TABLE OF CONTENTS

2 WHAT DEFINES US

9 WHO DEFINES US

12 THE EXPERIENCE

19 DESIGN PHILOSOPHY

22 DINING PHILOSOPHY

25 OUR FUTURE

28 OUR LEADERSHIP

42 CLOSING

WHAT DEFINES US

tommie was created as much by what we leave out as by

what we put in.

Designed not only for rest, but to ignite the imagination.

Dedicated to the power of ideas. Beyond noise and clutter,

a space to explore for those whose visions change culture.

In every square foot, tommie is an opportunity to meet and

be inspired. Where art and atmosphere seep in from the

surrounding neighborhood, and collaborations seep back out.

Understanding that less but better is not the lack of

something. It’s simply the perfect amount of something.

THE STORY

3 WHAT DEFINES US

4 WHAT DEFINES US

“DESIGN SHOULD NOT DOMINATE THINGS, SHOULD NOT DOMINATE PEOPLE. IT SHOULD HELP PEOPLE. THAT’S ITS ROLE.”

- Dieter Rams

To the youthful and open-minded, tommie is a micro-lifestyle hotel designed to unleash the potential of every interaction, every moment, and every square foot.

THE PITCH

5 WHAT DEFINES US

EDITED

Voluntary simplicity means that here, less is not more.

This is a choice not of economy, but of desire.

PERSONALIZED

The ability to author your own experience.

Providing ingredients for connection. This guest focuses

on considered choices.

INSPIRED

A shift in point of view that opens new possibilities,

sparked by a community of like-minded, passionate

individuals. It might become a call to try something a

different way, to see a new angle, or incubate an idea.

THE BELIEFS

7 WHAT DEFINES US

“DON’T WORRY ABOUT COOL, MAKE YOUR OWN UNCOOL. MAKE YOUR OWN, YOUR OWN WORLD.”

- Sol Lewitt to Eva Hesse, 1965

WHO DEFINES US

tommie is built for The Essentialist. A way of life

for the individual who views the expenditure of time

as a series of small choices that, if made carefully,

result in a personal story filled with purpose and

achievement. A traveler who seeks to maximize the

value of each moment and each dollar spent. A guest

who understands more about what they don’t want

than what they do and take pleasure in missing out

on what’s cool rather than having a fear of it.

Essentialists know they have the ability to create

their own cool.

Navigating the stay, these youthfully-spirited guests

appreciate thoughtfulness, intention and creativity in

what they are offered. They consider, explore and try

ceaselessly to calibrate their taste. They understand

there is potential in everything, but only find value in

the right thing. More so, they believe that community

and collaboration will lead them to their next great

discovery.

Always aware of their potential to shape the world we

live in. Never wasting and continually refining. You

will find them in the cultural and creative centers of

the world. You will find them at tommie.

THE ESSENTIALISTS

10 WHO DEFINES US

“VOLUNTARY SIMPLICITY MEANS GOING FEWER PLACES IN ONE DAY RATHER THAN MORE, SEEING LESS SO I CAN SEE MORE, DOING LESS SO I CAN DO MORE, ACQUIRING LESS SO I CAN HAVE MORE.”

- John Kabat-Zinn

11 WHO DEFINES US

THE EXPERIENCE

Service at tommie enriches the power of the tommie

community in creative circles, encourages discovery and

facilitates intuitive problem solving when called upon.

Team members should support guests in exploration

and discovery, offering guidance as needed. All team

members should have expert knowledge of the immediate

neighborhood. They should know what is available to

guests within the area, while offering a highly personal

and unique point-of-view on the broader market. They

should understand the underground local culture and be

aware of indie aspects of the market. They should also

be excited to share personal recommendations and offer

customized ideas based on their interactions.

All team members are expected to bring a relational

approach to their roles and serve as a friendly host, not

the more formal, systematic servant. We pride ourselves

on responsiveness that is organic, not scripted. We

should empower guests to help themselves.

