ANTHONY JON SHERMAN
FOUNDER - PRINCIPAL
Tony Sherman saw an opportunity after 9/11 and entered the hotel business in 2003 with the acquisition of a Ramada Limited in Tucson, Arizona. After the management company he hired had failed to even create a brochure or place print ads (this was before the Internet was so important) he had no choice but to fire them after 3 months and take over himself. During the next 2 years, Terrapin significantly increased revenue and sold the property for 50% more than the original price paid. His second hotel was a Fairfield Inn, and Marriott International required him to hire an ‘approved’ management company. After 12 months of lackluster performance and failing scores, Tony formed Terrapin Management Corp. and was approved to manage his own property. Pretty soon that property scored in the top 10% percent in the system.
Since then, the breadth and staff of Terrapin has grown and we have owned and operated over 25 hotels throughout the country. We have built a staff of experienced hotel professionals to manage our properties and those of our partners and clients.
Prior to forming Terrapin Investments, Tony served as a General Partner of the Pegasus Group in Walnut Creek, California from 1992 to 1998. While there, he acquired and developed self-storage facilities across the United States with a combined value of over $200 million. Tony Sherman is married with two children and lives in Colorado. He is a 1989 graduate of the University of Michigan. He is also active in YPO.
Mardi Ketchum serves as Chief Financial Officer for Terrapin Investments and oversees all financial aspects for the company. Mardi brings an extensive 32 years in the high-end hospitality and development industry to Terrapin with a primary focus on finance and accounting.
Mardi began her career in hospitality with the Aspen Ski Company in the hotel operations division. In her 20 years with the Aspen Ski Company, she fulfilled a key role of overseeing the accounting departments at two of their properties: the 5 Star 5 Diamond Little Nell Hotel at the base of Aspen Mountain and The Snowmass Club. Prior to coming to Terrapin, Mardi spent 5 years as both an Accountant and Human Resources Manager for the luxury development company, Timbers Resorts. Her work at Timbers focused on luxury construction development projects at prime locations around the world.
Mardi currently lives in Houston, TX with her 7 sons.
VP OF OPERATIONS
Alex J. Cerda is the Vice President of Operations for Terrapin Investments and is responsible for the operational oversight of the existing hotel portfolio. His main role is to directly oversee each of the hotels and ensure operational excellence.
Alex has 15 years of experience in the hospitality industry and has held key positions as General Manager and Assistant General Manager with several leading hospitality management companies throughout the United States. During his tenure as General Manager, Alex won numerous awards including General Manager of the Year, Top Expense Control Performer, General Manager with highest IBFC percentage and various awards for Most Improved Extended Stay. Before being promoted to his current role, Alex was the General Manager of the Terrapin owned Homewood Suites in the Woodlands area of Houston, Texas. Alex grew the NOI substantially during his tenure and the property was sold at a 20% IRR in November 2012
Director of Finance
Jen Herr came to Terrapin as Corporate Accounting, Implementation and Training Manager. Jen brings 7 years of hospitality and accounting experience to Terrapin Investments. Jen started her accounting career in the publication and radio industry. After moving to Florida she worked as the implementation and Training Specialist for M3 Accounting and Analytics. At M3, Jen worked with over 400 hotels assisting them on the transition to the M3 platform. Jen trained all the new GM's, accounting staff and maintained their accounting system.
Jen currently lives in Tampa, FL with Chorkie and two cats. In her free time, Jen loves to scuba dive, spearfish and kayak.
vp of sales & marketing
Lauri Wallin has spent the majority of her career developing high-performance sales teams for branded hotels throughout the United States. In her multi-property sales role, her primary focus has been to create a service-centric culture that provides customized lodging solutions to guests. The hotels under her supervision have seen significant improvements in their overall performance through strategic revenue management, remixing of market segments to maximize profitability and the creation of a sustainable online presence. Lauri is committed to building long-term relationships with her clients, ensuring guest retention, loyalty and satisfaction. She has overseen Hilton, Hyatt, Sheraton, Marriott, IHG, Choice Hotels, Ramada, Best Western and other branded hotels across the country. Lauri is looking forward to partnering with the on-property sales teams to maximize efficiencies, grow share and increase revenues through strategic action plans and sales efforts.
corporate accounting manager
Carly moved to Aspen from San Francisco, California in 2014. Prior to joining Terrapin, Carly had a family business in the Oil and Gas industry. She has had over 10 years experience in both the financial and hospitality industries living in Switzerland working for the non-profit subsidiary of UBS Bank at the Optimus Foundation, in business development for a community bank in San Francisco and as the In-House Marketing Manager for Grand Timber Lodge in Breckenridge, Colorado. At Terrapin, Carly is happy to combine her two passions in both industries and contribute to Terrapins growing footprint in the hospitality world. Carly is a CU Boulder Alumni and is grateful to call beautiful Aspen her home.
Eve Orr moved to Aspen, Colorado from Austin, Texas in 2015 with her husband, Rob, and yorkie, Apple. Eve and Rob have one adult son, Alex, who is in college in Austin studying Art History. Eve started her career in finance 20 years ago, spending the bulk of her career in banking, specifically in Treasury Management where she managed a sales team covering central Texas. Upon relocating to Colorado she retired from banking and is thrilled to be part of the Terrapin Team. In her free time, Eve loves spending time with her family, road cycling, hiking and traveling.
DIRECTOR OF REVENUE MANAGEMENT
Keith Elliott is the Director of Revenue Management for Terrapin Management Corp and is responsible for the revenue management of the existing hotel portfolio. His main role is to implement revenue management strategies and processes in our portfolio, in order to optimize and maximize revenues. Terrapin Management Corp is focused on achieving the highest profitability in revenues, including leading their markets in RevPar market share.
Keith has 26 years of experience in the hospitality industry and has held key positions as General Manager and Assistant General Manager with several leading hospitality management companies throughout the United States. During his tenure as General Manager, Keith achieved numerous awards including General Manager of the Year, Top Expense Control Performer, General Manager with the highest GOP percentage and award for the Most Improved Hotel. Before being promoted to his current role, Keith was the General Manager of the Terrapin Investments owned Hampton Inn and Suites in Charlotte, North Carolina. Keith grew the RevPar and NOI substantially during his tenure and the property was sold in November 2015 at which time Keith came onboard with the Terrapin corporate staff.
luis e. leon
west coast regional manager
Luis E. Leon is Regional Manager for our West Coast properties, he moved to the Bay Area from Las Vegas, Nevada. He received a bachelors degree in hotel management from Tourism School in Mexico City. His experience includes managing independent, branded full service and limited hotels. His properties have included Holiday Inn, Holiday Inn Express, Ramada, Best Western, Extended Stay and Hilton Garden Inn. He has previously held the title of Regional Manager and Group Vice President.
In 1996, Luis became a Certified Hotel Administrator C.H.A, a recognition bestowed by the American Hotel and Lodging Association. Prior to joining Terrapin Investments in 2015, and besides overseeing many properties throughout his career, he also taught Hotel and Restaurant Administration at the Autonomous University of Northern Baja California in Mexico for two years.
Luis was born in Mexico and is fluent in Spanish. He lives with his wife and daughter, enjoys spending time at home with family and friends, is an active church member, and being a former restaurant owner he loves to cook.