James P. Rice, founder of CascoViejo360.com, in his Casco Viejo office discussing tourism marketing, hospitality expertise, and Panama travel.

James P. Rice | Hospitality Professional, Publisher & Founder of CascoViejo360.com

People often assume that a career is shaped by education, opportunity, or the places you’ve worked. Looking back, I believe mine was shaped much earlier than that, and this is especially true for someone like me.

I was born into a hardworking Irish family in England. We didn’t have much money. In fact, by most people’s standards, we were poor. There were no luxuries, no special advantages, and certainly no roadmap to the places life would eventually take me.

What we did have was love.

My parents taught me that kindness costs nothing, respect is earned, and your word is one of the few things no one can ever take away from you. Those lessons became the foundation of everything I’ve done throughout my life and career.

As I grew older, hospitality became more than a job. It became an opportunity to meet people whose lives were completely different from my own. That journey eventually led me from a modest upbringing in England to some of the world’s finest hotels, restaurants, convention centers, and communities.

One of the greatest contrasts in my life came when I moved to the Palm Springs area. Between November and March, the Coachella Valley has long been home to some of the world’s most successful entrepreneurs, entertainers, political families, athletes, and business leaders. It was a world I could never have imagined as a child.

What surprised me most wasn’t the wealth. It was discovering that genuine character has very little to do with money.

Over the years I was fortunate to meet remarkable people and become friends with individuals from every background imaginable. Some were internationally known, others preferred complete privacy. I never measured people by what they owned or how famous they were. I judged them by the same values my parents taught me as a boy: kindness, humility, loyalty, and how they treated others.

Those values have never changed.

Whether I’m sitting with a hotel concierge in Casco Viejo, talking with a restaurant owner, meeting a first-time visitor to Panama, or sharing a conversation with someone whose name appears in history books, I try to be exactly the same person I’ve always been.

Looking back now, I realize that has probably been one of the greatest gifts of my life. I’ve never wanted to be accepted because of what I had. I’ve simply hoped to be welcomed because of who I am.

Discovering Hospitality

When I left school, I wasn’t chasing a career in luxury hotels or international tourism. Like most young people, I was simply looking for an opportunity.

My first jobs taught me something that has stayed with me ever since: hospitality isn’t really about buildings, uniforms, or fine dining. It’s about people.

I quickly discovered that I enjoyed making people feel welcome. Whether it was serving a meal, helping solve a problem, or simply remembering someone’s name, I found satisfaction in creating an experience that people would remember long after they had gone home.

Unlike many people who eventually move into management, I learned the business from the ground up. I worked alongside chefs, waiters, bartenders, housekeepers, maintenance teams, receptionists, porters, and managers. Every department had its own challenges, and every person played an important role in delivering a great guest experience.

Those early years became my classroom.

I learned that the best leaders are usually the ones who understand every job because they’ve done many of them themselves. It also taught me never to judge someone’s contribution by their job title. Some of the most valuable lessons I ever learned came from people whose names never appeared on the management chart.

Looking back, those experiences gave me something far more valuable than technical knowledge. They gave me respect for the people who make hospitality work every single day.

That understanding has stayed with me throughout my career. Whether I was leading a department in a luxury hotel, opening a restaurant, managing convention services, or building CascoViejo360, I never forgot what it was like to be the person working behind the scenes.

To this day, when I walk into a hotel, restaurant, or café, I naturally notice the small details that others often overlook. It’s not because I’m being critical. It’s because I understand how much effort goes into creating an exceptional guest experience, and I have enormous respect for the people who make it happen.

A World I Never Expected

If someone had told the young boy growing up in England that one day he would be working with world leaders, entertainers, business owners, celebrities, and some of the wealthiest families in America, I would never have believed them.

Hospitality has a remarkable way of opening doors.

As my career progressed, opportunities began to appear that I could never have planned. I found myself working in environments where excellence wasn’t simply expected, it was the standard every single day. Those standards challenged me to grow, pay attention to detail, and understand that the smallest gesture could leave the biggest impression.

Eventually my career brought me to the Coachella Valley in Southern California.

