ABOUT US

We are committed to our clients, guests, employees & community.

OUR TEAM 

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

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

REGIONAL DIRECTOR OF HOTEL OPERATIONS

After Graduating from The University of South Dakota with a bachelor’s degree in Business Administration & Management, Gavin started his hospitality career as Sales & Marketing Director for GrandStay Residential Suites Hotel of Rapid City, SD.

In 2011, Gavin was promoted to General Manager of GrandStay Residential Suites Hotel and also held the position of District Manager for Birch Lake Hospitality where he works directly with General Managers on the daily operations to insure all franchise requirements are being followed. With Gavin’s experience, motivation and success in the hospitality industry, he became Regional Director of Hotel Operations for Birch Lake Hospitality in 2019.

Eric Metzler

DIRECTOR OF MARKETING

Erik Metzler started his career in the hospitality industry while attending the University of Wisconsin – Stout. 

 

After graduating in 1995 with a bachelor’s degree in Hospitality and Tourism Management, Erik worked a variety of management positions for Marriott International until 2004.  Erik then joined GrandStay Hospitality to open the new GrandStay Residential Suites Hotel in Eau Claire, WI as the General Manager until 2018.  

 

During Erik’s 20 plus years in of experience in the hospitality industry he has gained valuable experience and knowledge in Hotel Operations, Sales and Marketing and Revenue Management. 

© 2018 Birch Lake Hospitality.