What happens when three co-founders sit down to reflect on 20 episodes of hospitality industry conversations? In this milestone episode, Rachel Stojanovski reunites with Derrick Hales and Trey Evans, her guests from episode one, to unpack the biggest learnings, surprises, and patterns that have emerged from their conversations with hospitality leaders.
Discover the common threads running through every guest interview, what's genuinely surprised the founders about the current state of hospitality marketing, and get an exclusive sneak peek at findings from the upcoming 2026 industry report. If you're a hotelier, marketing professional, or anyone working in hospitality, this behind-the-scenes look at the conversations shaping the industry offers valuable insights you won't want to miss.
Hosted by Rachel Stojanovski with co-founders Derrick Hales and Trey Evans.
In this episode of Foundry Talks, Rachel sits down with Christine Malfair, consultant, coach, and founder of Malfair Marketing. With a background as a hotel general manager, Christine has lived the reality of stretched teams and endless marketing shoulds. She now helps hotels cut through the noise with lean marketing strategies that focus on what truly works. Together they explore why OTA dependence costs more than just commission, how to turn first-time guests into loyal ones, simple ways to remove friction from the guest journey, and how hoteliers can find clarity and focus in an overwhelming landscape. If you have ever felt the pressure to do more with less, this conversation will give you a roadmap to smarter, more sustainable hotel marketing.
What makes guests return to Alisal Ranch year after year? Lia Carhartt, Director of Marketing, explains how the 10,500-acre, family-owned property minutes from Solvang creates an emotional connection through authenticity, nostalgia, and simpler times, without sacrificing modern comfort. Lia walks us through a thoughtful brand refresh that elevated Alisal’s luxury profile while staying true to its Western roots, and how “sense of place” shows up in everything: native-plant bath amenities, partnerships with local wineries, and menus grounded in the Central Coast.
We also unpack programming that drives both bookings and loyalty with deeper conversation on BBQ Bootcamps, women’s retreats, wellness weekends, and festive activations like a Hanukkah dinner, alongside a varied playbook for UGC and influencer trade stays. Finally, Lia shares how cross-department buy-in, guest surveys, and engagement metrics measure success, and why spring is the season that captures Alisal at its green, wildflower-studded best.
Idaho is having a moment of tremendous growth and State Controller Brandon Woolf is in the engine room. In this episode, we dig into how the state pays 37,000 employees, manages billions in public funds, and turns 2.5 million acres of endowment lands, especially timber, into sustained support for K–12 schools. Woolf breaks down what’s really driving the boom, which revenues tourism actually touches, and why openness matters, from the Transparent.
We also talk about trade-offs: housing affordability, infrastructure, preserving agriculture, water and power constraints, and extending broadband to rural communities. Woolf shares how his team experiments with AI to spot savings in travel and procurement, and why Idaho keeps rainy-day reserves ready for the long haul. Whether you’re eyeing Idaho to visit, relocate, or invest, this is a grounded look at the state’s growth and several insider secret activities.
In a world where every brand is vying for attention, what actually cuts through?
In this episode of Foundry Talks, Rachel Stojanovski sits down with Ottocina Ryan, Editor-in-Chief of Santa Barbara Life & Style Magazine, to explore how hospitality brands can create partnerships that feel meaningful, not just transactional.
They unpack what media professionals really look for in hotel collaborations, how editorial integrity plays into influencer strategy, and why some brands stand out while others fall flat.
If you're in marketing, PR, or guest experience, this conversation offers clear and candid insight into how to build trust with media and why that still matters more than ever.
In this episode of Foundry Talks, host Rachel Stojanovski chats with Santa Barbara veterans Kirsten VanBrunt (KVB) and Andra Escola about crafting luxury meetings, iconic weddings, and incentive trips that feel rooted in place. They unpack how human connection, early trust, and cross-department collaboration turn complex logistics into smooth execution, plus why great DMC partners are the key to transforming “on-property” agendas into Santa Barbara experiences.
KVB and Andra share a modern planner’s checklist, varied activities, easy-to-love amenities, and teams that can deliver under pressure, while explaining how properties can sell weddings visually with blank-canvas spaces and locally inspired welcome events. They also touch on AI as a fast ideation tool, post-COVID “last-minute” challenges, and the importance of timelines and team buy-in. It’s a crisp masterclass in turning logistics into lasting memories.
