The building totals approximately 12,000 square feet, roughly divided up as follows:

·         Reception area with small retail shop (600 square feet)

·         Grooming and bathing rooms (500 square feet)

·         Laundry and kitchen (330 square feet)

·         Indoor training/play/exercise area (4,000 square feet)

·         A staging area with audio-visual equipment (600 square feet)

·         Kennels (the remaining space)

Indoor walls in people areas feature traditional studs and sheet rock. The floors in people areas feature tile. The floors in dog areas have an epoxy coating over cement, which prevents moisture, bacteria, and odors from taking hold in the concrete. Due to climate, of course, the facility has ample HVAC systems for indoor spaces.

KennelKamp Village uses “Charlie” suite kennels from Houndquarters, Inc. in 8x6 and 8x8 (feet) sizes. These modular units have fiberglass-reinforced plastic on the walls. A foam core, which provides both sound control and insulation, is then sandwiched between the FRP and the outer laminated panels. These modular rooms, with windows and doors, are quite damage proof and at the same time have no bars or cage-like elements. Thirteen of the 45 suites include raised beds, color TVs, and webcams so that clients can check on their pets online while traveling.

Since dog guests at KennelKamp Village go outside often to potty, the building does not have and does not need an indoor drainage or trench system to dispose of waste. This not only keeps the place cleaner, but it also prevents dogs from smelling “like a kennel.”

Behind the facility, KennelKamp Village sports a 3,400-square-foot outdoor space for exercise, play, and potty needs. It’s divided into three playgrounds with 7-foot exterior block walls and chain-link fencing for internal barriers. One of the spaces features 1,000 square feet of Canine Grass. The other two have decomposed granite (DG), sort of like pea gravel, on the ground. Staff members use a special watering/cleaning system to wash the Canine Grass area nightly. A drainage system controls run-off and directs it away from the building.

The facility also includes a second story, 1,200-square-foot condo that’s included in the compensation package for the kennel’s manager. The condo has three bedrooms and two bathrooms, along with the usual kitchen and living spaces.

KennelKamp Village staff members take each dog outside for play and potty walks every two hours throughout the day. Clients can opt for longer group playtimes or one-on-one play sessions with kennel technicians. The facility also keeps a treadmill in the large indoor training and exercise space for dogs that need additional exercise. “It’s used at the discretion of the owner,” Suzanne explains. “We just throw it in. We ask, ‘Do you want your dog exercised on the treadmill?’”

She says that 98 percent of dogs adjust to the treadmill with no problems, as long as it’s introduced gently and gradually. Smaller dogs might stay on just 10 minutes, whereas a more energetic larger dog, like a Golden Retriever, might stay on for 30 minutes. Suzanne says her team is focusing primarily on serving core customers, but she admits that performance dog handlers might pay for access to the treadmill as conditioning for their show dogs. Down the road, it might provide additional income.

Full grooming services are also available from KennelKamp Village’s professional groomer from France with more than 30 years of experience. In addition to the usual bathing and trimming services, teeth brushing, nail trimming, and healthy skin and coat treatments are available. Those using grooming services frequently receive discounts.

KennelKamp Village mails out “Yappy Birthday” cards with special discounts for the birthday dogs. “We miss you” flyers also go out to customers who haven’t scheduled any services for a while or to those who sign up at an event but have never booked their dog.

Community outreach efforts include free facility tours and agility demonstrations for children’s groups, schools, and clubs.

In cooperation with the area’s emergency response personnel and animal control, KennelKamp Village is developing an emergency housing program for clients’ dogs. An extra tag on the dog’s collar would instruct emergency personnel to bring the dog to the kennel rather than taking him or her to the local dog impound facility. For example, if a family gets into a car accident and needs medical attention at the hospital, police officers typically call animal control to collect animals who were also in the vehicle and to take them to the municipal dog facility (what most people call “the dog pound”). In this scenario, if the dog has a tag it goes to KennelKamp Village instead.

A minimal registration fee will cover the cost of the tag for the dog and a laminated wallet card for the owner as well as record keeping which includes the dog’s vaccination history, emergency contacts in case the owner is unable to pick up the dog after the free 24-hour period, and an agreement to pay any fees should the dog need to stay longer.

