Inside this Issue

Epicor Partners with Punta Mita
Q&A with Mike Crawford, President, Asia Pacific
Exclusive Oahu Offer for Strategic Partners
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Epicor Partners with Punta Mita, Taking an Incentive Event to the Next Level


Strategic Partners always receive the highest level of customisation and personal attention when planning Four Seasons events. As established partners, we know we share consistent standards and we can work together as a united team – relying on each other to create something truly unique and extraordinary.

To demonstrate all the ways our properties go above and beyond for our Strategic Partners, we’re profiling an Epicor incentive event held in January 2015 at Four Seasons Resort Punta Mita in Mexico.

MAKING THE BOOKING

An international software company, Epicor has been a long-time Four Seasons client. The company’s annual incentive event, called Circle of Excellence, has been with Four Seasons for over 10 years, due to the strong relationship developed by Cynthia Cohen of our Los Angeles Worldwide Sales Office, along with a number of on-property sales managers.

Cindy Valdes, Senior Director, Worldwide Events at Epicor, booked the Punta Mita program over a year in advance as part of a two-year deal – due in great part to the Strategic Partner program benefits. Epicor hadn’t considered Punta Mita before, but they were convinced to try the property after an impressive site inspection.

PLANNING WITH PUNTA MITA

“Our annual Circle of Excellence trip needs to be spectacular,” Cindy says. “Our goal is for people to feel rewarded and relaxed, while bonding as a team and networking with executives. We want all our attendees to leave inspired to do everything in their power to win the trip again next year.”

For each Strategic Partner event, each Four Seasons property dedicates its most senior Conference Services Manager, and at Punta Mita, Jimena Jimenez took the lead.

“Epicor asked for a one-stop program,” Jimena explains. “They wanted us to handle everything – transportation, activities, even printing here instead of shipping from the USA. I became their single point of contact.”

The Punta Mita team put together a three-night itinerary, featuring special group celebrations and many options for individual activities – from swimming with dolphins to golfing on the two Jack Nicklaus courses.

CONNECTING TO LOCAL CULTURE

Immersion in local culture is an important aspect in making every Epicor incentive trip a once-in-a-lifetime experience. Says Cindy, “We want everyone to feel like they’re discovering a country, not just a resort.”

To introduce this specific region of Mexico at the welcome party, Four Seasons custom-designed a Huichol Night, inspired by the local natives who still live in the area. According to Jimena, “This is a very different Mexico than people normally see. It’s a very colourful culture with unique traditions. To complement the local food and décor, we put on a special Huichol show, including stilt walkers, acrobats and fire dancers.” (Get a glimpse on YouTube.)

During the next few days, guests enjoyed many other opportunities to explore Mexican culture, such as learning about tequila, shopping in nearby Puerto Vallarta and joining a dine-around at ten Mexican-style restaurants in the adjoining town of Punta Mita.

DEVELOPING UNIQUE STRATEGIC PARTNER ACTIVITIES

A highlight of the event was Punta Mita’s General Manager, John O’Sullivan, serving as featured speaker at a special breakfast. John talked about the parallels between Epicor and Four Seasons, highlighting how a personalised customer experience is the constant priority for both companies.

Cindy was impressed. “John is passionate about his hotel and passionate about the Strategic Partner program. He made sure that everyone in the hotel and every vendor understood the value of the partnership between Epicor and Four Seasons. We felt his commitment through every aspect of our stay.”

Another outstanding highlight involved building a boat from cardboard boxes, right on the beach. Epicor had hired an outside supplier to arrange this fun team-building activity, and Four Seasons partnered closely with the company to make this group challenge a huge success.

CREATING OPPORTUNITIES TO GIVE BACK

Corporate Social Responsibility and community service are important for many companies, including Epicor. “We started the ‘give back’ element to our events in 2009, and our attendees really embraced it,” says Cindy.

