VANCOUVER, WA? Red Lion is lining up its ?ducks? in preparation for the revitalization of the brand, which currently stands at 20 hotels but expects to grow to 100 properties by 2003. A new senior management team was named to oversee the company?s expansion plans who, combined, have more than 70 years of hospitality-related experience. New appointees include: Charlie Cahill, director/sales and marketing; Lisa Healea, brand revenue manager; Sharon Smith, director/franchise support; and George Wittmann, director/accounting and finance. According to Jim Dina, COO of Red Lion Hotels & Inns, the group will lead the rebirth of a brand ?that has been dormant the last few years. Their goal is to provide the expertise, support and direction to build our brand for our guests, our owners and our franchisees,? he said. Executives at Red Lion are currently devising a business plan that will rekindle the spirit of the brand and help grow it mainly via a strong franchising effort that will be supported by Promus Hotel Corp. Dina said that Red Lion will sell franchises through the Promus development arm, which will provide an advantage in terms of experience and knowing interested parties. ?The [Promus] relationship will help us kick-start new business,? Dina said. The immediate goal ?is to sell franchises anyplace west of the Mississippi River,? he added. Eventually, the brand may migrate a little further East. Red Lion already signed its first deal in Denver for a 300-room hotel. The company expects to sign three more hotels by the end of this year. ?But first things first. We are working on setting up the company right before we grow too big,? said Dina. While franchises are being sold, new graphics and advertising slogans are being created to infuse life into Red Lion as it grows. An advertising firm has been signed on to create a new ad campaign. Portland-based RHAS is currently building the beginnings of a print and media campaign that will be used to build brand awareness. Tie-ins will be made to emphasize the ?lion? in Red Lion, and playful tag lines like: ?Relax. It?s The New Red Lion? will be part of the campaign. Special promotions with partners will likely be created to further spread the Red Lion name ?because we don?t have a lot of money, so it?s important to expand our media dollars,? said Cahill. Partners may include local zoos and airlines, according to Cahill. In addition to the brand?s national advertising budget, $250,000 is being infused into Red Lion?s print and media campaign, said Dina. The first installments of the program are expected to hit the streets early this fall. Cahill, Healea, Smith and Wittmann all worked for Promus Hotels prior to their selection as part of the Red Lion executive lineup. Cahill, who has 14 years of experience in hospitality, will be responsible for annual marketing and communications to support the brand, including national advertising, public relations, promotions along with direct sales. Healea will oversee revenue management activities for all hotels in the Red Lion system. She has 12 years of industry experience. Prior to joining Red Lion, Healea held a similar position as regional revenue manager for Promus and for Red Lion/Doubletree Hotels. Smith, who as director/franchise support, will manage franchise hotel operations, deliver performance support and develop, implement, and evaluate all brand programs and quality assurance initiatives. She has 16 years of operations and management experience. Wittmann will oversee all corporate and managed hotel accounting functions for Red Lion. Prior to joining Red Lion, he held the position of regional controller for Promus.
