Choice Hotels International, Inc., has officially announced its first contract under the company’s recently reintroduced SOAR (Supporting Ownership Access and Representation) program, a program which is designed to create hotel ownership opportunities for underrepresented entrepreneurs. Under the agreed terms, Damon Healey of Eternal Companies, a real estate investment and asset management firm, would execute a contract to convert two hotels in Georgia to Suburban Studios, one of Choice’s four extended stay brands. More on Suburban Studios would reveal how its innate design features flexibility to help enable quick and efficient conversions. Having referred to that, we now must turn our attention towards the two recently-converted hotels i.e. Suburban Studios Columbus Bradley Park and Suburban Studios Macon North. Beginning from the former, Suburban Studios Columbus Bradley Park happens to be located at 1721 Rollins Way in Columbus, Georgia. Featuring a total of 92 rooms, the hotel also enjoys close proximity with local attractions such as the National Infantry Museum, Flat Rock Park, the National Civil War Naval Museum, and the Columbus Botanical Garden. Next up, we have the Suburban Studios Macon North, which is located at 3980 Riverside Drive in Macon, Georgia. Another location-themed detail which we got to mention here is rooted in the fact that this particular property is situated off I-75 and is close to local attractions like Ocmulgee Mounds National Historical Park, the Museum of Arts and Sciences, Amerson River Park, and the Allman Brothers Band Museum at the Big House. All in all, the hotel has a total of 73 rooms.
“Choice has, if not the best, one of the best franchise models, especially in the extended stay category. That’s why I’m thrilled that our hard work and dedication, with the help of SOAR and our investors, including partners also within the African American community, have paid off and we’ve been able to successfully open two Suburban Studios in Georgia,” said Damon Healey, founder of Eternal Companies. “The level of support we have received from Choice on how to navigate hotel ownership every step of the way has been next level. I hope my journey will help inspire others to get into hotel ownership.”
Coming to the reintroduction of SOAR program earlier this year, it builds upon Choice’s longstanding commitment to support underrepresented entrepreneurs in reaching their goal of making small business ownership a reality. You see, it is the only hospitality company boasting a dedicated team for extending the opportunity of hotel ownership to underrepresented populations. To expand upon the program’s impact, since its inception almost 20 years ago, the program has awarded and financially supported more than 370 franchise agreements with underrepresented minority and veteran entrepreneurs. In fact, during the year 2023, SOAR executed 28 new franchise contracts. This included 9 contracts with African American hotel owners, and 17 contracts with women owners through the HERtels by Choice program, which designed by women for women to empower female entrepreneurs throughout their ownership journeys. All in all, since the HERtels by Choice program launched in 2021, approximately 80 women have participated in the program, leading to 59 new female-owned hotels.
Anyway, the same year saw the number of agreements signed with Native American hotel owners almost doubling, whereas the number of agreements with Hispanic and Latino owners also increased by an estimated 30%.
“Choice is a leader in extended stay and the category continues to be one of the hottest in the hospitality industry with double the demand to supply,” said Matt McElhare, vice president and lead for extended stay brands at Choice Hotels. “That’s why we’re so excited to welcome Damon Healey and Eternal Companies to the Choice extended stay family and hope to work with him on more projects in the future.”
As for Suburban Studios®, it is basically known for offering longer-staying guests a comfortable, affordable extended stay experiences. At present, the brand boasts over 100 locations across the United States, each location featuring in-room kitchens, 24/7 laundry facilities, free Wi-Fi and premium movie channels, and bi-weekly housekeeping.
