What Treetops Resort does

Treetops Resort is a privately held, four-season destination resort operating on 3,000-plus acres in Gaylord, Michigan. Founded in 2002 as the current operating entity, the property's golf heritage dates to 1985 when Robert Trent Jones Sr. designed the Jones Masterpiece course; the resort has since added signature courses by Tom Fazio (1992) and Rick Smith (1993), accumulating 81 holes across five courses that hold consistent Golf Digest 4.5-star ratings and have earned Golf Magazine Silver Medal Resort status eight times.

The company's core product is a bundled hospitality experience combining championship golf, winter recreation (28 ski/snowboard runs plus extreme tubing and snowshoeing), 238 lodging keys across Lodge/Inn/Cottage/Chalet/Condo/Rental Home formats, seven-plus F&B outlets, a full-service spa, and a convention center accommodating up to 650 guests. There is no proprietary technology platform; guest transactions are processed through third-party SaaS (Synxis for lodging, Mangomint for spa, CPS Golf for tee times, Snowcloud for ski tickets) while bookings are generated direct-to-consumer via treetops.com, phone reservations, and a dedicated corporate/group sales team.

Revenue is generated transactionally across seven streams — golf operations, lodging, winter recreation, food and beverage, spa, meetings and events, and resort amenity fees — with seasonal peaks tied to the Northern Michigan golf (May–October) and ski (winter) calendars. Pricing is quote-based and varies by season, course, and accommodation tier; a representative Stay & Play package is priced from $439 per person (3-night/3-round, double occupancy). The customer base is diversified across golf enthusiasts, winter sports enthusiasts, corporate meeting planners, wedding parties, families, and wellness seekers, with group bookings handled via a dedicated sales team and RFP forms. Marketing is multi-channel (website, email, golf/ski shows, social, and partnerships with Pure Michigan, Gaylord Area Tourism Bureau, and America's Summer Golf Capital), and the resort's 36-year Charity Invitational anchors annual brand-building activity.

Name

Treetops Resort

Legal name

Treetops Resort

Website

https://treetops.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

251–500 employees

Short description

Treetops Resort is a privately held four-season destination resort in Gaylord, Michigan, operating 81 holes of championship golf across five courses, 28 ski runs, 238 lodging keys, a 650-guest convention center, and multiple dining and spa venues for leisure travelers, corporate groups, weddings, and families.

Ownership category

akta.pro rank

Product category

Golf and Ski Resort Hospitality

NAICS

Skiing Facilities (713920), Golf Courses and Country Clubs (71391)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Hotels & Motels (7011)

akta.pro primary industry

Ski & Mountain Full-Service Hotels (THAGAAAJ)

akta.pro secondary industries

Winter Adventure & Mountain Resorts (Ski, Snowboard, Snow Activities) (THAAAAAK), Resort Convention Hotels (THAGALAC)

Keywords

• Championship golf resort
• Ski and snowboard destination
• Resort lodging accommodations
• Convention meeting venues
• Spa wellness services

Headquarters

HQ city

Gaylord

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Golf Operations: Revenue from green fees, golf packages, tee time bookings, golf cart rentals, golf instruction/lessons, and pro shop merchandise sales across five championship golf courses (81 holes total).
2. Lodging: Revenue from hotel rooms, condominiums, cottages, chalets, and rental homes with 238 guest rooms total including standard and deluxe accommodations.
3. Winter Recreation: Revenue from lift tickets, season passes, ski/snowboard rentals, ski school lessons, extreme tubing tickets, and snowshoe rentals.
4. Food & Beverage: Revenue from multiple on-site restaurants and bars including Legends on the Hill, The Sports Bar, Bar 81, Treetops North Tavern, Treetops Jones Tavern, Halfway House, Halfway Cafe, and Hunter's Grille.
5. Spa Services: Revenue from spa treatments including facials, manicures, pedicures, massages (7 different types from quick to 80-minute sessions), and salon services.
6. Meetings & Events: Revenue from corporate meetings, conferences, retreats, and weddings with event spaces accommodating up to 650 guests. Includes convention center and various meeting venues.
7. Resort Amenities: Revenue from daily resort fees, pool access, fitness center, tennis courts, driving range, hiking/bike trails, and other recreational amenities.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

Treetops Resort is a four-season destination resort in Gaylord, Michigan, operating 81 holes of championship golf across five courses designed by Robert Trent Jones Sr., Tom Fazio, and Rick Smith. The resort also provides 28 ski and snowboard runs, extreme tubing, a full-service spa, 238 guest rooms across multiple lodging types, multiple on-site restaurants, and a convention center accommodating up to 650 guests. PGA-led instruction and seasonal event programming complete the integrated hospitality offering.

