Team Players

Frederick "Coach" Cerrone Founder & Chairman

Fred Cerrone serves as Founder and Chairman of Hotel Equities with a portfolio of properties nationwide. His four-decade career started as a desk clerk at Boston’s largest hotel and included work as an award-winning GM, an astute management company executive and a successful hotel owner.  After many years in key positions with top hotels, he launched Hotel Equities in 1989 and Marriott tapped him as one of their first franchise partners.

In 2012, he co-founded Hotel Development Partners (HDP), an Atlanta-based joint venture between Hotel Equities, IRE Capital and McCarthy Investments to acquire and develop premier-branded hotels. He serves as COO of HDP which has ten properties under management in Atlanta and Charleston and three properties under development in Miami Beach and Atlanta.

Marriott International named Hotel Equities the recipient of its prestigious “Spirit to Serve Award for Community Service” in 2017 and 2012.  The award recognized the company’s values as expressed through employee volunteerism plus in-kind and cash donations.  Hotel Equities is also a two-time winner of the Marriott Partnership Circle Award.

Chairman of Marriott’s Fairfield Inn Franchise Advisory Board, Fred holds an MBA from Georgia State University and an undergraduate degree in Hotel and restaurant Management from Miami Dade College.

Brad Rahinsky President & CEO

Brad Rahinsky serves as President and Chief Executive Officer of Hotel Equities, an Atlanta-based, full-scale hotel ownership, management and development firm.  He develops the long term vision for Hotel Equites and supports all aspects of the firm’s growing business.  In late 2018, Mr. Rahinsky guided Hotel Equities through a historic joint venture and strategic partnership with Virtua Holdings International that will accelerate the firms growth through a comprehensive acquisition platform.

Mr. Rahinsky joined Hotel Equities as Vice President of Operations in early 2012 and quickly moved into senior leadership where he has powered the firm’s explosive growth adding over 75 hotels to the firm in over 25 states and multiple provinces in Canada.  To handle the rapid and unprecedented expansion, Mr. Rahinsky has internally developed and externally recruited some of the industry’s brightest leaders.  Prior to joining Hotel Equities, Mr. Rahinsky co-owned a successful portfolio of Hilton and Hyatt branded hotels in the Southeast.  He spent his early years learning the business through progressive executive level positions with Sheraton, Hyatt, Wyndham and various independent resorts.

Mr. Rahinsky serves as a member of the TownePlace Suites by Marriott Franchise Advisory Committee and Hilton’s Hampton Inn and Suites Owners Advisory Council.  He earned a B.S. degree in Communication Arts with a minor in marketing from the University of West Florida.  He and his beautiful wife, Tricia, have five children and reside in Fulton County, north of Atlanta, GA.

Joseph "Joe" Reardon Chief Development Officer

Joe Reardon serves as Chief Development Officer for Hotel Equities, an Atlanta-based, full-scale hotel ownership, management and development firm.

With 25 years of hospitality experience, he oversees the development and growth strategies for the Hotel Equities organization. Mr. Reardon has built a highly successful business development team to negotiate management contracts and evaluate the financial feasibility of the firm’s acquisition opportunities. He utilizes the existing portfolio of hotel assets as a platform for smart growth with current and potential owners.  

Mr. Reardon orchestrated Hotel Equities’ growth to over 110 properties in 23 states from Connecticut to California.  The firm recently expanded its leadership team by hiring additional key personnel at executive and regional levels and opened a regional office in Houston Texas while focused on another regional office in Canada.

Mr. Reardon came to HE from Noble Investment Group where he served five years as Executive Vice President of Sales and Marketing. He previously served five years with Shamin hotels as VP Sales and Marketing.  

Mr. Reardon began his career with Marriott International in Sales and Marketing before being promoted to a Regional Director of Sales and Marketing.  Over a 17-year span, he earned prestigious awards for work in select service, full service and resort hotels. With a proven track record of transforming sales cultures and systems to drive top line revenue, he develops and leads strong teams to make a positive impact on market share and profitability.

  

Mr. Reardon holds a B.S. degree in Business Administration & Tourism Management from North Carolina State University. 

Bryan P. DeCort Executive Vice President

Bryan DeCort serves as Executive Vice President of Hotel Equities and oversees the firm's daily operations.  A natural servant leader, Bryan leads enterprise wide performance initiatives that support HE’s strategic growth, mission and value statements. He works closely with and supports Hotel Equities’ executive team, brand partners and owners to ensure alignment and execution of all performance metrics.

Bryan joined Hotel Equities in 2017 and restructured the organization’s operational platform to aid in HE's growing footprint. His efforts resulted in the strengthening of technical capabilities across all disciplines and continue to yield consistent high-performance results throughout HE’s hotel portfolio.

With nearly 25 years of diverse hospitality service, Bryan's luxury hotel brand experience includes progressive executive leadership positions with Marriott International, Renaissance, Sheraton and Omni Hotels. Bryan also spent significant time in progressive executive level positions with two highly-respected national parking companies. At Towne Park, he led all facets of a growing and diversified hospitality and healthcare portfolio that supported over 150 clients and 3500 associates, while also leading the firm’s enterprise-wide marketing initiatives. During his tenure with Atlanta-based AAA Parking, Bryan served as a company officer and strategic contributor; positions that led the firm to achieve record expansion and growth.

Bryan holds a B.S. in Business Administration from the University of Central Florida where he concentrated in Hospitality Management and Marketing. He and his beautiful wife, Carrie, have three children and reside in Alpharetta, GA (north of Atlanta).

