CHC Partnership Introduction

made-to-measure branding solutions for discerning hotel owners

CHC is a cooperative partnership founded

by Frank M. Pfaller, Tracy Crawford and Michel Mein to bring together best-in-industry companies and individual professionals to provide a FULL SERVICE OFFER TO THE DISCERNING HOSPITALITY INDUSTRY.

2

• We believe THE CHC PARTNERSHIP’s values are in-line with the HOTEL OWNERS’ hospitality team leaders vision to deliver quality, integrity and exceptional experiences.

• We have worked in the global luxury market sector for 40 years and can add value to your project through insightful marketing strategies in capturing your target audiences.

• Strategically located in NYC, EUROPE, MIDDLE EAST, SHANGHAI & SEOUL • Experts in brand translation: Hotels are about SPACE

+ SERVICE HOW TO TRANSLATE CONCEPTS INTO A HOTEL BRAND This is not just about interior design. Brands should be translated into service experiences for unique selling propositions - this is also why lots of fashion hotel brands did not work out so well

• Luxury “couture, made-to-measure” hotel branding is very different from regular hotel branding which is why hospitality companies partner with boutique hotel developers.

3

You NEED international and local EXPERTISE to successfully expand your company’s activities in the very competitive and challenging DELUXE HOSPITALITY MARKET We BUILD and EXTEND reliable MADE-TO-MEASURE hospitality offers to assist you

4

You wish to explore fully owning and managing your own brand with an expert partner to reduce risk, bring needed expertise and maximize ROI. We suggest to discuss to structure an ongoing relationship with you, supported by our experience, culture and motivation to jointly create a truly distinctive brand extension positioned and self-operated at the highest possible international level.

5

TEAM

6

Frank M. Pfaller CEO and Founding Partner Frank Michael Pfaller with his international project and management teams has been instrumental in assisting private and institutional investors and even a government-owned group in China to develop, position and manage an exclusive portfolio of independent luxury hotels around the globe.

By thinking and acting without the constraints of a large chain, they have been able to maximize a hotel's potential without surrendering to standardization.

His vision statement: "To cherish the classic hospitality tradition of excellence and to provide superior services to both guests and owners.This is the task that we pursue with pride and exuberance.”

CoutureHospitalityConcept SELECTED HOTELS PROMOTION L.C.

SWITZERLAND Villa dei Frassini - Viottolo dei Frassini 12 CH-6977 Ruvigliana-Lugano Phone: +41 22 534 94 78 Skype: selectedhotels e-mail: selectedhotels@mac.com

www.selectedhotels.biz

____________________________________________

WHO?

With over 35 years of experience and the assistance of renowned local and global associates Frank M. Pfaller’s CHC Team have built a strong and reliable presence in China, Europe and North America.

8

OUR TEAM

YOUR PROJECT

All members of our team have experience with international market-leading clients.

We have individuals within our core team that fulfill the following responsibilities: Concept Development and Execution ~35 years of experience Executive Strategy and Marketing ~25 years experience Creative Direction ~15 years experience Art Direction ~15 years experience Public Relations ~30 years experience in Europe, Hong Kong, US, China Loyalty and Publishing ~ 10 years experience - English, German, Chinese Concierge ~10 years experience Bookings Management/Systems ~10 years experience Technical/Programming Management ~13 years experience Assignment Illustration ~12 years experience Print-Layout and General Design ~6 years experience Chinese Language Copy Writing and Editing ~12 years experience Assignment Photography ~12 years experience Merger and Acquisition ~25 years experience in US, Europe and Brazil Business Development/IPO/Venture Capital ~25 years experience 9

OUR TEAM

KEY PROJECT LEADERS Frank M. Pfaller CEO, CHC | CEO, Selected Hotels Promotions LC Project Overall Leadership, Management, Execution Munich | Shanghai

Tracy Crawford YOUR PROJECT

Managing Director, CHC | CEO, Rain8 Group LLC International and Localized Strategy, Predevelopment, Marketing, Management, Execution Shanghai

Michel Mein Partner, CHC | CEO and ECD, The Seventh Art Group International Hospitality Strategy, Predevelopment, Marketing New York, Geneva

10

OUR TEAM

CORE WORKFLOW LOCATIONS SHANGHAI Frank M. Pfaller, Tracy Crawford 11 People core ~10 People supporting

NEW YORK YOUR PROJECT

Michel Mein 35 People core

Other: GENEVA, DUBAI, MUNICH, SEOUL

11

ON OFFER One-stop-solutions & trusted local expertise

12

CONCEPT Our integrated system of BENEFITS providing GUIDANCE and EXECUTION for your swift & successful HOSPITALITY MARKET EXPANSION

13

Personally guiding your projects in China and overseas in close collaboration with your own team Owner - Operator Relations Pre-Opening & OpeningTeam Set up Development Planning - Supervision & Execution Concept Planning & Execution Management - Sourcing - Implementation StafďŹ ng - Training General Management

14

CHC LEADERS BRING OVER 70 YEARS OF COMBINED WESTERN STRATEGIC DEVELOPMENT EXPERTISE WITH UNIQUE CHINESE INSIGHTS.

