bhg power point

8/6/2019 BHG Power Point

http://slidepdf.com/reader/full/bhg-power-point 1/23

Boutique Hotel GroupBoutique Hotel Group

Intimate hotels, uniquely designed,

dedicated to details, and providing

warm, highly personalized service



Collectively, the Boutique Hotel

Group Management Team

represents over 150 years

of professional hospitality and

real estate experience.

2



Scope of Services rovi e

Operations

entralized Accounting

ales and Mar eting

ublic elations

evenue Management

Information Technology

Graphic esign

Engineering

onstruction and esign

evelopment

re-Opening, evelopment and Technical ervices

Financing ervices

Acquisition and isposition ervices

egal

House eeping

4



Steve Hanover

Senior Vice President, Asset Management

Steve Hanover is a seasoned professional with over 25 years experience in the commercial mortgage, asset management, real estateconsulting, brokerage, design, and development fields. Starting his career as an architect designing major commercial and residentialprojects in the U.S. and abroad, he managed a planning and development consulting office for a 5,000 acre new town development in

Doha, Qatar. Investment sales with Cushman and Wakefield followed with a term at a multi family housing development companyselling apartment assets and originating take out loans. Steve spent eight years with Sun America Investments, Inc. as Vice President incharge of mortgage and real estate asset management for a $3.5 billion commercial mortgage portfolio responsible for workouts,foreclosures, bankruptcies, mortgage related litigation, property management, loan and property dispositions, servicing, and mortgageportfolio acquisitions. Steve was also responsible for underwriting, due diligence and closing of a $900 million loan portfolio f rom John

Alden Life Insurance Company. Steve is a graduate of the University of Southern California, and has extensive experience in all phasesof real estate as well as being a California licensed architect and real estate broker.

Thomas oitevent

irector of onstruction and esign

Tom oitevent has over 20 year s of experience in the constr uction industry. rior to joining Boutique otel roup, he completed themulti-million dollar renovation of the prestigious Mansion on Turtle Creek in Dallas and the constr uction of The Forrestal otelConference Center, a $10 million project in rinceton, New Jer sey. s the Director of Constr uction, he led the project management teamduring the expansion of the Shoreham otel from 84 to 176 guestrooms and completed the guestroom and public space renovation of the

otel Wales, both located in Manhattan. e has five year s experience in the New York market. oitevent earned a Bachelor of ScienceDegree in Business from North Texas State Univer sity.

K. . atel

ice resident, evelopment

K.C. atel has supported a range of corporate finance-related assignments, including financial modeling, market research and

identification, customer segmentation analysis, development of acquisition criteria and execution support for target acquisitions. rior to joining Boutique otel roup, Mr. atel worked with Novantas ± a financial-services consulting firm. e was responsible for identifyinginefficient practices for clients through an investigative process, information gathering, data collecting and hypothesis building, developingfindings and conclusions and recommendations of solutions, and report writing and presenting. Before Novantas, he worked at thehospitality real estate brokerage firm, Insignia/ SG Hotel artner s. t Insignia/ SG Hotel artner s, K.C. performed investment analysisand deal str ucturing for both buyer and seller engagements. In addition, he has been engaged on several underwriting projects withCredit Suisse Fir st Boston. atel earned his Bachelor of Science in Business Administration from Cornell Univer sity's School of Hospitality Management in Ithaca, New York.

6



David . ee

ice resident, Operations

David has over 15 year s of experience in commercial real estate transactions, management and hospitality operations. David joinedBoutique Hotel Management Group in November, 2002 from O IX Capital Markets where he was responsible for all aspects of O IX¶shospitality O portfolio including monitoring receiver ship and foreclosure processes, over seeing thir d-party management operations,

capital improvements, brand management, and dispositions. rior to joining O IX, David held development management positions withemington Hotel Corporation in Dallas where he led their Acquisitions team, and Wyndham International where he co-managed the

disposition of their non-proprietary branded portfolio and managed their individual asset and corporate financing efforts. David holds aBachelor of conomics Degree from the Univer sity of Michigan and a Master s Degree from Cornell Univer sity¶s School of Hotel

Administration.