OUR SERVICE

13 THE EXPERIENCE

14 THE EXPERIENCE

OUR SIGNATURES

YOUR STAY, YOUR TOMMIE

Author your own tommie experience by browsing a

complimentary selection upon check-in. Here you’ll find

opportunities to bring color and flavor into your room.

Find an inspired set of aesthetic elements to customize

your space to suit your desires... posters, flowers,

curios, blankets.

THE GENERAL STORE

Carefully selected bites and drinks from local purveyors,

artisan goods from craft makers, indie fashions and

exclusive tommie collaborations. All available for

purchase to enhance your stay or to take with you.

Refreshed regularly to ensure new discoveries surface

on your next stay.

THE WORD

tommie engages with indie brands, thinkers and artists

to share their cultural finds and perspectives, including

inspired photos, videos, articles, events, talks, debates

and gatherings. tommie interprets creativity broadly,

and our Indie at Large influencers join us from cutting

edge and experimental artistic, scientific, philosophical,

philanthropic, entrepreneurial and arts worlds.

15 THE EXPERIENCE

TOMMIE NOW

We organically inspire community by connecting our guests

through intriguing digital data captures. Guests offer

their data by opting-in through the mobile web either

at booking or on-property. Prompts to weigh-in on polls

or contribute recommendations and creative thoughts

are sent via email or text in real time and answers

aggregate into visual representations displayed in-room

on TV screens where they can be viewed by all guests.

The concept will encompass crowd-sourced data of all

kinds: ideas, votes, favorite drinks, songs, etc. that

tell the tommie story as it happens and help us shape

preference-based offerings on the fly.

THOUGHT STARTERS

Crowd-sourced art features bring people together to

share a point of view on the Post-It Wall or contribute

an individual vision to an on-going art project like

music, stories, art pieces, code, etc. Known makers and

achievers will be called upon to submit their own Thought

Starters as prompts to the tommie community. These

projects will come to life both on-property and online

meaning you can participate both during and outside of

your stay.

16 THE EXPERIENCE

SPACE AT TOMMIE

Also known as tommie’s meeting spaces, they are designed to

provide a home to entrepreneurs and project teams. Spaces where

intimate groups of inspired collaborators huddle to share ideas.

COMMUNAL SPACE

Communal experiences may take place in a library or listening

lounge, but their form doesn’t matter as much as what

happens inside each space. Through subtle messaging, frequent

programming and word-of-mouth whispering, tommie’s communal

space will be known as the place to go for conversation with

other guests, moments of serendipity and unplanned discovery.

Locals will be equally welcome in this inclusive environment

where deep thinking is the norm and the excitement of what might

happen is intoxicating.

THE TOMMIE TAP

Adhering to our commitment to personalizing the guest stay,

aesthetically pleasing and unexpectedly fun multi-tap drink

walls will exist at each tommie. Appearing most often as an

extension of rooftop bar outlets, these touch-screen operated

stations will allow guests to control their intake by purchasing

a rotating selection of locally made craft beers, wines and small

batch cocktails directly from their room key or mobile phone.

You can even pre-load your credits before arrival.

17 THE EXPERIENCE

“GIVE POWER TO THE [GUEST] TO CONDUCT HIS OWN EDUCATION, FIND HIS OWN INSPIRATION, AND SHAPE HIS OWN ENVIRONMENT, AND SHARE THAT ADVENTURE WITH WHOEVER IS INTERESTED.” - Stewart Brand

DESIGN PHILOSOPHY

DESIGN ETHOS

Our approach melds aesthetics and functionality.

Materiality is simultaneously raw and refined. This

materiality is part of what makes tommie unique. We

were inspired by the spirit of academic culture and

spaces, creating an allusion to modern day intellectual

space. The aesthetic sweetspot is approachable, casual,

smart and functional.

THERE ARE THREE HALLMARKS OF DESIGN:

LESS IS DESIRABLE; THIS IS A CHOICE, NOT OF ECONOMY BUT OF DESIRE.

