Aaron Anderson started his career as a firefighter before entering the hospitality field. After stints at the Embassy Suites in Anaheim, California, 1 Hotel South Beach, and Sheraton Memphis Downtown Hotel, Anderson also cut his teeth with project management companies JLL and DiamondRock Hospitality Company before founding Tampa-based project development company the 26 Co during the COVID-19 pandemic.
Since then, Anderson has been integral to projects like the Lodge at Sonoma in California, the forthcoming Cavallo Point Lodge at Golden Gate in Sausalito, California, and a hotel in Birmingham, Alabama that he’s working on alongside Elise Capital.
When did you know you wanted to work in the hospitality field?
I was a firefighter in Vincennes, Indiana prior to being in hospitality. My first memory of the industry was working on the Embassy Suites in Orange County, California as a superintendent. [I took another job and] after six months working in program project management for Walgreens, 7-Eleven, Walmart, Starbucks, and Wawa, I said ‘I belong in hospitality.’ I never looked back.
What were your memorable career stops along the way?
[After Embassy Suites], 1 Hotel Miami was my next stop. I received a promotion and went to Sheraton Memphis Downtown Hotel [in Tennessee] as a superintendent. As I started to understand the roles in the design and construction industry, I identified I wanted to be the guy flying in and flying out (also known as the owner representative). Shortly after, I left to work for a project management agency, where I was on retail projects and Wyndham vacation resorts. As I started the new role, I was poached by project management company PDSI from my first project. This was a turning point in my career. It allowed me to learn my craft. JLL called, and I said yes to being a senior project manager for the Southeast. That was my launching pad into luxury and full-service assets. I gained incredible knowledge and took on my first Caribbean project. I landed at DiamondRock Hospitality Company and took on a new understanding of investments, REITs, and private equity, which helped me launch my firm.
Why did you decide to launch the 26 Co?
I was furloughed during COVID-19 when all of my assets closed down. I received a call from Alan Benjamin [president of procurement firm Benjamin West], who said ‘Aaron, if anyone can open their own firm, you can, and right now is the best time.’ He offered his support and resources, and I decided to launch my own entity.
What do you consider your big break?
JLL was a major platform for me. I was in front of some of the largest hospitality institutions, [including] Watermark Lodging Trust and Host Hotels & Resorts.
What has been the most challenging project you have worked on?
Completing 35,000 square feet of ballroom space in 13 days for Host Hotels at the Orlando World Center Marriott.
What project are you most proud of?
The Lodge at Sonoma [in California]. This was my first asset as director of design and construction at DiamondRock. I ended up being furloughed, and then shortly after, I was brought back on to finish the project as the head of project management. It turned out beautiful, and has received so much recognition in the Sonoma community.
What is one of your greatest work-related achievements?
Working on purchasing my first hotel deal for my company. The 26 Co partnered with [investment firm] Elise Capital on acquiring a hotel in Birmingham, Alabama. The closing should happen by November 1st.
What keeps you passionate about the industry?
There is a new fire every day.
Who are your industry mentors?
I call a group of leaders in the industry, depending on the situation. Karin Harrington [partner at Studio Partnership], Damon Lawrence [cofounder of Homage Hospitality], Bashar Wali [founder and CEO of Practice Hospitality and This Assembly], Kendra Plummer [founder of Elise Capital], Lamont Sampson [vice president of operation and business development at Mandalay Construction], Leo Novik [founder and CEO of Fil Doux Textiles], Mikey Dobin [president of Valley Forge Fabrics], Brian Quinn [chief development officer at Sonesta], Sam Shehadeh, and Stacy Shoemaker Rauen [editor in chief of Hospitality Design], to name a few. They never quit and never stop believing.
Best piece of advice you’ve been given?
From Alan Benjamin: ‘Start your business amid chaos.’
Dream project?
To develope a boutique hotel in a mountain region.
How do you define success?
Raising another generation to complete what I will not be able to.
Check out the 26 Co’s latest projects, and get to know the rest of Hospitality Design’s 2022 Wave of the Future class.
