Tag Archives: Springwood Hospitality

Springwood Hospitality’s Winning Streak Continues with Four Recent Awards from Hilton

We are very excited and proud of our teams being honored with these prestigious awards. The press release is below.

YORK, PA, May 22, 2023 — York, PA-based hotel development and management company Springwood Hospitality was recently recognized with four distinct honors as part of Hilton’s illustrious 2022 Year End Awards. The annual awards celebrate distinguished sites based on team member performance and metrics.

Springwood Hospitality properties received the following awards:

2022 Connie Award: Awarded to Home2 Suites Martinsburg, naming it first in the entire Home2 Suites brand for leading metrics in areas including extended stay percentage, quality assurance, and customer scores for staff service and hotel accommodations. 2022 marked the second year the Martinsburg property received this prestigious honor.

2022 Conrad Achievement Award: Home2 Suites Ephrata won this award for being in the top 1% for key components, including extended stay percentage, quality assurance in areas including cleanliness, conditions, and brand standards, and customer scores for staff members and accommodations.

2022 Hilton Award of Excellence: Awarded to Home2 Suites Easton for scoring in the top 5% of their brand in key components and customer scoring.

2022 Brighter Together Award: Home2 Suites Martinsburg was recognized as the top hotel in its region for the highest satisfaction and loyalty tracking scores from metrics including Overall Service, Feel Welcomed, Problem Resolution, and Cleanliness of Room.

“We are thrilled to be recognized in this way. These awards underscore the Springwood Hospitality mission of excellence. Our teams are committed to providing world-class experiences at every turn and receiving such distinction directly from Hilton lets us know we’re on the right track,” said Springwood Hospitality Vice President Molly Jensen.

About Springwood Hospitality

Springwood Hospitality is an award-winning Hilton and Marriott-branded hotel development and management company headquartered in York, Pennsylvania. Springwood and its affiliates have profitably developed 34 projects worth more than $360 million in central Pennsylvania, West Virginia, New York, and Maryland. Winning more development awards from Hilton and Marriott than any other Pennsylvania-based company, Springwood has also been honored with numerous brand awards for management and guest service excellence. Springwood raises its development equity from a loyal and growing group of high-net-worth investors looking to diversify their portfolios by adding positions in quality, privately held hotels.

As a leader and innovator in the hotel development and management industry, Springwood Hospitality upholds the highest standards of excellence in serving its customers, investors, and associates by always doing what is fair and right. Learn more about Springwood’s Essentials.

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Springwood Hospitality Announces Leadership Changes

The press release below was released to the public today. We are excited about what Springwood’s future holds for our guests, associates and investors.

David Hogg, Justin Shelton and Molly Jensen

YORK, PA, March 1, 2023 — Springwood Hospitality, a York, PA-based hotel development and management company, recently announced organizational changes. Earlier this year President Justin Shelton assumed ownership from founder and partner David Hogg, who will remain actively involved as Springwood’s Development Specialist. Hogg is also mentoring an expanded development team to help accelerate the company’s growth.

Springwood and its affiliates have profitably developed 34 projects worth more than $360 million in central Pennsylvania, West Virginia, New York, and Maryland. They have helped high-net-worth entities and individuals invest $140 million of private capital in these projects. Springwood has been honored with many awards from Hilton and Marriot, including Hilton’s Multi-Brand Developer of the Year award for North America, plus numerous other awards from TripAdvisor, the Central Penn Business Journal, the United Way, and others.

Justin Shelton partnered with David Hogg and joined Springwood Hospitality as President in 2009. Shelton recently purchased Hogg’s remaining 50% interest and became CEO. According to Hogg and Shelton, it was always the goal for Shelton to eventually take the reins, and for Hogg to remain involved to lend his expertise and mentorship.

A dynamic leader, Shelton had an extensive history in hospitality before coming to Springwood, landing his first General Manager position before his 21st birthday. In 2013, he was honored as one of the Central Penn Business Journal’s Forty Under 40 winners.  

