The House on the Rock

What The House on the Rock does

The House on the Rock is a family-owned Wisconsin tourism destination operating under Vivid, Inc. (Wisconsin corporation) and owned by the Donaldson family since a 1988 acquisition from founder Alex Jordan. The business comprises an attraction (5754 State Road 23, Spring Green, WI) featuring three self-guided tour sections — including the 218-foot Infinity Room, the world's largest carousel (269 animals, 20,000 lights, 182 chandeliers), Heritage of the Sea, and themed exhibits — alongside an 80-suite resort (400 Springs Drive, Spring Green, WI) with 27 holes of championship golf designed by Robert Trent Jones Sr., Andy North, and Roger Packard, a full-service spa, two indoor pools, an outdoor pool, a whirlpool, and The Turn Pub and Grill. Seasonal offerings include the Christmas Experience (Sections 1 and 2, 6,000+ Santas) and The Dark Side Halloween event.

The company monetizes through multiple revenue streams: tiered attraction admission (Ultimate $34.95–$36.95, Highlight $29.95, Original House $19.95 — all excluding 5.5% Wisconsin sales tax), resort lodging in 80 two-room King and Double Queen suites, golf tee times (peak $85–$95/round) and PGA lessons ($95–$325), spa services ($25–$100+), packaged bundles (Resort Tour & Stay, Romantic Spa Getaway, Unlimited Golf, Deluxe Stay), on-site F&B, group/corporate sales (golf outings for 16–144 players), and residential real estate lots ($40,000–$60,000) adjacent to the Springs Golf Course that grant owners access to resort amenities. Pricing follows pay-as-you-go and bundled subscription models, with advance online ticket discounts and group rates for parties of 20 or more. Distribution is direct-to-consumer via the company website, an online ticket webstore with mobile-wallet QR delivery, phone reservations (800-822-7774), on-site sales, and group sales email — operating seasonally March through December with limited off-season programming.

Name

The House on the Rock

Legal name

Vivid, Inc.

Website

https://thehouseontherock.com

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

1–10 employees

Short description

The House on the Rock is a family-owned Wisconsin tourism destination offering a three-section self-guided attraction, an 80-suite resort, 27-hole championship golf, a spa, and seasonal events (Christmas, Halloween), serving Midwest families, golfers, resort guests, and corporate groups.

Ownership category

akta.pro rank

Product category

Tourist Attraction and Resort Hospitality

NAICS

Amusement Parks and Arcades (7131), Golf Courses and Country Clubs (71391)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Luxury Golf Resorts (THAGACAH)

akta.pro secondary industry

Mountain & Wilderness Lodges (THAAAHAE)

Keywords

• Tourist attraction
• Resort lodging
• Championship golf
• Spa services
• Family entertainment

Headquarters

HQ city

Spring Green

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Attraction Admission: Self-guided tours of three sections with multiple experience tiers: Ultimate Experience (all sections), Highlight Experience (sections 1 & 2), and Original House Experience (section 1 only). Tickets sold online with advance purchase discounts or on-site. Additional seasonal offerings include Christmas Experience and The Dark Side Halloween event.
2. Resort Lodging: 80 two-room suites offering King and Double Queen configurations with golf course views. Suites include balconies or patios, refrigerators, microwaves, and coffee makers. Maximum occupancy 4 guests per suite.
3. Golf Operations: 27 holes of championship golf with rates varying by season, day of week, and time of day. Tee time bookings, golf car rentals, and annual pass programs. PGA professional lessons available for additional fees.
4. Spa Services: Full-service spa offering facials ($80-$85), body treatments ($100), massages ($55-$100), manicures ($40-$55), pedicures ($50-$65), and salon services ($25-$60). Reservations required.
5. Package Bundles: Customizable packages combining lodging, attraction tickets, golf, and spa services. Examples include Resort Tour and Stay, Romantic Spa Getaway, and Deluxe packages with 2-night stays including all amenities.
6. Food & Beverage: The Turn Pub and Grill serves grilled and fried foods, sandwiches, snacks, and beverages. Located adjacent to Golf Shop, open daily 8am-8pm.
7. Real Estate Sales: Residential lots adjacent to Springs Golf Course, priced between $40,000 and $60,000. Property owners gain access to resort amenities including pools, fitness center, spa, and golf course.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

The House on the Rock operates a multi-section tourist attraction built atop a chimney of rock featuring unique collections including the 218-foot Infinity Room, the world's largest carousel, and themed exhibit galleries. The business is integrated with an affiliated 80-suite resort, 27 holes of championship golf, a full-service spa, dining, and adjacent residential real estate. Seasonal experiences (Christmas Experience and The Dark Side Halloween event) and bundled packages combine lodging, attraction tickets, golf, and spa services for visitors.

