There are many ways to the heart of Four Seasons clientele, but from Guy Rigby’s perspective, the best is through the palate. As Vice President Food & Beverage, Americas, Rigby is leading a revolution in the region, redefining the way hotels approach the restaurant experience. There will always be an expectation of fine dining at Four Seasons, he says, but the future is full of possibility: “Our vision is that every restaurant and bar throughout the hotel group should be relevant, fun, busy, connected with the community, and most of all, serving great food.”

Case in point: YEW restaurant + bar at Four Seasons Hotel Vancouver, a cool West Coast space with a menu fashioned from local ingredients that was launched in 2007 while Rigby was General Manager. Others include Culina, Modern Italian at Four Seasons Hotel Los Angeles at Beverly Hills, featuring LA’s only crudo bar; Beach Tree at Four Seasons Resort Hualalai at Historic Ka’upulehu, a “barefoot elegant” beach house with Californian/ Italian cuisine styled from local provisions; and BOURBON STEAK, by Chef Michael Mina at Four Seasons Hotel Washington, DC, featuring Mina’s butter-poached, wood-grilled steaks and seafood.

Such scenes “change the way people look at Four Seasons hotels,” says Rigby, noting this initiative is not only about good food but also about creating great experiences in interesting environments, at a profit.

The new approach has also had the effect of relocating bars within restaurants and offering every wine by the glass. The result? At YEW, for instance, diners can sip a glass or two of superb wine with dinner and the rest of the bottle goes back to the bar: “Very appealing for wine lovers who want to sample great stuff without having to commit to an entire bottle.” Cocktails are also changing, as master mixologists are charged with dreaming up new drinks and crafting perfect classics, and a great pairing menu of innovative snacks and light fare is always available.

The kitchen culture has changed as well, with restaurant chefs now the public face of hotel culinary operations and executive chefs overseeing less visible operations such as banqueting and In-Room Dining. The switch, says Rigby, increases customer loyalty while encouraging chefs to build relationships with local farmers for exquisite ingredients. “In the old days, we recruited students from culinary schools and let them work their way to the top. These days, people want personalities in the kitchen, whether it’s someone whose career has grown with us, or a chef who brings new perspective to the team.”

Rigby’s road to corporate headquarters began in England, where he grew up as the son of an accomplished cook and an oenophile. By his own admission not “clever enough” for law school, he excelled at hotel school and saw his hospitality career progress from one food & beverage (F&B) position to the next before he became General Manager of Four Seasons in Bangkok. When offered the opportunity to oversee F&B for a specific region, Rigby jumped at the chance and he now oversees the business for the Americas.

With close to 40 properties under his watch, Rigby’s plate is now quite full. But his vision remains clear: “Things change so quickly in the dining industry. Whether we’re opening new restaurants or revamping existing ones, the key is creating memorable experiences that bring people back.”

Background:

Four Seasons Tenure: Since 1990

First Four Seasons Assignment: Director of Food and Beverage, Four Seasons Hotel Houston

Employment History: Four Seasons Hotel Vancouver; The Pierre, New York (formerly a Four Seasons Hotel); The Regent Bangkok (now Four Seasons Hotel Bangkok); Four Seasons Hotel Toronto; The Regent Hong Kong (formerly a Four Seasons Hotel); Four Seasons Hotel Tokyo; Four Seasons Hotel Houston; Horsted Place, Sussex; Ritz Hotel, London

Birthplace: Birmingham, England

Education: Hotel Degree, North Gloucester College of Arts and Technology, Cheltenham, England

Languages: English, French