key takeaways
- Jim Manley is the owner of The Ranch at Rock Creek, located on 6,600 acres just outside Phillipsburg, Montana.
- Here’s how Manley transformed a property he bought in 2007 into a luxury vacation that exceeds guests’ expectations.
American essayist and poet Ralph Waldo Emerson once said, “An institution is the long shadow of an individual.”
Ranch at Rock CreekThe property, which spans 6,600 acres in western Montana 20 miles outside historic Phillipsburg, represents that idea as a perfect reflection of its owner, Jim Manley.
Image credit: Courtesy of The Ranch at Rock Creek. Jim Manley.
As Founder and Chairman of Boutique Investment Bank Atlantic-Pacific CapitalManley had no professional background in hospitality, but he had a clear vision for the property he purchased in 2007: It would be a luxury, all-inclusive experience that would make guests feel carefree like kids again—not charging less and less for every stay.
The ranch at Rock Creek is the first guest ranch in the world to receive five stars from the Forbes Travel Guide, which compiles its rating through an anonymous, personal inspection process.
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Guests can choose from a range of accommodations from renovated historic 19th-century barns to glamping cabins, luxury cabins, and Granite Lodge – designed to resemble U.S. national parks, the lodge is also conveniently located near the Silver Dollar Salon, Mercantile, and Spa.
Cost of Stay at The Ranch Varies with season and habitatBut during peak time, which runs from May 15 to September 1 and requires a five-night minimum stay, rates start at $3,600 per night for two people in the Classic Granite Lodge Room and go up to $20,000 per night in the 3,329-square-foot Beer House, which sleeps 12 people.
A stay at The Ranch includes its farm-to-table culinary program with all meals and a fully customizable itinerary with two recommended activities a day led by expert instructors.
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Last October, I spent four nights at The Ranch at Rock Creek. I had the opportunity to stay in both the Historic Barns Loft and the Premium Granite Lodge Room, both of which were well-furnished with the cowboy-core flair you might expect: rich leather, exposed wood, cow hide decor, and horse accents.
I also participated in many activities: horse riding; sports clay; “Respite” swing by the bay with a fire; sapphire mining (I found some too); A photography Class; and a UTV ride up Jimmy Peak, which featured glimpses of bighorn sheep and sweeping views of the property.
Here’s how Manley’s business strategy turned The Ranch at Rock Creek into a five-star reality.
1. Follow passion and stay committed to the vision
Manley grew up watching westerns in New Jersey as a child and always dreamed of buying his own farm, but once he began his search, it took him 20 years to find a place that could live up to his expectations.
“I considered stopping (during those two decades) because I couldn’t find the right farm,” admits Manley.
Luckily, the real estate agent from Manly in Montana called one day and said a promising property was about to come on the market.
“It was really everything I had hoped for in a farm,” says Manley.
The ranch is located in the Rock Creek Valley, which was once a 2,000-foot-deep lake nestled in the Sapphire, John Long and Pintler Mountains. Following the Homestead Act of 1862, the property began as a mining claim and has continuously operated as a working cattle farm.
Manley recalls, “I went out the next day, saw what is now The Ranch at Rock Creek, and bought it the same day.”
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2. Don’t take unnecessary business partners
As Manley began to bring The Ranch to life, people expressed interest in becoming business partners in the endeavor.
However, Manley always wanted to go it alone in making sure everything was in line with his hopes for the property, noting that he also kept family members out of the early decision-making process.
“I didn’t want a business partner because I knew we wouldn’t have the same vision for what would become The Ranch,” Manley explains. “I knew that when I built expensive additions like the Silver Dollar Salon, added houses and cabins or implemented various activities, we would never meet face to face.”
Because of that decision, Manley is able to innovate whenever necessary.
Currently, this includes further development of the property’s winter program. The ranch invests hundreds of thousands of dollars in ski gear so guests can take full advantage of the nearby Discovery Ski Area, which is just 35 minutes away.There is virtually no lift lineThree faces and 67 trails.”
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3. Hire employees who add value and reflect the brand
Like any successful business owner, Manley fully appreciates the value of strong employees.
Manley says the ranch interviews several people for each open position. He noted that a “five-star” staff would reflect The Ranch’s brand and its core values.
“(Staff) must be personable, have a friendly personality, be energetic and have a willingness to meet all of the guests’ needs efficiently and professionally,” says Manley.
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4. Give constructive criticism the right way
No matter how excellent the employees are, constructive criticism can support the continued growth and success of a business.
Like everything else at The Ranch, Manley takes a deliberate approach when it comes to giving feedback to the team.
“Whenever I give employees any semi-critical feedback, I always start by telling them all the good things they are doing and how positive their contributions are to The Ranch,” says Manley.
Leading with positivity first, then telling someone what they can do to improve takes the sting out of constructive criticism, says Manley.
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5. Respect the land and support the community
Manly prides itself on being a good steward of the land. Just one example: The ranch never lets any of the valley water that has been fertilized go back into Rock Creek.
“We make sure it stays in the valley so there is no pollution in the bay,” Manley explains. “(Additionally) we eliminated the use of plastic about 10 years ago because it is harmful to the environment.”
And, as long as the weather is fine, The Ranch encourages guests to walk or bike during the day, thereby reducing dust and carbon footprint.
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The Rock Creek-based ranch also makes significant contributions to 10 charities in the city, and even hosts the local high school’s prom on-site, in its effort to give back to the community.
“I think our efforts have a positive impact on guests because they see how much we care about the preservation and longevity of our farm as well as the community around us,” says Manley.
key takeaways
- Jim Manley is the owner of The Ranch at Rock Creek, located on 6,600 acres just outside Phillipsburg, Montana.
- Here’s how Manley transformed a property he bought in 2007 into a luxury vacation that exceeds guests’ expectations.
American essayist and poet Ralph Waldo Emerson once said, “An institution is the long shadow of an individual.”
Ranch at Rock CreekThe property, which spans 6,600 acres in western Montana 20 miles outside historic Phillipsburg, represents that idea as a perfect reflection of its owner, Jim Manley.
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