Contact Us | Search ABOUT US SERVICES PORTFOLIO NEWSROOM GALLERY CAREERS HOME / SERVICES / CASE STUDIES Share This: MARCUS EXPERIENCE AND RESULTS Marcus Hotels & Resorts is committed to performance excellence in all areas of hospitality operations. We build on our knowledge of brand systems and operations of independent properties to deliver creative and profitable solutions. We invite you to learn more about our expertise in critical hospitality areas including but not limited to renovation, branding, sales, revenue management, food & beverage, and human resources. Click the plus (+) sign to read a short description. THE THREE R'S OF VALUE-ADD: RENOVATION, REPOSITIONING AND REBRANDING Modernizing Momentum: AC Hotel Chicago In 2014-15, Marcus executed a multi-million dollar room renovation of its Four Points by Sheraton Hotel in Chicago, rebranded and reopened the hotel in May 2015 as the fourth AC by Marriott, a modern, European-style select-service hotel in the U.S. The property is quickly ramping to underwriting, and performing strongly against its comp set. Renovation & Rediscovery: Westin Atlanta Perimeter Creating an Icon: The Garland Transformation of a Legend: Grand Geneva Resort & Spa Re-creating a Community: Skirvin Hilton FINANCIAL STRUCTURING Show Me the Money Marcus has led or been involved in several successful deals with complex financing arrangements. For example, $32M in EB-5 financing was raised for our Capitol District Marriott project in Omaha, and Marcus negotiated a favorable ground lease and second mortgage with Oklahoma City and identified and received significant income tax credits for the Skirvin Hilton redevelopment. SALES STRATEGY SUPERIORITY Grossing-up Group At Heidel House Resort, a property ideally suited for social catering events, changing pricing and sales strategies drove year-over-year group room sales up 4,000+ room nights and increased weddings by 33%. With a focused strategy on driving total group spend, and not just group rate, the resulting revenue increase was nearly $500K in our first year in a property in need of renovation yet to occur, pleasing our client very much. Peak Dollars in Off-Peak Periods Leading in Share Leads REVENUE MANAGEMENT RESULTS Revenue for One, Revenue for All Our focus at Marcus Hotels & Resorts is on revenue management of all operations – rooms, food & beverage, and all additional outlets. At Grand Geneva Resort & Spa, for example, where the lowest demand period is mid-week in the winter months, our strategy to sacrifice some rate to drive occupancy, which is followed by guest spend in the resort’s various outlets (spa, golf, ski, and more) and resulted in the best winter performance in the property’s history. From 2013 to 2015, we grew our gross RevPOR by 14% and GOP by 16%. Turning Charm into Cash FOOD AND BEVERAGE FLOW-THROUGH Going Against the Grain At the turn of the economy in 2008, Marcus’ added a leadership position to focus on re-igniting catering & event business through new markets and channels; increasing visibility of Marcus’ unique restaurant brands through the creation of Marcus Rewards, award-winning websites, creative social media engagement, and local sourcing through a “Straight to Your Plate” program. Relishing in the Recovery REVIEWS & RANKINGS FROM SERVICE & CULTURE Training & Teamwork As a focused training effort, Marcus created and introduced the 52 weeks of Huddles Play Card in our Hilton Milwaukee City Center hotel, in addition to our job skills training. A single topic is discussed during daily line-ups, such as: Teamwork, Knowing Your Hotel, Service Recovery, WOWing the Guest, and Engagement. Using regression analysis, we identified the biggest influences on overall service scores are cleanliness of the guest room, arrival experience, and noise complaints. Quality teams comprised of staff members address the top causes of guest issues, with tracking done via compelling department scoreboards, thus successfully and proactively improving guest service scores. Further, fun team “competitions” put departments head-to-head to beat one another in service scores. The property was most recently ranked 80 of 279 Hilton hotels in overall service, achieved multiple Hilton service and improvement awards in 2013, and has received the AAA 4-diamond rating for five consecutive years. Culture & Community EXPENSE ENGINEERING Seize The Profits: Grand Geneva Resort & Spa In early 2016, we embarked on an in-depth, multi-departmental expense initiative with step change performance improvement experts at one of our properties, with the purpose of increasing productive work time, as well as find dollar savings. Processes were improved, systems developed or revised, and behavior was modified, resulting in a six-month improvement projection by department of 9.7% in Rooms (per occupied room), 18.3% in Food & Beverage (per cover), 17.3% in Spa (per revenue dollar), 5.9% in Grounds & Engineering (total spend). The total impact, thus far, is estimated to be a savings of over $600K. The expense savings trends have continued to improve in the second half of the year, and we expect to recognize additional improvement. This expense initiative exercise is a periodic process for Marcus-operated hotels. 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