— APEX PARTNERS

Specializing in

hospitality & ASSET management

We are the premier value-add partner for hospitality assets valued under $10 million. By combining institutional-grade management with agile operational strategies, we unlock hidden potential in boutique hotels, motels, and inns across tertiary markets.

MANAGING World-Class HOSPITALITY Brands

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— WHO WE ARE

The Turnaround Specialists for Small-Cap Hospitality

Apex Asset Management is a specialized operator focusing exclusively on hospitality assets valued under $10 million. While major REITs overlook these boutique hotels, motels, and inns, we see immense untapped potential.


We don't just maintain properties; we transform them. By implementing institutional-grade operational standards, modern revenue management systems, and targeted capital improvements, we turn underperforming assets into high-yield cash flow engines. Our connection to Apex CRE gives us unique insights into market value and acquisition opportunities.

— OUR SERVICES

Why Work With Us?

Operational

Excellence


Streamlining staffing, housekeeping, and front-desk operations to reduce overhead while improving guest satisfaction scores.

Revenue

Management


Implementing dynamic pricing algorithms and OTA distribution strategies to drive RevPAR and capture market share.

Capex &

Renovation


Managing PIPs (Property Improvement Plans) and renovations on time and on budget to force appreciation.

Financial

Reporting


Transparent, institutional-grade P&L reporting and forecasting to keep investors informed and confident.

— YOUR TRUSTED PARTNER

The

Advantage

We don't just promise results; we measure them. Here is the average performance uplift across our managed portfolio within 24 months of takeover.

35%

Avg. Revenue Increase (YoY)

Achieved through precision dynamic pricing & targeted marketing campaigns.

22%

Avg. OpEx Reduction

Realized through vendor contract renegotiation & labor efficiency models.

40%

Avg. Increase in RevPAR

Revenue Per Available Room optimization via occupancy and ADR balance.

BEFORE

  • Significant deferred maintenance & poor physical condition
  • Historical low occupancy & weak online presence
  • High expense ratios & unoptimized staffing

AFTER

  • Achieved stabilized occupancy exceeding 90%
  • #1 Ranking on TripAdvisor & improved guest sentiment
  • Double-digit NOI growth & asset appreciation

— PROVEN TRACK RECORD

Featured Hospitality Investment Portfolio

Explore our curated selection of owned hospitality assets. Each property in our portfolio is strategically selected for its value-add potential, market resilience, and ability to generate consistent passive income for our partners.

Holiday Inn Express  ⟶ 

Sandy, UT

Ramada Suites  ⟶ 

Richfield, UT

List of Services

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Mayur Dubai

Apex Assets Manager

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— OUR EXPERTS

Meet The Team

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Mayur Dubai

Apex Assets Manager

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UT 7961776

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Trent Bright

Owner / CEO

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Sam Ivey

Head of Capital

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AJ Derzon

HEAD OF ASSET MANAGEMENT

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Parker Paulsen

HEAD OF INVESTOR RELATIONS

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Russell Westergard

GENERAL PARTNER

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Scott Stratton

GENERAL PARTNER

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Jay Tobey

GENERAL PARTNER

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— Common Questions


Hospitality Management FAQ

Answers for hotel owners looking to improve asset performance.


  • What types of properties does Apex manage?

    We specialize in hospitality assets valued under $10 million. This includes independent boutique hotels, limited-service motels, inns, and bed & breakfasts. We have a proven track record in high-growth tertiary markets and high-traffic interstate locations where we can apply our operational expertise.

  • How do you improve hotel RevPAR?

    We drive Revenue Per Available Room (RevPAR) through a multi-pronged approach: optimizing channel distribution (balancing OTAs vs. direct bookings), implementing dynamic pricing strategies based on local demand drivers, and enhancing the guest experience to justify higher Average Daily Rates (ADR).

  • Does Apex handle property renovations and PIPs?

    Yes. We act as your owner's representative for all capital expenditure (Capex) projects. From lobby refreshes to full Property Improvement Plans (PIPs) required by brands, we oversee contractors, manage budgets, and ensure projects are completed to maximize ROI.

  • What is your fee structure for third-party management?

    We offer competitive management fee structures typically based on a percentage of gross revenue, often with performance incentives tied to Net Operating Income (NOI) growth. This ensures our interests are fully aligned with the property owner's financial success.

  • Do you assist with franchise negotiations?

    Absolutely. We leverage our volume and relationships with major brands (Hilton, Marriott, IHG, Choice, Wyndham) to negotiate favorable franchise agreements on behalf of owners. We also expertly manage Property Improvement Plan (PIP) negotiations to minimize capital outlay while meeting brand standards.

  • Do you manage distressed assets or receiverships?

    Yes. Apex specializes in rapid-response management for distressed hotels and receivership scenarios. Our team deploys immediately to stabilize operations, secure cash flow, preserve asset value, and position the property for a successful disposition or refinancing event.

  • What is your strategy for reducing OTA commissions?

    We implement aggressive direct booking strategies through SEO-optimized hotel websites, loyalty programs, and targeted email marketing. By shifting mix away from high-commission Online Travel Agencies (OTAs) like Expedia and Booking.com, we significantly lower customer acquisition costs (CAC) and improve bottom-line profitability.

  • How do you handle hotel digital marketing?

    Our marketing team executes full-funnel hotel digital marketing campaigns. This includes managing Google Hotel Ads, Metasearch bidding, social media engagement, and reputation management to ensure your property maintains high visibility and conversion rates in a crowded marketplace.

— Take the Next Step

Discuss Your Hotel Asset Strategy

Ready to unlock the potential of your hotel, motel, or inn? Contact our executive management team today for a confidential consultation and asset valuation.

Let's Connect

Our Clients Are Family

At Apex Team, we believe success is built on partnership. When you work with us, you gain more than a broker, you gain a dedicated team committed to guiding you at every step. Let’s build something extraordinary together.

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