The South Carolina Restaurant and Lodging Association (SCRLA) recently named Michael Frits, General Manager of the DoubleTree Resort by Hilton Myrtle Beach Oceanfront, as its new Board Chairman. Frits succeeds Bobby Williams, President and CEO of Lizard’s Thicket Restaurants, who served as Chairman for two years prior.
“It is my absolute pleasure to be working with the team at SCRLA to continue the phenomenal work they have done to help guide our industry through growth, innovation, and most recently, the challenges of the pandemic,” said Frits. “As we embrace the culture of the ‘new normal’, I look forward to working with the SCRLA and the board of directors to further South Carolina’s hospitality industry.”
Frits has spent more than 30 years as a manager in the lodging industry, leading hotels across the United States including: Hilton Atlanta, Hilton Anatole in Dallas, The Palmer House Hilton in Chicago, Capital Hilton in Washington, D.C., Hilton San Francisco, and Hilton Anchorage. Frits recently transitioned the independent Springmaid Beach Resort into the DoubleTree Resort by Hilton Myrtle Beach Oceanfront, a 453-guest room resort which sits on 27 acres at the south end of Ocean Boulevard. The resort offers more than 40,000 square feet of meeting space.
Frits graduated from the University of Wisconsin-Stout in 1992 with a Bachelor of Science in Hotel and Restaurant Management.
About the South Carolina Restaurant and Lodging Association
For more than 75 years, the SCRLA’s mission has been to promote, protect and educate the foodservice and lodging industries of our state and to ensure positive business growth for our members. The SCRLA strives to represent the best interests of its members on small business issues, hospitality and tourism concerns and towards the protection of South Carolina’s quality of life.