Executive Team
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"Wherever you are, be there."
Fred "Coach" Cerrone serves as Founder and Chairman of Hotel Equities. His hospitality career spans a five-decade progression from desk clerk at the Sheraton Boston hotel, to managing hotels across the country and ultimately launching Hotel Equities in 1989.
A general manager at age 21 and twice recognized as "General Manager of the Year" by national hotel franchises, Fred has hospitality in his blood. After many years in key positions with top hotels, he founded Hotel Equities and became one of Marriott’s first franchise partners. Other major franchise partnerships soon followed. With over 240 hotels in its present portfolio, Hotel Equities continues its successful growth.
HotelWorld Network named Fred "Hotelier of the Year” in 2009. He sits on Marriott’s Fairfield Inn Franchise Advisory Board, Marriott's Homes and Villas Advisory Board. He also sits on the Advisory Board for. Georgia State University's Cecil B. Day School of Hospitality. He is a member of the Alumni Advisory Board and received the Alumni Entrepreneurship Award from Georgia State University’s Robinson College of Business. Additionally, Fred is a member of the Board of Directors for the Alpharetta Convention and Visitors Bureau in Alpharetta, GA. He is also the 2023 recipient of the Hunter Conference’s Industry Award for Excellence and Inspiration.
Hospitality is a people-centered business and people are Fred’s passion. He enjoys seeing Hotel Equities' associates thrive and is often referred to as Coach of the hospitality firm’s team. Before embarking on a hospitality career, he served in the United States Marine Corps.
Fred is a graduate of Georgia State University (MBA in Business) and Miami Dade College (A.S. degree in Hotel and Restaurant Management). He holds a Certified Hotel Administrator (CHA) designation through the American Lodging Association.
He is married to Christine, his high school sweetheart, and resides in Dunwoody, Georgia.
"The greatest leaders are the greatest servants."
Brad Rahinsky serves as President and Chief Executive Officer of Hotel Equities, a full-scale hotel ownership, management and development firm. He develops the long-term vision for Hotel Equites and supports all aspects of the firm’s various disciplines. In early 2023, Mr. Rahinsky guided Hotel Equities through a strategic partnership with private equity firm PPC Enterprises to accelerate its development pipeline and strengthen its position as an industry leading partner for hotel owners and developers seeking unparalleled performance and returns.
Mr. Rahinsky joined Hotel Equities as Vice President of Operations in early 2012 and quickly moved into senior leadership where he has powered the firm’s explosive growth taking the firm to over 250 hotels in over 35 states and multiple provinces in Canada. To handle the rapid and unprecedented expansion, Mr. Rahinsky has internally developed and externally recruited some of the industry’s brightest leaders. Prior to joining Hotel Equities, Mr. Rahinsky co-owned a successful portfolio of Hilton and Hyatt branded hotels in the Southeast. He spent his early years learning the business through progressive executive level positions with Sheraton, Hyatt, Wyndham and various independent resorts.
Mr. Rahinsky serves as a member of Hilton’s Hampton Inn and Suites Owners Advisory Council, Marriott’s Element by Westin Franchise Advisory Board, and serves on the AHLA Board of Directors. He is a proud alumnus of the University of West Florida. He and his beautiful wife, Tricia, have five children and reside in Fulton County, north of Atlanta, GA.
"Learn from your mistakes."
Joe Reardon serves as Chief Development Officer for Hotel Equities, an Atlanta-based, full-scale hotel ownership, management and development firm.
With 33 years of hospitality experience, he oversees the development and growth strategies for the Hotel Equities organization. Mr. Reardon has built a highly successful business development team to negotiate management contracts and evaluate the financial feasibility of the firm’s acquisition opportunities. He utilizes the existing portfolio of hotel assets as a platform for smart growth with current and potential owners.
Mr. Reardon orchestrated Hotel Equities’ growth to over 200 properties in 35 states across the U.S. and 4 provinces in Canada. The firm recently expanded its leadership team by hiring additional key personnel at executive and regional levels.
Mr. Reardon came to HE from Noble Investment Group where he served five years as Executive Vice President of Sales and Marketing. He previously served five years with Shamin hotels as VP Sales and Marketing.
