“ where opportunities lie is in the level of service we will provide . there are always amazing locations , but if we charge a premium , while the location is worth something , guests come for the service ,”
Global Update : Profile
GM ’ s surprise Move down the soCal beaCh
Gregory Day is working on the renovation of the Malibu Beach Inn , as well as creating a new culture for the fledgling Mani Brothers hospitality group .
One of Southern California ’ s most exclusive office building developers , The Mani Brothers Real Estate Group , has jumped into the hotel business with both feet – first by acquiring in March for US $ 80 million from David Geffen the 47-room , oceanfront Malibu Beach Inn in Los Angeles , and then by hiring away from iconic Shutters on the Beach in nearby Santa Monica its General Manager Gregory Day . The Manis are injecting significant capital to reposition their first hotel and are already evaluating more potential area acquisitions .
Day , very visible at Shutters for eight years , and who served a 14-year stint with Fairmont as well as managed resorts at Pebble Beach , will focus on the renovation and creating the new hospitality culture for what will be an expanding hotel portfolio . In fact , it wasn ’ t more than
Day ’ s second day on the new job in August when Simon and Daniel Mani took him to assess another serious acquisition target in the Los Angeles area , and Day expects the group ’ s hotel portfolio to grow somewhat aggressively – perhaps as many as six luxury assets within the first few years . “ The Manis can do things with great dispatch , but also with care as they want the right fits for their luxury brand , which has been developed over more than 20 years ,” Day says of the brothers who first grew a bakery business before selling out to Sara Lee and expanding their property empire . “ They will look for great locations , but it must meet our brand standards for smaller boutique properties that give us more flexibility . If we have to renovate , smaller hotels allow you to do that with a lesser impact on the bottom line .”
Speaking of the bottom line , Day mentions how Santa Monica
“ where opportunities lie is in the level of service we will provide . there are always amazing locations , but if we charge a premium , while the location is worth something , guests come for the service ,”
has been doing great business and how everyone now wants to operate in what is already a crowded market . “ It might be on a bit of a precipice and I ’ m not sure how much more rate and occupancy it can drive ,” he says . “ The next logical location is Malibu . Over a short period it will gain its own identity as there are not many luxury places to stay . Maybe we will consider a second location here .”
In the meantime , Day has been staffing up in preparation for growth , as well as creating a marketing and branding message for the emerging group .
Plans call for a complete overhaul of the Malibu Beach Inn and potentially adding a pool deck . Waldo Fernandez has been hired to design the interiors and Day estimates an 18- to 24-month timeline . “ Where opportunities lie is in the level of service . There are always amazing locations , but if we charge a premium , while the location is worth something , guests come for the service ,” Day adds .
Just a few months into his new position , Day says his friends were surprised to hear about his departure from Shutters , but he says it was more about an interesting move . “ It ’ s a risk , but I am already very comfortable with the Manis and feel very comfortable about the move ,” he says .
14 HOTELS December 2015 www . hotelsmag . com