Justin Kersey spent more than a decade steering technology projects for firms such as UPS, Tractor Supply and S&P Global. After earning an MBA from Duke University, he chose to leave the corporate ladder and explore a different passion. Together with his uncle, Joe McCarthy, he purchased a commercial parcel near the tourist-heavy town of Pigeon Forge, Tennessee, originally intent on erecting conventional park-model houses. The duo soon realized they could offer something far more distinctive, prompting a pivot toward fully immersive, fantasy-themed vacation properties.
From corporate tech to fantasy rentals
The transition was anything but incidental. Kersey’s experience managing complex deliverables gave him a clear advantage when mapping out a new hospitality concept. He and McCarthy first tested the market with an eight-property collection inspired by The Lord of the Rings. Positive guest feedback and a growing social-media following convinced them to raise the stakes and tackle the globally beloved world of Harry Potter. Rather than reproducing exact film sets, they imagined what a wizard’s private residence might look like, infusing each cottage with the personality of a specific character.
Designing three wizard-inspired cottages
The Wizard’s Retreat
Modeled after Harry Potter and his partner Ginny, The Wizard’s Retreat blends Tudor-Gothic lines with the rustic feel of the Appalachian foothills. Inside, custom-crafted bookcases cradle faux spell-books, while a pair of low-slung suspension nets provide a whimsical sleeping nook. Subtle touches—such as potion-shaped bottles on a reclaimed-wood table—invite guests to discover hidden details as they wander from room to room.
The Wizard’s Library
Dedicated to Hermione Granger, this cottage emphasizes scholarly elegance. Dark-stained wooden desks sit beneath tall, arched windows, and a series of antique chandeliers cast a warm glow over handwritten scrolls. The design highlights Hermione’s love of knowledge through carefully placed globes, brass compasses, and a wall of magical manuscripts that double as decorative art.
The Wizard’s Herbarium
Drawing inspiration from Luna Lovegood, the Herbarium feels like a secret garden frozen in time. Iridescent fairy lights drape over a canopy of dried herbs, while gnome figurines peek out from behind moss-covered stones. A tranquil indoor herb garden, complete with limestone planters, reinforces Luna’s affinity for the unconventional and the ethereal.
Across all three homes, the architecture fuses Tudor-Gothic motifs with local stone and timber, creating a seamless blend of fantasy and regional authenticity. Custom interior carpentry—ranging from hand-shaped staircases to bespoke wardrobes—proved to be the most significant expense, underscoring the commitment to originality rather than off-the-shelf décor.
Construction timeline, cost and challenges
Each cottage required roughly three to four months of intensive design work, followed by six to seven months of on-site construction. Kersey acted as the principal contractor, coordinating specialist subcontractors while personally overseeing carpentry and finish work. Unanticipated setbacks emerged when portions of the framing deviated from the original blueprints, forcing the abandonment of planned spiral staircases in two homes. Those were replaced with traditional stairways, and the crew logged over a hundred hours simply locating misplaced tools. Despite these hiccups, the total investment settled near $700,000 a figure largely driven by the bespoke woodwork and hand-crafted fixtures.
Business performance and digital marketing
Once completed, the cottages entered the Short-term rental market with nightly rates ranging from $250 during off-peak weeks to $700 on high-demand dates such as Halloween, Christmas Eve, and New Year’s Eve. Seasonal dips occur in late January and February, yet the properties maintain an impressive average occupancy of about 90% month-to-month. Guests span couples celebrating anniversaries, families on vacation, and even small wedding parties. Collectively, the homes have amassed a 4.97-out of-5 rating from more than 1,800 Airbnb reviews.
Social media has become the primary engine of bookings. Short-form videos on Instagram and TikTok showcasing the interiors have amassed millions of views, and many visitors cite a specific reel as the catalyst for their reservation. This organic visibility provides a competitive edge over conventional holiday rentals as the whimsical interiors naturally lend themselves to shareable content, driving a steady stream of direct inquiries and repeat business.
