CONSULTING USA
October 24, 2014 Mr. Gordon A. Hendry First Vice President CBRE / Public Institutions and Educational Services 101 West Washington Street, Suite 1000E Indianapolis, Indiana 46204 Re:
A CBRE COMPANY
Proposed Hotel in Downtown Ann Arbor, MI
Dear Mr. Hendry: In accordance with our engagement letter dated August 29, 2014, we have completed our market study with financial projections for a proposed hotel (the “Hotel”) to be located in a mixed-use project to be developed on the city block bounded by Liberty Street, Fifth Avenue, Library Lane and Division Street (‘the Site”) in downtown Ann Arbor. .As in all studies of this type, the estimated results are based on the assumption of competent and efficient management, and presume no significant changes in the status of the competitive lodging industry from those set forth in this report. The terms of our engagement are such that we have no obligation to revise our conclusions to reflect events or conditions that occur subsequent to the date of completion of our fieldwork. However, we are available to discuss the necessity for revisions in view of changes in the economy or other factors affecting the market. Since the future performance of the Subject is based on estimates and assumptions that are subject to uncertainty and variation, we do not represent them as results that will actually be achieved. The conclusions in this report are based upon our knowledge of the area market as of the completion of our fieldwork on September 25, 2014. It has been assumed that the Hotel would commence operations on January 1, 2017. We would be pleased to hear from you if we can be of further assistance in the interpretation and application of our findings and conclusions. We appreciate the opportunity to be of service. Very truly yours,
PKF Consulting USA
PKF Consulting USA | 321 North Clark Street | Suite 3400 | Chicago, IL 60654 TEL: 312-297-7665 | www.pkfc.com
CBRE / Public Institutions and Educational Services October 24, 2014
INTRODUCTION We understand that CBRE / Public Institutions and Educational Services has been engaged by the City of Ann Arbor to sell the Site. In connection with this assignment you have asked PKF Consulting USA (“PKF”) to prepare this market study to estimate the economic potential of a hotel located on the Site.
STUDY METHODOLOGY The conclusions and findings herein were developed from the following work steps and assumptions. We
performed an evaluation of the suitability of the Site for hotel operations;
prepared a summary of market conditions in Ann Arbor;
determined market sources of demand, demand characteristics and trends pertinent to the Hotel;
prepared recommendations of hotel characteristics suited to the Site and market conditions.
prepared a model based on these recommendations and our market research to illustrate the Hotel’s expected future competitive environment including the expected supply of and demand for competitive lodging facilities;
estimated the utilization and average daily rates for the proposed Hotel for its first five years of operations, and
prepared estimates of cash flows from operations for the first five years of operations.
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CBRE / Public Institutions and Educational Services October 24, 2014
EXECUTIVE SUMMARY
The Ann Arbor hotel market is vibrant and is expected to remain so during the projection period.
There is at least one other hotel under development in downtown Ann Arbor.
A modern and well managed hotel located at the Site would be an attractive alternative for many travelers to Ann Arbor, particularly those visiting the University.
Assuming an opening date of January 1, 2017, the following tables show estimated operating results for the Hotel for its first five years of operation.
Year 2017 2018 2019 2020 2021
Year 2017 2018 2019 2020 2021
Average Daily Rate $143.50 148.25 152.75 157.25 162.00
Estimated Rooms Revenue Annual Occupancy 68% 71% 74% 74% 74%
Rooms Revenue $5,381,000 5,722,000 6,156,000 6,402,000 6,545,000
Summary of Estimated Annual Operating Results Total Net Operating Ratio to Revenue Income Total Revenues $6,324,000 $1,507,000 24% 6,721,000 1,648,000 25% 7,230,000 1,861,000 26% 7,520,000 1,974,000 26% 7,688,000 1,988,000 26%
PROJECT OVERVIEW The Hotel is planned to be located within a mixed-use building (“the Project”) to be developed on the city block bounded by Liberty Street, Fifth Avenue, Library Lane and Division Street in downtown Ann Arbor. The Project is expected to offer retail and entertainment uses at the ground level and potentially residential
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CBRE / Public Institutions and Educational Services October 24, 2014
condominiums in addition to the Hotel on upper floors. The Project would be constructed on top of an existing subterranean parking structure. ANN ARBOR MARKET OVERVIEW The Ann Arbor Metropolitan Statistical Area (“MSA”) The Site is located in Ann Arbor Michigan, the county seat of Washtenaw County which comprises the Ann Arbor Metropolitan Statistical Area (“MSA”). Ann Arbor is located just over forty miles west of Detroit and is the home of the University of Michigan, (“the University”) one of the nation’s leading public research universities and the oldest university in Michigan. The University, with approximately 43,000 students and over 30,000 employees, is the major economic engine of the community. Additionally, the University’s research activity focused on science, technology, engineering and mathematics has attracted private companies to the region. Located within Ann Arbor’s Main Street District and a block from the University’s Central Campus, the Site is steps away from Central Campus buildings and the popular downtown retail, entertainment, eating and drinking places. The Site is approximately two miles east of the nearest access to Interstate 94, the major highway serving the area. The Hotel will be heavily influenced by the economic health of the City of Ann Arbor, the University and the region as a whole.
PKF Hospitality Research, LLC Data PKF Hospitality Research, LLC (PKF-HR) publishes a quarterly report entitled Hotel Horizons® describing the relationship of lodging activity to econometric data for the nation’s 55 largest MSAs. Hotel Horizons® is prepared using hotel data from Smith Travel Research and economic forecasts from Moody’s Analytics. A custom edition of Hotel Horizons® for the Ann Arbor MSA was prepared for this report and is shown in its entirety as Exhibit A.
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CBRE / Public Institutions and Educational Services October 24, 2014
Tourism and Visitation According to a 2012 study by Daniel Stynes of Michigan State University (the most recent data available) Washtenaw County welcomed 4.45 million visitors, up from 4.2 million in 2010 and resulting in 887,000 room nights. These visitors include attendees at University athletic and cultural events, prospective students and their families and friends and family members visiting students. Ann Arbor and the University also host numerous group events including summer continuing educational programs and camps, year round meetings and conferences relating to University departmental activities. The Ann Arbor business community also hosts meetings and conferences and attracts individual business travelers. The table below is excerpted from the Stynes study and shows trending visitation metrics from 2008-2011 and illustrates the effect of the recent recession.
Source: Economic Impacts of Tourist Spending on Washtenaw County 2011, Daniel Stynes, Michigan State University March 2012
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CBRE / Public Institutions and Educational Services October 24, 2014
Transportation Ann Arbor is located in southeastern Michigan, approximately 40 miles west of Detroit, 65 miles southeast of the state capitol in Lansing, 37 miles east of Jackson, 55 miles south of Flint and 50 miles north of Toledo, Ohio. The following map shows the major roadways connecting Ann Arbor to neighboring cities.
Ann Arbor is served by the Detroit Metropolitan Wayne County International airport (“DTW”), approximately 25 miles east of Ann Arbor on I-94. In 2012 DTW was the nation’s 16th busiest airport with 20 airlines flying to 160 destinations.
