JOHN G. CREAN The Greening of Broken Sound - Bad Request
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May 2019 | $7.95 SFBWMAG.COM
JOHN G.
The Greening
CREAN
of Broken Sound
2 MAY 2019 • www.sfbwmag.com
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TABLE OF CONTENTS
30
COVER
STORY
John G. Crean
takes a green
approach at
Broken Sound
12 Briefcase
News briefs from
around the region
24 Great Places and Spaces
Aston Martin condominiums
and Vista restaurant
28 The Good Life
36 Feature
Lisa Lutoff-Perlo charts
her own course at
Celebrity Cruises
43 Innovations in Health Care
UM weights in on
Havana mystery
48 Education Collaboration
A concierge for
working students
52 SFLG Monthly
What you need to
know about blockchain
56 Technology
Reports shows
strong tech growth
58 Economic Development
Deerfield Beach is
ready for thoughtful growth
64 Commercial Real Estate
A flurry of project i
n Broward County
66 Ask the Experts
SFBW & Partners
70 South Florida
Executive Roundtable
Women’s Leadership
Roundtable
74 CEO Connect
Meet the leader of the
Honda Classic
80 Excellence in Human The beauty of the
Resource Awards Broken Sound Club
6 MAYInside
2019 the
• www.sfbwmag.com
gala celebration See page 30
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LETTER FROM THE EDITOR
Editor-in-Chief Kevin Gale
The resilience of golf
I’ve read more than a few articles in recent years that have made me wonder about the future of
golf, which is sometimes stereotyped as a game for stodgy old white guys. The story line is that the
game is dying out because of changing demographics, such as kids playing video games instead of
hitting golf balls.
Fueling that notion has been the array of golf courses that have closed and been turned into
residential projects, such as Botaniko in Weston. Pretty much every day, I commute by the site of the
former Oak Tree Golf Course in Oakland Park. PulteGroup has proposed putting 288 single-family
homes and 117 townhomes on the property.
However, we have two articles in this issue that show how golf can continue to be vibrant.
One story is based on our “CEO Connect” event with Ken Kennerly, who is executive director of
the Honda Classic, and president and CEO of K2 Sports Ventures. Even a nongolfer can appreciate
Expect the what it he has done: The Honda Classic in 2017 boasted an increased attendance of more than
203,000 spectators, and more than $3.5 million in charitable contributions for a total of more
than $16 million in charitable contributions since the tournament moved to PGA National. The
Unexpected beneficiaries are an array of children’s charities.
The Honda Classic is more than about golf. Kennerly, his team and sponsors have created a
festive atmosphere that includes reasonable ticket prices to walk the whole course and watch some
Prepare
of the biggest names in golf play. There are literal fireworks.
The Honda Classic has an estimated $58 million economic impact. That’s probably understated
given all the beauty shots of Palm Beach County during broadcasts of the tournament.
your Kennerly credits Top Golf and Drive Shack with putting new energy into the sport. Newcomers
can hang out with their friends for an hour or two and hit some balls while enjoying food and
beverages. That addresses one of the knocks on the sport that it takes a long time to play 18 holes.
business Kennerly engages with youths in his “Inside the Ropes” concept during tournaments.
Our cover story is about John Crean, general manager and COO of the Broken Sound Club in
now for the Boca Raton. Crean has branded Broken Sound as an environmentally friendly club. He started with
getting rid of Styrofoam cups and later installed a pioneering system that turns food waste and plant
trimmings into mulch. Broken Sound also uses recycled water. The Old Course at Broken Sound is
upcoming a bio reserve with one of the largest stands of maple trees in South Florida. When Crean read about
the collapse of honeybees, he started installing bee hives and adding wild flowers. When he heard
hurricane
about the Zika virus, he added bat houses to cut down on mosquitoes. One of the photos I was sent
shows a magnificent fox strolling across one of the greens.
Beyond golf, Crean’s approach is worthy of a Harvard Business Review piece on how to
season. differentiate your business amid fierce competition. With plans for a $29 million clubhouse overhaul,
the members of his club deserve credit for investing in its future success.
The bottom line is, golf is enjoyed by many business owners and C-suite executives. Crean and
Kennerly deserve credit for fueling an industry that is a key cog of our region’s economy.
Contact
OK Generators today.
8 MAY 2019 • www.sfbwmag.com
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CHAIRMAN AND PUBLISHER Creative Editorial Advisory Board
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Matt Dernis,
Photographers Fortune 360, Rick Mancinelli,
CFP ® C3, CEO
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Barlington Group, Merin Hunter Codman,
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HOFFMANS.COM www.sfbwmag.com • MAY 2019 11briefcase broward
Milestones at Dania Pointe
Phase 1 of Kimco Realty’s 102-acre Dania Pointe development along Interstate 95 in Dania Beach is open and 94 percent leased. Tenants are start-
ing to open and will continue to do so into 2020. Notable leases include Lucky’s Market, Regal Cinema, Tommy Bahama, Forever 21, Cooper’s Hawk
Winery and Restaurant, Rodizio Grill and Bowlero, a 30,000-square-foot bowling and entertainment center. Meyers Group has topped off Avery
Dania Pointe, above, a 264-unit luxury apartment project at Dania Pointe designed by architect Kobi Karp.
