Design Icon – Service

Meet Icon: James Smith

James Smith is the hospitality consultant you have never heard of. The intentionally low-key master of some of the most iconic venues, works closely with owners and developers, mostly out of sight. But his influence in creating the hospitality “Experience” gives him influence over every detail of the customer experience. From architecture, interiors, landscape, food concept, branding, and staffing he guides his clients through the development and implementation process. Creating hospitality experiences that is influenced by his worldly life and personal sense of style.
His firm, Serving the Nation, has guided some of Arizona’s most iconic hotels and restaurants to a classic existence. And he has led both national and international projects, some for decades, to design and operating prosperity. His resume includes creating the DoubleTree Hotels’ “Chocolate Cookie” in his youth, guiding Shutters at the Beach for decades, and creating a new vision for our Iconic project, The Arizona Biltmore. All Iconic accomplishments.