Our People at Bray Whaler

Elisa Whaler


Anyone who’s met Elisa will tell you she’s a person who emanates gusto in all things – whether immersing herself in Bray Whaler’s daily workings, or mountain biking over Kenosha Pass. Elisa entered the world of hospitality procurement in 1987 with Bray Associates, and over the past two decades, has built the company she loves into the award-winning Bray Whaler of today.

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Jennifer Fisk

Chief Operating Officer & Principal

When it came time for Bray Whaler to open a Dallas office, it was clear that Jennifer Fisk was the person to take the lead. As chief operating officer, Jennifer has keen insight into what makes our company and projects successful – and is a pro at communicating this to all members of the team.

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Maggie Halmo

Senior Vice President & Principal

Maggie is a dynamo, with exuberant energy and sense of humor that belies her serious side. She focuses on clear communication and realistic deadlines, maintaining a strict “no surprises” guarantee with clients. She began her purchasing career with Bray Whaler in OS&E, and over the past 15 years has handled portfolios of boutique hotels in addition to several large new construction and renovation projects for major institutional owners.

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April Geter

Principal & Executive Director of Projects

April has over 20 years of hospitality procurement and project management experience covering most major hotel brands. Her expertise reaches beyond hotels, including more than two dozen luxury casinos with extensive gaming, spa, convention, and food and beverage venues. April oversees the Dallas-based team of approximately 15 FF&E and OS&E project professionals, who handle new construction and renovations for private equity groups, REITs, and public-private partnerships.

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Rex Briant

Chief Financial Officer

Rex brings 37 years of expertise in finance and accounting to Bray Whaler with a wealth of experience in the professional services industry. He is focused on leveraging Bray Whaler’s corporate and project accounting practices toward even greater efficiency and cyber security. Prior to joining Bray Whaler in June of 2022, Rex completed the asset sale of the second largest privately-owned waste management company in the Mid-West after a 58% growth in revenues. Ready to find a permanent place to hang his hat, Rex was excited to join the Bray Whaler team as CFO.

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Kimberly Raeder

Equity Owner

Kimberly is Chairman of the Board and sole stockholder of Bray Whaler, Inc. In this role, she oversees Bray Whaler’s operations and client services, with a focus on continual innovation. Kimberly’s top priority is developing and supporting the finest procurement team in the industry with skilled, tenured professionals. Prior to acquiring Bray Whaler, she owned and operated the largest provider of waste management services for the City and County of Denver, Red Rocks Park & Amphitheatre, Dick’s Sporting Goods Park, and major entertainment venues throughout Colorado, Wyoming and Montana.

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Stephen Norcross

Executive Vice President - Business Development

Stephen Norcross brings to Bray Whaler over 17 years of hospitality industry experience in procurement and executive team building, combined with more than 25 years of professional consultative business development. He is skilled at uncovering the needs of Bray Whaler’s trusted clientele and fostering lasting relationships while securing new clients. He is excited to have joined one of the oldest, largest, and most reputable procurement firms in the hospitality design industry.

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Elisa currently sits on the advisory board of the Denver University Fritz Knoebel School of Hospitality Management. She has previously provided instruction with a procurement perspective for the Interior Design Institute of Denver and has held board level positions, including chapter president and vice president, for the Network of Executives in Hospitality (NEWH). Elisa was awarded “2019 Purchasing Company Executive of the Year” by Hotel Interactive at their Lodging Industry’s Elite Awards event, and in 2022 was inducted into Hospitality Design’s prestigious "33rd Annual Platinum Circle" a lifetime achievement award for contribution to the hospitality industry.

Outside of her professional commitments, she makes time to be one of the most athletic executives you’ll ever meet, tearing across the mountains on skis and bike or serenely paddle boarding across Grand Lake with her dog on board. She's also a certified Chief of Technical timing for USSA and the International Alpine Ski Federation, working national and international ski racing events at Loveland Mountain in Colorado.

A Northern California native, Elisa came to Colorado after graduating from California State University with a degree in Business Administration. She holds certifications in Purchasing Management from the University of Southern California and the University of Colorado at Denver.

“The opportunity to be a mentor, especially to young professionals in hospitality, has been one of my greatest joys.”