Andrew "Drew" Salapka Senior Vice President of Operations

As an award-winning, Hotel Equities' veteran, Drew leads the firm’s growing portfolio of owned/managed hotels. As Senior Vice President of Operations, Drew works closely with the executive team to drive performance results and accountability throughout the firm’s portfolio. Drew also leads HE's new hotel opening and transitions team. His diverse background is a differentiator that gives him a unique skillset and perspective, as he leads Hotel Equities into the future. 

Drew most recently served as senior vice president of revenue generation for HE. He joined HE in 1999 as a summer intern and earned the position of bench manager, covering various operational positions at several of the company’s hotels. While serving as general manager for the TownePlace Suites Kennesaw, Marriott International recognized him as General Manager of the Year for the brand. In 2006, Drew was appointed as the firm’s first revenue manager and, in 2008, the company promoted him to full-time director of revenue generation.

Drew is a graduate of Clemson University with a B.B.A. in Business Management. A devoted husband and dad, he enjoys spending time with family. His passion for water skiing dictates his choice of vacation spots.

Cesar Wurm Senior Vice President of Sales and Revenue Generation

As Senior Vice President of Sales and Revenue Generation, Cesar leads the strategic sales and revenue generation efforts for Hotel Equities. He works alongside the executive team to drive best-in-class performance results and accountability across the entire portfolio of owned/managed hotels.

Cesar originally joined Hotel Equities as VP of Sales and Marketing and made an immediate impact to top-line growth, allowing the company to deliver maximum returns to stakeholders.

Cesar was previously Director of New Hotel Openings for InterContinental Hotels Group. He began his career in Brig, Switzerland, as an assistant resident manager and later came to the U.S., advancing from intern into several leadership positions with Crestline Hotels & Resorts, Starwood and served as VP of Sales at Trust Hospitality. He achieved back-to-back records for sales and revenue in his previous roles, establishing himself as a market positioning expert through strategy, leadership and deep industry relationships.

Cesar’s accolades include 2014 Best-in-Class Associate Satisfaction Survey (Starwood), 2012 Winner of the North America Division Cross-Over Contest (Starwood), 2010 Top Booking Team of North America Division (Starwood) and 2008 honoree for the Stars of the Lodging Industry by the Georgia Hotel & Lodging Association.

Cesar graduated from Washington State University and Cesar Ritz College in Brig, Switzerland (B.A. and a Swiss Higher Diploma under an accelerated program).

Keith Hensley Vice President of Operations - Full Service

Keith comes to Hotel Equities with 35+ years of sales and operations experience in the hospitality industry. He serves as the Vice President of Operations for HE’s full service division of hotels with includes resorts-style, lifestyle, boutique branded and independent hotel properties. In his role, he works closely with the firm’s executive team, as well as the regional operations teams to ensure a consistent approach across the portfolio of full-service hotels.

Keith has held various positions in his hospitality career and gained valuable F&B experience during his time at full service destination properties. He previously served as the Director of Sales and Marketing at the Atlanta Marriott Marquis, where he achieved market share growth, exceeded budgeted revenue and helped implement and execute the marketing plan and re-launch of the Marriott Marquis following an $138m renovation.  

In his most recent role, he served as the General Manager for the Atlanta Evergreen Marriott Conference Resort in Stone Mountain, GA. During this time, he led a team of associates to run the resort offering 67,000 sq. feet of meeting space.

Keith graduated from Belmont University with his degree in Hotel Management. He has received multiple recognitions and accolades for his leading performance results and contributions to the industry.

Keith resides in Cumming, Georgia with his family. When he is not working, he enjoys watching the Tennessee Titans play football and cheers on the University of Kentucky basketball team.

Nancy Curtin "NCM" Morris VP of Learning & People Development/Director of Operator’s Coaching Program

A performance management and training professional, Nancy brings the company’s passion for leadership growth and personal development to life. Nancy’s experience includes nearly 25 years with Marriott International, where she headed their national leadership training programs.

Nancy earned a B.S. in Economics from Providence College and a M.S. in Adult Education from Georgia State University. She holds numerous professional certifications, including Myers Briggs Type Indicator, Stephen Covey Master Trainer, Gallup Strengths Assessment and more. An avid tennis player, Nancy enjoys gardening and spending time with her family, especially on vacations to Cape Cod.

Carlos "Los" Melgar Vice President of Finance

With more than 10 years of industry financial analytics experience, Carlos maintains oversight of the accounting and finance departments, especially the integrity of all reporting, budgeting and cash management activities for the company and its properties. Before joining Hotel Equities, he served six years as SVP, Controller and Asset Manager for the Atlanta-based Premier Hotel Corporation.

Carlos earned a B.S. in Accounting from the University of Arizona. In his free time, he helps people lead fuller and happier lives through fitness as an instructor and coach. A weekend trumpet player, he enjoys playing in a big band throughout metro Atlanta. His favorite vacation is visiting San Diego, California with his family.

Greg Presley VP of Business Development

As a talented and highly-skilled hospitality industry veteran, Mr. Presley brings extensive full and select service brand expertise and leadership to his position. With a background in relationship building, contract negotiation, franchise sales strategies and development, he has been highly successful in fueling the firm’s strategic growth. His focus is on prospective owners for third party management and development opportunities.

Mr. Presley helped orchestrate Hotel Equities’ growth to over 130 properties in 30 states/providences throughout the U.S. and Canada. The firm recently expanded its leadership team by hiring additional key personnel at executive and regional levels and opened a new office location in Canada.

A veteran of more than 31 years in the hospitality industry, he joined Hotel Equities from Vision Hospitality where he served as Vice President of Marketing & Business Development. He analyzed market and feasibility studies for acquisition and development opportunities in addition to overseeing the company’s portfolio of hotels. 

