Constance Gustke
08/02/2004
Many of us fantasize of secret lives brimming with excitement, danger and romance. The job of Bluefish Concierge is to make these dreams come true. When a software titan confided his desire to trade places with James Bond for a week, Bluefish staffers took on the challenge and immediately culled the Ian Fleming oeuvre to assemble the perfect adventure for their soon-to-be-suave client.
The trip began, of course, in Monte Carlo, where someone who looked suspiciously like Odd Job, the mute Korean assassin with the razor-edged bowler from the movie Goldfinger, collected the 007-double at the airport. He later found himself kidnapped in San Tropez by scantily clad women, mock-tortured on a yacht, spirited off to Moscow (where he flew in MiGs) and then racing behind the wheels of both a Ferrari and a Lamborghini. The price tag: $250,000 for a seven-night jaunt peopled with 60 actors.
Bluefish Concierge’s other clients have embarked on five-day underwater explorations of the Titanic and jaunts to the St. Andrews golf course in Scotland, with a personal chef, Mercedes and helicopter at beck and call. “Our attitude is to live life,” says Bluefish CEO Steve Sims, who was once a private banker in Geneva. “We will assist you in doing anything you want to do.” Sims, who grew up in the industrial heartland of England, orchestrates these events himself, referring to his position as “toy master.”
The Palm Beach-based firm can also obtain the unobtainable—tickets
to events such as the Grammys, the Davis Cup and even exclusive parties at the
Cannes Film Festival. When Aerosmith’s Steven Tyler wanted to get his family
into New York’s Fashion Week event earlier this year, Bluefish came to his
rescue.
Of course, some clients resemble Dr. Strangelove more than Mr. Bond,
and Bluefish finds it must draw the line at the truly extreme. When one client
expressed his ardent desire to detonate a nuclear warhead, Sims admits he
blanched at the idea. “The gentleman was the CEO of a major company, and he
wanted to do something with a big bang,” he recalls. “We dumped that one really
fast.