BHG Powerpoint

Boutique Hotel Group
C h a ir m a n
B ill H o w e ll
Intimate hotels, uniquely designed,

C h ie f E x e c u t iv e O ffi c e r
K in s e y D y c k m a n
C o r p o r a t e C o n t r o l le r
G h a z a l L a lw a n i
P r e s id e n t a n d C O O
S te v e M a rx
E .V .P . G e n e r a l C o u n s e l
M ic h a e l M u r p h y
dedicated to details, and providing
D ir . C o n s t r u c t io n & D e s ig n
T o m P o it e v e n t
V . P . o f D e v e lo p m e n t
G r e g B in g a m a n
R e g io n a l C o n t r o lle r
T o n y R o o p n a r a in
R e s t a u r a n t D e s ig n a n d D e v .
P u c c in i G r o u p
I .T . M a n a g e r
Ed Avol
A s s s it a n t C o n t r o lle r
S t e v e D i M a r ia
D ir e c t o r o f
H u m a n R e s o u rce s
Open
V . P . S a le s & M a r k e t in g
C h r is P e r r y
G r a p h i c D e s ig n
M e r i R a s s n ic k
warm, highly personalized service
B H G S t r a t e g ic
P a rtn e rs
C o r p o r a t e D ir e c t o r
o f P u b lic R e la t io n s
M a r id e t h P o s t
D ir e c t o r o f R e v e n u e
M anagem ent
R a n i C a rr
o f S a le s
M e li n d a B e n n it
E x t e r n a l S a le s F o r c e
K e r r y C lu b
C R O S u p e r v is o r
M i r ia m M u r p h y
N a t io n a l S a le s M a n a g e r
L o u r d e s D e l V a lle
C o r p o r a t e D ir e c t o r o f S a le s
V e r o n ic a P o p o v a
Collectively, the Boutique Hotel

Group Management Team
C h a ir m a n
B ill H o w e ll
represents over
150
years
S te v e M a rx
of professional hospitality and

real estate experience.
Ed Avol
P a rtn e rs
D ir e c t o r o f
Open
C h r is P e r r y
M anagem ent
R a n i C a rr
o f S a le s
K e r r y C lu b
Organizational Chart
C h a irm a n
B ill H o w e ll
C h a Ei r .Vm .Pa n. G e n e ra l
B ill H o w e ll
C ou nsel
M ic h a e l M u rp h y
S e n io r V P / A s s e t M a n a g e m e n t
S te p h e n H a n o v e r
D ir. C o n s tru c tio n & D e s ig n

T o m P o ite v e n t
V .P . O p e ra tio n s
D a v id L e e
V .P . D e v e lo p m e Cn ot r p o r a t e C o n t r o l leC or n tr o lle r
K .C . P a te l G h a z a l L a l w aSntei v e D iM a r ia
S a le s & M a rk e tin g
M a rk e tin g M a n a g e r
D ire c to r o f H u m a n R e s o u rc e s
C a m ille D a v is
R e v e n u e & Y ie ld M n g t
R a n i C a rr
S te v e M a rx
C o rp o ra te C o n tro lle r
L a lw a n i
V . P . o f D e v e lo pGmh ae zna tl
Ed Avol
Consultants:
D ir e c t o r o f
Open
C h r is P e r r y
Systematic Technology
Edward Avol
r id e t h P o s t
PublicM aRelations
Japan:
M anagem ent
R a n i C a rr
V.P. / Bus Development
Kelly Miyashita
o f S a le s
Marideth Post
K e r r y C lu b
P a rtn e rs
Quality Assurance
Jim Coyle
Scope of Services Provided

C h a Operations
ir m a n
B ill H o w e ll
Centralized Accounting
C h ie f E x e c u tivand
e O ffi c e r Marketing
Sales
Public Relations
C h a ir m a n
C o r p o r a te C o n tr o lle r
B ill H o w e ll
Management
G h a z a l L a lwRevenue
ani
Information Technology
K i n s e y DP r eys cid ekn tma n ad CnO O
Design
SGraphic
t e v e M a rx
E .V .P . G e n e ra l C o u n s e l
M ic h a e l M u rp h y
D ir .C o n s tr u c tio n & D e s ig n
Engineering
V .P . o f D e v e lo p m e n t
R e g io n a l C o n tr o lle r
D ir e c to r o f
G r e g B Construction
in g a m a n
T o n y R oand
o p n a ra inDesign
H u m a n R e so u rce s
O pen
V .P . S a le s & M a r k e tin g
C h r is P e rr y
S t e v e M aDevelopment
rx
G r a p h ic D e s ig n
R e s ta u r a n t D e Pre-Opening,
s ig n a n d D e v .
I .T . M a nDevelopment
ager
A s s s ita n t C oand
n tr o lle r Technical Services
M e ri R a s s n ic k
P u Vc c.inP i . G or o fu pD e v e lo p m e n Etd A v o l
R e gS iot e vne aD li MC aor ian t r o lle r

T o n y R Services
o o p n a r a in
Financing
Acquisition and Disposition Services

C o r p o r a te D ir e c to r
Ed Avol
A s Legal
s s it a n t C o n t r o lle r
o f P u b lic R e la tio n s
M a rid e th P o s t
D ir e c t o r o f
Open
C h r is P e r r y
D ire c to r o f R e v e n u e
C o r p o ra te D ir e c to r
M a n a g e m e n Gt r a p h i c D e s igo fn S a le s
R a n i C a rr
M e lin d a B e n n it
Housekeeping
E x te r n a l S a le s F o rc eC o r p o r a t eC R OD Siru pee rcv tisoo rr
K e r ry C lu b o f P u b lic M Ririae mla Mt iou r pn h sy
B H G S tra te g ic
P a rtn e rs
P a rtn e rs
K e r r y C lu b
N a tio n a l S Da le irs Me acn ta og er r o f R e v e n u e

L o u r d e s D e l VMa llea n a g e m e n t
R a n i C a rr
C o rp o r a te D ir e c to r o f S a le s
V e ro n ic a PCo pRo Ov a S u p e r v is o r
o f S a le s
Biographies of Key Executives

