SBR Hotels was formed to provide strategic solutions for all challenges facing hotels today. Specializing in Asset Management, Asset Analysis, Service Improvement and Marketing we are your one stop for repositioning or innovative analysis that takes into account the needs of all stakeholders to provide detailed answers to all your Hotel problems. We focus on improving your returns, increasing the value of your hotel all the while improving guest and employee satisfaction.
SBR Hotels is a well recognized hotel management company with successful experience in hotel turnaround, market repositioning, refurbishment, training, and acquisition. We have built a reputation of enhancing a Hotel's intrinsic value with superior marketing and operations.
If you are looking for the best and quickest answer to your properties issues, SBR Hotels is the Partner you seek.
Chris Santuae – Chief Operating Officer
Chris Santuae has over 25 years of hotel operating experience with some of the world’s most prestigious hotel companies. His tenure with the Ritz-Carlton Hotel Company in Asia, Europe, the Caribbean, and North America included extensive responsibilities for pre-opening, opening, renovation, and establishment of global standards. Chris has held senior management positions in food and beverage, rooms, sales, training, and financial controls with Hyatt Hotels, Fairmont Hotels, Pan-Pacific Hotels and with 4-star independent resorts.
During his time with the Ritz-Carlton Hotel Company, Chris was consistently rewarded with new opportunities as a result of his performance. His expertise in training and development led to him being chosen to conduct due diligence on a new division for Ritz-Carlton. He was also asked to be part of a very select group to receive the Malcolm Baldrige National Quality Award, on behalf of the Ritz Carlton Hotel Company, from President George H. W. Bush in 1992.
As Corporate Director of Lodging for Ginn Hospitality, he developed product and service standards, conducted executive recruiting, and coached General Managers of individual resorts on all facets of operating and sales strategies.
Chris’ background has enabled him to quickly identify areas for operational improvement and the proper method for effective implementation. He has worked at the property and corporate level with many international financial institutions for both new funding and monitoring of current projects.
Jose Acosta – Chief Financial Officer/Chief Investment Officer
Jose’s Hospitality Industry career spans more than 30 years and is quite diverse. He is a financial specialist with hands on hotel operational expertise. His unique experience encompasses all facets of hotel operations, accounting, asset management, hotel openings, supervising renovations, and preparation of construction budgets. Additionally Jose has detailed financial management expertise ranging from hotel line accounting and controlsto higher level finance, balance sheet analysis, and underwriting of asset acquisitions.
Jose started his career on the operating side of the business with the ITT Sheraton Corporation. At the Ritz-Carlton Hotel Company he was Director of Finance at several different hotels around the world, participated in over one dozen opening teams, and established financial and accounting policies and procedures. Jose also was part of a select group of associates that received the Malcolm Baldridge Quality Award from President George H. W. Bush in 1992.
Experience with multi-brands came while a Regional Controller with GF Management. During his tenure with KSL Recreation Corporation, one of the largest owners of trophy hotels and resorts, as Director of Accounting and Finance he established financial and accounting standards as well as underwriting asset acquisitions, and negotiating the subsequent sales of the golf division. At Tishman Hotel Corporation, one of the largest owners of Starwood Hotels and Resorts, Jose was responsible for the asset management of four hotels, including the prominent Chicago Sheraton Hotel, with revenues of over $100 MM.
He is talented at negotiating contractual agreements and has strong familiarity with insurance, real estate tax, and debt restructuring opportunities. Additionally, he is a specialist in evaluating and repositioning underperforming assets for hotel companies and individual investors. Jose also has extensive understanding of Condominium Hotels and the inter-relationships of owners, the operator, and the hotel customers.
As the Founder of PriZem, Jose conceived and participated in the development of the online financial administrative software and its business performance tools that enhances productivity by translating financial data into a user friendly easy-to-analyze format.
