Arkansas Hospitality Association

What Arkansas Hospitality Association does

The Arkansas Hospitality Association (AHA) is a 501(c)(6) nonprofit trade association founded in 1944 and headquartered at 603 South Pulaski Street, Little Rock, Arkansas. It operates as the umbrella body for the Arkansas Lodging Association, the Arkansas Restaurant Association, and the Arkansas Travel Council, with additional Associate/Vendor, Education, and Marina membership categories, and is supported by a separate 501(c)(3) education foundation (ATHEF) that has disbursed over $900,000 in scholarships since 1999. The association's stated mission is to ensure the growth, success, education, and image of the restaurant, lodging, and tourism industries in Arkansas, which collectively represent a $5.6 billion sector employing over 100,000 people.

AHA delivers its value through three reinforcing functions: advocacy before the Arkansas General Assembly and government agencies on issues including human trafficking prevention, online sports betting, short-term rentals, tip credit, and tariffs; industry-recognized education and certification programs (ServSafe food safety, ProStart high school pipeline, ServSuccess professional development, and a BEST human trafficking prevention course); and a member benefits stack including UnitedHealthcare association health plans, Heartland payment processing and payroll, First Orion branded calling, Evolv digital marketing, STR Global lodging data, BMI music licensing discounts, Teladoc/HealthiestYou virtual care, Optum Perks pharmacy discounts, and RVR Company workers compensation. Operational technology consists of the Atlas association management platform supporting member login, event registration, and communications, plus the AHA Job Board.

The business model is funded primarily by annual membership dues that vary by sub-association and member type (e.g., Lodging $175 or $7.10/room, Restaurant and Travel Council dues scaled to annual sales volume, Associate/Vendor $185-$340 by geographic coverage, Education $175, Marina $200), supplemented by training class fees and endorsed-service partnerships. Leadership comprises CEO Alicia Payseno (appointed January 5, 2025), COO Shay Stout (joined June 2023, promoted internally from Director of Finance and HR), CRO Lauren Anderson, Director of Marketing and Communications Dylan Kinkade, and Coordinator of Education Renee Smith, with a board of directors drawn from lodging, restaurant, travel council, associate vendor, and foundation representatives. Distribution combines direct online membership enrollment with regional chapter networks across central, diamond lakes, delta, and north central Arkansas, plus four ServSafe training locations statewide.

Name

Arkansas Hospitality Association

Legal name

Arkansas Hospitality Association, Inc.

Website

https://arhospitality.org

Company type

Private

Founded year

1944

Operating status

Operating

Headcount range

1–10 employees

Short description

The Arkansas Hospitality Association is a 501(c)(6) nonprofit trade association founded in 1944 that serves as the umbrella body for the state's lodging, restaurant, and tourism industries, delivering legislative advocacy, industry-recognized certifications (ServSafe, ProStart, ServSuccess), workforce development, and bundled member benefits across Arkansas.

Ownership category

akta.pro rank

Headquarters

HQ city

Little Rock

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Membership Dues: Annual membership dues from Arkansas Lodging Association, Arkansas Restaurant Association, Arkansas Travel Council, Associate/Vendor members, Education members, and Arkansas Marina Association. Pricing varies by property type, room count, sales volume, or geographic coverage area.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

The Arkansas Hospitality Association is a 501(c)(6) nonprofit trade association that serves as an umbrella body for the Arkansas Lodging Association, Arkansas Restaurant Association, and Arkansas Travel Council. It provides industry advocacy at the Arkansas General Assembly, administers food safety and workforce certification programs (ServSafe, ProStart, ServSuccess), offers member benefits including health plans and endorsed services, and operates scholarships through its affiliated ATHEF foundation.

