The HoteliersGuild Academy of Hospitality Arts | SIRUS ACADEMY AWARDS PROPOSAL

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THE COVETED SIRIUS ACADEMY AWARDS

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PROPOSAL for CONTRIBUTORS Prepared by: Frank M. Pfaller

Date: DECEMBER, 2021

let the brightest star shine down on the laureates

At HoteliersGuild we are fortunate and honoured to count with the incredible support of Preferred Hotels & Resorts’ CEO, our longtime member Lindsey Ueberroth, who is also Hon. Co-founder of both, the HoteliersGuild Academy of Hospitality Arts as well as the LeadingHôtelières chapter. Her parents were inducted into the HoteliersGuild Hall of Fame a few years ago, and we cherish a very productive and successful working relationship.

Philanthropy remains a core family value at Preferred Hotels & Resorts since its inception more than 50 years ago. Believing that the positive actions of a few can make a positive impact on many, Preferred Hotels & Resorts created GIFTTS Great Initiatives for Today’s (Tomorrow’s) Society.

A CHERISHED PARTNERSHIP FOR OUR NOBLE CAUSES!

While trends come and go, the art of hospitality is an everlasting constant. It is exactly this that makes people feel welcomed through personal interactions, which is at the core of our programs. As leaders and educators in tourism and hospitality, our academy can therefore make a small, yet important contribution to a better future world.

WE SHARE THE SAME VALUES!

Renowned designers/suppliers will be offered the opportunity to design and produce the winners’ trophies (probono!)

PERFECT PARTNERS TO DESIGN THE ACADEMY AWARD WINNER TROPHY!

Founder Frank M. Pfaller President | HoteliersGuild CEO | CoutureHospitalityConcept Co-Founder & Ambassador Lindsey Ueberroth CEO | Preferred Hotel Group Lead Partner Brenda Collin EVP Europe | Preferred Hotels & Resorts International Ambassador Sonu Shivdasani | CEO SONEVA Chairman Prof. Dr. Henri Kuokkanen INTSTITUT PAUL BOCUSE Co-chair Prof. Dr. Sowon Kim | EHL Sustainability Focus Group Leader Prof. Dr. Willy Legrand International University of Applied Sciences Founding Members Prof. Dr. Burkhard von Freyberg University of Applied Sciences Munich Prof. Maribel Esparcia Pérez European Sustainable Hospitality Club Frances Kiradjian Founder & CEO | BLLA Harry Murray MBE Chairman | Lucknam Place & Spa Robert Richardson FIH CEO | Institute of Hospitality Valentina deSantis Owner/Operator | Grand Hotel Tremezzo Assia Riccio CEO | Evolvein’Women Bill Bensley CEO | BensleyCollection Jason M. Friedman Managing Director | J.M.Friedman & Co Rocco Bova CEO | MyHumbleHouse Joseph W.Y. Chong Regional Vice President, Asia Managing Director, The Peninsula Hong Kong Philippe Clarinval, MIH, MBA GM | Carlton, St. Moritz Paul Bruce-Brand GM | Ellerman House CapeTown Duncan Palmer MD | The Beaumont Alain Bachman GM | Coquillade Provence Resort Anni Hood CEO | WellINTELLIGENCE Yasmine Mahmoudieh President | Y-Hotel Supporting Partners Costas Christ CEO | BeyondGreen Dr. Andreas Lindner Managing Director | HECOSOL GmbH Media Partners Hamish Kilburn & Katy Phillips Hotel Designs | Forum Events & Media Group Heleri Rande Partner | ThinkHospitality

Why we Do What we Do Our objective is to create an extended awards concept under the umbrella of HoteliersGuild’s International Hall of Fame for renowned current and emerging future generations of younger hospitality professionals to recognise achievements in the hospitality industry.

Our main reason is to give back to the industry we all love, to nurture the young generation of aspiring future leaders and to convince as many colleagues as possible that it is worth their while to leave behind a better world with enhanced opportunities for all. Luxury sustainability, responsible travel, gender equality and equal access to education indeed creates a win-win situation for all of us and therefore needs to be actively supported by those who are able to contribute with bundled expertise and financial contributions!

NOT JUST ‘YET ANOTHER AWARD’!

It cannot be our intention to re-invent the wheel! We are, of course, aware that there are already too many award organisations out there quite a few of them basing their ‘business model’ on 'selling' awards…We do this by

• taking advantage of the standing of our prestigious private society and the various initiatives of industry and by securing the support of our high- profile existing and future alliance partners.

• creating a concept that is decisively differentiated by the integration of academia from internationally respected universities, hotel schools and well established leaders from the hospitality industry, including architects&designers, Chefs*ffes, expert journalists etc.

