28 minute read
USAE Issue 1.20.25
from USAE Issue 1.20.25
by USAENEWS
Industry Associations, Hotels Launch Relief Efforts for Wildfire Recovery
By Jonathan Trager, Todd McElwee, and Jordan Bradley
In the wake of the destruction caused by the deadly California wildfires this month, industry associations and hotels have stepped up to provide crucial aid to those most impacted by the disaster.
On January 14, Destinations International (DI) launched the Destinations International LA Wildfire Recovery Fund. The response from members was fast, with more than $100,000 raised in the first 72 hours, including $10,000 from the association and an equal amount from the DI Foundation.
“We are deeply moved by the outpouring of support from Destinations International members and partners, as well as the broader tourism industry,” said Don Welsh, President & CEO of DI. “This recovery fund underscores the strength of our community and our shared commitment to standing with Los Angeles in its time of need.”
Other initial donations included the following: Visit Baltimore: $10,000; Visit Greater Palm Springs: $10,000; IMEX Group: $10,000; Visit West Hollywood: $10,000; Visit Anaheim: $10,000; Visit Newport Beach: $10,000; Hunden Partners: $10,000; Longwoods International: $5,000; Meet Boston: $5,000; and Visit Seattle: $5,000.
As of January 16, the Destinations International Foundation had raised a total of $140,000 for its relief effort, according to Chelsea Dunlop Welter, Managing Director of the DI Foundation. Thirty-seven individuals and organizations had contributed to the relief effort.
“We are just so grateful and appreciative of what has already come in, and to see those dollars in what was like a four-day time period was really exciting and humbling,” Welter told USAE.
On January 14, DI had made donations totaling $125,000 to local relief organizations. That included $50,000 donated to the Los Angeles Red Cross, as directed by the LA Tourism & Convention Board, and $50,000 donated to the Pasadena Community Foundation Eaton Fire Fund, as directed by Visit Pasadena.
“The DI team has been in frequent communication with both [LA Tourism President & CEO] Adam Burke and [Visit Pasadena Executive Director] Kristin McGrath, and those were the two funds they approved that would address the most critical needs,” said Welter.
DI also made a donation of $25,000 to the World Central Kitchen established by world-renowned chef José Andrés.
“DI and the foundation are big fans of the humanitarian work that Jose Andres and his team provides,” Welter said. “With all of these awful destructive weather events, World Central Kitchen seems to be one of the first on the scene to help those in need.
We really stand behind that mission.”
Welter noted that once the fires stop, DI will continue working with Burke and McGrath to determine if the Red Cross and Eaton Fire Fund are still the right vehicles to receive donations.
“We’re very open to continuing to provide support for maximum impact,” said Welter. “Funds have continued to come in through the end of the month, so we’re looking forward to being able to provide more funds in the coming weeks.”
For more information or to donate, visit destinationsinternational.org/about-foundation
In addition to to DI’s initiative, the MPI Foundation’s Natural Disaster and Hardship Relief Fund is available to help impacted members by covering six months of membership at no cost, with an additional six months funded by the MPI Foundation; professional education; and event attendance to aid recovery and career growth.
“The devastating wildfires in Southern California have impacted countless lives, leaving families and communities to face unimaginable loss and hardship,” said Paul M. Van Deventer, President & CEO, MPI. “At MPI, we are deeply committed to supporting those affected during this challenging time.”
More information may be found at mpi.org
MPI’s Southern California Chapter has compiled a comprehensive list of resources for evacuees and those impacted, including emergency relief and evacuation assistance, housing and financial aid and mental health resources and counseling. Go to mpi.org/chapters/southern-california for more information.
Coincidentally, the ASAE 2025 Annual Meeting & Exposition is in Los Angeles from August 9–12. The ASAE Research Foundation has launched fundraising efforts to support Los Angeles Wildfire Relief, with donations going to support the California Fire Foundation and the Red Cross.
“The ASAE Research Foundation is rallying the ASAE community to provide critical support for the hundreds of thousands of residents in the greater Los Angeles community impacted by devastating wildfires,” organizers said.
