CURRENT:
Tuktoyaktuk Cultural Centre, NWT: December 2018 to Present
Market and Feasibility Study, Business Case, Facilities Programming, Operational Design, Indignenous Board Mentorship
Pure North was originally contracted to Taylor Architecture Group on behalf of Tuktoyaktuk Community Corp to research the market, establish the market positioning, model the operations, define the educational and tourism programming, model the operating financials, produce the business case and – in conjunction with the architects – provide the facilities programming and schematic design to support the same for a proposed new performing arts and cultural centre in Tuktoyaktuk, NWT.
Pure North continues to advise on this exciting community project, recently leading the Board for the new Arts Centre through the story-building and naming of the proposed arts and culture centre and providing project management on the development of the graphic representation, website and other marketing assets for Saliqmiut: Tuktuuyaqtuuq Centre for Arts and Culture. These resources have led to a highly successful start to the capital campaign with promising commitments from targeted stakeholders that could see Saliqmiut built by 2025. Pure North continues to consult to the project.
Haida Tourism – Haida Gwaii, BC: June 2021 to November 2021
Asset Turnaround, Hospitality Design, Indigenous Board Mentorship
This project involved an asset turnaround including a comprehensive re-set on operations, market repositioning, operational design, facilities programming, procurement and staging, introduction of hospitality accounting principles, revenue management principles, new pricing, guest experience package re-costing and re-pricing and management planning of future development projects.
Some highlights from the preliminary physical facilities programming included:
Haida House Lodge Guest Room Refurbishment and Staging: Working with the existing fixturing, flooring and major furniture pieces, Pure North introduced a minor soft goods refurbishment to Haida House that would be neutral enough to add local Haida art and sensibility to while better aligning these aging guest rooms with the new cabins coming on stream over the fall of 2021. The goal was adding guest experience value through design and improved alignment with the new cabin market positioning, driving revenue generation for these guest rooms through a higher rate structure for the balance of 2021 and into the future.
The refurbishment included new draperies, new/repurposed bedding, new toiletry and guest amenity caddies, mini-fridges, repurposed seating, new lamps and warmer lightbulbs. Further refurbishment is required to complete this stage, including filling of holes in walls, fresh paint throughout rooms and bathrooms, new hooks, new shelf, repositioning of TVs and new sleeping pillows. Total refurbishment budget to date is under $30K.
Haida House New Cabins – 2021 Procurement, Staging and Photography Shoot
Pure North also took over the planning and procurement to complete 12 new Haida House Cabins to accelerate the FF&E (furniture, fixtures and equipment) acquisition, delivery and installation and to mentor the staging completion in order to receive guests in as many cabins as possible for the 2021 season and to create some digital photography assets for marketing purposes.
Procurement included utilizing existing purchases and further, extensive furniture and accessory purchases including window coverings, bedside tables, dining table/desk, footstools, lamp tables, lamps, baskets, pillows, fans, binoculars, luggage racks, hooks, soap dispensers and smallwares required to deliver breakfast hampers to cabins.
Haida House Cabins 2021 Look Book:
New Haida House Cabin Staging:
Black Sheep Investments, Canal Flats, BC: August – November 2021
Market and Feasibility Study for Acquisition
Deneen Allen was contracted by Black Sheep Investments to research the market, establish the market positioning, model the operations, define the recreational and tourism programming, model the operating financials, produce the business case and provide the facilities programming for the capital budget for a proposed new glamping and camping facility in Canal Flats, BC that would tie into the Hot Springs Loop in alignment with Destination BC strategy.
Frontier Lodge, Thaidene Nene, NWT: July 2020 – Sept 2021
Market and Feasibility Study, Acquisition Plan, Business Plan, Project Management, Hospitality Design and Architectural Space Planning, Procurement, Capital Fund Raising, Indigenous Board Mentorship
Deneen prepared the redevelopment plan, financial feasibility, community presentations and the financing requirements for the Lutsel K’e Dene First Nation to gain the support of their community in using their Impact and Benefit Agreement cash contributions to purchase this existing fishing lodge at the gateway to Thaidene Nene in Lutsel K’e, NWT as a critical piece of tourism infrastructure on which to build their tourism economy. Deneen also led the capital raise for the refurbishment of the lodge, securing $650,000 in capital grant funding from the federal government.
To reprogram Frontier Lodge, Deneen led the board of directors through the hiring of key staff, the brand story exploration, re-branding, wrote the website copy and facilitated the new logo and graphic design of the website, drafted new guest packaging, provided the schematic design and facilities programming for refurbishing the existing main lodge and cabins, including all renovation space planning, interior specifications, construction drawings and recommendations for completion of the facilities up to the first phase of renovation at the end of August 2021.
Kokanee Springs Resort, Crawford Bay, BC: Oct 2019 – January 2020
Market and Feasibility Study, Site Planning, Design, Marketing Repositioning, Operations Turnaround Recommendations, Investment Package content and design
Pure North was contracted by Kokanee Springs to conduct a market and feasibility study to redefine the market repositioning of this legacy golf resort and reenergize it with new accommodation classes, new recreational and wellness guest programming and reorganized financial management to capture the opportunity in the burgeoning outdoor hospitality market. The project included master site planning and detailed RV and glamping facilities programming in addition to recommendations on brand story and brand identity, new guest amenities, new food and beverage operations, hotel and RVing operations, and detailed financial modelling for both operations and return on capital. The final report was used as the business case to attract a new investment partner and $6 million in capital to the turnaround project.
