In 2023, I was one of the co-founders of Hemlock Hollow, a luxury rental in the Catskill mountains. Working with the LMG Design team & Allison Mcgrath, design researcher, we set out to design an experience of casual luxury tied to the original 1960s camp of the Catskills curated for a specific market.
My role was a hybrid marketing & operations director. I did the design exploration, website development, copy, photography, & PR efforts. Operationally, I worked alongside research to run market taps to evaluate amenity trends, opportunity for differentiation, & competitive evaluations to position Hemlock Hollow as a travel destination. I provided cost analysis & long term projections to ensure profitability while building out the fine tune details of how to run a profitable rental property.
Interior Design: LMG Design Consulting
Design Research Director: Allison Mcgrath
Creative Marketing/Operations Director: Shae Mermis
Photo Retouching: Fai Kowon
The guestbook & field guide are both modeled after the 1960’s bird watching & nature guide books used by campers.
Design Inspiration based on 1960’s camp design & state park brochures.
Color story exploration
This is a slide from the market tap evaluation. Using data from AirDNA, we synthesized multiple facets of the local rental market including occupancy rates, in demand amenities, cleaning fee rates, & length of stay. Using this information, we were ab