Articles and PublicationsDecember 19, 2016

Architects can help identify ROI opportunities

Opinions

07 DECEMBER 2016 8:25 AM

Bring an architect in during the early stages of the renovation process to help identify areas of opportunity.

By Warren Feldman

Often times, owners think of an architect only when building a ground-up property or when they need to get drawings signed and sealed. However, an architect can bring a keen eye to the property in the initial planning stages and prior to purchase.

When embarking on a renovation, there are always opportunities for an owner to increase efficiency and create return on investment opportunities; one only needs to know where to look. Utilizing an architect at the start of a project can be a valuable resource to uncover these hidden gems.

Here are just a few of the places in your hotel where opportunity may be lurking.

Business centers
Full-service brands are eliminating business centers as separate rooms and incorporating that them into the main area of the hotel near the lobby. The separate business centers are typically between 150 and 250 square feet. The relocation to the main lobby/seating area creates an opportunity to convert the original space into a small coffee shop for additional revenue, possibly a car rental entity to gain lease revenue, or conversion into a key (depending on location).

Gift shops
Standalone gift shops within a hotel are becoming less
commonplace as they tend to generate little to no rent for the property. Repurposing the gift shop into meeting space, coffee shop or marketplace can create more income from guests.

Telephone rooms
Older hotels may still have telephone banks or rooms. As these are no longer necessary, they can be eliminated to create breakout areas for meetings, additional seating, or quiet zones within the lobby.
Creating additional dining opportunities within the lounge/bar area can help address slower demand periods for the restaurant. This may lead to a new food and beverage or operational challenge, but the potential upside is greater.

Meeting space
Another market driven option is to convert your meeting space to a restaurant or vice versa.

The Rooftop bar at The Embassy Row Hotel in Washington, D.C., is an example of architect-added value. (Photo: ISHC)

Restaurants that are underperforming can become valuable meeting space.

RConofvteorptsing indoor pools into meeting space is another option. Pools are a nice amenity for

Rguoeosftosp, bsuptatchesyhaarveeablseocoamn aedadniteioxnceallexnpt esnouserc. eInofiflalidndgityiounrailnrdevoeonr upeo.oCl raelalotwinsgtahebaorp/ploourntugneity

atoreaxporanmdeoertidnegvseploapcekoeny mtheertoinogf csappaictealtihzeast coannugneunserdatsepacdediatniodnatltirnacotsmgeu.ests. It’s important

to keep accessibility and egress in mind when developing these spaces. Energy savings

ITnwvoe-sbtiagyatseuwitehsether energy efficiency and sustainability initiatives make sense. Replacing pDoeoprelnyd-iinsguolantemdawrkinetdodwems andsu, pthdeatairncghgitueecsttcroanomstsuwdyiththperpoogsrasimbimlitaybloef tchoenrvmeortsitnagtstwaroe-btwayo psuoistseisblientoptwioonsefpoar raeteurkneyosn. iTnhviessctamneintc. rTehaesseethineitkiaelyccosutsntcandbleoowfefsretthbeyptrhoepefurtyu’rseoevneerraglly cost spaevriknegys..

EFiatcnheshsoctelnitserusnique and presents different challenges. The architect’s knowledge and hWoisthpibtaralintydsexinpcereieanscinegctahnebrreiqnugircerdeastqivuearseolfuotoitoangsetforinfictonrepsosracteennterws, pitucrapnosbeesdfoifrfitchueltaaret as you enxoislotinnggerprnoepeedrtwieitshtionbteheabplreotjeocfti’nsdfoaodtdpirtiinotn. aItl’spimacpeowrtiatnhtotuot bimrinpgactthine garcehveitneucte-ignednueriantgintghe sdpuaecdei.lYigoeunrcaerpchaitseectocagnetwthoerksewiintshigyhoutstaothtehlepbyeoguinfinidngcrseoaytiovue cwaanypsltaoninancodrbpuodragtet the nacecoersdsianrgylsyq. Tuahries vfoitoatlaagdedwithioilnetloimyiotuinrgteitasmimwpilalclteaodntothaemr sopreacseusccaessmsfuclhpraosjepcotsfsoirbbleo.th you and your guests.

Warren Feldman, AIA, ISHC is Chief Executive Officer of Jonathan Nehmer + Associates, Inc., an international Architecture, Interior Design, and Project Management firm that specializes in the hospitality industry. He has expertise in all facets of Project Management, Architecture, Interior Design, Design Management, and Construction Administration. His experience includes work as Architect and Owner’s Representative in the direction and management of hospitality, commercial, institutional, educational, and residential projects. Complementing his education in Architecture, Mr. Feldman completed his Juris Doctorate from Georgetown University in December 1998 and is a member of the Maryland Bar.

Each hotel is unique and presents different challenges. The architect’s knowledge and

hospitality experience can bring creative solutions to incorporate new purposes for the areas you no longer need within the project’s footprint. It’s important to bring the architect in during the due diligence phase to get these insights at the beginning so you can plan and budget accordingly. This vital addition to your team will lead to a more successful project for both you and your guests.

The opinions expressed in this column do not necessarily reflect the opinions of Hotel News Now or its parent company, STR and its affiliated companies. Columnists published on this site are given the freedom to express views that may be controversial, but our goal is to provoke thought and constructive discussion within our reader community. Please feel free to comment or contact an editor with any questions or concerns.