• Re-named and repositioned the asset to target different, more profitable market segments
• Recast the property’s sales and marketing strategy to drive premium business both on weekdays and weekends
• Enhanced food and beverage offerings to align with the repositioning

SITUATION

The Doubletree Hotel Rohnert Park was located in a sub-market that was highly dependent on the IT / Telecom sectors. As this sector was severely impacted during the downturn, both group and transient business was significantly impacted

PLAN

• Created an asset repositioning plan to leverage the asset’s location proximate to wine country – including renaming the property from “Doubletree Hotel Rohnert Park” to “Doubletree Resort Sonoma Wine Country” – to appeal to a broader customer set than previously targeted
• Recast the sales and marketing plan to lower reliance on corporate transient and target more weekday group and weekend transient leisure and group business
• Lowered the cost structure of the hotel by renegotiating operating contracts, scaling back on amenity redundancies, and aggressively reducing fixed costs such as insurance and property taxes
• Re-conceptualized food and beverage operations across all outlets to align with new positioning of the property, partnered with local wineries to achieve operating synergies
• Effected operating changes including menu engineering, pricing and staffing changes to drive higher F&B profit margins

RESULTS

• RevPAR Penetration grew 17% points from 86.0 to 103.0
• NOI margin grew 350 basis points
• The Asset Yield improved 300 basis points