Bill Freeman

Founder

In 1985, Bill formed FreemanGroup with the intent of providing the hospitality industry with a practical approach to quality that encompassed a workable product, a practical approach to implementation and an objective measurement tool. Since then, Bill has built an international reputation in the implementation of quality processes that work.

After receiving a degree in Hotel Management from Manchester Metropolitan University, Bill entered into the operational field through working with TrustHouse Forte Hotels in the United Kingdom where he was responsible for quality for six London properties from 1976 to 1980, including Grosvenor House and The Hyde Park Hotel. In 1981, he joined Rosewood Hotels in the United States as Vice President of Quality Assurance.In this capacity, he was instrumental in many of the initiatives that made Rosewood a leader in the service culture at the time while working on their signature properties, including The Mansion on Turtle Creek in Dallas, The Hotel Bel-Air in Los Angeles, The Remington (now St. Regis) in Houston and The Hotel Hana-Maui (now Travaasa Hana) in Hawaii.

While at Rosewood Hotels and during the opening of The Remington and the transition of the Bel-Air Hotels, Bill saw an opportunity to start a company that provided quality products and services that could be practically used within each department of a luxury hotel on the job on a daily basis and in March 1985, founded FreemanGroup. Initial focus was placed on the Luxury Hotel segment, working in such hotels and resorts as The Plaza in New York, The Rosewood Properties, Regent Hotels, Grand Champions Resort in Palm Springs, The Adolphus Hotel in Dallas, The El San Juan Hotel in Puerto Rico and The Savoy Group in London. In 1989 the company added the opening of The Mirage Hotel and Casino in Las Vegas to its client list and that project led to a long standing and continuing relationship with the Casino Industry. FreemanGroup has undertaken the openings of such properties as the MGM Grand, Mandalay Bay and Aria Resort and Casino in Las Vegas, The Trump Taj Mahal in Atlantic City, The MGM Hotel and Casino in Detroit, and Atlantis in the Bahamas. Extensive work in the luxury hotel/resort and casino sectors led to large scale projects with governments and the aviation industry, working to improve their tourism and guest experiences. A few of the destination and aviation clients include Puerto Rico Tourism Company, British Virgin Islands, Cayman Islands, Panama, Trinidad & Tobago, Hartsfield-Jackson-Atlanta International Airport and JetBlue Airways.

Will Tarrant

Chief Executive Officer

Will’s hospitality career began at the O. Henry Hotel Greensboro before joining Carlson Hotels Worldwide and Radisson Hotels & Resorts. His experience has been focused in the areas of front office/guest services, revenue management, and facilities/housekeeping management. He has held departmental and divisional leadership positions including Executive Housekeeper, Front Office Manager, Revenue Manager, Director of Food & Beverage, and Director of Rooms for various hotels in North Carolina, Oklahoma, and Texas.

Will also served as General Manager for Dallas-based Hospitality Management Corporation and has overseen openings, conversions, and renovations for hotels ranging from economy to luxury in varying market environments. Will is the co-founder and owner of Service Metrics Group a hospitality-focused customer experience measurement company.

In is role as Vice President of Operations with FreemanGroup, Will has led new property opening training teams for clients such as L’Auberge Del Mar, MGM Grand at Foxwoods, CityCenter Las Vegas, and Hyatt Regency New Orleans. Additionally, he has overseen property-wide standards development and training implementation for hotels and casinos such as Monte Carlo Resort & Casino, The Mirage, The Setai Miami Beach and Windsor Court Hotel. Will has also helped deploy measurement solutions for companies such as Millennium Hotels & Resorts, Benchmark Hospitality, Hard Rock International and MGM Resorts International, JetBlue Airways among others. He has assisted some of the world’s most renowned hotels, casinos, resorts, and restaurants in their achievement of Forbes Four and Five-Star ratings and AAA Four and Five- Diamond ratings.

Will graduated from High Point University with a Bachelor of Arts Degree in Human Relations and a Bachelor of Science degree in Business Administration. He is also a trained butler and a member of the International Institute of Modern Butlers. When he’s not working, Will is likely training for his next marathon, trying a new restaurant, or volunteering in the community.

Kevin Hawkins, CPXP

Chief Operating Officer

Kevin Hawkins is an Vice President of Operations for FreemanGroup and is responsible for implementing custom solutions onsite with our clients. Currently, a significant portion of Kevin’s time is spent supporting our healthcare clients, such as Baylor Scott & White Health, with patient experience improvement processes. Kevin’s practical knowledge and experience allow him to design, implement, and evaluate patient experience programs including strategy, tools, processes and data analytics for various delivery models.

