Six Four Asset Management
Your Passport to
World Class Hotel & Resort Investments
Who We Are
SIX FOUR is a real estate private equity firm dedicated to investments in lifestyle and independent hotels. We pursue a value-add investment strategy, targeting properties with opportunities to upgrade facilities, reposition branding, and improve operations.
On behalf of our Principals and Investors, we source promising hospitality assets priced below replacement cost or producing below market returns. Our vertically-integrated approach handles the entire investment lifecycle from acquisition to value creation to disposition.
With extensive hospitality expertise and hands-on asset management, SIX FOUR aims to revitalize properties and deliver market-leading returns. We take a selective approach, making strategic investments poised for outsized appreciation over our medium and long-term hold period.
Our objective is to provide superior risk-adjusted returns for our investment partners. We accomplish this through opportunistic investing in the hospitality sector and relentless execution driving hotel performance. Over time, SIX FOUR seeks to build a diversified portfolio of attractive lifestyle and independent hotel properties across key US markets.
Our History
Founded in 2019, Six Four is a real estate investment firm with a portfolio of investments valued at over $95 million. Based in Boca Raton, FL, the company has quickly established itself by leveraging the founder's decades of experience.
Managing Principal Paul Hassebroek brings over 20 years of expertise across real estate, finance, operations, and team building. He has raised over $40 million from investors to fund successful projects, initially in multifamily and then hospitality. After multiple successful hotel acquisitions, the company continues its mission specializing in value-add repositioning, opportunistic plays, and redeveloping new hotels. Six Four chose hospitality because of the sector's growth potential due to the post-pandemic recovery and technological advances enabling business travel flexibility.
Hotels also offer advantages like higher revenue potential beyond just rent, professional management, flexible rental terms, access to travel industry trends, prime locations, major brand power, and greater liquidity upon sale.
Given these benefits, the Six Four management team determined that hospitality was the ideal path forward. Their new flagship fund, Six Four Hospitality Fund I, will focus on Paul's expertise in uncovering hidden gems - branded hotels in business-centric and resort areas. The fund plans to acquire 8-12 branded hotels in popular destinations, creating annual revenue and upside equity growth. Once repositioned, these hotels can be packaged and sold easily at maximum value.
Before founding Six Four, Paul spent 15 years advising wealthy families on their investment portfolios conducting due diligence, advising family offices on investments, and gaining invaluable insights into deal sourcing, underwriting, capital raising, and asset management. With his diverse skillset and passion for mentorship, Paul has been a driving force in the company's rapid growth.
As Six Four celebrates its fifth anniversary in 2024, the future remains bright. With a proven model, ambitious founder, and veteran team, the company is poised for continued impressive growth. Guided by a commitment to catalyzing investor returns, Six Four has emerged as a standout real estate investment firm.
Vision
&
Values
Our Vision
To become the most trusted and top performing real estate private equity firm focused on the hospitality sector.
Our Values
Integrity - We hold ourselves to the highest ethical standards and always do the right thing.
Teamwork - We collaborate across disciplines, communicate openly, and work together to achieve shared goals.
Intellectual Rigor - We make decisions based on thoughtful analysis, informed debate, and a commitment to excellence.
Innovation - We think creatively, push boundaries, and pursue continuous improvement.
Accountability - We deliver on our promises through competence, initiative, and personal responsibility.
Balance - We maintain a culture of fun, care, and work-life balance so our team can thrive.
These core values shape our culture and guide us in delivering outstanding results for investors. By living these values each day, we aim to be the most trusted and top-performing real estate private equity firm in hospitality.
Our Investment Philosophy
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STRATEGY
Operations Enhancement
We target existing, physically well-maintained hotels that would benefit from our intensive asset management approach, a change in hotel management, and strategic rebranding.
Renovation & Repositioning
We acquire existing properties in advantageous locations that are underperforming due to deferred maintenance and capital needs. Through renovation and repositioning, we breathe new life into these assets.
Marketing Program
We have expertise in implementing sales programs to target new business traffic.
Preferred Equity/Debt
We provide preferred equity and mezzanine debt on selectively chosen, high-quality hotels where our operational expertise provides an edge.
New Development
On a limited basis, we engage in ground-up development where market fundamentals justify new supply and land can be acquired inexpensively with entitlements in place.
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FOCUS
Franchised, Select Service Hotels
We target Marriot and Hilton Branded Hotels, which offer compelling opportunities due to rising consumer demand yet inconsistent execution by many owners and operators.