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CBRE / Public Institutions and Educational Services October 24, 2014
Ann Arbor Hotel Market To develop conclusions relative to the competitive environment in which the Hotel would operate, we have analyzed the overall market and selected properties that we feel offer the most direct competition to the Hotel. The competitive properties have been selected based on and inspection of their facilities, location, market performance and orientation and rate structure. In 2013 there were 1,470 rooms in Ann Arbor that would be directly competitive with the Hotel. The historical occupancy and average daily rate (“ADR”) for these hotels is shown in the table below. Historical Market Performance of the Competitive Supply Annual
Percent
Occupied
Percent
Market
Average
Percent
Year
Supply
Change
Rooms
Change
Occupancy
Daily Rate
Change
REVPAR
Percent
2009
489,100
N/A
298,743
N/A
61.1%
$97.13
N/A
$59.33
N/A
2010
489,100
0.0%
306,914
2.7%
62.8%
96.42
-0.7%
60.50
2.0%
2011
489,100
0.0%
309,638
0.9%
63.3%
104.55
8.4%
66.19
9.4%
2012
497,130
1.6%
326,430
5.4%
65.7%
112.86
7.9%
74.11
12.0%
7.9%
357,401
9.5%
66.6%
116.89
3.6%
77.86
5.1%
Change
2013
536,550
CAAG
2.3%
YTD 8/2013
357,700
N/A
240,886
N/A
67.3%
$112.39
N/A
$75.69
N/A
YTD 8/2014
357,700
0.0%
248,453
3.1%
69.5%
121.48
8.1%
84.38
11.5%
4.6%
4.7%
7.0%
Source: PKF Consulting USA
As reflected in the table above, during this period the only addition to the supply was the Hilton Garden Inn in 2012. It should be noted that in terms of market occupancy and ADR, this hotel was absorbed completely in its first year of operation. Demand has exhibited robust growth since 2010 suggesting the area’s participation in the general economic recovery. Likewise, ADR has grown since 2011 and exceeded 2009 levels in 2011. RevPAR has increased at an average annual rate of 7 percent between 2009 and 2013 and year to date 2014 RevPAR growth is 11.5 percent over the same period in 2013. The competitive hotels range in size from 66 to 225 rooms and in 2013 reported occupancy levels ranging from 53 percent to 81 percent. These properties are described in the summary table below:
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CBRE / Public Institutions and Educational Services October 24, 2014
Competitive Set Profile
Rooms No.
Year Built
Meeting Space (sq. ft.) Sq. ft. per Total room Largest
F&B Fitness Outlet Center
Pool
Business Center
Primary Competition Weber`s Inn
158
1968
9,300
59
3,000
Yes
Yes
Yes
Yes
Holiday Inn Ann Arbor
225
1971
7,560
34
4,600
Yes
Yes
Yes
Yes
Courtyard Ann Arbor
160
1989
3,378
21
2,728
Yes
Yes
Yes
Yes
Hilton Garden Inn Ann Arbor
130
2012
4,064
31
3,680
Yes
Yes
Yes
Yes
Kensington Court
200
1967
7,906
40
5,568
Yes
Yes
Yes
Yes
Sheraton Hotel Ann Arbor
197
1981
15,000
76
6,300
Yes
Yes
Yes
Yes
Ross School Of Business Conference Center
105
1984
10,000
95
1,438
Yes
Yes
No
Yes
Inn at Michigan League Hotel Campus Inn Bell Tower Competitive Set Average
21
1931
16,981
809
5,238
Yes
Yes
No
Yes
208
1969
8,210
39
3,320
Yes
Yes
No
Yes
66
1948
300
5
300
No
Yes
No
No
111
1961
4,728
43
2,044
N/A
N/A
N/A
N/A
Source: PKF Consulting USA; individual property management and website
It should be noted that the Ross School of Business Conference Center requires guests to indicate an affiliation or connection to the University. According to interviews with hotel managers, between 75 and 85 percent of all demand in Ann Arbor is in some way related to the University.
Additions to the Market There is a new Residence Inn with 110 rooms presently under construction in downtown Ann Arbor and scheduled to open in late 2015. There are at least three other hotels (not counting the Hotel) in various planning stages in Ann Arbor. Because of uncertainty regarding their permitting and financing these hotels have not been included in the future supply.
Competitive Set Supply and Demand Analysis The demand captured by the competitive market consists predominantly of corporate business (51 percent), with the group and leisure segments generating the balance. The estimated 2013 market mix for competitive market is presented in the following table.
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CBRE / Public Institutions and Educational Services October 24, 2014
Competitive Market 2013 Mix of Demand Market Segment Room Nights
Ratio
Corp Individual
182,900
51%
Leisure
108,400
30%
66,000
18%
357,000
100%
Group Total
Source: PKF Consulting USA
The three segments are briefly described as follows: Corporate Individual: Individual travelers for business purposes, typically paying comparatively higher room rates and utilizing hotels Monday through Thursday. Leisure Individual: Individual travelers for leisure purposes such as athletic and cultural events or visiting student families. These travelers are typically more rate sensitive and tend to utilize hotels on weekends. Group: Groups of 10 or more including university related or business meeting attendees; SMERF (social, military, educational, religious and/or fraternal) organizations.
NEIGHBORHOOD OVERVIEW The neighborhood within which a hotel operates can have a significant impact on its operating performance. Emerging neighborhoods experiencing substantial growth can generate increasing levels of demand and provide an environment characterized by newer development and, more importantly, popular support facilities (e.g., restaurants, retail, entertainment, etc.). Conversely, a declining neighborhood or, in some cases, a mature one relative to a nearby emerging one, can be detrimental to a property’s operations. In this section, we address the location and development characteristics of the subject neighborhood.
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CBRE / Public Institutions and Educational Services October 24, 2014
Location The Site is located in Ann Arbor’s Central Business District. Maps depicting the Site’s location within the neighborhood and in relation to its competitive set and major demand generators are presented on the following pages.
Greater Ann Arbor Map
Holiday Inn
Campus Inn
Residence Inn (U/C)
Inn at the League
Weber’s Inn Bell Tower The Site Ross Conf. Center
Kensington Court Sheraton Courtyard Hilton Garden Inn
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CBRE / Public Institutions and Educational Services October 24, 2014
The map below shows the Site, competitive hotels, the University Central Campus and downtown Ann Arbor in more detail:
Downtown Ann Arbor Map Residence Inn (U/C)
Campus Inn
Inn at the League Downtown Ann Arbor
Bell Tower The Site Central Campus
Ross Conf. Center
The Ann Arbor Central Business District is shown above in the patterned area and is loosely bounded by William Street to the South, the University Central Campus to the East, Huron Street to the North and First Street to the West. The streets in this area are densely populated with colorful and popular retail shops, restaurants, bars and entertainment venues oriented to students, faculty and campus visitors. The Site is centrally located in this area with excellent accessibility to downtown businesses and the University’s Central Campus.
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CBRE / Public Institutions and Educational Services October 24, 2014
SITE DESCRIPTION The Site is located in the southwest quadrant of the block bounded by 5th Avenue, Liberty Street, Division Street and Library Lane and shown by the patterned area in the map below.
The Site is occupied by a subterranean parking structure recently built by the City. The facility comprises four levels and approximately 711 parking spaces. The Project is planned to be built on top of the parking structure. It is assumed that the first floor will contain primarily retail space consistent with neighboring areas in downtown Ann Arbor and that the Hotel and any other uses will be on upper floors.
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CBRE / Public Institutions and Educational Services October 24, 2014
According to the City “the garage columns and foundations were designed for the following building types…
Medium Density Development – 4 story structural steel and composite slab with ceiling height of 13’6” (14’ at first floor)
High Density Development - -18 story structural steel and composite slab structure with ceiling height of 13’6” (14’ at first floor) approximately 240 feet tall.”
