HOSPITALITY

For Terry Bichsel, hospitality has always been more than a career—it’s a calling.

From his early days as a dishwasher and cook at age 15, to overseeing a portfolio of 35 hotels as Senior Vice President of a major corporation, Terry has built a legacy rooted in an unwavering commitment to service. In 2002, Terry decided to go all in, purchasing the Best Western Plus Ocean View Resort in Seaside, Oregon, and later, in 2004, acquiring the site that would become the Rivertide Suites Hotel.

“I fell in love with hospitality at a very young age,” Terry recalls. His career has taken him from small towns to major cities, and from managing hotel properties to building them. Along the way, he learned the value of careful planning, strategic financing, and thoughtful design. “I had great mentors who taught me the financial equations and strategies needed for success. But at the end of the day, it’s about creating an experience people want to come back to.”
When Rivertide Suites opened in 2007, it was designed to be more than just a hotel. With oversized suites, full kitchens, private balconies, washer/dryers, and thoughtful touches like granite countertops and jetted tubs, the property caters to families and leisure travelers seeking comfort and quality. 

The hotel’s design was deliberate—providing a “home away from home” that stands out in a competitive coastal market filled with vacation rentals and other lodging. “I took my experience developing and running hotels all over the country and molded into something unique and sustainable”. And the hospitality business is not just in Terry’s blood, but also his family’s. “My wife, Debbie, and our three adult children (Shannon, Taryn and Blake) have all worked in the family business”.  Taryn and Blake have continued their hospitality careers to this day.
Over the years, Rivertide Suites has thrived under Terry’s leadership, earning the designation as the top-performing hotel in the market for 17 years. But behind every great leader is a strong team, and Terry found a like-minded partner in Nia Ridley, the principal of Tillamook Head Lodging LLC, which manages the property.

Nia joined Terry’s team in 2018 as Managing Director of his Seaside hotels.  In 2023, she acquired the management company.  She shares Terry’s passion for hospitality. For her, the energy of the business is contagious. “We are at the beach.  Our guests arrive happy, and our job is to make sure they leave even happier,” Nia says. 

“Hospitality can be a 24/7 job. Sometimes, to succeed, you need to make personal sacrifices, find joy in others, and love serving people.” - Terry Bichsel

A veteran of hospitality management, Nia believes that great service starts with a great team. “I started my career in Southern California at a large, upscale hotel.  It was pretty dreamy and left a lasting impression on me when it came to presentation and standards of service.  However, it wasn’t until I came back to Oregon and began working for smaller hotels that I really learned the business.” 
“Small properties are proving grounds for how to get things done, without the resources available to large hotels.  It sounds trite but it really comes down to the team,” Nia explains. Her management philosophy is simple but profound: “Don’t be nice, be considerate.”   “Nice” is the least you should expect from someone.  In our relationships with one another and with our guests, we want to go beyond simply being nice. Being considerate takes a little more effort. It requires empathy and a desire to understand someone. In an age when everyone is looking at their phone, taking that extra minute to actually connect with a co-worker, guest, owner or vendor can make all the difference. It generates goodwill and commitment in return, which is an added benefit.”   She regularly checks in with her team one-on-one, fostering a culture of respect and accountability. “In hospitality, you have to show up with your game face on, day after day. It can be tough, but as our Assistant General Manager, Kathryn Neff, is fond of saying, “grownups go to work.’"
The hotel’s success also relies on its ability to adapt and evolve. In a market as dynamic as Oregon’s coast, staying ahead means going beyond expectations. “We compete not only with other hotels but also with vacation rentals. There are so many great options along the coast,” Nia says. “But what we love about Seaside is its walkability, indoor entertainment options, and its proximity to Portland. It’s a gem for families, and we make sure every guest feels that.”

Terry credits Rivertide Suites’ enduring success to relationships—both within the hospitality business and beyond. One of those key relationships has been with Lewis & Clark Bank. “The relationship with Lewis & Clark Bank is just that—a relationship,” Terry shares. “It’s not about transactions. They stand ready to help strategically, and it’s nice to do business with people you like.” 

For both Terry and Nia, hospitality is about more than offering a place to stay. It’s about creating joy, building connections, and fostering trust—among guests, employees, and owners. As Terry puts it, “Hospitality can be a 24/7 job. Sometimes, to succeed, you need to make personal sacrifices, find joy in others, and love serving people.”

Today, Rivertide Suites continues to thrive as a cornerstone of Seaside’s vibrant hospitality scene. With a team of 40 employees, a steady stream of loyal guests, and leaders like Terry and Nia at the helm, the property remains a testament to what’s possible when commitment to service is at the heart of everything you do.