I had a chance to catch Steve Joyce, Choice Hotels International’s president and CEO, on CBS’ Undercover Boss last night. It was the perfect ending to a day of football watching (OK, I admit I was clicking back to the Miami Dolphins-New York Jets game during commercials).
I’ve known Steve for a few years and have always enjoyed our interviews. His appearance on the reality TV show reaffirmed my belief that he is a good guy.
For the purposes of the show, camera crews followed Joyce as he worked at several Choice-franchised properties. Employees at the hotels were under the impression that Joyce, known as failed diner owner Jack Parker to the employees, was a contestant to win a job at Choice.
Joyce’s genial nature shined throughout the show. From the moment he shaved what has been a trademark mustache to when he donned a bright blue blazer while sitting with a director of sales at a Cambria Suites in Noblesville, Indiana, Joyce’s personality took center stage. (The blazer was undoubtedly from his own personal collection as he is known to have what I’ll call an “electric” taste in clothing.)
The best part about Joyce, from my perspective, is his willingness to talk. There have been times when Choice’s fine corporate communications team has had to rein him in because of his tendency to tell too much.
“I have a hard time not saying what I’m thinking,” Joyce told the viewers of the show, noting that he was going to have to muzzle himself so he wouldn’t blow his cover.
To say Joyce is affable is an understatement. I can’t imagine him ever turning down the opportunity to chit chat with total strangers or employees. Some of his exchanges with the latter were downright emotional, and it was hard to watch without getting teary-eyed. Much of the show was built around Joyce’s relationship with his mother, whom he lovingly called “St. Annie” because of her willingness to lend a hand to those in need.
Joyce and I are both overweight, so I sympathized with him as he sweat his way through his undercover jobs in maintenance and housekeeping departments at different hotels in the Orlando area—including the largest hotel in the Choice system, a 672-room Econo Lodge.
From arranging pool chairs to picking up garbage and towels to scrubbing toilets and making beds, Joyce earned his keep. He also noticed some areas in need of improvement: a bad roof and non-working locks at the Econo Lodge.
“When guests can see that the hotel is not being maintained, that’s going to drive down the business,” Joyce said.
He also was able to act as an undercover guest at various hotels on his travels. It was clear that his eyes were opened by several things, including being stuck in an elevator for 9 minutes and having to PAY for coffee to brew in his in-room coffeemaker at a Suburban Extended Stay Hotel.
Later, Joyce bemoaned to Choice executives: “I’ve got two bars of soap, but no coffee!” He vowed changes in that philosophy.
The show was great exposure for the company and its president/CEO. While I know there’s a ton of editing done to make a good story, Joyce’s appearance on Undercover Boss reaffirmed that he truly is one of the good guys.
