Sunrise Resort

What Sunrise Resort does

Sunrise Resort is a privately held, family-owned vacation rental business operating a single 12-acre lakefront property on Presque Isle Lake in Vilas County, Wisconsin. Founded in the late 1940s and modernized in the 1980s, the resort has passed through only three families and is currently owned and operated by the Behrendt family. The property spans 1,000 feet of lake frontage within a four-lake chain covering more than 1,500 acres of water.

The revenue base is built around 8 named lakefront cabins (2–4 bedrooms, themed after local fish species: Bluegill, Perch, Crappie, Bass, Walleye, Northern Pike, Musky, plus a newer Lakefront Cabin #1 and the multi-suite Lakefront Loon Lodge), a 2023 Airstream Caravel glamping unit, 5 rental boats (16' Lund fishing boats and 20' pontoons), and guided fishing trips aboard a Vexus 2085s led by guides Scott, Cletus, and Reed. Pricing is quote-based and seasonal, ranging from roughly $800/week for spring shoulder weeks to $2,500/week at summer peak for cabins, and from $200/night to $3,500/week for boats and guide packages; ancillary services (early check-in, late check-out, cleaning) contribute incremental per-stay revenue.

Distribution is exclusively direct-to-consumer via sunrise-resort.com (powered by the 365villas / PeakVillas property management platform), supplemented by phone, email, Facebook, Instagram, email newsletter, and Google Maps. Customers are individual leisure travelers — primarily families, fishing enthusiasts targeting trophy musky and smallmouth bass, and trail sports users — booked through self-serve online reservation with seasonal weekly (Sunday–Sunday) or 2-night minimum stays. The business is operated with 1–10 employees, no institutional investment, no third-party resellers, and no disclosed revenue.

Name

Sunrise Resort

Legal name

Sunrise Resort

Website

https://sunrise-resort.com

Company type

Private

Founded year

1940

Operating status

Operating

Headcount range

11–50 employees

Short description

Sunrise Resort is a family-owned lakefront vacation rental business in Presque Isle, Wisconsin, offering eight named cabins, an Airstream glamping unit, boat rentals, and guided fishing trips on a four-lake chain targeting families, anglers, and outdoor recreationists via direct online booking.

Ownership category

akta.pro rank

Product category

Vacation rentals and hospitality services

NAICS

Recreational and Vacation Camps (except Campgrounds) (721214), RV (Recreational Vehicle) Parks and Recreational Camps (7212), Accommodation (721)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Cabins & Cottages (THAMADAA)

akta.pro secondary industries

Cabin & Cottage Campgrounds (THAGAOAD), Beachfront & Lakefront Homes (THAMAAAF), Mountain & Wilderness Lodges (THAAAHAE)

Keywords

• Vacation cabin rentals
• Boat rentals
• Fishing guide services
• Lakefront accommodations
• Northwoods resort

Headquarters

HQ city

Chetek

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Cabin Rentals: Primary revenue stream from renting 8 lakefront cabins (ranging from 2-4 bedrooms) and 1 glamping Airstream. Cabins are rented on weekly (Sunday-Sunday) basis during peak summer season, with 2-night minimums available during off-peak periods. Rates vary seasonally from $800/week (spring) to $2,500/week (summer peak).
2. Boat Rentals: Secondary revenue from renting fishing boats and pontoon boats. Includes 16' Lund Rebel fishing boats, 20' pontoon boats, and a Vexus 2085s with fishing guide. Weekly rental rates range from $750 to $1,200, with some boats available for daily rental.
3. Fishing Guide Services: Guided fishing trips offered as an add-on service with the Vexus 2085s boat rental. $500 for a 4-5 hour guided trip. Staff guides include Scott, Cletus, and Reed.
4. Additional Services: Optional paid services including early check-in ($99), late check-out ($129), cleaning service ($149), and room service ($15).

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Sunrise Resort rents eight lakefront cabins (2-4 bedrooms), a four-bedroom lakehouse (Loon Lodge), and a 2023 Airstream glamping unit on Presque Isle Lake in Wisconsin. It supplements lodging with fishing boat and pontoon rentals and guided fishing trips, targeting families and outdoor recreation seekers with bundled cabin-and-boat experiences.

Product overview

Sunrise Resort is a family-owned Northwoods vacation retreat offering lakefront cabin rentals and boat rentals in Presque Isle, Wisconsin. The portfolio consists of 8 lakefront cabins named after local fish species (Bluegill, Perch, Crappie, Bass, Walleye, Northern Pike, Musky House) plus Lakefront Loon Lodge, and an Airstream glamping experience. Supporting services include 5 rental boats (fishing boats and pontoon cruisers) ranging from 16' Lund Rebels to 20' pontoons, plus guided fishing trips on the Vexus 2085s. Additional paid services include early check-in, cleaning service, and late check-out. The resort sits on 1,000 feet of Presque Isle Lake frontage with access to a 4-lake chain spanning over 1,500 acres.

