A meeting of the ASFONA Board of Directors was held at the "W" Union Square - New York on May 13th 2010. One of the primary goals on the board meeting agenda was to agree with Starwoods North Americas leadership team the ASFONA / Starwood "Areas of Focus" for 2010 & 2011 and the designated team principals. Denise Coll, the President of Starwood North America joined the meeting to communicate the commitment of Starwood to the process and to inform the board of the next steps in formalizing the business plan.

Board Meeting
Thursday May 13th – 2010
5.30 PM to 6.30 PM
The “W” Union Square – New York
OVERVIEW OF MEETING

In Attendance:

John Shingler – Chairman

Hung Luk – Paul Wischermann – Bruce Kinseth – John Belden – Abe Moses – Paul Leier – Troy Petecost – Howard Zetley – Gerry Chase – Greg Miller – Jay Mahan - Lou Karger – Bob Morse

Starwood Hotels & Resorts:

• Denise Coll – President – North America 
• Lynne Dougherty – Senior Vice President – Owner & Franchise Services
• Susan Sepehri - Vice President – Owner Relations

SUBJECT: ASFONA – “Areas of Focus” 2010 – 2011:

Denise Coll informed the ASFONA board that she had communicated the ASFONA “Areas of Focus” strategic plan to her leadership team and informed them of the goal of incorporating input from ASFONA into the respective areas of responsibility.

Denise Coll had provided John Shingler with the presentation deck used at her management meeting. This deck was presented to the board. The agreed strategic intent and key goals together with the “Areas of Focus” are as follows:

ASFONA / STARWOOD “AREAS OF FOCUS” 2010 – 2011

Strategic Intent of Focus Areas:

• To establish a dedicated communication process for ASFONA and Starwood to align, engage and strengthen the relationship while sharing joint expertise which ultimately fuels success for all parties.

Key Goals of Focus Areas:

• To focus on six clear areas to enable Starwood and ASFONA to develop and implement the most effective communications process.
• Determine a constructive, positive work stream inclusion plan to secure strong engagement between ASFONA members and Starwood.
• Strengthen the awareness of ASFONA access to Starwood initiatives.
• Work at an organic pace, being sensitive to accomplishing goals while balancing current workloads.
• Share in the process for mutual success.

AREAS OF FOCUS:

FRANCHISE OPERATIONS:

Team Members:

ASFONA

• President – John Shingler
• Board Member Principals – Jay Mahan & Paul Wischermann

STARWOOD

• Lead Executive – Lynne Dougherty

Key Focus:

• Organizational Structure & Support
• Owner Communications
• Owner Relations
• Senior Management Access
• Compliance (GSI-QA)

BRAND MANAGEMENT:

Team Members:

ASFONA

• President – John Shingler
• Board Member Principals – John Belden – Paul Wischermann

STARWOOD

• Lead Executive – Dave Marr (Denise Coll - First Meeting)

Key Focus:

• Accountability – Measurement Criteria
• Brand Performance – Measurement against Agreed Comp Set
• Brand Cost – ROI to Investor vs. Comp Set
• Brand Media – Objectives / Expenses
• Brand Champion Identification
• Senior Management Access
• Field Marketing
• SPG – Program

SALES & MARKETING / REVENUE MANAGEMENT:

Team Members:

ASFONA

• President – John Shingler
• Board member Principals – Gerry Chase – Bob Morse

STARWOOD

• Lead Executive – Scott Hermes

Key Focus:

• GSO (Global & North America)
• Sales Optimization
• Revenue Management

INFORMATION TECHNOLOGY:

Team Members:

ASFONA

• President – John Shingler
• Board Member Principals – Hung Luk – Troy Pentecost

STARWOOD

• Lead Executive – Mark McBeth

Key Focus:

• Galaxy/LightSpeed – Performance 
• Internet / Broadband
• Guest Room Technology Initiatives
• Technology Throughout the Hotel

BUSINESS SYSTEMS REVIEW:

Team Members:

ASFONA

• President – John Shingler
• Board Member Principals – John Belden – Troy Pentecost

STARWOOD

• Lead Executive – John Peyton

Key Focus:

• Net Operating Profit
• Benchmarking
• Operating Expenses
• Competitive Advantages
• Sustainability

PROCUREMENT:

Team Members:

ASFONA

• President – John Shingler

STARWOOD

• Lead Executive – Todd Petty

Key Focus:

• Procurement Initiatives Overall
• Energy
• Individual Market Purchases (Including Franchise Hotels)

Denise Coll informed the ASFONA board that designated Starwood “Lead Executives” for each “Area of Focus” would be contacting the respective ASFONA board members to arrange meetings to commence the input and communications process.

ASFONA members who wish to obtain further details on any aspect of this meeting or any specific information on any Agenda item should contact John Shingler directly, either by phone or email.