About Us – Helm Hotels Group

About Us

A Little History

Helm Hotels Group was founded in 1982, when present day CEO Charles Helm, and his brother opened the Best Western Trail Dust Inn in Sulphur Springs, Texas. But the legacy started two decades earlier, when Charles’s father, Walter “Punk” Helm, opened the roadside motel called the
Paradise Inn, creating a legacy that has spanned three generations.

Through Charles and Sharon Helm’s leadership, HHG has built, developed, and taken over properties throughout Texas over their 40+ years in the industry. They have both been champions for their community, and Charles has been an industry leader through BWH Hotels. The journey continues through their daughter, Monica, who is working alongside her parents to continue the HHG legacy.

Our Mission

At Helm Hotels Group, we are dedicated to delivering exceptional hospitality experiences by combining thoughtful, personalized service with consistent quality and meticulous attention to detail at every stage of the guest journey. From the moment a guest interacts with us to the completion of their stay, we strive to create seamless, memorable experiences that reflect our commitment to excellence. Our culture is deeply rooted in respect, accountability, and family-inspired values, which guide not only how we serve our guests but also how we support and uplift our teams. We believe that a positive, inclusive workplace is the foundation of outstanding service, which is why we focus on creating environments where individuals feel valued, empowered, and motivated to perform at their highest potential. Through continuous improvement, strong leadership, and a genuine passion for hospitality, Helm Hotels Group aims to set a benchmark in service excellence while building lasting relationships with both guests and team members.

Our Vision

Our vision at Helm Hotels Group is to become a leading hospitality group recognized not only for operational excellence but also for strong, values-driven leadership and a truly people-first culture. We aim to build and sustain a high-performing portfolio of properties that reflects consistency, reliability, and excellence across every touchpoint of the guest experience. By prioritizing enduring relationships with guests, partners, and team members, we reinforce our commitment to brand integrity and long-term trust. Our approach is rooted in disciplined, strategic growth, ensuring that every expansion aligns with our core values and quality standards. With a forward-thinking mindset and a long-term perspective, we strive to create meaningful, lasting value for our stakeholders while contributing positively to the communities we serve, setting new benchmarks in the hospitality industry through innovation, accountability, and unwavering dedication to excellence.

Meet Our Team

We have some pretty awesome people here.

Charles Helm

CEO

Charles is the President and Chief Executive Officer of Helm Hotels Group, leading the company since 1982. A visionary leader, he has been instrumental in driving its growth and long-term success.

He previously served as Board Director and Chairman of Best Western, contributing to the evolution of one of the world’s most recognized hospitality brands. With a lifelong passion for hospitality, Charles is known for combining strategic vision with hands-on expertise to create lasting value and exceptional guest experiences. He spends his free time with his wife and grandkids at his home in Sulphur Springs.

Sharon Helm

CFO

Sharon serves as Chief Financial Officer of Helm Hotels Group, where she also leads the design vision across the company’s hotel properties. With a keen eye for detail and a passion for innovative, guest-centered spaces, she has played a defining role in shaping the look and feel of each property. A world traveler, Sharon draws inspiration from global destinations to create distinctive and memorable guest experiences.

Known for blending creativity with financial expertise, she brings a unique perspective to the business. Outside of work, Sharon is an avid golfer and enjoys spending time in her garden with her grandchildren.

Monica Helm

Marketing & Revenue Manager

Monica is a hospitality and tourism professional with a Master’s degree in Tourism and Hospitality. With international experience and a deep passion for people, she brings a global perspective to building meaningful guest experiences and impactful brand strategies. Her work is driven by a belief that great hospitality starts with understanding people—creating spaces, stories, and connections that resonate across cultures. Also, an Aggie grad and Texas native, she loves traveling the world, and spending time with her two daughters at her family ranch in East Texas.

Casey Martin

COO

Known for a hands-on leadership style, Casey is deeply committed to training and developing teams, fostering a culture rooted in accountability, service, and continuous improvement. Casey prioritizes guest safety and comfort in every aspect of operations, ensuring each property delivers a reliable and elevated experience. Casey’s leadership is defined by a balance of strategic focus and day-to-day operational excellence. Outside of work, she enjoys reading and spending time watching her children compete in their various activities.

Gina Atkinson

Vice President of Sales

Gina Atkinson brings 18 years of experience in hospitality, with a strong dedication to delivering exceptional service and building lasting relationships that go beyond business. Her approach is rooted in strong leadership, empowering her team to create memorable guest experiences while consistently exceeding expectations. She is committed to providing thoughtful, results-driven solutions that ensure success for both clients and guests.

Lee Garcia

Executive Housekeeper

Since before the Best Western Premier opened in 2009, Lee has been the heart of our housekeeping team. Her dedication and leadership help maintain a team of loyal, long-standing staff members. Lee is a second generation executive housekeeper for Helm Hotels Group, with her mother paving the way for her. In her free time, she enjoys being with loved ones and spending time with her grandchildren.

Chaunee Taylor

General Manager, Best Western Premier, Denton

With a passion for hospitality and a people-first approach, Chaunee leads with a focus on service, consistency, and team development. She is dedicated to creating exceptional guest experiences while fostering a positive, high-performing environment. She enjoys spending her free time with her family and volunteering with Miracle League North Texas.

Madeline Barnhill

Director of Sales, Best Western Premier, Denton

Madeline Barnhill is a Director of Sales in Denton who turns strong relationships into real results. She brings a confident, approachable style to growing group, corporate, and event business while staying deeply connected to her community.

Teresa Whiteside

General Manager, Best Western Plus, Lufkin

Teresa brings over 34 years of experience in the hospitality industry, with a proven track record of successfully managing hotel operations. She is dedicated to creating exceptional guest experiences while fostering a workplace where employees are valued like family. Her leadership style prioritizes both service excellence and a supportive, team-oriented environment.

Jessica Knight

Director of Sales, Best Western Plus, Lufkin; SIMS Lufkin

Jessica Knight serves as Director of Sales, bringing four years of experience in the hospitality industry and a genuine passion for people and community. She is committed to building meaningful relationships with guests, partners, and local organizations, creating experiences that reflect the spirit of the destination. Jessica takes pride in supporting both the hotel’s success and the community it calls home.

Rachel Dilbeck

General Manager, Sleep Inn/Mainstay Suites, Lufkin

Driven by the belief that every guest deserves more than just a stay, Rachel focuses on building a welcoming environment where comfort, care, and attention to detail come together seamlessly. From the front desk to behind the scenes, she leads by example—motivating teams to exceed expectations and consistently deliver exceptional service.

Our Current
Portfolio

Best Western Premier, Denton, TX

Upscale accommodation located in the heart of North Texas

Sleep Inn/Mainstay Suites, Lufkin TX

Best Western Plus Crown Colony, Lufkin, TX

Boutique style hotel deep in the piney woods of East Texas.