THE HOTEL To compete effectively with the hotels in the competitive set it is recommended that the Hotel comprise approximately 150 rooms with 6,000 to 8,000 square feet of highly flexible meeting space. Depending on the brand selected the Hotel may or may not have a restaurant. In the absence of a restaurant in the Hotel it is assumed that first floor tenants will include restaurant tenants offering breakfast, lunch and dinner. It is further recommended that the Hotel be configured as at least a partially AllSuite hotel. Suites with separate sleeping and living rooms are extremely popular among prospective students and their families, visiting employers recruiting University students and travelers in general. Based on conversations with regional brand representatives, the following suitable all- suite hotel brands could be available at the Site: Brand Family
Brand Embassy Suites
Hilton
Homewood Suites
Starwood
Element
Hyatt
Hyatt House
Choice
Cambria Suites
InterContinental Hotel Group
Staybridge Suites
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CBRE / Public Institutions and Educational Services October 24, 2014
Available non all-suite brands may include: Brand Family
Brand
Starwood
aloft
Hyatt
Hyatt Place
InterContinental Hotel Group
Holiday Inn Express, Holiday Inn
Marriott representatives indicated that there were no available brands at the Site. Using the 150 room count modeled in this report, a combination of hotel brands might also be considered. Examples of this could be: Element/aloft
Staybridge/Holiday Inn Express
Hyatt House/Hyatt Place The combination of hotel brands within a single building is a development model growing in popularity owing to marketing and operational efficiencies. This report assumes a single all-suite hotel of 150 rooms affiliated with one of the brands listed above.
PROJECTED PERFORMANCE OF THE COMPETITIVE MARKET OCCUPANCY As noted previously, demand in the market has grown at an average annual rate of 4.6 percent between 2009 and 2013. Year to date through August 2014, demand is up 3.1 percent over the same period in 2013. Historical monthly occupancy patterns indicate that demand in the competitive set is typically strongest in the latter part of the year. Accordingly, occupancy for the competitive set is estimated at 71 percent for year end 2014 compared to 67 percent in 2013. Overall demand growth for 2015-2018 has been estimated using the forecasts prepared in Exhibit A and stabilizing at 2 percent annually thereafter. The table below models the Hotel’s competitive set (including the Hotel and the Residence Inn) for the period 2014 through 2021:
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CBRE / Public Institutions and Educational Services October 24, 2014
Proposed Downtown Hotel Competitive Market Estimated Future Growth in Lodging Supply and Demand 2014 - 2021 2014
2015
2016
37
73
1,507 --------550,055 2.5%
1,580 --------576,700 4.8%
7.0% 6.0% 5.0%
3.8% 3.8% 3.8%
195,740 0 --------195,700 7.0% ---------
2017
2018
2019
2020
2021
1,730 --------631,450 9.5%
1,730 --------631,450 0.0%
1,730 --------631,450 0.0%
1,730 --------631,450 0.0%
1,730 --------631,450 0.0%
4.4% 4.4% 4.4%
1.7% 1.7% 1.7%
1.7% 1.7% 1.7%
2.0% 2.0% 2.0%
2.0% 2.0% 2.0%
2.0% 2.0% 2.0%
203,178 0 --------203,200 3.8% ---------
212,118 0 --------212,100 4.4% ---------
215,724 0 --------215,700 1.7% ---------
219,391 0 --------219,400 1.7% ---------
223,779 0 --------223,800 2.0% ---------
228,254 0 --------228,300 2.0% ---------
232,819 0 --------232,800 2.0% ---------
114,954 0 --------115,000 6.1% ---------
119,323 0 --------119,300 3.7% ---------
124,573 0 --------124,600 4.4% ---------
126,691 0 --------126,700 1.7% ---------
128,844 0 --------128,800 1.7% ---------
131,421 0 --------131,400 2.0% ---------
134,050 0 --------134,000 2.0% ---------
136,731 0 --------136,700 2.0% ---------
69,320 0 --------69,300 5.0% ---------
71,954 0 --------72,000 3.9% ---------
75,120 0 --------75,100 4.3% ---------
76,397 0 --------76,400 1.7% ---------
77,696 0 --------77,700 1.7% ---------
79,250 0 --------79,200 1.9% ---------
80,835 0 --------80,800 2.0% ---------
82,451 0 --------82,500 2.1% ---------
380,000 6.4%
394,500 3.8%
411,800 4.4%
418,800 1.7%
425,900 1.7%
434,400 2.0%
443,100 2.0%
452,000 2.0%
71%
72%
71%
66%
67%
69%
70%
72%
ROOMS SUPPLY Additions/(Deletions) to Supply Proposed Dow ntow n Hotel Residence Inn Cumulative Rooms Supply Total Annual Rooms Supply Grow th Over the Prior Year
DEMONSTRATED DEMAND IN BASE YR Corp Individual Leisure Group TOTAL DEMONSTRATED DEMAND GROWTH RATES Corp Individual Leisure Group PROJECTED DEMAND Corp Individual Demonstrated Induced/(Unsatisfied) Total Grow th Over Prior Year Leisure Demonstrated Induced/(Unsatisfied) Total Grow th Over Prior Year Group Demonstrated Induced/(Unsatisfied) Total Grow th Over Prior Year
Total Market Demand Grow th Over Prior Year Market Occupancy
150
1,470 --------536,550 0.0%
51% 30% 18% --------100% ---------
Source: PKF Consulting USA
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CBRE / Public Institutions and Educational Services October 24, 2014
AVERAGE DAILY RATE The competitive set is expected to achieve an average rate of roundly $126 in 2014. As the economy continues to recover, market ADR is expected to with the addition of the Subject and as a result of an assumed three percent inflation rate. Our projections of the ADR for the competitive set through 2021 are summarized in the following table. Projected Market Performance of the Competitive Supply Annual
Percent
Occupied
Percent
Market
Average
Percent
Year
Supply
Change
Rooms
Change
Occupancy
Daily Rate
Change
REVPAR
Change
2014
536,550
0.0%
380,000
6.3%
71%
$125.50
7.4%
$88.88
14.2%
2015
550,055
2.5%
394,500
3.8%
72%
$130.00
3.6%
93.24
4.9%
2016
576,700
4.8%
411,800
4.4%
71%
$134.50
3.5%
96.04
3.0%
2017
631,450
9.5%
418,800
1.7%
66%
$139.00
3.3%
92.19
-4.0%
2018
631,450
0.0%
425,900
1.7%
67%
$143.75
3.4%
96.96
5.2%
2019
631,450
0.0%
434,400
2.0%
69%
$148.00
3.0%
101.82
5.0%
2020
631,450
0.0%
443,100
2.0%
70%
$152.50
3.0%
107.01
5.1%
2021
631,450
0.0%
452,000
2.0%
72%
$157.00
3.0%
112.38
5.0%
CAAG
2.4%
2.5%
3.3%
Percent
3.4%
Source: PKF Consulting USA
PROJECTED PERFORMANCE OF THE HOTEL OCCUPANCY We have estimated the Hotel’s penetration of demand by market segment. The extent to which the Subject can capture demand from each market segment was estimated by performing a fair share penetration analysis. A hotel’s fair share is defined as the number of available rooms divided by the total supply of available rooms in the competitive market, including the Subject. Factors indicating the Subject would possess competitive advantages suggest a market penetration in excess of 100 percent of fair share, while competitive weaknesses are reflected in penetration less than 100 percent. We have projected the Subject’s penetration based on the following competitive factors by market segment. Corporate
The Subject’s newness, all-suite configuration and location are expected to be powerful advantages within this segment.
