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To Download a PDF of This Article A Culture of Gracious Service An Interview with Alan J. Fuerstman, Founder and Chief Executive Offi cer, Montage Hotels & Resorts EDITORS’ NOTE Prior to launch- together to celebrate and enjoy one background in having operated spas for so ing Montage Hotels & Resorts, Alan another. many years within the properties I managed. Fuerstman was the Vice President Is there a consistent feel it’s an area where we can distinguish ourselves of Hotel Operations at Bellagio in throughout Montage properties, or as leaders in the industry. Spa Montage Laguna Las Vegas, Nevada. Previously, he is it about what works in a specifi c beach was actually the very fi rst mobil fi ve-star served as President and Managing locale? rated spa, and we continue to design and create Director of The Phoenician resort in Destination and location are es- exceptional spas and spa programming in every Scottsdale, Arizona, where he was sential. There will be a residential destination we’re developing. also responsible for ITT Sheraton’s aesthetic at each property refl ecting With the focus now on offerings like Luxury Collection properties, St. the lifestyle of each location as inter- express check-in/check-out and various in- Regis Aspen and St. Regis Houston, preted by Montage. We focus on great room gadgets, for Montage, is it challenging and all ITT Sheraton properties in attention to detail without the preten- to put all the technology in that’s needed Arizona. Before this, Fuerstman Alan J. Fuerstman tiousness or stuffi ness that used to be and not lose that personal service side? served as General Manager of the associated with old-style luxury. Technology is not a replacement for the El Conquistador Resort and Country Club in With challenges across all industries human touch, but it can complement the hu- Tucson, Arizona. He began his career with right now, especially in hospitality, how man touch beautifully. Montage Beverly Hills Marriott International. In 2007, Fuerstman diffi cult is the environment, and have you is a great example of where we have incred- received the award for Resort Executive of the had to rethink some of the future plans for ible Control4 technology in the guest rooms. Year from Ypartnership, the Hospitality Sales & expansion? We offer automated drapes and air-condition- Marketing Association International (HSMAI), Luxury hotels are not immune to eco- ing and you can control everything through and the University of Denver’s School of Hotel, nomic fl uctuations, but we’re located in some the television. Most importantly, guests value Restaurant & Tourism Management. He grad- of the most robust luxury markets. Great hotels the relationship with our staff and their per- uated with a Bachelor of Arts degree from have enduring qualities that will weather the sonal touch. Gettysburg College in Pennsylvania. economic cycles. I’m actually encouraged by What did you see in the market that the growth of our business. In Beverly Hills, made you feel there was an opportunity to COMPANY BRIEF Founded in 2002 by each month is getting better and better. Laguna build a brand like Montage? Alan Fuerstman, Montage Hotels & Resorts Beach has rebounded nicely, and we’re now When I started the company nine years (www.montagehotels.com) is a hotel and resort seeing our business levels dramatically up ago, the luxury landscape was being domi- management company designed to serve affl uent from where they were. Travel volume is down nated by Four Seasons and Ritz-Carlton, who travelers and homeowners. The company features for weekday business, so we have introduced were doing well but were getting large. I felt an artistic collection of distinctive hotels, resorts, value-added services, amenities, and packages, there was an opportunity to be at the ultra-lux- and residences in stunning settings that offer com- but we’re trying to avoid the deep discount- ury level with a niche that could compete very fortable elegance, a unique sense of place and ing that so many of the luxury operators have effectively if we stayed extremely focused on spirit, impeccable hospitality, and memorable cu- resorted to. premium locations and properties and built a linary, spa, and lifestyle experiences. The compa- From the development side going forward, culture of gracious service. With a great resort ny’s fl agship oceanfront resort, Montage Laguna our industry will see a slowdown in new devel- start in Laguna Beach and a great urban hotel Beach, was opened in the vibrant arts community opments. Montage is also likely to see oppor- in Beverly Hills, we are well positioned to be of Laguna Beach, California, in 2003; Montage tunities to acquire existing properties, and that in the top markets around the world, with a Beverly Hills, the company’s second hotel, opened should lead to additional growth opportunities new brand that resonates very well with the in Beverly Hills in 2008 and is the fi rst Gold for our brand. luxury traveler. LEED-certifi ed hotel and residences in Southern What is the approach to the food and Looking back to when you founded the California. Additional properties under develop- beverage product for Montage? company, has it been what you expected, ment include Montage Deer Valley in Park City, As a company, one of our great passions and from the beginning, did you know it Utah, scheduled to open in 2010, and an ocean- is food, and I’ve always thought that culinary would work? front resort and residences with championship golf and spas are two great ways to distinguish our I was very confi dent starting Montage, but it course coming soon to Cabo San Lucas, Mexico. brand. We have been able to lead the market in has exceeded my expectations in how powerful food and beverage in Laguna Beach with our and recognizable the brand has become. What What is the focus for the Montage Hotels & signature restaurant, Studio, and we are very I’m most proud of is the connection Montage has Resorts brand? proud of the strength we have in our restaurants made with our guests, how passionate they have Montage is focused on operating the fi n- at Montage Beverly Hills. become about our hotels and the incredible effort est hotels & resorts in luxury markets around Are you partnering in the spa area or made by our staff on a daily basis.• the globe. We aspire to be the enduring places running that independently? where families create traditions, where busi- Managing spas is one of our real core Montage Beverly Hills (top ]left); Montage Laguna Beach (top and ness is conducted, and where generations come competencies, in part because of my personal bottom right) 144 LEADERS POSTED WITH PERMISSION. COPYRIGHT © 2010 LEADERS MAGAZINE, INC. VOLUME 33, NUMBER 1.
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