For hoteliers, the perception of the Virginia Graeme Baker Pool and Spa Safety Act is just another expense foisted on an already beleaguered industry. Bringing pools and spas up to code can cost anywhere from $1,300 to $3,500, depending on work required. The threat hanging over the hotel industry’s head is pool closure and massive fines. Well, why not spin this to your advantage?
Think of the act as your moment to make safety the cornerstone of a guest's stay—a way for the hospitality industry to uphold the law while also demonstrating its commitment to protecting children and families. Indeed, no other industry reaches as many people—hotels and motels are destinations for an incredibly diverse group of individuals—and this fact is an invitation to strengthen (or initiate) relationships with guests who value this emphasis on quality and safety.
Use your compliance with VGBA as a “soft marketing” point. Add a simple statement to your advertisements, placards at the front desk or signage at the pool and spa: “This property is in compliance with the Virginia Pool and Spa Safety Act. It is our No. 1 priority to make your stay with us a safe one.” Commercial pools already post required signage, such as the “no lifeguard on duty” or “maximum occupancy.” Here is an opportunity to make safety the first and most important message guests see.
Other industries that emphasize safety—carmakers like Volvo and Mercedes-Benz are two examples—reap long-term benefits with consumers: these brands want people to have a sense of protection, a belief that a particular company does not compromise safety for profits. This perception inspires loyalty and powerful word-of-mouth marketing. How many commercials have we seen with a crash dummy suffering a head-on collision? The hospitality industry can do the same thing, educating guests about VGBA and underscoring the necessity of safeguarding children and families from harm. That effort starts with outreach to guests who appreciate a sign or certificate of inspection that shows a pool or spa meets the requirements of the act.
More importantly, consider offering a pamphlet to your guest during check-in with some general information about VGBA to educate guests as well as reinforce that your establishment is in compliance. Guests would then have some working knowledge of the act, enabling them to compare one property from another. A hotelier could use this outreach as a means of making safety the first question people ask when reserving a room or arriving at hotel or motel: Does this pool or spa meet the rules designed by the Virginia Graeme Pool and Spa Safety Act? That question forever changes the conversation to the benefit of operators who make compliance with the act a priority and transforms safety into a successful branding technique.
To achieve these results, operators can contract with professionals who can bring their pools and spas into compliance. The alternative is costly. Working together, VGBA is an invitation to improve goodwill and highlight the value of safety.
Scott McKenna is CEO of Gardner Pool Plastering, www.gardnerpoolplastering.com.
