Saddle Rock Hospitality specializes in management and marketing consulting for hotels and resorts.

1. Hotel Bellwether, Bellingham, WA
Cielo Paraiso, Boquete, Panama
Bear Mountain Ranch, Chelan WA

2. hospitality solutions
Saddle Rock Hospitality (SRH) focuses on property management and
marketing consulting, as well as optimizing under-performing properties.
Cofounders and principals Thomas Ruhs and James Wilmer each
have more than 30 year’s experience in operating/marketing lodging
properties faced with special financial and business challenges.
Since our inception in 1998 as The Hotel Guys, llc, the partners
combined backgrounds have helped transform a wide range
of properties into financially and operationally successful hotels,
resorts and inns, through:
• Marketing-driven hospitality management and operations
• Short-term focus on top-line revenue generation and GOP enhancement
• Long-term focus on business optimization
Hotel Captain Cook, Anchorage, AK

3. a proven track record
The SRH partners have a proven track record of successful turnarounds and the
repositioning of under-performing hotels, inns and resorts in diverse locations.
Successes include:
• Increased the appraised asset value by 33% for the owner of the Carmel Valley
Lodge, Carmel Valley, CA, in just three year’s time
• In a two year period, increased overall occupancy by 14% for Chateau
Cartier, a luxury golf resort near Ottawa, Canada
• Oversaw the construction, development and first year of operation for
Rocky Gap Lodge and Golf Resort, a property developed by public/private
corporation in Maryland
• Increased occupancy by 46.9% over a two-year period for Elkhorn
Resort in Sun Valley, Idaho
• Provided consulting services for DanMar Hotels, including litigation
support for dissolution of partnership agreement, financial and property reviews
Sun Valley, Idaho, home of Elkhorn Resort

4. more r.o.e. (return on experience)
The SRH streamlined approach to business consulting is based
on three key points of differentiation:
1. “SAME SIDE Of THE TABLE” PARTnERSHIPS
We believe that successful turnarounds, short-term and long-term relationships
are successful only when SRH operates with the same objectives, strategies
and goals as its partners.
2. A “nO BOx” APPROACH
The “out-of-the-box” nontraditional methods of problem-solving typically
take as their departure point an “in-the-box” approach. SRH does not follow
a one-size-fits-all or cookie-cutter approach to our process. We rely on our
understanding that each property has a unique set of challenges not shared
with any other property.
3. HAnDS-On OPERATIOnS
When you work with SRH, you get who you see. This means that the SRH
principals are the same people who will be working on and solving your
operational and marketing challenges. We are a hands-on organization with
partners who are not afraid to dig in when the work needs to be done.
Spa of the Pines, Lake Arrowhead Resort and Spa. CA

5. who are we
SRH is a partnership of professionals with a record of success in operations,
finance and turnarounds in the North America lodging segment. The principals’
experience ranges from the luxury segment to moderate lodging products,
in markets around the world, including Alaska, Hawaii, Canada, Central America
and the Caribbean.
SRH principals and associates bring with them diverse backgrounds in all facets
of marketing, branding, lodging operations and finance. The experience of our
principal partners and our key associates provide our clients with a wide range of
strategic resources, including:
• Sales & Marketing
• Business Development
• Operational Management
• Financial Management
• Work-out Solutions
• Revenue Optimization
• Business Turnarounds
• Branding and Positioning
• Ongoing Business Strategy
• Incremental Business Enhancement
Our Lucaya, Grand Bahama Island