• collaborating closely with a highly regarded charity programme and an emphasised focus on the promotion of young talent, mentoring and grooming of future generation leaders, by supporting them with e.g. scholarships at our institutes alliance partners.

Therefore, it is ever so important from the outset to highlight some of our distinctive differentiating features.

• the concept is based on scientific competence and is monitored by our academia partners

• potential candidates and nominees are selected according to the strict requirements of our Code of Conduct

• HoteliersGuild is a recognises ForceForGood with a mission to boldly advance SUSTAINABILITY, SOCIAL RESPONSIBILITY and principled business practice with ACCOUNTABILITY and TRANSPARENCY via our alliances with experts, research and studies supervised by university professors, and the support from internationally renowned hoteliers/groups with state-of-the- art and proven sustainable practices in place. It is our pledge TO HONOUR EXCELLENCE, TO CONNECT GENERATIONS and TO PRESERVE HOSPITALITY HISTORY

• we are in an elevated position to support the concept furthermore via our ForumOfDialogue, our LeadingHôtelières and HoteliersForGood initiatives, with bundled expertise on research, responsible travel, sustainable architecture, conscious cuisine...

• resilient study results (EHL/IPB/IUAS...) with already agreed implementation in selected flagship hotels for testing

• a not-for-profit private society that reviews and bestows awards on hotels, resorts, architects/designers, spas, products, restaurants and Chefs...under the above mentioned prerequisites.

• organise A COVETED AWARD EVENT TO MARK A DISTINCTIVE YEAR OF HIGHEST PERFORMANCE IN THE INTERNATIONAL HOSPITALITY INDUSTRY

• The Coveted Academy Sirius Awards - The Sirius Star is one of the brightest in the night sky - https://en.wikipedia.org/ wiki/

• Labels such as ‘5-star...’, ‘Platinum or Diamonds/Gold etc’ will be avoided. Hence “Sirius”, the brightest star in the sky, which shines down on the winners.

• Renowned artists will be invited to design the winner trophies.

Categories & Eligibility (samples only): • Hôtelier/Hôtelière of the Year - Independent/Corporate • Best Chef/Cheffe • Best in Diversity, Black&Ethnic Minorities Integration • Best in Young Talents Support • Sustainable Luxury Hospitality Architecture&Design • Best Products/sustainable supply chains • Best in Tech • Outstanding Contributions to the Hospitality Industry

The Benefits to You As our partner, The HoteliersGuild Academy of Hospitality Arts takes your sponsorship very seriously. We will promote your brand!

And in return we promise you that we shall deliver the best sponsorship benefits out there.

CONNECT WITH YOUR CUSTOMERS

We know in our own business that guests & customers are getting more and more discerning about which hotel they prefer or which rental car company they do business with. What better way to communicate your values and your differentiating SUSTAINABLE offers than by sponsoring a cause and/or event that matches theirs?

INCREASE SALES

You'll have unparalleled in-person access to thousands of high profile decision makers when you become an integral part of our HoteliersGuild initiatives through your sponsorship, participating in all the ceremonies, operating your own pop-up lounge an

TELL YOUR STORY AND WIN NEW CUSTOMERS

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Your brand will be front and centre.

Added Value After over one decade of success, HoteliersGuild has gained a remarkable network of members and supporters around the globe. HoteliersGuild International Hospitality Hall of Fame was opened to the public in October 2016 in the presence of highest profile personalities and international hospitality leaders. The LeadingHôtelières chapter founded last year, and the Academy only this year. As our Sponsor, The value we bring to the table includes:

MEDIA EXPOSURE

HoteliersGuild publishes a quarterly digital magazine LookBook that is direct mailed to our global membership. Statistics show above 50.000 reads with 6.5 min. viewing time. Our ForumOfDialogue with similar readership, well managed LinkedIn groups + a new website, designed by the award winning 80DAYS creative agency. We're skilled at engaging with and leveraging those connections for your benefit and prepared to work closely with your own team. Your logo will be featured on website and in all of our publications, as well as on all certificates related media releases & blogs.

A PROVEN TRACK RECORD OF HONESTY AND ACCOUNTABILITY

You want to know your sponsorship Euros are working to raise even more attention.

We provide detailed statements to you.

UNIQUE MARKETING CHANNELS

Because we have the longstanding trust of our community, we have access to valuable marketing channels. In addition to our own database of member hoteliers, loyal guests, investors/buyers of luxury real estate in Marbella, Lago di Come and elsewhere as well as with international golf and spa club membership clubs.

THANK YOU FOR SUPPORTING THIS AWARD EVENTS TO MARK A DISTINCTIVE YEAR OF HIGHEST PERFORMANCE IN THE INTERNATIONAL HOSPITALITY INDUSTRY