The Team

Anand Menon is the President and Founder of Athena Consulting Solutions LLC, a firm dedicated to providing comprehensive services for the hospitality industry. Athena specializes in direct management, strategic consulting, revenue planning, marketing, operational reviews, and feasibility studies.

Additionally, Anand served as Senior Vice President of Operations for Lowell Farms Inc. (CSE;OTCQX), a vertically integrated cannabis company in Salinas, California, where he oversaw top-tier operations including cultivation, processing, extraction, manufacturing, brand sales, marketing, and distribution.

With over two decades of experience in hospitality business development, resource administration, project leadership, fiscal management, operational strategy, and logistics, Anand is a seasoned executive and strategic thinker known for driving significant value creation through organic growth and innovative business models.

At Lowell Farms, he managed renovations, construction, and multi-million dollar upgrades across various facilities while supervising ongoing production, planning, and processing activities. He also engaged in licensing, permitting, and government relations to support development projects, with a focus on team building and establishing a solid foundation for long-term success, including conducting S&OP meetings to align sales and production.

As President of Athena Consulting Solutions, Anand recently implemented a new POS system for a boutique hotel in Oregon, designed restaurant menus, developed beverage programs, launched the property on OTAs, and rolled out a new PMS system. He is also consulting on a high-end Food, Wine, Art & Fashion festival for an international luxury hotel brand. Another exciting project involves launching a national wine brand for On-premise and DTC sales in conjunction with a highly regarded vintner in Napa Valley. 

Prior to joining Lowell Farms, Anand was the Chief Operating Officer at Coastal Luxury Management, where he directed production, planning, and operations for the Pebble Beach Food & Wine and Los Angeles Food & Wine festivals, as well as for four award-winning restaurants and entertainment venues. His ability to thrive in dynamic environments and lead diverse teams through complex challenges has defined his career.

Anand began his hospitality journey at Hyatt Hotels Corporation, where he progressed from operational manager to executive director over 13 years, working in cities including Boston, Albuquerque, Seattle, Carmel, Cambridge, Los Angeles, Chicago, and Oak Brook. His tenure at Hyatt earned him great respect for his discipline, accountability, and integrity.

Anand Menon holds a Bachelor of Science in Hotel and Restaurant Institutional Management from Johnson & Wales University, a Diploma in Hotel & Restaurant Management from the Institute of Hotel Management, and a Bachelor of Arts in Political Science from Osmania University.

Dynamic and results-driven event planner with over 18 years of expertise in project execution, design, and coordination, Beth Menon specializes in creating seamless event experiences through meticulous attention to detail and exceptional communication skills. Her strengths in contract negotiation, vendor relations, and cost control enable her to deliver high-quality events that consistently exceed expectations.

Currently, Beth manages a diverse portfolio of fundraising and community events for the Boys & Girls Clubs of Monterey County, making a positive impact on the lives of up to 800 children daily. Notable projects include “Comics for Kids” at the Inn at Spanish Bay, “Golf for Kids” at the Monterey Peninsula Country Club, and the Youth of the Year events.

In her previous role, she produced luxury events that emphasized brand integration and exceptional consumer experiences, including the prestigious Pebble Beach Food & Wine Festival and the Los Angeles Food & Wine Festival. Beth excelled in negotiating vendor contracts, developing detailed event schematics, and coordinating travel logistics for over 100 VIPs. Her experience also includes managing high-profile events like Lexus vehicle launches and elaborate weddings, where she led teams of over 200 staff members to ensure flawless execution.

Ms. Menon holds a B.S. in Recreation Administration with a concentration in Event Management from California Polytechnic State University. With a solid foundation in event management and a passion for crafting unforgettable experiences, she is dedicated to creating impactful moments for every occasion. 

With over 20 years of experience in the hospitality industry, Mr. Velarde has become a recognized leader in event planning and culinary excellence. Hailing from Santa Fe, New Mexico, his career has taken him across the country, where he refined his skills in a range of high-profile environments—from South Beach’s elite nightclubs to fine dining establishments in Los Angeles, and luxury resorts in Pebble Beach.

Mr. Velarde’s culinary career began at a prestigious country club in Southern California, eventually leading him to Kings Seafood Company. There, he contributed to iconic venues such as i Cugnini, Water Grill, and Ocean Ave. Seafood. His growing reputation caught the attention of Interstate Hotels & Resorts, where he played a key role in revitalizing the bars and restaurants at the Westin Bonaventure Hotel in Los Angeles. This position marked his transition into event planning, where he successfully managed major corporate events, including the Democratic National Convention and NBA All-Star Weekend.

As Associate Director of Catering & Events at Pebble Beach Resorts, Mr. Velarde oversaw high-profile events such as the Concours d’Elegance and the AT&T National Pro-Am. He then took on the role of VP of Brand Relations at Coastal Luxury Management, working closely with sponsors and partners for prestigious events like Pebble Beach Food & Wine and Los Angeles Food & Wine, while also spearheading restaurant projects in Monterey, Los Angeles, and Las Vegas.

Before joining ACS in the summer of 2024, Mr. Velarde played a pivotal role in revitalizing Pebble Beach Food & Wine as part of a21, supporting a portfolio of over 40 lifestyle events focused on partnership sales, business development, and brand activations.