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Holiday Inn returns to Detroit Lakes

The remodeled pool area at the Holiday Inn in Detroit Lakes is just one of many upgrades made during a $3 million renovation project undertaken over an 11-month span. (Jason Adkins/DL Newspapers)

A brand is almost everything in business. Without one, a product can't be found.

As of last Wednesday, a familiar business in Detroit Lakes has a familiar name once again.

Holiday Inn has returned to Detroit Lakes as part of Intercontinental Hotels Group, the parent company of the Holiday Inn brand, which approved the change.

"I would say Holiday Inn being back, brought back brand identity," said General Manager Jeff Jasperson. "When it moved away, it created brand confusion. Even with it being named the ClubHouse, people in the neighborhood referred to it as the Holiday Inn, and always will."

Holiday Inn itself is changing, with a relatively new logo, now green, and went through a relaunch program. There are more than 2,700 hotels operating under the Holiday Inn brand in North America.

"We joined Holiday Inn, or returned to Holiday Inn, with perfect timing," Jasperson said.

The move culminates 11 months where the hotel changed names a few times and underwent significant renovations. Besides ClubHouse Hotel, it was also known as the future Holiday Inn.

No room was left untouched in the renovations, Jasperson said.

Every room has a flat-screen television, along with a DVD player and microwave.

Carpeting has been replaced throughout the building.

The tile in the entryway was redone, with new tile put in, and granite counters adorn the front desk.

The pool received a significant upgrade with the addition of a zero-entry pool for kids, complete with fountains.

"I'll say it (the remodeling job) is thorough and it has great depth," Jasperson said. "The best response so far is 'Wow!'"

One of the biggest additions is high-speed Internet, provided through ACS. Jasperson said that service was one of the top requests before the renovations.

"The details count in every case," he said. "It could cause a stay-or-not-to-stay scenario."

The total investment in the renovations was around $3 million.

One room was added to make it a 103-room facility.

Planned upgrades include a 22-slip marina that should come next year.

Employees have been ready for the change for some time.

"We had a 90-day countdown, a 60-day countdown, a 30-day countdown and we got within a 48-hour period and all of the department managers were fully engaged and very excited," Jasperson said.

He said that when he exited the conference room at the hotel after learning the property received approval to become a Holiday Inn, there were cheers and high-fives all around.

"The entire team was very happy that we made it," Jasperson said.

As part of the change, IHG developed a Performance Improvement Plan where the ownership and management of the property worked to make sure the property met Holiday Inn standards.

"Our Performance Improvement Plan was intense and loaded with quality investment," Jasperson said. "The ownership was committed to meeting those brand standards and we did that, thankfully."

With the Lakes Curling Club hosting a bonspiel in January, as well as snowmobile races held in February, Holiday Inn will be hopping.

Youth hockey tournaments also bring in plenty of guests.

Jasperson said that Holiday Inn, though, would be a year-round destination, with plenty of activities all four season.

Holiday Inn's Web site is at and can be reached via phone at 1-877-251-9348.