For many people, Palm Springs is known as a vacation destination. What many don’t realize is that during the winter season, the surrounding communities of Rancho Mirage, Indian Wells, Palm Desert, and La Quinta become home to an extraordinary collection of people from around the world. Business leaders, entrepreneurs, entertainers, athletes, political families, and people whose success is measured in ways most of us will never experience all spend time there.

Because of my work, I was welcomed into that world.

I met people whose names were known around the globe and many more whose names were never published but whose influence was equally significant. Over time I learned something that has stayed with me throughout my life.

Character has very little to do with wealth or status.

Some of the most successful people I met were also among the most generous with their time and kindness. Others taught me valuable lessons simply by observing how they treated the people around them. Those experiences helped shape my understanding of leadership, humility, and service.

Looking back, I feel incredibly fortunate. Not because of the famous names or the exclusive places, but because hospitality allowed me to see human nature from a perspective very few people ever experience.

Those lessons continue to influence every recommendation I make today.

Learning the Business From the Inside Out

One of the greatest advantages I had throughout my career was that I never viewed hospitality as just another job.

I was fascinated by it.

I wanted to understand how every department worked and why some businesses consistently delivered exceptional service while others struggled. Every promotion became another opportunity to learn something new.

Over the years, I worked alongside talented chefs, bartenders, restaurant managers, housekeepers, engineers, concierges, catering teams, convention service managers, sales professionals, accountants, and general managers. Every department had its own pressures, and every department depended on the others to succeed.

That experience taught me something I’ve never forgotten.

No hotel succeeds because of one person.

The guest may remember the concierge who arranged a special dinner or the waiter who made them smile, but behind every memorable stay is an entire team working together. Hospitality has always been one of the greatest examples of teamwork I’ve ever witnessed.

As my responsibilities grew, I never lost respect for the people working behind the scenes because I understood what their jobs demanded. I knew the long hours, the weekends, the holidays, and the pressure of making every guest feel as though they were the most important person in the building.

Those experiences shaped my leadership style.

I never believed leadership was about titles or authority. The best leaders I’ve worked with earned respect because they listened, supported their teams, and were willing to roll up their sleeves whenever it was needed.

That philosophy stayed with me throughout my career and continues to guide the way I evaluate businesses today. When I visit a hotel, restaurant, or attraction, I don’t simply see what the customer sees. I naturally notice the teamwork, the culture, the attention to detail, and whether the people genuinely enjoy what they do.

After more than forty years in hospitality, I still believe that exceptional service begins long before a guest ever walks through the front door.

Excellence Became the Standard

As my career progressed, I found myself working in an environment where “good enough” simply wasn’t good enough.

Luxury hospitality is different. Guests aren’t just paying for a room or a meal. They’re paying for confidence. They expect every detail to be right, every promise to be kept, and every member of the team to perform at the highest level. That environment demands discipline, consistency, and a genuine commitment to service.

I was fortunate to build my career with some of the most respected names in the hospitality industry. Although each organization had its own culture and personality, they all shared one belief: excellence was never an accident. It was created through preparation, teamwork, leadership, and an unwavering commitment to the guest experience.

The Details Make the Difference

Those years taught me lessons that continue to influence the way I look at hospitality today.

Details matter.

Preparation matters.

Listening matters.

The very best service often goes unnoticed because everything simply works exactly as it should. Guests remember how an experience made them feel, even if they never see the countless decisions, conversations, and small details that made it possible.

Behind Every Great Experience

As my responsibilities expanded into catering, convention services, and leadership, I discovered another side of the industry that fascinated me.

Behind every elegant dinner, destination wedding, charity gala, corporate conference, or international convention were months of planning, teamwork, and problem-solving. Guests only experienced the finished performance. Hospitality professionals understood everything that happened behind the scenes to make it appear effortless.

That appreciation for preparation has stayed with me throughout my career and continues to influence the way I evaluate businesses today.

Reputation Is Earned

Along the way, I had the privilege of working with remarkable clients and organizations. I met business leaders, entertainers, philanthropists, and public figures, and I was fortunate to support charitable events, including work connected with Barbara Sinatra’s children’s charity.

Those experiences were memorable, not because of the people involved, but because they reinforced an important lesson. Every guest deserves the same professionalism, the same discretion, and the same respect, regardless of who they are.

Over time, one truth became impossible to ignore.

