He was given the job of restoring the grand old facility to a place of prominence as a preferred destination for visitors to the Sonoran Desert.

This is a job Ashmore says he relishes and doesn’t take lightly.

“I started as a dish washer while I was in college at the University of Michigan,” Ashmore says. “I’ve been a waiter and done just about every other job there is in a hotel. I majored in international economics in college and when I graduated in 1990 there were no jobs in the field. So I thought I’d stick with what I know. I had no idea I was going to be in the hotel business.”

Ashmore worked his way into sales and enjoyed much success due to his fearless approach to the job.

“My job was to sell the hotel,” he explains. “Keep the rooms full. I handled all parts of the country. Selling wasn’t hard for me. I was so naive I didn’t know any better. The fear of rejection didn’t bother me at all. I came from a middle‑class upbringing. We had to work for what we had. If they told me to make 30 calls a day I’d make 50.”

Most successful people have someone they credit for influencing them along the way.

“I learned a lot from Horst Schultze who founded the Ritz Carlton hotel chain,” Ashmore says. “He owns the Carefree Resort now. He retired from the Ritz Carlton and couldn’t stand to be retired so he returned to the business. I learned a lot from him.

“I learned how to be hospitable. I dealt with a lot of very rich people. It’s hard to please people who can buy anything they want. I learned a lot from him.”

Schultze called and lured Ashmore away from the Marriott hotels to take work for him at Carefree Resort.

“This is not an easy product to market,” Ashmore explains. “My first strategy was to understand our position in the market. Basically we have three historical cultures that lure people here. There’s the cowboys, the Indians and Arizona mining. Then we have the Sonoran Desert. Our specialty now is this is the one true place to experience the desert. My job is to tie all of this together into an attractive package people will want to enjoy.

Carefree Resort offers all kinds of activities for its guests to enjoy during their stay. There’s literally something planned for every day.

“We want everyone to know you don’t have to be staying here to participate in the daily activities,” Ashmore says. “Everyone’s invited. Our community activities are open to the public. We have at least 50 things to do each week. We even have a cultural interpreter who comes in and talks ot groups about the history and culture of the area. His name’s Lance Polingyouma, a Hopi Indian who is a great guy to have with us.”

Visitors can take part in morning walks and enjoy flora, fauna, minerals, architecture and wildlife found in the desert. various activities in the afternoon and campfire gatherings with gourmet s’mores in the evenings. The Carefree Opera House offers live entertainment tom cares are available if you want to strike out on your own to see the desert yourself.

There’s pretty much something for everybody to enjoy, whether a guest or someone looking for something different to do.

“It doesn’t  matter if you drive a Mercedes or ride a horse to get here,” Ashmore says,” you’re welcome.”

Carefree Resort and Villas is located at 37220 Mule Train Road in Carefree.

For information call (888) 488‑9034 or visit www.carefree‑resort.com