Shelton served on the prestigious Hilton Owner’s Advisory Council and through his distinguished service with the Tru Brand and Springwood’s award-winning development and operation of several Home2 Suites hotels, Hilton honored him with his current position on the Advisory Council of Hilton’s hottest brand Home2 Suites. Shelton is a graduate of the University of Alabama with a B.S. in Hotel and Restaurant Management and a Marketing minor.

“I am thrilled to have Justin at the helm,” said David Hogg. “He has driven most company decisions for years, with industry-recognized excellence that has substantially benefitted our team and our investors. I believe his leadership will deliver the best possible future for Springwood Hospitality.”

Other organizational shifts include the promotion of Director of Operations, Molly Jensen, to company Vice President. A true professional and industry expert, Molly methodically worked her way up through the ranks of hospitality management, starting at the front desk. Another Central Penn Business Journal Forty Under 40 Award winner, Jensen has been instrumental in ensuring that Springwood properties maintain award-winning status by consistently delivering outstanding accommodations and exceptional guest experiences in her ten years with the company.

“It is a true pleasure to officially announce Molly’s well-deserved promotion. She has been such an asset to Springwood from day one,” said Justin Shelton. “Her success is a blend of her love and understanding of the industry, her incredible work ethic, and her relationship-building skills. She’s an incredibly well-rounded mother and dedicated community member, and she’s an inspiration to all who know her.”

In reference to what is next for Springwood Hospitality, Shelton says “I am thrilled to be where we are today, and I’ve had the best possible partner in Dave Hogg. With our exceptional leadership team, we are well-positioned for success – both for the company and our investors. Together we will continue to forge new relationships, maximize our potential, and live our dreams of developing and managing award-winning hotels that provide an excellent return to our investors.”

About Springwood Hospitality

Springwood Hospitality is an award-winning Hilton and Marriott-branded hotel development and management company headquartered in York, Pennsylvania. Springwood and its affiliates have profitably developed 34 projects worth more than $360 million in central Pennsylvania, West Virginia, New York, and Maryland. Winning more development awards from Hilton and Marriott than any other Pennsylvania-based company, Springwood has also been honored with numerous brand awards for management and guest service excellence. Springwood raises its development equity from a loyal and growing group of high-net-worth investors looking to diversify their portfolios by adding positions in quality, privately held hotels.

As a leader and innovator in the hotel development and management industry, Springwood Hospitality upholds the highest standards of excellence in serving its customers, investors, and associates by always doing what is fair and right. Learn more about Springwood’s Essentials.

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Justin Shelton Named by Hilton to the Home2 Suites Owners Advisory Council

York, PA  Mar 21, 2022

Springwood Hospitality announced today that Justin Shelton is joining the Owner Advisory Council for Home2 Suites by Hilton, part of Hilton’s All-Suites portfolio. Shelton is President of Springwood, an award-winning, York, PA based hotel development and management company, which works exclusively with Hilton and Marriott branded products. 

Springwood’s Home2 Suites Martinsburg, WV, with its outdoor gathering areas.

The Owner Advisory Council, hand-selected by Hilton from among the most successful and influential franchisees for each brand, serves an important role guiding and advising Hilton brand teams on strategy and deployment. 

Shelton served five years on the Tru by Hilton Owner Advisory Council, starting with that brand’s inception in 2017. Springwood opened two of the first six Tru by Hilton hotels in the world, in Lancaster, PA and in York, PA. Shelton made significant contributions to the direction of that new brand during his tenure on the Council.

Home2 Suites is now the #1 brand in the US hotel industry, with more hotels under construction than any other hotel brand in the country. Springwood affiliates have opened eight Home2 Suites by Hilton hotels in four states over the past six years.

“So far every Home2 Suites we’ve opened has been successful for the brand, for our guests, and for our investors,” says David Hogg, Springwood’s Development Coordinator and founder. “I attribute that success to our team of hotel professionals, led by Justin, who serve our guests every day with professionalism and a warm smile. We’re in the hospitality business, not the hotel business.”

