Arlington couple built a thriving resort business in Costa Rica. Then coronavirus hit
Paradise is still there, lurking just beyond the horizon. The beaches of Costa Rica are still pristine. The sun is still bright, even if temporarily hiding behind the dark cloud that is Covid-19. The people are still waiting to smile again, to wish you pura vida!
Pure life. Sounds good after all these homebound weeks, doesn’t it?
Arlington’s Jack Cox knows all this true because he talks to his people in Costa Rica every day. Like the rest of us, they’re hanging on, praying for an end to this nightmare called Covid-19. It can’t come soon enough.
I wrote about Jack and Pam Cox and their entrepreneurial spirit in 2016, about how they’d purchased an already established eight-bedroom luxury property overlooking the Pacific almost 20 years ago to serve tourists — especially Texans — looking for a special, personalized, all-inclusive vacation. Villa Ocotal was so successful and demand was so high, Jack would soon build Villa Cascada, a 16-bedroom resort just next door and then added a string of five more eight-bedroom houses (he sold all but one) just down the hill.
Cascada has become the flagship of the Coxes’ three-villa business, Barefoot Villa Vacations, the perfect venues for destination weddings, family reunions or large groups of family or friends.
That is, until the coronavirus swept over the world and the “closed” sign went up on most everything, especially tourism.
“I would say that tourism probably makes up about 90% of the country’s economy in one way or another,” Jack said from his Arlington home Thursday. “They’re really hurting there.”
Costa Rica closed its borders to outsiders back on March 12 and Jack hasn’t been back since. Trying to keep things going — with no guests and no money coming in — by long distance has been a challenge. There’s continual maintenance to keep the resorts, the infinity pools, the tropical gardens, all in perfect shape.
But it’s his 26-member staff that concerns him most. He has kept them — his general manager/concierge Guillermo, his bartenders, his cooks, his maids, his maintenance staff — on partial pay and supplements that weekly by sending them chickens, rice, beans and other foods from the company’s warehouse. He has even sent food to the drivers and helpers who work for the bus company he has under contract to bring guests from the airport to the villas.
“Their whole lives are built around their service to our customers,” Jack said. “They miss them, and not just the economy they bring; they’re hurting from their hearts.
“They miss their American friends. Every time I talk to them, they want me to tell everyone hello. They’ll be waiting whenever they can return.”
There has been talk that Costa Rica will consider reopening the country on July 1 and Jack and Pam have been doing what they can to be ready if that happens. First thing on the agenda will be initiating new coronavirus protection procedures. All staff will be subject to temperature checks daily. Hand sanitizers will be readily available throughout the resorts. Kitchen, dining room, pool areas and all guest rooms will be disinfected and cleaned extra thoroughly daily.
The Coxes are also hoping to be able to acquire testing kits so that staff can be tested regularly, and they’ve already ordered a shipment of masks for them to wear. Food and supplies come from their warehouse. The country of 5 million has been praised for its quick reaction to the pandemic and, despite a recent spike in cases, still has had only around 1,500 cases total with a dozen deaths.
“We’ve always prided ourselves on the quality service we offer and we’re going to be taking things another giant step forward,” Jack said. “Groups won’t have to leave the villas to enjoy themselves. We’ll be bringing activities to them, like DJ-based pool parties, marimba bands, fireworks displays.”
That’s above the infinity pools, Cascada’s waterfall, the hot tubs, personal workout areas, the games, like table shuffleboard and pool, and the soft-as-velvet black sand beach just a five-minute stroll away.
Once the country is reopened and people begin to feel safe again, the Coxes hope that those who have been cooped up for weeks and even months will be ready to celebrate their newfound freedom with a special vacation.
Jack, who grew up about 100 miles due west of Fort Worth in Breckenridge, has always been hands-on in running the villas. He’s not obtrusive but he enjoys dropping by to visit with his guests, to have a cold drink with them by the pool, to talk about their lives. Mostly, he wants to if there’s anything — ANYTHING — they need. It’s the Texan in him, maybe. He just cares about people.
“I’m not as worried about making up money as I am about getting cash flow going again and getting our staff back up to full pay as soon as possible,” Jack said. “What’s saving us is that we’ve had almost 70% repeat business over the last six or seven years. We’re trying to give everyone the best possible experience they can have and do it Texas style.”
The world may have changed, but Jack Cox hasn’t. He can’t wait to get back to Costa Rica, to pura vida.
This story was originally published June 18, 2020 at 8:00 AM.