A Family of Distinctive Hotel Brands

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A FAMILY OF DISTINCTIVE HOTEL BRANDS
The Hardage Group
BUILDERS AND HOTELIERS OF INTEGRITY SINCE 1969
Chase Suite Hotels
Woodfin Hotels
Vivara Hotels and Spas

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Chase Suite Hotels
East Coast
Midwest
Florida
Texas
California
Woodfin Hotels
Bay Area
San Diego
Orange County
Vivara Hotels and Spas
San Diego Bay
Marina del Rey

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The Hardage Brand Signatures
Designed, built and operated for long term ownership
A unique experience that reflects the character of its location
• Feeling of an favorite independent property
• Service experience of an established hotel group
• Engages the guests imagination
Signature “Double Hat” service
• Warm, intimate culture with personalized service
• Caring staff with ‘own it’ culture
A company that cares
• Vision of Children
• Environmental Initiatives
• Community Contributions

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Branding
Position as higher value option against trendier and more
corporate chain offerings such as Aloft, Hyatt Place and
Marriott groups with more “home-style” approach.
Residential “Great Room”-feel Guest House, “local pub”-
style F&B operations, “Family style” service approach.
Upscale Extended Stay / Group/ Corporate/Leisure
Bed and Breakfast-style atmosphere
Oversized suites
Village-like garden setting
Convenient complimentary parking
Guest House
• Great Room dining and pub area
• Board Room
• Library Lounge
• Guest Services

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•Charm of a bed and breakfast- Uniqueness of a boutique hotel
•Unique oversized Suite with sitting areas and sleeping rooms
•Guest House with Library/Media Room, and a dramatic Great
Room
•Complementary Hot Breakfast Buffet and Morning Coffee
Service, Weekly Manager’s Reception, and Happy Hour during
the week
•Meeting Room and Prefunction Areas
•Express Office Bars, with computer terminals and printers
•Outdoor terrace with swimming pool, spa and BBQ Grill
•Complementary guest parking close by guest accommodations
Brand Signatures

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•Served on China
•Fresh waffles daily
•Egg dish daily, meat dish at local discretion
•Juice and milk served in pitchers
•Muffins
•Yoghurt / fresh fruit / cereal (include healthy choice)
•Local favorites (e.g. grits, Huevos Rancheros)
•Breakfast charge ($10.95) for extra guests
Complimentary Breakfast

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Guest House to become friendly gathering place in the evenings with
food and beverages served to guests
•“Local pub-style” food
•Bar to be open to sell drinks . . .
•Weekly Manager’s Reception hosted by GM and Sales Team
•Limited meal service includes signature pizzas
•Food and beverages may be signed to guests’ accounts
•Where possible, hotels will apply for license to sell alcohol
•Roll out will follow successful application for alcohol licenses
Social Hour

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•Painted wood windowed door with polished brass hardware
•Signature Chase lantern at each front door
•Front desk visible on entry
•Upgraded Security system
•“We are always here for you”
•Office space to be screened from guests
•Bowl of fruit on desk weekdays
•Cookies weekday evenings
•USA Today and Local Newspaper available.
•Coffee service in Guest House 5am to 10am and 4pm to 7pm
Brand Standards

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•40 inch flat panel TV
•Scanner/fax/printer in room
•Same bed package as standard room
•‘I-Home’ alarm clock next to bed
• 2 bath robes
•Wood hangers
•Our own signature amenities
•Turn down service offered
•Free Wi-Fi and local calls
•Cordless telephone / speakerphones
•Wall Street Journal
•Logo’ed Desk set (notepad/pen/pencil/ruler/stapler)
•Dark, sugar-free chocolates
The Signature Suite

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•Become the all-suite product of choice
•Hotel design through renovations
•Focus on ‘Guest House’ experience and oversized Suites
•Pristine “cottage-style” grounds with upgraded landscaping
•Warm, friendly, well-maintained interiors
•Revised SOP’s
•Combine the current best practices
Strategy for growth

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A Place to Get Together
Renovation Strategies
Emphasize classic American style
Highlight garden atmosphere
Create cottage style environment
Add General Store-style retail
Expand events and meetings
facilities
New Guest House furnishings
Enhanced pool areas

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Oversized suites and guest rooms
Guest House
Buffet Breakfast
Social Hour
Mansion-quality bedding
Cook’s kitchens
Loft-style group accommodations
Convenient, complimentary parking
Personalized, local, service
Business and leisure-friendly focus
Entrepreneur owned and operated
Community commitment
Brand at a glance

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•Now the foundation brand of The Hardage Group brand family
•Four conversions from the Woodfin brand to Chase Suite
Hotels by Q2 2008 (Newark, Brea, Rockville and Dublin)
•New property and van signage and exterior lighting
•13 hotels growing to 21 by 2009
•50+ by 2011 through Acquisition,
•Franchise, Management and new development
The way forward

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•Renovations complete April 2008
•New signage in place April 2008
•Website to be redesigned by Q2 2008
•Conversions websites to be complete by April
•Quality photography to await spring weather
•New room diagrams to be produced
•Collateral to be re-printed to highlight ‘Chase’ designation
•Stationery items (note pads, letterhead, business cards, room
keys etc)
•All four conversion properties will hold opening parties
Next steps

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Branding
Position as higher value alternative to typical suburban
chains. Offer added value of boutique hotel style, and
quality of city hotels, for corporate office and suburban
campus environments close by visitor attractions.
Upper Upscale Extended Stay / Group/ Corporate/Leisure
Sophisticated design and atmosphere
Oversized suites
Outdoor patio and pool
Convenient complimentary parking
On site dining and lounge
• Enhanced meeting space
• Board Room
• Fitness center
• Business services

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•Sophistication of a city hotel- Uniqueness of a boutique hotel
•Destination dining and lounge area
•Outdoor patio dining
•Unique oversized Suites with sitting areas and sleeping rooms
•Meeting Rooms and Prefunction areas with outdoor breakout
spaces
•Business Center/Library, with computer terminals and printers
•Lavishly landscaped terrace with swimming pool
•Museum quality art collections
•Upgraded executive level accommodations
•Complimentary guest parking close by guest accommodations
Brand Signatures

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V I v a r a
F U L L O F L I F E

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Branding
A new kind of guest experience for the youthful
baby boomer that is an experienced traveler.
Appeals to a sophisticated consumer that is
full of life, aware of trends, but past
trendiness.
San Diego’s finest hotel
• Destination food and beverage concepts
• Signature spa and fitness facilities
• Waterfront meeting and event spaces
• Luxury for those that understand value
• A unique, timeless, classic style
• Creative approaches to enhance guest experience
V I v a r a

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Brand Signatures
V I v a r a
Unique hotel with timeless, classic style
Casual luxury
Designed, built and operated for long term ownership
Destination restaurant and lounge
Signature waterfront event and meeting spaces
A new kind of guestroom suite
Crossover appeal for business and leisure
Services understanding of the needs of experienced
travelers
Focus on quality of life for both customer and staff
Commitment to community service

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Market Positioning
V I v a r a

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The New Flagship
V I v a r a

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Lane Field San Diego
V I v a r a

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V I v a r a
Harbor
Island
Lane
FieldHarbor
Island
Lane
Field
Downtown
Airport
Coronado

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V I v a r a
Harbor Island site
Lane Field site

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V I v a r a
The Signature Suite

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V I v a r a
And Beyond
Marina del Rey

A Family of Distinctive Hotel Brands

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