The story behind The June Motel, as the closely watched boutique brand opens its third Ontario location—in Beaver Valley.
by Jen McNeely // Photography by Anya Shor
For the past nine months, the biggest buzz in the Beaver Valley has been the impending arrival of The June Motel. Some folks are excited, others are concerned. “How will this change things?” is a question on everyone’s mind.
April Brown and Sarah Sklash were the first in Ontario to flip a dingy roadside motel into something so drastically different from its original aesthetic that it made headlines, from local media to The New York Times.
The June: Prince Edward County was their first triumph, next came The June: Sauble Beach. Beaver Valley is the newest addition to their growing portfolio. But nervous neighbours can relax: with just eight rooms and a self check-in, The June: Beaver Valley is a much smaller and quieter location.
The June: Beaver Valley will soon be a balm for those seeking a mini escape from fast-paced city life. It’s well-situated to explore the region.
Before The June, a “boutique motel” was something you could find in Miami or Palm Springs, but Brown and Sklash brought the concept to Canada when they purchased The Sportsman in Prince Edward County in 2016, and turned it into something voguish, feminine and hip.
They ripped out the carpeting, brightened the rooms, erected a wine bar in the lobby, and painted every door pink. The June became an instant hit, especially amongst millennial women, who appreciated the design and loved the story: best friends ditch their nine-to-five, risk their savings, disrupt an industry, and do it their own way.
Like when the first cherry blossoms bloom in spring; everyone wanted a photo of The June. Influencers flocked to the transformed motel, inspiring a sea of selfies.
Quite suddenly, Prince Edward County became a hotspot for bachelorette parties and weekend wine romps. The region has seen a surge in both tourism and real estate prices. In the past five years, there’s been a 63 percent growth in property value. It’s indisputable that The June has played a role in that growth.
Funnily enough, neither Brown or Sklash had a background in real estate or tourism. Brown worked in public relations and Sklash had a cushy government job in the births and deaths office. The learning curve was steep.
To better understand the business, they spent that first year operating The Sportsman as they found it: ugly and falling apart. They wore multiple hats, from greeting guests at reception to pouring wine and cleaning the rooms. “We jumped right in,” Sklash chuckles. It was a crash course in hospitality. Now, eight years later, The June employs approximately 50 staff members during peak season.
While Brown and Sklash’s motel ventures have always attracted media attention, it was partnering with Netflix in 2020 for the series Motel Makeover, a reality show that documented the renovation of Sauble Beach, that brought them fame.
The Sauble Beach purchase was twice the size of their first location, and included a full-service restaurant and pool. The project was ambitious, and things got exponentially more complicated when COVID brought the world to a sudden halt.
“When COVID hit, our rooms were already completely gutted, there was no going back,” says Brown, who can smile about it now. “There were lumber shortages. We were faced with really tight deadlines and no access to the materials we needed to get the job done.”
There was no shortage of drama, and Motel Makeover made sure to capture all of it: the stress, the panic, the big emotions. The show garnered a major viewership, and The June’s social media blew up (their Instagram is hovering at 300,000 followers).
When asked about the Netflix experience, Brown and Sklash have mixed feelings. “It would have done more for us if we had wanted to become design influencers, or get into e-commerce… but what we’re really passionate about is finding these motels and building more places to stay,” says Brown, explaining that while the massive following on Instagram has helped with bookings, there are tens of thousands—from all over the world—who are simply there for the pretty pictures.
What Motel Makeover did teach them, however, was that people love seeing the June story unfold. For Beaver Valley, they swapped a major streaming network for their own small production crew. The decision allowed them to have full creative control.
“There is value in sharing your entrepreneurial story, and your behind-the-scenes story,” says Sklash. “Investing time and energy to make these webisodes is something that the guests who choose to stay at The June really value—an understanding of how this place came to be, following the journey, and being part of it.”
They know that this type of content works: almost 90 percent of bookings, in both Prince Edward County and Sauble Beach, come directly through their website. Travel sites like Expedia and Booking.com bring in some business, but the bulk of reservations come from social media and word of mouth.
