Bermuda's Pink Beach Club Touts Family-Friendliness

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He said that the property is not changing its clientele as much as redressing a misconception. "We have families that have been coming back every summer for 50 years, bringing their children and now their grandchildren," Williams said. "We are very family-friendly. We don't have organized children's programs per se because our clients don't look for that, but we have wonderful private beaches, and we are near the aquarium, the caves and St. George's."

Williams also credits tourism minister David Dodwell's new Camp Bermuda program, which offers free activities during the week for families with children throughout the island, for helping keep youngsters entertained. "The Camp Bermuda program was a great help this summer," he said. "We also had couples who came alone this summer who have said they will come back with their children next year."

Williams, a Bermuda native, takes over as managing director from W.A. "Toppy" Cowen, who retired after 20 years at the property. Williams formerly was chief operating officer of Dallas-based Jack Tar Village Beach Resorts, which recently was purchased by Allegro Resorts.

One thing Williams will not change at Pink Beach Club is the resort's commitment to the travel agency community. "We rely on agents for about 85% of our business," he said. To encourage agents to visit the property, Williams said that retailers are invited to stay at a discount rate of $140 per night any time, space available. "We will make sure they have a great vacation and learn a lot about Bermuda."

The property features 93 suites in 25 cottage buildings, spread out over 16.5 acres of hills and gardens. Located on the south shore, the hotel overlooks two pink coral sand beaches. "We are the quintessential quiet, sophisticated Bermuda cottage colony," he said. "At the same time, we keep up with the times."

To cater to clients' changing dietary tastes, for example, the hotel will introduce a second restaurant next year on the terrace that will feature light food, such as grills and pastas, according to Williams. "We also will open it a little earlier to accommodate families and people who want to dine early and who don't want to dress up and go into the dining room," he said.

The property, which closes Dec. 15 to March 15, will renovate several cottages, refurbishing some decor and completely redoing a number of bathrooms. "We do this every year," he said. "This way, our 93 rooms are kept in very good shape."

For additional information about Pink Beach Club, call Elite Hotels at (800) 355-6161 or the hotel directly at (441) 293-1666; fax (441) 293-8935.

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