Castle In The Sand Hotel

What Castle In The Sand Hotel does

Castle in the Sand Hotel is a privately held, family-owned oceanfront resort operating since 1960 on 37th Street in Ocean City, Maryland. The property is owned and operated by the Showell family, with current ownership held by Adam Lockhart Showell Sr. and day-to-day management by Adam Lockhart Showell Jr. and Ana Leticia Showell; the Showell family traces its regional roots to a 1683 land grant from the Crown of England. The core offering is lodging across approximately 180 units — spanning standard rooms, oceanfront suites, efficiencies with kitchens, cottages, townhouses, and condominiums — supplemented by the 32-unit pet-friendly Barefoot Mailman Motel two blocks away. A self-contained resort ecosystem includes a 25-meter Olympic-sized pool, three on-site F&B venues (Beach House Restaurant for breakfast, Coconuts Beach Bar & Grill with live entertainment, and Take A Dip Ice Cream Shop), beach rental stand, free kids' activities program, live entertainment, and 120-seat meeting facilities.

The business operates a direct-to-consumer go-to-market model through phone reservations (1-800-552-SAND), a Cloudbeds-powered online booking engine on its own website, and a group sales function led by a Director of Group Sales & Events. Revenue is generated from five primary streams: hotel accommodations (ADR ranging from $84 to $434 per night), food and beverage, vacation packages and specials (Casino, Breakfast, 4-Nights-for-3, Senior, Rockin' Ravens), group sales and events (weddings, motorcoach tours, golf trips, convention attendees), and beach and pool rentals. Pricing is seasonal and unit-based, with weekly rates of $1,746-$3,195 for cottages and condominiums and 12% tax plus extra-person charges. The marketing mix emphasizes direct channels — the Castle Club email newsletter, Instagram, SEO/organic search, and cooperative marketing with area attractions — and the property advertises a best-price guarantee when booking direct, suggesting deliberate avoidance of third-party OTA intermediation. Sister properties include the Barefoot Mailman Motel and the Green Turtle Club Resort and Marina in the Bahamas, the latter acquired in 2004.

Name

Castle In The Sand Hotel

Legal name

Castle in the Sand Hotel

Website

https://castleinthesand.com

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

11–50 employees

Short description

Castle in the Sand Hotel is a family-owned oceanfront resort in Ocean City, Maryland, operating since 1960 with ~212 units across its main property and the pet-friendly Barefoot Mailman Motel, plus three on-site dining venues and group/event lodging serving leisure families, weddings, motorcoach tours, and convention attendees.

Ownership category

akta.pro rank

Product category

Beachfront Resort Hotels

NAICS

Hotels (except Casino Hotels) and Motels (72111), Traveler Accommodation (7211)

SIC

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

akta.pro primary industry

Beachfront & Coastal Full-Service Hotels (THAGAAAI)

akta.pro secondary industry

Resort-Area Full-Service Hotels (Non–All-Inclusive) (THAGAAAD)

Keywords

• Oceanfront hotel accommodations
• Beach resort lodging
• Family vacation packages
• Hotel dining services
• Beach event venues

Headquarters

HQ city

Ocean City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Hotel Accommodations: Primary revenue from oceanfront hotel room rentals including standard rooms, suites, efficiencies, cottages, and condominiums. Rates vary seasonally from $84 to $434 per night for oceanfront accommodations. Weekly rental rates available for cottages and condominiums ranging from $1,746 to $3,195.
2. Food & Beverage: On-site dining includes Beach House Restaurant serving breakfast buffet ($16.50 adults, $7.75 children), Coconuts Beach Bar & Grill offering casual beachfront dining, and Take A Dip Ice Cream Shop. Beach service and poolside food/beverage service available in season.
3. Vacation Packages & Specials: Special packages including Casino Package ($100 voucher for 2-night stay), Breakfast Package, 4 Nights for Price of 3, Rockin' Ravens Weekend, and Senior Citizen discounts.
4. Group Sales & Events: Motorcoach group packages, wedding events, golf trips, and convention center attendees. Patricia Smith serves as Director of Group Sales & Events.
5. Beach & Pool Rentals: Beach chair, umbrella, and boogie board rentals at Castle Beach Stand. Charged to room or paid daily/weekly.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Castle in the Sand Hotel is a family-owned oceanfront resort in Ocean City, Maryland that sells overnight accommodations across multiple property formats, including standard rooms, efficiencies, suites, cottages, and condominiums. The stay is bundled with on-site amenities such as an Olympic-sized pool, beach service and rentals, three food and beverage venues, and seasonal kids' activities. The hotel also markets and sells vacation and event packages (casino, breakfast, golf, weddings, motorcoach, senior week, conventions) to individuals and groups.