Beginning his hospitality career as a desk clerk while in college, Mr. Presley joined Marriott International upon graduation and soon became one of Marriott’s first cluster director of sales and then one of their youngest general managers. He spent 16 successful years with Marriott during which time he earned several prestigious awards including the General Manager’s President’s Cup, the Rising Star Award and Opening Hotel of the Year.

Mr. Presley holds a B.S. Degree in Marketing/Communications from the University of Alabama. An endurance athlete, he loves competing in Ironman competitions and running half and full marathons. He is a board member of the Nashville Sports Council and an executive leader in the American Walk & Stroke Association.

Jeffery "Jeff" Shockley Vice President of Asset Management & Operations

A long-time team member with more than 25 years in the industry, Jeff brings a depth of experience in operations, finance and management to his current role. In addition to working with the Operations team to ensure accountability, he also serves as a strong value add to owners and investors through his expertise in Asset Management. 

After earning a degree from the University of Georgia, Jeff continued his career as a Sales Manager for Marriott International. He transitioned to Assistant GM with Hotel Equities and, moving up quickly, Marriott twice named him "GM of the Year" for the Fairfield Inn brand. A sports enthusiast, he enjoys tennis, golf and snow skiing. Big Sky, Montana is a favorite vacation spot for the active Shockley family.

Patrick Trainor VP of Projects & Facilities

Responsible for overseeing the design, development and progress of various hotel renovations and new development for the firm’s growing portfolio, Patrick coordinates teams that include designers, architects, general contractors and various subcontract services.  He ensures that projects stay on budget and on schedule while working with hotel operations to minimize interruption to services or guest scores. Additionally, he leads Hotel Equities’ efforts in facilities management, ensuring the portfolio maintains a best-in-class maintenance and asset care program.

Patrick joined us from Noble Investment Group where he held the position of Project Director.  He successfully led cross-functional teams in developing and implementing feasible timelines and budgets. Previously he served as Vice President of Construction and Renovation at Wright Investment Properties where he developed budgets and completed projects including all aspects of renovation. As Senior Project Manager for Pillar Hotels and Resorts, he managed the design, purchase and construction of 60+ hotel lobby and room renovation projects.

Patrick studied marketing and public relations at the University of Memphis.  An Eagle Scout, he served as a specialist in the U.S. Army reserves for eight years.  He and his wife Elizabeth live in Marietta Georgia with their three children.  In his free time, he enjoys playing golf, cooking and spending time with his family.

Gregory "Greg" Smith Corporate Chaplain & Relationship Coach

As Corporate Chaplain, Greg oversees the weekly Life Lessons Over Lunch program and the firm’s confidential 24-hour Prayer Line, and he also plans and leads mission projects, locally and abroad, many of which include Hotel Equities associates. He regularly visits each of the company’s hotels and provides personal counsel to associates and guests in times of crisis.

A Southern Baptist pastor who served in local churches for 16 years, Greg holds degrees from Hardin-Simmons University and Southwest Baptist Theological Seminary. He is the founder and president of InStep International, an Atlanta-based nonprofit with a focus on local and international missionary projects. Greg enjoys life coaching, purpose development, and helping people reach their full potential.

Toi Brown Corporate Director of Human Resources

Toi Brown joined Hotel Equities from Jackson Pierce Public Affairs where she spent the last 11 years leading a diverse Human Resources team. Prior to Jackson Pierce, she served as the Training and Development Manager for Jamestown Properties. Toi is a graduate of Clark Atlanta University where she received a Bachelor of Arts in Communications and she is a current member of both SHRM and ATD.

In her role, Toi leads, develops and elevates all Human Resources services, policies and programs.  She proactively collaborates and partners with Hotel Equities' internal and external stakeholders to ensure we are delivering best-in-class support throughout the Human Resources discipline.

Toi is a South Florida native and loves the water. She lives in the greater Atlanta area with her husband, two sons and their Yorkie.

Diane McEachern Human Resources Manager, Canada

Diane comes to Hotel Equities with over 10 years of experience in Human Resources. Her vast knowledge of HR will ensure success for Hotel Equities’ portfolio of hotels located in Canada. She has a depth of experience in HR policy, payroll, benefits, training and development, recruitment and employee relations.

Diane most recently served as Director of Human Resources for Hotel Arts Group. During her time there, she assisted in enhancing the on-boarding process and delivered orientation to new hires. She also significantly reduced lost time days by facilitating training sessions for critical HR-related topics, administered employee surveys and assisted in project implementation of management modules in payroll systems.

Diane began her career in Human Resources at Ply Gem, where she worked as a Corporate Human Resources Manager, with a company that had over 1,200 employees in 15 branches across Canada. She built the Human Resources department and tripled the department workforce. After five years, Diane decided to move into a different role as Director for DLM Human Resources Consulting, where she was a mentor and coached HR Personnel and leaders. Her job provided strategic direction for Human Resources personnel. She also served as an HR consultant for two years before joining a fast-growing company to create their HR department. 

Diane is proud to have assisted in her company’s nomination and recognition for the "Diversity Award” and the “Premiers Award of Excellence”, as part of the Alberta Business Awards of Distinction. These awards resulted from the leadership in HR for diversity and inclusion in their recruitment and retention programs.

Diane resides in Edmonton, AB, Canada. When she is not working, she enjoys spending time with her family and friends.

Jeff Hatchett Director of Projects & Facilities

In his role, Jeff is responsible for overseeing design, construction, development of new-build, renovation and conversion projects for multiple properties in HE’s portfolio of hotels. He reports directly to Patrick Trainor, VP of Projects and Facilities, and works alongside him to lead the Development Services division, where they serve as a liaison for owners by collaborating with all parties involved in a project, i.e. brand, architect, design and construction to ensure all parties work in coordination with one other to move projects across the finish line in an efficient and effective manner saving the developer time and money.

