Chapter 13
13
"This is..." Frankie started, her voice trailing off as she took in the scene before them.
"Popular," Joe finished for her, a hint of a smile playing on his lips.
"I was going to say incredible," Frankie corrected, slinging her camera around her neck as she began snapping photos of the bustling retrofitted barn on the ranch property outfitted with glass-blowing equipment. Joe parked the truck, and they both hopped out. The crisp winter air was filled with the sounds of guests chatting and the soft hum of holiday music.
"It’s one of our more popular events," Joe remarked.
She took it with a quizzical look. "There’s a glass-blowing shop in town, so why bring it here too?"
Joe shrugged, his gaze scanning the group of guests gathered under the covered area. "A lot of reasons. The more popular attractions in town can’t host all the business. They’re too small."
Frankie nodded, understanding dawning on her. "So, you what? Lease space out here to the businesses who need more room?"
"Basically," Joe confirmed as they stood near the back, watching guests intently craft hand-blown glass ornaments. "It also serves those guests who’d rather stay put and not leave the property."
"Lending to the resort-like feel Three Kings Ranch has adopted," Frankie added, her voice laced with admiration as she captured more moments with her camera.
"Precisely," Joe agreed. "Some guests end up going to town for more intricate classes where they can make more than just ornaments."
"You’re taking the otherwise uninterested and making them a customer that way," Frankie observed, her photographer’s eye-catching the delicate beauty in the ornaments being created.
Joe nodded as a tree they cut down fell with a soft thud. "That’s the goal. They make beautiful ornaments out here — you can paint them or leave them as is. But the real beauty is the glass trees, villages, and nativities they make at the shop in town."
Frankie’s thoughts drifted back to their earlier conversation. "The brochure from earlier said 'stay and play or just for the day' — do you get tourists who just spend the day here?"
"Every single day," Joe replied. "Those tend to be people who live close by or might be vacationing nearby and happen upon us."
"And once they’re here for the day, they’ll book a stay?" Frankie asked, genuinely curious.
"That’s how it works. So far, anyway. Growth is slow but steady," Joe explained, his tone even as they moved on to the next tree.
"Is this on your website? How are you advertising?" Frankie questioned, her mind already whirring with possibilities.
Joe shook his head. "No. And we’re not. The businesses in town send people our way, and we send people their way. That’s how the co-op has always worked."
Frankie stopped in her tracks, staring at him. "Oh, Joe. Do you realize the opportunity you’re sitting on here?"
Joe gave a tired smile. "Sure do. Also, realize all the work and that I’m just one person."
"But..." Frankie began, her thoughts racing.
"But it’s just me, Frankie," Joe interrupted, the weariness evident in his voice. "I’m tired."
Frankie wanted to argue, but Joe had already started walking toward the sled run. She hurried to catch up. "What else have you brought in from town?"
As they walked, Joe pointed out various attractions on the property. "Over there is a smaller version of 'Dasher’s Diner' from town," he said, nodding toward a food truck decked out in Christmas-themed decor.
Frankie snapped a picture, her excitement growing. "A food truck. How modern."
Joe continued, pointing to a small building with a walk-up window. "That’s 'Holly & Jolly’s.'"
"The coffee and cocoa shop from town," Frankie added, taking another photo. "Do Holly & Jolly still run it?"
Joe nodded, then gestured toward a large barn-like building bustling with guests. "That barn has been converted to small shops inside and a dining area for those who are just here for the day or don’t want to take food back to their cabins or the lodge."
Frankie squinted at the sign. "What’s the sign say? Mistletoe..."
"Mistletoe Marketplace," Joe clarified. "There are shops from town in there, and some are just local crafters selling handmade goods."
"You’ve thought of everything," Frankie marveled, her camera clicking away.
"It’s a handful, but it’s helped Bethlehem Falls stay on the map, so to speak," Joe replied, his tone modest. "We also stock a little bit of everything you can find out here or in town in the lodge gift shop."
"What a great idea," Frankie said, genuinely impressed.
Joe’s gaze softened. "With so much of life being online, virtual, and shopping just a click of a button away — I thought this would encourage people to step outside technology and enjoy their surroundings a bit more."
"And it’s working?" Frankie asked, hopeful.
Joe nodded, though his expression was a mix of pride and exhaustion. "Well, what the shop isn’t making with foot traffic, they are making up out here with those who aren’t as interested in venturing out."
"You’ve really brought the world of adventure and resort-like vacationing together here with a true modern co-op," Frankie said, admiration evident in her voice. "You all take care of each other."
"I tried," Joe admitted, his tone growing somber. "I’m out of ideas, though, so hopefully, this sticks for a while. Until we sell, anyway."
"Right. Sell," Frankie echoed, the weight of that word hanging between them.
Joe’s expression tightened as he looked toward the sled run. "I need to get over to the sled run and check out the new runs. You coming or staying back?”
Frankie’s eyes lit up with renewed excitement. “New sled runs? I’m not missing this. Wait up!” She hurried after Joe, her camera ready for whatever came next.