Amy Slate's Amoray Dive Resort

What Amy Slate's Amoray Dive Resort does

Amy Slate's Amoray Dive Resort is a privately held, founder-owned boutique dive resort operating a single property at 104250 Overseas Highway in Key Largo, Florida (the self-proclaimed "Diving Capital of the World"). Founded in 1993 by diving hall-of-fame member Amy Slate, the resort serves certified scuba divers, snorkelers, dive certification students, and group/event guests seeking an integrated dive-and-stay experience in the Florida Keys. The offering combines 14 waterside accommodation types (rooms, suites, ADA-compliant units, two-bedroom bayside suites) plus two multi-bedroom townhouses (Coral and Reef) with on-site dive operations, including daily scuba and snorkel trips, wreck dives, night dives, eco tours, sunset cruises, and PADI certification courses.

The operational backbone is direct dock access to a 45-foot custom dive catamaran (the Amoray Diver) and a second vessel (Just In Time) used for private charters. On-site amenities include a freshwater pool, tiki bar, grills, complimentary kayaks, paddleboards, bicycles, and snorkel gear, plus an on-site food truck partnership (Captain's Catch). The resort holds PADI 5 Star Dive Resort, PADI Eco Center, NOAA Blue Star Operator, Green Fins, Dive Against Debris, and I Care About Coral certifications, and has been recognized by Scuba Diving Magazine (Best Overall US/Canada 2024 Readers' Choice; World's Best 2025) and TripAdvisor (Travelers' Choice 2024).

Revenue is generated through nightly accommodations (netted with a $25 daily resort fee), usage-based scuba/snorkel trip pricing, $30/day gear rentals, per-use dive guide fees, private boat charters, group events (up to 60 guests), and bundled Dive & Stay packages that discount combined room and dive purchases up to 25%. Distribution is direct-to-consumer primarily through the resort's own website (with FareHarbor booking integration), phone reservations, and selective third-party platforms, supported by organic social media (Facebook, Instagram), email marketing, and earned media through industry awards. The operation runs on a lean team of 8 employees.

Name

Amy Slate's Amoray Dive Resort

Legal name

Amoray Resort

Website

https://amoray.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

1–10 employees

Short description

Amy Slate's Amoray Dive Resort is a privately owned, single-property dive resort in Key Largo, Florida, offering waterside accommodations, PADI scuba certification, daily dive and snorkel trips, and boat charters to certified divers, beginners, and group-event guests.

Ownership category

akta.pro rank

Product category

Dive Resort Hospitality

NAICS

Hotels (except Casino Hotels) and Motels (72111)

SIC

Hotels & Motels (7011), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Diving Experiences (Scuba Dives, Dive Trips, PADI/SSI Courses) (THAJAJAD)

akta.pro secondary industries

Dive Centers & Scuba Training (PADI/SSI, certifications) (THAAAIAA), Scuba Diving & Freediving Centers (Training, Guided Dives) (THAAAKAD)

Keywords

• Dive resort accommodations
• Scuba diving excursions
• Snorkeling tours
• Padi certification courses
• Boat charter services

Headquarters

HQ city

Key Largo, FL

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Room Accommodations: The resort generates primary revenue through hotel-style room rentals including various room types from standard rooms to suites and townhouses. Pricing varies by room type with nightly rates plus a $25 daily resort fee.
2. Scuba Diving and Snorkeling Services: Revenue from guided scuba diving and snorkeling trips, including reef dives, wreck dives, deep dives, night dives, and eco tours. Dive courses and certifications are also offered on property.
3. Dive Equipment Rentals: Full gear rental available for $30/day plus tax per person, including tanks, weights, and equipment for dive trips.
4. Food and Beverage - Captain's Catch: On-site food truck partnership operating daily from 7am to 7pm (closed Tuesdays), offering breakfast, lunch, and drinks to guests.
5. Boat Charters and Cruises: Private charter services using the Amoray Diver and Just In Time vessels for sunset cruises, snorkeling excursions, and special events including weddings.
6. Dive Guide Services: Dive guides available upon request for an additional fee, required for divers whose last dive was more than one year ago.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Amoray Dive Resort is a waterfront boutique dive resort in Key Largo, Florida that rents out 14 room types plus two townhouse units and operates a PADI 5 Star Dive Center offering daily scuba trips, snorkeling excursions, eco tours, sunset cruises, private boat charters, and on-site dive certification courses. The property combines lodging, dive operations, equipment rental, and complimentary amenities (pool, kayaks, paddleboards, bicycles) into a single destination, anchored by direct dock access to its 45-foot Amoray Diver boat.

