“We felt this landscape, the nature, the people, was world class,” says Jared.

They founded Four Corners Adventures and started guiding tours. A few years later, they bought Wild Expeditions, a river tour company based in Bluff, Utah, to acquire the necessary rafting permits for San Juan River excursions.

The idea of building a hotel grew naturally. They felt there weren’t enough accommodations to keep visitors in the area. A high-end hotel could attract visitors to the area, but it couldn’t be like every other hotel. The area isn’t — and doesn’t want to become — like another Moab. It had to reflect the tranquil, authentic nature of the landscapes and history found in San Juan County.

Jared started sketching ideas in AutoCAD, drawing inspiration from the Ancestral Puebloan people and cliff dwellings of the area. “We felt driven to create something better,” says Jared. “We, as a culture and community in San Juan County, have something to offer that is way above average. We want to put that light on the hill.”

Building against the odds

Finding the money to build the dream was one of the major tests the Berretts faced. Jared recalls, “The first commercial bank literally laughed at me.”

Building a $10 million hotel in a small county like San Juan was a stretch for any bank. The proposal was rejected by 13 lenders; however, the proximity to Moab gave lenders a reason to consider it.

The Berretts did everything they could to find a lender and get the loan approved. They had their business plan and architectural renderings drawn up, cashed in their 401(k), took out a second mortgage and brought on partners with stronger financials.

Ultimately, as Jared says, “You have to convince a bank that you’re worth it.”

Even after all their effort, finding the right bank with a combination of rural and hospitality lending experience took time. The loan approval process took over a year and a half.

After they finally got the loan, another pressing concern arose. Jared’s wife, Spring, says, “Even though we had a budget, we knew they wouldn’t loan us the amount of money the project would require.”

To make the budget stretch, Jared filled in the gaps by learning how to build all the custom elements himself. He took classes on hand-sculpting cement for the rock around the pool slide, mastered a technique to make the exterior look like the stone found on cliff dwellings, oversaw the installation of a septic system large enough for a small city, handcrafted sink basins, plastered built-ins, scraped pole logs, and worked on countless custom projects needed to complete the hotel. And alongside his general contractor, he learned to run a construction crew.

At some point, Jared realized he would need to quit his job as a teacher and focus all his efforts on the construction of the hotel. It removed their financial safety net, and felt like an incredibly scary jump at the time.

“Most of the time, we’re just working hard and hoping we survive,” he says. “If we would have known how difficult it was before we started, we wouldn’t have started.”

Operationally, they had never run a hotel and would need help with the business. “It’s one thing to be able to build it — it’s another to operate it,” says Jared. “The key to that is my wife’s patience and learning all we needed to do with the books and the finances.”

They’ve also found incredible help along the way. General Manager Dallin Tate was one such person, bringing front desk systems and experience in the industry.

“When we feel overwhelmed, the right people walk through the door,” says Jared.

Creating a culture of care

For the Berretts, building a team has been their favorite part of bringing the resort to life. They employ around 50 staff members, most from nearby Montezuma Creek and surrounding areas, and they are very intentional in providing opportunities for leadership, personal development and growth for their employees.

“The Berretts have made such a positive impact on the tourism industry and workforce in San Juan County,” says Allison Yamamoto-Sparks, San Juan County visitor services manager. “They really seem to want to help their employees see a career path with their company, rather than just looking at their jobs as stagnant positions. … I love that kind of team building and employee development.”

“These individuals care about the local community and maintaining the heritage of the community. Jared’s a great example of what happens when an investment in tourism and visitation provides for communities.”

—  Natalie Randall

The culture they strive to create also helps to attract top talent. “We strive for perfection and we’re not bashful about that,” Jared says. “We want the best of the best — and we’ll grow with you.”

The culture shows in the guest experience. With Bluff Dwellings sitting at an average 4.8-star rating across booking platforms (Google, Tripadvisor), travelers consistently mention how friendly the staff is, how spotless the rooms are, and how much care goes into every detail.

Opening in the shadow of COVID-19

The challenges didn’t end with learning to build and operate a hotel. With the grand opening falling on March 6, 2020, the timing couldn’t have been worse. In the beginning, the Barretts were able to maintain reservations and employees on staff — but as time went by, that was no longer possible.

“Our family had to do the housekeeping and follow the rules and time in between for rooms to sit,” Spring remembers. “We were working our guts out with the housekeeping and laundry. …The day we shut down, we didn’t have any more reservations. We were closing up things, not knowing if we were ever going to open up again.”

But COVID also brought a blessing in disguise. With the bank withholding funds, Jared fully took over managing construction crews to move the next phase of construction forward.

Impact on the community

Jared’s projects continue to produce positive ripple effects in the area. Not only is Bluff Dwellings one of the top tourism tax contributors and job creators in San Juan County, but they also create events to bring people together.

Bluff Dwellings has expanded its offerings to include dark sky programs, music events, yoga classes and partnerships with the local communities. They added dining options, a spa, meeting space, and activities that made the property feel like a destination in itself.