Smiling Hospitality Inc., an affiliate of American Hospitality Management Company, was named receiver of the facility by the San Miguel County Circuit Court in Telluride when the property’s owner, Telluride Club Mountain Village LLC, an affiliate of Club Corp. of America, defaulted on its mortgage. 

Bank Midwest of Kansas City nominated Payne’s Smiling Hospitality as Receiver and it took possession of the property’s assets and inventory in late May and hired American Hospitality Management Company to manage the facility.

Of the 49 original timeshare units (each representing nine fractions), about 12 units have been sold in part as fractional units and will continue to operate as a timeshare. The remaining 37 units will operate as a hotel.

American Hospitality Management Company, founded by Payne, a 35-year industry veteran, provides hotel management, oversight management and consulting services, including: receivership services, litigation support, business planning, market planning and redecorating and refurbishing for its managed and owned properties.

“When we took control of this asset, we had to decide what to do with the remaining unsold timeshare units in order to generate cash flow,” Payne said. “Operating the unsold units as a hotel seemed to make the most sense for the small resort community which is always in need of additional beds, and for the thousands of vacationers looking for a high-end, adventure-travel destination.”

Payne said the property needed a new name, a fresh marketing campaign and the right reservations-distribution platform to channel its rooms inventory to the GDS and other consumer channels.

National Expertise In The Backyard

“When I learned that Scott Anderson, one of foremost marketing experts in the country, was living and working in the remote corners of Colorado, it was almost too good to be true,” Payne said. “I immediately retained Scott and High Country Hospitality to develop and execute a marketing plan to build brand awareness.”

Anderson and Payne have worked together over the years while both serving on various AH&LA committees. Anderson currently serves as Chairman of the important e-Commerce Committee for the AH&LA.

Anderson, a 28-year hospitality industry veteran who has gained international acclaim for his innovative views of converging e-business technologies with hotel management practices, formed High Country Hospitality in February to help hoteliers achieve long-term results from short-term assistance with brand repositioning, revenue enhancement, channel management, reservations distribution, Internet utilization, B2B and B2C consulting and electronic marketing.

“Kirby and I have worked side-by-side in the hospitality trenches for many years,” Anderson said. “He is a strong, industry leader and a hotelier who truly understands the challenges owners and operators face every day. His team’s ability to help hoteliers do their jobs better is unsurpassed. High Country Hospitality is thrilled to be working with his team to market Bear Creek Lodge to consumers and the local community. Those with existing timeshare units, and guests coming to visit the property for the first time are in great hands.”

Payne said it took a guide such as Anderson, who has managed many hotels and successful technology transitions, to develop this complex plan and navigate the correct course of action to develop a brand image for Bear Creek Lodge at Mountain Village.

“Hotel marketing is more than a few standard, tried and true sales techniques,” Anderson said. “High Country Hospitality understands the unique environment in which the Bear Creek Lodge operates. We also understand that without exceptional customer service, all the marketing in the world won’t keep customers coming back.”

Payne said he and Anderson are working on other hospitality deals as partners in the operations and marketing arena.

A Look At Bear Creek Lodge

“Bear Creek Lodge at Mountain Village is just steps away from the best 1,700 acres of skiing in North America and a summer bounty of outdoor activities,” Anderson said. “The property boasts the finest in luxury accommodations, outstanding surroundings and amenities found only in the best resort facilities.”

Timeshare and hotel units are available in one- to four-bedroom designs with private baths, and feature full kitchens and a large living space with entertainment accessories, such as TV, VCR and CD players. Adventure activities, including fly fishing, horse back riding, mountain biking and 4-whieel drive tours to the mining country, are provided ala carte or in affordable vacation packages.

A Grand Opening Celebration to introduce Bear Creek Lodge at Mountain village was hosted July 23rd for more than 70 local community leaders.