C h a ir m a n
B ill H o w e ll
William Howell
Chairman
C h i e f E x e c u t i v e O ffi c e r
Bill Howell has focused on real estate development, acquisitions,
dispositions, hotel management, and the asset management of institutional
grade investment property for his entire career.
From
1986 through 1992, Howell served as Director of Acquisitions for Mitsui Fudosan in
C o r p o r a t e C o n t r o l le r C h a i r m a n
New York. Responsible for property acquisitions
totaling over $2 billion in value, he also directed all asset management
B ill H o w e ll
G h a z a l L a l and
w a n i dispositions
functions of a multi-billion dollar global real estate portfolio. Prior to joining Mitsui Fudosan, Howell was a Director of the Saudi Arabian
Investment Corporation, where he was involved in C the
and development of over $1 billion in investment grade United States
hP ier ef sEi dxacquisition
ee cn ut t aivne d O CffiO cOe r
K i nSs teey vEast,
De yMc ka mr xa and
n
properties on behalf of clients from Europe, the Middle
the Pacific Rim. In 1992, Howell established his own firm to provide
hospitality real estate management and consulting services. He has 25 years of experience in the New York market. Howell earned a
and aR eMasters
from
of Oklahoma.
EBachelor
. V . P . G e n e r a l of
C o u Science
n sel
D Degree
ir . C o n s t r u c t iofrom
n & D e Southwestern
s ig n
V .GP h. ao zf aD l eUniversity
g io n a l C o n t r oin
ll e r Environmental
D ir e c t Engineering
or of
V . P . S a lthe
e s & University
M a r k e t in g
Lvae llow pamn ei n t
Michael Murphy
Executive Vice President,
R e s t General
a u r a n t D e s ig n Counsel
and D ev.
O pen
C h r is P e r r y
S te v e M a rx
Ed Avol
D ir e c t o r o f
M i c h a eMurphy
l M u r p h y has 20 Tyears
o m P o i t eof
v e nreal
t
r e g B i n g a m a n experience
T o n y R oas
o p na
a r aprincipal,
in
H u m a n R e s o u r c e s and legal advisor.
C h r i s P e r r y Murphy has been involved
Michael
estateG transaction
consultant,
Open
in real estate development, the acquisition and disposition of real property and secured
C o r p odebt,
r a t e D i r ethe
c t o r ownership
D i r e c tand
o r o f R management
evenue
Cof
o r p hotels,
o r a t e D i r e c tand
or
o f P u b li c R e laAs
t io n sco-head of Macquisitions
anagem ent
o f American
S a le s
the asset management and strategic restructuring of institutional grade investment assets.
for
Patriot
a r id e t h P o s t
a n i C a rr
R e s t Lodging
a u r a n t D e s ig n Company,
and D ev.
T . M a n adirectly
ger
A s s s it a nin
t C onegotiating
n t r o lle r
Hospitality and Boykin
heI . was
involved
andM closing
$1 Rbillion
of resort, hotel,
and hotel
Mmore
e r i R a s s than
n ic k
Ed Avol
management company acquisitions. Prior to joining Patriot, Murphy was the Chief Executive Officer of The Stonebridge Group in New York
E x t e r n a l Sand
a le s F principal
o rce
C R O Sarea
u p e r v i s of
o r commercial
N a t i o n a l mortgageS a le s M a n a g e r
where he structured capital markets financing transactions and acted as both an advisor
in the
K e r r y C lu b
M ir ia m M u r p h y
C o r p o r a t e D irinstitutional
e c to r
D irand
e c t o r o corporate
f Revenue
C o r p o rin
a t e real
D ir e c t o r estate
backed securities. Murphy began his career as an attorney in New York representing
clients
b lic R e la t io n s
M anagem ent
o f S a le s
transactions. Murphy earned a Bachelor of Arts Degree from Williams College ando fMaPaurJuris
Doctor from Fordham
UniversityM eLaw
School. He
id e t h P o s t
R a n i C a rr
C o rlip no dr aa t eB eD ni r ne itc t o r o f S a le s
H Ga Smember
t r a t e g ic of the AH&LA General Counsels Committee.
currentlyB is
P a r tn e rs
K e r r y C lu b
P a rtn e rs
C h a ir m a n
B ill H o w e ll
Steve Hanover
Senior Vice President, Asset Management
h ie f E x e 25
c u t iv eyears
O ffi c e r experience in the commercial mortgage, asset management, real
Steve Hanover is a seasoned professional with Cover
estate consulting, brokerage, design, and development
K in s e y D yfields.
c k m a n Starting his career as an architect designing major commercial and
residential projects 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
C o r p o r a assets
t e C o n t r o lle rand originating take out loans. Steve spent eight years with Sun America
development company selling apartment
Investments, Inc. as Vice President in G charge
h a z a l L a lw aof
n i 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 mortgage portfolio acquisitions. Steve was also responsible for underwriting, due
diligence and closing of a $900 million loan portfolio from John Alden Life Insurance Company. Steve is a graduate of the University
P r e s id ein
n t aall
n d Cphases
OO
of Southern California, and has extensive experience
of real estate as well as being a California licensed architect and
S te v e M a rx
real estate broker.
Thomas Poitevent
E .V .Pof
. G eConstruction
n e ra l C o u n se l
D ir .C o nDesign
s t r u c t io n & D e s ig n
Director
and
C h a ir m a n
B ill H o w e ll
D ir e c to r o f
V .P . S a le s & M a r k e t in g
C h r is P e r r y
O
p
e
n
Tom Poitevent has over 20 years of experience
in the construction industry. Prior to joining Boutique Hotel Group, he completed the multi-million
G r e g B in g a m a nK i n s e y D y c k m Taonn y R o o p n a r a in
dollar renovation of the prestigious Mansion onG Turtle

in Dallas and the construction of The Forrestal Hotel & Conference Center, a $10 million
h a z a l L a Creek
lw a n i
project in Princeton, New Jersey. As the Director of Construction, he led the project management team
G r a p during
h ic D e s ig nthe expansion of the Shoreham Hotel
from 84 to 176 guestrooms
the I guestroom
public space renovation of the Hotel Wales, both located in Manhattan. He has five
R e s ta u r a n t and
D e s ig n completed
and D ev.
. T . M a n a g e r P r e and
s id e n t a n d C AO s Os s it a n t C o n t r o lle r
M e from
r i R a s s North
n ic k Texas State University.
years experience in the New York market. Poitevent earnedS tae v Bachelor
of Science Degree in Business
e M a rx
K.C. PatelE . V . P . G e n e r a l C o u n s e l
Vice President, Development
Ed Avol
D ir e c t o r o f
Open
C h r is P e r r y
C o r p o r a t e D ir e c to r
G rna sp h i c D e s ig n
o
f
P
u
b
lic
R
e
la
tio
M
a
n
a
g
e
m
e
n
t
o f S a le s
R e s t a u ra
a n t range
D e s ig n a n of
d D e corporate
v.
I . T . finance-related
M anager
A s s s it a n t C o n t r o lle r including financial
K.C. Patel has supported
assignments,
market research and identification,
M e modeling,
r i R a s s n ic k
Ed Avol
M
a
r
id
e
t
h
P
o
s
t
R
a
n
i
C
a
r
r
M
e
lin
d a B e nHotel
n it
customer segmentation analysis, development of acquisition criteria and execution support for target acquisitions. Prior to joining Boutique
Group, Mr. Patel worked with Novantas a financial-services consulting firm. He was responsible for identifying inefficient practices for clients
through an investigative process, information gathering, data collecting and hypothesis
developing
andC o conclusions
and
C o r p o r a t e building,
D ir e c t o r
D ir e c t o r o f R findings
evenue
r p o r a t e D ir e c t o r
P u b licworked
R e la t io n s at the hospitality
M a n a g e m e n t real estate brokerage
o f S a le s
recommendations of solutions, and report writing and presenting. Before Novantas,oE f xhe
firm,
te
r
n
a
l
S
a
le
s
F
o
r
c
e
C
R
O
S
u
p
e
r
v
is
o
r
N
a
t
io
n
a
l
S
a
le
s
M
a
n
ager
M a r i danalysis
e th P o st
R a n i C a rr
li n d a B e and
n n it seller
Insignia/ESG Hotel Partners. At Insignia/ESG Hotel Partners, K.C. performed investment
and deal structuring
for bothM ebuyer
K
e
r
r
y
C
lu
b
M
ir
ia
m
M
u
r
p
h
y
L
o
u
r
d
e
s
D
e
l
V
a
lle
engagements. In addition, he has been engaged on several underwriting projects with Credit Suisse First Boston. Patel earned his Bachelor of
E x t e r n a l S a leins FIthaca,
o rce
R O S u p e r v is o r
Science in Business Administration from Cornell University's School of Hospitality Management
New CYork.
K e r r y C lu b
P a r tPn ae rr tsn e r s
C o r p o r a t e D ir e c to r o f S a le s
C h a ir m a n
B ill H o w e ll
David C. Lee
Vice President, Operations
David has over 15 years of experience in commercial

