Darla K. Cook
Vice President Hotel Operations
Chandler,Arizona
Summary
Driven Business Development Executive with career history in multi-state distributed businesses and proven skill in hiring, developing and retaining high-performance teams. Motivating leader with strengths in building strategic relationships to support key business initiatives. Highly skilled in change management, management transition and merger integration. Offering excellent interpersonal and communication skills and experience managing matrixed organizations.
Overview
25
25
years of professional experience
4
4
years of post-secondary education
3
3
Certifications
Work History
Assistant Director Development Operations
Arizona State Parks
Phoenix, AZ
10.2018 - 07.2021
- Lead the management and operations of 35 State Parks with oversight of new park developments, and park operations with budget of $16.9 million.
- In FY2021 Parks revenue sales exceed the prior year by 6% ($1.2 million) over FY2020 revenues and surpassed pre-pandemic FY19 revenues by 5%.
- Managed 180 Park Rangers, volunteers, and consumer retail department supervising multi-disciplinary teams. Directed the agency’s capital asset development projects, design, construction, and project management teams, established policies and procedures for this section to remain on budget with on time completion schedules. Projects included new build, historic structures, water/wastewater, infrastructure, structural and building maintenance expenses. Reviewed and approved multimillion dollar construction projects including adherence to code compliance and historic preservation working with State Historic Preservation Office, conformity with construction documents and codes.
- Served as primary point-of-contact with concessionaires, partnering agencies, stakeholders, and professional service providers negotiating agency agreements and establishing best practices for increasing visitation and sales while preserving resources. Refreshed, and implemented environmental, cultural, historical, and ADA program initiatives for the Agency.Defined, implemented and revised operational policies and guidelines.
- Set team and individual KPIs and provided regular, actionable feedback.
- Achieved team goals through formalized training plans, coaching and performance management.
- Modernized and improved operational procedures to increase productivity and profitability while tightly controlling costs.
- Monitored budget and utilized operational resources.
Chief Operating Officer
Totem Hotel & Suites
Valdez, AK
05.2018 - 10.2018
- Established procedures and trained staff in programs for operations of a new 91 room hotel, suites, and cabins
- Formalized operational guidelines and best business practices for $2.6 million private hospitality operation transitioning to new growth.
- Refined organizational structure to consolidate, streamline and delineate necessary functions.
- Led recruitment and development of strategic alliances to maximize utilization of existing talent and capabilities.
Vice President Public Relations
Forever Resorts
Scottsdale, AZ
06.2003 - 05.2018
- Monitored and evaluated industry media coverage for 43 USA resort destinations by managing social media platforms and contributing engaging articles to range of industry publications.
- Maintained proactive media relations program by distributing news releases for placement, building strong relationships and monitoring media.
- Wrote press releases for routine use and crisis management.
- Lead FAM trips of media across the USA garnering favorable coverage both domestically and internationally
- Developed and executed internal and external marketing and communications strategy and plans
- Broad experience in business meetings/media event planning from conception to production, budget planning, lodging/activities, contract negotiations for events from 12-100,000.
- Developed brand media relations strategies that bolstered community awareness and knowledge.
- Produced and distributed internal and external communications.
VP Public Relations / General Manager
Parry Lodge, a Forever Resort
Kanab, UT
05.2015 - 01.2016
- Recruited and managed year around team of 76 and daily operations of 90-room National Historic Registered hotel & 120 seat full-service restaurant
- Project Manager for expansive property renovation during busy season
- Negotiated third-party lodging/food service contracts establishing guaranteed income for multi years
- Defined and established Standard Operating Procedures (SOPs) and trained personnel in corporate KPI criteria.
- Drove business growth while leading operations, strategic vision and long-range planning. Increased room sales 17%
- Established and administered annual budget with controls to prevent overages, minimize burn rate and support sustainability objectives.
- Oversaw P&Ls and achieved margin targets consistently to stay on track with growth plans.
