The Quiet Power of Building Something That Lasts
By Shauna Forkenbrock | Photography by Suzanne Pack
Jiwon Choi Song has never sought to be the loudest voice in the room. Her leadership is measured, intentional, and deeply human, shaped by a life lived across cultures and guided by a steady internal compass. Born and raised in South Korea, educated across continents, and now firmly rooted in Texas, Song is the Managing Director of Axle Companies and owner of one of San Antonio’s most historic landmarks, The Gunter Hotel. Song leads with a belief that what we build should last well beyond us.
Her story is proof that leadership does not have to be loud to be lasting.
A Global Foundation
Raised in South Korea in a traditional household, Song learned early that strength can take many forms. Her father was a disciplined, forward-thinking businessman. Her mother stayed home to raise the family, leading with intelligence, kindness, and quiet resolve.
“Both of my parents showed strength in their own ways,” Song says. “They were different kinds of leaders, but equally impactful.”
Entrepreneurship was a lived experience in her extended family. Risk-taking was common, and courage was understood as part of building something meaningful. “Even as a child, I remember thinking, ‘Are you sure you want to do that?’” she says. “But I learned that boldness matters.”
Hospitality entered her life through human connection. In high school, Song interned in hotels and felt drawn to the way the industry blended structure with relationships. She studied abroad in the U.S. and in Japan to master a third language, eventually enrolling at Cornell University’s School of Hotel Administration, her dream program.
“Hospitality is where business and relationships meet,” she says. “That’s where my values align.”
Early roles at Starwood’s corporate office and W Hotels in New York City were demanding and formative. The pace was intense, the expectations high, and the lessons enduring. Those experiences cemented her love for the industry and sharpened her understanding of what great hospitality requires.
Learning to Belong in More Than One World
Song’s life has been defined by movement across countries, cultures, and identities. Studying abroad as a young student expanded her worldview and reshaped her sense of belonging. “I realized I could be comfortable in more than one place,” she says.
High school in America challenged her academically and culturally, particularly as a non-native English speaker. The experience tested her resilience and built confidence that would serve her for decades. During those years, Song found grounding in books, especially The Alchemist by Paulo Coelho. One line stayed with her: When we strive to become better than we are, everything around us becomes better, too. The idea became a guiding principle in both life and leadership.
Balancing cultural expectations continues to shape her perspective. “In Korean culture, humility is deeply ingrained,” she explains. “In American business culture, you’re often expected to promote yourself. Finding that balance is something I still navigate.”
Leadership Rooted in Care
Song leads with trust, empathy, and a long-term view. Relationships, she believes, matter more than short-term advantage. “I care deeply about building trust,” she says. “If you do the right thing consistently, success follows.”
That philosophy was tested during The Gunter’s renovation. Song made the decision to keep as many employees as possible and to continue paying benefits for those temporarily displaced while the hotel was closed. “We stayed with them, and they stayed with us,” she says. “We persevered together.”
Her leadership principles are simple:
• Do the right thing.
• Go above and beyond.
• Work as a team
A Historic Opportunity
When the opportunity to acquire The Gunter Hotel arose, Song saw a challenge she understood. The property was described as having “a lot of potential.”
“I like challenges,” she says. “I thought, I can make this work.”
What surprised her was the depth of connection she felt to the hotel’s history and to San Antonio itself. As her team researched the building, stories emerged—house orchestras, recording sessions, civil rights history, soldiers’ dances, handwritten love letters, and generations of gatherings preserved in photographs and archives.
The Gunter also played a role in the founding of institutions such as USAA and greater:SATX, embedding it deeply in the city’s economic and cultural fabric.
Song found a powerful parallel in the hotel’s origins. More than a century earlier, Jot Gunter, a German-born entrepreneur newly arrived in the United States, chose San Antonio to build something lasting. Today, Song finds herself in a similar role, a visionary from another country entrusted with shaping the future of a consequential landmark.
“I felt an immediate connection to his story,” she says. “Owning The Gunter isn’t about possession. It’s about stewardship.”
Honoring Music, Memory, and Meaning
Music runs through The Gunter’s history and through Song’s own life. A classically trained pianist, she remains deeply connected to music, a passion shared in her home with her daughters.
The Gunter had famously hosted recording sessions for the American Record Corporation, including those associated with Brunswick Records and the legendary Robert Johnson. During the restoration, Song discovered many other musicians had passed through its halls as well.
“The Gunter had a real role in American music history, that felt too important to ignore,” she says.
Song chose to invest in a renewed commitment to creativity: a professional recording studio, listening lounge, the revival of Bar 414, the Robert Johnson Suite wired for recording, and rooms named after house composers and orchestra leaders. Guests can borrow records from the lobby’s vinyl library, curated by an in-house Vinyl Ambassador, and every room includes a record player along with Robert Johnson’s famed recording.
“The decision to fill The Gunter with music is an authentic expression of its history,” she explains. “I want to inspire the creator inside all of us to compose our own San Antonio story,” she says.
Every renovation decision followed the same philosophy: preserve the soul, modernize the function. Historic architecture was protected while infrastructure was upgraded. For Song, luxury is not about extravagance but intention.
“Luxury is thoughtful,” she says. “It’s anticipating what someone needs before they ask.”
From steamers replacing ironing boards to steeped coffee instead of plastic pods, every detail reflects care. Song personally selected design elements, scents, and amenities to create an atmosphere of calm, comfort, and quiet refinement.
Building Beyond the Hotel
Song’s vision extends into the surrounding neighborhood. Paris Baguette, now open at the historic corner of Houston and St. Mary’s Streets, was intentionally chosen to honor the legacy of the original Gunter Bakery, once a beloved community fixture.
“Bringing Paris Baguette, originally from South Korea, to San Antonio feels like sharing a piece of my home,” she says. She is energized by the local response and is actively working to expand its presence across the city.
For Song, The Gunter is more than a hotel—it is a platform for arts, education, and cultural exchange. Her support of music and education organizations reflects a belief in the arts as a powerful connector across cultures. One such organization, Musical Bridges Around the World, aligns closely with both her global upbringing and The Gunter’s musical legacy.
That same philosophy shapes how Song approaches The Gunter’s role within the city. Through partnerships with local institutions such as the Majestic Empire Foundation and ATG, the hotel encourages people to gather downtown before and after performances. “I want people to linger and enjoy more of the city,” Song says.
As a member of the World Affairs Council of San Antonio, Song is also committed to global dialogue and the future of downtown, working closely with Centro and local businesses. “I’m honored to be part of what’s next for San Antonio,” she says.
Carrying the Story Forward
More than a century after Jot Gunter imagined his hotel, Jiwon Choi Song stands as the next steward of that dream—a global citizen leading a historic American institution with humility, courage, and care.
Her hope is that future generations, like those before, will fall in love here, create memories here, and feel welcomed here. “I care deeply,” she says. “About this city. About this building. About the people who walk through these doors.”
When she reflects on her role, emotion surfaces. “I feel honored,” she says. “Others came before me. Others will come after. My role is simply to protect and strengthen what has been entrusted to me.”
In her hands, The Gunter’s story continues.