Kevin is a passionate champion and emerging expert on guest experience improvement, organization culture and change, and operational excellence. Kevin is also an accomplished senior trainer and project director, certified to facilitate all of FreemanGroup’s Signature Training Services.

Prior to joining FreemanGroup, Kevin was an Executive Chef by trade and has over 25 years’ experience in the hospitality industry. Chef Hawkins’ career includes Princess Cruise Lines where he had the opportunity to lead and develop employees from many different cultures from around the world. Kevin has held positions such as Corporate Executive Chef for Rouses Supermarkets and Double R Restaurant Group.

Kevin is also the founder of Table Ten Concepts, LLC, through which he works with his clients on menu development, staff and management training, and operational troubleshooting needs.

Kevin currently resides in Dallas, TX with his wife and two children.

Patrick O'Bryan

Chief Financial Officer & Managing Partner

Patrick is in charge of the day-to-day operations of FreemanGroup. Patrick’s extensive practical experience in hospitality operations allows him to take on the responsibility of lead consultant to the firm’s clients in designing and implementing customized solutions to their service culture needs. Patrick came to FreemanGroup in 1997 with experience as an operator in Food & Beverage and Casino/Gaming. Patrick holds a bachelor’s degree in Human Resources and he is a Certified Hospitality Trainer.
During the 23 years he’s been with FreemanGroup, Patrick has worked with an array of hospitality, tourism and aviation clients. He holds the responsibility of lead consultant to the firm’s premier clients. Patrick has been instrumental in developing partnerships, and has custom built solutions for clients such as MGM Resorts International, St. Regis Hotels & Resorts, JetBlue Airways, Toronto Pearson International and Hartsfield-Jackson Atlanta International Airports.

Patrick worked with Departments of Tourism and stakeholders in destinations such as Puerto Rico, Miami Convention & Visitors Bureau, Cayman Islands, Trinidad & Tobago, Aruba, St. Kitts and Turks & Caicos. In these destinations Patrick was the lead consultant in designing and executing national guest service campaigns. This included communication plans, training and measurement in all tourism sectors such as immigration, customs, taxi, airports, restaurants, hotels, cruise ports, tour operators and attractions.

Patrick continues to work with FreemanGroup clients’ leadership teams to develop brand service cultures. Patrick has a passion for opening new properties, and has had the privilege of consulting during the openings of L’Ermitage Beverly Hills, Mandalay Bay Resort & Casino, Aria Resort & Casino, CityCenter, Gramercy Park Hotel, New York and the historic Mauna Kea Beach Hotel on the Big Island of Hawaii, among others.

Seidy Elizondo

Managing Partner — Central America

Seidy Elizondo brings 15 years of experience in the tourism industry of Central America to the FreemanGroup team. She worked for eight years at the Costa Rica Tourism Institute, and since 1999, has managed the offices of FreemanGroup Costa Rica.She’s been in charge of the coordination and execution of numerous projects in the Central America and Caribbean regions, and has worked closely with governments, hotel associations, and international organizations. Her professional background, extensive experience, and contacts have allowed FreemanGroup to maintain a very dynamic presence in Central America and the Caribbean. Seidy is diligent when it comes to offering clients the personalized attention required for improving quality of service and the ongoing operational development of their human resources.

Thomas R Strohe

Managing Partner — Healthcare

As a Partner in FreemanGroup Healthcare, Thomas leads the Company’s business development team. Thomas’ 25 plus years of experience as a Healthcare Executive, provides him with a wealth of practical knowledge to custom design service culture training and measurement solutions and take on the lead consulting role for FreemanGroup Healthcare clients. He played an integral part in leading the team that designed and launched FreemanGroup Healthcare’s newly upgraded Data Collection and Analysis platforms for both Embedded Quality Inspections and Intercept Surveys.

Thomas’ experience as a Healthcare Executive includes leading teams through new facility mergers and acquisitions, consulting and management oversight, as well as numerous equity positions throughout different facets of Healthcare Administration. After his graduation from A.B. Freeman School of Business at Tulane University, he has held several Hospital CEO positions throughout the country. Prior to joining FreemanGroup and in his roles as Vice President of Business Development and Vice President of National Operations with multi facility oversight, Thomas was responsible for 20 hospitals across eight states.

Karaline Zayor, MBA-HCA

Director of Business Development and Marketing

Karaline is the newest member of the Freeman Group team and holds multiple responsibilities within the company including, but not limited to, new business development, marketing, process improvement, project coordination, and client relationship management.