Jeff has experience in all aspects of design, construction and renovation, including projecting take-offs and on-site measuring for commercial job-sites, design & architect, ensuring blueprints are followed precisely and working with ADA standards. Before joining HE, Jeff began his career as an Assistant Jobsite Supervisor and moved up the ranks to the position of Director of Renovation/Construction. After 9 years gaining valuable experience in his trade, Jeff began his own company called Rocks Edge, LLC and worked as a Managing Member for NuHorizon Renovation.

He graduated from The University of Memphis, where he obtained his degree in Science of Engineering Technology/Architecture. In addition to his degree, he holds multiple certifications including General Contractor Certification in seven different states, OSHA Certification, EPA Lead Safe Certification and is an appointed member of the Town of Rossville, Tennessee’s Design Review Committee.

Jeff resides in Collierville, TN. When he is not working, he enjoys watching football.

Kristin Iversen Director of Learning & People Development

Kristin Iversen serves as director of learning and people development. In her role, she helps facilitate the expansion of Hotel Equities’ industry best hotel management training programs. She reports directly to Nancy Curtin Morris, VP of learning and people development.

Kristin began her career in hospitality as director of sales for an independent, extended-stay hotel on the Florida panhandle. She was promoted to assistant general manager where she discovered her passion for operations and people development. She later assumed the role of general manager for the property. Kristin joined HE in 2012 as the general manager for a Hilton hotel in Navarre Beach, FL. During her tenure, she was promoted to Lead GM for the firm, overseeing a portfolio of Marriott and Hilton branded properties. Under her leadership, the portfolio of hotels achieved top-performance results and maximum returns for owners. 

Most recently, Kristin served as the opening general manager for the new SpringHill Suites by Marriott-Navarre Beach. She oversaw the 12-month development of the resort-style hotel which boasts over 3k square feet of meeting space, as well as a full-service restaurant and bar. The hotel earned an award for achieving the highest guest satisfaction scores for a New Hotel Opening in the firm’s portfolio of hotels, as well as recognition from Marriott for top guest satisfaction scores for the entire SpringHill Suites by Marriott brand. The hotel also consistently earned a #1 ranking on TripAdvisor.

Kristin is a graduate of HE’s Leadership Development Program, intended for individuals with multi-unit oversight. In 2014, she received HE’s prestigious Chairman’s award in recognition of her many contributions to the company.  

Sommer "Sunshine" Shiver Director of Communications

Sommer is responsible for the organization’s communications including planning, development and implementation of Hotel Equities’ marketing and public relations strategies. Her efforts are focused on working with the marketing and communications team to ensure that the organization's image is clearly articulated. 

Sommer holds a degree in Business Administration from Pensacola State College and has additional training in Google analytics, graphic design and photography. She is a graduate of Pathbuilders Percepta® program for women, as well as Hotel Equities’ Leadership Development Program (LDP). In 2017, Hotel Management magazine recognized Sommer as a member of the hotel industry’s Thirty under 30 Top Rising Stars.

With a heart to serve others, Sommer organizes community service projects for the corporate office staff and promotes a spirit of volunteerism throughout the company. In 2016, the firm recognized her with Hotel Equities' Pillar Award for her contributions as a culture and brand champion. An active member of the company’s Diversity and Inclusion committee, she is a driving force behind the firm’s commitment to advance D&I in the workplace.

A native of Pensacola, Florida, Sommer enjoys kayaking, relaxing at the beach and traveling. She has lived in Atlanta for the past six years.

Ta'Neika Blue Accounts Payable Manager

Ta’Neika is in charge of managing accounts payable for 70+ open and operating hotels under Hotel Equities’ corporate portfolio of hotels. She reviews all invoices for appropriate documentation and approval prior to payment, processes monthly corporate and hotel invoices and expenses into operating system for payment and reconciling vendor statements and research discrepancies. She reports directly to Carlos Melgar, Vice President of Finance.

Ta’Neika began her career in the hospitality industry as a front desk associate and supervisor assistant in Savannah, Georgia where she earned the Hampton Hero of Hampton Inn – Savannah North Award.

To pursue an interest in accounts payable and finance, Ta’Neika left briefly to gain valuable experience in patient accounts for a healthcare facility. She later rejoined the company assuming a position as Front Desk Associate at an HE-managed property and quickly worked her way up to Operations Manager. Combining her experience in hospitality with her knowledge of accounts payable & receivable, Ta’Neika earned a position as Accounts Payable Specialist at HE’s corporate headquarters in 2017. She was promoted to AP Manager in 2019. 

Ta’Neika’s strong ambition and her willingness to face new challenges earned her recognition in Hotel Management magazine’s 2019 list of Thirty Under 30-Rising Stars in the Hospitality Industry.  She was also recognized with Hotel Equities’ Pillar Award in 2018.

When she is not working, Ta’Neika enjoys roller skating and hanging out with her friends. She resides in Atlanta, Georgia.

Tim Ross Senior Accountant

Tim serves as Senior Accountant for Hotel Equities, where he oversees the finances for a portfolio of hotels under the firm’s management. He communicates with owners regarding their finances and participates in hotel ownership transitions. Tim reports directly to Carlos Melgar, VP of Finance.

Tim originally joined HE in 2017 as a Staff Accountant for the firm where he was responsible for reviewing general ledger accounts, processing payroll entries and accruals and preparing monthly financial statement packages. He also filed state and local taxes for the hotels, worked on bank reconciliations and provided the hotels’ month-end and year-end closes.

Tim first began his accounting career as an Accounting Assistant, where he processed contractor and vendor invoices, ensured compliance with deadlines and was responsible for collection activities. He later joined M3 as a Staff Accountant.

