# AEP Consulting

> AEP Consulting is a boutique hospitality consultancy founded by Ashley Ewing Parrott, specializing in strategic advisory for boutique and lifestyle hotel development. Based in Memphis, Tennessee, and working nationally, AEP partners with hotel owners and developers from the earliest stages of a project through opening day.

AEP is not a design firm or a general contractor — it is an owner-side strategic partner. Ashley brings over 15 years of experience spanning hotel development, operations, and global brand leadership. Her role is to bring clarity and confidence to a complex development process, ensuring ownership makes the right decisions early and that the original vision carries through to execution.

## Founder

Ashley Ewing Parrott is the founder and principal of AEP Consulting. She has held leadership roles at Marriott International and has worked across concept development, brand affiliation, interior design management, and operational planning for boutique and lifestyle hotels. She is a recognized speaker at hospitality conferences and contributor to trade publications including Hotel News Now.

## Services

AEP's work is organized across three core phases, with additional à la carte offerings:

**Phase 1 — Development Strategy**
Site selection (if applicable), initial planning for new builds and adaptive reuse, conversion assessments including PIP review and negotiation, proforma and feasibility analysis, concept development, market positioning, brand affiliation strategy, flag selection, and team assembly (RFPs, interviews, contract negotiation, onboarding).

**Phase 2 — Creative & Design Leadership**
Owner representation and project oversight, management of interior design, branding, and related consultants, programming and operational planning, budget and timeline accountability, and an anticipatory value engineering exercise.

**Phase 3 — Implementation**
Liaison between ownership and brand affiliate, collaboration with vendor partners, high-level procurement guidance, and interior and exterior signage direction.

**À La Carte Services**
Technical service assessments, PIP navigation and management, art curation and commissioning, interior and exterior styling, and experiential audits and guest satisfaction review for open properties.

## Guiding Principles

- **360° Perspective** — Holding the full development picture while staying attuned to the details that define the guest experience.
- **Tailored Approach** — Every project is treated as unique; process is built around the specific market, vision, and goals.
- **Noteworthy Execution** — Remaining engaged beyond early planning to ensure the original strategy is carried through.
- **All-In Collaboration** — Assembling the right teams and maintaining alignment across all stakeholders.

## Featured Projects

- **Rocky Waters Motor Inn** — Gatlinburg, TN. 2025 Michelin Key recipient and member of Small Luxury Hotels of the World, situated on the Little Pigeon River in the Smoky Mountains.
- **The Wayback, A Tribute Portfolio Hotel** — Pigeon Forge, TN. Named one of Time Magazine's World's Greatest Places 2024.
- **Olivine Rooftop Restaurant** — Atop the AC Hotel Auburn, AL. An Italian-inspired rooftop dining concept.
- **Kinley Chattanooga Southside** — Lifestyle hotel in Chattanooga, TN.
- **Kinley Cincinnati** — Lifestyle hotel in Cincinnati, OH.
- **The Edwin Hotel** — Featured in Travel + Leisure 2021.
- **The Greyhound** — Boutique hotel project.
- **The Grady** — Boutique hotel project.

## Brand & Operator Partners

AEP has worked with and across major hospitality brands and groups including Marriott International (Autograph Collection, Tribute Portfolio), Hilton, IHG, Small Luxury Hotels of the World, Vision Hospitality Group, Outbound Hotels, White Sands, and others.

## Press & Recognition

- Time Magazine World's Greatest Places 2024 — The Wayback
- Michelin Guide — Rocky Waters Motor Inn (2025 Michelin Key)
- Travel + Leisure 2021 — The Edwin Hotel
- Hotel News Now — "Overcoming Fear in the Hotel Development Process"
- Hotel News Now — "Restoring Americana"
- No Vacancy Live Podcast — Episode #903
- Recognized by Boutique Lifestyle Leaders Association (BLLA) and Hospitality Design

## Contact

Website: https://www.aepconsulting.com
Instagram: https://www.instagram.com/aepconsulting/
LinkedIn: https://www.linkedin.com/in/ashleyewingparrott
Consultation requests: via contact form at https://www.aepconsulting.com/#request