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A Vision of Heart: The Revival of Innisbrook Resort
By Nancy Croft Baker "Success comes from loving life and daring to live it." - Maya Angelou  It was a mixture of nervousness and excitement for the employees of Innisbrook Golf Resort in July 2007 as all 600 packed into the grand ballroom for a big announcement. The aging property had been a premiere golf destination in its heyday but had fallen on hard times over the last 20 years. In fact, says Managing Director Lloyd Williams, Innisbrook was precariously close to closing its gates when employees learned that Middleburg-based Salamander Hospitality was taking over the resort. But they had no idea what was in store. Dynamic Loudoun resident and Salamander Hospitality CEO Sheila C. Johnson took the podium to share her plans to invest more than $26 million and bring Innisbrook back to its glory days. "You could see tears in the eyes of employees," recalls Prem Devadas, president of Salamander Hospitality. A bulldozer was already positioned on the Island Course to begin the extensive renovation program. "As soon as the money transferred to close the sale that day, Sheila was on a radio to the bulldozer to break ground. It was very dramatic." The drama, however, was not for show but to demonstrate Salamander Hospitality's commitment to investing in dying resorts that deserve new life. "While Sheila has an extraordinary sense of taste, it's not about the typical trappings of glitz and glamour," Devadas explains. "It's about creating an elegant and comfortable environment that delivers what we believe really matters to people, like great service and creating lasting memories." Welcome to the new Innisbrook Golf and Spa Resort near St. Petersburg, Florida. It's one of three luxury resort properties in Salamander Hospitality's growing portfolio. Stretching across 900 acres, the property is considered a nature sanctuary in the middle of congested South Florida. The ambitious restoration also has been an economic jump-start to the hard-hit communities of Tampa, St. Petersburg and Clearwater -- and to the resort employees as well.
"When Salamander Hospitality took over, I decided right then and there that I wanted to build my career at Innisbrook," says Marina Baronas, a recent immigrant from Russia who worked the winter months as a server at the resort's restaurants and the summer months managing a hotel in Maine. "I was so impressed with Ms. Johnson's vision and determination to bring the resort back to life." The resort owners were impressed with Baronas, too, promoting her quickly to manager of its new Packard's Steakhouse and then general manager. Baronas now serves as director of restaurants for the resort. "I just needed a chance to shine," she says.
There are dozens of stories like Marina's at Innisbrook, which is what drew Johnson to the resort in the first place, Devadas says. "The property had really great bones, despite its lackluster state, but what really attracted Sheila Johnson to Innisbrook were the people, many of whom have been there for more than 20 years." People like bellman Greg Ratza, whose contagious smile has consistently charmed guests since the early 1970s; Cindy Ames, who has been the go-to executive assistant for answers to any question for 27 years; and bellman Dean Mugainis, who holds everyone accountable for providing exemplary customer service. "It's one thing to take pride in your own work, but Dean takes pride in everyone's work at the resort," chuckles Williams. "Our staff has always been the backbone of the resort, always smiling, friendly and eager to get Innisbrook back on the map."
That rare personal pride among employees, as well as Sheila Johnson's impeccable attention to every detail, makes Innisbrook an exceptional destination for the whole family. As Innisbrook celebrates its 40th anniversary as a premiere golf -- and now spa -- destination, join us as we walk through the sites and surprises of the resort through the eyes of its employees, guests and members.
Zen on the Golf Course
 To truly understand the magnitude of Innisbrook's rebirth, "you first need to understand that with Sheila, everything is personal," Devadas explains. From the employees to the vendors to the hand-made tiles in the spa to the pumps on the green, Johnson takes personal pride in bringing out the best in everyone and making the most of the natural environment.
That natural environment is breathtakingly evident on Innisbrook's four championship golf courses. Designed by noted golf course architect E. Lawrence "Larry" Packard, who at 97 still lives in one of the resort's condos, the links feature dramatic elevation changes, unusually abundant woodlands and enough water to both soothe and vex the average duffer. "When you're on the course, you feel like you're a million miles away," says one golfer. "There's not a house or a building in sight." Making the most of nature and course architecture has been key to winning pro golfers back to Innisbrook.
