LAS VEGAS? Cendant Corp.?s subsidiary Villager Lodge is celebrating its 10th anniversary and simultaneously embracing a series of changes, including a new mascot, master franchise agreement and the launch of a new mid-market product, in preparation for the year 2000. Located primarily in the southeastern U.S. with a concentration in Florida, Villager Lodge has more than 125 properties and has hired a senior vp/franchise sales, two regional vps, nine franchise sales directors and a full-time franchise services team for the first time in its 10-year history. ?In the year 2000, Villager is committed to moving its emphasis from local and regional to national exposure,? said Bob Greeson, director of marketing for Villager Lodge. Villager targets budget conscious families, corporate relocations as well as construction and business travelers. The Mayor, Villager?s new mascot, was introduced to help ?create a visual identity that, in some way, gives the Villager brand a face, a voice, and personality that serves as the vehicle for all marketing messages,? said Greeson. ?Our Mayor represents all the people who reside in his Village, whether they are long-term residents or temporary visitors,? said Ken Rodgers, president/CEO of Villager Lodge. Marketing efforts in the coming year will also include advertisements in national consumer newspapers in addition to 30- and 60-second radio spots that franchisees will be able to use for their local markets. To reach a larger audience, Villager has partnered with Public Storage, a chain of self-storage facilities, and Oakwood Corporate Housing, an extended-stay apartment, on a reservations referral program set to begin early next year. Public Storage and Oakwood Corporate Housing will receive commissions for reservations made through their member lines. Oakwood?s involvement in the partnership is meant to augment locations where they don?t have properties. In addition, Villager?s website has been enhanced to provide up-to-date information on the chain?s programs and promotions as well as real-time, on-line reservations capabilities for the chain?s 125-plus hotels in the U.S. Villager Franchise Systems has joined a global distribution system (GDS). ?According to industry statistics, approximately 99% of U.S. and Canadian agents utilize at least one GDS,? said Greeson. This step is anticipated by Villager to increase revenues and success for the brand. To ensure success, Villager has been adding new franchises and eliminating properties that were not meeting the expectations of the Villager guest or the brand?s quality assurance requirements. Villager Lodge?s new 40-room extended-stay prototype, with an exterior corridor on the lower level and an interior corridor on the upper level, debuted with the grand opening of a property in Thomson, IL in July. The first Villager Premier, a new mid-market tier property, will open as a 144-room facility in Kissimmee, FL by year?s end following renovations to the formerly independent property. Malcolm Wright, the developer, plans to expand the property to more than double its units in 2000. ?Developers and hoteliers have expressed a need for an extended stay, mid-market product that will offer Villager value and services, and we feel it was the right time to provide this opportunity,? said Rodgers. While the new tier will still focus on the Villager philosophy of clean, comfortable and well maintained rooms, additional amenities will be offered including expanded kitchen facilities, larger microwave ovens and refrigerators, in-room coffeemakers, irons and ironing boards, expanded toiletry items and a business or fitness center. Rodgers hopes to have 20 Premier properties open and operating by the end of 2000 and between 75 and 100 open within the next five years. License applications have been received to build Villager Premier in California, Florida, Georgia, Illinois and Missouri. In keeping with a national and international plans for expansion, a
