Happy Valley Farms

What Happy Valley Farms does

Happy Valley Farms is a 220-acre agritourism and hospitality destination in Rossville, Georgia (near Chattanooga, TN), operating across five integrated revenue verticals: equestrian services (The Stable), event venue rentals, overnight accommodations, an 18-hole championship disc golf course, and a farm-to-table produce program (Farmer Bert CSA). Founded in 1936 by industrialist John L. Hutcheson Jr. as a grand country estate, the property was purchased at auction in 2024 by Regina and Jim Anthony, who are undertaking an ongoing multi-year restoration that preserves historic structures (1936 Colonial Revival mansion, circa-1810 log cabin, dairy barn, greenhouse) while introducing modern amenities like Softstall-mattress stalls, USEF-rated arenas, and Stripe-powered e-commerce. The business serves both consumer and B2B customers including equestrian boarders and competitors, wedding and corporate event hosts, disc golf players, CSA subscribers, and local produce buyers.

The company's revenue mechanics are diversified across recurring (equestrian boarding, CSA subscriptions, annual disc golf passes), transactional (disc golf day passes, farm event tickets, U-pick tulips), and quote-based (event venue packages, lodging, custom equestrian programs) streams, with most large-ticket bookings initiated via website inquiry forms and supported by an on-site sales consultation. Pricing transparency is limited to small-ticket items (e.g., $10 disc golf day pass, $150 annual pass, $20-$225 ticketed events); venue, equestrian, and lodging pricing is not publicly disclosed. Distribution relies on Shopify/Stripe self-serve channels for small-ticket items, direct inquiry-driven sales for high-value bookings, walk-in traffic for seasonal events (tulip U-pick, AVA exhibition, Plein Air workshops), and discovery platforms like UDisc and Disc Golf Scene for the disc golf vertical.

The go-to-market motion is predominantly direct-to-consumer and event-driven, supported by organic social (Instagram, Facebook, LinkedIn), an editorial blog (The Happy Valley Chronicle), an email newsletter, and earned media from high-profile hosted events such as the 2025 Medal of Honor Sponsor Dinner. There is no evidence of paid acquisition channels. The proprietary technology stack is modest — essentially consumer-grade commerce and analytics tooling layered on a content-rich website — and competitive differentiation rests on the irreplaceable historic real estate, named professional talent (USEF-licensed trainer Shawdee Naimy, course designer Lavone Wolfe), and the multi-vertical resort structure rather than on software or AI. The company's strategic posture is defined by active capital investment in venue inventory, partnership buildout with regional and national civic organizations, and ongoing launch of new programmed experiences to drive cross-vertical customer lifetime value.

Name

Happy Valley Farms

Legal name

Happy Valley Farms

Website

https://happyvalleyfarms.com

Company type

Private

Founded year

1936

Operating status

Operating

Headcount range

1–10 employees

Short description

Happy Valley Farms is a 220-acre agritourism destination in Rossville, Georgia (near Chattanooga, TN) operating five integrated revenue verticals: equestrian services, event venue rentals, overnight accommodations, an 18-hole disc golf course, and a CSA produce program. It serves equestrian clients, wedding and corporate event hosts, disc golf players, CSA subscribers, and farm visitors.

Ownership category

akta.pro rank

Product category

Agritourism and Event Venue Hospitality

NAICS

Nature Parks and Other Similar Institutions (71219), Horses and Other Equine Production (112920), Fitness and Recreational Sports Centers (71394)

SIC

Services-Amusement & Recreation Services (7900), Agricultural Services (700), Agricultural Prod-Livestock & Animal Specialties (200)

akta.pro primary industry

Agritourism Eco-Lodges & Farm Nature Stays (THAAAHAL)

akta.pro secondary industries

Farm Stays & Agritourism Lodges (THAMADAH), Farmstay B&Bs & Agritourism Inns (THAGAHAG), Farm-to-Table & Agritourism Dining Experiences (Farm Visits, Harvest Meals) (THAJAGAK), Mountain & Wilderness Lodges (THAAAHAE)

Keywords

• Agritourism destination
• Event venue rentals
• Equestrian boarding and training
• Farm stay accommodations
• Disc golf course

Headquarters

HQ city

Rossville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Infrastructure, Personnel, Marketing or Sales, Supply Chain