Jimena connected with a local charity, the Punta Mita Foundation, and came up with a plan to assist nearby schools. The Epicor team was able to stuff backpacks with school supplies, build computer desks and purchase audio-visual equipment and computers for classrooms. They even got to meet some of the local children. It was a truly rewarding experience, demonstrating the partnership between Four Seasons and Epicor.

“With our Strategic Partners, we really feel like we’re part of the same team,” says Jimena. “We all work together closely to create a great experience for our attendees.”

DESIGNING A ONE-OF-A-KIND GLOW PARTY

For the final night, Epicor wanted to host a spectacular party at Tamai, Punta Mita’s sophisticated pool complex. But as Jimena points out, “The client had a large number of attendees, more than we could typically handle at the pool. We came up with the idea to cover the lap pool, so it could serve as a dance floor and accommodate more people. It’s something we’d never done before.”

For the party’s theme, the client had seen a photo they liked of lights glowing beneath a table and they suggested that as a starting point.

“We developed a complete glow party theme,” says Jimena. “Our bar manager invented glowing cocktails, served in neon glasses with illuminated ice cubes. We brought in makeup artists who applied glow-in-the-dark makeup and tattoos. We also developed a complete Light Beat show, working with a local entertainment company. Everything was a first, even for the performers.” (See it on video.)

One of Cindy’s favourite moments came before the guests arrived, when she voiced a concern about whether the plastic cover on the pool would hold up with so many people dancing on it. “The banquet captain had all the servers drop what they were doing for an impromptu dance party to test it out. It was an awesome moment that showed the true commitment of the staff, making sure we did not have one worry about that event. Plus, what a great memory we have of dancing with all the Four Seasons staff over the pool!”

ELEVATING AN ANNUAL TRADITION

The Epicor organisers have a special tradition at the end of each incentive event. They all jump into the water – whether into a pool or off a dock.

Jimena wanted to elevate this experience. “We secretly arranged for them to board our Four Seasons yacht. All the organisers were able to toast the success of the event and then jump off the yacht right into the ocean. It was truly a special moment.”

CONCLUDING WITH RAVE REVIEWS

“The biggest wow of the event was definitely the service,” says Cindy. “We felt it from the initial site visit to the day we left. It is such a rarity to work with a hotel that actually exceeds the expectations they set during the sales cycle. Punta Mita went above and beyond on every level and they were up for any challenge we threw at them.”

This was the best-reviewed Circle of Excellence event ever hosted by Epicor. Here is just one comment from the post-event survey: “This is the BEST club I have attended out of 18 at Epicor. The property was amazing, especially the view of the rocks in the ocean from the infinity pool. The food was fabulous and the service was off the hook. It was easy to fly to on a direct flight too.”

For Strategic Partners, Four Seasons Resort Punta Mita is willing to push the envelope, adding more customisation and executing in an amazing, all-encompassing way.

As a result of the event’s success, Epicor immediately requested a proposal for a return visit in 2019, and many attendees talked about coming back personally with their loved ones.

We want to thank Epicor and Punta Mita for sharing details of this successful partnership. This is just one example of how Four Seasons elevates events around the world for our Strategic Partners.

We look forward to working with you to make your next event spectacular.

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Q&A with Mike Crawford, President, Asia Pacific

We asked for an insider perspective from Mike Crawford, who is leading our strategic growth plans across the Asia Pacific region, with a particular emphasis on China. A 24-year veteran of The Walt Disney Company, Mike’s experience includes real estate, project management, hospitality and entertainment. He joined Four Seasons in June 2014 and is based in our Singapore corporate office.

HOW DID YOUR CAREER BEGIN?

One of my fraternity brothers suggested I take a summer job at Walt Disney World. Even as a ticket seller, I was impressed with everything the company stood for, so I entered their management development program, and that decision eventually took me around the world. It also allowed me to meet my wonderful wife as we both worked in the same resort hotel.

