Beach Hotel way ahead of its competitors, the general manager has claimed.

And Bill Shoaf yesterday, at the Hamilton Rotary Club's weekly luncheon at La Coquille restaurant, ran through what the hotel wants to achieve and has accomplished.

"Stop looking for miracle answers,'' Mr. Shoaf said. "Stop the critical evaluation. There are simple answers and simple solutions.'' "We are in the business of making memories,'' he explained. "Our guests are here to live out a fantasy to celebrate an anniversary or birthday or whatever, in a spectacular way.

"Unlike money spent on other things, when our guests leave, they have absolutely nothing but what's in their mind and hearts -- their memories. We may think we're in the business of other things, but we are not. At the Elbow Beach we realise we are about making someone's life special.'' The adoption of this mindset by the hotel employees has led to superior service and receipt of the coveted four diamond designation from the American Automobile Association for the hotel.

Mr. Shoaf said an honest love of the Island and the hotel has driven the owner to pour $46 million into improving the operation in Bermuda.

"The owner of Elbow Beach fell in love with Bermuda and Elbow Beach Hotel and wants it to be a showcase,'' he pointed out. "He believes that we can regain what we had. He decided to run the Elbow and has demanded we implement standards that will move Bermuda forward.'' "We don't talk too much, we go quietly about our work,'' added Mr. Shoaf who pointed out services that set the hotel above others on the Island and will help in its goal of attaining a five diamond AAA designation.

Since Monday, he said, Elbow Beach is the only local hotel to offer 24-hour room service, they are the only one with a certified clef d'or concierge and offer complimentary overnight shoe shining, early morning newspaper in guests' rooms and early morning coffee in the lobby.

"As the world gets faster and faster we recognise that the businessman who thinks he wants to escape might realise that he cannot,'' Mr. Shoaf said. "To facilitate this we have a complete business centre. We have also installed two lines in every room so that laptop computers can be used.'' With a commitment to train all staff, management are set to undertake a development course with skill training and detail job description included.

The move is set to cost the hotel $300,000. Mr. Shoaf stressed that the funds will be well spent.

Bill Shoaf TOURISM TOU