United States Team

Frederick "Coach" Cerrone Founder & Chairman

Frederick W. Cerrone serves as Founder and Chairman of Hotel Equities. His hospitality career spans a five-decade progression from desk clerk at the Sheraton Boston hotel, to managing hotels across the country and ultimately launching Hotel Equities in 1989.

A general manager at age 21 and twice recognized as "General Manager of the Year" by national hotel franchises, Mr. Cerrone has hospitality in his blood. After many years in key positions with top hotels, he founded Hotel Equities and became one of Marriott’s first franchise partners. Other major franchise partnerships soon followed. With over 140 hotels in its present portfolio, Hotel Equities continues its successful growth.

HotelWorld Network named Mr. Cerrone "Hotelier of the Year” in 2009. Chairman of Marriott’s Fairfield Inn Franchise Advisory Board, he also sits on the Advisory Board for Georgia State University's Cecil B. Day School of Hospitality. He received the Alumni Entrepreneurship Award from Georgia State University’s Robinson College of Business. 

Hospitality is a people-centered business and people are Mr. Cerrone’s passion. He enjoys seeing Hotel Equities' associates thrive and considers himself Head Coach of the hospitality firm’s team. Before embarking on a hospitality career, he served in the United States Marine Corps. 

Mr. Cerrone is a graduate of Georgia State University (MBA in Business) and Miami Dade College (A.S. degree in Hotel and Restaurant Management). He holds the prestigious Certified Hotel Administrator (CHA) designation through the American Lodging Association.

He is married to Christine, his high school sweetheart, and resides in Dunwoody, Georgia.

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).

Dave Mei Executive Vice President of Finance and Acquisitions

Dave serves as Hotel Equities’ Executive Vice President of Finance and Acquisitions where he is a critical liaison for HE and Virtua Partners ensuring accountability and structure as it relates to financing and acquisition opportunities.  Prior to joining Hotel Equities, Dave spent 11 years at IHG. In his most recently capacity, he served as the Vice President of Owner & Franchise Services, for the Americas region of InterContinental Hotels Group (IHG) and was responsible for Owner and Franchisee Relations, Strategic Market Planning, Feasibility, and the Impact and Notification Process, and Development & Events Marketing. He also served in several leadership positions and gained valuable experience with integrating Kimpton Hotels & Restaurants into the larger IHG organization, project finance, investment analysis, and capital investments and transactions.   Prior to his time with IHG he was also employed by Standard & Poor’s, CMBS Ratings and The Prudential where he was a lender and asset manager.

Dave received his undergraduate degree in Hotel Administration from Cornell University and his MBA from the Fuqua School of Business at Duke University. He currently serves on the boards for the Atlanta Hospitality Alliance and the Cornell University Center for Hospitality Research.  He was formerly a member of the Metro Atlanta Chamber of Commerce and Economic Development Council.

Dave lives in Dunwoody, GA with his wife and children and when he is not working, he enjoys spending time with family and friends. He also enjoys traveling, reading, cooking, gardening, swimming, hiking, biking, and surfing.

Kevin Fraser Senior Vice President of Sales & Revenue Generation

In his role, Kevin leads the sales and revenue generation teams for Hotel Equities’ portfolio of hotels. He works closely with the regional directors of sales and revenue managers to ensure best-in-class results are achieved through the team’s strategic coordinated efforts.

Kevin has 20+ years of hospitality industry experience at the property level and in above-property leadership positions. Most recently, he served as Director of Extended Stay - Commercial Performance for Intercontinental Hotels Group (IHG). There, he oversaw the strategy of all sales and marketing initiatives and delivered high performance results for more than 650 of IHG’s Extended Stay hotels. 

Kevin began his hospitality career with Marriott International. Over a 12 year span, he held multiple positions, including leading one of Marriott's largest regional sales offices. Under his leadership, Kevin orchestrated the growth of the Atlanta regional sales office by doubling its original number of Marriott-managed and franchised properties. From there, Kevin held positions with Noble Investment Group as a Regional Director of Sales, and later served as Vice-President of Sales at Interstate Hotels and Resorts.

Kevin has been recognized with numerous accolades during his career for team accomplishments as well as individual achievements. He holds a Bachelor of Arts degree from the University of Kentucky and resides in Acworth, GA.

Tom Poehailos SVP of Operations

With 30+ years’ experience in the hospitality industry, Tom has held leadership positions at property, regional and corporate levels. He brings 15+ years of multi-unit experience, including most recently 8+ years with Highgate Hotels, serving as a Senior Vice President of Operations. During his time with Highgate, Tom had oversight of a diverse portfolio of hotels including Marriott, Hilton, Hyatt and IHG branded full and select service hotels, as well as independent, lifestyle, full service and resort properties. Tom helped lead unprecedented growth for Highgate, including ground up development and openings, multi-million dollar renovations, repositioning and re-branding.

