Like many in the industry, Sarah Dinger started her hospitality journey in a very different place than her current role. Dinger, now EVP of franchise operations at My Place Hotels of America, was a restaurant manager when she first connected with Ron Rivett—founder of Super 8 Hotels—and his grandson, Ryan. And, as they say, timing is everything.
With the sale of Super 8 to Wyndham in 1993, the Rivetts were looking to build a new hotel company, co-founding My Place in 2012. Dinger was the very first employee of the My Place brand.
The Rivetts’ “deep knowledge, extensive experiences and genuine love for hospitality ignited a lasting interest in me, for which I am immensely grateful,” Dinger shared. “Since joining the company in 2012, Ron and Ryan not only imparted their vision for My Place in me, but also cultivated a profound perspective and passion for hospitality that spans decades.”
Brand-Building
Building a brand from the ground up requires clearly defining brand core values and promise, she explained, adding that she believes it's crucial to remain true to the brand's core. “Hospitality is at the heart of My Place, a timeless principle that will remain unchanged,” she said. The brand’s core focus is on providing clean and comfortable rooms and delivering friendly customer service.
Dinger noted that even today, 50 years after Super 8’s founding, she works with people who were part of the company during the Super 8 days, so launching My Place “was the second time around for them” when it came to building a brand. By the time she joined the company, “we had 40 years of experience building a brand. So it wasn't easy, but it wasn't as difficult as one might think because of all of the experiences that came along with Ron's venture and Super 8.”
She shared that a couple of her very first projects were to spend time at under-construction or newly opened properties documenting everything someone new to My Place Hotel would need to know. This information was then used to develop brand standards, brand specification, and other resources for potential owners and operations teams to support their success. “As the first employee of the company, this was probably one of the easier and most rewarding projects for me. We created so much through those experiences, and it really laid the foundation for the level of support we aim to provide. My goal continues to be making the integration into My Place as seamless and turn-key as possible for our hotel owners and operators.”
Looking ahead, Dinger said the company will see rapid growth in franchise expansion and within its corporate team. “Key areas for advancement include enhancing talent recruitment and retention through enhanced training and career pathways, leveraging data analytics to deepen our understanding and connections with our guests, and integrating technology to elevate operational efficiency and guest satisfaction.”
Making a Difference
A typical day is never the same, she acknowledged. She could be attending conferences, participating in industry engagements, building and nurturing relationships with owners and hotel operators in the field, strategizing in the board room, project planning, or collaborating in team meetings. Despite the variety in these tasks, she said the fundamental purpose underlying all her endeavors remains consistent: driving organizational success and growth while creating value for the franchisees, hotel operators and employees of My Place.
“What I find most fulfilling about my work is its impact on people. Whether it's supporting our owners and hotel teams, mentoring colleagues or promoting a positive workplace, it's all about people. What drives me is the opportunity to make a positive impact and contribute meaningfully. Whether it's solving problems, creating something new, or helping others achieve their goals, I find motivation in the challenge and the potential for growth. I thrive on learning, adapting, and pushing boundaries to continually improve and innovate. Ultimately, knowing that my efforts can make a difference drives my passion and determination every day.”
Good to Know
- My Place has awarded 114 franchises and recently opened its 72nd location in Mitchell, S.D. They expect to see an additional five to 10 locations open by the end of the year.
- My Place currently has hotels in 30 states, with construction in new states that include California, Arkansas and Vermont.
- Nearly half of the My Place management and executive roles within the corporate team are held by women.
- My Place HQ is located in Aberdeen, S.D., situated in the same building where Super 8 HQ once resided.
- My Place is new-build; every property is ground-up. There are no conversions within My Place.
MY PLACE HOTELS
Headquarters: Aberdeen, S.D.
Structure: Hotel franchise company in the midscale extended-stay market
Portfolio: 72 hotels
Website: myplacehotels.com
This article was originally published in the July/August edition of Hotel Management magazine. Subscribe here.