The Dalmar opens
DoveHill Capital Management and Wurzak Hotel Group have opened the 25-story, 209-room The Dalmar, 299 N. Federal Highway,
Fort Lauderdale. It is part of Marriott International’s Tribute Portfolio. The hotel includes Rose’s Coffee Bar, a lobby lounge and The
Terrace Grill, above, which has an American grill concept with touches of Italian flair.
12 MAY 2019 • www.sfbwmag.comGalleria Lofts finished
SobelCo has finished construction of the 48-unit Galleria Lofts, 1025 NE 18th Ave., Fort Lauderdale. The
project has two- and three-bedroom homes with prices starting at $429,000.
Broward College has ceremony
for president
Broward College held an investiture
ceremony for Gregory Haile as the seventh
president of the college. The college also
announced Broward Up, a program to help
residents in 11 of the county’s poorest New project in Lighthouse Point
ZIP codes gain access to postsecondary Cavache Properties plans a summer groundbreaking for the 12-unit SeKai Residences at 3870 NE 22nd Way
education, including vocational and industry in Lighthouse Point. The gated community will have two-, three-and four-bedroom units with prices starting at
certification courses. $850,000.
Yoga studio opens
in Flagler Village
SOL Yoga (short for “secret of
life”) of Miami has opened a
second yoga and workout studio
at 835 NE Second Ave., Fort
Lauderdale. The 6,000-square-
foot center, opened by CEO
Catherine DeFrancesco,
includes two infrared-heated
yoga and workout studios, skin
rejuvenation treatments, an
onsite acupuncturist, a boutique
and a smoothie bar.
www.sfbwmag.com • MAY 2019 13In today’s global business environment, service is
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MIAMI | BROWARD | PALM BEACH | PALMETTO BAY www.sfbwmag.com • MAY 2019 15briefcase miami/dade
Wynwood 25 opening
Kobi Karp’s latest project, Wynwood 25, is slated for occupancy in May. The 400,000-square-foot mixed-use development is the first big residen-
tial project completed in the neighborhood and has 289 rental apartments, 30,000 square feet of ground-floor retail and 340 parking spaces.
Prices for the studios start as $1,400, with three-bedroom prices starting at $4,000.
Exotic aircraft, too
Prestige Imports has added the Icon A5 aircraft to its showroom of
exotic cars in its North Miami Beach. The two-seater can go up to
109 mph and offers a spin-resistant airframe, a low stall speed, a
whole plane parachute system and an angle of attack indicator. The
wings fold back so it can be towed by a car or truck.
Motion at Dadeland completed
Osaka in Brickell 13th Floor Investments and Adler Group have completed construc-
Internationally acclaimed restaurant Osaka will have its North Amer- tion of Motion at Dadeland, 8400 S. Dixie Highway, a transit-orient-
ican debut at 1300 Brickell Bay Drive in July. Chefs Rogger Quispe ed, 294-unit luxury rental community adjacent to the Dadeland North
and Juan Urrutia are considered trailblazers in the Nikkei cuisine Metrorail station. A 25-story building designed by Corwil Architects,
movement, which merges Japanese techniques with Peruvian flavors. Motion has 294 luxury rental apartments and just under 8,000
They have nine restaurants in Latin America. square feet of retail space.
16 MAY 2019 • www.sfbwmag.comNew Streetscape
Developer Moishe Mana is trying to jumpstart the troubled redesign of Flagler
Street with a curbless concept that would facilitate street fairs. His company
recently signed Miami International University of Art and Design as a tenant on
the street. (Image courtesy of Curtis and Rogers)
Via Emilia Garden in Midtown
Nonna Beppa Hospitality Group chef Wendy Cacciatori and his wife Valentina
Imbrenda are opening Via Emilia Garden restaurant in Midtown Miami, 3500
N. Miami Ave. The duo are known already for Emilia 9 on Miami Beach. The
2,000-square-foot, indoor and outdoor eatery in Midtown will seat up to 100.
Major donation for FIU
Badia Spices, led by Jose
“Pepe” Badia, gave $1 million
for the Next Horizon campaign
at Florida International Univer-
sity to create the Badia Spices
Scholarship Endowment at the
Chaplin School of Hospitality
& Tourism Management. The
endowment will be used to
recruit and retain students,
primarily by providing scholar-
ships for students.
Virgin Trains
Virgin Group founder Sir Richard Branson and Virgin Trains USA President
Patrick Goddard heralded the transition of Brightline to Virgin Trains USA at
MiamiCentral. “Virgin has a long history of changing industries for the better and Party place at the mall
inspiring enduring loyalty through outstanding customer experience,” Branson Event space Level Three has opened atop the new wing at Aventura Mall. The
said. “Today marks the first step in that journey with Virgin Trains USA as we architecture for the 25,000-square-foot space was created by Carlos Zapata. It
unveiled the beautiful Virgin MiamiCentral station.” includes floor-to-ceiling windows and a rooftop terrace with skyline views.
www.sfbwmag.com • MAY 2019 1718 MAY 2019 • www.sfbwmag.com
About Us
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www.sfbwmag.com • MAY 2019 19briefcase palm beach
Celebrating women
As part of Women’s History Month, Office Depot had a breakfast reception with its “Women of Color” associate resource group at
the company’s Boca Raton headquarters. After the breakfast, Dress For Success CEO Joi Gordon hosted a roundtable conversation
with South Florida female community and business leaders.
