About Us

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Eric Lund, the leader behind S&L Hospitality, began his journey in the hospitality realm in 1988. Starting in the sales and marketing sector of a Madison-based hotel, he quickly ascended in the industry, demonstrating excellence all along the way. By 1995, his pivotal role in the genesis and growth of Great Wolf Resorts was already evident. The brand quickly expanded, beginning with the acquisition of the Black Wolf Lodge in 1999 to Great Wolf’s triumphant public listing in 2004. 

However, the story of S&L Hospitality is not just about its founder. It’s also about a robust team that Eric brought together - a team that boasts industry professionals with over three decades of expertise. Their collective insights, gathered from varied and rich experiences, have been instrumental in crafting the legacy of S&L Hospitality. Each member brings a unique facet of the industry to the table, ranging from the intricacies of hotel management to the nuances of guest experiences.

Amidst this group of professionals, the core of S&L Hospitality has always remained a family. In an industry that’s often seen as transactional, S&L stands out with its deeply ingrained family values. S&L Hospitality is not just about business; it’s about kinship, both within the team and with our partners. Eric’s vision was never just about erecting buildings but about building relationships. Today, the S&L family includes not just the Lunds but also many partners, associates, and collaborators who have become an integral part of this journey. S&L is not just a brand but a family that everyone is proud to be a part of.