A values-driven family business

Who We Are

Founded in 2008 by Ben and Cynthia Scholl, B to C Solutions exists to accelerate our clients along their path to thriving.

Our story

From Point B to Point C

B to C Solutions was founded in 2008 as a partnership between Ben and Cynthia Scholl. We are a Values-Driven Family Business seeking to accelerate our clients as they move along their path to thriving. We don't just take you from Point A to Point B; we implement solutions to take you farther — from Point B to Point C.

We work with a variety of projects and lines of business, including hospitality, marketing, project management, organizational strategy, life coaching, and leadership coaching. Our goal is to enrich the lives of the people and businesses we serve through problem solving, connection, and support.

We love living in the Pacific Northwest with our house cats and teenage daughter. Together, we love to travel, eat great food, and laugh as a family.

Ben and Cynthia Scholl, founders of B to C Solutions

Our Solutions Team

The people who do the work

Cynthia Scholl

Cynthia Scholl

Co-Founder and President

Cynthia Scholl has twenty years’ experience in sales, marketing, relationship management, and people management. Cynthia believes in heartfelt, wholehearted leadership. She holds a bachelor’s degree and is working toward a master’s degree in business administration. Cynthia is a CLCI certified Life Coach, providing personal and professional coaching services.
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She focuses on connection and problem solving in all her work and strives to show up with authenticity, playfulness, creativity, and intention. Cynthia is a wife, mother, and cat lover. She enjoys reading books, playing games, and traveling.
Ben Scholl

Ben Scholl

Co-Founder and Vice President

Ben Scholl is a hands-on change agent — the kind of hospitality leader who doesn't hand you a report and fly home. He does the work.

With nearly two decades of executive experience at properties including The Venetian Las Vegas and Caesars Entertainment, alongside roles at Marriott International and Starbucks, Ben has built his practice around a straightforward premise: hospitality operations that drag on a brand or lose money can be fixed systematically, measurably, and from the inside out.

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The results bear that out. At a struggling casino hotel property, Ben and his team inherited turnover exceeding 200% and an operation in the red. Within a year, turnover had dropped below 50%, and the property posted its best financial performance on record. At a separate property, his work contributed to a 40% increase in revenue. On the efficiency side, a Kaizen event he facilitated cut promotional policy approval times nearly in half, from 16 days to 7, while maintaining full regulatory compliance. A Lean Six Sigma project reduced room turn times from 42 minutes to 28, taking on-time room readiness from 30% to 100%.

Ben's edge is his ability to connect operational discipline directly to the guest experience. When the operation runs well, it's easier to be an employee. When it's easier to be an employee, guests feel it, and players come back. That's not a theory. It's the service profit chain, and Ben has spent his career proving it works.

A Lean Six Sigma Master Black Belt and certified Lean Agent with a master's degree in hospitality management, Ben has also spoken at the NNAHRA conference and works shoulder to shoulder with frontline teams to implement his recommendations, not just what he advises.

He lives in rural Lewis County, Washington, with his wife of 20 years and their 18-year-old daughter. When he's away from clients, you'll find him on a challenging trail, cooking for family, or planning the next trip.

Stan Gershkovich

Stan Gershkovich

Principal Consultant

Stan Gershkovich is a hands-on hospitality operator and culture champion— the kind of leader who doesn’t stop at strategy decks. He builds alignment, drives execution, and delivers measurable results from within the operation.

With experience spanning full-service Marriott and Hilton resorts, regional casino operations with Caesars Entertainment, and unionized city-center properties, Stan has built his practice around a clear premise: underperforming hospitality assets can be transformed by aligning strategy with disciplined, on-the-ground execution.

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The results reflect that approach. Stan led a $1.3M EBITDA turnaround at a full-service resort by optimizing inventory distribution and deploying a multi-channel revenue strategy. In a separate engagement, he drove over $500K in annual labor savings within a casino housekeeping operation by redesigning productivity standards and implementing efficiency-focused processes. His work consistently translates operational alignment into improved financial performance, service delivery, and team engagement.

Stan’s edge is his ability to turn professional trust into tangible outcomes. By building buy-in across property leadership and cross-functional teams, he ensures that strategy doesn’t sit on paper — it gets implemented, measured, and sustained. His approach is direct, analytical, and fast-paced, but grounded in collaboration and accountability.

He holds a Bachelor’s degree in Hospitality Management from Cal Poly Pomona, along with certifications in Hotel Industry Analytics (CHIA) and Six Sigma Green Belt.

Outside of client work, Stan is a father to his son Theodore, a dog dad to Oliver, and a passionate baseball fan and foodie always in search of the next great meal.

