Willow Valley Associates, Inc.

What Willow Valley Associates, Inc. does

Willow Valley Associates, Inc. is a privately held, family-owned diversified real estate and hospitality company headquartered at 100 Willow Valley Lakes Drive in Willow Street, Pennsylvania, approximately three miles south of downtown Lancaster. Founded in 1966 by the Thomas family (with roots traceable to a 1943 poultry and egg business), the company operates across six business segments: residential apartments and townhomes (Willow Woods), commercial real estate leasing (Willow Valley Crossroads, Willow Valley Square, and Willow Valley Lakes Business & Medical Center), Hilton-franchised hotels (DoubleTree Resort by Hilton Lancaster, Hilton Garden Inn Harrisburg East, Homewood Suites Harrisburg East, Hampton Inn & Suites Ephrata, and Hampton Inn & Suites Mount Joy), a 9-hole public golf course on 35 acres, seasonal pool memberships, and commercial landscaping services. The company employs 251-500 people and serves a combined base of 5,000+ residential and retirement community residents plus transient hotel guests, retail tenants, and commercial landscaping clients.

Revenue is generated through recurring monthly streams: residential apartment rents of $1,600-$2,200 per unit, commercial lease payments from more than 15 named national and local tenants (Starbucks, CVS, McDonald's, Giant Food Stores, Turkey Hill, Jersey Mike's, Fulton Bank, Univest Bank, Lebanon VA, Advance Auto Parts, Mavis Discount Tire, Tommy's Express, Morr Range, and others), hotel room nights and event revenue flowing through Hilton's distribution system, annual golf memberships ($799 single / $1,350 couple), and annual pool memberships ($375-$575 household). The technology stack is standard and non-proprietary: AppFolio for residential property management, Hilton PEP for hotel operations, and Estatik for web listings. No proprietary technology, AI/ML capabilities, mobile applications, or external APIs are disclosed.

The company's go-to-market is hybrid direct-to-consumer (residential leasing, hotel bookings, golf, pool, landscaping) and channel-partner-driven (Hilton franchise distribution, national retail brand co-tenancy at Crossroads and Square). Strategic expansion is centered on the 63-acre Willow Valley Crossroads development, with new tenants still opening in 2024-2026. The company is led by Chairman, President and CEO Diane L. Poillon and Chairman Emeritus Marlin H. Thomas, tithes 10% of annual earnings to local charities, and has no disclosed external institutional or PE/VC ownership.

Name

Willow Valley Associates, Inc.

Legal name

Willow Valley Associates, Inc.

Website

https://willowvalley.com

Company type

Private

Founded year

1966

Operating status

Operating

Headcount range

251–500 employees

Short description

Family-owned since 1966, Willow Valley Associates operates a diversified real estate and hospitality portfolio in Lancaster County, Pennsylvania, including residential apartments, five Hilton-franchised hotels, two commercial retail centers, a medical office building, a public golf course, and landscaping services serving residents, tenants, and travelers.

Ownership category

akta.pro rank

Headquarters

HQ city

Willow Street

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Residential Property Management: Willow Valley earns recurring rental income from apartments and townhomes at Willow Woods. Monthly rent ranges from $1,600 to $2,200 depending on unit type, with monthly billing for residential tenants.
2. Hotel Ownership and Management: The company owns and operates multiple Hilton-branded hotels generating revenue from room nights, food & beverage, and event services. Hotels include DoubleTree Resort by Hilton Lancaster, Hilton Garden Inn Harrisburg East, Homewood Suites Harrisburg East, Hampton Inn & Suites Ephrata, and Hampton Inn & Suites Mount Joy.
3. Commercial Real Estate Leasing: Willow Valley leases retail and office space to national and local brands at Willow Valley Crossroads and Willow Valley Square shopping centers. Revenue comes from monthly commercial rent payments from tenants including Starbucks, CVS, McDonald's, and others.
4. Golf Course Operations: The 9-hole public golf course at Willow Valley generates revenue through green fees, cart rentals, equipment rentals, and annual memberships. Golfers pay per round or purchase seasonal passes.
5. Pool Memberships: Pool memberships are sold to residents and local community members for seasonal access to Willow Woods pool facilities. Annual household memberships range from $375 to $575 plus guest fees.
6. Commercial Landscaping Services: Willow Valley offers landscaping design and maintenance services to businesses and residential associations, providing recurring grounds maintenance contracts.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels4 records

Core offering

Willow Valley Associates, Inc. operates an integrated portfolio of real estate, hospitality, and property services in Lancaster County, Pennsylvania. The company owns and operates residential apartments and townhomes, commercial retail and medical space, multiple Hilton-branded hotels, a public 9-hole golf course, and commercial landscaping services under a multi-generational family ownership structure.

