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Background: Emad Ghobrial has been immersed in the hospitality industry, and especially the concierge world, since he began his career at the Four Seasons in Newport Beach in 1988. From 1993 to 2000, Emad worked in VIP services at The Peninsula Beverly Hills, where he conceived and inaugurated the Peninsula Hotel Global Concierge Program – an invitation-only club catering to the hotel’s many celebrities and ultra-elite clientele. Upon realizing there was a need for the program’s services outside the hotel, Emad founded Emad Ghobrial Private Concierge in 1999, a members only boutique concierge firm providing high touch and privileged services to celebrities, royals, dignitaries and other high-net worth individuals. The firm expanded with the addition of President Karina Patel in 2002 to become The Preferred Group, where Emad continues to leverage his impeccable taste and extensive connections to create lavish travel excursions and other luxe experiences that are otherwise inaccessible outside The Preferred Group.