6. principals
JAMES R. WILMER
Jim Wilmer is a former corporate hotel marketing executive with over 30 year’s
experience in operating, marketing and managing hotels brands, including
Westin, Hilton, Doubletree and Pierre Cardin’s Maxim’s de Paris Hotels.
Wilmer is the founder of Wilmer Communications, a leading marketing and
advertising agency specializing in top-line revenue generation for such
well-known international brands as Starwood Hotels & Resorts and Hyatt
Hotels & Resorts, as well as a wide range of independent properties.
Wilmer is also founding partner The Window Channel and Blue Pond Media,
both global distributors of HD video media.
THOMAS A. RuHS
Thomas Ruhs’ background encompasses more than 30 years of hands-on
experience in hotel management for hospitality companies including Colonial
Williamsburg, four Seasons Hotels, Buena Vista Hospitality Group, Meristar
Hotels and independent hotels. Ruhs’ strengths lie in his knowledge of the
detailed aspects of operational systems and procedures, from hotel openings
to property takeover and development. His in-depth knowledge and attention
to detail in financial controls, food and beverage operations, room-revenue
generation and profitability greatly contribute to our overall mission statement
of being the best provider of lodging management turnaround solutions.
Sunriver Resort, Sunriver, OR

7. associate partners
LInDA WILMER
A seasoned marketing and advertising executive, Linda has experience on
both the client side, having worked at Princess Cruises, on the agency side at
foote, Cone and Belding and DDB needham, and as an agency owner.
Linda is a brand developer, as well as a brand implementor. She has a keen eye
for design and is a cutting-edge copywriter for such brands as Hyatt, Starwood
and a host of independent properties and cruise lines. She is also an
architectural stylist for photographers specializing in hotels and resorts.
PATRICK MCfARLAn
A specialist in lodging sales management and operations, including experience
with independents and chains, development and takeovers. He has provided
his services for Westin, four Seasons, Elkhorn Resort Sun Valley, Château
Cartier Resort and Rocky Gap Lodge & Golf Resort, to name just a few.
STEVEn MICHEL, CPA
Michel is a skilled policy maker who has successfully directed operations,
marketing and finance for a host of hotels, resorts and inns. Past positions
include: Chief Operating Officer for Raintree Resorts; General Manager for the
Teton Club & Resort in Jackson Hole, WY; and Vice President of finance for
Hilton Hotels Gaming Division.
DAVID M. BRuDnEY, ISHC
Brudney is a veteran sales and marketing professional concluding his fourth
decade of service in the hospitality industry. Since 1979, he has served as
the principal of David Brudney & Associates a marketing consulting firm
specializing in the hospitality industry. He is also a charter member of Hotel Varenna concept, Woodinville, WA
International Society of Hospitality Consultants.

8. friday Harbor House, San Juan Island, WA
capabilities
Our three-step process is supported by capabilities developed from
a wide range of hands-on operational and management experience.
SRH’s success stems from these systemic and intrinsic capabilities:
• Marketing, planning, analysis and implementation
• Research, review and analysis of local and regional market influences
• Competitive market analysis and review
• Research and review of market trends
• Marketing, positioning and strategy development
• Marketing and business plan development
• Advertising and promotional plan development, strategy and implementation
• Interactive and electronic business strategy development and implementation
• Sales management and review
• Revenue management strategies, programs and procedures
• Sales organizational development and deployment
• Sales training and overview
• Sales audit and review
• Sales tools and activities development and review
• Long-range sales strategies and planning
• On-line sales and promotions strategies, deployment and analysis
• Distribution channel development, audit and analysis
• understanding management structure and the deployment of assets
Lake Travis, Austin, Tx

9. clients and case studies
The SRH partners have collaborated on a variety of projects helping hotel
owners meet their unique business challenges. Some of these projects include:
• Carmel Valley Lodge, Carmel, CA
• Elkhorn Resort, Sun Valley, ID
• Chateau Cartier Resort, Ottawa area, Canada
• Cielo Paraiso, Boquete, Panama
• Bear Mountain Ranch, Chelan, WA
• Danmar Hotels, florida
• Rocky Gap Lodge and Golf Resort, flintstone, MD
• Hotel Santa fe, Santa fe, nM (Palm Desert national Bank)
• friday Harbor House, friday Harbor, WA
• Sunriver Resort, Sunriver, OR
• Hotel Captain Cook, Anchorage, AK
• World Trade Center, Seattle, WA
• Breton Bay Beach Resort, Leonardtown, MD
• Roco Ki Beach and Golf Resort, Dominican Republic
• Cave B Inn and Winery, George, WA
• Hotel Bellwether, Bellingham, WA
• Lake Arrowhead Resort and Spa, Lake Arrowhead, CA
• Snug Harbor Resort, San Juan Island, WA
• Our Lucaya Beach and Golf Resort, Grand Bahama Island
• The Grove, West Seattle Inn, Seattle, WA
• Hotel Varenna (Concept), Woodinville Village, Woodinville, WA
• exotel (concept), Seattle, WA
exotel concept, Seattle, WA

