Today we’d like to introduce you to Sheryl Shafer.
Sheryl, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
Sometimes, life comes in stages. In my growing up years, my family moved frequently because my father was a pilot in the Air Force. The “middle stage” included raising two children; traveling with them extensively to expose them to life outside of Boulder, Colorado; and working in the education field and as a freelance editor and writer. The current stage began when my youngest child was successfully engaged in college and my husband, Dr. Brian DeToy, retired from the US Army where, in his final position at West Point, he had been a university history professor. The consistent thread through all of life’s stages is that I have always loved exploring new places. The time was right for a new adventure!
My husband and I share an enthusiasm for travel, history and cultures in different parts of the world, and as a professional historian, he had developed a skill set in leading groups on historical tours. A college friend of mine asked us if we would put together a trip for the 70th commemoration of the Normandy D-Day invasion. We had been thinking of this as a second career and the impetus put us on that path. We took our first group of 28 guests on this trip in June 2014 as a trial run to see if we enjoyed the process/experience and to see if we worked well together 24/7. It was a smashing success, Essential History Expeditions was born, and we have never looked back!
Our business has grown each year and we are as busy as we wish to be, taking hundreds of guests on amazing experiential learning expeditions worldwide. We now run life-changing trips to Vietnam, South Africa, Cuba and Greece-Turkey in addition to those in western Europe and all over the US. Our trips focusing on the Americans in World War I as well as the D-Day Normandy invasion from the preparation in England to the Normandy beaches to the liberation of Paris have been particularly in demand. Some of our groups are open to the general public, some are exclusive high-end private tours, and some are in conjunction with university students and alumni.
We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
As a small business without a local base since we run tours worldwide, building the clientele the first couple of years was a challenge. However, folks who joined our tours loved the experience and shared with their friends and family and many also joined us for additional trips themselves. We have continued to grow and are most pleased that our “return guest” dynamic is approximately 35 percent. We feel this is a great testament to the quality of our tours!
A second challenge continues to be marketing through technology. We have a great website, which I have learned to maintain, but internet searches favor large companies that can invest in advertising rather than small homegrown businesses. But I have learned a tremendous amount about running the marketing and technology side of our business!
So, as you know, we’re impressed with Essential History Expeditions – tell our readers more, for example what you’re most proud of as a company and what sets you apart from others.
Essential History Expeditions develop, coordinates and conduct vibrant and memorable historical tours and cultural expeditions to worldwide locations to educate and inspire guests. Our tours take guests to iconic and historic destinations worldwide where they experience not only the culture of the location but also gain an understanding of the history and events that have shaped it.
My husband and I lead each of these immersive, all-inclusive tours as an expert historian and travel planner team, ensuring a personalized, rewarding and enriching vacation. Our goal is not to run many tours per year but, instead, to focus on a few highly crafted tours with engaging guests. We truly value the friendships we develop with guests in seminal locations around the world!
Numerous tour companies focus on battlefield and historic city tours. Depending on the intent of the guest and what they hope to gain from the experience, many of these companies may prove eminently suitable and even cost less than an EHE expedition. In fact, the Essential History experience is not for everyone. It is an investment in time and energy, make no doubt. EHE guests are active participants as we subscribe fully to the Benjamin Franklin quote “Tell me and I forget. Teach me and I learn. Involve me and I remember.” EHE promises a rewarding, enriching encounter that will resonate for a lifetime.
EHE is known for its high quality in the complete experience – education, immersion, lodgings and meals, and personal growth. We are most proud of the fact that approximately 35 percent of the people who have traveled with us once have traveled with us on multiple journeys with several having been on five different trips! For us, that is a testament that we are providing an experience that resonates.
Our tour offerings have included South Africa with a focus on Mandela and natural beauty; Vietnam culture and the war; Cuba in all its beauty and complexities; Scotland and the Highlands; Prague history and culture; Americans in WWI in the gorgeous champagne region of France; WWII with a focus on D-Day preparation in England, the Normandy beaches and the liberation of Paris; the Battle of the Bulge; Civil War with a focus on Antietam and Gettysburg, American Revolution with a focus on West Point and Saratoga, and Philadelphia, New York City and Boston; Pearl Harbor anniversary commemorations; and the rich centuries of history and culture of Greece and Turkey. Many of our trips also include cathedrals, castles, wine regions and tastings, cooking classes, theater and concert experiences, and gorgeous beaches – and South Africa includes an amazing safari.
Perhaps the best way to describe our tours is to quote a previous guest, who has since become a wonderful friend: “I would not, ever, take a history-focused trip with anyone else! Brian is a walking encyclopedia, and Sheryl the most competent and caring person I know. Having worked with them for several years now on several trips, I can say without reservation that they are THE BEST and we will be happily planning and taking more trips with them in years to come!”
So, what’s next? Any big plans?
We continue to expand the locations in which we take our guests. For example, we are currently planning a WWII and Cold War-focused trip in Eastern Europe, including Warsaw, Krakow, Prague, Munich and Berlin. Doing the preparatory work in reconnaissance of hotels, restaurants, etc is one of our favorite times to spend together as a couple, exploring and immersing ourselves in planning an amazing adventure for our guests. We are also excited to continue to expand our reach into the university travel sphere as this allows us to impact young people in a direct, emotional context. We are currently working with seven university programs and this is a rewarding aspect of our business.
We are not looking at any major changes in our model right now. We feel very fortunate at this point to see our business sustain and thrive in a competitive travel market. Again, we feel this is testament to the quality of what we offer the savvy traveler.
- WWII D-Day: England-Normandy-Paris: May 1-9, 2020; $4,650 per person, double occupancy
- South Africa: Through the Prism of Mandela: June 17-25, 2021; $4,750 per person, double occupancy
- Ancient World: Greece & Turkey: September 12-21, 2021; $5,445 per person, double occupancy;
- Pearl Harbor 80th & Hawaii: December 2-8, 2021; $4,950 per person, double occupancy
- Website: https://www.historyexp.com/
- Phone: 303.517.9676
- Email: firstname.lastname@example.org
- Instagram: https://www.instagram.com/history_exp/
- Facebook: https://www.facebook.com/essentialhistoryexpeditions/?ref=aymt_homepage_panel
- Yelp: https://www.yelp.com/biz/essential-history-expeditions-boulder