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Hotel Case Studies

Hotel and F&B Success Stories

Take a deep dive into some of our hotel partners' most unique journeys and transformations, all thanks to the Greenwood Effect.

Main Image - The Henry Autograph
Dearborn, MI

The Henry Autograph

Transformation of an Iconic Hotel

  • Led the acquisition of the former 308- room Ritz-Carlton in Dearborn Ml in June 2010,
  • Hotel lacked capital investment for many years
  • Significant challenge of re-positioning an unprofitable hotel in a distressed market
  • Existing Management team was unmotivated and lost focus. Hotel staff was demoralized.
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Our Initiatives

  • Re-branded hotel as The Henry, an Autograph Collection
  • Oversaw renovation of all guestrooms and public spaces to rejuvenate the hotel
  • Re-concepted The Grill to Tria a modern American Brasserie
  • Partnered with Park West Gallery to transform hotel into a dynamic/living art gallery
  • Identified and hired new leadership team
  • Retained hotel's renowned service culture
  • Overhauled the operating and sales procedures to drive revenues and reduce operating expenses

Successful Outcomes

  • RevPAR increased over 100% from $59 to over $120.
  • Gross operating profit increased by over 500%
  • NOI increased by over $8 million
  • Autograph Collection Hotel of the Year 2011 & 2013
  • Named 2013 Hotel of the Year in Detroit by US News
Main Image - 12 Midtown Autograph Collection
Atlanta, GA

12 Midtown Autograph Collection

Branding a Unique Asset

  • Transition of management of the 101-room all-suite hotel in October 2017
  • Located in Midtown Atlantic Station a mixed-use development of retail. office space and condominiums
  • Hotel was under-performing in revenue and guest satisfaction and had no identity as a white label
  • Lack of brand identity
  • Restaurant concept was not attractive to the local market
  • Food & Beverage and Catering Sales were outsourced
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  • Our Initiatives
  • Managed renovation of all guestrooms and public spaces to meet all Marriott Autograph Collection PIP requirements
  • Changed image of the hotel with complete re-concepting and re-branding of hotel and F&B outlets
  • Created brand mark and pull-through operational and service initiatives
  • Implemented operational improvement strategies to drive and enhance profit flow through
  • Utilized Marriott brand resources to increase group and transient revenues
  • Engaged condominium community to increase food &beverage contribution
  • Assumed management of food & beverage operations October 2018
  • Re-positioned and re-focused restaurant concept

Successful Outcomes

  • Successfully converted to Marriott Autograph Collection from a White Label designation in June 2018
  • Increased GSS and BSA scores to achieve green zone status
  • Gross Operating Profit increased 69%
  • Increased Total Revenue by $1.8 million
  • ADR increased from $190.55 - $224.88
  • Food & Beverage profitability increased from a -7.7% to a +18%
  • Increased RGI from 100.7 to 123.5
Main Image - Reikart House
Amherst, NY

Reikart House

Successful Opening of a Tribute Hotel

  • Developer's first life-style hotel project
  • Former 100 room motor lodge the Lord Amherst Inn
  • Independent property
  • Adjacent restaurant building shuttered
  • No formal franchise options were contemplated
  • Overall programming and scope was not formalized
  • Underwriting was preliminary in nature
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Our Initiatives

  • Assisted developer with Marriott relationship to secure Tribute brand designation
  • Managed pre-opening process
  • Assisted branding agency in the creation of the brand story and "mascot" inspired by local legend
  • Developed brand pull through to include the Ambassador uniforms. music in public spaces. signature scents in the public spaces. custom bath amenities. elements of surprise and delight turndown. butler service and retail products all support the brand story
  • Created Jazzboline. a restaurant concept to reflect the same brand story in the name. decor. food & beverage offerings & service
  • Developed menu concept with contemporary fare with well curated cocktails and craft brews on tap

Successful Outcomes

  • Successfully opened as a Tribute July 2017
  • 2018 and 2019 Marriott Hotel of the Year. Distinctive/Premium Brands
  • 108.6% Increase in total revenue from 2018-2019
  • RGI increase from 53.9 to 114.1 from 2018 - 2019
  • GSS Intent to Recommend 83.2%. #1 in brand
  • GSS Staff Service Overall 80.9%, # 1 in brand
  • 165% Increase in vanity website traffic 2018-2019
  • 81% Increase in vanity site conversions 2018-2019
  • Opened Jazzboline Restaurant in June 2019
  • Consistently produced an average $340,000 per month in revenue (pre-Covid)