With nearly 20 years of experience in brand, marketing and strategic leadership, Sarah Moore has a strong track record of enhancing brand presence and driving revenue growth. As the Global Brand Leader at Sonesta International Hotels, she works to refine and elevate ten of the thirteen hotel brands under her prevue.

Previously, Sarah was the Vice President of Brand + Marketing at Woodhouse Spas, where her efforts led to a 17% increase in services and retail sales revenue. At RLH Corporation, she managed marketing initiatives for nine brands, defining & refining brand identities, leading major campaigns and enhancing internal communications.

Sarah's expertise in brand strategy, innovative marketing, and cross-functional team leadership drives brand loyalty and market growth, making her a dynamic leader in the hospitality and marketing industry. Sarah is also a Certified Franchise Executive (CFE) with the International Franchise Association, underscoring her deep expertise in franchise marketing, operations and development.

Selected Research and Strategic Engagements:
• Directed research and analysis for the International Society of Hospitality Consultants Hotel Capital Expenditure Study presented at the UCLA Hotel Investment Conference in 1995.
• Development strategy consulting for an upscale extended-stay hotel brand – Hilton Hotels 1997
• Site selection and market analysis training seminar for economy and mid-price extended-stay hotel brands – Extended Stay America 1997
• Research and analysis of billing and accounts payable settlement methods in the corporate apartment industry 2001
• Hotel development and management company staffing and compensation survey and report 2002
• Corporate brand development and investment analysis consulting for an upscale extended-stay hotel brand – Intercontinental Hotels Group 2003
• Market, financial and investment analyses for a portfolio of premium brand select service hotels 2005
• Development strategy consulting for an upscale extended-stay hotel brand – Hyatt Hotels 2006
• Special Servicer advisory services and research for the bankruptcy of the 700 hotel Extended Stay Hotel portfolio 2009
• Developed a forecasting model to evaluate the potential return on investment from branding a portfolio of luxury hotels 2009
• Lender advisory services and research on a portfolio of 42 distressed hotels 2010 - 2011

Selected Speaking Engagements:
• National AAHOA Conference, 1997, 2001,2002,2008
• Extended Stay America AGM Fort Lauderdale 1997
• National Real Estate Forum Conference, Chicago 1999
• The Atlanta Hotel Investment Conference 2002-2011
• The International Hotel Conference Monte Carlo 2003
• The Lodging Conference Phoenix 2005
• Guest Lecturer Georgia State University 1997, 2006
• The Appraisal Institute Atlanta 2008
• The Midwest Lodging Investor Summit Chicago 2008-2010
• Northpoint Hospitality Annual Meeting 2010

Scott Stephens is a Senior Principal & COO with HREC Investment Advisors®, based out of the company’s Tampa, Florida office. Scott has been providing investment banking and advisory services exclusively to the hospitality industry over the last 33 years. Over his career, Scott has been involved in transactions and debt placements totaling well in excess of $3 billion. Scott is actively engaged in the management and operation of the Investment Advisors division of HREC®. Scott holds Bachelor of Science degrees in both Real Estate and Marketing from Florida State University where he graduated Summa Cum Laude.

Ron Stewart is Senior Vice President – Lodging Development for Midscale Brands North America for Marriott International. He is responsible for growth of Marriott’s Midscale platform, including the StudioRes brand and our latest offering, a conversion friendly transient brand labeled as Project Mid-T pending a final brand name.

Mr. Stewart began his career in hospitality in 1986, joining The Residence Inn Company. He transitioned to Marriott in July 1987 after the Residence Inn Brand was acquired by Marriott International. His professional career includes 38+ years of experience in the hospitality business with extensive experience in hotel operations, sales & marketing, owner & franchise services, hotel real estate & development, and market planning & analysis.

Mr. Stewart earned his bachelor’s degree in Hotel, Restaurant, & Institutional Management from Michigan State University and resides in Plano, TX.

Jason Ballard serves as Head of Operations, Hyatt Studios, Hyatt’s first upper-midscale extended-stay brand announced in 2023. In this role, he’s leading the brand’s expansion by fostering relationships with owners, developers, and franchisees.

