MADISON, WI— John Emery has landed at The Great Lakes Companies, based here, as CEO, where he will direct a major expansion plan which could double the size of the company’s portfolio in just a few short years. Emery, formerly an executive with Interstate Hotels & Resorts and MeriStar, began in this new capacity at the privately-held Midwest development, ownership and management company at the start of 2004. He was brought on board by the firm to help build on its portfolio, which consists of four family destination resorts with signature indoor waterparks that run under the Great Wolf Lodge brand name. A carefully planned growth strategy will add at least four more Great Wolf resorts to the stable within the next several years. Already, an additional three properties are under construction in Michigan, Virginia and Pennsylvania. In addition, the company is anticipating breaking ground on its first international property this quarter in Canada near Niagara Falls. “I’m coming into an organization with a good brand that is already successful. My role will be to take advantage of substantial growth opportunities going forward,” Emery told HOTEL BUSINESS®. According to the veteran hotel operator, Great Lakes has all the key components necessary for growth, particularly in the current industry environment. “Great Lakes has a well-recognized brand [Great Wolf] with a loyal following in its markets, is a skilled resort operator and has substantial ownership of all of its properties. This combination allows the company to control its destiny, especially as the resort and hotel industry show positive signs of a rebound. The brand has a unique niche, which we believe has substantial domestic and international growth potential,” he said. The unique niche is one that caters to family-oriented vacations— an area of the industry that has grown since the events of 9/11 from people’s desires to spend more quality time with loved ones. “We are lucky because not only do we get to add value to the vacation experience, but travel patterns are helping us out by growing our target market,” said Emery. Other executives at The Great Lakes Cos. were optimistic as well, hoping they have properly timed their expansion to take advantage of the current environment. “Demographics and leisure travel patterns are at the core of a growing trend toward family-oriented vacations, usually within driving distance from home, which is creating an exceptional growth opportunity for our concept and brand,” said Great Lakes President Craig Stark. Specializing in family resorts in popular drive-to cities has worked well for the growing Great Wolf Lodge brand, and is a strategy the company plans to continue using in the future. “Drive-to resorts have been a stable factor in an unstable industry. With some still weary of air travel, these resorts are within reach,” Stark said. The company currently offers four resorts: Great Bear Lodge, Sandusky, OH; Great Wolf Lodge, Wisconsin Dells, WI; Great Wolf Lodge, Traverse City, MI; and Great Wolf Lodge, Kansas City, KS. Emery is expected to utilize his industry connections and relationships, which have been built over years of work in the hotel industry, to help Great Lakes access resources like capital and technology while growing the number of properties in its portfolio. Before Great Lakes, he formerly served as president and chief operating officer of Interstate Hotels & Resorts, one the nation’s largest independent third-party management companies with more than 300 hotels in six countries. Emery joined the company, then called CapStar, in 1995 when it owned four hotels and managed 40 properties. Following an initial public offering, the company acquired more than 120 hotels and completed several major mergers, ultimately creating Interstate and MeriStar Hospitality Corp. Emery was promoted to positions of increasing responsibility and scope at both companies, and is a former president and chief ope
