Page 229 - The New Gold Standard

Aspire, Achieve, Teach
second home ownership without the time-draining responsibil-
ities that usually go along with owning property. For example,
at The Ritz-Carlton Golf Club & Spa, Jupiter, Florida, Club
members spend their vacation time just minutes away from
world-class shopping; water activities including yacht charters,
deep-sea fishing, and pristine beaches; several protected nature
preserves and parks; and Minor League baseball. Club members
enjoy exclusive dining privileges and can choose golf club mem-
bership in the Jack Nicklaus–designed Signature Golf Course
and The Ritz-Carlton Spa, both on site in the development.
By enhancing the customer experience to broader levels,
Ritz-Carlton heightens consumer loyalty in authentic ways. Bob
explains,“We’ve found that the real value for our Club members,
much more so than the value of real estate or the value of the
services offered, is found in the intrinsic and emotional benefits
of enhancing relationships within their family or within their
circle of influence. We use the term ‘legacy.’ Ritz-Carlton Club
members acknowledge that their membership anchors them to
the most important parts of their lives. It’s fulfilling for us to be
able to do something that delivers that depth of experience.”
James J. Creighton, Jr., M.D., owns memberships in Florida
and in Colorado. He explains how the Club concept not only
meets the lifestyle needs of his family but also exposes future
generations and friends to the Ritz-Carlton standards. “We
wanted a place where we could develop some traditions as a fam-
ily, such as going to play golf at certain times of the year in
Florida and going snow skiing in Colorado, and yet not be to-
tally anchored to that location. We have ownership, yet flexibil-
ity. We frequently go to St. Thomas, and we feel as at home in
St. Thomas as in Florida, thanks to the staff at the Ritz-Carlton
Club. Wherever we go in the world, the staff members welcome
us as if we owned that property. They make sure our favorite
food and drink are waiting for us when we arrive, and they know
our interest in particular leisure activities.” James adds, “We also
invite friends to stay with us and it’s very special to them as well.

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