The Burch Group

Workforce Development and Training 

Specializing in the Hospitality Industry 


Here's the 

Best Burch News!

Burch Group Receives Recent Honors

November, 2020


The Burch Group is proud to announce that our Managing Director, Pat Burch, has earned an additional two new professional certifications from the American Hotel and Lodging Association (AHLA) awarded through their Educational Institute (AHLEI) Certification Commission.

Pat is now recognized by the AHLEI as a:

Certified Guest Services Professional – Tourism

and a

Certified Hospitality Department Trainer

Each certification required “successful completion of the knowledge and experience requirements reflecting a commitment to maintaining the highest standards of competence as a hospitality professional.”


Earning her title as Certified Guest Services Professional (CGSP) – Tourism required Pat to demonstrate a specific understanding of this important pillar of a successful Hospitality business. To earn this certification Pat demonstrated not just familiarity with but a deep understanding of the critical role a positive guest experience plays in our Huntsville Tourism industry. This program embraces seven elements for staff members to apply to provide Gold level service to guests.


As a Certified Hospitality Department Trainer (CHDT), Pat was required to demonstrate an in-depth knowledge of the Hospitality Industry sufficient to design and present the detailed curriculum necessary to orient and educate participants to successfully become fully engaged on the job, raising the level of service and preparing themselves for advancement.


Earlier this year Pat completed AHLEI’s Supervisor Skills Builders course.


We congratulate Pat on earning each of these newest “feathers” in her Hospitality professional’s cap!

September, 2020

Boys & Girls Club of Northern Alabama

 looks at the Hospitality Industry


Members of the Boys & Girls Club of Northern Alabama (BGCNA) investigated the Huntsville Hospitality industry via a Zoom meeting sponsored by the Huntsville/Madison County Hospitality Association.  The two-hour session was presented by Pat Burch, Managing Director of The Burch Group, as part of the BGCNA's Work Readiness Academy September program. 


The members discovered the various segments of the hospitality industry including lodging and food and beverage, but also tourism sites, events, and transportation.  Skills needed for careers in the industry were explored as were the benefits of being involved with sectors of travel.


The group also discussed the variety of career paths that are possible and how to get started and where to gain the skills needed for advancement.  Tips on finding, getting, keeping and leaving a job were shared as well.  


The Huntsville/Madison County Hospitality Association's (HMCHA) partnered with BGCNA to augment the Work Readiness Academy program with industry professionals.  "People will pick an initial career based on what they've been exposed to." said Jennifer Middleton, HMCHA's Workforce Development Committee chair.  "We wanted to show them the many, many facets of the hospitality industry, the skill sets needed to get started and how to grow beyond just a series of jobs, but into a career for a lifetime."