Product overview

Willow Valley Associates operates a diversified portfolio of real estate and hospitality businesses in Lancaster County, PA. The company offers residential apartments and townhomes through Willow Woods, commercial leasing and retail development through Willow Valley Crossroads, multiple branded hotel properties under Hilton franchises (DoubleTree Resort, Hilton Garden Inn, Homewood Suites, Hampton Inn & Suites), a public golf course, and commercial landscaping services. The portfolio is managed through AppFolio property management software for residential operations. Founded in 1966 by the Thomas family, the company serves over 5,000 residential community residents and operates hotels across Central Pennsylvania.

Differentiator

Problem solved

Functional benefit

Brands

• Willow Valley Crossroads: A bustling retail destination development in Willow Street, PA, featuring major brand tenants including Starbucks, CVS, Turkey Hill, and others.
• DoubleTree Resort by Hilton Lancaster
• Willow Woods

Products and services

• Willow Woods Apartments & Townhomes Award-winning apartment and townhome community offering 1-3 bedroom units with amenities including pool, fitness facilities, and 24-hour maintenance. Located three miles south of downtown Lancaster, PA, with monthly rents from $1,600 to $2,200 depending on unit type.
• Willow Valley Commercial Leasing Commercial real estate services specializing in retail, office, and medical space leasing across Lancaster County's fastest-growing areas, including built-to-suit and multi-tenant spaces at Willow Valley Crossroads, Willow Valley Square, and the Willow Valley Lakes Business & Medical Center.
• Willow Valley Crossroads Retail destination shopping center with major tenants including Starbucks, CVS, Turkey Hill, and others, receiving over 21,000 cars daily and serving the Willow Valley residential and retirement communities.
• Willow Valley Golf Course Public 9-hole par-32 golf course on 35 acres featuring water features, elevation changes, and scenic views, open to the public with no tee times required on weekdays. Annual memberships ($799 single / $1,350 couple) and per-round play are available.
• Willow Valley Landscaping Commercial landscaping services offering design, seasonal displays, and ongoing grounds maintenance for businesses and residential associations. Delivered through recurring maintenance contracts and direct outreach to commercial clients.
• DoubleTree Resort by Hilton Lancaster 185-room resort hotel operated by Willow Valley Associates, serving the Lancaster County hospitality market with full-service amenities and event facilities.
• Hilton Garden Inn Harrisburg East Hilton-franchised hotel property in the Harrisburg East/Hershey market area, owned and operated by Willow Valley Associates.
• Homewood Suites by Hilton Harrisburg East Extended-stay Hilton-franchised hotel property in the Harrisburg East/Hershey area, operated by Willow Valley Associates. Winner of the Hilton Connie Award.
• Hampton Inn & Suites Ephrata (Mountain Springs) Hilton-franchised hotel property located in the Ephrata/Mountain Springs area of Lancaster County, acquired by Willow Valley Associates in October 2016.
• Hampton Inn & Suites Mount Joy (Lancaster West) Hilton-franchised hotel property located near the Spooky Nook sports complex in the Manheim/Mount Joy area, acquired by Willow Valley Associates in October 2016. Winner of the Hampton Circle of Excellence Award.
• Willow Woods Pool Memberships Seasonal outdoor pool facility open Memorial Day through Labor Day, offering household memberships to residents and local community members, with single memberships $375, couple $475, 3-4 person $575, additional $50, and a $7 guest fee.
• Willow Valley Business & Medical Center Business and medical office complex at 90-212 Willow Valley Lakes Drive, housing tenants including Univest Bank, the Lancaster VA Community-Based Outpatient Clinic, and various medical providers.

Quantifiable outcome

• Homewood Suites Harrisburg East ranked #22 of 392 Homewood Suites properties nationally
• +2 more outcomes

Named customers14 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

15 partnerships are on record, tiered flagship, core and minor.

