November 17, 2010
Greenbrier denied fifth star; Justice recommits
WHITE SULPHUR SPRINGS — Despite investing well over $100 million since purchasing The Greenbrier some 18 months ago, owner Jim Justice got some disheartening news Tuesday when the folks at Forbes Travel Guide, formerly the Mobil Travel Guide, released their annual ratings and denied the facility the coveted fifth star that he has committed to recapturing from the day he took over the resort in May 2009.
"It breaks my heart to tell you the truth," Justice told The Register-Herald. "I hate it for the people."
Tuesday's news means the 10 percent bonus Justice offered to the resort's employees, if the fifth star was awarded, will be on hold for at least another year.
"Honest to Pete, we have great employees that have worked so hard —with passion, dedication and love. They've given it their best and this news is really hard for them, it's hard for me," Justice stated. "We've spent untold millions on training, retraining and education. We just didn't get there.
"But what's the alternative? We'll shed a few tears then we're going to dust ourselves off, strap on our boots and go back to work."
Since 2000 The Greenbrier has been given four stars by the travel guide after years of being listed as a five-star destination. Forbes is widely considered to be the gold standard rating service for the world's elite hotels, spas and restaurants.
Spa facilities at The Greenbrier also earned four stars this year while no restaurants at the facility earned a four or five star rating.
"It's a little tough to understand it but I can tell you we have received thousands of letters from people, many who have traveled all over the world, who have told us it's the best stay they have ever had," Justice remarked. "I was just telling Cathy (his wife) that it is just phenomenal the response we have received. Gift after gift has been left for me; expensive ones, from people thanking us for the wonderful experience.
"Many people said they were here 10 years ago, some said they were here three years ago and that it's so different now. We get a thousand good letters for every one bad one. It's humbling and it gives me a very, very prideful feeling. We've really done well here in the last 18 months and this transcends way beyond me. That's why it just wasn't a good day, receiving this news."
Justice said it would be easy to accept the results of the Forbes report but he won't quit and settle for second best.
"West Virginia has been given the short stick so many times and I want to achieve greatness for our great state," he stated. "I can't rest and I know our employees won't rest until we get there. As long as the good Lord gives me breath we're going to keep pushing and keep slugging.
"We're going to step back, evaluate where we fell short and do what it takes to show the world we're No.1 here in West Virginia."
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~Rita~
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