Winfred Van Workum, General Manager, The St. Regis Longboat Key Resort 

In an interview with Invest:, Winfred van Workum, general manager of The St. Regis Longboat Key Resort, discussed the resort’s positive reception, commitment to luxury and community engagement, strategies for attracting affluent guests, and the focus on creating immersive, high-end experiences while aiming for Forbes’ five-star status.

What has the response been from the local community and early guests to the resort’s recent opening?

The response has been overwhelmingly positive, even better than we imagined. We aimed to create something truly special – an ultra-luxurious resort unique to the West Coast of Florida and to the United States. Hearing that we’ve exceeded guests’ expectations, especially regarding architecture and experience, is fantastic.

We’ve attracted great interest from local media (and national outlets like Forbes Travel Guide, which named Longboat Key as a top-12 travel destination, and Travel + Leisure’s IT List, which recognized the resort as one of the best new hotels), which recognize that our resort offers the kind of experience typically found in far-flung destinations like the Maldives or Bora Bora. Guests have highlighted the quality of the resort, its facilities, and immersive experiences.

One of our goals was to truly immerse ourselves within the local community, given the site’s history as the former Colony Hotel. Local support has been incredible – seeing them consistently fill our restaurants and call our resort their new favorite culinary destination is tremendous.

Longboat Key is a seasonal market, however we see strong off-season demand, which is really exciting.

What are your initial priorities, and how are you fine-tuning operations to prepare for the high season and full capacity?

Our first priority is ensuring everything runs smoothly. Initially, we focused on opening the resort, making sure the facilities looked perfect and that we were prepared to deliver the full guest experience – from the flowers to the uniforms; everything flawless.

As such, we’ve received overwhelming interest to join our operation. At present, our team is brimming with seasoned, exquisite hosts.

We’re also defining our unique, immersive experiences, like pasta-making classes at one of our restaurants and an exclusive La Mer facial offered at the world-renowned spa. Our 500,000- gallon Under the Sea salt water lagoon experience, featuring guided encounters with nearly 3,000 marine wildlife. We’re continuously curating these types of offerings to make them even more special.

Given your focus on catering to high-end travelers, what strategies are you employing to attract affluent guests from key markets?

We traditionally see strong demand from the northeast market in South Florida. I was just in New York meeting with top travel advisers and there’s a lot of excitement. At the same time, the Midwest has become an increasingly important market for us. We’ve experienced significant growth and we’re continuing to build on that momentum with targeted outreach.

On the marketing side, we’re launching an exciting lifestyle social media campaign. We’ve also established key partnerships, like teaming up with Vilebrequin to open a store and create a custom swimwear line for our guests. This extends to curated luxury experiences such as an exclusive partnership with La Mer for an ultra high-end spa offering. We’re also engaging the local community through cultural collaborations, like theming our signature Afternoon Tea to be in line with the John and Mable Ringling Museum of Art.

From the luxury perspective of tourism and hospitality, what makes this region an ideal location for the resort?

I’ve managed ultra-luxury resorts around the world, but this region truly stands out. The Gulf Coast has some of the best beaches in the country, with incredible marine life and natural beauty that many travelers don’t realize until they visit.

We spent a long time searching for the perfect location, and this beachfront property was ideal. It offers a peaceful, beautiful sanctuary while still being connected to vibrant local culture.

Culturally, Sarasota is home to world-class institutions like the John and Mable Ringling Museum of Art and the Sarasota Opera, adding another dimension to the destination. Plus, there are a variety of local and private airports (Sarasota, Tampa International, etc.), providing many options for smooth and efficient commutes, further enhancing the appeal of the area.

The resort is aiming to achieve Forbes’ five-star status. How are you working toward that?

Achieving five-star status is about creating the right culture. We focus on hiring people with the right attitude and then training them in the necessary skills. Our goal is to be one of the first five­ star/AAA Five-Diamond resorts on Florida’s West Coast, delivering extraordinary service.

What sets five-star service apart is anticipatory service — anticipating guests’ needs before they ask. While we can train for service standards, this is about understanding the guests and creating unforgettable experiences. For instance, we recently crafted a custom cocktail for a guest fascinated by the Revolutionary War, complete with a historical story, which left them thrilled.

We work closely with Forbes for training, but our focus isn’t just on the rating — it’s about creating cherished memories. Every Friday, we celebrate our hosts who go above and beyond for guests, fostering a culture where team members feel empowered to create magical moments and are inspired by one another. This passion is key to both retaining talent and ensuring every guest has an unforgettable stay.

What are your expectations regarding the impact of the property in the region, especially in terms of job creation and tourism?

I believe we’ll have a tremendous impact. We’ve created a variety of great jobs — from social media marketing to finance, spa services, engineering, and even marine biology. We employ over 340 full-time staff and work with many service providers and suppliers, boosting the local economy.

The region, including Longboat Key, Tampa, and Clearwater, is booming. However, there’s still a need to raise awareness. I recently heard people in New York confuse Longboat Key with the Florida Keys, highlighting this challenge. We’re helping put Longboat Key and Sarasota on the map as luxury destinations.

Additionally, our property has impacted the local real estate market. All of our residential units have sold out at record prices, further supporting the region’s economic growth and transformation into a high-end destination.

What trends are you seeing in luxury travel, hospitality, and tourism in this region?

One of the biggest trends in luxury travel is the demand for immersive experiences. Guests want more than just a beautiful setting or luxury accommodations — they seek engaging, meaningful experiences that stimulate all their senses. This is what we aim to deliver at our resort.

We’ve tailored many of our offerings to reflect this shift, from local immersion experiences and unique kids’ programs to spa treatments that reflect the destination. Even our food and beverage options offer interactive moments, like a pasta-making bar at our Italian restaurant.

We’re also integrating wellness programs and collaborations with local artisans. Soon, we’ll introduce a helicopter service to allow guests to visit Orlando’s theme parks and return to the beach the same day, combining different experiences under one stay at our bespoke resort. It’s about going beyond traditional luxury to create lasting memories for our guests.

What are your top priorities moving forward over the next few years?

Our main goal is to establish this hotel as a legendary luxury resort. We plan to achieve this by consistently delivering an exceptional guest experience and maintaining world-class facilities. While financial success matters, our primary focus is always on the guest experience, ensuring that every element of the resort meets the highest standards of luxury.

We also prioritize staying connected to the local community through our involvement in local charities and activities, and we plan to strengthen those partnerships. Finally, we are committed to developing our employees, and nurturing their growth into leadership roles here and at other resorts. Retaining and developing staff is key to maintaining the level of service we aspire to offer.