Monday May 6th, 2013 - 11:33AM
CHICAGO—Hotel and resort management company Lane Hospitality rebranded the firm as Spire Hospitality.
“This planned rebranding, coming out of our 2012 ownership change, effectively positions our company as a leading provider of third-party management services for hotel owners and investors, building on our history as a successful owner/operator over the past 30 years,” said Bill DeForrest, who stays in his postion as president/CEO, now of Spire Hospitality, a name that ownership group, AWH Partners, felt conveyed the right mix of the company’s legacy and future.
“The rebranding of Lane to Spire reinforces our owner-centric purpose, building on the success Bill and his team have generated consistently for more than 30 years,” said Chad Cooley, principal of AWH Partners.
Toward the change, Spire launched a new website and has plans to relocate Lane's headquarters in the Northern suburbs of Chicago to accommodate its ongoing growth and planned expansion.