Mr. Reardon began his career with Marriott International in Sales and Marketing before being promoted to a Regional Director of Sales and Marketing. Over a 17-year span, he earned prestigious awards for work in select service, full service and resort hotels. With a proven track record of transforming sales cultures and systems to drive top line revenue, he develops and leads strong teams to make a positive impact on market share and profitability.
Mr. Reardon holds a B.S. degree in Business Administration & Tourism Management from North Carolina State University.
"Having integrity is doing the right thing when no one is looking."
Eric brings over two decades of experience in both hotel and corporate roles and has worked for premier hospitality companies including: The Hotel Group, Starwood Hotels & Resorts, Wyndham Worldwide and Walt Disney World Resorts.
Eric joined the team from The Hotel Group, an affiliate partner with Hotel Equities, where he led the hotel accounting team with a focus on accounting functions, internal controls and strategic planning. As an innovator, he’s always looking to streamline processes to produce efficiencies and create a sense of order.
Eric’s role goes beyond typical accounting practices: he works directly with partner, clients, lenders and investors and peers providing support in compliance, centralized finance environments, hotel operations, project management, and strategic analysis.
He is a graduate from West Texas A&M University with a degree in Business Administration and holds certifications as a Certified Public Accountant (CPA) & Certified Hospitality Finance Professional (CHAE) from Hospitality Finance and Technical Professionals.
Eric enjoys spending time with his children in their family vegetable garden. He is also passionate about supporting children in the foster care system.
Tan serves as the Chief Investment Officer for Hotel Equities where he leads the company's investment strategies, capitalizing on new opportunities to enhance the portfolio and deliver sustained value to stakeholders. Tan is also a founding Principal for Greenwood Hospitality, an award-winning hotel operator and affiliate of Hotel Equities, where he actively shapes the company’s growth by steering its financial and investment strategies.
In his pivotal role as Chief Investment Officer, Tan is instrumental in shaping the future of Hotel Equities through a comprehensive oversight of strategic investments, feasibility studies, acquisitions, and financial planning. His approach involves meticulous evaluation of market trends and investment opportunities to ensure that every decision aligns with the company's long-term objectives and maximizes stakeholder value. As a founding Principal of Greenwood Hospitality, Tan plays a key role in guiding the strategic direction of the company, leveraging his extensive experience in financial management and strategic investments to drive growth and innovation. His efforts focus on optimizing financial performance, ensuring that Greenwood Hospitality remains competitive and well-positioned in the evolving hospitality industry.
With over 25 years of experience in the financial and hospitality sectors, Tan has demonstrated exceptional leadership and strategic acumen, notably during his tenure as President of Richfield Hospitality from 2002 through mid-2009. Under his leadership, Richfield grew to become one of the top-ranked management companies in the U.S. He expanded the company’s role from a third-party property manager to an entity actively engaged in hospitality acquisitions and investments.
Prior to joining Richfield, Tan directed one of Asia’s leading e-commerce companies, representing over 3,000 hotels worldwide, and was a senior financial executive of a publicly traded company on the Singapore Exchange, focusing on power plant and energy-related holdings. His career includes overseeing major initiatives such as development of mixed-use real estate projects, issuance of bonds to international finance institutions, disposition strategies for power-related companies, and oversight of e-commerce/GDS and purchasing disciplines in the hospitality arena.
Tan earned a Master of Business Administration and a Bachelor of Accountancy from the National University of Singapore. He serves on the Executive Advisory Board for the Fritz Knoebel School of Hospitality Management at the University of Denver.
Al Smith serves as President, Hotel Operations, leading enterprise-wide performance across HE’s growing U.S & Canadian Hotel portfolio.
Al most recently served as Senior Vice President, Lifestyle Hotels, with Highgate Hotels. Prior to that role, he served as Senior Vice President at Pivot Hotels & Resorts for Davidson Hospitality where he created and successfully grew their lifestyle division to a hotel portfolio of twenty-five during his five-year tenure. A 20-year luxury hospitality veteran, Al has held key leadership roles in ground-breaking hospitality companies including Viceroy Hotel Group, SBE, and Kimpton Hotels & Restaurants.
Al was named “General Manager of the Year” and recipient of the CH&LA Stars of the Industry Award in 2012 during his tenure with Hotel Palomar – Beverly Hills.