Differentiator

Problem solved

Functional benefit

Products and services

• Lakefront Cabin #1 New construction 2-bedroom, 2-bath lakefront cabin with a loft, sleeping up to 6 guests, overlooking the swim area with shared dock access; typically rented weekly Sunday-Sunday mid-June through mid-August with 2-night minimums other months.
• Lakefront Cabin #2 The Bluegill 3-bedroom lakefront cabin overlooking the lake close to the beach with 1 boat slip; sleeps 4 guests across a queen bed and two twin beds.
• Lakefront Cabin #3 The Perch 2-bedroom lakefront cabin with a boat dock in front; sleeps 4 guests with a queen bed in bedroom 1 and two twin beds in bedroom 2, managed by owner Scott Behrendt.
• Lakefront Cabin #4 The Crappie 2-bedroom lakefront cabin overlooking the lake with a boat dock out front; sleeps 4 guests in two bedrooms each with two twin beds.
• Lakefront Cabin #5 The Bass 3-bedroom lakefront cabin sleeping up to 6 guests, with a queen bed in bedroom 1 and two twin beds each in bedrooms 2 and 3.
• Lakefront Cabin #6 The Walleye 3-bedroom lakefront cabin sleeping up to 6 guests, dog-friendly with prior approval; bedroom 1 has a full bed, bedrooms 2 and 3 each have two twin beds. Seasonal rates from $800/week (spring) to $2,500/week (summer peak).
• Lakefront Cabin #7 The Northern Pike House 3-bedroom lakefront cabin primarily used as owner/caretaker cabin and occasionally available for rent; sleeps up to 5 guests with a queen bed and three twin beds (including a bunk).
• Lakefront Cabin #8 The Musky House 3-bedroom, 1.5-bath lakefront cabin offering 1,085 sq ft with panoramic lake views and a sunroom; sleeps 6-8 guests across 6 beds with a maximum occupancy of 8.
• Lakefront Loon Lodge New construction 4-bedroom, 3-bath lakefront house with classic Northwoods character; can be rented as a whole ($425-$750/night, $2,600-$4,500/week) or as two ground-floor suites (Suite 1 from $500/night, $3,000/week).
• Airstream Lakeview 22ft 2023 Airstream Caravel glamping unit with queen bed and full hook-ups (water, electric, working toilet); lakefront views, access to sandy swim area, and inclusive use of canoes, kayaks, and paddleboards. From $900/week for Summer 2026.
• 16' Lund Rebel 1600 Fishing Boat Rental 16' Lund Rebel 1600 fishing boat equipped with Minn Kota trolling motor, Lowrance depth finder, live well, console steering, and rod storage; 4-person capacity at $750/week.
• 16' Lund Rebel 1650 Guide Boat Rental 16' Lund Rebel 1650 resort guide boat available for occasional rental; 90HP four-stroke motor, trolling motor, depth finder, seats 4. $200/night, $900/week.
• 20' Pontoon Boat Blue Rental 20-foot pontoon boat with Humminbird depth finder, bimini top, live well, 2 fishing seats, and 10-person capacity at $1,200/week.
• 20' Pontoon Cruiser Rental 2008 Misty Harbor 2085GM 20-foot pontoon cruiser with 50HP outboard, set up for cruising with 10-person capacity, available to resort guests only at $1,200/week.
• Vexus 2085s Guided Fishing Trip Guided fishing trip service aboard the Vexus 2085s led by on-staff guides (Scott, Cletus, Reed); $500 for a 4-5 hour trip booked in advance, or $3,500/week with the boat rental included.
• Early Check-in Service Optional early check-in add-on for cabin reservations, priced at $99 per stay.
• Cleaning Service Optional professional cleaning service available during a cabin stay, priced at $149.
• Late Check-out Service Optional late check-out add-on for cabin reservations, priced at $129 per stay.

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Vacasa: National professional vacation rental management and marketing company operating thousands of short-term rental units including lake-cabin properties. Comparable as a broad incumbent in the vacation rental channel that competes for the same direct-booking and listing-distribution attention.
• VRBO (Expedia): Major vacation rental by owner marketplace with a large inventory of U.S. lakefront cabins. Broad incumbent in the same short-term vacation rental category, often cited alongside Airbnb as the dominant alternative distribution channel for independent cabin operators like Sunrise.
• Airbnb: Global online marketplace for short-term vacation rentals, including lakefront cabins in the Wisconsin Northwoods. Broad incumbent that competes with Sunrise's direct-booking model by aggregating demand for similar cabin inventory.
• Evolve Vacation Rental: National vacation rental management company with a large portfolio of cabins and lake homes across the U.S. Comparable as a broad incumbent offering property owners professional marketing, distribution, and management alternatives to operating independently like Sunrise.

Direct peers

• Boulder Junction Vacation Rentals / Coontail Resort: Family-owned lake resort in Boulder Junction (adjacent to Presque Isle) offering lakefront cabins and fishing-focused recreation. Comparable on geography, target customer (fishing families), and small-scale operations.
• Blue Vista Resort: Wisconsin lake resort offering cabin rentals and boat rentals. Comparable on small-family-resort structure, lakefront cabin inventory, and integrated recreation amenities.
• Wild Eagle Lodge: Wisconsin Northwoods lodge in Eagle River offering lakefront accommodations, boat rentals, and fishing guide packages. Direct comparable on bundled cabin + boat + guide model in the broader Vilas/Oneida County region.
• Musky Country Resort: A family-owned Wisconsin Northwoods resort near Boulder Junction offering cabin rentals and guided musky fishing on a connected lake chain. Closest direct comparable to Sunrise Resort given shared trophy musky market, integrated cabin-and-guide model, and Vilas County location.
• Black Oak Village Resort: Presque Isle-adjacent resort in Vilas County offering lakefront cabin rentals and boat rentals on the same lake chain as Sunrise. Highly comparable on geography, unit type, and lake-based vacation offering.

Regional players

• Lake of the Torches Resort Casino: Larger full-service hotel, casino, and RV park operation in Lac du Flambeau, Vilas County. Regional competitor for the same Vilas County traveler dollar, but with a substantially larger and broader offering (gaming, multiple restaurants, RV park) rather than cabin-focused.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/SunriseResortWI
• Instagraminstagram.com/reel/C53x_mYL2qF/?igsh=bTg1OG9vZDl5ZWk5
• LinkedInlinkedin.com/company/sunrise-resort

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Sunrise Resort