“The Comfort logo, and the new signage it lives on, is the ultimate symbol of change, signaling to new and existing guests a transformed brand,” wrote John Seabreeze, Director of Comfort Brand.
On May 22nd, 2018 the first “Box Tests” of the new Comfort branding were completed in Silver Spring, MD. While rain poured around them, approved sign vendors and Choice management gathered to watch the event.
Choice Hotels franchises over 6,400 locations in more than 40 countries and territories according to their website. The organization began in 1941 under the name “Quality Courts United, Inc.” Now, they’re a household name, managing popular hospitality locations like Quality Inn, Cambria Suites and Econolodge. Choice opened their first Comfort location in 1982.
On June 8th and 12th, the first two beta sites were installed in Boise, ID, and Wooster, OH respectively. At this time these are the only locations in the US bearing Comfort’s new logo.
“Both projects had some ups and downs due to city sign ordinances and construction progress, but our installers went above and beyond and the brand was very excited and pleased with how things turned out.” said Cole Fischer, Persona’s sales representative for both locations.
Before this remodel, Choice Hotels had only required face changes at their locations. This will mark the first time new channel letters and ground signs will be mandatory at all Comfort Inn, Comfort Inn & Suites and Comfort Suites properties. Choice plans to have 1,631 of the re-image properties completed by December 31st, 2020.
“Together, we have invested $2.5 billion in brand improvements – a testament to our commitment to enhancing the Comfort brand,” said Seabreeze. “With so much having changed inside the hotels, now is the perfect time to make a change on the outside too.”
The reimaging project “Move to Modern” (M2M) started on Monday, June 18th for the approved Comfort properties. Historically, Persona has led in reimaging initiatives, and plans to continue by completing more than 50% of these project locations.