WYPR discussion featuring Michael Haynie, SR., Parkway Hospitality Management
Some employers say soft skills, like communication and leadership, are just as important in getting hired as technical requirements like typing or computer programing. But soft skills are a challenge for schools, not just figuring out what they are, but how to teach them … and test that they have been taught.
http://bbjonline.cachefly.net/BBJcast11-18-11.mp3
Restaurants have always been a good debate amongst hoteliers — both regarding the need for them and at what level of a property. Full service hotels mean just that, and they are basically called “full service” because of the inclusion of a restaurant. Limited service simply describes hotels without a restaurant. Years ago, the brand name hotels used restaurants to further define standards and try to create a sense of consistency and feel for decor and service. Needless to say, this was an evolving challenge which never seemed to quite get where intended. Brands even tried to standardize how an egg was cooked or even the size of glasses of juice. All good intentions, but what many of the owners were looking for was a model of profitability for their hotel.
Let’s go back to the late 1980s and early 1990s when hotel restaurants were the “in” trend, particularly in markets like Washington, D.C. and New York. Having a signature restaurant in your hotel was a sign that your hotel was truly upscale and had “arrived.” You saw many of these trendy five-star restaurants in independent hotels. Top chefs such as Michel Richard at the Latham in Georgetown or Jean Louis at the infamous Watergate Hotel were known for their high quality operations and absolutely fantastic food. It is questionable whether these hotels made money or even came close to breaking even, but the exquisite environment and top notch cooking were never in question.
Many hotels back then attempted to duplicate the “Jones” and found themselves in serious trouble, particularly with the oncoming recession in the early 90s and the change in tax laws. The hotel business was and is all about room profitability, and yes, there is something to having the right mix and type of amenities. But it became quite apparent coming out of the 90s recession that “limited service” hotels were the wave of the future. In many cases, it was far more cost effective to give away the food and beverage at a property than to attempt to have a restaurant. So what you saw emerge as a hotel business model were the branded limited service properties “giving away” breakfast and a snack later when you arrived back to your hotel after a day out. Many of the more successful real estate investment trusts (REITS) today still have as a significant portion of their portfolio quality limited service brands. Earnings per share was and is still the nature of the day, and hotel restaurants were seen as a cash drain.
Let’s fast forward to the 21st century to see if the model for restaurant operations had changed and we had learned our lessons from the past, or if we just stopped having restaurants in our hotels. Well, I am happy to report we still have the term “full service hotel” in our vocabulary; however how we view these full service hotels and the food and beverage operations has changed with the times. For some, leasing space to an experienced operator of restaurants and figuring out the complicated issues of how to do room service or cater small meetings became the challenge. For others, it was to ensure the general manager could continue to entertain clients at the establishment without the ugly glares of the staff and management. Then there are the full service establishments who still believe the way to driving market share, including rooms, is to have a signature chef’s name on their establishment. Not the chef — just the name. Back in the old days, you would truly see Jean Louis, Michel Richard and Jim Papovich actually cooking your meal! With the advent of cooking shows and the outcrop of celebrity chefs because of the exposure of these shows, it has truly helped drive restaurant traffic to the hotel. Because of the up and down nature of occupancy, the reliance on hotel guests is still not enough.
Modern day hotel food and beverage operations need to be geared towards profitability. Here are some things that should be taken into consideration by hotel management in regards to their restaurant operations.
All of the above items are very helpful as you venture into the highly volatile world of hotel restaurants. With all of this, to be able to achieve a profitability margin of 10 – 12 percent would be a considerable victory.
And with the hotel restaurant also comes to mind catering. Catering can offer tremendous profitability. If you do it well, you can expect profitability margins as high as 35 – 40 percent, but that is not necessarily the norm. The predictability of the number of guests expected helps immensely in food purchasing and staffing, and should help in controlling related overhead. So how do you get catering customers coming to you?
Profitable food and beverage in a hotel environment is possible, but it needs to be taken seriously as a priority. Owners no longer tolerate amenities in hotels with one hundred plus percent cost. Understanding your market and what you want to be, as well as hiring the right food and beverage skills to suit your operations will give your restaurant a chance to succeed. Bon Appetit!
