Beachy Keen

Check out the photo above. It could be a festive family reunion, right? That's what we thought when we first viewed the cheery image. Instead, it's the latest “uniform” look for the sales staff at the Marco Island (FL) Marriott Beach Resort. The property recently completed a massive $187-million renovation, the largest in the brand's history.

In the wake of the renovation, management studied ways to reposition the resort to reflect its refreshed image. At a sales retreat brainstorming session, staff kicked around myriad ideas to set themselves apart from the competition — the Tommy Bahama and sports shirt/khaki pants looks had been done to death, reports Robert Pfeffer, director of sales and marketing. “Someone suggested Lilly Pulitzer, a Florida brand. It's easily recognizable, fun to wear and distinctive.”

Sales managers wear the colorful outfits when meeting with clients at industry events, site visits and sales calls. “We've gotten some great feedback from meeting planners and internal customers,” says Pfeffer. “When we go to trade shows we dress in Lilly Pulitzer and we're certainly easy to spot in a crowd — especially our six-foot tall director of sales.”

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