The Firebrand Hotel

What The Firebrand Hotel does

The Firebrand Hotel is an 86-room boutique hotel located at 650 East Third Street in downtown Whitefish, Montana, founded in 2015 and operated by Averill Hospitality as a sister property to The Lodge at Whitefish Lake, Whitefish Riverfront Hotel, Edgewater Missoula, Thirty Eight Whitefish, and Captains Club. The property's product surface spans Deluxe Rooms (34 double-queen and 47 king), five premium Skyline Rooms on the third floor, on-site F&B outlets (The Firebrand Restaurant serving regionally-inspired contemporary breakfast and dinner, The Firebrand Bar featuring Montana craft beer and cocktails, and a lobby Coffee Bar using Montana Coffee Traders roasts), a day spa using Naturopathica and IMAGE skincare, three meeting/event venues, a rooftop hot tub, and curated seasonal adventure packages covering skiing, golf, Glacier National Park tours, rafting, and cat skiing.

The business model is direct-to-consumer lodging combined with on-premise ancillary revenue. Room revenue is quote-based and not publicly disclosed; the hotel runs multiple promotional tiers including Last Call (up to 25% off for arrivals within 3 days), Advance Booking Advantage (up to 20% off for 7+ day bookings), Hot Summer Nights surprise discounts, Stash Rewards Member Rates, and AARP discounts. Distribution combines the hotel's direct website and toll-free reservations line, OTAs, a corporate rate program, and a group sales function targeting ski, golf, motorcycle, and wedding groups. Wedding guests are often cross-booked from The Lodge at Whitefish Lake via a complimentary inter-property shuttle.

Technology is standard, off-the-shelf hospitality SaaS rather than proprietary: Synxis (reservations), Resy (restaurant booking), Booker (spa), Tripleseat (private events), Stripe (payments), and Sojern (digital marketing analytics and advertising cookies). Marketing channels include the firebrandhotel.com website, Instagram (@firebrandwhitefish), email newsletters, the Stash Rewards loyalty program, and curated local partnerships (Black Tie Skis, Yoga Hive Montana, BabyQuip, Montana Coffee Traders, PureWest Christie's International Real Estate, the S.N.O.W. Bus shuttle). The hotel was named 2025 Tourism Business of the Year by the Whitefish Chamber of Commerce.

Name

The Firebrand Hotel

Legal name

The Firebrand Hotel

Website

https://firebrandhotel.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

The Firebrand Hotel is an 86-room boutique hotel in downtown Whitefish, Montana, operated by Averill Hospitality, serving leisure and business travelers with on-site dining, spa, meeting spaces, and seasonal outdoor adventure packages.

Ownership category

akta.pro rank

Product category

Boutique Hotels

NAICS

Hotels (except Casino Hotels) and Motels (721110), Drinking Places (Alcoholic Beverages) (7224)

SIC

Hotels & Motels (7011), Retail-Eating & Drinking Places (5810)

akta.pro industry

PRIMARYTHAGACAB

Mountain & Ski Luxury Resorts

Travel & Hospitality/Lodging & Accommodation/Luxury Hotels & Resorts

SECONDARYTHAGALAC

Resort Convention Hotels

Travel & Hospitality/Lodging & Accommodation/Convention & Conference Hotels

SECONDARYTHAFACAH

Hotel & Resort Restaurants

Travel & Hospitality/Foodservice & Beverage (Restaurants, Cafes, Bars)/Full-Service Restaurants (Casual & Fine Dining)

Keywords

• Boutique hotel accommodations
• On-site restaurant dining
• Hotel spa services
• Meeting event venues
• Ski resort lodging

Headquarters

HQ city

Whitefish

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. Lodging/Room Revenue: Primary revenue from guest room rentals across Deluxe Rooms (34 double-queen, 47 king) and Skyline Rooms (1 king, 3 king with French balcony, 1 double queen with sitting area). Room revenue constitutes the core business.
2. Restaurant Dining: On-site Firebrand Restaurant serving made-to-order breakfast (6:30a-10:30a) and dinner (5-9p) with regionally-inspired contemporary cuisine. Small plates, shareables, and entrées inspired by regional food sources.
3. Bar & Lounge: The Firebrand Bar offers Montana craft beers, premium wines, handcrafted cocktails, and top shelf spirits. Daily Happy Hour 4-6p with $4 draft beer, $5 wines, $6 cocktails. Seasonal outdoor patio seating.
4. Coffee Bar: Lobby coffee bar offering specialty espresso drinks, premium teas, and custom coffee roasted by Montana Coffee Traders. Serves made-to-order breakfast daily 6:30a-10:30a.
5. Spa Services: Day spa offering therapeutic massage, facials, couples treatments using Naturopathica and IMAGE skincare products. Retail products available for purchase. Open daily 10a-6p by appointment.
6. Meeting & Event Space: Meeting venues include Great Northern Meeting Room (750 sq ft), Executive Boardroom (348 sq ft, seats 12), and Private Dining Room (seats 32). Revenue from venue rentals and catering services for corporate meetings, weddings, and events.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

The Firebrand Hotel is a boutique hotel in downtown Whitefish, Montana offering 86 guest rooms (Deluxe and Skyline categories), on-site dining at The Firebrand Restaurant, Bar, and Coffee Bar, a day spa, rooftop hot tub, and meeting/event spaces. The property serves leisure and business travelers visiting Northwest Montana for skiing, golf, Glacier National Park, corporate meetings, and destination weddings, with seasonal adventure packages and stay enhancements.

