INTERVIEW
James Bermingham
Investing heavily in therapist training has paid off for Montage Hotels & Resorts which operates three ultra-luxury properties in the US. We talk to the group’s vice-president
KATIE BARNES » MANAGING EDITOR » SPA BUSINESS M
ontage Hotels & Resorts is seri- ous about spas. 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.” Te 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. It was set up by the 35-year hotel veteran Alan J Fuerstman, and a group of undisclosed inves- tors, in 2002 to serve top tier affluent travellers. Te group’s growth has been purposefully slow and considered. Each resort has been built from the ground up to create a distinctive offer with spacious accommodation. Meticulous thought has also gone into the
development of Montage’s spas, including an ongoing, extensive 264-hour training pro- gramme for its therapists. It’s a worthwhile
investment, according to Bermingham: “the spas generate millions in revenues and pretty extraordinary profitability levels too.” So, what makes the resorts and company stand out and why are spas so crucial?
PRIME LOCATION 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. He began his career at the Clarence Hotel in his home- town of Dublin, Ireland – “I worked for the summer and fell in love with the business”, he says – before working for Sheraton in Lon- don and transferring to North America. Bermingham met Fuerstman at the St
Regis, Houston where he was general man- ager and Fuerstman was an area manager for ITT Sheraton’s Luxury Collection. He went on to become opening vice-president of hotel operations for Mirage’s Beau Rivage in Biloxi, Mississippi and then general
From Dublin, Ireland, Bermingham fell in love with the hospitality business after working at the city’s Clarence Hotel
manager at the acclaimed Latham Hotel in Washington DC. Ten in 2002, Fuerstman approached Bermingham to take on the role of general manager at Montage’s first prop- erty in Laguna Beach. “It was a wonderful opportunity to start a new company and brand,” says Bermingham. He feels that site location is part of the
group’s winning formula. “Montage is keenly focused on extraordinary destinations and great locations within those. Alan [Fuerst- man] is very disciplined and patient. He’s turned down many more projects than he’s completed. Our selection criteria is that we want a Montage in proven luxury destinations where very high average rates are achieved. Within that destination we want one of the top three locations, if not the single best.” Each property is then a reflection of that
Spa Montage Deer Valley covers 35,000sq ft (inside and out) and is the biggest overall 28 Read Spa Business online
spabusiness.com / digital
location in its architecture, art, design, food, spa and services. “Tis is a significant differ- entiator,” says Bermingham. “Our emphasis on luxury is different as we focus on the spirit of place and discovery so that even
SPA BUSINESS 3 2012 ©Cybertrek 2012
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