Why Us?

Shiraz Group’s years of experience in hospitality investment, ownership, property management and project management makes us ideally suited to represent owners’ interests as an asset manager.
Our overall goal is simple:
To enhance, elevate and solidify a hotel asset's ability to drive value for the owner via maximized profit.
Because we have owned and operated hotels, we approach each asset from the owner’s perspective ensuring that the owner’s goals are achieved – from the quality of the product and service to operating profitability and ROI.
  • All
  • Hospitality
Rocklin Resort & Country Club

Rocklin Resort & Country Club

Rocklin Resort & Country Club Size: 185 acres, 70 condo
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Stockton Events Center – Arena

Stockton Events Center – Arena

Stockton Events Center - Arena Stockton, California 10,000
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Stockton Events Center – Ballpark

Stockton Events Center – Ballpark

Stockton, California 5,000 seats for Single A Baseball | 20
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Waldorf=Astoria Town Suites

Waldorf=Astoria Town Suites

New York, New York Integrated Sothebys into annual leasing
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Lexington Waterfront Hotel

Lexington Waterfront Hotel

Stockton | California 176 room hotel with conference center
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Laguna Cliff Marriott Hotel

Laguna Cliff Marriott Hotel

Dana Point | California Participation in 2 asset sales in 6
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Lexington Lions Gate Hotel & Conference Center

Lexington Lions Gate Hotel & Conference Center

Sacramento (McClellan) | California Asset Management
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McClellan Conference Center

McClellan Conference Center

Sacramento (McClellan) | California
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Crowne Plaza Hotel

Crowne Plaza Hotel

Crowne Plaza Hotel New York, New York| Development Cost: $7
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Marbella Resort

Marbella Resort

Marbella Resort | Khalid Lagoon Sharjah, Pakistan Resort Be
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Dubai Marine Beach Resort And Spa

Dubai Marine Beach Resort And Spa

Dubai Marine Beach Resort and Spa | Dubai, UAE Resort, Spa,
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Belmond El Encanto

Belmond El Encanto

Belmond El Encanto | Santa Barbara, CA Resort, Spa, Wedding
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Cap Juluca

Cap Juluca

Cap Juluca | Anguilla,  British West Indies Hotel Resort &a
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Mission Inn Hotel & Spa

Mission Inn Hotel & Spa

Mission Inn Hotel & Spa | Riverside, CA 238 Rooms | Ful
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Marriott Royal Aurora Hotel

Marriott Royal Aurora Hotel

Moscow | Russia Hotel of The Year 2000 Ground up construct
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Millenium Britannia Mayfair Hotel

Millenium Britannia Mayfair Hotel

London, England Re-position of the asset after purchase fro
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Our Team

Meet our team member

Jeroen Gerrese Iqbal Bharoocha Karen Bremner Adam Stoner
Jeroen Gerrese

Jeroen Gerrese

Jeroen Gerrese is President, CEO of Shiraz Group, LLC

 

Mr. Gerrese is one of the hospitality industry’s top operators he is uniquely qualified to oversee advisory services associated with pre and post opening operations and asset management of hotels and resorts.

Mr. Gerrese has over 25 years of experience and is a respected industry leader. His impressive credentials include a detailed knowledge of the operations of national and international hotels and resorts that cater to the discriminating traveler.

Mr. Gerrese worked for nearly 10 years with Marriott Hotels and Interstate Hotels and Resorts, both domestically and abroad. Mr. Gerrese opened the Marriott Royal, adjacent to the world famous Bolshoi Theatre in Moscow and was an Area GM for the 3 hotels. Mr. Gerrese’s last position was with Laguna Cliffs Marriott Resort & Spa which received the much coveted AAA Four Diamond award under his leadership.