Senior Leadership Team
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"Having integrity is doing the right thing when no one is looking."
David Rosenberg serves as Executive Vice President of Operations for Hotel Equities. With a dynamic career, David joined Hotel Equities in 2020 and has consistently elevated performance across the firm’s portfolio. In his current role, he leads Hotel Equities' deployment of analytic-driven performance dashboards, spearheads M&A integrations, and directly oversees a substantial portion of the company's rapidly expanding, multi-branded hotel portfolio. David's expertise spans Full Service and Select Service hotels, and he has extensive experience in various U.S. markets.
Before joining Hotel Equities, he served as the Vice President of Operations for HP Hotels, where he successfully drove results across a balanced scorecard, including top-line revenue, market share, profitability, GSS, and team member engagement. Prior to that, David held an executive position at Winegardner and Hammons, further solidifying his expertise in the hospitality industry.
"Hire an attitude and teach them the business."
Peter joined Hotel Equities with over 25 years of progressive hotel operations and corporate leadership experience. In his role, Peter serves as Executive Vice President of Operations, with responsibility for overseeing key lifestyle and owned assets throughout the firm's portfolio. Peter works closely with our internal and external stakeholders to drive operational excellence and profitability while enhancing guest and employee engagement.
Prior to joining Hotel Equities, Peter served in a variety of multi-unit roles with several notable management groups. He most recently worked with Davidson Hospitality Group where he was the Regional Vice President for Pivot Hotels, and successfully led their lifestyle operating vertical.
"Hire an attitude and teach them the business."
Team Member Since: 2010
A performance management and talent professional, Nancy supports the company’s passion for identifying exceptional talent and growing leaders in our industry. Her experience includes nearly 25 years with Marriott International, where she led their national leadership training programs for North America.
Nancy earned a B.S. in Economics from Providence College and a M.S. in Adult Education/Organization Development from Georgia State University and is currently pursuing her PHD in Organizational Leadership. She holds numerous professional certifications, including Myers Briggs Type Indicator, Stephen Covey Master Trainer, Gallup Strengths Assessment, Extraordinary Leadership 360 Assessment, and more. An avid Pickleball player and golfer, Nancy enjoys gardening and spending time with her family, especially on vacations to Cape Cod.
Toi Brown joined Hotel Equities from Jackson Pierce Public Affairs where she spent the last 11 years leading a diverse Human Resources team. Prior to Jackson Pierce, she served as the Training and Development Manager for Jamestown Properties. Toi is a graduate of Clark Atlanta University where she received a Bachelor of Arts in Communications and she is a current member of both SHRM and ATD.
In her role, Toi leads, develops and elevates all Human Resources services, policies and programs. She proactively collaborates and partners with Hotel Equities' internal and external stakeholders to ensure we are delivering best-in-class support throughout the Human Resources discipline.
In his role, Kevin leads the Sales and Revenue Generation teams for Hotel Equities’ portfolio of hotels. He works closely with HE's VP's of Sales, Regional Directors of Sales and VP/Regional Revenue Managers to ensure best-in-class results are achieved through the team’s strategic coordinated efforts.
Kevin has close to 25 years of hospitality industry experience at the property level and in above-property leadership positions. Prior to coming to HE, he served as Director of Extended Stay - Commercial Performance for Intercontinental Hotels Group (IHG). There, he oversaw the strategy of all sales and marketing initiatives and delivered high performance results for more than 650 of IHG’s Extended Stay hotels.
Kevin began his hospitality career with Marriott International. Over a 12 year span, he held multiple positions, culminating in leading one of Marriott's largest Regional Sales Offices. Under his leadership, Kevin orchestrated the growth of the Atlanta Regional Sales Office by doubling its original number of Marriott-managed and franchised properties. From there, Kevin held positions with Noble Investment Group as a Regional Director of Sales, and later served as Vice-President of Sales at Interstate Hotels and Resorts.
Kevin has been recognized with numerous accolades during his career for team accomplishments as well as individual achievements. He holds a Bachelor of Arts degree from the University of Kentucky and resides in Acworth, GA.
