Five Points Hospitality has been involved in the acquisition of land, construction of new hotels and the opening and operation of numerous properties for close to three decades. We realize that Hotels are different from other types of real estate investments, primarily due to their daily occupancy and revenue fluctuations, however, the need for a specialized team with a results driven background remains. Understanding the cyclical nature and dynamics of hotel markets is critical to good investment and decision-making. An initial analysis of the market and financial feasibility is perhaps the single most important aspect in hotel investment decision-making.

With this diverse background, our combined experience makes us ideally suited for the development of new hotels and the enhancement of existing projects. Below is a sampling of our completed projects and services we can provide.

Planning/Design

• Coordinate hotel room design and food and beverage areas
• Coordinate architect, engineer, land planner, and/or interior designer
• Coordinate layout/procurement of hotel furnishing, kitchen and lounge equipment, laundry equipment, and commercial area furnishings
• Coordinate all IT - front desk, energy management, restaurant, administration
• Coordinate the telephone system, key and lock system, and audio visual system
• Specify/procure all FF&E for operating departments

Interior Design Assistance

• Locate and choose a design firm
• Assist the interior design firm with the furnishing specifications:
• Coordinate the design and look of all Public Areas to include the Lobby, corridors and meeting rooms
• The complete design and coordination of guest rooms restaurant and lounge

Construction Project Management

• Function as (Owner) project manager
• Coordinate input with architect, engineer, etc.
• Consult with ownership on bids, changes and/or selecting General Contractor
• Accept bids on project
• Perform pre-opening inspections and punch list for hotel

Pre-opening Services

• Create and implement the pre-opening marketing plan
• Assemble pre-opening budgets (working capital, food, beverage, linens, china, etc.)
• Recruit, interview, and hire all key management and sales personnel
• Train all key personnel
• Recommend advertising agency
• Establish definitive objectives and action plans for all departments
• Obtain business licenses
• Develop pricing strategy for rooms, food and beverage based on the property and the market.
• Develop specifications and bids on building insurance
• Coordinate the procurement of guest supplies and employee uniforms
• Interface with potential hotel concessionaires
• Develop employee benefit program and policy manual

Some of our Projects to Date

• Hilton Garden Inn Fayetteville/Ft Bragg – Owned and Operated by Five Points
• Holiday Inn Express and Suites Fayetteville – Owned and Operated by Five Points
• Days Inn Fayetteville – Owned and Operated by Five Points – Property was sold
• Holiday Inn Express Tampa – Complete FF&E for individual Owner
• Clarion Hotel Tampa – Complete FF&E for Individual Owner
• Independent Hotel – Lumberton, NC – complete project development from construction through opening for an individual owner.

Currently in Development by Five Points Hospitality

• Embassy Suites Hotel – 167 rooms - to be owned and operated by Five Points Hospitality – Land Secured
• 18,000 sf conference center - to be owned and operated by Five Points Hospitality – Land Secured
• 36,000 sf of Grade A Office Space for lease - to be owned and operated by Five Points Hospitality – Land Secured
• 130 room major franchised hotel property adjacent to the conference center - to be owned and operated by Five Points Hospitality – Land Secured

Proactive Direct Sales Approach - Five Points Hospitality’s top-line revenue focus is based on the development of an aggressive, team-oriented sales force. We create this high-caliber sales effort by:

• Focusing on the basics: prospecting, building strong customer relationships, qualifying, selling, and closing.
• Fostering a sales culture that celebrates and rewards “out-of-the-box” thinking.
• Delivering cutting-edge sales training to all associates.
• Motivating our sales associates with a competitive sales incentive program.
• Providing all the necessary tools for our associates to succeed as a Five Points Hospitality Inc. salesperson.
• Establishing and maintaining strong relationships with franchisor Global and National Sales forces to drive National Account business into the individual properties.
• Personalizing the Sales efforts to the client

Marketing Support - Through our centralized Resource Center, Five Points Hospitality Inc. Provides its hotels with support for their local marketing efforts in the following areas:

• Advertising and collateral design
• Media planning
• Promotion coordination
• Public relations
• Training and Career advancement

Underlying all marketing campaigns is a determination to take full advantage of promotional dollars spent, locally and at the brand level, to provide a solid return on investment. Once the investment is made, comprehensive tracking measures are implemented to understand the overall effect of the promotion.

Revenue Maximization - Five Points Hospitality’s Revenue Department works in tandem with the hotel management team to build and maintain individualized revenue streams that contribute to the overall revenue goals of each property. Regular forecast meetings support the hotels Business Plan and strategies.

Through the use of Industry reports, Property Management Systems, Sales Reports, and most importantly, the on site management team with their knowledge of the local market, we look to analyze demand, historical trends and competitive pricing to predict and maximize potential revenue. Furthermore, we measure success by growing market share year-over-year to exceed established RevPAR goals. Consistency and flexibility allow us to anticipate these trends and maintain market leadership positions in most cases.

Marketing Strategy - At Five Points we believe the foundation of a marketing plan is an effective strategy. This may take many forms however ours has evolved over the years and will continue to do so as trends and conditions change. We currently implement three primary components for our properties:

1. All guests must depart willing to return as a result of Service Levels and Associate Interaction -Driven by Employee Empowerment and their ability to handle the guests needs.

2. Maximize Market Share in Historically Profitable segments - Know and work the market and the demand.

3. Find and acquire new or smaller profitable segments - Know and seek out opportunities.

We research and our data base to find and pursue niches in order to expand markets and convert them into mainstream business. At Five Points we have strategies in place with which all department associates take ownership in the process. Associates typically know where guests are coming from and why they are in the area. We believe in capitalizing on that knowledge. Equally as important, is making sure that all the staff is aware of the strategy and the relevant details through training and positive reinforcement.

