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
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
throughout, from ground-breaking