Meet the Team

Rob Fetzer enjoys being in the “thick of things” at PEG Companies, and since the group’s inception in 2003, has committed to being involved with every PEG project in every stage. As President and Chief Operating Officer, Rob’s primary responsibilities include overseeing the company’s operations, investment decisions, profit centers, and helping navigate the rapid growth PEG is currently experiencing.

Prior to joining PEG, Rob held several positions in the commercial real estate space including brokerage, development/bond structuring, project management, and financial analysis. It was through these experiences that Rob developed an astute understanding of how to effectively manage transactional operations while still appealing to tenants, hotel guests, and communities. Rob consults on various economic review panels which provides him with a direct perspective into public valuation processes. This valuable insight has helped the PEG teams negotiate with complete context and win better deals.

With the recent growth PEG has experienced, Rob believes that PEG’s trajectory is due to the emphasis PEG has placed on earning the trust of each community it impacts while creating valued partnerships along the way. “You put your head down, you work hard to create deals, and you earn the trust of those you work with. Our success is dependent on the relationships we have with each of our partners, and we wouldn’t have it any other way.” Rob says.

Rob graduated with a BS in Finance and earned his MBA from the David Eccles School of Business at The University of Utah.

As one of PEG’s earliest primary leaders, Robert Schmidt plays an instrumental role in driving continued progression of the organization’s investment and development capabilities. As Chief Investment Officer, Robert brings a healthy dose of reality to every project PEG tackles – always promoting timeliness, accountability, and innovation with investors' best interests in mind.

Robert was recruited by PEG, early on, after working with the firm on several developments as a licensed Professional Civil Engineer. Because of his technical background, Robert sees each project from a unique methodological perspective and designs buildings with safety, functionality, mechanics, traffic, environmental, topographical, and electrical details in mind. Because of Robert’s extensive experience on both sides of the development process, he has the unique ability to skillfully maintain momentum with all the moving parts of various mechanisms while unifying both partners and stakeholders.

While Robert has deep expertise in site design and layout, city entitlements, construction management, and purchase and sales contract negotiations, his favorite part of working in commercial real estate development is seeing his work come to life through each phase. “Each project takes on its own personality and to play a role in that is hugely satisfying,” Robert says.

Robert earned his BS in Civil Engineering from Utah State University.

Loren kickstarted his career with Four Seasons Hotels and Resorts and later shifted to hotel brokerage with HREC Investment Advisors where he focused on nationwide valuation and transaction advisory.

In 2012, Loren moved to the buy side with Lodging Capital Partners where he spent 10 years in acquisitions and asset management. He helped lead the team in building a portfolio of upper upscale and luxury hotels throughout the United States with a portfolio valuation of approximately $750M.

Loren graduated from Cornell University with a BS in Hotel Administration & Hospitality.

Long before PEG partners ever hear about an investment opportunity, Soren Halladay and his team have dissected it down to the detail. Using rigorous evaluation techniques, the Chief Investment Officer is known for his exceptional ability to minimize risk while formulating creative investment strategies. As the lead on all deal underwritings and Head of the Investment Committee, Soren leverages the firm’s experience and relationships to formulate and author PEG’s current investment strategies around suburban-urban infill development and acquisitions.

Soren’s well-rounded professional background allows him to approach real estate deals from a mature perspective. Before joining PEG, Soren worked in Los Angeles, mastering the data analysis process, underwriting building and land acquisitions, and performing accounting analyses. While serving as an auditor at Deloitte, Soren monitored the accuracy of real estate companies’ financial reporting and also earned his CPA.

Soren speaks from experience when he says that the key to developing a leading investment strategy is understanding ever-evolving market dynamics and immediately adapting to those. “Real estate is a living, breathing organism. You have economic factors, you have fluctuating interest rates, and you have equity raises,” Soren says. “Staying on top of those trends for every single asset class PEG has is crucial.”

Soren received his Master of Business Administration from University of California, Los Angeles and his Bachelor of Accountancy from Brigham Young University.