Prior to joining Marriott, Mr. Gerrese was the Managing Director for the Millennium Britannia Hotel on Grosvenor Square in London, UK. Before that he spent 12 years in New York where, as Hotel Manager, he oversaw the opening of Intercontinental Hotels Group’s 770 rooms, Crowne Plaza Hotel in Times Square. He has also served as General Manager of the Drake Hotel on Park Avenue, as well as Executive Director/General Manager of the world famous Waldorf Towers at the Waldorf Astoria. In this capacity, Mr. Gerrese helped make the Towers one of the select “Leading Hotels of the World” and catered to the world’s captains of industry, including the United Nations General Assembly, which he hosted each year. Before his time in New York, Mr. Gerrese spent 5 years with Omni Hotels in various executive leadership positions.

Apart from his work, Mr. Gerrese maintains an active commitment to education and the community. He has been a guest lecturer at NYU and has been involved in several chamber boards in California and Moscow. His past activities include serving as the Vice Chair at the Ocean Institute and as Chairman of the Tourism Business Improvement District.

Mr. Gerrese has received 2 Distinguished Citizen awards from the cities of Baltimore, Maryland and Providence, Rhode Island. He won “Hotel of the Year” twice with Marriott and was named the “General Manager of the Year” by the Southern California writers. In addition to a Priority Club award from Intercontinental Hotels Group, he was voted one of the 12 Best Food & Beverage Directors by Esquire magazine and John Mariani. Mr. Gerrese is a graduate of the University of Hotel Management Maastricht, The Netherlands and holds a post Graduate degree from Cornell University in Ithaca, New York.

Iqbal Bharoocha

Iqbal Bharoocha

Iqbal A. Bharoocha is Vice President, Finance at Shiraz Group, LLC.

 

Mr. Bharoocha has over 25 years progressive experience in financial management, accounting, auditing, organizational management and strategic planning.  Prior to joining Shiraz Group Mr. Bharoocha was  Director of Finance for Regent Hospitality LLC, Vice President Finance  & systems for JDC & Company and CFO for International Windsor Group, as well as Senior Auditor at KPMG Peat Marwick based in Dubai.  Mr. Bharoocha has a Bachelor’s degree in Commerce, Business Management,  Accounting, Auditing, and Business Law.

Karen Bremner

Karen Bremner

Karen Bremner is Owner, Trilogy Consulting

 

Karen Bremner joins Shiraz Consulting Group and is the owner of Trilogy Consulting, working with companies of all sizes to design and implement customized training solutions. Specializing in developing results-driven training strategies for luxury hotels and resorts, we focus on job performance standards, leadership development programs, and hospitality service and employee engagement workshops.  With an emphasis on assessing training needs and developing appropriate customized training plans for employees at all levels, Trilogy Consulting Services achieves quality and service improvements through practical training, on-the-job coaching, and effective leadership.

Programs include:

  • Standards of Excellence development
  • Train the Trainer seminars
  • Performance Management workshops
  • Hospitality and Guest Service trainings
  • Employee Engagement events
  • Leadership Skills and Development seminars
Adam Stoner

Adam Stoner

Adam Stoner is Information Technology Consultant, Owner Hospitality Network Support Solutions

Prior to joining Shiraz Group, Adam spent 17 years in the hospitality industry wearing a variety of hats, from food & beverage, to front desk, to General Manager and Information Technology Manager. His past appointments range from full-service hotels, to nationwide budget chains, and even boutique hotels and bed & breakfast inns. He has a passion for the industry and has worked on projects closely with industry staples like Google, TripAdvisor, and Yelp. He encompasses a wealth of knowledge and experience with converged networks, hospitality and guest room solutions. Adam also has experience with digital and web-based marketing, design, implementation and analytics.

Our Services.

