News for the Hospitality Executive
Jerry Petitt and Tony Rothwell Start Up Creative
Hotel Associates Management;
Signs First Agreement for Inn at Aspen
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.”
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
|Also See:||Tony Rothwell Named Vice President - Management Contracts and Marketing for Creative Hotel Associates / October 2003|