Michael Haynie has devoted his entire professional career to the lodging and hospitality industry. After attending Northeastern University in Boston, MA, he took on various entry level positions before rising through the ranks to the executive level positions he has held for many years. Mr. Haynie has experience in every facet of hotel operations and has served in leadership capacities in hotels ranging from economy to luxury. Prior to launching his own hotel management enterprise, Mr. Haynie served as the Vice-President and Managing Director of Baltimore’s Tremonts Hotels which encompassed the upscale Tremont Plaza Hotel and the economy Tremont Park Hotel. Mr. Haynie, SR. can be contacted at 443-604-3835.
More than a decade ago, spas in general were “in.” Like low-calorie menu items and personal trainers, everyone wanted to talk about and be seen at the spa. Hotels soon followed the trend, and spas began cropping up in hotels all over the country. Many establishments tried to expand the health club concept which they had adopted in previous years, upgrading their workout facilities to transform them into the latest trend at that time — the health spa kick. The profitability model for these never seemed to make sense nor be achievable, but many operators and companies looked at this amenity as just that: a potential loss leader which would attract additional market share because it was an amenity the property had.
Fast forward to 2012 and the current economic situation, and everyone is watching their wallets a little more closely. For some, spa services might be seen as a necessity for health or beauty reasons, but for most people, they are still a luxury. With the ever-increasing cost of air travel and gasoline prices, travelers need to cut corners. Marketing to outside customers, providing complementary services and partnering with local spas and treatment professionals are just some of the ways that hotels can provide their guests the spa services they want without having to sacrifice profitability.
Just like a good signature restaurant, a hotel spa must have the ability to attract transient or outside customers and not be wholly reliant on hotel guests. Resort hotels have a much better opportunity to capture hotel guests within the spa, as many resort guests go to the resort exclusively to experience the amenities such as a spa, pool or health club. It does make perfect sense for an actively marketed “resort” hotel, which is typically a four- or five-star property, to consider a spa among its amenities. The key ingredient to the resort spa’s success is the ability to market the services to transient customers and hotel guests alike.
In hotels that are geared more toward business travelers, many guests are off at meetings during the course of the week, and thus have very limited opportunity to go to a hotel spa. That’s why it is crucial to market to customers outside of the hotel. Offering locals discounts for spa services is a great way to attract new customers and create a solid customer base who can become repeat customers.
Incentives for locals can include discounts off of certain spa packages; frequent customer cards which allow them to buy a certain number of services and get the next one free; and “slow day” discounts to draw customers in on the least busy days of the week. As an offshoot of the frequent customer cards, the hotel spa can create a rewards program for customers, in which every dollar spent can equal points. When customers get to a certain number of points, they can be “cashed in” for free services at different levels. Direct mail and email blasts to locals offering them a “welcome” discount (or a “welcome back” discount for past customers) can help encourage people to visit or revisit the spa.
Facebook and other social media promotions can be an inexpensive way to gain exposure and attract new customers. Offer exclusive discounts for Facebook followers, or hold an online contest where people can return to the page each day for updates and to see winners announced. Hotels should be sure to promote their spa’s Facebook page on all printed collateral as well as the hotel’s website, which should have a link directing visitors so they can “like” the Facebook page.
Marketing to area businesses such as medical practices and hospitals, law offices, banks, major retailers, and other corporations can also benefit the hotel spa. Spas can offer a discount for these businesses who may want to purchase a set dollar amount of gift cards for their employees or their clients. Or, if the businesses can secure a certain number of employees to receive services at the hotel spa on a given day, they will receive a group discount.
In some cases, the hotel spa is still regularly booked with appointments but the average sales ticket has decreased. It could be that guests aren’t dropping hundreds of dollars at a time on massages, facials and aromatherapy wraps like they used to. This is yet another reason to increase marketing efforts and provide other services which are usually associated with a healthy lifestyle and diet that will act as an incentive for the spa customers.
