The Inn at Virginia Tech and Skelton Conference Center Business Plan 2010

The Inn at Virginia Tech and Skelton Conference Center

FACT SHEET Name of Hotel: The Inn at Virginia Tech and Skelton Conference Center Type: Address: Telephone: Facsimile: E-mail: Web Address: General Manager Name: GM Telephone: GM Facsimile: GM E-mail: Gary D. Walton, CHA (540) 853-8201 (540) 853-8290 gwalton@hotelroanoke.com Gary.D.Walton@hilton.com ROASWGM_@hilton.com Managed 901 Prices Fork Road (MC: 0104) Blacksburg, VA 24061 (540) 231-8000 (540) 231-0117 ivtscc@vt.edu www.innatvirginiatech.com

Hotel Manager, On Site Name: HM Telephone: HM Facsimile: HM E-mail: Gary W. Crizer (540) 231-0101 (540) 231-0117 gcrizer@vt.edu Gary.Crizer@hilton.com

Ownership Information: Name of Owning Entity: The Inn at Virginia Tech and Skelton Conference Center Virginia Tech Principal Correspondent: The Inn at Virginia Tech and Skelton Conference Center John Dooley Name of Owners Representative/Asset Manager: John Dooley Virginia Tech Asset Manager Address: Asset Manager Telephone: Asset Manager Facsimile: 330 Burruss Hall (MC: 0132) Blacksburg, VA 24061 (540) 231-9868 (540) 231-7211

Asset Manager E-mail: jdooley@vt.edu

The Inn at Virginia Tech and Skelton Conference Center

Commitments/Sign-Offs
Insert the name of the person who is responsible for the job outlined and have him/her sign off on the Business Plan.

Print Name

Signature

Date

Dir. of Sales/Marketing

Teresa Hughes

General Manager

Gary D. Walton

Hotel Manager

Gary W. Crizer

Owner/Representative

John Dooley

The Inn at Virginia Tech and Skelton Conference Center

Executive Summary Summary of Value Drivers Strategies/Tactics

The 2010 outlook will be much the same as we have experienced in 2009. The effects of the economy slow down has been felt with significant impact. The enrollment of programs coming from the University market which is our largest source of group business has also been greatly affected. In 2009 we will come in approximately 2900 total group rooms short of our targeted budget. The reason for the shortfall is the cancellations and attrition in the University market. Since our business is dictated by the economy of Virginia we will continue to feel the effects of the cut backs during 2010. During 2009 the transient business has been all over the board. It will be a challenging year for Southwest Virginia. The University is our driving force representing 80 85% of our total business. It is not certain how the cut backs will continue to impact the conference business that is booked by state agencies through Continuing and Professional Education. Even though the University will feel the budget crunch it still remains to be the driver for groups to come to this part of the state to conduct business. We have had success in positioning The Inn at Virginia Tech and Skelton Conference Center within this segment. Our positioning within the corporate, professional trade associations and the corporate negotiated markets has resulted in our property being the premier place to meet when in southwest Virginia. We will be aligning with the external reservation partners, Merchant Program to ensure that we maximize all opportunities for capturing our fair share of the business coming to our area. The Inn at Virginia Tech and Skelton Conference Center will continue to integrate the CARE culture and ensure the staff is fully committed to the concept of improving the quality of their work environment, and providing excellent guest service.

The Inn at Virginia Tech and Skelton Conference Center

Situation Analysis
The New River Valley growth projections indicate slight population increases in the region through 2010. (Montgomery County Chamber of Commerce) The state per-diem has increased from $80.00 to $98.00 effective October 1, 2009. The Holiday Inn completed the first phase of their renovation of 47 rooms, which is now titled The Collegiate Inn of Blacksburg. The remaining 93 rooms are still flagged as Holiday Inn. The Collegiate Inns original completion date was March, 2008 but they have had many obstacles that prevented that from happening. The second phase is now on hold. The Hilton Garden Inn entered the market place in August of 2009 with 137 guest rooms. This will impact the transient market for us as a full service hotel and for the other limited service properties in the area. This property has been added to our competitive set which will be reflected in the Star Report for 2010. This hotel will present a unique challenge to The Inn at Virginia Tech and Skelton Conference Center because it is branded and its proximity to the property. With the Hilton Garden Inn offering Hilton Honor points it will compete with us in the transient and local negotiated markets. Local catering has been challenging during 2009. We are actively soliciting the local social catering as well as the local corporate catering with a dedicated sales person. Development continues at the new complex First & Main Blacksburg. This is a 40 acre town center development. In addition to retail space there are quality restaurants. This development is located along South Main Street and is conveniently accessible to US 460, Route 11 and Interstate 81, all within minutes of The Inn at Virginia Tech and Skelton Conference Center. Prestons restaurant is a premiere eating establishment in the New River Valley located at The Inn at Virginia Tech and Skelton Conference Center. During 2010 a campaign continues in the positioning of the restaurant as more than just a meal. Its an experience.

The Inn at Virginia Tech and Skelton Conference Center

Impact on 2009
The Inn at Virginia Tech and Skelton Conference Center has the highest quality product and service in the marketplace from a full service perspective. The current economic condition is being impacted by the U.S. economy as well as the Virginia state economy. The good news is the state travel per diem was increased from $80.00 to $98.00 for Blacksburg; however, the M&IE per diem will decrease to $46.00 per day. The university continues to be very supportive of The Inn at Virginia Tech and Skelton Conference Center in generating room nights, packages, and day meeting packages, as well as supporting the outlets; especially during lunch. Even though the budget cuts are occurring, the University will continue to be a key in attracting group business to this part of the state. The academic and research reputation of the University should play a positive part in securing the group business that is available. Food and Beverage will continue to be a focus through the initiative we have in place for Prestons, as well as soliciting and growing more catering business not only within the University market but also in the corporate and social markets locally.

The Inn at Virginia Tech and Skelton Conference Center

Hotel Positioning Statement

The Inn at Virginia Tech and Skelton Conference Center is located on the campus of Virginia Tech, which is the largest land grant university in the State of Virginia. The hotel and conference center was opened July 10, 2005 to support the outreach and educational goals of the university. Virginia Tech Continuing Education is one of the most important sources of business for The Inn at Virginia Tech and Skelton Conference Center. The hotels convenient location combined with the 23,705 square feet of meeting and banquet space position The Inn at Virginia Tech and Skelton Conference Center as the meeting facility of choice. The Inn at Virginia Tech and Skelton Conference Center is an IACC accredited meeting facility which allows us to function as a competitor positioning ourselves to all markets in our geographic area. The Inn at Virginia Tech and Skelton Conference Center is owned by Virginia Tech and managed by Hilton Hotels Corporation, affording the facility with unique marketing, administrative and technological synergies, and business opportunities. Our strategy is to continue to be the market leader and to be the facility of choice for conferencing, catering, and transient business. We will maintain this through our aggressive direct sales effort, effective yield management and unwavering commitment to service.

