How Dennis and Frank Rizzo Lead Bentley Price Together
Fifty years in executive search teaches you that the best partnerships aren’t built overnight. They’re earned through trust, tested through challenges, and strengthened by a shared commitment to doing things the right way.
At Bentley Price Associates, that partnership exists both professionally and personally.
Dennis Rizzo has spent decades building one of the most respected executive search firms in gaming and hospitality. His reputation has been built on integrity, discretion, and an unwavering dedication to helping clients find the leaders others cannot.
Today, that legacy continues alongside his son, Frank.
Together, they represent two generations of leadership: one grounded in decades of experience and relationships, the other bringing fresh perspectives and modern tools to an ever-evolving industry. While their approaches may differ at times, their standard remains the same.
In this candid conversation, Dennis and Frank reflect on earning trust, embracing innovation, navigating family dynamics, and the responsibility that comes with carrying forward a legacy built over half a century.
The Handshake
Dennis, what was the moment you knew Frank wasn’t just your son—but someone you could trust as a business partner?
After about three years of watching Frank fully immerse himself in the recruiting business, he took the time to truly understand every aspect of the process and, most importantly, the responsibility we bear to our clients.
That’s when I realized he understood that we’re not just sending resumes or filling positions. We’re helping to find those rare, exceptional leaders who can genuinely make a difference.
In our industry, our mission is to discover the “unicorns,” the candidates our clients might not find on their own, and Frank had grown into that same committed pursuit of excellence and understanding of what makes a perfect fit.
Earning the Seat
Frank, was there a point when you realized you had to stop being “Dennis’s son” and establish your own leadership identity?
There was a moment years ago when it really clicked for me. My father had built a strong foundation and taught me a lot about the business, but I knew I could bring my own modern touch to the way I approached it.
One of my goals early on was to build as many professional connections as possible because I realized that a strong network would be invaluable. In executive recruiting, especially in gaming and hospitality, relationships are everything, and having those connections helps us identify the right leaders for our clients.
Different Eras, Same Values
What leadership values have remained constant between your generations, and what has evolved?
Dennis: One constant over the years has been our dedication to connecting clients with top talent. Before introducing a candidate, we thoroughly review their background, leadership style, and how well they match the client’s needs.
Our core value remains unchanged: we are committed to identifying the right leader, not merely filling a position.
What has evolved is our approach to conducting searches. Although the tools we use have advanced, trust, discretion, and a genuine knowledge of our clients and candidates remain central to everything we do.
Frank: Not a lot has changed in the way many companies approach filling roles. They still post positions on job boards, and when they don’t find the right talent, they turn to search firms.
Where things have evolved for me is the use of AI as a tool. It can help build recruit sheets, organize our database, and make parts of the process more efficient.
But at the end of the day, finding the right executive still comes down to relationships, experience, and understanding what makes someone the right fit.
The Healthy Debate
What is one issue the two of you consistently disagree on—and why do those disagreements make Bentley Price stronger?
Dennis: My son will sometimes say a role may be nearly impossible to fill, and I always remind him that there is someone out there waiting for the right opportunity. We just have to uncover who that person is.
It may take extra hours, days, weeks, or even months, but our commitment is to finding the perfect match—the “unicorn.”
I will say it’s these conversations that make Bentley Price Associates stronger. They challenge us to look deeper, push further, try harder, and maintain the standard that has separated us for 50 years: finding the exceptional candidates our clients cannot find on their own.
Frank: We don’t disagree on much because his techniques have been proven over time, so there isn’t much to challenge.
There may be areas where I see opportunities to improve efficiency in the office, but the foundation and the approach have worked.
At the end of the day, sticking to the playbook and staying true to what works is a big part of why we’ve remained strong.
Legacy vs. Innovation
Dennis, what traditions are non-negotiable?
BPA takes pride in being responsive, thorough, and in delivering the kind of candidates our clients are excited to work with.
We know that success depends on more than just experience; it’s about understanding the right match in terms of compatibility, leadership style, and culture.
For me, it’s essential to stay faithful to our core principles: integrity, building personal relationships, and dedicating the time needed to find that perfect fit.
We’re not just about sending over resumes; our real mission is to find exceptional leaders who are the best match for each of our clients.
Frank, what are you pushing to change?
My father has always been willing to consider new ideas and invest in things that truly benefit our business.
Last year, we took some exciting steps by investing in AI databases and other helpful tools, which I believe will bring long-term success to the company.
I’ve also suggested smaller enhancements along the way, and he’s been very supportive of making changes that help us keep growing.
Together, we’re always looking for ways to improve and move forward.