Find more information at foundation.asaecenter.org/donate
Walt Galanty, Chairman, The Meetings Industry Fund, told USAE assistance is available to anyone in the meetings industry affected by the California wildfires. Find more information at themeetingsindustryfund.org
Meanwhile, hotels are also pitching in to help out Californians who have been affected by the destruction.
Choice Hotels International announced on January 13 a donation campaign via the American Red Cross. Donations from Choice Privileges members to the organization will now be eligible for a donation match from Choice Hotels of up to $25,000.
“We are committed to supporting the communities affected by the wildfires in California. By matching donations, we hope to amplify the impact of our members’ generosity and provide much-needed assistance to those in need,” said Megan Brumagim, Vice President, Upscale Brands & Chief Sustainability Officer at Choice.
Choice said it’s also possible for additional donations to come from the company via its hotel employees and the company’s corporate charity donation matching program.
The Asian American Hotel and Lodging Association (AAHOA) established a donation campaign for those impacted by the California wildfires with the launch of the Hope and Haven: California Wildfire Recovery Initiative through its AAHOA Charitable Foundation (ACF). The association made the announcement on January 10.
Through the initiative, AAHOA members and hotel owners are donating room nights to provide temporary housing, fundraising, and encouraging AAHOA members to participate in local community service efforts on the ground in the Los Angeles area.
“The hospitality industry has long been a source of stability and hope in times of crisis,” said Laura Lee Blake, President and CEO at AAHOA.
Blake added: “Through this initiative, we are proud to give hoteliers the opportunity to make a meaningful difference and help families rebuild their lives during this challenging time.”
In California, hotels continue to offer discounted or complimentary stays for individuals who have lost their homes in the wildfires.
Hotels in Las Vegas have followed suit: Resorts World Las Vegas is offering a 35% discount, Virgin Hotels Las Vegas is extending 50% off rates with free parking and special rates for dogs through February 3, Treasure Island Las Vegas Hotel is providing rooms for $79 per night through January 31, and Primm Valley Casino Resorts is offering $29 room rates and no pet fees through January 31 to California residents impacted by the wildfires.
ASAE Launches Community Impact Coalition to Champion Tax-Exempt Sector
By Todd McElwee
Preparing for significant tax legislation in 2025, ASAE launched the Community Impact Coalition on January 15. ASAE said the unified initiative is dedicated to educating the 119th Congress about the social and economic benefits of associations, charities, and other tax-exempt organizations.
“Associations and other nonprofit organizations are granted tax-exempt status by the IRS to encourage and support activities that benefit the public good and promote societal well-being,” said Steve Caldeira, President & CEO, Household & Commercial Products Association, past Chair of ASAE and Co-Chair of the Community Impact Coalition. “Their tax-exempt status strengthens lives by providing services and responding in countless ways where the government and for-profit businesses cannot. Through volunteerism, creating industry standards, advancing medical research, supporting veteran’s-related groups, and providing aid following natural disasters, nonprofits serve critical roles in the daily lives of every American.”
Caldeira added eroding the financial foundation of organizations will have wide ranging and potentially dangerous economic ripple effects throughout the economy, calling it “an existential threat to the tax-exempt sector and the vital services it provides.”
With Republicans assuming control of the White House and Congress, GOP leaders have signaled they will prioritize tax reform within the first 100 days of the new administration. Members of Congress, their staff, and influencers have turned their attention to a variety of potential resources that could be tapped for tax revenue in 2025 to fund priorities, including the resources of the entire 501(c) community. Concerns are rising that tax-exempt organizations may be at risk with some calling for a 21% corporate tax rate on all net, non-donation income.
“This challenge goes beyond associations—it strikes at the core of the industries, professions, and communities we serve,” said ASAE President & CEO Michelle Mason, FASAE, CAE. “Through the Community Impact
Coalition, we aim to further educate policymakers about our sector’s vital role. Nonprofits uniquely leverage their expertise to solve complex challenges that would otherwise fall to government, reinvesting revenues directly into their missions to drive lasting impact across society.”
