Hotel Sales Consulting

Marriott International | 2010-1974
Marriott Corporate Headquarters | 2010-1998

  • VP of Owner and Franchise Services---Openings Team Leader
  • VP of Franchising---Sales & Marketing
  • Director of Franchising---Sales & Marketing
  • Director; Incentive Sales-Group and Individual 
  • Director of Marketing---Ft. Lauderdale Marriott
  • Director of Marketing---Miami Airport Marriott
  • Opening Director of Marketing---Des Moines DT Marriott
  • Sales Manager and then Director of Sales---Philadelphia Marriott
  • Catering Manager and then Sales Manager---Indpls Marriott 


  • Farrar's Dog N Suds.....numerous jobs in my Father's Drive-in Restaurant


  • Graduated with honors from The School of Hospitality Business, Michigan State University


The Farrar Consulting Group- Principal
A Hotel and Hospitality Sales Consulting Company

Michigan State University
The School of Hospitality Business, Alumni Industry Liaison

Previous Work Experience

Though Richard has spent a great deal of his 37 years with Marriott in Sales & Marketing, his last 15 years was with the Franchise Division, working with hundreds of Marriott's owners and franchisees, along with heading up Marriott's North American Openings Team. He has helped run huge owner and franchise meetings and set up various advisory boards that are extremely engaged in setting direction for Marriott brand's strategic plans. His background, therefore, is diverse and his experiences varied.

Courses covered include Marketing, Strategic Planning, Sales, Event Management, Revenue Management, Real Estate Development, and Leadership.

He has also done audit projects on hospitality/hotel/tourism with Montgomery College and the DACUM process for Frederick Community College’s Hotel, Culinary and Tourism Institute.
Richard is active in his local community with church, youth and school volunteer programs and initiatives. He is engaged with his alma mater in many ways and is the Chairman Emeritus, and current Secretary of the MSU’s The School of Hospitality Business’ Alumni Association Board of Directors. Richard has been a member of both HSMAI (Hotel Sales and Marketing Association International) and the American Hotel and Lodging Association, currently a member of the Lauderdale By The Sea Chamber of Commerce, and recently earned his ‘Certified Hotel Industry Analyst’ (CHIA) in order to keep current with this ever-changing industry.  He is single, splits his time between the Washington, DC area and Ft Lauderdale, FL, and has one son, Matthew.

  1. Virginia Tech University at Blacksburg
  2. Michigan State University
  3. Northern Arizona University
  4. University of Maryland—Universities at Shady Grove
  5. York College of PA

Call Today 240-463-8050

2015 – Present 

Virginia Tech University, Hotel and Tourism Management
Adjunct Professor (Graduate Course-Strategic Management within the Hospitality Industry) 
[Falls Church, VA Campus]  

Richard was a well recognized member of the Marriott International Corporation winning awards as Regional Director of Marketing of the Year (2), Mustang Award and taught sales classes for New Sales Managers, Sales Skills Training II, Transient Sales, Director of Sales & Marketing and New Owner & General Manager Orientation.

Michigan State University’s ‘The School of Hospitality Business’ Alumni Association has bestowed two prestigious awards to Richard—in 2007 he was voted their Alumnus of the Year and in 2010 he was elected to their Hall of Fame, Class of Alumni Leaders.   

Mr. Farrar continues to volunteer his time to numerous hospitality, hotel and tourism programs at such colleges and universities as:

1998-1974 [Various Marriott Hotels]

  1. James Madison University
  2. Penn State University
  3. Florida International University
  4. Purdue University
  5. University of Nevada at Las Vegas