The Biltmore announces New directors in its Marketing, Golf and Spa divisions


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The Biltmore Hotel, a national historic landmark and luxury hotel in the heart of Coral Gables and part of Preferred Hotels & Resorts, announced the appointment of three new directors, Sam Francois as director of Marketing & Communications, Lara Pavloff as director of Golf, and Chawnacee Bryan as director of Spa.

In his new role at The Biltmore, Sam Francois will be responsible for optimizing current and new revenue streams for the hotel and its amenities, including its world-renowned golf course. He also will oversee public relations and communications efforts while directing all marketing initiatives at the Hotel and its divisions. Francois joins The Biltmore with more than 15 years of marketing, ecommerce, and communications experience.

Prior to joining The Biltmore, Francois served as the director of eCommerce and Onboard Marketing at Carnival Cruise Line where he led a team that significantly increased onboard revenue and bookings. Francois holds a bachelor’s degree in Business from Pace University, a master’s degree with honors in International Marketing from Southern New Hampshire University, and a Certificate in Marketing Strategy from Cornell University.

Francois’ expertise in the marketing industry has been recognized both within organizations he’s worked for and by third parties — having received several awards including the IAMCarnival Leader Award, Product Launch of the Year from Wire and Cable Magazine, and CNBC/TheStreet Best Holiday Shopping website.

The Biltmore has promoted Lara Pavloff, as the hotel’s director of Golf. Previously, she served as the Assistant Golf Professional and worked her way through the ranks to become Head Golf Professional and Tournament Director. Throughout her tenure at the Biltmore, she has worked on the PGA of America’s apprentice program. She is now a Class A member of the PGA of America and is also a Titleist Performance Institute certified golf professional.

Pavloff earned her bachelor’s Degree from Miami University in Oxford, OH. She grew up playing golf with her dad, Mike Pavloff at the Oxford Country Club where her house was located on the second hole fairway.

Pavloff began her golf career in Northern Michigan as an Assistant Golf Professional at The Leelanau Club in Suttons Bay. She took her first golf job in Florida as an Assistant Pro at Doral Golf Resort and Spa before making her move to The Biltmore. Pavloff also is an instructor in collaboration with the Jim McLean Golf School located at The Biltmore. In 2017, Pavloff was awarded the SFPGA Merchandiser of the Year.

Chawnacee Bryan recently joined The Biltmore Hotel as the new Director of Spa & Fitness.

Bryan brings more than 20 years of experience in the wellness industry, running five-star spas along the east coast of the United States. As a seasoned hospitality executive with a strong focus on spa and wellness management, she has become an expert in discovering and delivering natural and healing tactics from around the world. In her new role at The Biltmore, she will be supervising teams, implementing effective communication and organizational procedures to deliver premium guest experiences in the spa, salon, and fitness center – while helping boost retail sales in the Spa’s boutique shop.

Chawnacee began her career at a renowned five-star resort in Boca Raton. She studied psychology, attended Massage Therapy School, and also attended the Institute for Integrated Nutrition.

“Sam, Lara, and Chawnacee have proven talent and expertise in the industry that has impressed us,” said Matthias Kammerer, managing director, The Biltmore Hotel. “We look forward to having them as part of The Biltmore team as we work towards ushering in a new era in our industry, particularly for our hotel.”

The Biltmore Hotel is fresh off the heels of an extensive $35 million restoration and redesign of all the hotel’s luxurious accommodations. While the facilities were closed due to COVID, the property conducted additional enhancements to implement new social distancing measures, as well as preventive maintenance work, a high level sanitization (which continues regularly) of the entire property, as well as aeriation procedures to the golf course that was previously scheduled for later this year.

For more information on The Biltmore Hotel, visit or call 800-727-1926.

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