Living La Vida Luxe
San Diego Magazine, March 2008
Private jets, fine wines, exotic cars, personal chefs. Peek into the gilded world of San Diegans living the luxury life—where the VIP perks flow as freely as the champagne and caviar.
CYNTHIA ATKINS IS THE ULTIMATE INSIDER on the local luxury scene. Eleven years ago, she founded Concierge At Large (619-234-7766; concierge-at-large.com), a personal-concierge service catering to a high-powered, high-profile clientele in San Diego. The personal net worth of her average client exceeds $2 million.
“The type of people we support have a lot of discretionary income,” says Atkins, who employs a Luxury Service Team made up of “highly resourceful” concierges specifically trained to meet the demands of high-net-worth clients. From setting up a meet-and-greet with New York Yankees players for a baseball buff celebrating his 50th birthday, to snagging a corner table at booked-solid Bertrand at Mr. A’s on Valentine’s Day, Atkins and her team rely on an “arsenal of contacts” to achieve the impossible for clients.
And there’s no shortage of “impossible” requests. In most scenarios, the question of cost never comes up. One client planned a scuba-diving trip without realizing his diver certification had expired. Atkins found a dive instructor who agreed to accompany her client on his private jet for the trip, recertifying him online while en route. Another client came to her needing a valuable heirloom—a Scottish cashmere sweater—mended. Atkins sent it to Scotland, where she matched the original thread and had it fixed. And for a client sailing a mega-yacht around the Mediterranean who was dissatisfied with the onboard chef, she screened and sent three personal chefs abroad to audition for the job.
ENTREPRENEUR PROFILE: ADDIE MERRILL
By Knight, Emily
San Diego Business Journal
Monday, November 5, 2007
Addie Merrill, owner of Addie's Studio, turned her dedication to fitness into a plan for her own business after several years of providing personal training at gyms.
She wanted to address the lack of individual attention and positive atmosphere she saw at many other gyms.
"I wanted a place where clients could enjoy working out, with an educated personal trainer by their side, in a non-intimidating environment."
At the age of 24, Merrill took out a loan from her family to start Addie's Studio, and seven years later her decision to jump feet-first into starting a small business has paid off in a loyal employee and client base.
BEST PERSONAL TRAINERS FOR BABY BOOMERS
San Diego Magazine June 2007
For more than six years, Addie’s Studio One on One (4440 Ingraham Street, Pacific Beach, 858-483-2711; 8935 Towne Centre Drive, Suite 105, University City, 858-677-9480) has specialized in keeping baby boomers fit, flexible and functional.
Each client receives an extensive health and fitness assessment, nutrition advice and a customized plan from expert trainers to help optimize daily living and stay injury-free. Owners Addie and Tyler Merrill offer an appointment-only, relaxed gym environment where working out is enjoyable and safe.
Fitness for All
“WHAT AM I TRAINING FOR? LIFE.”
Now that he’s 73, Bill Howe’s fitness goals are all about real-life application: carrying a 50-pound bag of dog food into the garage; bending over to tie a shoelace. Howe works out to maintain his strength and balance, prevent injury and fully enjoy a range of everyday activities and interests (ballroom dancing chief among them).
“I’m not exercising next to a 22-year-old guy who wants to look like Charles Atlas,” he says. “My goal is to make the rest of my life easier and to do normal activities without hurting or straining myself.” He credits his twice-weekly visits to Addie’s Studio One on One in Pacific Beach with preserving— and enhancing—his active lifestyle.
“Addie designed a program specifically for me, taking into mind some of the limitations that accompany getting older,” says Howe, who complements his sessions at Addie’s with cardio work on the treadmill and stationary bike. “They’ve helped me maintain muscle tone, enhance flexibility and keep my weight down. I move around better today than I did 20 years ago.”
Addie Merrill and her husband, Tyler, train a number of clients sharing Howe’s fitness objectives. “We’re not here to bodybuild our older clients,” says Addie. “We want to keep them moving—taking the trash out, picking up their grandkids —comfortably. We work a lot on balancing and flexibility to preserve active daily living.”
Before they get started with any fitness program, she advises older exercisers to complete a thorough fitness and health assessment. 858-483-2711; addiesstudio.com
—JULIA BEESON
San Diego Union Tribune
KEEPING FIT - JACK WILLIAMS
Early-morning exercise poses risk for someMay 24, 2004
http://legacy.signonsandiego.com/uniontrib/20040524/news_1c24fit.html