Bill comes to Hotel Equities with 26+ years of hotel Revenue Management experience. He serves as the Senior Vice President of Revenue Optimization for HE’s hotels and reports directly to the firm’s President of Operations. In his role, he works closely with our executive team, as well as the regional Revenue Management teams to ensure optimum performance across the portfolio. Bill has experience in both Full Service and Select Service hotels in U.S., Canada, and CALA regions.
Team Member Since: 2018
With over 39 years of experience in the hospitality industry, Dan excels in asset management relations and maintains exceptional interactions with hotel owners. As Senior Vice President of Operations, he leverages his wealth of experience and strategic vision to drive operational excellence, implement innovative initiatives, and foster a culture of exceptional guest service across the Hotel Equities portfolio. Dan joined Hotel Equities through our partnership with Greenwood Hospitality, where he formerly held the position of Vice President of Operations, overseeing a diverse collection of lifestyle and full-service hotels.
Martin oversees operations for HE’s portfolio of hotels in Canada, provides support to the firm’s regional directors in-market and serves as a valuable resource for our hotel owners. He leads the Canadian regional team based in Edmonton, Alberta which provides corporate support in all areas including operations, food and beverage, sales and marketing, revenue generation, accounting and human resources for the firm’s managed hotels in market.
Martin brings 30+ years of industry experience and a track record of success to his role with HE, as well as broad experience in all market segments from select service and extended stay, to resort, full-service and luxury. Prior to joining HE, he served as Area VP, Canada with Marriott International from 2015 to 2020 where he successfully led the integration of Delta Hotels and Starwood Hotels for Western Canada growing the portfolio from 5 to 26 managed properties with over 5,000 Associates and $600 million in annual sales.
Martin received his MBA and Bachelor of Commerce from the University of Guelph. In 2014, he received the University of Guelph George D. Bedell Alumni Award for Industry and Community Leadership. He continues to contribute to the development of leaders as Chair of the Policy Advisory Board for the School of Hospitality, Food, and Tourism Management. In addition, he provides Customer Experience advisory services to the Southern Alberta Institute of Technology. Martin has actively served in the community participating on numerous boards in Canada including the Hotel Association of Canada, the Vancouver Hotel Association, the BC Children’s Hospital Foundation, Tourism Calgary, and the Greater Toronto Hotel Association.
Based in Vancouver, BC, in his current role as HE's Sr. VP of Business Development, Ryan focuses on continuing to grow Hotel Equities portfolio throughout Canada, the US Pacific Northwest, Alaska, and Hawaii.
Prior to joining HE, Ryan most recently served as Area Vice President of Lodging Development with Marriott International. Prior to joining Marriott in 2014, Ryan was Vice President, Acquisitions and Development for SilverBirch Hotels & Resorts, where he was responsible for hotel development and acquisition activities across Canada. He also served as chairman of the company's investment committee. Prior to his role with SilverBirch, Ryan was a Development Director with Hilton where he focused on corporate growth both in Canadian and global markets.
He holds a Master of Business Administration degree from INSEAD and a Bachelor of Commerce degree in Urban Land Economics from The University of British Columbia.
“The greatest leaders are the greatest servants.”
Team Member Since: 2021
Based in Raleigh NC, in his current role as HE's Sr. VP of Business Development, Mark focuses on continuing to grow Hotel Equities and its strategic partners portfolio throughout the Northeast portion of the United States.
Mark Williams has served also through HE’s strategic partnership with Coakley & Williams Hotel Management Company. He joined C&W in February 2007 after spending nearly five years with the Walt Disney Company in Orlando, Florida. His experience there covered a number of roles including: attractions, entertainment, restaurants, training, and resorts.
In August 2006, Mark graduated with a B.S. degree in Hospitality Management from University of Central Florida's Rosen College of Hospitality Management Orlando, FL. In 2011 Mark received his MBA from Grand Canyon University's Ken Blanchard School of Business. He assumed the role of CEO for C&W in April 2017.
"All people matter to God"
Dr. Smith is the Founder and President of InStep International, an Atlanta-based nonprofit with a focus on local and international missionary projects. He serves on various boards and partners with EQUIP as an Associate Trainer, the Global Church Network, BICF Global, Truett-McConnell University, Hotel Equities, and other nation impacting organizations. Greg enjoys life coaching, a purpose driven focus, and helping people reach their full potential.
Leadership Team
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