What Juniper Preserve does

Juniper Preserve is a privately-held golf and wellness resort operating as Juniper Preserve LLC on a 640-acre site in Bend, Oregon, set within the largest federally protected juniper forest in North America. Originally opened in 2004 as Pronghorn Golf Club with a Jack Nicklaus Signature Course and a Tom Fazio Championship Course, the property was rebranded in 2022 as Juniper Preserve to reposition itself from a primarily golf-focused destination into an integrated golf and wellness resort. The asset comprises 104 guest rooms and suites at Juniper Lodge, one- to four-bedroom vacation rental townhomes, two 18-hole championship golf courses, the Pronghorn Golf Academy (equipped with a Sportsbox AI 3D Studio for swing analysis), a full-service Juniper Spa, five on-site dining outlets, distinctive natural venues (notably an ancient lava cave and Spirit Island), and wedding/event facilities. The company serves affluent leisure travelers, wellness seekers, golf enthusiasts, wedding parties, and corporate/group clients.

The technology stack is operationally focused rather than proprietary: Synxis powers the central reservation system, Troon manages golf and member services, ezLinks handles member tee-time booking, ClubHouse Online supports member portals, and third-party Sportsbox AI provides computer vision for golf instruction. No proprietary AI models, patents, or in-house ML capabilities are disclosed. The recent addition of AI-driven 3D movement capture and radar technology at Pronghorn Academy represents the company's primary AI surface and is limited to the golf instruction sub-product.

Juniper Preserve operates a hybrid revenue model combining transactional streams (green fees, spa treatments, dining, event and wedding rentals, real estate sales) with recurring streams (Pronghorn Club memberships, lodging revenue, subscription-style extended-stay packages) and gift card/store sales. Distribution is primarily direct-to-consumer via the Synxis booking engine, phone reservations, and on-site sales, augmented by third-party channels including Resort Pass for daycations, Stash Hotel Rewards for loyalty, and Troon's national member network. The company is privately held with no disclosed parent company, institutional investors, or funding rounds, and currently employs approximately 95 people.

Name

Juniper Preserve

Legal name

Juniper Preserve LLC

Website

https://juniperpreserve.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

51–100 employees

Short description

Juniper Preserve is a privately-held 640-acre golf and wellness resort in Bend, Oregon, operating a 104-room lodge, two championship golf courses, a full-service spa, and five dining outlets, serving affluent leisure travelers, wellness seekers, golfers, and corporate and wedding groups.

Ownership category

akta.pro rank

Product category

Luxury Golf & Wellness Resort Hospitality

NAICS

Golf Courses and Country Clubs (713910), Golf Courses and Country Clubs (71391)

SIC

Hotels & Motels (7011), Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Golf & Leisure Full-Service Hotels (THAGAAAH)

akta.pro secondary industries

Mountain & Wilderness Lodges (THAAAHAE), Nature Lodges & Eco-Resorts (THAAAAAI)

Keywords

• Luxury resort accommodations
• Championship golf courses
• Wellness spa services
• Destination wedding venues
• Wellness retreat programming

Headquarters

HQ city

Bend

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, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Lodging & Accommodations: Revenue from Juniper Lodge rooms, suites, and vacation rental townhomes ranging from 1-4 bedrooms. Includes standard rooms, club-level rooms with premium amenities, and luxury vacation homes with chef kitchens and golf course views.
2. Golf Operations: Revenue from two championship golf courses - Jack Nicklaus Signature Course (opened 2004) and Tom Fazio Championship Course. Includes green fees, golf shop merchandise, club fitting services via True Spec, and Pronghorn Golf Academy lessons.
3. Spa & Wellness Services: Full-service Juniper Spa offering massages, facials, Ayurvedic treatments, body wraps, scrubs, anti-aging light therapy, cupping, sound baths, and breathwork sessions. Includes customizable wellness retreat programming.
4. Food & Beverage: Five on-site dining outlets: Iris (fine dining), Blue Bar (lounge), Coyote Lounge (coffee/cocktails), Trailhead Grill (casual), and Grill on the Green (golf course). Farm-to-table menu emphasizing local farmers and wellness-focused nutrition.
5. Meetings, Events & Weddings: Venue rentals and catering for corporate events, meetings, weddings, and retreats. Venues include Spirit Island, Lava Cave, Chanterelle Ballroom, Fireside Room, and Event Lawn with 300-guest capacity.
6. Club Membership: Pronghorn Club membership offering exclusive access to golf courses, member tee times, clubhouse amenities, and member-only events. Members receive complimentary airport shuttles and Mt. Bachelor ski area transportation.
7. Real Estate: Luxury home sales and real estate within the 640-acre resort community featuring five distinct neighborhoods. Homes positioned near golf courses and natural amenities.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

Juniper Preserve is a 640-acre luxury golf and wellness resort in Bend, Oregon that sells upscale lodging (Juniper Lodge with 104 rooms and suites plus 1-4 bedroom Vacation Rentals), two championship golf courses (Jack Nicklaus Signature and Tom Fazio Championship) with the Pronghorn Golf Academy, a full-service Juniper Spa, customizable wellness retreats, five on-site dining outlets, and wedding and corporate event venues including the unique Spirit Island and Lava Cave. It also operates a private Pronghorn Club membership program and on-site real estate sales of luxury homes within the resort community.

