It is one of the most successful guest ranches in the

It is one of the most successful guest
ranches in the region, maybe even in the
nation. To study the success of The Hideout
Lodge and Guest Ranch, owned by the
Flitner and De Cabooter family of Shell,
Wyo., is like taking crash courses in animal
husbandry, marketing and tourism.
Four generations have called the
Wyoming land home and making their living
in the agricultural industry. Flitner cattle and
horses have grazed the Shell Canyon area in
north central Wyoming since 1906.
Like most farm ranch families over the
years, the Flitners have had to expand their
operation and think outside of the box to
continue living a rural lifestyle.
It began when David Flitner introduced
guided hunting services, but when third generation David Flitner met and married
European Paula De Cabooter the Flitners
ventured into high quality guest ranch vacations.
Paula’s cosmopolitan culture and international traveling experience, combined with
the Flitner ranching heritage and David’s
vision, have made the Hideout what it is
today.
Peter De Cabooter first came to his aunt
and uncle’s Wyoming ranch 15 years ago to
enjoy a yearly vacation, while working for a
global company. Gradually using the ranch as
a corporate retreat, De Cabooter says many
team-building exercises were developed
around ranch work practices.
Three years ago De Cabooter moved to the
U.S. permanently to begin managing the
Hideout and its guest services.
The Hideout is not simply a dude ranch.
Guests are able to work alongside the Flitners
and The Hideout guest ranch wranglers, who
are still actively ranching. With more than
250,000 acres of land stretching from Cody,
Wyoming east to the Big Horns gathering horses and cattle on the wide expanse can be a great
lesson in cowboying.
Many of the dudes, find The Hideout to be
an educational experience with some of the
perks of a truly great vacation added in.
Guests to the ranch are able to take in stockmanship and natural horsemanship classes and
are give the opportunity to be part of the
American West even if it is for a short stay. Flyfishing, hiking, horseback riding and fine dining
are also part of the package.
While the picturesque scenery, family history and location to nearby Yellowstone National
are huge selling points for the Hideout, it is
both family’s never ending ideas that have
helped keep the Hideout providing income
year-round.
“The secret to surviving is the diversity of the
business, and keep challenging ourselves on
continuous basis” says De Cabooter. One
needs to listen to the market, the guests and follow new trends while preserving a tradition.
Change is the only sure thing in life. The only
way to manage change is to proactively anticipate change. This allows you to remain in control and incorporate what is important to the
families.
The Hideout believes in offering the best.
From their website to the people they employ
quality is expected and delivered.
The “extras” in marketing and customer
service efforts have paid-off for the guest ranch.
Prospective guests are sent a DVD of what they
can expect of their stay at the Hideout and after
their stay, a photo CD with images of their time
spent in Wyoming is sent to them.
Hideout guests are treated to meals prepared
by culinary chefs, skilled cowboys handle their
horse riding adventures and other staff tries
their utmost to fulfill requests.
In the off seasons, the De Cabooters and
Flitners attempt to utilize their facilities with different events. Photographers are invited to
come spend time shooting western scenes and
wildlife. And an annual chocolate tasting has
been instituted to showcase the Hideout and the
newly created Trapper Creek Lodge & Supper
Club’s Lodge chef’s talent. Just over a year ago
this restaurant / Supper Club was opened in the
elegant Trapper Creek Lodge, another initiative
that integrates well with the guest ranch.
“A lot of farmers and ranchers around the
world are conservative,” says De Cabooter of
the Hideouts European and Wyoming ranching
heritage. “We have a lot of debate and thinking
here. We are able to offer the best of the two
families.”
New ideas are the way to new income. “If
you determine breaking even as a success then
you will break even. If you determine making a
profit as a success then you will make a profit,”
says De Cabooter.
Marketing the Hideout
Peter De Cabooter manages a
great deal of the promotions for the
Hideout Lodge and Guest Ranch.
He says he has learned:
1. Having a website is a must. De
Cabooter says a website is the easiest way to begin promoting your
business. He advises spending
money and energy on a web optimizer, which will help your site be
found by web search engines.
2. Language and wording are
important. What you read or don’t
read about a business affects your
overall decision about their services.
Language and wording is important
both in print advertisements and
online. Website search engines will
seek out keywords. The more relevant and updated you can keep your
website the better.
3. Give just a little background
information. When you have a 4th
generation ranch to promote, it can
be easy to get swept up in the historical details. Instead, give a shortened family background in your promotional materials. While your family story is interesting, it is the guests
who are number one and need to
know what services will be provided
to them. Do not take up valuable
space with your life story. It is not
about you, it is about them. Always
ask yourself the question : Does it
add value to our guests and customers ?
4. Media coverage can be beneficial. The Hideout offers interested
members of the media to stay and be
a guest for several days to really
understand the experience and culture of ranching in Wyoming. If possible, Cabooter says this is one of the
best ways to handle media as it
offers them hands on, real-life experiences they can’t misinterpret.
5. Word-of-mouth can be invaluable. The cheapest form of promotion is people talking positively about
your operation. If people leave having truly had a great experience they
will remember, they will certainly talk
about it and tell others, resulting in
more business for you.
6. How to communicate a brand
name and image. Reflect carefully
what you would like your brand
name to communicate. Can you
deliver? Can your organization deliver? Does your brand image fit your
company culture? Don’t take any
shortcuts, says De Cabooter.
Consistency and walking the talk is
the message. It takes a long time to
build up a brand name and image; it
takes little to destroy it. Especially in
recession years it is tempting to take
shortcuts.
7. Don’t be afraid to be yourself.
Do not try to be something you are
not, or that does not reflect your culture and beliefs. De Cabooter says
authenticity is rare these days. It can
only exist if guests and customers feel
you breed and live what you preach.