Left to right: Ben Rush (vp development, corp North), Russell, Joel Perkins (managing partner), Steve Ybarra (vp real estate),Chance McClain (Chance Productions), Brandon Stuart (Patrón representative & guide), Lauren Dela Cruz (concept leader), Craig Schuster (architectural designer for Gringo’s & Jimmy Changas) and Shawn Dujanovic (manager at Jimmy Changas League City)

I expected to be impressed with their process, organization and attention to detail, but I wasn’t expecting to be blown away! Who would have thought that a gracious, but perhaps routine, promotional vendor trip could become an eye-opening lesson in organizational success. We should have suspected as much, because, from the beginning of this excursion, there was not a single detail overlooked by our host, Patrón. From first class local transportation, an indescribable lunch at Casa Luna and the quaint hotel, to an exquisite personal gift upon departure – there was an unmistakable and intentional effort at every turn. The Patrón company gave each of us a real life – and live – lesson in true hospitality.

While a few other companies operate at Disney-like levels of service, I would confidently place Patrón in that category. I found the unique quality of Patrón to be an understated, personal delivery of their culture of hospitality. As I reflect on my experience, I thought I’d share my personal take-aways while they are still fresh.

Lessons from Patrón…

ATTENTION TO DETAIL – To use Russell’s line, “everything had a place.” And, everything was in its place. In this dizzyingly complex and messy operation involving harvesting, cutting, smashing, squeezing, cooking, fermenting, distilling, bottling and package the juice of an agave plant, I felt like I was in a clinical laboratory. Where excuses could easily abound, there was not one part or piece of this operation not in its place. It was spotless and perfection.

A STORY TO TELL – Each part of the process was described, not as a practical job, but as a part of a long and on-going story. There was a true passion for the history, the legacy of the people and the product. Patrón has a great story, and they have even greater people to tell that story.

INTEGRITY OF THE PRODUCT – Along with telling the story at every turn, the process honors the integrity of their original success. The special prep of the piña, the slow bake in the brick oven, the local pine vats are replicated many times over, but never replaced.  Stronger, better, faster could be implemented, but at the high cost of the original vision.

A SENSE OF PLACE – Every area of the property had a distinct feel.  From a meeting room, to a process building, to a dining terrace, each had a design purpose. What could have been a loose collection of metal warehouse buildings was a village of unique architecture. Though simple and economical, each structure had thoughtful and pleasing details. Inside at the end of a long distilling aisle, I noticed a bank of windows. These really served no practical purpose other than to create a tasteful and pleasing “end” to the room. A nice place to visit and work.

A SENSE OF ALL 5 SENSES – Along with the visual overload, I believe they made a conscious effort to engage all of our senses. We were told to “remember this smell,” to “touch this fiber,”to “feel” this wood — all part of the Patrón story.

HOSPITALITY 101 – They, ever so artfully, avoided rushing anything. There was at no time pressure to move to the next step. They nurtured relaxation in an intensely non-relaxing, highly disciplined environment. And, they brought humor – good humor – to the entire day. I was reminded that relaxation (or lingering perhaps) and laughs might be the backbone of good hospitality.

So, my final thought is we witnessed true hospitality executed at every level. It really hit home with myself and our group. Perhaps, more than a good job of branding or promotion, we heard some good storytelling – good enough that we are re-telling it here.