Introducing the founder of Roxy Rentals, JJ Hornig. She has built her rental business by making hosting a profession and a passion. Her hosting journey started in 2012 in New York City; fast forward to the present, and Roxy Rentals has become a full-time venture with six properties spread across Minnesota and Florida.
JJ stands out in the short-term rental landscape by placing a premium on guest experiences. Beyond the basics of accommodating visitors, she’s all about creating a warm and welcoming atmosphere. Each property is meticulously curated with local artists, high-end linens, and thoughtful amenities, emphasizing the importance of “making guests feel at home rather than merely providing a place to rest for the night.”
Q: How long have you been a short-term rental host?
A: Back in 2012, when STR’s were legal in NYC (we need another post to talk about that), I first got a taste. Upon relocating to Minnesota, it has become my full-time jam for just shy of two years!
Q: What inspired you to get into STR hosting?
A: Since my initial foray into STR in 2012, I sensed this venture's potential. In 2020, amidst a move to MN, I decided to dive in completely. With a background in hospitality and PR, I merged my skills to create a brand focused on exceptional stays. This journey has been a whirlwind, evolving from a side hustle to a full-fledged business. The ability to curate experiences and reimagine spaces has become my passion. Now, I am excited to share my expertise, exploring the realms of real estate, home decor, and hospitality. Special thanks to Miss Roxy, our pup, for lending her name to our LLC.
Q: How many short-term rentals do you operate?
A: Roxy Rentals currently has six STRs operating in both Minnesota and Florida. We’re thrilled to share that our direct booking site is officially live via Hostfully with all spaces below:
- Lost Loon - Manasota Key, FL
- Luxe Leisure - South Minneapolis, MN
- Garden Getaway - Plymouth, MN
- Boho Bungalow - Northeast Minneapolis, MN
- Chic Retreat - Plymouth, MN
- Coming Soon, Wayzata, MN
Q: What are your biggest pain points as an STR owner?
A: One of the significant challenges revolves around the diversity of guest preferences. For example, some guests prefer firm beds, while others enjoy softer mattresses. Similarly, the choice between a Keurig coffee maker, a French press, or a traditional drip coffee maker varies greatly. Balancing these varied preferences can sometimes feel overwhelming.
To address this, we actively gather feedback through surveys and we always strive to accommodate the majority. Special requests, such as high chairs and pack-n-plays, arose from dialogue with guests. Initially, those additions were implemented based on a single request, however, after featuring in our listings, we noticed increased bookings from families in need of these amenities. As a result, we have heard our guests and now incorporate desired amenities across our properties. This has significantly enhanced our appeal to a diverse audience of travelers, whether families, friends, remote workers, etc.
My greatest takeaway throughout this journey and crucial lesson is that hospitality means embracing guest requests without hesitation; we focus on finding solutions. We try not to lead a response with “unfortunately.” This mindset shift has not only improved guest satisfaction but has also fostered a more positive atmosphere within our properties. It's a reminder that our role is to create a comfortable, accommodating space where every client’s needs are met.
Q: How have you tried to differentiate your properties from other STRs - how do you make them stand out?
A: The focus has always been more about the experience versus simply getting “heads in beds.” From perfecting the guest's arrival with welcome gifts to curating each home with local and well-known artists, high-end linens, and thoughtful amenities, it's about making guests feel at home, not just providing a place to crash for the night.
Q: What's your favorite thing about being an STR host?
A: Getting to meet all my guests! Learning more about their trip’s purpose allows me to add personalized touches as their host to curate a more memorable stay.
Q: What is the #1 most important thing for STR hosts to get right, in your opinion?
A: In my perspective, the paramount aspect is crafting spaces that are impeccably clean and irresistibly cozy. This dual focus not only ensures guests' physical comfort but also fosters a sense of safety and belonging, vital elements for a memorable stay. Additionally, timely responses are pivotal. Guests often inquire about multiple properties simultaneously, making swift and attentive communication essential. This is our brand’s opportunity to showcase, right from the start, that their experience will be nothing short of extraordinary. Being prompt and attentive not only sets a positive tone but also reassures guests that their satisfaction is our utmost priority, distinguishing our offering in a competitive market.
Q: What are your favorite Minoan brands?
A: The list is growing and endless from Parachute (towels & linens), Lumens (lighting) and YLighting, Anthropologie (home decor, linen), Beekman (soaps), Apotheke (shampoo, conditioner, hand lotion & body wash), Public Goods (candles and pretty much ALL the things), West Elm, Crate & Barrel, Polywood, Pottery Barn, Samsung, Ecobee (HVAC), CB2, Article, Society6, OXO, Arthaus, Casper, Hippeas, Jonathan Adler, Mark & Graham, One Kings Lane, Rejuvenation, Restoration Hardware, Serena & Lily, The Container Store and Dyson. Did I get them all?
Q: How has Minoan helped you with your short-term rentals?
A: We are able to provide guests with the quality they deserve because we are saving and coming in at wholesale costs/designer discounts. In fact, we just recently launched Logan Ave as our first property with a Minoan Shoppable Experience! Browse ‘Luxe Leisure’ at Logan Ave.
Q: What's one thing you know now that you wished you knew when you first started setting up your STRs?
A: Looking back, I wish I had known the importance of streamlining processes. Initially, we expanded from two to six properties quite rapidly, even including our own home as a rental while traveling. Managing this growth became challenging until we recognized the necessity of building a solid foundation through automation. Transitioning to a more organized approach was overwhelming at first, however, in the past year, we've dedicated our efforts to simplifying our operations; this groundwork is crucial as we prepare to scale in 2024. Thanks to Minoan, who has played a significant role in this transformation, allowing us to consolidate all our orders into one accessible platform and categorize them by property, in turn providing the streamlined efficiency needed.
Q: Any other tips for your fellow hosts?
A: Here’s a simple one. Fresh flowers in the homes really make a difference as guests appreciate the thoughtful touch!
Would you like to be featured in our host spotlight series?
Email us at host-spotlight@minoanexperience.com
