25 YEARS OF HOSPITALITY EXCELLENCE
TABLE OF CONTENTS 03/ WELCOME TO BRICTON 04/ OUR FORMULA FOR SUCCESS 05/ AWARD-WINNING MANAGEMENT & DEVELOPMENT 06/ WHO WE ARE 07/ BRICTON CULTURE 08/ EXECUTING ON THREE DISCIPLINES 09/ BLADE OVERVIEW 10/ BRICTON TO THE RESCUE 11/ CASE STUDY: MARRIOTT - NAPERVILLE, IL 12/ CASE STUDY: HOLIDAY INN - ANN ARBOR, MI 13/ CASE STUDY: COURTYARD MARRIOTT - LAFAYETTE, IN 14/ CASE STUDY: EAGLE RIDGE RESORT & SPA - GALENA, IL 15/ CASE STUDY: WHITE HOUSE INN - NAPA, CA 16/ ADDITIONAL PROPERTIES 17/ ADDITIONAL PROPERTIES 18/ A SIMPLE EQUATION
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WELCOME TO BRICTON
OUR APPROACH We remain true to the DNA of our company – finding opportunities through an entrepreneurial approach to every engagement. Our growth and work with major financial institutions has bolstered and broadened that approach and we provide the structure and platform typical to a large company. Entrepreneurs: Our entrepreneurial perspective allows us to find new revenue opportunities while simultaneously grinding to reduce every expense. Institutional Operators: Our large platform and institutional perspective afford us the benefit of systems, policies, procedures and reporting capabilities that are as sophisticated as any in the industry. Adding Value: We seek out opportunities to create value and maximize investor return. The more difficult the transaction, the more we shine. At the core of the company are our values: honesty, transparency and creating a positive environment. Adherence to these values has been the cornerstone of our growth and stability. 3
OUR FORMULA FOR SUCCESS A hotel or resort is a two-edged investment. Its rate of return is dependent upon recognizing that each hotel is both a Real Estate Investment and a Service Industry Investment.
REAL ESTATE
SERVICE INDUSTRY
It is an investment in an income-generating property with a land component.
A successful hospitality operation must anticipate and respond to customer and market demands while at the same time operating in an efficient manner which drives revenues to the bottom line.
Therefore, a hotel or resort demands the same sophisticated evaluation and analysis that would be applied to a high-rise office building, shopping mall or other significant real estate investment. BUY IT RIGHT Income generated by the property must support the costs of acquiring, developing and/or renovating the site and building.
This means employing management professionals with a creative, comprehensive and competitive approach to every aspect of the hospitality industry. RUN IT RIGHT On-site management, operations and marketing must assure service effectiveness.
The Bricton Group recognizes that failure to successfully navigate either of these two criteria guarantees a flawed investment. We understand these complicated financial challenges and have an exemplary track record to show for it. 4
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AWARD-WINNING HOTEL MANAGEMENT & DEVELOPMENT
The Bricton Group is a respected leader in the management, acquisition and development of new and existing hotel and resort properties. Bricton has a 25+ year history of successfully operating hospitality assets including Hilton, Marriott, IHG, Hyatt, Starwood & independent products. Our current portfolio consists of 26 hotels with a combined value of $475 million. Our company has a proven track record of successful hotel management including renovations, repositioning and
distressed hotel takeovers. Bricton’s dedicated team of professionals has combined decades of operations experience with full service, limited service, extended stay and boutique properties. Everything Bricton offers revolves around fully integrated service and support systems on behalf of our owners and investors. We focus on revenue management, marketing, expense management and creating a positive culture.
We are specialists in both detailed execution and in seeing “the big picture”. Bricton’s vision encompasses the practical, creative and financial necessities needed to create a memorable hotel destination.
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WHO WE ARE
OUR MANAGEMENT TEAM
MR. EDWARD DOHERTY
FOUNDER, PRESIDENT
MR. MICHAEL COHEN
SENIOR VICE PRESIDENT
MR. DALE DRAFALL
VICE PRESIDENT OF FINANCE AND OPERATIONS
MR. MICHAEL YANECK
VICE PRESIDENT OF OPERATIONS
MS. EILEEN COLE
VICE PRESIDENT OF SALES & MARKETING
MR. ZIO PEKOVIC
VICE PRESIDENT OF ACQUISITIONS AND BUSINESS DEVELOPMENT
MS. LISA PARISI
CORPORATE CONTROLLER
MR. TOM DOHERTY
INFORMATION TECHNOLOGY
MS. CONNIE GROULX
HUMAN RESOURCES/CONTROLLER
MR. MARK LEWIS
CORPORATE REVENUE MANAGER
MR. ERIC BATES
REGIONAL OPERATIONS
MR. STEVE ST. CLAIR
REGIONAL OPERATIONS
MS. LAUREN SCHAAL
CORPORATE MARKETING
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OUR CULTURE
Our nationally recognized “push-up� style of management results in a culture that is attentive to the guest while fostering a positive work environment for the associate.