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CBRE / Public Institutions and Educational Services October 24, 2014
Group
It has been assumed that the Hotel will offer approximately 6,000 to 8,000 square feet of flexible meeting space. As with corporate business, the Subject’s location, newness and quality level are expected to create an advantage over most hotels in the market. The Sheraton, Kensington and Holiday Inn all have a larger compliment of guest rooms and significantly more meeting space than the Hotel. As a result they attract larger groups which the Hotel will not be able to accommodate.
Leisure
This segment is typically the most price sensitive and the Hotel is expected to be among the highest priced hotels in the market. However, because of its location in downtown Ann Arbor, proximate to the University and downtown Ann Arbor entertainment and retail attractions, and the attractiveness of all-suite accommodations to families, the Subject is expected to have a significant advantage in the leisure segment.
The Subject represents 8.7 percent of total market supply (150 rooms divided by 1,730 total rooms available in the competitive set). Based on the aforementioned competitive factors, it is estimated that the Subject will achieve a stabilized penetration level of 110 percent of its fair share in 2019, resulting in a stabilized occupancy of 74 percent. Projections for the first five years of operations are presented in the table below:
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CBRE / Public Institutions and Educational Services October 24, 2014
Proposed Downtown Hotel Market Penetration and Projected Occupancy 2017
2018
2019
2020
2021
54,750 631,450 ==== 8.7% ====
54,750 631,450 ==== 8.7% ====
54,750 631,450 ==== 8.7% ====
54,750 631,450 ==== 8.7% ====
54,750 631,450 ==== 8.7% ====
215,700 126,700 76,400 ------418,800 ------418,800
219,400 128,800 77,700 ------425,900 ------425,900
223,800 131,400 79,200 ------434,400 ------434,400
228,300 134,000 80,800 ------443,100 ------443,100
232,800 136,700 82,500 ------452,000 ------452,000
18,700 11,000 6,600 ------36,300 -------
19,000 11,200 6,700 ------36,900 -------
19,400 11,400 6,900 ------37,700 -------
19,800 11,600 7,000 ------38,400 -------
20,200 11,900 7,200 ------39,300 -------
110% 105% 75% -------
115% 105% 80% -------
115% 110% 80% -------
115% 105% 80% -------
115% 98% 80% -------
20,600 11,500 5,000 ------37,100 ====
21,900 11,700 5,400 ------39,000 ====
22,300 12,500 5,500 ------40,300 ====
22,800 12,200 5,600 ------40,600 ====
23,200 11,600 5,700 ------40,500 ====
MARKET SHARE CAPTURED
8.9%
9.2%
9.3%
9.2%
9.0%
OVERALL MARKET PENETRATION
102% ------68% -------
106% ------71% -------
107% ------74% -------
106% ------74% -------
103% ------74% -------
56% 31% 13% ------100% ====
56% 30% 14% ------100% ====
55% 31% 14% ------100% ====
56% 30% 14% ------100% ====
57% 29% 14% ------100% ====
TOTAL ROOMS AVAILABLE Proposed Dow ntow n Hotel Competitive Market Fair Share of Supply
ESTIMATED TOTAL MARKET DEMAND Corp Individual Leisure Group TOTAL
FAIR SHARE OF DEMAND Corp Individual Leisure Group TOTAL
SUBJECT PENETRATION Corp Individual Leisure Group
ROOM NIGHTS CAPTURED Corp Individual Leisure Group TOTAL CAPTURED DEMAND
SUBJECT OCCUPANCY
MARKET MIX Corp Individual Leisure Group TOTAL Source: PKF Consulting USA
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CBRE / Public Institutions and Educational Services October 24, 2014
AVERAGE DAILY RATE Our estimates of annual ADR for the Hotel are based on its expected competitive position and perceived price/value relationship as compared to its competitors, taking into account age, condition, quality levels and location. As discussed earlier, the average age of the competitive set is 53 years. Rate characteristics vary with market segment. Typically the Corporate segment is the least rate sensitive and Leisure demand is the most. The full service hotels in the competitive set are in good to fair condition. It is expected that the Subject will tend to penetrate the more rate insensitive components of this segment. As such, the Hotel is estimated to have a stabilized ADR of $120 (expressed in 2013 dollars) a roundly 9 percent premium over the competitive set. Our projections for occupancy, ADR and RevPAR for the Hotel are summarized in the following table. Projected Market Performance of the Subject Hotel Annual
Percent
Occupied
Percent
Occupancy
Year
Supply
Change
Rooms
Change
Percentage Penetration Daily Rate
2017
54,750
N/A
37,500
N/A
68%
106%
143.50
3.0%
98.29
N/A
110%
2018
54,750
0.0%
38,600
2.9%
71%
107%
148.25
3.4%
104.52
6.3%
110%
2019
54,750
0.0%
40,300
4.4%
74%
110%
152.75
3.0%
112.44
7.6%
113%
2020
54,750
0.0%
40,600
0.7%
74%
108%
157.25
3.0%
116.61
3.7%
112%
2021
54,750
0.0%
40,400
-0.5%
74%
106%
162.00
3.0%
119.54
2.5%
109%
CAAG
0.0%
1.9%
Market
Average
3.1%
Percent
Percent
Change
REVPAR Change
Revenue Yield
5.0%
Source: PKF Consulting USA
FINANCIAL ANALYSIS BASIS FOR CASH FLOW PROJECTIONS To develop estimates of cash flows from operations for the Subject, the 2012 financial performance of five comparably sized and performing all-suite hotels were analyzed. These hotels range in size from 134 to 152 rooms and in 2013 achieved an average RevPAR of $88. The 2013 financial statements for the comparables are presented on the following two pages. For reasons of confidentiality, the identity of these hotels cannot be disclosed, nor can the actual dollar amount of revenues and expenses.
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CBRE / Public Institutions and Educational Services October 24, 2014
Proposed Downtown Hotel Operating Results of Comparable Hotels
Ratio Revenues Rooms Food & Beverage Other Operated Departments Rentals and Other Income Total Revenues
Hotel A Per Room
95.0% 0.0% 4.1% 0.9% 100.0%
$31,877 0 1,383 305 33,566
Departmental Expenses Rooms Food & Beverage Other Operated Departments Total Departmental Expenses
30.0% N/A 90.1% 32.2%
9,575 0 1,246 10,820
Departmental Profit
67.8%
Undistributed Expenses Administrative & General Marketing Property Operation and Maintenance Utility Costs Total Undistributed Operating Expenses Gross Operating Profit Base Management Fee Fixed Expenses Property Taxes Insurance Total Fixed Expenses Net Operating Income
P.O.R. 122.0589 0.00 5.30 1.17 128.52
Ratio
Hotel B Per Room
P.O.R.
Ratio
Hotel C Per Room
P.O.R.