In this episode of Foundry Talks, host Rachel Stojanovski sits down with Karina Hardwick, Director of Human Resources at Acme Hospitality, a leading restaurant and hospitality group based in Santa Barbara, California. Together they dive into what really drives retention, culture, and connection across teams in both restaurants and hotels. Drawing on nearly two decades of experience, including 14 years with Four Seasons and a pivot into healthcare during the height of COVID, Karina shares how emotionally intelligent leadership, personal connection, and proactive feedback loops are redefining what it means to lead people-first brands. They explore why internal culture is the foundation of guest experience, what to do about burnout beyond offering perks, and how recognition, cross-training, and humility can transform retention. Whether you're running a restaurant, managing a property, or leading HR for a growing brand, this episode delivers real-world strategies to build teams that care and stay.
In this episode of Foundry Talks, host Rachel Stojanovski welcomes back Sarah Stahl, co-founder of Market Movers, to challenge the way hospitality brands approach marketing. Drawing from in-depth audits across hotels and vacation rentals, Sarah explains why so many teams are overwhelmed by disconnected tactics and underwhelmed by results. Together, they unpack the real meaning of “guest experience marketing,” how to build a content library that reflects your property's values, and why storytelling should replace generic mission statements. They explore the evolving role of AI in guest discovery, the pitfalls of ignoring mobile conversion, and the compounding cost of unclear brand strategy. Whether you’re a GM, revenue leader, or brand manager, this episode offers a practical 30, 60, 90-day action plan to recalibrate your marketing, reconnect with your audience, and drive meaningful direct bookings.
In this episode of Foundry Talks, we sit down with Madison Rifkin, CEO and Founder of Mount, to explore the rise of the 'Content Army,' a bold new approach to travel marketing that connects content creators directly with short-term rentals and hospitality brands.
Madison shares how her journey from a youth entrepreneur to tech founder led her to reimagine the guest experience, not just through physical amenities but through the power of storytelling. We dive into how Mount helps vacation rental hosts and hospitality brands build community, drive bookings, and elevate their visibility by activating a network of trusted creators.
Whether you're a hotelier, property manager, or just curious about where travel marketing is headed, this episode offers real takeaways for building brand connection in an authentic way.
In this episode of Foundry Talks, host Rachel Stojanovski sits down with Dawn Seymour, Managing Partner at Katalyst PR, to explore the art and strategy behind hospitality-focused public relations. Dawn’s career began in the world of magazines, where she cut her teeth as an editor and producer before transitioning into PR. That foundation in journalism gave her a sharp eye for storytelling and a deep understanding of what makes a pitch truly stand out.
Dawn shares her journey from producing Surfing Magazine’s iconic swimsuit issues to launching campaigns for some of the most talked-about restaurants, hotels, and beverage brands in California. She discusses what hospitality brands often get wrong when it comes to PR, how to build meaningful media relationships in today’s fast-paced news cycle, and why authenticity and narrative matter more than flashy announcements.
In this episode of Foundry Talks, guest host Trey Evans sits down with Eduard Ruppel, founder of Leppur Marketing and author of Local SEO for Boutique Hotels, to unpack the exact strategies that help independent hotels dominate search rankings and drive direct bookings. From localizing every page to leveraging reviews as a conversion tool, Eduard shares a step-by-step approach for optimizing websites, Google Business Profiles, and content in ways most competitors overlook. Listeners will also hear Eduard’s insights on avoiding common pitfalls like “thin content” and hidden booking buttons, as well as his advice for becoming the go-to local guide for your guests through smart blog content. Whether you run a boutique property or work in hospitality marketing, this conversation delivers a practical blueprint for standing out online, competing with OTAs, and converting more travelers directly.
In this episode of Foundry Talks, we sit down with Brooks Burgoon, head of post-production at Aether Films, to explore how thoughtful video storytelling can transform hospitality brands. Brooks shares his journey into filmmaking, offering a behind-the-scenes look at how passion, pre-production, and deep client collaboration come together to create content that resonates.
We dive into the power of food and beverage storytelling, the importance of repurposing content across platforms, and why aligning video strategy with brand values is essential for long-term impact. Brooks also unpacks current video trends, the role of curiosity in creative work, and how building trust behind the scenes can lead to better outcomes on screen.
Whether you're crafting a brand film or scaling visual content for social, this conversation is packed with real-world insight for marketers looking to elevate their video approach in travel and hospitality.
In this episode of Foundry Talks, we sit down with Jasmine Seliga, founder of Affixify, a fast-growing platform revolutionizing how hotels discover and adopt the right tech. Jasmine shares her unexpected journey from aspiring medical sales representative to hospitality tech trailblazer, offering a behind-the-scenes look at launching a purpose-driven startup, navigating acquisitions, and building a business culture that will last.
We explore the critical challenges hotels face when integrating new technology, like lack of time, fragmented systems, and pay-to-play recommendations, as well as how Affixify is solving them through unbiased matchmaking, automation, and a commitment to authentic, people-first connection. Jasmine also touches on current tech trends, the real impact of AI (or lack thereof), and why understanding your team is so important when evaluating a tech stack.
