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Vision

We are a hotel investment company that aims to be a catalyst for personal, community and global transformations.
We expect each stakeholder to benefit from our investments:

Travelers

Positive and differentiated social experience in open, creative environments.

Employees

Fair, dignified, and motivating work places with upward mobility and social interactions.

Communities

Leading or participating in neighborhood revitalization and job creation.

Cities

Substantial renovation to properties, preserving history while enhancing socialization.

About us

Crimson Rock Capital was founded in 2014 by Dionis Rodriguez after an extensive career in the hotel and real estate industries.

Our goal is to add value to society and inspire you through our investments and efforts.

We are creating the private equity company of the future and seek to fundamentally understand and invest in properties for experiential travelers in emerging neighborhoods and up and coming US domestic markets.

This is who we are:

We are creating a different type of private equity firm focused on both maximizing returns and improving the lives of our guest, employees, community and other stakeholders.

We are collaborators, creatives, high performers, coaches, mentors, friends, and entrepreneurs seeking to positively impact the world - one compelling investment at a time.

We believe that our nontraditional backgrounds and our differences strengthen our resolve and enable us to deliver superior risk adjusted returns to investors.

We believe that our purpose as founders of Crimson Rock Capital is to be a catalyst for positive personal, community and global transformations and for increasing fairness in the world.

This goal is a direct result of our upbringing, our personal and professional transformations, the opportunities we had access to, and the great mentors, friends, and family who continue to support us.

Crimson Rock Capital fundamentally believes that the industry and the world is undergoing significant transformation given the impact of technology, how society consumes it, as well as the unleashing of entrepreneurial talent that will continue to change society.

Technological advances are substantially altering how we live, work and play, creating a more knowledgeable, experiential, discerning consumer.

We focus on this wave of consumers, adding value to the entrepreneurial efforts that propel this brave, new, revolutionized technological society forward, through investment or partnership.

We are constantly asking ourselves questions like what happens to hotels when people have self-driving cars or benefit from technology that allows extremely rapid transportation.

Such advancements will redefine the meaning of location and require hotels to focus on delivering experiences in order to compete.

Technology and experiences are the wave of the future and commoditization will not be the norm.

In our efforts to create a new type of private equity firm, we adhere to the principles of lean startup and total quality systems, looking to implement an idea design, sourcing, and investing process that allows fast scalability while maximizing risk-adjusted returns.

We believe that having a strong process and striving for continuous process improvement will allow us to achieve greater success in a world that we believe will undergo unprecedented changes brought about by the current technological revolution over the next several decades.

We believe in the power of crowdsourcing ideas and solutions to problems.

Our education, experience and backgrounds have shown us that more than one right solution may exist but with meaningful discussions we can develop a more inclusive solution than any individual perspective could.

We welcome the feedback, advice, thoughts, and concerns, ideas of everyone inside and outside our organization. With your help, we can be better!

It’s all about the people.

Instead of focusing on traditional metrics, like, location, we focus on the consumer and how to create a project that is a strong fit and will deliver the type of experience and value sought by that consumer.

We are targeting millennial consumers as well as travelers who seek experiences and are technologically savvy - people who refuse to be satisfied by commodity products.

We are committed to being a value added contributor to all of our efforts. Our investments are focused on assets that need a combination of renovation, repositioning, and management turnaround. If there is no value to be added, we believe that we are not the right fit.

We seek to be a positive force in the lives of our employees by treating them with respect and fairness, and by providing a meritocratic supporting environment where they feel motivated to add value. We seek to make a difference in society through the transformation of physical assets.

We believe the only true constant in the world is change. We seek to manage and lead change for the benefit of our stakeholders and society.

We have been through significant changes in our personal and professional lives and thus, we are comfortable and thrive in changing, transformative environments.

We believe in creating high performing teams for every project to maximize success.

We embrace diversity and understand that it makes us stronger.

We treat employees with fairness, dignity, and empathy and believe that they are the reason for our success.

Nontraditional

We are creating a different type of private equity firm focused on both maximizing returns and improving the lives of our guest, employees, community and other stakeholders.

We are collaborators, creatives, high performers, coaches, mentors, friends, and entrepreneurs seeking to positively impact the world - one compelling investment at a time.

We believe that our nontraditional backgrounds and our differences strengthen our resolve and enable us to deliver superior risk adjusted returns to investors.

Purpose Driven

We believe that our purpose as founders of Crimson Rock Capital is to be a catalyst for positive personal, community and global transformations and for increasing fairness in the world.

