H&M Landing

What H&M Landing does

H&M Landing is a privately held sportfishing company headquartered at 2803 Emerson Street on the San Diego waterfront, operating continuously since 1935. It functions as a fleet platform coordinating 24+ individually owned and operated vessels ranging from 46-foot half-day boats to a 105-foot long-range sportfisher (Red Rooster III), with passenger capacities from 6 to 103. The company books open party (per-person fare) and private charter fishing trips spanning half-day local excursions, full-day trips to the Coronado Islands, overnight, multi-day, and up to 21-day long-range expeditions to Mexican waters including Cedros, San Benitos, and Guadalupe Islands.

The core product is open party sportfishing complemented by private charters, whale watching tours aboard the Peregrine, and liveaboard scuba diving aboard the Vision. Technology onboard vessels consists of conventional marine electronics (Furuno sonar, GPS chart plotters, Wesmar side scanning sonar, satellite weather and water temperature mapping, and Starlink WiFi on select vessels). The company sells directly to consumers via phone, its website (hmlanding.com), and walk-up dock sales, with no intermediary distribution channels. Pricing ranges from $75-$90 per person for half-day trips to $44,000 for a 5.5-day charter, with whale watching at $30-$55 per adult.

Revenue is generated through charter fishing trip fares, whale watching tickets, liveaboard dive charters, tackle rentals, galley/meal plans, gift certificates, and a branded merchandise e-commerce store (shop.hmlanding.com). Customer segments include individual and family anglers (primary), corporate groups, bachelor parties, wildlife enthusiasts, and scuba divers. The company refers customers to third-party fish processors (Five Star Fish Processing, Fisherman's Processing, Sportmen's Seafood) and partners with local hotels and a limousine service for ecosystem support.

Name

H&M Landing

Legal name

H&M Landing

Website

https://hmlanding.com

Company type

Private

Founded year

1935

Operating status

Operating

Headcount range

11–50 employees

Short description

H&M Landing is a San Diego-based sportfishing company operating since 1935 that books open party and private charter trips across a fleet of 24+ individually owned vessels, serving individual anglers, families, corporate groups, and celebration parties with trips ranging from half-day to 21-day long-range expeditions.

Ownership category

akta.pro rank

Product category

Sportfishing Charter Services

NAICS

Scenic and Sightseeing Transportation, Water (48721), Scenic and Sightseeing Transportation, Water (487210)

SIC

Water Transportation (4400)

akta.pro primary industry

Fishing Charters & Angling Experiences (Deep Sea, Sportfishing, Fly Fishing) (THAJAJAC)

akta.pro secondary industry

Sightseeing & Scenic Boat Tours (Harbor, Sunset, Dolphin/Whale Watching) (THAJAJAA)

Keywords

• Sportfishing charters
• Deep sea fishing
• Whale watching tours
• Recreational dive charters
• Marine tourism

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Supply Chain, Marketing or Sales

Revenue model

1. Charter Fishing Trips: Revenue from open party (per-person tickets) and private charter bookings across a fleet of 24+ vessels offering half-day, full-day, overnight, and multi-day fishing trips ranging from 1/2 day local to 21-day long range expeditions to Baja California and beyond.
2. Whale Watching Tours: 3-hour whale watching excursions aboard dedicated vessels like Peregrine, offering daily departures at 10am for $30-$55 per adult fare.
3. Liveaboard Dive Charters: Purpose-built liveaboard dive vessel (Vision) offering day dives, multi-day dive trips, and event charters with daily rates and hourly event pricing.
4. Gift Certificates and Merchandise: Gift certificates sold in any denomination for trips, tackle, or merchandise. Online shop for H&M branded apparel including shirts, hats, and hoodies.
5. Tackle Rentals: Rental gear pricing for various rod/reel configurations based on trip length, with security deposits required. Tackle shop sells terminal tackle and gear.
6. Galley and Food Services: Onboard galley minimums and meal plans required on certain trips. Galley services include meals, snacks, beer, and soda available for purchase.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

H&M Landing is a sportfishing charter company based in San Diego, California, established in 1935. It operates a fleet of 24+ vessels and sells recreational sportfishing trips, whale watching excursions, and dive charters to individual anglers, families, and tourist groups along the Southern California coast.

Product overview

H&M Landing is a San Diego-based sportfishing fleet and charter service established in 1935, operating as a platform that connects anglers with a fleet of individually owned and operated vessels. The offering is structured as a fleet-of-fleets model: a curated marketplace of 24+ fishing boats (ranging from 46-foot half-day vessels to 105-foot multi-day long-range sportfishers) available for open party (shared fare) tickets or private charter bookings, complemented by whale watching, dive, corporate, and bachelor party charter services. The core product is open party fishing trips spanning half-day (1/2 Day Trips), three-quarter day, full day, overnight, 1.5-day, multi-day (2–21 day), and long-range expeditions targeting species including yellowtail, bluefin tuna, dorado, rockfish, calico bass, and halibut. Adjacent offerings include the Vision liveaboard dive vessel, a branded merchandise store (shop.hmlanding.com), gift certificates, third-party fish processing coordination, and a tackle rental shop. Boats in the fleet are individually owned by captains and operate under the H&M Landing brand umbrella, with unified booking, reservation management, and trip calendar infrastructure.