Dr. Alice Moore Apartments
Nonprofit Carrfour Supportive Housing has teamed up with the Je-
rome Golden Center for Behavioral Health to break ground on the Dr.
Alice Moore Apartments, a $17.5 million development at 335 27th
St., West Palm Beach. The 36 supportive housing units will be used
for residents impacted by mental illness and residential instability.
Help from ‘Dog the Bounty Hunter’
Famed TV personality and bounty hunter Duane “Dog”
Chapman has a new partnership with Treatment Alter-
natives of Boca Raton. Treatment Alternatives is working
with bail bonds agents, judges and court representatives
to create a safe and effective program to rehabilitate
those suffering from addiction who have been incarcerat-
ed or who may be facing.
“I am what rehabilitation stands for,” Chapman says.
“I have been there. I know every addict can change and
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right opportunity and the right treatment. I have seen
how Treatment Alternatives has helped thousands of
people get clean and get their lives back on track.”
Amrit gets lead broker
Compass Development Division has been tapped as the lead broker-
age for Amrit Ocean Resort & Residences on Singer Island. Amrit
Ocean Resort & Residences offers five-star resort amenities and is
being developed by WRS Development, an affiliated company of
Creative Choice Group.
20 MAY 2019 • www.sfbwmag.comFacelift for Halsey Place
Miller Construction Company has completed the exterior restoration
of Halsey Place for owner Sunshine Towers. The project removed a
Chattahoochee façade that was added to the original stucco exterior
decades ago. The 22,348-square-foot, three-story structure was built New dining experience at The Norton Compass Florida booms
in 1924 at 313 Datura Street and initially operated as the Hotel The Norton Museum has completed a $100 Rapidly expanding realty company Compass
Halsey. million renovation and opened The Restau- Florida has added The Koolik Group, led by
rant at the Norton, which overlooks the Elliot and Wendy Koolik, above, and Mod-
Pamela and Robert B. Goergen Garden and ern Living Group, led by Patrick Lafferty, to
offers a choice of dining indoors or outside. its team in Palm Beach County. The Koolik
The Restaurant is run by the Constellation Group brings 15-plus agents, and Modern
Culinary Group. Living Group has 11.
New Tire Kingdom
concept store
Tire Kingdom Service Centers
has opened a shop of the future
concept at 3615 Northlake Blvd.,
West Palm Beach. The store
has a business area, upgraded
broadband, a digital feature wall,
Record-setting battery storage children’s tablets with games, an
Florida Power & Light Co., based in Juno Beach, says a planned
enhanced concession area, a large
solar-powered battery system in Manatee County will have four times the
open view to the back shop and
capacity of the largest battery system in the world. The FPL Manatee
digital inspection equipment. Tire
Energy Storage Center will have 409 megawatts of capacity—the
Kingdom has nearly 190 locations
equivalent of approximately 100 million iPhone batteries or 300 million
in Florida.
AA batteries. It will be charged by an existing FPL solar power plant.
Ultra luxury in Delray
The Ocean Delray project by developers National Realty Investment Advisors and U.S. Construction has received final site plan approval from the city. The
developers say it will be the first new development project along the ocean in Delray Beach in 30 years. Ocean Delray, at 1901 S. Ocean Blvd., will have 19
residences from the upper $4 millions to $9 million. Completion is expected in the fourth quarter.
www.sfbwmag.com • MAY 2019 2122 MAY 2019 • www.sfbwmag.com
Take a look at Palm Beach County from a whole new
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BACKDROP: West Palm Beach cityscape, as viewed from Palm Beach island.
To hear Mr. Rabil’s views on our county please visit bdb.org/InnovationLocation
www.sfbwmag.com • MAY 2019 23GREAT PLACES AND SPACES
Aston Martin
Revuelta Architecture and Bodas Miani Anger have
come up with a sailboat-shaped tower for the 66-story
Aston Martin tower at 300 Biscayne Boulevard Way. The
project will have 391 luxury residences priced from the
$700,000s to $50 million. The developer is G&G Business
Developments, founded and managed by key members
of the Coto family, which is the largest domestic retailer
in Argentina and one of the country’s leading exporters.
The tower is under construction and has $200 million in
financing from a London affiliate of Brazil’s Itaú Unibanco.
Completion is expected in 2022.
24 MAY 2019 • www.sfbwmag.comLove Where You Work
www.jcwhite.com
SIT - TO -STAND www.sfbwmag.com • MAY 2019 25GREAT PLACES AND SPACES
Buena Vista, Indeed
The two-story Vista restaurant, 5020 NE
Second Ave., Miami, is one of the newest
dining destinations in the Upper Buena Vista
neighborhood. Patrons are welcomed into an
industrial-inspired dining room complemented
with a foliage encased ceiling and hanging bamboo
light fixtures. A wall of sliding glass doors unifies
the space with an outdoor patio. Colorful dining
benches, hanging plants and walls of greenery
enrich the dining experience. The rooftop terrace
has views of the Miami skyline.
