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THE MANAGING PRINCIPALS of Atlanta-based Peachtree Hotel Group are forming a new company, Peachtree Group, to oversee its investment portfolio. Peachtree's hospitality division includes Peachtree Hotel Group, Peachtree Hospitality Management and Peachtree Hospitality Development. The new company will manage and control investments and direct investment strategies across different divisions, including hospitality, commercial lending, residential development and capital markets, the company said in a statement. The company is expanding in those areas, said Greg Friedman, Peachtree's CEO and managing principal. "The expanded breadth of investment types we are undertaking warranted the formation of Peachtree Group without hotel in the moniker," Friedman said. "This transformative structure provides a significant opportunity to unlock the full potential of our integrated real estate investment platform that has served us well in the hospitality sector to expand into other real estate sectors and businesses.

Melissa Ross Smith is now chief operating officer for Peachtree Group. She will be responsible for the overall performance, strategy and organizational development of Peachtree and its operating businesses. Before joining Peachtree, Smith held several high-level positions at organizations. Most recently, Smith was managing director of OS National, where she managed more than 250 professionals and was responsible for evaluating performance management systems and devising improvements to strengthen controls and optimize results, Peachtree said in a statement. "As Peachtree continues to evolve, improving our foundational processes is imperative to the future growth of our business," said Greg Friedman, managing principal and CEO of Peachtree Group. "Melissa is an excellent complement to our team as she has an exceptional blend of leadership, vision and execution needed to be Peachtree's COO." Smith will report to Friedman, and will be a key executive team member, Peachtree's statement said. Peachtree Group is led by Jatin Desai and Mitul Patel as managing principals. "I am deeply impressed by Peachtree's success," Smith said. "Not only am I excited about the future opportunities, knowing that I can help execute and bring operational excellence across all segments, but I am also pleased to be joining an executive team representing some of the best people in commercial real estate."

PEACHTREE HOTEL GROUP and its affiliates, Peachtree PC Investors for capital markets and Peachtree Hospitality Management, made four changes at the senior leadership level recently. The promotions are intended to support the company's real estate investment platform and operation services, according to a statement. The Atlanta-based company, led by Jatin Desai and Mitul Patel as managing principals, promoted Greg Zabinski as executive vice president, capital markets for Peachtree PC Investors. Vivian Clarke is now senior vice president for people and culture. Steve MacKenzie was promoted to senior vice president over operations for Peachtree Hospitality Management, and Michael Ritz is now senior vice president for investments. "The success Peachtree is experiencing is creating significant opportunities for us in the talent space," said Greg Friedman, Peachtree's CEO. "These promotions support our strategic growth objectives, and we expect to have additional promotions and appointments as we further scale up our operations."

PEACHTREE GROUP RECENTLY introduced new branding, logo and tagline, "Guided by Intuition, Grounded by Expertise." The branding update aims to project the company's integrated investment strategies and service platforms. This change consolidates the company's varied brand portfolio, renaming Stonehill as Peachtree Group Credit and Peachtree Hospitality Management as Peachtree Group Hospitality Management, the company said in a statement. "The new branding has given us a competitive edge in attracting top-tier talent, ensuring a consistent influx of the best minds and skills to navigate an ever-changing business landscape," said Greg Friedman, CEO and managing principal of Peachtree Group. "Moreover, our strategic branding approach, aimed at consolidating our diverse range of businesses, is poised to unleash even greater untapped potential within our investment platform. This platform, already proven in its value in the hospitality sector, has played a pivotal role in our expansion and diversification into other real estate sectors and ventures."

PEACHTREE GROUP, THE newly formed affiliate of Peachtree Hotel Group created last week to handle its real estate investments, is launching its first initiative, the 1031 Exchange Delaware Statutory Trust program. The company also selected Tim Witt as president over the new program. A DST is a single-purpose entity qualified for Section 1031 real estate exchanges, according to Peachtree. It allows investors to exchange replacement properties without incurring taxable gain on the sale of previously owned assets. Peachtree's 1031 Exchange DST program will invest in institutional-grade hotels in the U.S. through Peachtree Hospitality Management, another division of Peachtree, is expected to operate any properties acquired as part of the exchange. "As we expand our array of high-quality, diversified investment strategies, we wanted to create 1031 Exchange DSTs to provide tax deferral strategies in the hospitality sector," said Greg Friedman, Peachtree's CEO and managing principal. "We anticipate significant growth and appreciation in the hospitality sector, driving values above pre-pandemic levels. Also, real estate offers an excellent alternative investment channel for those seeking an inflation hedge. We strongly believe hospitality is the most investable asset in the market today, and we anticipate being able to achieve outsized returns."

