Today we’d like to introduce you to Sarena Crowley.
Hi Sarena, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstories with our readers.
I was born and raised in Cook County and have worked in hospitality as a housekeeper, front desk representative, bartender, and waitress in many of the businesses in our community. During my 2 years of attending the University of Phoenix Online, I become pregnant with my first child and gave birth in November 2008.
It was not the outcome I imagined. Liam James was with us only 29 days before he left us. While I struggled to keep my mental health in check, I continued toward my associate’s degree in accounting. I graduated just 1 month before I found out I was pregnant with my second child. In November 2009, my son Cullen Wayne was born.
In 2010, I started as a Payroll Clerk at George Maruska Accounting. It was a great learning experience and a great stepping stone in my journey. I worked there with some great individuals for 4 years before an opportunity presented itself. During this time, I met my future husband who was a childhood friend, and I gave birth to our daughter. I started at Cascade Vacation Rentals in 2014, 1 month after the company merged with Lutsen Lodging Company. Its direct competitor. My grandma Lavona was retiring from there and thought I would be the perfect person to take her place.
My main responsibility was performing administrative duties for the Real Estate company, Lutsen Real Estate Group, and monthly accounting for a few Home Owners’ Associations in the area. This transitioned to the accounting side of the rental management company of Cascade Vacation Rentals for over 180 rental units across a 200-mile radius. I assisted in housekeeping and guest services during times when needed. My responsibilities grew with the addition of payroll, accounts payable, and accounts receivable,
In 2018, the current Operations Manager was moving onto a new chapter, and the position was presented to me. I accepted and started a new role, with accounting still in the mix. The first two years were a great challenge. However, my predecessor made sure I had enough data and information to understand the role and grow it with my knowledge and capabilities.
March 2020 hit and things changed. Our staff changed, we were all remote, and the times were scary. We closed for 1.5 months, laid off the majority of our team, canceled all reservations, and laid low. It was a challenging time for sure but together we did what we needed to do to keep our doors open.
In May 2020 we reopened, brought back our staff that was furloughed, and started taking rentals again. While it was a difficult transition, business picked up and we were busier than ever. Things were still very challenging in navigating the pandemic and running a business. Staffing became a very large challenge. Many of the businesses in our area rely on international staff. The pandemic added restrictions to hiring international staff that forced us to become creative in the business.
However, it helped elevate vacation rentals as people were looking for drive-to destinations. Then in 2021, I was asked to become an owner of the company. I was utterly speechless. Steve Surbaugh, current partner and founder of Cascade Vacation Rentals, explained why he wanted to bring me in as an owner. It took some time to think about what it would be like and look like to be an owner of the largest rental management company in northern MN.
A friend asked me, “If you can think of the worse possible outcome, and are ok with that risk, then why not?” The next day, I accepted and the process of being an Owner of Cascade Vacation Rentals began. Within a few days the partners of CVR at the time, Steve Surbaugh and Mike Larson gathered me and the 3rd newest partner, Clair Nalezny into the local town hall to discuss the final details of ownership and start the next chapter.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It has been challenging and different.
1. Covid.
2. Staffing as a result of covid.
3. Learning to manage all the different personalities of all our staff.
4. Learning not to let my emotions take control.
5. Reminding myself to hear both sides of the story.
6. Being responsible for a company.
As you know, we’re big fans of Cascade Vacation Rentals. For our readers who might not be as familiar what can you tell them about the brand?
We are a rental management company managing over 200 properties from Duluth MN to Hovland MN and up the Gunflint Trail in Grand Marais. I am the Operations and Accounting Manager as well as HR. I am very detailed oriented and love completing tasks.
Our company focuses on reconnecting to what’s important. We want you to enjoy the Northwoods, get out, and make memories of hiking, kayaking, snowmobiling, xc skiing, downhill skiing, family vacations, friends vacations, and everything in between.
What does success mean to you?
Success to me is based on the culture we create and the people we surround ourselves with. Success to me is honest relationships and solid trust. Success is learning from our mistakes.
Contact Info:
- Website: www.staycvr.com
- Instagram: https://www.instagram.com/cascadevacationrentals/?hl=en
- Facebook: https://www.facebook.com/CascadeVacationRentals/
- Youtube: https://www.youtube.com/channel/UCF8P2ncZYursPdjY6wiMtpQ