Chief Operating Officer & Principal

Jennifer’s extensive project management portfolio includes many large new construction projects across the United States with a combined FF&E value in excess of $900 million. Her former background in regional hotel operations gives her a unique sensitivity to the furnishing and schedule demands of high occupancy hotels and resorts.

An advocate of education, Jennifer is a member of the executive board of Education Is Our Future, Inc., a non-profit organization promoting the values of education in today’s youth, and is involved with Esther’s Hope International, an organization assisting women in uncovering their purpose and meeting their full potential.

Jennifer is a Texas native and proud mother of two. She loves family time, hunting, fishing and being at the lake.


Senior Vice President & Principal

A graduate of the University of Puget Sound with a Bachelor of Arts degree in Politics and Government, she previously worked for the National Council on Aging.

Devoted to non-profit work, she volunteers at the Salvation Army Food Bank as well as local children’s charities. A Colorado native, she has recently climbed her twelfth 14,000’ peak and has big plans to conquer more mountaintops.


Principal & Executive Director of Projects

An active member of NEWH, she has served on the board of the Dallas Chapter for seven years and is currently chapter Vice President. She has mentored young professionals through NEWH and other organizations, including architects, interior designers, and purchasing agents. She enjoys helping people establish successful hospitality careers. Outside of Bray Whaler, April enjoys traveling with her husband and finding new ways to bring fitness and wellness into their lives.


Chief Financial Officer

Rex is a graduate of Baylor University Hankamer School of Business with a Bachelor of Business Administration in Finance and Quantitative Analysis. He spent much of his early career in loan review and credit administration for large bank holding companies. In 1991, he joined the high-net-worth team at Prudential Securities handling tax impact analysis for estate planning and asset replacement for several large retirement funds. From these endeavors, Rex remained active with high-net-worth individuals, assessing small business acquisition opportunities. He enjoys helping small business owners and investors build solid foundations for growth.

Rex is involved in non-profit work in Brazil and several nations in West Africa, working in underdeveloped areas to train and resource locals with labor and small business skills to meet the needs of their families, villages, and region.


Equity Owner

As president and CEO of Liberty Waste Management and Altitude Waste Solutions, she grew revenues eight-fold and employed over 90 people as a fully certified woman-owned business. Kimberly holds a Bachelor of Science degree from California State Polytechnic University, Pomona, California.

Married to Jim Raeder for 29 years, Kim is the mother of four young adult children and has been active in their education, sports teams and fundraising. She is currently president of Lone Tree Woman’s Leadership Council and is the Financial Partnership Advisor for Global Missions Strategies, Inc., a non-profit organization working in West Africa and Europe.


Executive Vice President - Business Development

Stephen Norcross's impressive tenure in the hospitality industry spans over 17 years, during which he has established himself as a seasoned expert in procurement and executive team building. His wealth of knowledge is first-tier because of his 25 years of experience in professional consultative business development. Stephen's unique skill set is exemplified in his innate ability to discern and address the distinct needs of Bray Whaler's esteemed clientele, nurturing long-lasting relationships and expanding the company's client base. He brings a dynamic approach to the team. He is adept at securing new clients and solidifying Bray Whaler's position in the highly competitive hospitality design industry. His arrival has instilled a renewed enthusiasm into the company, as he eagerly takes up the mantle of contributing his expertise to one of the most established, expansive, and reputable procurement firms in the field, affirming Bray Whaler's commitment to delivering exceptional service to its clients.

Norcross's remarkable career trajectory unfolds over two distinct decades, encompassing a robust background in procurement and executive team building within the hospitality industry, complemented by over a quarter-century's experience in consultative business development. Stephen's adeptness lies in his exceptional talent for identifying the nuanced requirements of Bray Whaler's cherished clientele, forging enduring partnerships, and broadening the scope of the company's client base. His arrival at Bray Whaler signifies a pivotal moment in the company's journey, as it secures a professional well-versed in the intricacies of the dynamic hospitality design industry. With enthusiasm and determination, Stephen Norcross positions himself for success to contribute his wealth of experience to one of the industry's most esteemed and distinguished procurement firms, reinforcing Bray Whaler's commitment to delivering excellence and innovation in hospitality design.