Primary Metropolitan Markets & Select Leisure Destinations
Our focus is on primary metropolitan markets and chosen leisure destinations mainly in the southeastern corridor with diversified, growing demand drivers and high barriers to entry. Next, we look primarily for Marriot or Hilton Brand hotels with at least 80 keys. We also selectively target high-ADR secondary markets where the lifestyle product stands out.
Controlling Equity Positions
We take majority control positions per asset. This allows us to execute our value-add strategy. We use joint ventures and whole ownership structures.
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PRINCIPLES
Value-Add Focus
We pursue more complex value-add deals less dependent on market cycles. This involves:
Well Located Assets
Targeting advantageous locations with high barriers to entry.
Discount to Replacement Cost
Acquiring below replacement cost to allow for value creation potential.
Asymmetrical Risk-Return
Seeking positive asymmetry where upside outweighs downside.
Limited Competition
Pursuing deals with low competition, often through off-market sourcing.
Moderate Leverage
Using prudent leverage levels to enhance returns while limiting risk.
Our value-add approach seeks overlooked or complex opportunities. We mitigate cyclical risk through location strength, upside potential, and moderate debt. The goal is capital preservation and solid risk-adjusted returns.
Introducing Our Flagship Fund
Six Four Asset Management is excited to launch our new flagship fund - Six Four Hospitality Fund I. This $125 million value-add vehicle targets strategic investments in the hospitality sector across top US markets.
Six Four Hospitality will leverage Six Four's deep expertise in the hotel industry to acquire high-quality lodging assets priced below replacement cost. Through hands-on asset management, repositioning, and opportunistic exits, the fund aims to deliver superior risk-adjusted returns.
With a vertically-integrated approach, Six Four will oversee and directly control all aspects of the investment process - from sourcing to business planning, renovation, rebranding, operations, and final sale. A rigorous focus on asset enhancement will unlock the embedded value in hotels ripe for transformation.
Six Four's experienced investment team has a proven track record of generating outsized appreciation and healthy cash yields from hospitality real estate. Six Four applies this playbook across a diversified portfolio allocated primarily to full-service hotels in major gateway cities.
The fund offers accredited investors compelling exposure to an undervalued asset class poised for recovery. Join us in capitalizing on post-pandemic opportunities to acquire top properties and transform them into thriving and profitable hospitality assets.
Investment Life Cycle
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Dream it.
We seek out promising hotel investment opportunities that align with our vision and investment goals. Our experienced team evaluates potential properties and markets to identify investments with strong growth potential.
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Invest in it.
Leveraging our expertise and strategic partnerships, we provide the capital to acquire high-potential hotel assets that are primed for success with the right investments and management. We are hands-on investors, actively participating to ensure each investment reaches its full potential.
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Build it.
More than just finance, we are actively involved in asset improvement, overseeing design, renovations, and operational enhancements to build lasting value. Our goal is to reposition assets to their highest and best use.
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Grow it.
Through sound asset management and profit-focused operations, we aim to maximize revenue, occupancy rates, and overall investment returns over time. We focus on growing asset value and cash flow.
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Sell it.
At the right time, we look to profitably sell stabilized assets and recapitalize funds to provide strong returns to our investment partners. Our exit strategy is targeted for maximum investor profitability.
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Repeat it.
With a proven model and track record of success, we continuously seek new hotel investment opportunities to deploy our strategic vision and expertise for future value creation.
Meet the Team
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Paul Hassebroek
FOUNDER & CEO
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Kayla Rossiter
DIRECTOR OF AQUISITIONS
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Doug Shavel
AQUISITIONS ADVISOR
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Judy Marra
DIRECTOR OF PROPERTY MGMT.
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Featured Investment
THE CAMBRIA HOTEL
Location: Madison WI
Keys: 120
Strategy: Renovation/Repositioning
Acquisition Date: January 2021
Acquisition Price: $6,500,000
Renovation Cost: $3,500,000
Disposition Price/Valuation: TBD
Projected IRR: 34%
Actual IRR:
Investment Summary
Six Four Asset Management uncovered a hidden gem in a 120-room hotel located adjacent to Madison's business park. Despite its advantageous location, the property was underperforming under its previous brand, with occupancy stagnant at 68% and lackluster reviews.
Recognizing its unrealized potential, Six Four acquired the hotel in 2021 and executed a strategic $3.5 million renovation to reposition the asset under the newer, more upscale Cambria brand. Since reopening in early 2022 as the Cambria Hotel Madison East, occupancy has been climbing. The property has already achieved two record monthly sales figures, with guest satisfaction surveys trending upward.
This successful repositioning exemplifies Six Four's expertise in identifying value-add hospitality opportunities. By rebranding, renovating, and implementing best-in-class management, the firm unlocked hidden value and set the asset on a path toward maximized performance.
