Four Seasons Hotels & Resorts B v. v. Consorcio Barr, S.A.

267 F. Supp. 2d 1268, 2003 U.S. Dist. LEXIS 8717, 2003 WL 21212185
CourtDistrict Court, S.D. Florida
DecidedMay 9, 2003
Docket01-4572CIV
StatusPublished
Cited by6 cases

This text of 267 F. Supp. 2d 1268 (Four Seasons Hotels & Resorts B v. v. Consorcio Barr, S.A.) is published on Counsel Stack Legal Research, covering District Court, S.D. Florida primary law. Counsel Stack provides free access to over 12 million legal documents including statutes, case law, regulations, and constitutions.

Bluebook
Four Seasons Hotels & Resorts B v. v. Consorcio Barr, S.A., 267 F. Supp. 2d 1268, 2003 U.S. Dist. LEXIS 8717, 2003 WL 21212185 (S.D. Fla. 2003).

Opinion

FINDINGS OF FACT

K. MICHAEL MOORE, District Judge.

Plaintiffs Four Seasons Hotels and Resorts, B.V., Four Seasons Hotels (Barbados), Ltd., Four Seasons Hotels Limited, and Four Seasons Caracas, C.A. are referred to herein collectively as “Four Seasons” or “Plaintiffs,” unless otherwise indicated. Defendant Consorcio Barr, S.A. is referred to herein as “Consorcio” or “Defendant.”

Background Facts

1. The Four Seasons Hotel Caracas opened in January, 2001. (Bolivar, 12/16/02 Tr., 42:10-21).

2. Consorcio is the owner of the physical installations of the hotel, and Four *1272 Seasons operates the hotel pursuant to a series of contracts. (Joint Pretrial Stipulation at ¶ 6(g)).

3. The parties entered into a License Agreement which allows Consorcio to use the Four Seasons brand name, trademarks and logos in connection with the operation of the Hotel, and in connection with the marketing for sale of Condominium units in a project which is adjacent to the Hotel. In exchange for the right to use the brand name, trademark and logos, Consorcio, inter alia, agreed to pay royalty fees to Four Seasons in accordance with a schedule contained in the License Agreement. (Plaintiffs’ Exhibit 1).

4. The parties also entered into agreements for the management and operation of the Hotel. These agreements include the Hotel Management Agreement (Plaintiffs’ Exhibit 2), the Hotel Advisory Agreement (Plaintiffs’ Exhibit 3), the Hotel Pre-Opening Services Agreement and the Hotel Services Agreement.

Consorcio

5. The principal shareholders of Con-sorcio are Carlos, Lautaro and Marbella Barrera. (Barrera, 1/17/03 Tr., 6: 1-3).

6. Carlos Barrera is the majority shareholder of Consorcio. (Barrera, 1/21/03 Tr., 34: 7-9).

7. Marbella Barrera, a resident of New Jersey, who has lived in the United States for the past 14 years, is a principal shareholder of Consorcio. Marbella attended almost all of the pre-contract negotiations between Consorcio and Four Seasons. (Barrera, 1/21/03 Tr., 124: 2-4; 135: 10-12; Ferraro, 1/9/03 Tr., 14: 6-10).

8. Consorcio contracted with a Miami, Florida architectural firm to design the building that became the Four Seasons Caracas hotel. (Barrera, 1/17/03 Tr., 7: 17-20).

9. Consorcio also contracted with a Miami, Florida engineering firm for the hotel’s air conditioning. (Barrera, 1/17/03 Tr., 8: 4-5).

10. Consorcio visited at least one other Four Seasons hotel prior to entering into the contracts with Four Seasons. (Barrera, 1/17/03 Tr., 10: 5-7).

11. Consorcio also attended meetings at one of Four Seasons’ hotels in California with Four Seasons’ executives during the pre-opening phase of the project. (Barrera, 1/17/03 Tr., 26: 16 -20; 1/21/03 Tr., 49: 11-12).

12. Consorcio contractually agreed to litigation in Florida regarding claims relating to the License Agreement. (Plaintiffs’ Exhibit 1, License Agreement § 11.06).