26 MAY 2019 • www.sfbwmag.comwww.sfbwmag.com • MAY 2019 27
GET YOUR FREAK ON
Ulysse Nardin has come up with an entry level to its
Freak line, called the Freak X. That’s “entry level” as
in starting at $21,000. The flying carousel, baguette-
shaped movement rotates around its own axis with
no dial and no hands. ulysse-nardin.com
THE EYES HAVE IT
Edward Beiner, known
for its carefully curated
selection of trendsetting
eyewear, has launched
a collection of 3D-printed
frames under the company’s
new “Eyes Forward”
campaign. The line comes
in a rainbow of shades and
can be customized with your
Pantone color of choice.
Available at stores in
Aventura, Boca Raton and
Miami’s Brickell Avenue.
edwardbeiner.com
BRUNO IS BACK
If you have been wondering where
the Bruno Magli shoes are at
Neiman Marcus, they’re back.
SFBW has a liking for the Camino
Cognac shoes with a decorative
tassel on the end of the laces. They
retail for $625.
SISTER ACT
As evidenced by the five-star raves on social media, diners in Boca and Delray
are delighting in the authentic Italian cuisine and familial warmth at Le Sorelle, the
brainchild of three sisters (Candida, Anna and Luisa) from Ponza, a 5-mile-long
island off the west coast of Italy. There are Neapolitan-inspired pizzas baked in a
900-degree oven, but SFBW is especially intrigued by branzino al sale, which is cooked
with salt in the brick oven, then sliced and opened tableside. 20 SE Fifth Ave., Delray
Beach; 6020 N. Federal Highway, Boca Raton; lesorellerestaurant.com
28 MAY 2019 • www.sfbwmag.com125 MODERN LUXURY HOMES
SITUATED ON 121 GRACIOUSLY
LANDSCAPED ACRES IN WESTON
Designed by visionary team Chad Oppenheim, Roney Mateu,
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Sales Gallery 16479 Botaniko Drive North, Weston, Florida 33326 | BotanikoWeston.com | T 954 372 8450
Exclusive Sales and Marketing by Terra Realty, LLC and Compass Development
This project is being developed by Terra Weston Residential, LLC (“Developer”), which has a limited right to use the trademarked names and logos of Terra Group. Any and all statements, disclosures and/or
representations shall be deemed made by Developer and not by Terra Group, and you agree to look solely to Developer (and not to Terra Group and/or any of its affiliates) with respect to any and all matters relating to
the marketing and/or development of the project and with respect to the sales of residences within the project. Oral representations cannot be relied upon as correctly stating the representations of the developer. This
is not intended to be an offer to sell nor a solicitation of offers to buy real estate to residents of NY, or in any other jurisdiction where prohibited by law, and your eligibility for purchase will depend upon your state of
residency. All images and designs depicted herein are artist’s conceptual renderings, which are based upon preliminary development plans and are subject to change without notice in the manner provided in the offering
documents. All such materials are not to scale and are shown solely for illustrative purposes.
www.sfbwmag.com • MAY 2019 2930 MAY 2019 • www.sfbwmag.com
COVER STORY
BROKEN SOUND’S GM HAS A
DRIVE TO BE GREEN BY KEVIN GALE
With their vast swaths of grass, country says. He thought about how to brand the
clubs are sometimes portrayed as mono- club when every club offers similar food
culture biological deserts. That’s not the and service—although he’s quick to add
case at Broken Sound Club. his club provides that at higher levels.
In the middle of talking with a visitor, The answer was to position the club as an
General Manager and COO John Crean environmental leader among gated com-
goes behind his desk and grabs two jars munities.
of honey with the Broken Sound logo. Broken Sound, which has two 18-hole
One of his many quests to make the club courses and a residential development,
ecologically friendly was planting wild- is certified as an Audubon sanctuary and
flowers and installing 22 beehives. It’s a was the second club in the United States
critical environmental move as scientists to become certified by the Scotland-based
worry about the collapse of bee colonies. Golf Environment Organization. The club
The hives have about 1 million bees and has a composter/digester that turns plant
produce more than 1,000 pounds of honey clippings and food waste into compost
a year, which is given to club members. that has the qualities of organic fertilizer.
Crean and Broken Sound’s environ- While golf greens are sometimes criti-
mental approach offers a case study in cized for soaking up a lot of water, Broken
how to build a brand to differentiate Sound uses reclaimed water from the city
yourself from the competition. The com- of Boca Raton. It also uses solar power
petition is fierce in country clubs, Crean and recycles cardboard and plastic bottles.
www.sfbwmag.com • MAY 2019 31Crean said his appreciation for the en- and mulch, which saves money.
vironment goes back to his family’s farms The previous renovation of the spa and
in his native Ireland. He became irritat- fitness center was built to standards for
ed when he saw foam cups being blown Leadership in Energy and Environmen-
onto the courses at Broken Sound. He tal Design, a program by the U.S. Green
doesn’t give up easily in his quest. When Building Council, which resulted in rec-
the corn-plastic cups used to replace the ognition from the city. The Environmental
foam cups sweated and got on members’ Protection Agency asked Crean to be a
clothes, he added insulating koozies to speaker at a conference in San Diego.
golf carts. A few years ago, Crean saw concerns
The food and plant digestor is hailed about the Zika virus. “What’s the natural
as the first industrial compost program in killer of the mosquito? Bats. The Florida
Florida. It can hold 47 cubic yards of ma- bat has been declining. Let’s see if we can
terial. Microbes generate heat and break- create habitats for bats,” he says. The club
down the cellulose—“and out pops seven put up 12 bat houses, and four of them are
cubic yards of compost on a daily basis,” now populated.