The Inn at Virginia Tech and Skelton Conference Center

Hotel Assessment
Customer Assessment Product Strengths: Located on campus Alumni support Continuing Education support Full service hotel IACC accredited conference center CMP,MMP, and DMP Packaging State of the Art meeting facility with over 23,000 square feet of conference space The largest ballroom in the market Accessibility to US 460 and I-81 Weaknesses: No brand identity No frequent traveler program Reservations system No swimming pool How will you capitalize/minimize Point of difference in sales efforts Improve training Increased communication to drive attendance for events The environment it creates One stop shop

Capitalize on use of Synxis Reservation System through participation with the merchant program through GDS which enhances our travel agent visibility exposure to internet booking channels Joint sales opportunities Maintain and continue to grow relationships with fellow hotels, Chamber of Commerce and local corporations Continue to educate our audience on the Conference Center concept Maintain positive working relationship with local hotels. Continue to educate the public and campus audience we are open to the public as well as the University

External Opportunities: Increased level of expertise gained from partnership with HRCC Increased presence in the community

Threats: Potential resistance from community (package concept) Reputation as campus only facility

The Inn at Virginia Tech and Skelton Conference Center

Service Delivery & Attitude Internal Strengths: Committed and loyal staff Strong guest feedback Weaknesses: Student labor force Implementing Hilton culture without the branding External Opportunities: The relationship with HTM Threats: Pay level with state workers is not in line with hospitality industry Expeditious recruiting Team Member Assessment

Increased training and CARE Properly measure and share results of guest surveys Continue to integrate student staff in hotel operation as a benefit to guest service Continue to train all employees on Hilton culture The ability to revamp the HTM program for optimal use at IVTSCC Promote state benefit package Increased planning and training in state procedures

Recruitment: Maximize the benefits of being a state employee while being managed by Hilton. I.E. Company transfer opportunities, discounted room rates, training opportunities. Training: Maintain all Hilton required training criteria. Cross train in all areas for better overall understanding of the industry. Recognition: Maintain all aspects of CARE program. Maintain ABCD program. Maintain Employee of the Month program. Maintain Manager of the Quarter program. Retention: Create a positive work environment through the CARE philosophy. Continue to evaluate the wage structure of all current positions. Focus on State benefits and Hilton benefits combined. Diversity Initiatives Including Internships: HTM Program does include participation by key hotel management in presenting to the students. Take advantage of diversity related trainings or other activities the University offers. Continue to develop community partnerships in the New River Valley..
The Inn at Virginia Tech and Skelton Conference Center

Revenue Management
The Inn at Virginia Tech and Skelton Conference Center
2008 Rm Nights 11,351 2008 ADR 2008 RevPAR 2009 Rm Nights 8,667 2009 ADR 2009 2010 RevPAR Rm Nights $144.00 $75.98 8,156 2010 ADR 2010 RevPar

Rack Corporate Negotiated Local Negotiated Government Travel Industry Discount Corporate Marketing Programs Other Discounts Group Tour Individual Tour/Wholesale Company Meetings & Incentives Convention/ Association SMERF

$145.80 $85.00

$138.00 $73.67

5,939 759

$86.85 $80.76

5,422 977

$91.19 $84.74

5,065 780

$89.59 $82.06

13

82.08

80

87.68

30

92.00

3,210

$119.01

4,253

$119.81

3,803

$115.40

1,258

$116.74

1,449

$106.00

1,197

$114.82

12,455 3,558

$116.19 $113.19

9267 3,272

$127.83 $115.94

10,538 2,702

$119.92 $116.33

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Pricing
Rack Rate LV0 $229.00 LV1 $189.00 LV2 $169.00 LV3 $149.00 LV4 $139.00 LV5 $129.00 LV6 $119.00 LV7 $109.00 LV8 $99.00 Season 1 $239.00 $189.00 $189.00 $169.00 $159.00 $149.00 $129.00 $119.00 $99.00 Var to Season 2 LY $10.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 Var to LY Season 3 Var to LY Season 4 Var to LY

No specific seasons Fall - Football LV0 Spring - Graduation LV0 Fall Family Day Weekend LV2 Fall - Graduation LV2 Mid December Mid February LV7 and LV8

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Sales/Marketing/Catering/Meetings & Conventions (Recruitment, Training, Recognition, Retention)

RECRUITMENT: SITUATION: In Blacksburg, the quality of the local labor pool does not provide a Conference Center savvy recruitment opportunity. There are 12 IACC approved Conference Centers in the State of Virginia. There are two managed by Benchmark Hospitality (Founders Inn and Lansdowne Resort), one managed by Marriott (Westfields Marriott), one managed by Doubletree (The Hotel Roanoke & Conference Center), and several managed by ARAMARK. The only opportunity for quality sales people lies in relocating them to the Blacksburg area. Lack of attractions for singles and lack of like employment for spouses make Blacksburg a less than desirable employment location. Virginia Tech, having the prominent HTM program, does provide a potential resource for recruitment of entry level positions. TARGET: To strive for 0% turnover in sales staff and fill any vacancy that does occur within 45 days of identification. PROPOSAL: At property level, we will continue to partner, cross train and develop conference consultants to be promotable into a sales manager position. Position and promote The Inn at Virginia Tech and Skelton Conference Center as a great place to learn, work and grow. Have and maintain an A list of possible sales candidates from competitive conference centers and local hotels in the market place. Maintain open relationships with other Director of Sales for open communications to share viable candidates that have been interviewed in the past.

