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Intelligent Peoples Solutions

presents the

2010 Hospitality Business Acumen Workshop

June 21st and 22nd



Introduction

This program provides attendees with a thorough understanding of how a hotel generates profit, the factors considered in decision making and the implications of those decisions. A fundamental part of the program is gaining an understanding of the key reports and business levers available to executives and managers. The workshop blends facilitation from experienced Hospitality Executives and a business simulation exercise, which requires teams to manage a virtual hotel that competes in a marketplace. Teams consist of 4 people, who take on the roles of: GM, Human Resources Manager, Finance Manager and Sales and Marketing Manager. Teams will compete against other hotels in the Beijing area. Teams will be judged by their ability to operate a profitable hotel. Performance will be determined based on quantitative and qualitative measures. The winning team will receive 1 free training program for their hotel.

The key objectives of this program are to:

  • Provide attendees with a greater understanding of how a hotel operates and the challenges faced by managers
  • Clarify the key elements that point towards generating revenue and profit and how the forces of competition can dictate the decisions that a business may make
  • Equip attendees with the knowledge of how to interpret financial reports and ratios to gain insight into the “health” of an organization
  • Team development through experience of running a company, making decisions under pressure, marketplace changes and competition
  • Specific business development goals can be addressed by the inclusion of any number of training modules

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    Why your management team needs to attend:

  • Managers will gain a greater understanding of how a hotel operates and the challenges faced in different market environments
  • Managers will be introduced to several financial and market scenarios to help enhance their ability to quickly react to various market pressures
  • Managers will enhance and improve their presentation and reporting skills
  • Managers will be introduced to a variety of strategies and tools to achieve their primary goals, to make money and satisfy shareholders
  • The course focuses on business management skills and financial awareness
  • The 2 day workshop is highly engaging, fast paced and a competitive approach to learning

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    Who Should Attend:

    • Sales and Marketing Managers
    • Human Resource Managers
    • Finance Managers
    • Front Office Management responsible for room operations
    • Department General Managers
    • Any stakeholder who is responsible for meeting budgetary targets and directly contributes to the profitability of the hotel.


    • Workshop Agenda

    Day 1
    08:30 registration
    09:00 Business Acumen; 1st Simulation
    10:30 Coffee Break
    10:45 Interpreting Market Data; 2nd Simulation
    12:00 Lunch
    13:00 Aligning Products with the Market; 3rd Simulation
    14:30 Coffee Break
    14:45 Budgetary Presentations; 4th Simulation
    16:00 Teams Prepare 1st Year Performance Presentation

    Day 2

    09:00 Team Presentations; 5th Simulation 

    10:30 Coffee Break

    10:45 Decision Making; 6th Simulation

    12:00 Lunch

    13:00 Managing Teams; 7th Simulation

    14:30 Coffee Break

    14:45 Knowing your Competition; 8th Simulation  

    15:30 Team results reported and winning team presents their decision making process.

    16:00 Simulation experiences discussed and innovative business strategies applicable to the Beijing hotel market identified



    Hospitality Business Simulation Team Challenge

    The hospitality simulation challenges participants to take over and run a full-service hotel. This hospitality model is concerned with occupancy levels and yield per room.

    Each team is required to manage a 200 room full service hotel, with the option to lease an additional 4 hotels.  Hotels operate in the following three markets - metropolitan, regional, and global.

    All companies take over operation with exactly the same history and run the company usually for the next two years or eight quarters. Each quarter represents a quarter of a year or thirteen (13) weeks. Decisions are made based on the previous quarter’s trading results. Careful analysis of the financial reports is required for future decisions which are submitted within specified timelines.

    This is achieved by maximizing the occupancy and yield of the rooms available while taking into account the average hotel occupancy and all costs. Revenue from rooms needs to exceed the cost of making that number of rooms available.

    8 ‘virtual’ quarterly cycles are completed with 37 decisions made per quarter and an Annual General Meeting presentation made after year 1 on which they base next quarters decisions.
    Decisions are made on running all areas of the business such as sales, marketing, HR, finance and operations.

    At the end of each quarter teams receive data including P&L, balance sheet, share price and market share.

    Trainer - BERNIE J. PRIMACK

    Dedicated to the hospitality industry for 40 years, Bernie Primack is now Executive Vice President for United Hotel Investment Group in Beijing, China. Primack a Canadian citizen has been active in China’s booming hotel industry for past 12 years, joining UIH shortly after the company’s formation.
    In 2001 he served as Director of Banqueting and subsequently Executive Assistant Manager – Food and Beverage for the State Guest Presidential Plaza a 500 key property of prominence in Beijing’s Financial Business District. 

    In 2003 as General Manager, Primack Opened the Skyline Resort during the SARS crises. By aligning the property with a golf course, he was able to keep the 388 key facility open throughout that period of economic turbulence.

    In 2004 with the Star River complex, a luxury housing community in Panyu where he was Vice President of Operations.  He was responsible for the Property Management department and assisted with the design and development of the company’s new five-star hotel.

    During his career in China, Primack has also conducted numerous industry seminars and training symposiums for various groups in addition to contributing articles to China Hospitality, the leading hospitality industry news magazine. His background is varied in the leisure business from overseeing construction and opening new facilities to providing operational leadership in various independent hotels and restaurant organizations.

    In addition to his B.Sc. at Lausanne’s Ecole Hoteliere, Primack earned a B.A. degree from Ryerson University in Toronto.  He was awarded British Columbia Hotelier of the year 1993 and the Mayor’s Merit Award 1995 for Public Service from the City of Vancouver.