“We’re not as large in scale as the great luxury brands out there, but Alan saw this an opportunity to create a residential feel,” explains Bermingham. Then in Laguna and Deer Valley they’re even larger.”Īnother standout feature is that while all three Montage resorts are positioned as ultra-luxurious, they manage to deliver this in a subtle, almost casual way. “They’re also extraordinary in scope and scale – in Montage Beverly Hills the spa covers 19,000sq ft (1,765sq m) and is spread over two levels which is almost unheard of in an urban location. “Although they’re different from each other in design and architecture, all three spas are breathtakingly beautiful,” says Bermingham. At Laguna Beach, this means being positioned on a bluff overlooking the Pacific Ocean, while in Deer Valley you’ll be sitting in a hot tub looking down a valley with some of the most beautiful mountain scenery you’ll ever see. And I think Spa Montage is just a wonderful example of all of those brand attributes.”Īs each site has been purpose-built, Montage has had the opportunity – and luxury – of planning the spas into prime locations within the properties. “Our emphasis on luxury is different as we focus on the spirit of place and discovery so that even loyal guests find something new whether it’s a beach (summer), mountain (winter) or the urban excitement of Los Angeles. “This is a significant differentiator,” says Bermingham. Within that destination we want one of the top three locations, if not the single best.”Įach property is then a reflection of that location in its architecture, art, design, food, spa and services. Our selection criteria is that we want a Montage in proven luxury destinations where very high average rates are achieved. He’s turned down many more projects than he’s completed. “Montage is keenly focused on extraordinary destinations and great locations within those. He feels that site location is part of the group’s winning formula. “It was a wonderful opportunity to start a new company and brand,” says Bermingham. Then in 2002, Fuerstman approached Bermingham to take on the role of general manager at Montage’s first property in Laguna Beach. He went on to become opening vice-president of hotel operations for Mirage’s Beau Rivage in Biloxi, Mississippi and then general manager at the acclaimed Latham Hotel in Washington DC. He began his career at the Clarence Hotel in his hometown of Dublin, Ireland – “I worked for the summer and fell in love with the business”, he says – before working for Sheraton in London and transferring to North America.īermingham met Fuerstman at the St Regis, Houston where he was general manager and Fuerstman was an area manager for ITT Sheraton’s Luxury Collection. Having been in the hospitality industry for 28 years, Bermingham is no stranger to high-end hotels and has covered varied roles in F&B, rooms, operations and sales. So, what makes the resorts and company stand out and why are spas so crucial? It’s a worthwhile investment, according to Bermingham: “the spas generate millions in revenues and pretty extraordinary profitability levels too.” Meticulous thought has also gone into the development of Montage’s spas, including an ongoing, extensive 264-hour training programme for its therapists. Each resort has been built from the ground up to create a distinctive offer with spacious accommodation. The group’s growth has been purposefully slow and considered. It was set up by the 35-year hotel veteran Alan J Fuerstman, and a group of undisclosed investors, in 2002 to serve top tier affluent travellers. The management company part owns and operates three sites in the US – in Laguna Beach, California Deer Valley, Park City, Utah and Beverly Hills also in California. While having a spa is now a must for any high-end operator, for Montage it’s much more says the group’s vice-president James Bermingham: “We look at spas as being core to the fundamental beliefs and attributes of the brand.” Montage Hotels & Resorts is serious about spas. From Dublin, Ireland, Bermingham fell in love with the hospitality business after working at the city’s Clarence Hotel
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