Read more about Home2 Suites by Hilton at www.home2suites.com and www.news.home2suites.com

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About Springwood Hospitality

Springwood Hospitality is a York, PA based hotel development and management company, which exclusively develops Hilton and Marriott brands. It has opened 19 Hotels over four states over the past 12 years, and currently has 11 hotels in its management portfolio. It will celebrate its second 2022 hotel opening in August, and it has four more hotels in its active development pipeline. Springwood has won more development awards from Hilton and Marriott than any other Pennsylvania-based company; it has also been honored with numerous brand awards for management and guest service excellence. Springwood raises its development equity from a loyal and growing group of high net worth investors, looking to diversify their portfolios by adding positions in quality, privately-held hotels. Find out more about career opportunities at Springwood HERE.

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About Home2 Suites by Hilton

Home2 Suites by Hilton, one of the fastest-growing brands in Hilton’s history, is a mid-tier, all-suite, award-winning extended-stay hotel concept designed to offer stylish accommodations with flexible guestroom configurations and inspired amenities for the cost-conscious guest. With a commitment to environmentally friendly products and hotel operations, Home2 Suites offers complimentary breakfast selections with hundreds of combinations; innovative and customizable guestroom designs; laundry and fitness areas; complimentary WiFi; multiple outdoor spaces; 24-hour business centers; expansive community spaces; and pet-friendly environments. Home2 Suites by Hilton has 395 hotels with 455 in the pipeline. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits, including a flexible payment slider that allows members to choose nearly any combination of Points and money to book a stay, an exclusive member discount that can’t be found anywhere else, free standard WiFi, and digital amenities like digital check-in with room selection and Digital Key (select locations), available exclusively through the industry-leading Hilton Honors mobile app. Connect with Home2 Suites on Facebook, Twitter, LinkedIn, and Instagram.

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Trader Joe’s is coming to Central PA!

This week, we can FINALLY tell you that Trader Joe’s is under construction directly beside where we’re developing the Springhill Suites by Marriott this year. This luxury, Marriott branded hotel will benefit from being in leisurely walking distance to Bonefish Grille, Texas Roadhouse, and now Trader Joe’s.

The Springhill investment offering comes out on July 6th, so check your email for it.

Here’s the text of today’s article on the new Trader Joe’s, from Central Penn Business Journal online:

Trader Joe’s is coming to the Lower Allen Common Shopping Center

By: Ioannis Pashakis June 28, 2021 1:53 pm

Trader Joe’s is coming to Central Pennsylvania.

The Lower Allen Township Development Authority confirmed last week that the Monrovia, California-based grocery chain will open a 12,500-square-foot store in Lower Allen Commons. The new Trader Joe’s, the ninth in Pennsylvania but the first in this region, will be at the site of the former Camp Hill Bon-Ton.

The store, off Route 15 at Lower Allen Drive, is expected to open early next year; construction is already underway.

The development authority bought the Bon-Ton parcel in 2019, with the intent to redevelop it, after the retailer filed for bankruptcy. Max Stoner, development authority chairman, said in a release: “We are glad to bring retail back to the site to strengthen our business community and create a bustling gateway for Lower Allen.”

Trader Joe’s has more than 500 stores in 42 states and the District of Columbia. Its other Pennsylvania locations, according to traderjoes.com, are in Ardmore, Jenkintown, Media, Wayne, Philadelphia, North Wales, Pittsburgh and State College.

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Good Citizenship

Young Life York Sponsorship Sign
At Springwood Hospitality we firmly believe that we are to make a difference in the communities we serve. That’s why we’ve teamed with Young Life York County as the Event Sponsor for their annual banquet this year.

Young Life is an international not-for-profit that reaches out to adolescents of all stripes to show them love and encouragement in 1 on 1 relationships, in “Club” meetings where they can be crazy and just be kids, and at summer camps, where most kids say they had “the best week of my life”.

