Seven years ago, Ben Uyeda noticed something that would shape his next venture: as Instagram usage grew, so did National Park visits. At HotelSpaces, he revealed how this observation led to RESET Hotel, a 65-unit modular project near Joshua Tree that's tackling today's development challenges through an unusually public lens.
Nature as the Next Luxury
"I haven't met a single person that says they want more technology in their life," Uyeda explained. "What becomes the commodity that we value and turn towards? Well, right now it's nature." This insight led him to start buying land outside National Parks, positioning for a shift in what travelers value.
Building Different by Building Public
Rather than traditional market research, RESET tests every element in public view. "You want to show effort. You don't want to just show the outcome," Uyeda explained. "If you show real people putting in real effort with passion, conviction, and explanation of the process, you're going to build an audience that understands exactly what they're doing."
In his Joshua Tree workshop, Uyeda prototypes and tests FF&E before implementation. He has turned site excavation rocks into custom coffee tables and experiments with room layouts, sharing each step on social media. When a single fabrication video reached 11 million viewers - equivalent to a "$30-40,000 ad buy" - they knew their transparent approach was working.
This philosophy extends to their partnerships with direct-to-consumer brands like Fellow Coffee and Solo Stove, where potential amenities are tested before implementation.
Creative Solutions to Construction Challenges
High interest rates demanded innovative approaches to timeline compression. Beyond standard modular efficiencies, RESET found unexpected advantages in California's dual permitting system. "The state is more predictable than the local," Uyeda explained, describing how splitting oversight between state modular inspectors and local authorities added flexibility to their approval process.
Even infrastructure requirements became opportunities. When the project needed its own sewage treatment plant, the team saw beyond utility. Those concrete pipes? They're becoming an architectural feature doubling as a yoga and sound bath venue - one of several planned installation art pieces for the property.
Honest Talk About Modular
With 14 of 65 modules now placed, Uyeda is candid about the realities of modular construction. "Banks understand how to take on a traditional construction project," he explained. "But very few lenders have experience with modular. That makes financing significantly more difficult."
His advice? "You're much better served by buying a product than commissioning a new product that you designed. You're gonna add a whole bunch of complications, you're gonna probably want to prototype, and there goes your time window."
Follow RESET's ongoing development on Instagram @hotelresetbts, where they continue to document every step from concept to completion.
Watch Ben’s full talk below:
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