Since 1985, Bill Freeman has focused his company’s efforts on providing a simple, measurable, and practical approach to helping tourism and hospitality businesses succeed in setting industry standards off excellence. It is largely because of his dedication and vision that FreemanGroup is one of the leading consulting and training companies in the tourism and hospitality industry today.

For more than 20 years, Bill has been undertaking quality initiatives with a variety of clients across the US, Latin America, Europe, Asia, and the Caribbean, including government and tourist boards, hotels, casinos, cruise ships, and airlines. As head of FreemanGroup, Bill is responsible for the operational, financial, and strategic management of the company, and for establishing a long-term management structure capable of sustaining future growth.

Prior to forming FreemanGroup, Bill earned a degree in hotel management from Manchester Metropolitan University in England. He also worked for the Trusthouse Forte Hotels in the United Kingdom as human resources director, food and beverage director, training manager, and in various other capacities. In 1982, Bill further expanded his portfolio when he went to work as vice president of quality assurance for the Rosewood Hotels in the US. In this capacity, he was instrumental in overseeing quality service standards for hotels like The Mansion on Turtle Creek in Dallas, the Remington Hotel in Houston, the Hotel Bel Air in Los Angeles, and the Hotel Hana Maui in Hawaii.

In his current role as chief operating officer, Patrick O’Bryan is in charge of FreemanGroup’s business development and sales strategies. During the 12-plus years he’s been with FreemanGroup, Patrick has worked in an array of hospitality and tourism operations. He frequently takes on the responsibility of lead consultant to the firm’s clients when designing and implementing customized solutions for their service challenges. Patrick has been instrumental in developing partnerships, and has custom built solutions for clients such as MGM/Mirage, Wyndham Hotel Group, Puerto Rico Tourism Company, Delaware North Companies, and Hard Rock International. He also leads the team involved in FreemanGroup’s strategic planning for growth, new products, and service development. Patrick has launched FreemanGroup operations in Costa Rica and London, the FreemanGroup Training Center in Dallas, and most recently, a strategic partnership with the American Hotel & Lodging Educational Institute.

Patrick holds a Bachelor of Science in Human Resources Management from the University of Louisiana at Lafayette, and is a certified hospitality trainer. Previous positions Patrick has held at FreemanGroup include vice president of FreemanGroup operations and director of the Caribbean Hospitality Training Institute. Prior to joining FreemanGroup, Patrick held various operations and human resource management positions in Indian gaming properties and restaurants such as TGI Friday’s and Ruth’s Chris Steak House.

Will’s hospitality career began at the acclaimed O’Henry Hotel Greensboro before joining Carlson Hotels Worldwide and Radisson Hotels & Resorts. His experience has been focused in the areas of front office/guest services, revenue management, and facilities/housekeeping management. He has held departmental and divisional leadership positions including Executive Housekeeper, Front Office Manager, Revenue Manager, and Director of Rooms for various hotels in North Carolina, Oklahoma, and Texas. Prior to joining FreemanGroup, Will served as a General Manager for Dallas-based Hospitality Management Corporation and has overseen openings, conversions, and renovations for hotels ranging from economy to upscale in varying market environments. Will’s experience also includes work with institutional hotel ownership firms as well as private owners.

In his role with FreemanGroup, Will has served on new opening teams for L’Auberge Del Mar, MGM Grand at Foxwoods, CityCenter Las Vegas, and Hyatt Regency New Orleans. Additionally, he has overseen property-wide standards development and training implementation for clients such as Monte Carlo Resort & Casino, The Mirage, and Windsor Court Hotel. Will has also worked in the company’s Measurement division with clients that include Millennium Hotels & Resorts, Benchmark Hospitality, Hard Rock International and MGM Resorts International, among others.

Will graduated from High Point University with a Bachelor of Arts Degree in Human Relations and a Bachelor of Science degree in Business Administration. He is also a trained butler and a member of the International Institute of Modern Butlers. If he’s not on the road or in the office, Will can probably be found running a local trail, trying a new restaurant, or volunteering in the community.

