Aug. 14, 2003 - APPLETON, Wis.-- Jay Schumerth wasn't aiming for a career in the hospitality profession some 17 years ago, but a stint as a bartender changed all that.

Now Schumerth, 38, the man who served drinks at the old Pioneer Inn and Resort as a college senior in Oshkosh, has worked his way to the top of his field. On Sept. 1, he will become general manager at downtown Appleton's 390-room Radisson Paper Valley Hotel.

"I've always aspired to this," he said. "I just want to make a difference. I want the downtown to be one of the best in the state and I think it's headed that way. This position can enhance that."

Schumerth cut his teeth working for Richard and John Bergstrom of Neenah when the brothers still ran hotels in Oshkosh, Neenah and Appleton. Montclair Hotel Investors, Bloomingdale, Ill., bought them out in January 1998 and sold the Pioneer property last year.

When Schumerth's promotion became official, "one of the first calls we made was to the Bergstroms for being such a big assistance to Jay," said Dennis Langley, Montclair's managing partner. "Jay has been a valuable resource."

Schumerth, a De Pere native, assumes the reins from Ata Kashanian, who will oversee Montclair's hotel operations in San Francisco and three other California cities.

Schumerth was a natural for the top executive post at the prominent accommodation and convention facility at 333 W. College Ave., Langley said.

"Jay is a natural with customer service," agreed Richard Bergstrom. "He's worked in all aspects of hotel and convention operations. He's very versatile, very connected to the community. He understands the Fox Cities. Good for him."

For his part, Kashanian proved invaluable in the 2 1/2 years he ran the hotel following its affiliation with the Radisson chain in October 2000, Langley said.

Kashanian rode herd over the pervasive $8 million investment in renovations at the 20-year-old facility with 36,000 square feet of conference space in three phases.

The update took in all guest rooms, the grand ballroom and all meeting rooms, main lobby and addition of Vince Lombardi's Steakhouse. This spring the hotel finished work on a premium-service Concierge Plaza and, most recently, opened Jo a la Mode, a gourmet coffee, ice cream and pastry shop across from the front desk. "Jay will expand on that," Langley said.

Kashanian was markedly more reserved than the vocal and sometimes blunt Schumerth, who has taken a lead on the city parking controversy.

"Knowing my personality, I'll be a little more hands on. I've done every job in this hotel," Schumerth said.

He faces the ongoing challenge of drumming up new -- and maintaining old -convention business, which translates directly into guestroom occupancy.

He and Montclair no longer have far to look to see competition: The Copper Leaf, a $9 million, 73-room boutique hotel is going up right across College Avenue on the site of the former J.C. Penney store.

Nor is that the only source of blooming competition for an essentially flat demand.

Hotels will also accompany the new water park planned in Kaukauna and mixed-use development at the former Bridgewood Golf Course in Neenah.

Schumerth said the way to counter the competition is work hard to garner repeat business. In fact, he is in Wyoming today trying to lure the Pyrotechnic Guild back for its 2006 convention.

Langley said Montclair keeps its eyes fixed on the prime reason for its enterprise: its patrons.

"Our commitment is if we take care of our guests and give them a good lodging value, we'll retain a fair share of the market," he said.

Schumerth regularly puts in 55- and 60-hour weeks. When the Green Bay Packers play home games and the hotel hosts its NFL rivals, it's a seven-day workweek. His wife, Wendy, can appreciate to some extent the demands that keep her husband extra hours on the job.

She worked 18 years at the Oshkosh and Neenah hotels. Now she has chosen to stay home with son, Noah, 6 and daughter, Annika, 3.

Schumerth's promotion comes during an exciting time for the local hospitality industry and sister facility in Neenah under the Montclair umbrella.

On Sept. 2, the day after Schumerth assumes the top executive position, the Park Plaza Valley Inn will be reflagged Holiday Inn Neenah Riverwalk.

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(c) 2003, The Post-Crescent, Appleton, Wis. Distributed by Knight Ridder/Tribune Business News. JCP, SXC,