GR Hotels

Topics: Hotel, Hotels, Motel Pages: 30 (3771 words) Published: December 3, 2013
Sample Case for Video
Storyboarding Exercise
The background information relating to the Case Examination (Backgrounder) is provided to candidates in advance of the examination date. The Backgrounder contains information about both the company and the industry involved in the case. Candidates are expected to familiarize themselves with this information in preparation for the analysis that will be required during the Case Examination.

Candidates should note that they will not be allowed to bring any written material, including the advance copy of this Backgrounder, into the examination centre. A new copy of this Backgrounder, together with additional information about the company and a supplement of formulae and tables, will be provided at the writing centre for the Case Examination. Only the following models of calculators are authorized for use on the Case Examination:

1. Texas Instruments
2. Hewlett Packard
3. Sharp

TI BA II Plus (including the professional model)
HP 10bII (or HP 10Bii)
EL-738C (or EL-738)

Candidates are reminded that no outside research on the industry related to this case is required. Examination responses will be evaluated on the basis of the industry information provided in the Backgrounder and the question paper (Additional Information).

© 2013 The Society of Management Accountants of Canada. All rights reserved. ®/™ Registered Trade-Marks/Trade-Marks are owned by The Society of Management Accountants of Canada. No part of this document may be reproduced in any form without the permission of the copyright holder.


Sample Case for Video Storyboarding Exercise

GR Hotels Corporation (GR)
Company History (1991 to 2007)
GR Hotels Corporation (GR) is a privately-owned corporation that operates two large mid-scale hotels, one in Montreal and one in Toronto. The corporation was founded by the Gemron family in the late 1980s. The company’s first hotel was built near the Toronto international airport and opened in early 1991.

GR expanded quickly, opening a hotel in downtown Montreal in 1992. The hotels are branded as GR Hotels, e.g. “GR Toronto Hotel.” Each hotel has 280 or more guest rooms and three banquet rooms. The banquet rooms are used for special events with 50-300 attendees, such as conferences, wedding receptions, and seminars. Small meetings can be accommodated by removing bedroom furniture from a guest room and adding tables and chairs.

Until 1997, Arthur Gemron managed the company. Satisfied with the operations of the hotels, Gemron retired and Andrew Mayd was hired in 1997 to manage GR. The hotels developed a good reputation for service and have been reasonably successful for the past 10 years.

The GR Montreal Hotel has benefited from the popularity of Montreal as a conference and tourist centre. Montreal is close to several major U.S. cities and costs are reasonable. As well, travellers regard Montreal as a little foreign and exotic, but safer than many other major cities. In 2004, the Montreal Tourist Magazine bestowed the best mid-scale independent hotel award to the GR Montreal Hotel.

Toronto, which is Canada’s most populous city and Ontario’s economic centre, has seen significant growth since 1990. GR’s head office and central booking centre is located in the Toronto hotel building. In 2003, business at the Toronto hotel suffered significantly as a result of the SARS outbreak in Toronto. Over the past four years, business has returned to previous levels.

The Industry
The accommodation industry thrives on strategically located and efficiently managed establishments, as well as the tourism industry in general. Worldwide, the industry is huge, with estimated annual revenues in excess of $124 billion. In Canada, many municipal and provincial tourism agencies promote Canadian cities as attractive travel destinations and thus provide business to the local accommodation industry. World events (e.g. terrorist attacks, SARS...
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