E Xceed Asset Management Services

-Verb (used with object)1. to go beyond in quantity, degree, rate2. to go beyond the bounds or limits of3. to surpass; be superior to, excel at

Asset Management | Distressed Hotel – Turn Around Specialist | Market Feasibility |

Bringing Visions to Life

• About eXceed• Feasibility Study & Market Analysis• Strategic Planning & Programming• Asset Management Service• Hotel/Residence Integration• Contact

Contents

© 2008 eXceed Hospitality Asset Advisors, LLC Bringing Visions to Life

• About eXceed• Feasibility Study & Market Analysis• Strategic Planning & Programming• Asset Management Service• Hotel/Residence Integration• Contact

We are a passionate team of Hospitality IndustryVeterans with Hotel & Restaurant OperationsExperience.

As a “One-Stop” solution for Hospitality IndustryOwners, we provide an unparalleled array ofservices that spans the initial concept, design anddevelopment of new projects to the ongoinganalysis, operation, and asset management ofexisting operations.

eXceed’s current / past portfolio includes Hotelsand Resorts from Maui to the Caribbean and inCentral and South America along with brandedand independent upscale/luxury hotels & resortsin several countries with an asset value of over $5

Hotels / Resorts Asset Managed

The Ritz-Carlton, Kapalua, Maui, HI

The Ritz-Carlton, Rancho Mirage, CA

The Ritz-Carlton, Bachelor Gulch, Vail, CO

The Ritz-Carlton, Philadelphia, PA

The Ritz-Carlton, Key Biscayne, Miami, FL

The Ritz-Carlton, Reserve – Molasses Reef,

Turks & Caicos

The Ritz-Carlton, Rose Island, Bahamas

The Ritz-Carlton, Phoenix

The Ritz-Carlton, Marina del Rey

Mayflower Renaissance Hotel DC

Marriott Grand Cayman Resort

Tampa Waterside Marriott

Marriott San Diego Marina

Marriott Coronado Island Resort

© 2008 eXceed Hospitality Asset Advisors, LLC

in several countries with an asset value of over $5billion. In addition, eXceed has been involved inthe development of hotels and resorts fromground up construction to extensive renovationsranging from $10 million to $800 million.

Troy Bennett, CHA has been involved in thedevelopment and operations of over $5 billiondollars worth of Hotels & Resorts worldwide.Mr. Bennett has assetmanaged properties for the Industry’s largesthotel owner, Host Hotels and Resorts as VP ofAsset Management; and owner/developer ofluxury branded hotels, the Gencom Group asSVP Asset Management. He has worked with allof the Industry’s major brands, such as Marriott,all Starwood Hotel brands, The Ritz-Carlton, FourSeasons, and luxury independent and boutiqueproperties. Mr. Bennett’s has a long career asGeneral Manager, Multi-Unit Operator and AM.

Marriott Coronado Island Resort

Marriott Marina del Rey

Marriott Mission Valley

Marriott Scottsdale Resort

Marriott Suites Scottsdale

Marriott Seattle Airport

Marriott Dallas

Marriott Memphis

Marriott Albuquerque

Marriott Tampa Airport

JW Marriott Mexico City

W Hotel Seattle

Westin LAX

Sheraton Hotel and Conference Center –

Santiago, Chile

San Cristobal Hotel - A Starwood Luxury

Collection – Santiago, Chile

La Posada de Santa Fe, NM

Hotel ICON, Houston, TX

Casa Monica and Celebration Hotel, FL


Difficult Times Calls for Experienced Hospitality Veterans

Your company may have a debt and/or equity interest in one or more hotels or resorts. In difficult economic times, falling occupancies and average room rates can exert heavy pressures

on hotel and resort owners’ abilities to pay their debt service. To further complicate matters, as term loans become due, tighter underwriting standards and higher lender requirements

often make it impossible for the full amount of a loan to be rolled over.

Over the years, our group and affiliated companies have experienced multiple down cycles, have had “hands on” involvement with various complex issues involved, and are able to quickly

and effectively deal with these challenges.

We are available to assist owners and lenders who are already in trouble, as well as those who see clouds gathering on their horizons. Experts at asset management, operations, branding

and marketing can help formulate the best strategies and assist with or direct their implementation. A host of specialized disciplines can be drawn upon as needed, depending on the hotel

or resort situation.

Our services extend to restaurants, clubs and spas as well.

The services we provide include:The services we provide include:

• Financial review, operational review, benchmarking and diagnostics

• Property condition assessment

• Market potentials and hotel competitive position review

• Development of “next steps” strategies for owners or lenders

• Action plans to immediately reduce losses

• Identification of opportunities to add value

• Review of brand contribution

• Evaluation of management performance

• Supplemental services may include:

• Appointment as receiver or asset manager

• Interim and ongoing property management

• Reorganization / restructuring

• Food & Beverage Department restructuring

• Branding / rebranding

• Executive search

• Property tax appeals

We look forward to developing relationships and serving clients by providing significant value add and risk mitigation for Owners, Lenders, Special Servicers, Receivers, and

Attorneys. Please contact us to schedule an exploratory discussion via teleconference or meeting.

• About eXceed• Feasibility Study & Market Analysis• Strategic Planning & Programming• Asset Management Services• Hotel/Residence Integration• Contact

Create the Vision

An eXceed Feasibility Study & Market Analysis will

include, but not be limited to:

Market Place Demographic & Economic Breakdown

Hotels in the Market Place

Restaurants in the Market Place

Photographic Essay of the Market Place

Conclusion

The Study and Analysis will provide the necessary

information to assemble the Vision, or Master Plan, for

the Project. We will also:

Establishing and Maintaining a high level of

Market Visibility requires a sharp awareness

of changing trends, fluctuating economic

conditions, competitive growth, emerging

technologies, and ongoing relationships with

increasingly savvy and well-traveled guests.

