THE PLASENCIA GROUP
The Plasencia Group likens itself to wise counsel, providing
investment advisory and consulting services to hospitality
investment players. As experts in the hospitality field, the
Plasencia Group has deep industry knowledge of the hotel
deal spectrum from the financial markets and investment
dynamics to operations and finally the travelers and travel
trends that shape the hotel business. As a privately held firm,
the Plasencia Group is committed to serving clients and providing certainty of execution. In fact, in 2018, the firm closed
100% of its marketed transactions, and in the last three years,
it has consistently reached or exceeded its expected asset valuations. The proven model has attracted repeat clients. For
three years running, 90% of the firm’s engagements have been repeat customers.
The Plasencia Group has a storied history in the hotel industry. It has been providing consulting and investment advisory services for
26 years, and has completed more than 500 engagements worldwide since its inception. While the company offers a full suite of services
to life insurance companies, banks and pension funds and private owners of hotels and resorts, its suite of services also includes portfolio
and individual asset strategies, which includes everything from hotel sales, asset management and hotel valuation to debt and equity placement and development management services.
Lou Plasencia serves as the company’s CEO and founder, and Orlando Plasencia as the chief administrative officer. The company is
also transitioning into the contemporary marketplace and positioning itself for future growth. As a result, Lou Plasencia’s sons Chris, Nick
and John have joined the company, and to round out its service offerings for hotel transactions, C. A. Anderson has joined as senior
managing director and Guy Lindsey as senior managing director of development management counseling. Looking ahead, the firm plans
to continue to recruit and grow its team.
The Plasencia Group is an active community member as well, participating in local community affairs and serving on several boards
and advisory councils, including Urban Land Institute and the American Hotel & Lodging Association. Additionally, it regularly participates in community service through Habitat for Humanity and volunteers with Ministry for the Homeless. As a leader in the hotel space,
the Plasencia Group also serves on hotel and tourism councils to keep up with industry trends in local and national markets.
Guy Lindsey C.A. Anderson Lou Plasencia
In 2009, during the depths of the recession, Paul Rahimian launched Parkview Financial in Los Angeles to provide fast and creative real estate financing solutions for developers in need of high leveraged loans. The company provides short-term bridge and construction loans secured by first trust deeds for projects in the Western
US and certainty of execution for borrowers transacting across asset classes, including speculative home development and entitled land sales, providing loan amounts ranging from $3 million to $100 million. Through its
debt fund, Parkview Financial originates an average of $400 million in construction financing each year. In the
past three years, Parkview Financial has grown significantly, and in 2019, the company estimated that it will close
between $500 million and $550 million in construction loans, and could expand beyond the Western US,
should attractive opportunities arise. Achieving this goal would be a significant increase over the $335 million
originated in 2018.
Heightened regulations and capital restrictions for traditional financing sources, particularly in the construction arena, has helped to fuel growth in Parkview Financial’s business. As we mature in the cycle and uncertainty
grows, more and more developers are looking for financing sources and solutions, often for deals that may have been easier to fund
earlier in the cycle. This has created a primary market for Parkview Financial, which is committed to funding construction deals for compelling projects with quality borrowers, regardless of the market conditions.
This model has been so successful because Rahimian, who serves as CEO at Parkview, is a third-generation developer, and over his
career, he has built $350 million in both commercial and residential projects throughout Southern California, including retail centers,
condos, apartments, mixed-use and office product—all asset classes on which Parkview Financial will transact. Leveraging this experience,
Rahimian is able to take a critical look at each individual deal and work with the developer to provide financing solutions.
Some of its most recent deals include providing $29 million in construction financing to developer Mega Home LLC for an 80-unit
condo project in Koreatown, and a $32 million construction loan for a four-story, 102-unit live-work project in Oakland. The latter featured a low interest rate for the first 18 months and is extendable for 30 months.
Rahimian frequently speaks at industry conferences and serves as a thought leader.