through the winter,” she explained. “And we’ve been very fortunate that a number of customers have decided to make the 15-minute journey across the bridge to bring their dogs here to the farm.”
That farm, all 30 acres of it, like the Hadley setting, is described by Pratt as a one-stop shop for dogs and their owners, offering everything from boarding to grooming; from day care to retail sales of food and other pet supplies; from walking to training. But because there’s less of all that, there’s now even more that people could do during one stop — or a few.
Indeed, Pratt is making the most of the indoor and outdoor spaces at the farm, and now offering new services ranging from horse boarding to riding lessons, to animals (such as several goats that arrived recently) that children and families can visit with.
“There’s a lot of things going on here that families can take part in,” said Tracey Faulstick, a business consultant working with Pratt to revise the Wagging Tails business plan. “There’s farm animals … there’s a lot that families can participate in in terms of training, horse lessons, and more. There’s an entire community here that’s dedicated to taking care of animals and people in a very safe environment.”
Creation of this community is a classic case of pivoting, making do, and trying to earn a living and keep people employed until things get better — a business survival plan, if you will. It’s also another case — among a great many in this region — of a company doing very well and expanding its operations … until the word COVID became part of our lives.
Indeed, as dogs barked parked consistently — and loudly — in the boarding area, Pratt recounted how and why she amended her business plan more than a year ago and put some ambitious expansion plans on the table.
“Hadley was full at the time … we had a waiting list,” she noted, adding that, essentially, all aspects of the business were booming, from the grooming to the training to the boarding and day care. But COVID-19 changed things in a hurry.
“Going into March, we were overbooked in Hadley … by March 15, we had one dog left, who actually went home with me at night,” she recalled. “I called the owner and said, ‘your dog is the only one here; do you mind if I take him home?’ They said, ‘no, please do.’”
But that was just the start. Indeed, restrictions imposed by the governor essentially shut down the grooming and training operations, two reliable revenue sources, for two months. Meanwhile, as noted, few people were traveling anywhere, for work or pleasure, putting a deep dent in the boarding side of the venture.
Some aspects of this business have returned to one extent or another — grooming and training, for example — and the day-care side has bounced back somewhat, as some dog owners realize the value of that service, even if they are home working all day. Pratt is hoping more people get that message.
“Dogs still need to socialize,” she explained. “Even if people are home working and with their dogs, they should still bring them to day care occasionally, to keep them socialized and keep them from getting separation anxiety; it’s better for the dogs. We were seeing, with people who hadn’t been here for weeks, that when they brought the dog back to day care, the dog was so happy, so excited, and so energetic that they lost most of their socialization skills — so we had to reteach them.”
This reteaching is just part of the COVID story at Wagging Tails, an intriguing saga that, like many in this region, involves imagination, perseverance, and entrepreneurial spirit, all of which are needed to get to other side of this pandemic.
George O’Brien can be reached at [email protected]