By Coleman Bentley
Today, the best luxury hotels are far more than just hotels; they’re cultural microcosms of the regions that hold them.
While boilerplate hotel expectations remain—service, comfort, discretion, design— guests have begun to ask for more; a fact that Dawn Truemper, director of sales and marketing for the St. Regis Atlanta, reinforced when she stopped by the Elite Traveler NYC offices earlier this month.
In town promoting the St. Regis Atlanta’s summer options through the rich, amber-hued lens of the hotel’s very own, and just-released, bespoke tequila, Truemper highlighted the hotel’s best seasonal offerings and shared the unique story behind the St. Regis Atlanta Herradura Private Selection Tequila; ultimately an all-business approach, if not for the booze, of course. Beyond the conference room setting, however, the meeting made me realize that the St. Regis Atlanta wasn’t awarded St. Regis of the Year honors in 2012 just because it filled rooms (though that doesn’t hurt). Nor did they send Food & Beverage Director Robert Brandenberg all the way to Hacienda San José del Refugio to oversee the creation of their signature tequila simply for the sake of a press release. They were, and did, because the hotel has strived all along to create a social environment—a micro-culture, if you want to got that far—entirely it’s own.
The immersion-centric options available to those travelers looking to experience it (a blend, much like the reposado, of ATL glitz and warm, southern charm) have never been better, either. The pair of Speed & Sport Aficionado Packages, for instance, offers guests the opportunity to delve into true southern pastimes, like a Orvis-certified trek to Chattahoochee River for the best trout fishing in the South or a Mercedes-Benz chauffeured sporting clays outing at Foxhall Resort & Sporting Club, while still enjoying the posh luxury of the hotel’s butler-service boasting Metropolitan Suites.
Top it all off with a Magmargarita—an infusion of jalapeno,fresh pineapple and pink peppercorn with that Herradura-distilled double barrel reposado—on The St. Regis Bar & Wine Room Patio and you don’t just have a hotel, you have a place to belong this summer.