CRU Property Management is uniquely focused on providing an ideal experience for hotel owners. By choosing CRU Property Management you ensure that your investment is being managed by someone who has management as the primary focus of our business.
Our company is enabled with organization efficiencies and numerous failsafe policies, as we have not lost our ability to provide extraordinary customer service and over two decades of property management experience.
As one of the founding principals of CRU Real Estate Group of Companies, Anil Patel brings in 21 years of real estate ownership, management and investment experience to the company.
With an emphasis in the hospitality sector, Anil has been involved in the ownership, operations, management and/or renovation of over 20 hotel properties in 7 states. Totaling over 2300 units and $100 million in transactions, Anil’s ownership interests over the years have included various Marriott, Hilton, Radisson, Best Western, La Quinta, Wyndham and Choice hotel brands.
Anil Patel is a founding principal of Silver Creek Hospitality, a hotel & real estate investment, development and management firm focused on the North American lodging and hospitality sector. Anil was also a partner, until 2004, in the Amin Group, which is a series of family related hospitality operations that seek ownership, management, and development opportunities.
After earning his MBA with an emphasis in Finance and Entrepreneurship and his Master’s in Computer Science from the University of Southern California, Anil founded a real estate consulting firm specializing in financing, development and loan processing for the hotel industry.
Through the years he was the President of another real estate specific consulting and investment firm with an emphasis on the acquisition and financing of residential properties for its clients. Given his passion for new business ventures, Anil also co-founded a garment manufacturing company specializing in private clothing label sourcing to U.S. companies with factories in India, Kenya, Peru, Mexico, United Arab Emirates and Singapore.
In addition to his Master’s degree, Anil earned his Bachelor of Arts in Economics-Business and his Bachelor of Science in Computer Science & Engineering from the University of California, Los Angeles.
A native of California, he has been actively involved in the Asian American Hotel Owners Association (AAHOA) for the past 14 years. As the fastest-growing hospitality organization in the United States, AAHOA has grown from 100 to over 10,000 members since 1989. Its membership owns over 50% of the hotel rooms in the country.
Chirag Patel has over 15 years experience as an owner, operator and manager of businesses in the hotel/motel and retail industries, and over seven years experience in the residential real estate profession as a licensed Realtor®.
His success in the hotel industry during economically challenging times is particularly noteworthy given his record of increasing sales/revenues by 20% over the past three years as a result of utilizing effective marketing techniques to generate new business accounts. His strength also lies in his ability to assess his clients needs and goals and effectively communicate how they can be achieved.
Chirag’s entrepreneurial background includes current ownership of two successful hotels, a sports bar and the establishment of a start-up juice bar business that was sold as a profitable venture just three years after it was launched.
His extensive real estate background is inclusive of the mortgage arm of the business. Prior to that, he worked in both Technology and Marketing for two large corporations where he was lauded for sales and growth achievements.
Chirag obtained his Bachelor of Arts degree in Communications with an emphasis in Advertising from California State University, Fullerton.
Steven Senft serves as Principal of CRU Property Management, CRU Investments and leads the Commercial Advisory division at CRU Real Estate Advisors. With over 16 years experience in hotel ownership and operations, retail ownership, sourcing equity, debt placement and real estate transaction / advisory work valued at over $2 billion. Steve’s primary focus is to manage the day-to-day operations of the hotel portfolio, including the sales and marketing efforts, yield management and OTA’s. Additionally, Steve represents hospitality investors on hospitality dispositions and acquisitions, advisory services and capital market services. Steven has worked with all major hotel franchises including; Starwood Hotels and Resorts, Hilton Hotels & Resorts, Marriott Hotel & Resorts, Hyatt Hotel & Resorts, Intercontinental Hotel Group, Choice Hotels, Wyndham Hotel & Resorts, Best Western as well as several boutique Hotel Companies.
Prior to joining CRU, Steve was Vice President of Capital Markets at Ethika Investments in Los Angeles, where he built and maintained global investor’s relationships, provided investors
access to a diversified portfolio of hospitality and office commercial real estate assets in while sourcing domestic and international equity with pension funds, family offices and High-Net Worth individuals. Prior to joining Ethika Investments, Steve was a Senior Broker at HREC Investment Advisors in Los Angeles, representing sellers and buyers of hotel assets primarily in the Pacific states. At HREC, Steve held integral roles at every stage of the disposition marketing process, including property valuations, marketing, strategy, investor outreach, buyer selection, due diligence, and closings. And prior to HREC, Steve was President of 1st Link Financial where he performed real estate financial analysis to create investor wealth in both commercial and residential realty. As an entrepreneur, he co-founded, developed and successfully sold the Island Shades, Inc. retail operation with over 20 stores nationwide. Steve began his career with Hyatt Hotels and Hilton Hotels where he has over five years combined hotel sales operation experience.
