About Us

Lloyd Kendall Jr.

Co-Founder & Principal

30,000+ 1031 Exchanges, 1031 Exchange Author

Lloyd is Chairman and Co-Founder of Bay Commercial Bank.  He practiced as an attorney in the bay area from 1978, specializing in real estate and tax law.  His specialty is tax-free exchanges and related matters. After leaving the IRS, Lloyd founded Lawyers Asset Management, Inc. acting as a “Qualified Intermediary” for tax-free exchanges under §1031(a) of the Internal Revenue Code. In 2006, his company merged with Commercial Capital Bank. He served as tax counsel for several title companies and was the President of Equity Investment Exchange, Inc., owned by Mercury Title Companies of Colorado. Lloyd is the author of 1031 Exchange Concepts, a treatise on tax-deferred investment strategies.

Frederick “Coach” Cerrone

Founder & Chairman, Hotel Equities

50+ Years Hospitality

Frederick Cerrone’s hospitality career spans a five-decade progression from desk clerk at the Sheraton Boston hotel, to managing hotels across the country and ultimately launching Hotel Equities in 1989. A general manager at age 21 and twice recognized as "General Manager of the Year" by national hotel franchises, Coach has hospitality in his blood. After many years in key positions with top hotels, he founded Hotel Equities and became one of Marriott’s first franchise partners. Other major franchise partnerships soon followed. With over 140 hotels in its present portfolio, Hotel Equities continues its successful growth. 

HotelWorld Network named Coach "Hotelier of the Year” in 2009. Chairman of Marriott’s Fairfield Inn Franchise Advisory Board, he also sits on the Advisory Board for Georgia State University's Cecil B. Day School of Hospitality and the Marriott Homes and Villas Advisory Board. He received the Alumni Entrepreneurship Award from Georgia State University’s Robinson College of Business. 

Brad Rahinsky

President & CEO, Hotel Equities

Brad Rahinsky serves as President and Chief Executive Officer of Hotel Equities, an Atlanta-based, full-scale hotel ownership, management, and development firm. In late 2018, Brad guided Hotel Equities through a historic joint venture and strategic partnership with Virtua International Holdings that accelerated the firm's growth through a comprehensive acquisition platform. 

Brad joined Hotel Equities as Vice President of Operations in early 2012 and quickly moved into senior leadership where he has powered the firm’s explosive growth adding over 75 hotels to the firm in over 25 states and multiple provinces in Canada. Prior to joining Hotel Equities, Brad co-owned a successful portfolio of Hilton and Hyatt branded hotels in the Southeast. He spent his early years learning the business through progressive executive level positions with Sheraton, Hyatt, Wyndham, and various independent resorts. Brad serves as a member of the TownePlace Suites by Marriott Franchise Advisory Committee and Hilton’s Hampton Inn and Suites Owners Advisory Council. 

Jeremy Hall

Chief Development Officer

Jeremy is responsible for overseeing the development of current and future projects in hospitality, single-family rentals, and opportunity zones nationwide. His extensive background in entitlements, planning, horizontal and vertical development, asset management, finance, brokerage, and valuation strategies complements the diverse nature of Virtua’s work in commercial and residential real estate development and investment. Prior to joining Virtua Partners, Jeremy was the senior officer in charge of a 40-year-old land development company specializing in affluent residential hillside communities in the southwestern United States; and the Southwest Regional Manager of a national real estate development company specializing in office and high-rise residential development.

Bret A. Maidman

Executive Vice President, General Counsel

30+ Years Experience

Bret is Executive Vice President and General Counsel for the Virtua group of companies. He also sits on Virtua Credit’s investment committee. Bret has over 30 years of legal experience in both business transactions and commercial, bankruptcy, and appellate litigation. He has acted as lead counsel on matters ranging from complex real estate and finance transactions to restructuring operating companies to litigating Chapter 11 plans through confirmation. Bret has been active in local, state, and national bar associations, written articles and spoken at numerous legal programs, represented pro bono clients in trial and appellate court proceedings, and served as a Pro Tem Judge for the Arizona Court of Appeals and President of the Arizona chapter of the Turnaround Management Association. For the first 19 years of his practice, Bret was an associate and partner at one of the leading law firms in the Southwest. He also practiced with a smaller firm and as a solo practitioner.  Bret attended Brown University, where he graduated magna cum laude with majors in history and psychology, and Northwestern University School of Law, where he was Articles Editor for the Northwestern University Law Review.

