California B&B eyeing an unusual target market: the unemployed

Posted on Thu Mar 26 2009

MacCallum_House_Evening copy

Heard about the Reemployment Act of 2009? It's actually not part of the recently passed economic stimulus plan (though maybe it should be). It's the latest marketing gambit from California's MacCallum House Inn & Restaurant, an historic, cliff-top mansion in Mendocino with a Pacific view. When you're a swish bed and breakfast with rooms that go for up to $500 a night, a 10.5% statewide unemployment rate is not exactly going to help hurl customers at your door. But a few weeks ago, public relations director Jude Lutge decided that maybe it could. Her "Reemployment Act" offer gave the first 15 callers who could prove they've lost their jobs in the last six months a free room, plus admission to a job-networking party that'll be attended by recruiters from top IT firms, including Google. "People really jumped on it," Lutge says of her 30 bookings. The job party is tonight (Thursday), and Lutge hopes it'll bring relief from what she terms "freakoutnomics." In case not, well, fortunately an ocean view stays lovely even when the economy sucks. Photo: John Birchard.

—Posted by Robert Klara


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