Having spent his entire career optimizing institutional investment strategies at a diverse set of organizations, Michael Bingham is consistently systemizing methods for PEG Companies to raise the bar. He plays an integral role in streamlining procedural safeguards across the company, including the development and implementation of the group’s investment committee.

Since 2007, Michael has served as Co-founder and Chief Investment Officer of Blue Diamond Capital LLC, a family office investment management company and leading source of equity for PEG. So far, Michael has successfully grown the company portfolio 400% to a value in excess of $500 million.
Some of Michael’s memorable projects include the founding and rapid expansion of Edge Homes, a 2009 investment as part of a bankruptcy restructuring of Sportsman’s Warehouse (which today operates more than 60 stores across multiple states), and the ongoing development of Desert Color, a large mixed-use community in Southern Utah that will host homes, businesses, and prime recreation.

Today, in addition to his involvement at PEG and Blue Diamond Capital, Michael serves on the Utah State University Foundation Board. He contributed to a fundraising campaign that raised more than $500 million for the University.

Michael received both his BS and MS degrees in Accounting from Brigham Young University.

Jay Rollins sits on the PEG Companies Board of Directors as a partner in the firm. Backed by decades of fund management and finance experience, Jay has a strong influence in critical decision-making around the company’s strategic growth.

In addition to his role at PEG, Jay is the Co-Founder of JCR Capital, a real estate investment management company focused on discretionary funds. JCR Capital was sold to Walker and Dunlop in 2018. Jay now oversees the legacy portfolio. From 1999 to 2005, Jay was a Managing Director at GMAC, where he built a team of 17 professionals focused on making opportunistic loans to transitional multifamily, retail, office, land and industrial properties.

Prior to GMAC, Jay was the President and Founder of Eastern Realty Corporation, a “Resolution Trust Company era” real estate investment company. Eastern Realty managed four partnerships, each purchasing assets from the RTC and financial institutions. As General Partner, Eastern Realty resolved, repositioned and sold distressed notes and REO. These disposition efforts included debt restructurings, bankruptcy, litigation and development, as well as note and property sales. In 1996 Jay sold Eastern Realty to Crown North Corp and remained there as a senior executive until he joined GMAC.

Prior to Eastern Realty, Jay was Director of Finance for a large public homebuilder, NVR LLC (“NVR”). As part of this position, he was responsible for establishing project level lending relationships for NVR. Jay was also a key member of NVR’s internal restructuring team, which was responsible for loan workouts and restructurings with more than 20 project lenders. Prior to NVR, he was a real estate lender with three large regional banks in the Washington, DC metropolitan area: Dominion Bank, American Security Bank and Sovereign Bank.

Jay is a frequent speaker and guest lecturer on the topic of real estate finance at universities including the University of North Carolina, Virginia Tech University, University of Denver, as well as at professional symposia. Additionally, he has written numerous articles on the topic of commercial real estate finance. He is also the author of “Commercial Real Estate Finance Uncovered,” which is an industry favorite as a desk reference on how to underwrite and profit from commercial real estate.

Jay holds a Master of Business Administration, specializing in Finance, from George Washington University and a Bachelor of Science in Finance and Marketing from Virginia Tech.

In summary, Eric Olafson is a software guy with a real estate problem. Eric's software career ran over 25 years in retail/commerce as Co-founder and CEO/Chairman of Tomax, headquartered in Salt Lake City. Tomax was ultimately sold to Demandware in January 2015, which became part of Salesforce in 2016. Eric ‘retired’ from Salesforce in early 2018 to focus on his interests and investments in technology, real estate, and community service. In 2016, Eric partnered with PEG on land adjacent to Tomax headquarters that became part of the AC Hotel and Milagro multi-family project. This was the beginning of a great relationship with the PEG team as Eric and his wife Jaye invested in several PEG projects and subsequently, all of the PEG funds. “PEG is a very special company," Eric says. "We did our first deal on a handshake, a hallmark of the trust and integrity of the PEG team. Now of course, we’ve come a long way, but that culture is still driving the business.”