Why Us?
We have the experience, knowledge and talent necessary to efficiently develop and execute the right business plans that will increase the efficiency and appearance of a hotel. You’ll certainly get more prospective buyers when you show them the hotel in its best possible light. And we work hard to help effectively dispose of the asset.
Takeover
Even on very short-notice if necessary, our knowledgeable team makes the best of our management know-how and our company’s flexible structure to smoothly take over operation of the property. We enter our stewardship as receiver just as we would any hotel we manage. The appropriate background checks are performed on all employees and they are rehired and placed on the payroll of an affiliate of ours in order to reduce the investor’s associated risk.
Management
At this point, it’s time for us to ensure that both the physical and monetary assets of the property are both protected and accounted for. Our expert office staff provides the financial and accounting work for the property. On a positive side note, our accounting system allows you to check online anytime, allowing interested parties to stay up-to-the-minute on the business of their asset. And of course, if you need additional reports, we provide them at your request.
Getting to know the Property
A visit to the property is the first step we take. The goal of this first visit is to gain a complete understanding of the physical facilities, their condition, the market environment, operating procedures, and existing management personnel. From this point, we are able to formulate and begin to implement the changes that will be necessary to operate the hotel or resort more efficiently and maximize revenues.
Business Planning & Execution
Thorough planning for a hotel is imperative if the property is to reach its operating potential. Shiraz Hotel Management ensures a business plan is completed annually, but updated throughout the year, and includes specific details on the market, capital improvement needs and detailed operating projections. We use activity calendars for planning and future monitoring to support the hotel's marketing plan, operating budget, and capital plan.
Property Visits
We visit the property on both regularly scheduled and an unscheduled follow-up basis. We do this for the purpose of inspection, consultations with management personnel, and ongoing operations and marketing reviews. Our quality control process also includes regular visits by anonymous guests who then complete a report for us. This allows us to see our hotels through a customer experience.
Volume Purchasing Agreements
Whenever practical, we negotiate volume-purchasing agreements. Some hotels managed by The Shiraz Group Hotel Management are franchised. This means we take full advantage of the franchisor purchasing programs. Where possible we arrange marketing and other hotel operations purchases in conjunction with other hotels we manage. When such arrangements provide a discount, those savings are prorated to the properties benefited. No fees, commissions or other arrangements are charged or collected to benefit the management company for these services and our contract specifically forbids "Hidden Fees."
Renovating and Refurbishing
With our knowledge of current trends and products in the hotel and resort industry, we are adept in planning and supervising the renovation and refurbishments of properties. Redecorating and refurbishing work may be done by hotel employees, contractors or design firms—depending on the project’s scope. Fees, if any, depend on the scope of the work ; our number one is maximizing revenue – the following tasks are part of how we are so successful in Sales & Marketing and Revenue Management: • Conduct detailed and continuous sales, marketing, and market assessments to identify profitable opportunities • Carefully plan our marketing and sales efforts by focusing on effective utilization of staff and available marketing budget to identify and penetrate strategic and profitable demand • Establish our system of sales staff goal setting and productivity tracking with weekly reporting • Focus on increasing business in slower times through increased penetration into the most productive business opportunities, while maximizing yields in high demand times • Implement our proprietary revenue management and yield management practices to ensure daily and weekly evaluation of rates and competitive data • Establish regular analysis of the property’s Social Media reviews and penetration, web site traffic, and web presence • Regularly “Secret Shop” the hotel to confirm compliance with our service standards possibility.
Cash flow Maximization
Cash flow maximization includes everything from revenue management and expense control to regular cash flow forecasting and weekly cash sweeps to challenging real estate taxes and insurance costs. Additionally, we make debt service and other payments for the owner and assist in debt renegotiation.
How We Do It—Focused Attention to Detail
• We maximize the interest level of the property's staff so as to increase cash flow. • We work to maintain and improve the physical condition of your hotel by monitoring physical maintenance activities and the proper completion of capital expenditure projects in order to see that funds are spent effectively. • We help you develop and then communicate your goals for the property to the staff and subsequently encourage their achievement on your on-going efforts towards these goals. • We focus on maximizing profitable revenue and controlling costs, without affecting quality or service. • We seek cost-effective ways to maximize value including repositioning, expansion, adaptive re-use of spaces, remodeling, refinancing and reviews of other revenue opportunities and costs of ownership.
Your Need. Our Commitment.