"Sheila Johnson was true to her word about recreating premiere courses to attract the PGA and LPGA back to Innisbrook," says Director of Golf Rodney Green, who was the head pro at two Disney World courses prior to joining Innisbrook. The PGA Transitions Championship, televised by NBC in March (with proceeds from ticket sales benefiting local charities through the Birdies for Tampa Bay Charities program) is already scheduled to return to Innisbrook next spring. And the LPGA Legends Tour will return for a second time in November. It attracts female golf greats such as Nancy Lopez and Jan Stephenson to Innisbrook for a televised two-day professional competition, pro-am and community outreach programs.
But it's not just the pros who benefit from the updated courses. "I've belonged to several country clubs, but the fact that I can play four courses instead of just one is a big attraction," notes Innisbrook member Richard Bullock. "It goes back to the visionary and architectural brilliance of course designer Larry Packard and Ms. Johnson's keen eye for detail. They've taken courses that will satisfy the best elite golfers in the world as well as those with a 30 handicap. She even took care of the aging pumps and electrical systems that others would have glossed over with nice landscaping."
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The Indaba Experience
The same painstaking attention to detail lavished on the golf courses is even more apparent in the new Indaba Spa. The 20,000 square-foot spa, salon and fitness center make maximum use of the tranquil surroundings to create a relaxing and rejuvenating experience for guests. A Zulu term for "gathering place," Indaba was designed as a centrally located respite for the mind and body. "Every guest sees Indaba Spa on the way into the resort, which sets the tone for their entire visit,"  Williams notes. The tone is reflected in a variety of ways throughout the spa, such as the dignified bronze African sculptures representing the resilience and strength of the women of the Masaïs and Bororos tribes, the contemplative shrubbery meditation labyrinth peppered with "wisdom stones," the beautifully landscaped relaxation courtyard and soothing water features. 
In keeping with its green approach to building on the facility's great bones, Salamander Hospitality chose to renovate and expand the former guest registration building rather than razing it. The space accommodates 12 treatment rooms with private outdoor terraces overlooking quiet woodlands; a treatment room for couples with private bath, fireplace and courtyard; a full-service salon offering hair, nail, facial, waxing and makeup services; a plunge pool and separate steam rooms; and a 4,000 square-foot state-of-the-art fitness center.
"From the moment people walk in here, they feel taken care of," says esthetician Jenny Land. "The colors, fragrances, music, unusually spacious treatment rooms, professionally licensed staff and even the landscaping around the spa were all carefully selected to provide guests with a place where they can find healing. It's a place where guests feel comfortable staying for hours if they wish. There's no rush. It's all about relaxing and renewing."
Conferences Everyone Can Enjoy
When it's time to work, conferences at Innisbrook aren't the typical stale corporate affair. In fact, the resort has been a popular conference destination since the early 1970s when Lloyd Williams worked as a pool boy during college breaks and organized the first team-building exercises for visiting executives of WTOP Radio in Washington, D.C. It was the beginning of the era of families accompanying parents on business trips. "Innisbrook gave me so many opportunities to learn all aspects of the hospitality business at a young age," Williams says. "I did everything from organizing family fishing tournaments to corporate tug-of-wars to cleaning the pool filters."
 Innisbrook is also one of the first "horizontal" resorts, where amenities are spread throughout the property to encourage guests to wander and explore. "Our guests really enjoy discovering new things around the resort and going back to their favorite niches," Williams says.
And as with every amenity at Innisbrook, providing memorable experiences for the whole family applies to conference planning. "One of the things Innisbrook is doing that is unique to American conference resorts is creating all-inclusive packages for families," Devadas says. "We describe it as a cruise ship on land."
