LOS ANGELES–Choice Hotels International has created a joint venture with Fillmore Capital Partners LLC to develop multiple Cambria Suites hotel properties.

The JV was announced at the Choice Hotels annual convention and marks the brand's first venture with an institutional investor. The deal provides for the future development of multiple Cambria Suites hotels at locations within urban markets. Fillmore's hospitality division will manage the properties jointly developed.

Cambria Suites is positioned as upscale lodging at an affordable price by Choice. Designed as a lifestyle hotel brand, Cambria Suites features a larger lobby and all-suite rooms that include separate areas to work and rest. Each suite has flat screen TVs and free Internet access.

All Cambria Suites hotels also feature Reflect, a casual dining area serving a dinner menu, liquor, wine, beer, grab-and-go salads and sandwiches, a barista bar and a hot breakfast buffet; Refresh, a fitness center with a pool and hot tub/spa area; and Refill, a 24-7 convenience store offering energy drinks, snacks and sundries.

“We have, initially, about 25 major markets that we've targeted with Fillmore across the US," says Steve Stoycos, the managing director of Choice Hotels International. “They'll follow the majority of our brand's design. These are mostly urban market transactions, so the hotels will be more urbanized, if you will. But they still retain a number of the key design elements of a Cambria Suites.”

No specific regions have been targeted for the initial JV rollouts, Stoykos tells GlobeSt.com. “We'll develop as we find the right transaction,” he says. “Both parties have the capability to do multiple projects at once.”

Stoycos adds that renovations to existing properties would not be part of the deal. All Cambria Suites hotels are new construction.

Cambria Suites has already been aggressively expanding in major urban markets. They had a triple groundbreaking in the New York market at the end of 2012 and more recently broke ground in downtown Washington, D.C. as part of a mixed-use project next to the convention center. Cambria Suites is also part of a major mixed-use development in Rockville, Maryland next to Choice Hotels International's new global headquarters. They have also announced a double development agreement for the Dallas and Phoenix markets and two hotel franchise agreements in McAllen, Texas and West Fargo, North Dakota.

“This is further proof to the investment and development communities that we are truly making great strides with Cambria Suites,” said a statement from Stephen P. Joyce, president and chief executive officer of Choice Hotels International. “Institutional investors bring instant influence to the table and Fillmore Capital is as good as it gets. Their team has the relationships with investors and access to capital coupled with a deep understanding of the hospitality industry.”

“We have long admired the Cambria Suites brand's strong product design and appropriateness for today's lifestyle-oriented traveler,” said a statement from Ronald E. Silva, president and chief executive officer of Fillmore Capital Partners.

“The Cambria Suites and Fillmore synergies are a game changer,” said a statement from Michael Murphy, senior vice president of upscale brands for Choice Hotels International.

Choice Hotels International, Inc. franchises over 6,200 hotels representing more than 500,000 rooms in the US and more than 30 other countries and territories. As of March 31 of this year, 395 hotels, representing more than 30,000 rooms, were under construction, awaiting conversion or approved for development in the US.

Additionally, 81 hotels, representing approximately 7,000 rooms, were under construction, awaiting conversion or approved for development in more than 20 other countries and territories.

The company's brands include Comfort Inn, Comfort Suites, Quality, Sleep Inn, Clarion, MainStay Suites, Suburban Extended Stay Hotel, Econo Lodge and Rodeway Inn.

As reported earlier by GlobeSt.com, Cambria Suites entered the New York market with a bang, bang, bang.