All of this effort is geared to showing adolescents the love of Christ. Volunteers and staff do this to earn the right to be heard, to share the story and power of Jesus Christ. Regardless of response, kids are loved and supported by Young Life leaders and staff. Many of these special relationships last a lifetime.

Young Life is a special organization that is making a difference in the lives of thousands of teens. We are honored to play a part.

Dave Hogg

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Service Got You Down?

Service photoI’d hate to be in the shoes of a millionaire who wanders into this establishment with “only” a $100,000-limit Visa card and a wallet full of $50 bills.

“NO ICE CREAM FOR YOU!”

The following words of wisdom are strictly for those of us who elect – of our own free will – to go into the service business.  If you ever feel like posting something as uninviting as these signs at your primary guest interface, please do one or more of the following instead:

  1. Take a beach vacation.  (Maybe some “chill time” will knock some sanity back into you.)
  2. Go home and kick your pet.  Or go to a gym and kick a heavy bag.  Please, just kick something other than your guest.
  3. Visit a church on Sunday morning (God loves people more than anything;  perhaps you’ll learn from His example.)
  4. Find a different occupation.  (I hear they’re hiring 5,000 new IRS agents…)

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Recovering Economy Lifts Business Travel

A July 15, 2013 article in The New York Times says that travelers in the United States will spend about $273.3 billion on the road in 2013.  That’s a 4.3 percent increase over last year, and a reflection of stronger growth in domestic travel as the national economy stabilizes.

Of the estimated $273.3 billion, about $117.1 billion will be spent on group travel — meetings and conventions, conferences, incentive trips and the like. And $33.1 billion will be spent in the United States on international travel.  The information comes from a report that trade group Global Business Travel Association has released preceding its annual convention, which will be held early August in San Diego.

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U.S. hotel revenue gains expected in 2013

Reprinted from an article by Danny King today in Travel Weekly:

Steady growth in U.S. hotel demand won’t be tapering off soon, according to reports released Monday by PricewaterhouseCoopers (PwC) and Smith Travel Research (STR).

Growth will keep a steady pace through next year predominantly on room-rate increases, according to PWC.

Revenue per available room for 2013 will rise 5.6% in 2013 on a 4.8% increase in room rates, PwC said. Occupancy will hit 61.7%, which would mark four straight years of occupancy increases from a 54.6% rate in 2009.

As for 2012, PwC maintained its forecast for 6.5% RevPAR growth. U.S. RevPAR increased 8.2% last year.

Such forecasts were echoed, albeit cautiously, by hotel leaders speaking at the New York University International Hospitality Industry Investment Conference in New York on Monday morning.

“Performance still looks really good, but we’re worried about Europe, and we’re increasingly worried about domestic politics,” said Marriott International CEO Arne Sorenson on a conference panel. “Let’s hope that, like last year, business continues to perform strong.”

Dave Hogg – “Good news!”

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Maximizing House Profit using Flex/Flow Calculations Part 5: Final Considerations.

This is the last post in the series and I wanted to discuss some items that should be considered when reviewing flex/flow numbers.  Each period is unique and should be evaluated that way.  It is impossible to discuss all of the different issues that can skew flex/flow numbers from month to month, but I am going to discuss a couple situations below that will be helpful in analyzing flex/flow calculations. 

How did we get the extra revenues?

This is one of the most critical situations to consider when reviewing flex/flow numbers.  As discussed in part one, there are a lot of expenses that are budgeted and measured based on per occupied room (POR).  However, flex/flow measures the dollars from the revenue variance to the house profit variance.  So what would happen if the property exceeded revenues for the month but sold fewer rooms than budgeted?  Well if you consider that your POR costs should have been lower due to fewer rooms sold, the additional revenue had to come from either ADR or another revenue department, so your flow through percentage should actually be higher than your goal.  The opposite is also true if you exceeded revenues by selling more rooms than budgeted while the ADR was less.  The rooms sold will cause the POR costs to increase but the lack of ADR will hurt the flow through percentage because you got less revenue per room sold.  The same should be considered when you fall short of revenues as well.  There are numerous scenarios on this, but the point is that you should consider how you got the revenue variance to determine if the goal should have made and if the goal should have been higher.

