Stephanie Lynn Garner
I spent the bulk of my career in the trenches of hospitality sales—serving as Director of Sales and Regional Sales Director across several major brands. While I’ve always loved the art of the sale, I eventually discovered that my true passion lies in the "why" and the "how" behind the scenes.
Today, I’ve traded the sales floor for the creative studio as the Brand Curator for J. Exum Group. Working with this dynamic team of women, I have creative reign to shape our identity and strategy. It’s incredibly rewarding to take years of high-level sales expertise and "flip the script"—using my knowledge of what it takes to close a deal to build the marketing tools that make those deals possible.
That entrepreneurial spirit is something I share with my husband, Roger. Together, we own Starry Stays, a portfolio of short-term rentals featuring our coastal escapes, The Salty Blonde and Tipsy Mermaid, and our mountain retreat, Spooky Owl. I personally designed each property and am constantly updating them to ensure they stay fresh and modern. Beyond the design, I manage all of the marketing and the majority of guest communication, ensuring every stay is as seamless as it is beautiful.
Beyond the office, I’m proud to serve as an Ambassador with Greater Louisville Inc. I’m a connector at heart, and there’s nothing I enjoy more than bridging gaps and helping others in our community thrive.
Top Ten Areas of Specialization:
- Brand Curation & Identity: Developing and maintaining a cohesive visual and narrative aesthetic across all platforms, including social media, websites, and print collateral.
- Hospitality Sales & Marketing: Leveraging over 15 years of experience as a Director of Sales and Regional Director to drive revenue and market share for major brands.
- Short-Term Rental (STR) Management: End-to-end ownership of vacation rentals, from interior design and property setup to guest communication and automated operations.
- Strategic Business Networking: Serving as a community "connector" and professional ambassador to bridge gaps between businesses and local resources.
- Digital Content Strategy: Expertly managing multi-channel social media presences (Instagram, Facebook, LinkedIn, Pinterest) and YouTube video marketing.
- Real Estate Marketing: Creating high-impact listing brochures, flyers, and "just closed" campaigns that resonate with specific demographics like empty nesters and investors.
- Guest Experience Design: Designing memorable, 5-star stays by blending high-end aesthetic choices with thoughtful, proactive communication.
- Creative Project Management: Overseeing diverse creative projects, such as company magazines, blogs, and specialized client closing gifts like southern-style recipe booklets.
- Marketing Technology (MarTech): Proficiently utilizing tools like Canva for design, Hospitable for STR automation, and CRMs to streamline business workflows.
- Relationship Management: Building and sustaining trust with high-level stakeholders, team owners, and community leaders through consistent, value-driven engagement.
• Bachelor's Degree
• TOPS Louisville (June 2022) Leader of Business: Services & Events
• City Champs Ambassador from Live In Lou
• Board Member | The Jeffersonville Urban Enterprise Zone
Jan 2013 – Jan 2020
In this role, I served as a strategic advocate for economic empowerment and revitalization within my home community of Jeffersonville. I collaborated with a dedicated board to foster an environment where local businesses could locate, grow, and flourish by leveraging tax exemptions and development incentives. My focus was on creating sustainable growth and job opportunities, contributing to a program that has seen thousands of businesses invest billions into their local communities.
What do you attribute your success to?
My success comes down to two things: a love for the "curated life" and a competitive backbone. I grew up inspired by the idea of a career that was sophisticated and "fancy"—Barbie was definitely my early career coach! However, the real secret to my drive is that I’m a coach’s daughter. My dad coached high school football, so I was raised to be driven and competitive. That "play to win" mentality is exactly how I approach branding and guest experience—I want our team and our rentals to be the best in the field, and I have the work ethic to make sure we stay there.
What’s the best career advice you’ve ever received?
The Advice: "Curate Your Culture by Choosing Your Customer"
The best career advice I ever received came during a time when I was working at a hotel that just didn't feel like the right fit. I was struggling with the "vibe" of the property, and a mentor told me something that changed my entire approach to sales and marketing:
"If you don't love the environment you're in, create the one you want by bringing in the customers you love."
They used the example that if you don't want a hotel full of construction crews, stop marketing to them and go after travel nurses instead. It was a lightbulb moment for me. I realized that as a leader in sales and marketing, I had the power to "invite" the energy of the room.
How I Apply It Today
That advice is exactly why I’ve found so much joy in my current role as Brand Curator for J. Exum Group and as the owner of Starry Stays.
- In Real Estate: I don't just "do marketing"; I curate an aesthetic and a message that attracts the clients and builds a brand that attracts buyers, sellers and new team members that are a great fit.
- In My Rentals: At properties like The Salty Blonde or Spooky Owl, I am intentional about every design detail and piece of communication. I’m not just looking for "heads in beds"; I’m looking for guests who appreciate a curated, 5-star experience.
- As a Connector: This is why I’m active with Greater Louisville Inc. I believe that by intentionally connecting the right people, we aren't just doing business—we are actively building the community we want to live and work in.
This advice taught me that hospitality isn't passive. Whether you are selling a room or building a brand, you have the permission to be the gatekeeper of your own environment.
What advice would you give to young women entering your industry?
Follow your heart and lean into what you love; life is far too short to spend it at a desk feeling uninspired. My best advice is to recognize the season you are in: when a role no longer serves your growth—or you can no longer serve that role with passion—have the courage to move on. Remember that your connections are your currency. Never stop networking or expanding your sphere, because being a 'connector' is a superpower. Stay flexible, never stop learning, and always be willing to evolve. Your career should be as dynamic as you are.
What are the biggest challenges or opportunities in your field right now?
The Challenge & Opportunity: Mastering the Tech-Human Balance
In both the real estate and short-term rental industries, the biggest challenge and the greatest opportunity are the same: Technology.
- The Challenge: Technology moves at a breakneck pace. Whether it’s using AI to streamline our marketing at J.Exum Group or managing automated guest systems for our rentals, the pace can be overwhelming. If you don't stay curious and keep up, you risk falling behind.
- The Opportunity: When you embrace these tools, they become your greatest strategic partners. I use technology to handle the logistics, which buys me the most valuable commodity of all: time.
My "Golden Rule" for Success:
To keep my creativity flowing and my communication skills sharp, I make it a priority to step away from the screen and head to the places that fuel me. As empty nesters, Roger and I find our greatest inspiration while unplugging to be 'Dolly' and 'Gpa'—whether we’re visiting our son’s family and our granddaughter in North Carolina or spending time with our daughter and her husband in Santa Rosa Beach. It’s that balance of high-tech efficiency and high-touch human connection that keeps my perspective fresh for our clients and our guests.
What values are most important to you in your work and personal life?
My Driving Forces: Hospitality, Connection & Creativity
At my core, I am driven by three fundamental values that bridge my work as a Brand Curator and my life as an entrepreneur:
- Hospitality: My career in hospitality leadership wasn't just a job; it’s my philosophy. Whether I am managing guest communications for Starry Stays or supporting the JE team, I believe in creating environments and experiences where people feel seen, valued, and "at home."
- Connection: I am a connector at heart. I thrive on the opportunity to bridge gaps and help others succeed, which is why my work as an Ambassador for Greater Louisville Inc. is so vital to me. I believe we are at our best when we are making meaningful introductions and building a stronger community together.
- Creativity: Creativity is the lens through which I solve problems. From the interior design of our short-term rentals to the brand identity of our real estate team, I love the "behind-the-scenes" work of turning a vision into a reality—flipping the script on traditional sales to create something visually and strategically impactful.