Product overview

Treetops Resort is a four-season destination resort in Gaylord, Michigan, offering 81 holes of championship golf across five courses designed by Robert Trent Jones Sr., Tom Fazio, and Rick Smith. The resort features comprehensive winter recreation including skiing, snowboarding, extreme tubing, and other cold-weather activities. Accommodations include The Lodge, Inn, Cottages, Chalets, Condominiums, and Rental Homes with 238 total guest rooms. Additional amenities include a full-service spa, multiple dining venues, meeting and convention facilities for up to 650 guests, and a Golf Academy with PGA instruction. The resort operates as a unified destination experience combining golf, winter sports, lodging, dining, spa, and event services.

Differentiator

Problem solved

Functional benefit

Products and services

• Championship Golf (Jones Masterpiece) 18-hole championship golf course designed by Robert Trent Jones, Sr., positioned as the resort's ultimate challenge with deep ravines, sand traps, and tough pin placements; consistently rated 4.5 stars by Golf Digest.
• Championship Golf (Smith Signature) 18-hole championship course designed by Rick Smith featuring narrow fairways and sloping mounds; ranked #2 for best courses in the Midwest by Golf Magazine.
• Championship Golf (Fazio Premier) Tom Fazio's only Michigan golf course, opened in 1992, maintaining a 4.5-star rating from Golf Digest, with challenging elevation changes and precise fairways.
• Championship Golf (Smith Tradition) Player-friendly 18-hole course designed by Rick Smith with rolling terrain, consistently rated 4.5 stars by Golf Digest Magazine since opening.
• Threetops Par-3 Golf 9-hole par-3 course designed by Rick Smith with notable elevation from every tee box, recognized as one of the best par-3 courses in America.
• Golf Academy Instruction programs including private lessons, group lessons, Ladies Golf School, and workshops, staffed by PGA Golf Professionals with nearly 100 years of combined experience.
• Skiing and Snowboarding 27 downhill ski runs plus additional terrain suitable for all skill levels, including lessons, equipment rentals, and a Terrain-Based Learning (TBL) program for beginners.
• Extreme Tubing Winter tubing experience on specially designed hills adjacent to the ski slopes, with a 42-inch height requirement and dedicated ticket sales.
• Treetops Spa Full-service spa offering facials, manicure/pedicure, seven massage options, salon services, steam room, dry sauna, and a fitness center with Nautilus equipment.
• Lodging Accommodations 238 guest rooms across The Lodge at Treetops, The Treetops Inn, The Jones Cottages, The Chalets at Treetops, Treetops North Condominiums, and Rental Homes, with standard and deluxe rooms and two- and three-bedroom condominiums.
• Dining Venues On-site restaurants and bars including Legends on the Hill, The Sports Bar, Bar 81, Treetops North Tavern, Treetops Jones Tavern, Halfway House, Halfway Cafe, and Hunter's Grille for private dining.
• Convention Center and Meeting Spaces Convention center accommodating up to 650 guests plus versatile meeting spaces from boardrooms to ballrooms, with catering and meeting services for corporate groups, associations, and events.
• Weddings at Treetops Wedding ceremonies, receptions, and special occasion celebrations with on-site coordination, catering, and lodging for guests.
• Winter Activities and Adventures Winter recreation including snowshoeing, cross-country skiing, ice skating, snowmobiling, and winter rafting at the nearby Sturgeon River.
• Golf Tournaments and Events Annual and seasonal golf tournaments including the Treetops Charity Invitational (36th year), Toughman/Princess Tournament, and We're Open tournament, with group golf booking support.