Barbara Garbacz has over 30 years of experience in the hospitality industry. Since joining FreemanGroup in 1988, she has held several positions within the company, including group president, project director, and executive director of training. In these roles, Barbara was responsible for things such as the firm’s day-to-day training operations, trainer development and certification, finances, business management, and for the opening company offices in San Juan, Puerto Rico, and Bermuda. She created and implemented many of the organizational processes that have enabled the company to maximize its resources and ensure client satisfaction. Barbara has directed and delivered FreemanGroup services for a multitude of our clients over the years, including luxury five-diamond and five-star resort, casino, hotel, cruise ship, airline, and car dealership clients.

As current director of product development, Barbara is the firm’s steward of training program content, development, integrity, and certifications. She develops custom content and approaches for FreemanGroup clients such as Choctaw Casinos, Millennium Hotels & Resorts, Sewell Automotive Companies, and the Puerto Rico Tourism Company. Barbara was instrumental in developing four new training programs for the hospitality industry in partnership with the American Hotel & Lodging Educational Institute. Programs included Train, Retain, Assess, Certify (TRAC), Customer Service Ambassador (CSA) Designation, the Taxi Driver Promises training program, and Hospitality Industry Job Descriptions.

Prior to joining FreemanGroup, Barbara spent 15 years in hotel food and beverage operations, and held various management positions at Hyatt Hotels until receiving executive committee-level appointments which made her executive assistant manager and food and beverage director for several Hyatt properties. She was also part of the corporate food and beverage team assigned to open hotels during Hyatt’s early expansion years. Barbara is a graduate of Wayne State University and a certified hospitality trainer.

Jesse Boles joined FreemanGroup in 2007, and assumed the role of executive director of operations in November 2008. He is currently responsible for FreemanGroup’s training and measurement divisions, heading projects in conjunction with some of the hospitality industry’s leading service providers.Jesse has worked with leadership teams to develop brand service cultures at both existing and new properties for Las Vegas casinos and luxury hotels. He has been integral in the set up and execution of brand-specific measurement programs for Wyndham Hotel Group, Hard Rock International, Delaware North Companies, and MGM Resorts International.Jesse has a passion for opening new properties, and has had the privilege of consulting during the openings of Hard Rock Hotel San Diego, MGM Grand Detroit, Aria Resort & Casino, CityCenter, and the historic Mauna Kea Beach Hotel on the Big Island of Hawaii, among others. He has also helped develop and lead customer service training initiatives at existing properties for Destination Hotels and Resorts, Windsor Court Hotel New Orleans, and The Mirage Resort & Casino.

In 2010, Jesse initiated two of the largest and most complex training and measurement projects undertaken by FreemanGroup. In May 2010, FreemanGroup kicked off a nationwide service training initiative for Trinidad and Tobago, a country of 1.4 million people. The ongoing project targets providers in all areas of the tourism industry, including those in the immigrations, customs, taxi, hotel, restaurant, retail, and other sectors. In June 2010, work began on the development and implementation of an airport-wide service initiative at Hartsfield-Jackson Atlanta International Airport, the world’s busiest air traffic center.

Jesse is a member of the Hotel Business Review’s HotelExecutive.com editorial board. His profound interest in the ways organizations and groups function has led him to explore diverse fields, including behavioral economics, cognitive science, leadership, and motivation. Raised in Wisconsin, Jesse is a product of the University of Wisconsin at Madison and steadfast fan of all things Bucky Badger.

As Vice President of Technology, Robb Scott administers every aspect of technology expertise at FreemanGroup. Robb executes various programs and provides technical support for the company’s products. He developed FreemanGroup‘s review site and online reputation management tool – FG Pulse, and specializes in creating and supporting the technical phase of the guest satisfaction and employee engagement surveys. Robb developed a new guest comment survey system tool that he specifically designed to be user-friendly.

Robb has played a major role in the IT sector, but has also worked as a sales engineer and designer, a role which enables him to design all of FreemanGroup‘s surveys. He also manages the on-site installation of intercept surveys and conducts on-site training on the use of the equipment. Robb also acts as project manager on specific projects.

Robb came highly recommended to FreemanGroup in 2010 after supporting many Fortune 500 companies during the implementation of enterprise class technologies.

