The Hotel Northland

Green Bay, WI

Programming

Business Model

Presented by; Frantz Community Investors 3801 Beverly Rd, SW Suite 300 Cedar Rapids, IA 52404 Phone: (319) 390-0013

Hotel Northland, Green Bay WI There exists an exceptional opportunity to develop a unique world-class hotel which

would serve as an iconic urban destination for visitors while creating a vibrant social

scene for locals. The property will be positioned as a core attribute in the revitalization of

downtown Green Bay, fulfilling the visionary initiative of city leadership, while

satisfying the civic needs of the community.

However, the hotel's profile and programming needs to be unique, diverse and creative,

in order to maximize full impact to downtown revitalization efforts. Frantz Community

Investors recognizes that challenge and this summary is a sampling of the direction we

intend for this extraordinary undertaking.

The Northland will position itself as an iconic, sophisticated urban luxury hotel,

embracing its legendary stature while presenting unique physical attributes and

programming. This approach will distinguish the property from other luxury destinations,

establishing a profile which will garner media and visitor attention throughout the

Midwest and beyond...

The Northland house car; a vintage 1938 Cadillac Limousine, complimentary for guests

transport within the downtown area nightly to access restaurants, theater, galleries and

nightlife.

Northland VIP guests will be delivered to and from Austin Straubel International Airport

in classic style. And for social wedding venues, it’s a truly grand arrival for bride and

groom…

"Success demands singleness of purpose.” Vince Lombardi

Beyond the physical restoration, Northland will establish a service culture of excellence,

ensuring its long-term success. All personnel will exhibit professionalism, passion and a

desire to deliver an exceptional guest experience. Northland staff members will go

thorough an extensive orientation and training program, serving as stalwart ambassadors

of the hotel brand and city legacy. Efficiency, unparalleled professionalism will be

second nature to the hotel team, rivaling peers in world-class hotels around the globe.

And all will have a story to tell, further establishing the Northland's legendary status

amongst its guests. In daily pre-shift briefings, staff will be introduced to stories of a

prior guest of distinction experience from yesteryear. Similar stories will be presented at

turndown service in the evenings on tastefully scripted note cards. Guests will come away

with the feeling of having stayed at a very special place, frequented by celebrities, sports

stars and world leaders.

The hotel's history will be on display throughout the property, with tasteful sepia

photography within rooms and suites, guest floors and public areas showcasing the

Northland's legendary status. The restaurant and bar will feature target specific themed

photography, with the Packers presented in the bar environment and a political profile

within the restaurant, featuring players and city leaders respectively of yesteryear thru

present day.

Accommodations will feature 70 each Deluxe rooms, 70 each Junior Suites and 20 each

Specialty Suites. Distinguishing features will include lush featherbed covered mattresses,

Egyptian cotton sheets and luxurious Duvets. Northland rooms will feature plush terry

robes, Wi-Fi access, flat screen televisions, iPod alarm clocks, in-room safes, coffee-

espresso makers and mini-bars. Bathrooms will offer bamboo cotton terry, rain showers

and green-certified signature bath amenities.

Suites may also include Jacuzzi tubs and gas fireplaces. Specialty Suites will also feature

hardwood floors, designer area carpets and wet bars in addition to a spacious, separate

living room. Accommodations at the Northland will be extraordinary, distinguishing

itself beyond the borders of Wisconsin and throughout the industry as one of most

sought-after hotels in the industry.

Hotel Northland will take pride in presenting its guests a responsible luxury experience,

from the organic and biodegradable products to progressive conservation and recycling

programs. Eco-luxury travel is definitely carving its place into the luxury travel market.

Twenty-two percent of travelers expect to be more environmentally conscious in their

travel decisions in 2014 than they were in 2012. Thirty-two percent consider their carbon

footprint when traveling. As a result, forty-four percent of these travelers choose to stay

at “green” or environmentally-conscious properties. An inn or lodge depicting “green”

policies also factors into thirty-three percent of travelers’ booking decisions.

The hotel's signature restaurant will be positioned as sophisticated-casual and trendy,

with a 'farm to table' concept and a discernible Wisconsin theme front and center. An

emphasis on certified organic will be prevalent as Wisconsin has 10% of the nation’s

certified organic farms in the country, second in the nation. Price points will be

competitive with local establishments, encouraging broad local engagement. The menu

concept will embrace and present offerings from the local farmer’s market. A stellar beer

and wine list, again moderately priced, with direct focus on beers of the world and value-

discovery varietals, will be accentuated by premium stemware. And all menu selections

will be accompanied by both Brewmaster and Sommelier suggested beverage pairings.