For your reference, we have established an 11-person local team to handle strategy, management development, design and programming We provide sharply-deďŹ ned, actionable plans Deliverables deďŹ ned Responsibilities clearly assigned and timelines agreed A rigorous control process to ensure that marketing strategy is implemented A business process to adjust strategy periodically in response to new information or changing conditions A strong B2C Social Currency plan Strong plans for Social Media Policy development Superb website design that supports strategy

15

OFFERING AN UNPARALLELED NETWORK OF THE WORLD’SMOST SKILLED HOTELIERS, EXECUTIVES, AND MANAGERS.

16

SIMPLY THE FINEST IN SPECTACULAR LUXURY DESIGN!

17

MARKETING AS ART AND SCIENCE!

A Systematic approach based on increasing Brand Value and ROI. 18

CONNECTING HOTEL OWNERS WITH EXCLUSIVE ON-PROPERTY SERVICES...

19

ON-PROPERTY PLACEMENT OF THE WORLD’S FINEST RETAILERS.

20

EXTRAORDINARY CLIENT LOYALTY PROGRAMS FROM EUROPE AND CHINA’S PREMIERE PROVIDERS.

21

CHC CONCIERGE SERVES OVER 100 PREMIUM HOTELS WORLDWIDE ... AND BRINGS TO YOU A NETWORK OF OVER 500,000 CLIENTS!

22

CHC’S PROVISION OF

TECHNICAL SERVICES

INCLUDE FACILITY PROGRAMMING, MANAGING COMPLIANCE WITH HOTEL BRAND STANDARDS, QUALITY CONTROL OF DESIGN, PROJECT BUDGETING AND SCHEDULING. MONITORING DESIGN PHASES FROM MASTER PLANNING TO CONSTRUCTION DOCUMENTS, AND SUPERVISING THE CONSTRUCTION PROGRESS

23

WE BRING OVER 70 YEARS OF AMERICAN, EUROPEAN AND CHINESE PUBLIC RELATIONS EXPERIENCE. LANGUAGES SUPPORTED INCLUDE MANDARIN CANTONESE, SHANGHAINESE, KOREAN, ENGLISH, GERMAN, SWISS-GERMAN, FRENCH, ITALIAN, AND SPANISH.

24

DRIVE DISCERNING GUESTS TO YOUR PROPERTY! OUR BOOKINGS GROUP IS HEADQUARTERED IN BEIJING, CHINA WITH A TECHNOLOGY CENTER IN WUHAN, CHINA. 30 OFFICES ACROSS CHINA AND OVER 300 EMPLOYEES.

25

Villa Padierna Palace Hotel | Marbella | Spain Text

Villa Padierna Spa | Carratraca | Spain

Villa Padierna Golf Clubs | Marbella | Spain

Villa Padierna Beach Club | Marbella |Spain

Tex t

Las Dunas Beach Hotel & Spa | Marbella | Spain

ext

The Ruijin | Shanghai | China Text

Text The House of Roosevelt | Shanghai | China

delMango Villa Estate | Seminyak | Bali Text

delPlaza | Seminyak | Bali Text

ext

Couture Retreat | Marrakech Text

Hotel Weisses Roessl | Kitzbuehel | Austria

Text

Le Guanahani | St. Barth | French Antilles Text

Le Touessrok | Mauritius

Quinta do Lago Beach & Golf Resort| Algarve | Portugal

KEY DISCIPLINES Branding&Markeiting http://the7thart.com http://raineight.com

41

NEW BRAND MARKETING

S EVENTHART

+

BUILDING BRANDS. CREATING RELEVANCE. we are a multi-platform, integrated brand-marketing company working within diverse ďŹ elds and a variety of media on an international scale. we open new markets for our clientele, generate news, and build brands that build reputations. we craft innovative product, design and sales experiences that command a premium in the marketplace. we create brand relevance. we challenge conventions in the development of brands and their marketing by bringing a global perspective to the process & synthesize our expertise in architecture, fashion, lifestyle, and culture in the us, europe, asia, the middle east, and central america. we specialize in creating value by building brand experiences that are culturally and technologically relevant.

