Vanessa Williams, General Manager, The Vinoy Resort & Golf Club
Invest: sat down with Vanessa Williams, general manager of The Vinoy Resort & Golf Club, to discuss its recent renovations, strategic positioning within the Tampa Bay hospitality market, and its commitment to enhancing guest experiences while preserving its historical significance.
What have been the major highlights for the Vinoy Resort in the past year?
In April 2023, we completed phase one of our comprehensive renovation and proudly rebranded The Vinoy under Marriott’s Autograph Collection. This transition allowed us to preserve our unique identity while leveraging the flexibility of a soft brand. The renovation and rebrand have positioned The Vinoy as a luxury resort in downtown St. Petersburg. With this new positioning, we’ve had to pivot our sales and marketing strategies to attract a new customer base while honoring our historical appeal. I’m thrilled to say The Vinoy is returning to its former glory just in time for our 100th anniversary in 2025. We’re planning a build-up to the celebrations, culminating on New Year’s Eve 2025.
Considering the larger hospitality landscape in Tampa Bay, where does the industry stand, and what opportunities does this present?
Tampa and St. Petersburg are distinct markets. Visitors choosing St. Petersburg aren’t just coming for The Vinoy; they’re also drawn to the destination itself. While our beaches are a big attraction, downtown St. Petersburg offers something unique: a walkable, vibrant area with cultural and culinary experiences. The Vinoy plays a significant role in elevating St. Petersburg’s profile within the broader Tampa Bay market. As the only luxury resort in downtown St. Petersburg, we hold a truly distinctive position. For guests seeking an elevated experience beyond the beaches, downtown St. Pete’s vibrant cultural and dining scene perfectly complements Vinoy’s offerings.
How do you decide what new elements to introduce to stay ahead of the competition?
For us, it’s all about enhancing the guest experience. Whether our guests are here for business or leisure, we strive to elevate every aspect of their stay. Phase one of our renovation was just the beginning; with phase two, we’re introducing Elliott Astor, a Michelin-star dining experience that will be as exciting for the local community as it is for our guests. We’re also dedicated to recreation and wellness,offering everything from fitness classes to tennis, and soon, pickleball courts. We’re committed to ensuring our amenities enrich the overall experience for both guests and members.
There’s definitely room for more growth in hospitality in the region. St. Petersburg’s development, both commercial and residential, is booming. For example, with the addition of high-caliber developments like the Astoria Residences, there’s increasing demand for hospitality options to match. Growth in real estate often paves the way for hospitality expansion, so I believe there’s ample opportunity.
How do you balance attracting both leisure and business travelers, especially with meeting and convention spaces?
We’ve been strategic about targeting incentive conferences, as our resort has everything needed for a comprehensive experience. By keeping corporate groups on site we minimize distractions and enhance productivity. Positioned as the only luxury resort in downtown St. Pete, we’ve successfully attracted high-profile events, including financial and banking conferences. Sports have also been a significant part of our group business, with MLB teams regularly staying with us during the season. This diversification across both corporate and leisure sectors helps us maintain a steady flow of guests across all market segments.
What technological innovations were introduced during the renovation?
Marriott has been at the forefront of integrating technology into the guest experience. At The Vinoy, we’ve implemented energy-saving systems, like automated lighting controls, to enhance sustainability. With these advancements, we’ve made sure to preserve the historic charm of the property, maintaining a balance between modern convenience and timeless appeal. Features like mobile check-in and communication via the Marriott Bonvoy app ensure guests can tailor their stay to their preferences, whether they want a high-tech experience or a more traditional one.
How do you incorporate local culture into the guest experience?
We’ve embraced The Vinoy’s rich history by creating an on-site gallery that showcases The Vinoy’s nearly 100-year history. As part of our renovation, The Vinoy now offers the History Tour and High Tea Experience, the only high tea offering in downtown St. Petersburg, where on-site Docents share intimate stories that explore the resort’s legacy and St. Petersburg’s history. Following the hour-long history tour, a luxe high tea is served on the Mezzanine. We’ve also partnered with the St. Petersburg Museum of History across the street, where many of our donated artifacts are displayed. Being in downtown St. Pete allows our guests to immerse themselves in local culture without needing transportation. From world-class art galleries to diverse dining options, everything is within walking distance, making The Vinoy a gateway to the city’s vibrant offerings.
Looking ahead, what initiatives or projects are you most excited about?
We’re focused on further enhancing recreational amenities for our members and guests. We’re building a new tennis pro shop and dining venue, adding pickleball courts, and continuing to invest in fitness facilities. The opening of Elliott Astor is another highlight. Partnering with the Boka Group to create a world-class dining experience is a significant milestone, and we’re eager to see its positive impact on both the community and our guests. The Vinoy holds great significance, not only for our owners but also for the local community. Everything we do here reflects our ongoing commitment to the city and its people. It’s a privilege to be part of something so impactful.
