Starke’s Holiday Inn Express will be celebrating its third anniversary on March 30.
The 80-room hotel, which opened its doors in 2022, represents a significant investment in Bradford County’s hospitality infrastructure by F&R Enterprises, a company with seven hotels and numerous convenience stores across Florida.
General Manager Jolene Carwise, who has been with the property since it was just a frame during construction, oversees daily operations while Director of Sales Tia Jackson focuses on building business relationships and securing group bookings.
Strategic Location Drives Success
The hotel’s position on the corridor between Jacksonville and Gainesville has proven advantageous, particularly during major events. When University of Florida football games fill Gainesville hotels to capacity, the Holiday Inn Express captures overflow traffic from alumni willing to drive an extra 30 minutes for more affordable rates.
The hotel’s location northeast of Gainesville makes it particularly attractive for Gatornationals attendees.
“We’re about 25 minutes from the Gator Nationals racetrack, the same distance as hotels on Archer Road in Gainesville,” Carwise explained. “Plus, our rooms are a little cheaper than what Gainesville offers during game days.”
The property also attracts business travelers and construction crews. During the recent Wawa construction project, the hotel housed numerous workers, demonstrating its appeal to the commercial sector.
Meeting Brand Standards in a Changing Industry
Operating under the IHG (InterContinental Hotels Group) portfolio, which now includes 23 brands, the Starke property must adhere to strict brand standards that govern everything from towel quality to breakfast offerings.
“If our market isn’t 70% full, IHG can fine us,” Carwise noted. “We have to have specific cinnamon rolls at breakfast, certain types of towels, and two fruits available every morning. Everything is brand standard.”
This attention to detail sets traditional hotels apart from competitors like Airbnb, according to both managers. The Holiday Inn Express offers security features, including interior-access rooms requiring key cards, 24-hour surveillance cameras on the exterior, and consistent quality standards.
“We are the only hotel here in the area where all rooms are located on the inside of the hotel,” Jackson emphasized. “That gives guests security. With an Airbnb, you don’t know if there are cameras in your room.”
Industry Challenges Post-COVID
The hospitality industry continues to face headwinds following the pandemic, with traditional hotels competing against the growing short-term rental market. Carwise acknowledged that Airbnb has “really slowed hotels down.”
“Hotels didn’t get back to where they once were after COVID,” she said. “Even right now, we’re still recovering.”
Adding to operational challenges, brand requirements remain unchanged despite shifting market conditions. Hotels must maintain white linens and specific amenities even as guest behaviors evolve and costs increase.
“When construction workers sleep on a white sheet one time, it’s ruined, and we have to replace it because of brand standards,” Carwise explained. “We’re losing product to keep up with what’s expected.”
Amenities and Services
The Holiday Inn Express offers a range of amenities designed for modern travelers:
– 24-hour fitness center and business center
– Swimming pool
– Guest laundry facilities
– Express shop for snacks and sundries
– Complimentary hot breakfast bar with fresh-ground coffee and specialty teas
– Free high-speed internet throughout the property
– Outdoor patio area
The hotel maintains a non-smoking policy and accepts service animals.
Community Involvement
Jackson serves on the Bradford County Tourist Development Council (TDC), which receives 4% bed tax based on the hotel’s revenues. She views the partnership as mutually beneficial.
“If we’re occupied, that’s more for us and more for the city,” Jackson said. “Revenue comes in for other businesses because guests need food and gas. It helps the whole economy.”
Looking ahead, the team is exploring package deals that would encourage visitors to explore Starke attractions rather than simply using the hotel as a waystation between destinations.
Room for Growth
Despite maintaining steady business, Jackson acknowledges the hotel hasn’t reached its full potential. “We haven’t reached the max of where we want to be with our sellouts,” she said. “There’s still a lot of opportunity.”
The hotel continues to pursue more corporate group business, with a particular focus on attracting meetings and extended-stay business clients for 2026.
As Starke’s premier lodging option, there’s no Hilton or Marriott in the area; the Holiday Inn Express serves as a critical piece of infrastructure supporting tourism, business travel, and the local economy. Its success, according to management, is tied directly to the community’s growth.
“If the city grows, we grow,” Jackson said. “The more people know of Starke, the better it is for all of us.”
