Happy Trails
Jay Hoeschler worked as a creative director for advertising agencies for 25 years, specializing in marketing for large real estate developers. When a client wanted to build a golf course, Hoeschler suggested the funds might be better used for other outdoor amenities. Market research indicated a desire for hiking and biking trails, and the client agreed with that idea.
But when Houschler and his marketing partner, Justin Lax, tried to find a company specializing in trail design, they came up empty.