Information Technology - Five Points Hospitality Inc. Hotel’s Information & Technology team was constructed with a substantial investment and an extensive and experienced support staff. 
Our IT is such that each associate in each department is able to retrieve data from the network in a timely manner. The information is automated and processed so the reports generated contain meaningful information for them to make solid business decisions that are productive and proactive in nature. The infrastructure consists of a Microsoft Network Server a Microsoft Exchange Server a Microsoft Terminal Server and a VPN Server with a firewall for security. Currently a portion of the reporting is automated and the eventual goal is to have a paperless information system. Additionally, Five Points utilizes all reports and systems that are available from each chain if the managed entity is a franchised hotel. If an independent, Smith Travel data, Hoteligence and other reporting tools are utilized to assist in maximizing revenues and profits.
Five Points Hospitality Inc. Hotel’s centralized infrastructure provides the power to serve our three stakeholders Our Guests, Our Associates and Our Owners so that each can improve their productivity and be more cost effective in meeting our guests’ expectations. To our associates we provide training, career development and advancement opportunities consistent with their goals and aspirations.

The bottom line is we optimize profit for our Owners through effective management, creative marketing and cost efficient operations using these technologies:

• Daily Reporting System
• Franchise Property Management Systems
• Internal E-Mail Access
• Weekly Bulletins
• Five Points Hospitality Inc. Intranet
• Centralized Payroll Processing
• Centralized Purchasing System
• Scorecard Reporting
• Sales Marketing industry reports
• Dot-Com Marketing opportunities
• Risk Management reports
• Guest Relations reports
• Human Resources staffing and turnover reports
• Internal Audit Program

Food & Beverage - Five Points Hospitality completes an in-depth analysis of the food & beverage operation at each hotel. Each review will include pricing, competition, operating policies, hours of operation, human resources and market conditions. The exact focus of each assignment will vary based upon the unique needs of our hotels. The study will include a on-site visit with specific recommendations targeting improvement in both revenue and profitability.

Food & Beverage Operations Assessment Implementation - Assist our hotels with the "implementation" of our recommendations after assessing the food and beverage operation. Items covered in this phase may include the completion of a comprehensive food and beverage marketing plan, the review and revision of outlet menus, pricing recommendations, management and staff training and support, catering sales and operations audits, and the development of operating strategies to ensure maximum revenue potential.

Concept Development & Third-Party Negotiations - Assist hotels with the creation, overhaul or replacement of their existing restaurant concept(s). Before the onslaught of new chain restaurant concepts and "celebrity chefs" the typical hotel generic three-meal/day restaurant was considered a competitive vehicle within the marketplace. The primary objective of this service will be to create or help put in place concepts that are competitive in the "new" marketplace and have the ability to capture market share in a specific city or region while achieving appropriate financial results.

Restaurant Management - Five Points Hospitality will assist our hotels with the overall management of their food and beverage operation(s). Many of our concept developers need professional operations support to make the Food & Beverage department profitable. Five Points Hospitality Inc. Management support includes total operating control of food and beverage services or oversight and guidance services provided on an as needed basis. Our core competencies in this area include: Human resources management (training, staffing), menu engineering, strategic and financial planning and concept development.

Five Points Hospitality uses the following Seven Steps to Food Cost Control to keep the product consistent and the F&B profitable.

Seven Steps to Food Cost Control

1. ORDERING -  Effectively & Efficiently by taking advantage of centralized purchases and franchise pricing.
2. RECEIVING -  Verify and Date for effective rotation and use of product.
3. STORING -  Effective and ample storage - safe and secured
4. ISSUING - Control what leaves the kitchen.
5. PREPARATION - Effective prep work - not over preparing and creating waste.  Know the demands.
6. COOKING -  Menu Cards & Pictures for line cooks - Consistency is Key.
7. SERVING -  Simply put, Serve Hot food Hot and Cold food Cold!  Train staff - Create an experience.

Work hard on the cost controls and be consistent about them! One element of controlling food cost covers all seven categories: thorough training! Give your staff the ability and knowledge and confidence to do their jobs properly and to your specifications. Inconsistency and failure to enforce procedures will drive costs skyward. Failure here is like throwing money away.

ACCOUNTING/PAYROLL - Five Points Hospitality Management operates with a centralized accounting office to maximize efficiency and reduce operating costs for each property. The Accounting Department is responsible for generating the monthly financial statements. Each property maintains its own general ledger and set of bank accounts. The payables are authorized at the property and forwarded to the Five Points Hospitality Management office for payment, allowing the advantages of a decentralized system from the approval standpoint, but maintaining centralized control from an internal control standpoint. Five Points process payroll on a biweekly basis for all properties and also files all mandatory payroll tax returns and generates W-2’s. The Accounting Department is also responsible for the filing and payment of state and local sales taxes. Five Points operates with the accrual basis of accounting, providing our managers and operations personnel with a timely and accurate financial statement to help them to be more effective managers with current and up-to-date information. Five Points Hospitality Managements centralized accounting system is more efficient and allows us operate with fewer accounting personnel on property saving payroll costs.

Budgeting & Forecasting -  Five Points Hospitality Inc. has vast experience in budgeting and forecasting; a staple to our efficient operation which translates to our bottom line. Our annual budgeting process begins very early with market and past hotel performance analysis. Utilizing data from various sources and combining it with other variable, our corporate and hotel management team create a road map for the following year. This budget is shared and approved by owners prior to implementation.  Not only does Five Points prepare an annual budget, but we are constantly forecasting and updating revenue and cash flow based on expected and unexpected changes in the market.