PURPOSE-DRIVEN LUXURY.

AN EDITED AESTHETIC ROOTED IN THE EXPERIMENTAL AND FUNCTIONAL SPIRIT OF MID-CENTURY DESIGN.

20 DESIGN PHILOSOPHY

21 DESIGN PHILOSOPHY

DINING PHILOSOPHY

RESTAURANTS & BARS

Restaurants and bars are incorporated throughout the

hotel public spaces, driving an energetic sense of

community. It’s about the pleasure of unexpectedly

finding the perfect thing for you, whether that perfect

thing is a bite on the run, a 3-course-meal or a

conversation over cocktails.

While guests are free to help themselves, employees

are trained to anticipate when to offer an unobtrusive

hand. The experience is atypical, but intuitive.

Partners are proven and acknowledged for their craft,

they are edited, passion-driven, and approachable. They

avoid passing trends and are on the culinary rise.

23 DINING PHILOSOPHY

24 DINING PHILOSOPHY

“IT IS VAIN TO DO WITH MORE WHAT CAN BE DONE WITH LESS.”

- William of Occam

OUR FUTURE

The success of existing competitors has proven

that the consumer is willing to stay in a micro

hotel room at comparable pricing to hotels with

larger guestrooms and less character.

The tommie concept, aesthetically and

operationally, may become the blueprint for the

next evolution of hotels in gateway cities. We

will step outside of the standard star-rating

system with a hotel that sets new standards,

rather than following old ones. T his is a new

way to look at hotel living—combining form and

function with a true sense of value by providing

a comprehensive lifestyle hotel experience with a

micro scale guest room. It’s a platform designed

for established and emerging cosmopolitan cities

worldwide where cost of land and barriers to

entry are high.

The economic benefit of placing tommie hotels in

urban gateway cities involves a simple formula —

by driving the key count, the tommie brand will

deliver higher revenues and profits per square

foot than a traditional hotel.

THE GROWTH

26 OUR FUTURE

“VOLUNTARY SIMPLICITY MEANS GOING FEWER PLACES IN ONE DAY RATHER THAN MORE, SEEING LESS SO I CAN SEE MORE, DOING LESS SO I CAN DO MORE, ACQUIRING LESS SO I CAN HAVE MORE.”

- John Kabat-Zinn

OUR LEADERSHIP

Journeys of a lifetime can manifest unexpectedly

in a single moment, turning ordinary trips into

transformative experiences. At Commune, we anticipate

ways to make an indelible stamp on the lives of our

guests, employees and communities; one that inspires

the human spirit and morphs trips into journeys.

Our commitment to creating these transformative

experiences lies in a very special place - the hearts

and hands of our nearly 5000 team members.

Every employee plays a part in Commune’s approach

to creating and operating our diverse portfolio of

celebrated, highly distinct and boldly innovative

global hotel and resort brands. Our brands stand

on their own with rock-solid identities, unwavering

purpose and loyal followings; together, they span

the lifecycle of travelers all over the world. This,

combined with the visionary leadership of renowned

industry veterans John Pritzker and Niki Leondakis,

has created passionately loyal guests, motivated and

fulfilled employees and sustainable value for investors,

developers and owners.

OUR FAMILY

29 OUR LEADERSHIP

With John Pritzer and Niki Leondakis at the

helm, Commune brings visionary leadership and

a commitment to highly profitable returns for

our developers and owners.

OUR LEADERSHIP

30 OUR LEADERSHIP

JOHN PRITZKER, Chairman of the Board

A 25-year veteran of the hospitality industry,

John Pritzker’s private equity firm, Geolo Capital,

acquired a controlling interest in Joie de Vivre

Hospitality in June 2010, one year after purchasing

and re-imagining the iconic Carmel Valley Ranch in

California. In 2011 Pritzker organized the merger of

Joie de Vivre Hotels and Thompson Hotels, a lifestyle

hospitality company, forming the parent company

Commune Hotels & Resorts. John joined his family’s

company, Hyatt Hotels Corporation, in 1972, where

his passion for the guest experience took flight.