ASAE is joined by numerous trade associations, charities, and professional societies in committing financial support to the new coalition’s advocacy and communications efforts. In 2022, 501(c)(3) nonprofits accounted for 12.8 million jobs, 9.9% of private sector employment, according to the Bureau of Labor Statistics. Associations directly support more than a million jobs.
“Faith-based and other charities and nonprofits have always been woven into the fabric of our nation,” said Brian Walsh, Executive Director,
Faith & Giving. “The earliest commentators on America—most famously, Alexis de Tocqueville—underscored the necessity of guardrails between government and civil society. These guardrails preserve Americans’ ability to exercise their First Amendment rights to freedom of religion and association—and thus to support the charitable organizations we form without fear of government intervention. Moreover, if charitable organizations’ tax-exempt status does not remain protected, gaps in services and community support will only grow. As we face historic declines in both charitable giving and participation, now would be the worst time to impose new taxation that would undermine the charitable and nonprofit sector.”
Find more information at asaecenter.org
D.C. Hotels More than 80% Booked Ahead of Inauguration
By Jordan Bradley
Hotels in downtown Washington, D.C., are seeing an influx of guests and spikes in room rates ahead of the January 20 inauguration of President-elect Donald Trump.
As of January 16, hotels in the district are approximately 81% booked ahead, according to Booking.com.
A search through the hotel booking site for stays on January 17–21 shows many hotels with a low number of rooms available at the advertised price. The Moxy Washington DC Downtown near the White House, for example, had only two rooms left at the rate of $553 per night.
Overall, hotel occupancy was up for the inauguration weekend, according to data analytics firm Smith Travel Research (STR). Last year, the same week saw a 31% occupancy rate.
Trump’s first inauguration saw a 94% occupancy rate in January 2017, the firm said, marking an expected decline in occupancy this year. The firm added that first-term presidents tend to have larger inaugurations.
In January 2009, hotels saw a 97% occupancy rate for former President Barrack Obama’s first inauguration and a 78% occupancy rate for his second in January 2013.
In response to the inauguration, some hotels such as the Fairmont Washington, D.C., Georgetown, the Salamander D.C., and others established lavish packages for guests to commemorate the occasion.
The infamous Watergate Hotel, which offered the “Head of State Inauguration Package” starting at $73,500, provided guests with roundtrip transportation from New York City to D.C. via a BLADE helicopter, a daily chauffeur in an armored Maybach, a private whiskey tasting, a tour of the Scandal Suite “where the historical break-in was conducted,” a presidential welcome amenity consisting of stationary and a custom keepsake Watergate crystal, and overnight accommodations in the hotel’s Presidential Suite, according to the hotel’s website.
Brad Dean Tapped to Lead Explore St. Louis
By Jonathan Trager
Longtime destination leader Brad Dean has been appointed President & CEO of Explore St. Louis, taking the helm of the organization on February 17.
Since 2018, Dean has served as CEO of Discover Puerto Rico. Prior to that, he enjoyed a 20-year tenure as President & CEO of the Myrtle Beach Area CVB.
Dean said he’s “deeply honored to join Explore St. Louis and eager to embark on this next chapter.”
“I am energized by the momentum building and inspired by limitless opportunities to elevate St. Louis as a premier destination for visitors while strengthening the sense of community that makes this region so special,” he said. “Together, we celebrate what sets St. Louis apart, cultivate strategic partnerships to realize our shared vision, and ensure the visitor economy serves as a catalyst for economic growth and quality of life.”
During his time as head of Discover Puerto Rico, Dean led efforts to boost the island’s tourism industry following the devastation of Hurricane Maria.
Steve O’Loughlin, Chairman of Explore St. Louis, said he and his fellow board members are “thrilled to welcome Brad to Explore St. Louis.”
“Brad’s impressive track record of success in destination marketing and his deep understanding of the tourism and convention industry make him the ideal leader to take Explore St. Louis to the next level,” O’Loughlin said. “His experience will be invaluable as we continue to promote our city, attract new visitors, and drive economic growth.”
Former Explore St. Louis President Kathleen “Kitty” Ratcliffe resigned last August amidst political tension related to the long-awaited expansion of America’s Center, which Explore St. Louis manages.