Approach the small variances with caution.

This was purposely shown in example #2 for parts 3 and 4 of this series.  You will see that the smaller the revenue variances, the more likely you are to get an outrageous number in the flex/flow calculation.   If I told you that your property just flowed -500% for the month and nothing else; what would your reaction be?  I am guessing it wouldn’t be “great job and keep up the good work” but should it be?  What if upon further review of the statement you found that the revenues were over $200 and every other line item equaled budget, but you had a $1,000 extraordinary expense and that alone caused the house profit to be under $1,000 and the flow through to be -500%.  I think you would agree that this is not as bad as the initial -500% flow number would lead you to believe.  In my experience working with flex flow numbers, my general rule is the smaller the revenue variance the less effective the calculation.  Therefore it should not be taken literally without some further investigation.

In closing, I hope this series gave you another tool to manage your property.  As stated in part #1, the goal with flex/flow calculations is to measure the efficiency between additional revenues and bottom line profit.  Thanks for reading the series and stay tuned for posts in the future that will range widely on operational hotel topics.  If I can assist in any way, feel free to contact me directly at jshelton@springwood.net

Hospitably Yours,

Justin

Flex/Flow Calculations Poll #1

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Flex/Flow Calculations Poll #2


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Maximizing House Profit using Flex/Flow Calculations Part 4: How to calculate Flex performance.

I realize that Part 3 was a lot to take in for calculating flow.  Unfortunately, it isn’t going to get any easier with the flex calculations in this article and it is actually going to get a little more complex.  As stated previously, a flex situation is when you have fallen short of budgeted revenues and you are looking to see how well the property controlled their variable expenses. 

Here are the “Flex” calculations:

There are two ways to calculate your house profit target (HPT) when you are in a flex situation.  The first way has you determining how much you should flex or save.  To do this you multiply the revenue variance (RV) by the Flex goal percentage (GOAL%) to get the flex savings goal (FSG).  Now subtract the flex savings goal (FSG) from the revenue variance (RV) to get the house profit target (HPT).

           RV  x  GOAL%  =  FSG

           RV  –   FSG         = HPT

The second way to calculate the house profit target (HPT) is by far the easiest but it assumes the flex and flow goals equal 100% when added together.  See part 2 of this series for the reasoning behind why this should be the case.  To calculate the house profit target (HPT) just multiple the revenue variance (RV) times the flow goal percentage (FG%).  You will come up with the same numbers either way you calculate it assuming the flex and flow goals equal 100% when added together.  This is the most common (and easiest) way to calculate the house profit target when in a flex situation so I will be using this calculation in the examples to follow.

            RV  x  FG%  =  HPT

As in the flow part of the series, the next thing I recommend is determine if the property met the house profit target.  This gives you the first indication on whether you made the flex % or not.  This is calculated by subtracting the house profit target (HPT) from the house profit variance (HPV) to get the house profit goal variance (HPGV).  Remember that positive numbers for the house profit goal variance are great and negative numbers are never good.

            HPV  –  HPT  =  HPGV

To calculate your actual flex, you will need to subtract the revenue variance (RV) from the house profit variance to get the actual flex savings (AFS), then divide that by the revenue variance as a positive number (RVP) to get the flex percentage (FLEX%).  This gives you your actual flex percentage.

            HPV  –  RV    =  AFS

            AFS  ÷  RVP  =  FLEX%

Now let look at some examples of how this process works.  I am using a flex goal of 30% (therefore flow goal is 70%) in the calculations below.

Example #1:  This is a basic flex calculation.

Actual Revenue

Budgeted Revenue

Revenue Variance

$280,000

$300,000

($20,000)

 

 

 

Actual House Profit

Budgeted House Profit

House Profit Variance

$140,000

$150,000

($10,000)

Step #1 is to determine the house profit target.  We should multiply the revenue variance by the flow goal.  In this example, that would be ($20,000) x 70% which equals ($14,000).  ($14,000) is our house profit target.

