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Hearthside, Villager Strike Deal to Seed Nationwide Extended Stay Chain

DALLAS-The Dallas-based Hearthside Extended Stay hotel chain has a new promoter. Villager Franchise Systems, a Cendant division, will be looking for franchisees in exchange for its name attached to Hearthside's, which gains a nationwide presence with the pact.

By Connie Gore | Updated on January 23, 2001

DALLAS-Dallas’ Home & Hearth Inc., more familiar as Hearthside Extended Stay, has struck a deal with a Cendant Corp. division that could catapult the regional hotelier to a nationwide chain.

Fourteen new and existing Hearthside properties in Nevada, Colorado and Texas are being re-branded, starting in the next 30 days, to reflect the Parsippany, NJ-based Villager Franchise Systems contract. New signs, new logos and “new names on the soap,” Dale Bullough, Home & Hearth chairman, told GlobeSt.com. The deal’s real thrust puts the Cendant division into a promoter’s role for the new branding of Hearthside Extended Stay Studios by Villager.

Villager is looking at acquiring other regional hotel chains, but Hearthside’s the first to come on board, Ken Rodgers, Villager president and CEO, told GlobeSt.com. He’s mum about whom, but did say there are talks with regional hoteliers nationwide. Both executives emphasize the Hearthside deal is not an acquisition, but rather a “co-branding” or “marriage” of the chain and Villager services for such critical needs as training, marketing, purchasing and most importantly, finding new franchisees.

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