Shepler's Inc

What Shepler's Inc does

Shepler's Inc is a family-owned passenger ferry and cruise operator headquartered in Mackinaw City, Michigan, founded in 1945 by Captain William H. Shepler to transport visitors to Mackinac Island across the Straits of Mackinac. The company runs an eight-vessel fleet — including modern Michigan-built jet-propulsion vessels Miss Margy (2015) and William Richard (2020, ~$4M capex) — operating seasonal service (April 21 – October 31) from two mainland ports (Mackinaw City and St. Ignace) to a single island dock. Core offerings are tiered Basic ($39 adult roundtrip) and Enhanced ($59) ferry tickets, a diversified cruise portfolio (lighthouse, sunset, and 4th-of-July fireworks cruises), private charters for up to 150 guests, and ancillary services including group transportation, parking ($15–$75/night), bike/freight handling, and a marine repair and winter storage facility operating since 1960.

The business operates a direct-to-consumer go-to-market through its website, the Patriot Party Boats mobile app (with QR-code ticketing and multi-ride pass management), and in-person dock offices, supplemented by a B2B group sales team handling tour operators, schools, weddings, and corporate events. Revenue mechanics are predominantly transactional (non-refundable tickets, parking, charters) with one-time/per-unit pricing across all major streams; a small professional-services line (marine repair at $139/hour labor) provides off-season recurring work. Military discounts are offered in-person only, and a $5 cross-promotional partnership with Sip n' Sail Cruises extends the addressable market. Shepler's is part of the Hoffmann Family of Companies' Hoffmann Marine portfolio (22 vessels across 7 states) while remaining under Shepler family ownership, currently led by William R. Shepler (CEO/Chairman) with the third generation (Chris, Patty, Billy) in operational leadership roles since 2014.

Name

Shepler's Inc

Legal name

Shepler's Inc

Website

https://sheplersferry.com

Company type

Private

Founded year

1945

Operating status

Operating

Short description

Shepler's Inc is a family-owned passenger ferry and cruise operator running seasonal service from Mackinaw City and St. Ignace, Michigan to Mackinac Island, serving leisure tourists, tour groups, weddings, and corporate events with an eight-vessel fleet, multiple cruise products, and on-site marine services.

Ownership category

akta.pro rank

Product category

Passenger Ferry and Cruise Services

NAICS

Coastal and Great Lakes Passenger Transportation (483114), Water Transportation (483), Other Support Activities for Water Transportation (488390)

SIC

Water Transportation (4400), Ship & Boat Building & Repairing (3730)

akta.pro primary industry

Island & Remote Community Ferry Services (THAIAJAG)

akta.pro secondary industries

Island & Archipelago Ferry Services (THAEAGAB), Sightseeing & Scenic Boat Tours (Harbor, Sunset, Dolphin/Whale Watching) (THAJAJAA), Ferry Terminal, Port & Passenger Handling Services (THAEAGAJ)

Keywords

• Passenger ferry service
• Great Lakes cruises
• Marine transportation
• Lighthouse cruises
• Private boat charters

Headquarters

HQ city

Mackinaw City

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ferry Transportation: Round-trip ferry tickets for passenger transport between mainland Michigan (Mackinaw City, St. Ignace) and Mackinac Island. Tickets are non-refundable and valid April-October. Multiple pricing tiers including Basic and Enhanced boarding options.
2. Scheduled Cruises: Narrated lighthouse cruises (3-5 hours), sunset cruises, and fireworks cruises departing from Mackinaw City. 10% of lighthouse cruise profits donated to Great Lakes Lighthouse Keepers Association.
3. Private Charters: Hourly private charter rentals of passenger ferries for events including weddings, corporate functions, cocktail receptions, and catered dinners. Maximum 150 guests, full bar service available.
4. Marine Service & Ship Store: Full-service marine repair facility since 1960 offering engine sales/repair, fiberglass repairs, bottom painting, winter storage, and ship store with marine supplies and equipment rental.
5. Parking Services: Day parking ($15), premium dock parking ($50-$75/night), and standard overnight parking ($25/night) at Mackinaw City and St. Ignace locations.
6. Freight & Bike Transportation: Transport of bikes ($21), tandem bikes ($42), burleys ($21), and luggage handling services included free with ferry tickets.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Shepler's operates seasonal passenger ferry service (April-October) from two mainland Michigan ports (Mackinaw City and St. Ignace) to Mackinac Island using an 8-vessel fleet, with 16-26 minute crossings. The company supplements its core ferry transportation with narrated lighthouse cruises, sunset cruises, fireworks cruises, private charters for events, group transportation services, and a marine repair and winter storage facility at its Mackinaw City shipyard.

Product overview

Shepler's Mackinac Island Ferry operates as a passenger ferry service connecting Mackinaw City and St. Ignace on Michigan's Upper Peninsula with Mackinac Island across the Straits of Mackinac. The core offering is ferry transportation with Basic and Enhanced ticket tiers, supplemented by a diverse cruise portfolio including Lighthouse Cruises, Sunset Cruises, and Fireworks Cruises. The company also provides private charter services, group transportation for weddings, conventions, school/scout groups, and tour operators, along with a marine service division offering repairs and winter storage. Additional services include bike/pet transport and parking facilities at both mainland locations.

