A brief Coffee Table Chat  With Our Co-Founder & CEO

One-on-One with Jesús Parrilla

Why Experiential Hospitality Chose Memphis, TN as Its Headquarters

When you think about hospitality powerhouses, cities like New York, Miami, or Los Angeles might come to mind. But Memphis? It might not be the first name on the list—until you take a closer look.

In this candid conversation, Jesús Parrilla, a global hospitality leader with deep roots in Spain, Costa Rica, Chile, and beyond, reveals why Experiential Hospitality chose Memphis, Tennessee, as its headquarters. More than just a business decision, it was a move shaped by opportunity, connectivity, and culture—a city where resilience and authenticity aren’t just buzzwords, but a way of life.

From Memphis’ entrepreneurial ecosystem and logistics powerhouse status to its unexpected outdoor adventure access, Jesús shares why this city is not just a place to work—it’s a place to build, to create, and to thrive.

Let’s dive in.

1. Jesús, you’ve lived in so many places over the years—Spain, California, Texas, Tennessee, Florida, Chile, Costa Rica—and have spent considerable time in Argentina and Mexico. With such a global perspective, why Memphis?

When we set out to build Experiential Hospitality, we weren’t just looking for a place to plant a corporate flag—we were looking for a home, a city that resonated with our ethos, our passion, and our mission. Memphis stood out immediately.

First, it’s a city of opportunity. Memphis has an extraordinary business ecosystem that fuels entrepreneurs with ambition. Here, you don’t just survive; you thrive. The cost of living is remarkably lower than in cities like New York, Los Angeles, or Miami, allowing us to reinvest in our people, in our innovation, in our future.

And let’s talk about the tax environment, no state income tax on wages, and one of the lowest state and local tax burdens in the country. That means people keep more of what they earn, and that’s powerful. It’s no surprise Realtor.com ranked Memphis 3rd on the list of where millennials are most likely to buy homes. This is a city where you can build a life, not just a career.

But beyond the economics, Memphis is a city of resilience, of soul, of raw, undeniable energy. It has grit. It has character. It has heart. And when you’re building a company centered on authentic experiences, connection, and culture, you want to be in a place that embodies those things every single day.

2. You could have chosen any U.S. city to be close to investors. Why Memphis?

Strategic connectivity is everything. We are in the business of crafting travel experiences that redefine hospitality—we need to be in a place that gives us immediate access to the world.

From Memphis, I can be in New York in 2.5 hours, Chicago in 1.5, Miami in 2, Dallas in 1.5, Atlanta in 1. It’s seamless. It allows us to engage with investors, travel partners, and media without sacrificing the advantages of operating in a city with lower costs and a high quality of life.

And let’s not forget Memphis’ powerhouse logistics infrastructure—this is the global headquarters of FedEx! The ability to move goods, people, and ideas quickly is an absolute game-changer for any industry, and we’re right in the epicenter of that.

3. What personal connections do you have to Memphis?

My relationship with Memphis goes back decades. I earned my graduate degree here. I lived here. I worked here. And it shaped me.

Early in my career, I was at Dobbs International Services, which later became Gategroup. That company had an extraordinary culture of service. It was more than just a business—it was a philosophy, a commitment to something greater than transactions. It transformed my understanding of service into something sacred.

And beyond business, the people of Memphis left a mark on me. This city is filled with some of the most genuine, welcoming, and fiercely loyal people I have ever encountered. There’s a warmth here that you don’t find in many places. It’s real. It’s deep. It’s the essence of hospitality itself.

4. Some people might not immediately associate Memphis with hospitality. Why do you think it’s a great fit for Experiential Hospitality?

Let’s not forget—Memphis is where Holiday Inn was founded, one of the most revolutionary hospitality brands of all time. Hospitality is in this city’s DNA.

The University of Memphis has a strong hospitality program, training the next generation of leaders in this industry. And I believe that through my ties to the university, we can be part of shaping a new wave of outdoor hospitality pioneers.

But beyond traditional hospitality, Memphis is a city that knows how to create experiences—through its music, its food, its storytelling. It’s not a place that just “hosts” people; it moves them. It changes them. And that’s exactly what we aim to do with Experiential Hospitality.

5. How does Memphis’ location support the company’s vision?

Memphis gives us access. Not just to cities and investors, but to nature, to history, to cultural depth. People don’t always realize this, but Memphis is a gateway to some of the most incredible outdoor destinations in the country. And for a company like ours, which is built on adventure, nature, and cultural immersion, that’s invaluable.

Within a short drive, you can reach:

• The Ozarks (Arkansas & Missouri): A breathtaking haven for hiking, canoeing, and true outdoor adventure.
• The Great Smoky Mountains National Park: The most-visited national park in the U.S., a stunning, wild landscape.
• The Natchez Trace Parkway: A historic and scenic drive through Tennessee, Mississippi, and Alabama.
• The Appalachian Trail (Tennessee section): One of the most legendary long-distance trails in the world.
• Big River Trail & Mississippi River Parks: Right here in Memphis, offering outdoor recreation along the majestic riverfront.

We are in the perfect place to inspire and be inspired.

6. Would you say Memphis gives Experiential Hospitality a strategic advantage?

Without question. Memphis is not just where we’re headquartered—it’s where we’re rooted. The business advantages are undeniable: lower costs, strong connectivity, a dynamic entrepreneurial ecosystem. But it’s more than that. It’s the spirit of Memphis. It’s the resilience, the authenticity, the cultural richness.

I believe this city attracts people who have something deeper to offer—people with soul, with grit, with a sense of purpose. And that’s exactly the kind of team we want to build. We’re not interested in being in a “trendy” city for the sake of image. We’re interested in being somewhere that allows us to create, innovate, and do work that truly matters.

At Experiential Hospitality, we are not just about running a business. We are about people. We are about places. We are about purpose. And Memphis embodies all three. That’s why we’re here. That’s why we’re staying. And that’s why we’re building something extraordinary—from the heart of this city to the world’s most remote and awe-inspiring destinations.