What Double JJ Resort does

Double JJ Resort is a privately held destination resort operating on approximately 2,000 acres in Rothbury, Michigan, with a second location in New Era for golf operations. Founded in 1937 and historically operated for over 65 years by Walter "Wally" Wojack until his passing in 2017, the property has evolved from a horse ranch into a multi-vertical resort offering lodging (200+ rooms across Thoroughbred Suites, Log Homes, Homestead Condominiums, Family Cabins, Loft Hotel, and Camping/RV sites), two 18-hole championship golf courses (Arthur Hills Thoroughbred and Grand View), a 60,000 sq ft year-round indoor waterpark, an outdoor seasonal waterpark, horseback riding trails, snow tubing, indoor glow mini golf, e-bike rentals on 10+ miles of trails, and a 3,000-seat rodeo arena hosting the annual Wally Wojack Memorial Rodeo. The resort serves a diversified consumer base including families, golf enthusiasts, scout troops, corporate groups, wedding parties, and reunion groups, with revenue generated through transactional lodging, activity, and F&B purchases; annual golf memberships; all-inclusive group packages; and event hosting.

The business model is primarily transactional with ancillary subscription components. Revenue streams include lodging accommodations (with mandatory separate activity purchases), per-activity unit pricing for waterpark passes, golf tee fees, horseback riding, snow tubing, mini golf, and e-bike rentals; transaction-based F&B across multiple dining venues (Curly Horse American Bistro, Rustler's Roost, Miner's Gulp, Pony Expresso, Cactus Jacks); professional services for event hosting with a 20% service fee; and subscription/all-inclusive packages including $219/person scout troop packages and annual golf memberships ranging $1,200-$2,200. Pricing follows unit or package structures, with rate cards published across golf and waterpark and custom quotes for groups and weddings.

Distribution combines direct-to-consumer booking through doublejj.com (powered by Reseze for lodging and Tee-on for tee times, with FareHarbor for activity bookings) and a dedicated group sales department handling corporate events, weddings, reunions, and scout groups. Marketing relies on the official website, social media (Facebook, Instagram, Twitter, YouTube), email newsletters, TripAdvisor presence, and partnerships with the White Lake Area Tourism Alliance and West Michigan Tourist Association. The technology footprint is operations-focused rather than platform-centric: third-party booking integrations, online waivers, digital mini-golf scorecards, and standard property management systems. The property also serves as the venue for the third-party Electric Forest Festival, which draws over 50,000 attendees annually. No revenue figures, funding events, or AI capabilities are disclosed in available material.

Name

Double JJ Resort

Legal name

Double JJ Resort

Website

https://doublejj.com

Company type

Private

Founded year

1937

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Destination Resort Hospitality

NAICS

Hotels (except Casino Hotels) and Motels (721110), Amusement and Theme Parks (713110), Recreational and Vacation Camps (except Campgrounds) (721214)

SIC

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

akta.pro primary industry

Boutique Resorts (Small-Scale Resorts) (THAGADAJ)

akta.pro secondary industries

Resort/Hotel-Integrated Parks (On-Property Theme/Water Parks) (THAJAEAF), Mountain & Wilderness Lodges (THAAAHAE)

Keywords

• Resort lodging
• Golf course operations
• Waterpark recreation
• Destination weddings
• Corporate event hosting

Headquarters

HQ city

Rothbury, Michigan

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Lodging Accommodations: Rooms, suites, cabins, log homes, condominiums, and camping sites. Activities are not included in room cost and must be purchased separately. Deposits equal to first night plus taxes and resort fees required.
2. Activity Fees: Waterpark day passes, horseback riding, snow tubing, e-bike rentals, mini golf, and rodeo tickets sold as add-on experiences separate from lodging.
3. Golf Services: Tee time bookings, green fees, cart rentals, range balls, and golf memberships at Arthur Hills Thoroughbred Golf Club and Grand View Golf Course.
4. Food & Beverage: Multiple dining venues including Curly Horse American Bistro (steakhouse), Rustler's Roost (pizza/sandwiches), Miner's Gulp (waterpark snacks), Pony Expresso (coffee/ice cream), and Cactus Jacks (outdoor waterpark bar).
5. Event Hosting: Venues for meetings, retreats, corporate events, weddings, and group celebrations with catering and banquet services. Service fee of 20% and 6% sales tax applied.
6. Group Packages: Scout troop packages at $219/person for 2-night/3-day all-inclusive experiences. Custom reunion and corporate event packages with minimum accommodation requirements.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Double JJ Resort is a 2,000-acre destination resort in Rothbury, Michigan offering overnight accommodations (suites, log homes, condominiums, family cabins, loft hotel rooms, and RV/tent camping), two 18-hole championship golf courses, a 60,000-square-foot indoor waterpark, an outdoor waterpark, horseback riding, snow tubing, indoor glow mini golf, e-bike rentals, multiple dining venues, and event hosting for weddings, corporate retreats, reunions, and scout/youth groups.