KellyMiyashita

ice resident, BusinessDevelopment (Japan)

For the past 15 year s, Kelly Miyashita has worked with numerous multinational financial institutions and large owner s in all aspects of realestate transactions. From 1987 though 1990 Kelly served as Manager of Consulting Services and Tenant epresentation at Cushman

ealty Corporation, where he was responsible for providing market and financial analysis to an array corporate clients. Following hisexperience at Cushman, Kelly served five year s at Mitsui Fudosan in Los Angeles, where he served as Asset / Leasing Manager. Kellywas directly involved with the over sight of 3.5 million square feet of commercial space in San Francisco, Los Angeles, and San Diego.Subsequent to his experience at Mitsui, Kelly spent three year s at The Archon Group, where he managed a diver se portfolio of propertieswith an excess of $100 Million over three states. Kelly has also served as Senior Asset Manger of Goldman Sachs Realty and ManagingDirector of Sanno Capital ± both in Tokyo, Japan. Kelly earned his Bachelor of Science Degree from California State olytechnicUniver sity in Real state Finance Law.

teveDiMaria

ontroller

Mr. DiMaria has 14 year s of experience in the accounting industry and was Assistant Controller for Boutique Hotel Group for 5 year s prior to his promotion to Controller. Mr. DiMaria currently over seas all aspects of financial controls, accounting and budgeting for BHG and isresponsible for managing the company¶s banking relationships. rior to working at BHG, Mr. DiMaria held senior financial positions withGotham Hospitality Group, Tishman Hotel Corporation, and ITT. He graduated from Manhattan College with a Bachelor of ScienceDegree in Accounting.

7



Meri assnic

Mar eting Manager

Meri Rassnick brings 10 year s of marketing communications experience to her post as Communications Manager for Boutique HotelGroup. In this role, Rassnick is responsible for graphic design, all printed collateral, advertisement creation and direct mail for the

company and individual properties. She came to Boutique Hotel Group from Choice Hotels International, where she was a Sales Manager at the Comfort Inn, Long Island, for five year s. rior, she was an Account xecutive for Gail Becker Associates of Great Neck, New York,where she represented clients the likes of Cumberland Packaging Corporation. She has 10 year s of experience in the New York Metro

Area. Rassnick earned a Bachelor of Arts Degree in Public Relations from Long Island Univer sity, CW Post Campus.

ani arr

Director of evenue and Yield Management

Ms. Carr over sees yield management for the Boutique Hotel Group and ensures daily pricing and quality control through training and

ongoing evaluations. She implements and over sees management of all discount internet channels and the GDS to maximize RevPAR.Ms. Carr¶s experience encompasses all facets of the reservations area from Reservations Agent, Front Office Manager, to Reservations

Director of a large Central Reservations Office. Ms. Carr came to Boutique Hotel Group from Holiday Inn and Hospitality FranchiseSystem where she built her hospitality career. She graduated from The Univer sity of Tennessee.

ourdesDel alle

ice resident, ales and Mar eting

Lour des Del Valle has more than 15 year s of experience in New York City sales and marketing, with particular focus on the Fortune 500corporate transient market. Prior to joining Boutique Hotel Group, she was director of sales and marketing at the mpire Hotel in New

York City, a Schrager hotel, and directed sales at the Soho Grand Hotel and the Tribecca Grand Hotel in New York. She also has heldsenior sales positions with the Sheraton Park Avenue, Wyndham Hotels & Resorts and the New York Helmsley Hotel. Del Valle also isfluent in Spanish.

8



Marideth ost

ublic elations, Consultant

Marideth Post brings 11 year s of hotel and restaurant public relations experience to her role. As Corporate Director of Public Relations,Post is responsible for media relations, strategy, imaging, brand management and promotions for the company and individual properties.

She comes to Boutique Hotel Group from Noble House Hotels and Resorts, Kirkland/Seattle, Wash., where she was Vice President of Public Relations, founding the fir st internal corporate public relations program. Prior, she was the Director of Media Relations for KimptonHotel & Restaurant Group, Inc., San Francisco, for eight year s, specializing in hotel and restaurant openings, media relations, restaurantpromotion, and celebrity suites. She started her hospitality career as the Public Relations Coor dinator at the Sheraton Hotel atFisherman¶s Wharf, San Francisco. Post earned a Bachelor of Arts Degree in Journalism, option in Public Relations, from CaliforniaState Univer sity, Chico.

