Pricher is Best Western’s general counsel

Previous GC was named the company’s president and CEO

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Jay Pricher
Jay Pricher

Jay Pricher is the new general counsel for Best Western Hotels & Resorts. He succeeds Larry Cuculic into the role after Cuculic was named Best Western’s president and CEO in October.

Previously, Pricher was the company’s vice president of legal, according to a press release. Prior to joining Best Western, he was vice president and associate general counsel for Financial American Corp., a real estate focused private equity firm.

Pricher has a bachelor’s degree in legal studies and politics from the University of California, Santa Cruz and a juris doctor degree from UC’s Hastings College of the Law. He also holds a Master of Business Administration from the W.P. Carey School of Business at Arizona State University, with an emphasis on International Finance.

“Jay is a strategic leader who has a deep understanding of our unique organizational structure and the needs of our hoteliers,” said Larry Cuculic, President and Chief Executive Officer, Best Western Hotels & Resorts. “He has a proven track record of supporting our members and hoteliers across a variety of legal issues related to international operations, intellectual property matters and business litigation. I have great confidence that Jay will continue to deliver exceptional leadership as he takes on this expanded role.”

In his new role, Pricher will set the company’s strategic direction and provide guidance on corporate legal issues, to include board and governance matters. Additionally, he will offer advice and assistance to the board of directors and to the company’s membership regarding the company’s regulatory documents, and membership rights, duties and obligations.

“I am honored to be following in Larry’s footsteps as I take on my new role within our thriving organization,” said Pricher. “Best Western has become one of the most innovative brands in the hotel industry, and it is truly a privilege to lead our legal department as we embark on our next chapter. I look forward to continuing to work alongside our exceptional senior leadership team to deliver even greater success to our hoteliers in the years ahead.”