Last week we met up with friends for dinner and an Oregon Shakespeare Festival play in nearby Ashland, Ore. These friends come every spring — one couple from San Francisco, the other from Portland — for a week of play-going, wine tasting and sightseeing; and one of our favorite places to dine is Smithfields in Ashland. I’ve written before about this great restaurant where meat is king; but on this visit, because it was a Friday during Lent, I was “forced” to try non-meat options on the menu. Fear not, I suffered not a bit, though my selection from the charcuterie board (all housemade) was limited to the pickles. I started with the grilled romaine salad, served with white anchovies, shaved Parmesan, crostini and a roasted garlic dressing. My entrée was perfectly prepared cornmeal-fried Idaho trout with candied yams, greens, capers and hazelnut brown butter. I left room for dessert, vanilla bean crème brûlée, and left pleased that I explored those meatless options. One of our dinner table topics involved the importance of good service in any industry. Our server for the evening was cheerful, attentive and accommodating, even though the restaurant was full and he had several other tables. We remembered him from previous visits and recalled similar great service. That led to remarks that, no matter how great the food may be, how lovely a view there is or how stunning the décor, if service is poor, one’s entire dining experience suffers. My daughter recently remarked that she was very disappointed in the service she’d received the last few times she’d visited one of her favorite restaurants in Portland, and she was reluctant to return. Over and over again as I read Global Traveler‘s GT Tested reviews, I find a recurring theme. Our well-traveled reviewers, whether covering a first-class flight or five-star hotel stay, repeatedly remark on how much they valued the excellent service they received. While giving nods to the comfortable lie-flat seat, meal and entertainment options and amenities, genuinely pleasant and attentive service from gate and flight personnel always wins raves. Mentions of great locations, on-site dining and plush, roomy accommodations fill the hotel reviews, but virtually all conclude with comments about the service: staff who greet you by name, a concierge who went out of her way to get special tickets, welcoming front desk staff. Clearly, the best providers in the travel and hospitality industries know this: Great service from genuinely concerned and caring staff are the key to satisfied and returning guests — and a successful business. Patty Vanikiotis, associate editor/copy editor