James Grass

I love the chaos and energy of a busy room.

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My dream is to provide world-class hospitality and brand experience strategies like no other.

I’ve partnered with private clubs, hotels, and brands in creating experiences and memories that build loyal relationships, increase revenue and elevate perception.

Through creative concepts, pinpoint execution, and hospitality-based solutions, I look for opportunities to elevate the mundane and make it an experience that resonates beyond the moment.

A dual national of Australia and Canada, I moved from Australia to Vancouver in 2007 and have been involved in the private club industry for over 13 years working with Clubs globally.

I began working with The Vancouver Club in a service capacity in the Club’s fine dining rooms. My understanding of hospitality and my strong communications skills allowed me to progress throughout The Vancouver Club to my final role as Director of Brand Experience & Marketing.

Over the years I have been privileged to work with and learn from some of the world’s finest hospitality professionals.

Some of my personal career highlights include:

  • 2010 Winter Olympics – Exclusive Maitre’d to the President of the International Olympic Committee (IOC).
  • Creating and implementing The Vancouver Club golf program, including a members’ trip to the “Home of Golf” at St. Andrews, Scotland.
  • Presenting at private club & golf club conferences worldwide on membership strategies and the evolution of the private club industry.
  • Leading a team to build a world class concierge program for The Vancouver Club membership – anything, anytime, anywhere.
  • Executing dinners with Michelin Star chefs, including Michel Roux, Ferran Adria & Mourad Lahlou.
  • Leading the Vancouver Club team to host the Private Club Marketing Professionals (PCMP) conference in 2015.