The hub of family activities centers around the Loch Ness Monster pool, featuring two sand beach areas, a 15-foot waterfall, winding water slides, a plunge pool with bubbling jets and fountains, a 36-person hot-tub, an activity gazebo and the popular Grille at Loch Ness for casual poolside dining. Throughout the resort there are five other pools in addition to beaches, nature trails, a 6.2-mile jogging course, nature boardwalk, fishing on Lake Innisbrook and a beginner 18-hole golf course, called the Fox Squirrel, designed specifically for families. "Family recreation shouldn't take back seat because Innisbrook is known as a golf and spa resort," Williams says.
Restaurants with Heart
  Perhaps the most dramatic changes at Innisbrook are witnessed inside the bustling kitchens of its restaurants, thanks to the inspiration and culinary finesse of Executive Chef Andre David Halston. Members and guests who have dined at Innisbrook before and after the Salamander Hospitality transformation have been effusive in their praise. "Just a few years ago, no one was attracted to eat at the restaurants," admits member Matthew Bullock. "We would go to Innisbrook to play golf or tennis only, but now people are coming specifically for the dining experience."
Chef Andre left a lucrative position with Capitol Grille in Washington, D.C., to oversee the operations of five restaurants with very unique personalities, a full banquet and catering business, as well as the staff cafeteria. The restaurants include the posh yet comfortable Packard's Steakhouse (named for course designer Larry Packard); the Osprey Bar, which features indoor and patio dining around two raised fire pits; the intimate Turnberry Pub; and the Grille at Loch Ness pool. Loudoun County visitors will be pleased to know Chef Andre has also brought some local flavors with him to the Market Salamander Grille, where he has left his imprint on freshly prepared and organic specialty foods, down to the Route 11 brand potato chips. "I look for products with a story, not something our guests can get at their own grocery store," he says.
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Respect Across Borders
Two other staples of Chef Andre's kitchens are consistency and respect. The first thing he did upon joining Innisbrook was overhaul the purchasing department, drastically reducing the number of outside vendors and seeking relationships with local farmers and seafood vendors. "I wanted to re-establish the great relationships Innisbrook used to have with the local farmers," Chef Andre explains. "Getting consistently good product in the restaurants that I can easily track makes all difference in the world. It's all about exceeding your customers' expectations every time and giving more farmers the opportunity to get their product into high-end restaurants. After all, if we don't support them, who will?" Consistency also comes from great training. Chef Andre takes pride in offering his kitchens as a training ground for aspiring student chefs from local high schools and culinary schools nationwide. Some of his students, in fact, aren't even old enough to write. "One of the new programs I have introduced is a kids' cooking class during the PGA TOUR. We give the kids little chef hats, coats and aprons and sit them on pillows around a low table with a little silver bowl and utensils so they can dig in and get messy." Sheila Johnson loves the program so much, she personally lays out the little chef coats and hats for the children. In its third year, the class size has grown from 18 during the 2008 Transitions Championship to 65 last March.  Chef Andre is also highly cognizant of diners with special needs and has developed several gluten-free and vegetarian dishes. He even took time recently to create a special culinary experience for a 10-year-old boy with severe food allergies. "This kid was allergic to everything, so we brought him into the kitchen where he could pick out what he could eat and prepare his own meal," Chef Andre says. "We taught him how to make our signature crab cake with bread crumbs made from our gluten-free rolls. His mother was beside herself." Chef Andre's open kitchens and generous spirit are reflected in the respect he engenders among his staff. "Respect in the kitchen is paramount," he says. "If you don't take care of the people around you, including your vendors, it will come back to haunt you. We're a team. And you never let a teammate sink - in the kitchen, restaurant or anywhere else in the resort." That philosophy was put to the test a few weeks ago when a patron at Packard's began choking on a piece of salad. The patron was too tall for any of the female servers to perform the Heimlich maneuver, so Baronas called out to server Ralph Serpo, who literally leapt into action - dashing across the large dining room and jumping onto a chair to help the young man. (Serpo