Reputation is earned one experience at a time.

It takes years to build trust and only moments to lose it.

That belief has followed me throughout my career and remains the foundation of everything I do with CascoViejo360. Every recommendation carries my name, and after a lifetime in hospitality, I’ve learned that your reputation is one of the most valuable things you’ll ever own.

Seeing Hospitality from Every Perspective

One of the things I’m most grateful for is that my career never stood still.

Whenever new opportunities presented themselves, I accepted them. Looking back, I wasn’t trying to build a broad understanding of hospitality. I was following my curiosity and saying yes to challenges that interested me. What I didn’t realise at the time was that each new role gave me another way of understanding the industry.

Every Guest Sees a Destination Differently

As my career expanded beyond hotels into convention centers, destination events, incentive travel, public events, and large-scale meetings, I began to appreciate that no two visitors experience a destination in quite the same way.

A hotel manager looks at a destination differently from a meeting planner. A convention organizer has different priorities from a bride planning her wedding, while a family on holiday simply wants to create lasting memories together.

Learning to understand those different perspectives changed the way I viewed tourism forever.

Great Destinations Are a Team Effort

I came to realise that successful destinations aren’t created by one hotel, one restaurant, or one attraction. They’re created when an entire community works together to give visitors an exceptional experience.

Whether I was planning an intimate dinner for twenty guests or coordinating events involving thousands of delegates, the objective never changed. Every guest should leave feeling that someone genuinely cared about their experience.

Those years also gave me the opportunity to work alongside remarkable professionals. Event planners, chefs, florists, audiovisual teams, transportation companies, entertainers, destination management companies, tourism officials, and countless others all shared one goal: creating experiences that appeared effortless, even though months of preparation had gone into making them successful.

The Way I See Casco Viejo Today

The public rarely sees that side of hospitality.

I was fortunate enough to live it.

Today, when I walk through Casco Viejo, I don’t just see beautiful buildings or busy restaurants. I see the thousands of decisions being made every day that shape a visitor’s experience. I notice the concierge recommending a hidden café, the server welcoming a first-time guest, the guide sharing Panama’s history, and the shop owner greeting someone with a genuine smile.

That’s what tourism has always meant to me.

It’s people working together to create experiences that visitors will remember long after they’ve returned home.

Finding Home in Panama

By the time Panama entered my life, I had already spent decades in hospitality. I’d worked in luxury hotels, owned restaurants, managed convention services, and been fortunate enough to experience places and people I could never have imagined as a young boy growing up in England.

I wasn’t looking for another career. I was looking for a better way of life.

In 2008, my wife Leanne and I came to Panama with the same questions many people have. Could we really build a life here? Was it as welcoming as people said? Would it feel like home?

We didn’t arrive with all the answers. We found them by living here.

When we first discovered Casco Viejo, it was a very different neighborhood from the one visitors experience today. Many of the beautiful buildings that now house boutique hotels, cafés, restaurants, galleries, and private residences were still waiting to be restored. Tourism was only beginning to find its place, and there was a genuine sense that something special was unfolding.

Watching a Community Evolve

That was one of the things that fascinated me.

For the first time in many years, I wasn’t watching a destination that had already been established. I was watching one grow.

Over the years, I’ve had the privilege of seeing Casco Viejo evolve into one of Panama’s most celebrated destinations. I’ve watched entrepreneurs invest their dreams, historic buildings come back to life, new businesses open their doors, and local people work tirelessly to create something the entire country can be proud of.

It’s been a privilege to witness that transformation, not as a visitor passing through, but as someone who has watched it unfold year after year.

It’s Always Been About the People

Along the way, I’ve also had the privilege of building friendships with many of the people who make this community what it is.

Hotel concierges who welcome visitors every day. Restaurant owners who have dedicated their lives to their craft. Tour guides who share Panama’s history with genuine passion. Artists, musicians, shop owners, residents, and countless others who quietly contribute to the character of this remarkable neighbourhood.

The longer I spent here, the more one thing became clear.

Casco Viejo isn’t remarkable simply because of its buildings.

It’s remarkable because of its people.

That realization eventually inspired me to create CascoViejo360. I wanted visitors to experience this neighborhood through the eyes of someone who genuinely knows it, walks these streets regularly, understands the people behind the businesses, and cares deeply about the reputation and future of this community.

