The Greenbrier
The Greenbrier is a privately held, 247-year-old National Historic Landmark luxury resort in White Sulphur Springs, West Virginia, operating 710 rooms, four championship golf courses, a casino, spa, 12+ dining venues, and 200,000 sq ft of meeting space on 11,000 acres under Justice-family ownership since 2009.
- Company typePrivate
- Founded1778
- HeadquartersWhite Sulphur Springs, United States
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What The Greenbrier does
The Greenbrier is a privately held luxury resort located on an 11,000-acre campus at 101 Main Street West in White Sulphur Springs, West Virginia, founded in 1778 and designated a National Historic Landmark. The property offers 710 Signature Resort Rooms, 6 Estate Homes, and 64 Cottages; four championship golf courses including The Old White and the Jack Nicklaus-redesigned Greenbrier Course (the only resort course to host both the 1979 Ryder Cup and the 1994 Solheim Cup); The Greenbrier Spa; the Casino Club; 12+ dining venues led by the Wine Spectator-recognized Main Dining Room and the Southern Living-recognized Prime 44 West steakhouse; 200,000 square feet of meeting space; a Sports Performance Center; The Greenbrier Clinic; and over 50 paid activities including falconry, off-road driving, horseback riding, fly fishing, and declassified Cold War bunker tours (Project Greek Island).
The resort generates revenue across eight primary streams — overnight accommodations, food and beverage, golf (including the Golf Academy), spa and wellness, casino gaming, meetings and events, retail and e-commerce, and signature activities — sold on a direct-to-consumer basis through greenbrier.com, a phone reservation center, on-property sales, and store.greenbrier.com. Pricing is dynamic and seasonal, with a four-tier loyalty program (Greenbrier, Carleton Varney, Presidential, Justice) and a separate casino G-Rewards Players Club creating overlapping retention mechanics. Go-to-market relies entirely on owned digital and field channels, complemented by earned media, a seasonal Greenbrier Magazine, and social content under #TheGreenbrier; no third-party OTAs or distribution partners are used for core room inventory.
Ownership rests with the Justice family following Jim Justice's 2009 acquisition from CSX Corporation for approximately $20 million; the property is currently navigating material balance-sheet stress, with more than $200 million in past-due first-lien loans sold to a subsidiary of TRT Holdings (parent of Omni Hotels & Resorts) in April 2026 and a contingent $500 million refinancing facility from Kennedy Lewis Investment Management announced in May 2026 to repay the $289.5 million Carter Bank & Trust loan and fund capital improvements. The underlying technology stack comprises standard hospitality property management, reservations, point-of-sale, and e-commerce systems, with no proprietary AI/ML platform described.
The Greenbrier firmographics
Firmographics- Name
- The Greenbrier
- Legal name
- The Greenbrier
- Website
- https://www.greenbrier.com/
- Company type
- Private
- Founded year
- 1778
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- The Greenbrier is a privately held, 247-year-old National Historic Landmark luxury resort in White Sulphur Springs, West Virginia, operating 710 rooms, four championship golf courses, a casino, spa, 12+ dining venues, and 200,000 sq ft of meeting space on 11,000 acres under Justice-family ownership since 2009.
- Ownership category
- akta.pro rank
The Greenbrier industry classification
Industry- Product category
- Luxury Resort Hospitality
- NAICS
- Hotels (except Casino Hotels) and Motels (72111), Golf Courses and Country Clubs (713910), Golf Courses and Country Clubs (71391)
- SIC
- Hotels & Motels (7011), Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Golf & Leisure Full-Service Hotels (THAGAAAH)
- akta.pro secondary industries
- Luxury Golf Resorts (THAGACAH), Resort Convention Hotels (THAGALAC), Luxury Wellness & Spa Resorts (THAGACAG)
Keywords
Where The Greenbrier is headquartered
LocationHeadquarters
- HQ city
- White Sulphur Springs
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
The Greenbrier business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Others, Supply Chain, Marketing or Sales
Revenue model
- Luxury Resort Accommodations: The Greenbrier generates primary revenue from overnight stays across 710 Signature Resort Rooms (including Windsor Club rooms and suites), 6 Greenbrier Estate Homes, and 64 Greenbrier Cottages. Room revenue is augmented by a tiered loyalty program (Greenbrier Loyalty Program) with points redeemable for complimentary nights and upgrades.