Edward Avol

ystematicTechnology/ ystems Management, Consultant

As Systems Manager for Boutique Hotel Group, dwar d Avol is responsible for corporate and individual property website development,har dware and software issues, all computer-related f unctions, company e-mail server maintenance, and technical services for thecompany and for the individual properties. Avol began his hospitality career in operations, supervising building systems as an engineer and Chief ngineer. In addition, he was a freelance website designer for five year s. Avol has 10 year s of experience in the New Yorkmarket. He attended Los Angeles City College and is a certified Microsoft Systems Engineer.

Jim oyle

Director,HotelWeb ite Mar eting and Quality Assurance, Consultant

Jim has over 15 years of extensive experience in hospitality quality assurance and performance expertise. Jim has provided advice and

oversight for quality assurance and audits to hotels and restaurants in the U.S. and Europe for Ian Schrager, Le Cirque, Daniel Boulud,as well as Boutique Hotel Group. Jim also has extensive food and beverage background experience to balance his overall hospitalityexpertise. Jims website marketing ability has proven ext remely value and cost-effective for the hotel indust ry. Jim has a B.S. degreef rom the Cornell University School of Hotel Administ ration.

9



Our Approach

� We attempt to leveragethe existing appeal, equity and history of an asset whenever possibleadding value through a

fresh approach and style.

� Updatingand enhancing the decor and physical plant when needed, developing the service culture, and increasing

efficiencies -- to make the hotel more appealing to new business sources, without a massive capital inf usion.

� Creating new awareness and appeal through innovativeguest programs, activities, services and amenities and public relations.

� Capturing new business and leisure guests, willing to pay higher rates, without alienating current customer base.

� The end result is a revitalized, invigorated product that makes people feel gratified, comfortable and enriched by

a tr ue boutique experience.

10



Benefits of BHG Sales and Revenue

Management Team to the Hotel� Room night crossover from contracted accounts; cross-selling with NYC traveler s.

� Enhancement of revenue management practices, techniques, and technology.

� NYC based sales team casting a wider net will uncover additional opportunities and penetrate accounts more effectively.

Our network of sales and marketing cover s the globe.

� Economics of scale i.e. payroll, tradeshows, travel, advertising, public relations, customer events, entertaining, etc.

11



Marketing Positioning Overview

Current ositioning in the Mar etplace

� Weak name recognition in the marketplace for such a landmark asset.

� Weak sales presence created by inexperienced sales team and improper deployment.

� No national sales representation in key domestic and international feeder cities.

� Lack of base corporate accounts due to inadequate rate management and difficult product causing hotel to predominantly

rely on discount business channels to drive occupancy.

� Hotel¶s market mix is predominantly leisure oriented and needs to drive corporate business.

� High repeat business, however customer base is narrow.

� Overall product in need of capital investment, to also include addition of necessary business amenities to properly

compete in the corporate transient and group markets.

12



Desired Positioning in the Marketplace

� Appealing product which will include a more effective bedding configuration, required FFE replacement, f unctional work stations, soft

goods renovation, minibar s, bathroom upgrade and BHG amenities.

� Solidify position among a wider population of business professional and more upscale leisure traveler s who would not have

considered hotel under past product conditions.

� Develop business mix that is representative of targeted corporate accounts and business segments such as banking, financial,

medical, pharmaceutical, accounting, entertainment, advertising, legal and fashion.

� All public areas and food and beverage venues have received adequate makeover and repositioning to drive a revived interest from a

new customer base.

� Track a new competit ive set.

� Position as ³the boutique hotel in the market offering a different experience for guests.´

� Stronger affiliations with the locally based corporations, univer sities, and city governments

to make the Hotel the choice for the market.

13



BHG Sales Advantages

Sales Advantages

� Year s of ³City´ sales experience provided by BHG sales and marketing team.

� Utilize deep BHG National and International customer relationships for solicitation and negotiation of qualified corporate and

travel agency accounts capturing annual room night commitments thr u ongoing RFP process. Primary focus on the banking,

financial, medical, pharmaceutical, entertainment, legal, advertising and fashion markets.

� Review all consortia and mega agency agreements for preferred status positioning as supported by key BHG relationships.

� The meeting and catering opportunities provided by The Hotel allows sales to target corporate meetings and secondary

incentive events.

