“When I came here in 2003 my daily work uniform was a suit and tie. Now that life is much more informal, a polo shirt is my on-the-job look,” says Mark Vinciguerra, managing director of The Phoenician, a Luxury Collection Resort, Scottsdale, Arizona.
In 1988, financier Charles Keating had spent over US$300 million constructing a resort on 250 acres that had previously held the Jokake Inn and Elizabeth Arden’s Main Chance Spa. Keating’s masterpiece had 604 bedrooms and 132 casitas, nine Steinway grand pianos and a lobby dominated by a 24-carat gold dome, lavishly decorated with Carrera marble from Italy.
“When it opened the hotel was truly iconic, and they promoted that marble. They knew luxury travelers were looking for tangible features, with more formality,” Vinciguerra explained.
It is not only his own sartorial appearance that has changed. The resort’s current owners, Host Hotels & Resorts, has just finished a complete new-look, mostly by Parker-Torres Design, with today’s key-count of 643 bedrooms done by Wimberly Interiors, part of WATG. Now the whole effect is light and bright.
“Design is much more modern, even for luxury,” Vinciguerra continued. “And another big change is that today’s guests want great experiences, and they will pay for them. And of course they want to take pictures.”
The Phoenician has almost been re-designed with selfies in mind: recent enhancements include a brand-new two-floor Athletics Club, a re-designed spa and a top-class, 18-hole Phil Smith golf course that replaces three old lesser-level nine-holers. There are pools galore, and an indoor-outdoor Midwest-themed casual dining outlet where a photogenic hawk, on its handler’s arm, just happens to call by at breakfast.
“Sixty percent of our business is groups, staying on average 3.5 nights. Of the remaining 40%, which has two-night average stay, at least 70% is domestic and the fastest growing segment is millennials with children,” Vinciguerra said. “My own 10-year-old daughter is my best critic and she has definite ideas what she likes – she tells her friends about super service.”
While daily entry to the resort’s Funicians Club, for 5- to 12 year olds, is US$95 a day, during adult meal times the club is included free in rooms’ daily US$35 resort fee, which also covers WiFi, plus, for any age including adults, two hours’ free biking, tennis and yoga.
“We follow Marriott’s guidelines for childcare, and we also adhere to Forbes Travel Guide standards. All the staff know that if we cater to kids their parents will be happy,” Vinciguerra added.
The staff head-count peaks at 1,000 during high season. An amazing 57% of that number have notched up at least 10 years and, said the MD with pride, several have been here since the resort opened. “Our service has always been fantastic and in the past wherever you turned you saw a lot of staff waiting to take care of you. Now the layout is more efficient, but the effect still remains top notch,” declared the long-staying MD. “Everybody, experienced or newcomer, has passion, although I must admit new hires seem to want to move more regularly”.
Vinciguerra speaks to all new hires at orientation, and thanks them. “I know they have so much choice. I share some of the pointers from our hotel creed, say the need to anticipate and to personalize, which are of course interlinked.”
Vinciguerra remembers his own career beginnings in Chicago. “I was right out of the University of Dayton with a degree in Business Administration and Management when an opportunity arose out of the blue. I entered an industry that has led to this decades-long journey that allows me to follow my own passion for innovating the guest experience.”