Richfield Assumes Management of Comfort Suites Oakley

DENVER, CO. | In keeping with its strong history of acquiring hotel management contracts in California, Richfield Hospitality, Inc. assumed management last month of the Comfort Suites hotel in Oakley. The Denver-based management group also recently added the Hilton Garden Inn San Leandro to its growing portfolio.

“The California market has always been strong for Richfield,” said Aik Hong Tan, Richfield president. We manage the Four Points by Sheraton in Sunnyvale, and felt it was a natural progression to bring sales synergy to other properties in the market. When you have a good reputation, new business will follow, and the Comfort Suites Oakley is testimony to that philosophy. Likewise the impeccable reputation of the Richfield management team, including Tom Busch, Richfield Director of Business Development, who is largely responsible for our growth in California, and the recent addition of Holly Michalek, Corporate Director of Sales and Marketing, for our properties on the West Coast, will help us to keep the momentum going.”

The Comfort Suites Oakley was awarded the “2003 New Build Of The Year Award” by the California Lodging Industry Assn. and is Richfield’s 11th Choice Hotels International property.

“I’ve known of Richfield for some time, and when the opportunity arose to secure a new management company, I immediately contacted Tom Busch,” said Ramesh Patel, owner of the Comfort Suites Oakley. “I needed a new outlook on market performance and a new initiative to increase revenue and market share while streamlining costs. Richfield’s innovative sales programs and their dedicated e-commerce and revenue-management division sets them apart from their competition and made them the right choice for my Comfort Suites. I look forward to seeing the immediate results that Richfield is widely known for.”

Patel said he is eager to begin working with Michalek at his property to help drive new business from the local community and with the Richfield e-commerce division to drive business through the global distribution channels and the Internet

“Working with Richfield will help maximize our revenue stream from the various Internet channels,” Patel said. “Richfield is able to spot trends that are developing and execute strategies that will create greater visibility, increase electronic bookings, optimize rates, capture greater market share, enhance Inventory control and ultimately provide my hotel with more top-line revenue.”

Patel has been a savvy hotel owner/investor for more than 30 years. At present, he said he is looking for more opportunities to purchase hotels primarily in the mid- to upper-tier segments.

“I’ve noticed that if you want to survive in this industry – especially with today’s economy -- you need to operate within the mid- to upscale sector,” Patel said. “These segments have the ability to adjust rates during a recession to drive business, while the economy and budget segments have no where to go, and really suffer.”

Richfield’s Busch will work closely with Patel in identifying the right acquisition or new-build opportunities.

Marketing Initiative
“Marketing is the driving focus of any operation today,” said Terri X. Radcliffe, Richfield VP, Sales and Marketing. “The Comfort Suites Oakley is a destination property which needs to gain a larger share of the market. Richfield has the experiences and set action plan to make this happen. We will re-position this hotel as ‘the hotel of the community,’ making it the No. 1 choice for employees, business and transient guests and local patrons.”

Bill Zollars, Richfield VP of Operations, said the company’s understanding of the various franchise systems, such as Choice Hotels International, has lead to the management company’s success in maximizing its clients’ return on investment through the various brand programs and initiatives.

“Richfield will provide hands on training of our systems to ensure there is measurable accountability for all action steps,” Zollars said. “We will at the same time perform a total review of the day-to-day operation and make the appropriate changes or re-train staff to ensure that the property is delivering the highest degree of guest services at a greater degree the perceived price value.”

Radcliffe said Richfield also has been commissioned to perform a sales-and-marketing audit and assessment of Patel’s Days Inn property in Sonora. At 108-years old, the hotel has recently undergone extensive renovations. Now, Patel said he needs assistance in marketing the property to the local community.

“Most economy brands can’t afford to hire sales people or a management company to help with marketing and operations,” Patel said. “Owners typically have to run it themselves, and oftentimes run it into the ground. Richfield is reviewing our current sales situation, and through the help of Holly Michalek, will establish a local sales initiative at the property level. It’s these value-added services that set Richfield apart, and we are looking forward to a long-term, profitable relationship.”