GOSTELOW REPORT—”On April 2nd, Ted Turner Reserves launches, and I am the luckiest person on the planet,” says Jade McBride, director of hospitality and effectively GM of the launch property, Vermejo Park Ranch, which totals nearly 600,000 acres stretching over 35 miles west from Raton, New Mexico.
Media magnate and philanthropist Ted Turner had the idea for the collection when he bought Sierra Grande, a retreat in Truth or Consequences, New Mexico. It is he who, behind the scenes, is leading the Ted Turner Reserves initiative. With a portfolio of a staggering 1.1 million acres of unspoiled territory, he is determined to protect and preserve land on his reserves for generations to come. “I report directly to the Turner VP Ranch Operations Mark Kossler and the company’s COO/CFO, David Withers,” McBride explained.
A farmer’s son from Idaho who found himself in hospitality via the U.S. Navy, followed by a stint in real estate, McBride is now in charge of a ranch that even more of the world will soon hear about. This is a heritage “hotel” that has evolved from a homestead and old buildings dating back to the late 19th century.
The main lodging is in the glorious two-floor Casa Grande, which has seven bedrooms and a great hall with a Steinway piano. Another building, currently under renovation, will re-open as Turner House in 2020, and there are also detached houses with up to five bedrooms. When finished, there will be 46 bedrooms.
In addition, nearly all of McBride’s 70-strong team live in other converted buildings (the IT specialist, who formerly worked for the government, occupies the Old School House): This number is complemented by groundsmen, maintenance and security, all of whom report to the ranch manager rather than McBride.
Running a ranch operation is far removed from the usual gamut of hotelkeeping but this happens to be McBride’s forte. He was enticed to Vermejo Park Ranch from The Ranch at Rock Creek in Philipsburg, Montana, which he turned from a million-a-year loss to considerable profit, with occupancy up over 40% during his 20-month stay. “My formula is to look after my team and then they look after each other, and the guests, and service levels soar,” he explained.
He had to be persuaded to move to Vermejo, named for a Canadian River creek that is supposedly an auburn-red color. “Initially I was not attracted by the ranch’s operational model, which saw hotel and ranch staff all operating as one,” he admitted, “but now they are separate, everyone is much more motivated.”
“Here at Vermejo I know I have to increase both our occupancy, which was just over 30% in 2018, and take length of stay up from 3.5 nights. We do have over 60% of business from repeaters – one keen fisherman has been here every year except two since 1969.”
The challenges in increasing those figures are considerable. Although winters and summers are somewhat temperate, much of the activity at the resort is seasonal. There is also transport. Vermejo is over four hours’ drive from either the Denver airport, to the north, or Albuquerque, to the south, though there is a private jet facility in Raton (the ranch territory stretches to the town).
“The fact we are so far from the nearest store could be off-putting to staff but I am lucky in having a great team who simply love the outdoors. One of my guides, who also drives guests, was a tiling contractor until nature pulled him here. On days off, everyone can hike and use the resort facilities, which range from equestrian to fishing and shooting, and we have at least one skilled archer who fletches his own arrows. We all learn from each other, and we bond over community cookouts and games.”
Yes, there is staff turnover – the former tiler is already planning to move on, to build his own house. “To help get through to the right type of young people, with passion and an appreciation of sustainability and the environment, I work closely with hospitality schools in Arizona, Colorado, New Mexico and Utah, and summer interns are often brought by word of mouth,” McBride said. Many newcomers, especially summer interns, come via word of mouth, which is also a main source of additional rooms business.
“We also rely on Virtuoso, and on our website – I have high hopes of www.tedturnerreserves.com – though remember, it does not go live until next week,” he revealed, adding that his goal in five years’ time is to be part of a well-known hospitality brand that is a world leader in sustainable travel and eco-tourism.