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The Catalina Islander
Avalon, California
February 28, 2014     The Catalina Islander
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February 28, 2014

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On the Water Delivering quality as a marketing strategy Like many Avalonians, Karen and I took a little vacation in early February. We drove. This is something we do not do much of here, so we felt like we were on vacation as soon as we pulled out of the parking structure. We headed North to visit relatives and do a bit of sightsee- ing. We ended up find- ing bliss in Monterey, and learning something about our future in the process. Like any small tourist town, Monterey has a variety of busi- nesses, each with its own value proposition and strategy. Any business that made it through the last couple of years should be con- sidered a success. It has been a tough economic enviionment to survive in, much less to succeed in. However, I could feel the op- timism in this town, the near term future is looking good. It made me think of Avalon, With Capt. John King and our little business. The internet has turned us into cheapskates when we travel. We scour the on-line offerings and try to find the best last minute deals, some- times as we are sitting in front of a ?rospec- tive business. 'I can let you have a side room with a fireplace but no view for $150 tonight." No thanks, we think as we can see that none of the rooms have views. So we try another, and another. Finally we get this response from an Inn Keeper, "We do not do any on- line deals, but we do have winter rates that you will find to be in- credibly fair for the quality of our inn" Something about this last Inn- Keeper resonated with me. I liked the idea that they were not scrambling for the low-ball, on- line deals. The message was clear; this Inn set its rate based on the quality of its offering. Although the per-night rate was significantly John King Columnist 19th Annual Catalina Island Conservancy Ball The 19th Annual Catalina Island Conservancy Ball will be held Saturday, April 5, 2014 The Catalina Casino in Avalon was the place to go for a Saturday night of dancing in the 1930s. And once a year, during the Catalina Island Conservancy black-tie Ball, it is once again the place to be. Complete with cocktail hour, silent auction, fine dining and dancing to.a live band, it's a spectacular night that also makes a difference! Proceeds from the event fund the Catalina Island Conservancy work and programs. Since the first Ball in 1996, it has raised almost $3 million For more information, call (310) 510-1445. higher than some of the on-line deals we had found, we decided to do a drive by. Then, we did a walk-thru. We ended up not only choosing to stay, but extending our stay. We fell in love with The Old Monterey Inn and we felt that we got more than our money's-worth. The 'value proposition' is an an- swer to the question, "Why should a customer buy from you?" There is no right answer to this ques- tion. It could be anything from "Customers buy from us because we offer something they cannot get elsewhere" to, "Customers buy from us because we deliver the best value for their dollar." The Old Monterey Inn offered Quality as their value-proposition, more importantly, they delivered be- yond our expectations. It is not uncommon to hear people complain. Research sug- gests that 'complainers' outnum- ber 'complimentors' by a margin of 13 to 1. That is bad news for any busi- ness that fails to meet the value proposition. You can be sure that the negative message will be shared with everybody within ear shot. It is just human nature. On the other hand, 'compli- mentors' with credibility can ac- tually help prospective customers to make the decision to buy, and that is where the rubber meets the road. Building a network of 'com- plimentors' reinforces the value- proposition and helps to drive the right kind of customers your way, which leads to building larger cus- tomer bases. The last ling BY CAPT. JOHN KING AFISHINADOS CHARTERS We had some pretty good fishing on Ling Cod last year. The season closed on January 1st and will reopen on March 1st. We had the Pelle fam- ily out for a 3 hour fishing trip on December 28 aboard Afishinado. Dad and his two girls were looking to create some memo- ries, but the fishing was very difficult. Capt. Lance decided to try to go for a last Ling Cod of the year and put the girls on the spot. The fish hit the bait with the typical aggressive bite, nearly pulling the rod from the girls grip. A little team work put the battle back on an even basis. Still, the fish did not want to leave his dark, deep hole. Some tense moments ensued, but ulti- mately the Pelle family pre- vailed as you can see by this nice pic of the girls and their last ling cod of the year for Afishinados Charters. 'eu are cerdially invited OSCAR In the world famous Casino I00allrccm On beautiful Catalina Island Sunday, 00arch 0014 Oscar telecast, fine dining, dancing, auctions In support of the Catalina Island Medical Center Foundation Tickets available starting at $75 per person Call (310) 510-5160 for details Support us online at m OUR SPONSORS CATALINA ISLAND RESORT SERVlCES JEAN WELLS * AIR METHODS/MERCY AIR * REACH MEDICAL AIR SERVICES* CAROL REYNOLDS * HOFFMAN PLASTIC COMPOUNDS, INC * KEN PUTNAM * R & S MANUFACTURING AND SUPPLY COMPANY * ALPHA FUND * CPSI, INC * ANN & STEVE HINCHLIFFE KATHY & RITCH HAYNES * CATALINA ISLAND GOLF CART RENTALS * CATALINA PEST CONTROL * GARY DWIGHT * CONNIE & ,JOHN FRILL * LLOYD'S OF AVALON * JARED YOUNGER, MD I had a lucky vacation. I found a great place that I want to visit again and I want all my friends to know about it. More importantly, I had a chance to reflect on our own value-proposition and to reaffirm that delivering quality beyond ex- Book your fishing charter now! A R "IF S -Cruises & Tours 00.liXd.00om S884001 ]-1111) pectations is not just a noble goal, it is a legitimate business strategy. Let's get this season started! Capt. John King runs Afishina- dos Charters and can be reached at - 888- 613-7770. &BLAIR PUBLIC NOTICE March Declarations Amlock-Renew 2 Comm. Vehicles & Autoette LGLS Inc.-Renew Comm. Autoette Buffalo Nickel-Renew Comm. Vehicle & Autoette Lloyd's of Avalon-Renew Comm. Autoette Cat. Island Vac. Rentals-Renew Comm. Autoettes Mulqado's Painting-Renew Comm. Autoette Raul's Maintenance-Renew Comm. Autoette Catalina Island Museum-Renew Comm. Autoette Catalina Island Real Estate-Renew Comm. Autoette Seaport Village-Renew Comm. Autoette Hotel St. Lauren-Renew Comm. Vehicle Catalina Pest Control-Renew Comm. Autoette Catalina Realtors-Renew Comm. Autoettes Island Distributors-Renew Comm. Vehicle Catalina Sportswear & Souvenir-Renew Comm. Autoette Island Enterprises-Renew Comm. Vehicles Catalina Towing-Renew Comm. Autoette Dave Thompson Constr.-Renew Comm. Autoette Discount Marine-Renew Comm.- Autoette H&H Portable Welding-Renew Comm. Autoette Hamilton Cove Homeowners- Renew Comm. Vehicle & Autoette Hamilton Cove Real Estate-Renew Comm. Vehicle & Autoette Hamilton Pacific-Renew Comm. Autoette Hunt Mr. Fix-it-Renew Comm. Autoette Katie's Kitchen-Renew Comm. Autoette Island Toys-Renew Comm. Vehicle Mi Casita-Renew Comm. Vehicle SCI Co.-Renew Comm. Vehicle Sear's Product Services-Renew Comm. Vehicle Von's Companies-Renew Comm. Vehicle TMV Trucking / Fedex Additional information can be obtained at City Hall, 410 Avalon Canyon Road, between the hours of 8:00 a.m. and 5:00 p.m. Monday through Friday. Published: The Avalon Bay News: Feb. 27, 2014 The Catalina Islander: Feb. 28, 2014 Posted: Bulletin Board at City Hall City of Avalon Website: htto:// ................................................................................................................................................................................................................................ THE CATAUNA ISLANDER 4 i Friday, February 28, 2014