To introduce you to innkeepers across America, this recurring column reveals how ordinary people turned their dream into a reality; how the innkeepers' lifestyle compares with their fantasies; and what they do to make their inn so special. In this feature you’ll meet Daniel Jimenez who, with his wife JoAnna, owns and operates the Lake Morton Bed and Breakfast of Lakeland, Florida.
What sparked your interest in running a bed and breakfast?
I had stayed at several B&Bs during travels around the U.S. and overseas so we were familiar with them. When we were looking to start a family as well as find an opportunity to work from home while earning some income, it led us to B&Bs.
What did you do prior to becoming an innkeeper?
JoAnna’s an innkeeper/mother now, and before that she worked as a TV news producer for six years and another five as a planner in the trade show industry. Today she’s at the inn with our son and handles the cooking, cleaning, accounting, and reservations.
Before this, I had spent 15 years as both a reporter and editor for different magazines and newspapers and websites, and have spent the last three years in public relations. Today I still work outside the home, but also help with the marketing of the inn and serving guests.
How did you envision life as an innkeeper?
This was sort of an interesting and rare opportunity. We were planning to start a family when we found out JoAnna’s parents lived next door to a bed and breakfast in Lakeland. The owners were an older couple that wanted to retire and the idea started coming to me that if we owned the inn, we’d have JoAnna’s parents next door to help with the business and childcare. The idea was that I’d work outside the home until the business grew enough for me to leave my job.
How did the fantasy compare with the reality?
We knew the business side would be a lot of work, but it was more than we expected. More complicated. The paperwork and the business side with taxes, licenses, pest control… you name it. And we were both surprised at the amount of upkeep that comes with an historic home. Maintenance is a constant issue.
And with our baby being 21 months old, it’s definitely an experience. He was nine months old when we moved in and if my wife was cooking breakfast and serving guests, I’d help take care of our son. During the day when he’s taking a nap, she’s learned she has a three-hour window to get a lot of work done. It’s a balancing act.
What is the most pleasing aspect of running a bed and breakfast?
JoAnna likes to work with her hands. She loves decorating and giving a personal touch to the rooms. If she had to have a job sitting in front of a computer all day, it would not be nearly as interesting or fun. This gives her more freedom.
What do you find most challenging?
I think it’s the paperwork. Dealing with issues such as taxes and insurance and licenses takes a lot of time, but it’s a necessary evil in a sense – especially for any small business that is trying to keep costs low. In order to save costs, that takes time and energy.
With all of the demands on your time, how do you find time for yourself?
That’s where the parents next door are a huge blessing. Often they volunteer to take Lucas for a night or day and we can enjoy time as a couple. Also, B&Bs in our location are seasonal, so it’s slow in the summer and that’s when we can take time to do work on property or spend family time on vacation.
Where do you focus your attention when marketing and advertising?
We’ve used travel websites like tripadvisor and BedandBreakfast.com, and we’re members of the local Chamber and we get business referrals that way. Florida Southern College is just three blocks away and we’ve also developed a relationship with them by giving discounts to parents and staff and students.
What do you do you make your bed and breakfast different from others?
We live in a historic district and guests say it reminds them of New England. We’re down the street from Lake Morton where they can see swans and cranes and different birds and since there are only two B&Bs in Lakeland, that makes us different.
As I mentioned, we’re just a few blocks from Florida Southern College which is also known as the ‘Frank Lloyd Wright College’ since he designed many of the buildings here. Fans of his architecture come here just to see the campus and now they’re building a welcome center so we expect to see a good deal of traffic from that. Plus this is the Spring Training home of the Detroit Tigers and the second largest air show in the country, the Sun n’ Fun Fly In, is held in Lakeland each spring.
How did you make this existing inn your own?
The former owners ran their B&B for 20 years, but they didn’t even have a sign out front. They were kind of picky about who stayed here. When we took over, we began to advertise, of course, and created a website and upgraded the breakfasts and have made home improvements little by little.What one piece of advice would you offer to aspiring innkeepers?
I wouldn’t recommend this unless you have a strong support group. We’ve leaned a lot on our family for advice and with childcare. If you have a young family and the financial resources, the ideal would be for both of you to stay home and one helps take care of the child while your partner is working on business.
We really enjoy running the business, but the fact that I have to work full time puts a burden on JoAnna. Not everyone can handle that workload. So I’d advise couples or families with children that decide to go into the business to be prepared for sacrifices and that they have friends and family to support them when there are challenges.
Located in Lakeland, Florida, midway between Tampa and Orlando, the four-bedroom Lake Morton Bed and Breakfast was originally a 1926 Sears Roebuck home. For more information on Daniel and JoAnna Jimenez, read this feature from The Lakeland Ledger.
