Commerce for Conservation: The Hospitality Model That Helps Sustain Vermejo

"Ted Turner truly believes that when we spend time in nature, we leave better human beings. And because of us leaving as better human beings, we can fix every problem that we have in society,” says Jade McBride, president of Ted Turner Reserves. This core philosophy drives the unique wild and working landscapes model of the four Ted Turner Reserves. Vermejo offers an immersive guest experience for thousands of guests each year. This hospitality model is essential to funding and achieving the property’s ambitious conservation goals and successes across the 558,000 acres in northern New Mexico. This conservation work, which includes the largest native trout restoration in North America and the return of bison and elk, is the subject of the new feature documentary Preserved.

Ted Turner Reserves President Jade McBride

Q: How does the guest operation at Vermejo support the conservation mission?

A: Yes, we have a great guest operation program at Vermejo, and we depend on it. It helps us fund the conservation work that takes place on the property. It's a really critical component, and more importantly it's a vessel through which we hope to educate and inspire people with the work we do. And what we've found very, very consistently is that people come here and inspiration turns into transformation. It's the kind of place where even when you depart, you don't really leave because you take the hope that Vermejo creates with you.

Q: How do you find and keep the amazing people who staff the hospitality side of your operations, and how do you keep the fire lit to help fund conservation through that amazing guest experience?

A: There's an internal word we use in our organization. “Turnerverse.” It's a term we use to describe the vast network of people connected through Ted's vision of using business as a force for good. It's very recognizable to all of us, and there's a deep meaning behind it. The Turnerverse is a giant collection of the heart and effort of not just the employees, but also all the partners and people who are part of our world. That Turnerverse is a culture that Ted created decades ago, and is still alive today. It is a collection of people who really care deeply about something, and Ted has helped us channel that passion in the direction of good. He's given us permission to do good work and stood behind it. 

Once you've collected that group of people together, there's a certain energy that you can't help but feel when you get to spend time with us. And that's what happens at Vermejo. People get there and they start to be touched by one another, by the place, and they care so deeply about our cause that they want to keep working toward those lofty goals.

Q: What was your “a-ha moment” that made you certain that you wanted nature to be part of your professional work?

A: I've certainly had my fair share of Ted's time in the last few years. I've had those moments with Ted where he's really shared his passion with me for sharing these properties with people. And he instilled a vision that he truly believes: When we spend time in nature, we become better human beings. And because we leave as better human beings, we can address every problem in society. I clearly remember a moment with Ted on top of a mountain, just the two of us, and with a little crack in his voice and some watery eyes, he shared that belief with me. And I think at that moment I knew that there was really important work for me here.