Can-do concierge touts tourism

By Debra Gruszecki
The Desert Sun
December 25th, 2004

Brenda Verna doesn’t think of herself as a hero.

But her colleagues do.

As chief concierge of Renaissance Esmeralda Resort & Spa in Indian Wells, Verna makes sure visitors have a fun, memorable stay in Palm

 Springs desert resort communities.

With tourism contributing about $1 billion to the regional economy and serving roughly 3.5 million people a year, the way visitors are treated in the hotel, restaurant, entertainment and recreational industry is vital to tourism’s success.

Verna’s got nearly 16 years of memories recorded in a "little red book" to demonstrate the importance of her role. She’s helped with everything from whirlwind weddings to dentists who can be reached on Saturdays for a tooth-challenged guest, to stores where live worms can be bought for frantic, "Survivor"-themed party planners who’ve come up short.

"My philosophy is not to think about it,’’ Verna said. "Just do it!"

Verna’s code has earned her a "Five Star Concierge Award" from local publishers of the Austin, Texas-based publication Resort Information, which does business as "The Concierge Recommends."

Tim and Aggi Kuhn, who produce the local Resort Information edition, applauded Verna for her foresight and attention to detail while presenting the first-of-its-kind award in December.

Verna is founding president of Desert Resorts Concierge Association, an organization representing concierges at 37 major hotels and resorts in the desert, Tim Kuhn said. "She’s always getting new members to join and is always thinking of valleywide approaches to help make guests feel comfortable."

"She’s a pinnacle of success with regard to showing our guests what we have to offer them, and giving them a reason why they should come back," he added.

Verna credits repeat customers to a warm, straight-forward demeanor and her Rolodex.

"It’s the best in the valley,’’ she attests.

Kathleen Hudson, one of six on the Renaissance Esmeralda team of concierges, would vouch for that. The Rolodex is so complete, Hudson said, categories range from Alcoholics Anonymous numbers to ZIP codes.

"She’s personable, good-looking and runs a tight ship," Hudson said. "I’ve worked for her for 14 years, and never had a better boss."

Sarah Joseph, a concierge at Marriott’s Desert Springs Villas in Palm Desert, said Verna is informed about upcoming tourist venues and desert events. "She’s terrific because she’s on top of everything,’’ Joseph said, and she doesn’t mind sharing the information.

That fuels tourism, Joseph said.

The more every concierge knows, the better every property will perform, Verna said. "It’s important to think of ourselves as sisters and brothers; and not have competition between hotels."

To stay on top of the information curve, Verna pores through newspapers after a morning walk with her dog, Tashi, and clips out nuggets for tourists and guests. She goes to chamber of commerce meetings and street fairs.

As a member of Les Clefs d’Or Concierge, a worldwide, professional hotel concierge association, Verna’s been to conferences in the United States, Europe, New Zealand, Mexico, Canada and Brazil to get tips and build global networks for her VIP guests.

"When you’re a concierge, you weave your life into the lifestyle of others,’’ she said. "When you’re a concierge, you’re a concierge forever."