ASFONA - The Association of Sheraton Franchisees of North America

News Updates > SHERATON BRAND INITIATIVES

News Updates

SHERATON BRAND INITIATIVES
January 30, 2007, NEW YORK

Following discussions between ASFONA and Starwood relating to the importance of the positioning of Sheraton in North America, Steve Heyer had committed to undertake a major review of the brand. This was discussed at the meeting in Dallas in November 2006 and a commitment given to follow up in early 2007. Following this an Invitation was received by the ASFONA Board of Directors from Starwood to meet in New York on January 30th 2007 with Starwood Senior Management.

The ASFONA Board of Directors, at the invitation of Starwoods Senior Management met with the Starwood Senior Management team at the St. Regis Hotel in New York on Tuesday January 3oth.
The purpose of the meeting was for Starwood to present to the ASFONA Board the proposed NEW Sheraton Brand initiatives, all of which were still in development stages. However, the intent of the Starwood team was to secure feedback and input from ASFONA and others prior to the presentation of the initiatives at the "Owners Meeting" scheduled for Orlando on February 15th 2007.

Presenting on behalf of Starwood Hotels & Resorts were the following:
Steve Heyer - CEO
Matt Quimet - President Worldwide Hotel Group
Denise Cole - SVP North America Operations

Also in attendance at the meeting were the following:
Geoff Ballotti - President North America
Javier Benito - EVP & Chief Marketing Officer
Hoyt Harper - SVP Sheraton Brand
Lynne Dougherty - SVP Owner Relations
Sandy Swider - VP Four Points by Sheraton

In attendenance from ASFONA were the following:
John Shingler - President
Directors:
Hung Luk - Ed Kopp - Howard Zetley - Abe Moses - Paul Picknelly - Lou Karger - Paul Liere - Jay Mahan

The ASFONA Board of Directors provided significant input and feedback to the Starwood team and committed to further review the information and submit a more detailed and formal response within the next ten days.

ASFONA Members wishing to receive a copy of the ASFONA response submitted on behalf of the Board by John Shingler should make contact direct with him either by phone or email.