By Maggie Chicoine
Lisa LaMarquand professes that she’s built her life differently than most.
She owned a business before she was 30, turned a run-down mansion into an exclusive country inn by bringing in over a million shareholder dollars and had her first child at 37.
In hindsight, she admits that she probably turned shareholders off because she couldn’t keep her mouth shut and came across as a know-it-all. Diplomacy was not her strong suit, but now, in her forties, she admits to seeing herself changing.
Lisa and her husband, Ron LaMarquand, own the exclusive White Fox Inn, a one-of-a-kind property tucked into the wooded shadow of the mountain range in Thunder Bay. The Inn is off the beaten path, close enough for a dining celebration on a week night, a good choice for a weekend getaway destination and a private corporate setting for business.
“I’m confident about what we’re doing with the Inn,” says LaMarquand.
“When I stood on the front steps with my realtor 17 years ago, I knew I just had to take it, even though I didn’t really know why I wanted to buy the place. I didn’t know anything about country inns; in fact, my partner Ron and I considered a B&B but then our thinking turned to dining and catering parties. We got excited. We took our time and we started our research by visiting the Riverview Lodge in Dryden, and the Millcroft Inn outside Toronto and another country Inn in St. Anne’s. The project grew bigger, yet I didn’t have a business plan, and no backers other than my dad who gave me the down payment.”
Ultimately, a solid business and marketing plan attracted investors who committed to being on board, literally at the last minute. The strategy was to launch operations in March of 1995.
Things kept happening in the right order, even though there were days of panic.
“Our opening timing was supposed to coincide with the Nordic Games. In fact, the Prince of Norway was booked to stay. Thunder Bay was anticipating a huge influx of dollars from this event, and so were we.”
Two unlikely events occurred: first, record high temperatures turned groomed ski trails into muddy paths. And, worse than that, the White Fox Inn’s septic field completely malfunctioned and the plumber could not guarantee toilets for the royal party. The only option? Cancel the reservations, except for their first guest, a TSN sports reporter.
LaMarquand lights up at the memory of all of her friends and family feverishly painting and decorating. “It was insanity, fun!” She adds that the TSN reporter was followed up the driveway by the truck delivering all of their linens. Somehow the beds were made before their special guest was shown to his room.
The White Fox has maintained a reputation for personalized and remarkable service especially with its corporate clientele, thanks to LaMarquand’s attention to detail and relationship savvy.
Business travellers tell LaMarquand they welcome the seclusion and warmth of suites furnished with antiques, and rave about the menus in the dining room. Many bring spouses on working holidays, drawn by the proximity to the golf course or ski hills and cross country trails.
“We think of ourselves as being the corporate traveller’s concierge. Just leave it to us, and we’ll make sure that everything is well taken care of. When a guest arrives after a tiring flight, lost luggage, or meetings cancelled and checks in with all barrels firing, we know that good food, a glass of wine and the intangibles - our atmosphere - will help him relax.”
LaMarquand takes this notion of a concierge a step further into the realm of unofficial ambassador for the City of Thunder Bay.
“The city doesn’t always present well to professionals considering relocating here. When they stay with us, I offer to show them around, and bring them to special areas for dining and shopping. Sometimes, they even find the right house.”
In the summer, LaMarquand easily slips into the role of wedding co-ordinator. She says she understands the nuances of planning an intimate event.
“The bride and groom feel my confidence about what we can do and can’t do. Complaints are few and far between.”
Couples appreciate the lifelong memories which originated at the inn, and so they return for anniversary weekends.
Chef Steve Simpson is crucial to the business’s reputation.
“He grew up with food. It’s in his blood. He’s current, gung-ho and experimental - a passionate perfectionist - the best we’ve had. The Inn’s food is made from scratch. We even roast all of our own meats and smoke our salmon, which are also on our catering menus.”
What drives the spirit of entrepreneurship after almost two decades in business?
“I used to over promise, and under deliver. I’d let me and the other person down. Now we over-deliver a bit. I will be there to hold your hand while you cut your wedding cake. After that, the event will continue with the capable staff who are in place at the White Fox.”
Maggie Chicoine is a professional member of the Professional Writer’s Association of Canada, the Canadian Association of Professional Speakers and a Master Coach. She specializes in strategies to think ahead. Reach her at 1-800-587-1767 or at www.theideasculptor.com.
