Morrisons Rogue Wilderness Adventures

Name

Morrisons Rogue Wilderness Adventures

Legal name

Morrisons Rogue Wilderness Adventures

Website

https://rogueriverraft.com

Company type

Private

Founded year

1946

Operating status

Operating

Headcount range

51–100 employees

Short description

Morrisons Rogue Wilderness Adventures is a family-owned Oregon outfitter offering guided whitewater rafting, lodge-to-lodge hiking, fly-fishing, and wilderness lodging trips on the Wild & Scenic Rogue River, serving families, couples, corporate groups, and solo travelers.

Ownership category

akta.pro rank

Product category

Outdoor Adventure Tourism

NAICS

Recreational and Vacation Camps (except Campgrounds) (721214), Tour Operators (561520), Scenic and Sightseeing Transportation, Water (4872)

SIC

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

akta.pro primary industry

Wilderness & Backcountry Lodges (Remote/Off-Grid) (THAGAIAB)

akta.pro secondary industry

Adventure & Expedition Travel Agencies (THAKAFAB)

Keywords

• Whitewater rafting trips
• Wilderness hiking tours
• Guided fishing trips
• River lodge accommodations
• Outdoor adventure tourism

Headquarters

HQ city

Merlin

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, Supply Chain, Infrastructure

Revenue model

1. Whitewater Rafting Trips: Multi-day and single-day whitewater rafting adventures on the Rogue River including guided trips with equipment, meals, and transportation. Revenue generated through per-person trip fees with deposits at booking and final payment due 60 days prior.
2. Wilderness Lodging: On-river wilderness lodge accommodations at Black Bar Lodge, Paradise Lodge, Marial Lodge, and Half Moon Bar Lodge; also Morrisons Rogue Wilderness Lodge for pre/post trip stays
3. Raft-Supported Hiking Trips: Lodge-to-lodge hiking experiences along Rogue River Trail with optional wine tasting (Wiking trips), including guide services, meals, and lodging
4. Group and Corporate Trips: Private group bookings for corporate team-building, family reunions, birthday parties, and scout trips with customized arrangements
5. Shuttle Services: Vehicle shuttles from Graves Creek to Foster Bar, airport transportation to/from Rogue Valley International-Medford Airport ($150 each way)
6. Fishing Trips: Guided conventional and fly fishing trips including multi-day drift boat trips and day trips; Morrisons is Oregon's only Orvis-endorsed fly-fishing lodge

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Morrisons Rogue Wilderness Adventures operates guided multi-day and single-day whitewater rafting, lodge-to-lodge hiking, and Orvis-endorsed fly-fishing trips on Oregon's Wild & Scenic Rogue River. Each trip is all-inclusive, providing professional guides, equipment, meals, permits, transportation, and lodging options across on-river wilderness lodges (Black Bar, Paradise, Marial, Half Moon Bar) and the company's 22-unit riverside resort, Morrisons Rogue Wilderness Lodge.

Product overview

Morrisons Rogue Wilderness Adventures is a single unified outdoor adventure brand offering guided whitewater rafting, hiking, and fishing experiences on Oregon's Wild & Scenic Rogue River. The company operates as a one-stop-shop providing multiple product lines: multi-day rafting trips (3-4 days featuring camping, lodge, or hybrid options), day rafting trips (full-day and half-day AM/PM options), lodge-to-lodge hiking trips (including the exclusive Wiking wine hiking experience), fishing trips (Orvis-endorsed fly-fishing), group/corporate adventures, on-site lodging at Morrisons Rogue Wilderness Lodge, and shuttle/rental services. All trips are guided by expert staff and include equipment, meals, and transportation, creating a comprehensive adventure tourism portfolio.

Differentiator

Problem solved

Functional benefit

Brands

• Morrison's Rogue Wilderness Lodge: Full-service river resort offering riverside cabins, lodge rooms, creekside units, and a hilltop home with gourmet dining, located at 8500 Galice Road, Merlin, OR 97532.
• WIKING

