NICHE KNOW-HOW

Rough Notes, May 2004 by Boone, Elisabeth

Biltmore is big business

Using the market knowledge and underwriting relationships that have proven so successful, Insurance Service of Asheville for the last 20-plus years has arranged insurance for the famous Biltmore Estate, built near Asheville between 1890 and 1895 by multimillionaire George W. Vanderbilt. The 250-room French Renaissance chateau, designed by architect Richard Morris Hunt, is the largest private residence in the United States and is designated a National Historic Landmark. Originally situated on 125,000 acres, today the Biltmore Estate encompasses approximately 10,000 acres, including formal and informal gardens designed by Frederick Law Olmsted, the father of landscape architecture in America.

Inside the house, the walls are hung with artworks by Renoir, Sargent, Whistler, Pellegrini, and Boldini. The furniture includes designs by Sheraton and Chippendale. A chess set and gaming table that belonged to Napoleon when he was in exile at St. Helena are on display in the salon, and Chinese goldfish bowls from the Ming Dynasty can be seen in the library. Other noteworthy features are eight 16th century Flemish tapestries and 50 Persian and Oriental rugs that cover marble and oak floors.

Biltmore Estate Winery, housed in a former dairy barn and also designed by architect Richard Morris Hunt, was opened in 1985. Guests can learn about viticulture and oenology, as well as sample Biltmore's award-winning wines. The estate currently produces approximately 100,000 cases of wine annually. Another Hunt structure on the estate that was also once part of the dairy operation is Deerpark Restaurant. Adjacent to Biltmore House is a large stable area, restored to reflect the original character of the work and storage rooms. The main stable is now a cafe where guests are seated in renovated horse stalls.

How did ISA acquire the Biltmore account? Not surprisingly, "it was through a referral," Stickney says. "We had known the owners of the estate, who 25 or 30 years ago decided to develop the estate as a museum and a prominent location for visitors and resort activities," he explains. "We were selected by the owners and their consultant. The Biltmore Company is comprised of Biltmore House and conservatory, a full-scale winery operation, and most recently a resort hotel with all the amenities, including horseback riding, rafting, and rock climbing. It's a comprehensive 10,000-acre tourist attraction, museum, and resort. As you might imagine, the account is very complex and challenging."

Equally complex and challenging is a cooperative for Coca-Cola bottlers that is the largest plastic bottling plant in the world. "This account is every P&C agent's dream," Stickney says. "We acquired it through a referral about 23 years ago. We met with the insured, who at the time was the only employee, in a trailer in a ditch." From those humble beginnings, the operation has expanded into eight states with more than 1,000 employees. "Our constant challenge with this account is to balance the demands of the company's aggressive growth culture with safety concerns and insurance costs," Stickney explains. "Add in market cycles and competition, and it's clear we have our work cut out for us."