About goldenco
More than ever, hotel brands are building escapism, places for people to leave their real life behind— remote destinations, wellness retreats, rural farm stays. Those are nice but what about the cities we love and call home?
I’m trying to build the world I wish to live in.
– Jennifer Lo
The concept
goldenco is a neighborhood hotel and club where participation is the amenity.
Instead of traditional offerings such as a pool, spa, or gym, goldenco designs community gardens, kitchens, and marketplaces.
goldenco is meant to be a third space for food enthusiasts, where both travelers and locals can engage creatively instead of just consuming. The flagship is targeting Los Angeles Westside.
Where the project stands
goldenco is actively sourcing the flagship site. The concept, brand, operating model and membership structure are developed. The financial model is built and tested against live market comparables and current Los Angeles construction costs. Zoning, entitlement and planning requirements have been analyzed for Santa Monica and the City of Los Angeles.
Who is building it
goldenco is led by me. An operating partner is identified and developers and architects are advising as the project takes shape.
Site criteria
A walkable neighborhood on the Westside of Los Angeles: Venice, Santa Monica, or Marina Del Rey.
An existing hotel or motel of roughly 45 to 65 keys. Lot size ~ 25,000 to 35,000 ft² with outdoor or convertible space for programming. A courtyard or terrace is a strong bonus.
Background story
I've worked with hotels and hospitality from many angles. From creating a regenerative resort collection, sustainability consulting for developers, programming for lifestyle and wellness properties, travel advisory, F&B, and luxury concierge while studying hotel management in Hawaii.
The first time I described the hotel concept out loud I was 21, walking a beach in the Algarve with a Couchsurfing host who had a vacation rental portfolio. (We wanted to pursue my vision together but life took a few twists and turns before I could get back to it.)
Years later I found myself inside the regenerative agriculture movement through media, marketing, and community engagement. That led to partnering with an impact investor to co-launch a global regenerative resort brand which we took to market by curating properties with farms and high environmental & social standards. I left when I grew frustrated that I could not find these values in cities, only on vacation.
goldenco might be a new brand but it’s been in the making for decades
I went on to learn wellness real estate as an accredited professional and have worked on Living Building Challenge and LEED projects, which shapes how goldenco will be designed, built and operated.
Today the focus is opening a flagship property in Los Angeles, knowing there are cities all over the world where this type of third space belongs.