For example, adding a healthy “spa menu” at the hotel restaurant, carving out space for a juice bar, or offering yoga classes poolside would add to the overall spa experience and help attract potential spa customers. In addition to selling skincare and beauty products at the spa, hotel spas can increase their bottom line by creating a boutique-like atmosphere, selling items such as robes and other loungewear, jewelry, relaxation CDs and gift sets.
Additionally, a very proactive staff of professionals who understand the health conscious customers is paramount, and it can be very costly to hire the best of the best. The heart of the hotel spa is its staff, and the staff can “make or break” the hotel spa experience for the customer. Being knowledgeable in their profession and experienced in providing their unique service is a given, but in addition to knowing what to do, it is just as important to know how to do it. Ensuring excellent customer service is a surefire way to keep people coming back.
As mentioned previously, people are carefully choosing where to spend their hard-earned money these days. When they want to be pampered, they expect an excellent customer service experience from the time they are greeted by the receptionist until the time they are out the door, hopefully feeling better, relaxed and free of stress. Staff of all levels should be trained to provide superior customer service. By word of mouth — and on the Internet — customers will choose to recommend your hotel spa or not. If the massage was great but staff was rude and the customer had to wait too long or wasn’t offered a beverage, that will add up to a less than stellar review and people spending their money elsewhere.
The nature of the hotel business — particularly over the past four years — is to run a good business with streamlined cost. Many properties that had full-scale fitness facilities or spas have had to reevaluate their hotel spas. Management has had to consider each facility and determine whether they were room generators that could sustain on their own or expensive amenities which made the hotel profile look good but at the end of the day did very little to add market share or appeal.
But if hotel management concludes that the full-scale spa is no longer a profitable venture, there are other options for the hotel to provide customers with some of the services they are looking for. Some hotels have chosen to include “pieces” of the spa feel, such as in-room saunas or quiet rooms with lighting effects and mood music. This would give the property some uniqueness in amenities but stop short of the labor intensity and operating costs of a full spa. Guest seem to welcome alternatives which are tasteful and cost effective.
Unless a property is in a very unique high-end market with transient generators, such as in an office building, near office parks or near major hospital centers, it may not be feasible financially to get into the spa business at all. However, associations with spas and a partnership arrangement at a nearby facility would make sense. For example, hotels could build a relationship with a local spa to offer a percent-off of services to all hotel guests or establish a discounted package that is designed for their location. Guests who stay a minimum number of nights could receive a free spa service, offered to the hotel at a substantial discount.
Another way hotels are able to offer spa services without incurring internal cost is partnering with local spas or independent professionals to offer services to guests. Hotels can offer on-call services with the local spa for services at the property, which allows the guest to enjoy a massage, manicure, facial or other spa treatment in the comfort of their hotel room.
While hotel spas can be a profitable venture in some markets, there are hotels in other markets that need to reevaluate the way they provide spa services to their guests. For some hotels, that might mean stepping up marketing efforts and offering discounts and other incentives to recruit outside customers. For others, downsizing their spa or partnering with a local spa to offer the services either off-site at the spa or in the guest’s hotel room might be the best solution. Whatever the case, hotels can find a way to offer guests the spa services they want without having to sacrifice profitability.
Michael Haynie has devoted his entire professional career to the lodging and hospitality industry. After attending Northeastern University in Boston, MA, he took on various entry level positions before rising through the ranks to the executive level positions he has held for many years. Mr. Haynie has experience in every facet of hotel operations and has served in leadership capacities in hotels ranging from economy to luxury. Prior to launching his own hotel management enterprise, Mr. Haynie served as the Vice-President and Managing Director of Baltimore’s Tremonts Hotels which encompassed the upscale Tremont Plaza Hotel and the economy Tremont Park Hotel. Mr. Haynie, SR. can be contacted at 443-604-3835.
HAMPSTEAD, MD, May 4, 2012 /Worldwide Who’s Who/ — Ginger Speir, Chief Executive Officer of Speir Consulting, Inc., has been recognized by Worldwide Who’s Who for showing dedication, leadership and excellence in hospitality recruiting.
