CHC Partnership Introduction

made-to-measure branding solutionsfor

discerning hotel owners

CHC is a cooperative partnership founded

by Frank M. Pfaller, Tracy Crawford and Michel Mein

to bring together best-in-industry companies and

individual professionals to provide a FULL SERVICE

OFFER TO THE DISCERNING HOSPITALITY

INDUSTRY.

2

• We believe THE CHC PARTNERSHIP’s values are in-line with the

HOTEL OWNERS’ hospitality team leaders vision to deliver quality,

integrity and exceptional experiences.

• We have worked in the global luxury market sector for 40 years and can add value to your project through insightful marketing strategies in capturing your target audiences.

• Strategically located in NYC, EUROPE, MIDDLE EAST, SHANGHAI & SEOUL

• Experts in brand translation: Hotels are about SPACE + SERVICE - HOW TO TRANSLATE CONCEPTS INTO A HOTEL BRAND

This is not just about interior design. Brands should be translated into service experiences for unique selling propositions - this is also why lots of fashion hotel brands did not work out so well

• Luxury “couture, made-to-measure” hotel branding is very different from regular hotel branding which is why hospitality companies partner with boutique hotel developers.

3

YouNEED international and local EXPERTISEto successfully expand your company’s

activities in the very competitive and challenging

DELUXE HOSPITALITY MARKET

We BUILD and EXTEND

reliable MADE-TO-MEASURE hospitality offers to assist you

4

Youwish to explore fully owning and managing your own brand with an expert partner to reduce risk, bring needed expertise and

maximize ROI.

Wesuggest to discuss to structure an ongoing

relationship with you, supported by our experience, culture and motivation to jointly

create a truly distinctive brand extension positioned and self-operated at the highest

possible international level.

5

TEAM

6

CEO and Founding PartnerFrank Michael Pfaller with his international project and management teams has been instrumental in assisting private and institutional investors and even a government-owned group in China to develop, position and manage an exclusive portfolio of independent luxury hotels around the globe.

By thinking and acting without the constraints of a large chain, they have been able to maximize a hotel's potential without surrendering to standardization.

His vision statement: "To cherish the classic hospitality tradition of excellence and to provide superior services to both guests and owners.This is the task that we pursue with pride and exuberance.”

____________________________________________

WHO?

CoutureHospitalityConceptSELECTED HOTELS PROMOTION L.C. SWITZERLANDVilla dei Frassini - Viottolo dei Frassini 12CH-6977 Ruvigliana-Lugano Phone: +41 22 534 94 78Skype: selectedhotelse-mail: selectedhotels@mac.comwww.selectedhotels.biz

Frank M. Pfaller

With over 35 years of experienceand the assistance of renowned

local and global associatesFrank M. Pfaller’s CHC Teamhave built a strong and reliable presence in China, Europe and

North America.

8

Concept Development and Execution ~35 years of experience

Executive Strategy and Marketing ~25 years experience

Creative Direction ~15 years experience

Art Direction ~15 years experience

Public Relations ~30 years experience in Europe, Hong Kong, US, China

Loyalty and Publishing ~ 10 years experience - English, German, Chinese

Concierge ~10 years experience

Bookings Management/Systems ~10 years experience

Technical/Programming Management ~13 years experience

Assignment Illustration ~12 years experience

Print-Layout and General Design ~6 years experience

Chinese Language Copy Writing and Editing ~12 years experience

Assignment Photography ~12 years experience

Merger and Acquisition ~25 years experience in US, Europe and Brazil

Business Development/IPO/Venture Capital ~25 years experience

OUR TEAM All members of our team have experience with international market-leading clients. We have individuals within our core team that fulfill the following responsibilities:

YOURPROJECT

9

Frank M. Pfaller CEO, CHC | CEO, Selected Hotels Promotions LC

Project Overall Leadership, Management, Execution

Munich | Shanghai

Tracy Crawford Managing Director, CHC | CEO, Rain8 Group LLC

International and Localized Strategy, Predevelopment,

Marketing, Management, Execution Shanghai

Michel Mein Partner, CHC | CEO and ECD, The Seventh Art Group

International Hospitality Strategy, Predevelopment, Marketing

New York, Geneva

KEY PROJECT LEADERS

OUR TEAM

YOURPROJECT

10

CORE WORKFLOW LOCATIONS

SHANGHAIFrank M. Pfaller, Tracy Crawford11 People core~10 People supporting

NEW YORKMichel Mein35 People core

Other: GENEVA, DUBAI, MUNICH, SEOUL

YOURPROJECT

OUR TEAM

11

One-stop-solutions &trusted local expertise

ON OFFER

12

Our integrated system of BENEFITSproviding GUIDANCE and EXECUTION for your

swift & successful HOSPITALITY MARKET EXPANSION

CONCEPT

13

Personally guiding your projects in China and overseas in close collaboration with your own team

Owner - Operator Relations

Pre-Opening & OpeningTeam Set up

Development Planning - Supervision & Execution

Concept Planning & Execution

Management - Sourcing - Implementation

Staffing - Training

General Management

14

CHC LEADERS BRING OVER 70 YEARS OF COMBINED WESTERN STRATEGIC DEVELOPMENT EXPERTISE WITH UNIQUE CHINESE INSIGHTS.

