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Speakers and Panels

Product, Programming, and the Guest Experience

How hotels and event spaces are being designed, activated, and operated to meet rising guest expectations — and where experience is actually driving revenue and asset value

Brad Wagstaff

Brad Wagstaff

CEO

Mogul Capital

Larry Kaplan

Larry Kaplan

EVP

CBRE Hotels & Capital Markets

Anne Olsen

Anne Olsen

Director, The Shop Workspace

The Domain Companies

Zach Demuth

Zach Demuth

Head of Strategic Growth & Asset Management

Eight Form

Phanie Gapinski

Phanie Gapinski

Design Principal

Arcadis

Jim Freeman

Jim Freeman

Principal

VCBO Architecture

Stan Kozlowski
Moderator

Stan Kozlowski

Principal

CooperWynn Capital

Brad Wagstaff

CEO

Mogul Capital

Brad Wagstaff, with 20 years’ experience in real estate development, finance, investment, and acquisition, is the managing partner and owner of the hospitality-focused real estate development company, Mogul Capital. Prior to forming Mogul Capital, Mr. Wagstaff worked for seven years as Investment Analyst and Manager for Intel Capital, Intel Corporation’s venture capital investment fund. Mr. Wagstaff holds a Bachelor of Science in Accountancy from Brigham Young University and a Master’s of Business Administration with an emphasis in Finance from The Wharton School at the University of Pennsylvania.

In 2005, Mr. Wagstaff formed Mogul Capital, a specialty real estate development company focused on opportunistic development and investment transactions. Since 2005, Mogul Capital has acquired, developed, and invested in over $325 million of real estate projects, including a $200M hotel development portfolio across five Marriott and Hilton brands, $60M of single tenant retail developments, $40M of multi-family apartment complexes, and a $20M car wash portfolio. In 2018, Mogul Capital opened a 354-key dual-branded Courtyard and TownePlace Suites in Hawthorne, CA. This project was Marriott’s first dual-branded modular project and Marriott’s largest modular project to date. Mogul Capital has over $350 million in assets under management and has over $300 million in modular hospitality and condo projects at various stages of development and construction in the Western US.

Larry Kaplan

EVP

CBRE Hotels & Capital Markets

Larry Kaplan has provided clients advisory services regarding their hotel real estate decisions for over 25 years. Mr. Kaplan joined CBRE Hotels in Denver as a Senior Vice President in 2010 and specializes in large single asset transactions, resorts, select service hotels, portfolio sales and the sale of new hotel development sites throughout the Western half of the United States.

Previously, Mr. Kaplan spent 10 years in Chicago, working in a real estate acquisition and development capacity for two highly respected hotel ownership/management companies. Mr. Kaplan’s started his career with HVS International performing hotel appraisals and consulting assignments.

Over his lengthy career Mr. Kaplan has provided brokerage or advisory services for over 500 hotel properties throughout the United States.

Zach Demuth

Head of Strategic Growth & Asset Management

Eight Form

Zach Demuth currently serves as the Head of Strategic Growth and Asset Management at Eight Form where he is responsible for optimizing the company’s owned assets and spearheading the growth of the group’s third-management platform. Prior to joining Eight Form, Mr. Demuth worked for JLL, where he served as Global Head of Hotels Research, advising many of the world’s largest hotel investors on strategic capital allocation. Before that, Mr. Demuth spent over a decade at Marriott International where he specialized in revenue management for their luxury portfolio (Ritz-Carlton, St. Regis, EDITION, and W Hotels). He is considered a thought-leader in the hospitality industry and is often quoted as a subject matter expert in industry publications and the broader media. Mr. Demuth holds a Master of Management in Hospitality from Cornell University and holds a Bachelor of Science in Hospitality Administration from Boston University. He is a member of the Cornell Hotel Society, a board member on the Real Estate Council at Boston University’s School of Hospitality Administration, and an advisor to Cornell’s Center for Hospitality Research.

Phanie Gapinski

Design Principal

Arcadis

Phanie Gapinski, NCIDQ, LEED AP, is a Design Principal at Arcadis, where she leads hospitality design initiatives spanning luxury, lifestyle, boutique, and full-service hotels. With a unique blend of brand-side and consulting experience, she specializes in creating authentic hospitality concepts that connect storytelling, guest experience, and operational excellence. Prior to joining Arcadis, Phanie wa sa Design Director for Marriott International's Global Design team, leading new-build, renovation, and conversion projects while helping shape brand standards and guiding owners through complex hospitality developments. Today, she focuses on creative direction, brand positioning, and experience-driven design, partnering with owners and global hotel brands to create memorable destinations that strengthen guest loyalty and maximize long-term value.

