HardTop Hotel Franchisee Spotlight: Meet Peter Amato

When Peter Amato bought a Jeep, he didn’t expect it to lead to a new career. A longtime banking and operations executive, Amato was easing into retirement on Cape Cod when a simple request to have his hard top swapped turned into something more.

Now, as the first HardTop Hotel franchise owner on the South Coast, he’s helping fellow Jeep owners get the most out of their vehicles and the beach life that comes with them.

HardTop Hotel, founded by brothers Colin and Ryan Henry, is a growing national franchise that specializes in hard and soft top removal, installation and storage for Jeep and Bronco owners. Known for convenience and customer care, the business fills a niche many vehicle owners didn’t realize they needed – until they had to wrestle a 100-pound top off by themselves.

Peter saw the opportunity firsthand as a customer. Now he’s part of the brand’s expansion, bringing the service to a region full of seasonal drivers. We sat down with Peter to talk about his journey, what makes the Cape a great fit, and why this next chapter of life just might be his favorite.

Q: So tell me a little bit about, before we talk about the company and HardTop, about your life. Where did you grow up? What were your dreams?

I grew up in West Hartford, Connecticut, and I always wanted to run my own business. My grandfather ran a construction company, and I did a lot of work for him as a preteen and into my teenage years. I spent a lot of time around the yard and on crews, helping out, seeing how he ran his business. He always liked his relatives to be around to keep an eye on things.

As I went through school and later high school, I experienced some significant life changes. My parents passed away when I was very young. I was also so fortunate to meet my wife and life long partner in high school. I went through college not knowing exactly what I wanted to do. I originally thought I was going to be a doctor like my father, so I did two years of premed. But after the second semester of organic chemistry, I knew it wasn’t for me. At the same time, I was taking business courses as a relief to my science curriculum, and I ended up getting an industrial engineering degree that combined both science and business.

Q: It takes a ton of resilience to keep going after so much loss. What happened next in your life?

When I graduated in the early ’90s, there were a lot of cuts in defense spending and no jobs in traditional industrial engineering roles. Through a relative I got an interview and started working at a bank, even though banking didn’t initially interest me. But I quickly found my place in operations and technology. Back then, there weren’t many people who knew how to use computers. I was the only one in my department with access to a computer, and that pulled me into technology.

Eventually, my boss went into consulting and brought me with him. I spent ten years traveling the world doing manufacturing consulting, helping companies streamline and redesign assembly lines. It was fulfilling but tough on family life. My wife and I had one child at the time, and she encouraged me to find something that would keep me closer to home. One of my clients offered me a job in Boston, and I took it without even asking what I’d be doing.

It ended up turning into a 24-year career at State Street Bank, working across operations, technology, and leadership roles.

Q: How did your move to Cape Cod come about, and what made you decide to stay?

I always had a target in mind for when I’d step away from the corporate grind. My wife and I bought a house on Cape Cod as a second home during COVID. Then one Sunday afternoon, we both just looked at each other and said, “I really don’t want to go back.” It wasn’t that we didn’t like our life north of Boston, but we had fallen in love with the pace of the Cape – the beaches, the stillness, the community. That moment kind of sealed it. We sold our home, downsized, and made the move full time. I wasn’t sure what I would do next, but I knew I wasn’t ready to fully retire.

Q: How did you first come across HardTop Hotel?

When my daughter needed a car at college I used the opportunity buy myself a Jeep so we could drive on the beach trails at the Cape. The soft top was included, but I had never used one before. When I tried to lift the hard top off myself, I realized it was way too heavy. I didn’t have the space or tools to store it either. I started looking around and found a place two hours away that would do the swap, but I’d have to leave my Jeep for the day. Then I came across HardTop Hotel. They came to my driveway, handled everything, and showed me how to use the soft top step by step. It was exactly what I needed – and honestly, I never forgot how easy they made it.

After we moved full time, I called Ryan again to schedule another top swap. He told me they didn’t service that far out. I remember saying, “That’s too bad. There are Jeeps everywhere down here — you should expand. I could help.” It was a half-joking remark, but he said, “Well, actually, we’re franchising now.” That started the conversation.

Q: What was the final selling point for you to become a franchisee?

The concept sold me because I experienced the value firsthand as a customer. But what really convinced me was Colin and Ryan themselves. Their approach, their values, and the support system they’ve built made all the difference. They gave me a framework to run my own business but also allowed me the freedom to do it my way within that structure. They’re not just founders to me – they’re collaborators. I also leaned heavily on my family during the decision-making process. My son a commercial airline pilot with a sharp business mind, my wife runs a successful private counseling practice, and my daughter shapes young minds as an amazing second grade teacher. My son joined me for discovery days, asked thoughtful questions, and gave me confidence that this was the right next step. Today, he continues to be a sounding board, and I rely on my entire family’s input regularly.

