Our Team - Hotel & Marketing Management Team

Hotel Associate at Hotel St. Francis
Southwestern Hospitality Welcomes all of our guests

Our Team

A tradition of Southwestern hospitality

Each Heritage Hotel & Resort property is designed to tell a specific story that reflects the soul of our communities. These stories provide our guests a better understanding and appreciation of the region to which they are traveling.

Employees of Heritage Hotels & Resorts, Inc. are cultural ambassadors of our communities. Here are some of our key team members whose shared vision propels Heritage Hotels & Resorts to be a leader in the hospitality industry.
  • To connect with our team see Contact Us.
  • If you are interested in joining our team see Careers.
Click on each of our team members to learn more: 

Leadership Team

Hotel Regional and General Managers

  • Belia Alvarez - Regional General Manager for Hotel Encanto de Las Cruces and Hilton Garden Inn
  • Adrian Montoya - Hotel Albuquerque at Old Town General Manager
  • Abraham Juarez - Regional General Manager for Hotel St. Francis and Hotel Chimayo de Santa Fe
  • Asia Golden - General Manager Palacio de Marquesa Taos 
  • Nate Wells - Executive Director Lodge Collection

Corporate Team

  • Helga Byndas –  Director of Quality Control and Corporate Contracts
  • Jarno Hol – Director of Information Technology
  • Stacey Nash, PHR, CHRE – Corporate Director of HR Solutions and Hotel Albuquerque at Old Town Human Resources Director
  • Liz Robinson - Corporate Director of Branding & Events 
  • Courtney Padilla - Corporate Director of Special Projects
  • Susan Moore- Marketing & Communications Manager

James M. Long – Founder/CEO

James M. Long is the founder and CEO of Heritage Hotels & Resorts, Inc. headquartered in Albuquerque, New Mexico. Mr. Long acquired his first hotel in 1992 and has owned over forty lodging properties throughout the United States. The company was founded in 2005 with the core mission of preserving and advancing the unique cultural heritage of the state. As a 12th generation New Mexican, Mr. Long is committed to the long-term success of his home state, and has chosen to invest exclusively in New Mexico over the last several years. The Heritage Hotels & Resorts, Inc. portfolio includes more than 1,200 guest rooms and nearly 115,000 square feet of meeting and event space across four major markets in the state of New Mexico. In addition to the hotel portfolio Mr. Long owns 75% of the Class A office space in New Mexico and leading New Mexico food and beverage brands, including Garduño's and Keva Juice. Long is one of the leading entrepreneurs in New Mexico and has founded numerous companies and charitable foundations. Collectively, these companies employ several thousand people. Long is committed to continuously investing in all his properties in order to insure they maintain their competitive position and employee have the proper tools for their specific roles.

In 2012 Long was appointed as an International Trustee of the Prado Museum Foundation in Madrid, Spain, and is one of only six people to serve on this international board from the United States. Long has served on several boards and was the Past President for the Board of the Spanish Colonial Society. He obtained his BA from the University of New Mexico in Architectural Design.

Adrian Perez – President

Adrian Perez is the President of Heritage Hotels & Resorts, Inc., a position that allows him to oversee company assets and day-to-day operations while assisting in the acquisition and repositioning of newly added properties to the portfolio. He took on this role in 2010, and under his direction, Heritage Hotels has excelled in the forefront of its core mission to preserve and advance New Mexico’s unique cultural identity and provided super customer service.

Perez has been affiliated with companies owned by Jim Long since 1991, overseeing operations for 11 hotels across the country. A majority of the hotels were national franchise affiliates. In 2000, he became General Manager of Hotel Albuquerque at Old Town, Perez has excelled at operating both branded and independent properties, and has won numerous awards for his leadership. He has been an active member of numerous organizations and leadership boards including the Albuquerque Hispano Chamber of Commerce, the Albuquerque Convention & Visitors Bureau, the New Mexico Lodgers Association and the Association of Commerce and Industry.