This goal is a direct result of our upbringing, our personal and professional transformations, the opportunities we had access to, and the great mentors, friends, and family who continue to support us.

Technology Savvy

Crimson Rock Capital fundamentally believes that the industry and the world is undergoing significant transformation given the impact of technology, how society consumes it, as well as the unleashing of entrepreneurial talent that will continue to change society.

Technological advances are substantially altering how we live, work and play, creating a more knowledgeable, experiential, discerning consumer.

We focus on this wave of consumers, adding value to the entrepreneurial efforts that propel this brave, new, revolutionized technological society forward, through investment or partnership.

Forward Thinkers

We are constantly asking ourselves questions like what happens to hotels when people have self-driving cars or benefit from technology that allows extremely rapid transportation.

Such advancements will redefine the meaning of location and require hotels to focus on delivering experiences in order to compete.

Technology and experiences are the wave of the future and commoditization will not be the norm.

Process Focused

In our efforts to create a new type of private equity firm, we adhere to the principles of lean startup and total quality systems, looking to implement an idea design, sourcing, and investing process that allows fast scalability while maximizing risk-adjusted returns.

We believe that having a strong process and striving for continuous process improvement will allow us to achieve greater success in a world that we believe will undergo unprecedented changes brought about by the current technological revolution over the next several decades.

Leveraging Talent

We believe in the power of crowdsourcing ideas and solutions to problems.

Our education, experience and backgrounds have shown us that more than one right solution may exist but with meaningful discussions we can develop a more inclusive solution than any individual perspective could.

We welcome the feedback, advice, thoughts, and concerns, ideas of everyone inside and outside our organization. With your help, we can be better!

Consumer Focused

It’s all about the people.

Instead of focusing on traditional metrics, like, location, we focus on the consumer and how to create a project that is a strong fit and will deliver the type of experience and value sought by that consumer.

We are targeting millennial consumers as well as travelers who seek experiences and are technologically savvy - people who refuse to be satisfied by commodity products.

Adding Value

We are committed to being a value added contributor to all of our efforts. Our investments are focused on assets that need a combination of renovation, repositioning, and management turnaround. If there is no value to be added, we believe that we are not the right fit.

We seek to be a positive force in the lives of our employees by treating them with respect and fairness, and by providing a meritocratic supporting environment where they feel motivated to add value. We seek to make a difference in society through the transformation of physical assets.

Change Leaders

We believe the only true constant in the world is change. We seek to manage and lead change for the benefit of our stakeholders and society.

We have been through significant changes in our personal and professional lives and thus, we are comfortable and thrive in changing, transformative environments.

Team Builders

We believe in creating high performing teams for every project to maximize success.

We embrace diversity and understand that it makes us stronger.

We treat employees with fairness, dignity, and empathy and believe that they are the reason for our success.

Team

Founder and Managing Principal


Dionis founded Crimson Rock Capital in 2014 to pursue a highly focused, value oriented investment strategy. Prior, he was EVP of Acquisitions & Development at GB Lodging - now GFI Hospitality -, a NYC hotel investment and asset management firm focused on lifestyle hotels. From 2009-2011 Dionis was Managing Partner of Optimus Hotel Partners, responsible for an international portfolio of direct and entity level investments in hotels and mixed-use projects.

From 2007-2009, Dionis was a Vice President of Amstar Global Partners - Amstar Group, an investment firm that has deployed ~$2.0 billion in equity in the U.S., Europe, Asia and Latin America.

Prior to joining Amstar, Dionis was an Associate at AIG Global Real Estate where he completed over $200M of equity investments, including forward commitments, and asset managed a portfolio ~ $1B in retail, industrial, office and mixed-use development projects in Central and Eastern Europe. Prior, as Director of Development & Feasibility at New Castle Hotels, he was involved in the acquisition and development of several hotels in the U.S. and Canada.

As a Senior Associate at HVS International, he appraised and advised clients on hotels valued at over $1 billion in the U.S. and Mexico. Dionis is a board member and Advisor to The Guestbook. He founded, was President and is a member of the Board of the Harvard Business School Real Estate Alumni Association. He is a member of the Board of Managers of the Harvard Club of New York and is a past Trustee of New York Nativity Centers.

Dionis received an MBA from Harvard Business School and a BS from The Cornell Hotel School.

