The Adam's Mark resort in Daytona Beach, Fla., will pay more than $2 million to settle allegations that it discriminated against African-American guests during Black College Reunion (BCR) 1999, bringing an end to a boycott launched by the National Association for the Advancement of Colored People (NAACP).
"I think it is an excellent outcome," said John Relman, a Washington, D.C. attorney who represents the seven original plaintiffs in the case. "As far as I'm aware, it is the largest monetary settlement achieved involving a hotel chain for public accommodations discrimination."
Still, the settlement reached announced Monday is far less than the sum the hotel chain agreed to in a 2000 settlement that eventually was rejected by a federal judge. The original agreement required Adam's Mark to spend $8 million to address allegations of discrimination at the Florida resort.