Tim obtained his B.A. in History from Georgia State University and received his Master’s Degree in Accounting and Financial Management from Keller Graduate School of Management. He resides in Sugar Hill, Georgia with his wife and children. When he is not working, he enjoys spending time with his family and watching football on Sundays.

Kathy Taudte Senior Accountant

Kathy holds more than 30 years of experience in the field of accounting.  She started her career working on audits and tax preparation before moving into a supervisory role.  A highly skilled C.P.A., she held the position of controller at two firms, working with real estate partnerships and syndications.  Working at Hotel Equities, she has a developed a keen knowledge of the hospitality industry’s financials.

Kathy earned a B.S. in Accounting from the University of Georgia.  She enjoys growing flowers and gardening, spending time with her family and traveling.  Her favorite vacation spot is Yellowstone National Park in Wyoming.

Oscar Rodriguez Regional Director of Accounting, Canada

As Regional Director of Accounting, Oscar leads the accounting operations for a select portfolio of properties. With 20+ years of experience in accounting, Oscar is well versed in the day-to-day operations. He has knowledge and experience in processing bi-weekly and annual payroll reports, accounts payable, accounts receivable, billing and reconciliations, journal entries, month-end closing processes and more. In Oscar’s previous position, he served as Property Controller at the Sawridge Inn & Conference Centre.

He began his career in accounting as a bookkeeper in 1997 and entered the hospitality industry in 2004 as an Accounting Supervisor for Millenium Hotels and Resorts in Scotland. Oscar grew in his career over the years by accepting positions as an Income Auditor for Holiday Inn Hotels and Suites, as an Accounting Clerk for Fairmont Chateau Laurier Hotel and an Accounts Analyst for Fairmont Raffles Hotels International. After two years, Oscar became an Assistant Controller for a portfolio of properties and was later promoted to Property Controller for a hotel located in Fort McMurray, AB.

Oscar and his family reside in Alberta. When he is not working, he enjoys spending time with his wife and daughter and playing soccer.

Joe Fallis Regional Director of Operations

Joe serves as Regional Director of Operations, where he oversees a portfolio of Hotel Equities’ managed properties located in the east region. He works alongside the above-property sales and revenue generation teams to ensure strategy is deployed to achieve high-performance results and yield maximum returns for stakeholders. Joe reports directly to Drew Salapka, SVP of Operations.

Joe joined Hotel Equities in 2016 as the opening General Manager for a new-build Marriott hotel in Atlanta, GA. Under his leadership, the hotel was awarded Marriott’s 2017 Opening Hotel of the Year for the brand, as well as the 2018 Platinum Circle award, Highest House Profit award and the Highest Guest Satisfaction award. He most recently served as Lead General Manager for the firm, where he distinguished himself in all metrics deemed critical to success. Joe’s innate leadership qualities, along with his ability to build successful teams, consistently resulted in best-in-class results.

With 10+ years of hospitality experience, Joe began his career as a night auditor at the Courtyard by Marriott in Fountain Valley, California, and  advanced in roles, gaining valuable experience in all capacities of hotel operations. He entered into management as an Operations Manager and continued to elevate into roles with increasing responsibility.

Joe is a graduate of HE’s Leadership Development Program, intended for individuals with multi-unit oversight. His commitment to developing talent in others has resulted in career advancement for numerous associates who have benefitted from his mentorship. In 2018, he received HE’s prestigious Chairman’s award in recognition of his many contributions to the company.

Joe has a B.A. in Business Administration with a concentration in Finance from Walden University. He resides in Atlanta, Georgia with his wife and daughter. When not working, he enjoys spending time with his family, traveling and playing golf.

Jimmy Grover Regional Director of Operations

Jimmy is based in Atlanta and has oversight of all above property operations for a group of hotels managed by Hotel Equities.  

With more than 20 years of hospitality industry experience, Jimmy began his hospitality career as a technician and moved up quickly within Marriott to the post of General Manager.  He came to Hotel Equities as originally as General Manager of the Courtyard by Marriott McDonough and was soon promoted to Lead General Manager for a group of hotels. In 2015, he earned the firm’s Chairman’s Award for the outstanding overall leadership and hotel performance results.

Jimmy's strong background in operations, team-building skills and his passion for the hospitality industry make him an integral part of the team, ensuring our teams are successful in achieving their goals.

Mr. Grover earned a degree in Business Administration from Western Illinois University after growing up in Chicago. A resident of Lithonia, Georgia, he and his wife are the parents of three children. He enjoys fishing and playing golf in his free time.

Lexi Han Regional Director of Operations

Lexi oversees operations for Hotel Equities’ Texas portfolio of hotels. She will work alongside the regional sales and revenue management team to ensure optimal results are achieved for her region. In this capacity, Lexi’s knowledge of multi-brand hotel operating systems is a value-add for HE’s property-level leaders and will ensure maximum ROI for stakeholders. She reports to Drew Salapka, SVP of Operations.

Lexi originally joined the firm as a Task Force General Manager, where she supported a variety of unique and complex assets across the HE’s entire portfolio of hotels where she was able to successfully drive results and further strengthen the company’s owner relations.

Prior to joining HE, Lexi served as general manager for the Fairfield Inn & Suites by Marriott in Hershey, Pennsylvania. With 10+ years of hospitality industry experience, Lexi began her career as a Hotel Manager at the MGM Mirage Corporation in Las Vegas, Nevada and then shifted to H&H Financial Services, as a controller/compliance officer, where she oversaw anti-money laundering compliance programs. In 2012, Lexi accepted an Assistant General Manager position at the Ayres hotels in Redlands, California and further continued to gain experience serving in several different capacities with increasing responsibility, including Director of Operations and Corporate Director of Property Performance Improvement.

