Once upon a time in the city of Tampa there were 2 executives

in town for a convention. Both were staying in very nice hotels--5 Stars in fact.

Both brought their wives along for the trip. Both saw it as an opportunity to

mix business with pleasure. They both wanted to create a very memorable long

weekend as a way of showing their wives that they loved them. It was a way to

thank them for the support they had shown while helping them have the success

they had in their careers. Both decided the perfect way to kick that off was

with a nice steak dinner.

Since neither knew the town, they decided to ask the concierge

of their 5 star hotels for a recommendation. At about the same time they

approached their concierges asking for a recommendation where they could get a

good steak and that is where the similarity of our two tales ends.

The first concierge showed no hesitancy. He was a big fan of

Outback Steakhouse (size=3>www.outback.com). He felt the "value for your dining dollar was

exceptional." He knew that they delivered a consistently good meal, and while

there were Outback Steakhouses all over the country--there is only one first and

original Outback and it was in Tampa. He always enthusiastically recommended

Outback and could even offer guests of his hotel a coupon entitling them to a

free bottle of wine. All of the guests who took him up on the offer were pleased

with the experience--many even wrote cards thanking him for the recommendation.

Our first guests listened to the presentation, were both captivated by the

concierge's enthusiasm, and considered it as an alternative, but weren't sure

that was what they were looking for.

"Trust me" said the concierge "you have not experienced Outback

until you have been to the original--particularly when you throw in the bottle of

wine--you can't find a better value anywhere! Would you like me to call over and

get a reservation?"

"Hmmm let us think about it--we'll get back to you," they

responded

Across town, a very different conversation was unfolding. "We

are wondering if you have a recommendation for a good steak dinner."

"Why yes, many in fact, tell me a little bit about what you are

looking for."

"Well, we are down here down here for the convention, so this

is a work/play trip for us,--we want to create a memorable long weekend." (This

as you will recall is the same criteria the other couple shared, although that

concierge never elicited any of that information).

"Well, let me ask you this--what will have to have happened

during dinner for you to look back and feel like you have made some giant

progress toward that memorable weekend?"

"That's a good question," said the husband, as he looked at his

wife. "A great steak to start."

"And a nice wine selection" added his better half.

"Atmosphere" they both chimed in, and laughed, thinking about

the way their kids reacted when they responded in chorus. (Jinxed--one would

scream at the other)

"Tell me about atmosphere," encouraged the concierge. The gleam

in their eyes told the concierge that this was important.

"Elegant" said the husband

"Luxurious" added the wife

"Rich" volleyed back the husband

"Unique" they chimed in chorus, again with a laugh.

"I have a couple of places in mind" said the concierge "and I

want to make sure that I have the right place to make this your special night.

Ultimately, what will that elegant, luxurious, rich, and unique dining

experience mean to you?"

"Well, here's the thing," said the husband--taking the concierge

into his confidence, "I work all the time. We live in a little town that does

not have many options, coming to Tampa, well, we might as well be going to New

York City or Paris. My wife really supports me, and my neighbors and my kids

said, 'as long as we were going to a big city, I might has well give her a

weekend she will never forget'…so I guess that what I am looking for, a dining

experience that we will never forget."

"I see," said the concierge with a smile, "I know just the

place" she smiled confidently knowing she could give them the experience of a

lifetime. "Let me tell you about Bern's Steakhouse (color=#0000ff size=3>http://www.bernssteakhouse.com)--a one of a kind restaurant that will give you a dining

experience unlike anything that you could experience anywhere in the world. From

the second that you walk in you will know this place is unique. The waiter will

tell you that a member of the Bern's family has grown every part of every course

of the meal--they do not buy anything. They have the largest privately-owned wine

collection in the world, and you do not need to take my word for that they will

take you on a tour of the wine cellar, and the kitchen too. The steaks are the

best that money can buy and are cooked to exacting specifications (they have 5

degrees of medium rare for example). After dinner, they will whisk you off to

the desert room upstairs--where your dessert and an after dinner drink will be

served to you as you sit in a giant room made out of a wine cask and listen to

the pianist playing classic love songs. Mr. Guest, when you return home and

people ask you if you "lived it up" you will be able to tell them a story that

will sound so fantastic they will scarcely believe that it is true--but you'll

know it is. The best part is you will also know that was just the beginning of a

vacation that you will never forget. Could I make you a reservation?"

"Abso-friggin'-lutely" they responded--in chorus and they were

off to a meal they would never forget.

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