She was hired by Crystal's original owner, NYK, as president and COO in October 2013, and immediately set about working on a growth strategy. Her 10-year goal was a fleet of seven vessels operating on the seven continents and a New York Stock Exchange listing.
In nine months, a deal closed with a deep-pockets, growth-minded buyer.
'I was happy to get a new owner and investors,' Rodriguez told Seatrade Cruise News today. 'One of the things I loved most was working with JPMorgan on getting a buyer and going through that whole sale process.' It took six months to get the winning bidder—Genting Hong Kong—and three months to close the deal.
Rodriguez was promoted to president and CEO following the acquisition in May 2015, and it quickly became clear that growth under Genting would go beyond ocean-going newbuilds to an entire luxury portfolio.
Rodriguez immediately clicked with Genting HK chairman Tan Sri Lim Kok Thay. 'What I love most about KT is that he does not see boundaries. If it's humanly possible, he will find a way. I love that philosophy. That's why he and I got along great from day one,' she said.
Besides plans for a 100,000gt Exclusive-class ship with a deck of lavish residences, Crystal announced a new expedition yacht division and newbuilds for that, along with river vessels and luxury air. At one point, the company even looked into reviving the SS United States ocean liner.
A parade of inaugurals began with the yacht Crystal Esprit in the Seychelles in late 2015, then Crystal Luxury Air's launch in Florida with the Bombardier Global Express XRS jet and river vessel Crystal Mozart's introduction in Vienna, both in 2016. Most recently were the inaugurals for Crystal AirCruises’ custom-built Boeing 777-200LR Crystal Skye in Las Vegas and the brand's first river newbuild, Crystal Bach, in Rüdesheim, Germany.
'In a short period of time it's been quite a run for a little brand that hadn't grown in years,' Rodriguez summed up.
Other highlights included hosting the President's Cruise.
One of Rodriguez's favorite accomplishments is that EBITDA during the past three fiscal years has been the best of Crystal's 26-year history. (The 27th fiscal year is under way.)
She's also very proud of the team, praising people like Lyall Duncan as an 'outstanding' general counsel (and wishing him success at his new job with The Ritz-Carlton Yacht Collection). She's 'very, very proud' of Donald Mason as CFO and Carmen Roig as SVP marketing and sales.
'And I'm especially proud of Toni Neumeister, who did a great job for Crystal for 22 years and was a big part of why they won so many awards.' She promoted him to SVP hotel operations in April.
'Toni has the right attitude: He always wants to do better. In the last five months he created the most phenomenal on-board experiences,' she said. Another stand-out: Josef Lumetsberger, Crystal River Cruises’ GM of operations, who's 'phenomenal; the crew love him.'
And those are just a few of the team.
When joining Crystal, Rodriguez described herself as the target customer: 'I am a global luxury consumer, a woman who makes the travel purchase decisions. I love all things luxury—dining in fine restaurants, shopping in great boutiques. I am a global traveler.'
No surprise she became the face of the company, in ways that not every CEO does. That extended even to the advertising when Crystal's agency chose her to narrate and appear in the brand's television commercials.
It's been a powerful and fast-paced four years. Now Rodriguez is moving to a 'fantastic new opportunity' that will be announced in the coming weeks.
'I'm very, very excited about my future,' she said, 'and I wish Crystal Cruises the continued success it deserves. It's a great brand.'
See also 'Tom Wolber succeeds Edie Rodriguez at Crystal helm'
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