A Unique Hospitality Brand in Highlands

It all begins with site selection. Mike Weiss and Ben Weinberg, co-founders and co-CEOs of Trailborn brand hotels and Castle Peak Holdings, have specific goals for each new property they add to their growing portfolio of boutique hotels. According to Weinberg, the first step is finding locations with “striking natural beauty and ample opportunities for outdoor adventure.”

Weinberg also points out that they look to renovate rather than build new hotels. “We spend as much time selecting our markets as we do conceptualizing our properties,” he explains. That means deep dives into a region’s culture and history and extensive research into activities and outings that appeal to guests looking for vibrant local experiences. Because they renovate existing properties, due diligence may take longer, but it is essential to ensure that there are few to no surprises that might negatively impact their bottom line.

This aligns with Castle Peak’s mission to “own and operate irreplaceable real estate in growing, supply-constrained markets.” As anyone who has ever owned or operated a business on the plateau knows, the area presents a multitude of challenges. The learning curve to success and profitability can be steep. However, Weiss and Weinberg have strong resumes in finance and business development. Both had lengthy stints at Goldman Sachs advising corporations and individuals. Weiss also spent a decade launching new companies, while Weinberg honed his real estate and alternative investment expertise at TPG and Sixth Street. These broad-banded entrepreneurs identified a niche in the hospitality industry and set about raising capital based on their vision of an adventure-centric national hotel brand, Trailborn.

Trailborn Highlands was their third property to open just nine months after their first two properties in Estes Park, Colorado, outside of Rocky Mountain National Park. The partners saw Highlands and the Blue Ridge Mountains as a perfect fit for their concept. The rich culinary scene, profound historical relevance and proven draw of adventurous travelers seemed to be the right fit for their brand of hospitality. The Highlands Inn Lodge and Log Cabin Restaurant provided the “bones” they needed to breathe new life into an already popular property situated just off the beaten path but with easy access to downtown. The restaurant had been closed for some time, and the hotel was prime for a facelift and fresh style.

While they renovated, Weiss and Weinberg recruited the team to operate the property and bring their vision to life. They see superior staffing as a primary component of their business plan and incorporate some unique ideas into the process. A key attribute is giving employees a sense of ownership and commitment to shared values. They sought out people who love the region and have personally explored the many activities and destinations the plateau and surrounding areas offer. This firsthand enthusiasm is something Trailborn sees as integral to their brand. According to Weiss, “Staff at the hotel host art classes, woodworking shops and private photography lessons.”

Trailborn attracts guests who want more than a place to stay. They want an overall experience they will treasure. Part of that is spending travel budgets with like-minded hospitality providers. Weinberg emphasizes, “Our ‘Keep Extraordinary’ initiative ensures we give back to the landscapes that inspire us, with a portion of every reservation supporting local land conservation efforts. Additionally, we incorporate environmentally responsible construction practices whenever possible, including following green building standards and the addition of sustainable on-site amenities such as freshwater stations to reduce single-use plastics.”

Though the partners strive to eliminate surprises, Hurricane Helene blowing into Western North Carolina just one month after they opened was not something anyone could have anticipated. The Highlands-Cashiers Plateau escaped much of the worst damage the storm inflicted but created unique challenges for a brand-new property and all-new staff.

Weiss credits General Manager Jennifer LaRue’s leadership with guiding the team early on. “We’re so fortunate to have Jennifer leading the way. The Highlands community and surrounding regions throughout North Carolina experienced devastating catastrophes due to Hurricane Helene. Our top priorities in the aftermath were ensuring guest safety, supporting our staff and helping provide clear, accurate information about regional accessibility.”

As part of their effort to support the community, Trailborn Highlands began an Artist in Residence program as a platform for regional artists impacted by Helene. Since then, Trailborn Highlands has offered workshops and art shows where hotel guests, visitors and residents can connect with Western North Carolina’s vibrant art community. The Carolina Concert Series, an ongoing Thursday night offering open to the public, further entrenches the hotel and its guests with the local community.

Two more Trailborn Hotels have launched since Highlands opened. One on Wrightsville Beach, North Carolina, and one outside Arizona’s Grand Canyon. Weiss and Weinberg also inked a long-term collaboration with Marriott International to make Trailborn an anchor brand of their outdoor-focused collection launching later this year. Trailborn retains its independent status but is included among Marriott’s many brands for members booking through their vast reservation system. Marriott recognized a niche market within its loyal following looking for adventure travel. The deal benefits both companies. Trailborn brings its expertise to the category for Marriott, turnkey. Marriott ramps Trailborn’s growth curve with its global and trusted position in the overall market.