Hidden Valley Country Club, Incorporated

What Hidden Valley Country Club, Incorporated does

Hidden Valley Country Club, Incorporated (HVCC) is a private, family-oriented country club located on a 269-acre property at 2500 Romar Road in Salem, Virginia, in the heart of the Roanoke Valley with panoramic views of the Blue Ridge Mountains. Founded in 1949 as a member-owned Virginia corporation and re-organized in 2017-2018 under Hidden Valley Equity Group LLC with operations leased to Links of Roanoke, the club offers an 18-hole Dick Wilson-designed championship golf course (completed 1952, renovated 2006), six outdoor Har-Tru clay tennis courts plus two outdoor and two indoor hard courts, a heated zero-depth entry pool (renovated 2024 for $400K), an indoor golf practice facility (Lamanca Learning Center), a fitness center operated by third-party Precision Training LLC, fine dining at Valley 19 Grille, a casual Club 49 Lounge, and event venues including a ballroom accommodating up to 200 guests. The club has invested over $1M in clubhouse renovations since 2017 and is recognized regionally, having been voted Best Wedding Venue by The Roanoker Magazine in 2020 and 2021.

HVCC operates a membership-driven business model with multiple annual-subscription tiers — Club (Ages 45+), Social, National (non-local), Corporate Golf, Young Professional (Ages 18-44), Social+, and promotional tiers including Junior Golf/Tennis, Seasonal Pool, and Service memberships — supplemented by transaction-based revenue from dining, event hosting, golf outings and tournaments, lessons (golf and tennis), club fittings, personal training, tennis clinics and camps, and a $250/year Wine Locker Program. Pricing for memberships is not publicly disclosed; non-member services follow published unit pricing (e.g., adult golf lessons at $95/hour, tennis lessons at $55/hour). The go-to-market motion is sales-led through a dedicated Director of Sales (Diana McGuire), supported by Instagram, Facebook, organic website presence, an email newsletter, and word-of-mouth referrals within the affluent Roanoke/Salem community.

The club's customer base is concentrated among wealthy individuals and families in Southwest Virginia, with secondary segments including corporate accounts, junior athletes, non-resident members, non-member event hosts, and active service personnel. Operations are led by General Manager Scott Campbell, PGA Head Golf Professional Philip Smiley, Head Tennis Pro Eduardo Rincon (a former ATP-tour player and NCAA D-II All-American), Wellness Director Brittney Arner (Precision Training founder), Director of Sales Diana McGuire, and Registered Dietitian Caitlin McKee. The club does not have a proprietary technology product; the technology stack is recreational and hospitality infrastructure rather than software, with no disclosed AI, SaaS, or digital product surface.

Name

Hidden Valley Country Club, Incorporated

Legal name

Hidden Valley Country Club, Incorporated

Website

https://hiddenvalleycc.com

Company type

Private

Founded year

1949

Operating status

Operating

Short description

Hidden Valley Country Club is a private, member-owned-turned-equity-owned country club in Salem, Virginia, offering an 18-hole Dick Wilson golf course, tennis, pool, fitness, dining, and event hosting to affluent families in the Roanoke Valley.

Ownership category

akta.pro rank

Product category

Private Country Club

NAICS

Golf Courses and Country Clubs (71391)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Golf Clubs & Tournament-Host Clubs (Professional/Elite Golf Clubs) (MPAKABAE)

Keywords

• Private country club
• Golf course memberships
• Tennis and fitness
• Event banquet venues
• Club dining services

Headquarters

HQ city

Salem

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, Others

Revenue model

1. Membership Dues and Initiation Fees: Annual membership dues across multiple tiers (Club, Social, National, Corporate, Young Professional, Social+, and Promotional memberships). Initiation fees are charged at joining. Some memberships require a two-year agreement and quarterly food quota commitments.
2. Food, Beverage, and Dining: On-site dining at Valley 19 Grille (lunch and dinner service year-round) and Club 49 Lounge. Members and guests purchase food and beverages. Dining is a recurring revenue stream augmented by food minimums required on certain membership tiers.
3. Event Hosting and Banquets: Weddings, corporate events, banquets, and private event bookings. The club rents out spaces including the Ballroom (up to 200 guests), Club 49 Lounge, and Dogwood Room. Non-members can also host events. Revenue is per-event, one-time.
4. Golf Operations: Greens fees for guest play, golf lessons and instruction (PGA staff), club fittings, and golf outings/tournaments. Revenue includes per-lesson fees, fitting charges, and outing booking fees.
5. Golf Outings and Tournaments: Corporate and private golf tournament hosting. Inquiry-based bookings for large and small golf outings, with professional staff managing events.
6. Wine Locker Membership: Annual Wine Locker program at $250/year providing private wine storage, free wine tastings, and special pricing on wines for members.
7. Tennis Lessons and Programs: Private tennis lessons, group clinics, and summer camps. Revenue from per-lesson fees, clinic fees, and camp registrations. Tennis services are open to non-members when space is available.
8. Fitness Services and Personal Training: Personal training sessions, 12-week group training programs, nutrition consultations, and custom program design. Revenue generated through per-session fees and program subscriptions operated by Precision Training.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

Hidden Valley Country Club is a private membership country club offering access to an 18-hole Dick Wilson-designed championship golf course, tennis facilities, a heated swimming pool, fitness center, dining venues, and event hosting services. Members pay annual dues and initiation fees for recurring access to amenities, while non-members can book golf outings and banquet/event spaces for weddings, corporate functions, and private celebrations.