Robb earned a degree from the University of North Texas and has worked in the IT field for the last ten years. When he isn’t keeping the FG servers running, designing surveys, or upgrading computer equipment, Robb can be found sailing, tasting beers of the world, and spending time with his German boxer.

David Hyatt, Ph.D., is the vice president of leadership development at FreemanGroup. As a management and leadership consultant, he supports FreemanGroup’s clients by designing and implementing leadership development programs that align vision, strategy, brand, and people practices. He emphasizes on developing the leadership skills of leaders from the front line to the C-suite to ensure the client’s employee brands are as strong as their customer brands. His tactical expertise is in developing and implementing the operationally-focused management and employee initiatives that drive employee and customer satisfaction.

For the past 15 years, David has focused on leadership. He has coached and counseled senior executives for some of the largest restaurant brands in the world, and has developed and implemented employee and management survey programs for more than 20 years.

Prior to joining FreemanGroup, David was a faculty member in a Master’s in Industrial Psychology program. This enabled him to consult with Fortune 500 company representatives on work teams. He also served as a senior researcher, developing employee survey and 360-degree feedback programs, a senior consultant, and ultimately, the president of an international consulting and assessments company, where he created a corporate university for one client, and was responsible for consulting on the design and implementation of numerous programs to develop leaders in multiple organizations.

David earned his Bachelor in Psychology from Allegheny College, his Master in Psychology from the College of William and Mary in Virginia, and, in 1990, his Doctorate in Industrial and Organizational Psychology from Bowling Green State University. He is a member of the American Psychological Society and Society for Industrial and Organizational Psychology, and a certified coach for the Center for Creative Leadership. His research has been presented in professional and trade journals, and he has presented at numerous local, state, and national meetings.

Greg Marquart served as executive director—training for FreemanGroup, and currently, as a result of his operations experience and experience in implementing FreemanGroup service solutions, serves as vice president of business development.

Greg has worked with a number of luxury hotels, including Trump International Hotel and Tower in New York, New York, Acqualina, a Rosewood Resort in Miami, Florida, Viceroy in Palm Springs and Santa Monica, California, and Maison 140 in Beverly Hills, California, among others. Greg has also spearheaded several hotel openings, including the openings of Terranea Resort in Palos Verdes, California, MGM Grand at Foxwoods Casino in Mashantucket, Connecticut, MGM Grand Casino in Detroit, Michigan, Gramercy Park Hotel in New York, New York, and the Mandalay Resort and Casino in Las Vegas, Nevada. In addition, he has worked with numerous world-class casinos and hotel groups, including Foxwoods Casino in Mashantucket, Connecticut, MGM Grand in Las Vegas, Nevada, Caesar’s Palace in Atlantic City, New Jersey, the Peabody Hotel Group, and the KOR Hotel Group.

Greg earned a bachelor’s degree in history from the University of Houston. He is certified by the American Hotel and Lodging Educational Institute as a certified hospitality trainer. Prior to joining FreemanGroup, he gained hotel experience by working in a management capacity in various rooms divisions. He also gained considerable food and beverage experience through managing various upscale restaurants and nightclubs. Greg enjoys playing golf and prides himself on being the “best” golfer within FreemanGroup. His latest accomplishment is winning the coveted Silver Bobble Head Trophy as the winner of the 2011 FreemanGroup Mandatory Fun League NFL “Pick ‘Em” Pool. When he is not beating his co-workers at golf and fantasy sports, Greg enjoys hunting whitetail deer. He is married to the beautiful April and is the proud father of Wyatt.

A marketing graduate from the University of North Florida, Pat Moore has nearly 20 years of experience in the hospitality industry. Since joining FreemanGroup in 1999, Pat has been an essential member of FreemanGroup‘s sales and business development teams.

Pat is responsible for sales, business development, trade show strategy development, as well as marketing at FreemanGroup. Pat has been vital in securing numerous FreemanGroup accounts, including two government accounts. In addition to her day-to-day sales office responsibilities, Pat works closely with many of the FreemanGroup’s Caribbean clients.

