PONTE VEDRA BEACH, FL—Imagine, if you will, having someone to take care of your every need and whim. No, it’s not your mother, although she might be high on the list. With a keen sense of propriety, grace and execution, butlers are en vogue again and they are popping up at luxury brands, such as The Ritz-Carlton, The Mandarin Oriental and others.
For one resort in particular, the introduction of butlers is more about ushering in a higher level of personalized service and that “wow” factor consumers crave when traveling. The Sawgrass Marriott Golf Resort & Spa, set here on 65 acres featuring a spa, four pools and various indoor and outdoor dining options, has recently launched its new Butler-Serviced Wing as part of an elegant expansion and refresh of the property.
“We’d been forming this building and the first phase was $23 million over two-and-a-half years, with $48 million infused into an iconic building known for world-class golf. We also carved out money for a completely different room product—31 rooms and suites—with different offerings as well,” said Dan McCarron, director of sales and marketing for the Sawgrass Marriott Golf Resort & Spa.
Guests who book the Butler-Serviced Wing will receive numerous perks such as separate check-in, twice-daily housekeeping and turn-down service, a guest parlor area called the Living Room, which will be stocked with snacks, beer and wine. And, most notably, there is an attentive, efficient and unflappable butler trained in the proper classical tradition of customer service.
“Ponte Vedra is a rich community. There is this air of exclusivity when you come to visit. When we did focus groups, we found they wanted that experience but didn’t want to feel badly if their child is running down the hall and they want kids’ activities,” said McCarron. “We want to be considered approachable and for guests to know there is a welcoming feel to it, being close to Georgia and in Florida.”
The resort-wide renovation includes new features such as the Mighty Oaks kids’ room named after 200-year-old Oak trees that sit on 65 acres of Audubon-rated grounds and the Surf Stream, which is a surfing simulator.
“We’re the first ones to have the Surf Stream in the continental U.S. Guests of the Butler-Serviced Wing receive first swipe at the Surf Stream or a one-on-one with our recreation staff for kids. There will be a soft launch for that in November and a big launch in January,” said McCarron.
Butlers at the Sawgrass Marriott are the cream of the crop, according to McCarron, as these associates have gone through a rigorous vetting process. The hotel team looked at staff who’ve earned accolades or awards, such as Brilliant Host of the Quarter, and all of that is taken into consideration. Selected associates at the hotel will be leaving their current post to join the ranks of a special group of highly skilled individuals dedicated to enhancing the guest experience.
Upon hiring, the new butlers will be outfitted in full regalia from retailer Macy’s. Think: straight lines featuring some shades of gray, with scarfs and handkerchiefs that blend with the decor of the room, McCarron noted.
“It’s more modern, straight-lines clean and very trendy. We did that because the rooms are residential feeling and modern, as is the Living Room [where the butlers will be stationed]. We wanted to have someone who would blend well and be appropriately attired to take care of individuals in that wing,” he said.
A traveler’s first encounter with the butler occurs once the reservation is made. The butler will begin the process of getting to know the guest, including identifying rewards members and repeat visitors. They will also coordinate transportation arrangements—by helicopter charter or car—and upon arrival, the butler is already stationed to greet guests in the driveway with an iPad for ease of check-in.
McCarron noted the butlers are trained to be professional, yet cordial and conversational. “As the bellman is carrying bags, the butler is catching up with the guest and sharing privileges on their behalf. They take the room key and enter into a frosted glass door. In there, guests are welcomed into the Living Room and the butler will discuss the stay’s itinerary or offer them something to eat,” he said. “There are some guests who just want to run up to the room. We have all of these touchpoints to make sure they feel well-cared for upon arrival or when they make a reservation.”
With the Butler-Serviced Wing, the Sawgrass Marriott aims to provide a unique feature that just might leave its mark as the highlight of a guest’s stay. “It’s the overall experience and some guests want to come to that wing and want the exclusivity of staying here and others want the experience. Many guests want to go out and explore the destination, our spa and beach—and this is a gateway to have all that planned for you,” he said. “Whether you want a ‘workcation’ or have a great deal of time, it can be overwhelming to plan it all. Our butlers can tailor whatever you want the trip to look like and with our resources as a destination resort.”
—Corris Little