Graham & Co. Boutique Hotel in PHoenicia NY

We Are Upstate NY With Martin Torres and Joe DiThomas of The Graham & Co in Phoenicia NY

By inside + out | November 28, 2023

INSIDE+OUT Upstate NY is pleased to present an exclusive interview with the proprietors of The Graham & Co, Martin Torres and Joe DiThomas. You may have seen them on cable TV’s [RE] MOTEL, a Discovery+ show about passionate motel owners across America who have restored and redesigned their properties into destination boutique hotels. Here’s a link to Season 1, Episode 5… enjoy!

Inspired by the rich heritage of the Catskills, Martin and Joe are the ideal hosts, ensuring that their guests enjoy an authentic Upstate NY experience replete with seasonal pool, complimentary bicycles, movie night, firepits and s’mores! Nestled at the base of Hunter Mountain, just two blocks off Phoenicia’s main street (Route 214) and only 2.5 hours from New York City, The Graham & Co is the perfect staycation for a local treat or an ideal weekend getaway.

Let’s get to know Martin Torres and Joe DiThomas…

INSIDE+OUT: Tell us about yourself–where were you born and how did you wind up in the Hudson Valley?

Martin Torres: I was born in Texas. El Paso, to be exact. Joe is from New Castle, PA. Living in New York City was always a draw for both of us. But in the late 90s, we took a trip upstate and discovered Woodstock. Strangely enough, the hippy vibe reminded me of my favorite city up to that time, Austin,Texas. I loved the artistic, kooky vibe of the town and we bought a place there in 1998. Initially, we came to visit once a month, then every other week, then every weekend and holidays possible. Slowly, our life upstate became much richer than our life in The City.

Joe DiThomas: Yeah, we were just working stiffs in The City but came upstate to enjoy life itself. We never thought we would actually leave The City at any point, but then it just made sense. We made the big move in 2017…a couple of years before the world turned upside down. It was the slowest transition ever. But now, we can’t imagine living anywhere else. And The City will always be there.

What inspired you to start a hospitality business? What was your journey to Graham & Co?

Martin: We both left careers that became decreasingly satisfying. I left a career in advertising, and Joe left one in real estate. We always had Airbnb-ed one of our properties in Woodstock and were loving the idea of hosting guests in the area. After losing out on a business opportunity in Phoenicia, we met the owner of Graham & Co, who was looking to sell. Graham & Co helped to kick off the new wave of boutique hotels in the area. It was an opportunity we fought hard for. There was no plan B. I saw it as very similar to what we were already doing – creating new and enjoyable experiences for clients. I look at it every weekend like it was an ad pitch. You try to create something spectacular, theatrical and where every detail matters. In the end, you hope they leave smiling and want to see you again.

What is the draw of Graham & Co.? What can one expect from a stay there?

Martin: I guess I can explain what you can expect from Graham & Co by telling you what NOT to expect… TVs in the rooms. We like to say, no TVs, no cell service, but lots of togetherness. We’re about unplugging and getting outside with your community. Our guests generally know what we’re about, so they come here to experience everything the Catskills offers and yet, we hope to surprise them with a clean, modern space they may not have expected.

A couple of years ago, we were featured on a cable TV show on Discovery+ called [RE] MOTEL. You can find it on the streaming service MAX now, but it’s about passionate motel owners across America who have restored and redesigned their properties into destination boutique hotels and given them new life. So, while we were not the original designers, it was an honor to showcase what we had brought to the property. We stayed here in 1997 when it was the Cobblestone Inn, so we knew what it was like before it was renovated. It was nothing like it is now.

Do you offer special programming at The Graham & Co.?

We do. People expect a lot more from a hotel experience now than a comfortable and clean room. People are looking for unique experiences. Besides regular summer movie nights on the lawn and the occasional DJ at the pool, we offer guided hikes, scent distillation classes with Babs Mansfield of Phoenicia Soap, sound baths, s’mores kits, and snowshoeing lessons. During June, we always have a Pride Party that is open to the public.

Do you have plans to add a restaurant or cafe to the hotel experience? Where do guests dine in the area?

Joe: We are working on plans for a small lodge that will house a tiny café and coffee bar for our guests. People are always asking us why we wouldn’t buy the old Tavern 214 next door to the Graham & Co. But that was a full-on restaurant that I can’t see us running on top of the hotel. But with the addition of the lodge, we’ll be ready to welcome more corporate guests during the winter months.

What’s one question you’re constantly asked, or what’s the biggest misconception about your business?

Martin: Most people think dealing with the public is not fun. But it is. I love our guests and Joe and I have become friends with many of them. We love our guests.

What do you love most about living + working in the Hudson Valley?

Joe: In my opinion, Phoenicia is situated in the most beautiful valley near the Esopus Creek. I grew up in the desert, so living in a region with four distinct and equally appealing seasons is incredible.

What impact does your business have on your community?

Martin: I’d like to think we have an impact on our community. Along with the Phoenicia Diner, I think we bring the most new visitors to the area. I never understand why people are occasionally resentful of city folk who come to visit. They help to support the small businesses in the area. Without them, we wouldn’t be here and I understand the need to connect with nature.

Joe: We also rely on local residents as our employees, as they help provide the authentic upstate experience people are looking for. They know the places to visit, the best trails to hike and the best places to eat. So, in turn, we try our best to provide a living wage for people to be able to live in this increasingly expensive area.

What local businesses do you rely on to be successful?

Joe: Thank you for this question. Because we’re really a community of businesses that welcome people to our area of the Catskills, I would say we really rely on local restaurants to feed our guests. Of course, people want to visit the Phoenicia Diner, but we also rely on Brio’s, Woodstock Brewery, Maeve’s Place and Sweet Sue’s. And for high-end dining, our guests love Peekamoose Restaurant, Sylvia and Good Night in Woodstock and, of course, the Phoenicia Steakhouse around the corner.

Our suppliers help us offer the kinds of local products and services we want to have for our guests, like fragrances from Root and Resin, t-shirts from Hamilton & Adams, snacks from Bjorn Corn and Fruition Chocolate and our honey from Rebecca Shim’s Phoenicia Honey.

What are you working on now that you’re excited about?

Martin: I love working with other talented and creative makers to create something new for the hotel. Coming up with the products that we sell online is also incredibly satisfying and important to us. From our CATSKILLS vs HAMPTONS tees to our room mists and some brand-new products we’re working on now.

What is missing in the area that you wish we had?

More ethnic food. Or restaurants open on Tuesday or Wednesday. Is good sushi too much to ask for?

Which places do you most frequent in Upstate NY?

Great trails that I explore with my dogs. Comeau in Woodstock, the Ashokan Rail Trail in Boiceville, and the Diamond Notch Trail on Route 214. Plus, you can find me at the Phoenician Steakhouse on Sundays enjoying a martini.

Tell us something about yourself that people might be surprised to know.

Martin: Joe and I lived in Japan for two years. We both love Japan and the Japanese people and culture. We actually learned a lot while staying in Japanese ryokans (local hotels).