Berryfield Expert Hospitality Consultants
CARL E. NEWBERRY
Email: cnewberry@berryfieldhotels.com
Carl Newberry has over 30 years of hotel experience, including ownership, management, financing, brokering, franchising and accounting. He started his career as a CPA with Price Waterhouse and was on the Executive Committee of the highly successful Days Inn chain where he was its Chief Financial Officer & Treasurer as the brand grew from 12 hotels to over 275 during his 8 year tenure.
Mr. Newberry has been involved in the ownership and/or management of nearly every hotel franchise including Days Inn, Ramada, Sheraton, Marriott, Radisson, Best Western, Holiday Inn, Suburban Extended Stay, Crowne Plaza, Clarion and independents. At one time he and his partners owned and operated 17 hotels.
He was associated with Dave Kenney, former President of the American Hotel and Lodging Association and former President of Days Inns, for many years as they acquired and operated hotel properties throughout the Southeastern United States for an investment group from Atlanta and others on third party management arrangements.
Mr. Newberry was a hotel broker for Bob Hunter for three years at Hunter Realty Associates where he successfully sold a number of hotels. He played a key role in Hunter Realty’s expansion and its development into a nationally known hotel brokerage house including assisting in organizing the first Hotel Investment/Hunter Conference held in Atlanta each year.
Until its sale to Choice Hotels International in December, 2005, Mr. Newberry was Chief Financial Officer of Suburban Franchise Systems where he led financial and deal management for this growing franchisor of extended stay hotels. In 2002, he organized the franchisees of Suburban to purchase the 13-year old company as well as the purchase of an affiliated franchise company, Guesthouse International, and its successful simultaneous sale to Sholodge, Inc. He assisted in repositioning the brand from Suburban Lodge to Suburban Extended Stay Hotels. He played a key role in selling the company to Choice Hotels International including executing a complex merger agreement and transitioning the company into Choice.
He formed Berryfield Hotel Group with Stephen Hartsfield in 1996. Berryfield has been involved in a number of hotel activities including owning hotels, operating hotels on a third party basis for other owners or institutions, serving as a receiver, providing accounting for hotels, consulting with lenders and developing hotels for others.
Mr. Newberry is a graduate of Oklahoma State University with a degree in Business and a major in Accounting.
F. Stephen Hartsfield
Email: shartsfield@berryfieldhotels.com
Mr. Hartsfield possesses over 38 years of experience in commercial real estate development, brokerage, operations and asset management. Mr. Hartsfield is a hotel owner, developer and asset manager. Representative lodging brands with which he has been directly involved include Hilton Garden Inn, Courtyard, Residence Inns, Suburban, Staybridge Suites, Candlewood Suites & Homewood Suites and Days Inns.
He has held corporate real estate and development positions for public companies as well as in private industry. This includes positions with Days Inns of America, HFS (currently Wyndham) and Marriott International. He is a currently a principal in Berryfield Hotel Group, LLC, and a hospitality-oriented full service firm he co-founded in 1996.
The Company provides short and long term asset management, property management, property accounting, market analysis, real estate advisory, receiverships and brokerage services for the Lodging Industry.
In addition to his efforts to organically grow Berryfield Hotel Group, Mr. Hartsfield also oversees the company’s Receivership and REO management
He also leads third party development efforts for Berryfield. Representative lodging projects include the development of the first prototypical hotel for Holiday Inn by InterContinental Hotels Group, Homewood Suites, Staybridge Suites and Candlewood Suites. He has also provided development services for a 100,000 s.f. Class A office building, a boutique restaurant and three bank branches.
Mr. Hartsfield holds real estate brokerage licenses in Georgia and Florida and has closed over $100 million in brokerage transactions.
Mr. Hartsfield holds the distinction of Commander, USNR (retired) and is a graduate of the University of Mississippi.
David Monroe
Email: dmonroe@berryfieldhotels.com
Professional ExperienceDavid Monroe has over 30 years of hotel industry experience in sales, marketing and hotel management with Marriott International, Ritz-Carlton Club, LBA Hospitality, and Berryfield Hotels.
He has held property level sales positions, multiple property responsibility, and corporate level positions.
Many of the assignments have been full service, select service, and extended stay brand hotels. Throughout his career, David has assisted owners and management companies to increase top line sales through direct sales, marketing, training, and e-commerce strategies as well as implementing the sales and marketing plan.
David partnered with the Marriott Training and Development Department to train over 2500 Marriott general managers and sales managers in sales and management skills as well as processes in various courses for 12 years.
Awards & Leadership Roles
- Sales Leader of the Year — Atlanta Marriott NW — 2001
- Sales Leader of the Year — Marriott’ s Grand Hotel Resort and Golf Club — 1997
- Golden Circle Gold Level Achiever 1997
- Sales Team of the Quarter 1989, 1991, 1997, 1998
- GSAE Sponsor of the Year — 1992 to 1993
- Atlanta Marriott Business Council Sales Leadership Award 1993 to 1994
- Sales Person of the Quarter — 4th Quarter 1987
- Executive committee member — Cobb Coalition Hospitality Group
- Board of Directors — YMCA of GA 1989 to 1994
Education & Advanced Training
- MBA, Georgia State University Atlanta, GA
- Bachelor Degree in Business Administration Georgia Southern University, Statesboro, GA