Packard Hospitality Group, LLC (PHG) is a nationwide third party management company specializing in hotel and asset management of full service and select service properties. PHG is made up of seasoned professionals with a proven track record in hotel operations, accounting and marketing. Our credentialed staff includes: Certified Hotel Administrators and personnel with degrees in accounting, finance, and business. PHG is a licensed California Real Estate Broker and general contractor headquartered in San Diego.
PHG is a turn key operator fully managing all operational disciplines including Accounting, Sales and Marketing, and Operation Departments. The approach is simple: hire top-notch personnel, acquire and use the right tools including finely tuned policies and procedures as well as applied technology, and support the efforts of the on-site team by providing focused financial guidance daily.
Operations
PHG’s operating culture is “plan your work and work your plan”. Every property’s general manager is tasked with preparing an Annual Business Plan inclusive of a Marketing Plan and Operating Budget. These plans are critical for monitoring annual performance and become the property’s performance report card. PHG corporate staff supports the efforts of the general manager and hotel staff. Careful monitoring of the operating statistics, along with regular site visits, give us a clear picture of how each property is performing at all times.
PHG’s operating model is based on empowerment of the property managers combined with support and guidance from the corporate team. To effectively support each hotel, PHG divides the country into three geographical regions: Eastern, Central, and Western. Each RVP, as the primary support, is responsible for all facets of both managed and asset managed hotels. The RVPs are located in satellite offices in New York, Tulsa, and Los Angeles.
Financial
Management
PHG financially manages hotels with a proprietary accounting system we label “Parallel Accounting System” (PAS), which is supported by the M3 accounting, payroll and general ledger software package. By design, PAS is used to closely monitor the financial health of the properties, with cash as a primary consideration. Parallel accounting is a procedure wherein our corporate staff work in conjunction with a property’s staff to cross-check, verify, and report a final assessment of the fiscal health and financial activities of a property.
For Parallel Accounting to work, interaction between the hotel and the corporate office must be a two-way street. Reconciliation is daily between the properties and the corporate office to ensure that all eyes are continually checking data for accuracy.
Human Resources
Team Development and Longevity “hire right”, provide constant and consistent training to all associates, and ensure that correct counseling and documentation procedures are adhered to when needed. In order to accomplish this, we utilize all tools and resources including; interview guides, a multiple interview process, pre-employment drug screening and background checks, and being proactive in regards to hiring only candidates with an ICE validated “right-to-work” in the United States. In addition, comprehensive quarterly training updates during the associate’s first year of employment and then annually thereafter, will be maintained.
Sales and Marketing
Determining the positioning of a hotel within its market is the initial step in developing a strategic marketing plan specific for each property. The corporate and hotel staffs work in conjunction to analyze both the property and market in order to determine the best course of action; through sales action plans and the annual marketing plan. The sales thrust is aimed at increasing revenues and REVPAR through increased market penetration at the highest possible yield.
Marketing programs with corporate oversight include:
- Development of a comprehensive Annual Sales & Marketing Plan
- Revenue optimization
- Sales training through franchise integration
- Evaluation of current target markets and guest history data
- Cost-effective advertising, collateral materials, promotions, and public relations
- Ongoing direct sales strategic action planning
Project Management is the key to our complete offering in construction, conversion and renovation. Our versatile structure allows us to successfully manage projects in different market segments. We oversee the capital program from PIP analysis with the franchise; determine the scope of work, design coordination, budgeting, fund control and the countless details with thoughtful planning and flexibility. As an owner’s resource, we effectively manage every facet of the capital improvement project.
Asset Management
When a hotel management company (Operator) is already in place, PHG may function as the Asset Manager for the hotel. As Asset Manager, we oversee and advise the owner on the operations and financial management of the hotel. Through regularly scheduled site visits and reports, PHG monitors the management company for operating performance, financial management, and the maintenance of brand standards. PHG will make recommendations to increase revenue growth, tighten and control expenses, enhance the market strategy, and facilitate property maintenance.