Steve earned his Bachelor of Science in Hospitality Management from the Collins College of Hospitality Management and holds a Master of Business Administration from California State Polytechnic University, Pomona. He also earned his Certification in Real Estate, Development and Hotel Investment from the Cornell University School of Hotel Administration. He is a member of various professional and community organizations, including currently serving as founding President of the Collins Hospitality Society for The Collins College of Hospitality Management at Cal Poly Pomona and as an honorary Board of Advisor member of The Collins Hospitality Management at Cal Poly Pomona. Steve is a licensed Real Estate Salesperson in the state of California.
Brijesh Shelat is the Vice President of Accounting & Finance for CRU Property Management, based in Costa Mesa, California. He brings extensive experience in hotel finance & operations to the CRU team. Mr. Shelat is responsible for overseeing all aspects of the company’s financial reporting for corporate and at the property level. His responsibilities include budgeting, analytics, operating metrics, forecasting, underwriting, systems implementation, and P&L reviews.
Prior to joining CRU Property Management, Brijesh was a Regional Director of Finance & Operations at Interstate Hotels & Resorts from 2014-2017 and RIM Hospitality from 2011-2014. Brijesh was responsible for leading 30 full and limited service hotels and oversaw the financial and accounting functions for all hotels in his region. In addition, he transitioned hotels in & out in his region and set up the system and training for the properties.
Prior to joining Interstate Hotels & Resort and RIM Hospitality, Brijesh was the Assistant General Manager for the 489 guestroom Sheraton Anaheim in California near Disneyland.
Brijesh holds an Electronic Engineering degree from DeVry Institute/University.
Sanjay Patel is the Vice President of Hotel Operations for CRU Property Management, based in Costa Mesa, California. He has over 15 years of experience in hospitality industry and extensive experience in hotel operations, revenue, P&L, budget, sales, food and beverage, and renovation. Sanjay also holds various awards such as Rookie of the year from Stonebridge Hotels, Top Gun Award form DKN Hotels, Top Five Performance from Hyatt Select Group for excellence in areas of Market share, Quality assurance and Customer Service, and nominated for General Manager of the year by Hilton Garden Inn San Bernardino.
Sanjay brings over 15 years of hospitality management experience having held management positions with Hilton, Hyatt, Best Western, IHG, Starwood and Radisson brands, ranging from Full Service to Select-service properties.
Prior to joining CRU Property Management, Sanjay held General Manager positions with DoubleTree, Hilton Garden Inn, Hyatt Place and Best Western. He has an accomplished career including fulfilling the role of opening General Manager for Hilton Garden Inn and re-branding first Hyatt Place in Southern California leading his team in receiving brand’s Top Five Performance award from Hyatt Select Group.
Sanjay earned his Bachelor of Science in Environmental Studies from University of California, Riverside.
Rimi Asano is the Corporate Revenue Manager for CRU Property Management. Rimi works closely with the management team and is responsible for pricing, transient and groups, with respect to changing demands and competitive maneuvers.
Prior to joining the team, Rimi worked as a Revenue Manager and ECommerce Manager for many years at the hotel level in Honolulu, Hawaii. She would take the vast knowledge and work with different departments on problem solving as well as defining new process to improve workflow. Rimi was responsible for developing pricing strategies, analyzing business developments and monitoring market trends among various partners. Having great relationships with Online Travel Agencies, wholesalers and Consortias, she has built a very strong rapport with many of them which was crucial to the positive B2B relationships.
With over 20 years of experience in the hotel and airline industries, she has extensive experience in customer service, reservations, group sales, marketing, e-commerce and revenue management for Starwood Hotels and Castle Resorts & Hotels. Rimi also served as an appointed liaison and Reservation Manager at The Kahala Hotel & Resort, one of the top 2 luxury hotel in Honolulu, Hawaii, to work closely with the Reservations Department at one of the top hotel chains, Hotel Okura Tokyo, in Japan to promote marketing rate plans and campaigns. Rimi originally came from Japan, lived over 20 years in Honolulu and moved to Southern California 4 years ago. She has earned her Master of Hospitality Management degree from Travel University of Honolulu and also earned Bachelor of Arts in Psychology from Sophia University. In Rimi’s spare time, she was a court interpreter for the Third Circuit Court in Hawaii and currently helps with interpretation/translation for the Japanese American Senior Keiro Home in Los Angeles.
