Vision without execution is hallucination

Thomas Edison
a. the leading or upper part in a duet
b. of top quality or importance
"the primo team in the land"

Our Mission

Our Mission is to inspire growth through excellent operational and investment strategies.

Our Philosophy

There is a chance to add value to any opportunity through creativity and innovation.

Our Services

Our team provides the experience needed to support efficient management and to create value add investments.

About Us

Who we are

An insight into Primo's past

Primo Investments, established in 1979 in Rock Hill, SC, is a hotel ownership and management firm. Primo began its endeavors in hospitality with an independent motel called the Oaks Inn. Thereafter, it has expanded exponentially with multiple properties located in North Carolina and South Carolina, consisting of over 500 rooms and employing over 100 associates. Primo Investments is honored to be affiliated with Hilton Worldwide, Marriott International, Wyndham Hotel Group, Choice Hotels, Best Western International, and Red Roof. Primo Investments is a family owned company whose focus is on management, development, and expansion of the firm, utilizing the vision created by the prior generation.

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Our People

Meet Our Team

  • Jayanti Patel
  • Hitesh Patel
  • Freda Smart
  • Rupa
  • Michael Williams
  • Collin Northcutt
  • Darlene Ellman
  • Samantha Powell

Jayanti "JC" Patel

President and Founder

JC has utilized over 30 years of experience in the hospitality industry to cultivate seven businesses from a single start up in 1979. As an entrepreneur, his sectors of expertise range from operations to renovations and new development. Through effective business strategies, creativity and an unparalleled vision, JC has been able to grow a single business into millions in annual revenue.

Hitesh Patel

Chief Development Officer

Determination, tenacity and perseverance are characteristics upon which Hitesh prides himself. Prior to establishing Primo Investments, he was extensively involved in finance and real estate. With over 15 years of experience in the hotel industry, Hitesh is responsible for future growth of Primo Investments. His role includes overseeing financials and leading the company in innovative designs and expansion. Furthermore, Hitesh is accountable for directing all new developments and acquisitions.

Freda Smart

Administrative Assistant

Freda joined the team at Primo Investments in 2010. With more than 10 years of experience in the hospitality industry, Freda has acquired skills to provide executive support through management, training and streamlining processes.


Task Force Manager

Rupa is responsible for assessing the overall health of the Primo Management. Born into the industry, she is able to leverage her assessment and develop strategies to optimize the functionality of the company. Rupa is responsible for support in areas of need to continue operational efficiencies and to create a standard of excellence that supports the overall future growth of Primo Investments.

Michael Williams

Corporate Compliance Audit

As Corporate Compliance Officer, Michael assures that all assets adhere to Primo Investments’ corporate standards of accounting and reporting, human resources, information technology and operation. With 25 years of management experience, Michael is a veteran of the Hospitality and IT industry; each day, using that experience to breakdown data and identify potential risks and opportunities to protect our investors.

Collin Northcutt

Corporate Director of Operations

Collin Northcutt has nearly a decade of hospitality leadership experience primarily in full service convention hotels and F&B operations. Mr. Northcutt has been instrumental in design & construction, renovation, and new concept development roles in boutique lodging and experiential dining for 6 years. He has been successful in implementing processes, auditing financials, and onboarding and developing key team members. Prior to Collin's entry into the hospitality industry, he owned one of the top performance design firms in the country catering to the movie, TV, and live entertainment industry.

Darlene Ellman

Corporate Director of Sales

Darlene joined Primo Investments in 2021 as the Director of Sales. With 15 years experience in hotel sales, she has worked for many brands such as Choice, IHG, Wyndham, Marriott, and Hilton. Darlene’s main objective is to obtain new business in the market, cultivate new and existing relationships with surrounding companies and clients, and most importantly to ensure that all portfolio’s meet or exceed budget goals.

Samantha Powell

Corporate Staff Accountant

Samantha joined Primo Investments in 2020 as Staff Accountant. She has 7 years of experience in the construction and hospitality industries. She has overseen construction and operational budgets for various hotel brands such as Marriott, Hilton, and Hyatt. Her experience allows her to focus on the company’s financial outlook with precision and proactive measures.

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Our Brands

Who we work with

Primo continues to strengthen their alliance with world-leading brands in the hostpitality industry.

Our Hotels