Wilderness Resort

What Wilderness Resort does

Wilderness Resort (legal entity: Wilderness Hotel & Resort, Inc.) is a privately held, vertically integrated family vacation destination headquartered on a 600-acre site in Wisconsin Dells, Wisconsin. Founded in 1995 and operating with 501-1,000 employees (including 500+ seasonal staff), the company bundles lodging across four property tiers (Wilderness Hotel & Golf Resort, Glacier Canyon Lodge, Wilderness on the Lake, and Villas/Condos/Cabins) with what it self-describes as America's largest waterpark resort footprint: 4 indoor and 4 outdoor waterparks, three mega arcades, an 18-hole golf course (Wild Rock Golf Club), a full-service spa (Sundara), and more than a dozen attractions including zip lines, go-karts, mini golf, laser tag, climbing walls, room escapes, and the year-round Aquavia Lumina illuminated walk.

The business operates as a direct-to-consumer destination marketed to families with children (primary), couples, group events (weddings, reunions), and corporate/meeting groups. Distribution runs through the resort website, a 1-800 reservations line, on-site front desks, third-party travel sites, an E-Club email newsletter, and a TikTok social presence, supported by an active influencer and PR program. Revenue is generated across seven streams: lodging, waterpark admission, attractions and entertainment (including a $34.95 Fun Pass bundle with stated $50 value), food and beverage (sit-down restaurants, food hall, Starbucks, catering), spa, golf, and events/weddings at the Glacier Canyon Conference Center. Pricing is dynamic and seasonal, with Early Bird discounts of 10-20% for advance bookings.

The company has pursued measured geographic and product expansion: a Tennessee waterpark (Soaky Mountain, opened 2020) extends the brand beyond Wisconsin, while ongoing capital projects (Aquavia Lumina 2024, Wild WaterDome renovation 2025-2026, Beyond the Door Room Escapes 2026) extend year-round revenue capture and refresh the core attraction mix. The technology stack is largely operational (booking engine, gift card platform, reservation system) with no disclosed AI/ML, proprietary data assets, or platform integrations of note. Ownership is private with no disclosed venture, private equity, or public-market backing.

Name

Wilderness Resort

Legal name

Wilderness Hotel & Resort, Inc.

Website

https://wildernessresort.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Wilderness Resort is a privately held, 600-acre family vacation destination in Wisconsin Dells, Wisconsin, bundling lodging, 8 indoor and outdoor waterparks, an 18-hole golf course, a spa, and 20+ attractions for families, couples, groups, and corporate clients via direct-to-consumer booking.

Ownership category

akta.pro rank

Product category

Resort Hospitality

NAICS

Recreational and Vacation Camps (except Campgrounds) (721214), All Other Traveler Accommodation (721199)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Family & Kid-Friendly All-Inclusive Resorts (THAGAKAA)

akta.pro secondary industry

Wilderness & Backcountry Lodges (Remote/Off-Grid) (THAGAIAB)

Keywords

• Waterpark resort
• Family vacation destination
• Lodging accommodations
• Resort hospitality services
• Theme park attractions

Headquarters

HQ city

Wisconsin Dells

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Technology or R&D, Others

Revenue model

1. Lodging Accommodations: Revenue from hotel rooms, suites, villas, condos, and cabins across three lodging properties: Wilderness Hotel & Golf Resort, Glacier Canyon Lodge, and Wilderness on the Lake. Stay includes access to waterparks.
2. Waterpark Admission: Revenue from waterpark day passes and included access with lodging stays. Four indoor and four outdoor waterparks available.
3. Attractions and Entertainment: Revenue from attractions including Fun Passes, room escapes, zip line tours, golf, Take Flight aerial adventure, Aquavia Lumina nighttime walk, and daily adventure activities.
4. Food and Beverage: Revenue from multiple dining outlets including sit-down restaurants, grab-and-go locations, coffee shops (Starbucks), sweets and treats (candy, ice cream, yogurt), and catering for events.
5. Spa Services: Revenue from Sundara Spa offering wellness and relaxation services.
6. Golf: Revenue from Wild Rock Golf Club, an 18-hole golf course.
7. Events and Weddings: Revenue from hosting weddings, corporate meetings, and group events at Glacier Canyon Conference Center.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Wilderness Resort operates a large family vacation destination in Wisconsin Dells, Wisconsin, offering on-site lodging, multiple indoor and outdoor waterparks, amusement attractions, dining venues, golf, spa services, and event facilities. The resort combines accommodations with an integrated waterpark and entertainment complex for families, couples, groups, and event guests.

