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Enhancing Value. Preserving Assets.

Hotel and Resort Owners Need Representation
that Goes Beyond Asset Management

Overseeing the intricacies of day-to-day operations while planning for the long-term is a daunting task for hospitality asset owners and investors. Compounding that with a rapidly-evolving market environment and recent industry headwinds makes an owner’s decisions even more difficult. That’s why you need Owner Representation – an advocate with decades of experience and spanning every conceivable scenario and phase of the market cycle, that can prioritize your interests as an owner or investor.

What should your Owner Representative do for you?
Your Owner Representative should play a vital role in the operation of your single hospitality asset, resort or portfolio of hotels that goes far beyond what would traditionally be thought of as Asset Management. In fact, those roles should be expanded to build a much fuller, value-added relationship, leveraging services that encompass the full breadth of the ownership experience and span the complete lifecycle of the asset or portfolio.

Does your asset measure up?
It starts with the critical questions asset owners and investors should ask about their investments. How does your asset measure up? An increasing number of owners and investors have found that engaging The Plasencia Group in Owner Representation services has been the key to improving performance while striking a better balance between their objectives and those of day-to-day operators.

Services Owners Rely On

From acquisition through disposition, we offer a comprehensive suite of services for owners and investors at all critical phases of a hotel or resort’s lifecycle. Our experienced team of owner representatives, through over 30 years of experience and oversight of hundreds of hotel properties, will seek to preserve and enhance the value of your asset by employing aggressive value improvement techniques throughout your property’s lifecycle in the following categories:


  • Serving as the Owner’s Proxy
  • Developing Sales, Marketing & Revenue Strategy
  • Evaluating and Refining Market Positioning
  • Executing on Ownership’s Financial Strategy
  • Maximizing Profits


  • Evaluating Overall Financial Performance
  • Managing Brand and Franchise Relationships
  • Food & Beverage Repositioning
  • Establishing Staffing and Labor Controls


  • Sourcing Equity
  • Placing New Debt
  • Restructuring of Existing Debt
  • Monitoring Loan Compliance

Development &

  • Providing Total Project Administration
  • Managing Budgets and Schedules
  • Negotiations with Contractors and Consultants
  • Negotiations with Brands and Operators
  • Managing the Procurement Process

Our Proven Approach

The four essential stages of our strategic Owner Representation:

  • Assessment of the property’s physical and operational condition

  • Creation of a detailed action plan to enhance attributes and correct deficiencies

  • Oversight of the property staff's implementation of the action plan

  • Ongoing evaluation and refinement of the action plan

Our unvarnished advice and counsel are aimed at maximizing your hotel’s revenues and reducing expenses, with the goal of generating higher profits and enhanced value of your asset.

Our seasoned Owner Representation veterans serve as the owner’s expert eyes and ears on the ground, combining successful best practices, operational benchmarking, and a thorough, hands-on approach to managing the hotel’s operations.

In addition to overseeing hotel and resort operations, our team of hotel experts can also manage acquisition underwriting processes, direct the selection of a new operator, assist in rebranding, assess labor and staffing, negotiate PIPs and plan major renovations, among other hotel ownership activities. We seek to uncover upside potential and eliminate profits leakage in any hotel or resort investment.

Representative Engagements

Kimpton Overland

JW Marriott Marquis

Vinoy Resort & Golf Club
Autograph Collection


Our Owner Representation Team

Meet our seasoned hotel owner representation and asset management experts. With over thirty years of experience, this respected team of hospitality industry veterans provides trusted oversight services to hotel and resort owners and investors.

Senior Vice President – Owner Representation

Tony Haddad

Miami, Florida | Industry Tenure: 32 Years

Tony Haddad has been active in the hospitality finance arena for the past three decades. Tony brings to the table years spent in hotel operations working as Director of Finance and as a regional executive responsible for a portfolio of hotels for Marriott International. Tony has extensive experience in domestic and international hotels in the Caribbean, Mexico and Central and South America.

After leaving Marriott, Tony formed his own asset management and consulting firm, Thames Associates, LLC.

In 2013, he became part of The Plasencia Group’s team. He holds a B.B.A. degree from the McCombs School of Business at The University of Texas at Austin. A dedicated cyclist, he kicks off each workday with a group bike ride through suburban Broward County and also enjoys riding his motorcycle on the weekends.