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ACTION PLAN: Action Step Develop and update an A list of possible candidates of Sales Managers from competitive Conf. Ctr. In the market place Network with all Dept. Heads to find internal teammates for mentoring program Work with local community and Virginia Tech to create intern or apprentice sales programs Continue strong relationship with local Chamber, Hotels, HSMAI, & MPI chapter for external network Maintain open relationship with other Director of Sales for open communication to share viable candidates

Begin Date Jan. 10

End Date Dec. 10

Person Responsible Teresa Hughes

Progress/Status On going

Jan. 10

Dec. 10

Teresa Hughes

On going

Jan. 10

Dec. 10

Teresa Hughes

On going

Jan. 10

Dec. 10

Teresa Hughes/Sales Staff

On going

Jan. 10

Dec. 10

Teresa Hughes

On going

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Training
SITUATION: Hilton Corporation has customized training courses and Hilton Sales College. Although we are not a branded product, we will take advantage of all appropriate training programs. TARGET: Participate in all Hilton sales training directed by Hilton in 2010 to enhance the understanding of selling skills. PROPOSAL: Complete Hilton sales training and all required on line sales courses. ACTION PLAN Action Step Complete all online Sales Training from Hilton Weekly Meetings with sales team to really drive the actions needed to take the business to the next step Participate in Sales calls with Sales Managers Have sales staff participate in educational programs sponsored by industry groups and the University

Begin Date Jan. 10 Jan. 10

End Date Dec. 10 Dec. 10

Person Responsible Sales Team Teresa Hughes

Progress/Status On-going On-going

Jan. 10

Dec. 10

Teresa Hughes Sales Team

On-going

Jan. 10

Dec. 10

On-going

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`Conventions/Associations
Situation Key Performance Indicator Current Measure Situation Description Association Meetings Revenue This market will contribute 8% of our mix of group sales in 2010. IVTSCC historically books small association meetings, i.e. Board Meetings, Training Meetings, etc. IVTSCC isnt large enough to handle the annual meetings and the location isnt centrally located. Actualize revenues of $134,306 and 1,300 room nights in 2010; representing 4.5% revenue growth and room night growth over budget 12/31/10 $5,726

Root Cause

Target Target Description

Due Date Expected Revenue Increase Expected Cost Savings Proposal Proposal Description Plan Action Step Target top 3 association customers of the Holiday Inn and steal share Attend monthly VSAE meetings Attend VSAE Fall Market Tradeshow Result Actual Actual Cost Summary

Leverage existing relationships with association customers for repeat business. Dates (Start, Complete) 1/10 1/10 10/10

People Becky Walker Becky Walker Becky Walker

Status On Going On Going Not Started

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Virginia Tech/University
Situation Key Performance Indicator Current Measure Situation Description Virginia Tech conference revenues The University Market is budgeted to produce $1,263,760.00 in revenue in 2010. Based on the volume of business this segment produces, the Continuing and Professional Education portion receives a special negotiated rate of $119.00 for 2010. The segment produces a fair amount of state business with a per diem of $98.00. In addition to the Continuing and Professional Education business, the remainder of the university business books at BAR i.e. football weekends at $229.00 which positively impacts the projected $135.26 ADR. The down turned economy coupled with the continued budget cuts, initiated by Governor Kaine for the state of Virginia, is negatively affecting the business level of the University Market. This trend is projected to continue through 2010. To achieve 9,343 room nights with a revenue of $1,263,760.00. 12/31/10 $214,670

Root Cause

Target Target Description Due Date Expected Revenue Increase Expected Cost Savings Proposal Proposal Description

The Sales manager will continue to work with all Virginia Tech University Faculty and Staff including Continuing and Professional Education, to ensure maximum production from each college. In light of the current economic situation, each piece of business will be individually reviewed and in need times, flexibility will be exercised in order to maximize our opportunities and profit.
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Plan Action Step

Research past business that is not currently booked and solicit all colleges, departments and centers for new opportunities Create a direct mail piece to promote green meetings Conduct a concentrated sales effort on campus.

Dates (Start, Complete) Jan-Dec 2010

People Laurie Bond

Status Ongoing

Jan 2010 Jan 2010

Laurie Bond Laurie Bond, Not Started Teresa Hughes, Gary Crizer Laurie Bond Ongoing Laurie Bond Not Started

Request to be on the agenda of each colleges monthly staff meetings.

Jan 2010 Dec 2010

Plan a HOST Program

Result Actual Actual Cost Summary

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SMERF
Situation Key Performance Indicator Current Measure Situation Description

SMERF Revenues This segment is anticipated to produce $329,450 in revenue at an average daily rate of $121.93. The revenue is a $49,897 decrease from 2009s projections. This market is extremely rate-sensitive. The Social, Religious, and Fraternal segments are typically paying with personal funds, and often search for the lowest rate and certain amenities that IVTSCC does not offer (indoor pool, continental breakfast, etc.). The Military and Educational markets have experienced budget cuts from the state and federal governments, allowing them only to pay per diem and decreasing travel.

Root Cause

Target Target Description Due Date Expected Revenue Increase Expected Cost Savings Proposal Proposal Description

To achieve the 2010 revenue budget of $329,450. 12/31/10 5.2% growth in ADR from 2009s projection.

To increase bookings within the Educational, Religious, and Fraternal segments in this market, and grow the relationships with the Governmental avenues that have produced package programs in the past. We will continue participating in targeted tradeshows, Chambers of Commerce, The Roanoke Valley CVB, and Virginia MPI exposing potential decision makers to our facility.

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Plan Action Step Be aggressive with government business with per diem plus 50% rates Partner with HRCC and RVCVB at trade shows Actively maintain membership in VAMPI to uncover new business and connect with meeting planners across the state in various markets Solicit business from on-campus social organizations for lodging associated with annual banquets, reunions, Parents Weekends, etc. Solicit sports teams when schedules are announced for lodging and meals Continue to solicit both past programs and new business Result Actual Actual Cost Summary Dates (Start, Complete) Jan.-Dec. 2010 Jan.-Dec. 2010 Jan.-Dec. 2010 People Traci Collins Traci Collins Traci Collins Status Ongoing Ongoing Ongoing

Jan.-Dec. 2010

Traci Collins

Ongoing

Jan.-Dec. 2010 Jan.-Dec. 2010

Traci Collins Traci Collins

Ongoing Ongoing

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Company Meetings
Situation Key Performance Indicator Current Measure Situation Description Corporate revenues This segment is budgeted to produce 1197 room nights at the average daily rate of $114.82, generating revenue of $137,439 in 2010, a decrease of $16,158 from 2009s projections. The economy has greatly affected this market. Corporations are not holding as many meetings as in the past, and are scaling back the ones they do plan by including fewer attendees, reducing the budget, and shortening their stays. We have experienced several cancellations in 2009 from companies who have been severely affected by the economys downturn.

Root Cause

Target Target Description Due Date Expected Revenue Increase Expected Cost Savings Proposal Proposal Description

To achieve 1197 rooms nights resulting in the 2010 revenue budget of $137,439. 12/31/10 The ADR is projected to increase 8.3% from 2009s projections.

