|
Howard
Johnson Landmark: Vol. V No. 4 March 1985, p. 1 |
|
Motor
Lodge of the Future Past...Concept '85
Segmentation
of the hospitality industry took off in the early 1980s with a
host of lodging choices meant to appeal to contemporary travelers,
but the Howard Johnson Company was slow to respond and devised
its Concept '85 plan too late in the game to reinvent itself.
In retrospect the Concept '85 scheme appears to have been a viable
contender, yet was apparently much borrowed from Marriott's initial
Courtyard concept as well as the pre-Marriott version of Residence
Inn.
Introduced
to employees in the March 1985 Howard Johnson Landmark,
the design was said to employ a "Residential look ideally
suited for suburban sites near airports and highways and close
to hospitals, office and industrial parks," and it was hoped
that "the new lodging choice would give the company an opportunity
to attract new customers." Company officials said that it
"will expand Howard Johnson's leadership role in mid-priced
accommodations and provide greater marketing impact." Long-time
Company man Arthur Barrett even went so far as to predict that
"this product will be the Howard Johnson lodge of the next
decade." Plans were drawn up so that each region of the United
States would feature properties with a blend of "local architecture
...stucco facing in the South, wood for New England, brick in
the Mid-Atlantic or Midwest and adobe in the Southeast."
Each property was to consist of "two-story structures that
offer 120 to 140 guest rooms. Restaurant and lounge facilities
will seat a total of 90 and will accommodate room guests rather
than serve as a stand-alone business." CHK Associates of
Silver Springs Md was the concept architect, and the Company planned
to have prototype located near Boston area.
Time
ran out for Howard Johnson's in November of 1985 after its parent,
Imperial Group PLC of the UK, sold the Company for less than half
of what it had paid for it just five years earlier. Buyer Marriott
immediately sliced and diced Howard Johnson's up into many pieces
with former HoJo franchisee Prime Motor Inns holding the brand
name and what had been its Motor Lodge division.
|
|
huntsville |
Hotel
& Resort Industry: November 1987, Vol. 10 No. 11, p. 40
Larry Passaro |
|
|
Huntsville-Airport,
Alabama -- 8721 Madison Blvd (Hwy
20) |
|
Prime
Motor Inns initially appeared to have embraced its role as Howard
Johnson's owner, but it was quickly revealed that the former franchise
operator was quite ill-suited to carry on the Orange Roof legacy
of success. Management miscalculated that it could sell off all
of the Company owned Motor Lodges and franchise them as well as
encourage owners of existing motels to become its franchisees--via
conversions of sub-par properties in order to pay the bills. But
more, Prime placed great emphasis on Concept '85 which had been
qualified as Park Square Inn by the time of its accession to the
Orange Roofed throne.
|
Prime's propaganda described the new concept thusly:
The
Howard Johnson Park Square Inn is an exciting new concept
in lodging hospitality. With a beautiful landscape and residential-style
architecture, Park Square Inn may well become the new standard
by which all other hotels are judged. Typical characteristics
of Park Square Inn are its "residential" architecture
with an interior courtyard for your enjoyment, casual restaurant
and lounge, swimming pool, exercise room and sauna. Experience
Park Square Inn. A whole new hotel experience. provides a
relaxing atmosphere while you are traveling for business or
pleasure. Each Park Square Inn has an outdoor courtyard (surrounded
by the building on all sides), casual restaurant and lounge
and swimming pool. Experience Park Square Inn, a new development
in Howard Johnson lodging service. |
|
Huntsville's
second Howard Johnson's location was planned prior to the demise
of the Company and was to be the prototype which would exemplify
revival of the chain. By the time it was opened Howard Johnson's
itself had ceased to exist and the location was held up as a model
of things to come by the Company's inept and soon to be bankrupt
successor, Prime. In the end, only three Park Square Inns were opened.
The other two units (Orlando and Ocala, Florida) did not follow
the Company's Concept '85 ideal and were more like brazen copies
of Marriott's Courtyard and since both of the sites so resembled
Marriott properties both were converted into Courtyard by Marriott
hotels by the late 1990s.
|
|
|
Howard
Johnson Directory: January -- June 1988 cover |
|
|
|
Prime
Motor Inns, Inc. 1986 Annual Report: p. 11-12
Larry Passaro |
|
The
once highly touted savior of the chain, the Huntsville Howard
Johnson Park Square Inn, faded into oblivion like HoJo itself
and in 1997 became a Radisson Inn. |
|
|
Howard
Johnson Directory: July -- December 1988 p. 3 |
|
|
|
The
purpose of this site is informational. It is neither commercial
nor representative of any brand, company, or business. Trade names,
trademarks, etc. that are depicted remain the property of their
respective owners. Please contact this site's owner
prior to reproducing any part of it. Works from contributors (includes
photographs, ephemera, etc.) must not be reproduced without their
explicit consent. |
|