Karl Grover


Analytics and Advisory, BRAND reservoir, Baltimore area Mentor, Mason Summer Entrepreneurial Accelerator Program


Web:  LinkedIn

Email: karl.grover@brandreservoir.com


The foundation of success was laid while leading various businesses of ever increasing size and complexity with Marriott International. As the leader of the Residence Inn and TownePlace Suites franchise businesses, a sustained and excellent record of success was delivered. The success was defined by consistent growth in sales from $700M to $1.8B, profitability from $40M to $94.6M, the highest RevPAR Index in the industry 128+, among the highest guest satisfaction scores in the industry 85%+ and capped off by an unprecedented 98% owner satisfaction. The results were achieved through collaboration with internal and external groups, alignment on the agreed upon path and appropriate system and process design to deliver the results.


University of Massachusetts Amherst
Bachelor of Science
Hotel, Restaurant and Travel Administration
1980 – 1984


Analytics and Advisory
BRAND reservoir
May 2013 – Present
Baltimore, Maryland Area
Brand reservoir is an analytics and advisory company. Examples of each of the areas:
For hotel asset management assignments, the Pricing Insight Engine tool was developed. The tool uses machine learning and deep analytics to provide asset managers of hotels the ability to understand the implications of revenue management actions and strategies over time by matching the actions to the RevPAR Index.
Hawkeye Hotels is the owner/operator of 37 independent, select service and extended stay hotels focused in the Mid-Western United States. Focused the company on driving revenue through the use of revenue game plans for each hotel. Transformed the systems and processes the company employs from a family operation to a sustainable business enterprise with a focus on improving organizational stickiness. The returns were very positive with double digit RevPAR and RevPAR index growth in 2014. Introduced steps to reduce the high turnover.
Hospitality Partners introduced revenue management techniques and strategies to grow revenue in a special events driven environment.
Whitebox – Serving as a TEDCO loaned executive. Upon joining the company, the weekly sales were in the $2k/week range. Within six months, the company has seen an acceleration in their sales growth to $21k/week as of December, 2015. The acceleration was due to implementing sales and marketing processes coupled with a robust product offering.
Clearview Hotel Capital – Improved the performance of a downtown convention hotel, an independent resort and a full service downtown hotel.
Canton Boathouse – Take a revitalized and renovated restaurant and reposition it in the Baltimore/Canton Market.
Imagine If – Worked with the founder to help the company improve “virality” for its offerings.
AM Investments – Worked with a capital partner to improve the performance of the hotels in their portfolio.

President and Chief Operating Officer
Colwen Management
Jan 2013 – Sep 2013
Nashua, NH
ColWen Management is a manager of 23 full service, independent, select service and extended stay hotels focused in the Northeastern United States. It also runs an airport parking and shuttle business and a conference center. The company has over 1,000 associates and does more than $200M in revenue. Through intertwined ownership interest, ColWen’s sister companies also, develop, build and hold ownership interests in hotels and other real estate investments.

Developed and installed systems and processes in Accounting, Human Resources, Sales and Marketing and Operations to handle expected robust internal growth (23 hotels – 30 hotels in a 30 month period); transitioning the company from personality focused to organizationally knowledgeable.
Vice President Residence Inn and Towne Place Suites, The Americas
Marriott International
Mar 2010 – Jan 2013
Bethesda, MD
Principal liaison with Residence Inn and TownePlace Suites franchisees in serving as a balanced advocate for both Marriott International and the franchise community resulting in the highest owner satisfaction: 98%, all time high in profitability $92.8M,highest RevPAR Index: 129.0, second highest Guest Satisfaction: 85% in the portfolio for Residence Inn and an all time high in owner satisfaction 86%, greatest growth for RevPAR Index: 1.8 points in the portfolio, all time high in profitability $14.3M and second highest Guest Satisfaction for TownePlace Suites.
Negotiated property and portfolio level transactions including work-outs, new developments, territorial’s, impact releases, bankruptcies, deed in lieu foreclosures, early terminations and collection of liquidated damages in the United States, Canada and Mexico on advantageous terms for Marriott International while maintaining excellent ownership relations.
Achieved excellent business results through influencing and aligning internal and external stakeholders.

Vice President, Residence Inn, The Americas
Company NameMarriott International
Dates EmployedAug 2003 – Mar 2010
Employment Duration6 yrs 8 mos
LocationBethesda, MD
Principal liaison with Residence Inn franchisees in serving as an advocate for both Marriott International and the franchise community resulting in a 94% owner satisfaction level two consecutive years.
Upgraded product standards by including Franchisee led Design and Construction Committee in the entire development process. Transformed Residence Inn product package without any significant Marriott International contribution. Changed the tone of the System Marketing Fund Subcommittee from unproductive and untrusting to very collaborative and aligned external and internal working group. Involved the System Standard group in the design and deployment of the gatehouse activation programming.
Drove significant increases in Guest Overall Satisfaction and in profitability for the Residence Inn franchise system. Highest Franchisee rating of any brands in Owner Satisfaction Survey for Brand Affiliation, Corporate Support, Alignment with Brand Strategy and Appropriate Standards to protect brand.

General Manager, Greenbelt Marriott
Marriott International
Nov 1999 – Aug 2003
Greenbelt, MD
Led a 287 room full service hotel team with revenues of over $16M, focused on executing efficiently, driving volume and creating a culture of learning.
Transformed food and beverage department systems, processes and quality; leading to higher guest satisfaction, volume and profitability.
Achieved outstanding and balanced results. Profit improved in 2000 and 2001 ($785k and $119k). Guest satisfaction improved three straight years (5, 3 and 3 points). One of only two hotels in NALO system to increase guest satisfaction and profitability in 2001. Highest and most improved Associate

Opinion Survey in the Mid Atlantic Region in 2000. Ranked either #1 or #2 in the region in 53% of the Associate Opinion Survey questions in 2002.

Volunteer Experience

AccelerateDC Venture Mentoring Service
Aug 2015 – Present
Economic Empowerment
Serve as a mentor for DC area based companies. Currently working with Syde, a start up that is focused on providing an entertainment platform. The platform allows friends or strangers to pick sides of a wager. Helping the company develop their product and marketing road maps.

MACH37 Cyber Accelerator
Feb 2014 – Present
Science and Technology
Provided branding and business guidance to two of the cohorts at Mach 37 by participation in their weekly meetings. The companies have a wealth of technical know how, but not as much from a business acumen standpoint. Recent involvement has been limited due to current cohort business needs.

Loaned Executive, Business Grant Reviewer, MERL Member
Maryland Technology Development Corporation (TEDCO)
Jan 2015 – Jan 2015
Economic Empowerment
Worked as a loaned executive with Whitebox, a Baltimore start up focused on automating E-Commerce. In addition to the paid hours, also devoted time, resources and attention outside the original scope. As a MERL member, I have provided guidance on business development, financial structure design, fund raising and product and marketing road maps.


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