86.3% 12.4% 1.0% 0.3% 100.0%
$32,357 4,639 377 99 37,472
$116.52 16.71 1.36 0.36 134.94
98.6% 0.0% 0.3% 1.1% 100.0%
$32,690 0 108 356 33,154
$117.74 0.00 0.39 1.28 119.42
36.66 0.00 4.77 41.43
26.2% 82.4% 172.8% 34.5%
8,466 3,821 651 12,938
30.49 13.76 2.34 46.59
19.4% N/A 260.6% 20.0%
6,344 0 282 6,626
22.85 0.00 1.01 23.87
22,746
87.09
65.5%
24,534
88.35
80.0%
26,528
95.55
10.3% 10.4% 4.5% 4.1% 29.3%
3,467 3,475 1,518 1,388 9,848
13.28 13.30 5.81 5.32 37.71
7.5% 13.7% 5.0% 5.5% 31.7%
2,815 5,130 1,885 2,051 11,881
10.14 18.47 6.79 7.38 42.78
7.8% 11.1% 3.0% 3.6% 25.6%
2,600 3,696 1,007 1,190 8,492
9.36 13.31 3.63 4.29 30.59
38.4%
12,897
49.38
33.8%
12,653
45.57
54.4%
18,036
64.96
4.5%
1,506
5.77
2.5%
927
3.34
3.5%
1,160
4.18
8.3% 0.5% 8.8%
2,802 164 2,966
10.73 0.63 11.36
0.4% 0.7% 1.2%
162 278 440
0.58 1.00 1.58
4.8% 0.7% 5.6%
1,605 243 1,849
5.78 0.88 6.66
25.1%
8,425
32.26
30.1%
11,287
40.64
45.3%
15,027
54.12
Source: PKF Consulting USA
20
CBRE / Public Institutions and Educational Services October 24, 2014
Proposed Downtown Hotel Operating Results of Comparable Hotels
Ratio
Hotel D Per Room
P.O.R.
Ratio
Hotel E Per Room
P.O.R.
Weighted Average Ratio Per Room P.O.R.
Revenues Rooms Food & Beverage Other Operated Departments Rentals and Other Income Total Revenues
90.3% 8.3% 1.3% 0.1% 100.0%
$30,561 2,801 427 48 33,838
$123.41 11.31 1.73 0.20 136.65
64.9% 30.8% 4.3% 0.0% 100.0%
$33,188 15,743 2,183 0 51,115
$135.56 64.31 8.92 0.00 208.78
0.849337 12.3% 2.3% 0.4% 100.0%
$32,136 7,656 876 200 37,837
$122.68 29.81 3.34 0.75 144.45
Departmental Expenses Rooms Food & Beverage Other Operated Departments Total Departmental Expenses
24.7% 75.1% 113.7% 29.9%
7,537 2,102 486 10,126
30.44 8.49 1.96 40.89
30.1% 63.0% 87.5% 42.6%
9,976 9,911 1,911 21,798
40.75 40.48 7.81 89.04
25.9% 68.4% 102.8% 32.9%
8,339 5,236 901 12,431
31.84 20.39 3.44 47.46
Departmental Profit
70.1%
23,712
95.75
57.4%
29,316
119.75
67.1%
25,406
96.99
Undistributed Expenses Administrative & General Marketing Property Operation and Maintenance Utility Costs Total Undistributed Operating Expenses
11.2% 14.3% 7.1% 5.8% 38.3%
3,780 4,837 2,390 1,949 12,956
15.26 19.53 9.65 7.87 52.32
10.9% 12.9% 5.7% 7.0% 36.5%
5,555 6,614 2,927 3,562 18,659
22.69 27.02 11.96 14.55 76.21
9.6% 12.6% 5.1% 5.4% 32.7%
3,634 4,765 1,947 2,031 12,377
13.87 18.19 7.43 7.75 47.25
Gross Operating Profit
31.8%
10,756
43.43
20.9%
10,657
43.53
34.4%
13,029
49.74
3.1%
1,055
4.26
3.0%
1,535
6.27
3.2%
1,229
4.69
0.2% 0.1% 0.3%
74 27 101
0.30 0.11 0.41
2.3% 0.8% 3.0%
1,158 385 1,543
4.73 1.57 6.30
3.0% 0.6% 3.6%
1,126 220 1,345
4.30 0.84 5.14
28.4%
9,600
38.77
14.8%
7,580
30.96
27.6%
10,454
39.91
Base Management Fee Fixed Expenses Property Taxes Insurance Total Fixed Expenses Net Operating Income
Source: PKF Consulting USA
21
1
CBRE / Public Institutions and Educational Services October 24, 2014
DEPARTMENTAL REVENUES AND EXPENSES Direct or departmental revenues and expenses, which typically vary with occupancy, are generally analyzed on a per-occupied-room (“POR”) basis, which varies with occupancy, while undistributed expenses, which are more fixed in nature, are typically analyzed on a per-available-room (“PAR”) basis. Rooms Revenues and Expenses Rooms revenues are based on the number of occupied rooms multiplied by the Average Daily Rate. The following table shows the room revenues for the five calendar years beginning January 1, 2017, the assumed opening date for the Hotel.
Year 2017 2018 2019 2020 2021
Estimated Rooms Revenue Average Annual Daily Rate Occupancy $143.50 68% 148.25 71% 152.75 74% 157.25 74% 162.00 74%
Rooms Revenue $5,381,000 5,722,000 6,156,000 6,402,000 6,545,000
Rooms expenses consist of salaries and wages, employee benefits, commissions, contract cleaning, laundry and uniform cleaning, linens, operating supplies, guest room amenities, reservations costs associated with access to and support from a hotel chain central reservation system, frequent guest program fees, and other items related to the rooms department. As can be seen in the following table, based on the comparables, we have estimated an expense of $32.00 per occupied room, or 24.3 percent of rooms revenue.
Comparables A B C D E Weighted Average Subject Stabilized Year
Rooms Expense Per Occupied Room
Ratio to Rms Revenue
$36.66 30.49 22.85 30.44 40.75 31.84 $32.00
30.0% 26.2% 19.4% 24.7% 30.1% 25.9% 24.3%
22
CBRE / Public Institutions and Educational Services October 24, 2014
Food and Beverage Revenues and Expenses Food & Beverage revenue is derived from food sales as well as sales of alcoholic and non-alcoholic beverages. This line item also includes meeting room rentals, conference services, cover charges, miscellaneous banquet income and miscellaneous other income. The food and beverage revenue generated by the Subject will be primarily generated from meetings, functions and banquets but also includes revenues from the restaurant, lounge and other outlets and in-room dining. Comparable data are shown in the table below. Food & Beverage Revenue Total Amount Per Occupied Room Comparables A B C D E Weighted Average Subject Stabilized Year
$0 695,855 0 420,116 2,298,520 N/A $812,000
0.00 16.71 0.00 11.31 64.31 29.81 $20.00
Food & Beverage expenses include all expenditures related to the operations of food and beverage outlets. Salaries and wages, cost of food and beverage sold, and the cost of supplies and equipment are typical food and beverage expenses. We estimate that the Subject will incur a food and beverage expense ratio of 75 percent of departmental revenues upon stabilization, in-line with comparable properties with food and beverage operations. Food & Beverage Expense Ratio to F&B Rev. Comparables A N/A B 82.4% C N/A D 75.1% E 63.0% Weighted Average 68.4% Subject Stabilized Year 75.0%
Other Operated Departments Revenues and Expenses Other operated departments (OOD) revenue include income generated from the sale of services related to any other operated department at the Hotel, such as a
23
CBRE / Public Institutions and Educational Services October 24, 2014
telephone, internet, in-room movies, newsstand, gift shop, valet services and other revenue generating departments. As can be seen in the following table, in a stabilized year of operation revenues in this department have been estimated to be $2.00 per occupied room. Other Operated Departments Revenue Per Occupied Room Comparables A $5.30 B 1.36 C 0.39 D 1.73 E 8.92 Weighted Average 3.34 Subject Stabilized Year $2.00
OOD expenses include the cost of goods sold, salaries and wages and related employee benefits affiliated with the operation of these departments. Based upon the comparables’ historical results, the OOD expense is projected to be 90 percent of the OOD revenue. Other Operated Departments Expense Ratio to O.O.D. Rev. Comparables A 90.1% B 172.8% C 260.6% D 113.7% E 87.5% Weighted Average 102.8% Subject Stabilized Year 90.0%
Rentals and Other Income Income in this category is primarily derived from the rental of meeting space and other space in the Hotel. Based on the historical results of the hotel, these revenues, expressed net of expenses, have been estimated to be $1.00 per occupied room.
