2012 eXceed Asset Management Services

-Verb (used with object)1. to go beyond in quantity,

degree, rate2. to go beyond the bounds or

limits of3. to surpass; be superior to, excel

at

Asset Management | Distressed Hotel – Turn Around Specialist | Market Feasibility |

Bringing Visions to Life

• About eXceed• Feasibility Study & Market

Analysis• Strategic Planning &

Programming• Asset Management Service• Hotel/Residence Integration• Contact

Contents

© 2008 eXceed Hospitality Asset Advisors, LLC Bringing Visions to Life

© 2008 eXceed Hospitality Asset Advisors, LLC



Programming• Asset Management Service• Hotel/Residence Integration• ContactWe are a passionate team of Hospitality

Industry Veterans with Hotel & Restaurant Operations Experience.

As a “One-Stop” solution for Hospitality Industry Owners, we provide an unparalleled array of services that spans the initial concept, design and development of new projects to the ongoing analysis, operation, and asset management of existing operations.

eXceed’s current / past portfolio includes Hotels and Resorts from Maui to the Caribbean and in Central and South America along with branded and independent upscale/luxury hotels & resorts in several countries with an asset value of over $5 billion. In addition, eXceed has been involved in the development of hotels and resorts from ground up construction to extensive renovations ranging from $10 million to $800 million. Troy Bennett, CHA has been involved in the development and operations of over $5 billion dollars worth of Hotels & Resorts worldwide. Mr. Bennett has asset managed properties for the Industry’s largest hotel owner, Host Hotels and Resorts as VP of Asset Management; and owner/developer of luxury branded hotels, the Gencom Group as SVP Asset Management. He has worked with all of the Industry’s major brands, such as Marriott, all Starwood Hotel brands, The Ritz-Carlton,

Four Seasons, and luxury independent and boutique properties. Mr. Bennett’s has a long career as General Manager, Multi-Unit Operator and AM.

Hotels / Resorts Asset ManagedThe Ritz-Carlton, Kapalua, Maui, HI The Ritz-Carlton, Rancho Mirage, CAThe Ritz-Carlton, Bachelor Gulch, Vail, COThe Ritz-Carlton, Philadelphia, PAThe Ritz-Carlton, Key Biscayne, Miami, FLThe Ritz-Carlton, Reserve – Molasses Reef, Turks & Caicos The Ritz-Carlton, Rose Island, Bahamas The Ritz-Carlton, PhoenixThe Ritz-Carlton, Marina del ReyViceroy Anguilla Resort and ResidencesFour Seasons NevisCap Juluca, AnguillaSeven Stars Resort – Turks & CaicosMayflower Renaissance Hotel DC Marriott Grand Cayman ResortTampa Waterside Marriott Marriott San Diego MarinaMarriott Coronado Island ResortMarriott Marina del ReyMarriott Mission ValleyMarriott Scottsdale ResortMarriott Suites ScottsdaleMarriott Tampa AirportJW Marriott Mexico CityW Hotel SeattleWestin LAXSheraton Hotel and Conference Center – Santiago, ChileSan Cristobal Hotel - A Starwood Luxury Collection – Santiago, ChileLa Posada de Santa Fe, NM

Hotel ICON, Houston, TXCasa Monica and Celebration Hotel, FL

“In today’s volatile capital market, it’s critical for owners to find a firm that can represent their interest,

maximize revenue and profitability along with increasing real estate

value in the short term.” -- Troy Bennett


Difficult Times Calls for Experienced Hospitality Veterans

Your company may have a debt and/or equity interest in one or more hotels or resorts. In difficult economic times, falling occupancies and average room rates can exert heavy pressures on hotel and resort owners’ abilities to pay their debt service. To further complicate matters, as term loans become due, tighter underwriting standards and higher lender requirements often make it impossible for the full amount of a loan to be rolled over.

Over the years, our group and affiliated companies have experienced multiple down cycles, have had “hands on” involvement with various complex issues involved, and are able to quickly and effectively deal with these challenges.

We are available to assist owners and lenders who are already in trouble, as well as those who see clouds gathering on their horizons. Experts at asset management, operations, branding and marketing can help formulate the best strategies and assist with or direct their implementation. A host of specialized disciplines can be drawn upon as needed, depending on the hotel or resort situation.

Our services extend to restaurants, clubs and spas as well.

