HFS Concepts 4 is led by experienced, passionate designers who find great pleasure in passing on their skills and knowledge to our clients. We are a family of creative minds and qualified professionals in a variety of different design fields who are bound by an undying passion for hospitality design.

With 27 years of experience dedicated to interior design and purchasing services for the hospitality industry, Brent brings consummate knowledge to every hotel project. As President of HFS Concepts 4, he serves as a member of the executive management team and oversees Interior Design operations for the firm. He is active in numerous hospitality associations and is an active panel speaker at trade events and conferences. He holds a Bachelor of Arts Degree from Wofford College in Spartanburg, South Carolina.  

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After graduating from Memphis University, John began his career with Holiday Inn in the Design and Furnishings division. He relocated to Los Angeles to establish the west coast office where he developed the Contract Sales Program for the eleven western states. In 1977, he left Holiday Inn with two of his associates to form Concepts 4, now HFS Concepts 4. From a humble beginning, the firm has grown to be an internationally recognized leader in the hotel design industry. John’s beliefs in exceptional customer service and individual accountability are exemplified with the firm’s strong growth in its design and purchasing fields.

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Ron Chaney is the Chief Operating Officer at HFS Concepts 4.  With over 30 years of international senior executive experience gained by living and working in both Asia and Latin America, Ron brings to HFS a well-rounded management background with a proven track record of consistently increasing revenue and profitability.  Before joining HFS Concepts 4, Ron worked for Haworth Inc. as Global Account Manager for North Latin America, having primary responsibility for managing Haworth’s 300+ global accounts in the 16-country region.  Ron has a B.S. degree from the Marshall School of Business at the University of Southern California with an emphasis in Investment Finance.

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Chief Operating Officer

Michele MacCracken joined HFS Concepts 4 after twenty three years of experience at HKS Architects leading large, complex and inter-disciplinary projects with interaction among diverse clients, consultants and contractor teams in local, national and international jurisdictions. In addition to being a NCARB Certified Architect, Michele is a LEED Accredited Professional and a California Licensed Architect. She has a depth of experience in architecture, interior design and project management with major hotel projects all over the world. She is a graduate of  the University of Southern California. 

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Vice President of Architecture

Bill serves as VP of Contract Administration and has worked with the firm in a variety of senior positions for over twenty years. He is responsible for management of the Accounting Department and Contract Administration group. He has implemented all operational processes ensuring thorough management of the firm’s fiscal functions and has managed contracts in the firm’s portfolio in excess of $600 million. Bill is a 1983 graduate of UCLA and holds a B.A. degree in Economics and a B.A. in Psychology.

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Vice President, Contract


As an NCIDQ certified interior designer with almost 20 years of experience in hospitality design, Lee Gott  brings industry recognized talent to her projects.  She has worked on hotels and restaurants of extreme complexity and displays tremendous ability in all aspects of project design. 

As Design Director, working with upper management and multi-disciplinary project teams, she guides and oversees the creative team to curate the vision for the conceptual design development and monitors the documentation phases on each project. Her philosophy is to encourage design teams to consistently produce amazing and inspired designs and to approach every project with an innovative and unique style that relates to the project  locale.

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Director of Design

As Director of Marketing & Business Development. Warren Aston's main focus is to develop and maintain relationships with current and past clients, as well as build awareness of HFS Concepts 4’s unique capabilities throughout the industry. He brings professionalism, a wealth of marketing and sales development experience to HFS Concepts 4. Warren is a graduate of UCLA and holds a Bachelor’s degree in Business and Finance. Originally from Toronto, Canada, Warren now resides in Dana Point, California with his wife and three children.

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Director, Marketing & Business Development