Tom received his Hospitality Management degree from Southern New Hampshire University. Tom is married to his wife of 24 years, Billie and they have two children. Tom and his wife will be relocating to Atlanta, GA from Melbourne, Florida.

Jeffery "Jeff" Shockley SVP of Acquisitions and Asset Management

A long-time team member with more than 30 years in the industry, Jeff brings a depth of experience in hotel development, construction, renovations, operations, finance, information technology 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 strong relationships with brand partners and 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. The mountains of Utah are a favorite vacation spot for the active Shockley family.

Bob Adler Vice President of Operations - Western Region

Bob serves as Vice President of Operations for the Western region and oversees a diverse portfolio of hotels.  He works closely with and supports HE’s owners and brand partners within his region to ensure our regional teams deliver exceptional results across all KPI’s.

Bob has worked for a variety of top management companies and recently served as a Regional Vice President, where he had comprehensive oversight in all aspects of operations for a portfolio of hotels and helped implement strategies for top-line growth. He also led the company’s reorganization of its operational structure and training initiatives aligned with achieving company-wide goals.

Bob has extensive leadership experience with multiple brands and has held various positions within the hospitality industry, from a hotel General Manager to VP of Operations. His knowledge of Marriott, Hilton, Choice, IHG and Carlson hotels makes him an incredible asset to the diverse teams he leads. 

Bob attended the University of Denver, where he earned his degree in Management. Later, he received his Master’s Degree in Organizational Development from Webster University. He served as a Chairman on the New Mexico Marriott Business Council; Co-Chairman on the Marriott Cluster Recruiting/Retention Committee and the President of the Santa Fe Hotel/Lodger’s Association. Bob lives in Scottsdale, Arizona & enjoys working out and playing golf.

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 which 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.

David Rosenberg Vice President of Operations - East

David comes to Hotel Equities with 25+ years of hotel operations experience. He serves as the Vice President of Operations for HE’s east vertical of hotels and reports directly to the firm’s SVP of Operations. In his role, he works closely with the firm’s executive team, as well as the regional operations teams to ensure exceptional results across the portfolio. David has experience in both Full Service and Select Service hotels in multiple U.S. markets.

In his most recent role, he served as the Vice President of Operations for HP Hotels, where he was responsible for driving results across a balanced scorecard to include top-line revenue, market share, profitability, GSS and team member engagement. 

David graduated from both the Culinary Institute of America and Florida International University with his degree in Hotel Management. He resides in Johns Creek, Georgia with his family and when he is not working, he enjoys playing golf, watching New Orleans Saints football and cheering on the UGA Bulldogs.

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.

Sommer "Sunshine" Shiver VP of Branding and 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.

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.

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.  

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.

Terry Branch Regional Director of Operations, Southeast

Terry has 30+ years of hospitality industry experience. Most recently, he served as Regional Director of Operations and as a liaison during hotel acquisitions for Innisfree Hotels.

Prior to Innisfree, Terry served as a Lead General Manager with Interstate Hotels and Resorts, assisting with the growth of additional Marriott properties. He also dedicated nineteen years to working for Marriott International in various capacities. He spent most of this time in operations with various brands to include luxury, full service, select service and extended stay. During his career, Terry has led several property teams to exceed goals and achieve various awards through his passion for leading and developing others.

Terry holds a Bachelor of Arts degree and a Bachelor of Science degree from St. Johns University. He is a native of New York and currently resides in Gulf Breeze, Florida. He enjoys family beach time, fishing, golfing and sporting events.

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.

Dave Murray Regional Director of Operations, West Region

Dave serves as Regional Director of Operations, where he oversees a portfolio of HE-managed properties located in the west region. He works to ensure strategies are implemented and high-performance results are achieved. Dave reports directly to Drew Salapka, SVP of Operations.

With over 25 years of experience in the hotel industry, Dave is a veteran leader with extensive, progressive experience across hotel operations and sales disciplines. Prior to joining Hotel Equities, he was an area general manager with Interstate Hotels. Under Dave’s leadership, several hotels earned accolades, to include Hotel of the Year, as well as recognition for achievements in balanced scorecard metrics and hotel integrity leadership. Throughout his career, Dave gained vast knowledge of managing a multi-branded portfolio of hotels while leading task force, transition and on-boarding teams to success. 

Dave and his wife live in Gilbert, AZ. When he is not working, Dave enjoys spending time with his family, traveling, and watching sports.

