I embarked on my career as a retreat operator driven by passion and enthusiasm for the outdoors. My dream was to own and curate a unique property for guests looking to step back, unwind and restore; to share my love for being outside and nurture it in others.
Like many an aspiring retreat operator with a dream dancing in his head, I spent a lot of time imagining the features my future guests would experience and photograph: the view, the cabins, the dinner outside.
That’s only natural. Those things matter.
So does the laundry room.
One dream = many businesses
Building the facilities and the brand at the same time means taking on a lot of different businesses under one roof. You are developing real estate, serving food, washing sheets and putting a team in place to look after people every day. When such realizations, or their true scope, come to light, many are overwhelmed. Some cut bait.
There’s no shame in cutting bait. Losing your fishing rig because you didn’t do your homework and use stronger line, however? Far more cringe-worthy.
While some ideas simply aren’t meant to work, it would be a shame to see your retreat dreams derailed unexpectedly or unintentionally. Whether your project ultimately proceeds or not, a little bit of advanced thinking can help ensure it’s based on decisions, not reactions.
See below for the checklist I would give someone considering a retreat business before bookings begin. In Part II of this column, I’ll provide an operational checklist, as well as a downloadable checklist one-pager/infographic for aspiring retreat developers/operators.
There’s no shame in cutting bait. Losing your fishing rig because you didn’t do your homework and use stronger line, however? Far more cringe-worthy.
1. [ ] Can you explain how this particular property supports the experience you want to offer?
Choose a property that fits the experience. For one of our concepts, water was essential: a river, lake or creek, with room to get outdoors and a setting that felt a little wild. The important thing is to know what the land needs to offer before you fall in love with a listing. Picture a guest spending a full day there.
2. [ ] Have you tested the development plan with people qualified to identify its costs and restraints?
Many retreat operators fall in love with an envisioned “vibe.” I’m one of them. But don’t fall into the trap of being too rigid and close-minded. Vision and commitment are critical, but so are adaptability and open-mindedness — not just to other viewpoints and possibilities, but also cold, hard reality.
The truth is real estate must run well ahead of the marketing calendar. (See Part II of this series for more on marketing.) Before finalizing your identity, let alone committing to an opening date, bring in people who can assess the proposed structures and site work, confirm what uses are permitted and price the infrastructure. Water and wastewater capacity, access roads and the work required to adapt existing structures can all change the plan. You want to walk into those moments nimbly, not carrying a laundry-list of absolute deal-breakers.
3. [ ] Have you made the property a part of the plan, so that this couldn’t just “exist anywhere”?
I’m not merely encouraging you to build room into the budget and schedule for all the annoying and complicating things you will learn along the way. Loosening your grip on a preconceived vision also allows the on-the-ground reality to augment and enhance your vision in ways you will love — but couldn’t have anticipated. A door closes, a door opens…
Suppose you check out a property with a working farm, and a family interested in keeping it in operation. You may have been envisioning a culinary gem of a retreat property — but not the opportunity to add farm-to-table authenticity, hands-on farm activities and the opportunity to interact with and learn from multi-generational locals. That’s a partnership worth exploring before close-mindedness or disappointment strangle the opportunity before it begins.
Loosening your grip on a preconceived vision also allows the on-the-ground reality to augment and enhance your vision in ways you will love — but couldn’t have anticipated.
4. [ ] Can the people delivering each experience explain their own connection to it?
What appeals to me about a working farm is the chance to connect guests with real people doing real things. A beekeeping operation or a property’s dairy history gives you something specific to share. Build around the people and activities that belong there. Give guests room to participate, ask questions, and experience something new!
If your guest-facing staff can’t reflect the vision and nail the vibe, take a moment to step back to assess recruitment and training. (See Part II of this series for more on team building.) If you find yourself struggling to connect with and/or communicate about the project, that’s a red flag that warrants closer consideration before asking others to tow the company line. Sincerity is under-rated. If it’s missing at your training or staff meeting, guest-facing authenticity will suffer.
Some of the best people I have worked with are in the rural communities where we operate. Our nonnegotiable is excellence in guest service, whatever a person’s daily responsibilities happen to be. A guest may need help from the person maintaining the grounds or preparing a room. Hire people who understand the value of that interaction, and make clear how everyone contributes.
5. [ ] Have you walked through a typical stay for each audience you intend to serve?
This sounds obvious but cannot be emphasized enough: Design the accommodations around your guests. Ask who is coming and what they need from their stay. A corporate group may need quiet sleeping space and somewhere everyone can gather. A family may use the same property quite differently. Once you’re operating, it will become even more important to talk to your guests after their stay. (More on that in Part II.)
Think through bathrooms, privacy, accessible routes and what happens when rain brings people inside. A retreat is meant to help people relax, which makes advanced preparation especially important. Work through scenarios such as severe weather, a power outage or a guest injury with the appropriate professionals. Establish who takes charge, how to get help and who keeps guests informed. Then practice the plan with the team so people know their responsibilities before they are under pressure.
Simple idea, detailed execution
As a retreat operator, my core belief is this: It is good to slow down and get outside. But delivering that experience takes careful work long before anyone arrives.
— Ryan Tyrrell is a Nashville-based entrepreneur and operator with experience building businesses in consumer services, hospitality, digital products and community-focused ventures. Ryan’s background includes growing operating businesses in Middle Tennessee; helping launch a Nashville startup focused on sports fans and real-time community; and contributing to hospitality and retreat-oriented concepts centered on connection, restoration and place.
