the hardage brand family

H

A FAMILY OF DISTINCTIVE HOTEL BRANDS

The Hardage GroupBUILDERS AND HOTELIERS OF INTEGRITY SINCE 1969

Chase Suite Hotels

Woodfin Hotels

Vivara Hotels and Spas

H

Chase Suite Hotels

East Coast

Midwest

Florida

Texas

California

Woodfin Hotels

Bay Area

San Diego

Orange County


San Diego Bay

Marina del Rey

H

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

H

Our Foundation Brand

H

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

H

•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

H

•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

H

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

H

•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

H

•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

H

•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

H

Signage

H

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

H

Hunt Valley

Hunt Valley

H

Dublin

Dublin

H

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

H

•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

H

•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

H

Our Executive Brand

H

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

H

•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

H

Sorrento Mesa

H

Cypress

H

The New Hardage Brand

H

V I v a r a

F U L L O F L I F E

H

BrandingA 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

H

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

H

Market Positioning

V I v a r a

H

The New Flagship

V I v a r a

H

Lane Field San Diego

V I v a r a

H

V I v a r a

Harbor

Island

Lane

FieldHarbor

Island

Lane

FieldDowntown

Airport

Coronado

H

V I v a r a

Harbor Island site

Lane Field site

H

V I v a r a

King Room

H

V I v a r a

Bathroom

H

V I v a r a

The Signature Suite

H

V I v a r a

Above it All

H

V I v a r a

VIP Lounge

H

V I v a r a

Panorama View

H

V I v a r a

And Beyond

Marina del Rey

H

A FAMILY OF DISTINCTIVE HOTEL BRANDS

The Hardage GroupBUILDERS AND HOTELIERS OF INTEGRITY SINCE 1969

Chase Suite Hotels

Woodfin Hotels


the hardage brand family

Documents