The iconic Tennessee resort has changed how luxury resorts operate in the U.S.
, in North Carolina’s Blue Ridge Mountains. And plenty of other resorts have taken a page from its playbook.
At Winvian Farm in Litchfield, which has been operating for two decades, Blackberry served as inspiration.First, he says, it’s not part of any brand, which means that it can follow the Bealls’ long-term vision rather than any “brand strategy.” That also means saving on costly brand fees. Those savings can instead be invested in, say, a really good website, which it has, according to Hanson.
“None of my clients have said, ‘Let’s copy Blackberry Farm,’” Hanson says. “But they ask what we can learn from them.” The market for copy-cats is now booming, bolstered in part by the pandemic. Freitag says room rates in luxury domestic hotels in rural locations are still 30 percent higher than they were in 2019.
“He opened my eyes to having clean food,” she says. But the granddaddy of farm resorts was not a bad role model. “Blackberry Farm is phenomenal,” says Smith Winkelmann. “I have to give credit to Chris” for championing the farm concept. But “Blackberry Farm is in general an inspiration in everything they do.” is perhaps the clearest example of this new crop of farm hotels.
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