Publisher's profile
The Homestead planning renovations as resort bookings continue to climb

Virginia Business
January 2006

Name: Brett Schoenfield
Title: President
Company: The Homestead
Born: Flint, Mich.
Education: Bachelor's degree in hotel administration, University of Las Vegas
Years at The Homestead: 10

Brett Schoenfield was promoted to president of The Homestead in 2004 after spending nine years in management positions at the Hot Springs property. Two recent awards from Conde Nast Traveler magazine – The 2005 Gold List and The Top 50 Spas in North America, the Caribbean and at Sea – indicate that Schoenfield is carrying on the time-honored traditions of the resort that was founded in 1766. Presently, he is overseeing a multimillion dollar, five-year renovation. Virginia Business spoke with Schoenfield as part of our January feature on Hotels and Conventions.

Q: How did you get into the hospitality business?
A: While attending the University of Las Vegas I had a number of different jobs at places like Caesar’s Palace, and knew I really liked this industry. When I graduated in 1984, I went into the Hyatt Hotel’s corporate training program and was placed at the Hyatt Regency Maui in Hawaii to train for three and a half years. From there I went to the flagship Hyatt in Atlanta, and then on to the Hyatt Monterey [California], where I met my wife. I knew I wanted to be in the hospitality business since I was about 12 years old. The way I see it, to be successful in this business you really have to have a servant’s heart.

Q: What brought you to The Homestead?
A: I moved around a lot with the Hyatt chain and was looking for something with a little more stability. Within the hospitality industry, The Homestead has a stellar reputation, and I was very excited to join the organization as rooms division manager 10 years ago. I continued to work my way up to be executive vice president in 2000 and then president last year. For me, this job is a dream come true.

Q: What kind of year has 2005 been for The Homestead?
A: The industry was hard hit by the events of Sept. 11, 2001, and we were no exception. At the same time many corporations cut back on their off-site meeting and conference expenditures in the wake of corporate accounting scandals. That business [corporate meetings] is starting to come back, and our advance bookings for 2006 are up. We are still confronted with immigration restrictions [the limited number of H2B visas allowed by the federal government] to adequately staff the resort. Prior to Sept. 11, we relied on foreign guest workers to balance out our work force needs. The last two years have been a challenge as we strive to ensure the proper resources to serve our conference and leisure guests. This year [2005] we are in a better position, staff-wise to cater to both leisure and conference guests. About 40 percent of our business is leisure and 60 percent comes from meeting and conference bookings. That ratio continues and we draw most of our guests from the Northeast.

Q: What major improvements do you have planned for The Homestead?
A: We put together an ambitious plan to renovate more than 400 guest rooms over the next five years. This represents more than just a coat of paint and new carpets. We’ll be doing major mechanical work, plumbing, electrical and HVAC, throughout the resort, adding a new restaurant, and expanding the pool and spa. Off-site we’re planning a renovation of the Lower Cascades golf course and adding a new restaurant at that location. We’re showing a long-term commitment to the Hot Springs area.

Q: You managed the creation of The Homestead KidsClub back in 2000. What was the impetus behind this children’s program?
A: We want to be known as a family-friendly resort. The KidsClub was born out of a need to provide parents with a guilt-free experience. Dad can go golfing, mom can go to the spa, and the kids can enjoy activities designed just for them. It is a certified day-care program for children ages three to 12 that includes meals, crafts and even movies. I’m happy to report that it has been an enormous success.

Q: What can you tell us about The Homestead Preserve?
A: That’s an exciting new project taking place on more than 11,500 acres between Hot Springs and Warm Springs. Originally the land was a buffer for the resort but now 9,250 of those acres have been sold to the Nature Conservancy’s Warm Spring Mountain Preserve. This land will remain pristine and will be one of the largest privately owned and protected natural areas in Virginia. The remaining 2,300 acres will become home to 450 families. We see this development as being good for The Homestead and the valley. These new families will enjoy the amenities of our resort and bring their friends to share the experience. This will introduce many new people to our area and to the resort.