Leo E. Spriggs, president of Hospitality Management Corp. in Dallas, tells GlobeSt.com that the change will deliver one of, if not the only, full-service, mid-price hotels in the Addison submarket. He estimates it will take "just shy" of $1 million to complete the makeover for interior and exterior changes to replace the limited service branding with a full-service lineup. The re-flagging requires the addition of a restaurant, Kem's Cafe, and kitchen along with other significant building changes. Work began late last week on the 4960 Arapaho Rd. property; completion is set for October.
Spriggs and Tom Clancy, vice president of sales and marketing, recommended the flag change to the owner, Deshta Hospitality Ltd. of Addison, after a three-year review of the hotel's positioning in the market. The repositioning recommendation was to replace the flag with one favored by Corporate America for meeting and training center business. The hotel has 2,675 sf in three meeting rooms, giving it leverage in the market for small conferences, Clancy explains. The completed project will put the hotel into the Holiday Inn's Priority Club Program.
Hospitality Management took over the hotel's operation in December 2001, about three years after doors swung open as a limited service brand. Spriggs confirms the owners opted for an early out on the Wingate Inn contract and signed a 15-year franchise with Holiday Inn. When the new flag rises, corporate rates will be set at $79 to $89 per night, according to the operator.
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