A Hub for Risk-Takers. A Stage for the Story.

What I Bring

Scale. Sound. Systems.

$280M+ assets

Enterprise-Scale Leadership

$280M+ in assets managed and consulted across ~900,000 sq ft of mixed-use real estate. I've led a 521-key portfolio across four properties with $19M+ in combined operating budgets. Van Zandt operates at the scale I'm built for: multi-outlet F&B, 12,000 sq ft of meeting space, and Kimpton's creative brand standards. This isn't a learning curve—it's pattern recognition.

7 nights live

Music as Programming Engine

Geraldine's delivers live music seven nights a week. That's not a feature—that's a foundation. I see an opportunity to build systematic programming around Van Zandt's music DNA: artist residencies, SXSW activations, ACL partnerships, and a calendar that makes the hotel the venue guests plan trips around, not just where they crash after.

$1M+ proven

Systematic Activation

$1M+ in activation revenue since 2022—built through calendars that compound. Van Zandt already has the infrastructure: the pool deck, the rooftop views, Rainey Street at its doorstep. I bring the methodology to systematize it: recurring series, seasonal tentpoles, premium experiences that layer on each other and create return visits.

The Methodology

See → Shape → Sell

See the Potential → Shape the Process → Sell the Product

See the Potential

Every property has untapped potential—in its spaces, its people, its place in the community. Van Zandt sits in the Live Music Capital of the World, named for a Texas troubadour who turned pain into poetry. I see Geraldine's as the heartbeat of Austin's Rainey Street scene. I see the pool deck as the city's living room. Vision begins when you name what this place could become.

Shape the Process

Vision without culture is just a poster on the wall. Shaping the process means leading a team that knows why they're here—and feels empowered to deliver on that promise. It's the rituals, the recognition, the shared ownership. I lead by removing barriers and learning alongside the people doing the work.

Sell the Product

The product isn't a room. It's not a meal. It's the first-person experience of being served by a team with a defined vision and the culture to execute it. Guests feel something they can't quite explain—but they return for it. That feeling is the product. And when it's real, revenue follows.

Role Alignment

Every Responsibility. Proven.

Financial Management & Budget

Development of annual operating budget • Assure achievement in revenues, costs and profits • Monthly forecasting • P&L statement critique • Cost controls

$9M annual operating budget at Hotel Julien Dubuque; $10M at The Warrior
70% rooms flow-through; GOP 8-10% above ownership targets
Reduced labor costs 10% while maintaining service standards
Recovered $500K in outstanding receivables through aggressive collections
Proficient: ProfitSword, Hotel Effectiveness, Demand 360, Agency 360

Sales & Revenue Performance

Sales management • Evaluate market mix • Future business/yield management • Pricing review • Front office revenue maximization

18% TRevPAR increase; 12% GOPPAR increase at The Warrior
RevPAR Index 116; 25% RevPAR lift through channel optimization
Rooms pacing $600K ahead YoY at Hotel Julien Dubuque
$210K direct revenue via hypersegmented email marketing campaigns
Grew banquet revenue $300K; improved wedding profitability 30%

Team Leadership & Development

Lead Executive Committee • Staff relations and esprit de corps • Staff evaluation and development • Identify and develop management talent • Reduce turnover

80% team retention vs. 50% industry average
Mentored 14 associates into supervisory and management positions
27-point engagement increase; 24% leadership retention improvement
Data-driven career pathing for 20 managers and supervisors
Reduced labor to 33% of revenue through strategic scheduling

Guest Experience & Service

Establish guest service standards • Regular inspection of guest rooms and public areas • Appropriately resolve guest concerns • Create friendly, service-oriented approach

U.S. News & World Report #1 Hotel in Iowa (2024, 2025)
NPS improved 24 points at The Warrior; 12 points at Hotel Julien
Guest satisfaction increased 20% YoY across portfolio
Hosted celebrities, government officials, dignitaries with discretion
#1 TripAdvisor ranking at Hotel Julien Dubuque

Food & Beverage Operations

Monitor success of F&B promotion programs • Take corrective actions on F&B sales • Drive non-hotel covers • Position outlets as destinations

Regional oversight of 6 F&B outlets generating $4M+ annually
Launched systematic programming driving 45% increase in non-hotel covers
Created Ladies Night, Trivia Wednesdays, Sunday Brunch series
Menu engineering increased F&B margins 8% while maintaining quality
Built local following transforming hotel restaurants into community destinations

Marketing & Community Relations

Development of annual marketing plan • Represent hotel within local community • Position hotel as good corporate citizen • Community involvement

Business of the Year 2025 — Dubuque Area Chamber of Commerce
Executed 6-week community relaunch with 2,000+ local attendees
12 Days of Christmas raised $60K for 12 local charities
Built partnerships with 30+ local businesses and organizations
250 America: year-long activation with dozens of community partners

Asset Management & Compliance

Property maintenance and preventive programs • Policies and procedures • Vendor relationships • Health, safety and licensing

Maintained AAA Four Diamond status (2023-2025)
Executed Hilton brand conversion with zero operational downtime
Coordinated security protocols for high-profile guests and dignitaries
ServSafe Food Protection Manager certified (2022-2027)
Certified Pool Operator (2023-2028)

Creative & Brand Leadership

"Independent thinkers... Harness entrepreneurial spirit... Break preconceived notions... Risk-takers and creative spirits."

