Radical Hospitality Show
Welcome to the Radical Hospitality Show where we dive into a fascinating blend of business expertise and genuine compansion in hospitality. Whether you're a seasoned hospitality expert or a budding entrepreneur, our show is for you.
We dive deep into the world of architecture, development, and hospitality, exploring the unique challenges and opportunities that arise when creating exceptional experiences. Join us as we interview fascinating guests who share their insights, stories, and practical advice.
Tune in for inspiring conversations, actionable tips, and a fresh perspective on the hospitality industry.
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Radical Hospitality Show
Hybrid Hotels for Retreats and Buyouts with Ben Wolff
Zeke tours a new “landscape hotel” of Ben Wolf of Onera that flexes between full-property buyouts and eight private suites—each with its own hot tub—anchored by a communal living/dining hub, a high-end residential kitchen (bar-ready), commissary, and a convertible conference/dining room. The conversation widens into pricing strategy (why weddings aren’t their focus), midweek corporate/wellness retreat demand, smart upsells (private sauna/pool), and the real-world developer playbook: picking the right GC, collaborating with architects, building cash-flow support businesses, and structuring partnerships that actually work.
We also get the founder’s origin story from NYC nightclub promoter to sober operator to one-of-one hotel developer—plus a sneak peek at a 20-key tropical, agritourism resort coming to South Florida (Bali vibes, stateside).
What you’ll learn:
- How to design a hybrid “house buyout + independent suites” hotel that feels both private and communal
- The revenue logic: midweek retreats > discounted weddings (and where high-ticket weddings still fit)
- Operational upsells that guests love: private pool/sauna access layered onto shared amenities
- Why GC selection trumps low bids—and how to align GC + architect from day one
- Partnership rules that prevent burnout: complementary roles, urgency culture, “project > ego”
- Cash-flow scaffolding for developers: management and marketing arms that keep the lights on
- Agritourism development 101: 99-year land leases, low-density zoning, and farmer revenue share
- Personal arc: sobriety, AirBnB arbitrage, Austin move, RV honeymoon inspiration, and learning the hard way
00:00 Intro & the landscape-hotel concept
03:20 Suite layout, hot tubs, communal core, and event flow
08:05 Pricing strategy: retreats vs weddings; upsell logic
12:10 Kitchen/bar configuration, commissary, and F&B support
17:40 From nightclub promoter to sober operator to developer
23:15 Cash-flow businesses that fund long-cycle development
28:30 GC vs architect: integrated delivery and cost control
34:10 Partnership filters: urgency, role clarity, reputation
39:45 South Florida project: 20 keys, agritourism lease, Bali vibes
46:30 Community/course preview and closing
Listen to another episode of the Radical Hospitality Podcast featuring Ben Wolff:
Connect with Zeke Freeman:
Instagram: @zekefreeman_rootarchitecture and @rootarchitecture
YouTube: @rootarchitecture
Facebook: @RootArchitectureandDevelopment
LinkedIn: Zeke Freeman
X/Twitter: @zfreemanroot
Ready to get started with your hospitality project?
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