Whether you're a hotelier, tech vendor, or startup founder, this conversation offers valuable insight into what it really takes to modernize the hospitality space, without losing sight of the human element.
In this episode of Foundry Talks, Rachel Stojanovski welcomes Mary Beth Blauser for a thoughtful exploration of what luxury travel looks like through the eyes of a guest, a professional, and an insider. With a background in law and a global perspective shaped by her experiences living in the Caribbean and traveling abroad, Mary Beth reflects on the moments that turn a good trip into an unforgettable one. From personalized hospitality touches to authentic cultural encounters, she shares stories that highlight the emotional power of human connection in travel. This episode offers an honest look at how modern travelers, especially younger generations, are redefining luxury, and why brands that focus on meaning over material are the ones that leave a lasting impression.
In this episode of Foundry Talks, we sit down with Ami Jones, founder of TerraFauna Journeys, a purpose-led travel company that’s reshaping what it means to explore the world. For Ami, travel isn’t just about where you go it’s about how you show up and the impact you have on your destination. Through immersive, conservation-focused journeys, TerraFauna Journeys gives travelers the opportunity to witness wild places while ensuring they're protected for the future. Ami shares her personal story of how a moment in Belize sparked her passion to help the future of travel and show other adventurers why luxury today means access — not excess. From rewilding projects to rhino IVF programs in South Africa, you’ll hear how travel, when done right, can fund, support, and amplify critical conservation efforts across the globe.
In this episode of Foundry Talks, Rachel Stojanovski sits down with Tyler Bender, Director of Consumer Sales at Alexana Winery, for a conversation that goes far beyond wine. Tyler shares how his background in hospitality shaped his approach to sales, and why building personal connections is still the most powerful tool in creating loyal guests and long-term brand advocates. From the value of genuine service to the role of reviews, referrals, and curated travel experiences (yes, even to Argentina), Tyler offers thoughtful insights into what it takes to grow a brand in the wine industry—and what other F&B brands can learn from it. Whether you're pouring Pinot or scaling a lifestyle brand, there’s plenty to take away.
In this episode of Foundry Talks, Rachel Stojanowski sits down with Noël Russell, Senior Vice President of Marketing and Communications at Luxe Haus—a luxury vacation rental company redefining what it means to create a hospitality brand. From her early days in the fashion industry to shaping one of the most transparent and values-driven companies in short-term rentals, Noël shares her personal and professional evolution. The conversation explores the power of brand identity, the nuance of serving both homeowners and guests, and why SEO and organic traffic still matter more than ever. Noël also offers a behind-the-scenes look at how Luxe Haus crafts elevated experiences—from welcome kits to lasting impressions—and why genuine connection is the new currency in luxury travel.
In this episode of Foundry Talks, Rachel Stojanovski interviews Jeff and Austin Clegg from Redfish Lake Lodge, exploring the unique challenges and experiences of running a legacy property. They discuss their family journey, the magical qualities of the lodge, the variety of activities available, and the importance of maintaining authenticity while adapting to modern demands. The conversation also touches on marketing strategies, employee culture, and future visions for the lodge, emphasizing the balance between growth and preserving the essence of the property.
In this episode of Foundry Talks, Sarah Stahl, the Director of Marketing at Retreet Resort & Spa, Alabama's first luxury glamping resort, shares her insights on launching a new travel brand. She discusses the challenges of marketing during construction, the importance of transparency and communication, and how to build trust with guests. Sarah emphasizes the power of content creators in hospitality marketing and explains her innovative strategies for collaboration. She also provides valuable advice for travel brands looking to enhance their marketing efforts and shares memorable travel experiences that highlight the essence of hospitality.
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In this episode of Foundry Talks, the co-founders of The Travel Foundry discuss the evolving landscape of travel and hospitality marketing. They emphasize the importance of agility, authenticity, and a deep understanding of guests as essential elements for success. The conversation covers personal journeys into the industry, the need to break traditional agency models, and the significance of understanding client needs. They also address common challenges such as seasonality, enhancing guest experiences, and creating value beyond just pricing. The episode concludes with a focus on the importance of team alignment and communication in delivering a cohesive guest experience. In this conversation, the speakers discuss the importance of a cohesive brand strategy in the hospitality industry, emphasizing the need for collaboration among team members to achieve a unified vision. They explore the role of AI in enhancing guest experiences while stressing the irreplaceable value of human interaction. The discussion also covers the effectiveness of influencer marketing, comparing high-profile influencers to micro influencers, and concludes with a debate on the merits of digital marketing versus traditional advertising. Finally, they highlight successful brands that exemplify innovative marketing strategies.