BFA in Theatre from Carnegie Mellon — experience design thinking applied to hospitality
$1M+ activation-driven revenue since 2022 through systematic programming
Eclipse Weekend: 213 rooms, $87K revenue from single activation
22 activations at The Warrior driving 6% portfolio TRevPAR increase
Transformed underperforming assets into award-winning destinations

Proof of Work

Five Case Studies

Regional Portfolio Strategy ($280M+)

See: In 2024, I took the opportunity to helm Hotel Julien Dubuque—Iowa's oldest hotel—to lead its renovation and return the asset to its place as the city's cultural center. Recognizing the value of continuity, my previous ownership group retained me as a strategic consultant for their $250M portfolio (The Warrior, Hotel St. Louis, Hotel Blackhawk, The Current Iowa). The goal: sustain the high-performance culture and revenue strategy we had built, even as I executed a turnaround in Dubuque.

Shape: I transitioned from day-to-day operations to Asset Strategy. My scope bridged the gap between ownership and operations: coaching General Managers, serving as a liaison for staff, and finalizing annual operating budgets. I focused on keeping vital community partnerships alive and designing the "activation calendars" that allowed the properties to manufacture demand rather than just capturing it.

Sell: This hybrid model delivered results on both fronts. While driving Hotel Julien to "Business of the Year" status, I simultaneously engineered 22 precinct-wide activations for the consulting portfolio, driving a 6% TRevPAR increase. It proved that "Experience Design" is scalable—allowing me to guide the financial and cultural performance of ~900,000 sq. ft. of combined real estate while revitalizing a separate historic icon.

U.S. News #1 Hotel in Iowa (2024 & 2025)

See: The Warrior Hotel was stunning—a restored icon as part of Marriott's Autograph Collection. But it needed to become more than a building. It needed to become a benchmark. The opportunity: create an operation so consistent, so guest-focused, that it would define excellence for the entire market.

Shape: Systems that supported the vision. Every department aligned around one shared goal. Labor forecasting tied to occupancy. Menu engineering balancing quality with cost. Guest recovery programs transforming feedback into loyalty. Culture and performance moved together.

Sell: RevPAR lifted 25%. RGI increased 19.6%. Guest satisfaction rose 20 points. Named Top Hotel in Iowa by U.S. News & World Report in both 2024 and 2025. Awards followed—but what mattered was that excellence had become habit.

The Community Relaunch (2,000+)

See: The Warrior Hotel reopened in June 2020—mid-pandemic, to an empty town square. Zero buzz. Zero community connection. The question wasn't how do we get guests? It was how do we become part of this place?

Shape: We didn't do one ribbon cutting. We did six weeks of them. Spa ribbon cutting. Restaurant ribbon cutting. Rooftop bar ribbon cutting. Each one invited a different slice of the community. We turned opening weekend into opening season.

Sell: Over 2,000 people walked through the property in six weeks. The local paper ran five separate stories. City council started bringing delegations for tours. Community buy-in became the foundation for every dollar that came after.

The Activation Engine ($1M+)

See: Hotels treat activations like one-offs: a wine dinner here, a holiday party there. No compounding. No system. I saw an opportunity to build a calendar where every month has a signature moment, where guests return because they know what to expect.

Shape: We built three layers. Recurring series: Ladies Night, Sunday Brunch, Trivia Wednesdays. Seasonal tentpoles: 12 Days of Christmas ($60K raised), Halloween Spooktacular, Grandparents Day Brunch. Premium experiences: Chef's Table series, Eclipse Weekend (213 rooms, $87K revenue), NYE Gala ($47K, sold out).

Sell: $1M+ in activation-driven revenue from 2022–present. We shifted the perception from we're here if you need us to you need to be here for this. That's when hotels stop chasing demand and start manufacturing it.

Building Teams That Stay (80%)

See: Hospitality's retention crisis isn't about pay—it's about meaning. People leave because they don't feel seen, don't see a future, and don't believe their work matters. What if we built a culture where people actually wanted to stay?

Shape: Multi-layered recognition: Monthly Employee of the Month with real rewards. Weekly department-level shoutouts. Annually: service celebrations, holiday parties, team outings. Career pathing infrastructure: high-potential identification, mentorship tracks, promotion pathways.

Sell: Retention climbed to 80%. Leadership retention increased 24%. 14 associates mentored to management positions. Stable teams mean consistent service—guests feel the difference in every interaction.

The Programming

The Setlist: 12 Months of Van Zandt

A Year in Residency

Q1 The Opener

January

Reset & Reverb

The Vibe: Clear the static. High Fidelity wellness.

The Activation: "Vinyl & Vitamin IVs"—antioxidant cocktails & acoustic sets.

February

Strings & Soul

The Vibe: Chemistry on Rainey.