Explore St. Louis engaged Searchwide Global to conduct the search for Ratcliffe’s successor.
“Brad Dean is a highly respected leader in destination marketing with a proven record of driving growth and innovation,” said Mike Gamble, Chairman, CEO, and co-founder of Searchwide Global. “His expertise positions him well to advance Explore St. Louis’ mission and future goals.”
Dean graduated from the University of Illinois and holds a Bachelor of Science degree in accounting and finance.
“The future of St. Louis is full of promise, and I am thrilled to be a part of this exciting journey,” said Dean.
Brené Brown Discusses Vulnerability and Daring Leadership at Convening Leaders
By Todd McElwee
Embracing your vulnerabilities is essential to developing confidence and becoming a daring leader, Brené Brown, a University of Houston research professor and best-selling author, shared during a general session at PCMA’s Convening Leaders. The conference took place January 12–15 at Houston’s George R. Brown Convention Center.
Speaking with Holly Ransom, CEO of Emergent Global, Brown opened up about her own exploration of vulnerability and working through uncertainty during the presentation. She routinely engaged the audience, sprinkling in casual profanity throughout the address.
Brown believes to be alive and lead is to be vulnerable. Hands throughout the hall shot up when she asked how many were raised to believe vulnerability is a weakness. To combat that vulnerability, Brown said we armor up to face the day. For her that armor is being too decisive and micromanaging her staff.
Dispelling the notion of vulnerability as a weakness and saying armoring up gets in the way of real courage, Brown said bravery is showing up and doing your best when the outcome is uncertain.
Communication in leadership is also essential. When executing a project, Brown includes everyone who will be in involved from the jump. This ensures all parties are in sync with their goals and priorities clear.
Brown shared an example of a boss asking an employee to collect data for a call on a deadline. The conversation was incomplete and likely would have resulted in the wrong information being shared with a client. Spending an extra five minutes or so to determine expectations, how the information will be employed and what is most useful helps leaders effectively engage and get the best from their teams.
Brown’s official bio states she is research professor at the University of Houston, where she occupies the Huffington Foundation Endowed Chair. She is also a visiting professor in management at the University of Texas at
Austin McCombs School of Business. Spending two decades studying courage, vulnerability, shame, and empathy, Brown is the author of six number one New York Times bestsellers, and the host of the podcasts Unlocking Us and Dare to Lead Brown’s TED talk on the Power of Vulnerability is one of the top five most-viewed TED talks in the world, with more than 60 million views. She is the first researcher to have a filmed lecture on Netflix. In 2022, she launched a new show on HBO Max that focuses on her book, Atlas of the Heart
She lives in Houston, with her husband, Steve. They have two children, Ellen and Charlie, and a Bichon named Lucy.
Robyn Camino Appointed as Head of Visit Stockton
By Jonathan Trager
Visit Stockton has named lifelong resident and former employee Robyn Camino as the next CEO of the northern California organization.
Camino’s appointment is effective January 21. She succeeds Wes Rhea, who led Visit Stockton from 2005–2024 and transitioned to lead nearby Visit Lodi in October.
“I have a lot of love for Stockton and a lot of love and respect for the team and what they do for the community,” Camino told USAE . “When Wes to told me he was leaving, I wondered who was going to take over. I believed it needed to be someone who loved Stockton as much as Wes and the team do, and I felt compelled to throw my hat in the ring. I knew I was the right person for the job.”
During her tenure as Visit Stockton’s Director of Marketing from 2016–2020, Camino developed campaigns such as Stockton Arts Week and launched events such as Stockton Brew Fest and Feast at the Fox, according to Visit Stockton. Over the past three years, she co-led a real estate team.
“We are thrilled to welcome Robyn Camino as our new CEO,” said George Kaplanis, President of the board of Visit Stockton. ”Her unmatched knowledge of Stockton, combined with her expertise in destination marketing, creative
strategy, and community leadership, makes her the ideal choice to lead Visit Stockton into a bright future.
