Description: Jay Pricher is the new general counsel for Best Western Hotels & Resorts. He succeeds Larry Cuculic into the role after Cuculic was named Best Western’s president and CEO in October. Previously, Pricher was the company’s vice president of legal, according to a press release. Prior to joining Best Western, he was vice president and associate general counsel for Financial American Corp., a real estate focused private equity firm. Pricher has a bachelor’s degree in legal studies and politics from the University of California, Santa Cruz and a juris doctor degree from UC’s Hastings College of the Law. He also holds a Master of Business Administration from the W.P. Carey School of Business at Arizona State University, with an emphasis on International Finance.