About ICON Lodging

We Focus on creating Shareholder Value for our partners and investors

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ICON Lodging was created by combining many family-owned and operated hotels, whose roots date back to the 1980s. ICON Lodging’s success is due in great part to the company’s hands-on approach. Their grassroots beginnings of living and working in a mom-and-pop hotel with their families have provided a tremendous foundation of core values for the company’s ongoing success and future growth.

Mission & Vision

Our Mission at ICON Lodging is to maintain a highly respected hotel company while enhancing and growing our reputation by providing a superior guest experience. At ICON Lodging, we turn our vision into reality, one decision at a time.

Growth Strategy

Our long-term growth strategy is to expand our portfolio of hotels at a steady pace during not only robust economic cycles but more importantly, during turbulent economic cycles. We feel this can be achieved by making sound acquisitions and developments, capitalizing on favorable market conditions, and working with great franchise partners who are ready to help make our vision a reality.

Our Executive Team

Piyush Patel Managing Partner at Icon Lodging

Piyush Patel

Managing Partner

As a Managing Partner of ICON Lodging, Mr. Patel is actively involved in the development, construction, and management of the company’s limited-service hotels.  His hands-on approach provides a competitive advantage contributing to the company’s reputation for exceeding expectations on each hotel project.  Throughout his career, Mr. Patel has developed many nationally recognized hotel properties under the Marriott, Hilton, Best Western and La Quinta franchises.  Since starting ICON Lodging, Mr. Patel has developed and constructed 21 limited-service hotels throughout Texas, Arkansas, and Louisiana.  In addition to these newly constructed hotels, Mr. Patel has purchased and renovated 6 limited-service hotels throughout Texas and Louisiana.

Mr. Patel is a graduate of the University of Texas at Austin where he completed his degree in Finance.

Nimesh Patel Managing Partner at Icon Lodging

Nimesh R. Patel

Managing Partner

Nimesh Patel has over 16 years of hotel industry experience and serves as ICON Lodging’s Chief architect of hotel acquisitions, development, dispositions, and deal structuring.  Attention to detail, astute ability to find value within deals, and key relationships with hotel industry partners are the key to ICON Lodging’s value proposition.  During his tenure, Nimesh has helped finance more than $150 million in hotel assets and has been involved in the company’s purchase and renovation of more than $50 million in hotel projects.

Mr. Patel is a graduate of Southern Methodist University (SMU) located in Dallas, Texas where he earned his Bachelor of Science degree in Finance.

Eric Mills

Vice President of Operations

Eric was named Vice President of Operations for ICON Lodging in September 2016. Prior to that, he oversaw the day-to-day operations of a portfolio of hotels in Southwest Texas, including brands within Hilton, Marriott, Choice and IHG families. Eric has over 20 years of robust hospitality experience in all aspects of hotel management. He was instrumental in leading his hotels to achieve top metrics in brand quality assurance and guest satisfaction, while specifically focusing on streamlining operations to deliver financially healthy hotels.  It is from this foundation that he helps build the core of ICON’s operation. 

Over the years he has adapted to the rapid changes within the hospitality industry and embraced those changes to keep ICON Lodging hotels running with exceptional efficiency.

Trushar Bhakta

Vice President of Corporate Affairs

Mr. Bhakta serves as Vice President of Corporate Affairs with ICON Lodging. Mr. Bhakta is a second-generation hotelier who has been involved in the business from his early childhood, which gives him a good insight on all the different aspects of the hotel industry. Mr. Bhakta brings over 20 years of accounting experience and 10 years of hotel development to the team. He has a BBA and Master of Science in Accounting from Texas A&M University and is a Certified Public Accountant. Mr. Bhakta has worked at KPMG and Pegasus Solutions, where he primarily focused on the entertainment, data management, and hospitality industries. Mr. Bhakta and his family have successfully managed/developed and invested in many hospitality projects. Mr. Bhakta will be primarily responsible for accounting and vendor relationships as well as development and lender/investor/franchiser relationship. 
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Jessica Holt


Jessica brings over 20 years of accounting experience to the ICON Lodging team.   She has a BBA in Accounting from Kennesaw State University.   Jessica started her hospitality career with Suburban Lodges of America, Inc and was part of the accounting team during the IPO and two additional stock offerings. During her tenure at Suburban she was promoted from staff accountant to accounting manager.  Jessica was Vice President of Accounting for Columbia Hospitality Management, Inc for six years. During her time at Columbia she built and managed a finely tuned accounting department that improved productivity, individual accountability and team morale.

Jessica’s vast experience and expertise assists the ICON Lodging team to have essential data at their fingertips at all times in order to make time sensitive decisions to ensure the success of their hotel projects.

Brett McMillin

Regional Director of Operations

As the Regional Director of Operations, Brett is responsible for overseeing the day-to-day operations for ICON Lodging’s mixed portfolio of Hilton, Marriott, IHG, Wyndham, and Independent properties. Brett joined the ICON family in 2017 as the General Manager of the Fairfield by Marriott Fort Worth Downtown/Convention Center. Shortly after, he opened our dual-branded Home2 Suites and Tru by Hilton Euless DFW West all while serving as the Area General Manager supporting 3 properties in the DFW Market. Prior to joining ICON Lodging he held various management and leadership positions throughout his career.

Brett is passionate about delivering high levels of guest satisfaction, developing and supporting his team of General Managers, while delivering results for ownership within the ICON business model.

Amber Birkeland

Regional Director of Sales

Over the course of her 25+ year career in Hotel Management, Amber has facilitated revenue growth for a number of prominent hospitality chains and management companies. As an experienced Regional Director of Sales & Marketing with a background in both Operations and Revenue Strategy for various Marriott and Hilton hotel brands, Amber uses market analysis and strategy development to meet revenue generation benchmarks. Amber earned her Master’s in Business Administration from the Hankamer School of Business at Baylor University after achieving a Bachelor Degree in Marketing from Metropolitan State University of Denver. She remains current in her industry as a member of such organizations as the International Association of Professional Women, Global Business Travel Association, and Meeting Planners International.

About the company

Laser Focused is simply the best way to describe ICON Lodging‘s commitment to creating value, delivering projects on time, and maintaining a high level of profitability for our hotel projects. The secret to our success is actually not a secret at all, it is a conscientious effort to continually build on the core values developed early on as a family business. As our Mission & Vision evolved to grow into one of the top hotel companies in the nation, we were able to keep those core values intact. ICON understands that with every project completed or every guest room rented, our clients and hotel guests can appreciate the way we deliver true hospitality.

Future and Growth, while embracing our core values we continually focus on accomplishing calculated yet aggressive growth. This vision has allowed us to carefully plan around both macro and microeconomic cycles to keep the growth trajectory steady. Our plans include strategically planning our growth with our key franchise partners to enter into high-barrier to entry markets both regionally and nationally. We have also developed key partnerships with capital both on the equity and debt sides to make our projects a win-win-win for all parties involved.


At ICON Lodging we strongly believe our core values influence

every decision we make resulting in a highly respected hotel company.