COMMERCIAL REAL ESTATE

Hotel Chain’s Challenge: It’s a challenge, to say the least, but look to the Wyndham Hotel chain to offer aggressive promotions and reduced prices to lure customers to the former Beverly Heritage Hotel.

There’s not much else they can do because the hotel suffers from a poor location--although it is near South Coast Plaza--and stiff competition in an overbuilt market.

“It’s not going to be easy,” said Donald Wise, vice president, lodging and hospitality properties for CB Commercial Real Estate Group in Anaheim. “It’s always going to be a secondary choice compared to the (nearby) Marriott Suites. The visibility is terrible. You don’t even know it’s there.”

Wyndham took over management last week and renamed the 238-room hotel under its Wyndham Garden banner, its division geared to business travelers. Amgreen Partners in Encino bought it from the Resolution Trust Corp. for $10.5 million; Wyndham holds a minority stake in the hotel.

Jordan L. Richman and Danny Rea of Grubb & Ellis in Los Angeles represented the Resolution Trust Corp. in the sale, and Chuck LaPorte of Brown Motel Investments Inc. in Westlake Village represented the Encino firm and the Wyndham chain.