With 25 years of experience in the hospitality industry, Ms. Speir serves as the chief executive officer of Speir Consulting, Inc., a search firm that provides hotels, resorts, spas, restaurants, clubs, casinos and other upscale properties with recruiting and consulting services. She has unmatched expertise in screening and finding ideal candidates at all executive and management levels. As CEO of Speir Consulting, Ms. Speir handles operations, manages a worldwide client base, oversees five recruiters working independently around the world, interviews candidates and negotiates contracts with top management companies.
Prior to establishing Speir Consulting, Ms. Speir held positions in sales, operations, food and beverage, human resources, marketing, and executive management with major hotel chains and independents. She also developed and operating three successful recruiting companies and served as corporate recruiter for GF Management, a leading hotel management company. Her diverse experience has given her a thorough understanding of each hotelier’s philosophy, strategy and business approach.
Ms. Speir is adept at finding the best possible match between talent and an organization’s long-term goals. She has gained an excellent reputation in the industry and attributes her success to following strict guidelines and confidentiality. She is a member of Hospitality Industry Professionals Worldwide, Hospitality Recruiting Network and Global Hospitality Leaders. She enjoys golf and boating in her free time.
For more information, visit http://www.speirconsultinginc.com.
With over 500,000 members representing every major industry, Worldwide Who’s Who is a powerful networking resource that enables professionals to outshine their competition, in part through effective branding and marketing. Worldwide Who’s Who employs similar public relations techniques to those utilized by Fortune 500 companies, making them cost-effective for members who seek to take advantage of its career enhancement and business advancement services.
Worldwide Who’s Who membership provides individuals with a valuable third-party endorsement of their accomplishments, and gives them the tools needed to brand themselves and their businesses effectively. In addition to publishing biographies in print and electronic form, it offers an online networking platform where members can establish new professional relationships.
For more information, please visit http://www.worldwidewhoswho.com.
Contact:
Ellen Campbell
Director, Media Relations
mediarelations@wwregistry.com
Baltimore, MD – November 18, 2011 Michael Haynie, CEO of Parkway Hospitality Management joins host Jack Lambert on the Baltimore Business Journal weekly BBJCast. Listen to the podcast by clicking below to learn more about the current state and future growth of the Baltimore Market.
Baltimore, MD – November 15, 2011 Parkway Hospitality Management has announced the recent acquisition of the Scheibles motel, restaurant and marina located on Smith Creek in St. Mary’s County, Maryland. Over the next few years Parkway plans to transform the 150 seat restaurant and 8 room motel, currently on the property, to a larger resort with additional guestrooms, guest cottages, and a first rate seafood restaurant with an expansion to include outdoor seating and a tiki bar. The property also has a marina with boat slips which Parkway plans to use for charter fishing and other water activities. The Parkway development team will be working closely with County zoning and planning departments to strategically look at the expansion of the property.
Parkway plans to operate Scheibles year round and the property will continue to stay open during the winter of 2011-2012. Previously the motel and restaurant on the property were only opened seasonally. Parkway plans to make minor cosmetic renovations to improve guest comfort and the amenities at the restaurant.
Michael Haynie, Chief Executive Officer of Parkway Hospitality Management stated, “We are truly excited to develop the resort at Scheibles. It is a beautiful property with many amenities that we believe will appeal to visitors and will contribute to the economic development of St. Mary’s County. We appreciate all of the local support we have received and are looking forward to working with officials to develop the property to bring enjoyment to both visitors and residents of St. Mary’s County.”
Parkway Hospitality Management prides itself in delivering effective, efficient, and cost optimizing ideas working directly toward accomplishing both immediate and long term goals on behalf of its clients. Parkway Hospitality Management partners with clients to optimize and maximize the value of their clients’ assets.
Parkway’s executive team has decades of experience in successfully operating a wide range of hotels ranging from two to five star properties. Their management team consists of industry experts in the fields of Sales and Marketing, Accounting, Revenue Management, Operation, Food and Beverage, Human Resources Training and Development, and Shopper Services. Parkway’s Operational Auditing Division guides clients to help them build a strong financial foundation which leads to improved profitability and memorable guest experiences. Additionally, they provide professional development services including hotel construction and renovation services.