Sameer Nair is the new senior vice president of equity asset management at Peachtree Group. In this role, he will manage and implement asset oversight for Peachtree's real estate portfolio and preferred equity investments. Previously, Nair held the position of senior vice president of acquisitions and development at Hospitality Ventures Management Group, focusing on sourcing equity, debt, and third-party management opportunities, Peachtree said in a statement. Nair is an experienced asset manager with development and transactional expertise, Peachtree said. "Over the past decade, Sameer has been instrumental in the growth of some of the most respected companies in the hospitality industry," said Brian Waldman, Peachtree Group's CIO. "He has led multiple acquisition, development and investment efforts throughout the country, which gives him a deeper perspective of the industry and market."

Joe Palmer is now vice president of risk management for Atlanta-based Peachtree Hospitality Management. Also, Jatin Desai, managing principal and CFO for Peachtree Hotel Group and immediate past chair of the Atlanta Hospitality Alliance welcomed the new president of that organization, Kim Bardoul. Peachtree Hospitality Management is an affiliate of Peachtree Hotel Group. Previously, Palmer, who joined PHM in 2019, provided corporate support for a portfolio of 77 full-service and select-service properties. He also held positions with Hilton Clearwater Beach Resort, South Seas Island Resort and the Inns of Sanibel and Streamsong Resort.

PEACHTREE HOSPITALITY MANAGEMENT entered into a long-term contract with Savannah, Georgia-based HOS Management to operate nine hotels. The hotels are primarily in the Southeast and are Marriott, Hilton and IHG branded. PHM will manage hotel operations in compliance with hotel brand standards, scalable operating efficiencies, digital and market initiatives and other cost saving across the portfolio, according to Peachtree. PHM is part of Atlanta-based Peachtree Group, led by Jatin Desai and Mitul Patel as managing principals. "We have a wealth of experience managing hotels and providing best-in-class operations for our valued partners like HOS Management, who have entrusted us with their hotel operations," said Patrick Short, PHM president. "With 25 percent of our portfolio third-party managed, we are committed to protecting the assets value and driving bottom lines results for our partners while providing an outstanding experience for our hotel guests."

NATALIE ROBINSON IS now vice president of people and culture for Peachtree Group. Also, the Atlanta-based company, led by Jatin Desai and Mitul Patel as managing principals, also says it's on the way to a record year for new hotel construction. Good with people Previously, Robinson was the human resource director of title company OS National, according to Peachtree Group. She began her career developing accounting and billing policies and procedures, as well as human resources systems for two Atlanta law firms. She holds a bachelor's degree in sociology and criminal justice from the University of Georgia. "It's an exciting time at Peachtree as our organization expands and evolves," said Vivian Clarke, Peachtree's senior vice president of people and culture. "Natalie's strong leadership skills will advance our culture, drive our growth and talent strategy, and strengthen our reputation as an employer of choice. We are proud of Peachtree's high team member engagement, and the company culture built and recognize the opportunity to improve our people processes and discipline as we further scale the business." Peachtree made several changes to its structure and leadership in September.

ATLANTA-BASED PEACHTREE Hotel Group recently acquired the Canopy by Hilton Atlanta Midtown hotel in Atlanta. The company's affiliate Peachtree Hospitality Management will operate the property. The 176-room, 15-story Canopy is a lifestyle hotel that opened in 2018 in Midtown Atlanta, according to Peachtree. The area has the largest concentration of arts and cultural attractions and businesses in the Southeast. "Midtown Atlanta is one of the hottest markets in the country right now, and we are excited to be able to make this investment in our backyard," said Brian Waldman, Peachtree's chief investment officer. "The Canopy Atlanta Midtown fits our investment criteria of investing in premium-branded hotels in growing submarkets with strong demand drivers." Nearby are the Atlanta Arts MARTA station, Museum of Design Atlanta, Savannah College of Art and Design and the Breman Jewish Heritage Museum. Other attractions include Pershing Point Park, Ansley Park and Piedmont Park, along with companies such as NCR, Norfolk Southern, Microsoft, Anthem and Google.

