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Bluefish's niche: dreams of adventure

Firm will arrange almost anything a client can imagine

Steve Sims, leaning against his Bentley on Delray Beach in Delray, Fla., owns Bluefish, a luxury concierge firm that can put you in a fighter jet, at the Grand Prix, among the sharks in the sea, or at the Oscars.
Steve Sims, leaning against his Bentley on Delray Beach in Delray, Fla., owns Bluefish, a luxury concierge firm that can put you in a fighter jet, at the Grand Prix, among the sharks in the sea, or at the Oscars.
J. Pat Carter, Associated Press

WEST PALM BEACH, Fla. — Gina Pellini wanted to arrange something outrageous for her husband's birthday, so she called a company that specializes in over-the-top surprises.

Her contact at Bluefish, a luxury concierge firm that plans trips for the rich, famous and adventurous, rattled off ideas: Pellini's husband could take a ride in a supersonic jet over the mountains and coastline of Cape Town, South Africa. Or he could take a MiG-25 from Russia to the edge of space, traveling at more than 2 1/2 times the speed of sound. He could even take a flight lesson from a professional fighter pilot and grab the controls of an aerobatic L-39 military jet.

Pellini opted for the lesson, and in the three weeks since the big day, she has listened to her husband recount how the jet performed 360-degree flips and broke 3 G's to countless friends.

"He has always wanted to do something like that, but I never could figure out how to arrange something so out of the ordinary," Pellini said. "He said it was the most amazing thing you ever felt, like your face is going to fall off."

Bluefish will arrange just about anything a client can dream up, and if the client's dreams are a bit hazy, they'll fill in the details. Owner Steve Sims and his team can put you in a submarine to explore the Titanic, or in scuba gear under ice at a lake in Austria. They can set you up to chase disastrous tornadoes and hurricanes, or to watch sharks from a cage in the Pacific Ocean.

They can also put you in a red-carpet worthy dress picked out by a Hollywood stylist and get you a seat at the Oscars, or tie the customary red scarf around your neck and put you in Pamplona, Spain, with all those running bulls.

"We've done it so many times that if clients come to us with something that's legal, we're going to do it. We're going to push it as far as we can," Sims said.

Sitting in his new loft office overlooking a trendy downtown street, Sims excitedly shares the stories of his clients' adventures as if he had gone along on each trip. One woman, a respected scientist, smashed up a car at the U.S. Demolition Derby; a father arranged for his daughter to strut down a cat walk with professional models; another guy filled a yacht with his boss' favorite adult film stars and soon got a promotion as a reward.

Sims seems to know all the right people, or at least how to reach them through a few well-placed phone calls. Then, he'll charm them with his Irish wit to get his way.

"You need to be that little boy or that little girl that can't take 'no' for an answer. You try to break the plan down into pieces and everything will fall into place," Sims said.

Sims unofficially started his business 11 years ago when he started arranging for his banking clients in Bangkok to get invites to the hottest parties. He would give the clients a password to get past the suits at the door, borrowing silly words from Dr. Seuss, like redfish and bluefish. The latter name stuck.

He now has 18 offices worldwide, including the new headquarters here, and a team of concierges who respond to every whim of their clients.