WHAT’S YOUR FAVOURITE FOUR SEASONS PROPERTY?

Before I worked for Four Seasons, I was a Four Seasons guest. I’ll always have a soft spot for Four Seasons Hotel Singapore, having stayed there frequently during my time with Disney. When you have serious business on the agenda, there’s something truly comforting about checking into a hotel where they know you, and where you can count on everything being taken care of so you can focus on your work.

WHAT’S YOUR FAVOURITE HOLIDAY DESTINATION?

Our family trip to South Africa was incredible – we did the safaris of course, but it’s the lively culture and warmth of the people that have stayed with us. Otherwise, I’m happy any place where I can get in a few rounds of golf and tennis.

WHAT’S THE FIRST THING YOU DO WHEN MOVING TO A NEW CITY?

Last year, my family and I moved from Shanghai to Singapore. The only way we feel at home in a new city is to explore and better understand the place we’re living. My wife usually becomes the local tour guide, and my daughter and I learn from her on weekends.

We try the food, visit different areas of the city, and just get a better understanding of life in our new environment. It’s a great way to bring the family together while you’re learning to thrive in a new location.

I’m also a big fan of college football and I like to connect with it wherever I’m living. I went to the University of Notre Dame for my MBA. After unfurling the school’s blue and gold banner in my new office, I look up local members of the Notre Dame Alumni Network, so I can find out where to catch broadcasts of Fighting Irish college football games.

WHAT ARE YOU MOST EXCITED ABOUT IN YOUR AREA OF BUSINESS?

The growth of Asia Pacific as a region continues to be an incredible opportunity for Four Seasons. There are over 100 million outbound travelers. We are focused on extending our brand in China and reaching guests with both urban hotel and resort destinations. We want to give them memorable experiences wherever they travel in the world.  

This year we will launch our first Four Seasons hotel in Seoul, Korea, showcasing one of the most dynamic cultures in the world. I’m looking forward to seeing our guests enjoy this new hotel, which will be iconic both for the city and for Four Seasons.

We’re also focused on delivering our world-renowned service outside of the hotel environment. This includes being where guests look for information on digital platforms. Nowhere is that more important than in Asia, where our guests are very “tech savvy,” and they expect companies like Four Seasons to deliver on their needs in a mobile world.

WHAT MAKES A GREAT GROUP EVENT?

The key for me is having a close relationship with our guests, and helping them understand what type of event will achieve results beyond what they could have imagined possible.

To do that, we need great event planners and partners who can support the discovery process, and then carry through into implementation, including flawless delivery of technical services. Everything should happen without the guests even knowing it’s going on.

It’s important to be creative in showcasing new F&B concepts, while not interrupting the flow of the event. The team needs to be focused at all times on creating something truly special. The goal should always be for guests to say, “That can only happen at Four Seasons!”

WHAT’S THE BEST GROUP EVENT YOU’VE EVER ATTENDED AT A RESORT?

A few years ago, I attended a private birthday party at Four Seasons Tented Camp Golden Triangle in Thailand. The property had arranged a dinner in a jungle location that others couldn’t visit on their own.

When we arrived, the area was beautifully lit, creating an environment unlike anywhere else on the grounds. The table was set with special china and glassware, and there were special birthday messages created from coconut leaves. There was local musical entertainment – at just the right volume, so it was easy to speak to other guests.  

As each dish was served, the chef explained the food’s relevance to the local culture. At the end of the meal, individuals wearing native garb brought out a wonderful cake set on a section of a tree, and it was explained that the tree had also been used for firewood in cooking the meal over an open flame. The party ended with a traditional lantern celebration with all attendees raising Chinese lanterns and releasing them into the sky.  

Everything in that event held a meaning. Everything had been planned to use and celebrate the local culture. From start to finish, it was perfectly planned with flawless timing. Events like that give everyone beautiful lasting memories and a great story to tell afterwards. To me, that’s the kind of event that all of us can aspire to create.

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