PEACHTREE HOTEL GROUP added seven hotels to its portfolio this week for $135 million. Three of the hotels also are part of Peachtree's third investment partnerships with San Mateo, California-based Verakin Capital led by partners Rupesh and Bimal Patel and Hiten Suraj. The new acquisitions include 829 rooms and are in five different states, according to Peachtree and its management division Peachtree Hospitality Management, which will operate all seven hotels. The new hotels are: The dual-brand Hilton Garden Inn Phoenix Tempe, University Research Park, 120 rooms, and Home2 Suites by Hilton Phoenix Tempe, University Research Park, 108 rooms, in Tempe, Arizona, which were built in 2017. Aloft Hillsboro-Beaverton in Hillsboro, Oregon, 137 rooms, built in 2017. Hilton Garden Inn Casper, 121 rooms in Casper, Wyoming, built in 2008. Home2 Suites by Hilton Eugene Downtown University Area, in Eugene, Oregon, 120 rooms, built in 2016. Home2 Suites by Hilton Pittsburgh/McCandless in Pittsburgh, Pennsylvania, 119 rooms, built in 2013. Hilton Garden Inn West Lafayette Wabash Landing in West Lafayette, Indiana, 104 rooms, built in 2003.

Peachtree Group's hospitality management division was recently selected to manage the Merrill Hotel, Muscatine in Iowa. The hotel has 122 guest rooms, 13,000 square feet of meeting and event space, a heated indoor saltwater pool, and a fitness center, Peachtree said in a statement. "We're truly delighted to have been chosen by Jim and Rebecca Howe to be the hotel's management operator," said Patrick Short, Peachtree's president for hospitality management. "The Howe family embodies a steadfast dedication to unparalleled hospitality experiences. We will carry on their commitment to excellence by delivering exceptional guest experiences, enhancing and elevating the hotel's reputation while generating results commensurate with this exceptional hotel's status, which continues to serve as one of the city's economic foundations." The hotel was opened in March 2018 along the Mississippi River in downtown Muscatine and is located near cities like Davenport and Bettendorf in Iowa, and Rock Island and Moline/East Moline in Illinois, the statement said.

PEACHTREE HOTEL GROUP continues to restructure itself, now with two changes to its leadership. Brian Waldman, previously chief investment officer for the company is now filling the same role for the company's newly formed subsidiary Peachtree Group. Also, Jeremy Stoler joins the company as executive vice president of debt capital markets. Waldman will manage Peachtree's multi-billion-dollar investment portfolio and direct investment strategies across its operating, lending and real estate divisions, according to the company. Stoler will support Peachtree's operating companies and growth into other real estate sectors. "With Brian and Jeremy, we are fortunate to have extremely talented, respected leaders who are highly experienced and energized to drive our growth," said Greg Friedman, Peachtree's CEO and managing principal. "These announcements also come at a pivotal time for Peachtree as we further position ourselves to expand into other real estate sectors and businesses."

Peachtree Group has named Jarred Bussert as vice president of information technology. In this newly created role, Bussert will be responsible for the company's IT infrastructure, including all business applications, information security and data integrity, the company said in a statement. "Jarred's experience and achievements demonstrate his commitment to supporting business strategies with technology infrastructure," said Greg Friedman, Peachtree's managing principal and CEO. "As Peachtree continues to grow, I am pleased to attract talented leaders to our best-in-class team. His leadership will be instrumental in building a successful and high-performing organization." Bussert has extensive enterprise-wide technical and IT leadership experience. Before joining Peachtree, he was vice president, information technology for Majors Management, an Atlanta-based retail operator. Bussert started his career with RaceTrac Petroleum holding numerous leadership positions, leaving as director, information systems. He has an MBA and Master of Technology from Georgia Tech and received his bachelor's degree from the University of Georgia.

PEACHTREE HOTEL GROUP and its affiliates added five executives to its management teams. These new appointments aim to strengthen the company's ability to support strategic growth objectives to scale its investment platform and further diversify allocation strategies, the company said in a statement. The Atlanta-based company, led by Jatin Desai and Mitul Patel as managing principals, appointed Matthew Ram as senior vice president of acquisitions and Susan McClure as vice president leadership and executive development. Will Woodworth assumed the role of vice president for investments, Nicole Havens is vice president of revenue management and Kelly Mascari is vice president of operations at PHG's affiliate Peachtree Hospitality Management.

