Sage Outdoor Advisory
Sage Outdoor Advisory is a Chicago-based consulting firm providing feasibility studies and appraisals for U.S. outdoor hospitality projects, including RV resorts, glamping resorts, campgrounds, and marinas. Founded by Shari Heilala, MAI, the firm serves developers, investors, and operators with data-driven market analysis, property valuations, and proprietary industry datasets.
- Company typePrivate
- Founded2005
- HeadquartersChicago, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Sage Outdoor Advisory does
Sage Outdoor Advisory is a Chicago-headquartered professional services firm specializing exclusively in feasibility studies and appraisals for the U.S. outdoor hospitality industry. Founded by Shari Heilala, MAI, the company serves landowners, developers, investors, and property owners across RV resorts, glamping resorts, campgrounds, outdoor resorts, and marinas, producing market analyses, revenue and expense projections, construction cost estimates, and MAI-grade valuations used to secure bank financing and validate investment theses. The firm reports more than 350 completed appraisals and feasibility studies across the United States and operates with a typical engagement turnaround of 4-8 weeks. There is no proprietary technology platform; the offering is built on a curated, proprietary dataset covering 16,000+ RV parks in the U.S. and 750+ in Canada, alongside deep domain expertise and client-facing deliverables.
Revenue is generated primarily through project-based professional services fees (feasibility studies, appraisals, and strategic consulting), supplemented by one-time licenses for paid market reports (USA Glamping Market Report, USA RV Market Report) and an interactive Glamping Properties Map. Go-to-market is sales-led, combining direct enterprise outreach, a complimentary consultation funnel, industry conference participation, and a content engine anchored by The Outdoor Hospitality Podcast and an active blog. The firm is privately held and bootstrapped, with no disclosed funding rounds or institutional investors, and operates with key staff distributed across the U.S. from a Chicago headquarters at 5113 South Harper, Suite 2C - #4001. Strategic partnerships span the outdoor hospitality value chain, including RoverPass (booking and management software), MSCAPES, Clockwork Architecture & Design, and Flatspot (design and build), Environmental Design Group (engineering and master planning), Horizon Outdoor Hospitality (third-party management across nearly 30 properties in 16 states), Terramor/KOA (joint industry research), and RV Park Consulting. Sage was recognized as one of the American Glamping Association's Top 50 Glamping Vendors for 2024.
Sage Outdoor Advisory firmographics
Firmographics- Name
- Sage Outdoor Advisory
- Legal name
- Sage Outdoor Advisory
- Website
- https://sageoutdooradvisory.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Sage Outdoor Advisory is a Chicago-based consulting firm providing feasibility studies and appraisals for U.S. outdoor hospitality projects, including RV resorts, glamping resorts, campgrounds, and marinas. Founded by Shari Heilala, MAI, the firm serves developers, investors, and operators with data-driven market analysis, property valuations, and proprietary industry datasets.
- Ownership category
- akta.pro rank
Sage Outdoor Advisory industry classification
Industry- Product category
- Outdoor Hospitality Consulting
- NAICS
- Offices of Real Estate Appraisers (53132)
- SIC
- Services-Management Consulting Services (8742)
- akta.pro primary industry
- Real Estate Development & Feasibility Advisory (Highest-and-Best-Use, Entitlements Support) (BPAJANAC)
Keywords
Where Sage Outdoor Advisory is headquartered
LocationHeadquarters
- HQ city
- Chicago
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Sage Outdoor Advisory business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Feasibility Studies: Comprehensive market and financial analysis services including market studies, site-specific revenue and expense projections, construction cost projections, and key financial metrics on equity returns and debt coverage. These are project-based consulting engagements.
- Appraisals / Valuations: Property valuation services for outdoor hospitality assets, determining market value for properties 'as is', 'as permitted but not yet built', 'as complete', and 'as stabilized'. Used by banks and investors for financing decisions.
- Market Reports: Sale of market data reports including USA Glamping Market Report and USA RV Market Report. These are paid products providing national benchmarks, state-by-state comparisons, and industry insights for planners and investors.
- Strategic Consulting: Additional consulting services including strategic consulting, growth acquisition/development consulting, and operational advisory services for outdoor hospitality businesses.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Sage Outdoor Advisory product offering
Product offeringCore offering
Sage Outdoor Advisory provides feasibility studies, appraisals/valuations, and strategic consulting services for outdoor hospitality properties including RV resorts, glamping resorts, campgrounds, outdoor resorts, and marinas. The firm sells project-based consulting engagements to landowners, developers, investors, and property owners seeking market validation, financial projections, and bank-acceptable valuations. It also offers paid and free market data reports (USA Glamping Market Report, USA RV Market Report) and an interactive Glamping Properties Map as supplementary data products.