Lexi has a B.S. in Hotel Management – Hospitality Operations from the The University of Nevada, Las Vegas and a second B.S. in Gaming Administration - Compliance Regulations from The University of Nevada, Las Vegas. She also obtained her M.S. in International Hospitality Management from Les Roches International School of Hotel Management in Switzerland.

Lexi resides in California, where she enjoys cooking, running and lounging with her dogs when she is not working.

Paramvir ""Peter"" Parmar Regional Director of Operations, West Canada

Peter serves as Regional Director of Operations for West Canada, where he oversees a portfolio of Hotel Equities’ managed properties located in the western region of Canada. He reports directly to Drew Salapka, SVP of Operations.

Peter has 20+ years of experience in the hospitality industry. He most recently served as the Vice President of Operations at Phi Hotel Group, where he was responsible for the overall operations and development of Marriott Branded Franchise hotels. He was also responsible for the opening of the Four Points - Grande Prairie and the Westin - Calgary Airport Hotel and Conference Centre.

Peter has held many leadership positions in both management and development. He served as the Director of Sales at a Westin Hotel, the General Manager of Fantasyland Hotel in Edmonton, Alberta, and was promoted to the President & General Manager of a resort and spa. He was promoted to Vice President/Executive Director of Operations for Nova Hotels Inc. due to his extensive knowledge and experience of the hospitality industry.

Peter was the recipient of Alberta Hotel and Lodging Association’s “Award of Distinction”. He has held many different positions on multiple different boards in Canada. As a graduate of Cornell University’s General Manager Program, Peter’s educational background includes a Diploma in Hotel and Catering Operations from Highbury Technical College in Portsmouth, England and the designation of Certified Hotel Administrator from the Educational Institute of the American Hotel and Lodging Association.

Peter currently resides in Edmonton, Alberta. When he is not working, he enjoys playing golf and spending time with his family.

Polly Ann Elliott Regional Director of Sales

As Regional Director of Sales, Polly Ann brings a vast amount of experience in sales, leadership and training to a portfolio of hotels where she has oversight of sales and marketing strategies. She joined Hotel Equities in 2017 as the Area Director of Sales for a portfolio of hotels in Charleston, SC, where she successfully maximized revenues and increased group bookings for all assets.

She was formerly with Interstate Hotels and Resorts where Polly Ann built an impressive record of success as Director of Sales and Marketing by increasing both occupancy and revenue during her seven-year tenure. Prior positions include Eastern Regional Sales Specialist with Marriott International and Director of Sales for the Courtyard by Marriott Charleston Coliseum.

Polly Ann has a passion for developing talented sales people and regularly facilitates enhanced training sessions with sales leaders throughout her portfolio of hotels. Her “spirit to serve” attitude and unique leadership skills yield impressive results and strengthen the Sales and Revenue Generation team. 

In her free time, Polly Ann enjoys working out, spending time at the beach and cooking.

Susan "ROCK" Greenberg Regional Director of Sales

As the Regional Director of Sales for a portfolio of the firm’s hotels in Texas, Susan is responsible for all sales, marketing, public relations and market share growth for the firm’s growing Texas portfolio and directs the firm’s sales teams to peak performance.

Formerly with The Embassy Suites Austin Central as Director of Sales and Marketing, Susan also served in similar positions with Marriott full service hotels in Richmond and Austin. Throughout her career, she held leadership posts in sales with the Omni Hotel Austin Downtown and Westin Hotels and Resorts.

Susan holds a B.A. in Sociology, Asian Studies from Tufts University. A professional chef with a keen interest in culinary arts, she earned several professional certificates in food and beverage management and holds a Culinary Theory Certification from Académie de Cuisine. Other interests include travel, golf and reading. She and her husband live in Dripping Springs, Texas with their two dogs.

Thomas "TC" Harrison Regional Director of Sales

With 20 years of hospitality experience, Thomas is responsible for all sales, marketing, public relations and market share growth for a portfolio of the firm’s hotels. His unique leadership skills and proven sales tactics strengthen the sales and revenue generation team, leading the effort to penetrate markets and lead market share. He reports to the Senior Vice President of Sales & Revenue Generation.

Thomas previously served as Regional Sales Manager with Marriott International, responsible for selling 15 full service and select service properties in the metro Washington DC/VA area. Before joining Marriott, Thomas gained invaluable Atlanta market knowledge as Corporate Sales Manager for the W Atlanta Perimeter Hotel with Starwood Hotels & Resorts, and also served as the Senior Sales Manager for the JW Marriott Atlanta Buckhead.

Thomas earned the New Hotel of the Year and Hotel of the Year for Interstate Hotels & Resorts Crossroads division during assignments as Opening Director of Sales for both the Atlanta Marriott Buckhead Hotel & Conference Center and the Courtyard Atlanta Decatur Downtown/Emory.

Thomas currently resides in Atlanta, GA and loves to vacation anywhere he can find a beach. In his spare time he enjoys spending time with my family, friends and his dog, Spartacus. He earned his BS degree in Hotel, Restaurant & Tourism Administration from the University of South Carolina. 

Jim "Doc" Holliday Regional Director of Sales

Jim serves as Regional Director of Sales for the firm. Jim focuses on the hotels in the firm’s Full Service and Resort Division as he works to assist, support and direct the sales efforts throughout the firm’s growing portfolio. Additionally, he helps facilitate training for the Directors of Sales at their respective hotels.

With more than 25 years of hospitality industry experience, Jim came to Hotel Equities from the AAA Five Diamond Fairmont Scottsdale Princess.  He served as Director of Markets, successfully leading a team with an annual budget of $11.2 million or nearly a third of the resort’s overall annual budget.  Previously, he served as Director of Association, Mid-Atlantic and Southeast for the AAA Four Diamond Waldorf Astoria, La Quinta Resort & Club and PGA West.  

