Neuman Hotel Group sells Ashland Hills, enters into management agreement for other two Ashland hotels
By Jim Flint for Ashland.news
In moves that bring together three of Oregon’s homegrown hospitality powerhouses, Neuman Hotel Group (NHG) has announced the sale of Ashland Hills Hotel & Suites and has entered into a new management agreement for its other two Ashland hotels, including the downtown landmark Ashland Springs Hotel.
On Wednesday, March 20, Ashland Hills was sold to BHG Hotels, based in Lake Oswego. COHO Services of Tigard will assume management responsibilities.
Also on March 20, an agreement took effect for COHO to manage NHG’s other two Ashland properties, Ashland Springs Hotel and Lithia Springs Resort.
Local management teams are expected to stay in place at all three properties, while COHO will oversee overall strategies.
COHO (Connect Hospitality) is a family-owned business that began with a single hotel 30 years ago and has since grown to become a leading regional hospitality company with ownership in both branded and independent hotels and offers a suite of hospitality and management services.
Maili C. Morrison, president of COHO, said there is a past connection between COHO and the Neuman group.
“COHO managed Ashland Springs Hotel about 20 years ago,” she said.
When COHO first started talking with NHG owners Doug and Becky Neuman, it became clear that there would be advantages in preserving the synergy that had developed between the three Ashland properties.
“Maintaining operations under a singular management structure allows our teams to streamline the guest experience across all properties,” Morrison said, “ensuring that visitors to Ashland can expect the same high standards, no matter where they stay.”
The current local management teams at Ashland Springs Hotel and Lithia Springs Resort will remain in place, under the umbrella of COHO.
Morrison said COHO is looking forward to working closely with the staffs and leadership of NHG and Ashland Hills.
“We hold the utmost admiration for the brand they’ve established, and are committed to enhancing this legacy as we forge ahead in our joint journey of growth,” she said.
Dan Anway, chief operating officer for NHG, shares a positive outlook about the move.
“The team members of NHG and Ashland Hills are excited to leverage COHO and BHG’s vast resources,” he said. “We view this merger as a golden opportunity to elevate our hotels’ offerings and provide our employees with new avenues for growth and development.”
Karolina Lavagnino, director of sales and marketing for NHG, said BHG, the new owner of Ashland Hills, has had a long and distinguished presence in the Pacific Northwest.
“They have a remarkable track record of success in owning, investing, and developing a diverse portfolio of hospitality properties,” she said.
Those properties include both limited- and full-service hotels, ranging from independents to renowned branded hotels such as Hilton, IHG, Mariott, DoubleTree, Best Western, Radisson, Choice Hotels, and more.
“BHG is no stranger to the Ashland market,” Lavagnino said. “They previously developed the Holiday Inn Express here.”
She believes the expanded partnership will strengthen all three properties.
“COHO and NHG are committed to providing a seamless customer experience across all properties, while upholding and protecting the brand reputation that NHG has cultivated over the years,” she said.
The Neumans were out of town and could not be reached for comment. Their role as owners of the two Ashland properties remains unchanged, Lavagnino said.
Are there any changes anticipated at Ashland Hills?
“The Neumans have set a high standard for hotel quality, and Ashland Hills is no exception,” Morrison said. “The new ownership is committed to upholding these standards and will proceed with the guestroom renovations that were already underway before the transfer of ownership.”
She said there are currently no intentions to alter the hotel’s inventory, amenities, or physical layout.
“Our objective is to maintain operations in alignment with the exemplary standards established by NHG and COHO, ensuring that Ashland Hills continues to deliver the exceptional experience our guests have come to expect.”
NHG was founded in 2013 and also operates Waterstone Spas in downtown Ashland and at Lithia Springs.
For more information about NHG properties, see neumanhotelgroup.com. And for more information about COHO, see cohoserv.com.
Ashland Hills Hotel is at 2525 Ashland St.; Ashland Springs Hotel is at 212 E. Main St.; and Lithia Springs Resort is at 2165 W. Jackson Road, all in Ashland.
Reach writer Jim Flint at jimflint.ashland@yahoo.com.
March 22: Corrected to say Ashland Hills Hotel was sold to BHG Hotels, not Baraka Hospitality Group, which is an unrelated business, and that BHG is based in Lake Oswego, not Wilsonville. BHG Hotels is associated with Buggsi Hospitality Group, according to Oregon business records. Clarification also added to say current management is expected to stay in place at all three properties.
March 23: Errant link to the wrong BHG removed. BHG Hotels does not have a website.