William J. "Bill" Heaney – Executive Vice President, Sales & Marketing
Bill Heaney has over 37 years of multi-faceted tourism, hospitality, international commerce, and leadership experience. During his hospitality career Bill was Senior Vice President of Sales and Marketing at Boykin Hospitality and Savoy Hotels and Resorts, Vice President of Sales at Meristar Hotels & Resorts, Vice President Sales at Red Lion Hotels Corporation, and Vice President of Brand Development with Red Lion. Bill also supervised the sales and marketing efforts of a portfolio over 35 multi-branded and independent hotel, resort and conference centers after joining American General Hospitality in 1993.
Bill began his travel and hospitality career as Director of Operations and Product Development for Arthurs Travel Incorporated, a Philadelphia-based division of tour operator International Thompson Ltd., of London, England and eventually became the Sr. Vice President of Global Operations. Subsequently, he was Vice President of Marketing/Housing for charter tour operator GWV, a division of The Interface Group (producer of COMDEX); Bill was also National Director of Sales and Marketing for Wyndham Hotels and Resorts at the start up of Wyndham.
In these roles Bill has demonstrated consistent, extraordinary results and natural leadership while developing people, new initiatives, and proactively adapting to the rapid change of technology and markets. Bill is a communicator, motivator, problem solver, mediator, revenue driver, cost containment maven, negotiator, deal evaluator, consensus builder, creative marketer, and mentors with passion.
Systems/Technology
SBR Hotels uses state of the art proprietary systems for financial forecasting and cost controls to maximize NOI. Our PriZem system will (drill down) evaluate in detail to the department level to identify extraneous expenses that do not contribute to the hotels performance.
We identify peak performers to have on your hotel team thereby unleashing the talent inherent in top performing hotels.
SBR Hotels has been able to assist investors and owners in analyzing, managing and establishing proper valuation of hotels in order to unlock the hidden value in their assets. We proudly present some of our accomplishments.
Case Study 1
CLIENT: Independent Hotel Owner
PROPERTY: Four Points by Sheraton Hotel
SIZE: 150 rooms, 10,000 sq. ft. meeting Space
With 24 hours notice assumed management of a 150 room Four Points by Sheraton Hotel in the North Eastern U.S. Within four months reduced AR by 55%. Achieved positive NOI, managed capital expenditures of $200,000.00, reduced costs by 12% and provided timely financial reports by 15th of each month. Identified and hired qualified General Manager. Increased service levels from 6 to 8 on the Sheraton brand service scale.
Case Study 2
CLIENT: Cornerstone Real Estate Advisors
PROPERTY: Independent Luxury Hotel
SIZE: 300 rooms, 20,000 sq. ft. Meeting Space
On behalf of client analyzed 10 years of financial data for the hotel asset. This review was conducted as a result of a dispute Cornerstone had with the luxury hotel operator. We were able to successfully identify $3 million of unjustified expenses and these were determined to be owed to owner.
Case Study 3
CLIENT: JP Morgan Chase
PROPERTY: Independent of brand affiliation
SIZE: 2,000 rooms, 100,000 sq. ft. Meeting Space, 30,000+ sq. ft. Casino.
Engaged by client to provide efficiency advisement on a 2,000 room property in Nevada. Completed a top to bottom restructuring of the financial reporting system to comply with the Gaming Commission of the State of Nevada. $6 million dollars in savings in labor was identified after conducting a thorough time and cost benefits analysis.
Case Study 4
CLIENT: Investcorp
PROPERTY: U.S. based Hotel Company
SIZE: Over 25 multi branded hotels (Marriott/Hilton/IHG), 7,500+ rooms
Advised Saudi Investment Corporation on possible acquisition of Hotel Company in North America. Performed overall due diligence of acquisition portfolio. Analyzed purchase price as compared to portfolio performance and offered strategic pricing and value opinions. Offer was completed.
In addition to these projects, we have underwritten 17 additional hotel deals in 2008.