- Delivered business strategy and developed systems and procedures to improve operational quality and team efficiency
- Assessed supplier quality to maintain tight cost controls and maximize business operational performance.
VP Public Relations / General Manager
Cedar Pass Lodge, a Forever Resort
Interior, SD
11.2011 - 05.2015
- Annual recruitment, training, and development of seasonal a staff of 95 with oversight of a 3,800 square foot retail gift store, 2 lodging operations, 2 RV parks/campgrounds, and full service 110 seat restaurant
- Developed and maintained core partnerships to optimize brand presence and expand budget
- Secured a five-year $500,000 federal grant with local tribal government for employment of tribal members
- Directed a $1.5 million public/private partnership construction project with the National Park Service; initiative replacing old cabins with new eco-green luxury cabins built to Gold level LEED standards
- Increased sales 18% over prior year and operating profit by 25%, average daily rate (ADR) increased 76%, and increased annual occupancy to 86.7%.
- Drove year-over-year business growth while leading operations, strategic vision and long-range planning.
- Managed budget implementations, employee reviews, training, schedules and contract negotiations.
Vice President Sales & Marketing
Forever Resorts
Scottsdale, AZ
10.1985 - 05.2003
- Developed and secured transient, meeting, group tour business for 30 unique national parks, and desirable hospitality destinations throughout USA
- Developed short and long-term sales strategies to gain market share, uncover new sales opportunities and increase revenue.
- Negotiated rates, coached, and developed team leadership of remote marketing/sales teams, and trained reservation center of 16 direct reports
- Focused on driving business strategy through forecasting and revenue growth
- Coached and trained sales team to develop business relationships and maximize sales volumes
- Performed marketing/sales due diligence with corporate leadership for acquisition of new resort properties for portfolio
- The final year in this position, parlayed a budget of $1.6 million resulting in a 4% increase over previous year's sales
- Negotiated property loss and liability claims for domestic company interests, placed multi-million insurance coverage of property, liability, protection and indemnity, and employee health insurance coverage working with attorneys, respondents, and insurance brokers.
Education
Associate of Arts - Liberal Arts And General Studies
Prince William Sound College
Valdez, Alaska 05.2018 - 12.2020
Bachelor of Arts - Sports & Recreation Business Management
University of Alaska Fairbanks
Fairbanks, AK 01.2021 - 08.2022
Skills
Capital spending
Accomplishments
- Advanced Training in Customer Service; Relationship Building; Dispute Resolution; OSHA Hazard Communication
- Workplace Safety Inspection & Hazardous Waste Awareness Training
- Arizona Food Handlers Permit
- Trained in Lean & Arizona Management System
Affiliations
Meeting Planners International; Society for Human Resource Management
Volunteer - AZ Friends of Foster Children – Keys to Success; Feed the Children
Certification
Advanced Training, Tribal Engagement; Tribal Consultation, Negotiations with Tribal Specialization
Timeline
Legal Aspects of Sport & Recreation Business Management
12-2021
Emergency Management Institute FEMA IS-00907 Active Shooter: What You Can Do
11-2021
Bachelor of Arts - Sports & Recreation Business Management
University of Alaska Fairbanks
01.2021 - 08.2022
Advanced Training, Tribal Engagement; Tribal Consultation, Negotiations with Tribal Specialization
01-2020
Assistant Director Development Operations
Arizona State Parks
10.2018 - 07.2021
Associate of Arts - Liberal Arts And General Studies
Prince William Sound College
05.2018 - 12.2020
Chief Operating Officer
Totem Hotel & Suites
05.2018 - 10.2018
VP Public Relations / General Manager
Parry Lodge, a Forever Resort
05.2015 - 01.2016
VP Public Relations / General Manager
Cedar Pass Lodge, a Forever Resort
11.2011 - 05.2015
Vice President Public Relations
Forever Resorts
06.2003 - 05.2018
Vice President Sales & Marketing
Forever Resorts
10.1985 - 05.2003
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