AUGUST 2021
Southwest Florida BUSINESS TODAY ®
Doc Ford’s prescription for success in crowded SWFL restaurant scene By Greg Steiner Guest Correspondent Effectively managing people demands an unwavering obligation to take care of your work force like they are family. You must hire well, train, coach, reward and motivate. And you must be there, all the time, visibly “walking the talk” to back it all up. Easy, right? Nope. It takes a huge commitment of time, patience, and most of all, rock solid consistency. It is not for the faint of heart. But it pays. One of the best examples I have seen is the Doc Ford’s family of restaurants of Southwest Florida. Their employees are dedicated to delivering a great experience for their customers. And they go above and beyond to make sure they achieve it. It’s their culture. This did not happen by accident. It is the result of the owners’ steadfast commitment in an industry where it is very, very difficult to sustain lasting popularity and relevancy. But they have done it successfully for years. To illustrate this, I arrived by boat at the Doc Ford’s in Fort Myers Beach on a busy Sunday in season. All of the dock space appeared to be taken. However, a dock hand jogged down the ramp, waved and called to me, “Are you here for lunch?” I nodded. “Just a minute, please,” he replied. He hustled down the dock and moved at least four boats to create a space just big enough for me to fit in. Then he helped me dock the boat. He smiled and said, “Welcome to Doc Ford’s.” Many places would have just said, “Sorry, we’re full.” That’s extra effort. Marty and Brenda Harrity are two of the restaurant’s owners. They believe that it’s all about the people. Marty readily admits that he’s not a culinary expert, “but we hire the best chef, ask for a fresh, appealing menu that is aligned with our theme, and then we allow the chef culinary freedom to develop interesting specials.” It works. Brenda’s role is “director of hospitality.” Think about the message that title alone sends. Both Marty and Brenda talk about how selective they are in hiring, and then training their staff. All of the servers get comprehensive instruction and must pass written tests before they can go on the floor. When a server finally
“We hire the best chef, ask for a fresh, appealing menu that is aligned with our theme, and then we allow the chef culinary freedom to develop interesting specials.” — Marty Harrity, Co-owner of Doc Ford’s starts, it’s just a few tables, with experienced staff assigned nearby, ready and willing to help if needed. I had the pleasure of spending an hour with the management team recently at their staff meeting. It is an impressive group. To a person, they are passionately devoted to both their guests and their employees. You can feel their enthusiasm and energy. I heard phrases like “coaching,” “elevating people” and “high energy.” And they live it. They have a “Doc Ford’s way”, and it works, so they stick with it. And they expect their people to stick with it, too. That doesn’t mean they aren’t open to change - quite the contrary. Suggestions are welcomed. They are enthusiastically debated, carefully vetted and, if accepted, implemented with uniformity. Continuous improvement. That’s how you stay relevant. Next time you visit a Doc Ford’s, look around. In addition to a festive dining atmosphere, great food and attentive service, you’re likely to see owners Marty and Brenda Harrity, and Mark Marinello, cheerfully mingling with staff and guests. More importantly, you will notice that the employees welcome the owners’ presence - there is no “show” because the bosses are there. This is a direct result of the trust and respect that the owners have developed with their team. Take care of your people and good things will happen. Ask the Doc Ford’s family. Oh, and when you’re there, be sure to try the Yucatan shrimp.
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BUSINESS SERVICES
Elite Jets hires new pilots, charter consultant
Elite Jets has added four new pilots and a charter consultant to accommodate continued growth in the private travel industry. The Naplesbased charter company employs approximately 40 aviation professionals. New pilots include Kevin Johnson, Allen Mounts, Tom Taylor and Michael Grebb and Josh Simpson as executive charter consultant. “Elite Jets has grown steadily since the company was founded in 2016, and the pandemic accelerated growth as additional business and leisure travelers consider private charters instead of flying commercially,” said Stephen Myers, Elite Jets executive vice president. “Adding these experienced pilots ensures our team can continue accommodating requests for service to destinations around the country and abroad.” Elite Jets operates from its private terminal at the Naples Airport. Johnson captains the Legacy 500, a 10-passenger luxury jet with a range of 3,100 miles. Johnson trained at Spartan College of Aeronautics and American Air, later working for a pair of commuter airlines, TWA Express and U.S. Air Express. He also piloted contract flights with the U.S. Department of Defense and trained military pilots before Desert Storm. Mounts captains the Phenom 300, a nine-passenger private jet with a 2,000-mile range. He previously served as a personal pilot for a Naples family for its Phenom 300. In addition to flying, Mounts also has worked as a
flight instructor, and he earned a bachelor’s degree in aeronautical science from Embry-Riddle Aeronautical University. Taylor captains the Phenom 300 and has been a pilot since 1988, flying professionally since 2000 for multiple sectors of aviation, including charters, commercial airlines, corporate-owned jets and freight. He is commissioned as a chaplain in the U.S. Navy Reserve. Taylor earned a bachelor’s degree in accounting and business management from Hope College, a master’s degree in theology from the University of Toronto and an MBA in accounting and finance from Baker College. Grebb captains the Phenom 300 and Hawker 850XP, a mid-size aircraft that Elite Jets manages. He has served as a corporate and charter pilot, as well as a flight instructor,and has flown internationally to countries across the world. Grebb earned a bachelor’s degree in aviation technology and operations from Western Michigan University. As executive charter consultant, Simpson works with Elite Jets’ operations team and assists passengers with trip planning, scheduling and logistics. Previous positions include operations manager for a law firm, line technician at Naples Airport, manager of a municipal airport and multiple roles within the field of higher education. Simpson has a bachelor’s degree in creative writing and German language from Valparaiso University.
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Greg Steiner is the founder of Sea Breeze Associates and senior partner and co-founder of Atlantic Partners International. Contact him at (203) 505-2605 or glsteiner57@ gmail.com.
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