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Maestro Resort Technology Helps Four Diamond Luxury Sorrel River Ranch Resort
and Spa Deliver Guests’ Dreams Come True
Sorrel River Ranch Resort and Spa uses Maestro PMS to attract guest from around
the world with online marketing and on-property personalized world class service 

February 2009 – In 2008 a New Yorker fell in love with the Southwest’s best kept secret, Sorrel River Ranch Resort and Spa.  When the chance to purchase the property presented itself, Elizabeth Rad saw a perfect opportunity to expand her real estate portfolio, but most of all she hoped to develop a destination resort that allowed people to have memories and experiences they never forget. Elizabeth loved the resort from the moment she arrived, especially its location and the surrounding area of dramatic vertical stone geology and open skies. Stephanie Rad, asset manager for the Sorrel River Ranch Resort and Spa, said, “There is nothing more rewarding than providing people with dream vacations and having fun doing it.” 

When asked about guest demographics, Stephanie recalls her favorite story about Sorrel River.  After she purchased the Ranch, Ms. Rad noticed a large van pull up to the property.  Doors on both sides of the van opened and 20 saffron robed Buddhists stepped out sat on the ground and prayed.  Ms. Rad had no idea how the monks learned about the beautiful 55-room property surrounded by red rock buttes and lush alfalfa fields on the banks of the Colorado River. “People come here because they are able to have a connection with the resort and the land,” she said. “We have a very effective online marketing strategy in place now, but I don’t think the Buddhists found us on the Internet.”

Easy Online Booking Maximizes Revenue Around the Clock

Prior to the purchase of Sorrel River Ranch Resort and Spa, the property was already in operation and in good condition. “One thing that made it easier to take ownership was the Resort’s Maestro Property Management System from NORTHWIND-Maestro PMS, provider of Maestro™ Enterprise Property Management hotel software and reservation software solutions for the hospitality industry, that was already doing a great job of automating the operation with reservations, Front Office and a robust CRM module that enabled us to access the records of past guests to begin more effective marketing and provide personalized service.” 

The Resort’s location near Moab creates a feeling of western hospitality that extends to all areas of the operation.  “The local people and businesses provide an excitement and laid back attitude that creates an amazing environment for a getaway, no matter how much or how little visitors do, they are surrounded by Moab’s unparalleled attitude and approach to life,” said Rad.  “The Maestro support and training team fit right in – they worked hard teaching our team how to get the most from our system and maximize our online business from their ResEze Web booking engine.”  The Resort’s guest mix includes travelers from the US, and visitors from Europe, the Asia Pacific and other global markets. “What I value about ResEze is its ability to drive revenue from international business around the clock,” explained Rad. “Even non-English speaking travelers are able to access and can understand Maestro’s ResEze online booking screens and reserve their vacations with us.”

 The AAA Four-Diamond rated Sorrel River Ranch Resort and Spa in Moab, Utah
Guests Can Self-Serve Anywhere, Anytime

Sorrel River Ranch just completed a total modernization of its hardware platform to implement a leading edge wireless communications network.  The project was handled by New York-based Diadian, Inc., a tech provider the owners had used before.  Now the guests in this rustic and beautiful part of the US can communicate with the entire world via the Internet.  “Maestro’s robust technology is flexible enough so our staff, some of which carry hand-held wireless devices, can serve guests anywhere on the property,” said Rad.  “With handheld units our concierge staff, which we call our Guest Experience Team, can access guest records, preferences and schedules in Maestro to provide much more personal service than if they had to use cell phones.”  Rad said her staff keeps each guest’s activity schedule in the Maestro CRM system and prints out an itinerary of the next day’s events for each person and place it on their pillow in the evening. 

Diamond Plus 24/7 Support & Training Essential to Productivity

Since Sorrel River Resort is in a remote location, skilled support and training are essential.  “‘We rely on Maestro’s online training teams and phone support to keep our staff well versed in the system’s features so they are as productive and efficient as possible,” Rad said.  “Maestro offers online webinar training for all its modules and we can also call a professional system training specialist 24 hours a day if needed.  Their support has made a very positive difference to our operation.” 

Sorrel River Resort’s guest service goal is short and elegant: “We provide seamless ability for our guests to experience anything they could possibly want and aid them in experiencing the ones they could never even have dreamed.”  Ms. Rad is happy to be operating such a unique property.  “I frequently get letters from our guests thanking us for the best vacation of their lives.  This is why we are in business here in Utah.” 

Maestro Property Management Solution

Enhance guest service, improve efficiency and maximize online and offline revenue with Maestro PMS, the industry's most robust and flexible solution empowering leading full-service hotels, luxury resorts, multi-property groups, conference centers, condominiums and timeshare properties. Solutions include Front Office (PMS), Accounts Receivable, Analytics and Business Intelligence, Sales and Catering, Multi-Property Management, Condo & Timeshare Owner Management with Web Functionality, Spa and Activities, Web Booking Engine, Real-Time Yield Management, Dynamic Packaging Golf CRM, Guest Experience Measurement, CRO, GDS Two-Way XML Connectivity or Integration, Membership, Work Orders, Fine Dining and Retail POS, Online Table Reservations with Web Booking, Concierge and Guest Experience Measurement. The Maestro PMS is database independent (ODBC Compliant) and may be deployed via Windows, UNIX, Linux, Terminal Services, hosted and Web platforms.

About NORTHWIND – Maestro PMS

NORTHWIND is recognized in the hospitality industry for its “standard setting” Diamond Plus Service and robust integrated Maestro technology. With over 30 years of experience dedicated to developing technology solutions for the hospitality industry, NORTHWIND is a partner who understands that you need a scalable and flexible PMS that works the way you do. Maestro applications are engineered for operators who need to manage their enterprise in a real-time environment for the utmost operational efficiency, productivity, control and profitability. 

About the Sorrel River Ranch Resort and Spa

As Utah’s only Small Luxury Hotel® and the sole AAA Four-Diamond rated resort in Moab, Sorrel River Ranch provides leisure and adventure travelers with an exquisite base from which to explore the Southwest’s natural landscapes. Activities such as river rafting, mountain biking, and hiking in Utah’s National Parks ensure adventures for every interest. On top of all that, this season Sorrel has made it so that the property is equipped to provide relaxation and excitement to those who are less adventurous as well. Travelers agree that Moab’s finest hotel, Sorrel River Ranch Resort & Spa, brings luxury accommodations to a world-class adventure destination!


NORTHWIND - Maestro PMS, North America
Ivana Johnston - Sales & Marketing
Phone: 905.940.1923
Toll Free: 1-888-667-8488

Sorrel River Ranch Resort and Spa
Stephanie Rad – Operations Manager
HC 64 Box 4002
Moab, Utah 84532
Phone: Toll Free: 877-359-2715

Media Contact
Julie Squires
Softscribe Inc.
Phone: 404-256-5512

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