Crean says. Environmentally friendly, yes, Crean gained major recognition in
but it also reduces the need for fertilizers 2005 when he was awarded the “2005
32 MAY 2019 • www.sfbwmag.comCOVER STORY
Club Manager of the Year” award by Club “I don’t know when they are going to
Management magazine as well as the “Ex- get in, because I don’t have people down-
cellence in Club Management in 2005” grading or selling to get out of the Old
award by the McMahon Group, a private Course,” Crean says. The Old Course has
club consulting firm. been the home of the Boca Raton Champi-
While some gated communities are onship, the PGA Tour kickoff event, since
struggling in South Florida, Broken Sound 2007.
appears to have a robust model. Work on the Old Course began in 1977,
The Club Course, which is part of the according to an article in the Palm Beach
residential development on the west side Post-Times (now, simply the Post). It’s
of Military Trail on Yamato Road, has a been called a Northern-style course with
cap of about 435 family members and was an abundance of live oaks and maples.
recently at about 380. Crean plans to fill The Broken Sound name came about
the gap. when golf course architect Joe Lee cleared
There is a 45-person waiting list to be some brush, put a ball on a tee and took
a member of the Old Course, which has a swing. The ping of the ball broke the
a 350-member cap. It’s on the east side of stillness.
Military. Arvida, the developer of the residen-
A rendering shows the $29 million clubhouse renovation
www.sfbwmag.com • MAY 2019 33COVER STORY
Crean’s Earlier Life
Crean was born in Roscommon, Ireland, and
says he probably swung his first golf club by
age 12.
His father established one of the first
manufacturing businesses in western Ireland,
making mosaic tiles. Crean’s father died when
he was 3, and the business was taken over by an
uncle, who turned it into a major enterprise.
Crean got into the hospitality field as a
hotel and catering major at Galway’s regional
technical college, which involved a year in
Switzerland.
His brother suggested he put his name in
for the U.S. visa lottery. Crean moved to the
States and got his green card in 1996. He
A fox makes its way across one of the greens at Broken Sound worked at The Lawrence Beach Club and The
Muttontown Club on Long Island in New York.
At one point, he juggled working at
tial project, bought the Old Course new playground will be built behind Muttontown and studying to be a chef at the
because it was running out of mem- the pool deck. New York Restaurant School. He would work
berships at the residential develop- Homes at the club range from at Muttontown from 9:30 or 10 in the morning
ment. Lee and golfer Johnny Miller $300,000 to $4.5 million. Broken to 4 p.m., when he would take a nap for a few
designed the new course. Sound draws many residents from hours. Then he would take a train into the city
The club complex has 1,623 places like New York, Chicago, around 10 p.m. for his courses. At 8 a.m., he
homes and 800 apartments and 23 Philadelphia and Washington, D.C., was back on the train heading to work.
tennis courts. There is an array of Crean says, but a recent trend is Mi- Crean was recruited to Broken Sound by a
amenities, including three restau- ami-Dade County residents moving headhunter from John Sibbald and Associates.
rants, a spa, fitness center and a gym. north. Some members of Muttowntown liked his work
The club has 400 employees and Health, wellness and convenienc- and also had homes in Broken Sound. Crean
about 3,100 residents, which can es for members are other emphases says he wasn’t that eager to move to Florida,
swell to 4,300 during the height of at Broken Sound. Crean recalls a but his wife fell in love with it.
the season, Crean says. The club has conversation with Boca Raton Re- The club didn’t make a great first impression
a $34 million budget and $95 mil- gional Hospital CEO Jerry Fedele on Crean. He saw some overflowing ashtrays
lion in assets. about six years ago about the trend and cigarette butts on the ground. There were
Crean is embarking on the third for health care to become more lo- tissues on the floor of the restrooms and chairs
upgrade of the clubhouse during calized. Why not have some phys- weren’t straightened up.
the 17 years he has been there. The ical therapists from the hospital at “If people were missing the details, then I
earlier versions cost $18 million and Broken Sound so members wouldn’t knew there were much larger details that were
$10 million. This one will cost about have to trek over to the hospital for being missed,” Crean says. “These things can
$29 million. visits? What started with one phys- be fixed easily, but the problem is nobody is
The design by Peacock + Lewis ical therapist has evolved to 2½ to seeing them. If you don’t see the small things,
Architects and Planners will have three working almost full time with you aren’t seeing the bigger things.”
a new entrance with a fountain, a a nurse practitioner also on site. The Crean said he fixed the details and then went
glass-covered porte cochere and a club’s spa has a dietitian, too. after the bigger structural problems, such as
two-story arrival pavilion. Crean’s impact on the club and the level of food and service. For example, he
The clubhouse will include more the city were recognized in Janu- didn’t like the concept of overtaxed waiters
space for the card rooms and a big- ary when he was honored at Broken working just for tips and handling too many
ger golf pro shop, a rooftop bar, a Sound’s 15th annual fundraiser for tables.
grill room atrium bar, a sports bar the Jewish Federation of South Palm Cearn acknowledges he has a big job with
overlooking the greens, a new main Beach County. There was a video of lots of employees and responsibility for the
dining room with a retractable floor- his life, and Crean was surprised by brand.
to-ceiling glass wall, and an outdoor the mayor when he was given the “You have to protect the brand,” he says.
terrace with a restaurant and bar. A keys to the city. ♦ “The brand, the brand, the brand.”