An element of whimsical historical coupled with iPad menu technology will ensure a

balance of novelty, relevance and longevity in an increasingly competitive local market.

City leaders from yesteryear to present day will be showcased within the environment,

illustrating the colorful legacy of Green Bay’s founding fathers.

Weekly wine theme dinners, inclusive of regional cheese courses, will be prevalent and

the manager will also serve as Sommelier, enabling a natural interactive presence at

tables without being intrusive to the guest experience. The Chef de Cuisine will have a

strong presence in front-of-house, consistently interacting with guests and locals as

production allows. To overcome the stigma of the typical three-meal hotel restaurant,

Northland will reintroduce the 'power breakfast' establishing itself within the business

and political community, in addition to the normal lunch and dinner activity.

An active bar scene is essential to the hotel and will greatly animate the environment,

ultimately benefitting restaurant traffic. Northland will feature an NFL-themed American

sports bar showcasing Packers players/teams from the 20’s thru modern day, against a

backdrop of vintage-to-present-day memorabilia and subtle classic rock music at subdued

unobtrusive volume levels; each of which caters to the ever-expanding late Baby Boomer

and Generation X market. This market reflects 54% of Green Bay and 52% of the U.S.

demographic. Music and sports stir fond memories of days gone by, establishing the bar

as a ‘feel-good’ place to be. The setting will reflect a refined-casual 'clubby feel' with

furnishings and fixtures to include tufted leather booths, generously sized tables,

comfortable chairs, bar stools and mahogany bar, the ideal sophisticated retro setting.

Attention to moderate price points will position the bar for broad audience appeal, while

appropriately suitable for those in business attire. The beverage offerings will accentuate

classic cocktails, trend-setting specialty drinks and select drafts, microbrews and craft

beers. Extended nightly happy-hours will further emphasize value, especially weekday

evenings. The food menu will showcase distinctive appetizers with a core emphasis on

specialty burgers. An established agency with local relationships will be secured to

penetrate community. The website will incorporate a Facebook page and a weekly blog,

featuring guest sports journalists. An established local televised sports show will be

targeted plus select radio, each broadcast on-site. Weekly live sports chats with Gazette

journalists will be encouraged in afternoons, further encouraging local lunch activity.

The Crystal Ballroom will be resurrected, a return to its grand dame profile of the

twenties, distinguishing it as the ultimate setting for social affairs. Flexible meeting space

and upscale boardrooms, coupled with modern technology will provide corporate groups

an exceptional setting for meetings and conferences. Signature catering menus will be

complimented by an engaged culinary team for customized offerings to suit each clients'

respective budget. From engagement parties, bridal showers, rehearsal dinners, to

wedding ceremonies and receptions, the legendary Northland sets the scene with a wide

selection of elegant settings for any stellar event.

Every event will be distinguished by exemplary cuisine and personalized service, with

attention to the finest detail, from meticulous planning to successful conclusion.

The Northland will establish itself as the preferred setting for corporate groups, affluent

leisure travelers, visiting dignitaries and memorable social affairs. It's our belief and

commitment to Green Bay that the Northland's attributes will distinguish the property

from the typical hotel model all throughout the Midwest and beyond...

Former Packer players residing within the community will be recruited for corporate

team building packages, hosting business or social groups on or off-site as Northland

ambassadors. Function rooms will be set within the historic ambiance and luxurious

surroundings of the classic hotel.

The lower level environment will feature a state-of-the-art fitness facility, with personal

training and instructional classes available daily. As well, a boutique luxury spa will

compliment the hotel as a destination for leisure travelers. Statistical data culled from spa

operations in hotels and resorts indicates that spas are an expected guest amenity. And

millions of baby boomers...the ever-expanding generation that galvanized the

spa/wellness revolution…will have a massive impact on the industry for years to come.

Spas were once viewed as an amenity to a hotel, with a purpose of commanding a

premium on a hotel’s ADR. The maturing of the hospitality industry, coupled with the

challenging economic times caused the spa industry to become profit generating and

incorporate revenue management strategies to maximize yield.

Statistical data culled from spa operations in hotels and resorts indicates that spas today

are not only an expected guest amenity, but can add substantially to the profitability of a

hotel or resort.

