hotels on the beach daytona fl

The Adams Mark hotel in Daytona Beach, FL, wont require guests to wear orange wristbands and is reducing its police presence during Black College Reunion this year, according to the hotel chains top executive.

Hotel employees also will make a greater effort to be sensitive to how guests are treated during the weekend which starts March 31, Fred Kummer, chairman and CEO of the St.

Louis-based HBE Corp., said during a check presentation at City Hall.

Adams Mark Hotels and Resorts donated $50,000 to Black College Reunion, a couple of months after the U.S.

government accused the luxury chain of discriminating against Black guests during the annual gathering.

Kummer acknowledged pany needs to win back public confidence following the lawsuit by the U.S.

Department of Justice and a class-action lawsuit by five Black hotel guests JET, June 7.

Weve been accused in a way thats almost a conviction, he said.

We have to defend ourselves in the court of public opinion as well as the courts.

Black College Reunion is an annual event that attracts as many as 100,000 Black college students for a weekend of sun, surf and partying in the Daytona Beach area.

The Justice Department sued the hotel chain a couple of months ago, alleging it charged guests at last years reunion more than guests for other special events and required they pay the full amount in cash when they reserved a room.

The lawsuit also alleged reunion guests were not allowed to use telephones, minibars or movies in their rooms without first paying a large cash deposit and couches, lamps and chairs were removed from the lobby the day they were to arrive.

Five Black guests sued the Adams Mark last year, claiming the hotel singled them out as security risks and made them, but not White guests, wear orange wristbands to get into the hotel.

That guests case has e a class-action lawsuit joined by the NAACP.

The state of Florida also has asked to join it, alleging the hotel violated state consumer protection laws.

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