goldenco is a neighborhood hotel where participation is the amenity.
concept render
A third space for food enthusiasts.
goldenco replaces traditional hotel offerings such as pools, spas, and gyms with community gardens, kitchens, and marketplaces.
GROW
Edible gardens where neighbors and guests tend together.
COOK
A demo kitchen for classes, chef pop-ups, and content creation.
EAT
A casual restaurant and bar built around seasonal produce and global cuisines.
GATHER
Meals, markets, and events
My thesis
More than ever, hotel brands are selling escapism, places to leave your real life behind: remote destinations, wellness retreats, farm houses, and mountain lodges.
I’m all for it—we as a society need it. But the values are not inherently rural, so why is it so hard to access them in the cities we spend most of our time?
Slowing down, being closer to nature, and nutritious food are part of a lifestyle, not a vacation.
About
I’m Jennifer Lo, founder of goldenco. My work sits at the intersection of hospitality, travel, and sustainability.
The idea began while I studied Travel Industry Management at University of Hawai‘i and worked at luxury boutique hotels. They were beautiful, but felt pretentious. I wanted to create hotels that invite participation and build connection, especially between travelers and locals.
I’ve spent my career building brands through events, content and partnerships.
In 2017 I co-launched a collection of independent regenerative resorts. Then later I worked in sustainable building consulting to gain practical understanding of how commercial real estate moves from design through construction and operations.
Now I’m bringing all of it to goldenco, and looking for the first location in Los Angeles.
“
goldenco might be a new brand, but it’s been in the making for decades.
Where the project stands
CONCEPT, OPERATING MODEL, MEMBERSHIP STRUCTURE: developed
FINANCIAL MODEL:
built and tested against live market comparables and current Los Angeles construction cost
ZONING, ENTITLEMENT, PLANNING:
analyzed for potential sites in City of Los Angeles, including Venice, and Santa Monica
TEAM:
led by Jennifer Lo, with an operating partner identified and developers and architects advising
SITE FEASIBILITY:
preliminary proformas and repositioning scenarios run on sites, benchmarked against local hotel and membership club comps
FLAGSHIP SITE:
actively sourcing
SITE CRITERIA
LOCATION
Los Angeles walkable neighborhood with year-round demand (preferably Venice, Santa Monica, Marina del Rey)
ASSET
Existing motel or hotel repositioning candidate, 45-65 keys (more keys welcome for amenity conversion)
SITE PLANNING
30,000 ft² or more with 4,000 ft² of open ground/convertible space, enclosed courtyard & elevated terrace a strong bonus
Get involved
Own a property or want to work together?
Point me toward the right site or tell me how we could collaborate.
Want to know when the doors open?
Join the list for updates and pre-opening events.