This isn’t the first time Aaron Greenman, recently named Greenville resident, Auro Hotels’ new Executive Vice President for Investments and Development, has worked for the family company Rama.
In his first stint, Greenman helped start AURO University in Surat, India, where two Auro hotel complexes are also located. “But my association with the Rama family dates back to the mid-1990s when DJ [Rama] and I was there [Cornell] University together, ”says Greenman. As a true global citizen (Greenman has lived and worked on several continents), he brings with him a wealth of perspectives and experience in monitoring and expanding the Auro Hotel’s investment portfolio.
So what got you back to Auro?
Well, friendship, to be honest. I think this is a very important part of the story in terms of Auro. For various reasons, both privately and professionally, DJ [Rama] and I started talking about coming back last year. And to be honest, if it weren’t for the DJ and the Rama family, I wouldn’t be here. It is very much a reflection of my respect for them and my friendship with them that I am here.
As an EVP, what do you do for investments and development in everyday life?
In a hotel business there are actually two aspects: the day-to-day operation of hotels (although I’m not an expert) and the other side is… you are in a building. A building with walls, systems and land and utilities. My role is to focus on that non-operational side – by looking at our existing hotels to understand what they are, what they will need in the future, and how to maintain and increase that value. Then there is the growth part – looking for new opportunities, building and acquiring.
Sounds like a huge task …
[Laughs] I only take it one day at a time …
What role does Greenville play in Auro’s plans?
I think it’s too early to answer. But I’ll say the following: Greenville and Auro go together like bacon and eggs. The Ramas have been here since the 1970s, the company has always been based here, and Greenville will forever be considered Auro’s home market. It’s Auro’s identity in many ways.
How has COVID-19 changed the discussion about future growth and development?
I don’t think COVID will fundamentally change thinking if we want to grow. We always look at the basics: is there the type of demand to be able to build or acquire this hotel and make it successful? Are the numbers working? And it’s incredibly important never to deviate from focusing on these basics. I think the part that has changed is understanding how things change. We know how things have changed on a small scale, but we still answer the big questions.
Where does Greenville shine?
I have to refuse – I haven’t been to the United States in a while and paid no attention to American cities. But whether a city is a business destination, a tourist destination, or a place to live … the hardest thing to convey is authenticity. When you have it and are recognized for it, it’s incredibly important to support it. My feeling is that Greenville is perceived as authentic and that its efforts, for example with its inner city – human size, accessibility – reinforce this authenticity.
You have lived all over the world … which cities reflect this authenticity?
There are actually not many. If you look at a city like Brussels … I like Brussels because it’s a city that is extremely authentic – authenticity is not their theme. Traditionally, it’s a bit dysfunctional on the political side. It’s not necessarily the cleanest or most beautiful city. But for those who live there, the neighborhoods are absolutely authentic. It doesn’t try to be something that it isn’t. They love their food, their traditions … their chocolate, their beer, their comics. This is their legacy. Long term … when tourists or business travelers come to Brussels, they know what they want to experience. It’s a place with real character.
In how many countries have you lived or worked?
Let’s see … there is the USA, Belgium, France, India, Kenya … there are a couple of countries in the Middle East, South Korea. Pretty much every country in Europe. I’ve only worked for three or four companies in my career.
Hometown?
Born in Chicago… raised in Miami.
White socks or young animals? Bears or dolphins?
[Laughs] Hurricanes. My parents were professors at the University of Miami. I spent all of my childhood attending University of Miami football games. I looked at the Miami Heat. But if anything, it was these Canes football games.
Languages?
English and French.
You mentioned that you went to Cornell University, an Ivy League school …
I got a Masters from Cornell … Masters of Management and Hospitality with a major in Real Estate Finance. During my bachelor’s degree, I majored in Art History at Amherst College.
So you are that mix of creativity and business.
I have a part-time job as a photographer. It’s an outlet. It’s been a long time … since my youth. My first love
Your favorite place to take photos?
India. There is no place in the world like India. It’s the color, the sounds, the smells, the people and the chaos.
Check out Greenman’s photography below acuitycolorgrain.com