Product overview

Juniper Preserve is a golf and wellness resort offering an integrated experience combining luxury accommodations, world-class golf, spa and wellness programming, and diverse dining. The property features Juniper Lodge (104-room hotel), Vacation Rentals (1-4 bedroom townhomes), two championship golf courses (Jack Nicklaus Signature and Tom Fazio Championship), the Pronghorn Golf Academy with AI-powered swing analysis, Juniper Spa with comprehensive treatments, customizable wellness retreats, five dining outlets (Iris, Blue Bar, Coyote Lounge, Trailhead Grill, Grill on the Green), unique natural venues like the ancient Lava Cave, and wedding/event spaces. The resort positions itself as a comprehensive wellness destination in Central Oregon's high desert.

Differentiator

Problem solved

Functional benefit

Products and services

• Juniper Lodge
• Vacation Rentals
• Jack Nicklaus Signature Golf Course
• Tom Fazio Championship Golf Course
• Pronghorn Golf Academy
• Juniper Spa
• Wellness Retreats
• Iris Restaurant
• Blue Bar
• Trailhead Grill
• Grill on the Green
• Coyote Lounge
• Lava Cave Experiences
• Wedding & Event Venues
• Resort Pass Daycation
• Gift Cards
• Pronghorn Club Membership

Quantifiable outcome

• Named #1 Best Bend Resorts and #3 Best Bend Hotels by U.S. News & World Report
• +5 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Gather Sauna HousecoreStrategic or Co-development PartnerWellness partnership providing Baltic-style portable sauna and thermal contrast therapy experiences on property. Founder Halina Kowalski-Thompson leads guided cold plunge and sauna sessions using Latvian traditions including pine branch therapy. Services available year-round with winter season location at Riverbend Park.
• SoundMind InstitutecoreStrategic or Co-development PartnerPsychedelic therapy provider offering alternative mental health and wellness treatments. Provides innovative therapy services as part of Juniper Preserve's comprehensive wellness programming.
• Wanderlust TourscoreStrategic or Co-development PartnerAdventure tour operator providing guided experiences including snowshoe tours through Deschutes National Forest, moonlight tours, cave tours, and seasonal outdoor adventures. Partners with resort for guest programming including yoga sessions in warming huts.
• Working AdvantageminorGTM or Marketing PartnerEmployee discount program offering exclusive discounts and special offers not available to general public. Part of employee perks package for Juniper Preserve staff.
• Stash Hotel RewardsminorGTM or Marketing PartnerLoyalty rewards program partnership allowing members to earn points on stays and redeem rewards. Provides marketing reach to Stash's member base.
• Wheel Fun RentalsminorGTM or Marketing PartnerBicycle rental partner providing self-guided resort tours. Guests can rent bikes to explore scenic 5.2-mile self-guided routes through residential neighborhoods.
• West + Main HomescoreChannel Partner/ Reseller/ DistributorReal estate company with exclusive on-site office at Juniper Preserve for property sales. Handles luxury home sales within the 640-acre resort community featuring five distinct neighborhoods.
• TrooncoreImplementation/ SI/ Consulting PartnerPremier golf and hospitality management company managing resort operations, golf courses, member services, and marketing. Provides centralized booking platform and member tee time systems.
• GVPRcoreGTM or Marketing PartnerPublic relations firm handling media inquiries and influencer collaboration requests. Contact: [email protected]

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Regional players

• Black Butte Ranch: Oregon resort community near Bend with golf, lodging, and vacation rentals. Comparable destination resort with shared-owner real estate dynamics in the same Central Oregon geography.
• Brasada Ranch: Central Oregon luxury ranch resort near Bend featuring golf, spa, vacation rentals, and real estate. Closely comparable mixed lodging/golf/real estate model in the same region.
• Sunriver Resort: Large Oregon destination resort ~20 miles from Bend offering lodging, golf (multiple courses), spa, and recreation. Competes for the same Pacific Northwest leisure and family traveler, with a broader recreational amenity base.

Broad incumbents

• Canyon Ranch: Established destination wellness resort brand with multi-decade reputation. Comparable wellness-first positioning that Juniper Preserve is attempting to enter as a newer entrant.
• Miraval Arizona Resort & Spa: Established U.S. destination wellness resort with multi-decade brand equity in wellness retreats. The leading benchmark Juniper Preserve is positioning against in the wellness rebrand.
• The Lodge at Pebble Beach: Iconic luxury golf resort on the California coast with lodging, spa, and dining. Comparable flagship luxury golf destination with stronger brand recognition and pricing power.
• Whistling Straits (Kohler): Destination golf resort in Wisconsin owned by Kohler Co. Comparable championship-golf-led resort with lodging, spa, and dining, competing for the elite golf traveler segment.

Direct peers

• Bandon Dunes Golf Resort: Oregon destination golf resort with multiple championship courses. Direct competitor for the destination golf enthusiast and tournament customer; both serve the premium Oregon golf travel market.
• Tetherow: Bend, Oregon-based golf resort with a David McLay Kidd-designed course and on-site lodge. Direct competitor in the same micro-market targeting the same affluent leisure, golf, and wedding customers as Juniper Preserve.

Others

• Pronghorn Club: Operating subsidiary of Juniper Preserve; the prior brand identity of the resort before the 2022 rebrand. Listed here because the legacy 'Pronghorn' name still surfaces in addresses, member platforms, and tournament events.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/juniperpreserve

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries3 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 Juniper Preserve