transactions, management and hospitality operations. David joined
K in s e y real
D y c k m estate
an
Boutique Hotel Management Group in November, 2002 from ORIX Capital Markets where he was responsible for all aspects of ORIXs
hospitality REO portfolio including monitoring receivership and foreclosure processes, overseeing third-party management operations,
C o r p and
o r a t e C dispositions.
o n t r o lle r
capital improvements, brand management,
Prior to joining ORIX, David held development management positions with
G h a z a l L ahe
lw a nled
i
Remington Hotel Corporation in Dallas where
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 a
Bachelor of Economics Degree from the University of Michigan and a Masters Degree from Cornell Universitys School of Hotel
Administration.
S te v e M a rx
Kelly Miyashita
C h a ir m a n
Vice President,
E . V . P . G e n e r a l C oBusiness
u n sel
D ir .Development
C o n s t r u c t io n & D e s ig n (Japan)
V . P . o f D e v e lo p m e n t B i l l H o w e l l R e g io n a l C o n t r o lle r
D ir e c t o r o f
C h r is P e r r y
O
p
e
n
For the past 15 years, Kelly Miyashita has worked with
numerous
multinational
financial
institutions
and
large
owners in all aspects of real
estate transactions. From 1987 though 1990 Kelly served as Manager of Consulting Services and Tenant Representation at Cushman
C o r p o r a t e for
C o n t r providing
o l le r
Realty Corporation, where he was responsible
market and financial analysis toG r a an
p h ic Darray
e s ig n corporate clients. Following his
experience at Cushman,
Fudosan
where he served
as
Asset / Leasing Manager. Kelly was
R e s t a u r a n Kelly
t D e s ig n served
a n d D e v . five years
I . T . M aat
n a gMitsui
er
A s s s it ain
n t CLos
o n t r o Angeles,
lle r
directly involved with the
of 3.5 million
space in San Francisco, Los Angeles, and San Diego.
P u c c inoversight
i G ro u p
E d A v o l square feet Sof
t e v ecommercial
D i M a r ia
P r e s id e n years
t a n d C O O at The Archon Group, where he managed a diverse portfolio of properties
Subsequent to his experience at Mitsui, Kelly spent three
S te v e M a rx
with an excess of $100 Million over three states. Kelly has also served as Senior Asset Manger of Goldman Sachs Realty and Managing
Director of Sanno Capital both in Tokyo, Japan. Kelly earned his Bachelor of Science Degree from California State Polytechnic
V . P . SD airlee sc t&o r M o af r Rk ee tvine gn u e
C o Dr piroe rcat ot er oD f ir e c t o r
University
Estate TFinance
M i c h a e l in
M u Real
rp h y
o m P o i t e v e n&
t Law.
C h r is P e r r y
Steve DiMaria
Controller
o f P uOb plice nR e la t io n s
Ed Avol
M anagem ent
R a n i C a rr
o f S a le s
K
e
r
r
y
C
lu
b
M
ir
ia
m
M
u
r
p
h
y
eirse cDt oer l V prior
a lle
C o r p o Controller
r a t e D ir e c t o r
D ir e c t o r o f R eHotel
venue
r p Lo roa u5
t er dDyears
Mr. DiMaria has 14 years of experience in the accounting industry and was Assistant
for Boutique
GroupC ofor
M anagem ent
o f S a le s
to his promotion to Controller. Mr. DiMaria currently overseas all aspects of financial
controls, accounting
and budgetingM efor
BHG and is
R a n i C a rr
li n d a B e n n it
responsible for managing the companys banking relationships. Prior to working at BHG, Mr. DiMaria held senior financial positions with
o r p o r a t e D ir e Degree
c t o r o f S a le s
H G S t r a t e g icGroup, Tishman Hotel Corporation, and ITT. He graduated from
Gotham BHospitality
Manhattan College with a Bachelor ofC Science
V
e
r
o
n
ic
a
Popova
in Accounting.
K e r r y C lu b
P a rtn e rs
P a rtn e rs
C h a ir m a n
B ill H o w e ll
Meri Rassnick
Marketing Manager
Meri Rassnick brings 10 years of marketing communications experience to her post as Communications Manager for Boutique Hotel
Group. In this role, Rassnick is responsible for graphic design, all printed collateral, advertisement creation and direct mail for the
C o r p o r a t etoC oBoutique
n t r o lle r
company and individual properties. She came
Hotel Group from Choice Hotels International, where she was a Sales Manager
at the Comfort Inn, Long Island, for five years. Prior, she was an Account Executive for Gail Becker Associates of Great Neck, New York,
where she represented clients the likes of Cumberland Packaging Corporation. She has 10 years of experience in the New York Metro
Area. Rassnick earned a Bachelor of Arts Degree inP rPublic
from Long Island University, CW Post Campus.
e s id e n t a n Relations
d COO
S te v e M a rx
C h a ir m a n
Rani Carr
V . P . o f D e v e lo p m e n t B i l l H o w e l l R e g io n a l C o n t r o lle r
M icof
h a eRevenue
l M u rp h y
T o m P Management
o it e v e n t
Director
and Yield
D ir e c t o r o f
O pen
C h r is P e r r y
Ms. Carr oversees yield management for the Boutique Hotel Group and ensures daily pricing and quality control through training and
r
ongoing evaluations.
andC oGIroversees
internet channels and the GDS to maximize RevPAR.
R e s t a uShe
r a n t D eimplements
s ig n a n d D e v .
.pTo .r aMt ea nC ao gn et rr o l le management
A s s s it a n t of
C o n all
t r o llediscount
r
h a z a l L a lw a n i
Ms. Carrs experience P encompasses
all facets
u c c in i G r o u p
E d Aof
v o lthe reservations
S t e v e area
D i M a r iafrom 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 Franchise
S t e v e M a r xfrom The University of Tennessee.
System where she built her hospitality career. She graduated
Ed Avol
Lourdes Del Valle