stands 5 feet 10 inches tall.) "Everyone watched in amazement as Ralph saved the young man's life," Baronas recalls. "The entire restaurant cheered and applauded. Ralph didn't give it a second thought." "I've dined in gourmet restaurants around the world and was extremely impressed with how well my friends and I were treated at Packard's," says Susan Petty, a marketing executive with Harrah's Entertainment Inc. "That kind of service only comes from highly competent and genuine people, and Marina really stood out. I found myself watching her as she went from table to table talking with every patron. She was incredibly hands-on and in harmony with everyone, including her staff." Likewise, Chef Andre's large international staff is as attentive to each other as they are to their customers. "We're a melting pot of a family, with people from Russia, Croatia, France, Monte Carlo, Yugoslavia, India and Italy, to name a few," he says. "So as a family, it's important that we sit down and eat a meal together." Once a quarter, Chef Andre asks everyone to make their own signature dish for a grand smorgasbord. "It's a great opportunity to spend time getting to get to know each other better and to build community." Community Building Beyond Innisbrook
That feeling of community is spilling out generously into the Tampa, St. Petersburg and Clearwater areas. "It's very important to Sheila Johnson to do good in the community," Devadas says. "Everything she does in her real estate development work is from the standpoint of how it can benefit people in the community." In addition to creating jobs in what was an economically depressed region, Salamander Hospitality has generated millions of dollars for local charities via PGA TOUR and LPGA championship events at the resort, as well as through its corporate social responsibility program, Innisbrook CARES, which promotes volunteerism, donations of products and services, and the promotion of green initiatives. "Sheila Johnson's amazing transformation of Innisbrook has been an inspiration to our community," says St. Petersburg Chamber of Commerce President John Long. "She has been an active leader in bringing business to our community when we really needed it." Like the time she persuaded the WNBA to hold its televised draft in Innisbrook's newly restored Grand Ballroom. "And as if that wasn't enough, Sheila brought in hundreds of local school children to be spectators in makeshift bleachers around the ballroom," Devadas adds. "She wanted the children to be part of this exciting event." Creating memories like that are what the people of Innisbrook are all about, says Recreation Director Arica Haro. "When people and families are laughing together at Innisbrook, I know they're creating memories they'll think back on for years to come. That's what we love to do every day." |
While You're There...
Be sure to venture out into the St. Petersburg/Tampa Bay/Clearwater area for inexpensive, fun adventures.
Good Eats
For dining, check out MadFish diner, located at 5200 Gulf Boulevard in St. Pete Beach. Billed as "The New Diner Experience," this gleaming silver dining car restaurant is a tribute to early 20th century visitors who traveled by rail to resorts along the Florida coast, says Douglas Casey, who owns MadFish with brother Dan. They kept the best of traditional diner décor - polished black and white checked tile, comfy vinyl booths -- and embellished with their own hip take on the diner experience with artsy luminaries, whimsical fish tail cutlery and other funky twists. Open 24/7. For details, visit www.madfishonline.com.
Art
For modern art aficionados, the Salvador Dali Museum at 1000 Third Street South in St. Petersburg is a must-see. Featuring works by Spanish artist Salvador Dali, a leader of the Surrealist Movement, the museum also hosts a variety of festivals, workshops and Fun Family Saturdays with Dali-inspired games, puzzles and crafts. Open daily from 10 a.m. to 5:30 p.m. Admission is $17 for adults, $12 for youths 10-17, $4 for children 5-9, and free for children under 4. Visit www.salvadordalimuseum.org for details.
Sunsets
Beach bums will enjoy Sunsets at Pier 60 Park at 10 Pier 60 Drive in Clearwater -- a family-friendly, nightly sunset celebration featuring artisans, crafters, street performers and live musical entertainment. Free. For details, visit www.sunsetsatpier60.com.
Adventure
For a little pricier day trip, you can't beat the exotic animals and thrill rides of Busch Gardens Tampa. Visitors will be transported to Africa to experience more than 2,000 animals, live shows, restaurants, shops, games and rides. Open 10 a.m. to 6 p.m. daily (later on weekends, holidays and during the summer). Admission is $74.95 for adults, $64.95 for children ages 3 to 9, and free for children age 2 and younger. For more details, visit www.buschgardens.com. |
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