Adam's Mark Hotel Donates $50,000 to Spring Gathering for Black Students

Black Issues in Higher Education, Jan 20, 2000

DAYTONA BEACH, Fla. -- The Adam's Mark hotel chain, facing federal and state discrimination lawsuits for its alleged actions at this year's Black College Reunion, has pledged $50,000 to help with planning the spring event.

U.S. Justice Department officials hit the Adam's Mark with a racial discrimination lawsuit last month and the Florida Attorney General filed a motion the same day, to intervene in the class-action suit charging the hotel with discrimination.

Among the allegations: The hotel required guests attending the Black College Reunion to wear orange identification wristbands. Poor housekeeping. Hotel officials insisted on full room payment to ensure a reservation and large deposits for use of the phone, mini-bar and in-room movies.

We're going to try to be more sensitive," says Fred Kummer, president and chief executive officer of HBE Inc., the hotel's parent company.

Mayor Bud Asher says that Kummer approached him about the offer several weeks before the lawsuits were filed. The money will go to a committee appointed by Asher to plan activities for the 100,000 Black college students expected to pour into the beach-side community the weekend of March 31 through April 2.

"He is agreeable for us to cooperate and make [the Black College Reunion] a more wholesome and positive experience." Dr. Oswald P. Bronson, president of Bethune-Cookman College, said after a meeting with Kummer.

Asher says local businesses joined Kummer in pledging money to help improve the event. Dean O'Brien, president of a mayoral committee on the reunion, describes the financial commitments as a "nice post-Christmas present."