Parkway’s goal is to provide the management expertise and services to build a strong foundation for their clients’ properties while improving profitability and increasing market share. For more information on Parkway Hospitality Management please visit www.parkwayhospitalitymanagement.com
For additional information please contact Colleen Riopko of Clapp Communications at (410) 561-8886 or via email at colleen@barbclapp.com.
Read below for more information:
http://thedailyrecord.com/2011/11/15/parkway-buys-scheibles-motel-in-st-marys-county/
http://www.bizjournals.com/mobile/baltimore/blog/real-estate/2011/11/parkway-hospitality-buys-st-marys.html?s=newsletter&ed=2011-11-16&ana
http://baltimorerealestate.citybizlist.com/1/2011/11/15/Parkway-Plans-Expanded-Resort-at-Scheibles-Property-In-St.-Marys-Co.aspx
Parkway Hospitality Management has announced the recent acquisition of the Scheibles motel, restaurant and marina located on Smith Creek in St. Mary’s County, Maryland. Over the next few years Parkway plans to transform the 150 seat restaurant and 8 room motel, currently on the property, to a larger resort with additional guestrooms, guest cottages, and a first rate seafood.
Baltimore, MD – August 23, 2011 Parkway Hospitality Management, a premier Baltimore based hospitality management and consulting firm has announced the hiring of Michelle Valvano as Vice President of Sales and Marketing. Michelle brings over 25 years of experience in the hospitality industry to the firm.
Michelle has been responsible for strategic marketing and budget development for one of the largest golf resorts in Florida. She developed a variety of new and unique markets for the resort and was instrumental in the rapid growth of revenues. Her efforts were a major contribution resulting in an increase in revenues by 35% during the first 36 months of her tenure. During that time, Michelle developed long term relationships within the golf and travel industries which exist to this day. She has also served as Managing Partner for TCRM Partners, LLC and its associated subsidiaries as Vice President of Sales and Marketing, where she implemented sophisticated e-commerce strategies and systems, resulting in dramatic growth for TCRM affiliates.
Michelle is committed to the betterment of her local community and has held many leadership positions, including Vice President of the local chapter of the Executive Women’s Golf Association. In addition, Valvano held a seven year appointment to the St. Lucie County Tourist Development Council, and helped to create the St. Lucie County Hotel and Lodging Association and serves as its current President.
As Vice President of Sales and Marketing, Valvano will help Parkway Hospitality Management increase its markets and revenues in new, innovative ways. She will oversee and help to create all future marketing and sales plans. “We are thrilled to have Michelle join our team,” says Michael E. Haynie, CEO of Parkway Hospitality Management. “She is a great addition to our company and will help Parkway Hospitality grow and develop substantially.”
Parkway Hospitality Management prides itself on delivering effective, efficient, and cost optimizing ideas working directly toward accomplishing both immediate and long term goals on behalf of its clients. Parkway Hospitality Management partners with clients to optimize and maximize the value of their clients’ assets.
Parkway’s executive team has decades of experience in successfully operating a wide range of hotels ranging from two to five star properties. Their management team consists of industry experts in the fields of sales and marketing, accounting, revenue management, operation, food and beverage, human resources training and development, and shopper services. Parkway’s Operational Auditing Division guides clients to help them build a strong financial foundation which leads to improved profitability and memorable guest experiences. Additionally, they provide professional development services including hotel construction and renovation services.
Parkway’s goal is to provide the management expertise and services to build a strong foundation for their clients’ properties while improving profitability and increasing market share. For more information on Parkway Hospitality Management please visit www.parkwayhospitalitymanagement.com.
For additional information please contact Colleen Riopko of Barb Clapp Advertising and Marketing at (410) 561-8886 or via email at colleen@barbclapp.com.
