AREA GENERAL MANAGER
Crowne Plaza Resort & Four Points by Sheraton
Asheville, North Carolina | Dual-Property Leadership Opportunity
This is a rare opportunity for a proven hospitality leader to own the performance of two distinct, high-profile properties in one of America’s most desirable destinations — Asheville, North Carolina.
Hulsing Hotels is seeking a hands-on, ownership-minded General Manager to lead both the Crowne Plaza Resort Asheville (IHG) — a 272-room full-service resort set on 125 scenic acres with 34,000+ square feet of meeting space, on-site adventure amenities, and a strong group and leisure following — and the Four Points by Sheraton Asheville Downtown (Marriott). You will operate as the senior on-site business leader for both assets, with full accountability for guest satisfaction, associate engagement, revenue generation, financial results, brand standards, and the long-term condition of the physical assets.
Hulsing Hotels is part of Hulsing Enterprises, a privately held, multi-entity company founded by Dennis Hulsing with corporate offices in Asheville, NC and Kansas City, KS. The organization owns, operates, or affiliates with more than 30 businesses spanning hospitality, tennis & fitness clubs, and durable medical supply. Every hotel acquired has been extensively renovated and elevated. The culture is entrepreneurial: leaders are expected to think and act like true on-site business owners — setting high standards, developing strong teams, protecting the asset, and delivering sustainable profitability while representing the Hulsing commitment to genuine hospitality.
Crowne Plaza Resort Asheville
A four-season destination resort one mile from downtown Asheville, nestled in the Blue Ridge Mountains. 272 deluxe guest rooms (many with private balconies or patios), extensive meeting and event space recognized as one of Asheville’s top venues, on-site dining, fitness facilities, outdoor pool, walking trails, and unique on-property adventure amenities including zipline canopy tours, treetop adventure park, and mountain bike park. Strong mix of group, corporate, and leisure business.
Four Points by Sheraton Asheville Downtown
Located in the heart of downtown Asheville, steps from breweries, restaurants, live music, galleries, and the vibrant River Arts District. A modern, convenient base for travelers seeking the Asheville experience with the reliability and loyalty program strength of the Marriott Bonvoy portfolio.
This is not a traditional single-property GM role. You will lead two brands under two major flags (IHG and Marriott) with different guest profiles, operating rhythms, and market positions — all while building one cohesive leadership culture and delivering results that reflect the Hulsing standard of quality and sustainable profitability. You will report to the Executive Vice President of Operations and serve as the primary relationship manager with ownership, both brands, and the local Asheville community.
Key accountabilities include:
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Full P&L ownership across both properties — driving revenue (rooms, F&B, meetings/events, ancillary) while managing expenses to deliver committed financial results.
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Guest experience excellence: own satisfaction scores, brand guest metrics, online reputation, and service recovery at both assets; be visibly present during key service moments.
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Build and develop high-performing department head teams at both properties; recruit, coach, evaluate, and create succession depth.
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Brand compliance and quality: maintain strong standing with IHG (Crowne Plaza) and Marriott (Four Points / Sheraton) through consistent execution of brand standards and successful quality assurance outcomes.
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Asset stewardship: partner on capital planning, facility condition, and long-term value protection of both physical properties.
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Community and ownership relations: represent Hulsing and the properties with local businesses, civic organizations, and ownership with transparency and professionalism.
The successful candidate will bring:
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Minimum 3–5 years of General Manager experience at a full-service hotel, resort, or comparable hospitality property (multi-property or dual-brand experience strongly preferred).
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Demonstrated track record of strong financial performance, guest satisfaction results, and building high-performing teams.
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Direct experience managing branded hotel properties — IHG and/or Marriott preferred; ability to navigate two brand systems and cultures effectively.
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Strong financial acumen: P&L ownership, budget development, labor management, revenue strategy partnership, and capital planning.
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The personal presence, credibility, and ownership mindset of a true on-site business leader — visible, accessible, and held to uncompromising standards.
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Ability to adapt leadership style between a large resort environment and a downtown lifestyle hotel while building one cohesive culture.
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Bachelor’s degree in Hospitality Management, Business, or related field preferred; equivalent combination of education and progressive GM experience accepted. CHA or similar designation a plus. Valid driver’s license required.
Asheville offers an exceptional quality of life: the Blue Ridge Mountains, a nationally recognized food and craft beer scene, outdoor recreation, arts, and a strong sense of community. Tourism remains a core economic driver, with positive booking trends into late 2026 and beyond as the destination continues its rebound and growth. Leading two of Hulsing’s flagship Asheville assets positions you at the center of both the local hospitality market and a growing, entrepreneurial company that values leaders who deliver results and protect the long-term health of the business.
We hold our General Managers to a high bar:
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Follow Professional Rules — Model the standards you set for every associate.
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Provide Excellent Work with Care — Inspect what you expect; drive continuous improvement.
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Give Outstanding Guest Service — Make genuine hospitality the competitive advantage.
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Stay Safe at All Times — Treat safety and compliance as non-negotiable.
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Support Your Team and Build a Positive Environment — Hold people accountable and invest in their success.
