Pierce Appointed Wingate Prez, CEO

<B>Pierce Appointed Wingate Prez, CEO</B>

For Keith J. Pierce being named president and CEO of Wingate Inns International last month was a kind of homecoming. As Wingate's vice president of marketing from 1995 to 1998, Pierce had been part of the launch team for the midmarket business hotel chain, which officially debuted in mid-1996.

"What's been most exciting about coming back is seeing how well the systems--and positioning--we set in motion for Wingate back in '95 and '96 have succeeded," he said.

Pierce has replaced John Paul Nichols--who was promoted to executive vice president of sales and marketing for Cendant's hotel division--and returns to Wingate from Ramada Franchise Systems, another Cendant unit. The highlight of Pierce's two-year tenure as Ramada's vice president of marketing was the relaunching of the frequent guest program, now known as Club Ramada. Likewise, Pierce said he plans to overhaul Wingate's current program later this year based on a points system.

In his new role at Wingate, Pierce will oversee all brand operations for the chain of 80 franchise properties, including marketing, property openings, quality control, training, and design and development. Particularly important in that marketing mix is the corporate travel buyer. "As a chain, Wingate wants to be known as being 'built for business,' so the travel buyer is crucial to that strategy," he said. "We have a Wingate-specific salesforce out in the field working with companies in local markets to negotiate this business. And being part of the Cendant Corp., we have access to Cendant's national salesforce, which negotiates with Fortune 500 companies."

Pierce also intends to continue the brand's focus on providing amenities business travelers need to do their jobs effectively, including complimentary high-speed Internet access, in-room cordless phones, and cell phones that can be checked out from the front desk and used anywhere within the hotel. "Wingate's initial positioning in the market was that we would be technology-driven, so this remains a high priority for us," he said. "Our hotels are all new builds. Consequently, they were wired for technology from the onset."

Looking ahead, Pierce believes the biggest challenge for the lodging industry will be identifying which technological innovations are most important to business guests. Ultimately, the television set will be the primary multitasking, multifunctioning outlet in the guest room, he said.

He anticipates having 105 properties open by year-end and to grow by 30 to 40 properties a year for the next three to five years. "Initially, we were most successful in the Southeast. Right now, our greatest expansion opportunity is on the West Coast," he said. "By mid-2001, we expect to have enough critical mass to be able to move to the next level.