Brown and Sklash have already shared seven webisodes on The June’s Instagram platform. The latest captures stunning birds-eye views of the property, located on a beautiful bend of the Beaver River. The camera then swoops down, taking followers inside the space to see the final installations before the first guests arrive.
In the “parlour,” stately windows frame the rolling hills and forests like works of art. It’s here where guests will enjoy a sun-drenched breakfast delivered by Flesherton’s The Gate, or unwind in the afternoon with a selection of drinks from Thornbury’s Lovebird Snack Club.
There are soft pinks and blues and greens, signature June colours. “Whispering Woods” is the name of the paint finish used throughout the shared spaces, including the upstairs “studio,” which has already been booked as part of a wedding takeover. The duo envision the open-concept space doubling as a yoga or pilates studio. Wellness retreats are something they’d love The June: Beaver Valley to be used for.
They show off the outdoor sauna and fuss with the patio furniture, pushing around giant Muskoka chairs to create the perfect campfire setting, including twinkling string lights—a June must-have detail. This is where they envision guests gathering for après-ski fun, or s’mores under the stars.
“Campfires at The June are a quintessential experience,” says Sklash, visibly excited.
For both Prince Edward County and Sauble Beach, Brown and Sklash were the designers, installing everything from bathroom tiles to bedside tables. They’re still closely involved in every creative decision, but were thrilled to hire Ashley Montgomery Design, based in Barrie, to manage the Beaver Valley floor-to-ceiling do-over.
The noise of hammers and drills reverberated during our visit, but The June: Beaver Valley will soon be a balm for those seeking a mini escape from fast-paced city life. It’s well-situated to explore the region. Kimber Valley Farms, Spy Cidery, Old Baldy and Eugenia Falls are a few of the nearby attractions. For foodies, both Heart’s Tavern and Justin’s Oven are walkable, and Down Home by Sumac & Salt, a finalist in the 2023 Ontario Culinary Tourism Awards of Excellence, is a 12-minute drive with incredible views.
Unlike Prince Edward County and Sauble Beach, a huge part of the decision behind purchasing The June: Beaver Valley, was that Brown and Sklash wanted a four-season destination. “As much as we’d love Prince Edward County and Sauble Beach to be four seasons, it hasn’t happened,” says Sklash. A place that was close to several ski hills was something the moteliers had been seeking. “Finding a property that is a destination for active outdoor experiences really appealed to us.”
For warmer months, The June has partnered with Free Spirit Tours to offer guests kayaking and canoeing. It’s something Sklash and Brown have already tried with their staff. “I immediately fell in the water,” laughs Sklash.
With views of the Niagara Escarpment and nearby access points to the Bruce Trail, guests are immersed in nature, and there’s an immediate calming effect. “It’s different. It’s more quaint. It’s more country…more mature and more refined,” says Brown, comparing Beaver Valley to the other Junes.
At the time of writing this piece, the opening of The June is days away, but you wouldn’t guess it if you eyed the property while driving along Grey Road 13. There are still dumpster bins out front, and half a dozen pickup trucks spilling out of the driveway.
“It’s a total construction zone at the moment. We’re at the phase where it looks worse before it looks better,” Brown says with a nervous laugh. “These final weeks of a motel reno are hard, but like we always say, ‘The only way out is through.’”
Since the news of The June first broke, locals have expressed a mix of excitement and trepidation. It will draw attention to the region, but the change and growth people fear have been happening for years.
“I think everyone in Beaver Valley, and the surrounding area, knows how special of a place it is, and take a lot of pride in it. They want the best for the region,” says Sklash. It’s what Brown and Sklash want too.
The June Owners’ Real Estate Tips
Wisdom collected by The June Motel owners April Brown and Sarah Klash from investing in three rural Ontario properties:
Be Curious: Go exploring, and be open to looking into new areas.
Invest Time: Spend time in a region before you choose to invest in a property. “We always put ourselves in our guests’ shoes and explore and ask ourselves: If I were here for two nights, is there enough to keep me happy and entertained?
Get in Early: New restaurants and businesses opening up are always a sign that there is momentum and growth.
Use Your Imagination: Tap into your creative side to imagine the possibilities. “Don’t shy away from something because it’s ugly. Imagine what it could be.”
