2. 2
RICHFIELD
CORPORATE
OVERVIEW
|
CONFIDENTIAL
|
FEBRUARY
2016
Richfield
Hospitality
OVERALL
MANAGEMENT
EXPERTISE
Richfield
has
extensive
management
expertise
in
Full
Service,
Select
Service
and
Lifestyle
properties.
In
lieu
of
operating
from
a
traditional
corporate
mentality,
the
Richfield
philosophy
is
to
empower
hotel
operations
by
providing
the
most
effective
field
support
services.
Our
established
reputation
is
vetted
in
over
40
years
of
trusted
experience,
and
will
be
structured
to
maximize
individual
hotel
performance.
Especially
in
today’s
operating
environment,
Richfield
leads
hotels
to
new
profitability
heights
in
a
dynamically
changing
economic
environment.
Richfield
Hotel
Management
Full
Service
Select
Service
Lifestyle
Field
Support
Services
Regional
Sales
Financial
Accounting
Centralized
Accounting
On-‐Property
Accounting
Human
Resources
Risk
Management
Procurement
Project
Management
Legal
Tax
In
addition
to
numerous
independent
properties,
Richfield
Hospitality
has
experience
managing
the
following
brands:
Richfield’s
goal
is
to
balance
stakeholder
management
and
unite
the
team
to
maximize
ROIC.
Operations
must
revenue
performance
while
meeting
both
brand
and
consumer
expectations
and
ensuring
product
relevance
and
sustainability.
This
process
begins
with
a
solid
underwriting
process
and
forecasting
followed
by
diligent
performance
to
meet
or
exceed
expectations.
Our
entrepreneurial
approach
is
hands-‐on
and
features
frequent
site
visits
and
constant
communication
with
our
guests
and
associates
at
the
property
level
and
providing
unequaled
transparency
to
our
partners.
Our
hotel
management
business
operates
in
three
distinct
sectors:
Full
Service,
Select
Service,
and
Lifestyle.
This
allows
Richfield
to
adjust
our
game
plan
for
each
property,
provide
the
appropriate
level
of
field
support
and
maximize
profitability.
3. RICHFIELD
CORPORATE
OVERVIEW
|
CONFIDENTIAL
|
FEBRUARY
2016
3
RICHFIELD
OWNERSHIP
STRUCTURE
Richfield
was
founded
in
1968
as
AIRCOA
in
Cleveland,
Ohio
and
over
the
past
four
decades
it
has
benefitted
from
management
experience
at
more
than
600
hotels.
Several
important
milestones
over
the
past
forty
years
have
placed
Richfield
and
its
sister
organizations
at
the
leading
edge
of
this
competitive
industry.
Richfield
is
a
private
company
and
subsidiary
of
City
e-‐Solutions
(CES).
CES
is
the
designated
vehicle
to
spearhead
new
business
initiatives
in
the
hospitality
industry
for
its
Singapore-‐based
parent
company,
City
Developments
Limited
(CDL).
City
Developments
Limited
is
listed
on
the
Stock
Exchange
of
Singapore
and
is
the
second
largest
real
estate
developer
in
Southeast
Asia
with
a
market
capitalization
exceeding
US
$7
billion.
CES
is
listed
in
Hong
Kong
and
its
shares
are
also
traded
on
CLOB
International
in
Singapore
Amsterdam
Stock
Exchange.
THE
RICHFIELD
PHILOSOPHY
Our
management
philosophy
is
rooted
in
delivering
owner
profits
and
asset
appreciation.
We
are
experts
in
delivering
top
line
revenues
by
exceeding
our
fair
market
through
effective
sales,
marketing
and
revenue
management
techniques.
We
retain
exceptional
talent
that
adapt
to
market
conditions
and
apply
efficient
operating
systems
that
build
strong
customer
relations
and
win
the
loyalty
and
respect
of
guests
and
clients
alike.
We
engage
the
community
and
are
accountable
to
ownership
by
maintaining
appropriate
cost
controls
and
providing
real-‐time
transparency.
CORE
VALUES
We
are
loyal
managers
on
our
client's
behalf;
we
will
strengthen
top
and
bottom-‐line
performance.
We
will
earn
the
respect
and
trust
of
our
clients.
We
are
driven
competitors
who
serve
to
win
every
guest,
every
time;
we
are
hospitable
and
will
exceed
guest
expectations
to
win
their
business
and
loyalty.
We
will
earn
the
respect
and
trust
of
our
guests.
We
are
compassionate
supporters
of
our
fellow
associates;
we
encourage
their
individual
potential
and
aspirations.
We
will
earn
the
respect
and
trust
of
our
associates.
We
are
committed
partners
to
our
investors;
we
will
expand
our
reach
and
produce
favorable
returns.
We
will
earn
the
respect
and
trust
of
our
investors.
We
are
dedicated
citizens
serving
our
communities
with
charity
and
hospitality;
we
give
back
to
the
communities
in
which
we
serve.
