The Diamond Hotel is seen in downtown Chico, California on Friday, Aug. 18, 2023. It not only occupies the original building with a West Fourth Street address, but expanded to the Morehead Building, right, on the corner of Fourth and Broadway. (Ed Booth/Enterprise-Record)
CHICO — Newer hotels in Chico, including those with nationwide affiliations, appear to be doing a stable business now that the COVID-19 public health emergency is over. For older and smaller establishments, however, things look a bit less certain.
According to Diamond Hotel general manager Greg Scott, the hospitality industry as a whole seems to have recovered from COVID-related shutdowns.
“Industrywide, the occupancy rate is probably higher than in Chico,” Scott said Friday. “(In Chico), we’re probably right at par with pre-pandemic levels.
“We had a big surge when the restrictions were lifted because people wanted to get out and travel. It has gone back down to normal now, but it depends on the time of year,” he said. “I think we went to near zero (occupancy) during the pandemic. Butte County is doing about 70% occupancy now, but the Diamond is not that high.”
Scott said the business always goes up during special events at Chico State, which is only three blocks away from the Diamond. Just this week, in fact, saw a large increase in out-of-town guests as Wednesday and Thursday were move-in days at the dormitories. Many parents came to the city to assist their children.
“That always happens,” Scott said of the boost in business. “Our occupancy tracks very closely with what’s going on at Chico State. It rises when the parents come, such as during Wildcat Weekend” — formerly, homecoming — “and sororities when they have parents weekends.”
The Diamond is Chico’s only full-service downtown hotel. Near the Highway 99 freeway are stalwart establishments including the Best Western Heritage Inn and Doubletree Inn — formerly the Holiday Inn — near Cohasset Road, and in south Chico the Oxford Suites, Residence Inn and Courtyard, the latter two Marriott operations.
Judging by the number of cars in the parking lot, all of these establishments do a steady business — possibly due to freeway proximity, their relatively new facilities and their name recognition. It was difficult to get anyone representing these places to go on the record, as they cited corporate policies about speaking to the media.
For older motels, however, there appears to be a struggle for patronage.
At the Safari Inn, 2352 The Esplanade, the owner — who wished to only identify himself as Jay — said things have been slow since California lifted COVID-related restrictions on hotel occupancy. His motel sits about a mile from the freeway, but once fronted U.S. Highway 99E when that road was concurrent with The Esplanade.
“It has been slow after the pandemic,” he said. “There have been (nightly) rate increases for everyone else, but not independents. PG&E, water … they’ve all gone up in price. It’s hard to keep up with the increases in cost.”
Jay, whose tidy motel has 50 rooms, said his 1950s establishment hasn’t gained much from hosting homeless people with vouchers from charitable organizations.
“It hasn’t helped that much,” he said, referring to the vouchers. “The (voucher) amounts are below the normal rates we charge.”
Jay said he doesn’t see great potential for improvement.
“Being an independent is not what it used to be,” he lamented. “Only so many people are looking for mom-and-pop motels. Others are looking for chains.”
The Town House Motel — at about a quarter-mile south of the Safari at 2231 The Esplanade — is likewise a 1950s-era establishment that no longer appears to do a brisk business. There was no answer at the office door, which was locked in mid-afternoon, and only nine cars occupied the parking lot.
There’s no longer a swimming pool available to guests, as the owners have filled it in to create a garden-like setting.
Another quarter-mile or so to the south, at 1934 The Esplanade, the Matador Motel was nearly deserted. Only two cars were visible in the parking lot; the swimming pool appeared to be no longer suitable for use. The office was closed and, aside from the few overnight guests who were hanging around in front of their rooms, there were no other people in sight.
Ladders, a life-sized wooden statue and some home-improvement items were scattered around the motel’s concourse.
The Matador opened in 1946 as the Washington Motel, changing to its current name around 1967 or 1968. It became the temporary home of many…
Read More: Larger, newer lodging establishments doing well in Chico; independents struggle