We will continue to actively solicit business from Corporate markets outside of the New River Valley to increase rates and bring new conferences to the facility.

Plan Action Step Actively maintain membership in VAMPI to uncover new business and connect with meeting planners across the state in various markets Call on contacts from previous/lost Jan.-Dec. bookings 2010 Dates (Start, Complete) Jan.-Dec. 2010 People Traci Collins Status Ongoing

Traci Collins

Ongoing

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Partner with The Hotel Roanoke & Conference Center to refer business to each other and make calls as a team Solicit the local market and monitor new companies coming to town via the Chamber of Commerce and New River Valley Economic Development Office Result Actual Actual Cost Summary

Jan.-Dec. 2010 Jan.-Dec. 2010

Traci Collins

Ongoing

Traci Collins

Ongoing

The Inn at Virginia Tech and Skelton Conference Center

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Rack Market Category

2009 Actual Room Nights Rack 8,667 2009 Actual ADR $144.00 2010 Fcst. Room Nights 8,156 2010 Fcst. ADR 2010 Target Room Nights 8156 2010 Target ADR $138.00

$138.00

SITUATION: In our fourth year we made considerable stride in developing this market. With additional hotels that have entered the market place, the hotel has seen nominal displacement as we are seen as out performing the competitive set. In August, 2009, a Hilton Garden Inn opened with 137 rooms. TARGET: To achieve $1,125,565 in revenues. PROPOSAL: Participate in the GDS Merchant program, this will better position our property in the market place. To build profit and grow revenue through the development of the Front Office team members to manage internal revenue management systems. Continue to identify companies with high volume individual business travel. Continue to emphasize our full service feature to ensure we maintain our market share. ACTION PLAN Action Step

Implement training program for guest service agents in the proper reservation sales skills to ensure they are capturing existing demand and the highest rate To ensure the hotel sales strategy is Jan. 10 monitored within the Opera and Synxis systems Identify local companies who produce Jan.10 volume transient business; also those who presently use implants in their operation Monitoring the level of group and LNR Jan. 10 business to ensure we are allowing the hotel to maximize its revenue goals during high demand periods

Begin Date Jan. 10

End Date Dec.10

Person Responsible FOM,DOSs

Dec.10

FOM

Dec.10

DOS

Dec.10

FOM, DOS

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Local Negotiated
Situation Key Performance Indicator Current Measure Situation Description

Local Negotiated Revenue This market will contribute 22% or our mix of transient sales in 2010. IVTSCC is the price leader in this category competing with all limited service hotels with lower rates that include breakfast. Current economic challenges and no frequent travel program, i.e. Hilton Honors.

Root Cause

Target Target Description Due Date Expected Revenue Increase Expected Cost Savings Proposal Proposal Description

Actualize revenues of $453,785 12/31/10

Leverage existing relationships with local customers for continued business. Maintain current local negotiated rates to show understanding to the challenging economic times.

Plan Action Step Target top 5 local negotiated customers of the Hilton Garden Inn Leverage technology tools such as Hotelligence Dates (Start, Complete) 1/10-3/10 1/10-12/10 People Teresa Hughes Teresa Hughes & Mike Armstrong Status Not Started Not Started

Result Actual Actual Cost Summary

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Other Discount Category

SRP 2008 YTD Actual Room Nights 3210 2008 Actual ADR 2009 Fcst. Room Nights YE 4253 2009 Fcst. ADR 2010 Target Room Nights 3803 2010 Target ADR

AAA & AARP

$119.01

$119.81

$115.40

SITUATION: AAA/AARP Most of leisure business comes from the local market or from those driving in from a 3-4 hour radius. Many of these guests are Virginia Tech friends, family, and alumni. This category could struggle due to the current state of the economy. Our closest competitors are the nationally-branded local hotels: Holiday Inn, Hawthorne Suites, Hilton Garden Inn, Hampton Inn, and Courtyard by Marriott. Many leisure travelers are enticed by these hotels frequent traveler programs. While we are the business hub for Virginia Tech, we also support many rural communities. Blacksburg is the crossroads for Southwest Virginia, conveniently located to I-81 not far from I-77. TARGET: Achieve 3,803 room nights resulting in $438,885 in revenue. Have a stronger presence on popular online booking engines such as Travelocity, Priceline, and Orbitz. PROPOSAL: Participate in the Merchant program. We will explore ways to market the facility to new areas (i.e. inbound visitors centers, CVBs). We will also continue to generate an electronic newsletter to Virginia Tech parents that will focus on promoting IVTSCC during need periods. ACTION PLAN Action Step Establish new and maintain current relationship with consortias and Travel Agents to enhance production

Begin Date Jan. 10

End Date Dec. 10

Person Responsible Teresa Hughes

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Catering Sales
2010 Catering Marketing Plan Contents Catering Sales Specific Components Comments

Customer Loyalty

Own the Group Market Revenue

The Inn at Virginia Tech and Skelton Conference Center is the facility of choice for Virginia Tech events. We solicit outside catering business to drive revenue and increase community awareness. The catering manager will participate in a HOST program in 2009 to nurture some key accounts. Our evaluation scores remain very strong. Our efforts will be to keep the scores growing, and be the best, most consistent product in the area. We are the premier venue in the New River Valley. We will continue to own the market for higher end local and University events. We will be as accurate as possible in forecasting. Our team goal is to not exceed or fall below 3% of the forecasted revenue.

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Catering
Situation Key Performance Indicator Current Measure Situation Description Local Catering Revenues When the hotel first opened, there was the sense within the community that it was for University events only, or that it was way too exclusive for local events. Many local companies, associations and potential social clients are still hesitant to consider the Inn for special events. Public perception and lack of local exposure. Grow local catering revenue by 10% over last year. 12/31/10

Root Cause Target Target Description Due Date Expected Revenue Increase Expected Cost Savings Proposal Proposal Description

Change public perception about the attainability of events at the Inn. Get more exposure in local organizations and within the local event planning community. Dates (Start, Complete) Jan 10 Mar 10 Feb 10 Jan 10 Jun 10 Mar 10 Mar 10

Plan Action Step Develop New Streamlined Catering Menus Participate in Local Bridal Showcase Distribute Brochures to Local Vendors Direct Marketing to Local Associations and Civic Organizations Host a Networking Event for Local Event Vendors Result Actual Actual Cost Summary
The Inn at Virginia Tech and Skelton Conference Center

People F&B Dir/DOC DOC DOC DOC

Status Not Started Not Started Not Started Not Started

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Meetings & Conventions

2010 M & C Marketing Plan Contents Meetings & Conventions Specific Components Comments

Customer Loyalty Own the Group Market

Revenue

Brand Management

Day Meetings is critical to the financial success of The Conference Center. A Conference Planner will have the responsibility of selling Day Meetings. Our efforts will be in follow up and turning business definite as quickly as possible. Our evaluation scores are very strong. Our efforts will be to keep the lead over the competitor. No facility around can compare to the product and service we have. We provide the best planning process, pre-cons and onsite visibility. Our goal is to be as accurate as possible in forecasting. Our team goal is to not exceed or fall below 3% of the forecasted revenue. Our planners are deployed by market and work closely with their counterparts in the Sales department. Our planners will continue to build and nurture strong relationships with our key accounts along with their salesperson.