Jim also spent several years as Area Sales Leader for Marriott International’s Mid-Atlantic Region.  He started his hospitality career in 1996 in Atlanta as Manager of the Olympic Village.  Jim earned a B.S.F.C.S./Hotel Restaurant from the University of Georgia with additional hours from Harvard Leadership E-Learning.

Tapan Malik Regional Director of Sales, Canada

Tapan’s 13+ years of sales and marketing experience, along with his in-depth knowledge of the IHG brand, gives him an advantage in his role as Regional Director of Sales for Hotel Equities’ Canadian portfolio of hotels. Most recently, Tapan served as the Regional Director of Sales and Marketing for APX Hotels in Edmonton, AB, where he successfully orchestrated the sales and marketing efforts for an 8-pack portfolio of hotels in Alberta.

Tapan began his career in hospitality as Assistant Director of Sales at the InterContinental Muscat Hotel and was promoted to Key Accounts Director in India, where he successfully integrated sales & marketing SOP’s and oversaw pre-opening sales for his region. Following his passion for hospitality sales, Tapan’s career path took him to Dubai where he successfully led the sales teams at the Holiday Inn Downtown and an independent boutique hotel. 

With a robust educational foundation, Tapan holds a Bachelor’s Degree in Tourism Studies, a Professional Diploma in Hotel Management, a Master’s Degree in Tourism Management and a Master’s Degree in Business Administration. He resides in Edmonton, Alberta. When he is not working, he can be found reading a good book or barbecuing.

Drew Williams Regional Director of Sales, Canada

Drew comes to Hotel Equities with 15+ years of sales and hospitality experience at both the property and regional levels. In his role as Regional Director of Sales, Drew is responsible for market share growth for the firm’s portfolio of hotels in Canada. He previously served as senior marketing manager for a management company where he delivered sales training and onboarding for new managers. He also focused on portfolio growth of the company, while supporting current communities in the portfolio.

Drew began his hospitality career at corporate Days Inn in Toronto as the Director of National Sales. There, he developed and implemented sales plans including sales strategies and action plans both short term and long term. He also ensured effective and complete market coverage through sales segments, developed business and served franchisees across the country. Drew elevated to the role of Director of Regional Sales for one of Canada’s largest, privately-owned hotel management companies, where he oversaw direct sales and marketing plans for a portfolio of hotels.

Drew completed his degree in Business Administration and Public Relations. He currently resides in Calgary, Alberta and when he is not working, he is swimming, cooking and spending time with friends and family.

Marchelle DiCaprio-Smith Regional Revenue Manager

Marchelle brings a vast amount of hotel industry experience to her role in revenue management. She spent nearly thirty years serving as a general manager where she gained valuable knowledge of a diverse portfolio of hotel brands. Marchelle most previously served as an area general manager where she oversaw a portfolio of Marriott hotels, including Residence Inn and TownePlace Suites brands.  During her assignment as area GM, Marchelle had oversight of the revenue management for her portfolio of hotels and fell in love with it. She pursued revenue management full time in 2016 and then began her career with Hotel Equities in February of 2018.

Marchelle earned her degree in Chemistry from Syracuse University. Her initial entry into the hospitality sector was intended to put herself through college. She claims that hospitality got in her blood and the rest is history!

Bryce Herder Regional Revenue Manager, Canada

Bryce serves as the Regional Revenue Manager for a portfolio of the firm’s hotels located in Canada. In his role, he provides assistance to the hotels by setting day-to-day selling strategies for rate and inventory management to maximize revenue and increase market share.

Bryce most recently served as the Regional Revenue Manager for APX Hotels in Edmonton, AB. He has extensive knowledge in sales, revenue generation, Marriott, Hilton, IHG, Hyatt and Wyndham branded properties.

Bryce began his career in hospitality at Silverbirch Hotels in 2011 as a Sales Manager and advanced to Area Sales Manager. As an Area Sales Manager, he oversaw multiple properties in the Edmonton, Alberta area. In 2016, Bryce joined Lighthouse Hospitality Management as a Director of Sales where he opened the Hyatt Place Edmonton-West. As the Director of Sales, he established local and national accounts, evaluated demand, and achieved 100 indexes in occupancy, ADR and RevPAR after six months of opening. Under Bryce’s leadership, the Hyatt earned the 2017 TripAdvisor Certificate of Excellence. Bryce’s career progressed as he became the Director of Revenue Management for AUM Hotel Group, where he was responsible for revenue management and distribution strategies for a portfolio of different branded hotels.

Bryce resides in Edmonton, Alberta. When not working, he enjoys spending time with his family, woodworking and snowboarding.

Michael "Mike" Loera Revenue Manager

Mike began his hospitality career in 2001 and brings a unique perspective to revenue management through his work in both operations and sales. He began his career in guest services before transitioning into sales. As Revenue Manager, he helps to maximize each day’s potential revenues using the firm’s proven systems and sound strategies. By conducting webinars and on-site seminars, Mike also helps train and grow hotel teams to be proficient in sales and revenue capacities.

Mike studied Business Management at Northwest Florida State College. In 2013, Hotel Management magazine named him to its list of “Thirty Under 30 Rising Stars.” His hobbies include beach volleyball and golf. New Orleans is a favorite vacation spot for Mike and his family.

Zach Sorenson Regional Revenue Manager

As a Regional Revenue Manager, Zach oversees a portfolio of HE-managed properties and guides the teams with his knowledge of the hospitality industry and revenue management expertise to yield industry best results. In his role, Zach reports directly to Cesar Wurm, SVP of Sales & Revenue Generation.

