Jacumba Hot Springs, a town 110 km southeast of San Diego, has faced decline for decades. Located near the Mexican border, the town is small, with a population of just 540. Despite this, it’s now seeing a revitalization thanks to new owners at the Jacumba Hot Springs Hotel, who have brought fresh energy to the area.
Melissa Strukel, a San Diego designer, and her business partners, Corbin Winters and Jeff Osborne, took a leap of faith in 2020, purchasing a dilapidated 24-room motel and several surrounding properties. They envisioned transforming the property into a unique desert resort with a mix of global influences, including elements from Mexico, Marfa, and Morocco. They renovated the resort, replumbed the natural hot springs, and created new attractions, including a Solstice Pool and an Exotic Desert Hideaway Bar. The goal was to create a welcoming space for travelers, particularly those seeking an off-the-beaten-path destination.
While Jacumba has struggled economically for years, with a median income lower than the county average, the hotel’s new owners have become key players in the local community. Their investment goes beyond the hotel. They’ve worked to revitalize nearby properties, including homes for holiday rentals, and bring a new sense of life to the town. With the town’s natural beauty and proximity to the U.S.-Mexico border, the hotel has become a popular escape for creative professionals and those seeking solitude in the desert.
The town’s history stretches back to the early 20th century, with a once-thriving railroad and hotel scene. However, over time, Jacumba lost its appeal, and the town has remained a forgotten corner of California. Now, with a focus on arts, culture, and wellness, Jacumba is drawing in tourists and new residents. The hotel’s success has brought new businesses to the area, including a gallery, a vintage clothing shop, and a live music venue.
Despite the challenges that come with being near the border, Jacumba’s new identity is beginning to take shape. Local businesses and residents are embracing the changes, and the town’s future looks brighter as it continues to attract visitors and newcomers looking for an escape from city life.
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