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Meeting & Convention Services

SITUATION: The Inn at Virginia Tech and Skelton Conference Center has positioned itself as the meeting facility of choice in Southwest Virginia. The education of the conference center concept continues to be top priority. TARGET: To successfully position the CMP, MMP, and DMP programs to all market segments. PROPOSAL: To educate meeting planners to the benefits of the one stop shop package concept and the environment that is established in a conference center facility. ACTION PLAN Action Step Participate/Conduct HOST program Benchmark packaging component and menu pricing Presentation of resumes to internal and external customers Conduct pre-convention and post convention meetings Begin Date Dec 10 Jan 10 Jan 10 Jan 10 End Date Dec 10 Dec 10 Dec 10 Dec 10 Person Responsible Sales /Conference Planning Sales/Conference Planning Conference Planning Conference Planning

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MEDIA PLAN Publication Food & Beverage Entertainment Musica Viva Brochure NRV Magazine VT University Directory NRV CurrentRoanoke Times Collegiate Times Meetings and Conferences IACC Directory Meetings & Conf. Meetings & Conf. Meetings & Conf. Meetings & Conf. $200 $200 Segment Budget Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Comme

Prestons Prestons/New Years Prestons Prestons/New Years Prestons Valentines

$200 $3,286 $675 $2,500 $150 $150 $456 $456 $456 $675 $456

$200 $456 $456

Done Preston material

Placed Thanksg Needed

Valentin

Virginia Business VSAE Directory 09-10 VSAE Newsletter (6) Inn at Virginia Tech/ Misc Virginia Travel Guide Montgomery Chamber Flyer (6)

$7,358 $500 $3,375

$3,679

$3,679

Listing Hotels a Virginia Centers

Split wit $375 $375 $375

$375 $375 End of J

Inn at VT CoOp Misc.

$750 $750

$750

Co-Op w

Use as n
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Roanoke Chamber Flyer (2) Yellow Book Community Phone Book RVCVB Meeting Planners Guide City Magazine ISP Marketing 16 Blocks Virginia Logos Memberships Roanoke Valley Hospitality Assoc. Roanoke Valley Chamber Montgomery Co. Chamber of Commerce VSAE HSMAI Invest for Success (MCCC) Pulaski Co. Chamber of Commerce Trade Shows VSAE Fall Marketplace

Misc.

$450 $315 $1,465 $3,100 $2,200 $7,500 $6,750 $1,600

Use as n $21 $21 $21 $21 $21 $21 $21 $21 $21 $21 $1,465 $21 $21

Inn Inn Inn Rooms Inn/Prestons

$550 $1,875 $450 $450 $1,875 $450 $450

$550 $1,875 $1,875 $450 $450 $450 $450 $450 $450 $1,600

New Ye $550 Day, Ne Placed $450 $450 Placed f

Membership Membership

$100 $878

$100 $878

Membership Membership Membership Membership

$1,118 $550 $325 $3,700

$559 $275 $325 $3,700

Membership

$420

$420

Trade Show

$500

$500

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Public Relations/Promotions Schedule & Plan

Activity/Purpose

Start Date Consider customary lead times

Launch Date

Responsibility Who is responsible for this initiative?

Budget Amount to be spent on promotion?

Status Update as appropriate

Valentines Package Easter Buffet

12/09 2/10

2/10 4/10 5/10 5/10 10/10 12/10 11/10 10/10 12/10 12/10

Mothers Day Buffet 2/10 VT Spring Graduation Buffet VT Parents Day Buffet Holiday Brunch Thanksgiving Buffet Holiday Rate VT Fall Graduation Buffet New Years Eve Package Promo 3/10 9/10 9/10 9/10 9/10 10/10 9/10

DOS, F&B Director, FOM DOS, F&B Director DOS, F&B Director DOS, F&B Director DOS, F&B Director DOS, F&B Director DOS, F&B Director DOS, FOM DOS, F&B Director DOS, F&B Director, FOM

Ad Cost Ad Cost Ad Cost Ad Cost Ad Cost Ad Cost Ad Cost Ad Cost Ad Cost Ad Cost

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Travel Activity
Event HSMAIAffordable Meetings Domestic/ International Domestic Dates Sep 10 GM attending? (Y/N) No Location Washington, DC Activity HHC Exhibit Customer Event Other Travel w/ RVCVB/Becky WalkerHRCC HHC Exhibit Customer Event Other Travel w/ RVCVB- Becky Walker/HRCC HRCC/IVTSCC Cost per Activity Co-op with HRCC Total Cost

VSAE Fall Marketplac e Tradeshow SGMP

Domestic

Oct. 10

No

Richmond, VA

Co-op with HRCC

$700.00

Domestic

May 10

No

Denver, CO

Co-op with HRCC $300.00

Richmond

Domestic

6 times per year

Becky Walker

Maintain relationships

Appointments

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Sales Deployment 2010

Name Teresa Hughes Laurie Bond Title Director of Sales Sales Manager Market Segment IBT VT University, Education component of SMERF Corporate, SMERF, VT Administration Reports To GM DOS

Traci Collins

Sales Manager

DOS

Conference Planning Deployment 2010 Name Bob Muse Title Director of Conference Planning Conference Planning Manager Conference Planning Manager Market Segment VT University Administration, Corporate, SMERF VT University, Day Meetings, Corporate, SMERF VT University Reports To GM

Bianca Norton

Leland Shelton

Director of Conference Planning Director of Conference Planning

Catering Deployment 2010

Name Courtney Rakes Title Market Segment Reports To DOS

Director of Catering Events Only/Sales Bookings, Social, Weddings, etc.