We
will
earn
the
respect
and
trust
of
our
communities.
4. 4
RICHFIELD
CORPORATE
OVERVIEW
|
CONFIDENTIAL
|
FEBRUARY
2016
PHILOSOPHY
Our
management
philosophy
is
rooted
in
delivering
owner
profits
and
asset
appreciation.
We
are
experts
in
delivering
top
line
revenues
while
utilizing
appropriate
cost
controls.
We
adapt
to
market
conditions,
retain
exceptional
talent,
and
apply
efficient
systems
that
work
well.
We
are
poised
for
strategic
growth
and
offer
flexible
terms
with
preferred
owner
relationships.
TEAM
ATTRIBUTES
Richfield’s
organizational
structure
is
designed
to
keep
us
responsive,
timely,
and
entrepreneurial
as
a
company.
We
deliberately
maintain
a
lean
reporting
structure,
and
we
empower
our
associates
to
be
decision-‐makers,
innovators,
change-‐agents,
thought-‐leaders,
and
creators.
For
our
associates
to
thrive,
Richfield’s
organization
structure
combines
leadership
and
resourcefulness
with
a
fast-‐paced,
results-‐oriented,
start-‐up
mentality.
Every
one
of
our
associates
is
focused
on
maximizing
hotel
ROIC,
profitability,
and
revenue-‐streams
while
concurrently
exceeding
guest
expectations
at
every
touch-‐point
along
the
way.
Strategic
&
Collaborative
We
are
laser-‐focused
on
aligning
hotels
with
low-‐cost,
high-‐performance
hospitality
solutions
while
utilizing
relevant
data,
market
analysis,
and
competitive
research
in
the
decision-‐making
process.
Whether
the
team
is
working
with
Richfield
hotels
or
a
third-‐party
business
alliance
partner,
associates
are
highly
engaged
and
dedicated
to
working
together
to
generate
synergy
and
reach
the
best
possible
solution
for
constituents
within
budget
and
timeframe.
Loyal
&
Expert
Our
associates
are
dedicated
to
aligning
with
Richfield
hotels,
external
clients,
business
partners,
leadership
team,
fellow
associates,
and
business
communities
achieve
the
best
results
on
every
project
and
endeavor
to
benefit
all
parties.
We
recruit
and
retain
the
best
talent
in
the
industry
to
ensure
our
clients’
expectations
are
exceeded
at
all
touch-‐points;
our
level
of
expertise
is
a
point
of
differentiation
among
our
competitive
set.
Innovative
We
embrace
the
latest
technologies,
best
practices,
new
media,
and
related
consumer
trends,
and
then
we
research
and
pro-‐actively
recommend
ideas
and
potential
solutions
to
achieve
maximum
performance
results
for
our
clients.
Top-‐line
&
ROIC
Focus
Richfield
delivers
top-‐line
revenue
growth
and
increased
bottom-‐line
profitability.
In
everything
we
do,
we
focus
on
return
on
invested
capital
for
our
stakeholders.
5. RICHFIELD
CORPORATE
OVERVIEW
|
CONFIDENTIAL
|
FEBRUARY
2016
5
TEAM
PERSONALITY
Every
brand
is
made
up
of
team
members
who
embrace
the
company’s
personality,
or
in
other
words,
its
main
qualities.
The
three
traits
noted
below
best
convey
the
core
characteristics
that
resonate
in
every
one
of
our
team
members
and
in
the
overall
RHI
brand
image
that
our
clients
embrace
and
expect.
PROVEN
NIMBLE
EFFECTIVE
40
year
track
record
Experienced
operators
Focused,
agile
and
quick
to
set
plans
that
smartly
accomplish
objectives
Focused
approach
to
adding
ROIC
value
and
top
line
revenues
Richfield’s
team
features
a
unique
balance
of
strategic
and
tactical
leadership
that
brings
the
rich
experience,
creative
ideas,
and
depth
of
skills
needed
to
ensure
a
successful
transition,
ongoing
management
and
an
enduring
partnership.
Each
of
the
Richfield
team
leaders
is
dedicated
to
a
successful
transition
of
the
property.
RICHFIELD
HOSPITALITY
LEADERSHIP
TEAM
Rodrigo
Jimenez,
President
Rodrigo
Jimenez
was
charged
with
leading
the
transformation
of
RHI
in
mid-‐2015
as
the
company
embarked
in
an
effort
to
re-‐position
and
fuel
aggressive
growth
initiatives.
He
has
a
long
history
in
the
hospitality
space,
starting
with
Webvertising,
the
company
that
created
the
iHotelier
Central
Reservations
System.
In
2004,
Rod
co-‐founded
Whiteboard
Labs,
which
produced
the
WindsurferCRS
in
2009.
Since
then,
in
2012,
Whiteboard
Labs
merged
with
Sceptre
to
create
SHR,
a
sister
company
of
RHI.