Product overview

Double JJ Resort is a 2,000-acre destination resort offering diverse lodging and recreational activities in Rothbury, Michigan. The resort features multiple accommodation types (Thoroughbred Suites, Log Homes, Homestead Condominiums, Family Cabins, Loft Hotel, and Camping), two championship golf courses (Arthur Hills Thoroughbred and Grand View), Gold Rush Indoor Waterpark (60,000 sq ft), Outdoor Waterpark, equestrian activities with trail rides, snow tubing, indoor glow mini golf, e-bike rentals, and multiple dining venues (Curly Horse American Bistro, Rustler's Roost). The resort also offers event venues for weddings (20+ ceremony sites), corporate events, team building activities, and youth/scout group packages. The property includes a 3,000-seat rodeo arena and hosts the annual Wally Wojack Memorial Rodeo.

Differentiator

Problem solved

Functional benefit

Products and services

• Back Forty Log Homes Three-bedroom Old West-themed log homes in the Back Forty area sleeping up to 10 guests, with full kitchens, fireplaces, and jacuzzi tubs; located near the Barn for horseback trail rides.
• Thoroughbred Suites Multi-bedroom suites (one to four bedroom) on the Thoroughbred Golf Course, sleeping up to 14 guests, with full kitchens, fireplaces, in-room jacuzzis, and private balconies; closest accommodations to the Gold Rush Indoor Waterpark.
• Homestead Condominiums Condominiums located on the boundaries of the Thoroughbred Golf Course, a cart path away from the golf course and Gold Rush Indoor Waterpark.
• Family Cabins Pet-friendly log cabins in the Back Forty sleeping up to 6 people, with shuttle service to other resort areas; near the Back Forty Barn and Ranch.
• Loft Hotel Hotel rooms sleeping 4-6 people on the Thoroughbred Golf Course with complimentary shuttle to waterpark and Pro Shop; budget-friendly option for families.
• Camping/RV Park Seasonal tent and RV sites with full hook-up, water/electric, and primitive options in the Back Forty near the outdoor waterpark and recreational activities, with modern bathhouse and laundry facilities.
• Gold Rush Indoor Waterpark 60,000-square-foot indoor waterpark featuring Western Michigan's tallest indoor waterslide, thrill slides, lazy river, wave pool, water fort, toddler pool, hot tubs, and water basketball; maintained at a minimum of 82°F year-round.
• Outdoor Waterpark Back Forty Swimming Hole featuring waterslide, two pools, splash pad, and hot tub; located 1 mile south of the Frontier with Cactus Jacks bar on site.
• Arthur Hills Thoroughbred Golf Club 18-hole championship golf course opened in 1993, designed by Arthur Hills, featuring 6,887 yards, par 72, and 147 slope rating from tips; horseback riders have right-of-way on all cart paths.
• Grand View Golf Course 18-hole golf course in northwest Michigan spanning rolling hills with mature trees, featuring 6,197 yards, par 71, dramatic elevation changes, and a signature island-green 8th hole.
• Horseback Riding Trails & Stables Trail rides through resort woods and rolling countryside with trained staff matching horses to experience level, offering beginner, intermediate, and advanced rides from the Back Forty Barn.
• Snow Tubing Hill Winter activity with a 660-foot run and tow rope back to top, plus a bonfire area and snack shack serving hot cocoa and treats.
• Mystical Forest Indoor Glow Mini Golf 18-hole indoor glow-in-the-dark mini golf course with vibrant murals and black lights, with an average play time of approximately 45 minutes; located above the waterpark next to Wooden Nickel Arcade.
• E-Bike Rentals All-terrain e-bike rentals for exploring 10+ miles of resort trails, available to riders 16+ with a valid driver's license.
• Wally Wojack Memorial Rodeo Annual Labor Day weekend rodeo produced by Super Kicker Rodeo Productions in a 3,000-seat arena, featuring bull riding, bareback bronc riding, cowgirl barrel racing, ranch bronc riding, saddle bronc riding, team roping, and rodeo clown acts, plus a BBQ pig roast and carnival games.
• Curly Horse American Bistro Steakhouse and bar restaurant at 5900 Water Rd serving American classics including fresh salads, juicy burgers, hearty steaks, and appetizers, with breakfast buffet and lunch/dinner service.
• Rustler's Roost Pizza, sandwiches, and bar offering appetizers, fresh salads, subs, wraps, baskets, and kid-friendly meals, with Saturday karaoke nights and carryout available.
• Wedding Services Destination wedding venue offering 20+ ceremony sites across 2,000 private acres including lakes, meadows, woods, gardens, golf courses, and rustic barns, with dedicated wedding planners and customized details.
• Event Spaces & Catering Multiple indoor and outdoor venues including Maverick (150 capacity), Sundance Balcony (70), Mustang (35), Dance Hall (300), Wagon Wheel, and outdoor settings, with catering for corporate events, weddings, and reunions.
• Corporate Team Building Team building programs for groups of 35+ including The Ranch Race, Clown Rodeo, blindfold tent build, human knot, and nature scavenger hunts.
• Scout Troop Packages All-inclusive 2-night, 3-day scout packages at Junior J Ranch including lodging in Kid Cabins, Teepees, or Covered Wagons, waterpark access, Old West town activities, mini golf, karaoke, nature trails, and horseback riding; minimum 10 scouts required.
• Youth Group Day Trips Customizable group day trips for kids including waterpark access, pizza buffet, snow tubing, horseback rides, wagon rides, arcade, mechanical bull, and ice cream.