Responsible for the strategic oversight of commercial services, finance, brand, feasibility, and design teams, Ballard is dedicated to the brand's growth and financial success. Additionally, he’ll oversee operational excellence by optimizing property performance and ensuring adherence to brand standards.

Most recently serving as Hyatt's VP of Franchise Operations, Select Service, Ballard was instrumental in establishing Hyatt’s Franchise & Owner Relations Group. Under his leadership, the Americas Select Service Franchise portfolio saw its highest-ever owner and operator satisfaction scores.

Since joining Hyatt in 2006, Ballard has held positions in Revenue Management, Capital Planning and Operations Analytics across three regions – Americas, Asia Pacific, and EAME. He played a critical role in establishing the global footprint of the Hyatt Place and Hyatt House brands, spearheading the first Hyatt select service properties in Thailand, China, Japan and Australia, and the first Hyatt properties in Barcelona, Athens and Budapest.

An alumnus of University of Virginia, Jason lives in Chicago with his wife, Stephanie, and their two children, JJ and Olivia.

With a career spanning over 35 years, Kimberly Rowel serves as the Chief Operating Officer for Five Star Hospitality Inc. Her journey has been characterized by leading teams of exceptional hospitality professionals to award-winning successes, showcasing her extensive, multi-faceted expertise in the field.
Kimberly has been instrumental in overseeing a substantial portfolio that includes franchised assets from Hilton, Marriott, IHG, Wyndham, and Choice Hotels, under the aegis of leading organizations such as Blackstone, Winegardner & Hammons, and HP Hotels. This exposure has allowed her to engage with some of the industry's most advanced training and management practices.
Known for her proficiency in utilizing business intelligence analytics, Kimberly excels at thoroughly assessing operational facets of the hospitality business. She skillfully leverages this data to craft and implement strategic plans that effectively drive results and enhance operational efficiency.
Kimberly is responsible for overseeing operations, financial performance, accounting, revenue management, human resources, sales, marketing, quality control, franchise relations, and owner relations across a diverse portfolio of hotels. Her collaborative approach with her team and other hospitality leaders is key to achieving and surpassing organizational goals.
Kimberly has earned both Certified Hotel Administrator (CHA) and Certified Hotel Owner (CHO) certifications. She is a founding Board Member of the Extended Stay Lodging Association, an active member of Women Leading Hospitality, and a past member of the Owners Advisory Councils for Hilton, IHG, and Choice Hotels."
"Reflecting on my journey with Five Star Hospitality, I am genuinely thrilled to have found the perfect fit to culminate the final chapter of my career at the FSHG family office. It's an honor to work alongside the founding members and our dedicated team, all of whom share an unwavering commitment to excellence, growth, and, most importantly, integrity. Together, we are steadfastly focused on strategically steering Five Star Hospitality towards new pinnacles of success."

As the Vice President, Operations, Jimmy Taylor leverages his more than 30-year expertise and knowledge of the operations and sales arenas to promote the continued growth and improvement of a 600+ hotel portfolio of Staybridge Suites, Candlewood Suites, Atwell Suites as well as our mainstream brands, Holiday Inn, Holiday Inn Express hotel brands, and avid. Jimmy works with IHG’s franchise owners & operators as well as our managed portfolio to ensure these brands maximize their revenue and guest service offerings. Jimmy has been promoted into roles of increasing responsibility since he began his hotel career in 1992 as Director of Sales with Summerfield Suites Hotel Corporation, later as General Manager for Summerfield, until he left the company to help launch the Candlewood Suites brand as Regional General Manager. After the successful opening of more than 30 hotels, Jimmy joined Bass Hotels and Resorts, now IHG, as the first General Manager for the newly developed Staybridge Suites brand, followed by his promotion to Area General Manager.

Responsible for franchise growth and development in the US for the Select Service brands. Manage a team of development directors to ensure Wyndham brands exceeds goals in growth with high quality development deals. Provide training and hiring of new development hires
Assist in closing and executing deals for new franchise agreements
Execute document management and closing agreements related to deals
Forecasting/budgeting and monitoring short and long term projections and targets