Quantifiable outcome

• Multiple courses rated 4.5 stars by Golf Digest
• +3 more outcomes

Named customers6 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

Partnerships

Seven partnerships are on record, tiered core and minor.

• Pure MichigancoreGTM or Marketing PartnerOfficial tourism partnership with Michigan's state tourism program. Treetops featured on Michigan.org as a premier golf and resort destination, leveraging state marketing efforts to attract visitors to Northern Michigan.
• Gaylord Area Tourism BureaucoreGTM or Marketing PartnerPartnership with local tourism bureau to promote Gaylord as a destination. Features Treetops in visitor guides, maps, and promotional materials for the Gaylord area.
• America's Summer Golf CapitalcoreGTM or Marketing PartnerRegional golf tourism initiative positioning Gaylord/Treetops as a premier golf destination. Promotional partnership with other golf facilities in the region.
• Cherry Capital Airport (TVC)minorStrategic or Co-development PartnerTraverse City airport serving Northern Michigan with non-stop flights via American, Delta, and United Airlines. Treetops promotes direct flights to TVC as convenient access option for guests.
• Indy SkipassminorChannel Partner/ Reseller/ DistributorSki pass program partnership allowing Treetops ski passes to be available through the Indy Skipass network, expanding distribution to ski enthusiasts in the region.
• Forbush Corner NordicminorStrategic or Co-development PartnerCross-country skiing facility located near Treetops with SMI snowmaking technology. Promoted as alternative winter activity for guests when resort conditions are less favorable.
• Boyne Mountain SkyBridgeminorGTM or Marketing PartnerDay trip attraction partnership promoting SkyBridge Michigan as a recommended excursion from Treetops. World's longest timber-towered suspension bridge located 33 minutes from resort.

Scale indicators7 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Boyne Highlands Resort: Sister property to Boyne Mountain under Boyne Resorts, with skiing, golf, and lodging in Northern Michigan. Direct overlap in geography, customer segments, and multi-activity resort model; relevant for competitive benchmarking rather than ownership comparison.
• The Homestead Resort (Glen Arbor): Northern Michigan four-season resort with golf, skiing, lodging, spa, and beach/waterfront amenities. Comparable mid-size destination resort targeting Michigan leisure and family travelers.
• Boyne Mountain Resort: Michigan-based four-season resort offering ski, golf, lodging, spa, and conference facilities. Closest like-for-like competitor to Treetops in Northern Michigan — same geographic catchment, overlapping customer segments, comparable asset model (ski + golf + lodging), and similar mid-size conference/wedding positioning.
• Shanty Creek Resorts: Northern Michigan multi-property resort with golf, skiing, lodging, and meetings. Comparable mid-size independent destination resort model with similar geographic exposure and amenity mix.
• Grand Traverse Resort and Spa: Large Michigan golf resort with multiple courses, lodging, spa, and meeting facilities. Closest direct peer on golf-anchored destination resort economics, though slightly larger scale than Treetops.
• Mission Point Resort: Mackinac Island destination resort with lodging, dining, spa, and event venues. Comparable Michigan independent resort with similar group/wedding/leisure mix, though without Treetops' golf and ski assets.
• Crystal Mountain Resort: Michigan ski and golf resort with lodging, dining, spa, and conference space in Thompsonville. Direct peer on multi-activity resort model, regional Midwest catchment, and year-round family/groups customer base.
• Pine Mountain Resort (Iron Mountain): Michigan ski and golf resort with lodge accommodations. Comparable smaller-scale multi-activity resort model in Upper Peninsula, relevant for competitive context though smaller in scale than Treetops.

Broad incumbents

• Vail Resorts: Large public mountain resort operator with extensive ski, lodging, and golf portfolio across North America. Relevant incumbent benchmark for ski operations scale, season-pass economics, and capitalized resort valuation, though not a geographic competitor to Treetops.
• Pebble Beach Resorts: Premier U.S. golf destination resort with luxury lodging, spa, and F&B. Comparable architect-designed golf pedigree benchmark for pricing power and resort economics, though significantly larger scale and luxury positioning than Treetops.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@treetopsresort
• LinkedInlinkedin.com/company/treetops-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 Treetops Resort