During the pandemic Ray York and his wife, Kelly, had to quickly figure out how to keep their 175-year-old historic boutique hotel, The Rochester Inn, up and running.
“Recognizing there was no immediate return to travel spending, York Estates, Inc. needed to make decisions that would keep the business stable,” York says. “We adjusted the business model and implemented a three-phase business survival strategy.”
The business launched a new branding strategy and new services to justify a 60% rate increase while decreasing occupancy and operating expenses, York says. The company also invested in renovations for its historic properties and restructured debt, securing more than $70,000 in grants.
In the community, York serves as treasurer and tourism liaison for Sheboygan Falls Chamber Main Street. He has also joined the Sheboygan County Economic Development Corporation and the Small Business Development Center at UW-Green Bay, where he acts as its business counselor and volunteers with SCORE.
York formerly worked in transportation sales and large account management at C.H. Robinson, and for fun he has moonlighted as a beer vendor at American Family Field during Milwaukee Brewers games.
