Page 253 - The New Gold Standard

Sustainability and Stewardship
children, and environmental conservation). Since these themes
emerged from existing frontline efforts rather than from a cor-
porately driven business need, the Community Footprints pro-
gram was met with enthusiasm.
To further encourage initiative while maintaining integra-
tion throughout all properties, corporate leadership tasks each
hotel to develop its own annual Community Footprints plan.
Leadership then helps hotel staff measure progress against their
locally defined objectives. Representatives at the corporate level
raise the profile of Community Footprints through internal mes-
saging and by sharpening the strategic focus placed on the
program. By dedicating human and capital resources and coor-
dinating engagement across all Ritz-Carlton properties, efficien-
cies of scale are achieved and the impact of philanthropic efforts
is maximized.
As a result of measuring the impact of these programs, Ritz-
Carlton is able to quantify the value of volunteer hours and
product donations made to nonprofit organizations, as well as
direct monetary contributions. For example, in 2007, The Ritz-
Carlton Hotel Company contributed approximately $7.4 mil-
lion in products, services, and donations, and the Ladies and
Gentlemen logged over 40,000 hours of charitable work. Sue
Stephenson, vice president of Community Footprints, under-
stands how the structured focus of the Community Footprints
program helps guide difficult choices involved in community
partnerships. “There are so many wonderful causes that tug at
the heart. At our hotel in Naples, for example, we probably re-
ceive 50 requests a week for in-kind donations from charitable
organizations. The priorities we have set in the Community
Footprints program help our hotel staff focus on delivering max-
imum impact.
“The Naples hotel is the prime founding sponsor of the
NaplesWinterWineFestival.We donate the food and all of the la-
bor for the three-day event. In seven years the festival has raised
over $45 million to the benefit of 29 children’s charities in

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