How This Hotel GM Used Green Key Certification to Build a Sustainable Legacy in Fort Lauderdale

\What if the secret to exceptional hotel leadership had nothing to do with management textbooks—and everything to do with learning habits from wildlife?

When TJ Pierri, General Manager of Pelican Beach Resort in Fort Lauderdale, needed to explain his leadership philosophy to a new team, he didn't pull out corporate jargon. He shared a story about geese. And that simple metaphor has shaped how his property approaches everything from sustainable hospitality to guest service recovery.

In a recent episode of The Conscious Check-in podcast, TJ sat down with host Amy Wald to discuss how he's navigating the challenges of modern hotel management—from earning Green Key Global Certification in a building constructed in 2004, to creating a culture where sustainability initiatives actually stick.

The Leadership Philosophy That Changed Everything

TJ's approach to leading his team starts with an unexpected source of inspiration: migratory birds.

"Geese fly in a V-formation where there's one person out front that takes the brunt of all the effort and really leads the pack," TJ explains. "But the minute that one goose gets tired, it falls back in line to the end and another one steps up and takes the front for a while."

The metaphor gets even more powerful: when one goose falls because it's injured, another stays with it for protection until they can rejoin the group together.

This isn't just a feel-good story—it's a practical framework for how TJ structures his leadership team at the Pelican. In an industry still recovering from pandemic-era staffing challenges, this collaborative approach has helped the property maintain long-tenured staff who are genuinely passionate about guest experience.

The result? Guests who return generation after generation, bringing their children and grandchildren to the same beachfront property where their parents once vacationed.

Why Noble House Hotels Gets Sustainability Right

TJ credits much of his success to working with Noble House Hotels, a family-owned and operated hotel management company that's chosen a radically different growth strategy than most hospitality groups.

"It wasn't a race for Noble House to get a massive volume of properties," TJ notes. "They really took their time and picked the right properties to be part of—whether they purchased them or just had the management agreement."

The Noble House approach focuses on three key differentiators:

• Authentically local experiences at each property (what works in Fort Lauderdale looks completely different than their Napa or San Diego locations)

• "Happy to help" as a core value that drives genuine service culture

• Curated guest experiences that celebrate what makes each destination unique

This philosophy creates the perfect foundation for implementing sustainability practices that actually align with guest expectations and local ecosystems—not just corporate checkbox requirements.

The Real Story Behind Green Key Certification

When TJ decided to pursue Green Key Global Certification for Pelican Beach Resort, he knew he faced some unique challenges.

"Our building was built in 2004. So there are some elements to the building that are probably not as easy to build sustainability around as if you're building a brand new building today from scratch," he admits.

But rather than seeing this as a roadblock, TJ worked with Green Key as a partner—not just a certification body.

What They Actually Did

Smart Technology Integration: The property uses a property management system that automatically regulates room temperature when guests aren't present, significantly reducing energy consumption without impacting comfort.

Water Conservation: Beyond basic towel reuse programs, they've implemented comprehensive water conservation practices that tie directly to protecting local sea turtle populations.

Team Member Transportation: TJ partnered with Ride Circuit, a 100% electric shuttle service, to transport team members from off-site parking. The shuttle is wrapped with the hotel's branding and also serves as a dinner shuttle for guests traveling between Lauderdale by the Sea and Las Olas.

"It's a phenomenal benefit. It's 100% electric. It's a beautiful shuttle," TJ says. "But not only is it a shuttle for our team members, now I actually can utilize it as a dinner shuttle for my guests."

This is what profitable sustainability looks like in practice—finding solutions that serve multiple purposes while reducing environmental impact.

The Beach That Pays It Forward

Perhaps the most visible sustainability commitment at Pelican Beach Resort is their sea turtle protection program.

"Sea turtle nesting season is eight months a year," TJ explains. "We partner with the NOVA Institute to make sure that our beaches are walked every single morning before we put a single chair or umbrella out."

If they discover new nests or hatchlings, the entire beach operation adapts. Chairs move. Umbrellas relocate. Guest activities shift to protect these endangered creatures.

And guests? They love it.

"The beaches are our number one amenity," TJ notes. "People want their feet in the sand. They want their feet in the ocean. But one of the biggest elements is we protect our sea turtles. If the beach and the marine life aren’t healthy we don’t have a product to sell. "

This commitment creates the kind of legacy-focused travel experience that sustainable tourism advocates have been calling for—where guests become active participants in conservation rather than passive consumers.

