Serving as President of North American Directory Services, Tate Ellinger continues the commitment to customer care and product excellence set forth by his father more than 30 years ago. We recently sat down with Ellinger to learn more about his experience in the hotel and resort branding industry and the promotional strategies that he finds important.
How did North American Directory Services get its start?
In 1984, Tim Ellinger, owner and founder of North American Directory Services, was traveling the countryside as he had been for 20 years, opening and building up lumberyards, when a friend at the Silverthorne Inn (now a La Quinta Inn & Suites) in Silverthorne, CO asked him to create an in-room guest directory so guests could learn about the amenities the hotel had to offer, as well as local advertisements of area businesses they could visit while in the area. The hotel wanted an all-in-one-guide that could make their guests’ experience as great as possible. Thus, the In-Room Guest Directory was born.
Now, over 30 years later, Tim Ellinger’s dream and vision is carried on by his wife, Becky Ellinger, and son, Tate Ellinger. Now known as North American Directory Services, LLLP, the company has become a leader in the hospitality industry, specializing in in-room guest directories, TV tent cards, and key cards, as well as being a full-service design and print firm. North American Directory Services, LLLP is determined to remain the leader in the industry.
What is the number one priority of your company?
To provide a one stop shop for all the printing/design needs of the hospitality industry.
How and when did you get involved in the business?
My father founded the company and I started working with NADS just part time in 1992, I went to full-time in 1994 and now run the company, alongside my mother.
What do you enjoy most about what you do at NADS?
No day is ever the same. I find that new opportunities and challenges appear each and every day.
What business achievements are you most proud of?
Becoming the industry leader in hospitality products right from the start and maintaining that every year. I’m proud to say we have enjoyed growth every year we’ve been in business.
What memberships or affiliations with industry boards does NADS hold?
Choice Hotels Preferred Vendor
Loveland Chamber of Commerce
American Hotel & Lodging Association (AH&LA)
AAHOA (Asian American Hotel Owners Association)
ARDA (American Resort Development Association)
American Inn Approved Supplier
CFPMA (Central Florida Property Managers Association)
Better Business Bureau A+ Rating
Vacation Resorts International
What would you like business owners to understand about the products and services you provide?
That all of their print/design and digital hospitality marketing needs can be taken care of with just one call. We offer the industry’s best and most-trusted guest directories with quick turnaround times and unmatched customer service.
Would your father be proud of where the company is today?
Very proud, he envisioned a company that would be an industry leader and for his son to run it. Both goals accomplished.
Is there anything you would like to add?
Although our company has grown to be the industry leader, we still run our business with a family approach. All owners/managers do duties that anyone else would do and we stand by an “open door” policy, where all employees are able to talk directly to me, whenever they desire.