Coming Up Rosy at Land’s End

Who would have guessed that one silver lining of the COVID cloud would benefit the gray-crowned rosy-finches of Homer, Alaska? Last March, an avid bird lover, George, had to cancel his annual Shorebird Festival reservation at Land’s End Resort due to the coronavirus. “Land’s End at that time was experiencing a serious backlog in cancellation requests,” wrote Christina Adams, Director of Sales & Marketing, in a newsletter. “And so our owner, Jon, called George to ask for more time to process his refund. George said, ‘Don’t worry about it. Just build me a bird feeder. You should target the gray-crowned rosy-finches, who need a little winter boost.” Land’s End got the birdfeeder installed, and after 35 years of operating there, owner Jon Faulkner is experiencing gray-crowned rosy-finches out on the Spit in new ways. The birds remind resort staff that kindness and beauty can spread and multiply even amid economic and public health upheaval.

Faulkner personally made over 500 phone calls like that one to George last April when road closures and the pandemic triggered “catastrophic cancellations.” He reassured guests and asked for patience while refunds processed—and presented the option to lock in their rates for future use in any season. “He wanted to handle that personally so customers knew that he—the owner —was taking the time to call them and assure them that we weren't going anywhere. They’d get back any money they had spent here that they wanted back. And we'd be here when they wanted to come,” said Adams.

Faulkner believes that all businesses must take care of their employees and evolve their operations to stay successful. After a period of state-mandated closures, his team agreed to voluntarily keep reduced seating in place. Land’s End crafted safety protocols and invested in new technologies to support remote hotel check-ins and check-outs and online food ordering.

Despite all those cancellations, they ended up having a busy summer, thanks to locals traveling in-state. “Alaskans definitely showed up this summer. More than I think we could have ever anticipated,” said Adams. Folks also took ready advantage of the The Chart Room’s to-go and socially distanced offerings, pleased to enjoy Chef Miller’s creations that feature local produce and meat.

“I hope people know that this is a safe place for them to come and enjoy a little bit of a getaway where we've put measures in place,” said Adams. “We're not going anywhere. We've evolved into what people need and want out of a COVID-safe place.

While the gorgeous backdrop of Kachemak Bay, hearty fare at The Chart Room, and the adapted comforts of the resort await visitors all year round, those who time it right might even get to add those rosy-finches to their list of bright enticements calling from the end of the road.

This profile is part of our web series sponsored by the Alaska Small Business Development Center. Read the rest of the series.