Product overview

Wilderness Resort is a comprehensive family vacation destination resort offering an integrated portfolio of lodging, waterparks, attractions, dining, golf, and spa services. The resort operates multiple lodging properties (Wilderness Hotel & Golf Resort, Glacier Canyon Lodge, Wilderness on the Lake, and Villas/Condos/Cabins), four waterparks (Wild WaterDome, Wild West Waterpark, Klondike Kavern Waterpark, and Soaky Mountain Waterpark), over a dozen attractions (including Beyond the Door Room Escapes, Take Flight, Aquavia Lumina, Zip Line Tours, and various family entertainment), championship golf at Wild Rock Golf Club, Sundara Spa, and diverse dining options. The resort's business model centers on bundling attractions through the Fun Pass and offering conference and wedding facilities alongside leisure services.

Differentiator

Problem solved

Functional benefit

Brands

• Wild Rock Golf Club: 18-hole golf course at the resort
• Sundara Spa
• Aquavia Lumina
• Take Flight
• Beyond the Door Room Escapes
• WildKids Club
• Dells Dinner Adventures
• Camp Social Food Hall

Products and services

• Wilderness Hotel & Resort Lodging On-site lodging properties including Wilderness Hotel & Golf Resort, Glacier Canyon Lodge, Wilderness on the Lake, and a selection of Villas, Condos, and Cabins offered to vacationing guests.
• Resort Waterparks Indoor and outdoor waterpark facilities including Wild WaterDome, Wild West Waterpark, Klondike Kavern, and Soaky Mountain Waterpark, available to overnight and day guests.
• Beyond the Door Room Escapes Themed escape room experiences offered as on-site resort attractions for guests.
• Take Flight Flight simulator attraction offered to resort guests and walk-in visitors.
• Aquavia Lumina Evening multimedia/light walk experience offered as part of the resort's attractions lineup.
• WildKids Club Supervised children's activity program offered to families staying at the resort.
• Zip Line Tours Outdoor zip line adventure experience offered as an on-site attraction.
• Wild Rock Golf Club On-site golf course open to resort guests and the public with tee-time bookings.
• Sundara Spa Full-service spa offering treatments and wellness services to resort guests and outside visitors.
• Fun Pass Bundled attraction ticket product that grants access to multiple on-site activities such as waterparks, mini golf, and other attractions.
• Dells Dinner Adventures Themed dining and show experience offered as an evening entertainment package.
• Cabanas Private cabana rentals available at the resort's waterpark areas for guests seeking shaded, reserved seating.
• Weddings and Group Events Wedding, meeting, and group event hosting services with on-site venues, catering, and coordination.

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Tommy Bartlett ShowminorGTM or Marketing PartnerComplimentary tickets to the Tommy Bartlett Show provided to all registered guests staying at Wilderness from Memorial Day Weekend through Labor Day. The 90-minute iconic water and stage show features water skiers, wakeboard acts, and human pyramids. This partnership enhances the guest experience by providing exclusive access to a legendary Wisconsin Dells attraction.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Great Wolf Lodge: Nation's largest chain of indoor waterpark resorts with multiple properties (including Wisconsin Dells). Directly competes in the family all-inclusive waterpark resort category with bundled lodging and waterpark pricing.
• Kalahari Resorts: Major waterpark resort operator with its flagship location in Wisconsin Dells. Direct competitor targeting the same family all-inclusive segment with lodging and indoor/outdoor waterparks.
• Mt. Olympus Water & Theme Park: Wisconsin Dells-based waterpark and theme park complex with on-property lodging. Head-to-head competitor for Midwestern drive-to family vacation spending.
• Coco Key Water Resort: Indoor waterpark resort chain (multiple locations) with bundled lodging and waterpark access, operating in the same all-inclusive family resort category.
• Jay Peak Resort: Vermont four-season resort with large indoor waterpark (PumpHouse), hotel lodging, and golf/ski attractions. Closely comparable all-inclusive family destination model.
• Chula Vista Resort: Wisconsin Dells-area resort with indoor/outdoor waterparks, golf, and lodging. Local competitor targeting the same drive-to family traveler.

Emerging players

• Soaky Mountain Waterpark: Tennessee waterpark development affiliated with Wilderness Resort's owner; operates as a stand-alone outdoor waterpark venue in the Sevierville/Pigeon Forge tourism corridor.

Broad incumbents

• Big Cedar Lodge: Bass Pro-affiliated nature-themed resort collection (Missouri/Arkansas) with lodging, attractions, golf, and spa. Comparable family-destination resort format with broader outdoor recreation positioning.
• Gaylord Opryland Resort: Large convention-focused resort with extensive indoor attractions and dining. Comparable in scale and group/event business mix (conferences, weddings) but oriented differently around indoor gardens rather than waterparks.
• Dollywood (Pigeon Forge, TN): Theme park + resort (Dollywood's DreamMore Resort) destination in the same Sevierville/Pigeon Forge tourism market as Wilderness's Soaky Mountain Waterpark. Comparable family all-inclusive destination model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• TikToktiktok.com/@wildernessresort
• Xx.com/WildernessWI
• Facebookfacebook.com/wildernessresort
• LinkedInlinkedin.com/company/wilderness-territory

Revenue estimate

Valuation estimate

Number of profiles

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 Wilderness Resort