Hotel Business Magazine, | The Newspaper For Lodging Decision Makers

Lane Hospitality Rebrands to Spire Hospitality

Monday May 6th, 2013 - 11:33AM

Bill DeForrest, president/CEO of Lane Hospitality, will stay in that position as the company rebrands to Spire Hospitality.

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.