In May 2023, Tatiana Escobar made one of the boldest moves of her career: acquiring a distressed, mismanaged motel in West Palm Beach with a vision few others could see.
Purchased on May 19, 2023, for $1,275,000, the property was located in a rapidly growing corridor of West Palm Beach—just 10 to 15 minutes from Downtown, the airport, and the beach. From an acquisition standpoint, the fundamentals were there: strong location, solid structure, and untapped potential. What others saw as a liability, Tatiana saw as an opportunity to create meaningful value.
At the time of acquisition, the property was in poor condition. It had been effectively abandoned by its previous owner and plagued by squatters, prostitution, and drug activity. Violations with the city exceeded $600,000, and the property generated no income. Despite these challenges, Tatiana recognized that the roof and structure were in good condition, and that the location alone justified a deeper look.
“For many investors, this was a scary property,” Tatiana explains. “For me, it looked like a trophy site.”
A Vision Beyond the Obvious
Tatiana’s passion for real estate goes beyond transactions—it lies in revitalizing spaces and restoring beauty. Her vision was to transform the outdated motel into a family-oriented boutique hotel, offering affordability without sacrificing comfort or design.
She envisioned a place where everyday families could enjoy a clean, stylish, and welcoming stay—a hotel that felt like home, not just a place to sleep. That vision became the foundation of what is now The Jaxon Hotel.
Executing the Value-Add Strategy
The transformation required a full-scale value-add approach across every aspect of the asset.
Originally a 20-unit motel, the property was completely reimagined and repositioned into a 24-key boutique hotel, increasing value on a per-door basis. Every unit underwent a full interior renovation, and the exterior was redesigned with a boho-modern aesthetic, blending warmth, simplicity, and functionality.
Beyond the physical upgrades, Tatiana led the branding, repositioning, and operations herself. Rather than outsourcing operations immediately, she chose to run the business hands-on to fully understand the guest experience, operational challenges, and opportunities for long-term improvement.
“This was about learning the business from the inside,” she says. “Understanding our guests and building the right foundation for Phase Two.”
Overcoming Challenges
The journey was far from easy. Permitting took significantly longer than anticipated, and construction timelines extended well beyond original projections. As costs increased, Tatiana had to execute a capital call, relying on the trust and support of investment partners who believed in both the vision and the execution.
“There were moments that tested everything,” she recalls. “From navigating city requirements to managing contractors and unexpected cost increases, it required resilience, adaptability, and leadership.”
With no income during the rehabilitation phase—only expenses—Tatiana worked closely with architects, city officials, and contractors while simultaneously educating herself on short-term rental operations, compliance, and systems.
Stabilization and Grand Opening
For Tatiana, stabilization meant much more than occupancy numbers. It represented the transition from zero income and heavy violations to a fully operational, compliant, and guest-ready hotel.
Stabilization encompassed:
- Resolving all city violations
- Implementing operational systems
- Establishing sustainable pricing aligned with market comparables
- Creating a seamless self-check-in boutique experience
- Educating guests and setting expectations
Pricing was intentionally positioned to reflect value and accessibility, especially for families, while remaining competitive within the West Palm Beach market.
After an intense renovation and repositioning period, The Jaxon Hotel officially opened on April 1, 2025.
A Transformation in Value
The results speak for themselves.
From a $1.275M acquisition, The Jaxon Hotel achieved a market valuation of approximately $4.56M upon opening—more than tripling the original investment value.
This growth was not accidental. It was the product of vision, disciplined execution, hands-on leadership, and belief in what the property—and the neighborhood—could become.
“The vision started as a dream,” Tatiana reflects. “But with the right strategy and commitment, that dream became reality.”
Today, The Jaxon Hotel stands not only as a successful boutique hospitality project, but as proof that seeing potential where others see problems can create extraordinary outcomes.