Looking back, moving to Panama wasn’t the end of my hospitality career.

In many ways, it became the beginning of the most meaningful chapter of my life.

Why My Opinion Matters

After more than four decades in hospitality, I’ve learned that every visitor experiences a destination differently.

A family on holiday looks for something different than a business traveler. A meeting planner evaluates a destination differently than a honeymoon couple. A hotel concierge wants recommendations they can make with complete confidence, knowing their guests will return delighted rather than disappointed.

Throughout my career, I’ve had the privilege of seeing hospitality from all of those perspectives.

I’ve worked my way through nearly every level of the industry. I’ve served guests, managed restaurants, led catering and convention services, owned restaurants, worked with luxury hotels, convention centers, destination weddings, incentive travel, major public events, and tourism organizations. Those experiences have given me an appreciation for what truly creates memorable guest experiences.

As a result, I evaluate businesses differently than most people.

When I walk into a restaurant, I notice far more than the menu. I observe the leadership, the teamwork, the atmosphere, the consistency, and whether guests genuinely appear to be enjoying themselves.

When I visit a hotel, I naturally look beyond the lobby. I pay attention to how employees interact with one another, how well the property is maintained, how challenges are handled, and whether guests leave feeling genuinely cared for.

When I recommend an attraction, I’m thinking about much more than whether it’s popular. I’m asking whether it delivers an experience visitors will remember long after they’ve returned home.

That perspective didn’t come from reading online reviews or researching destinations.

It came from living the industry.

It came from thousands of weddings, meetings, conventions, restaurant services, special events, and conversations with guests from around the world. It came from successes, disappointments, long days, late nights, and learning that reputations are built one guest, one experience, and one recommendation at a time.

Today, when I recommend a business on CascoViejo360, I’m doing far more than adding another name to a website.

I’m placing my own professional reputation behind that recommendation.

Every business featured on CascoViejo360 understands that being recommended is a privilege, not an entitlement. Maintaining that recommendation requires the same commitment to quality, service, consistency, and professionalism that earned it in the first place.

As this publication continues to grow, I will continue to revisit, review, and evaluate the businesses I recommend. If service standards decline, if consistency is lost, or if a business no longer reflects the level of experience I believe visitors deserve, I won’t hesitate to remove that recommendation.

Being invited to become part of CascoViejo360 is something businesses work hard to achieve.

Remaining there requires earning that trust every single day.

Because after more than forty years in hospitality, I’ve learned that trust isn’t given.

It’s earned.

One guest.

One experience.

One recommendation at a time.

My Editorial Process

Throughout my hospitality career, one principle has never changed: recommendations should be earned, not purchased.

That same philosophy guides every business featured on CascoViejo360.

Whenever possible, I personally visit the businesses I recommend. I take time to experience the atmosphere, observe the service, meet owners and managers, and understand what makes each place unique. I also maintain regular relationships with hotel concierge teams and hospitality professionals whose daily conversations with visitors provide valuable insight into the experiences guests genuinely remember.

I don’t believe you can evaluate a destination from behind a computer screen. Hospitality is experienced in person, and that’s where meaningful recommendations begin.

Being featured on CascoViejo360 is not a paid endorsement. Businesses are selected because I believe they genuinely contribute to the visitor experience and reflect the standards I’ve spent more than forty years working to uphold.

Recommendations are never permanent. As Casco Viejo continues to evolve, I revisit businesses, observe changes, and continually evaluate whether they continue to deliver the quality, authenticity, and professionalism visitors deserve.

Every recommendation ultimately reflects my own name and reputation. That responsibility is something I take seriously, and it remains at the heart of everything I publish.

Why I Created CascoViejo360

People often ask me why I created CascoViejo360.

The answer is actually very simple.

After spending more than four decades in hospitality, I came to understand what visitors are really looking for. They don’t want hundreds of choices or endless lists of businesses. They want recommendations they can trust, and they want the confidence of knowing someone has already done the hard work for them.

A Reputation Built on Recommendations

Throughout my career, my reputation was built on making recommendations. Whether I was working in luxury hotels, convention centers, restaurants, or destination tourism, people expected me to know where to dine, what to experience, who to call, and how to help make their visit memorable.

