The Mille Club: Exploring SoCal Luxury at El Encanto, a Belmond Hotel
By Larry and Adam Mogelonsky | October 11, 2024
A quick jaunt up the coast for Angelenos or anyone else in Southern California (SoCal) is the picturesque haven of Santa Barbara with its never-ending white sand beaches surrounded by trendy restaurants and beachfront accommodations. But drive a few minutes up the city’s hills, and you will reach the El Encanto, a secluded, 7.5-acre oasis of verdant gardens tucked into the upper reaches. Here, a serene presence contrasts the endless hubbub of cars, people, boats, and related commercial activities.
This geographic differentiation endears guests to the Belmond property, which, in a word, ‘unwinds’ them from the day-to-day intensity of a traditional visit to the city.
With 90 rooms and suites, the El Encanto welcomes guests with warm, enthusiastic greetings consistent with what one expects from a Mille Club member. (Recall the Mille Club is, by our definition, for properties that consistently offer guestroom rates above the $1,000 level.)
Our stay in one of the many cottages that dot the property allowed us to gain a keen appreciation for this special place. We also had an opportunity to interview their General Manager, Janis Clapoff, to learn more about how El Encanto delivers its unique brand of hospitality.
You have been the general manager of many luxury properties. Apart from location, what sets this one apart?
Imagine stepping out of your car into an environment of calm. From the moment our team welcomes you, our goal is to allow you to unwind, relax, and soak up this tranquil atmosphere. We aim for the guests to spend time with us ‘chillin,’ or put it another way, taking some time for themselves. We even provide a small cloth bag for guests to put their cell phones to bed. It is not that we expect them to use it, but rather, a reminder that this is time for themselves,
So, how would you classify the resort?
This classification is really up to our guests. Certainly, well-being is a critical component of our offering. For example, we provide a pillow concierge service. We also offer yoga and exercise classes. The property has many trails designed to enhance natural aromatherapy through the installed sensory gardens. Our spa has numerous treatments available, many unique to our property. Our F&B menus are curated to include many selections that meet vegan, vegetarian, and other dietary requirements. But all of this is voluntary, not mandated. A guest can still order a martini and a great steak without the culinary staff having a cardiac!
Tell us a little about your guest profile.
Typical guests are likely to come from the Los Angeles area, roughly two hours away via the freeway. The contrast between living and working in LA and El Encanto is like polar opposites. Many of our repeat guests think of our property as a regular personal battery recharge station. Importantly, our connection to the luxury Belmond group, – currently the only Belmond outlet in the United States – is perhaps our second-most origin marketplace. One other market is weddings through the May to October peak season.
Given this remote location, how does this influence guest spending?
I would not classify our location as remoter, but rather, intentionally off the beaten path. We are just five miles to the beach for those who need to dip their toes in the Pacific. However, our positioning within Santa Barbara puts significant pressure on our F&B team to perform. Most guests eat all three meals on-property, either at the pool, the restaurant, our lounge, or via room service. Variety and superb service are both critical.
What performance metrics interest you the most?
Certainly, total RevPAR (TRevPAR) and occupancy data. Our finance team can provide any numbers that an analysis may require. This is all valuable in fine-tuning our pricing and packaging. But what interests me the most is our guest experience data. Simply put, are we delivering on our promise of a tranquil, memorable stay?