34 MAY 2019 • www.sfbwmag.comwww.sfbwmag.com • MAY 2019 35
FEATURE
Sea Change
As CEO of Celebrity Cruises,
Lisa Lutoff-Perlo has
successfully steered the
brand into uncharted
waters, taking purposeful,
groundbreaking strides
to empower women and
celebrate our differences >
BY KEVIN KAMINSKI
36 MAY 2019 • www.sfbwmag.comwww.sfbwmag.com • MAY 2019 37
FEATURE
eing the first has come with its share of opportunities for Lisa She always wanted to be in business; she owned her own businesses.
Lutoff-Perlo. But it’s the doors that the president and CEO of Celebrity She never took on a traditional role in our household. I saw that, and
Cruises continues to open for others that is reimagining the company, I’m sure it influenced how I feel about what a woman’s role is and isn’t.
captivating the industry—and inspiring women around the world. I also grew up during a time where my grandmother’s house was
Since becoming the first female to lead one of Royal Caribbean very traditional as it related to the dynamics between men and women.
Cruises Ltd.’s global brands in 2014—duties that involve 10 mammoth I remember being in that house and always thinking that it felt wrong
cruise ships (13 ships overall) and more than 15,000 employees, to me. When I had the opportunity, I was going to make sure that the
representing 60-plus cultures—Lutoff-Perlo has walked the walk as a dynamics in my life wouldn’t be like that.
champion of diversity and inclusiveness. Celebrity’s partnership with So, I had that one positive thing with my mom and that one cultural
the Regional Maritime University in Ghana, for example, is giving thing in my grandmother’s home. Early on, it made me think about
the women of that West African country an opportunity where none how I perceived my own role in society. I wasn’t going to consider
existed before—to become bridge officers by participating in a cadet gender an inhibitor. In fact, I was going to buck the tradition.
program. Among her noteworthy hires over the past few years: the
first female African bridge officer, as well as the first female American Where some women who break a gender ceiling downplay it
captain, and the first female Ecuadorian captain. a bit, you embraced it. How did you reconcile the individual
“This role has given me the biggest opportunity to make a significant attention with the broader company narrative?
difference in women empowerment, gender balance and gender When I was named CEO and president, my phone started ringing a
equality,” says Lutoff-Perlo, who also oversees Royal Caribbean’s lot because I was the first woman. There was a tremendous amount
Global Marine Organization, which encompasses the entire fleet of of interest.
50-plus ships. “It’s also given me a platform by which I can go into And it really annoyed me.
the universe and try to help elevate women—or have companies look I didn’t think of myself as a woman appointed to this position. I
at the percentage of women in their workforce in important roles.” worked in the company for 30 years, across two brands, and held
In an age of polarized rhetoric, Lutoff-Perlo also has eschewed all kinds of different jobs. I prepared myself well. I thought of it
the buttoned-down, play-it-safe approach of other prominent CEOs. as someone who worked hard, paid her dues, did a great job and
She’s positioned Celebrity as a brand with social awareness, corporate earned this role. That’s why the attention overwhelmed me. It felt
empathy and an open-border interest in reveling in the things that like I was such an anomaly that it was attracting a disproportionate
distinguish countries, cultures and individuals. amount of [interest].
These are just some of the reasons United Way of Broward County’s So, I took a step back and said, you know what? Until there comes
Women United will honor Lutoff-Perlo at the annual Magnolia a time when people aren’t paying attention anymore—because there
Luncheon on May 1 as a “Woman of Inspiration.” Here is an interview are so many women in these jobs—I’m going to use this opportunity
he only female CEO of a publicly traded cruise line on the New York and make a real difference with it. I’m going to celebrate the fact that
Stock Exchange about her platform and her vision. I’m a woman. And I’m going to bring as many women along with me
on this journey as I possibly can.
Your ongoing commitment to empower women is one of As I bump into inequity and all of these obstacles that are put in front
the many reasons you’re being honored at the Magnolia of women from all over the world—including in our own country—I’d
Luncheon. Was there anything about your upbringing [like to] take this position, this voice that I have, and use it for the
that set an early tone in that regard? greater good for as long as I can. I want to put myself out
There are a couple of things. … Back there so other women and girls can see themselves in
when my mother married, it roles they might never have seen themselves in before.
was a completely different
time for women. But
she was always very
Lutoff-Perlo with Nicholine Tifuh Azirh, the first
independent. It wasn’t woman from West Africa to serve as a bridge
something that my father officer in the cruise industry
loved, but that’s who she
was. My mother had to
work.
