Okay, now that I think about it, there were some subtle differences at this property. They did three things of note:

(1) The front desk person thanked me for being a Gold member. Okay, I know this isn't really that big of a deal, but nobody at any hotel or airline has ever thanked me for being a frequent guest. Sure, they give me nice perks and stuff, but never really thanks...

(2) The same front desk person offered me a variety of rooms to choose from, and showed me the floor layout as she did so. Since there were four of us, she wanted to offer both a "prime view" room and a larger corner room that didn't have as much of a view. She took time to explain the pros/cons of the rooms - including which ones got very hot in the afternoon (something that has been pointed out on this board about this hotel several times). I thought it was a nice touch: none of the rooms were huge upgrades (I don't get the sense that the hotel has many huge upgrades to give), but she took the time to make sure we got the room we wanted.

(3) The guy in the C-level was always around and keeping things stocked. Sodas were there throughout the day. At breakfast and happy hour, when the lounge was busy, he kept the place clean and organized. That's a bit different from some other lounges, where you arrive later in the breakfast period or happy hour period and the food is gone and the lounge is trashed.