TORRE MORGAL:  President, CEO --  Torre’s foundation with the hotel industry started years ago with his family’s hotel business which consisted of two small independent properties. Today, this small family business is now a highly successful hotel management organization specializing in franchised properties; Torre brings strong leadership qualities combined with an ability to accurately assess the competition and understand market conditions, making LAM one of the Northwest’s largest management and ownership companies. Torre has been responsible for developing and implementing property repositioning strategies, managing new construction and remodeling projects, and overseeing all hotel operations.

As president of Lincoln Asset Management, Torre is highly skilled at contract and franchise negotiations. His financial skills are honed in the arena of hospitality banking by successfully facilitating multiple loan transactions with financial institutions for the purposes of buying and refinancing hotels.

Torre has particular interest in and excels at assessing the competition. He has an uncanny ability to analyze exactly what works and why, and then he uses this information in repositioning the properties run by Lincoln Asset Management to outperform their competition. With his exceptional blend of industry “hands-on” knowledge and executive management skills, Torre has greatly influenced the increase in bottom-line revenue for Lincoln Asset Management properties and brings vast experience to all our hotels.