Choice Lifts Lid On ‘Room In A Can’

SILVER SPRING, MD— Choice Hotels International is hoping to streamline several operations as it lifts the lid this August on “Room In A Can,” a design-based all-inclusive solution for three of its eight franchised brands. The initiative, out of Choice’s Strategic Partnerships (SP) division, will address design (FF&E), operational supply (OS&E) and procurement requirements, whether it’s ground-up construction renovation or conversion. At present, it’s specifically for Comfort Suites, Econo Lodge and Sleep Inn. According to SP’s director Jill Robbins and senior director Laurie Woliung, the chain is hoping to reach out to franchisees in a time-efficient, moneysaving mode by having them literally reach inside a gallon-size paint can filled with vendor-supplied samples to get a tactile sense of what they can expect when they order goods for their properties. “Up until now we have not had real, clear programs for our licensees to produce their hotels with regard to FF&E, as well as operating supplies, in one area where they could procure all of those elements within our brand rules and regulations. They’ve had to pretty much piecemeal it on their own,” Woliung told HOTEL BUSINESS®. “This is a deliverable that includes everything they could need from the time they clear the land until they put the key in the door. We refer to it as trees to keys.” The RIAC itself comes with its own key to pop the lid on the FRCH Design Worldwide created, graphics-intense pail, which also features a luggage tag informing franchisees the can is their “passport to design.” All eight Choice brand logos grace the front of the can while the back has space for a dozen company logos, telephone numbers and descriptors for suppliers looking to tout their related products. There’s also a synopsis of just what RIAC is and where to call. “Franchisees would get a picture of a color board and because they weren’t in the design world, they couldnt necessarily take that picture and visualize what it meant to their hotel,” said Robbins.” Now, once the lid is off the can, they can. Inside, there are swatches of individual fabric and finish samples. With the Comfort Suites RIAC, for instance, rich tones of burgundy, gold, brown and spruce in solids and patterns color the generous-size fabrics of varying textures for throw pillows, task chair, ottoman, bedspread and dustruffle. Ivory-colored sheers can be held against the bone-colored guestroom vinyl to get a mental image of the match. Patterned green and gold bathroom vinyl also is included, as is a piece of guestroom carpeting and casegood finish. Post-It® Notes, pens and bedside writing pads with logos and calculator round out the prototype package. Being finalized is a condensed brand manual (in printed and CD versions) that includes a how-to process guide for new build/renovation/conversion; rules, regulations and full product specifications (FF&E and OS&E) for selected brand; pricing information for design and OS&E packages; contact information; and an endorsed vendor list. “A lot of the initiative has been fueled by our relationships with our endorsed vendors. There is marketing opportunity on the can. Those spots have been sold in order to pay for this initiative,” said Woliung, noting the overall cost of the rollout is “in the $100,000 to $200,000 range.” She stressed “what’s really important is there’s no cost to our licensees.” “In trying to bridge the gap between design and the franchisee, the can is certainly a marketing tool, but also gives the franchisee those key elements within their rooms…they can literally do a mini-design charette on their desks. It’s a very tactile thing: they can touch it, they can feel it, they can pour coffee on it and see what can happen to those materials,” said Robbins Each of the three brands will have their own cans. Woliung noted there’s also an initiative wrapped around the program to negotiate pricing with endorsed vendors to secure the best pricing for the p