Jim Freeman

Principal

VCBO Architecture

Jim Freeman, AIA, is a Principal at VCBO Architecture, where he brings more than 30 years of experience designing hotels, resorts, and destination communities. He co-founded FSC Architects in Honolulu in 2010, building an international hospitality practice recognized for creating memorable guest experiences and award-winning destinations. Prior to FSC, Jim spent 13 years with WATG, developing resorts throughout the Pacific and beyond. Understanding that exceptional guest experiences directly correlate with the bottom line, Jim believes authentic memorable experiences are best created where the whole is greater than the sum of its parts, where convivial place-making among buildings and indoor/outdoor spaces inspires, and contemporary regionalism drives unique and relevant solutions for today and tomorrow.

Stan Kozlowski

Principal

CooperWynn Capital

Stan Kozlowski has spent more than 25 years doing one thing exceptionally well:

getting hotel deals done. As founder and principal of CooperWynn Capital, he has

closed over 100 transactions representing nearly $3.0 billion in volume, spanning

acquisitions, ground-up development, complex restructurings, senior and mezzanine

debt, private equity placements, and strategic asset sales.

Before launching CooperWynn, Stan built his expertise across a remarkably diverse

array of firms that touched nearly every corner of the hospitality capital markets. From

institutional private equity at Glenmont Capital Management and investment banking at

CBRE Hotels Finance, to co-founding his own boutique at Forestpark Capital Advisors

and serving as a principal at Neptune Hospitality Advisors — with earlier stops at HVS

International, Sonnenblick-Goldman, Hotel Partners, and Insignia ESG — Stan has

seen this business from virtually every angle.

Over the course of his career, Stan has worked on transactions that span the full

breadth of the industry: development financing for the Courtyard Chelsea in Manhattan,

restructuring the Le Meridien Cancun, asset management of the Waldorf Astoria in Park

City, ground-up development of three My Place Hotels across Arizona and Idaho, over

$103 million in financing for Pinnacle Hotels USA, and mezzanine construction debt on

the Residence Inn San Diego. Recent transactions include a $30.6 million multi-tranche

capitalization for the West Texas Big Bend Historic Hotel Portfolio, combining a USDA

Business & Industry guaranteed loan, Historic Tax Credit equity, and C-PACE financing

for the acquisition and restoration of three landmark properties in the Texas Big Bend

region; a $32 million long-term fixed-rate financing for Suburban Capital’s five-property

Virginia WoodSpring Suites portfolio, simultaneously refinancing four existing assets

and funding a fifth acquisition at closing; acquisition and conversion financing for the

203-key DoubleTree Suites Detroit Downtown Fort Shelby, structured as a multi-tranche

preferred equity and senior bridge debt facility supporting repositioning to Embassy

Suites by Hilton; bridge financing for the conversion of the Holiday Inn Dayton Fairborn

to DoubleTree by Hilton; and a CMBS refinancing of the Fredericksburg Inn & Suites in

Texas Wine Country, among many others.

Stan is a Cornell School of Hotel Administration graduate with a concentration in real

estate and finance, and a licensed real estate broker in Utah. He lives and works in

Park City, where CooperWynn continues to close deals in markets across all 50 states

and the Caribbean.

Market Positioning and the Visitor Economy

How demand is evolving across Salt Lake City, what's driving new development and investment interest, and how owners and operators are positioning for long-term growth

Kaitlin Eskelson

Kaitlin Eskelson

President & CEO

Visit Salt Lake

Chris Twitty

Chris Twitty

Senior Director of Strategic Planning

The Church of Jesus Christ of Latter-day Saints

Marc Brown

Marc Brown

Executive Director

J.W. Marriott, Jr. Institute, The University of Utah

Lucas Goodrich

Lucas Goodrich

Director

Gallivan Center

Elena Scott

Elena Scott

Principal Planner

Norris Design

Jordan Miller
Moderator

Jordan Miller

Principal

Rider Levett Bucknall

Marc Brown

Executive Director

J.W. Marriott, Jr. Institute, The University of Utah

Marc Brown is the Executive Director of the J.W. Marriott, Jr. Institute at the University of Utah, where he leads the development of multidisciplinary hospitality education initiatives focused on experiential learning, industry engagement, leadership development, and student-centered programming. His work includes connecting students with real-world industry challenges through applied projects, travel, and collaboration with hospitality leaders across operations, development, tourism, and the broader experience economy.

Prior to leading the Institute, Brown held leadership roles in both higher education and the hospitality industry, including hotel operations, program development, and hospitality education. In addition to directing the Institute, he serves as a subject matter expert in hospitality and tourism analytics and has helped develop innovative, industry-connected programming that bridges academics and practice.

Lucas Goodrich

Director

Gallivan Center

Lucas Goodrich is the Director of The Gallivan Center, a division of the Salt Lake City Community Reinvestment Agency. A firm believer in the power of arts & culture as both an economic driver and a cornerstone of quality of life, he’s dedicated to championing the spaces, places, and people that bring vibrancy to Salt Lake City, helping it remain a great place to live, work, and play. Before taking the helm at Gallivan, Lucas worked with the Salt Lake Chamber and Downtown Alliance, first in operations and accounting and later as Program Director for The Blocks Arts District, the brand identity of the Cultural Core—a joint City and County initiative to elevate arts and culture downtown. Lucas began his career in the performing arts as a singer, director, and educator, appearing across the United States, Europe, and South America and teaching at Southern Utah University, the University of Utah, and the University of Colorado Boulder. Alongside his artistic work, he pursued his love of food—initially enrolling in culinary school and later managing kitchens, running large-scale catering operations, and providing private culinary services throughout the Mountain West. Whether on stage, in the kitchen, or downtown, Lucas is driven by a single passion: creating opportunities for people to connect through shared experiences.