NEW YORK 42

GENEVA

SHANGHAI

SEOUL

MICHEL MEIN PARTNER-IN-CHARGE & EXECUTIVE DIRECTOR

PARTNER-IN-CHARGE & EXECUTIVE DIRECTOR

THE EXTENSIVE AMOUNT OF WORK PRODUCED FOR

DAVID HAS WORKED ON PRESTIGIOUS

BRANDS SUCH AS ST. REGIS RESIDENCES, SETAI,

ACCOUNTS SUCH AS THE PLAZA, 165 CHARLES,

TRUMP AND VERY LARGE SCALE DEVELOPMENTS GAVE

THE CHARLES AS WELL AS TIME WARNER

MICHEL THE OPPORTUNITY FOR AN UNPARALLELED

CENTER RESIDENCES. DAVID HAS EXTENSIVE

EXPERIENCE WITH REAL ESTATE BRANDING AND

INTERNATIONAL KNOWLEDGE OF THE MARKET

MARKETING WORLDWIDE, BRINGING THEM FROM

AND HAS BROUGHT SEVERAL PARTNERSHIPS TO

CONCEPT TO REALITY. TRAINED AS AN ARCHITECT

THE DEVELOPERS THEREFORE SYSTEMATICALLY

AND URBAN DESIGNER AT M.I.T, MICHEL SPENT TEN

IMPROVING THE PROJECTS APPEAL TO

YEARS AT COLUMBIA UNIVERSITY TEACHING URBAN

BUYERS. DAVID STUDIED AT COLUMBIA

DESIGN AND DEVELOPMENT. HE WAS THE RECIPIENT

UNIVERSITY WHERE HE HONED HIS TALENTS IN

OF THE ILAUD SCHOLARSHIP IN SIENA AND WAS THE

ARCHITECTURE AND FILM.

RECIPIENT OF THE ARTIST GRADUATE FELLOWSHIP AT NEW YORK 120 Wooster St SOHO New York, NY 10012 T +1 212 431 82 89 F +1 212 431 84 92 E info@seventhartgroup.com www.seventhartgroup.com

DAVID WILLIAMS

PARSONS SCHOOL OF DESIGN.

WHO?

44

EXPERTISE APPLIED! CORPORATE

HOSPITALITY

URBAN

RESORT

COMMUNITY 45

46

47

48

49

50

51

52

53

54

55

56

57

CLIENT LIST

58

SUCCESS FACTORS:

Just some of the questions we can answer to successfully deliver the ultimate HOTEL experiences IN THE LUXURY HOSPITALITY market...

59

QUESTIONS

How does YOUR BRAND plan to position itself in the marketplace?

How is YOUR BRAND planning to attract new visitors?

How can YOUR BRAND guarantee that service is not compromised and consistent from destination to destination?

What incredible experiences that are worth talking about can YOUR BRAND deliver? i.e. Branded Signatures How does YOUR BRAND plan to expand on its portfolio?

How does YOUR BRAND plan to communicate with its guests?

What type of CRM strategy is in place to offer better customized experiences?

60

WHY CHC?

We have the experience globally and in Asia including China to guide you to optimal solutions that will meet the unique requirements of your local clients.

We will localize, in cooperation with your team, your China offer to create a truly differentiated offer - not just plant a Western concept on the soils of this unique country as has been done with marginal success by other brands.

We have the skills on the ground in China and in the West to execute for you and with you to avoid costly mistakes and delays.

Our team leaders and team members living for many years in South East Asia, China and many being Chinese themselves understand how to work with Confucian culture. We are familiar with communication styles, local business practices and personal and business motivations. This should be a major consideration. Our cultural expertise and deep understanding will optimize your results across nearly every front.

61

IN OUR VIEW YOUR COMPANY stands for highly personalized and differentiating concepts and services, inspiring achievements and extraordinary quality with utmost attention to detail in all aspects...? ...THEN WE BELIEVE YOUR HOSPITALITY OFFER IN CHINA SHOULD BE TREATED WITH THE VERY SAME CARE!

62

ONE QUESTION Do you prefer plain business transactions with a uniformed global hotel chain, or rather engage in an innovative, inspiring and mutually profitable relationship with a Couture Hospitality Partner with made-to-measure solutions for your properties?

63

Couture Hospitality Concept

AT YOUR SERVICE! Frank M. Pfaller +41 22 534 9478 selectedhotels@mac.com www.selectedhotels.biz

64

Thank You.

65