� Representation in all selected BHG tradeshows and customer events, nationally and internationally.

� Participation in BHG on-property and alliance cross-sell referral program.

� Reinforce The Hotel¶s position with discount internet provider s, such as HRN, Priceline, Expedia, Quikbook, etc. via strong

sales relationships.

14



BHG Marketing Advantages

Mar eting Advantages

� Inclusion in the BHG corporate website www.boutiquehg.com providing enhanced visual and informational content.

Opportunities also include search engine positioning, database capturing, user analysis and on-line seamless reservation

availability.

� Exposure to all BHG marketing partner ships, including jetBlue Airways alliance, providing access to 1 million per son database

and primary positioning on corporate website.

� Participation in all BHG advertising initiatives including brand and an Overnight Sensation leisure program.

� Exposureto GDS advertising, travel agency fax shots and email blast campaigns.

� Participation in popular BHG brand signature amenities program including welcome drink, complimentary cappuccino and

espresso bar, Belgian bed linens and frette robes, upgraded bath products, in-room CD player s and VCRs, etc.

� Advantages in database and advanced Reservation/PMS reporting features supported by newest marketing technology.

� In-house graphics and marketing support to manage brand and individual property creative consistencies and cost control. All

advertising, direct mail, photo support, web site design, collateral developmentand printing is controlled thr u this department.

15



BHG Revenue Management Advantages

Revenue and Yield Management Advantages

� Corporate Director of Revenue and Yield Management f ulfills the following f unctions:

� Managementof and positioning within the GDS.

� Over sees daily yield management and ensures sales quality control and effective cross-sell practices through ongoing

training and evaluations.

� Sets individual hotel rate strategies as required, with emphasis on management of various discount internet channels

and GDS to maximize RevPAR during low and high demand selling periods.

� Implements and monitor s all BHG standar d operating procedures for newly acquired hotel acquisitions.

� Continually identifies new revenue analysis opportunities and available revenue tools and resources to make smart

business decisions.

�A

lign theH

otel with various d

isco

unt channel

s such a

s H

otelR

eservation

sNetwork (

HRN),

Priceline,

Expe

dia, Q

uikbook,

Hotwire, etc. and utilize relationships to drive business as needed through strategic pricing and effective marketing positioning.

16



BHG Revenue Management Advantages

Revenue Management Advantages continued«

� Utilization of the following reports to set individual hotel rate strategies against competitive set hotels and local market, inaddition to identifying new business opportunities:

� Star Report: monthly report indicating business share percentage based on occupancy, ADR and RevPAR vs.

competitive set.

� HotelRevMax: providing similar reporting information as Star, however reporting on daily, weekly, weekend and monthly

basis allowing BHG hotels to react immediately to market changes and competitive strategies.

� Chec -Rate.com: Another report feature provided by HotelRevMax which shops your competition¶s daily rates available

over the internet for a four week period from date of report.

� haser : Provided by TravelClick, this report is distributed weekly and provides a snapshot of your available daily rates

against your competitive set thr u the Sabre GDS system.

� Hotelligence: Also supplied by TravelClick, this monthly report indicates the top 30 travel agency and top 30 corporate

accounts that are booking your hotel thr u the GDS, while also telling you the same information for your collective

competitive set. This report is ideal for for targeted sales solicitation to drive new business into our properties, while also

seeing what share of the business we are getting or losing from our key accounts. In addition, this report acts very

similar to a star report indicating your share of business thr u the GDS, as well as your top global geographic markets.

17



Public Relations Overview

� The Hotel

Instill the appropriate updated image and reputation of The Hotel in the minds of the media and consumer s to result in editorial coverageand business development.

� An established, tr ue designated destination boutique landmark hotel«

� A hotel with a proud, rich and storied history that is evolving«

� Revitalized by a physical plant, services and amenities enhancement«

� Highlight new amenities; advantages for business traveler s«

� Consistently invigorated by a consistent set of innovative and purposef ul guest programs, promotions and activities tailoredto business and leisure traveler s«

� Distinctive,Consistent Theme and Style

� T he Hotel: A blend of classic and contemporary themes and style.