Four Seasons

13. Four Seasons has been in the luxury hotel business continuously since 1961, and has continuously used its trademark “Four Seasons” since that time. (Ferraro, 1/8/03 Tr., 48: 4-19).

14. Four Seasons worldwide has a centralized reservation system located at the corporate office in Toronto, Canada. (Bolivar, 12/16/02 Tr., 74: 19-25).

15. Four Seasons is a global business, and operates 23 of its luxury hotels within the United States. (Ferraro, 1/8/03 Tr., 48: 25; 49: 1-3). Four Seasons has been operating hotels in the United States since 1976. (Ferraro, 1/8/03 Tr., 49: 15-20).

16. Four Seasons has been recognized by industry publications as the leading hotel operator in the world. Of 51 hotels in the Four Seasons chain, 36 were named by Travel & Leisure magazine as among the Top 500 hotels in the world. Four Seasons has also received the most Mobil 5-stars and AAA 5-diamond awards of any luxury hotel company. J.D. Power has voted Four Seasons as the best luxury *1273 hotel operator in the world. Fortune magazine has ranked Four Seasons as one of the top 50 companies to work for in North America. Many of the hotels within the chain garnering such international acclaim are located within the United States, including Chicago, Boston, Los Angeles, Washington DC, San Francisco and Houston. (Ferraro, 1/8/03 Tr., 49: 21-25; 50: 1-25). All use the trademark “Four Seasons.” (Ferraro, 1/8/03 Tr., 52: 3-4).

17. The physical product of the hotel is critical to the brand image and reputation of Four Seasons, which is why Four Seasons requires that its quality control standards and guidelines be followed. (Ferraro, 1/8/03 Tr., 53: 11-25; 54: 1-5; 55:6-9).

18. There is a direct and critical relationship between the quality of a new hotel and the success of the chain as a whole: “Our guest impact on new properties creates not only new business for the hotel they are in, but new business for the global chain of our hotels.... So it is extremely important that every hotel we open personifies and mirrors the other sisters and brothers in their company, which is the other Four Seasons hotels.” (Ferraro, 1/08/03, 55: 15-25; 56:1).

19. Four Seasons spends approximately $100 million annually in advertising and marketing its trademarks and brand name. (Ferraro, 1/8/03 Tr., 58: 25; 59: 1-7).

20. Four Seasons is a publicly traded company listed on the New York Stock Exchange. (Ferraro, 1/8/03 Tr., 60: 9-10).

21. Four Seasons’ revenues in 2002 were approximately $2 billion.

22. Approximately 50% of the guests at Four Seasons hotels worldwide comé from the United States. (Ferraro, 1/8/03 Tr., 60: 18-21). Out of 2 million guest profiles contained in the Fidelio customer information system, approximately 1 million are for United States customers. (Henry, 1/10/03 Tr., 82: 3-10).

23. Four Seasons has implemented a series of quality control standards, developed over the 40-year history of the company, which relate to all areas of a hotel and how it should function as a luxury hotel, including marketing, food and beverage, rooms, security, systems, and employees, among other areas. (Ferraro, 1/7/03 Tr., 199: 12-25).

The Relationship between the Parties

24. Consorcio wanted to enter into agreement with Four Seasons for the operation and management of the hotel in Caracas due to Four Seasons’ reputation as the leading hotel operator in the world, its customer base and the existence of its global chain of luxury hotels. (Ferraro, 1/8/03 Tr., 4: 2-11).

25. Four Seasons advised Consorcio during pre-contract discussions that building a Four Seasons hotel requires “sticking to the game plan.” The “game plan” includes Four Seasons’ quality control manuals that depict how the hotel should be constructed, furnished, equipped and operated, “everything that makes a Four Seasons hotel what it is.” (Ferraro, 1/8/03 Tr., 4: 18-24). These constitute “tried and proven ways of doing business.” (Ferraro, 1/8/03 Tr., 15: 17-18).

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267 F. Supp. 2d 1268, 2003 U.S. Dist. LEXIS 8717, 2003 WL 21212185, Counsel Stack Legal Research, https://law.counselstack.com/opinion/four-seasons-hotels-resorts-b-v-v-consorcio-barr-sa-flsd-2003.