The Cole changed everything.
When my husband, Mark, completed the transformation of what became The Cole Hotel in Palm Springs, the original plan was to sell the property. The market had other ideas. Rather than wait indefinitely, we decided to operate it. I left banking and took responsibility for opening and managing the hotel.
Neither of us fully understood how much work that decision would create. Rooms had to be furnished, a bar and restaurant needed systems, staff had to be hired and trained, procedures written, marketing launched. Then, ten days after opening, COVID-19 forced Palm Springs hotels to shut down.
The pause became an opportunity. We rebuilt processes, refined training and prepared for an entirely different hospitality environment. When the hotel reopened, we became obsessive about service, communication, cleanliness and experience. The Cole ultimately became a five-star-rated property across its major guest platforms and was later leased to Sonder.
That experience fundamentally changed how I think about property. A beautiful building gets someone's attention. How it is operated determines whether it succeeds.
Read The Cole story