Step #2 is to determine if the property met the house profit target.  We just subtract the house profit target from the actual house profit variance.  For this situation it would be ($10,000) – ($14,000) = $4,000.  In essence we are $4,000 above our target which means we saved more than we expected and is the first indication that we met our flex goal.

Step #3 is to determine our actual flex percentage.  We just subtract the house profit variance from the revenue variance to get the actual flex savings, and then divide the actual flex savings by the revenue variance as a positive number.  For this scenario it would be ($10,000) – ($20,000) = 10,000, then 10,000 ÷ $20,000 = 50% Flex.  The 50% flex is more than our goal, but we already had that indication from step #2.

Step #4 is always to analyze the financial statement to find efficiencies and inefficiencies.  In this case it would be to analyze your financial statement to determine if all fixed costs showed up appropriately.  Pay particular attention to variable expenses to determine what the property did well in saving the $4,000 and try to replicate it in the future.

Example #2:  This is a flex calculation with a huge negative flex percentage.  This is another scenario where the best of the best sometime question themselves when they get some of these numbers.  It isn’t good, but it is accurate.

Actual Revenue

Budgeted Revenue

Revenue Variance

$279,800

$280,000

($200)

 

 

 

Actual House Profit

Budgeted House Profit

House Profit Variance

$140,000

$150,000

($10,000)

Step #1 is ($200) x 70% giving us a house profit target of ($140).

Step #2 is ($10,000) – ($140) giving us a house profit goal variance of ($9,860).  At this point you know the property fell far short of the flex goal and that this isn’t going to be pretty.   

Step #3 is ($10,000) – ($200) = ($9,800) then (9,800) ÷ $200 (use RVP) = -4900% flex percentage.  If you don’t use the revenue variance as a positive number you will get a positive 4900% which doesn’t tell the story on this one.  It is calculated just like example #1 using different numbers and it is correct at negative 4900%.

Step #4 would include investigating the cause for the huge house profit goal variance when being so close to budgeted revenues.  This is obviously an extreme case, but you are probably looking for a large item that was not budgeted.  It is important to know why there is such a huge variance and in this example that is probably fairly easy to pick out by just looking at the variances for each line item.  I’m betting something will stick out to you. 

Example #3:  This is a really good financial statement showing an outstanding flex percentage. 

Actual Revenue

Budgeted Revenue

Revenue Variance

$280,000

$285,000

($5,000)

 

 

 

Actual House Profit

Budgeted House Profit

House Profit Variance

$140,000

$136,000

$4,000

Step #1 is ($5,000) x 70% giving us a house profit target of ($3,500).

Step #2 is the same as it has been in previous scenarios, house profit variance minus house profit target.  Remember that you are subtracting a negative here so the equation is $4,000 – ($3,500) = $7,500.  Example #2 was really bad, now this one is really good.

Step #3 is to find out your flex percentage.  $4,000 – ($5,000) = $9,000, then $9,000 ÷ $5,000 gives us a 180% flex.  That is a remarkable number because you basically saved $9,000 from top line deficit to bottom line profit. 

Step #4 is always to find inefficiencies or efficiencies in the financial statement.  Although the property missed revenues by $5,000, they managed to exceeded house profit by $4,000.  In this one you would want to find the areas that were budgeted with no expense or other large savings to determine if the financial statement will get hit with some expenses at a later date.  Don’t forget to focus on the variable expenses even if you find a missed bill or something of that nature.

As you can see there are a couple different ways to determine flex, but as with flow, the formulas are the same even when the numbers change.  I encourage you to grab a financial statement where the property missed the top line revenue and run these calculations.  If the flex number looks off, just rerun the calculations and stick with it after that.

Now that we know how to calculate flow and flex performance, this series is winding down.  In the final posting, Part 5, I will discuss some final considerations that can sway your numbers and probably your opinion of the desired performance.

Hospitably Yours,

Justin

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