High Point gouging guide eyed
By Larry Thomas -- Furniture Today, January 20, 2002
HIGH POINT — Responding to complaints about hotel and motel price-gouging, directors of the International Home Furnishings Market Authority voted last week to develop criteria that could lead to a "seal of approval" for facilities that promise to treat High Point marketgoers fairly.
Board members declined to discuss potential criteria in detail, but instructed Market Authority President Judy Mendenhall to begin drawing up the standards, which probably won't be implemented until after the April market.
Mendenhall said the vast majority of hotels and motels are supportive of such standards, and said most are eager to develop a closer working relationship with the twice-yearly market. "My sense is that they all realize the importance of this market to the local economy," she said at the board's monthly meeting.
In recent weeks, Mendenhall said she has met with managers of 104 area hotels and motels, asking each to complete a questionnaire about occupancy rates and pricing policies during market.
Based on those meetings, she has concluded that unreasonable pricing isn't as prevalent as many marketgoers believe. She said only 12 of the 104 hotels surveyed charge more than $200 a night, while 54 charge $125 per night or less.
"There is no question that there are some properties that abuse market time when it comes to determining rates. However, there are many more that understand the importance of reasonable pricing and operate accordingly," Mendenhall said. "There are rooms available for any pocketbook."
She said properties in High Point and adjoining Archdale reported implementing the largest price increases, including one that admitted to a 224% hike. Excluding the High Point and Archdale properties, the average increase was 60%, she told the board, noting that those furthest away from downtown High Point typically reported the smallest rate hikes.
"I believe the Authority can impact the whole issue of pricing by sharing information with properties and offering them a comparison with other similar properties," she said.
She noted the Authority has agreed to work more closely with hotels and motels by providing more timely information about shuttle buses and related market facts. She's planning a High Point tour for bell captains and other key hotel employees likely to be asked questions about the market.
The tour will take place a few days before the April market, and will show employees, among other things, the locations of major showroom buildings and shuttle bus stops. "These people are our ambassadors … but they need better information," she said.
The Market Authority recently signed a contract with McLaurin Parking Co. of Raleigh, N.C., to run the entire market shuttle system. Mendenhall said several hotel stops will be added to existing shuttle routes to Burlington, Greensboro and Winston-Salem, while properties in Kernersville, Archdale and Thomasville will have shuttle service for the first time.
In addition, shuttles will schedule their last downtown departures as late as 8:30 p.m. to 9 p.m. — about two hours later than the old system — in hopes of attracting more sales representatives and other employees of market exhibitors.
Mendenhall believes the improved shuttle system could ease the downtown parking crunch and lessen dependence on rental cars, another frequent source of price-gouging complaints.
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