Prior to joining FreemanGroup, Pat successfully organized hospitality industry trade shows and seminars at William H. Coleman, Inc., where she was promoted to vice president and general manager. In 1994, Pat opened her own company, Travel Promotions Management, which specialized in the organization and management of pre-scheduled appointment shows in the tourism industry. At Travel Promotions, some of her clients included the Nassau Paradise Island Promotion Board, CHA, Exposimex S.A., Quintana Roo Hotel Association, and ConsumerScan.

Seidy Elizondo brings 15 years of experience in the tourism industry of Central America to the FreemanGroup team. She worked for eight years at the Costa Rica Tourism Institute, and since 1999, has managed the offices of FreemanGroup Costa Rica.She’s been in charge of the coordination and execution of numerous projects in the Central America and Caribbean regions, and has worked closely with governments, hotel associations, and international organizations.

Her professional background, extensive experience, and contacts have allowed FreemanGroup to maintain a very dynamic presence in Central America and the Caribbean. Seidy is diligent when it comes to offering clients the personalized attention required for improving quality of service and the ongoing operational development of their human resources.

As executive director of FreemanGroup’s Measurement Division, Pam Senter manages FreemanGroup’s quality inspection clients and analysts. Her team plays a key role in the successful capture and analysis of measurement data supporting FreemanGroup‘s quality service initiatives for clients in the US, Europe, Central America, and the Caribbean. Pam is also responsible for the research and development of the technology tools needed to conduct appropriate analyses and reporting for clients. Pam’s hands-on field expertise allows her to carefully analyze mystery shopping results and customize client standards to provide them with appropriate recommendations and guidance.

Since joining the company in 2000, Pam has managed accounts such as Hard Rock International, Benchmark Hospitality, US Franchise Systems, MGM Grand in Las Vegas, Detroit and Foxwoods, Peabody Hotel Group, and the Miami Visitors and Convention Bureau. Additionally, she has successfully organized island-wide quality inspection programs for the Puerto Rico Tourism Company, Aruba Ministry, British Virgin Islands, St. Kitts, and the Cayman Islands. Pam holds a private investigator’s license, and is an active member of the Mystery Shoppers Providers Organization.

Pam has a bachelor’s degree in marketing from Texas Tech University.

A member of the FreemanGroup team since 2005, Project Director Benjamin Avant has extensive experience in all of FreemanGroup’s products and services. He has planned and directed projects for such notable clients as Hartsfield Jackson Atlanta International Airport, Toronto Pearson International Airport, The National Institute of Professional Education and Training for Human Development (INADEH) for the Republic of Panama, CityCenter Las Vegas, Foxwoods Resort Casino, and Millennium Hotels and Resorts.

In addition to training for existing properties, Benjamin has conducted openings for Choctaw Casino Resort, Hyatt Regency New Orleans, Hard Rock Hotel San Diego, The Signature at MGM Grand, and others. Benjamin was also instrumental in creating and editing the very successful TRAC trainer’s guides for Front Desk Representative, Guestroom Attendant, and Restaurant Server for the American Hotel & Lodging Educational Institute.

A graduate of the University of Louisiana at Monroe, Benjamin was a computer systems analyst for a major U.S. retailer in Dallas before entering the hospitality industry in Las Vegas. During his time in Las Vegas, Benjamin worked in table games operations at several casinos, most notably at the prestigious Bellagio Hotel and Casino for five years where he was also part of the opening team. After ten years in Las Vegas, Benjamin returned to Dallas and became an independent training consultant prior to joining FreemanGroup. He is certified as a Corporate Etiquette and International Protocol Consultant by The Protocol School of Washington.

For many years Benjamin has served as a volunteer in several non-profit organizations, holding various committee, board, and officer positions at state and national levels. He loves to travel—a definite benefit in our business—and speaks Spanish, French, and “a smattering of phrases in other languages.” When he’s not on the road, you can often find Benjamin, truly a native Texan, two stepping at the Round Up Saloon in Downtown Dallas.

