LAS VEGAS At Choice Hotels International s annual conference being held here, a confrontation arose between certain franchisees and President/CEO Charles Ledsinger regarding the company s new re-imaging program.
According to a source close to the situation, as Ledsinger discussed the re-imaging campaign during an IOC meeting held April 30, Gary Tharaldson of Tharaldson Enterprises stood up and voiced his discontent with the way the program was developed. He said that IOC members were not consulted regarding the re-imaging and that many didn t want to move forward with the program.
Later that day, EVP/Domestic Hotels, Steven Schultz, announced the news of the re-imaging program to attendees at the opening general session. As he spoke, dozens of franchisees walked out in protest.
The program causing the uproar was designed to update the logos of the company s Quality, Comfort Suites, and Sleep brands. This means that franchisees would be responsible for new signage and/or promotional materials for each of their properties carrying those flags.
Ledsinger later said that Choice might delay rollout of the new program to address franchisee concerns. (5/1/01) Shannon McMullen