Your Hotel,
Performing at
Its Peak.

Prior to founding Elevara, Toby served as President of P4 Hospitality, where he played a pivotal role in expanding the company's portfolio across Oregon, Washington, and Idaho, providing hotel management, revenue management, sales and marketing, HR, accounting, and pre-opening consulting.

Before P4, Toby operated his own hotel consulting business, assisting properties nationwide with operational improvements, management transitions, sales strategy, and turnaround projects, with a particular focus on underperforming hotels.

Toby began his hospitality journey as a Night Auditor in college, progressing to Night Manager and Area Revenue Manager for Starwood Hotels. He earned his degree in Hospitality and Tourism Management and has worked across Hilton, Choice Hotels, Best Western, Wyndham, IHG, Starwood, and several independent properties.

Beyond his professional pursuits, Toby serves on the Travel Salem Executive Board, is Past President and Founder of the Salem Area Sports Commission, and is actively involved in youth sports as a sponsor and former coach with the Washington Timbers Soccer Club and Clark County YMCA.

Toby lives in Washington with his wife Shelley and their two children, Chase and Hannah. His inspiration comes from building meaningful relationships and creating exceptional guest experiences across every hotel he leads.

Her background is further strengthened by hands-on experience in Payroll, Human Resources, and Benefits Administration. She brings strong organizational skills, a keen eye for detail, and a commitment to creating efficient, people-centered workplaces that foster both employee satisfaction and operational success.

Outside of her professional life, Shelley coaches fitness classes and enjoys helping others achieve their health and wellness goals. As a proud mom of two, she brings empathy, resilience, and a natural ability to lead, qualities that enhance her effectiveness in fast-paced hospitality environments.