Bay Mills Resort & Casino

What Bay Mills Resort & Casino does

Bay Mills Resort & Casino is an integrated tribal gaming and hospitality destination owned and operated by the Bay Mills Indian Community, a federally recognized Native American tribe, located on the shores of Lake Superior in Brimley, Michigan, approximately 15 miles west of Sault Ste. Marie. The property combines a 24/7 gaming floor with over 600 slot machines and video poker terminals plus table games (blackjack, Three Card Poker, Let It Ride, Ultimate Texas Hold'em, and live poker), a DraftKings-branded sportsbook with on-site betting kiosks, a 273-room waterfront hotel, a 124-site RV park (Sunrise RV Park), an 18-hole championship golf course (Wild Bluff Golf Course) with year-round aboutGOLF simulators, the Najii Kii full-service spa, an indoor pool, an arcade, and multiple dining venues including Back Bay Grill & Games, Bayside Brew & Bar, and Sacy's Restaurant (currently temporarily closed). The resort offers direct access to snowmobile, ATV, and hiking trails, positioning it as a year-round outdoor recreation and gaming destination in Michigan's Eastern Upper Peninsula.

The business operates a multi-revenue-stream model anchored by casino gaming (transaction-based on slots, table games, and sportsbook wagers) and supplemented by subscription-style hotel and RV park bookings via the OnAgilysys platform, unit-priced golf rounds and instruction, transaction-based food and beverage sales, and event-based meetings and weddings revenue (accommodating 30–300 guests). Customer acquisition is primarily walk-in and direct-to-consumer, supported by a four-tier loyalty program (Funcard Players Club: Lake Michigan, Lake Huron, Lake Superior, Great Lakes) that drives repeat play, bus group and tour operator outreach, group sales for meetings and weddings, and a multi-channel digital marketing presence across Facebook, Instagram, TikTok, X/Twitter, blog content, and email. Key customer segments include casino and gaming enthusiasts, leisure travelers, golfers, RV and outdoor enthusiasts, and group/corporate event clients, with cross-border Canadian traffic and Great Lakes regional bus groups extending reach.

Name

Bay Mills Resort & Casino

Legal name

Bay Mills Indian Community

Website

https://baymillscasinos.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

11–50 employees

Short description

Bay Mills Resort & Casino is a tribal-owned integrated gaming and hospitality destination in Brimley, Michigan, offering 24/7 casino gaming, a 273-room hotel, RV park, championship golf course, spa, dining, and DraftKings sportsbook on Lake Superior.

Ownership category

akta.pro rank

Product category

Casino & Resort Hospitality

NAICS

Casino Hotels (721120), Casino Hotels (72112)

SIC

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

akta.pro primary industry

Integrated Casino Resorts (THAGAJAA)

akta.pro secondary industries

Integrated Casino Resorts (Casino + Hotel/Entertainment) (MPAEAAAA), Luxury Casino Hotels (THAGAJAI)

Keywords

• Casino gaming services
• Resort hospitality operations
• Hotel accommodations
• Championship golf courses
• Sports betting entertainment

Headquarters

HQ city

Brimley

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, Supply Chain, Others

Revenue model

1. Casino Gaming: Primary revenue driver from over 600 slot machines and video poker terminals, table games (blackjack, Three Card Poker, Let It Ride, Ultimate Texas Hold'em, live poker), and a DraftKings Sportsbook. Casino operates 24/7.
2. Hotel Accommodations: 273-room waterfront hotel on Lake Superior. Rooms feature pillow-top mattresses, 55-inch LCD HDTVs, microwaves, fridges, and coffee makers. Bookings via OnAgilysys platform, toll-free (888-422-9645) or local (906-248-3715).
3. Golf (Wild Bluff Golf Course): 18-hole championship golf course with five tee sets (5,300–7,100 yards), driving range, chipping green, and putting green. Peak season (June–mid-September) 18-hole rate $80; off-season $60. Year-round golf available via aboutGOLF simulators.
4. RV Park (Sunrise RV Park): 124-site RV park with 30/50 amp electric, water, cable TV, and Wi-Fi included. Located across from the casino and adjacent to Wild Bluff Golf Course. Opens Memorial Weekend annually.
5. Food & Beverage: Multiple dining outlets: Back Bay Grill & Games (waterfront sports bar with daily specials), Sacy's Restaurant (currently temporarily closed; breakfast 8am–12pm, dinner Wed–Sun), Bayside Brew & Bar (coffee, cocktails, sandwiches, 7am–12am daily), The Loft at Wild Bluff (golf course clubhouse, seasonal).
6. Najii Kii Spa: Full-service spa offering wellness treatments. The name 'Najii Kii' means 'Beautiful You.' Spa services are offered to hotel and resort guests.
7. Meetings & Events: Event venues accommodating 30–300 guests for business meetings, weddings, and bus group outings. Group Sales team manages bookings with dedicated contacts for weddings (Annette Andress) and bus groups (Vickie Parish).

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels10 records

Core offering

Bay Mills Resort & Casino operates an integrated gaming and hospitality destination on the shores of Lake Superior in Brimley, Michigan. The property combines a 24/7 casino gaming floor (600+ slot machines, table games, DraftKings sportsbook) with a 273-room waterfront hotel, a 124-site RV park, an 18-hole championship golf course plus indoor simulators, multiple dining outlets, a full-service spa, and meeting/wedding event facilities, all under one property operated by the Bay Mills Indian Community.

