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Letter to the editor

How one Ritz-Carlton goes over the top

Some would say the extraordinary service may be over-the-top.

By Steve Huettel
Published February 10, 2008

A Ritz-Carlton Sarasota suite. The Tampa plan met skepticism from hotel and real estate veterans, doubtful about condo sales and the Rocky Point site's suitability.
	[Ritz-Carlton]

Conventioneers in dark suits rush across the marble entryway inlaid with a neoclassical design. Guests sipping afternoon tea in the lobby lounge can admire 19th century oil landscapes, part of the half-million-dollar art collection.

But what sets apart the Ritz-Carlton Sarasota and others carrying the brand is over-the-top, some might say excessive, pampering. Think dog massages, helicopter rentals and trips to Wild Oats to fetch cookies for the Club Lounge guest with a gluten allergy.

Around noon one recent day, a uniformed lobby ambassador greeted each guest checking in at the front desk. He rushed back with bottled water, flutes of champagne and Oshibori, a chilled damp hand towel, on a silver tray.

Each employee carries a wallet-size card with the Ritz-Carlton's three steps of service:

1 A warm and sincere greeting. Use the customer's name.

2) Anticipation and fulfillment of each customer's needs.

3) Fond farewell. Give a warm goodbye and use the guest's name.

For event concierge Maria Perez, the fulfillment can be hard to anticipate. At the Members Beach Club on Lido Beach one day, a customer wanted to propose to his ex-wife.

Would she arrange for a banner reading "I'm Sorry. I Love You Forever"? Towed by a plane flying down the beach at sunset? Today? Perez also hired the two guitar players to serenade them with flamenco music at dinner. The ex said yes.

Nearly a dozen concierges - in the lobby, the Club Lounge, Beach Club and condo tower to name a few - can be on duty at any time. Room service, the laundry and pastry kitchen run around the clock.

Costs add up quickly, the main reasonfew brands choose to play in the luxury market.

Published rates range from $359 for a standard room off-season to the $5,000-per-night Presidential Suite. Bosses like Darlene Davidson are always on the prowl for new revenue opportunities. A handwritten note on her February office calendar: Leap Year! 1 Extra Day to Bring in $$).

She oversees the Members Spa Club, which has a menu of three dozen massages, facials and hydrotherapy sessions performed in 16 treatment rooms. Her spa offerings aren't species-specific. Davidson recently added 60-minute dog massages - in guest rooms only - for $130.

The $350 "Paw Package" also includes an owner's massage lesson, vigorous dog walk across the nearby Ringling Bridge, nail buffing and an organic gourmet stew delivered by room service. Next on her agenda: Ritz-Carlton dog robes.

Staff Writer Steve Huettel can be reached at huettel@sptimes.com or 813-226-3384.

[Last modified February 8, 2008, 13:12:31]