10. case study: carmel valley lodge
Overview
Carmel Valley Lodge is an intimate country retreat located inland from the
Monterey Peninsula. The property features spacious fireplace guestrooms,
conference center, swimming pool, sauna, spa, and exercise room.
Project Highlights
• Re-branded to appeal to target market, high-income baby boomers with pets
• Converted accounting procedures to computerized systems entire property
• upgraded property, including new interior and exterior amenities, systems
upgrades, and capital improvements that had been previously neglected
• Sales and marketing efforts to build off-season group and transient business
• Developed an integrated marketing effort, including advertising, collateral,
and Web and interactive sales efforts
• Created in-room dining with local fine-dining restaurant, enhanced Lodge
buffet breakfast,and instituted new catering services for group business
• Reduced short-term debt from $100,000 to zero, while reducing long-term debt
Financial Results
Over a three-year period, the SRH partners’ efforts:
• Increased the appraised hotel asset value by 33%
• Increased hotel revenue by 61.6%
• Increased net operating profit by 137%
• Increased nOI percentage from 24.4% to 35.7%
• Increased Web-originated reservations from 0% to 33% @ $175 ADR

11. case study: chateau cartier
Overview
The 129-room Château Cartier Resort features an 18-hole golf course, fitness
club, a Sam Snead’s Grill, and 20,000 sq. ft. of meeting space. florida-based
Buena Vista Hospitality Group contracted with SRH prior to the acquisition for
branding, positioning, marketing and sales supervision.
Project Highlights
• Renamed the property and created new brand identity
• Positioned as The Conference Resort for the National Capitol Region
• Developed sales and marketing team with set sales goals and incentives
• Created an integrated marketing campaign including advertising, direct
marketing, Web initiatives, sales collateral and brand identity
• Created winter and summer inclusive packages to develop off-peak business
• Developed programs for high-tech, corporate and government business
• Implemented Sam Snead’s Restaurant concept with pro-forma and marketing plan
Financial Results
Total Revenue % increase RevPar
Year 1: 7,596,058 $61.44
Year 2: 9,139,563 20.3% $69.97
Year 3: 10,568,454 15.6% $79.58
Year 4: 10,977,497 3.9% $80.91
Year 1 vs. year 4
• Increased ADR (average daily rate) 27 %
• Increased total resort revenue by 44.5 %
• Increased guest rooms revenue by 31.7 %
• Increased occupancy from 55% to 63.2%

12. case study: rocky gap lodge
Overview
Situated within the 3,400-acre Rocky Gap State Park. The Rocky Gap Lodge has
220 rooms and boasts panoramic lake and mountain views. Conference facilities
total 20,000 sq. ft. The resort also features a Jack nicklaus Signature golf course
and a 195-acre lake and park facility offering boating, fishing and camping.
Project Highlights
• Thomas Ruhs was vice president of BVHG with responsibility for overseeing
development, pre-opening and first year of operation of lodge and golf course
• The lodge was a non-branded entity targeting the Eastern seaboard and Maryland
government and regional state associations
• Partners created all sales and marketing efforts for pre- and post-opening
• Partners created an integrated marketing effort, including advertising, direct mail,
collateral and Web and interactive sales efforts
• Developed and implemented pre-opening budgets, pro-formas, ff&E budgets
and purchasing guidelines for hotel and golf operations

13. Saddle Rock Hospitality, llc
saddlerockhospitality.com
info@saddlerockhospitality.com
505.216.0760
PO Box 31068, Santa Fe, NM 87507
©2011 Saddle Rock Hospitality 08.29.11