Ried Floco

Ried Floco serves as President and Director of TechForce Robotics, Inc., bringing more than 30 years of hospitality industry expertise and more than 15 years of software development and technology leadership to the role.

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Ried started at the ground level of the hotel industry, working his way up through every discipline of the business. Over the course of his career he has overseen more than 200 hotel properties representing over $3 billion in asset valuations under brands including Marriott, Hilton, Intercontinental, Starwood, Wyndham, Choice Hotels and AmeriSuites, across limited-service, extended-stay, full-service and resort segments. In 2019, he was awarded the Hilton Legacy Award for his ground-up Carté Hotel, which is a unique Curio Collection by Hilton property located within the Little Italy district of downtown San Diego.

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Ried founded PierPoint Management LLC and has held senior roles across the industry, including Chief Operating Officer of Narven Enterprises Inc., Director of Portfolio Management at CNL Hotels and Resorts, and Regional Director of Sales and Marketing at Flagstone Hospitality/RFS Inc. He has also held District and General Manager positions with Prime Hospitality, RFS Inc. and Expotel Hospitality, with responsibilities spanning acquisitions, development, asset repositioning, dispositions and portfolio performance.

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Alongside his hotel career, Ried has built and led software development teams across hospitality-specific platforms and broader technology markets. His approach has remained consistent throughout his career: technology should solve the real problems people face inside hotel operations. Having spent decades running hotels, he understands firsthand the pressure operators face with rising costs and where technology can make the biggest impact. He believes that when you provide people with the right technology, training and support, they will be more focused and more likely to thrive in their daily lives.

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Ried holds a degree in Hospitality Management from Northern Arizona University.