Land as a Partner, not an Asset

From the beginning, this project has been about more than buildings or programs—it’s been a journey guided by a deep commitment to the land. Our first hires reflected this: Coen+Partners, one of the nation’s leading landscape architecture firms, and Regenesis, global pioneers in regenerative development.

But as the process unfolded, something deeper began to emerge. Along the way, we spent time with Indigenous leaders who offered us a different kind of relationship with the land. Through blessings, dialogue, and ritual on our property, we came to understand that the land is not something to be mastered or developed, but something to be listened to. That shift wasn't fully present at the start—but now sits quietly at the center of everything we do.

The result is a development strategy that honors the natural world while setting new benchmarks for sustainability: fossil fuel–free operations (including an all-electric kitchen), 100% geothermal heating and cooling, 40% lower embodied carbon in our buildings, zero single-use plastics, an ambitious composting and recycling program, etc. We’re also sourcing 100% of our proteins and 75% of other ingredients within 150 miles—free from growth hormones and synthetic chemicals. And importantly, we’re integrating deeply with our local rural economy, which we now estimate will retain over $200M in spending over the next decade.

Equally exciting is the opportunity to catalyze change in the forests of the Eastern U.S.—some of the most ecologically degraded and under-supported landscapes in the country. Fragmented, invasive-ridden, and climate-stressed, these forests receive little philanthropic or commercial attention. Since 2019, we have been designing our site to serve as a demonstration ground for advanced forest management techniques aimed at high-impact carbon sequestration and ecological restoration.

This work is being led by WV-firm Nature Works, and will include practices like climate-smart thinning, cool burns, and biochar production—paired with the creation of high-integrity carbon credits. This model helps stabilize microclimates, restore native habitat, support rural job creation, and enhance the immersive experience for the thousands of guests we will host. It’s an extraordinary way to increase awareness and spotlight scalable, real-world solutions.

One deeply symbolic element of this ecological work is the planned restoration of the American chestnut—a tree once called the “redwoods of the East”—before over 4 billion were killed by blight in the early 20th century. We plan to evaluate leading restoration methods—one transgenic and one traditionally bred—and launch a revitalization effort that blends science, ecology, and public engagement. Guests will have the opportunity to plant and “adopt” trees, return to witness their growth, and connect their personal transformation with ecological renewal.

In the end, Simply isn’t just a resort. It’s a model for what regenerative hospitality can look like when rooted in place, guided by wisdom, and built with integrity. Our 640-acre sanctuary—made up of valleys, ridges, and a mountain—will be both an unforgettable guest experience and a living laboratory. One that invites each of us to participate in healing— not just ourselves, but the ecosystems we belong to.