Dion دي فريتاس

Miami-based integrated hospitality and entertainment destination operating across entertainment, attractions, food and beverage, private events,
tournaments, nightlife, guest services, facilities, sales, administration, vendor partnerships, and capital projects.
• Serve as ownerships principal operating leader with full responsibility for enterprise operations, P&L performance, workforce leadership,
service standards, operating controls, commercial execution, expansion planning, and long-term business value.
• Increased annual revenue from approximately $5M to more than $12M by expanding revenue centers, improving programming, strengthening
event and group sales, increasing asset utilization, and elevating the guest experience.
• Improved EBITDA from 24% to 31% through operating controls, pricing discipline, productivity improvement, cost management, labor
efficiency, and leadership accountability.
• Reduced labor costs from 32% to 26% by redesigning staffing models, strengthening scheduling discipline, improving management oversight,
and aligning labor deployment with business volume.
• Lead a 135+ employee organization across entertainment, food and beverage, attractions, events, guest services, facilities, sales, and
administration.
• Direct full enterprise P&L accountability, including budgeting, forecasting, pricing, labor planning, capital allocation, business reviews, and
performance management.
• Oversee an approximately $5M annual food and beverage platform, expanding revenue through additional outlets, improved service models,
party and event sales, menu execution, and stronger operating standards.
• Directed a 2017-2019 redevelopment that modernized the facility, upgraded guest-facing areas, improved the customer experience, and
strengthened competitive position.
• Currently leading a 16, 000-square-foot expansion adding new attractions, expanded dining capacity, party rooms, guest amenities,
redemption areas, restrooms, and additional revenue centers.
• Positioning the business to reach approximately $15M in annual revenue capacity through expanded attractions, stronger food and beverage
operations, increased event demand, and improved asset utilization.

Independent advisory practice supporting hospitality, restaurant, entertainment, and guest-facing ownership groups seeking stronger profitability,
service execution, leadership accountability, labor productivity, and operating discipline.
• Advised ownership groups on unit economics, labor productivity, guest experience, service execution, leadership effectiveness, and operating
accountability.
• Identified performance gaps and implemented practical improvements to strengthen profitability, service standards, workforce performance,
and management routines.
• Guided commercial execution, organizational effectiveness, business development, and sustainable operating discipline for guest-facing
businesses.

Nationally recognized polished casual fondue franchise built around interactive guest experiences, celebration occasions, elevated hospitality,
wine programs, and operational consistency across a franchise system.
• Managed franchise performance support for 12 restaurants across Tennessee, Ohio, Virginia, North Carolina, and South Carolina,
strengthening profitability, operating standards, and brand alignment.
• Coached franchise owners and management teams on financial performance, upscale service execution, labor management, leadership
routines, and guest satisfaction.
• Contributed to a high-performing territory with the highest number of Franchisees of the Year recipients during tenure.

Nationally and internationally recognized premium ice cream franchise known for its Ultimate Ice Cream Experience, super-premium ice cream
made fresh in-store, customized mix-in creations, theatrical guest interaction, and high-energy customer service.
• Guided a nine-unit territory across West Virginia, Pennsylvania, New Jersey, New York, and Connecticut with focus on sales growth,
profitability, guest experience, labor productivity, and brand consistency.
• Conducted operational assessments, developed performance improvement plans, supported franchisee onboarding, and strengthened
operator accountability.
• Supported the highly visible 42nd / location, one of the brands most prominent destination-market stores.

Globally recognized premium fashion retailer associated with luxury-market service standards, curated merchandise, high-touch selling, and a
customer experience culture that has long served as a benchmark for upscale retail operations.
• Directed multi-unit restaurant and specialty cafe operations across Pennsylvania, New Jersey, New York, Connecticut, and Rhode Island
within Nordstroms premium retail environment.
• Oversaw 10 restaurant and specialty cafe units with responsibility for financial performance, staffing, leadership development, vendor
partnerships, merchandising initiatives, service standards, and new store openings.
• Developed future leaders while driving operational consistency, guest satisfaction, brand execution, and profitability across one of the
companys highest-performing restaurant regions.