Peachtree Group recently acquired the 180-room Hilton Garden Inn Denver Tech Center in Denver, marking its second hotel in Denver after the Element Denver Park Meadows. The company's hospitality management team will oversee the seven-story hotel located in the city's employment hub, Peachtree said in a statement. However, the financial terms of the transactions were not disclosed. "We are excited to acquire this premium-branded hotel in a growing submarket with a variety of diverse and stable demand generators," said Michael Bernath, Peachtree's senior vice president for acquisitions. "The Denver economy is well diversified, with the city gaining recognition as a burgeoning tech hub. We believe the expansion of the R-Line, increased connectivity of the area and the completion of the transformative Bellview Station development will continue to make the Denver Tech Center an attractive destination for consumers and corporations alike." Peachtree aims to further invest in the property, which was previously renovated in 2014, the statement said. The hotel is near the under-development Bellview Station, a transit-oriented mixed-use development spanning more than 50 acres. There are companies including Comcast, Oracle, Microsoft, Zoom, Charles Schwab, Fidelity Investments, Newmont Mining, and Western Union in the vicinity.

PEACHTREE HOSPITALITY MANAGEMENT has contracted with TEKMAK Development Co., a full-service hospitality development company, to provide third-party management services for a portion of its hotel portfolio. The three hotels are all in Texas. PHM will assume operations of the SpringHill Suites Dallas Rockwall in Rockwall, Texas, on Aug. 1, and is slated to manage two under-construction hotels, a dual-branded TownePlace Suites by Marriott and Fairfield by Marriott in Paris, Texas, and a TownePlace Suites by Marriott in Forney, Texas, the company said in a statement. "This is the second long-term management agreement we've entered into already in 2023, and we will continue to seek best-in-class partners like TEKMAK as we pursue our own third-party management growth goals," said Patrick Short, PHM president. "Our third-party operated portfolio continues to expand, currently accounting for nearly a third of our entire managed portfolio. We expect to continue growing our third-party portfolio moving forward, ultimately surpassing our owned hotels." A division of Peachtree Group, which is led by Jatin Desai and Mitul Patel as managing principals, PHM operates branded, limited-, select- and compact full-service hotels primarily in the upper-midscale and upscale segments. The company presently manages 92 hotels across 28 brands with 11,186 rooms in 22 states. These three TEKMAK hotels increase PHM's third-party operations to 34 hotels, the statement added.

Peachtree Group recently promoted 15 senior-level executives to support business initiatives within its investment and investment services teams. From the investment team, Nicholas Huddleston is promoted to vice president, loan servicing; Matthew Larre to vice president, portfolio management; Kendall Burrus to assistant vice president, debt asset management; John Schellhase to assistant vice president, development investments; and Matthew Weatherford to assistant vice president, dispositions and acquisitions. Promotions in the investment services team include: Daniel Puglisi to senior vice president, corporate operations, hospitality management; Lee Shuman to senior vice president, hospitality development; Jenelle Zadik to senior vice president, people, culture, and workplace initiatives; Allison Frazier to vice president of revenue management; Sophia Koehl to vice president of hotel accounting; and Charles Talbert to vice president, corporate communications. Also promoted in the services team were Eugene Barber III to assistant vice president, construction and design; Zachary Bollinger to assistant vice president, debt capital markets; Sean Hondorf to assistant vice president, renovation program; and Katherine Atkinson to controller.

Brian Leaf is now vice president and head of internal sales for Peachtree Hotel Group's broker-dealer affiliate Peachtree PC Investors. Previously, he was vice president for capital markets. Leaf joined Atlanta-based Peachtree in 2017, prior to which he was an internal wholesaler at Inland Securities Corp. in Oak Brook, Illinois. Before then he was a property manager for Colliers International in Atlanta. He has a bachelor's degree in business administration and real estate from the University of Georgia and holds the FINRA Series 7, 24 and 63 securities licenses.

THE STOP-AND-GO economy of 2021 did not slow down progress for Peachtree Hotel Group of Atlanta. The accrued a record of $2 billion in total capitalization through 140 transactions, including acquisitions, developments, lending and hotel investments. Representatives of the company, which is led by Mitul Patel and Jatin Desai as managing principals along with Greg Friedman as CEO, discussed the record year at the Americas Lodging Investment Summit in Los Angeles last week. "We are extremely pleased to have completed an extraordinary year of investment activity," Friedman said. "Our strategy of investing up and down the capital stack and opportunistically pivoting as markets shift allows us to capitalize on investments during any business cycle. 2021 exemplified our ability, and we expect that 2022 should be another strong year on the investment side."