2012 eXceed Asset Management Services

-Verb (used with object)
1. to go beyond in quantity, degree, rate
2. to go beyond the bounds or limits of
3. to surpass; be superior to, excel at

Bringing Visions to Life
Asset Management | Distressed Hotel – Turn Around Specialist | Market Feasibility |

Contents

• About eXceed
• Feasibility Study & Market Analysis
• Strategic Planning & Programming
• Asset Management Service
• Hotel/Residence Integration
• Contact

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

• About eXceed
• Asset Management Service
• Contact
We are a passionate team of Hospitality Industry Hotels / Resorts Asset Managed
Veterans with Hotel & Restaurant Operations The Ritz-Carlton, Kapalua, Maui, HI
Experience. The Ritz-Carlton, Rancho Mirage, CA
The Ritz-Carlton, Bachelor Gulch, Vail, CO
As a “One-Stop” solution for Hospitality Industry The Ritz-Carlton, Philadelphia, PA
Owners, we provide an unparalleled array of The Ritz-Carlton, Key Biscayne, Miami, FL
services that spans the initial concept, design and The Ritz-Carlton, Reserve – Molasses Reef,
development of new projects to the ongoing Turks & Caicos
analysis, operation, and asset management of The Ritz-Carlton, Rose Island, Bahamas
existing operations. The Ritz-Carlton, Phoenix
The Ritz-Carlton, Marina del Rey
eXceed’s current / past portfolio includes Hotels Viceroy Anguilla Resort and Residences
and Resorts from Maui to the Caribbean and in Four Seasons Nevis
Central and South America along with branded Cap Juluca, Anguilla
and independent upscale/luxury hotels & resorts Seven Stars Resort – Turks & Caicos
in several countries with an asset value of over $5 Mayflower Renaissance Hotel DC
billion. In addition, eXceed has been involved in Marriott Grand Cayman Resort
the development of hotels and resorts from Tampa Waterside Marriott
ground up construction to extensive renovations Marriott San Diego Marina
ranging from $10 million to $800 million. Marriott Coronado Island Resort
Marriott Marina del Rey
Troy Bennett, CHA has been involved in the Marriott Mission Valley
development and operations of over $5 billion Marriott Scottsdale Resort
dollars worth of Hotels & Resorts worldwide. Marriott Suites Scottsdale
Mr. Bennett has asset Marriott Tampa Airport
managed properties for the Industry’s largest JW Marriott Mexico City
hotel owner, Host Hotels and Resorts as VP of W Hotel Seattle
Asset Management; and owner/developer of Westin LAX
luxury branded hotels, the Gencom Group as Sheraton Hotel and Conference Center –
SVP Asset Management. He has worked with all Santiago, Chile
of the Industry’s major brands, such as Marriott, San Cristobal Hotel - A Starwood Luxury
all Starwood Hotel brands, The Ritz-Carlton, Four Collection – Santiago, Chile
Seasons, and luxury independent and boutique La Posada de Santa Fe, NM
properties. Mr. Bennett’s has a long career as Hotel ICON, Houston, TX
General Manager, Multi-Unit Operator and AM. Casa Monica and Celebration Hotel, FL


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.

• About eXceed
• Development
• Pre-Opening Asset Management
• Post-Opening Asset Management
• Contact 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 Oversight
From 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.


• About eXceed
• 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.


• About eXceed
• Asset Management Services
• Contact
Create the Vision
An eXceed Feasibility Study & Market Analysis will
The First Steps: include, but not be limited to:
Understand the Market
Establishing and Maintaining a high level of Market Place Demographic & Economic Breakdown
Market Visibility requires a sharp awareness Hotels in the Market Place
Restaurants in the Market Place
of changing trends, fluctuating economic
Photographic Essay of the Market Place
conditions, competitive growth, emerging
Conclusion
technologies, and ongoing relationships with
increasingly savvy and well-traveled guests. The Study and Analysis will provide the necessary
information to assemble the Vision, or Master Plan, for
It is essential that a fully developed or brand the Project. We will also:
new property maintain a clear understanding
of their intended clientele's expectations and Understand Residential Components that are in demand
needs. If not, potential, new and repeat for the Market and evaluate potential:
 Price Points
business may quickly opt for other choices in
 Size
the Market Place. Important factors such as  Quality
services, amenities, dining venues, facilities,  Services
pricing structure, décor, service style, and a  Rental programs
multitude of other details are key to making  Association Development
a substantial impact in the competitive arena  Fees

as well as increasing business year after
year. 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.


• About eXceed
• Contact

The Genesis- A Complete Strategic Program:
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:

Master Planning of the Asset
Determine Overall Best use of Space
Density & Space Programming
Determine Scope & Identity of Residential Components
Programming of Hotel vis-a-vis amenities of the Asset:
Spa, Celebrity Chef Driven Restaurant, Meeting Space, Golf
Selection of a Collaborative Team to take the Vision to Reality
Identify best possible Strategic Partners that will best fulfill the Vision
Select Brand/Management Company
Contract Negotiations


• About eXceed
• Contact

Maintain the Vision
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 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 Highest & Best Use Analyses
Financial Performance Analyses Contract Negotiation
Operator Reporting Best Practices Performance Projections
Management Team Oversight Valuation Modeling
Property Meetings/Calls Hold/Sell Analyses
Performance Benchmarking Exit Strategy Development
Competitive Analyses Marketing/Disposition Facilitation
Sales & Marketing Effectiveness Monthly Operating Performance Report
Management Contract Compliance Strategic Asset Management Plan
Brand Relations Quarterly Asset Management Reporting
Physical Property Review Quarterly Performance Metric Reports
Capital Expenditure Planning Owner Meetings/Presentations
Risk Assessment/Mitigation Investment Review Summary
Strategic Planning Industry Articles & Reports


• About eXceed
• Contact

Operational, Legal, Governmental, Sales, & Marketing Considerations
Working 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,

Examples of our Hotel/Residence Integration Services Include:

Residence Operations and Budgets Government Relations
Financial Performance Analyses Regulatory Compliance
Condominium Structure Optimization Sales Methods and Restrictions
Rental and Use Agreements Physical Property Review
Shared Facilities Agreements Brand and Operator Relations
Securities Law Compliance (via legal) Licensing Agreements and Coordination
Competitive /Market Analyses Due Diligence
Sales & Marketing Effectiveness Transaction Agreements Negotiation
Management Contract Compliance HOA Meetings/Presentations
Capital Expenditure Planning Strategic Planning
Risk Assessment/Mitigation Mixed Use Alternatives Analysis


• About eXceed
• Contact

Office:
Troy Bennett, CHA
786.302.2713
troyb@exceedhaa.com
hoteliers@aol.com
Skype ID: troy.bennett2
Washington DC

Steve Ferris
303.435.5393
ferris@mesa.net
Skype ID: s7ferris
Denver, CO


2012 eXceed Asset Management Services

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