Vice President, Sales and Marketing
o f DP iru eb clict o rR oe fla t io n s
M a Or idp ee nt h P o s t
M anagem ent
C h r is P e r r y
R a n i C a rr
o f S a le s
Lourdes Del Valle has more than 15 years of experience in New York City sales and marketing, with particular focus on the Fortune 500
K e r r y C lu b
corporate transient market. Prior to joining Boutique Hotel Group, she was director of sales and marketing at the Empire Hotel in New
York City, a Schrager hotel, and directed sales at the Soho Grand Hotel and theo fTribecca
Hotel
York. She oalso
P u b lic R e la t io n Grand
s
M a n ain
g e mNew
ent
f S a le s has held
M a r and
i d e t h P the
o s t New YorkR Helmsley
a n i C a rr
MCDel
e
li
n
at eB eD nir ne it
senior sales
positions
with
the
Sheraton
Park
Avenue,
Wyndham
Hotels
&
Resorts
Hotel.
o r p o dr aValle
c talso
o r o f S ais
le s
V
e
r
o
n
ic
a
P
o
pova
fluent in PSpanish.
a rtn e rs
K e r r y C lu b
P a rtn e rs
Marideth Post
Public Relations, Consultant
C h a ir m a n
B ill H o w e ll
Marideth Post brings 11 years of hotel and restaurant
experience to her role. As Corporate Director of Public Relations,
K in spublic
e y D y c k mrelations
an
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
Hotels and Resorts, Kirkland/Seattle, Wash., where she was Vice President of
C o r p Noble
o r a t e C o n tHouse
r o lle r
Public Relations, founding the first internalG hcorporate
public
relations program. Prior, she was the Director of Media Relations for Kimpton
a z a l L a lw a n i
Hotel & Restaurant Group, Inc., San Francisco, for eight years, specializing in hotel and restaurant openings, media relations, restaurant
promotion, and celebrity suites. She started her hospitality career as the Public Relations Coordinator at the Sheraton Hotel at
Fishermans Wharf, San Francisco. Post earned aP r e Bachelor
s id e n t a n d C O Oof Arts Degree in Journalism, option in Public Relations, from California
State University, Chico.
S te v e M a rx
C h a ir m a n
B ill H o w e ll
Edward Avol
D ir .C o n s t r u c t io n & D e s ig n
Systematic Technology/Systems Management, Consultant
G r e g B in g a m a nK i n s e y D y c k m Taonn y R o o p n a r a in
D ir e c to r o f
C h r is P e r r y
O pen
As Systems Manager for Boutique Hotel Group,
Edward Avol is responsible for corporate and individual property website development,
hardware and software issues, all computer-related functions, company e-mail server maintenance, and technical services for the
company and for the
in operations, supervising building systems as an engineer
R e s ta individual
u r a n t D e s ig n a n properties.
d D ev.
I .Avol
T . M a n abegan
g e r P r e s id ehis
r o lle r
n t a n hospitality
d C AO s Os s it a n t C o n tcareer
M
e r i R a s s n ic k
S t e v e M a r x designer for five years. Avol has 10 years of experience in the New York
and Chief Engineer. In
website
P u caddition,
c in i G r o u p he was a freelance
Ed Avol
market. He attended Los Angeles City College and is a certified Microsoft Systems Engineer.
D ir e c t o r o f
Open
C h r is P e r r y
C o r p o r a t e D ir e c to r
Jim Coyle
G rna sp h i c D e s ig n
o
f
P
u
b
lic
R
e
la
tio
M
a
n
a
g
e
m
e
n
t
o f S a le s
Director, Hotel Web Site Marketing
Assurance,
Consultant
R e s t a u r a n t D e s ig and
n a n d D Quality
ev.
Ed Avol
M
a
r
id
e
t
h
P
o
s
t
R
a
n
i
C
a
r
r
M
e
lin
d a B e n n it
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
o f P uand
b lic R e larestaurants
t io n s
M in
a n a gthe
e m e n t U.S. and Europe
o f S a le s for Ian
E Mx tea rrind ae l t Sh a Pleos s tF o r c e
R a n i C a rr
Schrager, Le Cirque, Daniel Boulud, as well as Boutique Hotel Group.
has extensive
K e Jim
r r y C lu also
b
M ir ia m M u r p h y food and
L o u r dbeverage
e s D e l V a lle
background experience to balance his overall hospitality expertise. Jims website marketing ability has proven extremely
value and cost-effective for the hotel industry. Jim has a B.S. degreeK e from
School
r r y C l u b the Cornell
M i r ia m University
M u rp h y
L o u r d e s D e l of
V a l l e Hotel
Administration.
P a rtn e rs
P a rtn e rs
Our Approach
We attempt to leverage the existing appeal, equity and history of an asset whenever possible adding value through a
fresh approach and style.
C h a ir m a n
Updating and enhancing the decor and physical plant when
needed, developing the service culture, and increasing
B ill H o w e ll
efficiencies -- to make the hotel more appealing to new business sources, without a massive capital infusion.
Creating new awareness and appeal through innovative guest programs, activities, services and amenities and public relations.
Capturing new business and leisure guests, willing to pay higher rates, without alienating current customer base.
S te v e M a rx
The end result is a revitalized, invigorated product that makes people feel gratified, comfortable and enriched by
D ir e c t o r o f
a trueM i cboutique
h a e l M u r p h y experience.
C h r is P e r r y
Open
P a rtn e rs
Ed Avol
M anagem ent
R a n i C a rr
o f S a le s
K e r r y C lu b
10
Benefits of BHG Sales and Revenue

Management Team to the Hotel
C h a ir m a n
Room night crossover from contracted accounts; cross-selling
B i l l H o w e l l with NYC travelers.
C h ie f E xC eh caui rt mi v ea n O ffi c e r
Enhancement of revenue management practices, techniques,
and technology.
K i n sBe iyl l DH yo cw keml l a n
x e c u t iv e O ffi c e r opportunities and penetrate accounts more effectively.

a z a l uncover
L a l w a nC hi ie f Eadditional
NYC based sales team casting a wider netG hwill
C o r p o r a t e C o n t r o lle r
Our network of sales and marketing coversC o the

r p o r a t eglobe.
C o n t r oP lrlee rs id e n t
and CO O
G h a z a l L a lw a n i S t e v e M a r x
Economics of scaleD ii.e.

customer
entertaining,
r . C o n payroll,
s t r u c t io n & Dtradeshows,
e s ig n
V . P . otravel,
f D e v e l o p madvertising,
eP nr et s id e n t a n d C RO epublic
n t r o l le r
D i r e c t o events,
r of
V . P . S a l e s & Metc.
a r k e t in g
O g i o n a l C o relations,
R e s t a u r a nTt oDme sPi go ni t ea vn ed nDt e v .
S t e v e M a r xT o n y R o o p n a r a i n
GI . rT e. gM Ba inn aggae mr a n
Ed Avol
AT sosns yi t aRn ot oCponn at rr oa lil ne r
Ed Avol
O pen
D ir e c t o r o f
G r a p h i c D Ve s. Pi g. nS a le s & M a r k e t in g
H u m a n R e s o u r c e s M e r i R a s s n i c kC h r i s P e r r y
Open
C o r p o r a t e D i r eMc teo rri R a s s n i c k
oE f x Pt eu rb nlica l RSe alal et ios nF so r c e
M a rKi de er tr hy PC ol us bt
P a rtn e rs
P a rtn e rs
C h r is P e r r y
K e r r y C lu b
M anagem ent
R a n i C a rr
M aC nRa Og e Sm u ep ne t r v i s o r
RM ai nr iia Cma rMr u r p h y
o f S a le s
N a ot ifo Sn aa lel Ss a le s M a n a g e r
M e liLnoduar dB ee sn nD ite l V a l l e
N a t Cio on rap l o Sr aa let e s DM i ra en ca t go er r o f S a l e s
L o u r dVees r Do ne il cVa a Pl l eo p o v a
11
Marketing Positioning Overview

