CHOICE
HOTELS

Making the Case for Choice Hotels Owners Council
The Choice Hotels Owners Council had historically provided its members with a semi-annual owners-only meeting until internal discord forced a hiatus.
Determined to revive the event and elevate its content with high-level industry speakers on healthcare, legal issues, and finance, CHOC asked Actio to help shift event perception and build attendance quickly.

AT-A-GLANCE
  • 50 Attendees
  • Arizona Grand Resort & Spa, Phoenix, AZ
  • 2 Day Event
  • Three Keynote Presentations
  • 6 Educational Tracks
  • Two Themed Recepetions
In an on-going effort to increase its value to its membership, the Choice Hotels Owners Council elected to reinvent its Owners Meeting, re-naming it the Owners Investment Conference. The timing of the decision was such that there was only a four-month window to locate a venue, spread the word, as well as procure speakers and sponsors for this start-up event.
CHOC turned to Actio and our partners to handle all aspects of the event, from logistics, to pre-event marketing, theming, executive presentation development and coaching, staging, keynote speakers, vendor pavillion, special event evenings, registration, food and beverage, video production, and on site materials.

Making the Case for Choice Hotels Owners Council
The Choice Hotels Owners Council had historically provided its members with a semi-annual owners-only meeting until internal discord forced a hiatus.

Determined to revive the event and elevate its content with high-level industry speakers on healthcare, legal issues, and finance, CHOC asked Actio to help shift event perception and build attendance quickly.

Keynotes

Peter Yesawich, MMGY
Marlene Colucci, AHLA
Jan Freitag, STR
Shift In Focus
The content of the Owners Investment Conference was designed to be similar to other hospitality conferences, but at a rate that was more affordable to the owners. Topics included healthcare reform, how to get access to lenders, understanding franchise agreements, top industry trends, and legal action being taken at a national level on behalf of the hospitality industry.
What’s In A Name?
To underscore the unique and fresh approach of this conference for Choice Owners, the decision was made to re-name the conference as well. Besides calling it the Choice Hotel Owners Investment Conference, which elevated it to top industry events, the theme of the conference ‘Invest in Yourself, Invest in Each Other” became an annual theme for all CHOC events. This approach helped to communicate the value of CHOC throughout the year, as well as provide visibility to the new event to those not yet having attended.
Venue Matters
In order to attract attendees on short lead time, a venue had to be found that was not only a destination, but lower than typical rates, good air lift, and proximity to a major airport. In just four weeks a venue that fit the bill, The Arizona Grand, was identified, a site survey handled, and contract underway.
Pre-event Marketing Builds Engagement
Actio produced a series of newsy emails as well as video invitation from the excutives, featuring the location, new product, ways to earn points toward expenses and lodging, as well as educational topics, and Keynote presentation. As the discount pricing deadline approached, emails with a timeliness message drove attendance up 30% in three days.

The Results were a sold-out event in its innaugural year, with attendees raving about the level of content as, “I learned more in 20 minutes than I have sometimes in two hours!”

Case Studies
CHOICE HOTELS

Making the Case for Choice Hotels Owners Council

The Choice Hotels Owners Council had historically provided its members with a semi-annual owners-only meeting until internal discord forced a hiatus.

Determined to revive the event and elevate its content with high-level industry speakers on healthcare, legal issues, and finance, CHOC asked Actio to help shift event perception and build attendance quickly.

AT-A-GLANCE

  • 50 Attendees
  • Arizona Grand Resort & Spa, Phoenix, AZ
  • 2 Day Event
  • Three Keynote Presentations
  • 6 Educational Tracks
  • Two Themed Recepetions

In an on-going effort to increase its value to its membership, the Choice Hotels Owners Council elected to reinvent its Owners Meeting, re-naming it the Owners Investment Conference. The timing of the decision was such that there was only a four-month window to locate a venue, spread the word, as well as procure speakers and sponsors for this start-up event.

CHOC turned to Actio and our partners to handle all aspects of the event, from logistics, to pre-event marketing, theming, executive presentation development and coaching, staging, keynote speakers, vendor pavillion, special event evenings, registration, food and beverage, video production, and on site materials.

Keynotes

Peter Yesawich, MMGY
Marlene Colucci, AHLA
Jan Freitag, STR

Shift In Focus

The content of the Owners Investment Conference was designed to be similar to other hospitality conferences, but at a rate that was more affordable to the owners. Topics included healthcare reform, how to get access to lenders, understanding franchise agreements, top industry trends, and legal action being taken at a national level on behalf of the hospitality industry.

What’s In A Name?

To underscore the unique and fresh approach of this conference for Choice Owners, the decision was made to re-name the conference as well. Besides calling it the Choice Hotel Owners Investment Conference, which elevated it to top industry events, the theme of the conference ‘Invest in Yourself, Invest in Each Other” became an annual theme for all CHOC events. This approach helped to communicate the value of CHOC throughout the year, as well as provide visibility to the new event to those not yet having attended.

Venue Matters

In order to attract attendees on short lead time, a venue had to be found that was not only a destination, but lower than typical rates, good air lift, and proximity to a major airport. In just four weeks a venue that fit the bill, The Arizona Grand, was identified, a site survey handled, and contract underway.

Pre-event Marketing Builds Engagement

Actio produced a series of newsy emails as well as video invitation from the excutives, featuring the location, new product, ways to earn points toward expenses and lodging, as well as educational topics, and Keynote presentation. As the discount pricing deadline approached, emails with a timeliness message drove attendance up 30% in three days.

The Results
were a sold-out event in its innaugural year, with attendees raving about the level of content as, “I learned more in 20 minutes than I have sometimes in two hours!”