Choice Hotels awards first contract under reintroduced program to boost diverse hotel ownership

The initiative is designed to promote hotel ownership opportunities for underrepresented entrepreneurs. Damon Healey of Eternal Companies, a real estate investment and asset management firm, has signed a contract to convert two hotels in Georgia to Suburban Studios, one of Choice’s four extended-stay brands. The two properties opened on May 30.

“We’re so excited to announce the first contract under the newly reintroduced SOAR program and to work with franchisees like Damon Healey. Our team is dedicated to opening doors so that underrepresented entrepreneurs can soar as hotel owners,” says John Lancaster, vice president of franchise development and strategic programs at Choice Hotels International.

Damon Healey, founder of Eternal Companies, says, “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.” He adds, “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.”

Suburban Studios offers an "Extended Stay Made Easy" design package, which provides flexibility to enable quick and efficient conversions. The new Suburban Studios properties are:

• Suburban Studios Columbus Bradley Park: Located at 1721 Rollins Way in Columbus, Georgia, with 92 rooms. Nearby attractions include the National Infantry Museum, Flat Rock Park, the National Civil War Naval Museum, and the Columbus Botanical Garden.
• Suburban Studios Macon North: Situated at 3980 Riverside Drive in Macon, Georgia, with 73 rooms. The hotel is conveniently located off I-75 and close to 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.

“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,” says Matt McElhare, vice president and lead for extended stay brands, 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.”