“Some decisions cannot be seen. They cannot simply be told – they have to be experienced. When you say Amenity Resorts, you are talking about a story. A long story by now. My story and my family’s story. A story of places I love, places I associate with romance and adventure – experiences I continue to live through again and again. A story of everyone I have met along the way. A story of places at the ends, or perhaps rather at the borders, of our beautiful country. And it is a story that is far from over.
It was born in the years when the world around us was changing – through voucher privatisation, the beginnings of capital markets in the Czech Republic and my first experiences in business. Today, it is a story of many fascinating places and the activities connected with them, of dreams made tangible. Of paintings, farms, ski slopes, golf courses, forests and ponds, land and grazing animals. The land from which everything grows.
In dreams, on paper, in projects and in experiences. In an endless and passionate instinct for collecting, in a commitment to long-term connections across time, space and landscape. The story of Amenity Resorts contains all of this.”
Ing. Michal Šnobr – Launch of A Momenty magazine
Michal Šnobr – investor, collector, farmer and South Bohemian patriot – decided to step beyond the world of numbers and investment models and begin creating value in a different way: something concrete, tangible and rooted in the landscape.
In the public eye, he has long been known as an investor and a prominent figure in Czech business. But the world of finance is, by its very nature, abstract. Charts multiply, curves rise and fall, decisions have an immediate impact – yet something essential is missing: the physical experience of a place. It was precisely this need that inspired the idea of developing projects whose value cannot be expressed solely in percentages of return.
Projects that smell of wood, respond to light and weather, and still make sense when the phone is put aside.
Amenity Resorts was never conceived as a uniform development concept. Each location had its own beginning. The morning surface of Lake Lipno, the crisp mountain light in Špindlerův Mlýn, the peace and open space of the Orlické Mountains – these were the places where the first impulses emerged. It was not about a plan drawn on a map, but about an inner connection with a place. A feeling that this was exactly where a space for relaxation should be created – not something designed merely to impress, but something authentic.
What guests today experience as a natural harmony between architecture and the surrounding landscape, open views or calm and understated design is the result of years of work and patience. The ambition was never to attract attention at any cost. The aim was to create an environment that feels natural – as though it had always belonged there.
Over time, the individual resorts became connected under one brand. Not so that they would all be the same, but so that they could share the same foundations – an emphasis on quality, respect for the location and the feeling that time moves at a different pace here. Whether guests arrive by the water, in the mountains or among the forests, they enter a place where they can feel looked after with calmness and confidence.
Experience from the investment world also played an important role. The ability to think in broader contexts made it possible to see a resort not as an isolated building, but as part of a larger whole – the landscape, infrastructure and local community. In Deštné, this meant developing not only a hotel, but a wider base for mountain activities. In other locations, it meant shaping the surroundings so that a stay would become more than simply an overnight visit – it would offer genuine distance from everyday life.
The most important moment, however, only arrives with the guest. Morning coffee on the terrace. The silence after a visit to the wellness centre. Children falling asleep earlier than usual after a day on the slopes. An evening when the lights come on in the windows and you realise there is nowhere you need to rush to.
It is at that moment that the original decision becomes a real experience. A personal memory that someone takes home with them.
Today, Michal Šnobr shows that real value does not have to be created only on the stock exchange. It can grow from the soil, from water or from long-term care for animals. And that business, when approached thoughtfully and rooted in respect for a place, can be more than an economic activity – it can also cultivate the environment in which we live.