DALLAS—Ashford Hospitality Trust announced that as part of the company’s ongoing asset management initiatives, it has entered into a franchise agreement to convert the 258-room, Crowne Plaza Beverly Hills to a Marriott after the expiration of the existing Crowne Plaza license agreement in March of 2015.
The conversion includes an extensive product improvement plan (PIP), estimated at $25 million, to include an upgrade of the Heating, Ventilation and Air Conditioning (HVAC) system, an extensive renovation of the guestrooms and public areas, including a transformational lobby renovation, and exterior improvements which will enhance the sense of arrival for guests. The newly-minted Marriott Beverly Hills will continue to be managed by Remington Lodging and Hospitality following the completion of the conversion.
Additionally, the company also announced that on May 31, 2013 it completed the transfer of management from Marriott to Remington Lodging and Hospitality at seven of its select-service hotels (SpringHill Suites Richmond Virginia Center; Residence Inn Phoenix Airport; Residence Inn Newark Silicon Valley, CA; Courtyard Oakland Airport; Courtyard by Marriott Newark Fremont, CA; Courtyard Palm Desert; and Residence Inn Palm Desert) and one full-service hotel (Marriott Suites Market Center Dallas). All of the franchise agreements include PIPs.
“We are very pleased with the conversion of these newly franchised assets and the planned repositioning of our Beverly Hills hotel. Our goal is always to maximize the value of our assets and create long-term value creation. We believe these initiatives will ultimately result in increased revenues and additional cost savings,” commented Monty J. Bennett, Ashford’s chairman and chief executive officer. “The Marriott Beverly Hills is well positioned within the marketplace as presently there are few full service Marriott hotels near the hotel. We believe the conversion of our Beverly Hills hotel is well-timed and we expect to reap the benefits of this market demand.”
Ashford Hospitality Trust is a real estate investment trust (REIT) focused on investing opportunistically in the hospitality industry across all segments and at all levels of the capital structure primarily within the United States.