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The Greenbrier goes modern
Resort gets $50 million facelift to target next generation of luxury traveler
 | Guests dine at the new restaurant Hemisphere at The Greenbrier resort and spa, in White Sulphur Springs, W.Va. |
Jeff Gentner / AP |
WHITE SULPHUR SPRINGS, W.Va. - Lynn Swann remembers the day The Greenbrier — the resort that has hosted presidents, royalty and the well-heeled for nearly 150 years — lost a distinction it had held almost four decades.
On Jan. 11, 2000, the editors of Mobil Travel Guide stripped away its coveted five-star rating, proclaiming the historic hotel no longer stood among the few dozen considered the world's finest.
The Greenbrier had failed to keep up with the times, lacking radios, telephones in the bathrooms and suitable TV stands. Though still a fine hotel, Mobil decided, it was no longer perfect.
"It was personally devastating for a lot of the staff here," recalled Swann, a longtime employee and manager of public relations. "Our staff takes a lot of pride in this property. When they are welcoming guests, it's like they are welcoming them into their home. It was heartbreaking."
Work to regain the fifth star began immediately, surging into overdrive last winter with a $50 million renovation. Paul Ratchford quit California's Ritz-Carlton at Half Moon Bay to become The Greenbrier's president and guide the resort to its future.
The changes number in the dozens, though many are subtle. The main lobby still has its distinctive black and white tiling, but there is music now, recorded and live. Bowls of exotic flowers have replaced potted plants. Smoking is allowed only outdoors, guests can bring small pets into the cottages, and there is wireless Internet access.
Overnight guests are greeted with wine and bottled water, then given cards rather than metal keys to their rooms, where new linens and flat-screen TVs await in all 721 rooms — along with more extensive redos like bigger bathrooms in 63 rooms.
"It was important that the relevance of the property was accepted with the next generation," said Ratchford. "The Greenbrier is a very historic national treasure, but we had been unable to pierce the market share of a younger demographic that might have come here with their parents or grandparents in previous years but would not necessarily consider us for a return visit."
Street signs help visitors navigate the sprawling grounds, sprinklers appear as tiny black discs high on the wall, and wood-paneled elevators sport beveled mirrors and brass railings. Tennis courts are now royal blue, suggestive of the U.S. Open.
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And The Old White Lounge with its crystal chandeliers and floral drapes has been replaced by Hemisphere, which offers a gourmet tasting menu with tiny portions served over several hours. It's another decorating departure, featuring a granite water fixture and iridescent glass floor tiles in red and cream, along with rich butterscotch walls and modern fabrics in fuschia, orange and lime.
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"This is a little more contemporary, something you'd see in the major culinary cities in America," he said.
"Finding it here is a bit of a surprise to our guests."
White Sulphur Springs has been a spa town since the 1770s, and The Greenbrier dates to 1910. The town is just a four-hour drive from Washington, D.C., and Amtrak service from Chicago still drops guests off at a station right across the street from the resort.
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Statewide, West Virginia attracts visitors not just from the Mid-Atlantic and nearby states like Ohio, but also from as far away as Florida. Officials say the state's nearly $4 billion tourism industry is up 6 percent since 2005. Attractions include outdoor activities like whitewater rafting, biking and skiing, as well as gambling at its four racetrack casinos, three of which will soon be offering blackjack, poker and other table games.
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