1982, Cole was promoted to director of planning and administration for Hilton Hotels charged with the responsibility of implementing Hilton's Fitness First Fiesta Promotion in 1984. That program had far-reaching effects, not only for Hilton, but for all of foodservice as others hastened to recognize the growing market demand for healthy eating and fitness. Throughout his career, Cole has been characterized as an individual in search of excellence. His imagination, insight, and energy have propelled him through the ranks of a major corporation in a relatively few short years. His technical knowledge of food and beverage methodology and products qualify him as an expert in his field.