The Activation: "Strings Attached"—cello covers of rock ballads & rare vinyl Valentine's gifts.

March

Access & Amps

The Vibe: SXSW Backstage.

The Activation: "The Green Room"—pool deck recovery lounge & pop-up podcast booth for creators.

Q2 The Hook

April

Grit & Gears

The Vibe: MotoGP & Americana.

The Activation: "Boots on the Ground"—custom boot fittings in-lobby & Hill Country bourbon tastings.

May

Legacy & Lore

The Vibe: Graduation luxury.

The Activation: "Dean's List Dinners"—private "commencement toast" dining at Geraldine's.

June

Prism & Pulse

The Vibe: Pride & Solstice.

The Activation: "Rainey Rainbows"—LGBTQ+ artist residency & prism-themed pool cocktails.

Q3 The Bridge

July

Sparks & Spirits

The Vibe: Red, White, & Blue Note.

The Activation: "Dive Bar Deck"—gourmet boozy popsicles & elevated dive-bar service at the pool.

August

Rare & Raw

The Vibe: Local secrets.

The Activation: "Keep Austin Quiet"—secret menu items & in-suite "Tiny Desk" style concerts.

September

Turf & Tunes

The Vibe: Burnt Orange energy.

The Activation: "Tailgate Terrace"—crystal tumblers, wagyu sliders, & a marching band through the lobby.

Q4 The Finale

October

Speed & Sound

The Vibe: ACL & F1.

The Activation: "Pit Stop & Main Stage"—F1 simulators by day, unplugged "After Fest" jams by night.

November

Hearth & Harmony

The Vibe: Harvest on Rainey.

The Activation: "Friendsgiving Potluck"—long-table rooftop dining with local chef collaborations.

December

Velvet & Vinyl

The Vibe: Nostalgia & Luxury.

The Activation: "A Very Vinyl Christmas"—record-decorated trees & a scotch-sipping gift wrap service.

The Vision

Three Pillars. Twelve Months. One System.

Hotel Van Zandt already has the DNA: music seven nights a week, Rainey Street at its doorstep, a pool deck that owns the Austin skyline. What I bring is the methodology to systematize it—connecting live performance to F&B revenue, building signature annual activations, and creating event packages that compound. Not starting from scratch. Building the engine that keeps it turning.

Geraldine's as Destination

Solves: Non-hotel covers, rate integrity, destination positioning

Position Geraldine's as the venue, not just the restaurant. Curated artist residencies. Songwriter showcases. SXSW official after-parties. Chef collaborations with Austin's culinary scene. Build Sunday Brunch as an institution—live jazz, bottomless mimosas, the place Austin takes out-of-towners. Make it the reason to book Van Zandt, not the bonus once you do.

Calendar-Driven Programming

Solves: Brand differentiation, midweek demand, return visits

Build "The Setlist"—a 12-month thematic calendar rooted in Austin's cultural rhythm. Each month has a name, a vibe, and systematic activations across every outlet. SXSW packages in March. UT football in September. F1 and ACL in October. One big idea that compounds for 12 months—creating guests who plan trips around the programming, not despite it.

The Pool Deck Economy

Solves: F&B revenue, cabana utilization, social proof

6,800 square feet of rooftop with Austin skyline views. Seven premium cabanas. Firepits. This is prime real estate for locals programming: "Poolside Sessions" with acoustic acts, cabana reservations tied to F&B minimums, sunset packages for corporate groups. Turn the pool deck into Austin's living room—the place locals claim and visitors photograph.

The Hotel's Story

A Hub for Risk-Takers

Hotel Van Zandt is named for Townes Van Zandt—the Fort Worth troubadour who turned loneliness into anthems. Steve Earle said he'd "stand on Bob Dylan's coffee table in his cowboy boots" to proclaim him the best songwriter in the world. Emmylou Harris, Willie Nelson, Guy Clark—they all pointed to Townes as the source.

Townes wrote "Pancho and Lefty." He played small clubs and coffeehouses. He rejected fame in favor of authenticity. He was Austin's soul before Austin became a brand.

The hotel carries that legacy into hospitality. It sits on Rainey Street—the historic district that became Austin's most vibrant bar scene. It programs live music seven nights a week. It positions itself as a "hub for risk-takers, creative spirits, and trailblazers."

Van Zandt needs a GM who sees that legacy as a programming foundation—who can turn Townes's authenticity into guest experiences, who can make the hotel the venue that embodies Austin's creative spirit. Not just honoring history. Activating it.

1944

Townes Van Zandt born in Fort Worth—descended from Republic of Texas founders, groomed for politics, chose music instead

1968

"For the Sake of the Song"—first album launches career that would influence generations of Texas songwriters

1983

Willie Nelson & Merle Haggard take "Pancho and Lefty" to #1 on country charts—Townes becomes legend

2015

Hotel Van Zandt opens on Rainey Street—319 rooms, Geraldine's, a tribute to Austin's musical soul

Today

The hotel stands as Austin's creative anchor—2 blocks from the convention center, 1 block from Lady Bird Lake, 7 nights of live music at its heart