Lake Morey Resort

What Lake Morey Resort does

Lake Morey Resort is a third-generation, family-owned full-service resort operated by Avery Inns of Vermont, Inc. on 100+ acres in Fairlee, Vermont, in the Connecticut River Upper Valley. The property offers 134 keys (130 newly renovated guest rooms and four luxury lakefront cottages) and operates as an integrated destination combining lodging, an 18-hole championship golf course, a 4.5-mile ice skating trail, five F&B outlets (Lakeside Dining Room, Steamboat Lounge, Clubhouse Bar & Grill, Woodfired Pizza Oven, Tiki Bar), over 21,000 square feet of meeting space across 14 rooms, wedding venues, and a summer concert series featuring national touring acts. The resort generates revenue across six streams: lodging, golf operations, food and beverage, events and entertainment, ice skating/recreation rentals, and retail (gift shop via Square e-commerce). GTM is direct-to-consumer, sold through the resort's online booking engine, a central reservations line (800-423-1211), walk-ins, and a dedicated group and event sales team handling corporate retreats, athletic teams, motor coach tours, and weddings. The technology stack is standard hospitality SaaS — proprietary reservation system, Toast Tab for restaurant management, and Square for retail — with no proprietary AI/ML or data platform. Marketing is driven by the company website, organic social (Facebook, Instagram), email newsletter, TripAdvisor presence, and earned media including a 2026 Midwest Living "40 Top Midwest Resorts" feature. The company is privately held by the Avery family, who acquired it in 1972, with no institutional, PE, or public ownership disclosed.

Name

Lake Morey Resort

Legal name

Avery Inns of Vermont, Inc.

Website

https://lakemoreyresort.com

Company type

Private

Founded year

1920

Operating status

Operating

Headcount range

11–50 employees

Short description

Lake Morey Resort is a third-generation family-owned destination resort in Fairlee, Vermont, offering 134 lodging keys, an 18-hole golf course, a 4.5-mile ice skating trail, multiple dining venues, conference facilities, and weddings on 100+ acres, serving families, golfers, corporate groups, and celebration parties via direct booking.

Ownership category

akta.pro rank

Product category

Resort Hospitality

NAICS

Hotels (except Casino Hotels) and Motels (72111), Traveler Accommodation (7211), Accommodation (721), Golf Courses and Country Clubs (71391)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Hotels & Motels (7011), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Resort-Area Full-Service Hotels (Non–All-Inclusive) (THAGAAAD)

akta.pro secondary industries

Resort Convention Hotels (THAGALAC), Marina & Waterfront Full-Service Hotels (THAGAAAK)

Keywords

• Resort lodging
• Golf course operations
• Conference event venues
• Wedding venue services
• Outdoor recreation

Headquarters

HQ city

Fairlee

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. Lodging: Revenue from 130 newly renovated guest rooms and 4 luxury lakefront cottages. Includes various accommodation types from standard rooms to cottages.
2. Golf Operations: Championship 18-hole golf course with fees for tee times, leagues, tournaments, and golf instruction/clinics.
3. Food & Beverage: Multiple dining venues including Lakeside Dining Room, Steamboat Lounge, Clubhouse Bar & Grill, and Woodfired Pizza Oven. Also includes on-site catering for events and special occasions.
4. Events & Entertainment: Summer concert series, winter events, weddings, corporate events, and special celebrations. Revenue from event tickets, venue rentals, and associated services.
5. Ice Skating & Recreation: 4.5-mile ice skating trail with skate rentals, plus various recreational activities. The skate trail itself is free to use; revenue from rentals and day passes.
6. Retail: Gift shop (Gifts & Provisions) selling merchandise, apparel, and local products.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Lake Morey Resort operates a full-service year-round resort in Fairlee, Vermont, selling overnight lodging in 130 guest rooms and four lakefront cottages, green fees and instruction on an 18-hole championship golf course, food and beverage across four dining venues, and venue rentals for weddings, corporate conferences (5–500 guests), and live music events. The property also offers a 4.5-mile ice skating trail with skate rentals, a summer concert series, and resort day passes granting access to recreational amenities.

Product overview

Lake Morey Resort is a third-generation family-owned resort offering a multi-faceted hospitality portfolio centered around lakeside accommodations and recreational activities. The core offering includes lodging (130 renovated guest rooms and 4 luxury lakefront cottages), an 18-hole championship golf course, and diverse dining venues. Seasonal activities include ice skating on a 4.5-mile skate trail, summer concerts featuring national touring acts, water sports, and hiking. The resort also operates dedicated business services including conference/meeting facilities (21,000+ sq ft) and wedding venues. Additional revenue streams include an online store powered by Square and day passes granting access to resort amenities. The product architecture is best described as a unified resort destination with modular add-on experiences rather than a platform-plus-modules structure.