Skywatch Lodge (Coromandel Properties Ltd.), Yellowknife, NWT: August 2015 – August 2017
Complete Concept Development, Market Study, Market Positioning, Hospitality Operational Design, Facilities Programming, Interior Design, Marketing, Sales, Distribution, Human Resources, Procurement, Community Engagement
Vision and Concept Development, Lead Project Coordinator for $30MM budget and team of architects, designers, project manager, engineers, modular construction, local site management, design specifications, procurement. Other responsibilities included Market Study, Market Positioning, Hospitality Operational Design, Physical Facilities Programming, Interior Design Briefing and oversight, Financial Strategy, Marketing, Sales, Distribution, Human Resources, Suppliers, Community Engagement. Construction halted on this project in August 2017 by developer for reasons undisclosed. Project was on budget and on time, with marketing, sales and human resource activities well underway.
Badlands Lodge & River Camp, Steveville, AB: Sept 2013 to Sept 2016
Complete Glamping Concept Development, Market Study, Market Positioning, Hospitality Operational Design, Facilities Programming, Interior Design, Financing, Marketing, Sales, Distribution, Human Resources, Suppliers, Community Engagement
Pure North was the initial concept and project developer for this luxury lodge and camp on the edge of Dinosaur Provincial Park, a UNESCO World Heritage Site in the Canadian Badlands, two hours east of Calgary, Alberta. Pure North invested capital in and raised $8Million in debt financing and put together the investor package for the equity portion of this $15Million project. Pure North worked with Alberta Parks and the local landowners to develop comprehensive, upscale programming focused on the archeological, paleontological, natural and Blackfoot heritage aspects of this amazing and spiritual place. Project sold to another developer in 2016.
2015-2019:
- Fraser Valley, British Columbia: April – July 2019
Pure North conducted the market and feasibility study, developed the brand story, designed the preliminary operating model and provided the facilities programming and financial modelling for the expansion of Sandpiper Resort near Harrison Mills, BC. to include a boutique hotel, expanded retail and dining and a natural source mineral springs facility. - Whitehorse, Yukon: Feb – March 2019
Pure North conducted the market and feasibility study, preliminary operating model, facilities program and the investment package for a developer in Whitehorse who is interested in a natural source hot spring resort 25 minutes from the City, catering to soft adventure and aurora tourism travelers. - Power to Be, Prospect Lake, BC: November 2018
Pure North is advising Power to Be on the market positioning, brand story development and supporting design for multi-million dollar recreational camp and lodge project on Prospect Lake, just outside Victoria, BC. - Red Willow Creek Valley, Donalda, Alberta
Client/Partner: Forrest Hagen
Participation: Pure North is looking at the feasibility and overall concept with a client and potential partner for the development of a luxury tent camp and separate RV park on 500 acres southeast of Edmonton at the top end of the Canadian Badlands. Pure North will develop the business model and raise the equity and debt financing for this approximately $3 to $5Million project and will invest as an equity partner as the project progresses. - Beckwith Island, Southern Georgian Bay, Ontario
Client/Partner: Beausoleil First Nation
Participation: Pure North has a Letter of Approval and a draft Memorandum of Understanding from Beausoleil First Nation to explore the feasibility and overall concept for the development of a luxury ecolodge and tent camp an 800 acre island in Southern Georgian Bay north of Toronto. - Num-Ti-Jah Lodge: Bow Lake, Banff National Park, Alberta 2012 – 2015
Participation: Pure North began the process of taking Num-Ti-Jah Lodge through re-development on behalf of the client and as the future Management Company for the lodge. Pure North worked extensively with Parks Canada to submit a Master Plan on behalf of Num-Ti-Jah Lodge to obtain approval for the redevelopment of this historical property. Pure North also designed the concept for an Interpretive Centre at the same location. - Num-Ti-Jah Lodge Heritage Plan
Banff National Park, AB - Solstice Destinations Brand and Solstice Destinations Management Company
Brand and Overall Concept Development, Marketing, Sales, Distribution
Coromandel Properties Ltd, Vancouver, BC
2011-2015:
- The Lodge at Pine Cove Enterprise Turnaround
French River, ON - Boscawan Inn Enterprise Turnaround
Lunenburg, NS - Arviat Community Ecotourism Initiative
Arviat, Nunavut - Treaty 7 Tourism Project Coordination
Treaty 7 Nations, Calgary, AB - Thaidene Nene Sustainable Tourism Strategy
Lutsel K’e Dene First Nation, NWT - Lutsel K’e Commercial Lodging Feasibility + Business Plan
Lutsel K’e Dene First Nation, Lutsel K’e, NWT - Fishing Lodge Acquisition Plan
LKDFN, Lutsel K’e, NWT - Sustainable Business Model for Base Camps + Research Stations in Northern Canada
Parks Canada Agency, Torngat Mountains + Gatineau, QC - Ecolodge Feasibility Study
Kluane First Nation, Whitehorse, Yukon - Black River Wilderness Park Redevelopment Plan
Chippewas of Rama First Nation, Orillia, ON - Tourism Infrastructure Development
Kluane First Nation, Yukon - Park Lake Lodge Redevelopment Plan
Innu Nation + Parks Canada, Newfoundland and Labrador - Blackfoot Crossing Historical Park Renewal & Repatriation Plan
Siksika First Nation, Cluny, Alberta