Product overview

The House on the Rock is a family-owned Wisconsin destination experience comprising a main tourist attraction and an affiliated resort property. The attraction features Alex Jordan's elaborate collections built atop a rock chimney, organized into three self-guided tour sections. The resort offers 80 two-room suites, 27 holes of championship golf, a full-service spa, and multiple pools. Products include various admission experiences (Ultimate, Highlight, Original House), seasonal offerings (Christmas Experience, The Dark Side Halloween event), and bundled packages combining lodging, golf, spa, and attraction tickets. The portfolio operates as interconnected offerings rather than a unified software platform.

Differentiator

Problem solved

Functional benefit

Products and services

• The House on the Rock Attraction Main tourist attraction featuring Alex Jordan's elaborate collections and displays built atop a chimney of rock, including the world-famous Infinity Room, carousel, music machines, and themed exhibit sections across three self-guided tour areas. Open seasonally March through December for general visitors and tourists.
• Christmas Experience Seasonal holiday experience transforming Sections 1 and 2 with over 6,000 collectible Santas, Christmas decorations, and seasonal displays running November through December.
• The Dark Side
• The House on the Rock Resort
• Golf Courses
• Resort Spa
• Resort Tour and Stay Package
• Resort Romantic Spa Getaway
• Resort One Night with 18 Holes of Golf
• Resort One Night with Unlimited Golf
• Resort Deluxe Stay, Tour, Golf & Spa Package
• Golf Lessons
• Group Golf Outings
• Real Estate Lots

Quantifiable outcome

• Infinity Room extends 218 feet unsupported over valley
• +4 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators9 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• Kalahari Resorts: Wisconsin Dells-based African-themed waterpark resort with on-site convention and golf amenities. Comparable integrated Midwest destination combining resort, recreation, and group/event programming under a single themed property.
• Great Wolf Lodge: National chain of indoor waterpark resorts with multiple U.S. properties including Wisconsin Dells. Comparable as a family-friendly Midwestern resort operator combining lodging with a defining experiential anchor, though Great Wolf's anchor is water-based rather than curated collections.
• Crazy Horse Memorial: Large-scale, founder-driven sculptural attraction and visitor destination in the Black Hills of South Dakota. Comparable in operating as a single, monumental, never-finished artistic attraction that draws visitors for its scale and ongoing construction narrative.
• Titanic Museum Attraction: Self-guided themed museum attraction with tiered admission, located in a tourist hub (Pigeon Forge, TN). Comparable in operating as a themed, collection-driven self-tour experience designed for families and group visitors, with Heritage of the Sea displays a parallel content anchor.

Direct peers

• Winchester Mystery House: Architecturally unique historic house attraction in San Jose, California offering tiered self-guided tours. Mirrors House on the Rock's self-guided tour model with multiple admission tiers and a quirky, founder-driven property story.
• Hearst Castle: Eccentric historic estate attraction in San Simeon, California, with curated collections and architectural marvels that draw visitors for tour-only experiences. Comparable in operating a single-site tour-driven destination with a founder-built idiosyncratic aesthetic.
• Biltmore Estate: America's largest privately-owned historic estate, combining house museum tours with on-site lodging, dining, gardens, and seasonal events. Closest analog to House on the Rock's model of a one-of-a-kind mansion/collection attraction paired with integrated resort amenities.
• Frank Lloyd Wright's Taliesin: Historic architecturally significant site also located in Spring Green, Wisconsin. Operates as a tour-driven cultural attraction in the same rural Wisconsin setting, appealing to visitors interested in singular, hand-built American architectural landmarks.

Others

• Mount Rushmore National Memorial: Iconic monumental American attraction drawing regional and national tourism. Not a direct competitor but useful as a comparable scale benchmark for destination attraction draw, infrastructure footprint, and seasonal visitation patterns in rural settings.

Broad incumbents

• Wisconsin Dells Tourism Cluster: Regional Wisconsin destination cluster that captures much of the state's family tourism spend with waterparks, lodging, and attractions. Competes with House on the Rock for Midwest drive-in visitors and family vacation dollars, though it offers a different (waterpark-centric) proposition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/the-house-on-the-rock

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 House on the Rock