Nicolet Severe Puhl is a hotel owner, hospitality executive, and strategic business leader with more than 25 years of experience across hospitality, economic development, business operations, marketing, government affairs, and strategic partnerships.

As Executive Director and Managing Partner of Severe Strategies, Nicolet leads hospitality development, investment and growth strategy, financial and operational planning, brand partnerships, business development, stakeholder relations, and strategic growth.

Her hospitality experience spans hotel operations, tourism, destination marketing, development, and ownership. Her career includes experience with Waldorf Astoria Orlando, St. Regis Bahia Beach Resort, El Conquistador, Hilton Grand Vacations, Visit Orlando, and the Puerto Rico Convention Bureau. Today, her work includes hotel ownership, acquisition strategy, brand conversion, property development, operational planning, and asset growth.

Nicolet completed the She Has a Deal Hotel Ownership Intensive program, with a focus on hotel underwriting, as a member of its inaugural cohort, expanding her expertise in hotel acquisitions, investment analysis, development, and ownership.

Her executive leadership experience includes serving as President and Executive Director of the Sanford Chamber of Commerce and Vice President of Operations for the Seminole County Chamber. In these roles, she led organizational operations, economic development initiatives, business development, membership growth, strategic partnerships, events, and community engagement.

Her government and public affairs experience includes serving as the Executive Assistant to the Advisor to the President of the United States for the White House Faith and Opportunity Initiative and directing public outreach initiatives for the United States Census Bureau under the Department of Commerce. Throughout her career, she has worked with government leaders and agencies at the local, state, and national levels and helped develop public and private partnerships supporting business and community development.

Her background also includes commercial real estate, marketing, and brand strategy. As Marketing Manager for Developers Diversified Realty, Nicolet oversaw marketing strategy for Plaza Rio Hondo, Plaza Rexville, and Plaza Vega Baja in Puerto Rico and the Caribbean.

Nicolet has developed partnerships and initiatives involving organizations including Disney, Universal Orlando Resort, Duke Energy, and the Orlando Magic. Her international experience includes campaigns and trade missions in Dubai, Australia, and Latin America.

She is fluent in English and Spanish and has served as a public speaker, media spokesperson, board member, and community leader.

Through Severe Strategies, Nicolet brings together hotel ownership, hospitality development, executive leadership, business and financial strategy, and relationship building to identify opportunities, develop partnerships, and create meaningful results.

Joseph M. “Joe” Puhl, CHA is a hotel owner operator and hospitality executive with more than 35 years of experience in hotel management, General Manager leadership, operations, revenue strategy, franchise systems, property performance, renovations, financial management, and team development. Affectionately known as the “Hotel Avenger,” Joe has built a reputation for helping restore underperforming hotels through disciplined operations, revenue strategy, team leadership, and a strong focus on profitability and guest experience.

As Deputy Executive Director and Managing Partner of Severe Strategies, Joe leads hotel operations and management strategy, bringing decades of General Manager and executive hotel experience to property operations, revenue performance, brand compliance, guest experience, workforce development, cost management, and operational improvement.

Throughout his career, Joe has led branded and independent hotel properties through growth, renovation, repositioning, and operational improvement. His experience includes leadership with Comfort Inn & Suites, Holiday Inn, Sheraton, Hampton Inn, Quality Suites, and other hospitality environments.

His operational expertise includes revenue strategy, budgeting, forecasting, sales, expense management, vendor oversight, service standards, and team accountability. He has consistently focused on strengthening property performance while balancing guest experience, operational efficiency, and financial results.

Joe has extensive experience improving underperforming properties and leading significant hotel renovation and repositioning projects. His work has included strengthening property value, improving service performance, increasing revenue results, and managing hotel operations in competitive markets.

As a hotel owner operator, Joe brings an ownership perspective to the daily decisions that influence revenue, expenses, staffing, capital improvements, brand performance, guest experience, and long term asset value. His combination of ownership and General Manager experience provides Severe Strategies with an operational perspective grounded in the realities of running a hotel.

Joe has also contributed his hospitality expertise through industry leadership. He has served in regional and national leadership roles with the Choice Hotels Ownership Council, providing an owner and operator perspective on hotel performance, marketing, franchise relations, and operations.

His community and tourism leadership includes participation in Seminole County hospitality and tourism initiatives, including the Tourism Improvement District Task Force, where his hotel industry experience has supported discussions surrounding tourism growth and hospitality development.

Joe’s professional recognition includes the 2024 Newport Hospitality Award for Service Excellence Gold Winner, multiple Gold Award and Inn of the Year nominations, and recognition for more than 20 years of service with Newport Hospitality Group.

As a Certified Hotel Administrator and workforce development leader, Joe has coached frontline employees into management positions and developed teams focused on service, accountability, operational consistency, and performance. Through Severe Strategies, he brings hotel ownership together with extensive General Manager and operational experience to strengthen property performance, develop teams, improve financial results, and support the long term success of hospitality assets.