Cerro Gordo

How One Entrepreneur Revived a Ghost Town into a Viral Sensation

March 9th, 2025

Founded By

Brent Underwood

Starting Costs

Founders

Profitable

Yes

Year Started

1865

Customer

B2B & B2C

Founded By
Brent Underwood: Starting Costs
$1

Founders
1: Profitable
Yes

Year Started
1865: Customer
B2B & B2C

Who is Brent Underwood?

Brent Underwood, founder of Cerro Gordo, is an entrepreneur with a passion for history and storytelling, hailing from Tampa, Florida. He has educational credentials in finance and real estate development from Columbia University and previously worked in book marketing alongside notable authors such as Ryan Holiday.

What problem does Cerro Gordo solve?

Cerro Gordo offers adventurous souls an escape from modern monotony by immersing them in the historic allure of a preserved 19th-century ghost town, providing a thrilling and meaningful exploration of a forgotten world, where they can connect with the past in a uniquely dynamic way. ]

How did Brent come up with the idea for Cerro Gordo?

Brent Underwood, inspired by a suggestion from a friend, began exploring the idea of purchasing Cerro Gordo, an abandoned mining town in California. Motivated by a blend of nostalgia and a yearning for adventure, memories of watching old TV westerns with his grandfather sparked his interest in the historical potential of this town. Brent was looking for something that could shake him out of his routine life running a bed and breakfast in Austin.

Enchanted by the idea of bringing life back to a historic site, Brent saw an opportunity to merge his interests in storytelling, history, and hospitality. He dove deep into research about Cerro Gordo, fascinated by its rich past during the silver mining boom of the late 1800s. Faced with no running water and at the end of an eight-mile dirt road, he was undeterred by the logistical challenges, viewing them instead as part of the project's allure.

Working remotely on the project quickly showed its limitations. When the pandemic struck in 2020, Brent seized the moment to live in Cerro Gordo full-time, fully immersing himself in its restoration. The initial difficulties, including being snowed in and dealing with isolation, became both a hurdle and an ongoing adventure. He realized that finding purpose wasn’t about waiting for the perfect job or moment but defining it through actions—choosing what’s meaningful and making long-term goals, which helped ease his anxieties when things didn’t go to plan.

How did Brent Underwood build the initial version of Cerro Gordo?

Brent Underwood's journey of building Cerro Gordo started with a deep fascination for history and a penchant for adventure. After he acquired the ghost town in 2018 for $1.4 million, he initially misjudged the complexities of restoring it remotely. Understanding that a more hands-on approach was necessary, Brent moved to Cerro Gordo permanently in March 2020, which marked a significant shift in his commitment to the project.

Armed with a strong background in marketing and a knack for storytelling, Brent started producing content that captured his experiences revitalizing the town. He used a mix of DSLR cameras, GoPros, and drones to document daily life and mine explorations, which organically thrived on social media, earning him a massive following and monetizing avenue. This shift allowed him to funnel the earnings back into the restoration projects, transforming Cerro Gordo into a compelling narrative seen by millions.

The arduous task of rebuilding was not without its setbacks, such as a devastating fire that destroyed a historic hotel, but these adversities only fueled the story further. Each step of the restoration became not just about preserving history, but about building an enduring project that captivated the spirit of the Old West and the modern notion of adventure.

What were the initial startup costs for Cerro Gordo?

Purchase Price: Brent Underwood purchased Cerro Gordo for $1.4 million. More than half of this amount came from a hard money loan using his Austin property as collateral.
Day-to-Day Funding: On a good month, Brent earns about $30,000 from YouTube ad integrations and AdSense, supplemented by around $5,000 from merchandise sales.
Initial Expenses: No specific initial expenses detailed for rebuilding efforts or preparation. The focus was on managing logistical challenges such as frozen pipes and adapting to the remote living conditions.
Key Expenses: Brent mentioned the high costs associated with building and maintaining the ghost town property, often exceeding the revenue generated, which requires him to contribute funds from his day job at Daily Stoic.
Unexpected Costs: The property has faced numerous natural disasters including storms, fire, a flood, and an earthquake, which likely led to unforeseen expenses in rebuilding and repairs.