Advice Across Generations
Dennis, what’s one piece of advice you’ve given Frank that you hope he never forgets?
The advice I hope Frank never forgets is that it never gets easier.
After 50 years in this business, we’ve built an incredible network, database, and deep understanding of the industry, but identifying the perfect match still requires time, effort, and dedication.
The tools may evolve, and our reach may continue to grow, but there is no substitute for the hard work that goes into every search.
Finding the perfect match for a client has always required patience, persistence, and a commitment to doing the job the right way.
Frank, what’s one perspective you’ve brought that changed your father’s thinking?
I think one area where I’ve brought a different perspective is the use of technology.
My father has always been open to it, but like anyone running a business, there are times when he doesn’t have the time to explore every new tool or fully understand all the possibilities.
I’ve encouraged us to embrace modern recruiting resources and industry databases that help us identify exceptional talent, strengthen our network, and stay connected to where key executives are throughout the industry.
It’s been a way to build on the foundation he created while thoughtfully incorporating tools that allow us to work more efficiently and remain ahead of an ever-changing business landscape.
Building Trust
Frank, how did you earn credibility with employees and clients who had worked alongside Dennis for decades?
People say we sound similar on the phone.
My father has built a strong reputation and is very trusted in the industry, so I’ve always tried to carry that forward.
I focus on building genuine, long-term relationships because you never know when someone you speak with today could be the right fit for a search tomorrow—or even years down the road.
The Future of Bentley Price
If we fast-forward 25 years, what do you both hope people say about this era of the firm’s history?
Dennis: That BPA is considered the best of the best—not just because of the candidates we’ve placed, but because of the trust we’ve built with our clients and the relationships we’ve maintained throughout the industry.
In 25 years, I hope people look back on this era as a time when we continued to uphold the standards that have guided us for 50 years.
The industry will continue to change, but our reputation should remain the same: being the firm clients turn to when they need the very best.
Frank: Looking 25 years ahead, I hope people will remember Bentley Price as a company that truly adapted to a changing world while always keeping the focus on what matters most: people.
As technology, AI, and robotics continue to evolve and change how we work in hospitality, gaming, and business, some roles might become automated, and organizations will operate quite differently.
But at its heart, hospitality is about human connection, service, creativity, and leadership.
While a guest might check in via kiosk, those special experiences are still brought to life by talented, passionate people.
I sincerely believe there will always be a need for individuals who add a personal touch, whether they’re chefs, hotel staff, marketing professionals, or casino managers.
My greatest hope is that Bentley Price remains a trusted partner, helping great organizations find great people, no matter how much the industry transforms.
The Legacy Question
Beyond business performance, what do you hope this father-son partnership teaches others about leadership, family, and stewardship?
That working with family is not always easy for anyone involved.
The trust is there, but like any strong partnership, it is tested and strengthened through experience.
In our world of executive search, that experience is constant. Every search, every client, every candidate adds another layer of understanding about what it means to truly work together.
What I hope it shows others is that leadership and family require the same foundation: respect, accountability, and a shared commitment to doing things the right way, even when it takes more time or effort.
Over time, that becomes less about title or relationship and more about trust earned through action.
The Headline Question
Dennis: When people talk about Bentley Price 50 years from now, what do you hope they say Frank added to its legacy?
When people reflect on Bentley Price 50 years from now, I hope they’ll remember how Frank strengthened our legacy by carrying it forward with care, ensuring we didn’t lose what made it special from the very beginning.
He showed respect for the foundation we’ve built—our relationships, integrity, and dedication to finding the right leaders—while also guiding the firm to adapt and stay relevant in an ever-changing industry.
Most importantly, I hope they recognize how he helped the firm move forward in a way that truly reflects who we are, consistently earning the trust of our clients and candidates just as we’ve always strived to do.
Frank: What responsibility do you feel in carrying forward what your father built while making it your own?
I see us as a white-glove executive search firm that goes above and beyond for our clients.
I plan to continue that level of service, with a strong focus on building even deeper relationships with both clients and candidates.
For me, that means taking the time to connect outside of formal meetings, whether that is a round of golf or meeting for a drink.
At the end of the day, this business is built on trust and relationships.
Fifty years from now, the details of executive search may look very different. Technology will evolve, industries will transform, and new challenges will emerge.
But if Dennis and Frank Rizzo have anything to say about it, Bentley Price Associates will still be known for the qualities that matter most: integrity, persistence, trusted relationships, and an unwavering commitment to finding extraordinary people for extraordinary organizations.
Different perspectives. One standard.
And a legacy still being written.
