Monte Carlo Inns
Affordable luxury making its mark on Markham
Markham’s growing global status as the high-tech capital
of Canada continues to attract corporate investment from
a diverse range of companies. One of those tapping into the
town’s potential is Monte Carlo Inns, a seven-strong hotel
chain now planning its second site in Markham. How is this
entrepreneurial family success story bucking the current
economic trend?
MB recently found out.
When a young Italian boy named Dominic Meffe arrived in Canada in the winter of 1965, he spoke no English and his family had little money. After a neighbour offered him $5 to clear the driveway, he went to several other neighbours and offered to clear their driveways as well, and the entrepreneurial spirit was born. As Dominic himself says, “I believed in the Canadian dream of creating your own destiny with commitment, honesty and hard work.”
As he grew older, a succession of jobs followed, all paving the way towards his successful future in the hospitality industry. Having started out as a dishwasher, he worked his way up, buying his first restaurant, the Italia on the Lakeshore in Toronto, with his wife in 1970. Having sold this venture, he then bought Romi’s Pizza in Etobicoke. Then he took the plunge that would make his name in the hotel business.
Today, that 14-year-old boy is in his ‘50s and the leading force behind Monte Carlo Inns, a seven-strong hotel chain in southern Ontario. The first was built in Mississauga in 1985, followed by The Monte Carlo Inn Airport Suites in 1991 and Oakville in 1998. Then came the first Markham location, followed by Brampton.
The first Markham Monte Carlo Inn offers 83 rooms. For its next project, the company has again chosen Markham, with planning now well underway for the group’s largest hotel to date. The new flagship Markham Monte Carlo Inn will feature 134 rooms, including business and family suites, as well as luxury suites complete with fireplaces and Jacuzzis. There will also be six fully equipped meeting rooms to meet requirements for up to 300 delegates, plus banquet facilities for up to 250 people. Also on offer will be a 90-seater restaurant, and a salt water pool and spa.
___________________________________________The corporate philosophy at Monte Carlo Inns emphasizes
the importance of price, cleanliness, location and value for
money. But most of all, the focus is on customer service,
with customers never being taken for granted.
Some might regard this as an ambitious project, given the current economic conditions and the challenges being faced by the hospitality industry. Not according to Dominic Meffe and his son, Justin. This is very much a family business, with the passion emanating from the top and weaving its way throughout the company.
“The biggest challenge is, of course, the economy,” says Dominic, “but I predict it will improve in the second quarter of next year. In the meantime, Monte Carlo Inns remains what it has always been – a very tightly run ship. Even given these challenging times, we have not laid anybody off, although some staff have reduced their hours.”
Opening a new hotel is not for the faint-hearted or the impatient, as the Meffe family know only too well. “A new Monte Carlo Inn is two to three years in the planning,” Justin explains, “with one year to construct.”
And what about choosing the right location?
Both Dominic and Justin say this is done largely by instinct. All Monte Carlo Inns are highly visible and easily accessible from major road networks, and all sport the same corporate design of a unique European-style hotel housed under a distinctive Marlee tiled roof. The result is Monte Carlo’s USP – the amenities and services of a five-star hotel combined with European elegance, and all at Canadian prices.
And how is the business operation set up?
All of the hotels are franchised, with the corporate umbrella business retaining a percentage of each. Currently the customer breakdown is roughly 75% business and 25% leisure customers. Amazingly, especially in this economy, the Meffes report that it generally takes just one to three months to get a new hotel’s occupancy rate up to 85%.
So why did they choose to site a second hotel in Markham rather
than further afield?
“Expansion within Markham in its new downtown area makes sound business sense,” says Dominic. “Given that the number of people living and working in this area will exceed 40,000, this location is a natural and the obvious choice. “In addition, Markham’s real estate market is probably the best in all of the GTA, with new condos, especially in downtown Markham, selling like hot cakes.”
___________________________________________The companies which learn to operate successfully
in these economic times will be the real winners as and when
the economy moves upward again, as it inevitably will.
The strong will survive.
But how can Monte Carlo Inns compete in an area already well served by a wide range of restaurants and catering facilities?
“Of course, margins have been shrinking and the restaurant business is down all over,” says Justin. “However, it is the high end restaurant sector which has experienced the greatest drop. Monte Carlo offers what people want, especially in these comparatively tight economic times - top value without the inflated prices.” The corporate philosophy at Monte Carlo Inns emphasizes the importance of price, cleanliness, location and value for money. But most of all, the focus is on customer service, with customers never being taken for granted. Depending on the hotel, customers can enjoy elegantly and comfortably appointed rooms, complimentary buffet breakfast, daily newspaper, valet laundry service, and European designed restaurants offering everything from fine dining to a quick, inexpensive lunch. For business customers, executive-style king-sized suites come complete with high speed internet access. There are also fully equipped business centres for corporate clients requiring a wider range of computer and business related services.
How important is the role of marketing in getting a new venue established and keeping it on track for long-term success?
“Increased marketing is absolutely necessary if a business operation is to take a larger slice of the pie,” says Dominic, “because the size of the pie itself is being reduced. The companies which learn to operate successfully in these economic times will be the real winners as and when the economy moves upward again, as it inevitably will. The strong will survive. They always do.”
2600 John Street, Unit 207, Markham, ON L3R 3W3 T: 905.475.5222 F: 905.475.6369
