Birch Lake Hospitality is...

A full service hospitality management company offering innovative, yet proven, expertise in hotel operations, sales, marketing and revenue management. Birch Lake Hospitality is committed to its clients, guests, employees and community.

Matt Williams, Birch Lake Hospitality

Matt Williams

Founder & President

Matt grew up on a small fishing resort in Northern Minnesota where he learned the importance of great guest service at a young age. At 16 years old, Matt gained employment as a front desk clerk at a hotel and has been in the hospitality industry ever since. While in college, Matt was employed by a Hotel Franchise company assisting with opening new hotel properties. In his 24 plus years in the industry he has held positions including, General Manager, Vice President of Operations & Vice President of Development for a Property Management Company managing 20 plus properties. He has served on several professional boards including college hospitality programs, city conference and visitor bureaus, as well as various non-profit organizations.

In addition to his knowledge of operations, Matt is also an owner or partner in several hotel properties and understands the importance of investor communications. Matt’s formula of being a hands on operator, providing attention to detail, creating innovative marketing plans and insistence on quality has produced superior returns for Birch Lake Hospitality properties.

Robin Opatz, Birch Lake Hospitality

Robin Opatz

Regional Director of hotel operations

Robin Opatz, Regional Director of Hotel Operations for Birch Lake Hospitality, started her career in the hospitality industry in 2006.

Before joining Birch Lake Hospitality, Robin spent more than 8 years working in the industry at the corporate level with GrandStay Hospitality, LLC, the hotel franchise of GrandStay Hotels. During this time, Robin worked closely with Franchisees, Management Companies and General Managers by supporting complex, deadline-driven operations.

Robin’s career has always been highly focused on customer service and guest relations. She enjoys making personal connections and applying her expertise to build strong working relationships. Robin works directly with each General Manager on the daily operations and works closely with the franchises to follow requirements and utilize the tools they have to offer.

Robin’s upbeat management style, mentoring and leadership qualities have had a significant effect on the strong performance and growth of the Birch Lake Hospitality properties.


Gavin Fawbush

District Manager

Gavin grew up in Madison, SD learning the importance of great customer service and being involved in the community through his family owned retail clothing store.  After graduating from The University of South Dakota with a Bachelor’s Degree in Business Administration & Management, Gavin worked into the role of Sales & Marketing Director at the GrandStay Residential Suites Hotel of Rapid City, SD overseeing corporate accounts, group bookings, marketing and community involvement.

In 2011, Gavin was promoted to General Manager of the GrandStay Residential Suites Hotel of Rapid City, SD where he currently oversees the overall operations and performance of the hotel, as well as Sales & Marketing, Profit & Loss Statements and Budgets.  In addition, Gavin also holds the position of District Manager for Birch Lake Hospitality where he works directly with General Managers on the daily operations and making sure that all franchise requirements are being followed.

Gavin is very involved within the Rapid City community as he sits on the CVB Hotel Board of Directors, Young Professionals Steering Committee, Young Professionals Membership Committee, Military Affairs Committee, and he also volunteers with Jr. Achievement.