Bay Valley Resort & Conference Center

What Bay Valley Resort & Conference Center does

Bay Valley Resort & Conference Center is a privately held, full-service resort and conference property located on a 200-acre campus in Frankenlust Township, just outside Bay City, Michigan, on the state's Sunrise Coast. Founded in 1973 and originally operated under the Sheraton brand, the property features the only Desmond Muirhead-designed 18-hole championship golf course in Michigan, alongside 147 guest rooms and suites, Heatherfields Restaurant (a scratch-kitchen field-to-fork concept), and over 14,000 square feet of indoor and outdoor event space across 9 flexible venues with capacity for up to 250 guests. The resort is currently executing a multi-phase revitalization that includes a RainBird irrigation overhaul, more than 100 new sprinklers, turf equipment upgrades, and the forthcoming launches of Soluna Spa (scheduled December 2025) and Adore Beauty salon.

The business operates through five primary revenue streams: hotel accommodations (nightly rates plus a $25/night resort fee), golf operations (green fees, cart rentals, range buckets, and merchandise), dining services at Heatherfields, social memberships ($750 individual / $1,200 family annually) and golf memberships ($1,800–$2,100 annually), and event hosting for weddings, corporate retreats, conferences, and golf tournaments (group packages support 20–144 players). Distribution combines direct website and phone bookings with partnerships through Wyndham Hotels & Resorts for room reservations, FOREUP for tee-time booking, and Toast Tab for restaurant reservations; a dedicated sales team handles corporate, group, and wedding sales. The customer base spans individual leisure travelers, families, corporate groups, wedding clients, golf enthusiasts (annual members and tournament players), and charity/special-event organizers across Michigan's Tri-Cities region.

The asset base, multi-channel distribution, and diversified segment mix provide structural advantages, but the property is a single-site regional hospitality operator with no disclosed proprietary technology platform, no AI/ML capabilities identified, and no disclosed revenue, ownership structure, or capital structure. Forward momentum is concentrated in the on-site capital program and two near-term new-product launches intended to broaden the property beyond its golf-and-lodging core into wellness and beauty services.

Name

Bay Valley Resort & Conference Center

Legal name

Bay Valley Resort

Website

https://bayvalley.com

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

11–50 employees

Short description

Bay Valley Resort & Conference Center is a privately held, 200-acre full-service resort in Bay City, Michigan, featuring the only Desmond Muirhead-designed golf course in the state, 147 guest rooms, Heatherfields Restaurant, and 14,000+ sq ft of event space serving leisure travelers, families, corporate groups, weddings, and golf members.

Ownership category

akta.pro rank

Product category

Resort Hospitality and Golf

NAICS

Golf Courses and Country Clubs (71391), Hotels (except Casino Hotels) and Motels (72111), Traveler Accommodation (7211)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Luxury Golf Resorts (THAGACAH)

akta.pro secondary industry

Resort Convention Hotels (THAGALAC)

Keywords

• Resort and hospitality services
• Championship golf course
• Conference and event hosting
• Hotel accommodations
• Wedding and banquet venues

Headquarters

HQ city

Bay City

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, Technology or R&D

Revenue model

1. Hotel Accommodations: The resort generates revenue through 147 guest rooms and suites with nightly rates. Rooms feature modern amenities including flat-screen HDTVs, mini-fridges, BevBar coffee makers, and premium linens. The resort fee is $25 per night plus tax, which includes access to golf course, driving range, clubhouse, Heatherfields Restaurant, fitness center, and meeting/event space.
2. Dining Services: Heatherfields Restaurant and bar generates revenue from breakfast, brunch, lunch, and dinner service. The restaurant operates a scratch kitchen with field-to-fork dining philosophy, serving classic American cuisine with seasonal menus. Private event rentals of the restaurant space are also available.
3. Golf Course Operations: Revenue from green fees, cart rentals, golf memberships, driving range buckets, and golf merchandise. The course offers five sets of tees with different pricing. Seasonal pricing varies (Spring/Fall, In-Season June-September, Fall Closing). Golf memberships provide annual recurring revenue with member benefits including dining and spa discounts.
4. Social Memberships: Annual membership programs offering access to resort amenities without overnight stay. Individual/Couples membership at $750 annually; Family membership (2 Adults & 2 Children) at $1,200 annually. Benefits include pool, hot tub, sauna, fitness center, discounted dining at Heatherfields, golf tee times, and exclusive member events.
5. Event Hosting and Conferences: Revenue from hosting events including weddings, conferences, corporate retreats, social celebrations, golf tournaments, and fundraisers. The resort offers 9 flexible venues with over 14,000 square feet of event space, custom catering, audiovisual equipment, and event planning support.
6. Stay and Play Golf Packages: Bundled accommodation and golf packages including Muirhead Classic (1 night, 1 round) and Muirhead Signature (2 nights, 2 rounds). Packages include lodging, golf, and discounts on dining and spa services.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels8 records

Core offering

Bay Valley Resort operates a full-service resort property on 200 acres in Bay City, Michigan, centered on a Desmond Muirhead-designed 18-hole championship golf course. It sells hotel accommodations in 147 guest rooms and suites, on-site dining at Heatherfields Restaurant, golf green fees and memberships, social memberships, and event hosting across more than 14,000 square feet of flexible venues.

