ROCKVILLE, Md., September 27, 2010�Creative Hotel Associates Management (CHA), led by well-established hotel industry veterans Jerry Petitt and Tony Rothwell, announced today the formation of a new third-party management company and consultancy.  Concurrently, the company announced its first consulting contract for the 122-room Inn at Aspen in Colorado. 

�Our contract with the Inn at Aspen signals our entrance into the third-party management and consulting space,� said Jerry Petitt, CHA�s chairman and CEO.  �We sold our hotel portfolio of owned and operated properties several years ago, and at the request of one of the buyers, continued to manage several of them.  We still have a strong passion for operations and now intend to aggressively expand into third-party management, as well as shorter-term consultant assignments, such as repositioning and marketing strategies, renovation programs and development. 

�We have a proven operating team and the proprietary programs in place with a goal of selectively adding properties on a planned basis,� Petitt noted. �However, we intend to grow pragmatically so that we can devote personal attention to each hotel.�

�We believe our experience and expertise is perfectly suited to help hotels through the current economic difficulty and take optimum advantage of the rebound currently in progress,� said Tony Rothwell, CHA�s president.  �We will leverage our expertise in all aspects of hotel operations, particularly revenue generation and profit maximization, to provide superior returns for our owners.  We intend to work with both distressed and cash-flowing assets that need intensive senior management attention to stabilize and improve profitability.� 

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Gerald Petitt Chairman & CEO A well-known industry figure, equally at home in marketing, technology, operations or construction, Jerry ran the day-to-day operations of Best Western, then Choice Hotels International, during their major expansion phases. He is immediate past Chairman of the American Hotel and Lodging Educational Foundation, on the Board of AAA Mid Atlantic and on the Board of the Travel Industry Association. He also served on the Advisory Board of the US Department of Commerce Travel and Tourism Administration.

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Tony Rothwell President & COO A third generation hotelier, Tony chose marketing as his career path in the hotel industry and has held senior positions with Trust House Forte and Best Western in the UK and Choice Hotels in the US over a period of 40 years. He has served on various hospitality-related boards in the US and UK and is a Fellow of both the Tourism Society and the Royal Institute of Marketing. His particular passions are the art of hospitality and service and filling rooms at the best possible rate.

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CHA brings extensive expertise in operations, brand selection and franchisor relations, hotel sales, marketing, revenue management, turn-around situations, repositioning and development with a wide range of mid-price, limited- and full-service brands.  The senior management team has more than 70 combined years of experience in the hotel industry, including more than two decades of executive leadership at Best Western and Choice Hotels, as well as extensive experience in operating hotels under the Marriott and Hilton brand families. 

�CHA�s revenue management and marketing support services have been first class, especially during the recent downturn,� said Ronald Max, COO of Geyser Holdings, LLC, owners of the Inn at Aspen.  �They continuously innovate and deliver strong revenues balanced by tight cost controls to build a better bottom line � treating each property as if they owned them.� 

Creative Hotel Associates
Founded in 1996 in Rockville, Md. as Creative Hotel Associates, the company underwent aggressive growth in the late 1990s and early 2000s before selling its portfolio in 2007 and changing its name to CHA Management, retaining several hotels it had owned, under management for the new owners. Learn more at www.chamanagement.com.