Product overview

The Arkansas Hospitality Association (AHA) operates as a trade association offering a portfolio of interconnected products and services for the Arkansas hospitality industry. Its core offerings center on education and certification programs including ServSafe (food safety training with ANSI-accredited certification), ProStart (high school culinary program), and ServSuccess (professional career development). The association provides advocacy representation before the Arkansas General Assembly, workforce development initiatives through Hospitality United courses and the AHA Job Board, and member benefits including Association Health Plans and endorsed services like First Orion branded calling and Evolv digital marketing. AHA also operates the 501(c)(3) Arkansas Tourism & Hospitality Education Foundation (ATHEF) for scholarships. The organization serves as an umbrella for the Arkansas Lodging Association, Arkansas Restaurant Association, and Arkansas Travel Council, offering membership-based access to training, resources, and industry advocacy.

Differentiator

Problem solved

Functional benefit

Brands

• Arkansas Lodging Association: One of the three core associations under the AHA umbrella representing the lodging sector.
• Arkansas Restaurant Association
• Arkansas Travel Council
• Arkansas Tourism & Hospitality Education Foundation (ATHEF)

Products and services

• ServSafe Certification Program Food and beverage safety training and certification program administered by the National Restaurant Association, offering Manager Certification, Food Handler training, and allergen awareness courses with ANSI accreditation and state health jurisdiction recognition.
• ProStart Program Nationwide two-year culinary and management program for high school students that develops future hospitality industry talent, including the ProStart National Certificate of Achievement upon completion.
• ServSuccess Professional Certification Professional certification and career development program for restaurant employees offering bite-sized online learning modules that transform industry experience into recognized credentials.
• ATHEF Scholarship Program 501(c)(3) scholarship program that has awarded over $900,000 to students pursuing hospitality and tourism degrees in Arkansas, providing financial support for culinary and hospitality education.
• Human Trafficking Prevention Training 30-minute employee training course developed in partnership with Businesses Ending Slavery and Trafficking (BEST) to help hotel staff recognize and respond to human trafficking indicators, sponsored by the Asian American Hotel Owners Association (AAHOA).
• Association Health Plan Health insurance programs offered through UnitedHealthcare designed for AHA members, including the National Restaurant Association legacy program (2+ employees) and the Restaurant & Hospitality Association Benefit Trust (RHABT) for 6-50 enrolled employees.
• Hospitality United Training Educational courses and training programs offered in partnership with Arkansas Small Business and Technology Development Center (ASBTDC), including digital marketing and business funding courses free to members.
• AHA Job Board Online job board platform connecting hospitality employers with potential employees in the Arkansas hospitality sector.
• Conserve Sustainability Education Program Online sustainability resource designed to help restaurant operators reduce energy, waste, and water consumption through best practices and educational materials.

Quantifiable outcome

• Over $900,000 in scholarships awarded since 1999 through ATHEF
• +1 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

15 partnerships are on record, tiered core and minor.