Those recommendations carried responsibility because if someone had a disappointing experience, it reflected on me. That philosophy has stayed with me throughout my career and continues to guide every recommendation I make today.

Every Business Has a Story

When I created CascoViejo360, I wanted it to become a trusted publication rather than another online directory. My goal was never to feature the greatest number of businesses. It was to recommend the businesses I genuinely believed would enhance a visitor’s experience.

Every business has a story, and every owner has invested time, money, passion, and countless hours building something they believe in. My responsibility is to understand those stories, experience each business firsthand, and decide whether I can confidently place my own reputation behind that recommendation.

You Can’t Experience a Destination From a Desk

That’s why I spend so much time walking through Casco Viejo.

I continue to meet business owners, talk with hotel concierge teams, observe how businesses evolve, and stay connected with the community because I don’t believe you can truly understand a destination from behind a computer screen. You understand it by being there, talking to people, and experiencing the destination as visitors do.

Over the years I’ve come to realise that CascoViejo360 isn’t really about restaurants, hotels, rooftop bars, or attractions.

It’s about trust.

Every recommendation represents my name, my professional experience, and my personal reputation. That’s a responsibility I accept with pride, and after a lifetime in hospitality, I wouldn’t have it any other way.

Why I Still Do What I Do

People sometimes ask me why I still spend so much time walking around Casco Viejo, visiting hotels, meeting restaurant owners, talking with tour guides, and introducing myself to new businesses.

The answer is simple. I genuinely enjoy it.

After more than forty years in hospitality, I could easily have stepped away from the industry. Instead, I chose to stay involved because I still believe tourism has the power to change lives. Every visitor who has an unforgettable experience creates opportunities for someone else. They tell their friends, return with their families, and recommend the destination to colleagues. One exceptional experience naturally leads to another.

I’ve always believed tourism is one of the few industries where everyone benefits. The hotel benefits, the restaurant benefits, the taxi driver or Uber driver benefits, and so do the museum, the guide, the coffee shop, the local artist, and the small family business. When visitors leave with wonderful memories, the entire community shares in that success.

That’s one of the reasons I care so deeply about Casco Viejo. This community welcomed me when I purchased my home here in 2008, and over the years I’ve had the privilege of watching it grow into one of Latin America’s most remarkable historic neighborhoods. Seeing that transformation has been one of the greatest rewards of my life.

Today, my goal is much the same as it was when I first entered hospitality: to help people have a better experience. Sometimes that’s recommending a restaurant. Sometimes it’s helping a meeting planner discover Panama. Sometimes it’s simply introducing visitors to a business they may never have found on their own.

If someone leaves Panama saying, “That was one of the best trips we’ve ever taken,” then I feel I’ve made a small contribution. For me, that’s what hospitality has always been about.

A Personal Note

If you’ve taken the time to read this page, thank you.

Like most people, I’ve experienced successes, disappointments, unexpected opportunities, and moments that completely changed the direction of my life. Looking back, I don’t measure my life by the hotels I’ve worked in, the titles I’ve held, or the positions I’ve been fortunate enough to earn. I measure it by the relationships I’ve built and the people who have influenced my journey.

I’ve been incredibly fortunate to work alongside people who inspired me, learn from colleagues who became lifelong friends, and meet guests whose stories I’ll never forget. Every one of those experiences has shaped the person I am today and influenced the way I approach both hospitality and life.

The values that guide me today were given to me as a child by parents who had very little to offer materially but gave me something far more valuable. They taught me that honesty, integrity, kindness, and respect cost nothing, yet they are among the greatest gifts we can offer another person. I’ve tried to carry those values with me throughout my life and throughout my career.

CascoViejo360 is simply an extension of that philosophy. It isn’t just about recommending businesses. It’s about celebrating the people behind them, helping visitors discover places they might otherwise have missed, and supporting a community that has welcomed me for many years.

Most of all, it’s about leaving something behind that continues to have value. If something I’ve written helps you enjoy Panama a little more, discover a place you’ll always remember, or simply encourages you to travel with greater curiosity, then everything I’ve learned throughout my career has been worthwhile.

I hope our paths cross one day here in Casco Viejo.

