and Renovating with Unique Designs
|SANTA BARBARA, Calif.-- - June 7, 2004 -- When Hotel Business magazine
recently published its annual rankings of the nation's top 100 hotel management
companies, Pacifica Hotel Company (PHC) was ranked first in occupancy,
sixth in Revenue Per Available Room (RevPAR), and ninth in Average Daily
The rankings, which include large management companies whose revenues dwarf Pacifica's, validate the 11-year-old company's highly focused strategy of choosing quality properties, renovating them with unique designs, staffing them with experienced, entrepreneurial managers and providing guests with superior value at reasonable rates. It's a formula that has produced steady revenue gains for the Santa Barbara-based company during years that saw many hotel management companies struggling to stay afloat.
"We concentrate on the customer, study our markets and our industry
and make sure we are consistently delivering an enjoyable experience at
a reasonable price," said PHC Chairman and President Dale J. Marquis, a
veteran hotel industry executive who has been involved in the acquisition,
development, refurbishing and operating of quality hotel properties for
almost 30 years.
"We don't try to be all things to all people," Marquis said. "We focus on limited service hotels in highly attractive locations, invest in tasteful renovations that enhance the guest's stay, and staff our properties with motivated managers who know how to deliver a pleasant, friendly experience to the customer every time they visit."
Pacifica controls expenses by centralizing functions such as operations, sales, marketing and accounting, and by monitoring costs closely. Its strong financial condition (the company's 2003 revenues were more than $57 million, up 8% from a year earlier), has enabled it both to continue acquiring attractive properties and invest more than $12 million on capital improvements during the last several years.
"We choose quality properties, primarily on the California coast, in locations where there are significant barriers to other competitors, and position our hotels to attract both business and vacation travelers," Marquis explained.
"We focus on maximizing profits by increasing market share and room revenues rather than attempting to generate income from marginally profitable areas such as food and beverage, convention and meetings. We have an extremely capable and experienced management team, and as a private company we are able to take a long-term approach to our business that has enabled us to move steadily forward despite the inherently cyclical nature of the lodging industry."
Pacifica's achievements were recognized recently by the Pacific Coast Business Times, which named it "Company of the Year." But despite its notable success in a fiercely competitive industry, Pacifica remains little-known outside the lodging industry or California's Central Coast.
"We've really never promoted Pacifica as a brand in itself," Marquis said. "Our focus has always been on maximizing the value of the individual properties, which of course ultimately accrues to Pacifica as the parent company. We think of ourselves as a quiet success story in an industry where players come and go on a regular basis. It's a somewhat different approach, but it's one that has suited us well."
In addition to Marquis, key members of Pacifica's management team include:
Pacifica Hotel Company
Lori Keller, 805-957-0095, ext. 125
|Also See:||Pacifica Hotel Company Completes $1 million Renovation of The Sandcastle Inn, Pismo Beach, CA / May 2002|
|Pacifica Hotel Co. Reports 19 Managed Hotels Finished 2001 at 73.9%, down 6.7% Compared to 2000; ADR Up 5.9% Over Prior Year / Jan 2002|