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COMPETITOR PROFILE Fill in a page for each key competitor (use the copy/paste command to add competitors). List the top 5 accounts for this specific competitor and what you see as your hotels potential for each account (if its not a desired piece of business for your hotel simply enter zeros). A. Vital Statistics Competitor Hotel Name Address Local Phone Number Toll Free Number Year Open Total Rooms Names of F&B Outlets Meeting Space (sf) B. Key Personnel General Manager Name Director of Sales Name C. Financial Owner Name Lender (if known) Operator/Mgmt. Co. Economic Health (check one) X The Hotel Roanoke & Conference Center 110 Shenandoah Ave. Roanoke, VA 24016 540-985-5900 866-594-4722 1995 332 Regency Room, Pine Room Pub, In-Room Dining 63,000 sq. ft. Gary Walton Sandra Holt Virginia Tech Hilton Good-stable Financial challenges Located on Virginia Tech Campus Complimentary Wireless Internet Capable of Hosting Campus Wide Conferences - most Convenient Complimentary Day Parking Spa Pool/Whirlpool 35 Meeting Rooms Frequent Traveler Program Recent Guest Room Renovation Planned Ballroom Renovation for 10 Airport Access Downtown Location

D. Competitors Strengths/Challenges Advantages you have over this competitor (and how are you going to take advantage of them)

Advantages this competitor has over you (and how are you going to mitigate them)

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Other Comments: The Hotel Roanoke & Conference Center is a strong competitor for us because they are the only other full service hotel and conference center in Southwest Virginia. But, they are also a sister property, which gives both of us the potential to capture a greater market share due to the flexibility of placing business at either location. Additionally, we both fall into the unique venue category. The Hotel Roanoke & Conference Center is an icon for the Roanoke Valley and The Inn at Virginia Tech and Skelton Conference Center is an icon for Virginia Polytechnic Institute and State University. The Inn at Virginia Tech has become a destination property for University Alumni This Competitors Top 5 Accounts/Annual Volume/Rate (both weekday & weekend) ACCOUNT NAME 1 2 3 4 5 Wellpoint Accenture Carilion Wachovia Norfolk Southern Competitors Current Business 2009 Rooms 468 415 644 456 1,345 2009 ADR $131 $137 $135 $129 $111 2009 Revenue $61,308 $56,855 $86,940 $58,824 $149,295

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COMPETITOR PROFILE Fill in a page for each key competitor (use the copy/past command to add competitors). List the top 5 accounts for this specific competitor and what you see as your hotels potential for each account (if its not a desired piece of business for your hotel simply enter zeros). Vital Statistics Competitor Hotel Name Address Local Phone Number Toll Free Number Year Open Total Rooms Names of F&B Outlets Meeting Space (sf) Key Personnel General Manager Name Director of Sales Name Financial Owner Name Lender (if known) Operator/Mgmt Co. Economic Health (Check One) X Financial Challenges (Slow to pay their bills)

Holiday Inn University/Collegiate Inn 900 Prices Fork Rd. (540) 552-7001 800-HOLIDAY 1975 146 (99 HI rooms and 47 Collegiate Inn rooms, which have been renovated) Latitudes International Restaurant; Attitudes Bar and Grille 5,200 sf flexible meeting space

Ken Rogers Jessica Townshend

Kirk Johnson and Shivon Dosky Newport Hospitality Group, Williamsburg, VA

Good/Stable

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Advantages You Have Over This Competitor (and how are you going to take advantage of them)

*Skilled Conference TeamIVTSCC has a skilled team of meeting planners and conference technicians. The Holiday Inn uses their banquet servers for all functions. *Strong Sales DepartmentIVTSCC, supported by HRCC, has a sales team with years of experience. Plus our Assistant GM has been the Director of Sales at HRCC *Facility and AmenitiesWe are a new facility with state-of-theart technology. The HI has added wireless internet to an old propertyhas a lot of cold spots. The equipment is old at the HI. The conference center attracts business that no other local hotel can accommodate. The technology attracts university business as well as corporate. The Pete Dye Signature Golf Course holds attraction for corporate and leisure guests. *Name RecognitionBeing Virginia Techs hotel provides us instant recognition. *Starbucks and lobby loungeThe Starbucks is a key attraction. The lounge off the lobby is appealing to all guest types. The HI has a small free coffee service in lobby (on most days) and a bar that has a reputation to be a young bar open after 4 pm Mon- Sat. No Sunday hours. *Business Center--open to conferee attendees. HI has no business center. *Handicapped Accessiblebeing a new property, The Inn is handicapped accessible offering 9 standard handicap accessible rooms plus one executive suite. HI does not have an elevator which is limiting for wheelchair guests. It does have at least 3 handicapped accessible rooms that were done in a recent remodeling. *Managed by Holiday Inn until 2012competitor has changed flags several times and has lost identity in the community. Is under going renovation to be come condos.

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The new owners are Mr. Kirk Johnson and Mr. Shivon Dosky with CIBHM, LLC. Once all 146 units have sold and been transformed, the name will change from The Holiday Inn to The Collegiate Inn. William Carey with Newport Hospitality Group is the lender for the project. *Outdoor and Indoor Pool, Courtyard (recently renovated) We offer our guests use of the War Memorial Gyms pool. We have the Great Lawn which can be used for a lot of nice outdoor events. *In House Guest LaundryWe offer dry cleaning and laundry service as a same day send out service. *Name RecognitionHoliday Inn is a strong family brand that really matches the community. IVTSCC has to establish itself as a public hotel and not an education center for the private sector. *Guest Rewards Program Priority Club--We do not have a guest rewards program. *Complimentary Parking *Central Reservations 24/7 and online *No challenge using cell phones on property Other Comments: What strategies, renovation or repositioning efforts are underway at this competitor. Be specific both weekday and weekend, and by market segment. The HI has an inexperienced sales team. The property has completed three years as a Holiday Inn. They are part of a strong reservations system which is proving to be a tremendous resource for the transient market. They continue to rank in the top three in Hotelligence. While they have a strong transient market established through booking engines, they are viewed as a poor lodging and meeting choice among local corporations and corporate meeting planners. There is a strong dislike of the Holiday Inn University in the community. This follows four years of poor management and inconsistent service and a poor flag choice for the communityFour Points.