For your reference, we have established an 11-person local team to handle strategy, management development, design and programming

We provide sharply-defined, actionable plans

Deliverables defined

Responsibilities clearly assigned and timelines agreed

A rigorous control process to ensure that marketing

strategy is implemented

A business process to adjust strategy periodically in

response to new information or changing conditions

A strong B2C Social Currency plan

Strong plans for Social Media Policy development

Superb website design that supports strategy

15

OFFERING AN UNPARALLELED NETWORK OF THE WORLD’SMOST SKILLED HOTELIERS,

EXECUTIVES, AND MANAGERS.

16

SIMPLY THE FINEST IN SPECTACULAR LUXURY DESIGN!

17

MARKETING AS ART AND SCIENCE!

A Systematic approach based on increasing Brand Value and ROI.

18

CONNECTING HOTEL OWNERSWITH EXCLUSIVE ON-PROPERTY SERVICES...

19

ON-PROPERTY PLACEMENT OF THE WORLD’S FINEST RETAILERS.

20

EXTRAORDINARY CLIENT LOYALTY PROGRAMS FROM

EUROPE AND CHINA’S PREMIERE PROVIDERS.

21

CHC CONCIERGE SERVES OVER 100 PREMIUM HOTELS

WORLDWIDE

... AND BRINGS TO YOU A NETWORK OF OVER 500,000 CLIENTS!

22

CHC’S PROVISION OF TECHNICAL SERVICES

INCLUDE FACILITY PROGRAMMING,MANAGING COMPLIANCE WITH HOTEL BRAND STANDARDS, QUALITY CONTROL OF DESIGN,

PROJECT BUDGETING AND SCHEDULING. MONITORING DESIGN PHASES FROM MASTER PLANNING TO CONSTRUCTION DOCUMENTS,

AND SUPERVISING THE CONSTRUCTION PROGRESS

23

WE BRING OVER 70 YEARS OF AMERICAN, EUROPEAN AND

CHINESE PUBLIC RELATIONS EXPERIENCE.

LANGUAGES SUPPORTED INCLUDE MANDARINCANTONESE, SHANGHAINESE, KOREAN, ENGLISH, GERMAN,

SWISS-GERMAN, FRENCH, ITALIAN, AND SPANISH.

24

DRIVE DISCERNING GUESTS TO YOUR PROPERTY!

OUR BOOKINGS GROUP IS HEADQUARTERED IN BEIJING, CHINA WITH A TECHNOLOGY CENTER IN

WUHAN, CHINA.

30 OFFICES ACROSS CHINA AND OVER 300 EMPLOYEES.

25

Text

Villa Padierna Palace Hotel | Marbella | Spain

Villa Padierna Spa | Carratraca | Spain

Villa Padierna Golf Clubs | Marbella | Spain

Text

Villa Padierna Beach Club | Marbella |Spain

Las Dunas Beach Hotel & Spa | Marbella | Spain

The Ruijin | Shanghai | China

Text Text

TextThe House of Roosevelt | Shanghai | China

delMango Villa Estate | Seminyak | Bali Text

delPlaza | Seminyak | Bali

Text

Couture Retreat | Marrakech Text Text

TextHotel Weisses Roessl | Kitzbuehel | Austria

Le Guanahani | St. Barth | French Antilles Text

Le Touessrok | Mauritius

Quinta do Lago Beach & Golf Resort| Algarve | Portugal

Branding&Markeiting

http://the7thart.comhttp://raineight.com

KEY DISCIPLINES

41

SEVENTHART

+

we are a multi-platform, integrated brand-marketing company working within diverse fields and a variety of media on an international scale. we open new markets for our clientele, generate news, and build brands that build reputations. we craft innovative product, design and sales experiences that command a premium in the marketplace. we create brand relevance.

we challenge conventions in the development of brands and their marketing by bringing a global perspective to the process & synthesize our expertise in architecture, fashion, lifestyle, and culture in the us, europe, asia, the middle east, and central america. we specialize in creating value by building brand experiences that are culturally and technologically relevant.

