Chapter Board of Directors

La Monica Ball
General Manager
ICON Lodging

I started in the Hospitality Industry over 25 years ago as a front desk agent at the Historic Ramada Inn & Suites Gaslamp District San Diego, Ca. I fell in love with the industry that day and have since worked in all departments of the hotel industry with Sales and Marketing being my passion. My greatest joy is meeting people, building relationships and giving back to the community. I am a roll-up-the-sleeves leader willing to learn something new daily. I recently successfully opened the Tru by Hilton Frisco, Texas in the heart of a major pandemic with all of the ups and downs of the Hospitality Industry.

Serving on the HSMAI DFW Chapter as a Board Member and as a Past President has given me great Industry Knowledge, Amazing Relationships and Great Education. Having worked with some of the Top Hotel Brands, Marriott, Hilton, Choice, Wyndham and Independent Brands, has been a great blessing, I will continue to serve where needed and impact our industry to the best of my ability.

Past President
Cass McMann
Founder & Principal Strategist
Know Better, Do Better Consulting

Bart Peters HSMAI DFW

VP, Administration & Finance
Bart Peters
Sr. Manager of eCommerce
Interstate Hotels & Resorts

VP, Membership
Rubi Perez
Director of Optimization, Americas

VP, Marketing & Communications
Starla Middlebrooks
Sr. Director, Performance Marketing
Crescent Hotels & Resorts