Karaline received both her Baccalaureate degrees in Psychology and Child and Family Studies from the University of Louisiana, Lafayette during which time she worked in both the healthcare and hospitality industries. Upon completion of her degree, Karaline started the position of a Lead Case Manager for a non-profit organization focused on increasing health outcomes for minority populations. Her work was recognized at the National WIC Conference and the Association of Maternal and Child Health Programs for her collaboration in increasing participants’ life experiences and health outcomes through addressing social determinants of health and customizing a care plan for each participant.

After witnessing firsthand the greater need in healthcare to focus on meeting patients where they are and demonstrating empathy and compassion, Karaline decided to shift her career focus from social services to healthcare management. She obtained her Master’s in Healthcare Administration from the University of Louisiana, Lafayette, and has held multiple positions in healthcare since. Karaline’s experience includes working in a high-volume specialty clinic, managing and growing a new medical practice where she established patient relationships and created a personable patient experience, and working as a Managed Care Specialist for LHC Group focusing on process and efficiency improvements within the company’s database management systems.

Karaline is a Certified Life Coach and is extremely passionate about helping people to achieve more than they believe they can.

Bryan Colby

Director of Sales

Bryan brings more than 30 years of experience in sales, sales leadership, and business development across a diverse range of industries, including healthcare, food products, business services, office furniture, insurance, and financial services. His career spans both entrepreneurial and enterprise environments, providing him with a practical, relationship-driven approach to growth and long-term client partnerships.

In addition to his corporate work, Bryan has served as a Marketing Professor at the University of Louisiana at Lafayette, combining academic perspective with real-world application. He has held significant leadership roles, including serving as a Partner in a large multi-state and international office furniture dealership. In this capacity, he managed relationships with major clients such as Halliburton, Brown & Root, The Methodist Hospital, HCA, Amegy Bank, and the Internal Revenue Service. Bryan has also served as the Principal and Owner of three personal and commercial insurance agencies, further strengthening his expertise in consultative selling and risk management.

Bryan holds a Bachelor of Science in Marketing from the University of Louisiana at Lafayette and a Master of Business Administration from the University of St. Thomas. His formal education is complemented by extensive professional development, including Zig Ziglar sales training and “Train the Trainer” initiatives within the pharmaceutical industry. In his role with FreemanGroup, Bryan serves as the primary point of contact for client experience, ensuring continuity, responsiveness, and a high level of partnership throughout each engagement.

Benjamin Avant

Director of Operations

Benjamin has over 20 years working in the hospitality and gaming industry with such companies as Bellagio Casino Resort in the Las Vegas. Benjamin established Avant Hospitality Service Advisors in 2012.

Prior to founding the company, he served as Senior Director of Projects for FreemanGroup. In this role, Ben acted as project lead on a host of FreemanGroup clients in the hotel, casino, aviation and government sectors. Ben continues to work today as a licensed contract trainer with FreemanGroup. In addition to his hospitality expertise, Benjamin is certified as a Corporate Etiquette and International Protocol Consultant by The Protocol School of Washington and is fluent in Spanish and French.

Benjamin was the FreemanGroup Project Director implementing customer service initiatives for both Hartsfield-Jackson Atlanta International Airport and Toronto Pearson International Airport. These projects included developing service standards, onsite training for manager and front-line employees, on-the-job coaching and train the trainers. Ben is currently FreemanGroup’s lead trainer for JetBlue Airport Operations Hospitality Training Project.

Erika Welsing

Project Director & Leadership Development Partner

As Chief Operating Officer, Erika oversees the company’s strategies related to strategic planning, process improvement, stakeholder relationships and people and talent management. In partnership with the Founder and CEO, she works to align business goals with operational resources and capabilities to drive culture and growth.

With over 20 years of experience working in Organizational Development, Human Resources and Learning, Erika is passionate about helping companies create thriving work cultures, beginning with establishing their organizational strategy and leadership expectations.

Erika's journey began in Las Vegas, NV, at the MGM Grand Hotel. For over 15 years, Erika has worked for various hospitality companies, which included 3 years in Dubai, United Arab Emirates working at the first Giorgio Armani Hotel. At the Armani Hotel, she developed the learning platform to encompass 63 employee nationalities and partnered to create a culture where 5-star guest experiences started by prioritizing 5-star treatment for every single employee.

Erika holds a Bachelor’s degree in Business Management and a Master’s degree in Organizational Development and Leadership. Additionally, she is a Certified Executive Coach.

Kristyn Hofheins

Project Director

Kristyn entered the entrepreneurial world when she founded and operated California Tan, Inc. in Logan and Provo Utah. While successfully operating the businesses, Kristyn joined Robert Redford’s renowned Sundance Resort. At Sundance, Kristyn was responsible for all quality issues related to service as well as being responsible for all Human Resource and training functions.