A Latin ballroom dancing enthusiast, Camino has a husband, Matt, as well as a daughter and stepson. She graduated from the University of the Pacific with a bachelor’s degree in organizational behavior.
“Stockton is more than just a city to me—it’s home,” Camino said. “This is a pivotal time for our community, and I’m eager to lead Visit Stockton in amplifying our city’s story to a national audience. Together, we’ll continue to inspire pride among residents and spark enthusiasm in visitors.”
HOTS
HOTS Historic Haunted House Hotel... A famous Tudor-Gothic mansion that has sat empty for more than a decade on the University of Missouri’s Kansas City (UMKC) campus could see a new life as a boutique hotel, the Kansas City Star reports. The 54-room, four-story Epperson House was built in the early 1920s as the family home of insurance executive and philanthropist Uriah Epperson and his wife Mary. After both had died, the house was gifted to the university in 1942, according to the Star’s archives, which used it for a variety of purposes, including dorms and a practice space for conservatory musicians. UMKC put out a call for proposals to transform the mansion in 2023. On January 15, the university announced it has secured an agreement with Sunflower Development Group and hospitality veteran Jen Gulvik to transform the property into a 14-room boutique hotel. According to local reports, guests and visitors have been seeing a ghostly woman in a white gown walking the hallways since World War II, and a local historian includes the house in a tour of haunted spots around Halloween. HOTS wonders how long before the new boutique hotel winds up in an episode of “Ghost Hunters.”
HOTS Table Top Tennis Transcendence… A Swedish tennis table duo, Emil Ohlsson and Fredrik Nilsson, set a new Guinness World Record for the longest table tennis rally, UPI reports. The pair—also known as the Spin Duo—played for 13 hours, 37 minutes and 6 seconds during a July 20, 2024, match at Slice Malmo, a ping-pong bar in Malmo, Sweden. According to UPI, Ohlsson and Nilsson spent four months of “intense physical and mental training” to prepare for the match because they were required to eat while keeping the ball in play. In order to beat the previous record held by a table tennis club in Northern Ireland since June 2024, the pair had to play without a single break between passes and was monitored by technical support to ensure fair play. HOTS bets the duo made a big racket when they made this record.
AHLA Announces 2025 Hospitality Tech Panel Leaders
By Jordan Bradley
The American Hotel and Lodging Association (AHLA) announced on January 9 the panel of hospitality technology professionals who will head up this year’s Global Technology 100 (T100) leadership team, which advises hoteliers on ways the newest technology can improve guests’ stays.
The five leaders of the panel for 2025 are Chair, Luis Segredo, CEO of Data Travel; Vice Chair, Edward Malinowski, Chief Information Technology Officer, Aman; Immediate Past Chair, Scott Strickland, Chief Commercial Officer, Wyndham Hotels & Resorts; Program and Membership Chair, Laura Calin, Sr. Vice President, Oracle Hospitality; and Workgroup Chair, Dayna Kully, Co-Founder, 5thGenWireless.
“This talented group of people helming T100 and shaping the technology future of the hotel industry is a dream team,” said Rosanna Maietta, President and CEO aofAHLA.
The T100 group is part of Hospitality Technology Next Generation (HTNG), a hospitality technology solution association that joined the AHLA as a strategic partnership in March 2021.
Prior to the partnership, T100 was three separate advisory groups at HTNG known as the Executive Leadership Group, Vendor Advisory Council, and Industry Advisors, according to AHLA.
The T100 group consists of nearly 100 hospitality technology professionals,and vets emerging technology in the hospitality sphere to benefit AHLA members and the global hospitality industry, the hospitality association said.
“T100 harnesses the skills of hospitality technology’s most accomplished professionals to drive solutions and innovation across our industry,” Maietta said. “I’m grateful for their service to AHLA, their leadership, and their commitment to working on behalf of our industry.”
Meetings Industry Members’ Hopes for 2025
By Todd McElwee
PCMA’s Convening Leaders is an unofficial start to the business events industry’s calendar. Connecting with a few of those attending from January 12–15 at Houston’s George R. Brown Convention Center, USAE asked what their hopes for the industry were for 2025.