Differentiator

Problem solved

Functional benefit

Brands

• Lake Morey Country Club: The resort's 18-hole championship golf course operated under the Lake Morey Country Club name.

Products and services

• Lodging (Guest Rooms and Lakeside Cottages) Overnight accommodation offering 130 newly renovated guest rooms combining classic Vermont style with modern amenities and four private luxury lakefront cottages (Lakeside, Denslow, and Wapanachee cottages) for guests seeking more privacy with access to all resort amenities.
• Lake Morey Country Club (Golf) Championship 18-hole golf course with sand traps, water hazards, well-guarded greens, flat front nine and mountainous back nine with views, including tee times, leagues, tournaments, golf instruction, junior clinics, and memberships.
• Resort Dining Multiple on-site dining venues including the Lakeside Dining Room, The Steamboat Lounge, Clubhouse Bar & Grill, Woodfired Pizza Oven, and seasonal Tiki Bar, with breakfast buffets and on-site catering for events and special occasions.
• Lake Morey Skate Trail (Ice Skating) 4.5-mile ice skating loop skirting the shores of Lake Morey with complimentary hockey and figure skates for overnight guests, Nordic skate and Kickspark rentals, pond hockey tournaments, and ice reports updated for visitors.
• Weddings Lakeside wedding venues ranging from intimate garden settings to grand indoor ballrooms with lake and mountain views, year-round availability, on-site lodging for guests, and full-service wedding planning and coordination.
• Conferences and Meetings Corporate conference and meeting services providing more than 21,000 square feet of versatile event space across 14 meeting rooms accommodating 5 to 500 guests, including ballrooms, outdoor spaces, boardrooms, and integrated lodging and catering for corporate retreats.
• Summer Concert Series Live music concert series featuring national touring acts held on the golf course fairway with on-site food and beverage service and concert-themed lodging packages.
• Evening Entertainment at Steamboat Lounge Regular live music performances by local artists and bands hosted at the Steamboat Lounge as part of the resort's evening entertainment offerings.
• Resort Day Passes Day passes granting access to resort amenities including beach and lake swimming, canoes, kayaks, paddleboards, an indoor heated pool, fitness center, saunas, tennis, pickleball, volleyball, bicycles, and pontoon boat tours.
• Resort Activities and Experiences Over 25 seasonal and year-round activities across 100 acres including water sports, hiking trails, biking, snowshoeing, and other seasonal outdoor experiences.
• Resort Online Gift Shop E-commerce gift shop selling resort-branded merchandise, apparel, gifts, and local provisions through the Square online store platform.

Named customers5 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Woodstock Inn & Resort: A four-season Vermont destination resort with comparable scale of rooms, multiple dining venues, a golf course, spa, and event/conference facilities. Directly comparable as an independent, full-service Vermont resort targeting families, couples, and corporate groups.
• Basin Harbor: Family-owned lakefront resort on Lake Champlain in Vermont offering lodging, dining, golf, water sports, and wedding/event facilities. Closely comparable in business model, geography, and multi-generational family ownership profile.
• Equinox Resort: A historic Vermont resort featuring golf, spa, multiple dining outlets, and extensive meeting and event space. Comparable full-service resort targeting leisure, corporate, and wedding segments in southern Vermont.
• Mountain View Grand Resort & Spa: New England full-service resort with golf, dining, spa, and conference facilities. Comparable independent full-service resort model serving drive-in leisure and group markets from regional metros.
• Smugglers' Notch Resort: Vermont family-focused resort with multiple dining options, recreation, and event space targeting multi-generational families. Comparable in target customer (families seeking activity-rich resort stays) and revenue diversification across activities.
• Cranwell Spa & Golf Resort: Massachusetts resort combining lodging, championship golf, spa, dining, and conference/wedding venues. Comparable in scale, full-service mix, and drive-to regional leisure and corporate group positioning.
• Sugarbush Resort: Vermont four-season resort with golf, lodging, dining, weddings, and winter sports. Comparable diversified activity portfolio and Vermont/New England family-leisure target market, though more ski-focused.
• Topnotch Resort: Vermont resort in Stowe with lodging, multiple dining outlets, spa, tennis, and event space. Comparable independent full-service Vermont resort serving leisure, wedding, and group markets from the same regional metro feeders.

Broad incumbents

• Omni Mount Washington Resort: Large historic resort in Bretton Woods, NH offering golf, dining, spa, and extensive conference facilities. Comparable in offering mix (golf, dining, events, scenic mountain location) but operates at larger scale as part of the Omni branded portfolio.

Regional players

• Sunday River Resort: Maine four-season resort offering lodging, dining, golf, weddings, and winter sports activities. Comparable activity-driven resort model and target customer base, though primarily serves a different sub-region within New England.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/lakemoreyresort
• Instagraminstagram.com/lakemoreyresort
• Xx.com/lakemorey
• LinkedInlinkedin.com/company/lake-morey-country-club

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 Lake Morey Resort