Product overview
Sage Outdoor Advisory offers a portfolio of consulting and advisory services for the outdoor hospitality industry, centered on two core deliverables—Feasibility Studies and Appraisals/Valuations—supplemented by Strategic Consulting and proprietary Market Data products. The company provides feasibility studies and appraisals for glamping resorts, RV resorts, campgrounds, outdoor resorts, outdoor hotels, and marinas. Its market data offerings include state-specific and national Glamping Market Reports and RV Market Reports (both free and paid tiers), as well as an interactive Glamping Properties Map that serves as the company's primary data visualization tool. The company also produces The Outdoor Hospitality Podcast as a content and thought leadership vehicle. There is no unified software platform—the offerings are consulting services and data products.
Differentiator
Problem solved
Functional benefit
Products and services
- Feasibility Studies Comprehensive analyses evaluating the viability of outdoor hospitality projects including market demand, competition, financial projections, revenue and expense forecasts, construction cost projections, and feasibility recommendations. Delivered for glamping resorts, RV resorts, campgrounds, outdoor resorts, and marinas, and used by landowners, developers, and investors to underwrite projects and secure bank financing.
- Appraisals / Valuations Property valuation services assessing market value for vacant land, businesses 'as is', 'as permitted but not yet built', 'as complete', and 'as stabilized,' supporting debt and private investment decisions. Covers campgrounds, glamping resorts, RV resorts, outdoor resorts, outdoor hotels, and marinas, with appraisals accepted by banks for financing.
- Strategic and Growth Acquisition Consulting Strategic consulting services supporting landowners, operators, and investors with market data, competitive data, ADR rates, occupancy data, development cost insights, and operating expense insights for outdoor hospitality projects, including growth acquisition and operational advisory engagements.
- USA Glamping Market Report
Quantifiable outcome
- Completed over 350+ appraisals and feasibility studies in outdoor hospitality industry
- +1 more outcomes
Companies that use Sage Outdoor Advisory
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles3 records
Sage Outdoor Advisory technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Sage Outdoor Advisory partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and supporting.
- RoverPasscoreRoverPass is a full reservation and management platform for campgrounds and RV parks. The partnership provides clients with modern booking technology while Sage provides market validation and feasibility analysis. Sage sees the industry from an angle RoverPass doesn't - what owners think about when buying, selling, financing, or planning expansions.
- MSCAPEScoreMSCAPES provides end-to-end outdoor hospitality design and production, including luxury tents, micro-cabin structures, and custom solutions. They collaborate with Sage on feasibility analysis, land analysis, and performance metrics to ensure projects work in the real world. Sage provides strategic and operational perspective that complements MSCAPES' design capabilities.
- Environmental Design Group (EDG)supportingEnvironmental Design Group provides civil engineering, landscape architecture, and master planning for parks, campgrounds, and recreation destinations. Founded in 1984 in Akron, Ohio, EDG has over 40 years of experience shaping outdoor spaces.
- Horizon Outdoor HospitalitycoreHorizon Outdoor Hospitality provides third-party management for RV resorts, campgrounds, glamping destinations, and hybrid properties across nearly 30 properties in 16 states. Sage plays a critical role in helping their industry grow with realistic, data-driven projections that give clients a strong foundation to build from.
- RV Park ConsultingcoreLong-standing partnership since 2005 with RV Park Consulting, a leading firm with over 30 years of experience and 600+ successful resort projects specializing in hybrid RV, Tiny Home, and Cabin Resorts. They provide total resort development from conceptualization to stabilization.
- Clockwork Architecture & DesignsupportingStrategic design partner referenced in MSCAPES partnership. Clockwork Architecture & Design brings hospitality-focused design expertise to outdoor hospitality projects.
- FlatspotsupportingPartner for decking and exterior elements, referenced as part of MSCAPES' end-to-end turn-key offering for outdoor hospitality structures.
- NewbooksupportingNewbook is a cloud-based property management platform built specifically for outdoor hospitality operators. Podcast sponsor offering Sage podcast listeners 15% off a Newbook Signature subscription plus first month free.
- Terramor/KOAcorePartnership with Terramor (KOA) in releasing the first annual North American Glamping Report, combining Sage's market expertise with KOA's industry-leading campground network and data.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Sage Outdoor Advisory competitors and assessment
Company assessmentDirect peers
- Horwath HTL: Horwath HTL is a global hospitality consulting brand providing feasibility, valuation, and asset management services across hotels, resorts, and leisure assets. It is a direct peer to Sage in the feasibility-and-valuation advisory model, with a similarly project-based professional services delivery.
