In 2001, the company earned $7.6 million on revenue of $120.6 million. Its revenue per available room was $53.26 and its average daily rate was $88.08.

Barbieri says the company plans to expand the chain by 10% to 20% over the course of 2002, which would mean adding between eight and 18 hotel properties. The present plan, he says, is to achieve that growth predominantly through franchises. "We will have a separate development team looking at acquisitions and constructions projects," says Barbieri, "and we might take part equity in a new hotel."

WestCoast will be scrutinizing its branding options throughout the year. "We'll be looking at which properties sit best under which flag," says Barbieri. "We're going to keep quite a few of our properties as Red Lion's, but we will be converting two Doubletree hotels--in Boise (Idaho) and Pasco (Wash.)--to the WestCoast brand next month."

For the first time in its corporate history, Barbieri says WestCoast will be advertising its franchise opportunities in trade publications. "We have our franchises structured so the franchisee pays for how West Coast performs—and we think that's how it should be."

Looking back over the last year, Barbieri notes that much has happened. "September 11 exacerbated an already declining economy. It was about May of last year that occupancy levels really started showing year-on-year negative comparisons. Hopefully, as we come up on the anniversary, we'll see the economy recovering and business travelers getting back on the road. The summer months are usually our best, and we're hoping for high occupancy and activity this year."

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