Revenue model

1. Equestrian Services: Boarding, hunter/jumper training, riding lessons, and competition participation offered through The Stable. Revenue is generated via recurring boarding fees and per-lesson or per-program charges. Booked through inquiry form and on-site consultation.
2. Event Venue Rentals: Historic venue spaces (Hutcheson Hall Terrace, Greenhouse Lawn, Pool area/Deck, Stable Patio) rented for weddings, corporate retreats, and private events. Wedding packages include 6 hours of event runtime, on-site parking, standard tables/chairs, and approved vendor access. Revenue is one-time per event.
3. Disc Golf Memberships and Day Passes: Day passes ($10) and year passes ($150) for 18-hole championship-level disc golf course. Additional revenue from Happy Valley Doubles League entry fees ($20). Sold via Stripe online payment.
4. Overnight Accommodations: Historic 1936 mansion (8 luxury suites), rustic circa-1810 log cabin (3BR/2BA), pool house, and new cottages available for overnight stays. Minimum 2-night stay for events. Revenue is per-night rental.
5. Farm Produce and CSA: Naturally raised produce sold via Community Supported Agriculture (CSA) subscription program (2026 Spring/Summer CSA available) and a farm stand ('Farmer Bert Farm Stand'). Restaurant B2B supply relationships also mentioned.
6. Ticketed Farm Events: Seasonal ticketed events including AVA Art Exhibition ($20/ticket), Barbecue & Bourbon farm-to-table dinner ($225/ticket), tulip U-pick ($2/stem), and Plein Air art workshops. Revenue is per-attendee ticket sales.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Happy Valley Farms operates a 220-acre agritourism destination in Rossville, Georgia, offering equestrian services (boarding, hunter/jumper training, and lessons at The Stable), historic event venue rentals (Hutcheson Hall Terrace, Greenhouse Lawn, Pool Deck, Stable Patio, and Dairy Barn), overnight accommodations in restored historic structures (1936 mansion, circa-1810 log cabin, pool house, and cottages), an 18-hole championship disc golf course, naturally raised produce through a CSA program and farm stand, and seasonal ticketed events including a U-pick tulip experience.

Product overview

Happy Valley Farms is a 220-acre agritourism and event venue destination in Rossville, Georgia, offering an integrated portfolio of experiences: equestrian services via The Stable (boarding, hunter/jumper training, and lessons), event venues (wedding and corporate venues across the historic estate), a championship 18-hole disc golf course, naturally raised produce through Farmer Bert's CSA program, overnight accommodations in historic buildings (1936 mansion, log cabin, cottages), and seasonal activities (U-pick tulips, wagon rides, farm dining events). The property serves as a unified hospitality destination where visitors can experience equestrian excellence, elegant events, outdoor recreation, and farm-to-table dining together.

Differentiator

Problem solved

Functional benefit

Products and services

• The Stable at Happy Valley Farms Equestrian venue on 40 dedicated acres offering hunter/jumper training, boarding services, and riding lessons, with an outdoor arena (135x225), an indoor arena (100x200 with mirrors and natural lighting), luxurious stalls with Softstall mattresses and Nelson Automatic waterers, and expert coaching for riders of all skill levels. Hosts USEF Rated Shows and the HVF Welcome Series competition circuit.
• Event Venues Historic event venue offering multiple indoor and outdoor spaces for weddings, corporate retreats, and celebrations. Spaces include Hutcheson Hall Terrace (100' x 48', up to 450 cocktail), Greenhouse Lawn and Garden Patio (125' x 60', up to 500 cocktail), Pool area and Deck (up to 400 cocktail), and Stable Patio and Lawn (up to 300 outdoor). The Colonial Revival mansion features 10,000 sq. ft. of event space and 8 luxury suites. Wedding packages include 6 hours of event runtime, on-site parking, standard tables and chairs, and approved vendor access.
• Championship Disc Golf Course 18-hole championship-level disc golf course designed by Lavone Wolfe, winding through rolling hills, wooded fairways, and elevation changes with uncrowded private play. Day pass available for $10 and annual year pass for $150, with weekly Happy Valley Doubles League held every Tuesday for $20 per player.
• Farmer Bert Produce and CSA Program Community Supported Agriculture subscription program and farm stand offering naturally raised produce grown with long-term soil health and flavor priorities. 2026 Spring/Summer CSA memberships available for pre-order, with wholesale farm-to-table supply relationships to local restaurants also maintained.
• Overnight Accommodations Historic overnight lodging including the restored 1936 Colonial Revival Hutcheson Hall mansion with 8 luxury suites, the circa-1810 Walden log cabin (3 bedrooms, 2 baths), pool house, and newly built cottages. Accommodations operate with a 2-night minimum for event bookings and offer a unique blend of heritage architecture and modern amenities in the North Georgia countryside.
• Seasonal Farm Events and U-Pick Tulips Seasonal agritourism experiences including a U-pick tulip field with thousands of tulips priced at $2 per stem, Highland cow viewing, wagon rides, Plein Air art workshops, and ticketed exhibitions such as the AVA Art Exhibition ($20/ticket), supporting visitors across the spring and summer seasons.
• Farm-to-Table Dining Events Ticketed farm dining experiences featuring regional pitmasters and local producers, including the Barbecue & Bourbon dinner event with Chris Prieto of Prime Barbeque (a MICHELIN Guide-recognized restaurant) offering four-course meals with smoked brisket, specialty bourbon cocktails, curated pairings, live music, and farm tours set against sunflower fields.

