WaterColor Inn and Resort

What WaterColor Inn and Resort does

WaterColor Inn & Resort is a luxury beachfront hotel and resort property located in Santa Rosa Beach, Florida, on a 499-acre master-planned community along Scenic Highway 30A. The property, established in 2002 and designed by architect David Rockwell, offers 67 keys across four formats — 500 sq ft guest rooms, 600 sq ft Rotunda Suites, 1,010–1,070 sq ft 1-Bedroom Family Suites, and 965–1,220 sq ft 2-Bedroom Family Suites — supported by 10 resort pools, 7 dining venues (Fish Out of Water, Gather Kitchen + Bar, WaterColor Grill, Costa Chica, Beach Cow, The Canteen, and In-Room Dining), and recreational amenities including Camp WaterColor (pools, slides, lazy river), the WaterColor Beach Club, and the WaterColor BoatHouse operated by BoatHouse Paddle Club. The resort also operates 5,500+ sq ft of flexible meeting and event space across the LakeHouse, BoatHouse, and Marina Park venues for weddings and corporate retreats.

The property generates revenue through multiple streams: room accommodations (the primary line), on-site food and beverage across seven venues, weddings and corporate events with full catering and planning services, beach setups and watersport rentals, home catering for non-guest community residents, and retail (WaterColor Store, WaterColor Kids, and an e-commerce site). Pricing is primarily quote-based for rooms with structured discounts for AAA/AARP members, active military, Florida residents, and non-refundable advanced purchase; beach and watersport services use published seasonal pricing. Go-to-market is direct-to-consumer via the proprietary reservations site (reservations.watercolorresort.com) and toll-free booking lines, supplemented by AAA/AARP partner channels and a dedicated group sales team. The asset is operated by The St. Joe Company (NYSE: JOE) as part of its Watersound lifestyle brand collection, and has maintained AAA Four-Diamond status since 2007 and Forbes Travel Guide Four-Star status for 11 consecutive years (2013-2023).

Name

WaterColor Inn and Resort

Legal name

WaterColor Inn & Resort

Website

https://watercolorresort.com

Company type

Private

Operating status

Operating

Short description

WaterColor Inn & Resort is a luxury 67-key beachfront hotel and resort in Santa Rosa Beach, Florida, operated by The St. Joe Company on a 499-acre 30A community, serving families, couples, wedding parties, and corporate groups with multiple dining venues, pools, event space, and recreational amenities.

Ownership category

akta.pro rank

Product category

Luxury Beachfront Resort Hotel

NAICS

Hotels (except Casino Hotels) and Motels (72111), Full-Service Restaurants (722511), Traveler Accommodation (7211)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Hotels & Motels (7011), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Beachfront & Island Luxury Resorts (THAGACAA)

akta.pro secondary industries

Hotel & Resort Restaurants (THAFACAH), Marina & Waterfront Full-Service Hotels (THAGAAAK), Resort Convention Hotels (THAGALAC), Coastal & Island Eco-Resorts (THAAAHAG)

Keywords

• Family vacation resort
• Luxury beach resort
• Hotel accommodations
• Wedding venues
• Corporate meeting venues

Headquarters

HQ city

Santa Rosa Beach

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. Room Accommodations: Primary revenue stream from 67 rooms and suites including guest rooms (500 sq ft), rotunda suites (600 sq ft), 1-bedroom family suites (1,010-1,070 sq ft), and 2-bedroom family suites (965-1,220 sq ft). Check-in at 4 PM, check-out at 11 AM.
2. Food & Beverage Operations: Seven dining venues: Fish Out of Water (signature restaurant), Gather Kitchen + Bar, WaterColor Grill, Costa Chica, Beach Cow, The Canteen, and In-Room Dining. Revenue from dining sales, alcoholic beverages, and catering services.
3. Meetings & Events: Venues include WaterColor LakeHouse (3,700 sq ft, 300 capacity), BoatHouse (1,839 sq ft, 160 capacity), Western Lake Park (3,600 sq ft, 200 capacity), Marina Park North (17,712 sq ft, 450 capacity), and Marina Park South (9,152 sq ft, 450 capacity). Revenue from venue rentals, catering, and event planning services.
4. Weddings: Full-service wedding venue and planning including ceremony/reception site fees, catering, bar service, and event management. Venues include beach, park, and lakefront settings.
5. Beach Setups & Rentals: Beach chair and umbrella setups at daily rates (Winter $40-50, Spring $90-95, Summer $95-105, Fall $80-85). Discounted rates for WaterColor Inn guests. Beach bonfire packages at $750 for up to 29 guests.
6. Home Catering: In-home catering and entertaining services including buffets, platters, boxed meals, and full bar service. Minimum order required with 25% deposit and 24% service charge.
7. Retail & Merchandise: WaterColor Store, WaterColor Kids store, and merchandise at Beach Club, Camp WaterColor, and various dining venues. Branded apparel, beach essentials, and local artisan products.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

