Salt Coast

What Salt Coast does

Salt Coast is a privately-held marina and recreational watercraft rental business operating at a single waterfront location on Jordanelle Reservoir in Heber City, Utah, serving visitors to Park City, Heber, and Midway. The company was founded in 2015 and rebranded/consolidated operations under the Salt Coast identity in 2024. Salt Coast runs a direct-to-consumer business offering hourly and multi-hour rentals of pontoon boats (up to 13 passengers), ski boats, fishing boats, Yamaha VX jet skis, single and tandem kayaks, and stand-up paddleboards. Its revenue mix extends well beyond rentals to include a pro-shop retail operation stocking watersports brands (Quick, Reef, Connelly, CWB) plus general store items, professional marine service and winterization performed by veteran technicians, and four tiers of boat storage ranging from $45/month winter outdoor slots to a $23,000/year Premiere Package with private dock access, launch/retrieval, and full seasonal maintenance.

The business model is asset-heavy and locally distributed: customers book online via saltcoast.com or jordanellerentals.com, or by phone, and complete transactions at the physical marina. Pricing is largely unit-based and seasonal, with fuel charged separately and a mandatory damage insurance hold of $1,500. Storage and premium concierge packages provide the most predictable recurring revenue streams, while rentals are highly seasonal (concentrated May–October). The customer base segments into two groups: families and individual recreational visitors seeking short-term watercraft access without ownership burden, and boat owners needing secure storage, maintenance, and launch services. The company emphasizes community engagement, hosts local events, and has extended navigation to a sister site (loftypeaks.com) for snowmobiles and ATVs, signaling seasonal product line extension. There is no proprietary technology, no AI/ML integration, no disclosed funding, and no institutional ownership identified in the available data.

Name

Salt Coast

Legal name

Salt Coast

Website

https://saltcoast.com

Company type

Private

Founded year

2015

Operating status

Operating

Short description

Salt Coast is a privately-held marina at Jordanelle Reservoir in Heber City, Utah, renting boats, jet skis, kayaks, and paddleboards to recreational visitors, while also selling marine equipment, providing boat service and winterization, and offering multi-tier boat storage subscriptions to boat owners.

Ownership category

akta.pro rank

Product category

Marina and Watercraft Rental Services

NAICS

Recreational Goods Rental (532284), Marinas (713930)

SIC

Services-Auto Rental & Leasing (No Drivers) (7510)

akta.pro primary industry

Marine Recreation Rentals & Tours Retail Counter (On-site Sales) (CRAMAIAM)

akta.pro secondary industries

Personal Watercraft (Jet Ski / Sea-Doo) Rentals (THADAHAJ), Paddle Sports Retail (Kayak, Canoe, SUP, Paddles) (CRAMAIAD), Vehicle & RV/Boat Self-Storage (HSAKAGAC), Water Sports & Marine Recreation Retail (Paddle/Surf/Dive/Boat Accessories) (CRAMABAI)

Keywords

• Boat rental services
• Jet ski rentals
• Marina storage
• Boat repair maintenance
• Watercraft rentals

Headquarters

HQ city

Heber City

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. Boat Rentals: Hourly and half-day rentals of ski boats, wake boats, fishing boats, and pontoon boats at Jordanelle Reservoir. Pricing varies by boat type, rental duration, and season.
2. Jet Ski Rentals: Hourly jet ski rentals from 1 to 8 hours. Pricing based on rental duration.
3. Kayak and SUP Rentals: Hourly kayak (single and tandem) and stand-up paddle board rentals. Prices range from $30-65 depending on duration and equipment type.
4. Pro-Shop Sales: Retail sales of watersports equipment, accessories, clothing, snacks, and camping supplies. Carries brands including Quick, Reef, Connelly, and CWB.
5. Boat Service and Maintenance: Marine repair services including winterization, summerization, and general maintenance performed by veteran technicians.
6. Boat Storage: Multiple storage tiers including indoor ($500/month or $6,000/year), summer outdoor ($2,500 seasonal), winter outdoor ($45/month), and premium storage ($23,000/year) with full-service launch, retrieval, and maintenance.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels1 record

Core offering

Salt Coast provides hourly and multi-hour rentals of boats (pontoon, ski, wake, fishing), Yamaha VX jet skis, single and tandem kayaks, and stand-up paddleboards at Jordanelle Reservoir in Utah. Beyond rentals, the company offers a pro-shop retail store for watersports gear and general supplies, professional boat service and repair (including winterization and summerization), and tiered boat storage options ranging from monthly indoor units to a $23,000-per-year premium full-service storage package.

