Casino/resort car valets and bellmen: some of the most important employees.

[Alan Mendelson]

I've met with casino and hotel execs several times in Vegas to discuss advertising and marketing-- and other issues including gambling. One thing I always try to mention in these meetings is that the execs should be aware of how important their car valet staff is -- and their bellman staff too.

The bellmen might actually have more "face time" and face to face contact with hotel guests than any other employee. They very likely share an elevator ride, they are in the guest's room helping load and unload bags, they are often asked questions about the layout of the hotel and they offer to answer questions too. How they treat a guest as they check out could determine whether the guest will return to the property.

The same with the car valets. How the valet greets the guest and then delivers their car and sends them on their way back home sets the first impression and the last impression a guest will have of a property.

I mention this because I want to see car valets and bellmen respected for their high value, and a little public recognition can help spread the word.

Now, that doesn't mean there aren't problems.

Recently at a Vegas hotel/casino I saw a car valet exhibit an insensitive moment:

A Nevada local had just driven up to the valet, and while waiting for a valet to take his key and take his car, the engine started steaming and coolant started to flow from under the car. This driver had a real problem.

The driver was aware of it and immediately shut his engine off. A moment later a valet arrived and asked for the key. The driver explained that the car had overheated, and if the car were started again there could be serious damage to the engine -- which is true. He said he called a tow truck.

The valet said "I'm calling security. The car must be moved now. This is private property."

That was absurd. True, the valet area was busy, but it wasn't so busy that the car couldn't have been left where it was until a tow truck arrived. The driver then asked if he could just move his car off to the side of the giant valet drop off area, and was told he could. I offered to give his car a push, but he said he would start the engine one more time.

He did, but he didn't have to.

That particular valet did nothing to help a guest.

[redietz]

Any estimate on current valet pay in Las Vegas? My info is dated, but it was that valets are highest income of all employees.

I'd say valets and bellmen are crucial. A friend of mine was seriously considering buying a condo at the newest of the Hilton condo towers down by the Sahara. The veto came when she dealt with the valet delays -- it probably cost them a sale, and it was the only real negative, but it was a long, bad negative. The rule of primacy/recency applies -- you tend to remember the first and last moments in any experience. Valets and bellmen are the face of the business.