Pinehurst Resort over the years has received many “Best of…’’ awards, but it latest award has to be among the most satisfying. The historic resort in the North Carolina sand hills has received a prestigious “Best Practice Gold” Adrian Award, bestowed by the Hospitality Sales and Marketing Association International for its “Pinehurst Auction,” which raised nearly $300,000 for furloughed employees during the COVID-19 pandemic.
A winner in the “Corporate Responsibility” category, the success of the auction enabled the resort to continue covering employees’ insurance premiums through May 2020. It also assisted in supplementing weekly care packages with additional food and essentials, which were given away once-a-week for over three months in the Carolina Hotel parking lot.
“We’re honored to be recognized by HSMAI and overjoyed to have been able to help the people who are the lifeblood of this iconic resort,” said Pinehurst Resort President Tom Pashley. “We’re also extremely appreciative of our internal team, who orchestrated and curated our once-in-a-lifetime auction items, and the media who helped spread awareness and amplify its impact.”
Since the phased reopening of its three hotels and 10 dining facilities began in May 2020, Pinehurst Resort has welcomed back more than 800 employees who were temporarily laid off, including some who were permanently laid off for a time. Additional team members are returning to the “Cradle of American Golf” as North Carolina continues its phased reopening of hotels, restaurants and bars.
“This year’s Adrian Awards honor best practices, innovation, community and the hospitality leaders who have shown that through crisis, innovation emerges,” said Robert A. Gilbert, president/CEO of HSMAI. “While the past year isn’t one that any of us anticipated, you’ll see from the award recipients and honorees that this crisis has only underscored the resilience, creativity and commitment to service that define our industry.”
The Adrian Awards gather and share these best practices and innovations that empower recovery in new and traditional categories. Pinehurst Resort was one of six winners in the Corporate Responsibility category, which also included Marriott International, MGM Resorts International and Karisma Hotels and Resorts.
For 63 years, the Adrian Awards have spotlighted excellence in hospitality advertising, digital marketing and public relations. This year’s Adrian honorees were selected from more than 600 entries by senior industry and media experts. HSMAI’s four new focus categories include corporate social responsibility, crisis communications/management, recovery strategies and talent and leadership development (an HSMAI Foundation honor).
Photo Credit: Pinehurst Resort