High Country Adventure

What High Country Adventure does

High Country Adventure is a privately-held outdoor adventure outfitter founded in 1989 and headquartered at 3702 East Provo Canyon Road in Provo, Utah. The company operates tubing, rafting, and kayaking trips on the Provo River and, via a sister-company partnership with Utah Outdoor Adventures, on the Weber River in the Park City area. It is the only operator on the Provo River with private parks, river take-outs, and parking areas (Vivian Park and Frazier Park), supported by shade pavilions, changing facilities, restrooms, and private BBQ areas. The business is vertically integrated, owning its equipment fleet (custom-made river tubes, NRS and Aire inflatable rafts and self-bailing duckie kayaks) and operating shuttle and guide services in-house.

The company sells point-of-sale adventure bookings and multiday equipment rentals. Day-of activities (tubing, guided and self-guided rafting, kayaking, and guided rafting-plus-BBQ combos) are priced $30-$105 per person, with group, military, and student discounts available. Multiday rentals of outfitter-grade rafts and kayaks extend to Green, San Juan, Colorado, Snake, and Salmon Rivers at $150-$500 per rental period. All reservations are processed through the Singenuity online booking platform, with walk-ins accepted for most activities and an additional 6% online booking fee applied. Seasonal operations run April through October, supported by a workforce of approximately 3 year-round staff and 40 seasonal employees.

High Country Adventure primarily serves individual consumers (families, tourists, and groups) in the Salt Lake City, Park City, Provo, and Midway corridors, with secondary service to corporate team-building and large groups. The company holds a #1 TripAdvisor ranking across 80 Park City-area tours, has served over one million lifetime guests since founding, and contributes more than 1,500 hours and $25,000 annually to Provo River cleanup. Revenue is not publicly disclosed, and there is no indication of outside funding, institutional ownership, or M&A activity.

Name

High Country Adventure

Legal name

High Country Adventure

Website

https://highcountryadventure.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

High Country Adventure is a privately-held, Provo Canyon-based river outfitter founded in 1989, offering tubing, rafting, and kayaking trips on the Provo and Weber Rivers to tourists, families, and corporate groups across Northern Utah.

Ownership category

akta.pro rank

Product category

Outdoor Adventure and River Recreation Services

NAICS

Scenic and Sightseeing Transportation, Water (487210)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Whitewater Rafting, Kayaking & River Adventures (THAJABAB)

akta.pro secondary industries

Whitewater Rafting, Kayaking & Canoeing Outfitters (THAAADAB), Water & Marine Guiding Services (Kayak, Canoe, Raft, SUP, Sailing) (THAAALAB)

Keywords

• River tubing
• Whitewater rafting
• Inflatable kayaking
• Outdoor recreation services
• Equipment rentals

Headquarters

HQ city

Provo

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Adventure Activity Bookings: Point-of-sale revenue from tubing, rafting, and kayaking trips on Provo and Weber Rivers. Prices vary by activity type, guided vs self-guided options, and include add-ons like BBQ dinners. Online booking through Singenuity platform with 6% booking fee.
2. Equipment Rentals: Multi-day rental of outfitter-grade NRS and Aire raft and kayak equipment for independent river trips on Green, San Juan, Colorado, Snake, and Salmon Rivers. Pricing based on 3-day or weekly rental periods with additional gear add-ons.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

High Country Adventure provides guided and self-guided river tubing, rafting, and kayaking experiences on the Provo River and Weber River, including equipment, PFDs, shuttle service, and private parking and take-out facilities. The company also rents outfitter-grade inflatable rafts and kayaks for multiday independent trips on regional rivers such as the Green, San Juan, Colorado, Snake, and Salmon. Operations run seasonally from April through October from its headquarters in Provo Canyon, Utah.

Product overview

High Country Adventure is a single-location outdoor adventure operator offering three core river activities: tubing, rafting, and kayaking on Utah's Provo River and Weber River. The company operates as a vertically integrated outfitter with private parking, shuttle services, and on-river facilities. Activity options range from self-guided tube and raft rentals to fully guided tours with optional BBQ experiences, with pricing varying by day of week and guide inclusion. Equipment rentals extend to multiday adventures on regional rivers beyond Provo Canyon.