WaterColor Inn & Resort operates a luxury beachfront hotel on a 499-acre community along the Gulf of Mexico in Santa Rosa Beach, Florida, offering 67 guest rooms and suites, seven on-site dining venues, ten resort pools, family recreational amenities (Camp WaterColor, Beach Club, BoatHouse), beach setups and bonfire packages, and meeting/wedding event venues totaling more than 5,500 sq. ft. of flexible function space. The resort is owned and operated by The St. Joe Company (NYSE: JOE) as part of the Watersound lifestyle brand collection on Northwest Florida's Gulf Coast.

Product overview

WaterColor Inn and Resort is a premier luxury beachfront hotel and resort destination in Santa Rosa Beach, Florida, operated by St. Joe Company. The property offers a comprehensive portfolio of accommodations including the main WaterColor Inn hotel with 67 guest rooms and suites (Guest Rooms, Rotunda Suites, 1-Bedroom Family Suites, and 2-Bedroom Family Suites), diverse dining venues (Fish Out of Water Restaurant, Gather Kitchen + Bar, WaterColor Grill, Costa Chica, Beach Cow, The Canteen, and In-Room Dining), recreational amenities (WaterColor Beach Club with 3 pools, Camp WaterColor with pools and slides, WaterColor BoatHouse for kayaks/SUPs), and event venues for weddings and meetings (LakeHouse, BoatHouse, Western Lake Park, Marina Park North/South). Additional services include beach setups, beach bonfire packages, home catering, and complimentary transportation via the WaterColor Trolley. The resort spans 499 acres along Scenic Highway 30A with 1,400 linear feet of beachfront on the Gulf of Mexico.

