The Hotel Investor Playbook Building a Scalable Outdoor Hospitality Brand Through Franchising | Brian Linton E36
Jun 17, 2025
Brian Linton, co-founder of Finding Promised Land and a former $20M apparel CEO, discusses his pivot to outdoor hospitality. He reveals how a COVID-era motel purchase blossomed into a booming glamping brand. Linton shares insights on navigating zoning challenges, selecting prime land, and the benefits of owning business outright versus raising capital. His franchise model aims to expand Ferncrest to over 100 locations. Plus, he highlights the power of social media for brand growth, amassing 350K followers while keeping creativity alive in the hospitality sector.
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From Motel to Glamping Empire
- Brian Linton bought a rundown motel during early COVID as a getaway but fell in love with hospitality and outdoor stays.
- This pivot led to creating the Ferncrest glamping brand, more profitable and scalable than apparel business.
Hidden Potential of Small Towns
- Small towns near state parks with natural beauty provide hidden hospitality potential.
- Promised Land's proximity to cities like Philadelphia and NYC adds a significant market advantage.
Bootstrapping vs Raising Capital
- Avoid raising outside capital too early to maintain ownership and control.
- Capital raising often adds investor management stress that can slow rapid entrepreneurial decisions.