The Short Term Show Smart STR Upgrades That Actually Increase ROI with Celeste DiRocco and Philip Pane
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Feb 25, 2026 Philip Pane, co-founder of Parkland Interiors and operator of multiple vacation properties, and Celeste DiRocco, designer and co-founder focused on ROI-driven vacation design, share practical STR upgrade tips. They cover high-impact, low-cost changes like paint, lighting, bedding, and curb appeal. They also discuss common investing errors such as overspending, over-cramming capacity, and themed designs that harm resale.
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From One Sight Unseen Cabin To A Six Property Portfolio
- Anecdote of early investing: Celeste and Philip bought their first Gatlinburg cabin sight-unseen in Oct 2021 and have since grown to six properties.
- They expanded across Tennessee, North Carolina, Georgia and Virginia while selling and rotating inventory as they scaled.
Use Remote Design To Scale Fast
- Try offering virtual design services for remote properties using photos and videos to plan renovations before site visits.
- Celeste scaled Parkland Interiors by designing properties sight-unseen and grew from a few clients in 2022 to 200+ projects nationwide.
Prioritize High Return Design Fixes
- Do prioritize high-ROI design fixes like paint, accent walls, updated lighting, and elevated bedding to make listings stop the scroll.
- Celeste and Philip stress these tweaks are inexpensive yet dramatically improve photos and bookings in cabin markets.