- Food & Beverage: The resort operates more than a dozen on-property dining venues including the Main Dining Room, Prime 44 West (steakhouse), Draper's Café, Café Carleton, The Forum (pizza), Sam Snead's, Slammin' Sammy's (sports bar), Lobby Bar, 42 Below (nightclub), In-Fusion (Asian fusion/sushi), Tree Tops Café, Greenbrier Royale, Ryder Cup Snack Bar, and in-room dining. Full beverage service including craft cocktails, extensive wine lists, and private bourbon selections drives significant F&B revenue.
- Golf: The Greenbrier hosts four championship-caliber golf courses: The Old White, The Greenbrier (Jack Nicklaus redesign), The Meadows, and The Ashford Short Course. Revenue is generated through green fees, golf instruction at the Golf Academy (private lessons from $180, group clinics from $75, on-course playing lessons at $500), pro shop sales, and golf equipment rental. The resort previously hosted the PGA TOUR event The Greenbrier Classic.
- Spa & Wellness: The Greenbrier Spa offers a full range of aesthetic medical offerings, body treatments, massages, hydrotherapy, and salon services. Spa services are available to guests aged 16 and older, with a dedicated team of providers and concierge medicine access through The Greenbrier Clinic.
- Casino Club: The Casino Club at The Greenbrier features slot machines, table games (blackjack, roulette, craps, poker), and live entertainment. The casino operates a Players Club loyalty program (G-Rewards) earning points on gaming spend, redeemable for resort accommodations, dining, activities, spa, and merchandise. Minimum age is 21.
- Meetings, Events & Weddings: The Greenbrier offers 200,000 square feet of meeting space, a 16,500-square-foot exhibit hall, 40 flexible breakout rooms, and distinctive indoor/outdoor venues for corporate events, weddings, and celebrations. Revenue is generated through venue rental, catering, F&B minimums, and event management services. A 25% deposit is required at contract signing.
- Retail / E-commerce: The Greenbrier operates an online store (store.greenbrier.com) selling branded merchandise including apparel, jewelry, home goods, gourmet foods (Greenbrier peaches, coffees, jams), ornaments, and gift cards. Shipping is free for orders over $100. The resort also operates multiple on-property retail boutiques (Babydog Boutique, Bellissima, Greenbrier Avenue Ladies/Men's, Ralph Lauren, The Doll House, The Candy Maker, and others).
- Activities & Adventures: The resort generates revenue from over 50 signature experiences including falconry lessons, off-road driving (Jeep Wrangler Rubicon, Polaris RZR, Polaris Slingshot), horseback riding, fly fishing, kayaking, pickleball, tennis, indoor pool, outdoor infinity pool, bowling, arcade, aerial adventure course, falconry, Segway tours, glass-blowing workshops, and guided tours of the historic Cold War bunker (Project Greek Island).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Greenbrier Level (0–4,000 points): Base loyalty tier, earn 1 point per $1 spent, redeem for complimentary room nights and upgrades. |
| Subscription | Pay-as-you-go | Carleton Varney Level (4,001–10,000 points): Mid-tier with complimentary room upgrade at check-in when available, plus standard redemption benefits. |
| Subscription | Pay-as-you-go | Presidential Level (10,001–25,000 points): Upper-mid tier with two-class upgrade, spa steam/sauna access, and complimentary valet parking. |
| Subscription | Pay-as-you-go | Justice Level (25,001+ points): Top loyalty tier with guaranteed best available room upgrade, personal concierge, and full spa access. |
| Unit Pricing | Pay-as-you-go | Golf Academy - Private Lessons: 50-minute one-on-one instruction tailored to individual needs. |
| Unit Pricing | Pay-as-you-go | Golf Academy - Full Swing & Short Game Clinics: Group clinics with 4-to-1 student-to-teacher ratio, April–October. |
| Unit Pricing | Pay-as-you-go | Golf Academy - On-Course Playing Lessons: Two-hour on-course instruction for up to 4 golfers on The Meadows & Greenbrier Courses. |
| Other | Pay-as-you-go | Parking - Self-Parking: Complimentary standard self-parking. |
| Other | Pay-as-you-go | Online Store Shipping: Free standard ground shipping for orders of $100 or more. |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels8 records
The Greenbrier product offering
Product offeringCore offering
The Greenbrier is a historic luxury resort operating on an 11,000-acre property in White Sulphur Springs, West Virginia, offering overnight accommodations across 710 rooms, estate homes, and cottages, alongside four championship golf courses, a full-service spa, a casino, more than a dozen restaurants, 200,000 square feet of meeting and event space, and over 50 on-site activities. Revenue is generated primarily through room stays, food and beverage, golf and instruction, spa services, casino gaming, retail merchandise, and corporate/social events sold directly to leisure travelers, groups, and wedding clients.
