How community and care built the Fernie Fox Hotel

Under the vision of Peacock Hospitality Group, this family-run hotel redefines sustainability in Kootenay accommodations

— All photos courtesy the Fernie Fox Hotel/Peacock Hospitality Group

Jeremiah and Marina Pauw hadn’t planned on buying a hotel when they passed through Fernie during a cross-Canada trip in 2007. It was a casual chat with the local Super 8 owners that changed everything, redirecting their lives from Arctic oil and gas to Rocky Mountain hospitality.

Over the past 15 years, the Pauws have quietly reshaped what hotel ownership can look like, creating Peacock Hospitality Group and transforming a chain-brand establishment into the independent Fernie Fox Hotel. From eco-conscious upgrades to affordable staff housing and year-round renovations, the Fox has consistently reinvested in both its property and its people. The result has been a hospitality model rooted in sustainability, long-term thinking, and community care.

The Fernie Fox Hotel also awarded a $5,000 grant to the Wednesday Social Summer Concert Series, one of Fernie’s favourite seasonal events. Through Peacock Hospitality, the Fox has contributed over $85,000 to local initiatives since 2020, and received awards for Best Sustainable Hotel 2024 and Family-operated Tourism Company of the Year 2024 (presented by CorporateVision Small Business Awards).

Jeremiah was happy to chat with us, reflecting on the risks, pivots, and values that shaped the Fernie Fox approach to hospitality and small business leadership.

What sets the Fernie Fox Hotel apart from other accommodations in the area? 

Many things, but the two biggest are our eco-conscious ethos and our commitment to the local community.

How has the community of Fernie shaped how the hotel operates?

The community and local visitor market determines every aspect of how we run our business. For example, we rely and market to corporations more during our shoulder seasons, and we market to our adventure travellers during peak summer and winter.       

Have there been any recent renovations, upgrades, or sustainability initiatives at the Fernie Fox Hotel?

Since we bought the Super 8 back in 2007 we have been continually improving our product. Every spring and fall (shoulder seasons) we do an improvement project. Lobby, hot tub, rooms, exterior, furniture—the list goes on. This will continue throughout the life of the hotel. We reinvest in our product to ensure it never gets tired.

How do you recruit and retain staff in a mountain town like Fernie?

We offer a great living wage and affordable housing. Most of our employees have been with us 5 + years. We have a good relationship with our team, organize staff events like barbecues, ski trips, whitewater adventures and more.

What leadership strategies do you use to keep your team motivated and aligned with your vision?

Lead by example, communicate your plan, involve the team and listen to their feedback. Your team is the most important part of your business, and they need to be treated as such.

Looking ahead, the Fernie Fox Hotel is far from finished. Under the umbrella of Peacock Hospitality Group, the Pauws are planning a significant expansion: a 40-room addition to the existing property. This next phase will allow the hotel to welcome even more guests while maintaining its core values of sustainability, community connection, and staff well-being. It’s a bold step forward—one that reflects the same future-focused vision and personal investment that have defined the Fernie Fox Hotel from the start. With every new project, the Pauws continue to push the boundaries of what small-town hospitality can achieve.