Real estate has always been a sidebar to Eric’s career. While growing Tomax, Eric and Jaye built and renovated office facilities to support the company as well as personal projects and homes. They also made multiple CRE investments in multifamily, hospitality, industrial, and assisted living facilities.

On the community front, Eric and Jaye support multiple programs that support the disadvantaged, disabled, and especially those on the autistic spectrum including Columbus Serves, Utah Autism Academy, Utah Autism Society, Guadalupe School, and local shelters and programs. Eric is also an investor and member of the global board of auticon GmbH. Headquartered in Munich, Germany, auticon finds people on the autistic spectrum that have special skills in technology. auticon consultants are deployed to leading companies across Europe and now in Canada and the United States.

Eric and Jaye are transplanted Canadians, but Utah has been their home for the past 30 years. Eric studied at the University of Winnipeg and University of Manitoba and graduated with an honors degree in economics (and a mathematics minor). "Utah has been a dream for Jaye and I," Eric says. "It’s the perfect storm of outdoorsy lifestyle, access to arts and entertainment, and an incredibly dynamic business climate."

With a deep passion for hospitality and rich family history in the hotel industry, Graydon Pearson has nurtured and grown a multi-generational family business into the high-performance hospitality management company that PEG Hospitality Group is today. As the President PEG Hospitality Group, Graydon’s mission is to cultivate a best-in-class hospitality management company by delivering on its foundations core values of inspiration, respect, and diligence. These are demonstrated in his service of team members, guests, and vendors – always with an eye to investor returns and satisfaction.

Graydon spent his entire upbringing and youth honing his guest service skills in a variety of service positions at properties across the Intermountain West. Originally known as Pearson Enterprises, the family business Graydon’s father and grandfather built eventually reached an important crossroads when an opportunity emerged to partner with local developers in a joint-venture agreement, and that is how PEG Hospitality Group was born. Today, PEG Hospitality Group and its hundreds of employees deliver tremendous value to guests while bringing top-notch management solutions to hotel owners like PEG Companies.

Graydon’s 20-plus years handling acquisition, new construction, renovation, and operations with major hotel brands including Hilton Hotels Group, Marriott International, Hyatt Hotels, and Intercontinental Hotels Group has uniquely positioned IGH to execute the highest level of service with a versatile network of partners. Despite attracting national recognition and winning major awards including CCIM 2018 Property Manager of the Year, Graydon finds his greatest fulfillment in inspiring valued team members at IGH’s 25-plus properties with opportunities to grow and progress professionally. “At its core, hospitality is about taking care of people,” Graydon says. “That has to start internally with our own company, and being able to influence and help others grow their careers is the real reward for me,” he says.

Graydon received his BS in Exercise Science from The University of Utah. He also serves on many volunteer and non-profit boards including Utah Valley Convention and Visitors Bureau, PDG Foundation, Utah Valley Tax Advisory Board, and more.

A seasoned real estate professional with over 25 years of experience managing tens of thousands of units across the United States, Debra Spohn joined PEG Companies to take its property management services to the next level.

Immediately after formalizing PEG’s 2020 companywide roll-up, the firm hired Debra to lead the vertical integration of PEG Property Group (formerly known as VPS) and its then 19 operating assets into the PEG Companies umbrella. Having already established best-in-class operations platforms for several property management companies, Debra is ideally positioned to successfully execute on this responsibility. Prior to joining PEG, Debra played a key role in growing a small group of about 2,500 multifamily units into a sophisticated portfolio of nearly 35,000 units. Her strengths include acquisitions, due diligence, dispositions, investor reporting, property renovations, marketing, and strategic growth.

From building budgets to strategizing lease-ups, Debra’s data-driven decision-making process and overall approach continue to reap strong results. “Trust is built through action.” Debra says. “My utmost priority is to execute on the investment plan we presented to our partners to increase overall value and deliver returns at the highest possible rates. We do this through recruiting top-tier talent, incorporating best practices in management and maintenance, using cutting-edge technologies, and really understanding the market and economic forces that impact our assets.”

