Choice Hotels 1998 Annual Report - Highlights


The Clarion Hotel Pembroke Corporate Center, an upscale hotel in Virginia Beach, Va., relies on direct sales support and guidance from Choice to help fill its conference and banquet facilities as well as its 149 guest rooms.

"We have worked well with Choice over the years," said General Manager Tony Torbati. "They have done a good job of providing information to us about company programs."

A productive relationship with Choice is especially important to Richard Wilburn, the hotel's sales director, because the hotel is faced with the challenge of maximizing revenue in a seasonal destination.

"I meet face-to-face with Kim Ellison, Choice's franchise service director, several times a year," he said. "She shows us how best to take advantage of Choice's programs to improve our revenues and occupancy."

The hotel, owned by Sunburst Hospitality Corp. of Silver Spring, Md., was honored with a Gold Hospitality Award in 1998, signifying that it had exceeded Choice's quality standards for exceptional service, facilities and hospitality.

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