Timed to its completion
of converting 12 former Wyndham hotels, and in the spirit of the upcoming
Olympic Games, PRIME Hotels & Resorts is holding a “feat of Olympic
proportion” by staging “Opening Ceremonies” at 12 of its properties
nationwide throughout the months of July and August, 2004. The events
provide games, food, drink and entertainment for some 1,500 people who are
attending nationwide. The coast-to-coast blitz process includes five teams going door-to-door in
local markets to create awareness of the newly converted hotels. They
include properties in: Salt Lake City, UT, Sunnyvale, CA, Naperville, IL,
Bloomington, IL, two in Seattle, WA, San Diego, CA, Nashville, TN,
Atlanta, GA, and three in Phoenix, AZ.
Among the agenda items are ribbon-cutting ceremonies, “Olympic Games”
including Olympic pillow toss and the Nerf basketball shootout, and
International receptions of food and beverage from across the globe.
As part of the brand’s move into the upscale full-service hotel arena, and
to differentiate itself in that marketplace, PRIME Hotels & Resorts is
providing free and unlimited wired and wireless, high-speed Internet
access at all of its properties. Furthermore, as members of the Prime
Rewards loyalty program, guests staying at PRIME Hotels & Resorts can
enjoy PRIME Personal Choices by selecting their own, favorite Welcome
Amenities that will be in their guest room awaiting their arrival. Prime
Rewards members also earn both points and miles for FREE nights and FUN
flights as a participant in its Prime Rewards loyalty program. Members
will also earn a minimum of 500 airline miles per stay.
Prime Hospitality Corp. launched the PRIME Hotels & Resorts brand in
January 2003 with the conversion of the Sheraton Saratoga Springs to PRIME
Hotel & Conference Center- Saratoga Springs, NY. In March of this year,
the chain expanded with the re-branding of the Radisson Hotel & Suites,
Fairfield, NJ and the Radisson Suites, Secaucus, NJ, and in the past three
months 12 Wyndham hotels to the PRIME Hotels & Resorts brand.
In December 2003, Prime Hospitality Corp. entered into a management
agreement with Hospitality Properties Trust (HPT) for 24 AmeriSuites
hotels and 12 full-service Wyndham hotels to be re-branded under PRIME
Hotels & Resorts chain. The agreement became effective on January 1, 2004
for the AmeriSuites hotels and February 1, 2004 for the PRIME Hotels &
Resorts hotels. Also, as part of the agreement, HPT will provide $25
million during the first two years to pay for re-branding and other
capital improvements on the 36 hotels.