How Two Old Friends Brought a Hotel Town Back to Life

This story isn’t just about a successful entrepreneur. It’s about a friendship, a hometown, and a bold vision to bring new life to places most had forgotten.
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At the center are two people:
‍Damian Merlak (left), a crypto multimillionaire with a quiet mission to support real-world spaces that matter.
‍Jure Repanšek (right), General Manager of Hotel Bohinj and the heart behind its day-to-day care.
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They’ve known each other since childhood. And together, they’ve taken on one of the most ambitious hospitality transformations in Slovenia.

Let’s dive right in!
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So how did it all begin?

Both grew up near Bohinj, surrounded by the peaceful beauty of the Julian Alps.

Jure’s family used to come here often—hiking, exploring, enjoying weekends away from the city.

“I’ve always felt a deep connection to nature,” says Jure. “When I was younger, I helped my dad manage the mountain hut in Mengeš. That experience gave me not only a love for the outdoors but also the first spark of wanting to build something meaningful.”

Over time, things in Bohinj started to change. The hotels—once full of charm and potential—were slowly falling apart. There was so much beauty around, but not enough care going into the places meant to host travelers …

That’s when Damian and Jure got the idea. They wanted to help Bohinj.
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From a Small Renovation to a Bold Mission

It started small-just an apartment renovation to test the waters. But were better than they hoped for, and soon one property turned into two. Then more. With each project, the investment grew—and so did the pressure.

“I was lucky to take that leap with someone I fully trust,” says Jure. “Damian and I go way back. That kind of friendship makes all the difference when you’re making big decisions.”

Together, they founded Alpinia Group, a hospitality company with one simple goal: to bring Bohinj’s hotels back to life.
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The Challenges Behind the Scenes

Of course, it wasn’t all smooth sailing.

“We had zero experience in hospitality or construction,” says Jure. “We had to learn everything as we went—from permits and architecture to managing teams and timelines.”

There were moments he seriously thought about walking away.

“I often joke that if I had known how complicated it would be, I might’ve never started,” he laughs. “And like most jokes, there’s some truth to it.”

But that’s what the journey taught them: mistakes are part of the process. What matters most is staying patient, not rushing, and learning as you go.

The challenges were real—harsh mountain weather, construction delays, strict deadlines. And just when the hotel was finally ready to welcome guests… COVID hit. The grand opening happened in a moment when doors had to stay closed.
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What This Place Means Today

Today, Hotel Bohinj is so much more than just business.

“It feels like a part of my family,” says Jure. “I’ve poured years of energy, time, and care into this place. And just like with family, the work doesn’t stop once the doors open. That’s just the beginning.”

It’s about showing up, every day, to make sure everything runs with intention and care. From the smallest detail in a guest room to how the team feels walking into work.

“I don’t live in the hotel, but I stay there often. I think it’s important to stay close—to the guests, to the team, to the rhythm of the place. That’s how you keep improving.”

The responsibility has shaped his mindset, his values, his work ethic. It’s taught him patience, presence, and the power of teamwork. While his personal family is a source of strength, he also sees his team as family—people he learns from, supports, and grows with.
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A Piece of Advice

“Start small. Take on a project that lets you get your hands dirty and really understand the hospitality world. It’s not just a business—it’s a lifestyle. It takes dedication, patience, and heart.”

One of the biggest misconceptions? That running a hotel is glamorous. The truth is, it’s made up of thousands of small details and daily decisions.

“Surround yourself with the right people,” he adds.

“You can have the most beautiful hotel in the world, but without a strong, passionate team, it’s just a building.”

And if he had to start all over again?

“There are definitely things I’d do differently—more research here, a better decision there. But honestly, the mistakes taught me the most. If I hadn’t stumbled, I wouldn’t have learned. The key is to stay humble, stay curious, and never stop improving.”