C h a ir m a n
B il l H o w e l l
Current Positioning in the Marketplace
Weak name recognition in the marketplace for such

asset.
K i n s ea
y Dlandmark
yckm an
C h a ir m a n
Weak sales presence created by inexperienced
sales
team and improper deployment.
C o r p o r a t e C o n t r o lle r B i l l H o w e l l
No national sales representation in key domesticC hand

international feeder cities.
ie f E x e c u t iv e O ffi c e r
P r e s idrate
e n t a n management
d COO
Lack of base corporate accounts due to inadequate
and difficult product causing hotel to predominantly
C o r p o r a t e C o n t r o l le Sr
te v e M a rx
rely on discount business channels to drive
occupancy.
Hotels market mix
is predominantly
V . P . o f D e v e lo p m eP nr et s id e n t a n d C RO eOg io n a l C o n t r o lle r
D ir e c t o r o f
leisure
orientedS tand
needs to drive corporate business.
e v e M a rx
High repeat business, however customer base is narrow.
D ir e c t o r o f
Open
Overall productR eins t a need

ofr necessary
u r a n t D eof
s ig ncapital
a n d D e v . investment,
I . T . M a n ato
g e ralso include
A s s addition
s it a n t C o n t r o lle
Ed Avol
compete in the corporate

R e s t a u r a n t D etransient
s ig n a n d D e v . and group
I . T . M a markets.
nager
Ed Avol
G r a p h ic D e s ig n C h r i s P e r r y
business
amenities to properly
r id Reetlah t ioP no ss t
o f PMu ab lic
K eK rer ry r Cy l Cu bl u b
B H GB HS Gt r a St et r ga ict e g ic
P a rtn e rs
P a rtn e rs
C h r is P e r r y
Open
M anagem ent
M a n aRg ae mn ie Cn ta r r
R a n i C a rr
y
M i r Mia imr i aMmu rMp hu yr p h
o f S a le s
it
o Mf Se al in
le sd a B e n n
L o u r dL eo su rDdeel sV Da lel el V a lle
C o r p o r a t e D ir e c t o r o f
S a le s
12
C h a ir m a n
B il l H o w e l l
Desired Positioning in the Marketplace

Appealing product which will include a more effective bedding configuration, required FFE replacement, functional work stations, soft
goods renovation, minibars, bathroom Gupgrade

BHG amenities.
h a z a l L a lw aand
ni
Solidify position among a wider population of business professional and more upscale leisure travelers who would not have considered
S te v e M a rx
hotel under past product conditions.
C h a ir m a n
B ill H o w e ll
Develop business mix that is representative of targeted corporate accounts and

business segments
such as banking, financial,
D ir e c t o r o f
e c u t iv e O ffi c e r
M ic medical,
h a e l M u r p h ypharmaceutical,
T o m P o it eaccounting,
vent
G r e g B in g a m Ca hnie f E x advertising,
T o n y R o olegal
p n a r a inand
entertainment,
H um an
fashion.
R e so u rce s
Open
C h r is P e r r y
r p o r a t e C o n t rhave
o l le r
All public areas and food and beverageC o venues
received adequate makeover and repositioning to drive a revived interest from a
new customer base.

Ed Avol
S te v e M a rx
Track a new competitive set.
Stronger affiliations with the locally based corporations, universities, and city governments
D ir . C o n s t r u chotel
t io n & D ein
s ig nthe market
V . P . o f D eoffering
v e lo p m e n t a different
R e g io n aexperience
l C o n t r o lle r
D ir e c t o r o f
Position as the boutique
for guests.
H uo fm Pa un b Rlice s Ro eu lar c teios n s
V . P . SD airlee sc t&o r M o af r Rk ee tvine gn

C h rMi sa Pn ae gr re ym e n t
M a Or idp ee nt h P o s t
Avol
to make the Hotel theP choice

u c c i n i G r o ufor
p the market.
Ed
P a rtn e rs
P a rtn e rs
ue
R a n i C a rr
o f S a le s
M e l in d a B e n n it
E x t e r n a l S a le s FM oer rc ie R a s s n i c k
K e r r y C lu b
M anagem ent
R a n i C a rr
K e r r y C lu b
C o r p oo fr aS taele Ds ir e c t o r
o f S a le s
13
BHG Sales Advantages

C h a ir m a n
B ill H o w e ll
Sales Advantages
ie f EBHG
x e c u t iv e sales
O ffi c e r and marketing team.
Years of City sales experience providedC hby
Utilize deep BHG National and International customer relationships for solicitation and negotiation of qualified corporate and
C h a ir m a n
H o w e ll
travel agency accounts capturing
commitments thru ongoing RFP process. Primary focus on the banking,
G h aannual
z a l L a lw a room
n i B i l l night
financial, medical, pharmaceutical, entertainment,

C h ie f E x e c u t iv elegal,
O ffi c e r advertising and fashion markets.
P rKe isnids ee ny t Da yn cdk mC Oa On
Review all consortia and mega agency

agreements
S t e v e M a r x 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
events.
M ic h a e l M u r pincentive
hy
P r e s id e n t
G r e g B in g a m a n S t e v e
R o o p n a r a in
and CO O
M a r xT o n y
D ir e c t o r o f
Open
C h r is P e r r y
E . V . P . G e n e Representation
in all selected BHG
tradeshows and Rcustomer
events, nationally
and internationally.
ra l C o u n s e l
e g io n a l C o n t r o lle r
D ir e c t o r o f
Open
R e s t a u r in
a n t BHG
D e s ig n aon-property
nd D ev.
I . T . M aalliance
nager
A s s s it areferral
n t C o n t r o lle program.
r
Participation
and
cross-sell
Ed Avol
G r a p h ic D e s ig n C h r i s
P e rry
Reinforce The
with I .discount
as HRN, Priceline,
Expedia, Quikbook, etc. via strong
R e s t a u Hotels
r a n t D e s ig n position
and D ev.
T . M a n a g e r internet Aproviders,
s s s it a n t C o n t r o llesuch
r
sales relationships.
Ed Avol
C oo rf p Po ur ab t lic
e DRiree lac tt oior n s
o f PMu ab lic
E xE txe tren ran l aS l a Slea sle Fs o Fr coer c e
K eK rer ry r Cy l Cu blu b
B H GP aS r tt rn ae t res g ic
P a rtn e rs
t
D ir e c t o rM oa fn Ra eg ve emn ue ne
R a n i C a rr
C R OC RS uO p Se ruv pise or rv is o r
M i r Mia ir
m iaMmu rMp hu yr p h y
C o r p o r a t e Do irf eS cat leo r s
o Mf Se alin
le sd a B e n n
it
N a t io Nn aa lt ioS an lea sl SM a alen sa gMe ar n a g e r

VCe or rop no ircaat eP oD pir oe vc tao r o f
S a le s
14
BHG Marketing Advantages

C h a ir m a n
B il l H o w e ll
Marketing Advantages
Inclusion in the BHG corporate website

providing enhanced visual and informational content.
K in s e ywww.boutiquehg.com
D yckm an
Opportunities also include search
engine positioning, database capturing, user analysis and on-line seamless reservation
C h a ir m a n
B ill H o w e ll
availability.
Exposure to all BHG marketing partnerships,

PC rhe ies idf Ee xincluding
n et c au nt ivd eC O ffiO c e r jetBlue Airways alliance, providing access to 1 million person database
KSi nt es ev ey DM yacrkxm a n
and primary positioning on corporate website.

