The Check-In with LBA: Featuring Farrah Adams
As part of our ongoing The Check-In series, we’re highlighting insights and reflections from our executive team. In this edition, we spoke with Farrah Adams, LBA’s Chief Operating Officer, about the company’s growth, the impact of leadership committees, and what it means for LBA to be entrusted with launching first-of-their-brand properties.
Q: LBA has been selected to open several first-of-their-brand properties, like Hyatt Studios and LivSmart Suites. What makes us well-equipped to take on these industry-first openings?
FARRAH: It speaks to the trust our owners and partners have in LBA’s ability to successfully open and ramp up these properties. Our expertise in opening services, sales, and marketing ensures a strong foundation, and we take great pride in setting these hotels up for long-term success.
Q: Committees like the General Manager Advisory Council, Wellness Committee, and “BELONG” play a big role in shaping LBA’s culture and operations. Why are these committees important, and how do they contribute to company success?
FARRAH: These committees create opportunities for us to listen, learn, and collaborate with our leaders. Their insights help us improve processes and efficiency while also strengthening our culture. Their feedback is invaluable, and we are thankful for their dedication to making LBA better every day.
Q: What trends in the hospitality industry are you keeping an eye on in 2025, and how is LBA positioning itself to stay ahead?
FARRAH: Staffing remains a top priority, and we must continue to be an employer of choice. Technology is also evolving rapidly, and we’re focused on how we attract, engage, and retain guests through innovation. Most importantly, we are aligning with brands that are forward-thinking and committed to staying ahead of industry shifts.
Q: As LBA continues to grow, maintaining operational excellence across a diverse portfolio is key. What strategies help ensure consistency and strong performance across all properties?
FARRAH: Training and development are at the core of everything we do. Investing in our people through strong onboarding, ongoing education, and programs like LBA’s Elevate Academy ensures our teams have the skills and leadership they need to succeed now and in the future.
Q: You recently welcomed a grandchild to the Adams family—how has becoming a grandmother enriched this new chapter in your life?
FARRAH: There is truly nothing better than being a grandparent! I was blessed with wonderful grandparents, and now I get to step into that role myself. Watching the world through his eyes is a gift, and I can’t wait for all the special moments and holidays ahead.
Stay Tuned for More Check-Ins!
This is just the first of many “Check-In with LBA” features. As we look ahead to 2025, we’re excited to share more insights from our executive team.