Product overview
The Greenbrier is a world-class luxury resort offering a comprehensive portfolio of hospitality services. The property features 710 Signature Resort Rooms, 6 Estate Homes, and 64 cottages as core accommodation products. Golf operations include four championship courses (The Old White, The Greenbrier, The Meadows, and The Ashford Short Course) plus a Golf Academy with instruction programs. The resort's amenities encompass The Greenbrier Spa, The Casino Club with Players Club loyalty program, Tennis Club, Fitness Center, and over 50 outdoor and indoor activities including falconry, fishing, horseback riding, and bunker tours. Dining options range from fine dining (Main Dining Room, Prime 44 West steakhouse) to casual venues (Draper's Café, In-Fusion Asian restaurant, The Forum pizza). The Greenbrier Sporting Club offers private real estate ownership with exclusive member amenities. Additional services include The Greenbrier Clinic healthcare facility, comprehensive meeting and event planning (200,000 sq ft of space), a loyalty program with four tiers, and an e-commerce online store for branded merchandise.
Differentiator
Problem solved
Functional benefit
Brands
- The Greenbrier Sporting Club: Private equity club for real estate owners at The Greenbrier, offering exclusive neighborhoods with luxury homes and members-only amenities including two lodges, pools, a golf course, restaurants, spa, fitness center, and equestrian center.
- The Greenbrier Clinic
- The Casino Club at The Greenbrier
- The Greenbrier Golf Academy
- The Greenbrier Loyalty Program
Products and services
- Signature Resort Rooms Guest rooms and suites featuring Dorothy Draper decor, including Windsor Club rooms and suites, historic suites, and classic suites sold to leisure and business travelers.
- Greenbrier Estate Homes
- Legacy Cottages
- Championship Golf
- The Greenbrier Golf Academy
- The Greenbrier Spa
- The Casino Club at The Greenbrier
- Prime 44 West
- Main Dining Room
- In-Fusion
- The Greenbrier Clinic
- Meetings, Events & Weddings
- The Greenbrier Online Store
- Bunker Tours
- The Greenbrier Sporting Club
Quantifiable outcome
- The Greenbrier has hosted 28 U.S. Presidents to date.
- +4 more outcomes
Companies that use The Greenbrier
Customer profileNamed customers1 record
Segments5 records
Ideal customer profiles5 records
The Greenbrier technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
The Greenbrier partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor.
- New York GiantsminorThe New York Giants NFL team held their first week of 2024 training camp at The Greenbrier Sports Performance Center. The resort hosted six free public practices from July 30 through August 7, 2024. The partnership provided high-profile earned media coverage for The Greenbrier as a premier sports performance and event venue.
- Encore (Technology & Equipment)minorEncore delivers exceptional technology and equipment solutions backed by the expertise of skilled technicians for events at The Greenbrier.
- Gillespie's Flowers & Productions, Inc.minorGillespie's Flowers and Productions has served as The Greenbrier's florist and event decorator since 1923. The company creates custom floral designs and décor for events, and also provides linen and china rentals, tents, and stage lighting.
- SkyWest / American Eagle (Commercial Flights)minorDaily direct commercial flights operated by SkyWest / American Eagle are available from Charlotte Douglas International Airport (CLT) and Chicago O'Hare International Airport (ORD) to Greenbrier Valley Airport (LWB), 15 minutes from The Greenbrier.
Scale indicators11 records
Recent moves6 records
Expansion highlights6 records
The Greenbrier competitors and assessment
Company assessmentDirect peers
- Pinehurst Resort: Pinehurst is a historic North Carolina golf resort with multiple championship courses, luxury lodging, spa, and F&B. Most directly comparable to The Greenbrier as a historic, multi-course, full-service golf resort destination with comparable amenity mix and event infrastructure.
