HB ON THE SCENE: Choice Hotels Previews Four Brand Logos

LAS VEGAS—During the 65th annual Choice Hotels International Convention here at the Mandalay Bay Resort and Casino, the hotel company previewed new logos for its Quality Inn, Clarion, Sleep Inn and MainStay Suites brands. In addition, the first Clarion Pointe made its debut and a community-focused initiative was launched.

The First Clarion Pointe Opens

Choice announced the first property of its newest brand, Clarion Pointe, opened in Sulphur Springs, TX, less than eight months after it was launched.

The 72-room Clarion Pointe Sulphur Springs has custom murals showcasing popular local attractions in each room, a brand hallmark that brings the hotel’s location to life for every guest.

“Clarion Pointe came to life faster than any brand in the company’s history, and the first hotel in Sulphur Springs is proof of this powerful select-service conversion concept,” said Anne Smith, VP of brand management, design and compliance with Choice Hotels. “Choice continues to lead and shape the midscale space to meet the needs of franchisees and guests alike. Since unveiling our Clarion Pointe extension in September of last year, the brand has been in high demand.”

Nearly 30 Clarion Pointe hotels are expected to open and 10 are planned for this year, including in Medford, OR; North Charleston, SC; Oklahoma City; and Rochester, NY.

“The interest in Clarion Pointe gives us a solid foundation for growth in the years ahead,” said Tom Nee, VP of franchise development with the company. “Clarion Pointe is ideal for owners who want a hotel concept that resonates with today’s travelers, from a company that’s proven successful in the midscale segment. Owners gain access to Choice’s extensive resources, from in-market support and help with the conversion process, to tools that assist with improving ongoing daily operations.”

The new Clarion Pointe Sulphur Springs was developed by Helm Hotels Group, a family-owned company with over 35 years of experience in Texas.

“Our years of hospitality experience coupled with Choice’s invaluable resources and established brands makes us excited to be at the forefront of the new Clarion Pointe brand,” said Charles Helm, owner of Helm Hotels Group. “We know guests will love the brand, which offers a premium local experience, and all of the amenities to make for a great and memorable trip.”

Local Community Grant Launched

The company also revealed the “Your Community, Your Choice. Choice Hotels Local Business Grant Program,” which will recognize and help support its hotel owners’ service efforts. The program will award a total of $25,000 to five franchisees who plan to make a positive difference in their community.

“I’m always proud—but never surprised—by the stories I hear of our hotel owners supporting the places where they and their families live, work, and play,” said Pat Pacious, president/CEO of Choice Hotels. “We’re launching the ‘Your Community, Your Choice.’ grant program on the eve of National Small Business Week to highlight the many ways our franchisees extend hospitality’s concept of ‘service’ beyond the hotel and into the local community.”

The grant program will reward initiatives that benefit the communities that welcome Choice-brand hotels, such as those that:

  • Rebuild a community affected by natural disasters;
  • Care for those less fortunate with food or clothing drives;
  • Mentor community youth or young professionals;
  • Honor local heroes;
  • Support other local businesses or organizations, such as schools, parks, etc.