Zach previously worked as an Area Director of Revenue Management for Prism Hotels & Resorts, where he was responsible for total hotel revenue and performance of the portfolio. He began his hospitality career as a Sales Coordinator for a Hilton hotel in Scottsdale, AZ. After moving to Texas, Zach transitioned to operations as a Front Office Supervisor, then returned to sales by accepting a position as a Sales Manager and was later promoted to Director of Sales.

Due to his sales experience, becoming a Revenue Manager was a natural progression. As a Revenue Manager for Hilton, he was responsible for the daily revenue strategy and forecasting for multiple Hilton properties. Zach earned a promotion to Corporate Revenue Manager with Aimbridge Hospitality, where he was responsible for total hotel revenue and all things revenue generating.

Zach graduated from Arizona State University with a degree in Organizational Leadership and a minor in Business Sustainability. He resides in Dallas, Texas and enjoys playing golf when he is not working.

Barbara "Barb" Soucia Regional Director of Revenue Management

With 30 plus years of hospitality experience in her field, Barb supports and directs properties in setting and executing pricing strategies, mix management and yield management to maximize revenue and market share.  Her career began at the Twin Bridges Marriott in Washington, DC and has included positions of increasing responsibility in hotels from Massachusetts to Georgia.

Barb holds the CRME credential and has completed extensive training in analyzing and implementing successful revenue management with Marriott, Hilton, Starwood and Hyatt.  Her hobbies include attending concerts, sewing, boating and traveling.  She loves spending time on the beach, especially Cape Cod, with her husband and two daughters.

Tonilee "Toni" Titus Regional Revenue Manager

Toni’s previous experience in hotel and restaurant operations, coupled with her 15 years of experience in revenue management, supports a dynamic comprehension of the discipline which serves both our management company and our clients. Toni has extensive knowledge in managing a variety of hospitality establishments and revenue optimization systems including Hilton, Marriott, IHG, Choice, La Quinta and Wyndham branded properties.

Toni supports the continuing focus on value creation by overseeing overall yield management for her portfolio of properties and she supplies critical analysis on the effects of decisions effecting occupancy, average rate and rooms profit goals. She assists in feasible study analysis and project proforma analysis. Toni is fluent in a variety of brands revenue management optimization systems providing daily forecasts of demand and offering inventory recommendations for each individual property.

Additional strengths include international experience with The University of Arkansas MIS Study Abroad Program with a focus on e-commerce. This experience gives Toni a competitive edge with the continually growing popularity of social media and the importance of e-commerce to hotel operations. Toni also assists in creating and implementing company wide revenue management culture.

She earned her BSBA Degree in Administrative Management from the University of Arkansas, Sam M. Walton College of Business. When Toni is not working, she is an avid outdoor adventurist and enjoys hiking and kayaking.

Ruth Kornegay Executive Assistant

Using her outstanding organizational skills, Ruth has provided administrative support to CEO Fred Cerrone for more than 21 years. She also supports the corporate office team, coordinates scheduling of meetings, facilitates travel arrangements and helps to edit the firm’s newsletter.

With prior experience working in both church and medical offices, she brings exceptional attention to detail to every task and provides minutes for many corporate meetings. She organizes and facilitates the weekly Hotel Equities Women’s Bible Study group and coordinates the Hotel Equities Prayer Team. An accomplished pianist, Ruth plays and listens to a variety of music. In her free time, she enjoys spending time with family and traveling, especially to the beach…anywhere!

Whitney McLaughlin Human Resources Manager

Whitney joined Hotel Equities in 2016 as Human Resources Coordinator.

As a member of the Human Resources team, Whitney plays a key role in business strategy development, implementation and response time, proper staffing and organizational structure for current and future associates. She has a firm knowledge of payroll, benefits, employee relations, recruitment and training.

She previously worked with Human Resources Dimensions as HR and Recruiting Coordinator and prior to that, she served as HR Services Specialist at Amec Foster Wheel for 2.5 years.

Whitney is from Chattanooga, Tennessee and attended Bryan College in Dayton, Tennessee. She lives in the greater Atlanta area, where she enjoys spending time with her family & friends, hiking, cooking and visiting any beach that she can!

Jack Meakin Business Development Coordinator

Jack initially developed a passion for hospitality working as a whitewater raft guide, where he enjoyed creating memorable adventures for guests. He began his career with Hotel Equities in 2018 as an associate of HE’s Manager in Training [MIT] Program. During the program, Jack worked at the Residence Inn by Marriott hotel in Atlanta where he gained critical hands-on experience working in all areas of hotel operations, including hotel transitions. He also had the opportunity to engage with senior leadership at the corporate level where he gained valuable insight into managing revenues for a multi-branded portfolio of hotels. Jack is one of many examples of why Hotel Equities believes developing their associates is a worthwhile investment.

Jack is originally from Charlotte, North Carolina and has a degree in hospitality management from the University of South Carolina. In his free time, Jack enjoys spending time outside.

Ansley Runager Marketing Manager

As Marketing Coordinator, Ansley assists in the development and implementation of Hotel Equities’ marketing and communications strategy.

She is a graduate of HE’s 2014 Management Development Program (MDP) during which time she gained valuable experience in multiple property-level disciplines at the Courtyard by Marriott hotel in Buford, GA. Upon completion of the MDP, Ansley was promoted to the role of operations manager for another Marriott branded property within HE’s portfolio of hotels.

Ansley graduated from the University of South Carolina with her Bachelors in Journalism and Mass Communications. She excels in her role as marketing coordinator by combining her passion for hospitality with her background and creative expertise. Since joining the corporate team, Ansley has integrated a marketing strategy that has enhanced HE’s overall communications with our stakeholders while ensuring sustainability through dedicated branding initiatives.

Ansley is an Atlanta native and she currently resides in Smyrna, GA. In her free time she enjoys playing tennis and watching South Carolina football!