Ashwin Tombat

The Taj now has the finest address in New York. The Pierre is more than a luxury hotel, it's a city icon

It's one of the finest addresses in New York. Elegantly styled in European fashion, built by Corsican immigrant Charles Pierre Casalaco and designed by renowned architect IM Pei, this iconic New York hotel has been home to the rich and famous since it opened its doors in 1929. Its copper spires, elegant façade and opulent interiors have seen royalty, Hollywood icons and business magnates revel in its luxury and refined service.

The Pierre, on New York's renowned Fifth Avenue and Madison Avenue, is now a Taj hotel. In July 2005, at the press conference following its takeover, Raymond Bickson, managing director, Indian Hotels, spoke delightedly about the Taj's latest acquisition, "The Pierre has all the hallmarks of a great hotel — a rich heritage, a splendid location and a grand, old-world architecture. We are delighted to mark our return to New York with this iconic hotel and are committed to ensuring that it continues to symbolise uncompromised luxury."

In the right place at the right time
With the Taj Group renewing its focus on establishing a more significant presence for its brand globally, what better place to start than New York, the financial and fashion capital of the world? With the majesty, charm and comfort of a grand French château, accented by original 1930s detailing and murals with trompe l'oeil — an art technique involving extremely realistic imagery in order to create the optical illusion that the depicted objects really exist — The Pierre combines the old word charm with modern amenities and personal service.

It is home to the rich and the famous. The Pierre opened in 1930 and quickly became the preferred locale of New York high society, thanks to its grand suites, wood-panelled salons and the haute cuisine of August Escoffier. In 1938, millionaire J Paul Getty bought the hotel and sold some of its original 714 guest rooms as luxury apartments. Hollywood icons Cary Grant, Elizabeth Taylor and Audrey Hepburn are said to have been apartment owners.

The Pierre changed hands several more times over the years, until Trust House Forte acquired the hotel in 1973. In 1981, the lease was taken over by the Four Seasons Hotels and Resorts. In July 2005, Taj Hotels entered into a 30-year management contract to operate and manage The Pierre, at a cost of $45 million (Rs 198 crore).

The 44-storeyed hotel has 201 rooms and 52 suites, all with unique interiors, including 12 grand suites that have spectacular views of the city or Central Park. It has a full-service business centre, a sprawling 1,600 sq ft fitness centre and two acclaimed salons — Dominique and Réné. The Café Pierre offers fine dining, while the Pierre Bar is a relaxed and elegant lounge, for hors d'oeuvres and snacks. The Rotunda is often referred to as the signature room of The Pierre; its main attraction is a traditional English afternoon tea.

Consequently, the best features of the hotel have remained unchanged since the takeover. "The changes have been primarily in the area of aligning processes and best practices with the standards prescribed by the luxury division of Taj Group, implementing the Tata Business Excellence Model (TBEM) and rolling out company initiatives like 'Vision 2010'," says general manager Heiko Kuenstle. Kuenstle joined as general manager just about a year ago; he had earlier worked at The Pierre as front office manager from 1994 to 1998.

An iconic brand demands careful handling. Consequently, the management is executing a finely balanced plan, preserving the best of this historic hotel while bringing in changes that will make it relevant to a new generation of customers. The current mix of hotel rooms and permanent residential spaces will not change, but certain areas of the hotel will be upgraded and renovated.

The Pierre's people
The hallmark of any classic New York hotel is its staff. There are elevator operators who have been at The Pierre for years and personally greet frequent customers. There is a man whose only job is to find the right buttons to replace the missing ones on the shirts and jackets of hotel guests and residents.

The hotel's ballrooms serve as a premier social venue for the city's weddings and events, which the staff plan and execute to perfection. They can make guests from anywhere in the world feel at home; among themselves, the Pierre's multilingual staff can speak a total of 35 languages apart from English.

Says Bickson, "People are the heart and soul of a hotel and the spirit behind the Taj's success." There is a great sense of loyalty among the employees. Employee recognition is the key to their enthusiasm. Each employee gets a handwritten birthday card from the executive committee. The management holds general assembly meetings with all employees. These initiatives promote the feeling of 'family' and 'caring'. The constant interaction and recognition also instill security and respect in the staff, who are urged to have just one focus — to delight and continue delighting the guests consistently.

Making the transition
But how have the employees embraced the change in employers from a Four Seasons managed hotel to one that is run by an Indian company? Kuenstle says, "The Pierre's managers and employees are highly experienced professionals and are as much concerned about the well-being of the building, its residents and guests, as they are in functioning in their own roles. They are excited about the renovation plans, which they know will restore the glamour of this grand dame. Work has already begun in the banquet rooms, public spaces as well as guest rooms."

Since the takeover, many of the employees have taken the opportunity to visit various Taj hotels in India to experience first hand Asian, and more specifically, Indian hospitality, and bring back the learnings to their jobs at The Pierre.

Best of all, it is a perfect fit for the Taj Group's global strategy. The Pierre is New York city's iconic hotel and serviced apartment building. It commands one of the best locations in the city and its history gives it a presence around the globe. These elements set the tone for a sense of style and location in other US and international properties, as the Taj Group looks for opportunities to acquire or build similar iconic hotels in the gateway cities of the world.

Uploaded on April 11, 2007