38 MAY 2019 • www.sfbwmag.comWhen Celebrity Edge launched last December, Nobel Peace
Prize winner Malala Yousafzai—the Pakistani activist for
female education who survived an assassination attempt by
the Taliban—was the godmother. Why was this connection
so important for you and for Celebrity?
Launching Edge was a very personal project for me. It was my first
opportunity, in my new role, to introduce a new ship. The way we
thought about Celebrity Edge was that it was a transformational
and heroic ship for the brand and the industry; there had never been
anything like it, and it was catapulting us into the modern, luxury space
that we hold.
As we thought about [the godmother] for Celebrity Edge, we
wanted the woman to be as transformational and heroic as the ship—
someone who, when people heard who it was, there would be no
question in their minds what Celebrity cared about and stood for.
Different names came up, and they were impressive women. But
then someone on the team said, “What about Malala?” And my jaw
just dropped. I couldn’t think of one woman on the planet who would
speak more to what we cared about. It was everything, all rolled into
one—what Malala represents, gender equality, judging people …
We worked really hard with the Malala Fund [the nonprofit
organization founded by Yousafzai that invests in education programs
for girls around the world] to partner with them for two years and
contribute a significant sum of money to the fund. At the end of the
two-year agreement, we asked that the partnership culminate in the
godmother for Celebrity Edge. As you can imagine, for Malala, this
was different. “Godmother? Ship? What’s this all about?”
But a big reason they partnered with us was because of the
things we were doing as a company. It wasn’t a gratuitous request,
something that was disingenuous. They understood that Celebrity was
Lutoff-Perlo with Malala Yousafzai, Nobel Peace Prize winner and
totally committed to and cared about the same things that Malala did. godmother of Celebrity Edge
If we hadn’t done those things as a brand, or if I hadn’t done those
things as CEO—and probably, if I wasn’t a woman running this cruise
line—I’m not sure they would have agreed. The cruise industry didn’t amazing parts of the world where you will meet people who aren’t
seem like a natural fit for them. like you, who speak languages you don’t speak, who eat foods that
I started this conversation saying that I wasn’t a traditionalist. Yet, are different from what you’re used to. I see how travel enriches
the thing I do hold dear as a tradition is the godmother for the ship. people, changes people, and helps them become bigger and better
I truly believe that the karma and spirit of the godmother will carry than they were before.
that ship and her guests and her crew. Seeing the impact that Malala I also realized there was an opportunity to take a counter-position
being the godmother had on that crew was overwhelming for me. to the rhetoric that’s happening around us when it comes to shutting
When we walked into the room on naming day, the thunderous ourselves off from the world and being fearful of other people just
reception that this young woman received helped to restore my faith because of what they look like. Or what religion they practice. Or
in humanity. I realized that the good so far outweighs the not good. I what their sexual orientation is. I don’t believe there’s room for that
couldn’t have been prouder. Proud to walk in that room with Malala, in our world; there’s certainly no room for that in our country. Travel
proud to name that amazing ship—and proud of the people in the is the antithesis of that.
room who were so generous in their affection and respect for her. It I wanted Celebrity to differentiate itself through purpose, to put
was beautiful. itself out there—and to align with different organizations. We work
with United Way to help those in need. We’re sponsors of Miami
It’s been more than two years since Celebrity debuted its Beach Gay Pride. I ring the bell on International Women’s Day to
“Sail Beyond Borders” campaign. Why did you feel the celebrate women. I’m on the international board of Best Buddies,
need to make that statement at that particular time? which works with the intellectually disabled. The first person we hired
One of the things that plays out on a cruise ship is that cultures at Celebrity [through the connection to Best Buddies] had a question
come together in a world of acceptance and understanding and for us during the interview. Did we have good security? The reason
co-habitation. It’s something, I believe, that the world can learn is because he had been bullied in school; he wanted to know if our
a lot from. environment would be safe. It broke my heart.
I thought it was a great opportunity for Celebrity to celebrate that What happens is that not only do people understand what you
diversity and stand for something that represents tolerance, inclusion stand for—which transcends what you do for a living—it makes the
and opening up the world. Travel is all about that. Travel is going to employees really proud to work here. More and more, consumers
www.sfbwmag.com • MAY 2019 39FEATURE
Lutoff-Perlo and company during the Celebrity Edge delivery
want to be aligned with the values of the brands they support. And Were you prepared for the backlash, in some quarters, that
employees want to know their company stands for things—especially you received?
millennials, which make up a lot of our workforce. No, I wasn’t. But it was a good lesson for me. If we put a French
For Celebrity, it’s been a wonderful thing. The employees have restaurant on the ship, there are going to be guests who don’t like
embraced it. And I can’t tell you the number of letters I get from it. If we say you need to meet different people in the world, and
guests, when they see the things we’re doing, that talk about how they be open to different cultures, some people will agree, some will
were loyal to Celebrity before—but they’re even more loyal now. disagree. I understand that.
But I don’t think I was ready for the hateful reaction. That was
You often speak about leading with your heart and your really sad and disappointing for me. I’m a blonde-haired, blue-
head. Was the ad campaign an opportunity to capture eyed girl from Massachusetts—married to a Jewish-Egyptian
hearts? immigrant. And I’m thinking, “What the heck? … Where’s my
I do say that a lot, and I think it’s really important. It’s one of those country, dude?”
qualities that women bring to the job and one of the things that I wasn’t worried about how it was going to impact business. It
separates the way women lead compared to men. was just really heartbreaking for me, to be honest.
