2. Sleep Inn Brand Re-Imaging presented by: Pam Hess date:August 6,2001

3. Reason for developing a new logo  To attract more corporate travelers  To break away from the Comfort Inn logo  To identify Sleep Inn as a unique brand with specific offerings Pam Hess: 18 months ago Choice gave the following reasons for changing Sleep Inn’s logo: Pam Hess: 18 months ago Choice gave the following reasons for changing Sleep Inn’s logo: Pam Hess: 1-felt too heavy leisure mix was holding ADR down 2-Had some benefits in beginning for exposure, but 3- wanted it to stand on its own. Pam Hess: 1-felt too heavy leisure mix was holding ADR down 2-Had some benefits in beginning for exposure, but 3- wanted it to stand on its own.

4. Research and Licensee Input finalized new logo  Reflect the brand’s positioning in the mid market segment  Increase ADR  Encourage trial of Sleep Inns as a new fresh place to stay Pam Hess: After many meetings of picking designs, concepts, colors, lettering and seeing the signs lit at night, the group agreed upon the new design. Pam Hess: After many meetings of picking designs, concepts, colors, lettering and seeing the signs lit at night, the group agreed upon the new design. Pam Hess: Choice research showed the new design had a fresh contemporary feel. Choice research also showed the sign encouraged a higher ADR and (#3) Pam Hess: Choice research showed the new design had a fresh contemporary feel. Choice research also showed the sign encouraged a higher ADR and (#3)

5. The New Prototype is.....  A continuation of the re-imaging process  Generation Six  Generation Seven Pam Hess: Gen 1-5 will be discontinued as Pam Hess: Gen 1-5 will be discontinued as Pam Hess: Are being developed Pam Hess: Are being developed

6. Generation Six  Was developed as a bridge between the existing prototype and the move toward the mid-scale segment Pam Hess: This room cost on average $300 more per room than Gen 5. It incorporates all signature items, such as curved shower and light valances. Valances are softened and updated by adding can lighting instead of fluorescent tube lighting. Several AAA issues were addressed, for example; ergonomic desk chair, softer lighting, larger desk allowing larger TV, enclosed closet, and pull out desk top. Pam Hess: This room cost on average $300 more per room than Gen 5. It incorporates all signature items, such as curved shower and light valances. Valances are softened and updated by adding can lighting instead of fluorescent tube lighting. Several AAA issues were addressed, for example; ergonomic desk chair, softer lighting, larger desk allowing larger TV, enclosed closet, and pull out desk top.

7. Generation Seven came about because  Developers were not building Sleep Inns –The positioning was confusing and unclear –Construction cost were too high –Lacked a competitive ROI –Difficult to deal with the purchasing Pam Hess: Franchise sales people were telling Choice that developers did not like the existing prototype. Choice conducted research to see the reasons. Pam Hess: Franchise sales people were telling Choice that developers did not like the existing prototype. Choice conducted research to see the reasons. Pam Hess: Developers said: Pam Hess: Developers said:

8.  Maintains a clean, fresh and contemporary feel  Retains consistency, relative to the exterior bell tower  Utilizes a more cost effective tower design Generation Seven Pam Hess: Choice contracted with RHOR Architects out of Atlanta to develop a cost reducing design. Choice directed RHOR to: Pam Hess: Choice contracted with RHOR Architects out of Atlanta to develop a cost reducing design. Choice directed RHOR to: Pam Hess: And (next page)... Pam Hess: And (next page)...

9. Generation Seven  Increases the square footage of the guestrooms –12 feet wide vs. the existing 13 feet –Increased the length of the room to 24 feet  Keeps the public space square footage, but uses it more efficiently

10. Generation Seven  Drives out costs while maintaining the guest experience by eliminating eliminating the following –The 45 degree angle walls inside and out –The curved shower –The two level lobby staircase –Fluorescent, overhead valance lighting in guestrooms and hallways Pam Hess: RHOR proposed these changes to: Pam Hess: RHOR proposed these changes to: Pam Hess: The IOC Sleep Inn Sub-Comm was invited by Choice to review this new design July 17. After thorough review, the IOC Sub-Comm submitted several suggestions and Choice has answered them in writing. This group will meet again Sunday afternoon. Pam Hess: The IOC Sleep Inn Sub-Comm was invited by Choice to review this new design July 17. After thorough review, the IOC Sub-Comm submitted several suggestions and Choice has answered them in writing. This group will meet again Sunday afternoon.

11. Sleep Inn Subcommittee Will work with Choice Hotel on the prototype to resolve any operational design issues resolve any impact issues Pam Hess: Between Comfort Inns and Sleep Inns. We discussed this issue at our last meeting and Choice stated that they are working with the Executive Committee of the IOC to resolve. Pam Hess: Between Comfort Inns and Sleep Inns. We discussed this issue at our last meeting and Choice stated that they are working with the Executive Committee of the IOC to resolve.