When husband and wife duo Joel Greaves and Devon Vaillancourt first purchased their cottage in Ontario, they never imagined the property would mark the beginning of a full-fledged hospitality brand.
“For me, becoming an entrepreneur was always a given,” Greaves told blogTO. Both he and Vaillancourt grew up in families full of entrepreneurs, and from early on, always dreamed about projects related to hospitality or travel.
“Devon and I were constantly riffing on starting a business. We wrote a lot of different plans over the years.” Greaves had no prior experience in the hospitality industry and worked for 12 years in telecommunications, primarily in product and marketing roles, while Vaillancourt ran a concierge company.
Their journey officially began in their mid-20s, when they bought a cottage around the same time they got married. They painted, designed, and renovated the space, and eventually transformed it into a charming Airbnb. Encouraged by its success, the couple decided to take their small side project and scale their passion into something even bigger.
In 2021, the couple took a bold leap and purchased a 1970s motel in Calabogie. Over four intense months, they worked tirelessly to breathe new life into the space, and by Labour Day of that same year, Somewhere Inn Calabogie was officially born.
Somewhere Inn Calabogie. Photo: Ian Patterson Photography.
Unlike conventional motels, there’s no front desk at Somewhere Inn. Instead, guests are greeted by bartenders at the lobby bar and are offered a welcome drink.
The oversized “dreamy rooms” are designed for relaxation, featuring fireplaces, soaker tubs, Malin & Goetz bath products, and kitchenettes. The property also boasts a curated wine bar featuring a selection of natural, biodynamic, and organic wines, as well as a patio that expands across the grounds in the summer.
The motel also offers a thermal cycle experience, with a sauna at 80 degrees C and a cold plunge at 4 degrees C.
Somewhere Inn Calabogie. Photo: Ian Patterson Photography.
As the business rapidly took off, the couple realized that running a boutique motel chain presented a whole new set of challenges.
“The Airbnb was like dipping your toe in the water. But now, we’re turning over rooms every single day. We had multiple scenarios at the beginning where we were close to running out of linens,” Greaves recalled.
“There were a couple times that the truck was late, and we had people checking in on Friday afternoon. We’d be driving around to every other hotel in the area asking, ‘Can I just have five King sheets?'” he laughed.
Despite some growing pains, Greaves says their vision for the brand was unwavering.
“I spent a lot of my evenings and weekends researching, building out our financial models, and talking to investors. We always wanted to build a chain,” he told blogTO.
The couple took their next step in January 2024, when they acquired a historic century home in downtown Collingwood, and opened it as a boutique hotel in May. Somewhere Inn Collingwood also offers a cozy thermal experience, as well as moody ensuites, and walk-in tile showers.
Greaves also emphasized the chain’s collaborations with local businesses and emphasis on communal programming.
Somewhere Inn Collingwood. Photo: Ian Patterson Photography.
At Collingwood, guests are offered a catered hot breakfast every morning that can be ordered from a bodega just up the road. At Calabogie, guests can partake in unique programming, from Taco Tuesdays to Black music nights.
“It was about building a brand and connecting people on an emotional level. We’re on a mission to inspire people to escape the hustle of the city and spend time in nature with us. I really believe that’s an underserved need,” Greaves said.
As they look to the future, the couple is pursuing deals in the Niagara region, Prince Edward County, and Muskoka in hopes of bringing their boutique experience to more regions throughout Ontario.
“I truly believe that getting outside the city and slowing down is so valuable,” Greaves told blogTO. “I’m a big believer in Ontario and Canadian tourism, and it’s a shame that people, when they think about going away for a weekend, they don’t automatically think to stay in Ontario.”
Beyond the business, the couple is deeply invested in the local communities where they’ve set up shop. “We’re really proud of the friendships that we’ve made, but also being part of the entrepreneurship community in those areas. They’ve embraced us, and they’re open and willing to collaborate, and that’s been really powerful,” Greaves said.
Queen rooms at Somewhere Inn Calabogie start at $200 a night, while King rooms at Collingwood begin at $260 per night. Somewhere Inn Calabogie is located at 5254 Calabogie Rd., and Somewhere Inn Collingwood is located at 128 Saint Paul St.
