Consulting • Management • Work-Outs • Receivership
Denton Delivers Denton Hospitality is a mid-Atlantic based hospitality firm. With integrity and genuine southern hospitality at the core of the company’s culture, we manage hotel, motel and resort properties on behalf of owners, investors and financial institutions, and we provide consultancy services to improve results. The leadership team at Denton Hospitality has great depth of knowledge and experience in all aspects of lodging management and a consistent track record of improving profits. We believe that a property’s strong performance is dependent on individual staff members exceeding customer expectations at each opportunity. Accordingly, we place great emphasis on hiring the right people and providing the tools and training they need.
Success... Residence Inn by Marriott – 124 rooms, suburban location
• In the midst of recession and tremendous supply growth, achieved 189% RevPar index in the first quarter of 2009
• Sustained market leader position with loss of major key account and simultaneous
competitor supply growth of nearly 80%
Under performing Residence Inn by Marriott – 104 rooms, suburban location
• Redeployed sales team with proactive goals and target accounts
• Secured acceptance into high-value corporate travel programs
• Improved year over year occupancy by 10 points, double that of the competition
• Achieved and sustained market share premium
Executive Summary Perhaps Denton Hospitality’s greatest strength is in our ability to build strong teams from within and motivate staff to consistently outperform competitors. However, it would mean nothing if we didn’t practice what we preach. Denton Hospitality’s own team is comprised of industry experts in hospitality management, real estate investment, outside sales and consumer service marketing and we’re proud of the exceptional level of service we consistently provide for our clients.
Edward Denton President & CEO Mr. Denton is an accomplished leader in the hospitality industry. Early in his career he was recognized as an intuitive hotelier who produced superior results. His responsibilities rapidly increased to regional management positions with leading national and regional hospitality firms. Denton’s track record of success spans a wide spectrum of hotel types and market segments, including:
• Marriott, Starwood, Hilton, IHG and Choice branded hotels
• full service, extended stay, select service, economy, conference center and life style segments
• city-center, suburban market and vacation destination locations
• new build, brand conversion and stabilized hotels
Mr. Denton leads the company with a focus on creatively marketing a property and delivering exceptional service to deliver results. He earned a bachelors degree in hospitality and tourism management from Virginia Tech and is an adjunct faculty member in the Tidewater Community College hospitality management program.
Success... Under performing Holiday Inn – 130 rooms, destination location
• Repositioned hotel with new website and electronic sales collateral
• Secured 2,000+ room night group account for base business
• Improved top line sufficiently to support bottom line cash flow
Charles Carver Chief Investment Officer Mr. Carver evaluates and negotiates prospective management and acquisition opportunities for the company. He built a successful 30-year hotel management career by maximizing profitability and ensuring his staff was empowered to provide top-notch service. Subsequently, he pursued sound investments in commercial and residential real estate. Over the course of his career, Mr. Carver has:
• held various general manager positions for moderate and upscale hotels
• overseen multiple hotel acquisitions
• managed major construction and renovation projects
• secured financing for commercial real estate transactions
• owned and operated hotel, restaurant and night club venues
In 1999, Mr. Carver purchased an independent hotel on the Cape Fear River in historic Wilmington, NC. He refurbished and branded it as the Best Western Coastline Inn, and the property has since consistently achieved premium market share. Later, he also acquired an adjacent historic railroad building, which operates as a Conference Center. Carver manages the company’s investments from the perspective of a successful owner, investor and operator.
Mark Tomlinson Vice President of Operations Mr. Tomlinson has built a successful career spanning 17 years in the hospitality industry, working with a variety of privately owned luxury hotels in Europe and US industry leaders such as Marriott International and Columbia Sussex. Drawing from a deep well of operations experience, Tomlinson has developed particular competence in:
• hotel and food service operations
• scrutinizing profit and loss statements to identify opportunities
• implementing systems and procedures to maximize profitability
• developing highly skilled and diverse personnel
• driving guest loyalty through superior service
• managing transitions following property acquisitions
Tomlinson began his career in the food and beverage department, ultimately rising to Regional Director of Food & Beverage. Subsequently he transitioned to roles with total hotel responsibility. Mr. Tomlinson has a track record of improving profitability while simultaneously improving guest satisfaction. Mr. Tomlinson earned a hotel and catering institutional degree from Bournemouth & Poole College in addition to a professional chef’s degree and catering operations diploma from Highburg Technical College.
Success... Holiday Inn to Crowne Plaza Conversion – 282 rooms, mid-town location
• With brand contribution actually declining, grew year-over-year occupancy by 20%, for two consecutive years
• Consistently exceeded property income from operations goals
• Achieved record level guest satisfaction scores
• Achieved and sustained market share premium
Consulting Services Denton Hospitality provides sales, marketing, operations and management consulting and due diligence advisory services to hotel, resort and motel owners, operators and investors.
State Of The Hotel Assessments This service is designed to assist owners and executives with quickly identifying opportunities for improving the performance of a struggling asset. It is a multi-day property visit that includes thorough review of financials, guest satisfaction data, STR report, competitor hotel inspections, staff interviews and marketing plan review. Upon completion of the property visit, a thorough report is provided that details opportunities to improve efficiency, revenues and guest services, including specific recommended action items. Marketing Overhaul A comprehensive analysis of marketing materials and plans, including sales team deployment, advertising campaigns, website review, green marketing, and social media initiatives. A subsequent recommendations report is provided and we are at your service to assist with implementation. Comprehensive Feasibility Studies Performed by the Denton Hospitality team and incorporate a property inspection, competitor inspection, SWOT analysis, market dynamics and economic trends, smith travel data analysis, interviews with local operators and tourism executives, identification of other planning projects and brand considerations. Training Tailored For Your Organizaiton Our team provides custom designed sales, service and management training seminars for convention and visitor bureaus, associations, independent operators and non-competing management companies.
Management Services Using proven techniques and controls, the company sets clear expectations for our managers and provides them the tools and resources to be successful.
Operations Using guest satisfaction and profitability as the foundation, we have established daily and weekly goals and operating guidelines for every department. Those best practices ensure we have talented team members operating efficiently to achieve profit targets. Sales & Marketing Our sales and marketing expertise will ensure your hotel is positioned correctly and creatively marketed through various traditional and emerging channels. We embrace a proactive sales and marketing culture to capture premium market share. Human Resources & Accounting The company has established policies that create positive work environments and provide appropriate recruiting and training resources. Our hotel staff are focused on taking care of guests while administrative tasks such as payroll and accounting are handled at the corporate office. Information Technology IT support services are provided to managed hotels and we provide timely reporting and performance data to ownership via secure web access. Distressed Asset Receivership The executive team draws on experience in acquisitions and re-branding to facilitate the smooth transition of operations for distressed properties. We approach receivership appointments like any other management contract by implementing the same procedures and best practices. To minimize guest disruption and protect the asset value, it is critically important to retain talented team members. We do this by providing a positive work environment and sense of security to the staff in the midst of the transition. Associates are provided an orientation to the company and those who meet our high standards are retained. In the event the asset is being marketed for sale, our staff is readily available to assist the broker. If the circumstances warrant, our executive staff will work with partners to make a reasonable acquisition offer, thus expediting the sale.
Pinehurst Centre 477 Viking Drive, Suite 100 Virginia Beach, VA 23452 (757) 905-9223 Main (757) 340-4505 Fax www.DentonHospitality.com