Differentiator

Problem solved

Functional benefit

Brands

• Whale Watching at H&M Landing: Dedicated whale watching service operated by H&M Landing, offering 3-hour whale watching tours and seasonal expeditions to Baja California lagoons.
• H&M Charter Fleet
• H&M Fish Rider

Products and services

• Sportfishing Charters

Named customers5 records

Segments5 records

Ideal customer profiles2 records

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.

• Five Star Fish ProcessingminorOthersRecommended shoreside fish processing partner. H&M Landing advises customers to make processing reservations online at fivestar.net as soon as booking their fishing trip. Provides filleting and processing services for catch brought back to dock.
• Fisherman's ProcessingminorOthersRecommended shoreside fish processing partner. Customers text name(s), return date, and boat name to (619) 255-3128 to make reservations. Provides professional fish processing for trip catch.
• Sportmen's SeafoodminorOthersRecommended shoreside fish processing partner. Customers call (619) 224-3551 to make processing reservations. Provides fish processing services for trip catch.
• AALL IN LIMO & PARTY BUSminorGTM or Marketing PartnerExclusive transportation partner providing free champagne and fully stocked limousines when customers book through them and mention H&M Landing. Offers transportation throughout San Diego and Temecula for groups arriving for fishing trips or events.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Seaforth Sportfishing: Seaforth Sportfishing is a San Diego-based sportfishing landing operating a fleet of charter and open-party boats out of Mission Bay, offering half-day, full-day, overnight, and multi-day fishing trips targeting similar species (yellowtail, tuna, rockfish, bass). It is the closest geographic and product-line competitor to H&M Landing in the San Diego market.
• Fisherman's Landing: Fisherman's Landing is another historic San Diego sportfishing landing offering open-party and charter trips on multiple vessels, including long-range expeditions to Baja. Comparable fleet-of-fleets model, similar customer segments (families, hardcore anglers), and overlapping boat sizes make it a direct peer to H&M Landing in the same harbor area.
• Point Loma Sportfishing: Point Loma Sportfishing operates from the same San Diego waterfront as H&M Landing and offers open-party and charter sportfishing trips of comparable duration and pricing. It is a direct peer competing for the same local and tourist angler base within Point Loma harbor.

Regional players

• Dana Wharf Sportfishing & Whale Watching: Dana Wharf Sportfishing & Whale Watching in Dana Point, CA operates sportfishing charters and whale watching excursions similar to H&M Landing's offering. Same product categories (open-party fishing, whale watching) but serves the Orange County market rather than directly competing in San Diego.
• Davey's Locker / Newport Landing Sportfishing: Davey's Locker and Newport Landing operate sportfishing and whale watching charters from Newport Beach, CA. Comparable product mix (half-day to multi-day trips, whale watching) and similar vessel sizes, but geographically focused on Orange County — a regional peer to H&M Landing's San Diego base.
• Channel Islands Sportfishing: Channel Islands Sportfishing operates from Oxnard, CA, offering open-party and charter trips to the Channel Islands targeting species similar to H&M's Southern California grounds (rockfish, bass, yellowtail). Comparable fleet model and trip structure, serving Ventura County rather than San Diego.
• 22nd Street Landing Sportfishing: 22nd Street Landing operates a sportfishing fleet out of San Pedro, CA, offering open-party and charter trips ranging from half-day local to multi-day long-range expeditions. Comparable fleet structure and trip variety to H&M, but serving the LA Harbor market.
• Pisces Sportfishing Fleet: Pisces Sportfishing is one of the largest sportfishing fleets in Cabo San Lucas, Mexico, offering day, overnight, and multi-day charters targeting marlin, tuna, dorado, and yellowtail. Comparable fleet-of-fleets model and similar long-range product, but operating in Mexican waters that H&M's Baja expeditions also access.

Broad incumbents

• Flagship Cruises & Events: Flagship Cruises & Events is a San Diego-based harbor cruise and whale watching operator offering sightseeing, dining cruises, and chartered events. Comparable on whale watching and event charter overlap, but broader portfolio (dining, harbor tours) versus H&M's sportfishing specialization.

Emerging players

• San Diego Whale Watch: San Diego Whale Watch is a smaller dedicated whale and dolphin watching operator running seasonal trips from San Diego Bay. Overlaps directly with H&M Landing's whale watching offering but with a narrower, experience-focused product line and smaller fleet.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@HMLandingsince1935
• Facebookfacebook.com/hmlanding
• Instagraminstagram.com/hmlanding
• Xx.com/hmlanding

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 H&M Landing