Partner, Renovation and Project Management


Bill is responsible for all renovation, construction and project management efforts of Crimson Rock Capital. Bill is Founder and CEO of Walsh Associates, a renovation project management and FF&E purchasing firm that has provided services to leading institutional investors and developers such as Cornerstone Real Estate, HEI Hotels, Donohoe Construction, Rockbridge Capital, and others on projects throughout the USA, Canada and the Caribbean.

Bill is responsible for all renovation, construction and project management efforts of Crimson Rock Capital. Bill is Founder and CEO of Walsh Associates, a renovation project management and FF&E purchasing firm that has provided services to leading institutional investors and developers such as Cornerstone Real Estate, HEI Hotels, Donohoe Construction, Rockbridge Capital, and others on projects throughout the USA, Canada and the Caribbean.

Degree from the University of Colorado and an M.S. in Civil Engineering and Construction Management from Stanford University.

Track Record

Select Portfolio Assets

Crimson Rock Capital sourced an off market deal and partnered with a hotel operator and leading Private Equity firm to acquire a compelling asset in an excellent section of the New Orleans central business district in 2014.

The acquisition price reflected a strong discount to replacement cost for a 17 story, all-suite hotel built in 2004, the second newest property in the city at the time. The investment team executed a robust renovation / repositioning and a management turnaround.

We accurately predicted that market would get more institutional and efficient based on strong fundamentals. New Orleans has experienced extensive growth and success since the time of acquisition.

staybridgeneworleans.com

Crimson Rock Capital sourced 521 Tchoupitoulas on an off-market basis and partnered with a hotel operator and leading Private Equity firm to acquire this compelling, historic residential/garage building.

The property was renovated, incorporated into this Staybridge Suites New Orleans French Quarter Downtown, adding 28 units and 60 parking spaces.

http://staybridgeneworleans.com/

Crimson Rock Capital is the lead/largest investor, a board member and advisor to The Guestbook, an early stage company positioned to disrupt online travel agencies (OTAs).

Through its proprietary Gopher Technology (https://joingopher.com/) and innovative structure, the firm offers great value propositions to travelers, hotel owners and hotel brands/chains.

The Guestbook, via Gopher, guarantees the lowest prices on hotels via direct bookings relative to any OTA, whereas the parent company increases direct bookings by over 20% through exclusive, patent-pending technology.

The venture consists of an excellent combination of an A idea with an A team and is well positioned for growth and success.

theguestbook.com/

Relevant and Recent Past Experience

Crimson Rock Capital sourced an off market deal and partnered with a Hotel Operator and leading Private Equity firm to acquire a compelling asset in an excellent section of the New Orleans CBD.

The independent property was under managed, under-improved and had excess land. The partnership completed a renovation, executed a anagement turnaround and affiliated the hotel with Intercontinental Hotels Group’s (IHG) Holiday Inn Express brand.

ihg.com/holidayinnexpress/hotels/us/en/new-orleans/msyka/hoteldetails

As Executive Vice President, Acquisition & Development, Dionis was involved in the acquisition, renovation and redevelopment of 5 Beekman Street in Manhattan’s Financial District. The project consisted of acquiring and renovating a historic office building (built in 1841) that had been closed for decades and constructing a 51 story residential tower. After an extensive competitive process, we decided to affiliate the hotel with Two Road’s Thompson Brand.

The combined facility created a 287-room Thompson Hotel, a 68 luxury condominiums tower, as well as Keith McNally’s Augustine Restaurant and Tom Collicchio’s Temple Court Restaurant. The Beekman – A Thompson Hotel has already won numerous awards, including, but not limited to "Excellence in Hotel Development" from ULI New York Awards, 2017, "Best New Hotels in the World" from Travel + Leisure, 2017, and Best Big City Sleep” from Jetsetter, 2017.

https://www.thebeekman.com/

As Executive Vice President, Acquisition & Development, Dionis was involved in the sourcing, acquisition, and renovation of The Old No. 77 Hotel and Chandlery, a well located hotel and restaurant in New Orleans’ Arts district, in close proximity to the French Quarter.

The independent hotel was acquired, extensively renovated and repositioned as an upscale lifestyle managed by our partner, Provenance Hotels. The Old No. 77 Hotel & Chandlery was voted Travel + Leisure’s No. 13 Best Hotel in the U.S. in their 2017 World’s Best Awards.

The hotel is also home to Chef Nina Compton’s Compère Lapin Restaurant, which was named New Orleans’ 2016 Restaurant of the Year by The Times-Picayune.

https://old77hotel.com/

Contact

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