It is essential that a fully developed or brand

new property maintain a clear understanding

The First Steps: Understand the Market


Understand Residential Components that are in demand

for the Market and evaluate potential:

� Price Points

� Size

� Quality

� Services

� Rental programs

� Association Development

� Fees

Understand market demands for size and amenities

needed for the hotels.

Develop Pro-Formas based on maximum ROI / IRR for

both Hotel and Residential Components.

Recommend Brand or Management Company.

new property maintain a clear understanding

of their intended clientele's expectations and

needs. If not, potential, new and repeat

business may quickly opt for other choices in

the Market Place. Important factors such as

services, amenities, dining venues, facilities,

pricing structure, décor, service style, and a

multitude of other details are key to making

a substantial impact in the competitive arena

as well as increasing business year after

year.


• About eXceed• Feasibility Study & Market Analysis• Strategic Planning & Programming• Asset Management Services• Hotel/Residence Integration• Contact

The Genesis- A Complete Strategic Program:

As the initial vision takes shape, we set our sites on the next phase: Developing A Strategic Plan

that will guide the new property to a successful Grand Opening and well beyond initial Post-Opening

Operations.

Our Strategic Planning and Programming includes a detailed property summary, an Executive

Summary, SWOT Analysis, a report on the Competitive Landscape of the Lodging Market,

Continuing Capital Investment Strategies, ROI, Alternate Use Opportunities, and Operations

Strategies.

To assist and guide all Stake-Holders with the implementation of The Strategic Plan and


Master Planning of the Asset

Determine Overall Best use of Space

Density & Space Programming

Determine Scope & Identity of Residential Components

Programming of Hotel vis-a-vis amenities of the Asset:

Spa, Celebrity Chef Driven Restaurant, Meeting Space, Golf

Selection of a Collaborative Team to take the Vision to Reality

Identify best possible Strategic Partners that will best fulfill the Vision

Select Brand/Management Company

Contract Negotiations

To assist and guide all Stake-Holders with the implementation of The Strategic Plan and

Programming Initiatives, eXceed provides a complete range of services to focus on fostering close

working relationships with Owners, the Selected Brand, and the new Management Teams.

Examples of such services include:


• About eXceed• Feasibility Study & Market Analysis• Asset Management Services• Hotel/Residence Integration• Contact

Maintain the Vision

A detailed property summary, an Executive Summary, SWOT Analysis, a report on theCompetitive Landscape of the Lodging Market, Continuing Capital InvestmentStrategies, ROI, Alternate Use Opportunities, and Operations Strategies is provided toensure the operations continue as designed.

To further assist all Stake-Holders with the implementation of the Strategic Plan,eXceed offers a complete range of services to focus on fostering close workingrelationships with owners and management teams that will continue to identifyopportunities and ensure maximized performance.

Examples of our Asset Management Services Include:


Operational AssessmentFinancial Performance AnalysesOperator Reporting Best PracticesManagement Team OversightProperty Meetings/CallsPerformance BenchmarkingCompetitive AnalysesSales & Marketing EffectivenessManagement Contract ComplianceBrand RelationsPhysical Property ReviewCapital Expenditure PlanningRisk Assessment/MitigationStrategic Planning

Highest & Best Use AnalysesContract NegotiationPerformance ProjectionsValuation ModelingHold/Sell AnalysesExit Strategy DevelopmentMarketing/Disposition FacilitationMonthly Operating Performance ReportStrategic Asset Management PlanQuarterly Asset Management ReportingQuarterly Performance Metric ReportsOwner Meetings/PresentationsInvestment Review SummaryIndustry Articles & Reports


• About eXceed• Feasibility Study & Market Analysis• Asset Management Services• Hotel/Residence Integration• Contact

Operational, Legal, Governmental, Sales, & Marketing Considerations

Working with Steve Ferris, a hotel and residential development manager specializing inmixed use development, government relations, condominiums, and condominium hotelstructures, eXceed offers an integrated consideration of how residential style hotelunits can boost the operational and financial assets of a hotel. Whether creating theseunits from existing units, converting residences to traditional hotel suites, or otherwisereformulating their relationship to increase the performance of a distressed asset, Mr.Ferris evaluates and facilitates legal matters, operational demands, sales opportunities,development options, and marketing opportunities. Mr. Ferris also effectively managesgovernment relations, including approvals, due diligence assessments, localcondominium document requirements, and public financing opportunities. As aneXceed Vice President, Mr. Ferris of course links this work to the Strategic Plan,


Residence Operations and BudgetsFinancial Performance AnalysesCondominium Structure OptimizationRental and Use AgreementsShared Facilities AgreementsSecurities Law Compliance (via legal)Competitive /Market AnalysesSales & Marketing EffectivenessManagement Contract ComplianceCapital Expenditure PlanningRisk Assessment/Mitigation

Government RelationsRegulatory ComplianceSales Methods and RestrictionsPhysical Property ReviewBrand and Operator RelationsLicensing Agreements and CoordinationDue DiligenceTransaction Agreements NegotiationHOA Meetings/PresentationsStrategic PlanningMixed Use Alternatives Analysis

Examples of our Hotel/Residence Integration Services Include:


• About eXceed• Feasibility Study & Market Analysis• Strategic Planning & Programming• Asset Management Services• Contact

Office:

Troy Bennett, CHA

786.302.2713

[email protected]

[email protected]

Skype ID: troy.bennett2

Washington DC

Steve Ferris

303.435-5393

[email protected]

Skype ID: s7ferris

Denver, CO


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E Xceed Asset Management Services