Baltimore, MD – May 26, 2011 Parkway Hospitality Management, a premier Baltimore based hospitality management and consulting firm has announced the addition of David J. Evans, Esq. as General Counsel. Evans brings over 17 years of legal experience specializing in the travel, tourism, hospitality, real estate, and food and beverage industries. He has held a variety of cutting edge corporate legal positions, including Vice President Legal Group for Wyndham World Wide which included international legal responsibility for Wyndham Exchange and Rental. In addition Evans has served as the corporate and legislative counsel to the American Resort Development Association, Associate General Counsel of Sunterra Resorts, and most recently the Vice President of Government Affairs for the American Society of Travel Agents.
As General Counsel, Evans will serve as Parkway’s chief legal advisor, counseling management on the legal implications of all company activities, and serving as a Company officer and member of the executive team. He will manage the legal functions of the organization, and advise management on the legal aspects of all Parkway’s hospitality transactions as well as ensure limited risk exposure to the bottom line, personnel and the company’s public image.
Evans is an Adjunct Professor at the University of Maryland University College and resides in Silver Spring, Maryland, with his family.
Parkway Hospitality prides itself in delivering effective, efficient, and cost optimizing ideas working directly toward accomplishing both immediate and long term goals on behalf of its clients. Parkway Hospitality Management partners with clients to optimize and maximize the value of their clients’ assets.
Parkway’s executive team has decades of experience in successfully operating a wide range of hotels ranging from two to five star properties. Their management team consists of industry experts in the fields of Sales and Marketing, Accounting, Revenue Management, Operation, Food and Beverage, Human Resources Training and Development, and Shopper Services. Parkway’s Operational Auditing Division guides clients to help them build a strong financial foundation which leads to improved profitability and memorable guest experiences. Additionally, they provide professional development services including hotel construction and renovation services.
Parkway’s goal is to provide the management expertise and services to build a strong foundation for their clients’ properties while improving profitability and increasing market share. For more information on Parkway Hospitality Management please visit www.parkwayhospitalitymanagement.com
For additional information please contact Colleen Riopko of Barb Clapp Advertising and Marketing at (410) 561-8886 or via email at colleen@barbclapp.com.
Baltimore, MD –April 26, 2011 Parkway Hospitality Management, a premier Baltimore based hospitality management and consulting firm, has announced the hiring of Dennis Landry as Executive Vice President of Asset Management. As Executive Vice President of Asset Management, Landry will be responsible for ensuring that property acquisitions are in the company’s best interests and that they remain profitable. He will also work extensively with Parkway CEO Michael Haynie in identifying and securing hotel management contracts, equity partnerships and properties for purchase.
Landry has served in a variety of senior executive positions, notably with Inncorp and Magna Hospitality Group. Landry maintains interests in Delland Consulting, a hospitality consulting firm based in Fairfax, VA; as a principal partner in M2X, a Montreal based firm involved in resort development; and TCRM Partners, a hospitality holding company involved in hotel and resort vacation management. He also has extensive experience in the development and construction of hotel properties. His experience as a hotel General Manager for over 18 years has equipped him with a wide variety of skills related to the hospitality industry.
Landry resides in South Riding, VA
Parkway Hospitality prides itself on delivering effective, efficient, and cost optimizing ideas working directly toward accomplishing both immediate and long term goals on behalf of its clients. Parkway Hospitality Management partners with clients to optimize and maximize the value of their clients’ assets.
Parkway’s executive team has decades of experience in successfully operating a wide range of hotels ranging from two to five star properties. Their management team consists of industry experts in the fields of Sales and Marketing, Accounting, Revenue Management, Operations, Food and Beverage, Human Resources Training and Development, and Shopper Services. Parkway’s Operational Auditing Division guides clients to help them build a strong financial foundation which leads to improved profitability and memorable guest experiences. Additionally, they provide professional development services including hotel construction and renovation services.
Parkway’s goal is to provide the management expertise and services to build a strong foundation for their clients’ properties while improving profitability and increasing market share. For more information on Parkway Hospitality Management please visit www.parkwayhospitalitymanagement.com.
For additional information please contact Colleen Riopko of Barb Clapp Advertising and Marketing at (410) 561-8886 or via email at colleen@barbclapp.com.