- HVS (Hospitality Valuation Services): HVS is a global hospitality-focused consulting and appraisal firm providing feasibility studies, valuations, and market research for hotels, resorts, and mixed-use hospitality assets. It is the closest direct peer to Sage in terms of project type (feasibility + appraisal for hospitality/lodging assets), although HVS serves broader traditional hospitality rather than the outdoor hospitality niche Sage specializes in.
- Robert Douglas: Robert Douglas is a boutique hospitality management and investment advisory firm providing feasibility, operator selection, and asset management services for hotels and resorts. It is a direct peer in the hospitality advisory space, competing for similar owner/developer-driven feasibility mandates.
Others
- Kampgrounds of America (KOA): KOA is North America's largest system of campgrounds and a co-publisher with Sage of the annual North American Glamping Report. It is an ecosystem participant and category shaper — comparable as a brand and data partner in the outdoor hospitality space rather than a competing advisory.
- RoverPass: RoverPass is a reservation and property management software platform purpose-built for campgrounds, RV parks, and glamping resorts. It is an ecosystem partner and enabling technology peer rather than a direct competitor; both companies serve the same outdoor hospitality customer base from different sides of the value chain.
Broad incumbents
- Newmark Group: Newmark provides commercial real estate advisory and valuation services including hospitality valuation through its Real Estate Valuation & Advisory practice. It is a broad incumbent peer — comparable in MAI-grade valuation work for income-producing real estate but operating across all major property types rather than outdoor hospitality specifically.
- JLL Hotels & Hospitality Group: JLL's Hotels & Hospitality Group offers valuations, feasibility, investment sales, and asset management for hospitality real estate worldwide. It is a broad incumbent peer with overlapping advisory capabilities across the broader lodging and leisure property universe.
- Colliers International: Colliers is a global professional services and investment management firm offering valuation and advisory services across hospitality, leisure, and broader real estate. It is a broad incumbent peer with overlapping hospitality and leisure valuation capabilities within a large diversified platform.
- Cushman & Wakefield Hospitality: Cushman & Wakefield's Hospitality team provides valuation, investment advisory, and consulting services for hotels, resorts, and leisure properties globally. It is a broad incumbent peer — comparable valuation/advisory capabilities but as part of a much larger diversified real estate platform rather than a niche focus.
- CBRE Hotels & Hospitality: CBRE is the world's largest commercial real estate services firm with a dedicated Hotels & Hospitality practice offering valuations, feasibility, investment sales, and advisory across all lodging asset types. It is a broad incumbent peer — overlapping in valuation and advisory but operating at global scale across many asset classes beyond outdoor hospitality.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Sage Outdoor Advisory social profiles
Digital presenceSage Outdoor Advisory financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sage Outdoor Advisory leadership team
Management profileNumber of profiles
Profiles2 records
Sage Outdoor Advisory funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sage Outdoor Advisory M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sage Outdoor Advisory
What does Sage Outdoor Advisory do?
Sage Outdoor Advisory provides feasibility studies, appraisals/valuations, and strategic consulting services for outdoor hospitality properties including RV resorts, glamping resorts, campgrounds, outdoor resorts, and marinas. The firm sells project-based consulting engagements to landowners, developers, investors, and property owners seeking market validation, financial projections, and bank-acceptable valuations. It also offers paid and free market data reports (USA Glamping Market Report, USA RV Market Report) and an interactive Glamping Properties Map as supplementary data products.
Is Sage Outdoor Advisory a public or private company?
Sage Outdoor Advisory is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Sage Outdoor Advisory founded?
Sage Outdoor Advisory was founded in 2005. It employs 11 to 50 people.
Where is Sage Outdoor Advisory based?
Sage Outdoor Advisory is headquartered in Chicago, United States, in the North America region.
How does Sage Outdoor Advisory make money?
Four revenue lines are on record. Feasibility Studies are the primary driver. The others are appraisals / Valuations, market Reports and strategic Consulting.
Who are Sage Outdoor Advisory's main competitors?
Direct peers on record are Horwath HTL, HVS (Hospitality Valuation Services) and Robert Douglas. Others are Kampgrounds of America (KOA) and RoverPass. Broad incumbents are Newmark Group, JLL Hotels & Hospitality Group, Colliers International, Cushman & Wakefield Hospitality and CBRE Hotels & Hospitality.
Does Sage Outdoor Advisory have an API?
No public API is recorded for Sage Outdoor Advisory.
What industry is Sage Outdoor Advisory in?
Sage Outdoor Advisory's product category is Outdoor Hospitality Consulting. Its primary akta.pro industry code is BPAJANAC, Real Estate Development & Feasibility Advisory (Highest-and-Best-Use, Entitlements Support). Its NAICS code is 53132 and its SIC code is 8742.