News

New Fairfield Inn & Suites to debut in Brooksville, FL

SRHM prepares to premier a new Fairfield Inn & Suites in Brooksville, FL. “I am looking forward to welcoming guests to the area's first Marriott product, and finest hotel in the market!” announced Barbara Scott, the hotel’s new General Manager…

“It starts and ends with the audience!”

A few days ago, an old friend called me with a problem. “A new competitor just opened nearby. They are taking my best customers and destroying my rate. How do I overcome this? Do I need a new website? Social media? Some ads? Help!!!” It took me a few minutes,...

Reinventing a failed real estate investment

SITUATION: Floridaʼs real estate bust forced ownership at the Reunion and Hammock Beach real estate investment developments to convert to a hospitality business model to salvage the Club Membership operation and facilities. PROBLEM: Although the developments contained five championship-caliber golf courses, the developments were not recognized as resort products, and...

Is your asset one-of-a-kind, or one of many?

Here’s a quick way to test asset distinction. Grab your latest DaySTAR Report and march out the front door of your property, and look up. Do you see a sign with the name of a franchise on your building? Second test… Take a look at the CompSet in your hand....

Positioning [a hotel or resort] starts with mastering “space.”

There are three spaces that are critically important when properly positioning or repositioning a property. They have nothing to do with meeting venues, guest rooms or beach frontage. However, not investing the necessary time and attention to measure and assess these areas will likely result in the waste of significant...

Reclaiming “Icon” status through “historic” positioning

SITUATION: The Savery Hotel had a very rich history, and had been restored to grandeur, but had long since fallen out of favor in the community. It was ranked #7 of 7 among downtown competitors, and that was after completion of a major renovation. PROBLEM: The hotel had been closed...

When you are the market leader, but now facing new competition…

SITUATION: The Aruba Marriott was ranked #1 among market competitors, but was about to encounter significant competitor challenge. Major renovations and new spa introductions were underway at the primary challenger resorts. Plus, a new vacation club project was about to open on one side of the Marriott, and a new...