Product overview

The Firebrand Hotel is a downtown Whitefish, Montana boutique hotel offering urban sophistication combined with Northwest Montana's rugged landscape aesthetic. The property operates as a unified hospitality brand consisting of lodging accommodations (Deluxe and Skyline room categories), on-site dining venues (The Firebrand Restaurant, The Firebrand Bar, and Coffee Bar), a day spa, meeting and event spaces, and curated seasonal activity packages. The hotel provides various stay enhancements and promotional packages, and coordinates summer and winter outdoor adventures as part of the guest experience.

Differentiator

Problem solved

Functional benefit

Brands

• The Firebrand Restaurant: On-site restaurant offering made-to-order breakfast and dinner service featuring contemporary cuisine inspired by regional food sources
• The Firebrand Bar
• Coffee Bar
• The Firebrand Spa

Products and services

• Lodging Accommodations Boutique hotel accommodations including 34 double-queen Rooms, 47 king Deluxe Rooms, and 5 Skyline Rooms (1 King, 3 King with French Balcony, 1 Double Queen with Sitting Area). Features custom-select luxury beds, high thread-count linens, 50-inch flat panel TVs, high-speed Wi-Fi, and USB charging stations. Designed for leisure and business travelers visiting Whitefish, Montana.
• The Firebrand Restaurant On-site restaurant serving made-to-order breakfast (6:30a-10:30a) and dinner (5-9p) with contemporary cuisine inspired by regional food sources and global flavors, including small plates, shareables, and entrées. Open to hotel guests and the public. Reservations available via Resy.
• The Firebrand Bar On-site bar offering Montana craft beers, premium wines, handcrafted cocktails, and top shelf spirits, with seasonal outdoor patio seating and live music on Saturdays. Features daily Happy Hour 4-6p with $4 draft beer, $5 wines, and $6 cocktails.
• Coffee Bar Lobby coffee bar offering specialty espresso drinks, premium teas, and custom coffee roasted by Montana Coffee Traders. Serves made-to-order breakfast daily 6:30a-10:30a.
• The Firebrand Spa Day spa offering therapeutic massage (Swedish, deep tissue, riverstone, pre-natal), facials using Naturopathica and IMAGE skincare products, couples treatments, mini treatments, and retail products. Open daily 10a-6p by appointment, with booking via email ([email protected]) or phone (406.863.1902).
• Meeting and Event Spaces Meeting venues including the Great Northern Meeting Room (750 sq ft, accommodates 48 classroom-style), Executive Boardroom (348 sq ft, up to 12 guests with wet bar), and Private Dining Room (up to 32 guests). Full AV equipment and business services available. Primarily serves corporate meetings, board meetings, executive retreats, and small private events.
• Rooftop Patio and Hot Tub Rooftop amenity featuring lounge seating with views of Montana's big sky and mountain vistas, plus a rooftop hot tub for relaxation. Summer rooftop service from Lounge 6p-9p. Available to hotel guests.
• Summer Adventures Concierge Seasonal activity coordination including Red Bus Tours in Glacier National Park, charter fishing, fly fishing, whitewater rafting, mountain biking, golfing, horseback riding, hiking, float plane tours, and guided Glacier tours. Booked through the hotel concierge for guests.
• Winter Adventures Concierge Seasonal activity coordination including skiing/snowboarding at Whitefish Mountain Resort, backcountry cat skiing, snowmobiling, fat tire biking, dog sledding, ice fishing, cross-country skiing, snowshoeing, and winter Glacier tours. Includes ski valet and storage and partnerships with Black Tie Skis and Ship Skis for equipment delivery.

Quantifiable outcome

• Awarded 2025 Tourism Business of the Year by Whitefish Chamber of Commerce

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Averill Hospitality (Parent Company)coreStrategic or Co-development PartnerThe Firebrand Hotel is operated by Averill Hospitality, which manages a portfolio of Montana hospitality properties including The Lodge at Whitefish Lake (Montana's only AAA Four Diamond resort), Whitefish Riverfront Hotel, Edgewater Missoula, Thirty Eight Whitefish, and Captains Club. Shared services include central sales team, reservations staff, and transportation.
• Black Tie SkisminorStrategic or Co-development PartnerSki rental delivery partnership where Black Tie Skis delivers equipment directly to the hotel, allowing guests to ski without transport logistics.
• PureWest Christie's International Real EstateminorOthersHas an office in the lobby of sister property The Lodge at Whitefish Lake. Montana's #1 top-producing real estate team (15 consecutive years) with $273 million in sales in 2024.
• Yoga Hive MontanaminorGTM or Marketing PartnerYoga instruction partnership providing rooftop yoga classes for hotel guests on summer Sundays, plus classes at downtown location. Guests receive 10% off at hotel restaurant after class.
• BabyQuipminorChannel Partner/ Reseller/ DistributorBaby gear rental service recommended for traveling families. Clean, quality baby equipment delivered to the hotel and picked up when finished.
• Montana Coffee TradersminorChannel Partner/ Reseller/ DistributorCustom coffee blend roasted specifically for The Firebrand Hotel, served at the lobby coffee bar.
• S.N.O.W. BusminorChannel Partner/ Reseller/ DistributorFree community shuttle service (Big Mtn Commercial) offering seasonal transportation between downtown Whitefish and Whitefish Mountain Resort. Stop is one block from hotel.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat3 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/firebrandwhitefish
• LinkedInlinkedin.com/company/the-firebrand-hotel

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 The Firebrand Hotel