How to Get Team Buy-In for Sustainability (Without Forcing It)

One of the biggest challenges hoteliers face when implementing sustainability initiatives isn't the practices themselves—it's getting genuine team member engagement.

TJ's advice? Stop trying to force it.

"Any initiative we started had to evolve with my team members," he emphasizes. "It couldn't be a 'I had to lead by example, I had to participate, but I couldn't direct everybody to do it.' I really had to get the team involved on how we were going to accomplish it."

This approach creates:

✓ Natural buy-in because team members helped design the solution

✓ Understanding of the 'why' behind each initiative

✓ Pride in the outcomes they collectively achieved

✓ Long-term commitment rather than compliance-based participation

"You don't have to do everything," TJ adds. "The smallest of things—even reclaimed towels in the bathroom to prevent additional laundering—a simple start on that, and then celebrate the wins and watch your progress."

For hospitality operators overwhelmed by the perceived scope of sustainability transformation, this is the mindset shift that makes the difference: start small, involve your team, celebrate progress.

The Guest Story That Proves Culture Matters

About a year and a half ago, a bride staying at Pelican Beach Resort faced every wedding planner's nightmare: her beach ceremony company didn't have a weather backup plan, and it started pouring rain.

The hotel was sold out. All ballrooms were booked for other events.

Here's what TJ's team did:

They found a small nook in the lobby called "the piano room"—an oval-shaped area not designed for events. In less than an hour, they:

• Cleared all furniture

• Brought in gorgeous flowers from throughout the property

• Laid down carpet

• Created an intimate ceremony space

They didn't charge a penny.

"We didn't charge her a thing. It was just, again, doing the right thing, making sure we turned that moment into a memory for a guest," TJ reflects. "The appreciation from that bride and groom and their friends and family was just unmeasurable."

This is the intersection of guest experience and values-based hospitality—where team members empowered to make decisions create the kind of stories guests share for decades.

Takeaways: What Hospitality Leaders Can Learn from TJ's Approach

Whether you're pursuing Green Key certification or just trying to build a more sustainable operation, here are the practical lessons from TJ's experience:

Start with team culture, not tactics. Sustainability initiatives succeed or fail based on team buy-in. Create collaborative processes where team members help design solutions rather than just implementing directives.

Look for multi-purpose solutions. The Ride Circuit partnership serves team members, reduces emissions, AND enhances guest experience. The best sustainability practices solve multiple problems simultaneously.

Celebrate small wins publicly. Whether it's water conservation metrics or successful waste diversion, making progress visible builds momentum and keeps teams engaged.

Partner with experts who educate, not just audit. TJ credits Green Key for being a true partner that helped educate his team beyond basic certification requirements.

Protect what makes your destination special. The sea turtle program isn't just environmental compliance—it's protecting the very amenity that brings guests to the property in the first place.

Conclusion

TJ Pierri's journey at Pelican Beach Resort offers a refreshing counter-narrative to the idea that sustainability certifications are expensive, complicated, or incompatible with exceptional guest service.

By focusing on team empowerment, authentic local experiences, and finding sustainability solutions that serve multiple stakeholders, TJ has created a model that other independent and boutique properties can actually replicate—regardless of when their building was constructed.

The full conversation with TJ covers even more ground, including his career path from medicine to hospitality, how he survived arriving at a new property three weeks before the pandemic, and his dream getaway destination (spoiler: it involves Greece).

Listen to the complete episode on:

• Apple Podcasts

• Spotify

• YouTube

Follow The Conscious Check-in on LinkedIn and Instagram for more conversations with hospitality leaders building the future of sustainable travel.

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Ready to Start Your Sustainability Journey?

If TJ's story resonates with you and you're ready to explore how sustainability can strengthen your guest experience while improving operational efficiency, let's talk.

Book a 1:1 consultation with Amy Wald to discuss your property's unique challenges and opportunities.

Learn more about Greenluxe's certification support services – we help hotels like Pelican Beach Resort navigate the path to recognized sustainability credentials.

Download our free e-book: "10 No-Cost Ways to Go Green" for practical strategies you can implement immediately.