ABOUT
derek jay alten, president
Derek is a highly detailed, quality driven professional with over 20 years’ experience in consulting and working as a CEO/COO, Managing Director, General Manager and Director of Food & Beverage at 4 and 5 Star - Diamond properties, boutique, historic hotels, high revenue restaurants and prestigious country clubs.
Derek and his team work with their clients from start to finish and beyond. He partners with you to make your concept a reality. Whether that means working solely as an outside consultant or, when appropriate, being an active member of the team to guide the process from within. More importantly, Derek is there to build a business that you are proud of and that is profitable.
“As President of A10 Hospitality, I have been assisting hoteliers and restauranteurs with brand recognition, concept creation, menu development, standard operational procedures, financial review and operational oversight when rebranding existing properties or planning new locations.”
Derek has led prestigious projects of historic and renown brands across the country such as The Bridges at Rancho Santa Fe, Langham Hotel Pasadena and Chatham Bars Inn. He has captured numerous awards for his food and beverage programs through his work with James Beard and Michelin Star Chefs, as well as, the creation of his world class wine lists.
Contact us for a free consultation to see how we can help you bring your ideas to the public.
our Approach
WHAT NEEDS TO BE DONE? Is this a refresh of a concept that has run it’s course or a new idea for another location? Is this a stand alone property or do you envision a multi unit business? How far in the process has your team gone to make this a reality? What research has been done? Demographic make up or competitive set? We can break this down into two distinct paths.
DREAM
Imagine. Brainstorm the name, look, feel and vibe of the concept. What does the logo look like and the colors of the brand? Develop a theme, mission and an elevator speech. Is there a goal or a set of values to uphold? LET’S TELL THE STORY.
DO
Plan. Budget. Build. Develop. Operate. This is the foundation of the business. These details will determine the profitability and sustainability of the concept. We work through each step to ensure this is done right. LET’S CREATE.