The Applegates believe this not only provides a safe haven to their client’s dogs but it also relieves any overcrowding pressure in the animal control facility. “I don’t think I know of anybody else that’s doing this,” Suzanne says, “certainly not in our area.”

KennelKamp Village also offers special post-operative dog care and additional care for geriatric dogs. “We offer this especially to retired individuals who don’t have the time or don’t have the capability to change bandages or get the dog out for exercise after surgery,” Suzanne explains.

Rather than muddle through the advertising and marketing maze, the Applegates hired help. To ensure consistent marketing messages and professional launch strategies for their new venture, they hired a local ad agency to handle press releases, print ads, brochures and other collateral print material, and radio scripts. Outsourcing these efforts and accessing this level of expertise costs about $2,000 per month.

Teaser ads, which featured only the company logo and a few words, ran in the local newspaper to pique interest. “We’re open” ads then followed in both the newspaper and several high-end, regional magazines. The agency also placed ads in home association newsletters and put inserts into chamber of commerce newsletters. KennelKamp Village even hosted an invitation-only event for chamber and city council members.

KennelKamp Village sponsors a local weekly radio show, where chamber programming often allows time for dog tips on air. As part of this sponsorship deal, the agency arranged for production of a customized jingle that can be used in radio ads, the company’s on-hold messages, and in TV ads planned for the future.

Back in October 2007, the Applegates also hosted a public open house with tours, food, beverages, prizes, and gifts. Large events continue with a springtime “fling” and a fall anniversary party. Often these celebrations include pet photographers, kennel clubs, immunization and identification information from a local veterinarian, and K-9 unit demos.

Networking plays a large role in KennelKamp Village’s marketing plan as well. People see and respond to your passion, Suzanne believes, when you share it in your community. It’s not all that different from people shopping for childcare, she explains. That’s why they work so hard to understand their customer base.

While the current focus is on core business units, the facility’s large indoor training room, which includes quality A/V equipment, provides a good multi-purpose space for dog-related groups to rent out and hold meetings, seminars, and workshops. “We’d like to see that happen, but we’re not marketing it heavily yet because we see the other things with a potential for bigger growth than that,” Suzanne says. She is, however, looking forward to taking part in “Responsible Pet Ownership Day,” which is a local event affiliated with the American Kennel Club (AKC).

The dog training Suzanne offers might just provide the company’s entry into the active dog handling community. Suzanne brings 30 years of dog training experience, including certification from the Animal Behavior College in California. She is also a certified AKC Canine Good Citizen (CGC) evaluator. In addition to traditional, beginning obedience classes, Suzanne teaches higher levels of classes, including some agility and conformation (show dog) classes. While class registrations are building slowing, Suzanne says, “We’ve gotten good feedback for upcoming events.”

The Applegates credit their early success to ensuring reality inside the facility and in their services matches the high-end reputation marketing efforts pitch. “If you are going to promote yourself as ‘first-class,’ make sure that statement is accurate,” Suzanne says. “Repeat business depends on it.”

They believe as well that patience in abundance is a tremendous virtue when starting a new company from the ground up.

Services

Dog boarding, training, pet supplies, grooming, day care, geriatric care for dogs 16+, massage therapy

No. Dog Enclosures

45 indoor only

No. of Employees

3 full-time, 5 part-time

Prefer new employees with previous animal handling/care experience; all kennel techs are ABKA certified.

Retail Items

Leashes, toys, treats, bags, t-shirts, cages, beds, crates from suppliers such as Pet Edge, Ryan’s Pet Supplies, and J&J Dog Supplies

Reservations

Appreciated but not required

Requirements

Registration form and proof of vaccinations from veterinarian (DHLP, parvo, bordatella, rabies)

Pre-entrance physical examination

Feeding Schedule

Twice a day, unless special feeding directions note otherwise

Cleaning Supplies

Health Technology products, such as Triple Two and Kennel Kare

Steam cleaner to sanitize and clean suites between guests

Other Equipment

Pro-bather dog washing system

Power grooming tables

Stainless steel bathing tubs

Systems

Four computers (three desktop, one laptop)

Atlantis by Kennel Soft

Multi-line phone system AYAYA, includes customizable hold message, intercom, indoor and Outdoor PA system

Web site

www.KennelKamp.com