The secret to seeing what others miss

February 10th, 2025

read time 3 minutes

Welcome to Experiential Hospitality, a weekly newsletter where I share stories and insights to help you craft unforgettable spaces and experiences through design & hospitality. Forwarded this email? Sign up here

understanding you

Hey Reader,

Writing this particular newsletter fired me up more than any other I've ever written. I think you'll see why... But before we get into it, I have one ask:

I would love to better understand who reads this newsletter and why.

Can you please fill out a short survey with a few quick answers so I can hopefully give you even more value? Shouldn't take more than a minute and would mean a lot.

Here it is.

Thank you so much.

uncovering hidden treasures

I love surprises. And our beautiful world is hiding so many of them—oftentimes in plain sight, waiting for the right eyes to see them.

Yesterday, I reshared the remarkable story of my friends Kimball and Christine and their legendary property—The Cliffs at Hocking Hills.

What began as an abandoned Boy Scout lodge on an overgrown piece of Ohio land transformed into a global destination—all because someone looked deeper.

A small rock ledge, hidden in the trees, became a breathtaking waterfall pool that would captivate guests from around the world.

Isaac French

@isaacfrench_

My friends bought a rundown lodge on 10 acres in Ohio.
Then they found it—a hidden rock ledge, just waiting to be something more.
With maxed-out credit cards and a wild dream, they created one of the highest-earning Airbnbs on earth.
Now they're building an entire village...🧵

9:8 AM • Feb 8, 2025

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But this isn't just their story.

ordinary folks, extraordinary vision

It's happening everywhere:

A forgotten cavern beneath the trees is discovered, dug out, and carefully crafted into an otherworldly underground stay.

A remote West Texas cave transforms into a viral and uniquely immersive desert sanctuary.

An abandoned limestone quarry in rural Sweden, discovered by a 65-year-old retired opera singer, is reimagined into one of the world's most celebrated amphitheaters.

Of course, there’s my own story with Live Oak Lake.

A muddy 5-acre plot in Texas, near a fertilizer plant on a road notorious for stray dogs, becomes a magical Nordic-inspired landscape hotel where guests from around the world come to dream.

The pattern? Ordinary people who see extraordinary potential—and act! These aren't just success stories. They're wake-up calls.

history is calling

This vision isn’t limited to land.

A 120-year-old, rotting train car, just $3,000 and forgotten in the middle of nowhere, becomes something extraordinary.

A collapsing barn reveals hand-hewn timber-framed treasures—a gorgeous piece of history begging for redemption. Today: one of the most stunning wedding venues in the country.

Or maybe it’s an old gristmill in rural Maine, weeks or months from crumbling—until someone steps in, restores it, and turns it into one of the most sought-after farm-to-table restaurants in the world where 60,000 people vie for just 1,500 seats each year.

your moment is now

Think about this: Some of the most valuable amenities in the world might just be buried in your backyard—or hidden in plain sight. The next big transformative destination or idea might be something you've passed a thousand times without a second glance.

History is crying out to be preserved.
Land is yearning to tell its story.
And people are hungry for authentic, soul-stirring experiences.

Here's the truth: The opportunity to create something extraordinary has never been greater. Yes, it’s a whole lot of hard work. But the journey is worth it.

time to take action!

Don't wait for permission. Don't wait for the perfect moment. Take one small step today:

Drive a different route home
Research that forgotten property you've always wondered about
Reach out to someone who's done what you dream of doing

The world needs more dreamers who do. More visionaries who roll up their sleeves. More creators who see potential and have the courage to bring it to life.

So, who will join me?

Who will bring more beauty into the world through craft, creativity, and a deep desire to serve others?

Time to turn the forgotten into the unforgettable.

I'm just one person trying to find my way, but I'm here to help. If this sparks something in you, please, please take action. Even one small step forward today can change everything.

You can do this.

—Isaac

P.S. Know someone who might need to hear this? Please consider forwarding it to them, and if you use the link at the bottom, you can earn rewards for doing so! And finally, please remember to fill out that survey if you can spare just ~90 seconds. Thank you!!