Tina Marcelli – Senior Vice President

Tina Marcelli is the Senior Vice President of Heritage Hotels & Resorts, Inc. She has been with the company for nearly 20 years. Marcelli oversees all operations and sets service standards for the entire portfolio. She works closely with each general manager, food & beverage director and rooms division manager to ensure operational efficiencies. She leads the teams in budget and forecasting accuracy while optimizing guest satisfaction, managing expenses and bringing revenue to the bottom line.

Marcelli spearheads takeover procedures for newly acquired properties and has a proven record of leadership success in the field by improving hiring practices, operational standards and implementation of company SOPs. Prior to this role, she was Vice President of Operations and General Manager of Hotel Albuquerque at Old Town.

 

Molly Ryckman – Vice President of Sales & Marketing

Molly Ryckman, Vice President of Sales & Marketing, is responsible for creating and driving innovative branding, communications, marketing and business developments strategies to increase awareness, capture market share and build revenue. Ryckman oversees the company’s multichannel marketing operations including revenue management, national sales, e-commerce, reservations, branding, advertising, communications, web and digital marketing and market research.

She has had a successful 10-year career in the hospitality and tourism industry with an emphasis in sales and marketing beginning in National Sales with the Albuquerque Convention & Visitors Bureau. In 2004, she joined Heritage Hotels & Resorts, Inc. as the Director of Sales & Marketing for Hotel Albuquerque. In 2013, she moved into the General Manager position before being appointed Vice President of Sales & Marketing for the Heritage portfolio in 2015. Ryckman holds a BA in Business/Communications from Michigan State University.

Jason Cosyleon – Vice President of Design & Development

Jason Cosyleon, Vice President of Design & Development for Heritage Hotel & Resorts, Inc., is responsible for leading the design, development and construction of the company’s largest renovations and new development projects.

Cosyleon’s skills include project supervision, design management, construction procurement, contract administration and on site management. He has also taken a leadership role in all major projects of Heritage Hotels & Resorts, Inc. He has a BA from Lake Forest College, Lake Forest, IL.

Belia Alvarez – General Manager for Hotel Encanto de Las Cruces and and Hilton Garden Inn

Belia Alvarez has more than 20 years of hospitality experience, serving for many of those as a general manager of Hotel Encanto and the Hilton Garden Inn located in Las Cruces. She sets the standard of hospitality instilled in team members, and especially those who work with our VIP guests at the hotels.

Alvarez is a community leader who is very involved with many local organizations. She is the past Chair of the Las Cruces Convention & Visitor’s Bureau Advisory Board, Vice Chair for the Las Cruces Hispanic Chamber of Commerce, President for "Friends of Visit Las Cruces," Board Member for the New Mexico Hospitality Association, Board Member for New Mexico State University HRTM and newly appointed Commissioner of Tourism by Governor Martinez. Alvarez has also received the following awards: 2012 Heritage Hotels & Resorts Leadership Award, NM State LULAC 2014 Excellence in Public Service Recipient, 2012 New Mexico Lodger's Association Administrator of the Year Recipient and the 2011 Hampton Inn & Suites Stand Out Ambassador-Selected by the Hampton Brand.

Adrian Montoya - General Manager of Hotel Albuquerque at Old Town

Adrian Montoya returns to Heritage Hotels & Resorts following a career starting with a position as a bellman at Sheraton Old Town (now Hotel Albuquerque at Old Town) and followed a path through several leadership roles. With the company, he has served as Corporate Director of Operations, as General Manager of Hotel Plaza Real (now Hotel Chimayo de Santa Fe) and as General Manager or Nativo Lodge. Most recently, he served as Regional General Manager of Hotel St. Francis and Hotel Chimayo. Prior to that, he worked with La Fonda as Director of Guest Services.

Abraham Juarez - Regional General Manager of Hotel St. Francis and Hotel Chimayo de Santa Fe

Abraham Juarez as been a part of Heritage team since early 2014.  Abraham has spent over the last 18 years in the service industry. While fine tuning his bar tending & Mixology skills in Albuquerque he began managing some of the top bars and nightclubs in the city, and soon transitioned into fine dining.  After spending four years as the bar manager at one of the top restaurants in Nob Hill, he made the move to General Manager at another top restaurant in Old Town with a strong emphasis on spirits, mixology and wine. As part of the Heritage team, Juarez has worked through various markets throughout New Mexico, he has been a part of the transition teams for hotel acquisitions and now resides in Taos as the General Manager of El Monte Sagrado. 

