CHA - MANAGING MEMBER- CEO
As President and CEO of Lincoln Asset Management, Torre brings a wealth of knowledge, skill, and vision to the company. His dynamic leadership and years of hospitality experience has made Lincoln Asset Management into one of the Northwest’s largest hotel management firms.
Torre has a particular skill in assessing the competition and has an expert ability to analyze exactly what works and why. He has spent years studying the Northwest markets and has the skill to accurately evaluate the competition and a unique understanding of market conditions. He has used that ability to reposition properties to outperform their competition.
Torre has been responsible for developing multiple new construction properties, creating property repositioning strategies, numerous successful remodeling projects, and overseeing all hotel operations. Torre is highly skilled at contract and franchise negotiations. His financial skills have been perfected in the area of hospitality banking by years of successful loan transactions for the purposes of building, buying, refinancing and redeveloping hotels.
Torre’s foundation with the hospitality industry started with his family’s small motel business which consisted of two independent properties. Today, Lincoln Asset Management is now a thriving hotel management organization specializing in repositioning, operations and development. Torre also currently serves as a Governor with Best Western and has for the last 13 years.
CHA - MANAGING MEMBER
As Managing Member and Project Manager of Lincoln Asset Management, Nicole works with contractors, designers, and procurement companies as well as financing companies to bring projects from the drawing board to life. She facilitates training programs and produces policy and procedure in conjunction with the Executive Team. Nicole’s strongest assets are her efficiency, resourcefulness and her ability to create a positive working environment for all team members. She works closely with Torre Morgal on all financing, design and development endeavors as she excels at project based work. Nicole currently serves as a Governor with Best Western and has for the last 10 years. She was raised in the hospitality industry and has over 25 years of professional experience in this field. She has an easy spirit and uses her degree in psychology to effectively work with all temperaments and dispositions.
La Wanda Jeffers
CHA - MANAGING MEMBER- REGIONAL MANAGER
As the Managing Member, Regional Manager and Quality Assurance Manager for Lincoln Asset Management, La Wanda is responsible for overseeing hotels, quality assurance and creating a consistent structure of training and directional planning for the company. She is tasked with inspecting all hotels ensuring consistency, compliance, and quality at the property level as well as guest satisfaction and franchise compliance. She has over 28 years of experience in the hospitality industry and excels in the areas of rate management and back of the house operations. She has a special flair for guest relations, making each guests stay memorable.
As the Office Manager for Lincoln Asset Management, Brandy is responsible for overseeing the operations of the corporate office in Lake Oswego and to coordinate communications between the hotels, senior managers, and the Executive team. Brandy is highly skilled in all aspects of hospitality accounting, and is a trusted asset to the company. She works with the Regional Managers and facilitates accountability for their annual budget creation and performance, as well as working with banking institutions to facilitate loans, refinances, and other projects as they arise. Brandy is extremely attentive to the details which she achieves thorough diligence and precision when accomplishing a task and measured concern for all of the factors involved.
CHA- REGIONAL MANAGER
As a Regional Manager for Lincoln Asset Management, Brandon oversees both leisure and corporate hotels. Since starting with the company in 2010 he has had exposure as a General Manager with three of our brands and been responsible for hotel operations, annual budgets creation, advertising, promotions and marketing. He also manages his properties operational budgets to assure adherence and reviews monthly financial reports. Since 2014 Brandon has worked as a Regional Manager and assists with Information Technology and Relational Marketing within the community and in partnerships with local Chamber of Commerce Ambassador teams. He has been working in customer service since 2002, and in Hospitality and Food & Beverage since 2006.
CHA- REGIONAL MANAGER
As a Regional Manager for Lincoln Asset Management, Kim overseas corporate hotels. She is responsible for hotel operations, annual budget creation, advertising, promotions and marketing. She also manages her properties operational budgets to assure adherence as well as reviewing monthly financial reports. She has over 15 years of experience in customer service and 4 years in the hospitality industry. She serves on the steering committee for the Washington co-op as well as on some tourism committees. She is very adept at creating a work atmosphere of synergy celebrating the diversity of each individual working for each hotel. She takes great pride and ownership of her properties success and teaching the staff to do the same to create memorable experiences for all guests.