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EXECUTING
ON THREE DISCIPLINES FOR HOSPITALITY SUCCESS Any business depends on successfully executing on three key disciplines including sales, operations, and financial.
SALES & MARKETING
Laser focus on garnering market share in order to dominate the market
Bricton realizes everything starts ◊ Evaluate market, physical plant, & ◊ Involved in franchise sales with sales and our team brings a analyze current staffing. management. very tactical approach to increasing revenues for hotels. From the General ◊ Begin in-depth & immediate training- ◊ Optimize relationship with franchise “Brictonize” the sales approach. management and sales. Manager (the rainmaker) to our line associates, everyone is involved in the ◊ E-Commerce initiatives, direct sales sales process. effort and traditional advertising. ◊ Laser focus on garnering market share in order to dominate the market.
◊ Create detailed sales, marketing, and revenue management plan which is a living, breathing document.
OPERATIONS & GUEST SATISFACTION ◊ Ensure personnel meets our standards and staffing is strong. ◊ Infuse Bricton culture into the team. ◊ Create energy and excitement. ◊ Emphasize independence, ownership and growth. ◊ Constant training from a corporate perspective.
◊ Sales is the KEY. ◊ Strict adherence to the budget. ◊ Cross pollination of ideas-BLADE. ◊ Annual franchise training for management. ◊ Hospitality University. ◊ Bricton Summit. ◊ Encourage growth within the company.
We fully utilize available measurement tools and technology: ◊ STR Report ◊ Action Plans, Monthly Goals & Reporting ◊ “Hotelligence” Reports ◊ Budget ◊ BLADE ◊ Sales Pro-accessibility & Transparency-Account Management
FINANCIAL REPORTING
◊ Emphasize sales & satisfied customers. ◊ Revenues & guests are key. ◊ Strict adherence to the budget. ◊ Current staffing.
◊ Checkbooks & labor tracking. ◊ Implement procedures & reporting forms. ◊ Daily, monthly & annual transparent reporting.
The Bricton team’s experience in these areas has fueled our success over 25 years.
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BLADE
BRICTON LINKING AND DATA EXCHANGE
INFORMATION MANAGEMENT BLADE (Bricton Linking and Data Exchange) is a dynamic, highly customizable and multi-faceted technology platform designed specifically for hospitality, golf clubs and related industries. The primary purpose is to share knowledge across the organization and provide complete transparency. By sharing knowledge, all parties are kept up to date with the most recent data. The data is not duplicated on every user’s computer as it is located at one central site. It also allows the users to connect and collaborate easily from where they are located either in the corporate office, at a specific property or at home.
RELEVANT INFORMATION BLADE provides relevant information right at your fingertips Financial Accounting Forms Contact Information Statements
CONTACT MANAGEMENT BLADE Contact and Contract Manager Linking capability between documents and companies Documents sent via email or traditional mail are uploaded and linked: ◊ Uniform rental ◊ Proposals ◊ Snow plowing ◊ Contracts-Lists in a sortable table, by contract expiration ◊ Useful at annual budget date and quick summary of time and for owner/Board of provisions Director annual reviews. ◊ Disposal pick-up
BLADE BRICTON LIBRARY Houses all documents to operate an individual department: Checklists Sample bonus plans Forms Templates Job descriptions Contains timely articles specific to their job titles All users have ability to upload to this area Virtual Best Practices training site
DASHBOARD
DOCUMENT MANAGER
BLADE Dashboard performs four major functions: Distributes key operational information to all users based upon permissioning hierarchy: Daily, weekly or monthly data is in user’s dashboard Owner/Investor, Board of Directors, corporate employee, associate at property RSS feeds to provide timely information from news services, industry publications and other related sources. Key announcements/topical information that other users have posted and the ability for user to post. Calendar function allows user to: Schedule meetings Track due dates
Share information with appropriate colleagues
MANAGE BUSINESS PROCESS
BLADE Document Manager: A “filing cabinet” structure-every document associated with the property is filed in a predetermined file folder Search function allows user to locate document using key words Uniform file folder structure for each property Aids when turnover exists on a property level
ACQUISITIONS + DEVELOPMENT BLADE Acquisitions and Business Development tool: Superior tool for real estate company Linking capabilities to track documents and companies All documents and contacts can be linked to specific transaction Acquisition sites are established All documents, companies and individuals connect with each transaction
