The quiet (pun intended) Upper Midwest brand is making some noise, or hoping to under the direction of Paul Kirwin, the former and longtime exec at Carlson. Northcott Hospitality's new CEO wants to aggressively grow the brand and the former all-new build brand known for its Soundguard Construction is aggressively targeting conversions. AmericInn is holding its annual convention this week in Las Vegas at the Golden Nugget, which is new in of itself. The brand has generally held its yearly meeting in the Midwest near its headquarters outside the Twin Cities, but Kirwin believes if the brand is to grow beyond its roots, it must expand its thinking and actions. In addition to the conversion strategy, AmericInn is getting a new modern prototype, altering its fee structure, tweaking its marketing message and has already launched an electronic loyalty program.
Approximately 500 attendees are at the Nugget and so far the response has been positive. Check back later this week for a more thorough wrap-up of the event with more details on the new approach for AmericInn.