In May 2003, Stephanie and Mitch Rogers began another chapter in their lives with a new venture on Fort Myers Beach. Seeking to escape the snow and cold of their suburban Chicago home, they found a business here that certainly would melt those chilly images away: the Sun Tan Village Motel.

After about a year running the 23-unit operation, the Rogerses are happy to report that they're finding success. "Business has been pretty good," says Stephanie Rogers, 40. "Things are steadily picking up."

Rogers and her husband had owned a landscaping company for several years, so they were no strangers to hard work. That's fortunate, because they currently have no employees at the lodge. They run the property seven days a week.

Although the couple operated their own business before, they found the new venture tossed them a learning curve. For one, they've had to budget their hours carefully. They enjoy spending time with clients, but there are rooms that need to be cleaned to high standards. So when it's time to tidy, the Rogerses sometimes will excuse themselves from a conversation.

They also have had to develop tough hides. In the beginning, the motel had a few guests who would ask for extensions to pay their bill because of financial difficulties. The Rogerses kindly agreed, only to get stiffed when the clients left without paying, Stephanie Rogers says. The motel no longer lets people slide like that, she says.

The couple bought the business from a family who had owned the place since 1986, so the motel had name recognition and repeat guests. When the Rogerses took over, they used their landscaping experience to spruce up the buildings and grounds, and started welcoming guests.

The operation has been successful because it's smaller and "and more personable," Stephanie Rogers says. If someone needs something in the middle of the night, the Rogerses are there for guests. "They are not just a room number," she says. "We do have a relationship with people. When they check out, they say they will be back, and tell their friends."

The couple has adjusted well to their schedule. If they need to grab dinner or take a break, they will turn on their answering machine and leave a note on the door.

Aside from the daily routine, the Rogerses have worked on marketing the motel. One way is through their Web site, www.suntanvillagemotel.com. There, visitors can learn about rates and amenities, such as the pool and the motel's proximity to the beach 200 steps across the street. The motel now caters to guests who want to bring their pooches, an idea that's been well received. "People love to travel with dogs," Stephanie Rogers notes. The couple also is offering off-season deals to attract more business, and has joined the Fort Myers Beach Chamber of Commerce to gain visibility.

The notion of working every day may seem brutal, but the Rogerses wouldn't have it any other way; they have no immediate plans to hire employees. At this point, they're just concentrating on furthering their success.

"The first year is always the hardest," says Stephanie Rogers

-Phil Borchmann