FOUNDER & CHIEF EXECUTIVE OFFICER

MODESTO ALCALA

Modesto Alcala is a seasoned hospitality and retail executive with more than three decades of leadership across some of the world’s most recognized restaurant, retail, and entertainment brands. Known for leading innovation at scale, he has directed transformative growth and operational strategies in emerging and mature markets throughout the United States and internationally, including China, Japan, South America, Mexico, and the Middle East.

As a senior leader at NBCUniversal, Modesto played a pivotal role in the global expansion of Universal Destinations & Experiences. His leadership helped shape a $1 billion global food, beverage, and retail portfolio encompassing major destinations in Beijing, Osaka, Hollywood, and Orlando, including the newly opened Universal Epic Universe. He led concept development, tenant strategy, leasing models, and guest-experience innovation across owned and partner brands.

Before joining Universal, Modesto held C-suite and executive roles at Brick House Tavern + Tap, Don Pablo’s, Buca di Beppo, and Copeland’s, where he led turnarounds, rebranding initiatives, and rapid concept expansion. Throughout his career, he has opened hundreds of restaurant and retail locations, directed multimillion-dollar redevelopment projects, and built brand platforms that continue to influence the guest experience.

Modesto’s industry and community leadership extends to board service with Global Imports and the Economic Advancement Foundation. A former Board Chair of Make-A-Wish Central and Northern Florida, he remains involved as a member of its Executive Advisory Board. He also serves on the Orlando Dreamers Business Advisory Board, supporting Central Florida’s continued community development and tourism growth. His previous board and leadership roles include the Multicultural Foodservice & Hospitality Alliance, Illinois Restaurant Association, National Restaurant Association Educational Foundation, Minnesota Restaurant Association, and Hispanic Chamber of Commerce of Metro Orlando.

In recognition of his industry and community contributions, Modesto received the Don Quijote Lifetime Achievement Award in 2022. He is also the recipient of five Thea Awards for his work on groundbreaking themed-entertainment projects, including Universal Beijing Resort and Universal Epic Universe.

modesto@FITRHospitality.com

PRESIDENT & CHIEF OPERATING OFFICER

LOREN ALCALA

Loren Alcala is a strategic leader with deep expertise in retail, restaurant, and real estate development across global markets. With more than 20 years of experience driving large-scale growth and transformation, she brings a unique
blend of analytical rigor, operational insight, and creative vision to every project.

Her career spans senior leadership roles at Ameriprise Financial, BUCA di Beppo, Target Corporation, and the U.S. Navy, where she has led initiatives across the U.S., Europe, South America, and the Middle East. Loren has overseen national retail rollouts, developed market-entry strategies, managed complex leasing negotiations, and created scalable prototypes for both retail and restaurant concepts.

At Ameriprise, Loren led the strategic repositioning of the nationwide field office portfolio—cutting occupancy costs by over 75% while enhancing brand consistency. At BUCA, she introduced a new restaurant prototype and growth
model tied to real-time demographic analytics. At Target, she spearheaded innovation programs and portfolio-wide capital planning that generated millions in annual savings.

Loren received her Systems Engineering degree from the US Naval Academy and her Masters in Electrical Engineering from Old Dominion University. A strong leader and strategist, Loren is known for her ability to align stakeholders, lead high-performing teams, and deliver measurable results in fast-moving, high-impact environments. Her work consistently reflects a passion for thoughtful growth, design excellence, and long-term value creation.

loren@FITRHospitality.com

MARKETING & BRAND STORYTELLING

BRANDON LORD

Brandon is an accomplished executive with a track record of building brands, growing businesses, and leading organizations through strategic transformation. With experience spanning healthcare, hospitality, and consumer markets, he combines sharp business acumen with creative storytelling to craft strategies that connect with audiences and drive measurable results.

As Co-Founder of New Wave Vans, Brandon grew a startup into a profitable lifestyle brand, expanding sales across B2B and B2C channels and developing a loyal following through authentic, digital-first marketing. His leadership in healthcare included serving as a Nursing Home Administrator and Interim CEO, where he guided organizations through expansions, compliance initiatives, and operational improvements that elevated both performance and reputation.

At Fork in the Road, Brandon applies his expertise in business development, market positioning, and brand-building. Known for his creativity on social platforms and his ability to turn complex strategies into compelling narratives, he brings a fresh perspective to marketing, brand voice, and client engagement. His background also extends into visual communications, where his contributions to design presentations draw on creative and technical tools to translate ideas into clear, compelling visuals and project materials.

