There are moments in business that feel difficult to fully put into words. For us at the Fresh Coast Motel, earning second place in the Best Roadside Motel USA TODAY 10Best Readers’ Choice Awards is one of them.
When we purchased the motel less than three years ago, we never imagined we would one day be recognized on a national stage alongside some of the most iconic roadside motels in the country. What started as a dream to revive a classic Door County roadside motel into a modern boutique destination has now become something much bigger than we ever anticipated.
To everyone who voted, stayed with us, shared our story, and supported us throughout this journey, thank you. This recognition belongs just as much to you as it does to us.
The Fresh Coast Motel has always had great bones and an incredible location in the heart of Fish Creek, Wisconsin. Located directly across from the Fish Creek beach and just minutes from Peninsula State Park, the property had all the ingredients to become something truly special.
But when we purchased the motel in September of 2023, it needed a significant amount of work and vision.
Over the course of eight months, we poured ourselves into renovating and reimagining the property. Wallpaper came down. Flooring was replaced. Furniture was assembled late into the night. Mirrors, lighting, artwork, and countless finishing touches were carefully selected to create a guest experience that felt elevated while still honoring the nostalgic charm of the classic roadside motel experience.
Every decision was intentional.
We wanted the motel to feel modern without losing its sense of place. We wanted guests to feel relaxed the moment they pulled into the parking lot. Most importantly, we wanted to create a space where families, couples, and travelers could slow down, reconnect, and create lasting memories in Door County.
To now see Fresh Coast Motel recognized in the Best Roadside Motel USA TODAY 10Best rankings feels incredibly surreal.
One of the most humbling parts of the Best Roadside Motel USA TODAY 10Best competition was the caliber of properties included in the rankings.
Many of the motels and hotels nominated are nationally recognized destinations with large hospitality groups, expansive marketing budgets, and teams dedicated solely to branding and operations. Meanwhile, Fresh Coast Motel remains independently owned and operated by a small local ownership group that simply believed in the power of revitalizing a classic Door County property.
That is what makes this second-place finish so meaningful.
This recognition proves that thoughtful hospitality, attention to detail, and genuine guest experiences still matter. It shows that smaller independent properties can compete on a national level when passion and purpose drive the work behind the scenes.
Throughout the voting period, we watched the rankings fluctuate daily. At times, the race for the top spot was separated by the slimmest of margins. Seeing our guests, local community, friends, family members, and Door County supporters rally around us was something we will never forget.
The support was overwhelming in the best possible way.
One thing that has always been important to us is continuing to improve the guest experience year after year.
This past offseason, we completed one of our largest upgrades yet at the motel. Every guest room received a custom tiled walk-in shower to replace outdated tub and plastic shower liners that had remained from decades past. We also added a dry sauna for guests to enjoy after long days exploring Door County.
These upgrades were about more than aesthetics. They were about creating the kind of stay experience we would personally want when traveling.
We believe the little details matter. Comfortable beds matter. Thoughtful design matters. Relaxing outdoor spaces matter. Hospitality matters.
That philosophy has shaped every step of the Fresh Coast Motel journey and continues to guide our future plans for the property.
Earning second place in the Best Roadside Motel USA TODAY 10Best Readers’ Choice Awards is an incredible honor, but more than anything, it serves as a reminder of how grateful we are.
Grateful for every guest who trusted us enough to book a stay during our very first season.
Grateful for every person who shared a social media post, recommended us to a friend, or voted once a day during the competition.
Grateful for the Door County community that continues to support small businesses and independent hospitality experiences like ours.
There were many long days and sleepless nights throughout this process. Building and operating a boutique motel is not always glamorous. Behind every polished guest room photo are countless hours of cleaning, landscaping, maintenance, renovations, communication, and problem solving.
But moments like this make all of it worth it.
To be nationally recognized in the Best Roadside Motel USA TODAY 10Best rankings is something we will never take for granted.
If you have stayed with us before, thank you for being part of our story. If you have not yet visited, we would love to welcome you to Fish Creek and show you why so many guests have fallen in love with the Fresh Coast Motel experience.
Whether you are visiting Door County for summer beach days, fall colors, winter quiet, or spring cherry blossoms, Fresh Coast Motel offers a boutique stay experience designed to help you slow down and enjoy the best of the peninsula.
From evenings around the outdoor fire pit to mornings spent walking along the waterfront across the street, every stay is an opportunity to experience the charm and beauty that makes Door County so special.
As we begin another season in Fish Creek, we do so feeling incredibly honored, humbled, and motivated by this recognition in the Best Roadside Motel USA TODAY 10Best Readers’ Choice Awards.
And for that, we simply want to say thank you.