Qemajl Xhafa

Qemajl Xhafa

Principal Consultant

Qemajl Xhafa, a dedicated IT professional with 15 years of experience in IT Services and IT Service Management, holds a bachelor’s degree in computer science from the University of North Texas and a background in IT Project Management. Currently serving as a ServiceNow Admin/Developer for one of America's largest gas station and convenience store chains, encompassing 1500 retail stores and 1600 consignments. With previous roles as a systems and systems engineer, Qemajl has also displayed expertise in Microsoft technologies like Office 365 and Microsoft Azure.

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His passion outside of work lies in community service and empowering the younger generation to achieve their dreams through education and unwavering determination. He is active in afterschool tutoring and mentoring.

Qemajl is a loving father of three boys, ages 10, 5, and 1, and enjoys traveling to learn from different cultures, expanding his horizons and enriching his life.

Jeremy Worthen

Jeremy Worthen

Hospitality Consultant

Jeremy Worthen is a hands-on operations advisor — the kind of consultant who doesn’t hand over a plan and disappear. He works alongside teams to implement structure, restore accountability, and drive measurable results where it matters most: revenue and execution.

With a background spanning casino hotel operations, branded resort environments, government contract janitorial services, and textile sales to the hospitality industry, Jeremy has built his approach around a clear premise: when revenue stalls and accountability breaks down, the root cause is almost always a lack of structure and employee support. Fix those, and performance follows.

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The results reflect that approach. Across multiple engagements, Jeremy has helped drive year-over-year cash revenue growth while putting accountability frameworks in place that stick beyond his involvement. In operational environments struggling with execution, he has resolved persistent challenges such as laundry and linen breakdowns—issues that directly impact both cost and guest experience—while improving team morale and day-to-day consistency.

Jeremy’s edge is his ability to balance discipline with support. He is known for being caring, honest, and task-oriented, while staying relentlessly focused on outcomes. He doesn’t operate at a distance—he embeds within the operation, working with frontline teams and leadership alike to ensure that systems are not only designed, but actually followed.

A former Director of Services and Director of Housekeeping, Jeremy brings firsthand leadership experience and a Six Sigma mindset to every engagement, applying practical process improvement without overcomplicating the work.

In his free time, Jeremy enjoys attending concerts and watching movies.

Ben Jones

Ben Jones

Hospitality Consultant

Ben Jones is a hands-on hospitality consultant, trainer, and leadership mentor — the kind of consultant who doesn’t disappear behind a slide deck and a set of recommendations. He stays close to the team, close to the work, and close to the moments that actually determine whether a guest feels cared for and whether an operation performs. With over two decades of operations experience guiding successful teams across corporate, nonprofit, and educational settings, Ben has built his approach around a simple belief: lasting performance comes from clarity, practical systems, and leadership development that people can actually use on a busy day.

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Most recently, Ben served as a multi‑unit operations leader at Starbucks, where he leaned into the parts of business that are hardest to fake and easiest to feel — consistent guest experience, strong team habits, inventory and operational discipline, and training that sticks. His edge is people-centered change: he navigates tough realities directly, but in a way that protects dignity, builds capability, and leaves leaders stronger than he found them.

Outside of client work, Ben’s leadership shows up in his community. He serves in multiple volunteer and advisory capacities — work that reflects the same through-line as his consulting: fight for people, build healthy systems, and make progress real.

Ben is based in Denver, Colorado. Outside of work, you’ll find him traveling, discovering new restaurants, hiking, or finding new ways to meaningfully impact his community.

Ellie Wei

Ellie Wei

Hospitality Consultant

Ellie Wei is a hospitality operations executive with more than two decades of leadership experience spanning seven hotel brands across full-service, convention, destination resort, luxury, boutique, and theme park properties.

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As Senior Director of Operational Excellence for Soul Community Planet Hotels, she leads portfolio-wide initiatives focused on operational standardization, cost optimization, and exceptional guest experiences. Her leadership has contributed to significant performance improvements, including increasing portfolio NPS (Net Promoter Score) from 38 to 58 and elevating average online review ratings from 4.11 to 4.50, while maintaining a strong average rooms profit margin through disciplined labor and expense management. Known for her ability to drive results during periods of transition, she also serves as an Interim and Taskforce General Manager, providing operational stability and P&L leadership when properties need it most. 

A Lean Six Sigma Black Belt, Ellie has successfully led major renovations, hotel openings and transitions, and large-scale technology implementations throughout her career. Notable accomplishments include serving on the pre-opening leadership team for LEGOLAND Castle Hotel's dual-hotel operations and earning multiple industry recognitions, including Leader of the Year and Manager of the Quarter at InterContinental San Diego, Manager of the Quarter at Paradise Point Resort & Spa, and the HotSOS Award for processing more than one million service tickets. Passionate about operational excellence, sustainable hospitality, and continuous improvement, Ellie specializes in optimizing systems, processes, and people to enhance profitability, elevate guest satisfaction, and drive long-term organizational success.

Want to work with us — or join us?

We’re Always Looking for Values-Aligned Collaborators