He holds a BBA in Health Care Administration from the University of Wisconsin–Eau Claire and is a Licensed Nursing Home Administrator and Health Services Executive.

brandon@FITRHospitality.com

ARCHITECTURE

KRIS BELTER

Kris is a seasoned architect with more than 35 years of experience leading commercial, hospitality, retail, mixed-use, and specialty projects from concept through construction. A former Principal at a 50-year Denver architecture firm, he has guided clients through site planning, entitlements, code analysis, design development, franchise integration, and construction administration. His work spans new ground-up buildings, adaptive reuse, tenant improvements, industrial facilities, medical offices, university spaces, and high-profile projects such as suites and training facilities for the Denver Broncos. Known for his practical, solutions-driven approach, Kris has built long-term client relationships and a reputation for delivering efficient, functional, and compliant design outcomes.

As part of Fork in the Road’s extended team, Kris provides architectural support across planning, feasibility, design alignment, and technical review—translating operational and guest-experience goals into clear, buildable solutions. He is licensed in Colorado, holds NCARB certification, and can obtain reciprocal licensure as needed.

Kris earned his Bachelor of Architecture from Texas Tech University and continues to support select legacy clients from his home base in Florida while contributing architectural expertise to FITR’s multidisciplinary project teams.

kris@FITRHospitality.com

PROJECT SUPPORT + COORDINATION

LEAH BOLIN

Leah brings a steady, solutions-oriented approach to supporting project execution and internal coordination at FITR. With a professional background in critical care and team-based environments, she has built a reputation for calm under pressure, precise communication, and navigating complex situations with clarity and focus.

Her experience spans high-acuity hospital settings, international cultural programs, and fast-paced operational teams—contributing to her adaptable mindset and instinct for anticipating team and client needs. At FITR, she plays a key role in organizing project documentation, streamlining communications, and ensuring administrative processes are handled with consistency and care.

Originally trained as a critical care nurse, Leah holds a BSN from Edgewood College and a BA in Biology with a minor in Spanish from the University of Redlands. Her time abroad and experience across different industries support her ability to connect across disciplines and keep projects moving forward.

leah@FITRHospitality.com

CULINARY

HAIM ASHER

Haim Asher

Haim is a seasoned culinary executive with a unique depth of experience in theme park food and beverage strategy, brand-aligned concept development, and large-scale operational execution. His background spans fast casual, full-service, and high-volume entertainment dining, with a particular focus on translating creative vision into scalable, guest-ready experiences.

During his years with Universal Parks & Resorts, Haim helped shape the food and beverage landscape across Universal Studios Hollywood, CityWalk, and the early development of Epic Universe in Orlando. He led culinary innovation for IP-driven venues and flagship restaurants, working closely with global partners like Warner Bros., Nintendo, and FOX to develop menus and concepts that delivered both creative integrity and operational efficiency. He also played a key role in the resort’s seasonal programs, catering growth, and guest satisfaction initiatives across a $250M F&B operation.

Following Universal, Haim served as Vice President of Culinary for Hofman Hospitality Group, guiding innovation across three brands and 25 restaurants, while delivering measurable improvements in cost structure, menu performance, and guest response. At FITR, Haim advises on theme park and destination food strategy, kitchen flow, culinary R&D, and how to bring branded concepts to life under real-world conditions.

He is a Certified Executive Chef with a degree from The Culinary Institute of America, and his work has been featured in Flavor & The Menu and TODAY.com.

haim@FITRHospitality.com

LOOK FAMOUS.
BE LEGENDARY.
APPEAR COMPLEX.
ACT EASY.
RADIATE PRESENCE. TRAVEL LIGHT.
SEEM A DREAM.
PROVE REAL.

- R. LANNON

FOUNDER & CHIEF EXECUTIVE OFFICER

MODESTO ALCALA

LOOK FAMOUS. BE LEGENDARY. APPEAR COMPLEX. ACT EASY. RADIATE PRESENCE. TRAVEL LIGHT. SEEM A DREAM. PROVE REAL.

LOOK FAMOUS.
BE LEGENDARY.
APPEAR COMPLEX.
ACT EASY.
RADIATE PRESENCE. TRAVEL LIGHT.
SEEM A DREAM.
PROVE REAL.