When he departed Hyatt in 1988, Pritzker became

a founding board member of TicketMaster, Inc. and

continued on to form Mandara Spa.

31 OUR LEADERSHIP

32 OUR LEADERSHIP

NIKI LEONDAKIS, Chief Executive Officer

Niki joined Commune in 2012 to lead the global

expansion for the Commune brands. Previously,

she was President and Chief Operating Officer of

Kimpton Hotels & Restaurants, where she grew the

company from xx hotels to 50. Three times during

her 19 year-tenure at Kimpton, the company was

named one of Fortune Magazine’s 100 Best Companies

to Work For. Niki was cited as one of the “100

Most Influential Women” by the San Francisco

Business Times yearly from 2002 to 2010 (in 2011,

she was inducted into its honor roll), recognized

as one of “30 Women Power Players” by Nation’s

Restaurant News, and named one of the “Most

Powerful Women in Travel” by Travel Agent Magazine.

Prior to Kimpton, Niki held various leadership

roles at The Ritz-Carlton.

33 OUR LEADERSHIP

“GOOD DESIGN IS MAKING SOMETHING INTELLIGIBLE AND MEMORABLE. GREAT DESIGN IS MAKING SOMETHING MEMORABLE AND MEANINGFUL.”

- Dieter Rams

SALES, MARKETING AND REVENUE MANAGEMENT BACKBONE

Commune’s approach to sales, marketing and revenue

management is as simple as it is sophisticated. We

marry world-class technology with the industry’s

best talent to offer efficient, effective and

personalized solutions to create demand. We believe

in being early adopters of new systems, but we

put as much stake in good old-fashioned boots-on-

the-ground deployment methods. Our model results

in a sales, marketing and revenue management

organization that goes head-to-head with major

brands, yet at a lesser cost.

OUR PEOPLE-POWERED SALES FORCE IS AT THE HEART OF PROFITABILITY

Commune’s comprehensive global sales program is

comprised of highly-trained and deeply-networked

talent, located across the globe to match customer

buying needs, and armed with scalable technology

solutions for highly effective hotel-to-hotel

cross-selling and maximum profitability.

34 OUR LEADERSHIP

COMMUNE’S MARKETING FUNCTION GENERATES DEMAND FOR OUR HOTELS THROUGH LEADING EDGE, PROVEN, MULTI-CHANNEL PROGRAMS

Our powerful public relations program delivers highly

credible earned media by influential journalists.

Leveraging the latest in e-commerce, content, mobile

and SEO, we synchronize industry-leading websites,

e-mail marketing campaigns and magazine-quality

hotel blogs to drive engagement. Our innovative

Community Management Program enables greater guest

personalization through social media. Combined,

these efforts ladder up to strong traffic, positive

brand awareness, epic guest engagement and enhanced

booking conversion rates.

35 OUR LEADERSHIP

“A DEGREE OF CHAOS IS ESSENTIAL TO DISCOVER WHAT WE DON’T KNOW WE’RE LOOKING FOR.”

- Unknown

OUR REVENUE MANAGEMENT DEPARTMENT BRINGS THE BEST PEOPLE AND TECHNOLOGY RESOURCES TO BEAR FOR YOUR BOTTOM LINE

Commune’s approach to pricing and inventory-management

is enhanced by our partnership with industry-leading and

award-winning Sabre Hospitality Solutions for cutting-

edge CRS and distribution technology. We maintain direct

connections and strategically partner with all major

Online Travel Agencies. Our global reservation call

center has earned industry-setting guest satisfaction

scores and is available to guests 24/7. We manage search

engine marketing investments closely to produce high

return on ad spend.

COMMUNE TAKES LOYALTY FURTHER

Commune’s leadership has worked with hotel guests,

employees and top minds in customer experience to

develop a portfolio-wide loyalty program, set to debut

in 2015. The program will turn brand loyalty status quo

on its head with a truly refreshing, unique approach

to recognizing and rewarding customers and generating

return stays from our best guests.