Kennon Wolff joined the FreemanGroup team after working with the FreemanGroup as part of the Service Excellence teams for the MGM Grand Las Vegas, The Signature at MGM Grand and Tropicana Las Vegas. Kennon’s specialty in the hospitality industry has become training people how to treat people and specifically, raising the bar of service to exceptional. As a Project Director Kennon ensures that clients get the training and feedback they need so that their team members provide an exceptional experience for their guests.

Prior to joining FreemanGroup, Kennon was the Service Excellence Manager at Tropicana Las Vegas where he helped propel their TripAdvisor ranking from #80 to #15 in 16 months. As a Five-Star service trainer he assisted The Signature at MGM to achieve awards such as the TripAdvisor’s Top 100 Hotels Worldwide, TripAdvisor’s Top Luxury Hotel in North America 2008 and Forbes Four-Star rating. Kennon’s highlight at the Skylofts at MGM Grand is assisting them in achieving the Forbes Five-Star rating. Kennon has an extensive repertoire in the hospitality industry holding previous positions including Reservations Manager and Director of VIP Services.

Originally from the island of Guam, Kennon’s top passion has always been travel, having visited over 40 countries on 6 continents. An eternal student, Kennon is an avid reader but takes breaks to enjoy wine, food, sports and the wonderful people in his life. Kennon did his undergraduate studies in Psychology and Theatre Arts at the University of Pennsylvania before moving to New York City to perform professionally. While in New York, Kennon also earned his Masters in Organizational Psychology from Columbia University. Kennon enjoys enhancing service and creating a culture of service where employees are actively and instinctively seeking out opportunities to wow the people around them.

After graduating from Utah State University with a bachelor’s degree in business administration. Kristyn entered the entrepreneurial world when she founded and operated California Tan in Logan, Utah. After successfully operating the business and subsequently selling it, Kristyn joined Robert Redford’s renowned Sundance Resort near Provo, Utah. At Sundance, Kristyn was responsible for all quality issues related to service and all human resource functions. In 1994, Kristyn joined the FreemanGroup team and quickly established herself as one of the most sought-after trainers at the firm. Her work with the government of Bermuda, The Manhattan East Group, The Boulders, The Mandalay Bay, and others, cemented her as a project director with vision, talent, and a tremendous work ethic. Kristyn has become one of the key members of the training team, and is now directly responsible for coordinating and updating Instructor Development, a program that is not only popular with FreemanGroup clients, but critical in the development of all FreemanGroup personnel. She continues to work on ongoing and new projects, and to be an in-demand trainer.

Chris Gallegos joined FreemanGroup in 2011 and provides support to a wide range of clients including Navajo Nation Gaming, Sonnenalp Resort of Vail, and Toronto Pearson International Airport.Prior to joining FreemanGroup, Chris worked as a Project Manager and Quality Assurance Analyst for Monitronics International – one of the world’s largest security and alarm system providers. In his role, he worked with call center agents and directed executive reporting. Chris also brings experience from the airport arena where he was a Terminal Manager and Trainer for Dallas/ Fort Worth International Airport – the world’s third largest operation with over 56 million passengers annually.

Chris holds a degree in Business Management and is pursuing additional education in travel and tourism. Additionally, he is a certified Project Manager with the Project Management Institute. In his spare time, Chris stays active with fishing, playing soccer, rebuilding motors and even racing his “project” Mustang. As a native Texan, Chris is a die-hard Dallas Cowboys fan.

As a Project Manager, Patrick organizes, arranges, and executes various aspects of FreemanGroup training and measurement. Since joining FreemanGroup in 2011, he has worked with clients such as Chukchansi Gold Resort & Casino and Navajo Nation Gaming. Patrick brings over 12 years of food and beverage experience to the FreemanGroup team with roles ranging from busser to Wine Director. Prior to his current role, Patrick was with ENVY The Steakhouse in Las Vegas. Not just a veteran of the food and beverage  industry, he is also an entrepreneur and has owned businesses ranging from apparel and uniforms to fresh produce. While on the road, he maintains a semi-professional career as a currencies trader.

A native of Saint Louis, Patrick attended Southeast Missouri State University (Go Redhawks!). One highlight of his life is winning a Ford Explorer on Wheel of Fortune in 2001. In his spare time, Patrick plays the harmonica and the banjo.