Hotels & Hospitality


A Hersha Hospitality Property
Santa Barbara, California


Hotel Milo is one of Santa Barbara’s most picturesque beachfront hotels. Built in the
traditional Spanish-style architecture that reflects this city’s rich colonial history, this
classic Santa Barbara beach hotel features 122 oceanfront guestrooms and suites, as
well as a beautiful courtyard with outdoor pools and gardens. In 2014, Hersha Hospitality
assumed ownership and management of the property and embarked on a multi-million
dollar renovation and rebranding effort.


One of the hotels most frequent complaints was lack of parking with small and cramped
self-parking spaces. Nearly 1 in 3 guest online reviews cited the parking problems as an
issue at the hotel. Without a valet parking service in place, the hotel was missing an
opportunity to extend its guest services outside the front door to create a more
convenient and luxurious sense of arrival and departure. The hotel was also not taking
advantage of the opportunity to monetize the parking facility to create a new revenue
stream for ownership.


In 2016, the hotel hired Signature Parking to provide Valet Parking, Bellmen and Parking
management services. Signature developed a detailed customized analysis and action
plan for the property recommending a plan to address the parking shortages, enhance
customer service levels and monetize the parking operations. Signature assembled a
team of ten employees and managers and implemented its best practices training and
development programs. The new team was provided with a full week of on-site
orientation, culture and service training from both Hotel and Signature Parking leadership
in order to guarantee high quality results on day 1.


Signature made an immediate impact on guest satisfaction levels while solving the hotels parking shortage. Guests no longer complained about parking and instead, the hotel started receiving almost daily compliments about the valet parking staff and services.

The impressive transformation has been evident in the numbers. In less than a year, Hotel Milo has jumped up 4 ranking spots on out of 51 hotels in the Santa Barbara area. “The guest’s arrival and departure experience went from being a huge hassle and pain point to being a high touch, high engagement department of the hotel”, says Jordan, Regional Manager for Signature.

Additionally, Signature implemented revenue labor auditing practices to ensure the department was operating efficiently and the hotel was maximizing its revenue potential. The end result is a valuable new revenue stream and a service partner who is helping the hotel reposition itself as one of the premier beachfront properties in Santa Barbara.

Signature Parking has been a great addition for the hotel. The service culture and training provided to the
team at Signature is congruent with what makes hotel successful. The staff is welcoming, engaging, and
conscious of the effect they have on each guest they encounter. Besides solving a parking shortfall that
existed, the addition has increased the overall positive experience for our guests…primarily due to the
quality of the staff and the beliefs at Signature. The customer surveys consistently mention the positive
experience they received from Signature Parking staff.