By Frank Rizzo
Fifty years ago, my father founded Bentley Price Associates with a simple commitment: deliver exceptional service, build lasting relationships, and always put clients first. Those principles have guided our firm every step of the way and continue to define who we are today.
As we celebrate this incredible 50-year milestone, I’m honored to begin my own chapter as President of Bentley Price Associates. Stepping into this role is both a privilege and a responsibility that I don’t take lightly. While my title has changed, our mission remains the same—to serve the gaming, hospitality, and entertainment industries with the expertise, integrity, and personal attention our clients have come to expect.
I’m grateful for the trust my father has placed in me and for the opportunity to continue building on the legacy he created. I’m equally thankful for our outstanding team, our loyal clients, and our industry partners who have been part of this journey.
The past 50 years have been an incredible story. I’m excited about what we’ll accomplish together in the next 50.
The Next Chapter
1. If Bentley Price Associates were a relay race instead of a business, what do you think your father has already handed you—and what part of the race is yours to run?
My father has handed me more responsibility and a deeper education on how to run this business, especially through direct communication with our clients.
2. Every family has stories that never make it into the history books. What’s a Bentley Price story that perfectly captures who your father is as a leader?
One word perfectly describes his work ethic: relentless.
3. If the walls of the Bentley Price office could talk, what conversation do you hope they’ll be telling 50 years from now about this chapter in the company’s history?
That Dennis got what he wanted—to see one of his sons carry on the business using the same playbook that has made the company successful.
4. What’s one rule your father lives by that you’ll never break—and one that you’ve respectfully challenged?
Never give up. There’s always someone out there who will get the job.
5. Imagine it’s 2076. Someone opens a time capsule from Bentley Price Associates. What do you hope they find that tells the story of your generation’s leadership?
They’ll see a company that started with rotary phones and snail mail and evolved into AI-assisted databases—the equivalent of going from a horse and buggy to a race car.
6. If your leadership style had a soundtrack, what song would be playing—and why?
“Break My Stride” by Matthew Wilder. No matter what barriers come up, you just keep on movin’.
7. What’s the best advice your father has ever given you… and what’s the best advice he probably doesn’t realize he gave you?
He’s very aware of the advice he’s given me. The biggest difference between us is that he was a Marine, and I wasn’t exposed to that same regimented lifestyle. That discipline stayed with him, and I’ve done my best to learn from it.
8. If you could steal one leadership quality from anyone in history—not because they were famous, but because they led well—who would it be, and what would you borrow?
My mind keeps coming back to Elon Musk. He sets incredibly ambitious expectations, and sometimes his teams actually achieve them. I admire his ability to inspire talented people from around the world to work toward difficult goals.
9. You’ve grown up watching your father lead. Was there ever a moment you thought, “That’s exactly the kind of leader I want to be”—or perhaps, “I’d approach that differently”?
We have different ideas about how to run a business, but the difference is that he’s successfully led one for many years, and I haven’t. I’m constantly learning and growing, though there are certainly things I would do differently.
10. One day, someone new will sit in your chair. What do you hope they thank you for before they ever look at the company’s financials or client list?
I hope they feel empowered to recruit great people while also working directly with clients to meet their needs.
Finally… if the Bentley Price story were made into a movie, who would play you, who would play your father, and what would the title be?
I’m not sure who would play us, but the title would be Rambo Headhunters.
BENTLEY PRICE ASSOCIATES, INC.
D. Frank Rizzo
President