- The Broadmoor: The Broadmoor is a long-standing luxury Colorado resort featuring championship golf, spa, F&B, and broad conference facilities. Comparable as a century-old, amenity-rich luxury resort combining golf, meetings, and leisure travel under one brand.
- Pebble Beach Resorts: Pebble Beach is an iconic California luxury golf resort offering trophy-course experiences, lodging, spa, and dining. Comparable as a world-famous multi-course golf destination with deep historical brand equity and similar luxury pricing posture.
- The Breakers Palm Beach: The Breakers is a flagship Florida luxury resort with extensive F&B, golf, spa, and beach club amenities. Comparable as a long-tenured, family-controlled flagship luxury resort with diversified high-end amenities and event capability.
- Kiawah Island Golf Resort: Kiawah is a South Carolina luxury island resort featuring multi-course golf, residential real estate (similar to Sporting Club), spa, and event venues. Comparable as a destination golf resort with a layered real-estate and membership model alongside traditional lodging.
- Sea Island Resort: Sea Island is a Georgia coastal luxury resort offering championship golf, multiple lodging formats, spa, and beach amenities. Comparable as a multi-generational luxury resort combining golf, residential ownership, and corporate/private events.
- Biltmore Estate (and Biltmore Hotels): Biltmore is a historic North Carolina estate with luxury hotel, F&B, winemaking, and large-scale event venues. Comparable as a long-tenured, history-driven U.S. destination combining lodging, high-end F&B, and large-scale meetings and weddings.
- Boca Raton Resort: The Boca Raton is a Florida luxury oceanfront resort offering golf, spa, F&B, and meeting facilities. Comparable as a flagship U.S. luxury resort with similar amenity mix, meeting/event infrastructure, and club membership options.
Broad incumbents
- Omni Hotels & Resorts: Omni operates a broad portfolio of upscale hotels and resorts across the U.S., including golf properties. Comparable as a competitor in luxury group/event space, and notably also a secured creditor of The Greenbrier via its parent's loan acquisition.
Emerging players
- Salamander Hotels & Resorts: Salamander operates a portfolio of luxury resort properties including golf and spa destinations. Comparable as a luxury resort operator focused on golf, spa, and equestrian experiences at smaller scale than The Greenbrier's flagship property.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
The Greenbrier social profiles
Digital presenceThe Greenbrier financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Greenbrier leadership team
Management profileNumber of profiles
Profiles1 record
The Greenbrier funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Greenbrier 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 The Greenbrier
What does The Greenbrier do?
The Greenbrier is a historic luxury resort operating on an 11,000-acre property in White Sulphur Springs, West Virginia, offering overnight accommodations across 710 rooms, estate homes, and cottages, alongside four championship golf courses, a full-service spa, a casino, more than a dozen restaurants, 200,000 square feet of meeting and event space, and over 50 on-site activities. Revenue is generated primarily through room stays, food and beverage, golf and instruction, spa services, casino gaming, retail merchandise, and corporate/social events sold directly to leisure travelers, groups, and wedding clients.
Is The Greenbrier a public or private company?
The Greenbrier is a private company. It is classified as family owned and is currently operating.
When was The Greenbrier founded?
The Greenbrier was founded in 1778. It employs 1,001 to 5,000 people.
Where is The Greenbrier based?
The Greenbrier is headquartered in White Sulphur Springs, United States, in the North America region.
How does The Greenbrier make money?
Eight revenue lines are on record. Luxury Resort Accommodations are the primary driver. The others are food & Beverage, golf, spa & Wellness, casino Club, meetings, Events & Weddings, retail / E-commerce and activities & Adventures.
Who are The Greenbrier's main competitors?
Direct peers on record are Pinehurst Resort, The Broadmoor, Pebble Beach Resorts, The Breakers Palm Beach, Kiawah Island Golf Resort, Sea Island Resort, Biltmore Estate (and Biltmore Hotels) and Boca Raton Resort. Omni Hotels & Resorts is listed as a broad incumbent. Salamander Hotels & Resorts is listed as an emerging player.
Does The Greenbrier have an API?
No public API is recorded for The Greenbrier.
What industry is The Greenbrier in?
The Greenbrier's product category is Luxury Resort Hospitality. Its primary akta.pro industry code is THAGAAAH, Golf & Leisure Full-Service Hotels, with a secondary code of THAGACAH, Luxury Golf Resorts. Its NAICS code is 72111 and its SIC code is 7011.