The services we provide include:

• Financial review, operational review, benchmarking and diagnostics• Property condition assessment• Market potentials and hotel competitive position review• Development of “next steps” strategies for owners or lenders• Action plans to immediately reduce losses• Identification of opportunities to add value• Review of brand contribution• Evaluation of management performance• Supplemental services may include:• Appointment as receiver or asset manager• Interim and ongoing property management• Reorganization / restructuring• Food & Beverage Department restructuring• Branding / rebranding• Executive search• Property tax appeals

We look forward to developing relationships and serving clients by providing significant value add and risk mitigation for Owners, Lenders, Special Servicers, Receivers, and Attorneys. Please contact us to schedule an exploratory discussion via teleconference or meeting.




Programming• Development• Pre-Opening Asset

Management• Post-Opening Asset

Management• Contact

“We communicate with and guide all teams on behalf of Ownership.” –Troy Bennett

Assemble the Team. Bring the Vision to Life.Meeting goals on time and on budget requires exceptional planning, management, and follow through from the very beginning. We assemble a team of top specialists in all areas of development from architect, interior designer, project manager, general contractor and their sub contractors, land planners, engineers, attorneys, residential sales company, procurement company for FF&E and OS&E, laundry and kitchen designers, the selection of celebrity chef (one possible restaurant option) for the restaurants and the negotiation of those contracts, spa consultant for design and concept, and the landscape architect, among others.

Providing Project Management OversightFrom there, we share the vision of the project(s) with the newly assembled team and oversee/monitor daily, weekly, monthly meetings and conference calls/progress, budgets, schedules, and provide direction to ensure cohesiveness throughout the development process.

We also work with local city and governmental agencies to get approvals as needed. Bringing Visions to Life




Programming• Development• Pre-Opening Asset

Management• Post-Opening Asset

Management• Contact

Ensure Milestones are Met– On Time, and on Budget

As the new property takes shape, eXceed’s role evolves into a new phase in the overall development process: We work with the selected brand / management company to begin early Marketing, PR, Website development and E-Commerce strategies to build awareness 12-18 months prior to opening. We ensure that each new team member fully understands, and has the tools and expertise necessary to maintain the integrity of the original vision. During the Pre-opening process, we Asset Manage the brand / management company with an onsite presence to ensure a seamless turnover and transition to ongoing operations.





Programming• Asset Management Services• Hotel/Residence Integration• Contact

“An eXceed Feasibility Study & Market Analysis provides the

necessary information to make highly informed strategic

decisions.”

Create the VisionAn eXceed Feasibility Study & Market Analysis will include, but not be limited to:

Market Place Demographic & Economic Breakdown

Hotels in the Market PlaceRestaurants in the Market PlacePhotographic Essay of the Market PlaceConclusion

The Study and Analysis will provide the necessary information to assemble the Vision, or Master Plan, for the Project. We will also:

Understand Residential Components that are in demand for the Market and evaluate potential:

Price PointsSizeQualityServicesRental programsAssociation DevelopmentFees

Understand market demands for size and amenities needed for the hotels.

Develop Pro-Formas based on maximum ROI / IRR for both Hotel and Residential Components.

Recommend Brand or Management Company.

Establishing and Maintaining a high level of Market Visibility requires a sharp awareness of changing trends, fluctuating economic conditions, competitive growth, emerging technologies, and ongoing relationships with increasingly savvy and well-traveled guests.

It is essential that a fully developed or brand new property maintain a clear understanding of their intended clientele's expectations and needs. If not, potential, new and repeat business may quickly opt for other choices in the Market Place. Important factors such as services, amenities, dining venues, facilities, pricing structure, décor, service style, and a multitude of other details are key to making a substantial impact in the competitive arena as well as increasing business year after year.

The First Steps: Understand the Market





Programming• Asset Management Services• Hotel/Residence Integration• Contact

The Genesis- A Complete Strategic Program:

Master Planning of the AssetDetermine Overall Best use of SpaceDensity & Space ProgrammingDetermine Scope & Identity of Residential ComponentsProgramming of Hotel vis-a-vis amenities of the Asset:Spa, Celebrity Chef Driven Restaurant, Meeting Space, GolfSelection of a Collaborative Team to take the Vision to RealityIdentify best possible Strategic Partners that will best fulfill the VisionSelect Brand/Management CompanyContract Negotiations

As the initial vision takes shape, we set our sites on the next phase: Developing A

Strategic Plan that will guide the new property to a successful Grand Opening and well

beyond initial Post-Opening Operations.

