Red Roof Plus & Suites has been renovated and reopened in Chattanooga, Tennessee.A massive renovation of a hotel site that was in foreclosure two years ago drew top brass from a nationwide lodging company, along with local tourism officials.
The grand opening of Red Roof Plus and Suites in downtown Chattanooga on Wednesday happened with a harpist playing in the lobby. Later, owner Dhaval Patel gave away a flat-screen television to one of about 60 attendees and handed a check for $1,000 to the local VA.
But those were bells and whistles, sidebars to the main point of focus.
"I can't remember the last time there was a renovation this big," said Bob Doak, president and CEO of the Chattanooga Area Convention and Visitors Bureau.
Patel's $650,000 renovation pretty much gutted the rooms. It also put new carpet in the halls and redid the lobby, pool area and exterior.
Tiles and faux-wood vinyl replaced carpet in rooms (except around the bed, to keep toes warm), flat-screen televisions were installed, and nightstands got multiple electricity plugs. Those are the same features in all Red Roof Plus locations. One extra touch Patel added to his location was granite on tables and countertops, from microwave stands to bathroom sinks.
Patel said he bought the 2431 Williams Road site and some adjacent land for about $1.65 million. That was in December 2012. Before then, the site housed a Comfort Inn & Suites and Rodeway Inn, he recalled.
He's hoping to make back his investment in three years.
"I can't wait," he said.
Patel also owns a standard Red Roof Inn on Shallowford Road, along with two Comfort Inns and a Super 8.
Red Roof's Plus brand debuted in March. The Williams Street location is among the first franchises to have that designation. The Suites addendum takes it a step higher.
Patel went the extra length because it seemed a wiser business decision, he said. The hotel's 51 suites rent for $59 to $119, and some feature hot tubs and kitchenettes. In comparison, average daily rates for standard Red Roof Inn rooms are $60, and $72 for Red Roof Plus.
"When a property manager makes an investment we jump at the opportunity to come congratulate him," said Andrew Alexander, Red Roof's president. About 10 other corporate Red Roof employees flew in for the event.
The Columbus, Ohio-based economy lodging brand has about 380 locations nationwide for all types of its hotels. They are franchised, corporate-managed or corporate-owned properties.
Mixed ownership creates a collegial atmosphere among owners, Alexander said. "If we ask them to put in 17,000 flat-screen TVs, they know we have to do it too."
In the past three years, the brand has put about $150 million into renovations of its properties nationwide, mainly those that are corporate owned, Alexander said.
About five years ago, Red Roof started research that led to its Suites arm. The brand renovated two floors at a time at its six-floor Columbus location. After each of the three phases, it asked guests for feedback.
Getting rid of carpeting was among the priorities.
"The smell of the room disappears," Alexander said.
The company decided to put imbed multiple electrical outlets on nightstands, which turned out to be perhaps the biggest hit, he said.
Contact staff writer Mitra Malek at mmalek@timesfreepress.com or 423-757-6406.