Until then, welcome to Panama.

James P. Rice
Founder & Publisher
CascoViejo360.com

Professional Profile

Name: James P. Rice

Profession: Hospitality Professional, Tourism Publisher, Consultant and Entrepreneur

Founder & Publisher: CascoViejo360.com

Hospitality Experience: More than 40 years

Residence: Casco Viejo, Panama City, Republic of Panama

Living in Panama Since: 2008

Nationality: British

Heritage: Proud Irish family heritage


Career Highlights


Restaurant & Food & Beverage Experience

  • Former Partner of Le St. Germain Restaurant, Indian Wells, California
  • Former restaurant and pub owner in the United Kingdom
  • More than four decades of leadership in luxury hotels, catering, restaurants and food & beverage operations

Areas of Expertise

  • Luxury Hospitality
  • Hotels & Resorts
  • Restaurants & Food & Beverage
  • Convention & Conference Services
  • Meetings & Incentive Travel
  • Destination Weddings
  • Tourism Marketing
  • Visitor Experience
  • Hospitality Leadership
  • Destination Development

Today

James is the Founder and Publisher of CascoViejo360.com, an independent guide dedicated to showcasing the very best of Casco Viejo, Panama City. Since 2008, he has lived in the historic district and continues to personally visit recommended businesses, maintain relationships with hotel concierge teams, and share trusted recommendations based on firsthand experience and professional hospitality knowledge.

Frequently Asked Questions About James P. Rice

Who is James P. Rice?

James P. Rice is a British hospitality professional with more than 40 years of experience in luxury hotels, restaurants, convention centers, meetings, tourism and destination marketing. He is the Founder and Publisher of CascoViejo360.com and has lived in Casco Viejo, Panama City, since 2008.

What is James P. Rice known for?

James is known for his extensive hospitality career, his leadership in luxury hotels and convention services, and for creating CascoViejo360.com, an independent guide that personally recommends exceptional visitor experiences in Casco Viejo, Panama.

Why should I trust James P. Rice’s recommendations?

James’s recommendations are based on more than four decades of professional hospitality experience and nearly two decades of living in Casco Viejo. He personally visits businesses, meets owners, and evaluates recommendations through the eyes of both a hospitality professional and a local resident.

Has James P. Rice worked in luxury hotels?

Yes. James held senior leadership positions with respected hospitality brands, including The Ritz-Carlton, Hyatt Regency Palm Springs & Indian Wells, California, and Maxim’s de Paris Hotel.

Has James P. Rice owned restaurants?

Yes. James partner in Le St. Germain Restaurant in Indian Wells, California, and previously owned a restaurant and pub in the United Kingdom. His restaurant ownership experience gives him a unique perspective when evaluating food, service, and guest experience.

Why did James P. Rice move to Panama?

James and his wife, Leanne, moved to Panama in 2008 after an international hospitality career. They were drawn by the country’s opportunities, quality of life, welcoming people, and the potential they saw in the revitalization of Casco Viejo.

How long has James P. Rice lived in Casco Viejo?

James purchased his home in Casco Viejo in 2008 and has witnessed the neighborhood’s remarkable transformation into one of Latin America’s most celebrated historic districts.

What is CascoViejo360?

CascoViejo360.com is an independent visitor guide created by James P. Rice. It highlights carefully selected restaurants, hotels, rooftop bars, cafés, attractions and experiences based on firsthand knowledge and professional hospitality standards.

Does James P. Rice accept payment for recommendations?

No. Businesses cannot simply pay to be recommended. Recommendations are based on personal visits, professional judgment, authenticity, and the overall visitor experience.

What makes James P. Rice’s perspective unique?

James has worked in virtually every part of the hospitality industry, from restaurant operations and luxury hotels to convention centers, destination weddings, tourism consulting, and destination marketing. That breadth of experience allows him to evaluate visitor experiences from multiple professional perspectives.

How does James P. Rice choose which businesses appear on CascoViejo360?

Businesses are selected through personal visits, professional hospitality evaluation, ongoing observation, and conversations with local hospitality professionals. Recommendations are based on visitor experience, service, authenticity, consistency, and the overall contribution each business makes to Casco Viejo rather than advertising or paid placement.

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