• Businesses Ending Slavery & Trafficking (BEST)coreStrategic or Co-development PartnerAHA partners with BEST to provide free human trafficking prevention training for members and their staff. This 30-minute course helps hotels protect against trafficking and is sponsored by the Asian American Hotel Owners Association (AAHOA).
• Arkansas Small Business and Technology Development Center (ASBTDC)coreStrategic or Co-development PartnerAHA partnered with ASBTDC to offer free educational courses including Digital Marketing Refresh and Funding Your Business to members and the community. ASBTDC also created a comprehensive food truck business guide for aspiring entrepreneurs.
• National Restaurant AssociationcoreStrategic or Co-development PartnerAHA delivers ServSafe certification programs and ServSuccess professional development programs administered by the National Restaurant Association. Restaurant Association members receive dual membership benefits.
• American Hotel & Lodging Association (AHLA)minorGTM or Marketing PartnerAHLA member benefits are available to AHA lodging members through cross-promotional partnership.
• First OrionminorGTM or Marketing PartnerAHA partnered with First Orion to offer members exclusive branded calling solutions with discounted pricing. First Orion helps businesses display their name on customer mobile devices and reduce call blocking.
• EvolvminorGTM or Marketing PartnerAHA partnered with Evolv to provide members exclusive access to premium digital marketing services at discounted rates including website development, SEO, social media management, paid advertising, and directory optimization.
• HeartlandminorGTM or Marketing PartnerAHA members receive preferred pricing on Heartland payment processing, payroll, and HR solutions. Heartland serves over 400,000 business locations nationwide.
• UnitedHealthcarecoreGTM or Marketing PartnerUnitedHealthcare offers health insurance solutions designed for AHA members including the National Restaurant Association legacy program (2+ employees) and Restaurant & Hospitality Association Benefit Trust (RHABT) for 6-50 enrolled employees.
• Teladoc Health / HealthiestYouminorGTM or Marketing PartnerAHA members have access to Teladoc virtual healthcare services including general medical, mental health, and dermatology visits at $10 per employee per month.
• Optum PerksminorGTM or Marketing PartnerFree pharmacy discount card program for AHA members offering up to 80% savings on FDA-approved medications at pharmacies nationwide.
• BMI (Broadcasting Music Inc.)minorGTM or Marketing PartnerBMI music licensing partnership offering AHA members up to 20% discount on music licensing fees.
• RVR CompanyminorGTM or Marketing PartnerWorkers compensation insurance program with special pricing for AHA members, including dedicated Arkansas claims analyst and hospitality industry specialization.
• Hugg & Hall Mobile StorageminorGTM or Marketing PartnerAHA endorsed service providing member discounts on mobile storage solutions for renovations, events, and operational needs.
• Arkansas Schools with Hospitality ProgramscoreStrategic or Co-development PartnerPartnership network including U of A, UAPTC CAHMI, Arkansas Tech University, ASU Mid-South, and multiple career centers to deliver ProStart curriculum and workforce development.
• Asian American Hotel Owners Association (AAHOA)minorGTM or Marketing PartnerAAHOA sponsors BEST's Inhospitable to Human Trafficking Training available to AHA members.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• American Hotel & Lodging Association (AHLA): National hotel and lodging trade association. Comparable as the parent-tier body to which AHA's lodging arm cross-affiliates; broader scope, federal rather than state-level focus, and sets standards adopted by AHA members.
• U.S. Travel Association: National travel and tourism industry association. Comparable as the federal-level umbrella for travel/tourism advocacy; broader scope and represents the policy and promotion infrastructure AHA engages with on travel-related issues.
• National Restaurant Association: National restaurant trade association. Comparable as the parent body administering ServSafe and ServSuccess that AHA delivers locally; broader scope and the source of dual-membership benefits for AHA restaurant members.

Direct peers

• Missouri Restaurant Association: Missouri statewide restaurant trade association. Comparable neighboring-state peer with similar dues, ServSafe delivery, and legislative advocacy model for hospitality operators.
• Georgia Restaurant Association: Georgia statewide restaurant trade association. Closely comparable in mission (advocacy, education, workforce development) and member-base focus, though narrower in vertical scope than AHA's umbrella.
• Texas Hotel & Lodging Association: Texas statewide lodging and hospitality trade association. Directly comparable as a state-level umbrella for lodging, restaurant, and tourism advocacy with similar dues structures, training programs, and legislative engagement.
• California Hotel & Lodging Association: California statewide lodging and hospitality trade association. Directly comparable state-association model delivering advocacy, training, and member benefits to lodging operators, though at much larger absolute scale.
• Louisiana Restaurant Association: Louisiana statewide restaurant trade association. Comparable as a neighboring state trade body delivering ServSafe, ProStart, and advocacy services with similar member-dues economics.
• Florida Restaurant and Lodging Association: Florida statewide combined restaurant and lodging trade association. Directly comparable umbrella model delivering advocacy, education, and member benefits to hospitality operators in a single state.
• Tennessee Hospitality & Tourism Association: Tennessee statewide hospitality and tourism association. Directly comparable as a neighboring state trade group representing lodging, foodservice, and tourism with advocacy and education programs.

Market position

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/arhospitality
• Facebookfacebook.com/arhospitality
• LinkedInlinkedin.com/company/arkansas-hospitality-association

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Arkansas Hospitality Association