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Rose doormen get a lesson in etiquette at The Waldorf.

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Rockrose Development is sending doormen from the company's eight residential properties to concierge school at the posh Waldorf-Astoria Hotel.

With more and more New York buildings classifying themselves as luxury residences, Rockrose has taken a stand to prove that luxury is more than just a word.

The company--which owns properties in Battery Park City, the Financial District, Long Island City and the West Village--believes that ensuring its stuff is trained at the highest possible level is the type of detail that residents in these luxury buildings should be able to expect.

"New York has changed so much over the years that the location of a building doesn't matter as much, in terms of service," said Michael Romei, chief concierge at The Waldorf Towers and general secretary of international concierge society, Les Clefs D'Or who'll be running the doorman training program.

"If the price and marketing are luxury, then the service should reflect that, even if a building is not on Park or Fifth Avenue," added the 20-year veteran.

In partnership with Abigail Michaels Concierge, which is making its entry into the doorman training arena--the course is taught in eight-hour sessions for groups of no more than 12.

The all-day session begins with a history of concierge, and lessons on the components of service and a call and response period. There's a session on comportment and grooming and even a writing exercise focusing on welcome and thank you notes.

The doormen get a sneak peak at some of the front-of-house operations at The Waldorf-Astoria and shadow its famous doormen before completing a short exam.

Anonymous representatives then visit the doormen to make sure that the training is being put to good use in every Rockrose building.

Anthony Dass, a doorman at 47-05 Center Boulevard in Long Island City, said he recognizes the benefits of attending a course like this. "Even though most of the techniques are hotel-oriented they can easily be adapted to a residential setting."

His co-worker at the Queens West property, David Soto, agreed, "I had never heard of doorman school, but I think it's helpful to get us to the next level of performance."

Although Romei travels all over the world conducting concierge training for independent seminars and corporate companies, he has never hosted a class for doormen--and he is not aware of any other developer offering their employees a program like this.

"Providing our tenants with the best experience possible is our number one priority," said Kathleen Scott of Rockrose Development Corp., who initiated the program.

"Extra touches like doormen who have been professionally trained as concierges--are the types of features that make our properties stand out from the competition."
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Title Annotation:PROPERTY MANAGEMENT
Comment:Rose doormen get a lesson in etiquette at The Waldorf.(PROPERTY MANAGEMENT)
Publication:Real Estate Weekly
Date:Sep 29, 2010
Words:445
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