Choice Hotels 1998 Annual Report - Highlights


For developer Greg Averbuch, it all comes down to synergy. Averbuch, president of Summit Management Corp., uses the word a lot when describing the Sleep Inn and MainStay Suites hotels he plans to operate side by side in Atlanta. He also views his relationship with Choice as highly synergistic.

Averbuch opened his first Choice franchise, a Sleep Inn hotel, in downtown Memphis, Tenn., in 1996. It has performed exceptionally well and received a Choice award in 1998 for achieving the highest RevPAR of any Sleep Inn hotel.

The success of his Memphis property not only inspired Averbuch to build a second Sleep Inn hotel in Atlanta's Buckhead section but also to consider another Choice brand for a plot of land directly adjacent to the new Sleep Inn site. "I wanted a brand that would complement Sleep Inn by meeting different needs for the same customer," he said.

Enter Choice's MainStay Suites mid-priced, extended-stay brand. "By offering a new, fresh lodging product for extended-stay guests directly next door to a similarly positioned product for transient guests, we are truly a full-service provider here in Atlanta," Averbuch said. "It's brand segmentation at the local level."

According to Averbuch, Choice professionals were integrally involved in each step of the development and marketing phases for both Sleep Inn projects and for the new MainStay Suites hotel. "Choice ensures consistency in these products by being available for consultation throughout, from ground-breaking through construction," he said.

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