What was the initial investment made by Crowne Plaza in Groups360 LLC in August 2019?
Crowne_Plaza Franchise · 2025 FDDAnswer from 2025 FDD Document
10. Investments in Unconsolidated Entities (continued)*
Aetna Springs
In 2023, the Company entered into a LLC operating agreement alongside Weller Development Company and Pegasus Capital Partners for the acquisition of Aetna Springs retreat property in Napa County, California. At December 31, 2024, the full $9.5 million has been invested as preferred equity earning 5% per annum, with a five-year rep
Source: Item 23 — Receipts (FDD pages 100–424)
What This Means (2025 FDD)
According to Crowne Plaza's 2025 Franchise Disclosure Document, in August 2019, the company made an initial investment of $10 million into Groups360 LLC, securing a 12.6% share. Groups360 LLC is described as a joint venture designed to operate a comprehensive marketplace for meetings, events, group travel planning, and connecting hoteliers.
In addition to the initial investment, Crowne Plaza contributed further capital to Groups360 LLC in subsequent years. Specifically, the company invested an additional $1.0 million in 2024 and $3.0 million in 2023 as part of capital calls alongside other investors. This indicates that Groups360 LLC required further funding beyond the initial investment to support its operations and growth.
For a prospective Crowne Plaza franchisee, this information highlights the brand's strategic investments in technology and partnerships aimed at enhancing the hospitality experience and streamlining event planning. The ongoing investments suggest a commitment to supporting and developing Groups360 LLC as a valuable resource for both customers and hoteliers within the Crowne Plaza network. Franchisees may benefit from the services and capabilities offered by Groups360 LLC, potentially leading to increased bookings and revenue opportunities.