Founder Brian P. Lafrenier made a career change back in 1994 from banking to the hospitality industry to serve people more
personally and creatively. "I found banking too stiff in its availability of service to its customers. I traveled a lot,
going to business conventions, and got to see my idea of meeting people's needs in a more diverse and personal manner at some
very nice hotels in a variety of major cities. That is where I gained a passion for the hospitality industry," said Brian.
Immediately, as a hotel front desk clerk, Brian recognized an absence of concierge services available to hotel guests
visiting the New Jersey Shore whether for business or vacationing and decided to fill that need.
"I started in 1999 by renting beach chairs and umbrellas to summer vacationers because I got tired of telling my guests
'no, there is nowhere in the whole town to rent chairs and umbrellas.' I felt like I was not doing my job, having to tell
the same people 'no' summer after summer. After all, the hotel was only one block from the ocean. Then after the summer,
business travelers would fill the place and I found myself saying 'no' again, this time to their asking 'can I get my shirt
dry cleaned?'
For the small hotel I worked for, though an award winning establishment, it was not practical for them to
initate such services. I knew I could provide these services within the hotel I worked for but I notice the lack of
concierge services to be almost universal throughout the small resort towns along the Shore. I also remember reading about
corporations offering their employees concierge services to help keep their focus on work during work hours. My vision grew
from there."
“We live in a very special place, here on the Jersey Shore, in that for the most part our customers come to us because of the
beach. As people become more and more discerning with their dollars, I’d like to give them reason to make and continue to make
coastal New Jersey their place for both business and pleasure."