We're ready to listen and respond with services tailored to your specific goals and challenges. Examples of our satisfied clients include: • Institutional investors • Individual investors • Owner/operators • Governments, universities and related entities • Lenders and special servicers • Law firms and family offices
Hotel Accounting and Reporting Services
Our services are customized specifically to your needs. When it comes to reports, we provide weekly reports with accurate and requested information you need. Additionally, thanks to our accounting system, owners can view their financial data anytime online so you can access your financial data whenever it’s convenient for you. We have our accounting data processed using an offsite and online system. This enables our hotels to input daily revenue and statistical data while accounts payable is processed regularly. The end result is that managers, owners and corporate staff can review financial data online at any time.
Success is In the Details
We use the industry's gold standard: The Uniform System of Accounts for the Lodging Industry published by the American Hotel & Lodging Association, to present your financial information. We also include statistics useful in analyzing the included financial systems. Owners can also count on us to help client Asset Managers with the preparation of their internal reports.
More Bang for Your Buck
We can either perform all of the accounting—from disbursements to statement processing—at our corporate office or decentralize any portion of the process to the hotel level, customizing the arrangement for the individual property’s needs. At Shiraz Group, we combine our tight internal and cash controls with strong manager responsibility to maximize the hotel’s profitability. Hotels and Resorts accomplish their goals through the on-site staff so maximizing each employee's potential as an individual and as a team member is a key to maximizing the profitability of the hotel or resort. Our team has helped many hotels and resorts develop and implement customized training and retention programs. Success is further tied to well-drafted policies and procedures that are tailored to the hotel’s vision and mission. These tools serve as a reference point for its service standards, serve as a basis for training and human resource development, and serve as a foundation for executing the hotel’s or resorts’ strategic plan. To that end, our team has helped many hotel operators and owners hone their training and personnel development programs by undertaking the following: 1. Help identify the property’s vision, and mission 2. Obtain acceptance and commitment to the mission and vision among staff 3. Work with property staff to develop and document policies and procedures 4. Develop the training materials specifically to support the policies and procedures. These include the key performance measurements for each position to be trained and are targeted to the company’s strategic goals, mission, and vision 5. Provide technological assistance to publish the policies, procedures, and training materials as a password-protected web-based interactive system in order to make distribution and updating more efficient. The Shiraz team coaches, makes recommendations, provides best practices, and provides extensive material but the final content and documentation must be the property’s product to ensure commitment and successful execution by the hotel’s or resort’s staff.
Hotel Food and Beverage Services
In order to make our restaurants succeed, we adhere to following the guidance of three very simple words: creativity, quality and consistency. These same principles apply to liquor outlets, room service and banquet areas.
Creativity to Spare
Each hotel has a unique location, target market and local culture that can and should be integrated into the hotel's outlets. In the end, creativity—as we see it—ensures that the restaurants, lounges, and catering at each and every hotel meet the needs of our potential guest.
Quality from Every Angle
Quality is defined by the people we hire, the products we purchase and the service we provide. We select our employees carefully and provide rigorous training and supervision. Quality products are used in our restaurants, lounges, and meeting/banquet space because we demand them and we train our employees to find them.
Consistency is Key
What makes a good restaurant or event memorable? Consistency. We maintain consistency by training and recruiting a qualified and caring staff and by implementing the right procedures and systems into the whole food and beverage operation.
Making a Difference
At Shiraz Group, we work closely with your architects to ensure that both industry and brand standards are met, blue prints reflect an efficient work flow for hotel operations, and that the overall design of the facility is aesthetically pleasing and operationally efficient. We take time to determine which design firms we feel best suit your property, recommend and work with the design firms that are the right fit.
Rooms for Improvement
We work with the designer as they plan the hotel rooms, Food & Beverage component, conference rooms and public areas to be sure they’re appropriate for the target market and that the recommended products will provide the desired style and durability at the best negotiated price. Our relationships with purchasing agents get you the best pricing. We help create and review the budgets for the FF&E for reasonableness and value.
Maximizing Profit with a Sound PIP
Shiraz Group negotiates both the timing and components of a brand-mandated PIP and oversees its progress and execution. We assist in the planning of the timing and execution of the PIP to minimize the guest impact, limit the number of off line rooms and, as always, save you money

Contact Info

  • 916.601.9793
  • jgerrese@shirazgroup.net
  • http://www.shirazgroup.net

  • 9981 Shiraz Place
    Elk Grove, CA 95624

  • Office Hours
    Mon - Fri
    9AM - 5PM

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