PHOENIX—Maximizing the value of a hotel asset and increasinginvestment return with a comprehensive analysis of location,competition, hotel segment, renovations and cost is crucial in theindustry. The Clear Path to Property Repositioning session atThe Lodging Conference, held at The ArizonaBiltmore Resort and Spa, took a hard look at these factors andothers.

The panel was moderated by Daniel Lesser,president and CEO of LW Hospitality Advisors andincluded panelists David Capps, vice president ofdevelopment, Aimbridge Hospitality; NavinDimond, president and CEO of StonebridgeCompanies; David McCaslin, president ofNorthwood Hospitality; PhilSilberstein, executive vice president of development,Carlson Rezidor Hotel Group; and David B.Storm, president and CEO of Providence HospitalityPartners, LLC.

Regarding strategy of repositioning properties, McCaslin said,“We tend to go after more complicated assets. We look at the realestate and we tend to hold for 15 years. Once we stabilize, webegin to pick our exit strategy; we need to try and plan for whenthe market is in our favor.”