Asia Golden – General Manager Palacio de Marquesa Taos

Asia Golden has over 20 years experience in the hospitality field. Her background is in art and education, and she has been educating art lovers for many years in Taos. She is an active community member of Taos and holds a wealth of knowledge of northern New Mexico. That knowledge is being used to help the guests of Palacio de Marquesa have a unique and memorable experience of Taos and the surrounding area. Golden also holds a personal chef certificate and enjoys creating local favors with a twist using organic vegetables from a coop farm she works on in her very spare time. She created a Farm to Table to Mountain series with local farmers hosting a three course all organic dinner in the summers at Taos Ski Valley. Golden is an avid skier and mountain biker, and she loves the Sangre de Cristo Mountains and the awe-inspiring sunsets Taos offers each evening.  

 

Nate Wells - Executive Director Lodge Collection

Nate Wells oversees the creation, implementation and leadership of the Heritage Lodge Collection. Throughout his career, Wells has led operations, human resources and customer service teams from single property to corporate level in the retail, food & beverage and hospitality industries.

Helga Byndas –  Director of Quality Control and Corporate Contracts

Helga Byndas brings 20 years of hospitality management experience to her position as Director of Quality Control. Byndas is focused on addressing guests’ needs and continuously improving service standards and quality controls. She manages all property guest satisfaction programs and, oversees secret shopper audits and property inspections. Her previous position within the company was General Manager for Hotel Encanto de Las Cruces. She has held many positions in the hospitality industry, including Director of Sales, Revenue Manager and Front Office Manager.

 

Jarno Hol - Director of Information Technology

Jarno Hol, Director of Information Technology, directs long-term technology design and strategic planning. Hol manages all IT needs for the entire Heritage Hotels & Resorts, Inc. portfolio. Under his leadership, Heritage implemented a complete network upgrade to increase capacity and security.

 

Stacey Nash, PHR, CHRE – Corporate Director of HR Solutions and Hotel Albuquerque at Old Town Human Resources Director

Stacey Nash, Corporate Director of HR, has more than 20 years of experience in Human Resources and oversees the employment aspects for the Heritage Hotels & Resorts portfolio. Nash has professional certificates of Professional of Human Resources and Certified Human Resources Executive. Nash has a degree from the University of New Mexico and also teaches Human Resources courses at the University of New Mexico and also assists special needs students at Central New Mexico Community College

Liz Robinson –  Corporate Director of Branding & Events 

Liz Robinson, Corporate Director of Branding & Events is responsible for all aspects of branding including strategy, development, strategic brand positioning, marketing, brand culture, communications and design. In addition, she oversees revenue development, operational efficiencies and service standards for all special events.

Robinson joined Heritage Hotels & Resorts, Inc. with a background in sales, advertising, marketing and branding. She holds a BA in Mass Communications from the University of New Mexico and has planned and managed over 400 events since joining the company in 2012.

Courtney Padilla - Corporate Director of Special Projects

In her role as Corporate Director of Special Projects, Courtney Padilla works closely with the Corporate Leadership team to facilitate company projects and initiatives. Padilla came to Heritage Hotels & Resorts nearly four years ago to serve as Catering Manager at Hotel Albuquerque at Old Town.  In her time at Hotel Albuquerque she worked with many high profile clients on galas and other large scale social events. Her studies include wedding and event planning as well as business administration and communication.

Susan Moore - Marketing & Communications Manager 

Susan Moore, Communications & Marketing Manager, provides website and marketing campaign insights that allow the marketing department to assess initiative effectiveness. She also leads marketing efforts focusing on group and transient sales across the portfolio as well as social media campaigns. Moore came to the Heritage Hotels family in 2013 as the Interactive Marketing Coordinator following a five-year career as a local and political reporter and editor in New York's Hudson Valley and New Mexico. She holds a master's degree from Columbia University's Journalism School and a bachelor's degree from Kenyon College.