Debra is a licensed Utah real estate broker who also holds a CPM designation.

Transforming underutilized, often unsightly areas of town into vibrant developments that communities enjoy is what brings Matt Hansen the greatest job satisfaction. PEG's President of Development discovered his passion for bringing people back to urban areas more than a decade ago and has continued to take on substantial projects that diversify and elevate PEG Companies, ever since.

Matt is accomplished in all phases of commercial real estate development, from concept to construction closeout and property management. A true student of the industry who makes it a priority to attain a comprehensive understanding of every market PEG enters, Matt shares his knowledge with both internal and external partners. He enjoys the mentorship component of his role in facilitating the performance of development managers at PEG.

Matt is known for his unique ability to design and execute projects using strategies with which everyone wins. He is consistently creating new opportunities to boost property values, encourage walkability, and beautify surrounding areas while maximizing returns for PEG and its investors. While striking the perfect balance of development factors is not easy, Matt firmly believes that there is always a solution for every problem. He says such solutions are found through thinking creatively and evaluating the “bigger picture” from various viewpoints and perspectives.

Matt earned his BS degree in Planning and Resource Management from Brigham Young University and his MS degree in Geography from The University of Utah.

Equipped with over 20 years of construction management experience, a long track record of delivering projects on time and under budget, and a passion for relationship development, Nate Buckner joined PEG Companies to build a new branch of the organization from the ground up. As the first-ever President of PEG Construction, Nate is critical in fulfilling PEG's longtime quest to become an entirely "full service" firm with capabilities to manage every phase of the project life cycle including construction.

Having served as a project manager at various firms throughout the region, Nate has extensive firsthand construction experience and understands the complexities of managing day-to-day operations at a site while being a trusted advisor to ownership groups. Later. As Chief Estimator at Pentalon Construction, Nate developed a deep appreciation for systems, processes, structure, and meticulous attention to detail. In his final role prior to joining PEG as Director of Preconstruction at Zwick Construction, Nate mastered his value engineering capabilities, allowing him to create aesthetically appealing multifamily communities at a fraction of the market cost. Some of Nate's favorite projects include Ice House ($98 million), 6th and Main Apartments ($43 million), Skyhouse Downtown ($40 million), Wilmington Flats ($25 million), and Brookfield Apartments ($26 million).

Nate's goals for PEG Construction over the next several years include strengthening relationships by exceeding expectations. This process starts by leveraging highly motivated individuals who have a passion for success in the construction industry. Nate says he joined PEG because of the firm's shared sense of people-first values. “Construction is so much more than simply sticks and bricks. When your audience relates to your business’ values, it helps in building an instant connection," Nate says.

Nate earned his Master of Business Administration from the University of Phoenix, his Bachelor of Science in Architecture from The University of Utah, and his Associates in Construction Management from BYU-Idaho.

Tyler Phelps, Senior Development Manager, has played a vital role in establishing development practices and standards for the Build for Rent and Extended Stay Conversion strategies at PEG. He is responsible for all aspects of project development, from acquisition through project delivery.

Tyler began his career as a commercial real estate loan officer, where he developed an acute sense of detail and risk management. He previously worked for an office developer which prided itself on its design-first focus, attracting some of the most recognizable household names in tech, finance, and life science in Southern California as tenants. Tyler consistently delivers exceptional projects through marrying his love for design and his meticulous lender skillset.

Tyler received his BS in Financial Economics from Brigham Young University Idaho and a Masters of Professional Studies in Real Estate Development from Cornell University.

Trevor Edwards is a Director of Development overseeing hospitality projects for PEG Companies.

Prior to joining PEG in 2021, Trevor spent over a decade as a project manager in architecture, construction, and real estate development. Trevor has managed residential land development, multi-family, and hospitality projects throughout the United States – including in challenging markets such as Hawaii and California. Most recently, prior to joining PEG Companies, He specialized in hospitality development and property improvements for Marriott and Hilton branded hotels.

