Bald is beautiful - South Florida Business Journal

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Bald is beautiful
South Florida Business Journal by John T. Fakler
Date: Monday, July 7, 2003, 12:00am EDT - Last Modified: Tuesday, July 1, 2003, 10:13am EDT
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But the burly Sims, who relocated his
f amily to Delray Beach f rom Geneva,
knows how the other half lives, and has
been actively courting wealthy and
powerf ul clients in Florida since February,
state records show.
Now his f irm, BlueFish Concierge, is
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Co ncie rge m ake s any wish co m e t rue
With metal studs and a red goatee
adorning his f reshly skinned head, Steve
Sims looks more like a modern-day pirate
than a personal concierge to the rich and
f amous.
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Now his f irm, BlueFish Concierge, is
moving its headquarters f rom Europe to
South Florida, a location its British-born
owner says, "is a place everyone wants to
be."
Whether it's Monaco f or the Grand Prix,
the Wimbledon tennis championship or
the MT V Video Music Awards, Sims can
get you inside - f or a price.
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"T hey [clients] want the whole V.I.P.
experience, start to f inish," said Sims, settling into the seat of a Lear jet he leases at
Boca Raton Airport.
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Polo matches with a sultan or pick-up games with NBA stars are now commonplace.
Shuttle trips to space are not only in the planning - BlueFish is already booking f lights,
Sims said. A trip to the international space station is $22 million.
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For most of his clients, money isn't a concern. T he trick to giving them what they want is
"who you know," Sims said, "and being discrete about it."
Brock & Scott, PLLC | Fort Lauderdale, FL
AT&T Directo r, Techno lo gy & Strategy - Miami, FL
AT&T IT/Engineering/Technology- HH | Miami, FL
Publicity-shy celebrities and executives come to Sims with an idea in mind, and then an
itinerary is customized down to the last detail.
Nothing is overlooked, he said. Several clients require additional levels of security, as
well as extra service.
Client Steve Miller, head of Fleet's Private Banking division in Palm Beach, used BlueFish
to get into private polo parties and yacht parties.
Tax Directo r
Stephen James | Boca Raton, FL
Vice President Sales & Marketing, Industrial / Heavy Duty
Parts
Marmon | Miami, FL
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E-mail Senio r Writer Jo hn T. Fakler at jfakler@bizjo urnals.co m
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