Project: Launching and Scaling BASK Away

Challenge:

In 2021, I recognized a market opportunity along South Carolina’s coast: while the Myrtle Beach area was rich in tourism demand, it lacked a refined offering in the luxury vacation rental space. Guests were seeking high-touch, design-forward stays, while property owners lacked professional partners who could protect their investments and deliver elevated returns. The existing landscape was fragmented, operationally inconsistent, and lacked the brand sophistication seen in other premium markets.

There was no playbook—just a belief that there was a better way to deliver luxury at scale without compromising authenticity or service.

Solution:

I founded BASK Away to redefine luxury vacation rental management in the Carolinas. As CEO, I led every aspect of the business—from vision to exit—scaling a hospitality-forward portfolio with an emphasis on curated guest experiences, operational excellence, and brand integrity. Core initiatives included:

• Brand Creation & Differentiation: Developed the BASK Away brand from scratch—establishing a strong visual identity, editorial voice, and value proposition rooted in modern coastal luxury and hospitality-grade service.

• Strategic Growth & Revenue Expansion: Scaled to 50 high-end properties and a $10M+ portfolio within three years by targeting premium homes, aligning with top-producing agents, and optimizing pricing strategies through data and design.

• Experience Design: Created layered guest experiences that balanced digital convenience with personalized service—introducing amenities such as concierge partnerships, curated beach and golf packages, and thoughtful in-home touches.

• Distribution Partnerships: Secured placements with Airbnb Luxe, Homes & Villas by Marriott Bonvoy, and VRBO Premier, expanding brand visibility and reaching global high-end travelers.

• Operational Backbone: Built and led a cross-functional team and supported the founding of Rest Ashore, a complementary property care brand, to support consistent quality across housekeeping, maintenance, and owner service.

Impact:

BASK Away quickly emerged as a premier name in coastal luxury hospitality. The brand earned industry recognition for its rapid growth, guest satisfaction, and elevated service model—leading to my selection as a speaker at the 2025 NEXT Conference and appointment to the VRMA Event Planning Committee.

In late 2024, I successfully exited the business, selling my partnership interest and closing this entrepreneurial chapter with a proven track record in building a differentiated brand, scaling a high-performing hospitality portfolio, and shaping market standards in the luxury short-term rental space.