Sherri Shoff Regional Director of Operations, Texas

Sherri brings a wealth of experience to the team. She has 25+ years of hospitality industry experience, working in both full service and select service hotels for Hilton, Marriott and IHG. Coupled with her Bachelor of Science Degree in Hotel and Restaurant Management from the University of Houston, she has an excellent foundation for her past and future success.

Sherri has held many key roles over the years in the hospitality industry, such as Regional Director of Sales, General Manager, Task Force Manager, Area General Manager and Regional VP of Operations.

In her spare time, she enjoys hanging out with her family, taking their yearly camping trip and being outdoors.  Sherri loves the country life. She is a native Texan, born and raised and though she has traveled all over the world, she states she would never live anywhere else but Texas.

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, Susan is responsible for all sales, marketing, public relations and market share growth for a portfolio of the firm’s hotels. She focuses on the hotels in the firm’s Full-Service Division, which includes lifestyle, resort-style, boutique branded and independent hotels. Susan 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.

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.

Amy Lusk Regional Director of Sales, Texas

As Regional Director of Sales, Amy is responsible for the sales strategy for a portfolio of hotels in the Texas region. She works with the leadership team to increase efforts to maximize revenues. Amy reports directly to Cesar Wurm, SVP of Sales & Revenue Generation.

Prior to joining Hotel Equities, Amy worked as a Regional Field Sales Manager for Wyndham Hotel Group, where she shifted accounts from competitors, secured multi-year contracts and achieved 111% to goal. She also gained vast experience in hotel operations as she has held multiple general manager positions throughout her career. She also served as an Area Sales Manager for Hilton and Marriott, and as a Regional Director of Field Sales for Extended Stay America. Her knowledge of both operations and sales disciplines for a multi-branded portfolio of hotels makes her uniquely positioned to lead her portfolio of hotels.

Amy graduated from the University of Houston with a degree in Psychology and a minor in Sociology. She is a member of multiple different associations, including the TBTA and Houston West Chamber of Commerce. She resides in Montgomery, Texas.

Susan Zuppardo Regional Director of Sales

As a Regional Director of Sales, Susan is responsible for all sales and marketing for a portfolio of hotels in the Atlanta area. She brings a vast amount of leadership and sales experience to ensure her hotel teams succeed in achieving optimal results for stakeholders. She reports to Kevin Fraser, SVP of Sales & Revenue Generation.

Susan joined Hotel Equities in 2016 as the opening Director of Sales for the then new-build Residence Inn in Atlanta Perimeter Dunwoody, GA, which was awarded Marriott’s 2017 Opening Hotel of the Year for the brand. Under her leadership, the hotel was also recognized with the 2018 Platinum Circle award, Highest House Profit award and the Highest Guest Satisfaction award. Susan was promoted to Lead Director of Sales for Hotel Equities in early 2018.

Susan has 25+ years of experience in the Hospitality Industry and during her tenure with HE, she has created an inclusive environment where associates thrive by promoting career growth and personal development. Recently, Susan was awarded with Hotel Equities’ iCARE award in recognition of her servant leadership and her many contributions to the communities she serves.

Susan received her Business Administration degree from Southern Connecticut College and she currently resides in Atlanta, Ga.

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!

Lori Hockman Regional Revenue Manager

Lori brings 20+ years of experience to her role as Regional Revenue Manager for HE. Her previous experience successfully managing a diverse portfolio of hotels, makes her uniquely qualified to direct her team’s revenue generation strategies, leading them to success. 

Lori has held previous leadership positions such as Corporate Revenue Manager, Regional Manager and Sales Manager for both limited and full-service/luxury hotels. She most recently held the position of Portfolio Revenue Manager for Intercontinental Hotel Group, where she executed effective tactical strategies to provide maximum revenue growth throughout all distribution channels. Prior to entering revenue management, Lori worked in sales and marketing as a Sales Manager, and on the operations side as a Hotel Manager, General Manager and Regional Manager for a portfolio of hotels.

Lori and her family reside in South Florida. When she is not working, Lori enjoys spending time with her husband and daughter, going to the beach and boating. 

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.

Latoria "Tori" Cheeks HR Support and Payroll Specialist

As HR Support and Payroll Specialist, Tori oversees the payroll process for Hotel Equities’ associates and assists in ongoing training and on-boarding of new General Managers to maximize efficiencies of the company’s payroll software. She plays a vital role as a liaison to corporate and property-level associates by managing inquiries regarding payroll and reporting processes. Tori also utilizes her skill set by assisting the Human Resources department with special projects, as needed.

Tori has six years of experience in hospitality management & operations, including recruitment, training and development. Her efforts have resulted in measurable gains for the company related to employee retention, on-boarding, and employee relations.