Advantages This Competitor Has Over You (and how are you going to mitigate them)

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Currently, 47 rooms have been renovated and converted to The Collegiate Inn product. The renovation of the remaining rooms has been put on hold until the economy strengthens. They do have a strong weekend businessprimarily due to their stable wedding history. However, with IVTSCC capable of handling weddings, we are likely to reduce their share. We have a much higher wedding block rate than the HI which is offering $82 on a fairly consistent basis. Maximum seating capacity at the HI for banquets is 220 persons. The HI has a strong sports team business that was cultivated by the former DOS traveling south to secure team lodging from major universities in SC & NC. The transient market is growing at IVTSCC. We have companies willing to do business with us at a higher rate than our competitors are charging. As long as we have availability, the hotel will continue to draw corporations. We need to be sure the front desk clerks are well-trained in making reservations for our volume accounts. and we need to have availability for the transient corporate market. We certainly need to demonstrate rate parity through the major booking engines such as Orbitz, Priceline and Travelocity. In addition, we need to be sure that we accurately reflect our availability on the web page for The Inn. We need a better positioning in major search engines. This can be done by selecting the right key words which pull the search.

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This Competitors Top 5 Accounts/Annual Volume/Rate (both weekday and weekend) ACCOUNT NAME Competitors Current Business 2009 Rooms 1 2 Virginia Tech Corporate Research Center ATK 2000 250 2009 ADR $80 $80 2009 Revenue $160,000 $20,000

175

$80

$14,000

Radford Arsenal Celanese Moog

50

$80

$4,000

5 6

150 150

$80 $75

$12,000 $11,250

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Competitor Profile
Fill in a page for each key competitor (use the copy/past command to add competitors). List the top 5 accounts for this specific competitor and what you see as your hotels potential for each account (if its not a desired piece of business for your hotel simply enter zeros). A. Vital Statistics Competitor Hotel Name Address Local Phone Number Toll Free Number Year Open Total Rooms Names of F&B Outlets Meeting Space (sf) B. Key Personnel General Manager Name Director of Sales Name C. Financial Owner Name Lender (if known) Operator/Mgmt Co. Economic Health (Check one) X D. Competitors Strengths/Challenges Advantages you have over this competitor (and how are you going to take advantage of them) Hilton Garden Inn 900 Plantation Rd. (540) 552-5005 (877) STAY HGI August 2009 137 rooms no suites The Great American Grill 1 meeting room that can be divided into 2 equal size rooms. 1280 total sq footage Jeremy Allen Nancy Creed BSE/AH Blacksburg Hotel, LLC Not Known Crestline Good/Stable Financial Challenges Full Service Hotel and Conference Center IVTSCC is an IACC conference center with 23,705 sq feet of meeting space to include an 8,832 sq foot ballroom. IVTSCC offers breakfast, lunch, dinner, room service and a lounge open in the morning for the day. The Hilton Garden Inn only offers breakfast, dinner and only evening room service and lounge hours. HGI has limited meeting space and limited technical capabilities. Dedicated sales, catering, and conference staff We have a team of skilled

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professionals to book and execute functions, while HGA has only one (1) sales manager and no conference technicians. Advantages this competitor has over you Indoor pool and hot tub- we offer guests (and how are you going to mitigate them) passes for on-campus pool and recreational facilities Complimentary parking Other Comments: What strategies, renovation or repositioning efforts are underway at this competitor. Be specific: both weekday and weekend and by market segment. The HGI is brand new and been open less than 2 months. They have a strong GM and DOS who are familiar with the hotel business in the area. HGI is hoping for a considerable amount of transient business from these companies. IVTSCC also receives a steady volume of business from these companies, especially for their VIP guests. This Competitors Top 5 Accounts/Annual Volume/Rate (both weekday & weekend) ACCOUNT NAME Competitors Current Business targeted for 2010, there is less than 2 months history to date. 2009 2009 Room ADR Revenue 1200 $98 $117,600 600 240 240 240 $98 $89 $83 $85 $58,800 $21,360 $19,920 $20,400

1 2 3 4 5

Virginia Tech ATK /Radford Arsenal Moog Danaher Motion Volvo

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Competitor Profile
Fill in a page for each key competitor (use the copy/past command to add competitors). List the top 5 accounts for this specific competitor and what you see as your hotels potential for each account (if its not a desired piece of business for your hotel simply enter zeros). A. Vital Statistics Competitor Hotel Name Address Local Phone Number Toll Free Number Year Open Total Rooms Hampton Inn 380 Arbor Drive, Christiansburg, VA (540) 381-5874 (800) HAMPTON 2000 119 Rooms (54 dbls, 46 kings, 11 king studios, 4 exec suites, 4 honeymoon suites) Not on-site, Outback will deliver to guests 1 meeting room approx 900 sf (can be subdivided) Cary Hoge Tara Ogle Quality Oil Company Self-Financed Quality Oil Company Good/Stable Financial Challenges

Names of F&B Outlets Meeting Space (sf) B. Key Personnel General Manager Name Director of Sales Name C. Financial Owner Name Lender (if known) Operator/Mgmt Co. Economic Health (Check one) X D. Competitors Strengths/Challenges Advantages you have over this competitor (and how are you going to take advantage of them)

-Abundant Meeting Space w/catering possibilities -Full Service Hotel -Location to campus & downtown -Internet kiosks in conference center Advantages this competitor has over you -HHonors (and how are you going to mitigate them) -Complimentary parking -100% satisfaction gtd w/no questions asked Changed to chafer breakfast options. -Breakfast included in rate

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Other Comments: What strategies, renovation or repositioning efforts are underway at this competitor. Be specific: both weekday and weekend, and by market segment. The ownership has recently replaced the GM, AGM and Director of Sales. The property turned a small meeting room into a business center. No renovations are scheduled. This Competitors Top 5 Accounts/Annual Volume/Rate (both weekday and weekend) ACCOUNT NAME 1 2 3 4 5 6 7 8 Danaher VT Related (parents) & VT Transient Corning ATK Radford Arsenal Moog Stellar One Volvo Trucks (North America) Competitors Current Business 2009 2009 2009 Rooms ADR Revenue 2400 $80 $192,000 2000 $110/$8 $190,000 0 1450 $85 $123,250 1240 $80 $99,200 700 $80 $56,000 700 $89 $62,300 660 $95 $62,700 650 $85 $55,250