24
CBRE / Public Institutions and Educational Services October 24, 2014 Rentals and Other Income Per Occupied Room Comparables A B C D E Weighted Average Subject Stabilized Year
$1.17 0.36 1.28 0.20 0.00 0.75 $1.00
Per Day $112 41 148 20 0 64 $111
Administrative and General The administrative and general (“A&G”) category includes the salary and wages of the general manager and office staff, cash overages and shortages, credit card commissions, bad debt expense, security, data processing costs, accounting payroll expense, and professional fees. In 2013 the comparables illustrated below experienced an A&G average expense of $3,634 per available room, or 9.6 percent of total revenue. Based on this, the Subject’s stabilized A&G expense is estimated to be equal to 9.1 percent of total revenue, or $3,800 per available room. Administrative and General Per Available Room Ratio to Total Rev. Comparables A B C D E Weighted Average Subject Stabilized Year
$3,467 2,815 2,600 3,780 5,555 3,634 $3,800
10.3% 7.5% 7.8% 11.2% 10.9% 9.6% 9.1%
Sales and Marketing (Including Franchise Fees) This expense includes the cost of advertising, printing of brochures, salaries associated with sales and marketing personnel, marketing fees and other costs associated with an ongoing sales and promotion program. Based on the performance of the comparables, the Hotel’s stabilized marketing expense is estimated to be $4,800 per available room, or 11.5 percent of total revenue in a stabilized year of operation.
25
CBRE / Public Institutions and Educational Services October 24, 2014
Comparables A B C D E Weighted Average Subject Stabilized Year
Marketing Per Available Room
Ratio to Total Rev.
$3,475 5,130 3,696 4,837 6,614 4,765 $4,800
10.4% 13.7% 11.1% 14.3% 12.9% 12.6% 11.5%
Property Operations and Maintenance Property operations and maintenance expenses are a function of building age and usage and comprise engineering salaries, wages, employee benefits, normal maintenance of the building, normal maintenance of electrical, mechanical and refrigeration equipment, and engineering operating supplies. Based on the 2013 performance of the comparables, property operations and maintenance expenses are estimated to be $2,000 per available room upon stabilization. Property Operation and Maintenance Per Available Room Ratio to Total Rev. Comparables A B C D E Weighted Average Subject Stabilized Year
$1,518 1,885 1,007 2,390 2,927 1,947 $2,000
4.5% 5.0% 3.0% 7.1% 5.7% 5.1% 4.8%
Utility Costs Utility costs are generally particular to the location, climate, and type of hotel structure. Energy and utility expenses include electricity, gas, water, and sewer charges. In a stabilized year of operation utility expenses are expected to be $2,000 per available room, consistent with the 2013 expenses incurred by the comparables.
26
CBRE / Public Institutions and Educational Services October 24, 2014 Utility Costs Per Available Room
Ratio to Total Rev.
$1,388 2,051 1,190 1,949 3,562 2,031 $2,000
4.1% 5.5% 3.6% 5.8% 7.0% 5.4% 4.8%
Comparables A B C D E Weighted Average Subject Stabilized Year
Management Fees A base management fee of 3.0 percent of gross revenues has been assumed, in line with industry standards.
Real Estate and Personal Property Taxes Real estate taxes for selected Ann Arbor hotels in 2013 ranged from $1,284 (the Candlewood) to $2,702 (the Hilton Garden Inn) per available room, averaging $2,000 Accordingly, stabilized real estate taxes for the Hotel have been estimated at $2,000 per available room. Insurance Insurance expenses account for liability and property insurance coverage of the hotel. The comparables had an average insurance expense per available room of $220 in 2013. Based on the performance of the comparables, we estimate the Hotel will incur an insurance expense equal to $200 per available room upon stabilization. Insurance Per Available Room Comparables A B C D E Weighted Average Subject Stabilized Year
$164 278 243 27 385 220 $200
27
CBRE / Public Institutions and Educational Services October 24, 2014
Reserve for Replacement Reserve for replacement is the amount required for the periodic replacement of certain short-lived items such as carpeting, draperies, furniture, fixtures, and equipment. As such, we have estimated a stabilized reserve for capital replacement of 4.0 percent, with a ramp up from 2 percent in the first year and three percent in the second year, reflecting the new construction of the Hotel.
ESTIMATED OPERATING RESULTS The previous analysis estimated the income and expenses incurred in the operation of the Hotel in a base year of operation. In the following analysis, we provide estimated income and expenses for the Hotel during the period January 1, 2017 through December 31, 2021, the first five years of operations. The estimate of the performance for the Hotel in the base year is used as a basis for our analysis, adjusted to reflect the effects of inflation, business development, and variations in occupancy. To portray price level changes, we have assumed an inflation rate of 3.0 percent throughout the period. The estimated annual operating results for the Hotel for the period January 1, 2017 through December 31, 2021, are presented on the following page.
28
CBRE / Public Institutions and Educational Services October 24, 2014 Proposed Downtown Hotel Projected Operating Results Calendar Years
2017 150 54,750 37,500 68% $143.50 $98.29 Amount Ratio
2018 150 54,750 38,600 71% $148.25 $104.52 Amount Ratio
2019 150 54,750 40,300 74% $152.75 $112.44 Amount Ratio
2020 150 54,900 40,710 74% $157.25 $116.61 Amount Ratio
2021 150 54,750 40,400 74% $162.00 $119.54 Amount Ratio
$5,381,000 820,000 82,000 41,000 6,324,000
85.1% 13.0% 1.3% 0.6% 100.0%
$5,722,000 869,000 87,000 43,000 6,721,000
85.1% 12.9% 1.3% 0.6% 100.0%
$6,156,000 934,000 93,000 47,000 7,230,000
85.1% 12.9% 1.3% 0.7% 100.0%
$6,402,000 972,000 97,000 49,000 7,520,000
85.1% 12.9% 1.3% 0.7% 100.0%
$6,545,000 994,000 99,000 50,000 7,688,000
85.1% 12.9% 1.3% 0.7% 100.0%
Departmental Expenses Rooms Food & Beverage Other Operated Departments Total Departmental Expenses
1,365,000 635,000 74,000 2,074,000
25.4% 77.4% 90.2% 32.8%
1,426,000 665,000 78,000 2,169,000
24.9% 76.5% 89.7% 32.3%
1,501,000 703,000 84,000 2,288,000
24.4% 75.3% 90.3% 31.6%
1,553,000 728,000 87,000 2,368,000
24.3% 74.9% 89.7% 31.5%
1,594,000 747,000 89,000 2,430,000
24.4% 75.2% 89.9% 31.6%
Departmental Profit
4,250,000
67.2%
