Sincerely, BLLA
The Journey from Local Landmark to Global Luxury In the competitive world of luxury hospitality, The Ranch at Laguna Beach stands out as a beacon o...
September 10, 2024 – 6 min read
In the competitive world of luxury hospitality, The Ranch at Laguna Beach stands out as a beacon of innovation, community connection, and unbridled creativity. What was once a run-down resort with a rich but fading legacy has been transformed into an incredible resort. This remarkable journey is a testament to the vision and dedication of Kurt Bjorkman, COO of The Ranch at Laguna Beach, and his team.
As part of our 2024 BLLA Award Winners Series, we had the pleasure of speaking with Kurt about the challenges, triumphs, and unique aspects that have propelled The Ranch to its current status. The Ranch’s recognition as the 2024 BLLA Best Boutique Hotel Over 50 Rooms is more than just an award—it’s a validation of years of hard work and a commitment to staying fiercely independent.
“When we sat down the first time to start re-envisioning the project, we very purposely started with a blank piece of paper,” Kurt recalls. This approach, while challenging, was necessary to break free from the constraints of the hotel’s long operational history. “That was harder than it sounds, since the hotel had been operating since the early 60s—there was a lot of operational history that kept creeping back into our conversations. Other than meticulously maintaining the footprint of the existing buildings, nothing was sacrosanct. This mindset allowed us to look at the project in a way that resulted in what we have today.”
This fresh perspective, unburdened by the past, allowed The Ranch to emerge as something truly special—a resort that not only honors its location but also redefines luxury hospitality.
The Ranch’s independence from corporate oversight has been a key factor in its ability to innovate and create a distinctive identity. “Not having a corporate ‘playbook’ was incredibly useful,” Kurt emphasizes. “It was hard for us not to use the many standards and procedures that our team had collected over the many years of our shared experiences in hospitality—but what that allowed us to do was create our own very specific playbook that reflects our unique identity, team, location, and community.”
One of the standout examples of this creative freedom is the installation of outdoor fire pits—a decision that went from a casual conversation to a reality in just a few days. “This has defined this area as a go-to local ‘third place’ that is full pretty much every day,” Kurt notes. Such spontaneous and community-driven decisions are what set The Ranch apart from other luxury properties.
Kurt’s leadership at The Ranch has also been marked by innovative partnerships that enhance the guest experience. One such partnership is with Rivian Automotive, which provides the resort’s official house cars. This collaboration was born not from a traditional corporate strategy but from genuine community involvement and personal relationships.
“About five years ago, we hosted a local film festival, and Rivian was one of the sponsors, showcasing one of their early pick-up truck concepts on our patio area,” Kurt recalls. “I told my team, rather naively, that someday, these would be our official house cars. A series of fortunate moments happened over the past few years that led to us establishing this amazing partnership. It was through community involvement and personal relationships—not having a corporate office dictating a process—that certainly was beneficial for us in this particular and very successful collaboration!”
The Ranch’s commitment to the local community and environment is evident in every aspect of its operations, from its farm to its use of native plants. “If you ever have the chance to visit our resort, you quickly understand just how connected we are to our environment,” Kurt explains. “We sit inside a canyon with 600-foot undeveloped cliffs surrounding us—so honoring this aspect of our location is vital to who we are as caretakers of this special place.”
This connection to the environment is not just about aesthetics; it’s about offering guests an authentic experience that reflects the local landscape and community values. “Our guests feel this. If they want to know about our many regenerative projects, we are happy to show them, from a farm tour to meeting rescued birds of prey… we don’t preach; it’s there for them, and I think they understand and appreciate that.”
At the heart of The Ranch’s success is its team. Kurt is clear that the resort’s greatest asset is its people. “It is indeed about the people in hospitality, and I think most working in this business know—or should know—that without a team of people who lead with their hearts, you will never truly realize the true potential of what hospitality is,” he says. Kurt takes a hands-on approach to hiring, meeting most candidates personally to ensure they share the resort’s values. “This is sort of a vibe check—does this person truly want to serve others? If not, they don’t work here.”
Kurt’s focus on authenticity extends beyond his team to how The Ranch communicates with its guests. He took a personal approach to their email marketing, leading to a 400% increase in open rates. “Our marketing partners are very talented, but they can’t know our day-to-day hearts, what’s happening in our local community the same way that we do—so I started writing the introductions myself,” Kurt explains. “These little glimpses into our heart, I believe, have had a very positive impact on our bottom line.”
Winning the 2024 BLLA Award for Best Boutique Hotel Over 50 Rooms is a milestone that reflects the culmination of years of dedication. “I have been with this property for 14 years in December,” Kurt shares. “I joined them when it was just a little run-down place with tons of potential—so to see where it is today and being recognized by our peers with this surreal award is beyond affirming for me and everything I, and my team have strived for all these years!”
Kurt Bjorkman and his team at The Ranch at Laguna Beach have created something extraordinary—an independent luxury resort that is not only a world-class destination but also a beloved part of the local community. Their story is a powerful reminder of the impact that vision, creativity, and a deep connection to place can have in the world of boutique hospitality.
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