Thinking of traveling to the Caribbean? Well, look no further than St. Lucia -- known for its scrumptious food, Nobel laureates and volcanic sulfur baths. It's also the place where 'The Bachelor' proposed over a red horizon.
Not only does St. Lucia boast of all these things and the majestic Piton mountains, but the island nation also houses a hotel chain that is black owned and wants to cater to African Americans.
Joyce Destang, of the Bay Gardens properties, owns three thriving hotels in St. Lucia -- Bay Gardens Beach Resort & Spa, Bay Gardens Hotel and Bay Gardens Inn. She and her two general managers, Berthia Parle and Waltrude Patrick, prove that women can run the show in a traditionally male- and foreign-run business.
"In St. Lucia, I think women are really doing a good job," says Destang. "I don't want the men to think that we want to take over; it's not that. I just feel that the women are more reliable. If they tell me they are going to get something done, trust me, they will."
Bay Gardens Resorts
View from Bay Gardens Beach Resort & Spa oceanfront suite.
Bay Gardens Beach Resort & Spa pool, located directly on world-famous Reduit Beach.
Couples treatment room at La Mer Spa
Pedicure at La Mer Spa.
La Mer Spa beachside cabana massage
Beachfront wedding at Bay Gardens Beach Resort & Spa
Oceanfront balcony at Bay Gardens Beach Resort & Spa.
Mrs. Berthia Parle; General Manager, Bay Gardens Beach Resort & Spa
Pool at Bay Gardens Inn.
In a classic Caribbean tale, Destang went from civil servant to successful entrepreneur. At the age of 39, Destang, who taught secondary school for 15 years, wanted to take a year sabbatical (without pay) but was informed by the school that it could not promise to keep her position open. Destang decided to take an early retirement and figure it out.
"It was during this time that I started to look around," she explains. "I had no plans. During my second year without pay, I decided that I had better find something to make up for retirement. And I went into the fabric business. During that time, I also went into constructing houses and renting them out. And within a year or two, I had quite a few properties I had bought and sold."
Destang then expanded into the hotel business, but not without some resistance.
"My brother [a former hotelier] didn't want me to go into the hotel business because of the stressful nature of the industry," Destang recalls. "Before my mother died, she also discouraged me. But by then, I had already made up my mind. And I have had no regrets."
Tourism is one of St. Lucia's most lucrative industries, making up half of its gross domestic product. Although no official statistics exist, most of the resorts on the island are foreign owned. Parle, general manager of the Bay Gardens Beach Resort & Spa, says that the executive team there decided to target a niche market when they opened up the properties.
"Traditionally, hotels did not treat black people very well, which I heard from travel agents, as well as other people in the Caribbean," notes Parle, who happens to be one of Destang's former students. "We decided to target that niche. We started serving the foods and drinks [that African Americans and Caribbean people liked], and we killed them with love and kindness. We made them feel like it was home they were coming to."
"In no time, we built up nearly 80 percent of our business by targeting that niche," Parle continues. "So Bay Gardens built up this phenomenal reputation across the Caribbean as the place to be, but also we showed other islands what it is to run a small, locally owned hotel that provides all the amenities of a major hotel."
The newest of the three properties, Bay Gardens Beach Resort & Spa, boasts 72 spacious suites and first-class amenities, including a pool, water sports and the brand-new La Mer Spa. It is located in Rodney Bay, a sleepy harbor town with a lively strip of land that offers colorful nightlife with dance parties and bars where you'll hear everything from classic R&B to rousing karaoke.
The entire Destang family lives in the Rodney Bay area, and they meet weekly to pray together. Destang says it is her strong faith in God that keeps her from being weighted down by the demands of business and life.
Being a woman on a mission doesn't hurt either.
Jet Blue flies directly to St. Lucia a few times per week. For information on flights, go to http://www.jetblue.com.
To book a suite at the Bay Garden Resorts, click here http://www.baygardensbeachresort.com/.
For the Inn, go to Bay Gardens Hotel & Inn http://www.baygardensinn.com/ or http://www.baygardenshotel.com/.


Comments: (10)
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By: coldt7 on 8/26/2010 8:10PM
It's about time,i think this is great.
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By: Big Mike on 8/26/2010 11:22PM
It's about time and I will visit the location and offer up a sit report.
I'm sure it'll be great.
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By: sarah on 8/27/2010 2:39AM
not a bad idea would like to know more
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By: Sania on 8/27/2010 8:08AM
To Gracious:
This is not racism, they never said they would not cater to whites, it's just that they put a greater emphasis on treating blacks better. If you have ever been to St. Lucia you would know that many black people wouldn't be able to afford the other hotels because they are so expensive and if they were able to go to the hotel, they would not be catered to as much. I know because I am from there. And I also understand that if it were a hotel that catered to all whites, blacks would stand up in arms. But the truth is no matter how much some of us try to deny it, being black is a "concentration". For example we have black hair magazines because our hair type is different and any other magazine can't help us in our hair maintenance. We have BET because please tell me what other channel plays the amount of black music that BET plays or even half of it? MTV is predominantly white shows like "the hills" or others shows of that type.Whats the difference?
If other channels played some of the things that BET shows on other channels you would probably be one of the people complaining about the content. So what are you really complaining about? So examine closely and tell me which channel is evenly geared towards both whites and blacks in terms of content and context because I haven't found one. Get a life and stop screaming racism every chance you get and I am saying this towards whites and blacks.
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By: Amy on 8/28/2010 8:43PM
I think this is a very smart woman to do what she has done. She saw a market where no one was there.
It sounds like it would be a very good time and a great vacation spot.
Their is only one problem I have with all of this. I do not care it their is a black Miss America, BET or black voices. I think that is a good thing to further join us together. In a nation where their is freedom of expression all things are possible. My problem is why is their such a double standard. If their was a White Miss American, A White entertainment channel Jessie Jackson and Al Sharpton would be up in arms.
I personally think this further divides the people in our country. Not the that these forums exists. Just seems like a double standard to me. If white's do it, it is considered to be racist.If the black community does, it is called our rights.
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By: Marlene Franklin on 9/01/2010 8:23AM
This is a very smart business woman. She sees the potential and wealth shee can make catering to African Americans. That's what the other races do. That is all you will find in African Americans communities other races making high finanical profits.
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By: carmen on 8/27/2010 9:25AM
This is great,im gonna start saving for this trip.
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By: dvine on 8/27/2010 11:57AM
good luck w/that.. lol..
everything you read and everywhere you go it caters to non-blacks.. i get tired of reading black this and black that but just knowing that it will cater to us as a customer and not just whites --- like McDonalds theme song goes.. "I'M LOVING IT"....
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By: Johne on 8/27/2010 12:42PM
Nearly all hotels and resorts and every other major businesses cater to white people. Nevertheless, it's much more accurate to say that they market their resorts to African Americans because nobody else does. That's just good business sense.
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By: Johne on 8/28/2010 12:19AM
Nearly all hotels and resorts and other major businesses cater to white people because there is a preception that white people are superior and have more money to spend that others. Nevertheless, it's much more accurate to say that they market their resort to African Americans because nobody else does. That's not discrimination, that's just good business sense.
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