Differentiator

Problem solved

Functional benefit

Products and services

• WaterColor Inn (Main Hotel Property) Premier beachfront hotel resort in Santa Rosa Beach, Florida, featuring 67 guest rooms and suites on a 499-acre community along the Gulf of Mexico, offering accommodations with Gulf views, multiple dining venues, pool access, and recreational activities for leisure travelers, families, couples, and groups.
• Guest Rooms 500 sq. ft. guest rooms overlooking the natural coastal sand dunes, with private balconies furnished with Adirondack chairs. Tier options include Premium Gulf View (4th floor), Gulf View (3rd floor), Coastal View (2nd floor), and Dune View (1st floor with outdoor cabana shower). ADA Accessible Guest Rooms are available on each floor.
• Rotunda Suites 600 sq. ft. suites with panoramic Gulf of Mexico views and sunrises/sunsets; only one suite per floor (floors 2–4). Includes Rotunda Beach View (4th floor), Rotunda Gulf View (3rd floor), and Rotunda Coastal View (2nd floor). ADA Accessible options available.
• 1-Bedroom Family Suites Newly renovated 1,010–1,070 sq. ft. suites designed for larger family getaways with king bed, separate living/dining area, kitchen area with refrigerator and microwave, master bath with dual vanities and walk-in shower, and personal Treat Suite refreshed daily with snacks and family board games. Dune View options include bunk room with twin over double bunk bed, separate bathroom with full-size tub, cabana shower, and ease-of-access to the family pool area.
• 2-Bedroom Family Suites 965–1,220 sq. ft., the hotel's most spacious room options, featuring two bedrooms, separate living/dining area with sofa sleeper, kitchen area with refrigerator and microwave, master bath with dual vanities, second bathroom with full-size tub or walk-in shower, private outdoor terrace with ease-of-access to the family pool area, and a personal Treat Suite refreshed daily. ADA Accessible Suite available.
• Fish Out of Water Restaurant Flagship restaurant and bar overlooking the Gulf of Mexico, serving lunch, dinner daily, and weekend brunch. Features live music seasonally and is one of the area's only large family-style restaurants with Gulf views.
• Gather Kitchen + Bar Poolside restaurant offering coastal-inspired menus with light bites, handhelds, and shareable favorites. Features indoor, bar, and poolside seating available to WaterColor Inn guests and Watersound Club Lifestyle members.
• WaterColor Grill Signature dining destination at WaterColor Beach Club offering fresh seafood, salads, sandwiches, and an all-day menu with daily happy hour. Features full bar service and views of the Gulf of Mexico.
• Costa Chica Rooftop lounge at WaterColor Beach Club serving margaritas (on the rocks or frozen), specialty cocktails, wine, and beer. Features outdoor seating with sunset views.
• Beach Cow Southern burgers and shakes bar at WaterColor Beach Club offering walk-up counter service with build-your-own burgers and made-to-order milkshakes for poolside and beach dining.
• The Canteen Casual walk-up counter dining at Camp WaterColor offering snacks, drinks, grilled cheese sandwiches, s'mores, and ice cream from Deep South Freeze. Features a self-ordering kiosk and camp-inspired menu.
• In-Room Dining Room service offering breakfast (7–11 AM daily) and all-day menu (11 AM–9 PM daily) for guests wanting to dine in the comfort of their room.
• WaterColor Beach Club Beach club featuring three pools (main pool, adults-only infinity pool, and shallow zero-entry pool), expanded seating and lounge areas, private beach access, beachside dining venues (WaterColor Grill, Costa Chica, Beach Cow), and cabana rentals.
• Camp WaterColor Family recreational facility featuring two pools with slides (Main Butterfly Pool with Monarch Slide, Caterpillar Pool with Skipper Slide), Lazy Lizard Pool with lazy river, playground, basketball court, and The Canteen restaurant. Lifeguards on duty. Opened in March 2019.
• WaterColor BoatHouse Boathouse offering kayak and SUP rentals, fitness classes, weekly nature kayak tours, and eFoil surfboard training. Guests receive one hour of complimentary kayak rental daily. Managed by The BoatHouse Paddle Club.
• Beach Setups Beach chair and umbrella setups available to WaterColor Inn guests. Setups include two canvas chairs and one large umbrella, available in West Section (near Beach Club) and Middle Section (near Inn). Premium front-row and standard row options available with seasonal pricing (Winter $40–50, Spring $90–95, Summer $95–105, Fall $80–85 per day). WaterColor Inn guests receive $15 off daily rate.
• Beach Bonfire Packages Private beach bonfire experiences for up to 30 guests, including beach chairs, 6-ft table with linen, tiki torches, bottled water, glow sticks, s'mores, Bluetooth speaker access, and dedicated attendant. $750 per bonfire; subject to 24% service charge and 7% tax. Available year-round excluding holidays.
• Wedding Venues Luxury beach wedding venues including WaterColor LakeHouse (3,700 sq. ft., 300 capacity), WaterColor BoatHouse (1,839 sq. ft., 160 capacity), Western Lake Park (3,600 sq. ft., 200 capacity), Marina Park North (17,712 sq. ft., 450 capacity), and Marina Park South (9,152 sq. ft., 450 capacity). Full-service wedding venue and planning including ceremony/reception site fees, catering, bar service, and event management.
• Meeting Venues Flexible indoor function space (5,500+ sq. ft.) for executive board meetings, client events, corporate retreats, and incentive programs for 50+ guests (800+ room nights per year capacity). Venues include WaterColor LakeHouse and WaterColor BoatHouse with full catering kitchen facilities.
• WaterColor Home Catering In-home catering and entertaining service offering buffets (breakfast, lunch, brunch, dinner), platters (cheeses, charcuterie, finger sandwiches), boxed meals, and full bar service prepared in the WaterColor Community banquet kitchen. Minimum order required with 25% deposit and 24% service charge.
• WaterColor Trolley Complimentary multi-passenger trolley offering on-demand, point-to-point transportation throughout the WaterColor Resort community. Service runs daily from 9 AM to 7 PM with last ride at 6:45 PM. Requested via WC Trolley App.

Quantifiable outcome

• AAA Four-Diamond Rating maintained consistently since 2007
• +3 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Twelve partnerships are on record, tiered minor and core.