Product overview

Castle in the Sand Hotel is a family-owned oceanfront resort offering a portfolio of accommodations including standard hotel rooms, efficiencies with kitchenettes, one-bedroom suites, cottages, and condominiums across multiple buildings (Castle North, Castle South, Waverley Castle) and satellite properties (Castle Gate House Cottages, Castle Outpost, Castle Lodge, Castle Townhouses, Castle Cottages, Castle Beach Cottages, Castle Guest House, Sovereign Seas Condominiums). The hotel operates on-site food and beverage services including Beach House Restaurant for breakfast, Coconuts Beach Bar & Grill for casual beachfront dining, and Take A Dip Ice Cream Shop. Additional services include an Olympic-sized pool with diving board, beach rentals, free kids activities in summer, live entertainment, meeting facilities, and special packages for weddings, golf, motorcoach groups, and senior week. Sister properties include the pet-friendly Barefoot Mailman Motel and the Green Turtle Club resort in the Bahamas. The hotel provides digital services including free WiFi, live web cam views, and the Castle Rewards loyalty program.

Differentiator

Problem solved

Functional benefit

Brands

• Coconuts Beach Bar & Grill: Open-air beachfront restaurant and bar with live entertainment, serving casual seaside fare, char-grilled burgers, fresh fish, and cocktails. Features a crush bar and daily happy hour 5PM to 6PM.
• Beach House Restaurant
• Take A Dip Ice Cream Shop
• Castle Rewards

Products and services

• Castle North Oceanfront Accommodations Castle North rooms and suites in the 37th Street oceanfront building include standard rooms on the oceanfront and bayside, plus larger oceanfront suites with balconies facing the ocean, suitable for families and couples.
• Castle South Accommodations Castle South offers small suites overlooking the Coconuts patio and efficiencies such as the Queen Ann and King John, providing guests with compact oceanfront lodging options.
• Waverley Castle Oceanfront Efficiencies Waverley Castle provides large efficiencies with oceanfront balconies that can accommodate up to six guests, suited to families and groups seeking extra space.
• Castle Cottages and Condominiums Castle's cottages and condos include one- to three-bedroom units with up to two bathrooms, available for weekly rentals and intended for families and longer-stay guests.
• Beach House Restaurant On-site breakfast restaurant offering an all-you-can-eat buffet and a made-to-order a la carte menu including Eggs Benedict, omelets, pancakes, waffles, and breakfast skillets for hotel guests and visitors.
• Coconuts Beach Bar & Grill Coconuts Beach Bar & Grill offers casual seaside fare, char-grilled angus burgers, fresh grilled fish, homemade salads, crab cakes, wraps, full bar service, and a daily 5–6 PM happy hour, with live entertainment May through October.
• Take A Dip Ice Cream Shop Take A Dip Ice Cream Shop offers 16 hand-dipped ice cream flavors, sundaes, milkshakes, and a variety of cones and toppings for hotel guests and the public.
• Castle Beach Stand Rentals The beach rental stand offers foldable beach chairs, umbrellas, and boogie boards for daily or weekly rental, chargeable to the room or paid on-site.
• Casino Package Two-night stay package bundled with a $100 casino voucher at Ocean Downs Casino, targeted at adult guests seeking a casino-themed overnight experience.
• Breakfast Package Oceanfront accommodation package that includes a daily breakfast buffet for two at the Beach House Restaurant, valid April through October 2026.
• 4 Nights for the Price of 3 Package Promotion allowing guests to stay four nights in Castle North or Castle South oceanfront buildings but pay for only three, valid for check-in dates April 2 – May 9 and September 20 – October 25, 2026.
• Senior Citizen Special Rates Discounted overnight rates for guests 55 years of age or older, available Sunday through Thursday in oceanfront accommodations with rates from $84 to $189 per night based on season.
• Rockin' Ravens Weekend Package Baltimore Ravens-themed weekend stay package including welcome happy hour, breakfast buffet, pig roast tailgate party, and game viewing for fans attending games or themed weekends.
• Seminars by the Sea Package Convention attendee package offering the closest oceanfront hotel accommodations to the Ocean City Convention Center for mid-size groups April through October.
• Beach Wedding Packages Beach wedding packages ranging from intimate ceremonies for two to full family gatherings, with three blocks of oceanfront beach, ceremony planning assistance, and wedding-party accommodations.
• Golf Vacation Packages Group golf vacation packages that include oceanfront accommodations and access to over 17 championship golf courses in the Ocean City area.
• Motorcoach Group Packages Group tour packages including customized itineraries, accommodations, on-site dining, cocktail receptions, and activities for motorcoach tours visiting Ocean City.
• June Grads Senior Week Senior week accommodations for May and June high school graduates, with dedicated house rules, parental/guardian contracts for minors, and group-friendly rentals.
• Barefoot Mailman Motel Pet-friendly motel at 35th Street offering rooms and efficiencies with full amenities for guests traveling with pets, located two blocks from the Castle in the Sand main property.
• Green Turtle Club (Bahamas Sister Property) Resort and marina on Green Turtle Cay in the Bahamas offering Caribbean fusion cuisine and harbor views; operates as a sister property under the Showell family with featured signature rum punch served at Coconuts Beach Bar & Grill.