Steve Patel is Executive Vice President of Acquisition and Development and is based in Los Angeles, CA. His primary responsibilities at CRU are to generate deal flow by finding potential opportunities, interact with investors and capital partners, and serve on the investment committee to analyze potential projects. In addition, Steve leads CRU’s brokerage division to help sell the projects once complete. Steve has over 35 years as a hotel broker representing hotel buyer and sellers throughout the state of California. At CRU Hotels Mr. Patel focus is growing the limited service hotel acquisition platform and arranging sales, acquisitions and advisory work to the lodging industry.
Prior to joining CRU, Steve was Vice President of First City Real Estate Corp where he was focused on the firm’s Investment Brokerage activities for the Hospitality & Lodging Industry, particularly Hotel and Motel investment marketing and sales in the Southern California region. His background, hands-on knowledge and experience, both operationally and as a broker, will provide the highest level of advisory services and transactional support for those clients buying, selling or investing in the Hospitality industry.
Since 1979, Steve has been an active participant in the Hotel/Motel industry as an Owner, Operator, Developer, and Director of Franchising for a nationwide hotel company, Commercial Sales & Leasing Agent for a Los Angeles-Westside brokerage firm and a top performing commercial real estate broker. Steve was Vice President of CB Richard Ellis-Hotel Group and was Executive Vice President of Coldwell Banker Commercial where he helped create and manage the CBC-Hospitality Group. As the groups Managing Director of Western Region, Steve provides his clients with a national network of over 700 commercial investment sales specialists in 100 regional offices who ended 2003 with record sales of over $15 Billion.
Steve is a graduate of the University of Southern California and holds a degree in Business Administration and excelled in its Entrepreneur Program. Steve is the recipient of USC’s prestigious “Best Business Plan of the Year Award”, was Kent Realtors Rookie of the Year and was recipient of their Top 5 Sales Agent Award. Other achievements include the QE Merit Award for Leadership from Queen Elizabeth II, past President of his college fraternity, served as Treasurer for the USC Sailing Club and Student Body Vice President.
Elaine Vigil serves as the Human Resources and Payroll Manager of CRU Property Management. Utilizing her 10 years’ multi-disciplinary profession experience in client and customers services, administration and sales, Ms. Vigil is an integral part of CRU’s team and a consummate client relationship expert. With her considerable ability to manage projects and communicate effectively with both internal and external constituents, Ms. Vigil responsibilities include assist the Sales and Marketing efforts at the property and corporate level.
In Elaine’s spare time, she is passionate about charitable causes and works regularly with Fellowship Builders in San Juan Capistrano and You Are Special Community Outreach and Food Pantry in Orange. Elaine is currently working to obtain her California Real Estate Agent’s License.
Keshav Agrawal serves as Corporate Operations Manager of CRU Property Management. Keshav brings industry experience in real estate, operations, property management and entrepreneurship. He cultivated his passion for real estate early on in his career through real estate investments in residential and commercial properties. He further refined his skills through asset and project management at CRU. He focuses on identifying and developing standard operating procedures to best utilize the resources available to better streamline operations. He has a proven effectiveness at developing strong business relationships to work effectively with investors, vendors, and guests. His professional experience has allowed him to leverage his skills in growing a hospitality portfolio from 1 hotel to 5 hotels in 3 years with over a 1000 rooms. Keshav earned his Bachelor of Administration in Business Administration with a specialization in Accounting from the University of California, Irvine.
Conor Self is a Staff Accountant for CRU Property Management. Mr. Self assists the accounting department by creating revenue forecast to allow for more accurate planning and budgeting. Conor also helps track payroll at the properties to ensure that staff is being used efficiently and effectively. Conor’s role at CRU keeps expanding as he helps with accounts receivable, accounts payable and bank reconciliation. Like many others at CRU, Conor is a graduate of California State University, Fullerton where he received a Bachelors in Business Administration with an emphasis in Accounting.
In his free time Conor enjoys hanging out at the beach, going hiking, or binge watching It’s Always Sunny in Philadelphia.
Maria Sanchez serves as the Corporate Marketing Manager for CRU Property Management. She's in charge of the hotels brand marketing through print and digital media channels. Creates and manages hotel promotional content for the digital marketing field. Also tracks and updates the hotel's digital presence to ensure brand maximization. In addition works closely with hotels upper management and vendors to ensure all marketing collateral is consistent.
She follows her “passion for incorporating her creative touch in the world”. Prior to joining CRU Property Management in 2014 her involvements with a non-profit organization and work experience have given her the confidence to interact with a variety of people and manage various projects. Maria is a dedicated team player with an excellent work ethic and was awarded employee of the second quarter and employee of the year in 2016.
Maria is a graduate from California State University, Fullerton where she earned a BA in Communications, with concentration in Advertising and a minor in Sociology.