AmericInn Unveils New Brand Image At Confab

ST. PAUL, MN— Set against a theatrical theme, the AmericInn International LLC annual conference held here recently focused on creating a brand image as solid and identifiable as the masonry construction it touts as a hallmark of its upper-end, limited-service properties. President/CEO Luke Fowler’s strategy message to some 400 attendees at the Radisson Riverfront Hotel St. Paul May 6 to 8, was a simple one: “To assure our place as a major force in the lodging marketplace.” Holding the goal of 200 properties as a benchmark, the once-regional Midwest chain now has 162 properties open in 20 states— up from 137 in 1999— and expects to hit 9,200 rooms in 2001 along with the 200-property level. It also expects to hit five new states— California, Montana, Utah, Connecticut and New York— for distribution of its products, and has 30 projects under construction or development. In the tight Northeast markets, for example, it will open an 80-room property on Interstate 395 in Norwich, CT, at the entrance to the Foxwoods Casino complex. Part of the chain’s desire to succeed is to “never be satisfied with the same old song and dance,” said Fowler. Thus, AmericInn officially rolled out its new logo and slogan, cementing its commitment to carving a contemporary image as a cleaner, less-complicated buy for consumers seeking a quiet, comfortable place to stay. “We determined the need to refine our logo so it reflects our quality brand image to the consumer,” said Fowler. Research had shown the signage to be inconsistent with the lodging experience, too “busy” with graphic elements. Positioning itself as a product that delivers— albeit without a guarantee— a quiet lodging stay, the chain decided to make that “hidden value” the brand cornerstone. • “We actually created a brand definition,” said Jon Kennedy, senior vp/marketing and franchise development. “AmericInn is the advocate of the weary traveler in need of the replenishment of quiet times.” The previous tagline, “A sound lodging decision,” has been replaced with the slogan “Quiet Nights, Rest Assured,” and AmericInn’s yellow bell has been rung off the brand image, replaced by a blue field, white lettering and red surround with stars. The logo and signage shape remains the same, allowing easy transition for franchisees, who have up to five years to do phased-in replacement. “It’s my firm belief that these changes will have a dramatic impact on our ability to market the AmericInn lodging system and reach more customers in the years ahead,” added Fowler, noting 2.4 million guests stayed at AmericInn in 2000. • Meanwhile, two franchise sales directors, Jerry Caufield and John Kendrick, have been hired to aid expansion efforts. “Our goal is still 20 to 30 [properties]a year,” said Kennedy, “And we’ve been on track or pretty close for the last six years.” The chain plans to do promotion, PR and advertising to drive brand identity. Efforts will be supported in-house and via Chicago-based agency Cramer Krasselt. And for the first time, the AmericInn corporation itself has invested $126,000 in the chain’s national marketing fund. Susan Prather, senior vp/Cramer Krasselt, noted the chain would continue to sponsor its successful AmericInn Lodging National Chess Tournament, which reinforces its quiet image, she said. There are also plans to have “chess corners” in each property’s lobby for hosting community chess events and for guests to play. Bill Hobbs, vp/marketing, noted business travelers are also being targeted in destination cities such as Chicago, Milwaukee and Kansas City. Kennedy reassured developers of the all-new-build brand, that despite a soft economy, financing was available in certain scenarios. “In secondary markets… conventional and SBA financing is readily available. In these markets, banks are competing for the loan package,” said Kennedy. “Development interest in our product is still there,” added Kennedy. “So financial interest should still be maintained throu