z a l L a lw a n i
E . V . P . G e n e r a l C oParticipation
unsel
D ir . C o n in
s t r uall
c t io nBHG
& D e s igadvertising
n
V . P .G ohf aDinitiatives
e v e lo p m e n t
R e g io brand
n a l C o n t r oand
lle r an Overnight
D ir e c t o rSensation
of
V . P . S a le s program.
& M a r k e t in g
including
leisure
C h r is P e r r y
O pen
Exposure to GDS advertising, travel agency
fax shots and email blast campaigns.
S te v e M a rx
E . V . P . G e n e Participation
in popular BHG brand
signature amenities
including
welcome
drink,
complimentary cappuccino and
A sR sesgitioa nn at l CCoprogram
r a l C o u n s e l R e s t a Du rira. Cn to nD s et rs uigc nt io an n &d DD ee sv ig. n
V I. .PT. . o Mf aD ne av ge loe rp m e n t
o nn t trroo lle
lle rr
D ir e c t o r o f
P u c Tc oinmi GP ro oi tue pv e n t
G rEedg AB vi no gl a m a n
TS ot en vy eR Do oi pM naarri aa i n
C h r is P e r r y
espresso bar, Belgian bed linens and frette robes, upgraded bath products, Oin-room
CD players and VCRs, etc.
pen
G r a p h i c by
D e s ignewest
n
AdvantagesR e sin
features
technology.
C o r p o r asupported
t e D ir e c t o r
D ir e c t o r o marketing
f Revenue
t a u database
r a n t D e s ig n a n d and
D e v . advanced
I . T . M a n Reservation/PMS
ager
A s s s it a n t reporting
C o n t r o lle r
In-house graphics and marketing support to manage brand and individual

and cost
M a property
r i d e t h P o s t creative consistencies
R a n i C a rr
M e l incontrol.
d a B e n n i t All
Ed Avol
M anagem ent
o f S a le s
ir e c t o r o f R e v e n u e
advertising, direct mail, photo support, web site design, collateral development
and printingD is
controlled thru this
department.
M anagem ent
o f S a le s
K e r r y C lu b
P a r tn e rs
P a rtn e rs
K e r r y C lu b
R a n i C a rr
L o u r d e s D e l V a ll e
CL oor up ro dr ae tse DD eirl eVc at ol lre o f S a le s
15
BHG Revenue Management Advantages

C h a ir m a n
B ill H o w e ll
Revenue and Yield Management Advantages
h ie f E x e c u t iv e O ffi c e r fulfills the following functions:

Corporate Director of Revenue and YieldC Management
C h a ir m a n
B ill H o w e ll
G h a z a l L a lwwithin
ani
Management of and positioning
the GDS.
ie f E x e c u t iv e O ffi c e r
Oversees daily yield managementC hand
ensures sales quality control and effective cross-sell practices through ongoing
training and evaluations.
S te v e M a rx
C o n t r o l le r
C o rp o r a te
Sets individual hotel rate strategies as required, with emphasis on management of various discount internet channels
D ir e c t o r o f
C h r is P e r r y
T o m P oto
it e maximize
vent
G r e g B in gduring
a m a n S tlow
y R o o demand
p n a r a in
H u mperiods.
a n R e so u rce s
and GDS
RevPAR
selling
e v e Mand
a r x T o nhigh
Open
Implements
operating
for
D ir . C o n s t r u c tand
io n & D monitors
e s ig n
V all
. P . o BHG
f D e v e lo pstandard
m ent
R e g io n a l C o n t rprocedures
o lle r
D ir enewly
c t o r o f acquired
V . P .hotel
S a le s & acquisitions.
M a r k e t in g
T. M anager
s s s it a n t C o n t r o lle r
Open
M e r i R a s s ntools
ic k
Continually
identifies new I .revenue
analysis A opportunities
and available
revenue
and resources to make smart
business
R e s t a u r a ndecisions.
t D e s ig n a n d D e v .
Ed Avol
Ed Avol
G r a p h ic D e s ig n C h r i s
P e rry
C oo rf p Po ur ab t lic
e DRiree lac tt oior n s
o f PMu ab lic
t
D ir e c t o rM oa fn Ra eg ve emn ue ne
R a n i C a rr
C o r p o r a t e Do irf eS cat leo r s
o Mf Se alin
le sd a B e n n
Align the Hotel with various discount channels such as Hotel Reservations Network (HRN), Priceline, Expedia, Quikbook,
it
Hotwire, etc. and utilize relationships to drive business as needed through strategic pricing and effective marketing positioning.
E xE txe tren ran l aS l a Slea sle Fs o Fr coer c e
P a rtn e rs
C R OC RS uO p Se ruv pise or rv is o r
M i r Mia ir
m iaMmu rMp hu yr p h y
N a t io Nn aa lt ioS an lea sl SM a alen sa gMe ar n a g e r

S a le s
16
BHG Revenue Management Advantages

Revenue Management Advantages continuedB Cilhl aHiromwa en l l
C h ieindividual
f E x e c u t iv e O ffi hotel
cer
Utilization of the following reports to set
rate strategies against competitive set hotels and local market, in
addition to identifying new business opportunities:
competitive set.
S te v e M a rx
HotelRevMax: providing similar reporting information as Star, however reporting on daily, weekly, weekend and monthly
C h a ir m a n
Star Report: monthly report indicating

share percentage based on occupancy, ADR and RevPAR vs.
B i l l H o wbusiness
e ll
V . P G. ho af zD ae l v Le alol wp ma ne ni t
D ir e c t o r o f
basis
allowing BHG hotels
to react immediately
to market changesH uand
competitive strategies.
m a n R e so u rce s
C h r is P e r r y
O pen
P r e s id e n t aprovided
nd COO
Check-Rate.com: Another report feature
by HotelRevMax which shops your competitions daily rates available
S te v e M a rx
over
from date
R e s t a uthe
r a n t internet
D e s ig n a n d Dfor
e v . a four week
I . T . M a n aperiod
ger
A s s s it a nof
t C oreport.
n t r o lle r
D Pir u. Cco cn ins t ir uGc rt ioo un p& D e s ig n

V . P . Eo df DAe vv oe llo p m e n t
R Se tg eio vn ea l DC io Mn t ar orlle
i ar
C h r i s P e r r of
y
Phaser: Provided by TravelClick, this report is distributed weekly and provides a snapshot
your available daily rates
against your competitive set thru the Sabre GDS system.
D ir e c t o r o f
Open
Ed Avol
Hotelligence: Also supplied by TravelClick, this monthly report
C o r p o r a t e D ir e Gc rt oa pr h i c D e s ig n D ir e c t o r o f R e v e n u e
o f P u b lic R e la tMio en rs i R a s s n i c k
M anagem ent
indicates
M a r id e t h Pthe
o s t top 30 travel
R a n agency
i C a rr
and
o f S a le s
topM 30
e l in dcorporate
a B e n n it
accounts that are booking your hotel thru the GDS, while also
the same
for
C o r ptelling
o r a t e D ir e c you
to r
D ir e c t o r o f information
Revenue
C o r p your
o r a t e D ir collective
e c to r
oE f x Pt eu rb nlica l RSe alalet ios nF so r c e
M aC nRa Og e Smu ep ne t r v is o r
N a ot iof Sn aa lel Ss a le s M a n a g e r
h y properties,
sn nD ite l V aalso
lle
competitive set. This report is ideal for for targeted sales solicitation
M a rKi to
de er tr hydrive
PC ol us bt new business
RM ai nr iia Cmainto
rMr u r pour
M e liLnoduar dB eewhile
seeing what share of the business we are getting or losing from

