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Board projects > Projects 2010 -2011

Board Projects

Projects 2010 -2011

A meeting of the ASFONA Board of Directors was held at the "W" Union Square - New York on May 13th 2010. One of the primary goals on the board meeting agenda was to agree with Starwoods North Americas leadership team the ASFONA / Starwood "Areas of Focus" for 2010 & 2011 and the designated team principals. Denise Coll, the President of Starwood North America joined the meeting to communicate the commitment of Starwood to the process and to inform the board of the next steps in formalizing the business plan

Board Meeting
Thursday May 13th - 2010
5.30 PM  to  6.30 PM

The “W” Union Square – New York


In Attendance:
John Shingler – Chairman
Hung Luk – Paul Wischermann – Bruce Kinseth – John Belden – Abe Moses – Paul Leier – Troy Petecost – Howard Zetley – Gerry Chase – Greg Miller – Jay Mahan  - Lou Karger – Bob Morse
Starwood Hotels & Resorts:
• Denise Coll – President – North America
• Lynne Dougherty – Senior Vice President – Owner & Franchise Services
• Susan Sepehri -  Vice President – Owner Relations
SUBJECT: ASFONA – “Areas of Focus” 2010 – 2011:-

Denise Coll informed the ASFONA board that she had communicated the ASFONA “Areas of Focus” strategic plan to her leadership team and informed them of the goal of incorporating input from ASFONA into the respective areas of responsibility.

Denise Coll had provided John Shingler with the presentation deck used at her management meeting. This deck was presented to the board. The agreed strategic intent and key goals together with the “Areas of Focus” are as follows”

Strategic Intent of Focus Areas:
• To establish a dedicated communication process for ASFONA and Starwood to align, engage and strengthen the relationship while sharing joint expertise which ultimately fuels success for all parties.
Key Goals of Focus Areas:
• To focus on six clear areas to enable Starwood and ASFONA to develop and impliment the most effective communications process.
• Determine a constructive, positive work stream inclusion plan to secure strong engagement between ASFONA members and Starwood.
• Strengthen the awareness of ASFONA access to Starwood initiatives.
• Work at an organic pace, being sensitive to accomplishing goals while balancing current workloads.
• Share in the process for mutual success.


Team Members:

President – John Shingler
Board Member Principals – Jay Mahan & Paul Wischermann
Lead Executive – Lynne Dougherty
Key Focus:
• Organizational Structure & Support
• Owner Communications
• Owner Relations
• Senior Management Access
• Compliance (GSI-QA)
Team Members:

President – John Shingler
Board Member Principals – John Belden – Paul Wischermann
Lead Executive – Dave Marr  (Denise Coll - First Meeting)
Key Focus:
• Accountability – Measurement Criteria
• Brand Performance – Measurement against Agreed Comp Set
• Brand Cost – ROI to Investor vs. Comp Set
• Brand Media – Objectives / Expenses
• Brand Champion Identification
• Senior Management Access
• Field Marketing
• SPG – Program
Team Members:

President – John Shingler
Board member Principals – Gerry Chase – Bob Morse
Lead Executive – Scott Hermes
Key Focus:
• GSO (Global & North America)
• Sales Optimization
• Revenue Management
Team Members:
President – John Shingler
Board Member Principals – Hung Luk – Troy Pentecost
Lead Executive – Mark McBeth
Key Focus:
• Galaxy/LightSpeed – Performance
• Internet / Broadband
• Guest Room Technology Initiatives
• Technology Throughout the Hotel
Team Members:
President – John Shingler
Board Member Principals – John Belden – Troy Pentecost
Lead Executive – John Peyton
Key Focus:
• Net Operating Profit
• Benchmarking
• Operating Expenses
• Competitive Advantages
• Sustainability
Team Members:
President – John Shingler
Lead Executive – Todd Petty
Key Focus:
• Procurement Initiatives Overall
• Energy
• Individual Market Purchases (Including Franchise Hotels)

Denise Coll informed the ASFONA board that designated Starwood “Lead Executives” for each “Area of Focus” would be contacting the respective ASFONA board members to arrange meetings to commence the input and communications process.

ASFONA members who wish to obtain further details on any aspect of this meeting or any specific information on any Agenda item should contact John Shingler directly, either by phone or email.

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