Derek Uldricks 

President, Virtua Capital Management

Passed Series 7 and 66 Examinations

As President of Virtua Capital Management, LLC, Derek Uldricks oversees the capital formation functions and investment processing for the funds offered by Virtua. Derek holds the Series 7 and 66 securities licenses. VCM is a registered investment advisor with the State of Arizona and oversees compliance under the Investment Advisers Act of 1940.

Ethan Schelin

President, Virtua Credit Corporation

Placed over $1B in Capital

Ethan is President of VCC and has over 15 years of commercial real estate experience, including the origination and placement of capital for over $1 Billion in assets. He arranges debt and equity capital for institutional real estate assets, and also originates fixed-income investments from the Virtua Partners series of private equity funds and offerings. Types of investments include leveraged transitional first mortgages, high yield debt, mezzanine debt, and preferred equity. In previous roles, he had served as Director for Newport Beach and Beverly Hills-based Capital Advisory Firms. Ethan has significant experience in acquisitions, due diligence, financial analysis, dispositions, and asset management. Ethan holds an MBA from the University of Southern California, a BA in Economics from UC Davis, a Certificate in Light Construction & Development Management from UC Irvine, and is a Licensed Real Estate Broker.

Nick Montague

Senior Vice President, Finance

$4B in CRE Loan Analysis

Nick is Senior Vice President of Finance at Virtua Partners. He oversees finance, underwriting, deal acquisition, due diligence, deal structuring, and dispositions. With over 15 years of real estate experience, Nick has analyzed over $4 Billion of commercial real estate loans and investment opportunities. Nick has also managed a portfolio of development deals in excess of $250 Million.

Prior to heading up finance at Virtua, he worked with a commercial real estate workout and restructuring advisory company. Nick has experience encompassing a wide variety of commercial real estate property types across the country with specific focus on, finance, underwriting, proformas, valuations, complex joint ventures, capital structures, repositions, workouts and development. He received a BS from California State University, Long Beach with a double major in finance and international business.

Peter Caldwell

Sr. Controller

30+ Years Experience

Peter is responsible for all accounting, tax, and financial reporting for Virtua’s operating companies, investment funds, and projects. He has 30 years of experience in all aspects of finance and accounting, including former leadership roles with two Fortune 500 financial services firms. He holds a Series 27 Financial Operations Principal license and is a Certified Public Accountant, licensed in California.  He has an extensive background in regulatory accounting, process, controls, and risk management. He and his wife support various Arizona children’s charities, including the Phoenix Children’s Hospital.

Curtis Christensen

Chief Compliance Officer, Virtua Capital Management

20+ Years Compliance

Curtis is responsible for ensuring the firm, investors, and offerings adhere to industry laws and regulations that guide investment best practices. He develops programs that support revenue growth in a compliant manner consistent with the firm’s emphasis on risk management and regulatory adherence. Curtis brings over 20 years of experience in the investment management industry with various investment advisors, asset managers, broker-dealers, and investment companies. He has previously held the position of Chief Compliance Officer with five other firms regulated by the SEC, FINRA, and NFA/CFTC.

Bill Taysom

Vice President, Marketing & Communications

50+ Companies Branded and Marketed

Bill oversees the marketing strategy for Virtua Partners. He has over 29 years of experience, both in-house and in agencies with companies ranging from software to franchising, including startups, Fortune 100 companies, and corporations in private equity environments. In hospitality, his background includes hospitality reservations software, corporate events, and custom fabrication for theme parks and casinos. Prior to joining Virtua Partners, Bill served as Vice President of Marketing Strategy at Conversiv, a full-service marketing firm. Bill supports Operation Underground Railroad and other humanitarian organizations.

Jae Hart

Vice President, Operations

Jae is responsible for managing the functions of Human Resources and Payroll for Virtua Partners.  Jae earned her Bachelor of Science from Northern Arizona University, and has been a long-standing member of the Society of Human Resource Management.  She has over 12 years of experience and is the liaison between employees and the corporate structure.  Her areas of expertise include recruitment/talent management, employment and HR information systems (HRIS), training/coaching, benefits, policy/procedure development, and employment engagement activities. 

Jae’s goal is to foster an environment of integrity that values its employees and to create a culture of open-communication and positivity in order to enhance the employee experience.

Sunny Huang

Vice President, Research, Analysis & Underwriting

Sunny provides leadership at our Hong Kong Office, overseeing research and marketing in Asia, and supports Virtua in M&A, underwriting, and marketing globally. Her team builds financial models for potential investments and workout opportunities, with deep, localized research for commercial real estate, with market assessments, financials, and economic analysis.

Sunny has comprehensive research and acquisition experience in private equity with leading Chinese firms. She received an MSc in Investment Management from the Hong Kong University of Science and Technology, and a B.S. in Finance from Zhejiang University.