Quantifiable outcome

• The HVF Welcome Series provides competition opportunities for regional equestrian riders, serving Pony Finals contenders through Grand Prix riders.
• +2 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

16 partnerships are on record, tiered core and minor.

• National Medal of Honor Heritage CentercoreStrategic or Co-development Partner · 3 October 2025Co-organized and hosted the 2025 Medal of Honor Sponsor Dinner at Happy Valley Farms as part of the weeklong Medal of Honor Celebration in Chattanooga. The event brought together 30+ Medal of Honor recipients, sponsors, and organizers. Jim and Regina Anthony expressed gratitude and connection to the property's historical ties to military service (John L. Hutcheson Jr.'s Peerless Woolen Mills supplied blankets and uniforms to the U.S. military during WWI, WWII, and the Korean War).
• Congressional Medal of Honor SocietycoreStrategic or Co-development Partner · 3 October 2025Partnered with the National Medal of Honor Heritage Center to host the 2025 Medal of Honor Sponsor Dinner as part of the Congressional Medal of Honor Society's annual celebration. The event honored Medal of Honor recipients and the organizations and sponsors who make the event possible.
• Overlooked Materials / Downtown Chattanooga Public LibraryminorStrategic or Co-development Partner · 12 April 2025Happy Valley Farms contributed vintage dairy bottles from its early years as a working farm to the 'Glass from the Past' exhibit at the Downtown Chattanooga Public Library, curated by Overlooked Materials in partnership with the library's Local History & Genealogy Department. Jim and Regina Anthony attended the April 12 public reception. The exhibit highlighted Chattanooga's glass-making and packaging history.
• Alan ShuptrineminorStrategic or Co-development Partner · 29 March 2025Local artist who led a Plein Air workshop among the tulip fields on March 29. The workshop, part of the spring tulip season programming, featured participants painting outdoors with wine and canvas, appreciating the landscape from an artistic perspective.
• Ryan Pierce PhotographyminorOthers · 1 January 2025Photography vendor for the Medal of Honor Sponsor Dinner at Happy Valley Farms. Provided professional event photography.
• Chickamauga FloristminorOthers · 1 January 2025Floral arrangements vendor for the Medal of Honor Sponsor Dinner at Happy Valley Farms.
• Luma DesignsminorOthers · 1 January 2025Rental partner for the Medal of Honor Sponsor Dinner at Happy Valley Farms, providing event rentals (tents, furniture, décor).
• Events with TasteminorOthers · 1 January 2025Catering vendor for the Medal of Honor Sponsor Dinner at Happy Valley Farms.
• Sound ForceminorOthers · 1 January 2025Audio/visual vendor for the Medal of Honor Sponsor Dinner at Happy Valley Farms.
• Chris Prieto / Prime BarbequeminorStrategic or Co-development Partner · 1 January 2025Award-winning pitmaster (Prime Barbeque, MICHELIN Guide-recognized restaurant in North Carolina) partnered with Happy Valley Farms for the Barbecue & Bourbon farm-to-table dinner event on September 17. The event featured smoked brisket, farm-to-table dishes, specialty bourbon cocktails, and live music against the sunflower fields.
• Stirrups and StylesminorOthers · 1 January 2025Photography credit attributed to Stirrups and Styles for the 'Meet Our Trainer' article featuring Shawdee Naimy. Photo credit noted on trainer profile page.
• Lavone WolfecoreOthers · 1 January 2025Disc golf legend and course designer who designed the 18-hole championship-level disc golf course at Happy Valley Farms. The course winds through rolling hills, wooded fairways, and elevation changes, designed to challenge seasoned veterans while providing an awesome experience for beginners.
• StripecoreTechnology or Integration · 1 January 2025Payment processing partner for online transactions including disc golf day passes, year passes, and event tickets. Stripe handles secure payment processing for the Shopify e-commerce store.