Product overview

Bay Mills Resort & Casino is a multi-amenity resort destination and casino in Brimley, Michigan operated by the Bay Mills Indian Community. Its product portfolio spans five integrated pillars: Gaming (over 600 slot machines, video poker, and table games including blackjack, Three-Card Poker, Let It Ride, and Ultimate Texas Hold 'Em, plus a DraftKings-branded Sportsbook for live sports betting), Accommodations (a 273-room waterfront hotel on Lake Superior and the 124-site Sunrise RV Park), Dining (Back Bay Grill & Games waterfront sports bar, Bayside Brew & Bar, and temporarily closed Sacy's Restaurant), Recreation (Wild Bluff Golf Course championship 18-hole course and aboutGOLF golf simulators for year-round play, plus Najii Kii Spa wellness treatments), and Events & Loyalty (meeting and wedding hosting for 30–300 guests, the multi-tier Funcard Players Club loyalty program, and branded gift cards). The resort operates 24/7 and serves as the Upper Peninsula's primary gaming and hospitality destination, with direct access to snowmobile, ATV, and hiking trails.

Differentiator

Problem solved

Functional benefit

Brands

• Funcard Players Club: The casino's loyalty program that allows members to earn points, comps, and free play on slots and table games. Includes tiered benefits: Lake Michigan Card, Lake Huron Card, Lake Superior Card, and Great Lakes Card.
• Najii Kii Spa
• The Loft at Wild Bluff
• Sunrise RV Park

Products and services

• Casino Gaming (Slots & Table Games)
• DraftKings Sportsbook
• Waterfront Hotel (273 Rooms)
• Sunrise RV Park
• Wild Bluff Golf Course
• Najii Kii Spa
• Back Bay Grill & Games
• Bayside Brew & Bar
• Meetings & Events
• Weddings
• aboutGOLF Simulators
• Gift Cards

Quantifiable outcome

• 40+ years operating as Bay Mills Indian Community's flagship gaming and hospitality property since 1984
• +3 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and supporting.

• DraftKingscoreTechnology or IntegrationDraftKings operates a branded sportsbook within Bay Mills Resort & Casino, providing an on-property sports betting platform with betting kiosks and a dedicated viewing area. Guests can place in-game bets via the DraftKings app or on-site kiosks and collect winnings at the casino cage. DraftKings is one of the leading U.S. sportsbook operators.
• OnAgilysyscoreTechnology or IntegrationOnAgilysys provides the cloud-based booking and reservations platform used for Bay Mills Resort & Casino's hotel rooms and RV park site reservations. Guests book via book.onagilysys.com with offers and availability for Bay Mills properties.
• aboutGOLFsupportingTechnology or IntegrationaboutGOLF provides golf simulator technology installed in the Back Bay Sportsbook area of Bay Mills Resort & Casino, enabling year-round golf entertainment, practice, and private events on the simulators when the physical Wild Bluff Golf Course is closed or for additional entertainment options.
• Sault Ste. Marie Snowmobile AssociationsupportingGTM or Marketing PartnerThe resort leverages trail conditions information and snowmobile community resources from the Sault Ste. Marie Snowmobile Association to market Bay Mills as a snowmobile destination. Snowmobile trail access is a key winter attraction for the resort.

Scale indicators7 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Soaring Eagle Casino & Resort: Major Michigan tribal casino resort operated by the Saginaw Chippewa Indian Tribe in Mt. Pleasant, MI, with a large gaming floor, hotel, multiple dining venues, entertainment, and golf - a direct integrated-resort comparable in scale and business model to Bay Mills.
• FireKeepers Casino Hotel: Tribal casino resort in Battle Creek, MI operated by the Nottawaseppi Huron Band, featuring 2,900+ slots, table games, sportsbook, a hotel, multiple restaurants, and event space - comparable integrated gaming-hospitality format to Bay Mills.
• Four Winds Casino Resort: Pokagon Band tribal casino resort in New Buffalo, MI combining gaming, hotel, spa, golf (at Four Winds Hartford), dining, and entertainment - directly comparable integrated resort with similar amenity mix.
• Turtle Creek Casino & Hotel: Grand Traverse Band tribal casino and hotel in Traverse City, MI, with gaming floor, hotel rooms, dining, and event space - similar mid-sized integrated resort model in northern Michigan.
• Island Resort & Casino: Upper Peninsula tribal casino resort operated by the Hannahville Indian Community in Harris, MI, with gaming, hotel, golf course, RV park, dining, and entertainment - the closest UP regional peer with a comparable RV + golf + gaming mix.

Regional players

• Kewadin Casino: Sault Ste. Marie Tribe of Chippewa Indians casino in Sault Ste. Marie, MI - geographically proximate gaming competitor drawing from the same Eastern UP and cross-border Canadian customer base as Bay Mills.
• Odawa Casino: Little Traverse Bay Bands tribal casino in Petoskey, MI serving northern Michigan with gaming, hotel, and dining - comparable regional tribal gaming competitor to Bay Mills in Michigan's Lower UP/Northern Michigan corridor.
• Gun Lake Casino: Match-E-Be-Nash-She-Wish Band tribal casino in Wayland, MI - Michigan tribal casino competitor with gaming, sportsbook, dining, and entertainment venues, comparable in operating format though without Bay Mills' UP resort integration.

Broad incumbents

• MGM Grand Detroit: Commercial integrated casino resort in downtown Detroit with gaming, hotel, spa, dining, and sportsbook - a much larger statewide competitor that sets the ceiling for Michigan casino hospitality offerings.

Others

• DraftKings: National sportsbook operator and Bay Mills' core technology partner for on-property sports betting. Comparable as a sportsbook platform/peer and indirect ecosystem enabler rather than a competing property.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/baymillscasino
• Facebookfacebook.com/BayMillsCasino
• Instagraminstagram.com/BayMillsCasino
• TikToktiktok.com/@baymillscasino

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries7 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 Bay Mills Resort & Casino