• Hilton WorldwideflagshipStrategic or Co-development PartnerWillow Valley owns and operates multiple Hilton-branded hotels including DoubleTree Resort by Hilton Lancaster, Hilton Garden Inn Harrisburg East, Homewood Suites Harrisburg East, Hampton Inn & Suites Ephrata, and Hampton Inn & Suites Mount Joy. The relationship involves franchise agreements and management contracts with Hilton for brand standards and distribution.
• McDonald'scoreChannel Partner/ Reseller/ DistributorMcDonald's is a commercial tenant at Willow Valley commercial properties, with positive feedback on the quality of landscaping maintained by Willow Valley's grounds team.
• StarbuckscoreChannel Partner/ Reseller/ DistributorStarbucks operates a 2,100 sq ft location with drive-thru at Willow Valley Crossroads, employing 20-25 people. Opened March 2020.
• CVS PharmacycoreChannel Partner/ Reseller/ DistributorCVS operates pharmacy and retail locations at both Willow Valley Crossroads and Willow Valley Square shopping centers.
• Giant Food StorescoreChannel Partner/ Reseller/ DistributorGiant Food Stores occupies the former Darrenkamp's Market location at Willow Valley Square following a significant store renovation in 2018.
• Fulton BankcoreChannel Partner/ Reseller/ DistributorFulton Bank relocated from Willow Valley Square to a new larger location at Crossroads to accommodate additional services for customers.
• Turkey HillcoreChannel Partner/ Reseller/ DistributorTurkey Hill operates a first-of-its-kind store for Lancaster at Crossroads with 16 gas bays and made-to-order food service. Opened October 2018.
• Jersey Mike'scoreChannel Partner/ Reseller/ DistributorSandwich franchise restaurant at Willow Valley Crossroads. Grand opening March 2026 with community partnership donating proceeds to Aaron's Acres nonprofit.
• Tommy’s Express Car WashminorChannel Partner/ Reseller/ DistributorCar wash service opening at Crossroads with Grand Opening scheduled for Summer 2024.
• Mavis Discount TireminorChannel Partner/ Reseller/ DistributorAuto maintenance services including tire repair, brakes, inspections, oil changes. Grand Opening Spring 2024 at Crossroads.
• Morr RangeminorChannel Partner/ Reseller/ DistributorMorr Indoor Range and Training Center opened November 2017 at Crossroads as one of the first three tenants. Family-owned since 2010, offers indoor shooting range and training classes.
• Lebanon Veterans Administration Medical CentercoreChannel Partner/ Reseller/ DistributorVA leased 15,000 sq ft at Willow Valley Lakes Business & Medical Center to double the size of their Lancaster Community-Based Outpatient Clinic. Opened December 2018.
• Univest Bank & TrustcoreChannel Partner/ Reseller/ DistributorUnivest Bank opened its first Lancaster County branch at Willow Valley Lakes Business & Medical Center in August 2016, relocated from Blue Ball National Bank building.
• Aaron's AcresminorOthersNonprofit providing inclusive recreational opportunities for children of all abilities. Partnered with Jersey Mike's during Crossroads grand opening to receive donation proceeds.
• Advance Auto PartsminorChannel Partner/ Reseller/ DistributorAdvance Auto Parts store completed construction at Willow Valley Shopping Square final lot, opened December 17, 2015.

Scale indicators6 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Shaner Hotels: Family-owned hotel management and development company operating Hilton, Marriott, and IHG flags across the U.S. Highly comparable to Willow Valley for its diversified hospitality ownership, real estate development, and family-led operating culture.
• Hershey Entertainment & Resorts: Family-controlled diversified hospitality, entertainment, and real estate operator based in Central Pennsylvania. Directly comparable to Willow Valley's multi-segment, community-rooted hospitality and real estate model anchored in the same region.
• Crestline Hotels & Resorts: Third-party hotel management company operating Hilton, Marriott, and Hyatt flags. Comparable to Willow Valley as a Hilton franchise operator managing and owning multi-brand hotel assets, with similar reliance on brand standards and guest-satisfaction KPIs.

Broad incumbents

• Greystar Real Estate Partners: Largest U.S. multifamily and student housing property manager with national scale. Comparable to Willow Valley's Willow Woods apartment and townhome operations and its multi-property portfolio approach.
• AvalonBay Communities: Large publicly traded multifamily REIT operating thousands of apartment units. A scaled, public-market analog to Willow Woods for residential rental property operations, lease-up, and amenitized community management.
• Brixmor Property Group: Public shopping-center REIT focused on open-air retail centers leased to national tenants such as the brands at Willow Valley Crossroads. Directly relevant benchmark for Willow Valley's commercial leasing business.
• Invited (formerly ClubCorp): Operator of a national network of membership-based golf, country, and city clubs. Relevant analog to Willow Valley's publicly accessible, membership-driven 9-hole golf course and Willow Woods pool recreation operations.
• Troon: Large golf and club-management company operating hundreds of courses worldwide. Comparable to Willow Valley Golf Course for its public 9-hole operation, membership pricing, and agronomic management requirements.
• Bozzuto Group: Mid-Atlantic multifamily operator and real estate developer active across the East Coast. Comparable to Willow Valley for residential property management capabilities, mixed-use community building, and amenitized apartment operations.

Others

• Hilton Worldwide: Global hotel franchisor under which Willow Valley operates five properties. Comparable as a strategic partner/counterparty rather than a competitor; Hilton's brand standards, distribution, and loyalty program directly shape Willow Valley's hospitality economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/WillowWoodsApartments

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries9 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 Willow Valley Associates, Inc.