# The ROI of Design: How Strategy and Story Create Standout STRs with Courtney Petrovich

Page: https://stenobird.com/podcast/the-str-sisterhood-5796781/the-roi-of-design-how-strategy-and-story-create-standout-strs-with-courtney-petrovich
Text version: https://stenobird.com/podcast/the-str-sisterhood-5796781/the-roi-of-design-how-strategy-and-story-create-standout-strs-with-courtney-petrovich.md
Podcast: [The STR Sisterhood](https://stenobird.com/podcast/the-str-sisterhood-5796781)
Published: 2026-05-19T04:00:00+00:00
Episode link: https://staceystjohn.com/
Audio file: https://episodes.captivate.fm/episode/6c4a812d-a782-41a4-8dcb-e3837a1f85c6.mp3
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JSON: https://stenobird.com/v1/public/podcasts/the-str-sisterhood-5796781/episodes/the-roi-of-design-how-strategy-and-story-create-standout-strs-with-courtney-petrovich
Duration seconds: 2832

## Resource

What if the difference between an average short-term rental and a standout, revenue-driving asset came down to story, strategy, and a few well-placed details on your walls? Most hosts view design as a finishing touch; my guest today views it as the core of the investment. In this episode, I’m joined by designer, investor, and boutique hotel visionary Courtney Petrovich of Denori Designs. We’re talking about the intersection of high-level underwriting and high-impact creativity, and how you can use that balance to build properties that truly perform. We dive into: Why every creative choice, from a hot tub to a fire pit, must be backed by AirDNA data, pro formas, and a clear path to ROI Designing for operational reality, turnover efficiency, and the hard truth about why white sofas and kids don't mix How to create local resonance using custom pieces, regional cookbooks, and art that actually reflects the property’s location A deep dive into using wallpaper at the beach, including how to handle humidity, vetting installers, and spotting quality paper. How Courtney is translating STR logic into the boutique hotel world with a massive project in Page, Arizona. Courtney pulls back the curtain on how a site visit and a fascination with local history can lead to a hotel concept that investors instantly understand and get behind. You’ll hear how she rethinks everything from lobby layouts to "cold plunge" amenities, ensuring that every design choice serves both the guest’s emotions and the owner’s bottom line. If you’ve been thinking of design as an optional expense rather than a strategic business tool, this conversation will completely shift your perspective. Get ready to start designing spaces that are profitable, operationally smart, and impossible to scroll past. HIGHLIGHTS…

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