arco… Polo. Marco… Polo! Catching up to trends in poolside food and beverage service may sometimes feel like the children’s game of swimming pool tag. Shrewd hoteliers have maximized profitability in this area by enhancing poolside amenities, upgrading physical design, and innovating food and beverage promotions.

THE RITZ-CARLTON, SOUTH BEACH, sits beachfront in Miami Beach, offering over-thetop amenities and poolside services in keeping with brand-wide initiatives. A spectacular elevated infinity pool is located adjacent to their Lapidus Lounge and provides excellent views of the beach and Atlantic Ocean.

Popular VIP tented day beds with nauticalinspired appointments are available for half- or full-day rental at $200 per day. Packages ranging up to $850 a day for two guests offer a variety of inclusions such as concierge service, Fiji bottled water all day, an iced fresh fruit display, lunch at the pool, signature cocktails, glasses of Perrier- Jouet Champagne, choice of magazines, choice of tanning product, luxury robes, pedicure or manicure, and massage. With only 11 day beds available, the hotel suggests advance reservations for weekend stays.

Additionally, 10 double chaise lounges rent for $50 per day and feature an overhead canopy, luxurious pillows, and retractable blanket. Complimentary amenities are provided for all pool guests and include chilled, scented hand towels; refreshing water sprays; and hourly smoothie and frozen fruit tastings. A Tanning Butler strolls the pool deck on weekends, offering guests a complimentary spritz of sun lotion or Evian water—and courteously polishes sunglasses.

Musical ambience is provided poolside at the Ritz-Carlton by resident DJ Smeejay, who spins lounge and retro music on weekends. Alternately, a flamenco guitarist slows down the pace. Nearby, portable fire pits procured from Fire Science are surrounded by Kettal outdoor couches. They are popular gathering spots in the evening for cocktails and after-dinner drinks.

The chic, 1950s-moderne Lapidus Lounge opens to the outdoor pool deck, providing convenient poolside cocktail service. The adjacent Americana restaurant offers food service including a sushi bar, tapas, grilled sandwiches, pizzas, and entrée salads.

A unique cocktail item, the martini flight, includes any three martinis on the menu served in a flight of 1.5 ounces each. Priced at $14, the drinks are presented in an acrylic rack with three test-tube-size glasses. “This is a great way to offer guests the opportunity to try a variety of infused martinis ... and they can then select their favorite for a full-size order. It’s extremely popular,” says Jenni Greenspan, public relations manager.

Another innovation is the Ritz-Carlton’s weekend Mojito Man, who strolls pool and beachside with a cart of Bacardi lemon, raspberry, and regular mojitos, priced at $20.23 each. Director of F&B Mitchell Duggan suggests, “Hotels can readily partner with vendors in various promotions to increase sales and implement new features. This has been a very effective strategy for the Ritz-Carlton.”

THE BREAKERS PALM BEACH recently completed a $15 million beachfront renovation to include three oceanside pools and the Mediterranean Beach Club. Five beach bungalows are available for rental at the active fun pool, and fifteen beach bungalows situated around the adults-only infinity pool offer a perfect daytime retreat. Plus,10 Grand Cabanas are located on the Main Pool Deck. The stunning tropical setting features a diverse range of shaded options such as bungalow patios, umbrellas, a beach gazebo, and pool trellises.

Bungalows at the Breakers feature living-room style furnishings, free Wi-Fi access, cordless telephone, wall-mounted 32-inch flat screen television with DVD/VHS players, robes and sandals, concierge service, and spa treatments. A full bathroom offers open-sky shower and Acqua di Parma toiletries. A refrigerator is filled with chilled water and can be stocked with other food items, on request.

The Ocean Grill provides poolside meal service with featured entrées such as a Maine lobster club salad, Cuban sandwich, and crabmeat burger. Popular cocktails include a Frozen Cosmopolitan, Parrot Punch, and Captivating Coladas. Bungalow and cabana guests are treated to complimentary amenities such as virgin daiquiris, chilled aloe, frozen fruit, ice cream bars, root beer floats, and hot cider on cooler days. Live weekend entertainment features a blend of salsa, bossa nova, Mediterranean, and surf jazz.

Why not build a beach if your hotel doesn’t own one? THE W SAN DIEGO has done just that in their “Beach” bar, overlooking the pool area. Complete with radiant-heated sand floor, a fire pit, and private cabanas, “Beach” offers a downtown tropical paradise of lush greenery, squishy furniture, and relaxing plush cushions. A slushy machine serves tropical drinks—and specialty cocktails include the Pomegranate Mojito, Blackberry Pear Sangria, and an Albino Cosmo made with white cranberry juice.

Three private cabanas are outfitted with floor cushions and white billowy curtains. They require a $500, two-bottle minimum in service. A small bites menu features steak frites, mini kobe burgers, and shrimp spring rolls. A projector cleverly disguised as a birdhouse screens vintage surf movies and indie shorts in collaboration with local film festivals.

The height of decadence is available at the HARD ROCK HOTEL AND CASINO IN LAS VEGAS, with a 4.7-acre Beach Club area featuring two pools. The Tahitian-style private cabanas rent for $100 to $200 a day and are luxuriously furnished with a plasma television, telephone, refrigerator, fresh fruit, and personal misters.

“Rockabana” extras are family-style food platters designed to serve four to six cabana guests, and range from $48 to $84. A pool kiosk sells beach towels and swim accessories. Piped underwater music is a unique feature, and swim-up blackjack is offered at the Palapa Bar. Food and beverage provided through the Beach Club Bar & Grill include the signature Rehab Syringe Shots, Rock Star Lemonade—and uniquely, a melon-berry mixture in an alcohol-soaked half watermelon.

On Sunday nights, the “Rehab” pool party takes over the Beach Club, with famous guest deejays spinning tunes. A-list celebrities are often spotted utilizing the exclusive VIP service available with cabana rentals. Anyone can feel like a rock star at poolside these days.