Product overview

Amoray Dive Resort is a single-property dive resort in Key Largo, Florida operated by Amy Slate. The property offers a comprehensive portfolio of waterside hotel accommodations (14 room types ranging from standard rooms to multi-bedroom suites) and two townhouse options (Coral and Reef townhouses), complemented by an extensive water activity program centered around scuba diving and snorkeling. The core hospitality product is organized into room/townhouse accommodations and recreational activities including scuba diving, snorkeling, eco tours, sunset cruises, and private boat charters. The resort also offers value-add packages including Dive & Stay bundles (save up to 25%), early booking discounts, hero discounts for first responders/military, Florida resident discounts, and AARP/AAA discounts. On-site amenities include a freshwater pool, tiki bar, grills, and complimentary equipment rentals (kayaks, paddleboards, bikes, snorkel gear). The resort partners with The Captain's Catch food truck for dining services.

Differentiator

Problem solved

Functional benefit

Products and services

• Waterside Room Accommodations 14 waterfront room types at Amoray Dive Resort in Key Largo, ranging from standard queen/king rooms and ADA-accessible rooms to multi-room suites with kitchenettes, full kitchens, sofa beds, and private bayside porches. Each room is sold individually on a nightly basis and includes access to resort amenities such as the freshwater pool, dive equipment storage, and complimentary kayaks, paddleboards, bicycles, and snorkel gear. Pricing is quote-based with a $25 daily resort fee and discounts available for book-ahead, hero, resident, and AARP/AAA bookings.
• Townhouse Accommodations Two-story Coral and Reef townhouse units at the resort featuring full kitchens, multiple bedrooms and bathrooms, and sofa beds, accommodating 5 to 8 guests per unit. Designed for families and small groups wanting condo-style space with full kitchens and resort amenity access.
• Scuba Diving Excursions Guided scuba diving trips departing directly from the resort dock on the 45-foot Amoray Diver, including reef, wreck, deep, and night dives to premier Key Largo sites such as Molasses Reef, French Reef, the S.S. Benwood Wreck, the Spiegel Grove, and the USCGC Duane. Suitable for certified divers, with optional paid dive guides available (required if the diver's last dive was more than a year ago). Full gear rental is available at $30/day plus tax.
• Snorkeling Excursions Guided snorkeling excursions to over 8 miles of coral reef within 30 feet of depth, including the Christ of the Abyss statue and nearby shipwrecks. Snorkel equipment is provided and the tours are suitable for families and non-certified guests.
• Eco Tours Guided nature experiences including Everglades tours, mangrove jungle explorations, and dolphin and manatee viewing, with educational narration on local habitat and wildlife. Aimed at guests seeking above-water excursions beyond diving and snorkeling.
• Sunset Cruise Sunset cruises departing from the resort's docks, sold as a separate leisure experience for resort guests and outside visitors.
• Private Boat Charters Private charter of the 45-foot Amoray Diver or the Just In Time for sunset cruises, snorkeling excursions, dive trips, weddings, and other special events. Sold as a customized charter experience rather than a scheduled departure.
• PADI Dive Certification Courses On-property PADI dive education ranging from introductory Discover Scuba courses (with same-day diving) to full open-water certification, advanced and specialty courses, and refresher courses for previously certified divers. Delivered at the resort's PADI 5 Star Dive Center.
• Dive & Stay Package Combined accommodation and diving bundle offering up to 25% savings versus booking each component separately. Includes the room, complimentary snorkel gear, tanks and weights, and resort amenities; requires a minimum 3-night stay and 2 boat trips, with dive trips priced separately. Targeted at divers wanting to pre-book their full dive vacation.
• Groups and Events Group booking and event services for parties up to 60 guests, including multiple rooms, private boat charters, and customizable packages for weddings, family reunions, corporate retreats, and other celebrations. Coordinated through a dedicated groups and events inquiry.