Products and services

• 3-Day Lodge Rafting Trip A 3-day, 2-night whitewater adventure with 6 hours of rafting daily through 40 miles of the Wild & Scenic Rogue River, with overnight stays at two historic wilderness lodges (Black Bar Lodge and Marial or Paradise Lodge). Includes guides, gourmet meals, and equipment. Priced at $1,699/adult and $1,599/youth (ages 6-11).
• 3-Day Raft Camping Trip A 3-day whitewater rafting trip through 40 miles of the Wild & Scenic Rogue River featuring Class II-IV rapids, two nights of camping under the stars, and all meals prepared by guides. Priced at $1,099/adult and $899/youth (ages 6-11).
• 3-Day Camp/Lodge Rafting Trip Featuring Half Moon Bar Lodge A hybrid camping and lodge rafting trip combining one night camping under the stars with one night at the remote Half Moon Bar Lodge (accessible only by river or air), with Class II-IV whitewater and gourmet meals. Priced at $1,475/adult and $1,375/youth.
• 4-Day Camp/Lodge Rafting Trip The flagship Rogue River experience featuring two nights camping and one night at Paradise Lodge, spanning 4 days through 40 miles of the Wild & Scenic section with over 20 whitewater rapids. Priced at $1,625/adult and $1,475/youth.
• Full Day Rafting Trip An 18-mile full-day whitewater rafting adventure through Class I-III rapids on the Rogue River Recreation Stretch, including hot lunch at Morrisons Lodge and wildlife viewing in Hellgate Canyon. Approximately 7-8 hours. Priced at $169/adult and $119/youth.
• Half Day PM Rafting Trip A half-day afternoon whitewater rafting trip covering 9 miles of Class I-III rapids with experienced guides and lunch at Morrisons Lodge. Season May-October. Priced at $129/adult and $89/youth.
• Half Day AM Rafting Trip A half-day morning whitewater rafting trip covering 9 miles of Class I-III rapids with experienced guides, followed by lunch at Morrisons Lodge. Season June-September. Priced at $129/adult and $89/youth.
• 4-Day Rogue River Hiking Trip A 4-day, 4-night lodge-to-lodge raft-supported hiking adventure along the Rogue River Trail through 40 miles of wilderness, with meals and accommodations at historic lodges included. Ages 15+. Priced at $2,055/person.
• 4-Day Wiking (Wine Hiking) Trip An exclusive 4-day, 4-night WIKING adventure combining lodge-to-lodge hiking on the Rogue River Trail with intimate wine tastings from local guest winemaker Liz Wan at historic off-grid wilderness lodges. Ages 21+ only. Priced at $2,375/person.
• Group & Corporate Rafting Trips Customized whitewater rafting trips for large groups, corporate team-building, family reunions, and special occasions, accommodating groups of various sizes with custom pricing arranged through a dedicated group coordinator.
• Morrisons Rogue Wilderness Lodge A full-service river resort with 22 units of lodging accommodations including riverside cabins, lodge rooms, creekside units, and a hilltop home, featuring a gourmet kitchen and river-view deck at 8500 Galice Road, Merlin, OR. Available to fishing, hiking, rafting guests and pre/post trip stays.
• Fishing Trips Oregon's only Orvis-endorsed fly-fishing lodge offering salmon and steelhead fishing experiences through multi-day drift boat trips or guided day trips, including conventional and fly fishing on the Rogue River.
• Shuttles & Rentals Vehicle shuttles from Grave Creek to Foster Bar Boat Ramp and multi-day raft rental packages for private adventurers exploring the Rogue River, plus airport transportation to/from Rogue Valley International-Medford Airport at $150 each way.
• Gift Certificates Gift certificates available for purchase for rafting, hiking, and fishing adventures on the Rogue River.

Quantifiable outcome

• 50+ years of continuous operations on the Rogue River
• +1 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Nine partnerships are on record, tiered minor.

• America OutdoorsminorOthersTrade association membership for outdoor recreation companies; industry advocacy and networking
• Rogue RiverkeeperminorStrategic or Co-development PartnerEnvironmental advocacy organization protecting Rogue River watershed; water quality monitoring partnership
• Rogue River Watershed CouncilminorStrategic or Co-development PartnerWatershed conservation and restoration organization; environmental stewardship partnership
• Southern Oregon Visitors Association (SOVA)minorGTM or Marketing PartnerRegional tourism marketing organization promoting Southern Oregon destinations
• Travel OregonminorGTM or Marketing PartnerState tourism marketing organization featuring Morrisons as featured Oregon travel destination
• Rafting AmericaminorGTM or Marketing PartnerNational whitewater rafting industry association and marketing platform
• Ashland Chamber of CommerceminorOthersRegional chamber of commerce membership for business networking
• Grants Pass Visitor CenterminorGTM or Marketing PartnerLocal tourism information and visitor services partnership
• Liz Wan (Guest Winemaker)minorStrategic or Co-development PartnerGuest winemaker providing wine tastings and presentations on Wiking (wine hiking) trips; creates unique product differentiation for wine-focused adventure packages

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Echo River Trips: Echo River Trips is a small, established Oregon-based whitewater outfitter running multi-day rafting trips, directly comparable in geographic footprint, scale, and seasonal guided-trip model.
• Sierra Mac River Trips: Sierra Mac River Trips is a family-owned multi-day whitewater rafting outfitter operating trips on the Tuolumne and other California rivers, highly comparable in business model, scale, and small-family-operator profile.
• O.A.R.S. O.A.R.S. is a long-established multi-day whitewater rafting outfitter operating trips on the Rogue and other western rivers, offering comparable guided rafting, fishing, and lodge-based itineraries with similar target customers.
• Holiday River Expeditions: Holiday River Expeditions runs multi-day guided rafting trips on rivers in Utah and the western U.S., directly comparable in product offering, customer segments, and family/multi-generational adventure positioning.
• ROW Adventures: ROW Adventures is a multi-day whitewater rafting outfitter offering lodge-based and camping rafting trips on western rivers, with a similar all-inclusive, small-group, guide-led adventure model targeting families and outdoor enthusiasts.
• Western River Expeditions: Western River Expeditions operates guided multi-day whitewater rafting and adventure trips across multiple western U.S. rivers, comparable in product structure (all-inclusive, guide-led, multi-day trips with meals/lodging).

Others

• Travel Oregon: Travel Oregon is the state destination marketing organization featuring Morrisons as a featured destination; relevant as a marketing/distribution partner and ecosystem comparable in regional tourism positioning.
• Orvis-Endorsed Lodges (network): Orvis maintains a network of endorsed fly-fishing lodges across the U.S.; Morrisons is the only Oregon member, and these lodges are peer comparables for the fishing-lodge certification and customer base.

Broad incumbents

• National Outdoor Leadership School (NOLS): NOLS is a large-scale wilderness education outfitter offering multi-day guided river and backcountry expeditions, overlapping in wilderness adventure trip category though broader in scope and educational in nature.
• Backroads: Backroads is a leading active-adventure travel company offering guided multi-day active trips (including hiking), comparable in premium experiential outdoor travel positioning though broader in geography and activity mix.

Market position

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/RogueWilderness
• LinkedInlinkedin.com/company/morrisons-rogue-wilderness-adventures

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Morrisons Rogue Wilderness Adventures