Multi-Unit Franchisee Magazine Issue II, 2014 | Page 50
REC ON NECT: M U LT I - B RA N D 50
It seems a mutual respect has developed:
Wyndham recently extended the honor
of making Torres part of its Preferred
Client Group, a role that allows him
to work closely with top executives at
the brand, and they have become good
friends. “I only want to do business with
people I like,” says Torres. “There should
be some type of bond either professionally or personally, otherwise life is just
too short.”
Torres has a long history of building, owning, operating, renovating, and
consulting in the hotel industry. The
Arizona State University grad has been
working in and around hotels since he
was 15. He worked closely alongside his
father (a hotel giant in his own right)
for years before founding his first company in 2006, consulting and putting
“Your integrity
and reputation are
worth more than
any amount of
money.”
packages together for hotel and private
equity investors. It was during this time
that he realized the opportunity in the
economy hotel sector, with its lower cost
of entry and higher margins.
Today Caerus Hospitality consists
of his 5 operating hotels plus 9 to 10
more (including the TRYP hotel) in
some degree of development or on his
radar screen. The past two years have
seen revenue at his hotels soar 200
percent. Never one to let his foot off
the gas, Torres is also in the middle of
a potential hotel deal with a partner in
South America.
Meanwhile back in the U.S.A., one
of Torres’ San Antonio properties received Wyndham’s “Renovation of the
Year” award for 2012, and his company
has been recognized with the “Top 20
Brand Excellence” award. Torres is a
Certified Hotel Administrator (the most
prestigious certification available to a
hotel general manager and hospitality executive), and is in the middle of a
second three-year term serving on the
Microtel Inn & Suites Franchise Advisory Council.
PERSONAL
First job: Snack bar attendant, Harrah’s Reno, Nevada.
in our beautiful Arizona weather, playing golf with friends.
Formative influences/events: My most formative business influence
and role model is my father, José Torres.
Exercise/workout: 5 to 6 days a week, alternating between cardio and
weight training.
Key accomplishments: During the recent recession we were very fortunate to acquire one hotel through foreclosure auction, which led to us finally
getting construction financing for the development of three flagship hotels in
central Texas. The day the first new construction hotel finally opened and we
had the ribbon-cutting and grand opening party, all of us partners took a quiet
collective moment and cried tears of joy.
Favorite tech toys: iPad.
Biggest mistake: Taking on very expensive debt.
Smartest mistake: Working with my mentor for 15 years, my father.
Decision I wish I could do over: Giving financial brokers/investment
bankers (i.e., crooks) up-front money to go get our group either debt or equity
for a given project. If they need up-front money, they are not real and will just
steal from you.
Work week: At this stage I only work half days, and since there are 24
hours in a day, I only work 12.
How do you spend a typical day? Up at 6 a.m., coffee, read overnight emails, get previous day’s results, work out for one hour, more emails,
then office if I’m at home, or meetings with our key managers if I am on the
road. Throughout the day, phone calls with partners, future investors, lenders,
scheduled team calls for sales efforts, and operations recaps; while at properties, sales calls in the afternoon with managers. My day typically winds up at
about 10 p.m. after the last dinner meeting.
Favorite fun activities: International travel/vacation with my family.
Each year we get to spend about 2 to 3 weeks of solitary time, just the three
of us, and reconnect with each other. Driving my sports car, driving my scooter
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MULTI-UNIT FRANCHISEE IS S UE II, 2014
What are you reading? Just finished Tom Clancy’s Command Authority
while on vacation. I love James Patterson series books, and now some new
James Bond novels. And yes, they are books, not on an e-reader. I have so
much down time with travel I always have a book with me.
Do you have a favorite quote? Only do business with people you
like. If you cannot generate some type of bond either professionally or personally, then do not do business with them. Life is too short.
Best advice you ever got: Go to work with my father, who was an
industry titan, and I will learn more in a shorter period than doing anything
else. It worked.
What gets you out of bed in the morning? Personal drive and
motivation to fully occupy our hotels daily, provide amazing customer service,
guide our talented teams, and provide profit to our investors and partners.
What’s your passion in business? Hospitality in all of its forms.
How do you balance life and work? Exercise, read, eat correctly,
talk with family and friends, get things that upset me off of my chest, walk our
dogs, and take family vacations.
Last vacation: Two weeks in the Caribbean over the Christmas and New
Year’s holidays. One week on a Seabourn cruise (absolutely the best service
anywhere), and one week in Barbados.
Person I’d most like to have lunch with: Paul Hewson, aka Bono,
the lead singer of U2 and worldwide humanitarian.