The Artisans: Kurt Bjorkman
The BLLA Team sits down with Kurt Bjorkman, Chief Operating Officer of The Ranch at Laguna Beach, as he delves into his experience as a boutique hotelier.
BLLA: What is your company’s mission statement?
KB: We do not have a formal mission statement… all we set out to do is to be the most welcoming, kind resort in Laguna Beach – if not California.
BLLA: How did you enter the hospitality industry?
KB: I have never worked outside the hotel industry, from restaurants, hotels, and cruise ships. It is something in my DNA that drives me each day to want to be in this business.
BLLA: What does“boutique” mean to you?
KB: A true boutique hotel is fully independent, is not managed by a soft brand (aka Autograph Collection), and ideally is under 150 rooms. A boutique property should reflect the community that surrounds it and be authentic in its storytelling.
BLLA: How are you an artisan?
KB: Coming up with an idea, be it how a property is laid out or a new guest experience can be an engaging process, but can be frightening – what if it doesn’t work? A real artisan puts their brush to the canvas not fully knowing what the final artwork will look like. That is what is so exciting to me.
BLLA: Why do you celebrate the path of independence?
KB: I have had the privilege to work in both branded and fully independent properties. For the past 12 years, I have worked at the same locally owned and independently run resort. Having the “independence” to course correct at a hyper-local level to meet your team members and guests right where they are is, in my opinion, the only path worth exploring.
BLLA: What advice would you give to first-time hoteliers?
KB: I would recommend a few things, first – don’t be frozen by thinking that things have to be perfect, the beauty of being independent is that you can try and fail – and more often succeed at the behest of your own creativity. I also highly suggest that you do not cut corners on your facility, don’t scrimp on the heart of house infrastructure, and give your team the very best tools to deliver the promises you are making to your guests. Also, don’t fall for the allure of embracing each new thing that comes along, especially technology. Vet everything carefully before committing.
BLLA: What would you say to hotel lenders & investors reading this?
KB: As an investor, you have to understand that your property is more than a real estate investment. Most upper-scale, boutique resorts and hotels are important and significant in their local communities, and their stability is incredibly integral to the functioning municipality. These styles of properties can be incredibly successful as an investment product, as long as you understand the differences between a branded mid-scale hotel against an independent boutique property. Developing a strong reputation as a stable and consistently maintained property in most cases adds significant value to long-term property values over and above the annual cash flow.
BLLA: What’s next for you?
KB: My plan is to stay where I am here at The Ranch at Laguna Beach for at least another 12 years if not longer. Having been part of the team that envisioned our renovation, rebranding, and repositioning, I really want to see how far we can take this resort in becoming one of California’s most treasured luxury lifestyle resorts.
About BLLA
The official organization for the world's independent boutique lifestyle hotels and leaders who are entrepreneurs themselves, promoting capital, resources, connection, education, and advocacy. As a pioneer in forecasting the boutique movement, BLLA's boutique community currently extends to more than 10,000 verified boutique and lifestyle hotels. BLLA is a catalyst for trends and the future of the boutique lifestyle, exactly what today's traveler is embracing. BLLA.org / Stay-Boutique.com. BLLA is also a capital/partner matchmaker via its Boutique Money Group division.
The corporate manifesto is: Experience the intention behind the brand.
