Today we’d like to introduce you to Joe Swanson.
Hi Joe, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
I got my start in hospitality as a teenager, working as a housekeeper at local resorts. One of those places was Bluefin Bay, where I worked from the ages of 16 to 21. That experience really stuck with me. Years later, I came back to Bluefin, but this time as a part-owner.
Over the past couple of decades, I’ve built a career that combines hospitality, real estate and finance. I founded JJ Swanson Advisory Group Inc., a family office and advisory firm where we focus on wealth management, tax strategy and business guidance. Along the way, I’ve had the opportunity to grow a resort portfolio that includes properties like Border View and Sportsman’s Lodge.
My latest project, Del Mar Dunes, started when the local chamber of commerce reached out. I saw real potential and moved quickly, acquiring 75 parcels of land on Mille Lacs Lake in Garrison, MN. Now, I’m working to turn it into an upscale, lakeside retreat, with a bigger dream of helping Garrison become a premier destination for lakegoers and vacationers.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
I grew up in a struggling mining town where a lot of families were packing up and leaving because the jobs were gone. My parents made the decision to stay, and that taught me early on how to adapt, work hard and keep going even when things aren’t easy.
That mindset stuck with me, especially as I’ve taken on larger and more complex projects. Right now, some of the biggest challenges are financial and bureaucratic. High interest rates have driven up land carry costs and development costs, and the approval process for Del Mar Dunes has been long and costly. Property tax increases and insurance costs have been universally tricky for anyone in real estate. They are often going up more than rents and income are going up. But to me, it’s worth it because I believe in the future of Garrison. I remember what the town used to be – a thriving lake destination – and I want to be part of bringing that energy back. That belief is what drives me, even when the road gets tough.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Del Mar Dunes is an upscale lakeside retreat that I’m incredibly proud of. Located on Mille Lacs Lake, just under 100 miles from the Twin Cities, it’s a place where people can truly unwind, explore and reconnect with nature and each other. We offer full vacation homes and individual suites, so whether you’re planning a romantic weekend, a family getaway or a group adventure, there’s something for everyone.
What sets Del Mar Dunes apart is the experience. The property spans 90 acres of natural beach sand, has a private marina and offers stunning sunrises. It feels like a coastal escape, right in the heart of Minnesota. But for me, Del Mar Dunes is about more than the amenities. It’s about playing a role in revitalizing Garrison. I want this resort to help breathe new life into the town, to support local businesses and to show people that this area is so much more than a fishing stop. It’s a destination.
We’d be interested to hear your thoughts on luck and what role, if any, you feel it’s played for you?
I think success is always a mix of preparation and opportunity. Luck plays a role, but I’ve found that what most people call “luck” often comes from putting yourself out there, staying curious and surrounding yourself with a strong team. You take more opportunities for good luck when you take action and keep learning.
That said, external factors are real. There are always things you can’t control, like economic shifts, interest rates or timing. Sometimes things work in your favor, and sometimes they don’t. I’ve experienced both. The key is staying grounded, adapting quickly and not letting tough breaks stop you from moving forward.
In the end, I believe people make their own luck, but you also have to be ready when it shows up. Other times it’s just a blessing and you have no idea why it happened for you, but you take it.
Contact Info:
- Website: https://delmardunes.com/
- Instagram: https://www.instagram.com/delmardunes/
- Facebook: https://www.facebook.com/DelMarDunesResort/#
Image Credits
Del Mar Dunes