Named customers5 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered minor and core.

• Green Turtle ClubminorOthersSister property owned by the Showell family located on Green Turtle Cay in the Bahamas. Offers award-winning signature rum punch (Tipsy Turtle) featured at Coconuts Beach Bar & Grill. Originally established in 1964.
• Barefoot Mailman HotelminorOthersPet-friendly hotel owned and operated by Castle in the Sand Hotel, located at 35th Street. Offers 32 units of pet-friendly accommodations. Two blocks from main Castle property.
• Showell FamilycoreOthersOriginal founding family dating back to 1683 land grant. Currently owned and operated by Adam Lockhart Showell, Sr., managed by Adam Lockhart Showell, Jr. and Ana Leticia Showell. Five grandchildren also involved in operations.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Carousel Resort Hotel & Condominiums: Iconic independently owned oceanfront hotel on 118th Street, Ocean City, with 239 rooms/condos, an ice rink, and direct beach access. Closest large independent competitor to Castle in the Sand in scale and Mid-Atlantic family-vacation positioning.
• Dunes Manor Hotel: Independent boutique oceanfront hotel on 28th Street, Ocean City, with Victorian styling, on-site restaurant, and meeting space. Comparable independent mid-scale property targeting similar leisure and group segments.
• Holiday Inn Ocean City: Mid-scale branded oceanfront hotel in Ocean City with on-site dining, pools, and family amenities. Comparable to Castle in the Sand in target market (families, summer beach vacations) and unit mix, but with chain loyalty and distribution advantages.
• Princess Royale Oceanfront Resort: Large independent oceanfront condo-hotel in north Ocean City (~91st Street) offering four indoor/outdoor pools, multiple dining venues, and family-friendly beachfront accommodations - directly comparable to Castle in the Sand in product, market, and customer base.
• Commander Hotel & Suites: Family-owned independent oceanfront hotel on 16th Street, Ocean City, offering suites and efficiencies with kitchenettes. Closest comparable in operating model (independent, family-owned, value-priced oceanfront rooms) to Castle in the Sand.
• Clarion Resort Fontainebleau Hotel: Independent-branded oceanfront hotel on 101st Street, Ocean City, offering full-service amenities including on-site dining, pools, and meeting space. A direct full-service competitor in the same north-end beach market.

Broad incumbents

• Hilton Ocean City Oceanfront Suites: Upscale branded all-suite oceanfront hotel on 32nd Street, Ocean City, offering premium rates, chain loyalty (Hilton Honors), and meeting facilities. Brings chain-level distribution and capital to the same mid-town beach market where Castle competes.
• Hampton Inn & Suites Ocean City - Bayfront: Limited-service branded hotel near the Ocean City Boardwalk targeting price-sensitive families and leisure travelers. Represents chain encroachment on Castle's traditional value-conscious family segment.
• Residence Inn Ocean City: Extended-stay branded hotel in Ocean City targeting weekly family and convention travelers with suite-style rooms and kitchenettes. Direct substitute for Castle's efficiency/condo inventory but with Marriott Bonvoy loyalty and broader corporate infrastructure.

Regional players

• Atlantic Hotel (Bethany Beach, DE): Boutique oceanfront hotel in Bethany Beach, Delaware, targeting similar family and leisure travelers on the Mid-Atlantic coast. Comparable in scale, price point, and direct-to-consumer independent positioning, but in a different geographic submarket.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/castleinthesandocmd
• LinkedInlinkedin.com/company/castle-in-the-sand-hotel

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries5 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 Castle In The Sand Hotel