Implementing a group-first sales and mix management strategy across acquired properties, most notably at the JW Marriott Desert Ridge [2.3.1]. This involves shifting the business mix toward premium corporate group bookings in nearer-term booking windows.

Expected impact: Drives higher group mix, increases group demand, and significantly boosts high-margin banquet and AV (outside-the-room) revenue. At JW Marriott Desert Ridge, this strategy increased group mix by nearly 200 basis points and grew group demand by over 9% in Q1 2026.

Expanding OEG's entertainment footprint through the rollout of themed dining and live music concepts, including Category 10 (in partnership with Luke Combs) and Ole Red venues.

Expected impact: Diversifies revenue streams, captures growing consumer demand for experiential travel and live music, and drives cross-sector synergies with core hospitality assets.

Executing a multi-year capital plan to renovate guest rooms, expand meeting spaces, and add premium food and beverage concepts across flagship Gaylord and JW Marriott properties.

Expected impact: Creates durable demand, minimizes long-term asset disruption, and unlocks substantial pricing power. Recent completions, such as the Foundry Fieldhouse Sports Bar at Gaylord Opryland, support increased outside-the-room spending.