NEWBURY PARK, CA— Now closing its third year as a membership organization, Best Value Inn is fast approaching the 200-property mark, adding hotels at an increasingly rapid rate, and gathering enough mass to feel comfortable as a serious industry player. “I’m truly excited about being three,” said CEO Roger Bloss, “because when I decided to launch the brand all the industry experts, all my friends and all my associates I really respect said: ‘Roger, you’re out of your mind.’” Thirty-seven months later, that mindset has produced a membership roster of 178 properties (at presstime), with applications coming in at a faster clip each week. According to Gene Kordoban, director/membership development, an average of one property every five days is finding its way into the fold against last year’s one-a-week average. And that window may close even further. For example, within 16 days in July four applications came to Kordoban, each signed, sealed and delivered, the one-time, $5,000 initial fee on its way to the bank, from diverse locations such as Waxahachie, TX, and Arlington Heights, IL. This year 32 properties have migrated to the BVI flag. In 2001, 52 members were signed. “I’d like to be a minimum of 1,000 properties within the next couple of years,” said Bloss. “My goal next year is to get into more airport and resort locations.” Markets like New York City and the Caribbean islands also are on his radar. “We have to demonstrate to our consumer and our members that it’ll work in those locations,” said Bloss. Member properties are located primarily in secondary and tertiary markets, as well as along highways and, Kordoban stressed, “we’re still pioneering in a lot of markets.” “We are growing at a rapid, steady pace,” said Bloss, “and the really nice thing is, it’s not growth by numbers, it’s growth by quality.” The organization remains loosely knit, with no “official” corporate office, although it has a Dallas-based reservations center and an operations base in Florida, to where several key executives have relocated, along with regional presence in Nevada, California and Ohio. Bloss sees an advantage to the structure, noting with regional presence on both East and West Coasts, the company is reachable beyond a single nine-to-five location. “We actually get an additional three or four hours a day of business,” said Bloss. BVI also is waiting for signoff on a new “official” name – Best Value Inn Hotel Group- which will umbrella its management and brand membership arms. In addition to the low initial fee, BVI bills a flat, monthly fee based on a property’s number of rooms opposed to a percentage of sales. For example, the monthly fee for a 100-room property, as calculated on BVI’s website, comes in at $1,095. It’s these features, along with a robust GDS out to 600,00 travel agents and global Internet coverage and distribution on major travel web sites to which Kordoban attributes the increased interest in the brand that now includes inns, inns and suites (about 30%-35% of the members), two extended-stay properties and one hotel. In addition, the company touts there are no liquidation damages since there are no long-term contracts, and there aren’t any mandatory structural changes needed for properties upon becoming a member. “Our contracts are year-to-year, but I’ve had several owners join us and sign up for two, three, even five years,” he added. Kordoban said word-of-mouth referrals, internal member recommendations and showing the BVI flag at industry trade shows also have helped boost the roster. “Most of it is our attitude,” said Bloss. “Our way of wanting to satisfy our customers.” For example, the CEO recently sent each member a report showing what their return on investment is based on the brand association, reservations delivery and marketing/incentive programs. “We basically say: ‘Look guys, here’s where every penny of your marketing dollar goes; here’s where your other dollars go; here’s your retu
