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One of the country’s most fascinating and unique businesses has set its sights squarely on tourism.
Iceculture, based in Hensall, grew out of a hobby in the 1980s to become a multi-million dollar business catering to the upper echelon of party-goers, but when the recession hit in 2008, owners were forced to re-evaluate the business’s position in the world.
“We had to re-evaluate our situation. Tourism took a big hit,” says vice-president and founder Julian Bayley.
Ice production was reduced, Bayley says, and the staff was cut in half (from 50 employees down to 25), but through the tough times, Iceculture was able to reinvent itself as a premier tourism magnet for Huron County.
“We increased plant tours and that developed into a new revenue stream,” Bayley says. When Stops Along The Way spoke with Bayley, he was in the middle of two bus tours from Toronto after hosting two similar bus tours just the previous day.
“It’s quite an educational tour,” Bayley said, “and we’ve had no complaints.”
Bayley says the vast majority of those who come through Iceculture for a tour have heard about ice lounges before, but have never seen one with their own eyes.
He says the small-scale ice lounge at Iceculture now gives the business a bit of a “track record” to build on as they go forward.
Iceculture has offered tours before, but it was not the business’s main focus as it is now.
The newly-developed tours last between 90 and 120 minutes, Bayley says, and they include a plant tour, time in the plant’s sample ice lounge and conclude with a 40-minute presentation by Bayley himself. Enhanced tours include an ice-carving demonstration by one of Iceculture’s carvers. Tours cost approximately $14 per person (based on the size of the group).
Iceculture is still producing magnificent ice sculptures and ice lounge experiences for locations all over the world, but with the tough economic times in the U.S., the international market has been where Iceculture receives most of its requests from now.
“We’ve lost a lot of our American business; well it wasn’t taken from us, it just isn’t there,” Bayley says, “but we’re getting a lot now from Asia and the Middle East.”
Recently, Bayley says, Iceculture
has completed three major projects in India and even one in Greece, despite that country’s current economic turmoil.
Bayley says the company’s reinvention of itself has helped Iceculture to become a more “solid” company. The move to tourism, however, and the success that has come along with it, tells him that he’s been on the right path all along.
“It’s very encouraging,” he says. “For a long time people were telling us that [tours and a display lounge] were a good idea, but no one could back it up with facts and figures.”
Years ago Bayley had planned to open Nine Below Zero, which would be an immersive ice lounge experience featuring a full-sized ice lounge and eye-dazzling sculptures.
The project, however, had to be shelved for several years due to construction hold-ups and then semi-permanently after the 2008 recession.
However, with the success of Iceculture tours in recent years, Bayley says he hopes the project will soon become a reality, though he doesn’t have a definite timeline. He says the majority of the work has been done and the money has been spent, it’s just a matter of timing the construction and launch correctly to take advantage of tourism opportunities.
Bayley says the foundation has been built, as many of the people who tour the plant say they’ll be back again.
Iceculture asks that groups contact the company for tours, as they require confirmation of the group’s size seven days in advance of the tour.
A basic tour for one to six people will costs a flat rate of $60, which includes a plant tour and a visit to Iceculture’s “Experience Ice” Lounge. An enhanced tour costs a flat rate of $100 and includes a video presentation, in addition to the aforementioned experience.
The same enhanced tour for seven to 24 guests will cost $14 per person.
A deluxe tour for over 25 people will cost $12 per person and includes a plant tour, a visit to the Iceculture “Experience Ice” Lounge, a video presentation and a carving demonstration by one of the company’s carvers.
For more information on Iceculture, its tours or availability, call 519-262-3500, or toll-free 1-888-251-9967 or visit them at www.iceculture.com
ICECULTURE – ONE COOL HUROKN COUNTY ATTRACTION
One of the country’s most fascinating and unique businesses has set its sights squarely on tourism.
Iceculture, based in Hensall, grew out of a hobby in the 1980s to become a multi-million dollar business catering to the upper echelon of party-goers, but when the recession hit in 2008, owners were forced to re-evaluate the business’s position in the world.
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