PHILOSOPHY

FRANKLIN CROFT actively seeks opportunities to apply our expertise in hotel investment and operations management. FRANKLIN CROFT's basic investment criterion is to acquire assets which possess strong fundamental investment characteristics in locations with significant barriers to entry and increasing market demand. In today’s environment, FRANKLIN CROFT is focusing on markets which possess the greatest likelihood of outperforming the overall market as key economic variables approach an inflection point.

As always, projects are carefully evaluated to determine what potential exists to enhance value through strategic investment in the renovation, expansion or repositioning of the properties. Such strategies and then combined with aggressive management by the operations team utilizing the latest marketing tools and techniques to implement a sophisticated e-commerce strategies complimented by time tested and well honed hi-touch marketing methodologies.

INVESTMENT CRITERIA

Distressed hotel assets are FRANKLIN CROFT's current investment focus. While the goal is the same the approach is much different than in prior years as valuations become more complex and dysfunctional debt markets create even greater challenges. Nevertheless, the company’s extensive experience in real estate and hotel ownership, development, renovation and family ownership structures allow us to consider a wide range of property types for investment.

FRANKLIN CROFT HOSPITALITY is actively seeking to expand its portfolio of California hotels and will consider a wide variety of individual or portfolio transactions of at least $10 million in size that are unencumbered by management. Properties may be independent or branded with or without food and beverage facilities.

FRANKLIN CROFT typically structures its investment transactions as joint ventures with both private and institutional partners and is particularly skilled in evaluating and closing complex transactions. By means of our extensive transactional experience and multi-talented management team, FRANKLIN CROFT is able to craft innovative solutions to many challenging investment scenarios. FRANKLIN CROFT also employs creative and flexible capital structures to accomplish our investment goals.

Please contact Thomas Leeman at tleeman@franklincroft.com for further information.