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Creating a Destination unto Itself: How Creativity Inspires Travelers in Any Economy
I Love New York
December 9, 2010

Nestled amongst the picturesque Catskill Mountains in the historic village of Roxbury, the Roxbury Motel’s whimsical, turn-on retro motor lodge has become a trip in and of itself, attracting visitors from around the world to its playful, contemporary casual mountain digs. “In creating The Roxbury several years ago, we challenged ourselves to create an indoor experience... that resonates with the high drama and ’oooh’ factor of the spectacular Catskill landscape all around us,” said Joe Massa, co-owner. The Roxbury started with ten motel rooms and a two bedroom suite in the main house. In 2008, they expanded with an attached wing,
spa and outdoor lounge area. In October, they doubled their space with a new building across the street.

The 8,000-square foot expansion will zero in on what The Roxbury does best and guests have clamored for - larger suites to accommodate families and groups and intimate studios for twosomes. Elements of the new building include: Five new 410-square foot ‘big king theme rooms’ inspired by the world of television and cinema; four new 700-square feet two bedroom, two bathroom, two-story lofted theme suites; a 1,500-square foot expansion of The Shimmer Spa with two treatment rooms, a relaxation room and library, and a large steam room; and a new meeting room for small conferences.


The expansion adds 45 more tourists per night (at 100% occupancy) to the existing occupancy, almost doubling its capacity. Five new employees have been hired. It is projected that, over a seven-year period, economic benefits from the project could total more than $1 million (more than $280,000 per job created). The Roxbury was awarded a grant from the Upstate Regional Blueprint Fund grant, administered by Empire State Development. The owners worked with Kevin McLaughlin and Robin Alpaugh of ESD’s Binghamton regional office.

The Roxbury has garnered media coverage by outlets such as NBC’s Today Show, CNN, Fox News, Travel & Leisure, National Geographic Traveler, and Conde Nast Traveler, and was chosen as a top ten hotel in the United
States in the Best Service categories by TripAdvisor® in both its 2009 and 2010 Travelers’ Choice® awards.

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