� Re- aunch andOn-going romotional ehicles

� Re-Launch and On-going Promotional Vehicles

� Establish fresh set of unique services, amenities and promotions

� Special Re-launch Event(s)

� Special Re-launch Media Event� Develop Set of Unique Value- Added and Seasonal Packages

� Create Signature Event

� Establish Charity of Recor d

� Increase Local Involvement / Establish Mutually-Beneficial Partner ships

� Cultivate On-Property Creative Committee

18



� Relations Materials

� Media kit

� Individual Media Releases� Pitch Letter s

� Photography / Images

� Boutique Hotel Group Media Kit / Materials Integration

� Media Relations

� Media Calls / Hotel Tour s

� Media Entertainments

� Individual Media Visits

� Hotel Press Trip

� Target Media

� National and local travel trade media -- T ravel Weekly, T ravel Agent.

� Cleveland hospitality media -- Crain¶s Business.

� National and local newspaper travel editor s -- New York T imes, Plain Dealer.

� National and local consumer travel magazines and outlets -- T ravel Holiday, Conde Nast T raveler.

� Historic travel niche media-- HistoricTraveler.com

� National and local travel and lifestyle freelance journalists.

�S

elect broadcast and online media outlets -- cnn.com, concierge.com

19



� Result

� The end result is a revitalized, invigorated product that makes leisure and business guests feel gratified, comfortable andenriched by a unique experience.

� A program and an image that will endure and scale well beyond the re-launch period.

� Today and Everyday -- Boutique Hotel Group ublic Relations

� Simply, Boutique Hotel Group has a straightforwar d, aggressive, creative, media-centric approach to the practice of publicrelations. It combines long-range planning, (to accommodate media lead time), originality, integrity, and flexibility withoperational sensibility and consistent media interaction.

20



ReinventingThe Art of Hospitality Culture. Service. Style.

� How we eep guests returning and referring is at the heart of the boutique hotel objective

� Redefine Customer Service as an Art and a Privilege

� Getting to ³WOW´ through Per sonalized and Attentive Service ± Heart of Boutique Experience

� Core alues

� Not a mission of what to do, but a declaration of who we are

� «every guest feeling as if he/she were visiting the home of an old friend

� Turning Guests and Employees into Disciples andRaving Fans - BHG Univer sity

� To get to Zero Defect: training is important ± but creating self sustaining culture is key.

Leader ship Training Eliminate the impossible

Moments of Tr uth Each guest interaction is the wow opportunity

Enneagram Promoting management communication/workability

Miracle Maker s Program Exceeding Expectations/Rewar ding Excellence

Mission Possible Guest history/retention/development

Focus Groups Troubleshooting

Employee Opinion Survey Guest/Manager/Employee developmentGM Hotline Guest/GM opportunity

Guest Expert Manage productivity/guest trends

� Other EnhancementsandOpportunities

� Wehave professionals create the following:

� Reservation Shopper s Survey

� Sales Shopper¶s Surveys

21



Marketing and Reservation TransitionReservation Transition

oice

� Replace existing number with BHG toll free number on all marketing materials and promotions (BHG toll free number currentlygenerates 25% of the volume to our existing Portfolio and will be utilized to mitigate the loss of call volume through promotions, faxblasts, GDS marketing, and direct mail campaign to existing transient guests, travel agencies, and corporate accounts).

� Inventory, rates, and availability would be maintained on property and at BHG. Reservations will be faxed or emailed to the hotel,while the requirements for a two way interface are evaluated.

� BHG reservation agents will receive training, an on-property presentation, and an overnight stay at the Hotel.

GDS

� The Hotel room inventory and rates will be loaded into the SynXis Reservation System.

� A GDS electronic marketing campaignwill be implemented to promote The Hotel and direct travel agents to its new placement.

Internet

� BHG would enhance the the Hotel¶s website and interface it to BHG¶s Internet booking engine that allows for real time bookingsfrom the inventory maintained at the BHG CRO.

Mar etingCollateral

� Rack brochure and other property marketing materials and collateral would be modified to include the BHG toll free reservationsnumberand enhanced to present a more attractive presentation.

ogo/Signage

� BHG does not mandate BHG signage, flags, or plaques on hotels ± we prefer to use hotel logo.

22



Boutique Hotel GroupBoutique Hotel Group

23

INTEGRITY

SERVICE

VA UE

bhg power point

Documents