Sherrif Karamat, CAE, President & CEO, PCMA and CEMA
“The 2025 Outlook for Global Travel & The Impact on Your Events discussion was pivotal to the challenges we face and the opportunities we have with face-to-face interactions and human connections.
“The essential takeaways for the global business events and travel community is that we must embrace sustainability, leverage technology judiciously, and preserve the human touch that make experiences uniquely impactful, all while navigating challenges such as over-tourism and changing demographics in an increasingly complex global landscape.
“This discussion really set the stage for the remainder of the year. To have Shelly, Melissa, Fred, Panos and Fahd deliver essential viewpoints for all of us to understand cannot be understated and I thank them for their essential viewpoints.”
Elliott L. Ferguson II, President & CEO, Destination DC
“My greatest hope for the events industry in 2025 is that America’s political environment continues to support the positive momentum we’ve witnessed, particularly with the recent increase in visa and passport issuances. This progress not only reinforces the United States as a top destination for international events but also bolsters our ability to host impactful domestic events with strong global participation.”
Deana Ivey, President & CEO, Nashville CVC
“My hope is that people will always remember the value of relationships and recognize that collaboration is the key to success. While advancements in technology continue to enhance the way we connect, they will never replace the importance of face-to-face connections, and of course, those are always improved when surrounded by music!”
John Bacon, Vice President, Sales & Partner Experience, ASAE
“As we look ahead to 2025, my hope for the industry is to see a stronger, more resilient community that continues to innovate and adapt to the ever-evolving landscape. I envision deeper partnerships and collaborations that drive mutual growth and success. By leveraging technology and embracing new strategies, we can enhance the value we provide to our members and partners, ultimately making a greater impact on the Association community. Together, we can create a future where our collective efforts lead to meaningful change and sustainable growth for all.”
Chris Gahl, Executive Vice President & Chief Marketing Officer, Visit Indy
“I hope we continue to empathize and support our DMO colleagues and planners who have been impacted with tragic events, like in New Orleans and L,A. We’ve proven our collective industry is resilient and we are stronger together.”
Bruce Gudenberg, Vice President of Sales and Marketing, SlideLives
“As Scott Galloway said during Convening Leaders, 2025, we will continue the growth of video content. If you don’t record it, did it happen? I’m hopeful that the industry will enrich engagement by taking the insightful and educational experiences at events with increased outreach via video for the long term.”
Artesha Moore, FASAE, CAE, President & CEO, Association Forum
“My word for the year is ‘RELEASE,’ which means to let go, dismiss, discharge, and be free. As I reflect on our industry, my hope for the year is that we collectively release the hold that the past has on us. We should embrace the ocean of possibilities that lie ahead.
Rather than trying to return to the past and recreate the programs or events that thrived before the pandemic, let’s focus on the steps we can boldly take to ensure our industry remains vital and thriving. This will better position us to serve the workforce of the future”
New Asheville TV Spot Urges Visitors to Return Following Hurricane Helene
By Jonathan Trager
Explore Asheville is launching a new commercial inspired by “Carolina” Eric Church’s musical ode to his home state, the organization announced on January 15.
In the wake of the devastation caused by Hurricane Helene, the spot aims to encourage travelers to return to the Appalachian area of North Carolina for vacations and events to support the many small businesses and the people of the region.
The commercial is part of a broader “Be Part of the Comeback” campaign.
The 60-second, 30-second, and 15-second spots feature Church’s song “Carolina” alongside images of open doors and welcoming faces as local creators, makers, and businesses call visitors to come back to Asheville with heart.
“In the early days following Hurricane Helene’s devastating impacts to the area, Explore Asheville was honored to step up as presenting sponsor to support Eric Church and Luke Combs’ Concert for Carolina to benefit our region,” said Vic Isley, President & CEO of Explore Asheville and the Buncombe County Tourism Development Authority. “We are humbled that Eric Church offered ‘Carolina’—a siren song for Church’s home state—to invite people to come back to Asheville and Western North Carolina.”