“You’re dealing with an industry that caters to happy people on vacation. It’s multifaceted and always changing. There’s creativity and design. You walk into something new, you learn about it, you opine about it and then move onto the next one.”

Senior Vice President – Owner Representation

Michelle Hayes

Dallas, Texas | Industry Tenure: 41 Years

Michelle Hayes has worked in virtually every facet of hotel operations throughout her nearly four decades in the lodging industry. She joined the firm after a successful career with FelCor Lodging Trust, one of the nation’s largest hotel real estate investment trusts. As Vice President of Asset Management at FelCor, Hayes was responsible for overseeing a portion of the company’s portfolio of Doubletree, Embassy Suites, Hilton, Marriott and Sheraton hotels as well as independent hotels. Michelle also has extensive multi-faceted resort experience in South Carolina and Florida specifically.

Prior to her joining FelCor, Ms. Hayes was a general manager for Starwood Hotels and Resorts managing numerous hotels for 15 years. These hotels included Sheraton Suites Alexandria and the Sheraton Gateway hotel in Atlanta, Georgia, in addition to the Sheraton Wardman Park in Washington DC. During her tenure with Sheraton, she was the recipient of the company’s President’s Award and Employee Satisfaction Award. In addition, Ms. Hayes was a member of Sheraton Corporation’s Chairman’s Club and Marketing Board of Directors.

Ms. Hayes received a master’s degree in management and finance and a bachelor’s degree from Murray State University in Murray, Kentucky. She also has received the designation of Certified Hotel Administrator (CHA) from The Educational Institute. Michelle has since completed the Cornell Business School Certification for Real Estate and Asset Management.

“The hotel business is really a simple business in many ways, although we often try to complicate it unnecessarily. Financial acuity is certainly critical, but focusing on people with compassion and empathy will always create value in the end”

Senior Vice President – Owner Representation

Gary Isenberg

Tampa, Florida | Industry Tenure: 41 Years

Gary Isenberg joined The Plasencia Group in the summer of 2022 with more than 35 years of diversified hospitality real estate experience in hotel management, development, finance, and asset management. Over his extensive career in hospitality real estate, Gary has overseen more than $15 billion of hotel investments, spanning all major brands, all chain-scales and hotel asset classes, and a wide variety of independent and boutique hotel properties.

Gary received a Bachelor of Science in Business Management with minors in Corporate Finance and Information Systems from Fairleigh Dickinson University. Thereafter, he accepted a position with ITT Sheraton as a corporate trainee. During his tenure, he rapidly earned increasingly responsible positions through mergers and acquisitions at both the corporate and property level.

Gary subsequently was recruited to join Field Hotel Associates (FHA), a privately-held hotel development, ownership and management company, as General Manager of its flagship property. Soon, he was promoted to Executive Vice President of Hotel Operations, then to Chief Operating Officer. During his tenure at FHA, Gary led the development and opening of hotels, spearheaded several reorganizations, repositioning and recapitalizations, as well as numerous revenue-generating and cost-cutting initiatives.

In 2011, Gary joined forces with LWHA and launched the firm’s asset management division, responsible for developing and growing asset management clientele. Gary grew the platform to over 50 hotel properties under management nationwide, along with the widespread execution of advisory services.

Connect with a Plasencia Group team member today and learn what we can bring to the table pertaining to your Owner Representation needs.

The Latest Owner Representation Thought Leadership

May 23, 2024 in Articles, Owner Representation, Uncategorized

Navigating Wage Pressures: Strategies for Effective Labor Control in the Hospitality Industry

Gary Isenberg discusses eight best practices hoteliers can employ to help counterbalance recent and anticipated wage increases.
Read More
April 23, 2024 in Articles, Owner Representation, Uncategorized

Managing General Managers: Preparing a GM for the Sale of His or Her Hotel

A GM can singlehandedly elevate or undermine the sale of his or her hotel, impacting its value meaningfully, either positively or negatively.
Read More
October 10, 2023 in Owner Representation, Uncategorized

Preparing to Protect An Owner’s Investment in An Emergency Crisis

By Michelle Hayes, Senior Vice President – Owner Representation
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