What was the growth strategy for Cerro Gordo and how did they scale?

YouTube Videos

Brent Underwood began documenting his experience in Cerro Gordo through YouTube videos. Initially, he had no plans to start a YouTube channel, but boredom during the pandemic led him to film his day-to-day life and share it. These videos captured his encounters with challenges, discoveries of historical artifacts, and renovations, quickly gaining a large following.

Why it worked: The authenticity of Brent's storytelling and the unique setting of an abandoned ghost town resonated with viewers. People were fascinated by the raw, unscripted adventure. His videos combined history, adventure, and personal reflections, creating a compelling narrative that engaged millions of viewers. The growth of the channel provided not only financial support through ad revenue and sponsorships but also a broader platform to share his journey.

TikTok

Brent extended his reach by creating content on TikTok, where short-form storytelling thrives. With over 3 million followers, he reached a wide audience by offering snippets of his ghost town adventures, historic insights, and personal reflections.

Why it worked: TikTok's platform thrives on storytelling and unique experiences, both of which Brent had in abundance. His ability to highlight intriguing and adventurous moments, coupled with the charisma he projects in his content, captivated viewers. The platform's algorithm favored his content, amplifying his reach and creating a viral effect that brought more attention to Cerro Gordo.

Community Engagement

Brent fostered a strong sense of community among his followers. He invited them to become part of the journey by offering a glimpse into the life of Cerro Gordo through live streams, interactive Q&As, and even opportunities for supporters to visit the ghost town.

Why it worked: By actively engaging with his audience, Brent created a sense of belonging and investment in the future of Cerro Gordo. The personal connection viewers felt translated into financial support through merchandise sales and direct contributions to his renovation efforts. This community spirit not only sustained the project financially but also bolstered Brent’s motivation during challenging times.

What's the pricing strategy for Cerro Gordo?

Cerro Gordo does not currently charge for visits to the town, but plans to monetize through future overnight accommodations in a restored hotel with seven rooms, and potential campsites and cabins. They generate revenue from social media, with YouTube ads and sponsorships bringing in up to $30,000 monthly.

What were the biggest lessons learned from building Cerro Gordo?

Embrace the Unexpected: Brent learned that being open to new experiences, like recording content during a pandemic, can lead to unexpectedly positive outcomes and new paths. Adapting to circumstances helped Cerro Gordo gain massive online attention and support.
Persistence Pays Off: The restoration of Cerro Gordo was met with numerous challenges, including a major fire and isolation. Yet, perseverance and a commitment to the long-term vision helped Brent push through, leading to a stronger community and enriched personal growth.
Authenticity Draws Engagement: Being genuine and sharing the raw truth of his experiences, struggles, and emotions resonated deeply with Brent's audience, enhancing engagement and support. This showed the power of connecting with people through true stories rather than just polished presentations.
Creative Storytelling is Essential: Brent's success in turning Cerro Gordo into a storytelling brand highlights the importance of crafting compelling narratives. Knowing the history and sharing it effectively through diverse media brought the ghost town's story to life.
Combining Passions Can Lead to Success: By integrating his interests in hospitality, history, and marketing, Brent found a unique niche with Cerro Gordo. This approach demonstrates that combining multiple passions can lead to a fulfilling and innovative business venture.

What platform/tools does Cerro Gordo use?

Cerro Gordo Acquisition: How much did Cerro Gordo sell for and what was the acquisition price?

In 2018, Brent Underwood acquired the historic ghost town Cerro Gordo for $1.4 million, funded partly through a hard money loan.

Discover Similar Business Ideas Like Cerro Gordo

	Idea	Revenue
Y2 Lending	Private and hard money lending for real estate investors.	$7K monthly
PhotoUp	Real estate photo editing and marketing solutions.	$220K monthly
SpaceBox Busine...	Luxurious coworking spaces in Dubai for freelancers and professionals.	$100K monthly
The Office Prov...	"Online platform for flexible office space solutions."	$14K monthly