36 OUR LEADERSHIP

“DESIGN MUST REFLECT THE PRACTICAL AND AESTHETIC IN BUSINESS BUT ABOVE ALL... GOOD DESIGN MUST PRIMARILY SERVE PEOPLE.”

- Thomas J. Watson

“With a trio of edgy lifestyle brands under its umbrella, Commune Hotels & Resorts has carved its niche in the industry as something of an avant-garde hospitality company.”Hotel Business Design

“John Pritzker wants to develop his line of boutique hotel brands at a measured pace, allowing him and his team to do things really well and have fun along the way.” Hotels Magazine 2013

“Commune Hotels & Resorts is quickly building a hospitality empire...going full speed ahead to grow its footprint globally.”San Francisco Business Times

“Today, as CEO of San Francisco-based Commune Hotels & Resorts, [Niki] Leondakis has become one of the country’s most prominent women in the leisure and travel business.” San Jose Mercury News

Commune named among “Gay Travel: 22 Companies We’re Proud Of”Travel & Leisure

Joie de Vivre wins “Best Single Social Media Promotion”Travel & Leisure’s Social Media in Travel & Tourism Awards

EDITORIAL REVIEWS

38 OUR LEADERSHIP

ACCOLADES

Conde Nast Traveler’s Hot ListThompson Chicago, Belgraves Hotel

Conde Nast Traveler’s Readers’ Choice AwardsCarmel Valley Ranch - One of the Best Resorts in Northern California and One of the Top 121 Golf Resorts in the World

Thompson Chicago - One of the Top 25 Hotels in the US; One of the Top 100 Hotels and Resorts in the World

Hotel Vitale - One of the Top 100 Hotels and Resorts in the World

Conde Nast Traveler’s/Traveller’s Gold ListVentana Inn & Spa, Thompson Toronto

Travel & Leisure World’s Best AwardsCarmel Valley Ranch - One of the Best Family Resorts in the US

Hotel Vitale - One of the Top City Hotels in the US

Ventana Inn & Spa - One of the Top 100 Hotels in the World

USA Today’s 10 BestBelgraves Hotel - One of the 10 Best Boutique Hotels in London Galleria Park Hotel - One of the 10 Best Pet-friendly Hotels

Harper’s Bazaar UK Travel Hot 100Belgraves Hotel, Hotel Vitale

39 OUR LEADERSHIP

Approximately 90% of Commune’s portfolio earned 4+ starsTripAdvisor

11 hotels ranked “Top 10” list in their respective citiesTripAdvisor

Thompson Chicago named to “It List,” “100 List” and “Best Urban Hotels of 2014” listTravel & Leisure, Departure Magazine, Wallpaper

Hotel Lincoln voted one of “Chicago’s Best Boutique Hotels” Travel & Leisure

Galleria Park Hotel named “One of the 10 Best Family-friendly Hotels”USA Today

Ventana named “500 Best Hotels List”Travel & Leisure

Hotel Vitale ranked as one of “The Best Business Travel Hotels in the US” Conde Nast Traveler

ACCOLADES

40 OUR LEADERSHIP

41 OUR LEADERSHIP

CLOSING

We’re lovers of inspiration — the stuff that makes

new happen.

Our hotels are born from the surrounding

neighborhoods as incubators of ideas, collaboration

and exploration. It’s the spaces’ deft mix of

curated economy and personal touches that provides

room for our unique guests to reveal (and revel

in) their potential.

These Essentialists are not bound by the

traditional notion of what’s cool. And we love

that. These are guests who make their own way,

thoughtfully, purposefully and efficiently.

It’s only by fully recognizing the needs of

this unique customer and meeting them with the

philosophies outlined in this guide, that we

can help evolve the tommie presence and inspire

experiences that truly break new ground.

CLOSING

43 IN CLOSING

“THANK YOU AND GOODNIGHT.” - Unknown