Quantifiable outcome

• Save up to 25% on combined diving and accommodations with Dive & Stay packages
• +2 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• Azul Key LargominorStrategic or Co-development PartnerSister property located right next door to Amoray Dive Resort, operating as a related but separate resort property in Key Largo.
• Captain's Catch Food TruckcoreOthersOn-site food truck partnership operating daily from 7am to 7pm (closed Tuesdays), offering breakfast, lunch, and drinks including fresh seafood, breakfast options, sandwiches, and fruit smoothies. Located at the resort property.
• Wake Zone WatersportsminorGTM or Marketing PartnerJet ski rental partnership offering thrilling Jet Ski adventures off the famous Overseas Highway. Open daily from 9am to sunset. Located in Key Largo.
• PADI (Professional Association of Diving Instructors)coreStrategic or Co-development PartnerPADI 5 Star Dive Resort certification. Amoray is recognized as a premier PADI dive destination in the Florida Keys, offering PADI certification courses and maintaining 5-star facility standards.
• NOAA Blue Star ProgramcoreStrategic or Co-development PartnerBlue Star operator designation from NOAA National Marine Sanctuaries, indicating commitment to responsible diving practices and environmental stewardship.
• Green FinsminorStrategic or Co-development PartnerMember of the Green Fins environmental initiative, a UN Environment Programme backed network promoting sustainable diving and snorkeling practices to protect marine environments.
• DEMA (Diving Equipment and Marketing Association)minorOthersIndustry association membership supporting the diving equipment and marketing industry.
• Beneath the SeaminorOthersDiving industry trade show and consumer event participation.
• Scuba ShowminorOthersDiving industry trade show participation.

Scale indicators8 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• Key Largo Dive Center: Long-established PADI dive operator in Key Largo offering daily dive trips and certification courses to the same John Pennekamp reef system — directly overlapping Amoray's core scuba and snorkeling customer base.
• Rainbow Reef Dive Center: PADI 5 Star dive center in Key Largo running daily dive boats, certifications, and gear rentals on the same reefs — a directly competing local dive operator with overlapping clientele.
• Buddy Dive Resort Bonaire: Caribbean dive resort operating a near-identical model — waterfront accommodations, on-site dive boats, PADI 5 Star center, and integrated dive-and-stay packages — serving as a comparable dive-resort benchmark for Amoray's product and pricing.
• Scuba Club Cozumel: Boutique Mexican Caribbean dive resort with on-site dive boats, PADI instruction, and package-style accommodations — a directly comparable boutique dive-resort operating model to Amoray.
• Horizon Divers Key Largo: Key Largo dive operator offering daily reef and wreck trips, PADI certifications, and dive boat charters from the same Upper Keys waters as Amoray.
• Captain Slate's Scuba Adventures: Family-run Key Largo dive operator with daily dive trips to Pennekamp reefs and wrecks — directly competing for the same certified diver and Discover Scuba customer base in Key Largo.
• Azul Key Largo: Sister resort located immediately adjacent to Amoray in Key Largo, operating a similar bayside boutique dive-resort model with comparable amenities and dive access in the same harbor.

Regional players

• Baker's Cay Resort Key Largo: Boutique bayside resort in Key Largo offering waterfront accommodations and water activities; competes for the same Key Largo leisure traveler but without Amoray's dedicated dive-boat and PADI 5 Star dive center.
• Playa Largo Resort & Spa: Upper Keys upscale resort offering waterfront accommodations and water-based activities including diving partnerships — competing for the same Key Largo leisure traveler with a more full-service hotel product.

Broad incumbents

• Hilton Key Largo Resort: Larger branded resort in Key Largo with waterfront amenities targeting leisure and group business; broader accommodation focus without specialization in dive operations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/amoraydiveresort
• Instagraminstagram.com/amoraydiveresort
• LinkedInlinkedin.com/company/amy-slate's-amoray-dive-resort

Compliance10 records

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 Amy Slate's Amoray Dive Resort