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Sunday, Jun 4, 2023

Chatsworth Lodging Enjoys Proper L.A. Facelift

From light fixtures to the front door, Staybridge Suites in Chatsworth has undergone a radical makeover and is ready for visitors. Last month the extended-stay hotel, which is owned and managed by InterContinental Hotels Group, announced the completion of a $4 million renovation. The property was originally a Summerfield Suites when it opened in 1988 and was converted into a Staybridge when InterContientenal acquired it in 2008. The U.K. hotel company also operates the Crowne Plaza Hotel, Holiday Inn and other chains. Staybridge is an all-suite property, with one- and two-bedroom suites. Each includes a bedroom, living room and full kitchen. Jennie Kriz, director of sales for the hotel, said the renovation overhauled all 114 rooms and the public areas. Suite updates included new lighting, carpeting, furniture, artwork and flat screen TVs. New flooring, tiles and countertops were installed in the bathrooms. The hotel’s exterior was also repainted and had old green trellis replaced with white guardrails. “We changed almost everything,” she said. Room rates range from about $150 to $300 per night, depending on the size of the suite and season. Kriz said about 80 percent of visitors are corporate subcontractors while others include families displaced by flooding or fires. Hospitality consultant Jeff Lugosi, senior vice president at PKF Consulting in Los Angeles, said Staybridge has had trouble in the past keeping up with more well-known extended stay brands such as Hilton Homewood Suites. “They’re trying to compete and get their product out there,” he said. Lugosi said the Staybridge in Chatsworth has the advantage of being far from similar hotels. Some of the nearest comparable lodges are the Residence Inn by Marriot in Camarillo and the Extended Stay America in Burbank. Hot Off Griddle DineEquity Inc. has entered into franchise agreements to open 60 of its IHOP restaurants in the Middle East and Asia Pacific markets. InterDine Corp., a subsidiary of Global Restaurant Concepts Inc. of Pasig City, Philippines, will open 20 IHOP restaurants in the Philippines over the next five years. Based on the success of the initial 20, the agreement could see more openings in neighboring countries such as Malaysia, Taiwan, Thailand, Singapore and Vietnam. InterDine, which already operates California Pizza Kitchen and P.F. Chang’s outlets in the Philippines, opened its first IHOP on Feb. 13. DineEquity also reached a franchising agreement for 40 restaurants in the Middle East with M.H. Alshaya Co., which operates franchises of various different U.S. companies, ranging from Starbucks to Cheesecake Factory. The company opened two IHOP locations in Dubai last year and a new location on Feb. 16 at the Avenues, the largest shopping center in Kuwait. Craig Hoffman, senior manager of media relations for IHOP, said the company moved forward with both franchise agreements after studies indicated customers in the markets were aware of the brand. “It’s something we’ve been wanting to do for a long time,” he said. “They’ll be very successful.” Kim McLynn, public relations director for market research firm NPD Group Inc. of New York, said many restaurants are seeking out international markets because they are more profitable than in the United States. “It’s been a challenging time for family dining restaurants in the U.S.,” she said, noting traffic for casual sit-down restaurants like IHOP have declined each of the last four years. DineEquity operates more than 3,500 restaurants in 18 countries. Staff Reporter Elliot Golan can be reached at (818) 316-3123 or egolan@sfvbj.com.

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