Quantifiable outcome

• Over 50,000 Electric Forest Festival attendees annually
• +2 more outcomes

Named customers2 records

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Four partnerships are on record, tiered minor and core.

• White Lake Area Tourism AllianceminorGTM or Marketing PartnerRegional tourism marketing partnership promoting the White Lake area including Double JJ Resort. Partner logos displayed on resort website footer. Collaborative regional tourism promotion.
• West Michigan Tourist AssociationminorGTM or Marketing PartnerRegional tourism organization partnership with Double JJ Resort. Partner logo displayed on resort website footer.
• National Aquatics Safety Company (NASCO)coreStrategic or Co-development PartnerPrivate consulting firm specializing in aquatic risk management. Performs three unannounced operational audits per year at each waterpark facility. Tests professionalism, scanning techniques, rescue skills, and emergency management capabilities. Ongoing safety partnership to maintain highest safety standards.
• Super Kicker Rodeo ProductionscoreStrategic or Co-development PartnerFourth-generation rodeo company performing at more than 25 locations each season. Produces annual Wally Wojack Memorial Rodeo at Double JJ Resort with eight events including Bull Riding, Bareback Bronc Riding, Cowgirl Barrel Racing, Ranch Bronc Riding, Saddle Bronc Riding, Team Roping, and Rodeo Clown Acts.

Scale indicators8 records

Recent moves5 records

Expansion highlights5 records

Regional players

• Mohican Resorts (Mohican Lodge): Ohio-based state park lodge and conference center offering lodging, golf, and outdoor recreation - comparable Midwestern family-outdoor resort experience in an adjacent state.
• Traverse City Tourism (Sleeping Bear / area resorts): Northern Michigan destination resort cluster - comparable Michigan destination-resort catchment competing for similar Midwest family leisure demand.

Direct peers

• Kalahari Resorts & Conventions: Large-scale indoor waterpark resort and convention properties with on-site lodging, dining, and entertainment - comparable integrated resort/waterpark model targeting families and groups.
• Boyne Mountain Resort: Michigan ski/golf destination resort offering lodging, golf, waterpark (Avalanche Bay), and year-round activities - directly comparable family-friendly mountain resort model with waterpark integration.
• Great Wolf Lodge: National chain of indoor waterpark resort hotels - comparable business model with anchor indoor waterpark driving family-stay demand, though at much larger scale and multi-property.
• Crystal Mountain Resort: Michigan ski/golf/family resort offering lodging, two golf courses, waterpark, and year-round activities - highly comparable Midwest destination resort model targeting families.
• Grand Traverse Resort & Spa: Michigan-based destination resort with multiple lodging types, multiple golf courses, and extensive recreational amenities - closely comparable multi-activity resort model in the same regional market.
• Shanty Creek Resorts: Northern Michigan resort with multiple lodging options, four golf courses, and winter activities - directly comparable multi-property Michigan resort with bundled lodging/golf/ski package model.

Broad incumbents

• Silver Dollar City / Herschend Family Resorts: Theme park resort brand combining lodging with themed entertainment and waterparks - comparable integrated theme-park-plus-stay model at much larger scale.
• Marcus Hotels & Resorts: Midwest-focused hotel and resort management company - adjacent operator with similar regional hospitality focus and group-event orientation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/doublejjresort
• YouTubeyoutube.com/user/doublejjresort
• Facebookfacebook.com/DoubleJJResort
• Instagraminstagram.com/doublejjresort
• LinkedInlinkedin.com/company/double-jj-resort

Revenue estimate

Valuation estimate

Number of profiles

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 Double JJ Resort