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.
 

Pacifica's hand-picked hotels include the scenic Spyglass Inn in Pismo Beach, gracious Carlyle Inn in Beverly Hills, elegant Empress Hotel in La Jolla, and sun-drenched Shelter Pointe Hotel and Marina in San Diego. The company also operates Best Western and Holiday Inn Express properties in carefully selected coastal locations such as Half Moon Bay, Marina del Rey, Venice Beach, Redondo Beach, and San Diego. Every Pacifica property provides abundant guest

Spyglass Inn 2705 Spyglass DR. Pismo Beach, California

"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:

• John B. Beazley, Executive Vice President for Operations and a Certified Hotel Administrator whose extensive experience includes positions with Stouffer Hotels, Hilton, Choice, Holiday Inn, Best Western, and several independent hotels.

• Michael Barnard, Vice President of Hotel Acquisitions, who previously worked in the acquisitions and capital investments area for Choice Hotels International, and with the Marriott Corporation.

• Tommy Henry, Vice President, Development, who had held architectural, design, and development position with La Quinta Inns, Inc., Red Lion Hotels and Inns, Mariner Corp., which developed Marriott, Hilton and Holiday Inns; and Holiday Corporation.

• Lori Keller, Vice President, Sales & Marketing, whose previous experience includes corporate director of marketing for Larkspur Hospitality, which owns and manages limited service hotels such as the Hilton Garden Inn and Candlewood Suites brands, marketing management for Harrah's Entertainment, and positions managing the advertising accounts for the Nevada Commission on Tourism and the San Francisco Marriott.

• Todd Driscoll, Vice President, Quality Assurance & Product Improvement and a Certified Hotel Administrator whose background includes 25 years in the construction and operations of full service and limited service hotels, as well as property management roles with Hilton, Holiday Inn, Best Western, Ramada, and others.