Choice Hotels International has signed two new contracts 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, N.M., and a Rodeway Inn in Effingham, Ill.—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," John Lancaster, vice president of franchise development and strategic programs at Choice Hotels International, said in a statement. "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 a WoodSpring Suites in Truth or Consequences. The 82-room hotel is slated to begin construction next year. Choice recently opened its 500th property in the extended-stay category.
Ben Rohlfing, Amanda Rohlfing and Bob Schultz executed a conversion contract for the Rodeway Inn Effingham in Illinois as a conversion of a former Super 8 motel. Ben Rohlfing is a former Navy Electrician's Mate Nuclear, and Amanda Rohlfing is a former Army MP. The 49-room Rodeway Inn opened in October.
"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," Ben Rohlfing said.
The SOAR program is part of Choice's efforts to support underrepresented entrepreneurs. Since its inception more than 20 years ago, Choice has awarded and offered financial support for 387 franchise agreements for veterans and underrepresented entrepreneurs under the program.