Roger Knox - Vernon Morning Star Published: July 14, 2009 7:00 PM
Being called “the evil witch of money” by a staff member brings a smile to Catherine Lord’s face. It means, in her new role as manager of the historic O’Keefe Ranch, Lord is having an impact as she helps to make the facility more visible and fiscally responsible. “I took that as a compliment,” chuckled Lord, explaining to Vernon city council on Monday how she helped lower the ranch’s gas bills by co-ordinating trips to Armstrong and Vernon for supplies, rather than making numerous trips, which led to Lord relating the statement uttered in jest by a ranch staffer. Since beginning her role in mid-May, Lord told council the ranch entered the 2009 season with a three-part action plan which focused on accountability, taking action on a new marketing plan, and improving its community involvement and awareness. The ranch has implemented new cash control measures and purchasing procedures, the main one being that all expenditures must now be pre-approved. As for marketing, Lord said the ranch is upgrading its appearance, saying five students have been hired for the summer through various grants.“There are no vehicles in the heritage parking, the trees have been trimmed, and we’re working with Kal Tire to create a new entrance,” said Lord. “We’re looking to increase on-site signage.”
The ranch also plans to increase its on-site programming. Lord stated that a booth put up in downtown Vernon during the Sunshine Festival promoting the summer’s Cowboy Dinner Show at the ranch, has been a huge help. “The show happens every Friday night and we sold out this past Friday night,” said Lord. “We expect to sell out throughout the summer.” Stage coach rides are held every Sunday, and more events are planned for August, including shows put on by a group called Cariboo Buckaroo Theatre, which has worked with current ranch curator Ken Mather. Lord said one of the aims of the ranch is to make it like “a second Silver Star (Mountain Resort).”
“I don’t think it’s stressed enough and I’d like to see the ranch have a higher profile,” said Lord. “When people have guests, they take them to Silver Star. I’d like them to take their guests to Silver Star and O’Keefe Ranch.” When asked about admissions, Lord admitted that paid entries to the ranch are down. She believes that’s due to tourism overall in the Okanagan and B.C. being down, due to the poor economy, and for bus tours cancelling visits. The ranch will also undertake some capital projects this year, including upgrading its electrical components with monies acquired from grants; a water upgrade at the ranch is in progress; a new roof has been put on the saddle shop; board members donated their time and painted the saddleshop and pottery shop; and Kal Tire is donating the labour for the new front entrance.
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