• Electric Cart CompanyminorOthersExclusive vendor for LSVs (Low-Speed Vehicles/golf carts) within the WaterColor Community. Rentals available for guests with two designated parking spots with charging outlets at WaterColor Inn. Limit of 80 LSVs allowed for rental within the community.
• BoatHouse Paddle ClubcoreImplementation/ SI/ Consulting PartnerThird-party operator managing WaterColor BoatHouse offering kayaks, SUP rentals, fitness classes, and guided kayak ecotours. Open daily 9 AM - 4 PM at Western Lake. Provides complimentary one-hour kayak rentals for WaterColor Inn guests and discounted rates on stand-up paddleboard rentals.
• Old Florida OutfittersminorChannel Partner/ Reseller/ DistributorOrvis-endorsed guide program and premiere fishing outfitter in the gulf coast. Located in WaterColor Town Center, offering fishing charters, gear, and outdoor apparel. Specializes in conventional, fly-fishing, and light tackle with network of premiere guides.
• The Pearl Hotel (Sister Resort)minorStrategic or Co-development PartnerSister resort property in Rosemary Beach. WaterColor Inn recommends Spa Pearl at The Pearl Hotel for spa services as the inn does not have an on-site spa. Both properties are affiliated under St. Joe Resort Operations.
• WaterColor Store and WaterColor KidscoreChannel Partner/ Reseller/ DistributorOn-property retail outlets featuring branded merchandise, Southern coastal lifestyle products, jewelry by local designers, vacation essentials, and children's clothing. Products include Peter Millar, Lululemon, Supergoop!, and WaterColor-branded merchandise.
• Publix SupermarketminorOthersFull-service grocery store located at WaterColor Crossings, approximately 1.25 miles from WaterColor Inn. Offers Instacart delivery to the hotel with Guest Services team assistance for room delivery. Groceries can be delivered directly to guest rooms which include mini fridges.
• MountainfilmminorStrategic or Co-development PartnerAnnual Mountainfilm on Tour festival held at WaterColor Marina Park Amphitheater. Dedicated to educating, inspiring, and motivating audiences about cultural, environmental, and adventure themes. WaterColor has hosted for 25+ years.
• Delta Air LinesminorGTM or Marketing PartnerPremier sponsor of Mountainfilm on Tour event at WaterColor Marina Park Amphitheater.
• Visit South WaltonminorGTM or Marketing PartnerRegional tourism partner and sponsor of Mountainfilm on Tour event. Promotes South Walton area attractions, beach safety, and events.
• Watersound ClubminorStrategic or Co-development PartnerWatersound Club Lifestyle members have access to Gather Kitchen + Bar as a private amenity alongside WaterColor Inn guests. Part of the Watersound lifestyle brand connected to WaterColor.
• WaterColor Tennis CenterminorOthersFive Har-Tru clay courts including stadium court with seating and LED lighting, plus two pickleball courts. On-site Pro Shop with apparel, racquet rentals, and stringing services. Operated by WaterColor Community Association.
• MMGY PRminorGTM or Marketing PartnerPublic relations firm handling press and media relations for WaterColor Inn. Manages media visit requests and social media collaborations.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• The Ritz-Carlton, Amelia Island: AAA Five-Diamond luxury beachfront resort on a barrier island off the Florida coast with comparable full-service dining, spa, and family amenities; directly competes with WaterColor for Florida luxury beach leisure and group demand.
• The Pearl Hotel: Sister boutique luxury hotel in nearby Rosemary Beach, FL, also operated by St. Joe Company under the Watersound lifestyle brand; shares the same 30A guest base and provides the spa amenity WaterColor currently lacks, making it the closest functional peer.
• The Breakers Palm Beach: Iconic luxury Florida beachfront resort with multiple dining venues, beach club, family programming, and meeting/wedding venues; comparable on luxury credentials, diversified on-property F&B, and group/wedding business mix.
• Four Seasons Resort Orlando at Walt Disney World Resort: Five-star luxury Florida resort with extensive family amenities, multiple pools, dining venues, and event space; competes for the same luxury family and group leisure traveler that WaterColor targets on the Gulf Coast.
• Hilton Sandestin Beach Golf Resort & Spa: Large full-service beachfront resort on Florida's Gulf Coast with multiple dining outlets, pools, event venues, and family amenities; directly comparable in geography, market segment, and meeting/wedding offerings.
• JW Marriott Marco Island Beach Resort: Luxury beachfront Florida Gulf Coast resort with multiple restaurants, family-oriented amenities, and substantial wedding/group venue space; competes for the same high-end beach leisure and event demand as WaterColor.
• Naples Grande Beach Resort: Full-service Florida Gulf Coast luxury resort offering multiple dining venues, pools, beach club, and meeting/wedding space; directly comparable on amenity mix and luxury family positioning.

Regional players

• Henderson Park Inn: Boutique adults-only beachfront inn in Destin, FL on the Florida Panhandle Gulf Coast; smaller-key competitor drawing the same upscale couple and romance-travel demand as WaterColor's couples segment.
• Hotel Effie Sandestin: Newer luxury Autograph Collection hotel on Florida's Gulf Coast near Destin with rooftop pool, spa, multiple dining venues, and event space; competes for premium Florida Panhandle leisure and group business within the same regional drive market.

Emerging players

• 30A Beach Properties (Vacasa/Airbnb luxury rentals): Vacation rental management firms operating luxury beach homes along Scenic Highway 30A; increasingly competing with WaterColor for family and multigenerational leisure demand through larger-unit inventory and home-catering-style experiences.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCLs4Ulh8OT05h6l8tCL5IXA/featured?view_as=subscriber
• Facebookfacebook.com/pages/WaterColor-Inn-Resort
• Instagraminstagram.com/watercolorinn
• LinkedInlinkedin.com/company/watercolor-inn-and-resort

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 WaterColor Inn and Resort