Differentiator

Problem solved

Functional benefit

Products and services

• Passenger Ferry Service Passenger ferry transportation between Mackinaw City, St. Ignace, and Mackinac Island across the Straits of Mackinac, with Basic ($39) and Enhanced ($59) boarding tiers and journey times of 16-26 minutes. Available April through October for individual travelers, families, and groups visiting Mackinac Island.
• Lighthouse Cruises Narrated 3-5 hour cruise excursions showcasing iconic Great Lakes lighthouses including Eastbound, Westbound, Extended versions, and Les Cheneaux Lighthouse Cruise. Targeted at tourists and educational groups interested in maritime heritage and shoreline scenery.
• Sunset Cruises New 2026 sunset cruise offering serene sailing through the Straits of Mackinac during golden hour, gliding beneath the Mackinac Bridge and around Mackinac Island shores with bar service. Targeted at leisure travelers seeking scenic twilight experiences.
• Fireworks Cruises 4th of July holiday cruises departing at 9:15 p.m. and returning around 11:00 p.m. with VIP views of Mackinaw City, Mackinac Island, and St. Ignace fireworks. Available from both Mackinaw City and St. Ignace.
• Private Charters Customized private events aboard passenger ferries including cocktail receptions, catered dinners, and area tours. Minimum one-hour length, full bar service available, maximum 150 guests. Departures from Mackinaw City, Mackinac Island, or St. Ignace.
• Tour Group Transportation Services Hassle-free group transportation for tour operators including complimentary luggage transfer, attraction planning assistance, complimentary motor coach parking, and customized itineraries. Targeted at organized tour groups from around the globe.
• School and Scout Group Services Educational adventure packages for youth groups including group discounts, group boarding coordination, Mackinac Bridge views on request, and curriculum-based educational packets for chaperones. Targeted at schools and scout organizations.
• Wedding Transportation Services Group transportation for wedding parties with complimentary tickets for the wedding couple, premium parking, luggage handling, and discounted rates for parties of 20 or more. Private charter options available for rehearsal dinners, ceremonies, and receptions.
• Convention and Reunion Group Services Group transportation for corporate events, conventions, and private reunions with discounted roundtrip rates, online ticketing options, and complimentary freight transport for parties of 20 or more.
• Marine Service Facility Full-service marine repair facility operating since 1960 serving power and sail boaters. Services include engine sales and repair, fiberglass and gel coat repairs, bottom painting, polishing, winter boat storage (heated indoor $12/sq ft, cold indoor $10/sq ft), and a ship store with marine supplies and equipment rental.
• Parking Services Day parking ($15/day) and overnight parking at both Mackinaw City and St. Ignace locations. Premium dock lot parking at $50/night (Sun-Wed) or $75/night (Thu-Sat); standard overnight lots at $25/night with complimentary shuttle service to dock.
• Bike and Pet Transportation Roundtrip transport for non-electric bicycles ($21), tandem bikes ($42), and passenger bike attachments ($21). Leashed pets travel free. Luggage handling is complimentary with ferry tickets. E-bikes prohibited on Mackinac Island.

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Sip n' Sail CruisesminorGTM or Marketing Partner · 1 January 2024Sip n' Sail Cruises is a sister ship partnership where Shepler's guests receive $5 off Sip n' Sail tickets using promo code SHEPLERS. Sip n' Sail operates 90-minute dinner cruises around Mackinac Island with vessels Robin E (55-foot) and Isle Royale Queen III (81-foot).

Scale indicators5 records

Recent moves8 records

Expansion highlights4 records

Broad incumbents

• Royal Caribbean Group: Major global cruise conglomerate. While not a direct competitor to Shepler's niche ferry service, competes for the same leisure travel budget allocated by tourists considering destination itineraries.
• Carnival Corporation: Largest global cruise operator with extensive maritime tourism portfolio. Operates at vastly different scale than Shepler's but represents the broader cruise/leisure maritime category and competitive dynamic for leisure travel dollars.

Direct peers

• Arnold Transit Company: Long-established Mackinac Island ferry operator running jet-powered passenger ferries from Mackinaw City and St. Ignace. Closest direct peer with similar seasonal Great Lakes passenger ferry business model.
• Star Line Mackinac Island Ferry: Direct competitor operating passenger ferry service between the mainland and Mackinac Island on the same Straits of Mackinac route, with overlapping product offerings including lighthouse cruises and group services.
• Sip n' Sail Cruises: Sister-ship company under Hoffmann Marine offering 90-minute dinner cruises around Mackinac Island via vessels Robin E and Isle Royale Queen III. Operates complementary sightseeing/cruise product within the same geography.
• Lake Express: High-speed passenger and vehicle ferry operating across Lake Michigan between Milwaukee and Muskegon. Comparable jet-powered fast-ferry technology and passenger transport business model in the Great Lakes.

Regional players

• Pearl Seas Cruises: Luxury small-ship Great Lakes cruise line offering itineraries that include Mackinac Island port calls. Overlaps with Shepler's cruise tourism customer base but operates at different scale and duration.
• Victory Cruise Lines: Small-ship cruise operator focused on Great Lakes itineraries including Mackinac Island. Comparable experiential maritime tourism offering though targeting multi-day overnight passengers rather than ferry commuters.

Others

• Hoffmann Family of Companies: Parent conglomerate with Hoffmann Marine portfolio of 22 vessels across 7 states including Shepler's and Sip n' Sail. Provides capital, cross-promotion, and acquisition platform underpinning Shepler's growth strategy.

Emerging players

• Interlake Steamship Company: Great Lakes bulk cargo carrier operating self-unloading vessels on the same waterways as Shepler's passenger ferries. Adjacent maritime operator sharing regulatory and infrastructure context though freight-focused.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Shepler's Inc