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Competitor Profile
Fill in a page for each key competitor (use the copy/past command to add competitors). List the top 5 accounts for this specific competitor and what you see as your hotels potential for each account (if its not a desired piece of business for your hotel simply enter zeros). A. Vital Statistics Competitor Hotel Name Address Local Phone Number Toll Free Number Year Open Total Rooms Names of F&B Outlets Meeting Space (sf) B. Key Personnel General Manager Name Director of Sales Name C. Financial Owner Name Lender (if known) Operator/Mgmt Co. Economic Health (Check one) X D. Competitors Strengths/Challenges Advantages you have over this competitor (and how are you going to take advantage of them) Comfort Inn (Blacksburg) 370 S. Main Street, Blacksburg (540) 951-1500 Choice Hotels central reservations 1990 80 (including 1 suite) Continental Breakfast Only 1 room, approx. 500 sq. ft. Lynne Laidlaw, CHA Chris Berry Park Real Estate- Blacksburg Cascade Lodging LLC Good/Stable Financial Challenges -Full service -Located on VT campus -Capable of hosting large conferences/programs -IACC approved conference center -Wireless internet in all rooms and conference center -Across from Montgomery Regional Hospital and near Christiansburg businesses - Frequent traveler program (Choice Privilege) - Outdoor pool- we offer guests passes for on-campus pool and recreational facilities

Advantages this competitor has over you (and how are you going to mitigate them)

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Free Continental Breakfast- very limited and not hot, however. We should promote our extensive buffet to guests. Other Comments: What strategies, renovation or repositioning efforts are underway at this competitor. Be specific: both weekday and weekend and by market segment. Chris Berry is now the DOS, taking over for Chris Alcorn. They are planning a cosmetic renovation to tentatively begin in December 2009 for rooms, hallways, and lobby. They are the CRCs preferred hotel, and receive business from construction workers as well. This Competitors Top 5 Accounts/Annual Volume/Rate (both weekday & weekend) ACCOUNT NAME Competitors Current Business 2009 Rooms 1 CRC 2 Corning 3 VCOM 4 Southern Air 5 Montgomery Regional Hospital 2009 ADR 2009 Revenue

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Competitor Profile
Fill in a page for each key competitor (use the copy/past command to add competitors). List the top 5 accounts for this specific competitor and what you see as your hotels potential for each account (if its not a desired piece of business for your hotel simply enter zeros). Vital Statistics Competitor Hotel Name Address Local Phone Number Toll Free Number Year Open Total Rooms Names of F&B Outlets Meeting Space (sf) Key Personnel General Manager Name Sales Manager Financial Owner Name Lender (if known) Operator/Mgmt Co. Economic Health (Check One) X

Hawthorn Suites 1020 Plantation Rd. 540-552-5636 800-833-1516 2000 94: 74 individual suites, all nonsmoking Continental Breakfast Only 1 meeting room approximately 770 sq. ft. (divisible)

Chris McClanahan Penny Golden

Dennis Dowdy Unknown Blacksburg Hospitality Group

Good/Stable Financial Challenges Competitors Strengths/Challenges Advantages You Have -Location- Closer to VT and Downtown Over This Competitor -Capable of hosting Conferences/Programs (and how are you -Full Service Property going to take -Banquet facilities advantage of them) -Hilton Bedding -Dual Sinks and Vanities -Fitness center with free weights and machines -Business Center

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Advantages This Competitor Has Over You (and how are you going to mitigate them)

-Indoor Pool -Complimentary Breakfast - Complimentary Snacks in the Afternoon -Complimentary Parking -Mini Kitchen in all Rooms -Frequent Traveler Program -Wyndhams -All Suites Property- Currently adding VIP Suite -Laundry Facilities on-Site -Complimentary Fax and Copy Services for Guests -Recently Renovated Rooms and Lobby

Other Comments: The Hawthorne Suites has positioned itself in the market as a middle tier, limited service property. It is very well-received in the community because of its amenities, flat-screen televisions, suites and good reputation. They are not aggressive with pricing, especially with local negotiated accounts. The Assistant General Manager, Penny Golden, also performs the sales duties. This Competitors Top 5 Accounts/Annual Volume/Rate (both weekday and weekend) ACCOUNT NAME 1 2 3 4 5 Wolverine Corning Moog Corporate Research Center Virginia Tech Competitors Current Business 2009 Rooms 2009 2009 ADR Revenue

Sales Manager was not comfortable providing specifics about her top clients. Was only able to confirm the accounts themselves.

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Competitor Profile
Fill in a page for each key competitor (use the copy/paste command to add competitors). List the top 5 accounts for this specific competitor and what you see as your hotels potential for each account (if its not a desired piece of business for your hotel simply enter zeros). E. Vital Statistics Competitor Hotel Name Address Local Phone Number Toll Free Number Year Open Total Rooms Names of F&B Outlets Meeting Space (sf) F. Key Personnel General Manager Name Director of Sales Name G. Financial Owner Name Lender (if known) Operator/Mgmt. Co. Economic Health (check one) X H. Competitors Strengths/Challenges Advantages you have over this competitor (and how are you going to take advantage of them) -Located on Virginia Tech Campus/adjacent to 9 hole golf course -IACC Conference Center offering 23,705 sq. ft. of both conference space and the largest ballroom in the area which can be also used for banquets and social events. -Business Center -Starbucks Coffee -Strong seasoned sales department, the Courtyard has one sales manager and a team specialist -Complimentary wireless internet -Full Service Courtyard by Marriott 105 South Park Dr., Blacksburg, VA 24060 540-552-5222 800-321-2211 October 2007 96 which includes 3 suites and 5 spa kings Courtyard Caf for breakfast and dinner 1 meeting room with 650 sq ft. Tom Norman Lauren Collins Virginia Blacksburg LLC. Eastern Motor Inns Good/ Stable

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-Complimentary Shuttle- they are located by a bus stop - Larger restaurant and separate bar area, also open for lunch Advantages this competitor has over you (and how are you going to mitigate them) -Brand recognition -Central reservations 24/7 and online -Indoor Pool/whirlpool- we offer guests passes for on-campus pool and recreational facilities -Complimentary parking -Newer Property -Frequent Traveler Program (Marriott Rewards) -Complimentary morning coffee in the lobby -Market- available 24/7. Salads and sandwiches are made daily and are available for purchase. Similar to a convenience store with candy bars, microwaveable meals, drinks, medicine, etc. - Laundry facilities on-site- we offer sameday dry cleaning. - Outdoor Courtyard area

Other Comments:
Business resulting from First and Main Shopping Center has slowed since last fall when they opened. Lauren Collins is the new DOS at the Marriott, coming from the Holiday Inn as the Reservations Manager. Her knowledge of the market and price points can be an advantage for the Marriott.

This Competitors Top 5 Accounts/Annual Volume/Rate (both weekday & weekend)

ACCOUNT NAME 1 2 3 4 Draper Aden Moog CRC Celanese Competitors Current Business 2009 Rooms 2009 ADR 2009 Revenue

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