Originally published in the Spring 2004 issue of  “The Publican”, the official publication of the Alliance of Beverage Licensees of British Columbia

 

If the truth be known, it should be called the Jolly Coachwoman.

 

Marilyn Sanders, co-owner of the Jolly Coachman is simply infectious with her smile, good humor and positive outlook on business. Could this be why she’s so successful? Patrons and staff alike just can’t help enjoying themselves. And after all, isn’t that what the hospitality industry is all about?

 

After more than 25 years working as a buyer for Safeway, Marilyn decided to get into the hospitality industry with partner Jim Spooner, who was also with the Safeway group. They knew they wanted to own their own piece of land, as their number one criteria for owning a pub. After a great deal of searching, they found Kennedy’s Sports Pub in North Delta. Jim was a silent partner and continued to work at Safeway, while Marilyn went about making a success of the newly acquired pub. In fact, she worked at it seven days a week for two solid years before looking up from what she was creating.

 

What she did create was a vibrant, successful operation. People had always been Marilyn’s gift and her passion. Armed with a somewhat photographic memory for faces and an excellent memory for names, Marilyn has always had a way with people. She was president of the Employee’s Association for Safeway for as long as she can remember. This social club organization, within Safeway, looked after all the considerable planning and hosting of a busy social calendar for the organization’s employees. These skills as a real “people person” would come in extremely handy a few years later when she bought into the Jolly Coachman, with Dave Crown, in 2003.

 

Marilyn spent days and nights coming into the Jolly Coachman, as a customer and observer, when she was buying into the business. Her own service audits had told her that she needed to address the kitchen first. She had been told of an ex-employee who used to be the pub’s head chef. Rebecca had gone on to open her own restaurant in town and turned up at the pub one evening for a drink. Upon hearing who this person was, Marilyn introduced herself, ordered a couple of drinks and proceeded to begin to woo Rebecca back to the Jolly Coachman. After a couple of unsuccessful attempts, Rebecca began to soften. As luck would have it for the Jolly Coachman, Rebecca’s lease on her restaurant was about to expire and the landlord did not intend to renew it.

 

As you read this, Marilyn will be celebrating her first anniversary as operator/partner of the Jolly Coachman in Pitt Meadows. She sold Kennedy’s Pub, on March 31st 2003, and walked into the Jolly Coachman that very afternoon and has not looked over her shoulder since. With the exception of the kitchen staffing, Marilyn found the existing staff of the pub to be excellent and 85% of them are with her a year later. Her relationship with the employees is one you might expect from such a people-oriented

manager. “There is great respect amongst the staff for each other. We really care about each other and have a fun time working together.” As a small example of this relationship, while away on vacation for a week, Marilyn’s staff repainted and decorated her office, on their own time. This type of relationship extends to her patrons. As we talked for about an hour one Saturday afternoon, she stopped to say hi, by name, to almost every customer who walked by the table.

 

“You have to listen to what your customers want,” she explained. Marilyn transformed the Jolly Coachman into a thriving sports bar. The pub features two levels, with a divided smoking room and intimate fireplace lounge and patio on the lower level, and a larger open room on the upper floor with an adjacent Cold Beer & Wine/Spirits store. The patrons wanted better food, more sports and an atmosphere that felt comfortable. With this in mind, Marilyn and her staff transform the pub’s décor for each new season. Christmas, Valentine’s, Spring themes, Halloween, the list goes on. “There’s always something special and something new happening,” explains Marilyn. Her 25 years in the retail food business taught her that merchandising, happy customers, new offerings and friendly staff all add up to profits.

 

Marilyn has also been involved with the BCLLRA as treasurer and is on a steering committee for the BCLC. In that capacity, she was helpful in creating new policies and promotions such as the recent fridge promotion. As the group pointed out, the BCLC fridge promotion was so much more successful than previous lottery promotions, in attracting and growing lottery programs for patrons in BC pubs and bars. So far, the steering committee for the BCLC has helped develop and refine programs that are starting to pay big dividends for both the pubs and the gaming commission.

 

Meanwhile, Marilyn’s pub, The Jolly Coachman, continues to succeed. This year’s Super Bowl party was sold out in early December. The Cold Beer & Wine Store continues to provide steady profits and ongoing growth. With little room to display Liquor, the store still maintains most of its profits through beer sales. Smart, clean merchandising has helped drive liquor and specialty sales optimizing every square foot of the licensed store. Well priced wines continue to provide strong returns per square foot and merchandising is the key. “Give them something new to see and present it in a nice way. They’ll buy.” says Marilyn. It’s clear that the hospitality industry is where Marilyn belongs. When asked what her plans were for the future and what advise she might impart on fellow Publicans, her reply was simple, “Be positive, treat staff like your family and realize that a smile goes a long way with both staff and guests. I should have done this 25 years ago,” she adds, with an infectious smile and an impish wink. We agree!