Zaui Success Story: Toby Creek Adventures’ Growth Fueled by Zaui’s Streamlined Tourism Software

Case Study: Toby Creek Adventures’ Growth Fueled by Zaui’s Streamlined Tourism Software

At Toby Creek Adventures, nestled in the rugged beauty of Panorama, British Columbia, the thrill of snowmobiling, ATV tours, and now downhill mountain biking draws thousands of adventure-seekers annually. From humble beginnings with a single moose luring guests to a full-fledged operation serving more than 7,500 guests a year, the company has transformed over nearly three decades. In this case study, we dive into their journey, guided by General Manager Dean Daniele, who shows how Zaui’s reservation software has been crucial in scaling operations, boosting direct bookings, and enhancing guest experiences. With Zaui’s tools, Toby Creek has traded the chaos of the “hairdresser’s book” for seamless digital processes, paving the way for ambitious expansions like alpine mountain biking and a new campground.

From Moose to Mighty Operation: The Toby Creek Story

Toby Creek Adventures began almost 30 years ago when founder Scott Barsby, a diesel mechanic with a knack for seizing opportunities, overheard a conversation at a Panorama meeting about expanding tourism offerings. His father, Lyle, held a hunting tenure named Toby Creek Outfitters, and Scott saw potential in launching snowmobile tours. 

“He went out, bought four snowmobiles, and started running tours out of Panorama,” Dean recounts. The first year, 1996, was a bust—no guests showed up. But a lone moose hanging around a hay shed changed everything. “Scott was like, ‘You want to see a moose? Follow me!’ and drove them up to where it was walking distance from the start,” Dean laughs. That moose became the hook, and from those four sleds, the business grew.

By 1998, Scott leased private land, added ATV tours, and secured tenure for guided ridge tours. The business evolved under new ownership in 2021, with Dean and long-time guide Jason Smith AKA “Smitty” taking the helm as managers. 

Today, Toby Creek boasts a fleet of 60 snowmobiles, 16 guest ATVs, and a burgeoning mountain biking operation, with 7,500 guests annually and growing. “We’ve probably doubled numbers in the last four and a half years since COVID,” Dean notes, attributing much of this growth to operational efficiencies and a stronger digital presence.

The “Hairdresser’s Book” Nightmare: Life Before Zaui

Before Zaui, Toby Creek’s reservation process was a labor-intensive ordeal. Dean vividly describes the chaos: “We were using a software called Activity Engine, clunky and outdated. Bookings came through third-party emails with credit card numbers we’d manually input into a handheld Moneris machine.” 

The team relied on a physical “hairdresser’s book” to log reservations, scribbling names, credit card details, phone numbers, and notes like “one vegetarian” or “no insurance.” On busy days, with 40 guests stepping off a bus, checking in was a nightmare. “You’re flipping through the book, finding their receipt, trying to sell insurance—it was terrible,” Dean recalls. “Sometimes the card wouldn’t work, so you’d call back for another one. It was super labor-intensive.”

The process was prone to errors, with no reliable way to track guest history or confirm bookings. “If you needed to look up someone from two years ago, good luck,” Dean says. “The book went to the accountant after every season.” 

This manual system couldn’t keep up with growing demand, especially during peak Christmas periods when 36 to 48 snowmobiles sold out daily.

Zaui’s Game-Changing Impact

Enter Zaui in 2017, a turning point for Toby Creek. Dean, who joined in 2014 as a mechanic and later became a supervisor, was instrumental in pushing for a modern reservation system after experiencing smoother platforms during a trip to Australia. “I was stoked when we got Zaui,” he says. 

“It was night and day.” Zaui streamlined operations in several key ways:

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1. Seamless Online Booking and Zaui Connect

Zaui’s online booking platform transformed the guest experience. “Jumping on the website and booking straight through to the Zaui page is super straightforward,” Dean explains. Guests can now book ATV and snowmobile tours directly, with payments processed upfront, eliminating the uncertainty of no-shows. “Now we’ve got their money, we know they’re coming,” he says, noting a significant reduction in chargebacks. 

Zaui Connect also integrated third-party resellers in nearby areas like Banff, AB. “They book through their websites, and it comes straight to us,” Dean says.

2. Digital Waivers with Smartwaiver Integration

One of Zaui’s standout features is its Smartwaiver integration, which eliminates the chaos of paper waivers. “We had a 40-passenger bus show up, and you’re trying to check in 40 people plus others who drove, handling receipts and waivers,” Dean recalls. “Now, Zaui sends automated Smartwaiver links and text reminders. We can check 60 people in 15 minutes—it’s incredible.” The new owner, initially unfamiliar with tourism, greenlit digital waivers after legal approval, a move Dean credits for slashing check-in times and boosting efficiency.

3. Operational Clarity with Manifests and Insights

Zaui’s daily manifests are a lifeline for operations. “The manifest reads well—everything we need, like comments for little tidbits, is there,” Dean says. Guides can see bookings clearly, reducing errors from handwritten sheets. The Insights tool provides a quick snapshot of monthly performance, though Dean notes some figures are “a little skewed” and require tweaking for accuracy. Still, it’s a vast improvement over gut-based estimates from the hairdresser’s book era. “It’s hard to quantify, but the time saved from that ridiculous book and receipt process is insane,” he emphasizes.

4. Driving Direct Bookings and Guest Retention

Zaui has fueled a surge in direct bookings, thanks to a seamless website experience and improved marketing. “We’ve gotten better at marketing, social media, and guest experience,” Dean says. “If everything keeps improving—layout, check-in, gearing up—guests come back.” Toby Creek sees a strong return guest base, though Dean wishes Zaui had a tool to flag repeat visitors. “If we could flag return guests on the manifest, that’d be awesome,” he suggests.

The Future: Alpine Adventures and a Campground

Toby Creek’s growth trajectory is ambitious, with Zaui as the backbone. The company is expanding its mountain biking offerings, leveraging alpine trails for guided downhill tours. “We’ve got access to alpine trails that guys have been riding for years,” Dean says. “We’re working on a commercial product you can book with a shuttle.” This fall, they aim to finalize pricing and logistics, building on the success of hosting Trans BC, a multi-day biking event.

A potential campground is also on the horizon, with permitting underway for RV sites and cabins. “The owner wants a campground,” Dean says. “We’ve got areas out back scratched in for it.” This would complement winter snowmobiling and summer ATV and biking operations, keeping guests on-site longer. 

Zaui’s ability to handle combo bookings with partners like Kootenay River Runners (for rafting) and Valley Ziplines already streamlines multi-activity sales, and Dean sees potential for similar integrations with future shuttle partners.

The Zaui Difference: From Chaos to Confidence

“From the get-go, getting everything sold and organized online was great with Zaui,” he says. The shift from a manual, error-prone system to Zaui’s automated platform has saved countless hours, improved guest satisfaction, and supported Toby Creek’s doubling of guest numbers post-COVID. 

The Smartwaiver integration alone has slashed check-in times, while Zaui Connect allows third-party bookings to flow seamlessly. Despite some small challenges with mountain biking bookings and differentiating a few inventory items, Dean’s team leverages Zaui’s flexibility to keep operations smooth.

For Dean, the biggest win is the guest experience. “Meeting people from all over the world, seeing them have a great time, it’s awesome,” he says. With Zaui, Toby Creek Adventures has moved from chasing moose to chasing growth, ready to tackle alpine trails, campgrounds, and beyond—all while keeping the adventure alive.

Ready to streamline your tourism business like Toby Creek? Explore Zaui’s features at zaui.com.

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