Trevor studied architecture, planning, and real estate development, ultimately earning a Bachelor of Science in Urban Planning and a Master of Real Estate Development from the University of Utah.

Bio Coming Soon

Masterfully turning a concept into reality is what Brian Bready does best. As Director of Construction Management, his work begins the moment a project is approved for development.

With 35+ years of construction experience spanning the United States, Brian has acquired a versatile skill set that allows him to build in any environment. His organization and unparalleled ability to manage several entities at once continue to benefit PEG Companies and its partners as the firm’s market scope expands. Unique to the industry, Brian embodies an especially strong sense of enthusiasm for large-scale undertakings, as a result of his extensive experience supervising industrial construction. His specialties include contract administration/enforcement, quality control, design engineering, project forecasting, and budgeting.

Some of Brian’s most memorable management projects include Utah's Olympic Ski Jumps, new and improved facilities for Kennecott Utah Copper, numerous for-sale condominium projects, large-scale student housing, and market-rate apartment developments. “These projects will be around longer than I will be alive,” Brian says. “That brings me great pride.”

Brian earned his BS degree from Boise State University and his MS degree from Texas A&M University – both in Construction Management.

Behind every PEG Companies strategy lies a unique story waiting to be told, and Ali Monsen is passionate about bringing those stories to life. As Vice President, Branding and Experiences, Ali shapes PEG's brand identity, positions the firm's visibility in the marketplace, and creates the branding concepts and strategies that fuel PEG's experiential products, particularly in the multifamily space.

A driving force behind PEG's commitment to delivering exceptional experiences for its stakeholders, Ali's creativity and unique skill set distinguish and enhance PEG in areas often overlooked in the real estate development and investment industries. Before joining PEG, Ali spent eight years at ABC as an award-winning television news journalist, co-host of Utah's highest-rated morning show Good Things Utah, and as the producer and face of a popular franchise analyzing the region's booming business economy and policy. Today, Ali's unmatched energy, ability to earn positive media coverage, compelling storytelling skills, track record of performing under intense pressure, and knack for influencing people in meaningful ways are among the many assets she brings from her tenure in the TV industry to her current role.

Some of Ali's favorite achievements at PEG include leading a successful political campaign to secure approval for The Green on Campus Drive, now UVU's most sought-after student housing; overseeing PEG's company-wide rebrand in 2022; initiating thought leadership at PEG through webinars, podcasts, and PR-based media; and launching each of PEG's brands, including the latest experiential concept poised to disrupt the multifamily industry.

Ali graduated with a 4.0 from Brigham Young University with a Bachelor's Degree in broadcast journalism and a minor in psychology.

With a strong background in providing comprehensive support to top-level executives, Stacy Emerine joined PEG Companies in 2016 as an assistant to the Founder/CEO. Since that time, Stacy's role as Senior Executive Assistant has expanded to encompass a wide range of responsibilities that support organizational efficiency, administration, programming, and culture.

Before joining PEG, Stacy worked for 18 years as Operations Manager at Utah.com. During her tenure there, she honed her skills in executive support, reporting, working with clients, and managing the Utah.com platform. Stacy also maintained payroll, handled HR onboarding for new hires, managed day-to-day accounting, and fulfilled orders from the online store, among other duties.

Leveraging her previous experience, Stacy is passionate about fostering a positive and welcoming environment at PEG Companies for team members and clients alike. She plays a critical role in facilitating an excellent office experience, managing the reception area and ensuring a strong first impression for everyone who steps foot into PEG's corporate headquarters. Stacy is instrumental in building company culture by coordinating events and campaigns for PEG's 1,100+ team members across 29 states and provinces. This includes PEG's service projects, parties, and holiday events. Stacy's greatest professional fulfillment resides in the personal relationships she's built over time with PEG's valued team members and clients. Looking back, she says it's particularly gratifying to see the direct results of her efforts through PEG's rapid growth over the last eight years.

Stacy earned her associate degree in accounting from Stevens-Henager College.