ASPEN, COLORADO Creative Hotel Associates Management, led by hotel industry veterans Jerry Petitt and Tony Rothwell, announces the formation of a new third-party management company and consultancy. Concurrently, the company announces its first consulting contract for the 122-guestroom Inn at Aspen, Colorado.
“Our contract with the Inn at Aspen signals our entrance into the third-party management and consulting space,” says 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 says. “However, we intend to grow pragmatically so that we can devote personal attention to each hotel.”
Rockville, Maryland-based CHA has experience 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 International and Choice Hotels International, as well as extensive experience in operating hotels under the Marriott International and Hilton Worldwide brand families.
“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,” says CHA President Tony Rothwell. “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.”