Q: When did you officially launch, and what was that moment like for you?

We officially launched in November 2024 and completed franchise training at the end of January with the other new owners. I remember feeling excited and ready. It was cold, and we were flipping tops outside with hand warmers, but it was energizing. Being part of that cohort and seeing the structure and support Ryan and Colin put together only confirmed I’d made the right decision. It felt like a fresh start and I was all in.

Q: Were you already a Jeep or Bronco enthusiast? How did you get that love?

It actually came about when my daughter needed a car to go back to college. I gave her my car and bought myself a Jeep. I always wanted to drive on the beach, which you can do down here. The Jeep came with a soft top in the back that I didn’t think much about until I got home and realized how heavy it was. I searched for months for someone to help before finding HardTop Hotel. Their convenience was unbeatable. They came to my driveway, taught me how to use everything, and took the hardtop away. It was perfect.

Q: What makes your area, Cape Cod, a great fit for this kind of business?

Wranglers are the vehicle of Cape Cod. They’re everywhere. People have old Jeeps just to use as beach vehicles. You can drive right on the sand down here. Every other car is an off-road vehicle. The volume of Jeeps and now Broncos makes this a natural market for HardTop Hotel.

Q: Have you noticed interest or success stories already, even as a newer location?

Absolutely. We hear every day from people who say, “What a great idea.” My wife, who we call our Chief Ducking Officer, is always out putting flyers and ducks on Jeeps. Local businesses have welcomed us and allowed us to promote our services through their storefronts. Word of mouth is growing quickly. People are already saying, “My friend told me about you,” and it’s only going to grow from here. We’ve had a steady flow of customers, which is great because it allows us to solidify our processes. We are getting great reviews and both my son and daughter are helping spread the word on social media.

Q: How did you go about building your team, and what qualities were you looking for in your first hires?

I feel really fortunate with the two employees we brought on. One of them is an aspiring pilot – he applied through one of my son’s pilot groups – and the other came from an auto glass company. Both are dependable, mature, and great with customers. They show up, they’re eager to learn, and they really care about being part of something new. That kind of accountability and buy-in is rare, and it’s made a huge difference. We all get along well, and that’s made this first season a lot smoother. This is whole family enterprise – everyone is helping all of the time from listening to ideas, marketing, volunteering at charity events, and posting on social media. 

Q: Have you made any decisions about how to handle seasonality with your team?

Yes. I told my employees I would keep them on during the slower summer months, like July and August, even if things weren’t busy. I didn’t want to just cut them loose. Instead, we’re using that time to connect with local nonprofit organizations and ask how we can serve. We’ve got labor, we’ve got a truck, and we want to put both to good use. It gives us a way to stay active and give back while honoring the commitment I made to the team.

Q: Do you notice a specific type of customer reaching out?

It’s a variety, but what they all want is convenience. Most people only take their top off once or twice a year, and it’s not worth learning how to do it themselves. We’ve had a lot of “I tried to do it myself and it looks wrong” situations. Our expertise lets us do in 15 minutes what it might take someone else hours to figure out. And we want people to actually use their soft tops, not be intimidated by them.
We teach them how to fold it, remove windows, secure clips – all of it. Sometimes we get follow-up calls, what I call ‘panic calls,’ when they forget how to do something. We’re always happy to help.

Q: What sets HardTop Hotel apart from other options like local storage or DIY?

Expertise. Colin and Ryan engineered every aspect – from safe storage, to top handling, to training methods. Nothing was by accident. The systems they developed are designed for safety, efficiency, and ease. You’re not just paying for a 15-minute job, you’re getting the benefit of thousands of installs and lessons learned. That’s what you’re buying into when you go with HardTop Hotel.

Q: Can you talk about the seasonal nature of the business?

Sure. Fall is our next busy season. It usually starts in late September through Thanksgiving when people are closing summer homes or their kids are going back to school. Then we quiet down during the dead of winter, which gives us time to travel or give back to the community. Spring ramps up again around April through June as people gear up for the beach season.

Q: What’s your long-term dream for the business?

I love creating jobs and supporting others. I want to expand and offer more people the opportunity to earn a living through this. I’d love to grow enough to give our current employees long-term opportunities and maybe expand south along the coast. One of our employees already said he wants to return next year, and I’d love to build around them. We want to be a stepping stone in people’s careers and a blessing to this community.

My whole family is a part of this. They continue to help in every aspect of the business. Our hope is that we not only build a successful business but also a family legacy where we’re giving back to the community, mentoring young people, and creating real career opportunities. That’s what success looks like to me.

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