Baymont Inns & Suites has transferred database management for its Guest Ovations® loyalty program to The Lacek Group, an OgilvyOne Worldwide agency, based in Minneapolis. The Lacek Group administers customer-loyalty programs for a variety of clients including National Car Rental and Musicland/Sam Goody.

"Effective database management requires support from a company with proven expertise and a strong technology background. Our marketing team is confident that Lacek will give Baymont Inns & Suites the added strength it requires in servicing our most loyal customers," said Pam Schlenvogt, director of customer loyalty at Baymont Inns & Suites. "Guest Ovations is a rapidly growing program that now has more than 245,000 members. The program requires specialized, skilled services that Lacek is able to provide."

Jeff Patrias, senior partner, account services at The Lacek Group, said his company welcomes the opportunity to work with Baymont Inns & Suites, considering its strength and position as a leader in the mid-market lodging segment. Lacek began managing the Guest Ovations' database in January 2003.

"Our proprietary customer-loyalty management software, Reward�, is very flexible, and therefore is capable of meeting all of Baymont Inns & Suites� demands," Patrias said. 

Designed specifically for customer-loyalty programs, the Reward system enables businesses to capture and track transaction variables like product type, purchase date and amount, member type and partner activity. Based on the program parameters each business defines, Reward automatically calculates program earnings and posts customer activity. Reward also enables businesses to enhance their program by adding elite levels, overlay promotions and fee-based subprograms. Companies can change program rules, award levels and promotion timeframes, all with minimal time and effort.

"Guest Ovations already is a strong program and The Lacek Group will help make it even stronger," said Patrias.

About The Lacek Group
The Lacek Group is a Minneapolis�based, full-service marketing company that designs and manages customer-loyalty programs. Founded in 1993, The Lacek Group has created loyalty programs for some of the world�s most successful companies, including: Baymont Inns & Suites, Delta Airlines, Singapore Airlines, Lending Tree, National Car Rental, OAG, and Starwood Hotels & Resorts. The Lacek Group continues to break new ground with loyalty solutions for health sciences, retail, gaming, automotive, BTB, entertainment, broadcasting and a host of other categories.

About Baymont Inns & Suites
Baymont Inns & Suites continues to be a leading brand in the mid-market segment. The brand offers a 110-percent Satisfaction Guarantee, and has made a huge investment in its frequent-stay program�Guest Ovations®�with more than 245,000 members and growing. Under the 110-percent Satisfaction Guarantee, a dissatisfied guest receives his or her night's stay free, plus a coupon for a 10-percent discount on the next Baymont stay. In addition, Baymont�s Ovations Rooms offer upscale amenities not found in competitive mid-market hotels, such as plush pillow-top mattresses, Down Lite� pillows, fluffy towels, branded bath products and complimentary in-room bottled water. The rooms also feature an enhanced workstation with an executive-sized desk, comfortable ergonomic chair and task lamp with a data port. 

Headquartered in Milwaukee, Wis., Baymont Inns & Suites, a mid-priced lodging chain that operates or franchises 182 locations in 31 states nationwide, is a wholly owned subsidiary of The Marcus Corporation (NYSE: MCS). For more information on The Marcus Corporation, go to www.marcuscorp.com. For more information, visit www.baymontinns.com.