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Foote’s Rest

A family’s living room, turned into a Marriott hotel’s brand.

Client
The Foote family
Place
Frisco, Colorado

  • $90.5M

    An 80-room hotel on Main Street, under construction since December 2025

  • Marriott

    The brand cleared Marriott’s global approval

A stone fireplace with a low fire behind its screen, under a wooden mantel
The hearth

The Foote family’s Main Street property in Frisco was set to become a Marriott Tribute Portfolio hotel. First, the brand had to pass Marriott’s global approval.

We built the brand for the Mountain Maverick, a guest who lives on hustle and shares the mountain life with anyone who wants in. None of the fourteen places to stay we studied met that guest’s four needs: accessibility, immersion, inclusivity and authenticity.

The Mountain Maverick across the top and seven guest types under it, from solo travelers and couples to weddings and locals, from the Foote's Rest brand strategy
The Mountain Maverick and its seven guest types
The whitespace page from the Foote's Rest brand strategy: rival hotels plotted on three charts for social scene, design and service, with Foote's Rest where the three open spaces overlap
The open spot

The answer was in the family’s living room, where Bob kept a fire going in the stone hearth and Becky brought coffee to whoever walked in. So the big idea was the Hearth of Frisco: that living room, opened up as the town’s gathering place.

The Hearth of Frisco page from the Foote's Rest brand strategy: the name in script over a night sky, with two people by a campfire
The big idea

Their habits became the rules for service: what a guest needs should be there before they ask. The brand gives every host three jobs: listen, stoke and celebrate. The hotel’s website runs the Hearth of Frisco today.

Three photos over the host's three jobs, listen, stoke and celebrate, each with a short paragraph, from the Foote's Rest brand strategy
Listen, stoke, celebrate

Completed at Norris Design.

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