Shana Sparago
Sandia Park,NM
Summary
Drive topline revenue while building lasting partnerships at a future focused company
Sales leader with strong focus on driving results and fostering team collaboration. Skilled in strategic planning, market analysis, and relationship management. Known for adaptability and reliability in dynamic environments. Ready to deliver impactful sales growth and operational excellence.
Overview
31
31
years of professional experience
Work History
Area Director of Sales
Crestline Hotels and Resorts
03.2024 - Current
Area Director of Sales
Hyatt Place Albuquerque Uptown
03.2024 - Current
- #1 RevPAR ranking 2021, 2022, 2023, 2024 and 2025 Running 12 Month, exceeded budgeted rooms revenue by $403K in 2022 and $217K in 2023 and in 2024 exceeded budgeted BT negotiated revenue by $111K, ADR by +$12.03, exceeded budgeted Group ADR by +$3.50 and exceeded Catering budgeted revenue by $20K
- Collaborate with General Manager and all departments while assisting in hotel operations
- Interact with above hotel level leadership, ownership and revenue management to strategize and maximize revenues
- Negotiate rates for national and local BT accounts to shift share from the comp set
- Respond to leads in a timely manner for corporate accounts, group business, meetings and catering
- Prepare annual business plan, market research and strategic planning
- Assist in setting yearly budget, formulate quarterly, monthly forecast and monthly hotel performance critique
- Effectively resolve customer challenges to increase guest satisfaction and Medallia scores
- Train and develop associates by sharing knowledge leading to associate engagement and retention
- Systems knowledge: Ideas G3, Agency & Demand 360+, Lighthouse BI, Envision, Reserve, Opera, SalesPro, Lanyon, Cvent and others
Area Director of Sales
Hilton Garden Inn Albuquerque North Rio Rancho
03.2024 - Current
- #3 RevPAR Ranking 2024, #1 2025 Running 12 Month – making headway adding new Group and BT accounts, in 2024 exceeded budgeted BT negotiated revenue by $154K and ADR by +$17.30, exceeded budgeted Group revenue by $76K and ADR by +$20.61
- Engage with a new General Manager and team to create synergy, achieve our share goals, exceeding prior year total operating revenues
- Interact with above hotel level leadership, ownership and revenue management to strategize and maximize revenues
- Negotiate rates for national and local BT accounts to shift share from the comp set
- Respond to leads in a timely manner for corporate accounts, group business, meetings and catering
- Prepare annual business plan, market research and strategic planning
- Assist in setting yearly budget, formulate quarterly and monthly forecast
- Resolve customer concerns to increase guest satisfaction and improve hotel’s SALT score
- Systems knowledge: Delphi, PEP, OnQ Solicitation, HRH, and others
Sales Manager
Hyatt Regency Albuquerque
07.2010 - 10.2012
- Responsible for Group East Coast Market 100 plus rooms on peak, outside Sales Calls monthly to tentatives and prospects
- Conduct site tours, presentations and entertain prospects, participate in FAM trips, assist colleagues in other key departments as needed
Director of Sales
Hyatt Place Albuquerque Uptown
07.2007 - 07.2010
- Negotiate rates for national and local accounts, uncover new accounts and move share from the comp set
- Respond to leads in a timely manner for BT accounts, Group business, meetings, events and catering
- Assist with daily hotel operations, engage with guests and train associates
- Systems knowledge: eflex revenue management, Prio, Reserve, MSI PMS, Opera PMS, Envision, SalesPro, Lanyon, Cvent and others
Regional Sales Manager
La Quinta Corporation
06.2003 - 01.2006
- Generate revenue by obtaining and maintaining LNR contracts within New Mexico and the Navajo Nation
- Directly responsible for the sales and revenue budgets of seven hotels in New Mexico
Sales Manager
Holiday Inn Mountain View
09.2001 - 06.2003
- Generate revenue by booking and maintaining group business: guest rooms, meeting space, catering
- Cooperate and engage with all departments to ensure optimum guest satisfaction
Guest Services Manager/Group Sales Director
Long Bay Resort (Ocean Front Investors LLC)
03.1998 - 01.2001
- Generate revenue by booking all market segments and meetings, events, catering and golf packages
- Led a staff of twenty-five; hire, train, schedule, manage, coach, counsel and yearly reviews
- Manage daily hotel operations, reports, daily deposit, budgeting, forecasting/yield management, keep staff aware of current market trends
- Research & respond to bank retrieval/charge back requests, handle customer complaints in person, by telephone, mail and email
- Coordinate with all departments for optimum performance levels to ensure guest satisfaction
Front Office Manager/Guest Services Manager
Coral Beach Resort
07.1997 - 03.1998
- Led a staff of twenty; hire, train, manage, schedule, motivate, coach and counsel
- Daily reports, payroll reports, budgeting, forecasting/yield management, prepare group arrivals and route billing
Tour Coordinator
Caribbean Resort & Villas (Ocean Front Investors LLC)
03.1994 - 07.1997
- Generate revenue by booking group tours, corporate, leisure travel, meeting space, golf & entertainment packages
- Travel agent commission check processing/accounting, refund processing and front desk operations
Education
University of New Mexico
CNM (formerly TVI)
Skills
- Sales technology
- Key account growth
- Sales operations
- Sales presentations
- Sales training and leadership
- Client relationship management
- Sales strategy development
- Client acquisition
- Revenue growth
- Strategic planning
Timeline
Area Director of Sales
Crestline Hotels and Resorts
03.2024 - Current
Area Director of Sales
Hyatt Place Albuquerque Uptown
03.2024 - Current
Area Director of Sales
Hilton Garden Inn Albuquerque North Rio Rancho
03.2024 - Current
Sales Manager
Hyatt Regency Albuquerque
07.2010 - 10.2012
Director of Sales
Hyatt Place Albuquerque Uptown
07.2007 - 07.2010
Regional Sales Manager
La Quinta Corporation
06.2003 - 01.2006
Sales Manager
Holiday Inn Mountain View
09.2001 - 06.2003
Guest Services Manager/Group Sales Director
Long Bay Resort (Ocean Front Investors LLC)
03.1998 - 01.2001
Front Office Manager/Guest Services Manager
Coral Beach Resort
07.1997 - 03.1998
Tour Coordinator
Caribbean Resort & Villas (Ocean Front Investors LLC)
03.1994 - 07.1997
CNM (formerly TVI)
University of New Mexico
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