Nicolet Severe Puhl is a strategic leader with more than 25 years of experience in hospitality, public affairs, economic development, and international event strategy. As the Founder and Executive Director of Severe Strategies, she guides growth planning, partnership negotiations, advisory projects, brand direction, and stakeholder engagement. She supports institutions and companies that want clear strategy, stronger community relationships, and measurable results.

Nicolet’s work includes partnerships with Disney, Universal Orlando Resort, Duke Energy, the Orlando Magic, and government entities at the local, state, and national level. She has supported multi property marketing efforts, global event activations, and large business development initiatives through roles with Visit Orlando, the Puerto Rico Convention Bureau, and the Institute of Internal Auditors.

Her executive background includes serving as Vice President of Operations for the Seminole Chamber of Commerce and President and Executive Director of the Sanford Chamber of Commerce. In these positions, she led government affairs, economic development, and event strategies that increased member participation, community visibility, and business connectivity.

As Marketing Manager for Developers Diversified Realty, Nicolet oversaw three major commercial malls in Puerto Rico and the Caribbean: Plaza Rio Hondo, Plaza Rexville, and Plaza Vega Baja. She directed marketing campaigns for multimillion dollar properties and created strategies that supported national retailers such as PetSmart, Marshalls, Walmart, and Walgreens.

Her previous leadership experience includes work with the Waldorf Astoria Orlando, St. Regis Bahia Beach Resort, El Conquistador, and Hilton Grand Vacations. She directed public outreach campaigns for the United States Census Bureau under the Department of Commerce and served as Executive Assistant to the Advisor to the President of the United States for the White House Faith and Opportunity Initiative.

Nicolet has also led international campaigns and trade missions in Dubai, Australia, and Latin America, connecting leaders in tourism, government, business, and education. Her career includes awards for multicultural leadership, tourism innovation, and public service. She has mentored emerging leaders in fundraising, strategic communications, and policy engagement.

Nicolet completed the She Has a Deal Hotel Ownership Intensive program, which is sponsored by all major hotel brands. As a member of the inaugural She Has a Deal cohort, she joined a community of women leaders shaping the future of hospitality ownership. Through this program, Nicolet expanded her capacity to assess hotel assets, build investment partnerships, and champion diversity in hotel development.

She is fluent in English and Spanish and serves as a public speaker and media spokesperson. Her community service includes board roles with the Central Florida Zoo, Leadership Seminole, and Orlando Teen Challenge. She continues to advise communities and organizations that want to build trust, strengthen partnerships, and support inclusive economic growth.

Joseph “Joe” Puhl, CHA is a hospitality executive with more than 35 years of leadership experience in hotel management, transitional housing operations, and franchise strategy. Known in the industry as “The Hotel Avenger,” Joe has a record of transforming underperforming properties, building winning teams, and advancing operational excellence across major hotel brands including Holiday Inn, Sheraton, IHG, and Choice Hotels.

As Deputy Executive Director at Severe Strategies, Joe co leads consulting projects focused on housing policy, site development, and public and private collaboration. His leadership blends deep knowledge of compliance and revenue optimization with a practical approach to turnaround operations and workforce development.

Joe has served as an advisor to Seminole County tourism and hospitality boards, including the Tourism Improvement District Task Force, where he provides guidance on hotel performance, economic development, and responsible tourism growth. He also served on the Choice Hotels Ownership Council, offering franchisee level insights to strengthen marketing, operations, and guest experience.

His operational experience includes managing multimillion dollar renovation projects, streamlining cost structures, and consistently exceeding guest satisfaction and RevPAR goals. As a Certified Hotel Administrator and certified workforce development trainer, he has coached many frontline employees into leadership roles and is known for building a culture of service and accountability.

Joe received the Best of Sanford Awards in 2023 and 2024 and was nominated for a Seminole Business Award. His perspectives on leadership and hotel performance have been featured in HospitalityNet and other platforms.

He brings executive strategy, operational discipline, and community focused leadership to every project. Joe continues to contribute to the hospitality field through innovation, collaboration, and the development of strong teams.