Their fourth expansion, a multi-dimensional “forest-resort” concept two miles down the road, is a new frontier in hospitality altogether. Components include The Roxbury at Stratton Falls Hotel, the conversion of an 1848 hilltop Italianate mansion into new lodging. Themed after founding Roxbury enterprises, seven luxurious rooms, each with an en suite bathroom, include The Ghost and Mrs. Hicks, after the mansion’s original owners. Entrepreneurial patriarch Ira Hicks is honored with the Fabulous Firkin Factory room, after the wooden casks he sold for shipping Catskills butter to NYC. The post office and general store once crowning the seven acre property are being replicated as the check-in area.
The Roxbury
Cascading 50 feet down a gorge into a pool, the namesake waterfall is the star attraction of a descending nature trail system that includes two observation decks. Completing the resort is the “Enchanted Forest,” comprising eight new-build fantasy-themed cottages, some with rooftop stargazing observation decks; cabana with heated outdoor pool and spa; and
manager’s residence. Slated for a spring 2019 opening, it’s a storybook escape by design—with a price tag to match.
“If you told me 15 years ago that nearly $10 million was being invested in a Delaware County project, I would have laughed,” says Nealis, whose office supported the project with bridge loans and favorable tax benefits. “But people believe in Stratton Falls, because they believe in Greg and Joe. They have created that desired tourism identity and brand for Roxbury and the region, attracting affluent urbanites and international travelers seeking authentic experiences. Our communities now recognize the importance of tourism, that continues to upswing. In 2017, Delaware County visitation was up over 11 percent, the largest increase in the Catskills and among the largest for the state. These visitors are boosting other local market segments, including our resurgent agricultural producers and small businesses. Greg and Joe put us on the map, to the benefit of all.”
Also persuaded was M&T Bank, that provided a $6 million construction loan for the project. “The project came recommended as a ‘must-see,’ and Greg and Joe have impressed me from the outset,” says Peter Newman,
M&T regional president for the southern New York region. “We pride ourselves on knowing our customers, and these are serious, hands-on business people who truly understand what they want to achieve.”
Roxbury Motel’s Maryann’s Coconut Cream Pie Room
Newman found equal comfort with the business model. “Relying on a high-quality national appraisal firm, we were confident in their specialty product, niche offering, and strong customer base, which we only see expanding as word continues to get out,” he says. “Reassuring, too, is seeing evidence of economic regeneration in the area, which can only come from the type of customer that The Roxbury attracts. The entire region needs people like Greg and Joe who are willing to take risks and expand ventures—that’s what lifts the economy.”
With Lieutenant Governor Kathleen Hochul attending Stratton Falls’ formal groundbreaking in October 2017 (a ceremony providentially blessed by a rainbow) New York State is another backer, granting the project $3.2 million in funding.
Also invested in Greg and Joe are loyal patrons like Vinnie and Bill, a globetrotting retired couple from Dutchess County, N.Y. Having stayed at The Roxbury at least six times every year since 2011, they praise the proprietors for their “strong character as business operators, and for treating their guests and staff like good friends.”
Another fan is Travel Channel’s Anthony Melchiorri, who celebrated the couple’s achievements, as his guests, during his keynote address at the New York State Hospitality & Tourism Association’s annual conference in October 2018. “Greg and Joe,” said the hospitality industry expert by phone, “combine discipline with creativity like few others in this business. Their obsessive attention to detail exceeds my own exacting standards. Theirs is a rare and elevated form of hospitality. It’s priced accordingly, but they are the real deal, and their positive impact is clear to see.”
Along with husband Joe, Henderson, a marketing, branding, creative, obsessive dynamo who regularly attires in Roxbury’s signature orange and lime green, is not immune from the headiness of their ambition.
Greg Henderson & Joe Massa
“As theater rats, we always wanted to please our audience,” says the native Oklahoman, who spent nearly five years on Wall Street before the transition into hospitality. “In developing The Roxbury, and now Stratton Falls, we found the perfect expression for our creativity and passion. We live and breathe our work—it can be consuming, even overwhelming, but
that’s the price of passion. For our guests, we offer a fantasy escape from their everyday lives. For our employees and independent contractors, a team set to nearly double when Stratton Falls open, we offer a home away from home. Press coverage abroad brings us significant international bookings each year, and that supports the growth of additional tourism jobs as those guests travel throughout the region. There’s still work to do, but what drives us is the satisfaction of creating something truly unique in the world, and seeing guests experience our special brand of joy time and again.”