Our Strategic Planning and Programming includes a detailed property summary, an

Executive Summary, SWOT Analysis, a report on the Competitive Landscape of the

Lodging Market, Continuing Capital Investment Strategies, ROI, Alternate Use

Opportunities, and Operations Strategies.

To assist and guide all Stake-Holders with the implementation of The Strategic Plan and

Programming Initiatives, eXceed provides a complete range of services to focus on

fostering close working relationships with Owners, the Selected Brand, and the new

Management Teams.

Examples of such services include:




Analysis• Asset Management Services• Hotel/Residence Integration• Contact

“Experience the benefits & peace of mind

by having a Full Service Hospitality Asset Management Company always

at your side.”

Maintain the VisionA detailed property summary, an Executive Summary, SWOT Analysis, a report on the Competitive Landscape of the Lodging Market, Continuing Capital Investment Strategies, ROI, Alternate Use Opportunities, and Operations Strategies is provided to ensure the operations continue as designed.

To further assist all Stake-Holders with the implementation of the Strategic Plan, eXceed offers a complete range of services to focus on fostering close working relationships with owners and management teams that will continue to identify opportunities and ensure maximized performance.

Examples of our Asset Management Services Include:

Operational Assessment Financial Performance Analyses Operator Reporting Best

Practices Management Team Oversight Property Meetings/Calls Performance Benchmarking Competitive Analyses Sales & Marketing Effectiveness Management Contract

Compliance Brand Relations Physical Property Review Capital Expenditure Planning Risk Assessment/Mitigation Strategic Planning

Highest & Best Use Analyses

Contract Negotiation Performance Projections Valuation Modeling Hold/Sell Analyses Exit Strategy Development Marketing/Disposition Facilitation Monthly Operating Performance

Report Strategic Asset Management

Plan Quarterly Asset Management

Reporting Quarterly Performance Metric

Reports Owner Meetings/Presentations Investment Review Summary Industry Articles & Reports




Analysis• Asset Management Services• Hotel/Residence Integration• Contact

“Consider the complexities of ensuring a seamless relationship

between a hotel and its residences, and consider it done.”

Operational, Legal, Governmental, Sales, & Marketing ConsiderationsWorking with Steve Ferris, a hotel and residential development manager

specializing in mixed use development, government relations, condominiums, and condominium hotel structures, eXceed offers an integrated consideration of how residential style hotel units can boost the operational and financial assets of a hotel. Whether creating these units from existing units, converting residences to traditional hotel suites, or otherwise reformulating their relationship to increase the performance of a distressed asset, Mr. Ferris evaluates and facilitates legal matters, operational demands, sales opportunities, development options, and marketing opportunities. Mr. Ferris also effectively manages government relations, including approvals, due diligence assessments, local condominium document requirements, and public financing opportunities. As an eXceed Vice President, Mr. Ferris of course links this work to the Strategic Plan,


Residence Operations and Budgets

Financial Performance Analyses Condominium Structure

Optimization Rental and Use Agreements Shared Facilities Agreements Securities Law Compliance (via

legal) Competitive /Market Analyses Sales & Marketing Effectiveness Management Contract

Compliance Capital Expenditure Planning

Risk Assessment/Mitigation Government Relations Regulatory Compliance Sales Methods and Restrictions Physical Property Review Brand and Operator Relations Licensing Agreements and

Coordination Due Diligence Transaction Agreements

Negotiation HOA Meetings/Presentations Strategic Planning Mixed Use Alternatives Analysis

Examples of our Hotel/Residence Integration Services Include:


“With our Industry wide relationships, extensive background in luxury and upscale market segments, combined with our ability to find hidden value and offer highly

specialized services, there’s no need for owners to go anywhere else for their Asset Management needs.”

--eXceed Partner: Troy S. Bennett, CHA



Programming• Asset Management Services• Contact

Office:Troy Bennett, CHA

786.302.2713 [email protected]

[email protected] ID: troy.bennett2

Washington DC

Steve Ferris303.435.5393

[email protected] ID: s7ferris

Denver, CO


mailto:[email protected]



2012 eXceed Asset Management Services

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