In 1994, Kristyn joined the FreemanGroup team and quickly established herself as one of the most sought-after trainers in the group. Her work with The Bermuda Government’s department of tourism and over 50 large and small properties helped to ensure Bermuda’s tourism product met their licensing requirements and that service island-wide met their marketing message. She oversaw and implemented the full scope of FreemanGroup initiatives throughout the island. The Manhattan East Group, The Boulders, Sheraton Maui, The Mandalay Bay, Cliff Castle Casino, The Reefs Resort and Club and others cemented her position as a Project Director with vision, talent and a tremendous work ethic.

Kristyn has become one of the key members of the team, instructing the extensive Instructor Development Program that is so popular with the client base and so critical in the development of all FreemanGroup personnel. She continues with ongoing project work and remains in high demand.

Paul Kirschbaum

Project Director

Paul started his Hospitality journey working as a young apprentice in Northern Spain and receiving his bachelor’s degree from the Culinary Institute of America in Hyde Park, New York, and a Diploma in Restaurant Management from the Le Cordon Bleu in Adelaide, Australia. He developed his skills working as a Restaurant Manager, Private Chef, and Executive Chef.

Eventually, He moved over to the corporate world as a Director of Food & Beverage for a regional chain. He honed his skill as a restaurant consultant in NYC and as a Business Specialist in the New England region for a large food broadliner. Allowing him to be in 200+ restaurants a year to help customers with their Menu Optimization, Technology Journey, Building Sales, Compliance, Cost Controls, Staffing, Management/ Leadership Training, and ultimately help build a customized strategic plan for the customer's success.

Paul is a Hospitality Project Director and Measurement Analyst with Freeman Group. Paul is certified to facilitate Freeman Group’s signature services and brings his extensive Food & Beverage operations experience to bear while deliver custom solutions to address our client’s needs.

Terrell S Caffery, MD, FACEP

Medical Director

Dr. Caffery received his undergraduate degree from Louisiana Tech University, his medical degree from Louisiana State University Health Sciences Center in Shreveport, Louisiana, and completed Emergency Medicine Residency training at the Louisiana State University Health Sciences Center in Baton Rouge, Louisiana. Dr. Caffery is a board certified Diplomate of the American Board of Emergency Medicine.

Dr. Caffery’s experience in emergency medicine includes clinical and leadership roles in community, county, and university settings. He is currently serving as the head of an academic department in a large tertiary referral center.

Paul Freeman

Project Director

Paul began his hospitality career at Hotel ZaZa Dallas, where he entered the industry in a hands-on role while completing his undergraduate studies. This early exposure to luxury service and front-line operations laid the foundation for a career focused on operational excellence and guest experience. After earning a bachelor’s degree from the University of North Texas, Paul broadened his global perspective through a prestigious operational internship at The Lanesborough, gaining immersive experience in luxury hotel operations and international service standards.

Following his education, Paul relocated to Austin, where he played a key role in opening and establishing a new market for Southern Hospitality Experience. In this role, he trained, developed, and managed hospitality teams across a diverse portfolio of luxury and lifestyle properties throughout Texas. His experience includes supporting operations for properties within the ZaZa portfolio, as well as internationally recognized brands such as The Ritz-Carlton, The Crescent, and Westin.

In addition to hospitality operations, Paul brings experience in the commercial real estate sector, collaborating with prominent tenants including Soho House, Gensler, and Deloitte. This combination of frontline hospitality experience, team leadership, and real estate exposure has shaped a well-rounded career focused on service culture, strategic execution, and operational growth.

Hannah Moore

Marketing Specialist

Hannah Moore brings more than eight years of experience in consumer analytics and insights to the FreemanGroup team, with a career built on translating complex data into clear, actionable strategy.

Prior to joining FreemanGroup, Hannah held several analytical roles at Nike Inc., including Pricing Strategy Analyst and Shopper Analytics Manager, where she designed statistical analyses that informed decision-making across merchandising, marketing, and product teams. She also developed original methodology that redefined how Nike categorized product roles for consumers — work that directly shaped merchandising strategy. Most recently, Hannah served as a DTC and Amazon Ecommerce Analyst at Ancient Nutrition, leading reporting and site analytics across key channels.

Hannah holds a Bachelor of Science in Environmental Science and Conservation Biology from Clemson University, where she graduated Cum Laude.

Meet the Team

Bill Freeman

Will Tarrant

Kevin Hawkins, CPXP

Patrick O’Bryan

Seidy Elizondo

Thomas R Strohe

Karaline Zayor, MBA-HCA

Bryan Colby

Benjamin Avant

Erika Welsing

Kristyn Hofheins

Paul Kirschbaum

Terrell S Caffery, MD, FACEP

Paul Freeman

Hannah Moore