John Shreve Email and Phone Number

• Accepted the challenging opportunity to securely position this upper midscale all-suite resort style property for new ownership and management company as a dominant player in the fiercely competitive Walt Disney World® / Kissimmee/Lake Buena Vista Florida submarkets.• Developed new strategic alliances with Walt Disney World® Destination Sales, Kissimmee CVB, AAU and USSSA amateur sports, Disney Sports marketing and Gaylord Palms Convention Center as key demand generators of high-rated transient and group business.• Led and motivated sales, reservations, front office and revenue management teams to steadily grow annual occupancy to reach 87% and ADR to $110.00 and achieved historical best-ever record annual suite revenues 5 years consecutively• Property recognized by Choice Hotels International as a “Top 5 Performing Quality Suites” in REVPAR in the USA• In 2007, received buy-in from stakeholders and developed lower upscale re-branding of property as “Royale Parc Suites” to protect its’ leadership position in the market• Developed and implemented aggressive sales and marketing plans and campaigns to launch the Royale Parc Suites repositioning against all transient and group market segments. This included logo design, websites and mobile platforms, sales collateral, letterhead, tradeshow display, promotional giveaways, print and web advertising, group e-proposal, consumer and travel trade email campaigns• Following the recession in late 2008 the property ran an impressive 100% REVPAR Index against its’ Comp Set which had included Doubletree Guest Suites, Embassy Suites, Staybridge and Residence Inn Lake Buena Vista• Developed and implemented in 2011 a Bundled Resort Fee collected on all non-group reservations, resulting in new topline revenue stream of $400,000 annually• Mentored, trained and developed several sales managers into Million Dollar producers of revenue for the property, recruited from outside as well as promotions from within

200 rooms and suites, 7,000 sq. feet of meeting/function spaceNorth Central Florida’s only four-star quality facility featuring an Executive Level with private access, Arthur’s Restaurant, Gentry Pub, Mantini’s Lobby Bar, room service, tennis, volleyball, croquet, putting green, horseshoes)Key Achievements:• Re-invigorated aggressive sales and marketing efforts and motivated sales and catering teams to book $3 million in new business for the property.• Group room revenues and catering food revenues both finished $100,000 ahead of ’98.• Convinced AAA to raise diamond rating to bring back this market and developed new billboard campaign on I-75, significantly increasing walk-ins. • Replaced outdated sales collateral with new pieces following Hilton standards.• Personally contracted 40 new corporate transient accounts to replace decreases from existing accounts.• Arthur’s Restaurant won the Pewter Platter as Ocala’s Best Restaurant.

• Selected by Richard Kessler for start-up management team as he acquired hotel properties for his newly formed companies• Responsible for maximizing top-line revenues while Kessler developed “themed” renovation plans and possible flag change to maximize the long-term positioning of each acquisition. • Managed on-property sales teams comprised of multiple sales executives & support staff focusing on corporate, association, citywide, incentive meetings, domestic & international travel agency and wholesale business, SMERF, sports and AAA/drive markets.Performance summary: Lake Buena Vista Resort & Suites (490 rooms and suites; 6,000 sq. ft. function space)• Room revenue grew $1.2 million from year one to year two• Increased wholesale ADR 20% with no drop in volume• Increased transient ADR 43% in two years while transient revenues grew $800K• Direct travel agent bookings grew 87% from year 1 to year two (261K to 400K)• Grew franchise (Days Inn) ADR to $80 with a 25% contribution(hotel was sold in October ‘96 )Castle Doubletree Hotel (216 rooms, 7,600 sq. ft. function space)• Re-flagged as Doubletree in January 1997 to improve upscale rate positioning. Achieved 20% brand contribution in 10 months.• Re-organized & strengthened sales team.• Developed aggressive sales & marketing plan and campaign to launch flag change.• Enhanced room revenue by $500,000 in 1997 by growing ADR 16% to $102.00Universal Tower & Inn (463 rooms, 6.000 sq. ft. function space)Formerly Howard Johnson’s Universal Tower & Comfort Inn • Kessler purchased both in February 1997 and operated as “independents” as renovations and theming concepts were developed. • After de-flagging, kept pace with 1996 revenues & saved $300K in brand fees• Reduced wholesale block commitments by 50% to allow transient rooms to be sold at higher rates• Motivated sales team to successfully negotiate 1998 wholesale rates at a 25% rate increase.

