Lorraine brings Crescent Hotels & Resorts more than 20 years of experience in Spa and Resort operations, having overseen a $42 million portfolio of 8 hotels and 6 spas with flow-through averaging 55-60%. She has created and implemented operating procedures including conceptual build and design, strategic marketing plans, financial performance, training, procurement and new business development, resulting in a collective 34.9% profit.
In addition to establishing key alliances with vendors, her guidance includes in-depth overviews of interior design, build requirements, equipment specifications, marketing development, training and financial models, and tools to forecast accurate revenues and costs for profitability.
Lorraine served as Area Director of Golden Door Resort Spas, for which she opened the Boulders Resort spa that Travel + Leisure ranked #7 in North America during its first year. Annual revenues exceeded $6 million with a profit margin of 32.5%. She began her hospitality management career at The Arizona Biltmore, whereas Spa Director she increased annual revenues to $5.2 million and increased profit margin to 37.2% while achieving the ranking of Arizona's #1 spa.
A University of Massachusetts/Amherst graduate with a degree in Hotel, Restaurant and Travel Administration, Lorraine has served as a member of the ASU Spa Advisory Board since 2002, assisted the ISPA Educations Task Force, and volunteers for PBS Arizona.