Centralized location for creating, assigning and managing tasks Sortable by “task assigned to”, “due date”, and “department” Running log of open and completed tasks Visible audit trail of all assigned tasks Useful tool for senior management, management company and Board of Directors Physical plant application to track related activity: In-house inspections Municipal inspections Preventative maintenance work performed
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BRICTON TO THE RESCUE
DISTRESSED HOTEL SOLUTIONS
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CASE STUDY 01 CHICAGO MARRIOTT HOTEL - NAPERVILLE, IL
The Chicago Marriott Naperville welcomes you to travel brilliantly with contemporary design, innovative technology and a warm, hospitable atmosphere. Comfort is a given, with spacious guest rooms featuring luxury linens, marble bathrooms, flat screen TVs and more. Technology fits the way you work and play, with both wired and wireless Internet access in all rooms and our unique connectivity panel to integrate all your devices. We’re just three miles from downtown Naperville, with easy access to the interstate, nearby cities and the many Fortune 500 companies in the area. Despite our
proximity to I-88 and Naperville Road, you’ll find beautiful grounds and a peaceful park-like setting at the Naperville Marriott. With more than 24,000 square feet of beautifully appointed meeting space, 424 guest rooms, extensive free parking and a dedicated event staff, the Naperville Marriott is simply the new best choice for a business class hotel to host effective meetings, upscale events and weddings in the western Chicago suburbs.
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CASE STUDY 02 HOLIDAY INN - ANN ARBOR, MI The Holiday Inn near the University of Michigan is just 5 minutes from the heart of downtown Ann Arbor, Michigan. Whether visiting for a U of M football game, the Ann Arbor Art Fair, or a business excursion, you will find the Holiday Inn Ann Arbor is close to the hub of culture and enjoyment.
“Our extensive renovation delivers an even brighter start to your Ann Arbor stay.” We are 25 minutes from Detroit Metro Airport. The hotel is also just minutes away from the University of Michigan North Campus, U of M Medical Center, VA Medical Center, St. Joseph Medical Hospital, and Mott’s Children’s Hospital. The hotel was completely renovated in 2013. The hotel amenities include an indoor/outdoor swimming pool, whirlpool, fitness center, game room, and so much more!
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CASE STUDY 03 MARRIOTT COURTYARD - LAFAYETTE, IN
The Courtyard by Marriott is ideal for a family traveling into the area for sporting events, weddings or simply just visiting beautiful Lafayette/West Lafayette, Indiana. An award-winning and top performing Courtyard, this asset is being expanded to include another set of rooms and a full conference center. Our relationship with local high-tech research companies, industries in the area and Purdue University has been the source of our success. We also partner with the hospitality school at the University to provide interns with real-life experience.
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CASE STUDY 04 EAGLE RIDGE RESORT & SPA - GALENA, IL In 2013, Bricton was hired by Eagle Ridge Resort & Spa. The luxury vacation destination in Galena, Illinois, was facing declining numbers. Touchstone Golf, a leading golf course management company, was also hired to partner with Bricton.
Together, they are forging a significant turnaround at the resort. Eagle Ridge is a place for golfers and people who just enjoy nature. It has many incredible features, which gave use to our marketing campaign: ‘A World Away Today.’ In addition to four championship golf courses, Eagle Ridge offers many seasonal activities. Families can enjoy horseback riding, swimming and hiking, as well as ice skating and skiing in the winter.
EAGLE RIDGE is an all inclusive resort with award-winning golf and spa facilities.
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CASE STUDY 05 WHITE HOUSE INN & SPA - NAPA, CA
Introducing Napa’s newest hip hotel. Ideally located in old town Napa, the historic 17 room resort-style inn features contemporary decor and stylish details.
From a Napa honeymoon, elopement or romantic getaway, the Inn has the amenities discerning guests desire... clean, modern design, luxurious linens, After successfully turning around and monetizing another hotel for Union Bank, Bricton was hired to manage the White fireplaces, jetted spa tubs, pool, lush gardens, on-site spa treatments and culinary delights both at breakfast and at House Inn and spa in Napa, CA. As the property had been the evening wine and hors d’oeuvre social. abandoned by the prior owner, Bricton took over from a standing start. A total transformation took place- from the physical plant to marketing to customer service. The hotel Enjoy walking to Napa’s downtown shopping, art galleries, quickly became a top performer in the Napa area and was wine tasting and some of the Valley’s finest cuisine. sold to a local investor for a strong multiple.
