The winning presentation to the senior managers at the Ritz-Carlton in San Francisco, for a course in Managing Innovation at the San Francisco State University College of Business -- Spring, 2006. Recommendations for improving the in-room dining experience based on direct observation, research and insights.

1. The Care & Feeding of the Discerning Affluent By Bill Emmack & Maureen O’Neil

3. What have we done? understand observe interpret refine visualize evaluate realize implement scoping, identifying issues to explore learning about people, context evolving insights as design ideas expressing ideas in visible tangible form trying them out, improving them resolving details in final form IDEO Process

8. The In-Room Dining Experience Bill: “ The first night I had a steak, which was delicious! (It was maybe just a tad underdone, but not worth sending back.) The main thing I remember was that the waiter had to take all the bottles out of the Mini-fridge to put my ice cream in there to keep it from melting while I ate my dinner. Then there was melted ice cream in the fridge for the rest of the weekend…”

9. The In-Room Dining Experience Maureen: “ There were a few little things that we could have been nit-picky about, but overall everything we had was just what you’d expect from someplace as nice as the Ritz -- the food was excellent, and the staff was obviously trying to address us by name (even though they kept getting it wrong since we have different last names). It was all great, but nothing really stood out as exceptional to me…”

10. It’s Only Above Average The Problem:

11. Where’s the “ Wow! ”… ?

12. People will talk… Or will they?

13. Make it Memorable! To increase passion… Passion Confidence Integrity Pride 36% 63.7% 63.7% 54.4% Loyalty

14. Iced Tea -- with frozen-tea ice cubes; Black napkin for my dark pants Free ride home, broke “the rules” for me “ Breathing” sleep indicator on PowerBook “ Wow!” Make it Memorable! To increase passion…

15. “ Uh, wow …” Make it Memorable! But in the right way… High Tea: Bill received noticeable “attitude” and quite poor service. It sure seemed like it was because he and his date were wearing jeans and sneakers… Housekeeping: Drinking glasses weren’t restocked. When Maureen asked a housekeeper just outside the door for some glasses, they were given “grudgingly.”

17. San Francisco is a destination… Use it to your advantage.

18. At The Ritz-Carlton: Local Local Local Local Local Local The Honor Bar Emphasize the Local

19. Local Local Local Local Local The Honor Bar At The Ritz-Carlton: Emphasize the Local

20. At The Fairmont: Local Local Local Local Local Local The Honor Bar Emphasize the Local

21. Emphasize the Local

24. Ritz-Carlton Culinary Secrets

26. Health Club/Fitness Four Seasons Ritz-Carlton

30. Breakfast Why not the Freshest Orange Juice! Fresh Orange Juice?

31. French Press Coffee Breakfast

32. Where’s the Candlelight? Dinner

34. Napa Valley… in San Francisco

35. Napa Valley… in San Francisco CRAB RAVIOLI baby carrots, spinach, asparagus, coconut citrus sauce NIMAN RANCH LAMB fava beans, morel mushrooms, red onion marmalade, potato gnocchi, thyme infused lamb reduction STRAWBERRY-RHUBARB SORBET citrus segments 2004 Zinfandel "Ballistic” Layers & layers of juicy Zin flavors. Been wine-tasting? (Or just want to try something from our cellar?) We would be delighted to suggest the perfect meal to go with your new favorite. Our chef and sommelier can pair nearly any wine from Napa Valley all the way down to Paso Robles with just the right selections from our menu! +

37. Dining: A Complete Sensory Experience

40. Investment Summary $5,000 Thank You Notes $60,000 Total Investment $25,000 Concert Film $11,000 Napa Wine Pairings $2,000 Breakfast/Dinner $4,000 Yoga/Pilates $13,000 Culinary Film Costs Enhancement

41. Revenue Potential *Assuming 3% increase per year $153,830 $149,350 $145,000 $5,000 Thank You Notes $1,715,900 $155,210 $325,931 $153,830 $318,270 $308,828 2009 $1,665,922 $150,689 $307,700 $149,350 $309,000 $299,833 2008 $1,617,400 $146,300 $290,000 $145,000 $300,000 $291,100 2007 $60,000 Total $25,000 Concert Film $11,000 Napa Wine Pairings $2,000 Breakfast/Dinner $4,000 Yoga/Pilates $13,000 Culinary Film 2006 (cum. cost) Enhancement

43. The Competition

48. Excellence Is Expected But, alas, not Memorable Passion is Created by Proactively Evoking a Wow! Response

49. Thank You!