What Carlton Landing does

Carlton Landing is a privately held master-planned resort community located on Lake Eufaula in Eufaula, Oklahoma, founded in 2008 by Grant and Jen Humphreys and designed by the town planning firm Duany Plater-Zyberk, the same architects behind Seaside and Rosemary Beach, Florida. The community offers a portfolio of real estate products including vacant home sites (priced approximately $109K-$263K) and completed single-family homes, cottages, townhomes, and estate properties (priced approximately $315K to nearly $4M), all built to a Living Tradition Design Code enforced through a Design Review Committee and pre-approved Architects' and Builders' Guilds. Ancillary operating businesses include the Hospitality Hub (concierge vacation rental booking), the Boat Club (tiered subscription access to a fleet of boats), a 146-slip marina with plans to scale to 300 slips, on-site restaurants and retail, the Carlton Landing Foundation (a nonprofit running year-round community events), and Carlton Landing Academy (a rural public charter school for pre-K through 8th grade).

The business model is multi-stream: one-time real estate sales of lots and homes form the primary revenue engine, complemented by recurring and transactional revenue from vacation rental management (via LakeStay and other partners), Boat Club subscriptions, marina slip rentals and fuel, and on-site F&B and retail operations. Go-to-market is sales-led and event-driven: prospective buyers experience the community through preview stays and Foundation-hosted events (Porchfest, Freedom Fest, Wellness Weekend, Osprey 5K, Hallowbaloo, Friendsgiving, Holiday Home Tour), then convert through Carlton Landing Realty Co., an on-site brokerage staffed by resident agents offering golf cart tours. Target customers are affluent families and individuals from a three-state corridor covering Oklahoma City, Tulsa, Dallas/Fort Worth, and Fort Smith Arkansas seeking primary residences, second homes, vacation properties, or short-term rental investments. Pricing for most ancillary services is not publicly disclosed; real estate is quote-based through the in-house brokerage.

Name

Carlton Landing

Legal name

Carlton Landing

Website

https://carltonlanding.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Carlton Landing is a privately held master-planned resort community on Lake Eufaula, Oklahoma, founded in 2008 by the Humphreys family and designed by Duany Plater-Zyberk. It sells lake home sites and residences, and operates vacation rentals, a boat club, a marina, restaurants, retail, and a public charter school for families and investors across Oklahoma, Texas, and Arkansas.

Ownership category

akta.pro rank

Product category

Resort Community Residential Real Estate

NAICS

Marinas (713930), Marinas (71393)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Land Subdividers & Developers (No Cemeteries) (6552), Real Estate Agents & Managers (For Others) (6531)

akta.pro primary industry

Coastal & Marine Nature Lodges (THAGAIAH)

Keywords

• Resort community living
• Vacation rental properties
• Lakefront real estate sales
• Master-planned community
• Resort amenities

Headquarters

HQ city

Oklahoma

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Real Estate Sales - Home Sites: Sale of vacant land/home sites within the community. Home sites range from approximately $109,000 to $263,000 depending on location, size, and amenities. Available in neighborhoods including Marina Heights, Lincoln Square, Water Street, Ridgeline, Lower Greenway, Pistache Park, Redbud Park, and Firefly Park.
2. Real Estate Sales - Homes: Sale of constructed residential properties including single-family homes, cottages, townhomes, and estate properties. Home prices range from approximately $315,000 to $3,999,999. Many homes are offered as turnkey vacation rentals.
3. Vacation Rental Management: Hospitality Hub assists with booking vacation rental properties throughout the community. Property owners can generate rental income when not using their homes through the LakeStay rental program and other vacation rental partners.
4. Boat Club Memberships: Members-only boat club with tiered membership levels (Admiral, Commodore, Captain, Commander) providing access to a fleet of pontoon and ski boats. Members pay dues plus fuel and reservation fees for boat usage.
5. Hospitality and Retail Operations: On-site restaurants including Mama Tig's Wood-Fired Pizza, The Meeting House, Festival Breeze mocktail shack, and Airstream Food Court. Retail operations include Marina Store, Milo & Lily Boutique, Pop-Up Shops, and BeautyBar 34 Med Spa.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Carlton Landing is a master-planned New Urbanism resort community on Lake Eufaula, Oklahoma, that sells residential real estate (vacant home sites and constructed homes) and operates short-term vacation rentals. Revenue is generated through one-time home and lot sales, recurring Boat Club membership dues, marina slip and rental fees, on-site hospitality and retail operations, and rental management services for owners.

Product overview

Carlton Landing is a master-planned resort community at Lake Eufaula, Oklahoma, offering a portfolio of real estate products and lifestyle services. The core offerings include vacation rental properties and home/lot sales through Carlton Landing Realty Company. Community amenities are supported by the Boat Club membership program (offering tiered boat rental access), Marina Services (slip rentals and boat storage), and the Hospitality Hub (concierge booking service). Home construction is facilitated through the Design Review Portal, supported by the Architects' Guild and Builders' Guild networks. The Homestead sub-brand offers larger estate lots with unique development rights. Additional community services include Carlton Landing Academy (charter school) and year-round events organized by the Carlton Landing Foundation.