Rod
has
been
successfully
leading
the
new
company
through
great
growth
since
its
inception.
Prior
to
his
time
in
the
hospitality
technology
sector,
Rod
spent
10
years
in
the
banking
industry
where
he
advised
a
large
number
of
companies
in
a
wide-‐range
of
industries
and
countries.
During
this
time,
Rod
was
a
Vice
President
in
the
Latin
America
corporate
banking
group
of
Bank
of
America
and
also
served
as
Vice
President
and
Client
Advisor
in
the
International
Department
of
the
Chase
Manhattan
Bank
in
Houston.
In
that
capacity,
he
advised
subsidiaries
of
multinational
companies
in
corporate
finance
and
investment
banking
matters.
Rod
is
a
graduate
of
the
Financial
Management
Program
at
Stanford
University
and
was
a
participant
in
the
1999
Focused
Financial
Management
Series
at
Harvard
Business
School.
He
holds
a
B.B.A.
in
Marketing
and
an
M.B.A.
in
International
Business
&
Finance
from
the
University
of
Houston.
Ellen
Callas,
VP
of
Operations
Ellen
Callas,
Vice
President
of
Operations,
directs
the
nation-‐wide
team
responsible
for
day-‐to-‐day
operations
and
financial
performance
of
the
company’s
portfolio
of
hotels.
Ellen
joined
Richfield
in
2011
as
Area
Managing
Director
of
Richfield's
central
region
where
she
successfully
oversaw
five
properties
under
the
Platinum
Equity
portfolio,
including
the
Sheraton
Pittsburgh
Airport,
the
DoubleTree
by
Hilton
Bloomington,
Crowne
Plaza
Melbourne
Beach,
Four
Points
Philadelphia
Northeast,
and
DoubleTree
by
Hilton
Dallas
DFW.
Before
that,
she
worked
for
Starwood
Hotels
&
Resorts
Worldwide
for
12
years
in
the
northeast
region.
In
her
capacity
as
Director
of
Operations
for
Starwood,
she
accomplished
the
rollout
of
Starwood's
revenue
management
program
at
three
properties
achieving
exceptional
precision
in
forecast
accuracy.
She
also
has
a
luxury
background
with
four
years
at
the
Copley
Plaza
and
Ritz-‐Carlton
in
Boston.
Ellen
received
numerous
awards
in
her
roles
as
Area
Managing
Director
and
General
Manager
including
Richfield's
General
Manager
of
the
Year
and
Sales
Team
of
the
Year
in
2012,
as
well
as
Starwood's
Hotel
of
the
Year
and
Sales
Team
of
the
Year
in
2003
and
2004.
She
holds
a
bachelor's
degree
in
Psychology
with
a
concentration
in
Human
Resources
Management.
6. 6
RICHFIELD
CORPORATE
OVERVIEW
|
CONFIDENTIAL
|
FEBRUARY
2016
Laurie
Mowchan,
VP
of
Finance
Laurie
Mowchan
joined
the
Richfield
Hospitality
team
in
2015
as
the
Vice
President
of
Finance.
In
this
role
she
leads
all
financial
matters,
including
accounting
and
reporting,
cash
management
and
forecasting,
and
internal
audit.
Laurie
is
also
responsible
for
overseeing
the
accounting
operations
for
all
Richfield
managed
properties.
Prior
to
joining
the
Richfield
team,
Laurie
was
Director
of
Accounting
and
Finance
at
WhiteFence,
an
online
utility
connection
provider
for
the
residential
marketplace.
Laurie
is
a
native
Houstonian
and
holds
a
Bachelor’s
Degree
in
Accounting
from
the
University
of
Houston.
Camille Garner, Interim VP of Human Resources
Camille joined Richfield Hospitality in 2015 with an extensive background in Human Resources for several
hotel brands including Marriott, Omni Hotels & Resorts, Joie de Vivre Hotels, and Four Seasons Hotels &
Resorts. In her role with Richfield, Camille oversees all Human Resources activities for Richfield managed
properties and the corporate Richfield staff. Her experience with training and development of staff, hotel
openings and transitions, benefits administration, employee relations, and recruitment and retention add
significant value to the Richfield leadership team as we work to re-position the company and fuel
aggressive growth.
Camille holds a Bachelor’s of Science in Hospitality Management from Morgan State University. She is currently based out of the
corporate offices in Houston, TX.
Patrick
Shine,
VP
of
Development
Patrick
is
a
second-‐generation
hotelier
and
responsible
for
the
continued
growth
of
the
company
through
acquisition
and
third
party
management
agreements
along
with
development
of
strategic
alliances.
Prior
to
joining
Richfield,
Patrick
acted
as
a
private
consultant
and
trusted
advisor
to
the
hospitality
industry
for
over
25
years,
spearheading
critical
development,
marketing
and
turnaround
projects
for
franchise
partners,
management
companies
and
hotel
ownership
groups.