Tori graduated from the University of South Alabama with a degree in Therapeutic Recreation and a second degree in Fashion Design. She grew up in Gulfport, Mississippi and currently resides in Atlanta, Georgia.

Missy Devenport Senior Manager of Openings/Transitions

As Senior Manager of Openings & Transitions, Missy leads the task force team and has oversight of all pre-opening and transition responsibilities associated with new assets entering HE’s portfolio of hotels. This role is critical to the firm in order to sustain its growing portfolio of hotels, and to ensure proper on-boarding takes place for new properties and its associates. Missy reports directly to Drew Salapka, SVP of Operations.

With 32+ years in the hospitality industry, Missy has worked in all levels of hotel operations and she understands what it takes to succeed in this business. Missy was formerly a Lead General Manager for HE and then served as General Manager of the SpringHill Suites in Vero Beach, FL. Under Missy’s leadership the hotel earned multiple awards; including Hotel of the Year, Diamond Hotel of the Year for the SpringHill Suites brand, as well as Platinum Hotel of the year, and Gold Hotel of the Year.

Missy began her career as a dishwasher at a Days Inn, while attending college. She quickly realized her passion for this industry and decided to work in each department to gain an understanding of the hotel industry. Her knowledge and determination was recognized when she was promoted to General Manager at the age of 24. She has continued to excel in all aspects of the industry, holding leadership positions of Regional Vice President, Quality Assurance Manager and Lead General Manager.

Missy was named Marriott’s Diamond General Manager in 2014 and received the Livin the eSSSence Award in 2015. She currently resides in Norton, Ohio and enjoys volunteering with Habitat for Humanity, reading and attending concerts when she is not working.

Ankit Govan Revenue Analyst

As a Revenue Analyst for Hotel Equities, Ankit works directly with the firm’s Corporate Director of Revenue Management to maximize hotel revenues through daily management of room inventory and pricing across all segments. He is responsible for driving analysis through market research, reporting findings and developing models to support real-time decision making across the firm’s portfolio of properties. 

At a young age, Ankit was exposed to hospitality through his family’s business and he quickly developed a passion for the hotel industry. He joined Hotel Equities’ Manager in Training (MIT) program in 2018 after graduating from the University of Tennessee with his degree in Finance. During the year-long MIT program, Ankit worked at the Fairfield Inn & Suites by Marriott in Buford, GA where he gained valuable experience in all departments including operations, sales and marketing, and revenue management.

After completing the MIT program, he was promoted to the role of Operations Manager. Ankit’s experience at the property-level gives him valuable insight as he works with the on-property teams to maximize hotel revenues.

Ankit is originally from Dalton, GA and currently resides in Atlanta. He enjoys traveling with his friends and family, working out, and watching the Georgia Bulldogs play football.

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!

Rick Kowaleski Corporate Controller

As Corporate Controller, Rick has oversight of Hotel Equities’ accounting and financial functions. He provides leadership for the firm’s accounting staff and ensures owner relations remains a top priority. He reports to Carlos Melgar, Vice President of Finance for Hotel Equities. 

Rick joins Hotel Equities with 30+ years of hospitality financial experience. He most recently served as Vice President of Finance at TPG Hotels and Resorts. Prior to this, he worked at InterContinental Hotels and Resorts in various finance positions, including Senior Vice President of the Americas region and Controller for the Americas region.

Rick has actively participated in numerous financial organizations, including his role as an Advisory Board member for the Atlanta CFO Roundtable and a member of the Hospitality Finance Advisory Committee.

Rick holds a Bachelor’s degree from Penn State University and is a licensed CPA.  He is an avid runner and has completed numerous marathons, his favorite being the Boston Marathon. Rick enjoys traveling and hiking with his wife and family.

Angie Lee Business Development Sales Manager

Angie serves as Business Development Sales Manager. In her role, her primary focus is to generate leads for third party management agreements and to keep the pipeline consistently full of opportunities. She conducts market research and performs due diligence in connection with the pursuit of prospective acquisition and new development projects.

Angie brings years of diverse hospitality expertise encompassing sales and operations roles across multiple brands, most recently serving as Task Force Director of Sales for Hotel Equities. Angie joined Hotel Equities in 2013 as a Director of Sales at the Hampton Inn & Suites Navarre, Florida. In 2016, she served as the opening Director of Sales for a new build SpringHill Suites by Marriott on Navarre Beach. The hotel opened with more than double the projected revenue and 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.

As a native of the Emerald Coast, Angie has a passion for the beach lifestyle and being outdoors. In her free time, she enjoys traveling with her family and is a huge dog lover.

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!