Jonathan Armstrong III, from Chattanooga area, keeps head in bed for growing hotel chain


“Head in the beds.”

If you work in the hospitality industry, this is your mantra.

Jonathan Armstrong III, 37, is an ultra-articulate and highly educated hospitality industry manager, but his job comes down to four simple words: Put your head in the beds.

Fortunately, Armstrong, who is regional sales and marketing director for Dynamic Group Management, a small and growing hotel chain, is doing his job very well.

His business is set to grow. It will build three of four new hotels slated to open in the Chattanooga area over the next year, Armstrong said. And Armstrong is working hard to attract customers to new properties in the East Ridge, Hixson and Hamilton Place areas.

Armstrong is based at the Holiday Inn and Suites on Chestnut Street, but is responsible for sales at existing Dynamic Group properties.

“(The job) is to build relationships, sell myself, sell this hotel and sell Chattanooga,” Armstrong said.

Photograph of Troy Stolt / Jonathan Armstrong III is held inside the lobby of the Holiday Inn and Suites downtown in October.

The local native grew up on Lookout Mountain, seven houses from the Incline Railroad. During busy tourist seasons, he set up a lemonade stand in front of his house to sell cold drinks to visitors.

He was raised by a southern born mother who believed in good manners and treated guests like family.

“Frankly, this is southern hospitality,” says Armstrong. “There’s no other way to put it. And I’m proud of it.”

As he got older, Armstrong cleaned around a local transportation company so he was allowed to hang onto the carts while riding his inline skates. He also worked at the Incline Railway where he tried to make perfectly sculpted and fluffy ice cream cones.

You could say that hospitality entered his blood from an early age.

“I have been very active in the tourism industry in Chattanooga since I was a little boy,” he says.

Armstrong has also seen the industry grow. As a child, he played in the Chattanooga Choo Choo backyard and remembers seeing the angular outline of the Tennessee Aquarium added to the Chattanooga skyline in the 1990s.

By the time he graduated from Baylor School and went to college, he decided to major in hospitality and tourism management at the University of South Carolina. He then obtained an Executive MBA from the University of Tennessee at Chattanooga.

His first professional job was that of project coordinator within the Vincit Group, a company specializing in food safety and sanitation. After 10 years with this company, he was recruited several years ago by Dynamic Group Management with the promise that the company was positioned to grow.

Rooted in the community and ready to move forward in his day job, Armstrong began to spread his wings in civic work. After a stint with a United Way leadership group, he became active with Rotoract, a Rotary International young adult association, where he helped young interns from Howard High School participate in a Environmentally focused outdoor task force that builds trails and brush on the Lookout Mountain side.

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Photograph of Troy Stolt / Jonathan Armstrong III is held inside the lobby of the Holiday Inn and Suites downtown in October.

Jonathan armstrong iii

* Age: 37

* Hometown: Observation mountain

* Job: Regional Sales and Marketing Director for Dynamic Group Management

* Hobby: Golf

* Family: wife, Tiffany; son, Jonathan

A former president of Rotoract, Armstrong is now one of the youngest members of the Chattanooga Rotary Club.

Roshan Amin, President and CEO of Dynamic Group, recently announced that his company will build new TownePlace Suites by Marriott hotels in Hixson and East Ridge. In addition, an Elements by Westin property is planned on Shallowford Road, near the Hamilton Place Mall.

“A big part of selling a hotel is prospecting for new business that will come to the area,” Armstrong said, noting that he scours news reports for announcements of new construction projects in the area. With construction projects come workers who need housing, he says.

“The arrival of three properties by the fourth quarter of 2022 will be the biggest test of my career,” he said.

The pandemic continues to undermine business in the hospitality industry, Armstrong said. At times over the past 18 months, everything has been put on the bridge, he says. He even helped undress the sheets in the rooms of the Holiday Inn and Suites.

In short, Armstrong does whatever it takes to keep his head in bed.


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