Page 28 - AAA Magazine – AAA Ohio Auto Club – September 2018

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The ‘Un-Googleable’
The Secret Life of a Four Diamond Concierge By Barbara Wayman
The Ritz-Carlton, Cleveland’s Will Jones and Emilia Brasacchio.
Four Diamond hotels are not exactly ubiquitous in Ohio. According to Joe Savarise, executive director of the Ohio Hotel & Lodging Association, there are approximately 1,500 licensed hotel and lodging properties within the state. But only 19 of them have attained elite AAA Four Diamond status. They’re the top 1 percent.
What makes a Four Diamond hotel so special? Certainly luxurious appointments, impressive architecture and extensive amenities play a role. But in the end, it all comes down to the guest experience.
That’s something The Ritz-Carlton, Cleveland understands completely. “We place the genuine care and comfort of our guests above all else,” said Director of Sales and Marketing Lynn Coletto. “Our concierges are on the front lines of helping us meet and exceed our guests’ wishes.”
Emilia Brasacchio spent nearly 10 years as concierge at the property before moving into her current position as sales and events coordinator. “What I loved best about the job was getting to know our guests. They tell you their story and you tell them your story. It goes beyond being just an ambassador of the city because you set the stage for what their days are going to be like. You make a real difference,” she said.
Anyone can pull up a web page and discover things to do, but Four Diamond concierges know the newest and
most special places that perfectly fit a guest’s interests and can recommend them with poise and confidence.
“We call it the ‘un-Googleable,’” said General Manager Yael Ron. “It’s helping people discover what they never knew existed to really showcase this wonderful city in a personal way. We empower
our team to help create unique and memorable experiences, whether it’s a special occasion or just the perfect small gesture.”
Throughout the day, the hotel’s concierges are
often on the go, chatting with guests, arranging special requests and problem-solving. Asked his favorite on-the- job memory, Guest Relations Coordinator Will Jones says it involved a couple celebrating their 20th anniversary. The husband requested help in making their stay memorable, so Jones coordinated special touches throughout their night themed to the number 20, including balloons in the room and rose petal designs on the bed. “The wife was so excited. It was emotional. We took pictures and I still have them in my phone,” he said.
According to Jones and Brasacchio, when you’re a concierge, lines between the personal and professional tend to blur. Holding doors open, planning birthdays and anticipating others’ needs tend to become routine habits, not saved for time on the clock.
“Just in the hospitality industry in general, you can’t fake it. It has to be part of who you are,” said Brasacchio. “The concierge job is a great role to play because it forces you to pay attention and really listen.”
For Jones, it’s the personal connections that tend to drive him. “When I wake up, I think, ‘Who am I going to meet today? Who am I going to make smile?’ Because I never know what to expect. I love that you find out they’re an artist like you or they’re from Cleveland like you. I love those moments,” said Jones.
The Ritz-Carlton, Cleveland can boast sweeping views of Lake Erie and a gorgeous interior, thanks to a recent major renovation. But in the end, it comes down to the little things. Said Ron, “Luxury is about how you make people feel.”
Barbara Wayman is a regular contributor from Dublin, Ohio.
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