The White House Inn & Spa is just a short drive from San Francisco and Sacramento, the ideal getaway.
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HOLIDAY INN EXPRESS MAG MILE CHICAGO, IL (HOTEL CASS)
HAMPTON INN MILWAUKEE, WI
DOUBLETREE SKOKIE, IL
This downtown Milwaukee hotel is an upscale property with a beautiful exterior, trendy lobby and spacious guestrooms with generous amenities. The transformation of this hotel into a Hampton Inn & Suites was completed in July 2006, and was built to cater to the business and convention traveler. The staff is committed to providing their guests with the highest quality accommodations and customer service at great rates. The Hampton Inn & Suites is a proud member of the “Hilton Family.”
After a $20 million redevelopment, Hotel Cass, Holiday Inn Express, provides hip, unique accommodations in downtown Chicago’s trendiest neighborhood.
138 ROOMS
174 ROOMS
Located near the Magnificent Mile, Hotel Cass is a smart lodging choice close to famous attractions such as Navy Pier, Michigan Avenue, and Millennium Park. We are also surrounded by a plethora of shopping including the shops at the Water Tower Place and Chicago Place, American Girl, Saks Fifth Avenue, Burberry, and Nordstrom.
STAYBRIDGE SUITES FRANKLIN, WI
The Doubletree Hotel & Conference Center-Chicago North Shore, recently awarded with the prestigious “Conversion of the Year” Award from Doubletree, has completed a multi-million dollar renovation. Perfect for an important meeting, large or small, the Doubletree Hotel and Conference Center has elegant, European-style decor combined with the most high-tech, state-of-the-art Executive Meeting Center. Just minutes from downtown Chicago and O’Hare International Airport, our property is a leading choice on Chicago’s famous North Shore.
The Staybridge Suites is conveniently located just south of General Mitchell International Airport. Some of amenities include complementary breakfast, In-house movie theater and cozy fire pit. Relax and unwind over great food, drinks and conversation at our Evening Sundowner Receptions in the Great Room. And when the weather is nice, join us for our Wednesday night BBQ’s in the courtyard.
369 ROOMS
118 ROOMS 16
HOTEL FELIX CHICAGO, IL
HAMPTON INN & SUITES OCALA, FL
Hotel Felix is a full-service boutique hotel inspired by nature’s design. With close proximity to Michigan Avenue and Chicago’s business community, Hotel Felix is a breath of fresh air in a city known for its soaring skyscrapers, rich history and green initiatives. In fact, it is the city’s first hotel designed to meet silver LEEDS Certification levels. Experience the soothing energy, endless surprises and refreshing vibe.
Ocala: a gateway city that offers easy access to all the wonders of Florida including Walt Disney World, Daytona 500, and Gator Nation Football Frenzies. Hampton Inn & Suites is just minutes from these attractions as well as the College of Central Florida and just 3.5 miles to the historic Downtown Square. The hotel offers comfortable guest rooms and spacious suites, free WiFi, and complimentary hot breakfast served daily.
Hotel Felix is a unique alternative where the unexpected awaits.
225 ROOMS
HYATT HOUSE SCHAUMBURG, IL Hyatt House - Schaumburg, near Chicago’s O’Hare airport and in close proximity to Downtown Chicago, is easily accessible via the Metra commuter train. With spacious one or two-bedroom suites, complete with a living room, full kitchen and luxurious private bedroom, plus daily complimentary breakfasts, it is the perfect place to make an extended stay. Conveniently located near Woodfield Mall and the The Schaumburg Convention Center, is also home to many corporations such as Zurich, Motorola, American Express, and Texas Instruments.
134 ROOMS
118 ROOMS
HOLIDAY INN KANSAS CITY, MO The Holiday Inn Hotel Country Club Plaza Kansas City is located on the world famous Country Club Plaza, the Midwest’s premier shopping / dining / entertainment district. The hotel provides the following complimentary services: WiFi, garage parking, local calls, and shuttle service within a 3 mile radius, including Historic Westport. The Holiday Inn also offers an exercise room along with the largest heated outdoor hotel pool in the city! Finally, relax in our bar or simply order room service and relax in your room.
241 ROOMS 17
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