The roots of the partnership began during Concert for Carolina, presented by Explore Asheville. The five-hour benefit show, which drew a crowd of more than 82,000, raised more than $24.5 million for Hurricane Helene relief efforts on October 26 at Bank of American Stadium in Charlotte. All of the proceeds, including sponsorships, supported Hurricane Helene recovery efforts.
“Rising up from Bank of America Stadium during the Concert for Carolina benefit show, Eric Church’s song ‘Carolina’ was a glowing, unforgettable moment of solidarity, Appalachian resilience and heart,” said Dodie Stephens, vice president of marketing for Explore Asheville. “Eric Church’s lyrics call out to people with a connection to the Blue Ridge Mountains, a connection that feels like home. We invite our neighbors across the state and visitors across the country to be a part of our comeback. Asheville is open and ready. We’re calling you home.”
To view the commercial spot, visit ExploreAsheville.com
Amber Asher, Head of The Standard Hotels, Announces Departure
By Jordan Bradley
Amber Asher, CEO of Standard International, the parent company behind The Standard and Bunkhouse Hotels brands, announced her departure from the company on January 9.
Asher made the announcement via her LinkedIn account, saying it was “the greatest honor of my life to lead this incredible #Team and these remarkable brands for the past [seven] years as CEO and President prior.”
Asher oversaw Standard International’s acquisition by Hyatt Hotels Corporation for $355 million in October last year.
Representatives from Standard International and Hyatt did not respond to USAE request for comment regarding Asher’s departure, but previous reports from Hyatt noted Asher would stay on with the company post-acquisition to offer support “and ensure a smooth transition.”
Asher joined Standard International in 2011 as the company’s associate general counsel overseeing legal matters related to development, operations, intellectual property, employment, food and beverage, and financing, according to Forbes
She served as President from 2017–2021 at Standard before transitioning into the role of CEO until the end of 2024. During her tenure, Standard International expanded from four Standard Hotels in the United States to 25 properties across multiple brands, including Bunkhouse, around the world, Asher said.
“Leaving something you love and people you love (even more) is always bittersweet, but I knew the timing was right for me having achieved such a major milestone,” she wrote.
Asher also shared she is not stepping into a new role yet, and she will “definitely” take a career break before pursuing her next opportunity.
“What’s next for me? I don’t know yet—but definitely a break! And space to figure it out,” Asher said in closing.
“Looking forward to 2025 and what lies ahead.”
Fire Fighters Association Assisting in California Wildfire Relief Efforts
By Todd McElwee
The International Association of Fire Fighters (IAFF) is on the ground in Southern California working to extinguish the blaze and provide assistance to members living and working in the path of the Los Angeles wildfires. The fires ignited January 7, with the association providing its initial update on recovery efforts three days later.
At least 180 IAFF members from 21 Locals live in the area of impact. Nine of them have confirmed the loss of their homes to the fires, and more are expected.
General President Edward Kelly, General Secretary-Treasurer Frank Líma, 10th District Vice President Stephen Gilman, and some 10th District members are on the ground to assist.
As of January 13, IAFF has received and is processing 12 disaster relief applications from members who have lost their homes to the fires. More are anticipated. Peer support counseling and other services are being made available.
“Our members are working around the clock under unrelenting conditions to protect the lives of Californians,” said Kelly. “The IAFF will be with them every step of the way, providing the resources and support they and their families need while working the frontlines of these devastating fires.”
The association noted companies are donating additional resources, including Nationwide, which provided $50,000, and Tesla, which shared Starlink access to assist with internet connectivity. All resources are being distributed out of United Firefighters of Los Angeles City Local 112 headquarters.
“Once again, our members are showing their heroic dedication to their communities as they battle these catastrophic wildfires,” said Líma, who is a member of Local 112 and a fire captain with the Los Angeles Fire Department. “I’ve been on the ground working beside and talking with many of those on the fire lines letting them know the IAFF is grateful for their commitment and that we have their backs.”
Find more information at iaff.org
USAE Contacts
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Hotel Editor Jordan Bradley jordan@usaenews.com
Creative Director Diane Nichols dkn@usaenews.com
Marketing & Circulation Director Christy Pumphrey christy@usaenews.com
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