Weekend to week-long retreats, hosted by respected health and wellness professionals,

will offer nutritional counseling, cleansing, yoga, fitness, and many different types of

massage; hypnotherapy, meditation, and stress management for the mind and body. These

specialty programs will be targeted primarily for low-season periods. Signature private

cabanas with Hot Tubs for Two are under consideration.

A two-lane bowling alley with an adjoining billiards room is being considered as a means

of presenting a unique recreational environment, ideal for group hospitality venues and

leisure guests’ entertainment. Fueled by increased interest from women and young

professionals, bowling continues to rank as the nation’s top participatory sport.

A lower level lap pool and/or water feature is also under consideration, as space allows.

Specialty aquatic classes may be incorporated within programming in addition to serving

as a leisure amenity for guests and members.

Programming will also incorporate components such as cooking classes, life-style

seminars, musical venues and historical tours in addition to local partnerships which

effectively showcase the community’s attributes.

A luxury experience needs to reflect value, even for affluent travelers. Again, the

Northland will fulfill that expectation and beyond….

Club Membership will play an important role in establishing the vibrant social scene at

the Northland, while serving as an ongoing entertainment venue for hotel guests at the

same time. The engagement of the community is essential in driving a base of business

for outlets and to better establish the hotels' profile in its own backyard, where the

property's reputation is derived. Northland will reach out to all former and existing

Packers players and spouses, extending complimentary access to the club. The same

offering will be extended to local accredited press in an effort to maximize media

relationships, ultimately benefitting club's image within community.

Membership price points will be moderate to encourage a broad base of membership,

with year one dues positioned as such; Individuals at $495 ($75 Down, $39 Month) /

Couples at $695 ($150 Down, $49 Month)…exclusive privileges include;

- A 15% Savings in Legends Bar and Mayors Restaurant

- A 15% Savings for Luxury Spa Services and Retail Logo Merchandise

- Access to the fully equipped Fitness Center Facility, with preferred pricing for

instructional classes and personal training

- Monthly Complimentary Spirits-Wine-Beer Tasting Receptions featuring art

exhibits, authors book signings and musical venues

- Monthly Interactive Cooking Luncheons with Host Player-Chefs

- Quarterly Lifestyle Seminars featuring Select Guest Speakers

- Promotional Hotel Packages at preferred price points

Trolley service will be available to groups for transportation to special events, convention

center access, recreational outings, local farmers markets, Packer Hall of Fame tours and

Lambeau Field on game days.

A weekday downtown recurring route will enable hotel guest ease of access to local

merchants, while affording businesses and locals hassle free connectivity to lunchtime

dining at the Northland. Establishing a vibrant downtown scene in partnership with local

merchants will be an ongoing, primary initiative for the hotel, benefitting the overall

community at large.

Frantz Community Investors is committed to this initiative and understands the hotels

vital role in further establishing the downtown district as a sophisticated, unique urban

destination. It's assumed the hotel will position itself as the leader in the local market,

thus benefiting the downtown environment year-round.

Frantz Community Investors:

Michael Frantz, Partner

Tom Frantz, Partner

John ‘Omar’ Bradley, CEO

Jeffrey O’Brien, Director of Architecture

Clayton Hargrave, Interior Design

Project Development:

Kahler-Slater Architects … http://www.kahlerslater.com/

Berners-Schober Associates … http://berners-schober.com/

Gettys Hospitality Design … http://www.gettys.com/

Preservation Design Works … http://www.pvnworks.com/index.html

Z2 Brand-Marketing … http://z2marketing.com/

On-Site Executive Team:

Asset Manager / VP Sales

Steve Frantz will serve as Asset Manager for Frantz Community Investors, to include

oversight of hotel sales and marketing objectives. An established sales executive with

Benchmark Hospitality, he possesses over twenty five years experience in non-franchised

luxury hotels. As well, he understands the complexities of hotel sales for an independent

property in a highly competitive market. Frantz, who possesses mid-western Iowa roots

himself, will focus on establishing business relationships at the senior executive level.

Hotel General Manager

Dennis Doucette will serve as General Manager, responsible for all hotel operations. He

possesses over thirty years in the industry, to include Sheraton, Hilton and Westin. Most

recently, he was General Manager of the Biltmore-Miami for 19 years, parent company

Seaway Hotel’s crown jewel. He served on Board of Directors for the Miami Hotel

Association and was a Governor’s appointee under three administrations on the Tourism

Commission and Visit Florida Board of Directors, state’s tourism marketing organization.