4,552,000
67.7%
4,942,000
68.4%
5,152,000
68.5%
5,258,000
68.4%
Undistributed Expenses Administrative & General Marketing Property Operation and Maintenance Utility Costs Total Undistributed Operating Expenses
623,000 787,000 328,000 328,000 2,066,000
9.9% 12.4% 5.2% 5.2% 32.7%
642,000 810,000 338,000 338,000 2,128,000
9.6% 12.1% 5.0% 5.0% 31.7%
661,000 835,000 348,000 348,000 2,192,000
9.1% 11.5% 4.8% 4.8% 30.3%
681,000 860,000 358,000 358,000 2,257,000
9.1% 11.4% 4.8% 4.8% 30.0%
701,000 886,000 369,000 369,000 2,325,000
9.1% 11.5% 4.8% 4.8% 30.2%
Gross Operating Profit
2,184,000
34.5%
2,424,000
36.1%
2,750,000
38.0%
2,895,000
38.5%
2,933,000
38.2%
190,000
3.0%
202,000
3.0%
217,000
3.0%
226,000
3.0%
231,000
3.0%
328,000 33,000 361,000
5.2% 0.5% 5.7%
338,000 34,000 372,000
5.0% 0.5% 5.5%
348,000 35,000 383,000
4.8% 0.5% 5.3%
358,000 36,000 394,000
4.8% 0.5% 5.2%
369,000 37,000 406,000
4.8% 0.5% 5.3%
1,633,000
25.8%
1,850,000
27.5%
2,150,000
29.7%
2,275,000
30.3%
2,296,000
29.9%
126,000
2.0%
202,000
3.0%
289,000
4.0%
301,000
4.0%
308,000
4.0%
$1,507,000
23.8%
$1,648,000
24.5%
$1,861,000
25.7%
$1,974,000
26.3%
$1,988,000
25.9%
Number of Units: Number of Annual Rooms Available: Number of Rooms Occupied: Annual Occupancy: Average Daily Rate: Revenue Per Available Room: Revenues Rooms Food & Beverage Other Operated Departments Rentals and Other Income Total Revenues
Base Management Fee Fixed Expenses Property Taxes Insurance Total Fixed Expenses Net Operating Income FF&E Reserve Net Operating Income After Reserve Source: PKF Consulting USA
Full Year of Operation
29
Ann Arbor/Jackson, MI Upper-Priced October 15, 2014 LodgingMarket Market Summary Lodging Summary
Economic Summary Economic Summary The U.S. economic expansion period is continuing as expected. Growth picked up after first quarter GDP came to a standstill and the positive outlook for the year remains intact. Moody’s Analytics recently reported that, “It has long been our view that the U.S. economy will finally jump to a higher pace of growth this year. Since the recovery began almost five years ago, real GDP has grown just over 2% per year. Growth should accelerate closer to 3% this year and to 4% in 2015.” The U.S. is on track to reach full employment by 2016, but that assumes that the housing market continues to improve. Unfortunately, weak job, wage growth, and stiff underwriting standards for home loans have suppressed sales for new homes. If interest rates rise as expected, along with the end of quantitative easing, they could hinder the housing recovery.
By year-end 2014, hotels in the Ann Arbor/Jackson, MI lodging market are forecast to see a RevPAR increase of 8.1 percent. This is the result of both an estimated increase in occupancy of 3.7 percent and a 5.6 percent rise in average daily rates (ADR). The 9.5 percent change in the market RevPAR is greater than the national projection of a 8.2 percent increase. Looking towards 2015, market RevPAR is expected to grow 5.6 percent compared to 6.7 percent for the U.S. The Ann Arbor/Jackson, MI market occupancy levels are expected to range from 66.3 percent to 68.0 percent during the 5-year forecast period. The forecast is based on hotel data through August 2014 for all hotels in the market and economic data as of October 2014.
Forecast Summary
Moody’s is forecasting the Ann Arbor/Jackson, MI market to have a slow 2014 with employment growing 1.1 percent and income increasing 0.6 percent.
Market Snapshot: Current Year
The arrows indicate the forecast direction of change over the current year vs. the previous year.
Occupancy Occupancy will increase to 66.6%, better than the previous year's rate of 64.2%.
Average Daily Rate ADR growth expectations are increasing, 5.6% vs. the past year's rate of 3.1%
Year
Occ
∆ Occ
ADR
RevPAR
∆ RevPAR
2009
57.2%
-11.3%
$96.65
∆
-5.5%
$55.31
-16.2%
2010
59.6%
4.1%
$96.21
-0.4%
$57.33
3.6%
2011
61.7%
3.5%
$104.48
8.6%
$64.47
12.4%
ADR
2012
62.9%
2.0%
$116.64
11.6%
$73.42
13.9%
2013
64.2%
2.0%
$120.28
3.1%
$77.22
5.2%
2014F
66.6%
3.7%
$126.97
5.6%
$84.56
9.5%
2015F
68.0%
2.1%
$131.31
3.4%
$89.30
5.6%
2016F
67.0%
-1.5%
$135.60
3.3%
$90.86
1.7%
2017F
66.3%
-1.0%
$138.23
1.9%
$91.70
0.9%
2018F
66.7%
0.5%
$140.86
1.9%
$93.95
2.5%
Long Run Averages - 1988 to 2013 Occupancy: 61.2%
∆
ADR:
Revenue Per Available Room
2.7%
∆
RevPAR:
3.7%
Source: PKF Hospitality Research, STR, Inc.
RevPAR growth projections for this year are climbing to 9.5% as compared to the past year's rate of 5.2%
Number of Standard Deviations
3.0
Supply Supply change is less active, 0.0% vs. the past year's rate of 6.4%
Demand Forecast demand growth is decreasing to 3.7% vs. the past year's growth of 8.6%
Exhibit 1*: Performance Grade vs. Long Run Average
2.0 1.0 0.0 -1.0 -2.0 -3.0 -4.0
2009
2010
2011
Source: PKF Hospitality Research
2012
2013
2014F 2015F 2016F 2017F 2018F Source: PKF Hospitality Research, STR, Inc.
* See exhibit descriptions on Page 4
www.pkfc.com
Page 1
Price: $1995
Hotel Horizons® Custom Forecast - October 15, 2014
Ann Arbor/Jackson, MI Upper-Priced Market
Ann Arbor, Metropolitan Statistical Area Economic Summary Summary Ann Arbor,MIMI Metropolitan Statistical Area Economic Below are a select number of variables that drive the PKF-HR econometric forecasts contained in this report. Income and employment are important barometers of economic health and are used in every Hotel Horizons ® forecast model. The lodging market is part of the larger economy, and the forces that affect us nationally also affect lodging, but in different magnitudes and time periods (see Exhibits 4 and 5 below). Exhibits 2 - 6 provide an overview of current economic history and forecast, and provide explanation of what to expect in the future, and how that affects the lodging industry.
Exhibit 2*: Annual Income Change
Exhibit 3*: Annual Employment Change
Real Personal Income
See graph below
Total Payroll Employment
See graph below
6%
5% 4%
4%
3%
2%
2% 1%
0%
0%
-2%
-1% -2%
-4%
-3%
-6%
-4%
Source: Moody's Analytics
Source: Moody's Analytics *See exhibit descriptions on Page 4
*See exhibit descriptions on Page 4
Exhibit 4*: Annual Income vs. RevPAR Change Income (Left)
Exhibit 5*: Annual Employment vs. Demand Change
RevPAR (Right)
Employment (Left) 10%
4%
Demand^ (Right)
3%
9.0%
9%
3%
8.0%
8%
3%
7%
2%
6%
2%
4%
2%
7.0% 6.0%
2%
5.0%
5%
4.0%
1%
3.0%
3%
1%
2%
1%
2.0%
1%
1.0%
1%
0%
0%
0%
Source: Moody's Analytics,PKF Hospitality Research, STR, Inc.