Differentiator

Problem solved

Functional benefit

Products and services

• Provo River Tubing Single or double custom-made river tube rentals for floating down Provo Canyon, including shuttle, PFDs, and small paddles. Approximately 2-hour trips covering five miles, available for ages 8+ (double tube with adult) and 12+ (single tube), May through September. Priced $35 weekday and $35-45 weekend.
• Provo River Rafting Scenic rafting trips down Provo Canyon featuring Class I-II rapids over five miles, available in guided, self-guided, and BBQ combo formats. 90-minute trips for ages 2+, April through October. Self-guided: $30 child/$40 adult; guided: $50 child/$60 adult; with BBQ: $85 child/$105 adult (minimum 8 guests).
• Weber River Rafting Three-hour guided rafting adventure through Weber Canyon covering 10 miles with Class I-III rapids. Operated by Utah Outdoor Adventures crew. Available for ages 4+, late May through early September. Priced $60 child/$80 adult and rated #1 of 80 tours in the Park City area on TripAdvisor.
• Provo River Kayaking Inflatable kayak (single or tandem) rentals on the Provo River with optional guided paddle instruction. Includes kayak, PFD, paddle, and river shuttle for 90-minute trips covering five miles, ages 5+, April through October. Self-guided: $40 single/$60 tandem; guided: $60 single/$80 tandem.
• Multiday Inflatable Raft and Kayak Rentals Outfitter-grade NRS and Aire inflatable raft and kayak equipment rentals for multi-day independent river trips on the Green, San Juan, Colorado, Snake, and Salmon Rivers. Includes 3-day and weekly rental options with pickup at Provo Canyon warehouse. Single kayak $150 (3-day)/$250 (weekly); double kayak $200 (3-day)/$350 (weekly); 14ft raft $300 (3-day)/$450 (weekly); 16ft raft $350 (3-day)/$500 (weekly).
• Gift Cards Gift cards available for purchase to give friends and family river adventure experiences, sold through the Singenuity booking platform.

Quantifiable outcome

• Serves over 1 million guests since 1989
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• Utah Outdoor AdventurescoreStrategic or Co-development Partner · 1 January 1989Sister company partnership where Utah Outdoor Adventures Crew guides Weber River rafting trips. This partnership extends High Country's service offerings to include the longest stretch of the Weber River and Park City area tours. The companies share guiding experience dating back to the 1980s.
• SingenuitycoreTechnology or IntegrationOnline booking platform provider enabling reservations, customer portals, text message notifications, online waivers, and priority parking services. All bookings processed through their system with 6% booking fee.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Adrift Adventures: Utah-based outfitter offering rafting, kayaking, and canyoneering trips in Moab and surrounding areas. Comparable as a regional outdoor adventure operator with similar target customer (tourists/families) and equipment-led service model.
• Holiday River Expeditions: Utah-headquartered rafting outfitter running trips on the Colorado, Green, and Yampa rivers. Comparable as a vertically integrated outfitter offering guided rafting experiences to family and tourist segments.
• Western River Expeditions: Utah-based multi-day and single-day rafting outfitter operating on the Colorado, Green, and other Western rivers. Comparable in core activity (guided whitewater rafting), target market (tourists/families), and equipment model (outfitter-grade rafts).
• Sheri Griffith River Expeditions: Utah-based rafting outfitter offering multi-day and single-day trips on Colorado River tributaries. Comparable in rafting activity, geography (Utah/Colorado Plateau), and guided-outfitter business model.
• Utah Outdoor Adventures: Sister-company partner that guides Weber River rafting trips on behalf of High Country. Operates in the same Northern Utah geography with overlapping rafting offerings and shared guiding heritage dating back to the 1980s.
• OARS (O.A.R.S.): Established rafting outfitter running guided trips on Western U.S. rivers including the Green, Colorado, and Salmon. Directly comparable in business model (guided multi-day rafting), customer base (tourists/families), and equipment-led service delivery.

Broad incumbents

• REI Adventures: National guided-adventure travel brand operated by REI Co-op. Comparable in offering guided outdoor experiences (including rafting) to a tourist/casual-enthusiast segment, but at much larger scale and broader portfolio than High Country's local offerings.

Others

• Northwest River Supplies (NRS): Major supplier of outfitter-grade rafts, kayaks, and PFDs—the same NRS brand equipment that High Country uses and rents. Comparable as an adjacent ecosystem participant (equipment supplier and rental competitor in the multi-day rental segment).

Market position

Strengths5 records

Weaknesses3 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/provoriver
• Facebookfacebook.com/HighCountryAdventure
• Instagraminstagram.com/highcountryrafting
• LinkedInlinkedin.com/company/high-country-adventure

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 High Country Adventure