Two new contracts executed under Choice’s SOAR program
Choice Hotels International Inc. has revealed that two new contracts have been executed as part of its Supporting Ownership Access and Representation (SOAR) program, which aims to help empower and support hotel ownership for underrepresented entrepreneurs.
The new contracts—a WoodSpring Suites in Truth or Consequences, NM, and a Rodeway Inn in Effingham, IL—are part of the 17 SOAR contracts signed year-to-date. During the first 15 years of the SOAR program, Choice averaged one contract per month and has increased that to an average of two per month in the last five years.
“Our latest SOAR contracts with veteran and Latino hotel owners in New Mexico and Illinois reflect Choice’s unwavering commitment to fostering diversity in hotel ownership and bringing new, diverse voices into the industry,” said John Lancaster, VP, franchise development and strategic programs, Choice Hotels International. “By providing them unparalleled support and training, Choice helps them every step of the way to ensure they SOAR in their hotel ownership journey.”
Walter Barela and Brain Resendez of Peak Hospitality, a hotel acquisition and asset management firm, executed a contract to open the WoodSpring Suites in Truth or Consequences. The 82-room hotel is slated to begin construction next year and will cater to the area’s wellness-focused and adventure-seeking visitors drawn by attractions like natural hot springs and Spaceport America.
Ben Rohlfing, Amanda Rohlfing and Bob Schultz executed a conversion contract for Rodeway Inn Effingham. Ben Rohlfing is a former Navy Electrician’s Mate Nuclear and Amanda Rohlfing is a former Army MP. The 49-room Rodeway Inn opened near local attractions such as Lake Sara and the Effingham Performance Center.
“Choice Hotels and the SOAR program was there to help direct me with all the things I needed to know to be a successful hotel owner,” said Ben Rohlfing.
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