our key accounts.
In addition, this
report acts very
K e r r y C lu b
r o n ic a P o p o v a
P a r t n e r s similar to a star report indicating your share of business thru the GDS, as well as your top global geographicV e markets.
P a rtn e rs
17
Public Relations Overview
C h a ir m a n
B il l H o w e l l
The Hotel
Instill the appropriate updated image and reputation of The Hotel in the minds of the media and consumers to result in editorial coverage and business
development.
An established, true designated Gdestination

h a z a l L a lw a n iboutique landmark hotel
A hotel with a proud, rich and storied history that is evolving
C h a ir m a n
Revitalized by a physical plant, services and amenities
enhancement
P r e s idB ei l nl Ht ao nw d e Cl l O O
Highlight new amenities; advantages for business
travelers
S te v e M a rx
Consistently invigorated by a consistent set
C h ieof
f E innovative
x e c u t iv e O ffi c e r and purposeful guest programs, promotions and activities tailored to business
and leisure travelers
Distinctive, Consistent Theme and Style
G Gr eh ga zBa inl Lgaal wm aanni
D ir e c t o r o f
O pen
The Hotel: A blend of classic and contemporary
themes and style.
S te v e M a rx
Ed Avol
Re-Launch
E . V . P . G e n e rand
a l C o u nOn-going
sel
D ir . C Promotional
o n s t r u c t io n & D e s ig n Vehicles
V .P . o f
D e v e lo p m e n t
Re-Launch and On-going Promotional Vehicles

Establish Rfresh
and promotions
e s t a u r a nset
t D e sof
ig n unique
a n d D e v . services,
I . T . Mamenities
anager
Ed Avol
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 Record
B H G Increase
S t r a t e g ic Local Involvement / Establish Mutually-Beneficial Partnerships
On-Property Creative Committee
P a r t n eCultivate
rs
P a rtn e rs
C h r is P e r r y
D ir e c t o r o f
Open
C h r is P e r r y
o f P u b lic R e la t Gio rna sp h i c D e s ig n
M a r id e t h P oMs et r i R a s s n i c k
CE ox r tpe or rna at el SDa irlee sc t Fo ro r c e
K e r r y C lu b
K e r r y C lu b
M anagem ent
R a n i C a rr
D ir e c t Co rR oO f SR ue pv ee nr vu ise o r
M anagem ent
R a n i C a rr
o f S a le s
C o Nr p ao trioa tne a Dl Sir ae clet os r M a n a g e r
Loof uS ra dlees s D e l V a lle
N a t Cio on rap l o Sr aa let e s DM ira en ca t go er r o f
S a le s
18
Media kit
Individual Media Releases
Pitch Letters
Photography / Images
Boutique Hotel Group Media Kit / Materials Integration
S te v e M a rx
Media Relations
Media Calls / Hotel Tours

E . V . P . G e n e r a l C o u n sMedia
el
DEntertainments
ir . C o n s t r u c t io n & D e s ig n
o m P o it e v e n t
Individual TMedia
Visits
Hotel Press Trip
C h a ir m a n
B il l H o w e ll
Relations Materials
Target Media
C h a ir m a n
B ill H o w e ll
G r e g B in g a m Ca hnie f
R o o p n a r a in
E x e c u t iv e O Tffio cne yr
Ed Avol
D ir e c t o r o f
O pen
C h r is P e r r y
C O SO t e v e D i M a r i a
P r e s id e n t a n d
S te v e M a rx
National and local travel trade media -- Travel Weekly, Travel Agent.
ClevelandD irhospitality
media -- Crains
Business.
C o Dr piroe rcat ot er oD f ir e c t o r
. C o n s t r u c t io n & D e s ig n
V . P . SD airlee sc t &o r M o af r Rk ee tvine gn u e
M i c h a e l M u rNational
phy
T
o
m
P
o
i
t
e
v
e
n
t
G
r
e
g
B
i
n g a m a n-- New York
T o n y Times,
R o o p n a r a Plain
in
H uo fm Pa un b Rlice s Ro eu lar c teios n s
C h rMi sa Pn ae gr re ym e n t
and local newspaper travel editors
Dealer.
Open
M
a
r
id
e
t
h
P
o
s
t
National and local consumer travel magazines and outlets -- Travel Holiday, Conde Nast Traveler. R a n i C a r r
Historic travel
niche media -- HistoricTraveler.com
u c c i n i Gtravel
r o u p and lifestyle
E dfreelance
Avol
National and Plocal
journalists.
K e r r y C lu b
Select broadcast and online media outlets -- cnn.com, concierge.com
P a rtn e rs
P a rtn e rs
M anagem ent
R a n i C a rr
K e r r y C lu b
o f S a le s
o f S a le s
MC oer lip no dr aat eB eD nir ne it
c to r
o f S a le s
19
Result
C h a ir m a n
B ill H o w e ll
The end result is a revitalized, invigorated product that makes leisure and business guests feel gratified, comfortable and
enriched by a unique experience. C h ie f E x e c u t iv e O ffi c e r
A program and an image that will endure and scale well beyond the re-launch period.
G h a z a l L a Public
lw a n i
Today and Everyday -- Boutique Hotel Group
Relations
Simply, Boutique Hotel Group has a straightforward,

aggressive, creative, media-centric approach to the practice of public
S tBeCi lvhl aeHi roMmwaa enr xl l
relations. It combines long-range planning,
(to accommodate media lead time), originality, integrity, and flexibility with
operational sensibility and consistent media interaction.
E . V .P . G e n e r a l C o u n s e l
R e s ta u r a n t D e s ig n a n d D e v .
D y c k m Ra eng io n
V . P . o f D e v e lo p m eKn itn s e y
Ed Avol
a l C o n t r o lle r
D ir e c t o r o f
O pen
S t e v e M a r xA s s s it a n
t C o n t r o lle r
Ed Avol
D ir e c t o r o f
Open
C h r is P e r r y
C o r p o r a t e D ir e Gc rt oa pr h i c D e s ig n D ir e c t o r o f R e v e n u e
o f P u b lic R e la tMio en rs i R a s s n i c k
M anagem ent
R a n i C a rr
E Mx tea rrind ae l t Sh a Pleos s tF o r c e
K e r r y C lu b
K e r r y C lu b
P a r tPn ae rr tsn e r s
C h r is P e r r y
M anagem ent
R CaRn Oi CS au rpr e r v is o r
o f S a le s
o f S a le s
M Ne lia nt iod na a Bl eS na len its M
anager
20
Reinventing
The Art of Hospitality Culture. Service. Style.
How we keep guests returning and referring is at the heart of the

C h a boutique
ir m a n
hotel objective
B ill H o w e ll
Redefine Customer Service as an Art and a Privilege
Getting to WOW through Personalized and Attentive Service Heart of Boutique Experience
Core Values
C o r p o r a t e C o n t r o lle r C h a i r m a n
Not a mission of what to do, but a declaration of who we areB i l l H o w e l l
every guest feeling as if he/she were visiting the home of an old friend
K i n s e y D y c k m a nUniversity
Turning Guests and Employees into Disciples and Raving Fans
P r e s id e -n t BHG
and COO
S
t
e
v
e
M a rx
To get to Zero Defect: training is important but

