A self-described “creative entrepreneur,” Josh Copus hates the assumption that artists aren’t good business people. He spent years thinking that about himself, until he realized, “You’re just not a good accountant! You are a great business person!” He certainly has played to his strengths, creating his own creative small business success story. Now, learn why he’s as comfortable shaping clay as he is shaping ideas, opportunities, and his community of Marshall, North Carolina.
Early Start
Josh’s first spark of inspiration came as a restless teenager in Virginia. A local potter offered him a chance to help make quirky, hand-sculpted face pots. It was an opportunity that changed everything. “I realized you could actually get paid to do something you love,” he said. “That was the moment I discovered the meaning of life.” It also ignited a belief that art and entrepreneurship could be inseparable.
That belief then guided Josh as he founded Clayspace, one of the Asheville River Arts District’s early collectives. It helped lay the groundwork for the neighborhood’s transformation into a nationally known arts destination. But as the area grew and changed, Josh realized the lesson many entrepreneurs learn: ownership is key. “I saw how artists made the district cool but didn’t always get to stay or have influence. If you want a seat at the table, you need to own something.”
A Move to Marshall
When the opportunity came up to purchase the decommissioned Madison County jail in Marshall at a property auction, he jumped at the chance. Josh saw more than an old building. He saw an open canvas for creativity and community-building. Built in 1905, the jail was the oldest operational jail in North Carolina until 2012. Many locals had memories of the place, and its past carried weight. Rather than erase or ignore that history, Josh leaned into it.
“I didn’t want to pretend the past didn’t exist—I wanted to humanize it,” he said. “What actually happened here? Who were the people? What were their stories?” Josh began collecting memories from former inmates, staff, and neighbors. He learned that the jail had once served as a gathering place, a surprising connection that informed what came next.
Community Building
With a team of partners, Josh led the transformation of the space into the Old Marshall Jail Hotel and Zadie’s Market: a boutique art hotel, restaurant, and living museum that now welcomes visitors from far and wide. This was more than a business decision to Josh, though. “Turning it into a hotel was about access,” Josh said. “An apartment or office would have been private, but a hotel opens the doors to everyone. More people get to experience this place, and that helps the whole town.”
Indeed, Josh’s vision wasn’t just about one building. He saw the ripple effect on neighbors, like his friends at Zuma Coffee across the street, for example. Guests at the hotel grab breakfast at local cafes, browse shops, and contribute to the town’s growing economy. “A small boutique hotel like this has a big impact in a town like Marshall,” he said. “It feeds everyone, in a way.”
A Storm and a Comeback
In the fall of 2024, Hurricane Helene delivered a devastating blow to Western North Carolina, submerging Marshall under record-breaking floodwaters and leaving businesses, homes, and landmarks in ruin. Josh Copus’ Old Marshall Jail Hotel and Zadie’s Market were among those hit, with more than 11 feet of water filling the historic building.
“For a moment, I thought we were done,” Josh shared. However, what could have been the end of the dream instead became a testament to Marshall’s resilience. Neighbors showed up with dump trucks, tractors, and shovels. They didn’t wait for outside help, but took recovery into their own hands.
As a longtime Mountain BizWorks client, Josh also reached out for disaster recovery fund support, receiving both a WNC Strong: Helene Business Recovery Fund loan and a Rural Rebuilding Together Grant. From his neighbors on Main Street to local lenders at Mountain BizWorks, it was the community he’s built that helped his businesses survive the unthinkable.
Now, nine months post-Helene, the Old Marshall Jail Hotel and Zadie’s Market have reopened to the public. The recovery of these and other Western North Carolina businesses stand as proof that with community support, anything is possible. “I always tell people that Marshall is not a story of destruction,” Josh said. “That is just the first chapter – ultimately our story is a story of human resilience.”