Product overview

Salt Coast is a marina and water recreation rental business operating at Jordanelle Reservoir in Utah, offering a diversified portfolio of watercraft rentals complemented by retail, service, and storage offerings. The core rental business includes pontoon boats (up to 13 passengers), ski boats for watersports, fishing boats, jet skis (Yamaha VX), kayaks (single and tandem), and stand up paddleboards, available in various time slots. Supporting services include a pro-shop selling watersports gear and general store merchandise, boat service and repair with winterization capabilities, and multiple tiers of boat storage (indoor, seasonal outdoor summer/winter, and premium full-service storage with launch/retrieval). Together these products create a one-stop lake destination for families and boating enthusiasts seeking rentals, equipment, maintenance, and secure boat storage.

Differentiator

Problem solved

Functional benefit

Products and services

• Pontoon Boat Rentals

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves4 records

Expansion highlights4 records

Emerging players

• Boatsetter: Peer-to-peer boat rental marketplace that competes with traditional marinas for recreational boaters, including at Utah reservoirs. Same end-customer and rental category as Salt Coast, but delivered via an asset-light platform model rather than owned fleet.
• GetMyBoat: Global peer-to-peer boat rental platform offering powerboats, jet skis, kayaks, and paddleboards. Overlaps directly with Salt Coast's rental categories and competes for the same recreational boater, particularly around tourist destinations in the Western US.

Direct peers

• Deer Creek State Park Marina: Operates boat rentals, marina services, and storage at Deer Creek Reservoir in Utah's Wasatch County, just minutes from Salt Coast's Jordanelle location. Direct competitor serving the same Park City/Heber recreational market with a comparable one-stop marina offering.
• Lake Powell Resorts & Marinas: Operates marinas, houseboat and powerboat rentals, storage, and pro-shop/retail at Lake Powell in Utah/Arizona. Highly comparable full-service marina destination model with rentals, service, and storage under one operator.

Others

• Outdoorsy: Peer-to-peer marketplace for RV and outdoor recreation vehicle rentals. Adjacent business model to Salt Coast's recreational rental focus and could be a potential partnership channel for monetizing underutilized fleet or storage assets.

Broad incumbents

• Freedom Boat Club: National boat membership club offering access to a fleet of boats across hundreds of locations. Competes for the same recreational boating customer with a subscription-based model that overlaps with Salt Coast's higher-tier storage and access packages.
• Carefree Boat Club: Established boat club franchise offering membership-based access to a fleet of boats, including in markets near Utah. Competes with Salt Coast's premium storage and rental access products for affluent recreational boaters seeking turnkey water access.

Regional players

• Antelope Island State Park Marina: Marina services and rentals at the Great Salt Lake. Comparable recreational marina model within Utah but in a different geography and with a less affluent visitor profile than Salt Coast's Park City-adjacent reservoir catchment.
• Houseboat rentals / Lake Mead Marina operators: Full-service marinas at Lake Mead (Nevada/Arizona) offering boat rentals, houseboats, slips, and storage. Comparable integrated marina destination model serving the Western US recreational boating market outside Salt Coast's direct geography.
• Bear Lake State Park Marina: State-operated marina at Bear Lake on the Utah-Idaho border offering boat ramps, slips, and rental services. Comparable Utah-based lake marina serving recreational boaters, but in a different geography (northern Utah/Idaho) than Salt Coast's Jordanelle location.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/saltcoast

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 Salt Coast