0.0%
Source: Moody's Analytics, PKF Hospitality Research, STR, Inc. *See exhibit descriptions on Page 4
*See exhibit descriptions on Page 4
Exhibit 6*: Average Annual Growth Rates 3.0%
Ann Arbor, MI Metropolitan Statistical Area 1988 to 2013
2.6%
Ann Arbor, MI Metropolitan Statistical Area 2014 to 2018
2.8% 2.4%
2.0%
2.0%
2.2%
1.7% 1.4%
1.0% 0.8% 0.0%
Change in Total Employment
Change in Consumer Price Index
Change in Gross Metro Product
Change in Real Personal Income
Source: Moody's Analytics
www.pkfc.com
Page 2
PKF Hospitality Research
Hotel Horizons® Custom Forecast - October 15, 2014
Ann Arbor/Jackson, MI Upper-Priced Market
Ann Arbor/Jackson, MI Upper-Priced Market Summary Ann Arbor/Jackson, MI Upper-Priced Market Summary The graphs on the left illustrate the annual magnitude of change in performance during the historical and forecasted period 2009 to 2018. Used as a relative benchmark, each market segment is plotted against a common index value of 2009 = 100. This method provides clear insight of how the subject market is expected to perform relative to the U.S. lodging market in the specified period. The charts on the right compare near-term historical compound annual growth rates (CAGR) to the CAGRs for the forecast period.
Exhibit 7*: Occupancy Change
Exhibit 10*: Compound Average Annual Supply Change Past 5 Years
All U.S.
Ann Arbor/Jackson, MI Upper-Priced Market
Next 5 Years
5%
130
120
2.1%
2.3%
110
100
0% 90
2009
2010
2011
2012
2013
2014F
2015F
2016F
2017F
Ann Arbor/Jackson, MI Upper-Priced Market
2018F
Source: PKF Hospitality Research, STR, Inc.
Source: PKF Hospitality Research, STR, Inc *See exhibit descriptions on Page 4
*See exhibit descriptions on Page 4
Exhibit 8*: ADR Change
Exhibit 11*: Compound Average Annual Demand Change
All U.S.
Past 5 Years
Ann Arbor/Jackson, MI Upper-Priced Market
Next 5 Years
10%
150 140 130
5%
120
5.1% 3.1%
110 100 90
0% 2009
2010
2011
2012
2013
2014F
2015F
2016F
2017F
Ann Arbor/Jackson, MI Upper-Priced Market
2018F
Source: PKF Hospitality Research, STR, Inc
Source: PKF Hospitality Research, STR, Inc *See exhibit descriptions on Page 4
*See exhibit descriptions on Page 4
Exhibit 9*: RevPAR Change All U.S.
Exhibit 12*: Compound Average Annual RevPAR Change Past 5 Years
Ann Arbor/Jackson, MI Upper-Priced Market
10%
180
Next 5 Years
8.7%
170 160 150
5%
140
4.0%
130 120 110 100 90
0% 2009
2010
2011
2012
2013
2014F
2015F
2016F
2017F
Ann Arbor/Jackson, MI Upper-Priced Market
2018F
Source: PKF Hospitality Research, STR, Inc
Source: PKF Hospitality Research, STR, Inc *See exhibit descriptions on Page 4
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*See exhibit descriptions on Page 4
Page 3
PKF Hospitality Research
Hotel Horizons® Custom Forecast - October 15, 2014
Ann Arbor/Jackson, MI Upper-Priced Market
Annual Forecast Annual Forecast Ann Arbor/Jackson, MI Upper-Priced Market Forecast Year
Period
Occ
∆ Supply
∆ Demand
2009
Annual
57.2%
∆
-11.3%
$96.65
-5.5%
$55.31
-16.2%
0.0%
-11.3%
2010
Annual
59.6%
4.1%
$96.21
-0.4%
$57.33
3.6%
0.0%
4.1%
2011
Annual
61.7%
3.5%
$104.48
8.6%
$64.47
12.4%
-0.1%
3.5%
2012
Annual
62.9%
2.0%
$116.64
11.6%
$73.42
13.9%
2.2%
4.2%
2013
Annual
64.2%
2.0%
$120.28
3.1%
$77.22
5.2%
6.4%
8.6%
Occ
∆
ADR
ADR
RevPAR
∆
RevPAR
2014F
Annual
66.6%
3.7%
$126.97
5.6%
$84.56
9.5%
0.0%
3.7%
2015F
Annual
68.0%
2.1%
$131.31
3.4%
$89.30
5.6%
1.6%
3.8%
2016F
Annual
67.0%
-1.5%
$135.60
3.3%
$90.86
1.7%
6.0%
4.4%
2017F
Annual
66.3%
-1.0%
$138.23
1.9%
$91.70
0.9%
2.8%
1.7%
2018F
Annual
66.7%
0.5%
$140.86
1.9%
$93.95
2.5%
1.2%
1.7%
Source: PKF Hospitality Research, STR, Inc
Emp
Emp^
CPI
CPI^
GMP
GMP^
Income
Income^
Total Employment (1,000s)
% Change
Consumer Price Index ('82-'84=100)
% Change
Gross Metro Product ($ billions) (year=2000)
% Change
Real Personal Income ($ millions) (year=2005)
% Change
Ann Arbor, MI Metropolitan Statistical Area MSA Economic Forecast
Year
Period
2009
Annual
193.54
-2.9%
198.28
0.6%
18.53
-4.4%
13,358
-4.5%
2010
Annual
196.35
1.5%
203.15
2.5%
19.58
5.7%
13,572
1.6%
2011
Annual
199.00
1.3%
212.45
4.6%
19.75
0.9%
13,807
1.7%
2012
Annual
202.78
1.9%
216.92
2.1%
19.77
0.1%
14,294
3.5%
2013
Annual
206.70
1.9%
219.46
1.2%
20.14
1.9%
14,462
1.2%
2014F
Annual
209.03
1.1%
224.14
2.1%
20.28
0.7%
14,556
0.6%
2015F
Annual
213.13
2.0%
230.12
2.7%
20.90
3.0%
14,980
2.9%
2016F
Annual
217.34
2.0%
236.73
2.9%
21.58
3.3%
15,453
3.2%
2017F
Annual
219.80
1.1%
244.10
3.1%
22.14
2.6%
15,804
2.3%
2018F
Annual
221.27
0.7%
251.68
3.1%
22.62
2.2%
16,131
2.1%
Source: Moody's Analytics
Note on Market and MSA Names: STR, Inc and Moody’s Analytics occasionally differ in their monikers for corresponding geographic areas. In this case, STR refers to the subject area as Ann Arbor/Jackson, MI Upper-Priced hotels, while Moody’s refers to it as Ann Arbor, MI Metropolitan Statistical Area. Economic forecast data in this report carries the Ann Arbor, MI Metropolitan Statistical Area title, while forecasts using STR data are labeled Ann Arbor/Jackson, MI Upper-Priced. For a detailed description of how we forecast, please visit http://www.pkfc.com/en/pkf-hr/PublicationsAndData/HotelHorizons/HowWeForecast.aspx
Exhibit Definitions Exhibit 1
Occupancy levels, ADR change and RevPAR change are plotted on a fixed "grade" scale. Measured as current value minus the mean, divided by the series' standard deviation. Grades: A: Very strong, greater than one standard deviation above long run average. B: Strong, within one standard deviation above long run average C: Somewhat weak, within one standard deviation below long run average. D: Weak, below one standard deviation of the long run average.
Exhibits 2 - 5
Year over year change in Income, Employment, RevPAR and Demand.
Exhibit 6
Average annual Employment, Comsumer Price Index, Gross Domestic Product, and Real Personal Income change for the MSA.
Exhibits 7-9
Index based change charts with base year 2009 = 100. These exhibits illustrate the magnitude of change.
Exhibits 10-12
Compound average annual RevPAR, Demand and Supply change.
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PKF Hospitality Research