What is the fee for an Atwell Suites Custom Design Review, and under what conditions is it allowed?
Atwell_Suites Franchise · 2025 FDDAnswer from 2025 FDD Document
h team (included, but not limited, to Franchise Openings, Plan Review, Construction).
You must use the prototype design plans and the mandated Standard Room Décor Program ("SRD Program") supplied by Holiday. An architect approved by Holiday must adapt these plans for a specific site and construction type. You must commission and pay your architect directly. You must meet with your Openings Regional Director before your architect begins to prepare detailed construction plans. You must pay your travel, lodging and other miscellaneous expenses if any are incurred. You must provide Holiday with periodic updates of your development progress. Before your architect begins detailed construction plans, you must submit preliminary plans to Holiday for Plan Review comment. You, your architect and general contractor must also attend a Construction Consultation in Atlanta, Georgia, or other locations that Holiday may designate. There are no fees for the Construction Consultation; however, you must pay for your travel, lodging and other miscellaneous expenses. At Holiday's discretion, Holiday may allow a Custom Design Review for a fee of $35,000. Sh
Source: Item 5 — INITIAL FEES (FDD pages 27–30)
What This Means (2025 FDD)
According to Atwell Suites's 2025 Franchise Disclosure Document, franchisees are generally required to use the prototype design plans and the mandated Standard Room Décor Program. However, Atwell Suites may, at its discretion, allow a Custom Design Review. If Atwell Suites allows a custom design, it must follow IHG's custom design review process, and the franchisee must pay a fee of $35,000.
This fee is in addition to other costs associated with preparing the hotel for opening. Franchisees are responsible for commissioning an architect approved by Holiday to adapt the prototype plans for their specific site and construction type, and they must pay the architect directly. Franchisees must also meet with their Openings Regional Director before the architect begins detailed construction plans and provide Holiday with periodic updates on their development progress.
Before the architect begins detailed construction plans, franchisees must submit preliminary plans to Holiday for Plan Review comment. Franchisees, their architect, and general contractor must also attend a Construction Consultation in Atlanta, Georgia, or another location designated by Holiday. While there are no fees for the Construction Consultation itself, franchisees are responsible for their travel, lodging, and other miscellaneous expenses. The $35,000 Custom Design Review fee is only applicable if Atwell Suites grants permission for a custom design, which is not guaranteed.
Prospective franchisees should inquire with Atwell Suites about the specific circumstances under which a Custom Design Review might be approved, as it appears to be an exception rather than a standard option. Understanding the criteria for approval can help franchisees assess whether they might need or want to pursue a custom design and budget accordingly.