G h a zcreating
a l L a l w a n self
i
sustaining culture is key.
E . V . P . G e n e rLeadership
al C ou n sel
D ir . C o n s t r u c t io n & D e s igEliminate
n
V . Pthe
. o f impossible
D e v e lo p m P er en st id e n t a n d C O ROe g io n a l C o n t r o lle r
Training
M ic h a e l MMoments
u rp h y
T
o
m
P
o
it
e
v
e
n
t
G
r
e
g
B in g a m a n is
S t e v e M a r x T o n y R o o p n a r a in
of Truth
Each guest interaction
the wow opportunity
Enneagram
Promoting management communication/workability
ir . C o n s t r u c t io n & D e s ig n
Miracle Makers DProgram
Exceeding
Expectations/Rewarding
Excellence
Mission Possible
history/retention/development
R e s t a u r a n t D e s ig n a n d D Guest
ev.
Focus Groups Troubleshooting
Ed Avol
Employee Opinion
development
R e s t a Survey
u r a n t D e s ig n a n d DGuest/Manager/Employee
ev.
P u c c i n i G opportunity
ro u p
Ed Avol
GM Hotline
Guest/GM
Guest Expert Manage productivity/guest trends
Other Enhancements and Opportunities
We have professionals create the following:
Reservation Shoppers Survey
Sales Shoppers Surveys

B H P Ga r St n t er ar st e g ic
P a rtn e rs
D ir e c t o r o f
O pen
D ir e c t o r o f
Open
C h r is P e r r y
P e rry
G r a p h ic D e s ig nC h r i s
C o or pf o Pr ua tbelicD irR ee clat ot ior n s
K e r r y C lu b
K e r r y C lu b
t
D ir e c t o r M o af nR ae gv ee mn ue en
M anagem ent
R a n i C a rr
R a n i C a rr
C o r p o r a t e Do irf eS c at oler s
o f S a le s
M e lin d a B e n
n it
N a t io n a l S a le s M a n
ager
21
Marketing and Reservation Transition

C h a ir m a n
B ill H o w e ll
Reservation Transition
Voice
Replace existing number with BHG toll free number on all marketing materials and promotions (BHG toll free number currently generates
25% of the volume to our existing Portfolio and will be utilized to mitigate the loss of call volume through promotions, fax blasts, GDS
o r p o r a t e C o n t r o lle r
marketing, and direct mail campaignC 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
C h a ir m a n
the requirements for a two way interface are evaluated.
B ill H o w e ll
BHG reservation agents will receive training, an Pon-property
r e s id e n t a n d C O O presentation, and an overnight stay at the Hotel.
C h ie Sf tEex ve ec u Mt ivae r xO ffi c e r

GDS
E . V . P . G e n e r a l C o u n s e l
V . P G. ho af zD ae l v Le alol wp ma ne ni t
D ir e c t o r o f
The Hotel room
inventory and rates will
be loaded into the SynXis
Reservation System.
C h r is P e r r y
A GDS electronic marketing campaign will be implemented to promote The Hotel and direct travel agents to its new placement.
O pen
S te v e M a rx
Internet
R e s t a Du irr a. Cn ot n Ds ter su igc tnio na n&d DD ees vig. n
AR sesgs ioit an na lt CC oonnt tr ro olleller r
V . IP. .T o. fM Da env ae gloe pr m e n t
D ir e c t o r o f
M e r i R a s sV n. Pic. kSCa hlersi s & P Me ra rr yk e t in g
P u c c in the
i G r o the
u p Hotels website
E d A v oand
l
e v e BHGs
D i M a r ia Internet booking engine that allows for real time bookings from the
BHG would enhance
interface itS t to
Open
inventory maintained at the BHG CRO.
Ed Avol
and enhanced to present a more attractive presentation.

Logo/Signage
M anagem ent
o f S a le s
M
a
r
id
e
t
h
P
o
s
t
R
a
n
i
C
a
r
r
M
e
lin
C
o
r
p
o
r
a
t
e
D
ir
e
c
t
o
r
D
ir
e
c
t
o
r
o
f
R
e
v
e
n
u
e
C
o
r
p
o
r
a
t
e
D
irdeac t Bnumber
o re n n it
Rack brochure and other property marketing materials and collateral would be modified to include the BHG toll free reservations
Marketing Collateral
BHG does not mandate BHG signage, flags, or plaques on hotels we prefer to use hotel logo.
P a rtn e rs
M anagem ent
R a n i C a rr
y
M i r Mia ir
m iaMmu rMp hu yr p h
o f S a le s
S a le s
22
Boutique Hotel Group

INTEGRITY
C h a ir m a n
B ill H o w e ll
SERVICE
S te v e M a rx
Ed Avol
D ir e c t o r o f
Open
K e r r y C lu b
P a rtn e rs
C h r is P e r r y
VALUE
M anagem ent
R a n i C a rr
o f S a le s
23

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Boutique Hotel Group

Intimate hotels, uniquely designed,

dedicated to details, and providing

warm, highly personalized service

Collectively, the Boutique Hotel

of professional hospitality and

D ir. C o n s tru c tio n & D e s ig n

V.P. / Bus Development

Scope of Services Provided

R e gS iot e vne aD li MC aor ian t r o lle r

Acquisition and Disposition Services

N a tio n a l S Da le irs Me acn ta og er r o f R e v e n u e

Biographies of Key Executives

dollar renovation of the prestigious Mansion onG Turtle

David has over 15 years of experience in commercial

Lourdes Del Valle

Jim has over 15 years of extensive experience in hospitality quality assurance

Benefits of BHG Sales and Revenue

x e c u t iv e O ffi c e r opportunities and penetrate accounts more effectively.

Our network of sales and marketing coversC o the

Economics of scaleD ii.e.

Marketing Positioning Overview

Current Positioning in the Marketplace

Weak name recognition in the marketplace for such

No national sales representation in key domesticC hand

High repeat business, however customer base is narrow.

Overall productR eins t a need

compete in the corporate

Desired Positioning in the Marketplace

goods renovation, minibars, bathroom Gupgrade

hotel under past product conditions.

Develop business mix that is representative of targeted corporate accounts and

new customer base.

Track a new competitive set.

V . P . SD airlee sc t&o r M o af r Rk ee tvine gn

to make the Hotel theP choice

BHG Sales Advantages

financial, medical, pharmaceutical, entertainment,

Review all consortia and mega agency

N a t io Nn aa lt ioS an lea sl SM a alen sa gMe ar n a g e r

BHG Marketing Advantages

Inclusion in the BHG corporate website

Exposure to all BHG marketing partnerships,

and primary positioning on corporate website.

In-house graphics and marketing support to manage brand and individual

BHG Revenue Management Advantages

Revenue and Yield Management Advantages

h ie f E x e c u t iv e O ffi c e r fulfills the following functions:

training and evaluations.

N a t io Nn aa lt ioS an lea sl SM a alen sa gMe ar n a g e r

BHG Revenue Management Advantages

Star Report: monthly report indicating

D Pir u. Cco cn ins t ir uGc rt ioo un p& D e s ig n

against your competitive set thru the Sabre GDS system.

Hotelligence: Also supplied by TravelClick, this monthly report

seeing what share of the business we are getting or losing from

Public Relations Overview

An established, true designated Gdestination

Distinctive, Consistent Theme and Style