It’s not that the job is easy every day or that there isn’t crap to [deal
with]. But when people know that you genuinely care about them, The topic of leadership style has been in the headlines.
you get a discretionary effort that’s priceless. So, I believe not only Is the playing field level when it comes to how men and
in people understanding their duties and how they’re measured—but women are viewed for exhibiting similar leadership traits?
also that they have a big part of my heart. Oh, no. Absolutely not.
In terms of the campaign, it was more about taking an opposite I’m a driver. I see the finish line, and I’m going to get there. I’m
view of closing ourselves off. First off, I think it’s wrong from a going to work with my team to make sure we’re focused on the end
human perspective. But it’s also bad for business. When people shut goal all day long. I try to be direct, because it helps people understand
themselves off from other cultures and what needs to happen and they don’t
become more—I’ll use “nationalistic” have to second-guess what I’m saying.
because it’s the best word I can think If you do all of those things, and you’re a
of—then they just live in that bubble.
There was an opportunity woman, you are called all kinds of names
That attitude kills the travel and to take a counter-position to and given all kinds of labels that no man
tourism business. It certainly hurts would ever be given for the same type of
Celebrity’s business. We sail to seven the rhetoric that’s happening leadership style and behavior.
continents and more than 300 ports of The rhetoric and name-calling that
call. … What was happening at the
around us when it comes to goes on right now by the highest office
time—and it’s still happening—was shutting ourselves off from in the land is horrible. So, I have a lot of
scary to me from a lot of perspectives. thoughts about how women are treated
That campaign was about encouraging the world and being fearful of and judged, and about what people
people to understand that travel is focus on with women.
good, that opening yourself to other
other people just because of And I’ll continue to fight until my
people is good. what they look like. last breath to change it. ♦
40 MAY 2019 • www.sfbwmag.comCALL FOR
NOMINATIONS
SFBW’s 5th Annual Apogee Awards
will recognize distinguished leaders in the region’s C-suite – from
Chairman, CEO, CFO, CMO, COO, CIO/CTO,
President, Partner/Owner and HR Leader.
An executive in each category will be honored for
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42 MAY 2019 • www.sfbwmag.com Artist’s rendering. © 2019 Belmont Village, L.P. | License PendingINNOVATIONS IN HEALTH CARE
SPONSORED BY
UM: Mass hysteria
wasn’t the issue in Havana IN THIS INSTALLMENT OF SFBW’S
BY MARTIN LENKOWSKY INNOVATIONS IN HEALTH CARE SE-
RIES, we look at more advanced methods
of developing patient-specific cancer ther-
apies, an unusual situation confronting
U.S. diplomats, a less risky form of knee
surgery, and a better way to treat brain an-
eurysms.
It was back in February 2017, when Dr.
Michael E. Hoffer, an ear, nose and throat
specialist at the University of Miami, re-
ceived an unusual, and unexpected, phone
call. “This is the State Department. We
have a problem,” he was told.
The problem involved a large number
of U.S. diplomatic personnel residing in
Havana who began experiencing various
symptoms of dizziness, ear aches and tin-
nitus. These troubling symptoms were felt
to be a result of exposure to high frequen-
cy noise and/or a pressure sensation.
The national news media, scientists
and politicians have had an intense debate
over the cause of the symptoms, with the-
ories ranging from Jamaican field crickets
or sonic weapons to microwaves and mass
hysteria.
Hoffer—and a team of other medical
specialists—were called to study and de-
www.sfbwmag.com • MAY 2019 43INNOVATIONS IN HEALTH CARE
Memorial Healthcare System is sequencing DNA in malignant cells
fine the symptoms. He says studies were we do cannot be faked.”
conducted to evaluate the personnel by di- Their conclusion: “Something hap-
viding them into different groups based on pened externally to these individuals,”
their symptoms. Hoffer says. “This was not mass hysteria
“We took care of them as patients,” he nor migraine symptoms.”
says, including some who were not affect-
ed. “Those affected all had neurosensory SEQUENCING DNA
symptoms, including dizziness, unsteadi- IN CANCER CELLS
ness, complaints of ringing in the ears, and Medical specialists at Memorial
some hearing symptoms.” Healthcare System are taking the fight
Hoffer says various techniques were against cancer forward by sequencing the
employed to evaluate and diagnose the DNA found in a malignant cell in order to
problem, including concussion goggles, determine the best methods of treatment to
which Hoffer uses to help diagnose signs target those cells.
of brain trauma as oftentimes seen in foot- Dr. Artur Rangel, medical director of
ball injuries. Memorial’s clinical and molecular pathol-
Clinical studies showed those individ- ogy department, says this “next generation
uals in Cuba, who had been affected, did sequencing,” or NGS, is allowing them to
show a similar pattern of symptoms. “We develop better targeted cancer therapies
Dr. Michael E. Hoffer saw it objectively,” Hoffer says. “The tests for each patient.
44 MAY 2019 • www.sfbwmag.comYou can also read
