Our Team

Executive Team

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 ensure 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 on 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.

Helga Byndas –  Vice President of Quality & Purchasing 

Helga Byndas brings 20 years of hospitality management experience to her position as Corporate Projects Officer. Byndas has lead numerous hotels as General Manager. In her previous position of Corporate Director of Quality Control, Byndas was focused on addressing guests’ needs and continuously improving service standards and quality controls. She managed all property guest satisfaction programs and, oversaw secret shopper audits and property inspections. She has held many other positions in the hospitality industry, including Director of Sales, Revenue Manager, and Front Office Manager.

Hotel Leadership Team

William Giraldez – General Manager of Hotel Encanto de Las Cruces and the Hilton Garden

William Giraldez brings 30 years of hospitality experience with him to this role, working with the Mondrian Hotel, DoubleTree, Embassy Suites, Hilton Hotels, Red Lion Hotel Corporation, Sage Hospitality, and Richfield Hospitality during his career. In addition to five past roles as a General Manager, he has also been a Rooms Division Manager, Suite Division Manager, and Executive Housekeeper. His career has taken him to jobs in California, Florida, Texas, Massachusetts, Washington, Minnesota, Nebraska and now New Mexico. His most recent position was as the General Manager at the DoubleTree El Paso Downtown.

In 2013 and again in 2016, Giraldez received the ‘Workplace Excellence of the Year’ Award from Richfield Hospitality and in 1999 he was named the General Manager of the Year for DoubleTree Hotels and Resorts. He is an active community member, spearheading the Borderplex Alliance Tourism Taskforce. He works diligently to drive tourism to the area and he helped to create the slogan “2 Nations, 3 States, 1 Heart”. He is the Past President and Board Member of the El Paso Hotel Model Lodging Association. He is also a Veteran of the United States Army.

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.

Hal Leonard - General Manger of the Inn & Spa at Loretto

Hal brings an extensive background in customer service to the Inn & Spa at Loretto, as he has managed executive positions in 9 hotels rated 4 Star/4 Diamond or higher, and has proven success in developing positive service cultures. 

Liz Robinson –  General Manager of Hotel Chaco 

Liz Robinson is the General Manager of Hotel Chaco, Albuquerque's exciting new luxury hotel. 

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.

 Corporate Team

Belia Alvarez – Director of Community Relations & Director of New Mexico Multi-Cultural Foundation, Inc. 

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.

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.