Elena Scott

Principal Planner

Norris Design

Elena is a dedicated planner and landscape architect with a commitment to enhancing community development through innovative concepts. With experience spanning municipal master plans to intimate parklets, she excels in collaborative environments, utilizing strategic thinking and effective communication to navigate challenges. Since joining Norris Design in 2003 and relocating to their Mountain region office in 2008, she has successfully grown the office and expanded its expertise in rural and mountain resort communities.

With a robust background in planning and design, she effectively navigates the complexities of development in sensitive environments and political landscapes. Her diverse project experience spans affordable housing, resorts, infill and redevelopment, downtown revitalization, and sustainable design integration. Through a collaborative approach, she builds consensus among mountain communities in Montana, Utah, and Colorado, addressing shared developmental challenges.

Jordan Miller

Moderator

Rider Levett Bucknall

Jordan Miller is a Principal, and Mountain Region Office Lead, at Rider Levett Bucknall (RLB), where she advises owners, developers, institutions, and public agencies on cost strategy, project controls, and delivery planning for complex capital projects. With 15+ years of experience, she brings a broad perspective across the Mountain Region and beyond, including work in hospitality-adjacent civic, convention, sports, healthcare, higher education, aviation, and mixed-use environments.

Jordan’s experience includes major destination and community-serving projects including large healthcare campuses and public sector projects across the country. She is known for helping project teams align scope, budget, schedule, and owner priorities from early planning through construction.

Her work focuses on cost forecasting, financial reporting, cash flow planning, contingency management, and value-focused decision-making. Jordan brings a practical owner-side perspective to conversations about how projects get built in fast-growing markets, especially as healthcare, tourism, events, education, sports, and public infrastructure continue to shape development across the Mountain West.

WHY THIS MATTERS

What You’ll Learn:

  • How major demand anchors — the convention ecosystem, sports and entertainment districts, and the 2034 Winter Olympics — are reshaping Salt Lake City's hospitality market and what that means for development, investment, and long-term growth across the region

  • How the Salt Palace Convention Center, Delta Center, and the evolving Sports, Entertainment, Convention and Culture (SECC) district are reshaping where and how hotel development is happening

  • What airport expansion, tourism growth, and large-scale events mean for occupancy, ADR, and long-term investment strategy across downtown and surrounding submarkets

  • How owners, operators, and developers are designing and positioning hotels to meet changing guest expectations, from experience-driven stays to wellness, lifestyle, and mixed-use integration

  • Where branding, programming, and guest experience are actually driving revenue and where they are falling short in underwriting and operations

How You’ll Do More Business: Understand where demand is coming from and how it is evolving so you can better site, design, finance, and position hotel projects. Learn how leading developers and operators are aligning product, branding, and experience with real demand drivers to improve performance and long-term value.

Who You’ll Network With: Developers, hotel owners, operators, investors, designers, architects, GCs, city officials, tourism leaders, and hospitality brands are active across Salt Lake City and the broader Wasatch Front.

Why You Should Attend: Bisnow events bring together the biggest power players in the industry to help you identify opportunities, build your network and expand your business. With the largest audience of commercial real estate professionals in the world, no one knows how to help your business more than we do.

For questions, recommendations, comments, or press inquiries, please email our event producer, Kay VanAsdale, at kay.vanasdale@bisnow.com.

To request disability-related accommodations, please contact tameir.moore@bisnow.com no later than seven business days before the event.

PROJECTS & NEWS YOU SHOULD KNOW

Venue

Hyatt Regency Salt Lake City
170 South West Temple
Salt Lake City, UT 84101

Ballroom and Floor: Regency CD – 4th Floor


Valet at venue: $33
Salt Palace Garage: $25
Salt Palace Garage public entrance is on 200 South

Get Directions

Agenda

Time Activity
8:00 AM
9:00 AM
Breakfast & Networking
9:00 AM
9:05 AM
Bisnow Welcome
9:05 AM
10:05 AM
Product, Programming, and the Guest Experience

How hotels and event spaces are being designed, activated, and operated to meet rising guest expectations — and where experience is actually driving revenue and asset value

10:05 AM
10:25 AM
Networking Break
10:25 AM
11:05 AM
Market Positioning and the Visitor Economy

How demand is evolving across Salt Lake City, what's driving new development and investment interest, and how owners and operators are positioning for long-term growth

11:05 AM
11:30 AM
Closing Networking

Sponsors

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