Developed and presented by Stephen Rushmore Jr.
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Typical fieldwork workflow
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2.
3.
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7.
Acclimate to market area
Subject property GM interviews
Convention & Visitors Bureau
Planning and Zoning Office
Local Tax Assessor
Economic Development Office or Chamber of Commerce
Competitive set GM Interviews
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Acclimate to Market Area
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Acclimation tips
Dine at a local eatery where the community gossips with the wait-staff Check roadfood.com for recommendations
Drive around subject property and demand generators
Try not to rely on GPS
Connect with friends or family in the area
Plan to arrive several hours before your first appointment
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The Subject Property GM Interview
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Why are GM interviews important?
Usually the most informative discussion about the property and market
To assess the subject property’s demand base and competitive positioning
Obtain an initial interpretation of lodging demand trends in the subject market area
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Pre-interview tips
Analyze accessibility of subject property from highway and/or public transportation
Check-in to the property
Conduct a walk-through to familiarize yourself with facilities and condition of property
Review market and property information collected ahead of time
Google the GM to find information that can be used to build a rapport -7-
GM Interview Checklist - Property History
Ownership
Management
Franchise
Ground Lease
What makes the property unique?
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GM Interview Checklist – Physical Aspects
Do a verbal walkthrough of the property
Go floor-by-floor, then around the property
Ask about the condition of hotel
Ask about renovations completed or planned
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GM Interview Checklist - Segmentation
Commercial demand
Top accounts
Major feeder market
Any government demand?
Meeting and Group demand
Top accounts
SMERF, associations or corporate group
Major feeder market
Leisure demand
Top accounts
Primary attractions
Major feeder market
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GM Interview Checklist - Property Performance
Discuss historical occ/rate and trends (why up or down?)
Discuss forecast of occ/rate and reasons for forecasted levels
Ask about anomalies in the P&L statement
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GM Interview Checklist - Market
Any new supply coming into the market?
Do you foresee anything that will impact the market?
Seasonality of the market? Unaccommodated demand?
Competition
How do you keep track of competition?
Do you know the occupancy and rate of competitive properties?
What is the condition of comps?
When were they last renovated?
SWOT of comps
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GM Interview Checklist – Closing Questions
Anything else from an appraiser’s point of view that we need to know about the property?
If you had $1 million, where would you spend it on the property? - 13 -
Subject Property Walkthrough
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Inspecting the subject property
Take pictures while on tour
Guestrooms
Meeting space
Public space
F&B outlets
Back of house
Landscaping
Parking lot
View from North, South, East, West
Note condition of all aspects of the property
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The Convention & Visitors Bureau
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Convention & Visitors Bureau Checklist
What has been happening in the local area the past few years that has influenced the lodging industry?
Convention center related?
Major employer?
City developments?
Tourist attractions?
What life-cycle stage has the area been in the past few years? (decline, stabilization, revitalization, growth)
What drives convention and/or individual, group, or meeting demand in the area?
What has happened with these demand generators in the last few years and why?
What are the strongest months of the year for the market?
What is done to attract visitors during the slow seasons?
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Convention & Visitors Bureau Checklist
Are any hotels proposed / closing / expanding in the area?
Are there any expansion or development plans