• UDisc / Disc Golf SceneminorChannel Partner/ Reseller/ Distributor · 1 January 2025Happy Valley Farms DGC is listed on UDisc (course discovery and score tracking app) and Disc Golf Scene (tournament registration and league administration). The Scenic City Open 2025 is promoted through these platforms, expanding reach to disc golf communities.
• Shopify Inc.coreTechnology or Integration · 1 January 2024The Happy Valley Farms e-commerce store is hosted on Shopify Inc.'s online e-commerce platform, enabling the sale of disc golf passes, event tickets, CSA subscriptions, and merchandise. Shopify provides the technical infrastructure for the online shopping experience.
• USEF (United States Equestrian Federation)coreStrategic or Co-development Partner · 1 January 2024The Stable at Happy Valley Farms hosts USEF Rated Shows and the HVF Welcome Series competition circuit, operating under USEF sanctioning. This provides organized competition opportunities and credibility for the hunter/jumper program.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Blackberry Farm: A 4,200-acre luxury farmstead resort in Walland, TN, offering farm-to-table dining, overnight lodging, equestrian, gardens, and seasonal experiences. Closest analog to Happy Valley Farms' multi-vertical heritage-estate model, though at a far more mature scale and price point.
• Fearrington House: A countryside village and AAA Five Diamond inn near Chapel Hill, NC, with farm-inspired dining, gardens, jewelry and book shops, and event venues. Comparable as a destination combining overnight lodging, dining, gardens, and event hosting in a village-farm setting.
• Salamander Resort & Spa: A 340-acre equestrian-centered resort in Middleburg, VA, with horse experiences, fine dining, spa, and event venues. Directly comparable to Happy Valley Farms' hunter/jumper programming, event hosting, and resort-style agritourism positioning.
• Primland: A 12,000-acre Blue Ridge Mountains resort in Meadows of Dan, VA, with lodging, equestrian, golf, dining, and event venues. Comparable as a destination resort combining equestrian, lodging, events, and outdoor activities in a Southern mountain setting.
• Triple Creek Ranch: A Relais & Châteaux all-inclusive ranch resort in Darby, MT, offering luxury cabins, horseback riding, fine dining, and seasonal events. Comparable as a high-end Western ranch resort experience; broader geography but similar multi-vertical resort positioning.
• Winvian Farm: A 113-acre luxury estate resort in Litchfield Hills, CT, with 19 individually designed cottages, a working farm, organic gardens, and event programming. Comparable as a high-ASP, experience-driven farm estate with unique lodging and culinary.
• The Swag: A Relais & Châteaux mountain lodge and cabins property in Waynesville, NC, with farm-to-table dining, hiking, and event programming. Comparable as a heritage-lodging destination in the Appalachian region with curated experience programming.
• Pursell Farms: An Alabama agritourism destination with The Inn at Pursell Farms, an award-winning golf course, spa, and equestrian facilities. Directly comparable through its combination of events, lodging, outdoor recreation, and farm programming on a single historic property.
• The Inn at Serenbe: A boutique 27-room inn in Palmetto, GA, set within a 1,000-acre wellness community that includes organic farms, trails, and equine programming. Compares through agritourism in Georgia, equestrian offerings, farm-to-table dining, and overnight lodging in a grounds-based cultural destination.

Broad incumbents

• Biltmore Estate: The 8,000-acre historic Vanderbilt estate in Asheville, NC, with hotels, dining, vineyards, gardens, event venues, and farm activities. Comparable as a grand Southern estate with agritourism, lodging, and event hosting, though at dramatically larger scale and broader scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/HappyValleyFarmsGa
• LinkedInlinkedin.com/company/happyvalleyfarms
• Instagraminstagram.com/happyvalleyfarmsga

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Happy Valley Farms