Product overview

Bay Valley Resort & Conference Center is a full-service resort offering a unified portfolio of hospitality services centered around its signature 18-hole Desmond Muirhead-designed championship golf course. The property features 147 newly renovated guest rooms and suites, Heatherfields Restaurant serving field-to-fork cuisine, and over 14,000 square feet of flexible meeting and event space. Expanding wellness offerings include the upcoming Soluna Spa (December 2025) and Adore Beauty salon. The resort offers multiple membership programs—Social Memberships for resort amenity access and Golf Memberships for unlimited course play—along with Stay & Play golf vacation packages and custom golf outing services. Recently completed renovations include guest room upgrades, golf course irrigation improvements, and Heatherfields Restaurant reimagining, with ongoing property revitalization planned.

Differentiator

Problem solved

Functional benefit

Products and services

• 18-Hole Championship Golf Course An 18-hole Desmond Muirhead-designed championship course measuring 6,661 yards from championship tees, with five sets of tees, tree-lined fairways, strategic water features, a driving range, and putting green. It is the only Muirhead-designed course in Michigan and serves golfers of all skill levels.
• Heatherfields Restaurant Full-service on-site restaurant and bar serving breakfast, lunch, and dinner with a scratch kitchen, field-to-fork ethos, seasonal menus, craft cocktails, and patio dining overlooking the fairways. Reservations handled through the Toast Tab platform.
• Guest Rooms and Suites

Quantifiable outcome

• Golf course capable of hosting 20-144 player tournaments with full support services
• +2 more outcomes

Named customers1 record

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Ten partnerships are on record, tiered minor and core.

• Apple Mountain Golf CourseminorStrategic or Co-development PartnerPartner course included in the 'Muirhead & Beyond' regional custom golf experience package, allowing guests to play multiple Great Lakes Bay region courses as part of a comprehensive golf vacation.
• Bay City Country ClubminorStrategic or Co-development PartnerPartner course included in the 'Muirhead & Beyond' regional custom golf experience package.
• Beach Hollow Golf CourseminorStrategic or Co-development PartnerPartner course included in the 'Muirhead & Beyond' regional custom golf experience package.
• Bucks Run Golf CourseminorStrategic or Co-development PartnerPartner course included in the 'Muirhead & Beyond' regional custom golf experience package.
• Currie Golf CourseminorStrategic or Co-development PartnerPartner course included in the 'Muirhead & Beyond' regional custom golf experience package.
• Fortress Golf Course (Zehnders)minorStrategic or Co-development PartnerPartner course included in the 'Muirhead & Beyond' regional custom golf experience package, located in Frankenmuth.
• Sawmill Golf ClubminorStrategic or Co-development PartnerPartner course included in the 'Muirhead & Beyond' regional custom golf experience package.
• Maple Leaf Golf CourseminorStrategic or Co-development PartnerPartner course included in the 'Muirhead & Beyond' regional custom golf experience package.
• Timbers Golf ClubminorStrategic or Co-development PartnerPartner course included in the 'Muirhead & Beyond' regional custom golf experience package.
• Wyndham Hotels & ResortscoreChannel Partner/ Reseller/ DistributorBay Valley Resort is listed on the Wyndham Hotels booking platform, enabling room distribution through Wyndham's global network. The resort features Wyndham branding elements and uses their booking system for room reservations.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Garland Resort: Independent Michigan resort with golf-focused lodging and packages. Directly comparable as another privately-held Northern-Michigan golf resort with stay-and-play offerings and group outing services.
• Grand Traverse Resort & Spa: Large-scale Michigan destination resort with multiple golf courses, spa, dining, and extensive event space. Comparable as a multi-amenity Michigan conference/golf resort and the most relevant scaled domestic peer.
• Treetops Resort: Michigan-based golf resort offering multiple courses, lodging, dining, and event space. Closely comparable as an independent destination resort anchored by golf in a similar regional market and price tier to Bay Valley.
• Crystal Mountain Resort: Family resort in Thompsonville, MI combining lodging, golf, ski, spa, and event facilities. Highly comparable full-service Michigan destination resort with a similar mix of rooms, golf, dining, and weddings/conferences.

Others

• Marriott Golf: Multi-brand operator of hotel-affiliated golf and event resorts. Comparable as the type of hospitality operator with bundled lodging, golf, and conference assets that Bay Valley aspires to compete with at scale.
• Wyndham Hotels & Resorts: Global hotel franchisor that distributes Bay Valley's rooms through its booking platform. Relevant as a channel partner and indirect comp on distribution scale, not as a property-level competitor.

Broad incumbents

• Grand Hotel (Mackinac Island): Iconic Michigan resort known for weddings, conferences, and destination stays. Comparable as a heritage Michigan hospitality brand with strong weddings and group business, though positioned at a higher price tier.
• Boyne Mountain Resort: Multi-season Michigan resort offering golf, lodging, dining, spa, and event venues. A larger incumbent in the same regional golf/destination market with overlapping event and wedding offerings.

Emerging players

• SentryWorld (Sentry Insurance): Wisconsin destination golf property with dining and event capabilities. Comparable emerging/regional destination resort with a signature-designed course and similar conference/outing programs.

Regional players

• Eagle Eye Golf Club & Resort: Michigan-area golf property with stay-and-play packages. Comparable regional golf destination in the same Michigan catchment, though more golf-pure-play than Bay Valley's full resort model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/BVResort
• Instagraminstagram.com/bayvalley_resort
• LinkedInlinkedin.com/company/bay-valley-resort-&-conference-center

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Valley Resort & Conference Center