Four Points by Sheraton
Advisory Board Meeting - Washington DC May 10 & 11

In Attendance:

STARWOOD:
Hoyt Harper - SVP Four Points by Sheraton
Lynne Dougherty - SVP Owner Relations
Sandy Swider -VP Four Points by Sheraton
Kristina Vetta - Senior Brand Manager
The Design & Marketing Team

ASFONA:
John Shingler - President
Hung Luk - Vice Presidenr & Secretary

THE ADVISORY BOARD:

Meeting Overview:

State of the Brand – Hoyt Harper
Significant RevPar increases for the brand had been achieved this year.
The development Pipeline is the best the brand has ever recorded.
GSI scores year on year have improved in every category.
StarGuest Responses were shared and discussed by the group.
Design Update – Lara Shortall
The 3-D Model Imagery Boards of the two new model rooms and the prototype hotel were presented. It was noted that this was a work in progress. The group provided Lara and Hoyt with valuable feedback.
New Signage Program – Hoyt Harper
All hotels are required to have the new signage by June 30th 2008.
A matrix showing the cost criteria was distributed and discussed.
Property Economic Model – Hoyt Harper
The line item cost associated with the development of a Four Points by Sheraton was shared with the group.
Food & Beverage – Pete Lesser
Updates given on the following:
Seattle’s Best Coffee.
Best Brews Program.
Four Pies Program.
Centralized Procurement Services – Pete Lesser
The Procurement proposal was presented to the group.
The brand will be testing the program at the following hotels;
Four Points by Sheraton – Los Angels Airport – Miami Beech – Washington DC – Portland East – Norwood – Cagual Real.
Brand Initiatives Update – Sandy Swider
Sandy presented the latest updates and conclusions on the following:
Uniforms.
Bathroom Amenities.
Collateral.
Brand Standards – 2006 Initiatives and Key Dates – Kristina Vetter
Kristina presented fourteen different brand initiatives and the key dates for the implementation of each. This was followed by a further Brand Initiative “Brain Storming Session”
Field Marketing – Dave Marr & Peter Mack
Dave and Peter presented the Web Site marketing opportunities and the impressive success ratio's being achieved to date. Hotels really MUST sign up for this.
Revenue Management – Raul Moronta
The results of this very successful program were shared with the group and Raul confirmed that increases to his staffing levels had taken place. Hotels must sign up with this program where the results speak for themselves.
Marketing Dollars:
More discussion on this proposal is required. The goal must be to drive much - much more incremental business to the brand.

 
TO ASFONA MEMBERS
ASFONA Members who would like to receive more detailed information on any of the above discussion points should contact John Shingler at johnshingler@asfona.com 
or 619-756-2424.