Courtyard, Residence Inn, Fairfield, SpringHill Suites and TownePlace Suites Exterior Signage Brand Standard & Available Subsidy
Courtyard, Residence Inn, Fairfield, SpringHill Suites and TownePlace Suites Owners, Franchisees and Franchise Management Companies | Last year we updated brand logos and brand voice to create a modern identity for each brand to lift the overall consumer perception and the likelihood that consumers will consider the brands. The logos are aligned with their brand positioning, and strengthen their portfolio affiliation with a consistent treatment of the “by Marriott” endorsement. Hotel signage acts as “billboards” for the brands so it is important that we provide that same elevated and modernized image. At this time, the majority of the exterior signage across the classic select brands reflect old logos, many in the cartouche logo of more than fifteen years ago. To support the need to elevate the brand image and keep the brands relevant with their target customers, a brand standard has been established that requires hotels to replace exterior signage by January 1, 2022.
The brand standard will require hotels to ensure that all signs on the exterior of a hotel building or on the hotel property — including but not limited to channel letters, entry letters, directional signs, monument signs, building blade signs, mid-rise and optional high-rise (pylon) signs — are installed in compliance with all relevant design specifications. Given the impact exterior signage can have on guest perception, this standard is planned for inclusion on the BSA at the highest point value.
To expedite the replacement process and help offset the estimated $35K-$62K per hotel cost, a one-time subsidy is available to hotels in the U.S. and Canada that complete the installation by January 1, 2022. This subsidy is available when using the identified preferred vendors with whom we have negotiated volume pricing that includes: below market pricing for both new and existing hotels, extended warranty terms, and financing options. The preferred vendors are Entera, Persona, Inc., MC Group, and Coast Signs, Inc. and Montreal Neon Signs.
Each of these vendors will manage the submittal, approval and verification process. For franchised hotels, vendors will invoice Marriott for the subsidy amount and owners for remaining cost of the installation. MxM hotels will follow the normal payment process. The subsidy amount paid will be a flat subsidy, varying by brand due to different levels of System Marketing Funds available:
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Subsidy per Hotel |
$17,000 |
$11,000 |
$7,000 |
$11,000 |
$7,000 |
To assist with determining the current eligibility, owners, franchisees and franchise management companies of Courtyard, Residence Inn, Fairfield, SpringHill Suites and TownePlace Suites hotels received a direct communication on August 30 with portfolio-specific details. To learn more about eligibility requirements, click here.
We believe updating these signs at scale will elevate the overall image of Courtyard, Residence Inn, Fairfield, SpringHill Suites and TownePlace Suites. For more information, please refer to MGS or email exteriorsignage@marriott.com.