NEW YORK GENEVA SHANGHAI SEOUL

BUILDING BRANDS. CREATING RELEVANCE.

NEW BRANDMARKETING

42

MICHEL MEIN

DAVIDWILLIAMS

PARTNER-IN-CHARGE & EXECUTIVE DIRECTOR THE EXTENSIVE AMOUNT OF WORK PRODUCED FOR BRANDS SUCH AS ST. REGIS RESIDENCES, SETAI, TRUMP AND VERY LARGE SCALE DEVELOPMENTS GAVE MICHEL THE OPPORTUNITY FOR AN UNPARALLELED EXPERIENCE WITH REAL ESTATE BRANDING AND MARKETING WORLDWIDE, BRINGING THEM FROM CONCEPT TO REALITY. TRAINED AS AN ARCHITECT AND URBAN DESIGNER AT M.I.T, MICHEL SPENT TEN YEARS AT COLUMBIA UNIVERSITY TEACHING URBAN DESIGN AND DEVELOPMENT. HE WAS THE RECIPIENT OF THE ILAUD SCHOLARSHIP IN SIENA AND WAS THE RECIPIENT OF THE ARTIST GRADUATE FELLOWSHIP AT PARSONS SCHOOL OF DESIGN.

PARTNER-IN-CHARGE & EXECUTIVE DIRECTOR DAVID HAS WORKED ON PRESTIGIOUS ACCOUNTS SUCH AS THE PLAZA, 165 CHARLES, THE CHARLES AS WELL AS TIME WARNER CENTER RESIDENCES. DAVID HAS EXTENSIVE INTERNATIONAL KNOWLEDGE OF THE MARKET AND HAS BROUGHT SEVERAL PARTNERSHIPS TO THE DEVELOPERS THEREFORE SYSTEMATICALLY IMPROVING THE PROJECTS APPEAL TO BUYERS. DAVID STUDIED AT COLUMBIA UNIVERSITY WHERE HE HONED HIS TALENTS IN ARCHITECTURE AND FILM.

WHO?

NEW YORK120 Wooster St SOHO New York, NY 10012T +1 212 431 82 89 F +1 212 431 84 92E info@seventhartgroup.comwww.seventhartgroup.com

44

CORPORATE

HOSPITALITY

URBAN

RESORT

COMMUNITY

EXPERTISE APPLIED!

45

46

47

48

49

50

51

52

53

54

55

56

57

CLIENTLIST

58

SUCCESS FACTORS:

Just some of the questions we can answer to successfully deliver the

ultimate HOTEL experiences IN THE LUXURY HOSPITALITY market...

59

How does YOUR BRAND plan to position itself in the marketplace? How is YOUR BRAND planning to attract new visitors?

How can YOUR BRAND guarantee that service is not compromised and consistent from destination to destination?

What incredible experiences that are worth talking about can YOUR BRAND deliver? i.e. Branded Signatures

How does YOUR BRAND plan to expand on its portfolio?

How does YOUR BRAND plan to communicate with its guests?

What type of CRM strategy is in place to offer better customized experiences?

QUESTIONS

60

We have the experience globally and in Asia including China to guide you to optimal solutions that will meet the unique requirements of your local clients.

We will localize, in cooperation with your team, your China offer to create a truly differentiated offer - not just plant a Western concept on the soils of this unique country as has been done with marginal success by other brands.

We have the skills on the ground in China and in the West to execute for you and with you to avoid costly mistakes and delays.

Our team leaders and team members living for many years in South East Asia, China and many being Chinese themselves understand how to work with Confucian culture. We are familiar with communication styles, local business practices and personal and business motivations. This should be a major consideration. Our cultural expertise and deep understanding will optimize your results across nearly every front.

WHY CHC?

61

YOUR COMPANY stands for highly personalized and differentiating concepts and services, inspiring achievements and extraordinary quality with utmost attention to detail in all aspects...?

...THEN WE BELIEVE YOUR HOSPITALITY OFFER IN CHINA SHOULD BE TREATED WITH THE VERY SAME CARE!

IN OUR VIEW

62

Do you prefer plain business transactions with a uniformed

global hotel chain,

or

rather engage in an innovative, inspiring and mutually profitable relationship with a Couture

Hospitality Partner with made-to-measure solutions for your properties?

O N E Q U E S T I O N

63

AT YOUR SERVICE!

Couture Hospital i ty Concept

Frank M. Pfaller+41 22 534 9478

selectedhotels@mac.com www.selectedhotels.biz

64

Thank You.

65