Differentiator

Problem solved

Functional benefit

Products and services

• Vacation Rentals Short-term stay rental properties throughout the community available for nightly and weekly booking, with bookings managed by the on-site Hospitality Hub concierge team. Targeted at families and individuals visiting the resort community.
• Home Sales Sale of constructed residential properties within Carlton Landing, including single-family homes, cottages, townhomes, and estate properties. Available homes range from approximately $315,000 to $3,999,999 and many are offered as turnkey vacation rentals.
• Home Sites and Lots Vacant land parcels for custom home construction within the master-planned community, available across neighborhoods including Marina Heights, Lincoln Square, Water Street, Ridgeline, Lower Greenway, Pistache Park, Redbud Park, and Firefly Park. Prices range from approximately $109,000 to $263,000 depending on location, size, and amenities.
• The Homestead Estate Lots Private neighborhood of estate lots up to four acres located one mile west of the Town of Carlton Landing, with development rights transferring to property owners. Targets buyers seeking larger acreage within the broader Carlton Landing community.
• Boat Club Membership Subscription-based boat club providing members access to a fleet of pontoon and ski boats on Lake Eufaula without the costs of ownership. Four membership tiers (Admiral for property owners, Commodore, Captain, Commander) offer different reservation windows and simultaneous reservation counts.
• Marina Services On-site marina offering daily and monthly slip rentals, fuel stations, a ship store with lake essentials and apparel, boat and personal watercraft rentals, and boat storage. Recently expanded to 146 boat slips and 72 PWC slips with plans to reach 300 slips.
• Hospitality Hub Concierge Service Complimentary concierge team that helps visitors book vacation rental properties, plan activities during their stay, order groceries, and arrange local experiences. Doubles as a top-of-funnel preview-stay program that introduces prospective buyers to the community lifestyle before purchasing.

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered minor and core.

• The Nature ConservancyminorStrategic or Co-development PartnerPartnership with The Nature Conservancy for the Nature Center, which provides exhibits and outdoor learning environments for students of Carlton Landing Academy as well as residents and guests. The Nature Center includes exhibits, miles of walking trails, and an outdoor playground.
• Duany Plater-ZyberkcoreStrategic or Co-development PartnerWorld-renowned town planners hired in 2008 by founders Grant and Jen Humphreys to plan Carlton Landing. Known for creating enchanted places that foster strong community and nourish people - mind, body and spirit. Same team behind Seaside and Rosemary Beach, Florida.
• LakeStayminorChannel Partner/ Reseller/ DistributorVacation rental partner program allowing property owners to rent out homes when not in use. LakeStay manages properties and handles booking, cleaning, and guest services for income-generating rentals.
• Various Vacation Rental PartnersminorChannel Partner/ Reseller/ DistributorMultiple vacation rental partners help property owners offset expenses through short-term rentals when not using their homes. Contact information available through the community website.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Kiawah Island: Established master-planned island community with real estate, vacation rentals, multiple resort amenities, and a long operating history. Represents the scaled, mature version of Carlton Landing's model and sets competitive benchmarks for amenity depth and pricing.
• Sun City Texas / Sun City Hilton Head: Large amenitized master-planned communities targeting retirees and second-home buyers with on-site recreation, dining, and HOA services. Comparable buyer profile (lifestyle-driven primary or secondary home purchase) and revenue model mix.

Direct peers

• Alys Beach: New Urbanism community on 30A featuring bermed architecture, white-walled homes, and amenitized beach living. Competes with Carlton Landing for the same affluent second-home/vacation-rental buyer using a similar code-driven, master-planned approach.
• Reynolds Lake Oconee: Master-planned lakefront community in Georgia with homes, home sites, marina, golf, restaurants, and resort amenities. Closest inland-lake analog to Carlton Landing's positioning around Lake Eufaula.
• Palmetto Bluff: Large-scale master-planned Lowcountry community with homesites, custom homes, vacation rentals, a marina, and an amenity stack (pools, trails, dining). Direct comparator on integrated real-estate-plus-hospitality community economics, albeit at a larger and more established scale.
• Big Cedar Lodge: Missouri lake resort offering vacation rentals, cabins, marina, multiple restaurants, and outdoor recreation. Comparable on the lodging-plus-marina-plus-F&B operation, though not a for-sale real estate community.
• Seaside, Florida: Iconic New Urbanism community also designed by Duany Plater-Zyberk. Provides the design DNA and brand association that Carlton Landing explicitly leverages, and serves the same walkable, code-enforced, vacation-home buyer profile.
• WaterColor Inn & Resort: 30A New Urbanism resort community with vacation rentals, real estate sales, marina access, and multiple dining/retail venues — almost a one-to-one business model match for Carlton Landing's combined real estate + hospitality + marina operation.
• Rosemary Beach: Sister DPZ-planned community on Florida's 30A corridor; like Carlton Landing it sells homes, home sites, and vacation rentals in a New Urbanism framework with strict architectural review — direct product and business-model analog.

Others

• Mountainside Marina / Indigo Marina (Lake Eufaula peers): Other marinas operating on Lake Eufaula and similar Oklahoma lakes; useful comparables for slip pricing, fuel margins, and boat club economics relevant to Carlton Landing's marina and Boat Club subsidiaries.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/CarltonLanding
• Instagraminstagram.com/carltonlanding
• LinkedInlinkedin.com/company/carlton-community-foundation
• Xx.com/carltonlanding

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Carlton Landing