Robert "Bert" Morales
Hospitality and Corporate Operations Professional
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About
Accomplished hospitality and corporate operations professional with extensive experience in food and beverage management, yacht and country club leadership, and marina operations. Proven ability to drive financial turnarounds, enhance member experiences, and implement strategic operational improvements. Recognized for leadership in staff development, budget management, and customer satisfaction.
Experience
Chief Operating Officer / General Manager - Pine Lake Country Club - North Carolina
(2022-12)
- Oversee all club operations, including golf course, tennis and pickleball courts, swimming pool, and food and beverage services
- Manage marketing and membership departments to drive engagement and growth
- Lead a six-day-a-week, year-round operation, ensuring efficiency across all departments
- Develop and implement budgets, overseeing accounts receivable, cost of goods, and payroll to meet financial goals
- Introduce new budget software to streamline financial planning and reporting
- Build and develop a high-performing leadership team, improving club operations
- Lead the club to a profitable 2024 through strategic financial and operational management
- Supervise a $5.5 million golf course renovation and the development of a new tennis and fitness facility
General Manager, State Dock Marina - Suntex Marinas - Kentucky
(2021-07 - 2022-10)
- Revitalize operations by reimplementing company-mandated procedures
- Focus on property maintenance and amenity enhancements
- Introduce a successful expense control system (declining budget)
- Improve membership slip occupancy to 93% and enhance customer satisfaction scores
General Manager / Director of Operations - West Lake Country Club - Augusta, GA
(2007-10 - 2014-08)
- Lead all aspects of club operations, ensuring financial and member satisfaction
- Develop policies and procedures in alignment with board directives
- Enhance club services and food & beverage profitability
Managing Partner - Carrabba's Italian Grill (OSI) - Augusta, GA
(2004-10 - 2007-09)
- Oversee daily operations with a focus on service and profitability
- Improve financial performance and successfully mentor employees in management roles
- Recognize by the Mayor of Augusta with the "Key to the City" for community fundraising efforts
Vice President of Operations - HAM'S Restaurants, Chelda Inc. - NC & SC
(2002-01 - 2004-02)
- Manage multi-unit restaurant operations across 20 locations
- Supervise over 800 hourly and 70 salaried employees
- Establish company-wide operational standards
