EXCELLENCE (Part 1)
“The tourist who moves about to see and hear and open himself to all the influences
of the places which condense centuries of human greatness, is only a man in search of excellence.”
- Max Lerner -
Many of us simply thought that we could recognize excellence when we viewed it. The books In
Search of Excellence and A Passion for Excellence by Tom Peters, put a face on business and/or
professional excellence that those who read both books will never forget. On my AWA flight home from the
most recent ARDA Conference and Exposition in Orlando, I pulled out the late spring 2005
issue of Sky Mall and stumbled across some statements, in the section featuring products from Successories,
which caused me to think about excellence in a new light. The first of those statements was:
Growing up, there were times when I disappointed my Pop and he would begin his attempts to adjust my attitude
with words such as: “If you don’t put more effort into ‘something’ you are never going to achieve ‘something’ you
desire” or “ When I was your age I had to ‘something’ in order to get ‘something’ I wanted.” On several occasions
I would respond with that famous teenager slogan ‘I don’t care’ as a way of indicating that my substandard performance
didn’t matter in the long run. Pop had way of turning such responses into life lessons. One of which was that if
you don’t care, one way or the other, about the outcome of ‘something’ just don’t make the effort. You remember
the old adage “If its not worth doing right, its not worth doing at all.”
Way too many people that I know in the industry don’t make the effort to attend the annual ARDA Conference
and Exposition because they have that ‘I don’t care’ attitude. That attending is just not worth the effort.
If there weren’t others who feel the opposite, the future of our industry would be bleak indeed. In With Regard
to Our Culture I made a vain attempt to help some, who were on the fence about attending this years ARDA
get together, make the decision to attend. Let me tell you, both Andrew Zolli and Don Shula were
worth the price of admission and the effort to be there. Futurist Zolli pointed out that we better dam well
care about the coming changes in our world and Coach Shula gave us great lessons about caring enough about
the outcome to put in the work on the practice field.
My Pop often taught me by example, by walking the walk. Several years ago I was privileged to obtain the Timeshare
industry designation ARDA Registered Resort Professional or RRP. I would like to think that
because of that example, Lori Entwistle and Clark Rowley of the SCR senior staff put in the effort
to first obtain the ARP (Associate Registered Professional) and finally their RRP. Their example
led Robin Freese, the SCR Guest Service Manager, along the same path. At this year’s ARDA
get together, Robins name was featured among those who earned their RRP . Those designations don’t
just get handed out. Individuals, who cared enough to make the effort, earn them.
In attendance at this year’s ARDA Conference was a young mother who arranged the care of her almost two-year-old
son back at home so that she could begin the process of earning her ARDA designations. She had obtained
a copy of the Timeshare Industry Resource Manual and began her study weeks before going to Orlando.
She could not hardly restrain her excitement as she began her adventure on the first day of the conference by attending
the, three hour long, Personal Enrichment Session. Later that evening, while attending the ICE Breaker
party at Universal Studios, she received an eye injury that would have put an end the enthusiasm of
most. After visiting an Urgent Care Facility, Jodi Ligon, wearing a patch over the injured eye, caring enough
to work through the pain and frustration, attended the Qualification Review Session on Tuesday and nailed
the ARP Qualification Test on Wednesday. We are proud that she is an associate at SCR and cares more than
others might think is wise.
FINAL THOUGHT
This symbol has long stood
for excellence. Excellence in the cards they produce and in the family entertainment they present. The TV series
Hallmark Hall of Fame has earned 78 Emmys, nine Golden Globes, 11 Peabody Awards, 24
Christopher Awards, and four Humanitas Prizes.
J.C. Hall established the Hallmark brand's reputation for quality through uncompromising attention
to detail and, since 1944, through the slogan,
"When You Care Enough to Send the Very Best."
It is our objective at SCR to provide excellent service from the moment that any of our guests arrive on site
until their final departure. Guests at SCR have the opportunity to interface with many of our associates during
their visits however, none more so than our Guest Service Staff. On Thursday May 5th that SCR Guest
Service Staff, led by Clark and Robin, will spend the entire afternoon in a CARE adventure at Phoenix’s famous
Biltmore Fashion Square. We want them to know that we care about them both as associates and individuals
and that no matter what anyone else might think… Caring more is always a wise decision.
JS 5/05
