Key West Inns

Neal B. Jackson, CHA, president of Key West Inns Inc. answers questions about Key West Inns and its franchise philosophy.

For more information about Key West Inns, contact Neal B. Jackson, president. Phone: 888-836-6680 Fax: 205-879-1281 Email: Neal@keywestinn.net Web site: www.keywestinnfranchise.com

Fast Facts:
•   Number of Key West hotels in the U.S.: 13 (Two new Key West Inns will open soon: a conversion in Southaven, Mississippi, and a new construction property in Rome, Georgia.)
•   Fees:
      Application Fee: $500
      Entry Fee: $5,000
      Royalty Fee: $16 per room per month for rooms 0-50
                      $14 per room per month for rooms 51-99
                      $12.00 per room per month for rooms 100+
      Administration Fee: $50 per month
      Co-op Advertising: $50 per month (optional)


LodgingOperator.com: What makes Key West Inn different from other franchisors?

Jackson: Key West Inns borrows the architectural style and colors of South Florida that results in an attractive hotel with high curb appeal. From the tin roofs to white gingerbread woodwork, Key West Inn hotels offer a unique guest experience, one that resembles a coastal vacation while offering corporate amenities that business travelers require.

From an ownership standpoint, Key West Inns has designed a flexible and affordable franchise program. Key West Inn offers one of the most competitive fee structures in the industry.

Once in the Key West Inn system, owners have the option to tailor the visits from the Franchisee Success Coach. Focus can range from in-house training programs, revenue management or local sales. The Key West Inn system is designed to assist hotels where needed, not to mandate programs that the hotel may not desire.

LO: I understand you recently worked with Kapoor & Kapoor Hospitality Consultants to restructure the company and franchise program. What changes did you implement?

Jackson: Ramesh Gokal with Kapoor & Kapoor worked with the Key West Inn team in 2005 and 2006, which resulted in value-added features to the system.

The Franchisee Success Coach was created to support and train hotel owners, managers, and line employees through proven programs. As a result of the Franchisee Success Program, the chain occupancy and the guest satisfaction levels have increased dramatically.

LO: How does your organization benefit hoteliers?

Jackson: The founders of Key West Inns have owned and operated hotels for over 25 years. During that time many hotel franchise programs were examined and utilized.

The Key West Inn franchise program was designed with the owner/operator in mind. We wanted to create the most competitive program while offering value-added services.

Regular property visits and understanding the needs of the specific hotels help Key West Inns to customize the attention we give to each location. For example, if a hotel requires front desk training, Key West Inns will conduct free in-house training programs for each department. If in-house training is not required, the Franchisee Success Coach will focus on local marketing and revenue management.

Along with the valuable services, Key West Inn’s fee structure allows hotels to drive additional revenues to the bottom line. Like all brands, the reservation system is seamless with the GDS systems and is connected to over 6,500 travel web sites.

LO: Please describe educational opportunities, including the franchisee success coach program, that you offer to franchisees.

Jackson: As discussed earlier, Key West Inns offers free in-house training programs for every department in the hotel. Along with that Key West Inns will teach the owner/operator revenue management. Other brands may charge $500 to $1,000 per month for that service.

LO: How long has the Key West brand been around? Briefly, will you tell the story of how the brand was founded?

Jackson: Cory Jackson Sr. developed the Key West Inn concept in 1989. Mr. Jackson was determined to create a hotel concept that would stand out among the other hotel brands of the time. The attractive architectural style of Key West, Florida, helped create a hotel brand like no other. Each Key West Inn location is lightly accented with a South Florida design. The rooms resemble a “beach condo” look that is desirable to family and corporate travelers.

Some hotels have taken the theme and added to it. One hotel displayed a surfboard collection in the lobby. Another hotel included Hawaiian shirts as part of the uniforms. Key West Inn encourages each location to be creative and bring welcomed features to the hotel style.

LO: What is the most innovative idea that Key West has introduced to its hoteliers?

Jackson: The most popular Key West Inn program would have to be the Franchisee Success Coach. Focusing on training has had the single most positive effect on each hotel. Some Key West Inns increased revenue 25 percent by working with the Franchisee Success Coach on revenue management and local marketing programs.

LO: What are the keys to your success?

Jackson: Listening to the requests and needs of the franchisees. During the recent annual meeting, program enhancements were the result of franchisee input. Prior to the annual meeting, franchisees gave us valuable input on our reservation system and our in-house training program. As a result we worked with the reservation system to modify the billing and GDS cancellation policies.

At the Key West Inn in Fairhope, Alabama, we tested hotel training videos from Sunrise Basic Training. These proved to be very helpful. As a result we invited Sunrise to the annual conference and the training program was highlighted. Most Key West Inns will use this training program as orientation for their employees.

The parent company of Key West Inns in a hotel management company called Jackson Hospitality Services. The founder, Cory Jackson Sr., is a leader in the industry. His integrity and dedication over the last 25 years has been a key factor to the success of the Key West Inn program.

LO: Please describe the “typical” Key West property — average number of rooms, typical demographics of the trade area, etc.

Jackson: Typical Key West Inns range from 39 rooms to 57. All new construction properties have the tin roof and ginger bread woodwork. Conversion hotels would bring the Key West theme in the lobby, employee uniforms, and guestrooms.

LO: What is the quality assurance process like for Key West franchisees?

Jackson: Each Key West Inn is inspected every 12 months. A thorough inspection of public space, guestrooms and property exterior results in each franchisee obligated to abide by the standards of the Key West Inn program.

LO: Can you give some measure of franchisee satisfaction?

Jackson: In the last five years, only one Key West Inn has left the system. All the other locations have enjoyed the Key West Inn program for many years.

     Boaz, AL - 18 years as a Key West Inn
     Clanton, AL - 16 years as a Key West Inn
     Childersburg, AL - 8 years as a Key West Inn
     Fairhope, AL - 8 years as a Key West Inn
     Foley, AL - 10 years as a Key West Inn
     Millbrook, AL - 4 years as a Key West Inn
     Tuscumbia, AL - 17 years as a Key West Inn
     Wetumpka, AL - 8 years as a Key West Inn
     Chatsworth, GA - 6 years as a Key West Inn
     LaFayette, GA - 6 years as a Key West Inn
     Tunica, MS - 7 years as a Key West Inn
     Bay St. Louis, MS - 7 years as a Key West Inn
     Cookeville, TN - 6 years as a Key West Inn

LO: What are your plans for growth? How many Key West hotels do you expect to open in 2007? What are your target markets within the U.S.?

Jackson: Key West Inn will focus on growth in the Southeastern United States. Target markets include Mobile, Alabama; Nashville, Tennessee; Texas; North Carolina; and South Carolina. The goal for 2007 is to add 20 locations with a total of 60 locations by 2009.

LO: What are your other goals for the next couple of years?

Jackson: At the recent Key West Inn conference, a co-operative advertising program was developed to offer enhanced Internet marketing. Over the next few years, we will be focusing on additional marketing efforts as well as guest satisfaction programs.

LO: Is there anything else you’d like add about Key West Inn?

Jackson: This is an exciting time for the Key West Inn chain. There seems to be a lot of discussion and excitement about our brand. My goal as president is to grow the brand while maintaining franchisee satisfaction. I believe that Key West Inns is the chain to watch over the next few years.




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