Palm Beach Atlantic University (PBA) honored Bob L. Moss, chairman and founder of Moss & Associates, as a companion medalist at its 41st annual American Free Enterprise Day celebration, a tradition recognizing leaders who model the innovation and integrity at the heart of free enterprise. Moss joined fellow companion medalist Sarah J. Wetenhall and lead medalist Thomas Peterffy in receiving one of the University’s highest distinctions.
A Builder from the Start
Moss’s lifelong relationship with construction began on the modest jobsites of his father’s small business in Charlotte, North Carolina. As a teenager, he cleaned up debris, organized tools, and eventually learned carpentry skills; experiences that grounded him in the value of craftsmanship. After his father’s unexpected passing, Moss worked his way through Central Piedmont Community College, taking on any job that offered a chance to learn. That persistence shaped the disciplined approach that would define his leadership.
From Two Employees to a National Powerhouse
After early career roles that took him across the United States and Puerto Rico, Moss rose to become Chairman and CEO of Centex Construction Group, helping grow it into the nation’s largest general building contractor. In 2004, he launched Moss & Associates with his sons Chad and Scott. What began with two employees now stands as a national construction firm with a portfolio of award-winning projects across hospitality, health care, education, transportation, sports, and mixed-use development.
Under Moss’s leadership, the company has also become a force in renewable energy. In 2024, Engineering News-Record named Moss Contractor of the Year in the Southeast and the #1 solar contractor in the country.
Values That Build Trust
Three core values drive Moss’s success: Honoring relationships, entrepreneurial spirit, and contagious energy.
“The basic foundation of our business is, treat people the way we want to be treated,” Moss said in a question-and-answer session following the award ceremony on November 13. “In essence, work hard, be nice, and have fun.”
This year’s American Free Enterprise Day honors a medalist who has built far more than structures. Moss has built trust, opportunity, and community—values deeply aligned with PBA’s mission—and a legacy that will inspire future leaders for years to come.
Also demonstrating these values is companion medalist Sarah J. Wetenhall, whose vision, leadership, and refined creative sensibility have reimagined one of Palm Beach’s most beloved historic landmarks.
A Bold New Chapter
A rising talent in fashion public relations, Wetenhall never imagined her career would lead to hospitality. But in 2016, an unexpected opportunity arose: The Colony Palm Beach—a hotel long intertwined with her husband, Andrew’s, family—was preparing to change hands. Recognizing both the legacy and the potential of this iconic building, the Wetenhall’s made the transformative decision to purchase the property.
“It was a moment of profound uncertainty,” Wetenhall reflects. “But Andrew and I had spent our twenties visiting The Colony; we knew its soul, its history, and its extraordinary possibility. And hearing my father-in-law speak of his years owning the hotel as the best of his life gave us a sense of purpose. In the end, the leap felt less like a risk and more like answering a calling.”
Reimagining an Icon
The acquisition happened at the height of the hotel’s busiest season, and Wetenhall stepped into leadership while raising three young children. Determined to honor the past while shaping the future, she immersed herself in every facet of the business. Leading with discipline, consistency, and a deep understanding of what discerning travelers truly desire, she set out not to run a hotel but to cultivate a lifestyle—one rooted in authenticity, beauty, and an unmistakable sense of place. Through thoughtful design, intentional partnerships, and an unwavering commitment to the guest experience, Wetenhall restored The Colony, positioning the property as a cornerstone of Palm Beach’s past, present, and future, where hospitality and lifestyle intersect.
From the outset, Wetenhall defined five core tenets and wrote a mission statement that described not the hotel she purchased but the one she envisioned. Guided by that blueprint—which is now read daily with her leadership team—she has created an identity that remains both timeless and ever-evolving, rooted in history yet responsive to today’s guests. Over the past nine years, Wetenhall’s vision has reshaped the property with remarkable impact, earning distinctions including the Number One Hotel in Florida and a place on the prestigious “Gold List” by Condé Nast Traveler, and the Number Two Hotel in Florida and inclusion on the “World’s Best” list by Travel + Leisure. Bringing the creative instincts that defined her fashion career into hospitality, she has curated every touchpoint—from collaborations with celebrated designers to the distinctive aesthetic language that now characterizes the hotel.
“Anything meaningful requires stepping into the unknown,” Wetenhall says. “The journey isn’t linear, but the most transformative growth emerges in the challenging moments. Hold fast to your identity, define your intention, and honor the legacy that has shaped your path.”
Expanding a Legacy
Wetenhall’s influence now extends beyond Palm Beach. Her stewardship of The Hedges East Hampton, a historic boutique hotel in New York, has cemented her reputation for preserving heritage properties while elevating them for a new generation. Her commitment to design, community, and intentional hospitality has earned national recognition, including the 2025 Palm Beach Chamber of Commerce Women in Leadership Award, the Leadership in Luxury Lifestyle Award from Fashion Group International, presented to Wetenhall personally by icon Martha Stewart, a place among Hotels magazine’s Top 10 Independent Hoteliers, and selection as one of the 25 Most Inspirational Women Leaders by Berns Communications Group and DealmakeHers.
On November 13, Moss and Wetenhall were honored at Palm Beach Atlantic University’s 41st annual American Free Enterprise Day. The companion medalists uphold our nation’s economic system and values of free enterprise through their business leadership.
For more information about American Free Enterprise Day and future PBA campus events open to the community, visit pba.edu.
