Back in 1895, the southeast corner of Lake Couchiching must have been a lot more remote than it is today.
It is on this southeast corner of the lake that Fern Resort was first created, and back then, it was likely believed that the location was remote enough to be secluded from civilization and the perfect wilderness getaway. Move forward to 2015 and the urbanized element of Orillia, ON can be seen to the south from the beachfront of the resort. While it may not be as isolated as it once was, the all-encompassing nature and full-service components of the resort have certainly stood the test of time.
In fact to some, the fact that Fern Resort is now approximately 90 minutes away from the hustle and bustle of downtown Toronto, North America’s 4th largest city, is certainly a key component of it’s longevity and appeal. While similar resort experiences may be found in Muskoka, the extra 1 to 2 hour drive from Toronto gives Fern Resort a strategic advantage that it shows little interest in giving up.
To last 120 years, there clearly has to be a dedicated strategy to its success, and in the case of Fern Resort it clearly would be its absolute commitment to being a family-friendly all-inclusive resort, and to harbor and foster a long-term relationship with its guests.
While this was my first time to Fern Resort, my wife had been there as a teenager, and her memories of that week still lingered strong. While there it was readily apparent that many guests were not new. Hotel staff often greeted guests by name to show a familiarity that only comes through repeated opportunities to see each other. This certainly is a key to Fern’s viability and they work hard to maintain a healthy repeat business.
While sitting for our Saturday night dinner during our weekend stay, we found on our table a form with our names, the cottage number we stayed in and a chance to already book the same room, on the same dates for next summer, while forgoing the need to pay until next February. Clearly this is a strategy that has been honed over time and works to their advantage.
This is not to say that Fern doesn’t welcome new guests for there is plenty of room amidst their 104 unit resort to accommodate new guests as well as repeat customers. While summer is always peak season for an Ontario cottage resort, the move in the last decade or so to be a full 4-season resort has increased the need to spread the word and draw new eyes and families to what Fern has to offer.
It should also be noted that Fern is not a bargain-hunter’s paradise. While promotional offers and off-peak pricing as well as repeat-visit discounts are available, Fern is clearly positioned as a full-value resort with prices that match. If you are looking for a quick and cheap getaway, Fern may not be the place to go, but for those looking for an abundance of activities, a dedication to the families of all sizes and age ranges, plus an all-inclusive experience that minimizes the worry associated with a-la-carte vacationing, then Fern Resort would be a place to consider.
Fern will also not appeal to the ultra-modern crowd. While not lacking in comfort or amenities or even modern technologies like resort-wide WiFi, there is a slightly-dated element to the overall property. 34 inches picture tube TV’s are a constant everywhere and the overall decor of many rooms seem to have paid little attention to modern trends. It can be argued, however that this is also a very big part of its charm. The uber-hip may not find their Zen here, but I don’t think it’s much of a concern to both the steady stream of regular guests nor the staff who are otherwise dedicated to providing the best full-service family vacation one can find in Ontario.
Based upon my very un-scientific observations of license plates in the parking lot, it would also seem that Fern Resort has a loyal following beyond the provincial borders as well. License plates from New York, Maryland, Quebec and even Florida were seen while we were there.
Bottom line though is that for any tourism-based property or attraction to last for 120 years and all the trends that ebb-and-flow through the decades, there must be a clear understanding of their strengths, as well as what are the key factors that draw customers to them year after year.
In the case of Fern Resort, they certainly appear to have not only a full-understanding of the keys to their success but also a grasp on how they can maintain that competitive edge for many years to come.
(Disclosure – Preferred pricing was offered to the writer for this visit. No editorial expectations were associated with the offer and all thoughts and opinions expressed remain solely those of the author.)
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