280 one-bedroom suites, 6,000 sq. ft. function space• Hired during construction of the hotel adjacent to the Walt Disney World Resort area.• Established pre-opening sales and operations office; hiring, training and managed a sales team of eight and scheduling of sales trips and trade shows• Managed marketing budget of $1.3 million annually including forecasting and controlling expenses; developed and implemented the hotel’s 1992, 1993, 1994 and 1995 business plans • Coordinated a 4-day photo shoot of the resort and oversight and supervision of two public relations firms in the development of press releases and story ideas • Supervised planning and execution of collateral and advertising projects with advertising agencies; • Coordinated marketing, public relations and collateral design for the “Cool Cat Kid’s Club, “ a supervised children’s activities program.• Steadily grew annual suite revenue to $9.2 million, with an ADR of $115.00• Motivated sales team to consistently produce over $1 million in-group meetings and convention business annually.• Developed a AAA promotion that produced $1.2 million in annual sales for three years running.• Achieved a 38% Brand contribution and also grew wholesale business to $3 million annually; and focused sales efforts in Europe and Asia, resulting in sales volume of $500,000 annually.• Coordinated activities for the Embassy Suites Florida Marketing Association, including managing an annual budget of $275,000 for joint marketing projects. Developed cooperative marketing strategies for eight Florida Embassy Suites properties.

369 one and two bedroom villas, 7,500 sq. ft. function space• Premier property of 97 acres offering townhouse-styled 1, 2, and 3 bedroom villas in a lakefront setting. • Developed the sales and marketing department from its initial stages to an innovative and effective operation, generating an 80% annual occupancy, $102 ADR and increasing REVPAR for one of the most successful villa/suite properties in the Orlando area. • Guided and motivated the sales team to produce $2.5 million in group business annually with emphasis on booking high-end corporate, association and citywide meetings, and boating/water sports dealer events. • Worked closely with Sonesta sales offices in Chicago, Washington, New York, Atlanta and Amsterdam for group business. • Contracted “upscale” wholesalers and receptives in North and South America, Europe and Asia growing revenues in this segment to $4.6 million annually. • Coordinated the planning and execution of a $500,000 collateral and advertising budget.

341 rooms, 3,000 sq. ft. function space• Established aggressive sales and marketing efforts after upgrade to a Ramada “resort” and a $3 million renovation. • Created and executed annual marketing plans : Situation Analysis, Annual Marketing Objectives, forecasted monthly occupancies and rates, Marketing Strategies, Monthly Calendar of Action• Determined disbursement of $700,000 budget• Interviewed, hiring, training, and supervising Sales Managers and support staff and insuring maximum productivity and efficiency. • Targeting markets and scheduling sales trips; coordinate staffing and resources for key tour, travel, and corporate trade shows; • Handle all facets of advertising and public relations; planning and overseeing direct mail projects; devising promotions to increase business during the off-season; • Generate various financial and sales reports

262 rooms, 4,000 sq. ft. function space• Solicited and booked domestic and international tour and travel group and F.I.T. business. (50% of total hotel occupancy) • Reactivated existing accounts and secured new accounts by telephone prospecting and sales trips• Generated proposals and contracts and follow up on collecting deposits and rooming lists• Traveled to key feeder cities and conducted sales presentations to travel agencies, bus companies, tour brokers and wholesalers, representing the company at trade shows• Gathered and provided input for market plan development. • Made frequent visits to the Best Western Central Reservation offices to boost CRO contribution.

• Member of the founding management team opening the Convention and Visitors Bureau• Developed series of brochures: area dining, accommodations, shopping, attractions, travel industry sales guide• Supervised 4 tourist information centers• Represented the destination at consumer and travel trade shows• Interfaced with hotel and campground members• Attended all County special events and organized surveys to determine guest/visitor needs. • Coordination and oversight of fam tour events for 400-1000 travel trade officials.