Product overview

Hidden Valley Country Club is a private, family-oriented country club offering a portfolio of recreational and hospitality services. The club operates an 18-hole championship golf course (Dick Wilson Course) with a practice facility (Lamanca Learning Center), six outdoor and two indoor tennis courts, a heated zero-depth entry pool, a fitness center operated by Precision Training, and multiple dining venues (Valley 19 Grille and Club 49 Lounge). Event hosting capabilities include a ballroom (up to 200 guests), Dogwood Room, and Club 49 Lounge. The club also offers a Wine Locker Program as a premium add-on amenity. Membership programs range from full club access to social and young professional tiers. The $1 million renovation completed on the clubhouse provides updated facilities and dining experiences.

Differentiator

Problem solved

Functional benefit

Brands

• Valley 19 Grille: The club's main dining restaurant offering lunch and dinner service year round with outdoor seating on the patio, featuring panoramic views of the Blue Ridge Mountains and the golf course.
• Club 49 Lounge
• Lamanca Learning Center

Products and services

• Golf Course (Dick Wilson Course) 18-hole championship golf course designed by renowned architect Dick Wilson featuring broad fairways, large putting surfaces, and strategic bunkering; underwent major greens and bunker renovation in 2006.
• Tennis Facility Tennis complex with six outdoor Har-Tru clay courts, two outdoor hard courts, and two indoor hard courts with a full-service pro shop offering racket repair services.
• Pool Heated, zero-depth entry swimming pool open May through September with two diving boards, lanes for competitive swimming, and a pool cafe.
• Fitness Center (Precision Training) In-house fitness facility operated by Precision Training LLC offering cardio and strength training equipment, personal training, group programs, and nutrition services.
• Valley 19 Grille Full-service restaurant offering lunch and dinner year-round with panoramic Blue Ridge Mountain views and outdoor patio seating.
• Club 49 Lounge Casual lounge space with modern decor, fireplace, and flexible seating for intimate events, bridal/baby showers, and remote work.
• Ballroom Completely renovated event space accommodating up to 200 guests for weddings, showers, memorials, and large gatherings.
• Dogwood Room Private meeting room with mounted TV for business meetings, lunches, and presentations.
• Wine Locker Program Annual wine storage locker program at $250/year providing private wine storage, free wine tastings, and special pricing on wines for members.
• Lamanca Learning Center Indoor practice facility with three covered hitting bays, heating, and putting surface for short putts, equipped with a Foresight GC2 Launch Monitor and Vision One Teaching Software for year-round lessons, clinics, and fittings.
• Golf Lessons and Club Fitting PGA Professional instruction using Foresight GC2 Launch Monitor and Vision One Teaching Software, including individual and group lessons, junior programs, and club fitting for Titleist, Callaway, and TaylorMade.
• Membership Programs Multiple membership tiers including Club Membership (Ages 45+), Social Membership, National Membership (non-local), Corporate Golf Membership, Young Professional Membership (Ages 18-44), Social+ Membership, and Promotional Memberships (Junior Golf, Junior Tennis, Seasonal Pool, Corporate, Service). Includes initiation fees and annual dues.
• Banquets and Event Hosting Full-service event venue hosting weddings (voted Best Wedding Venue 2020 and 2021 by The Roanoker Magazine), corporate events, reunions, fundraisers, and social gatherings across multiple event spaces.

Quantifiable outcome

• Pool renovation completed with $400,000 investment, elevating the poolside experience
• +3 more outcomes

Named customers5 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• Links Asset TrustcoreStrategic or Co-development Partner · 1 June 2018Links Asset Trust is the property owner and parent organization of Hidden Valley Country Club. The club's website footer identifies it as 'A Property of Links Asset Trust.' Resort Development Partners (the operating entity) manages the property on behalf of Links Asset Trust. The property was purchased by Hidden Valley Equity Group LLC in June 2018, and operations are managed under a Lease Agreement with Links of Roanoke.
• Hidden Valley Equity Group LLCcoreStrategic or Co-development Partner · 1 November 2017Hidden Valley Equity Group LLC acquired the HVCC real property (land and improvements) from the member-owned club in November 2017 (stockholder approval) with closing on June 1, 2018. This ended 68 years of member ownership. The acquisition transformed the club from a member-owned entity to one owned by a private equity group, enabling continued investment in the property and facilities.
• Folds of HonorminorStrategic or Co-development PartnerFolds of Honor provides educational scholarships for spouses and children of fallen and disabled military service members and first responders. HVCC supports this cause and hosted the 2026 Freedom Invitational to raise funds. Folds of Honor has awarded 62,000 scholarships totaling almost $290 million in impact since 2007.
• Resort Development PartnerscoreOthersResort Development Partners is the operating company managing Hidden Valley Country Club. The footer states '© 2022 Resort Development Partners. All Rights Reserved.' They partnered with Hidden Valley Equity Group and Links Asset Trust to operate the club. The website was designed by Higher Information Group.
• Precision Training LLCminorOthersPrecision Training LLC is an independent fitness and personal training company operating within HVCC's fitness center. Founder Brittney Arner serves as HVCC's Wellness Director. Precision Training provides personal training, group programs, and nutrition services exclusively to HVCC members at the fitness facility.

Scale indicators9 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Ballyhack Golf Club: Premium private golf club located in Roanoke, Virginia. Comparable as a high-end private golf-focused club competing for the same affluent Southwest Virginia membership base.
• Farmington Country Club: Historic private country club in Charlottesville, Virginia with championship golf, tennis, pool, dining, and event venues. Comparable as a Virginia-based private member-owned club with similar full-amenity positioning.
• Roanoke Country Club: Direct local competitor in Roanoke, Virginia offering a private membership country club with golf, tennis, pool, dining, and event hosting. Most directly comparable peer given overlapping geography and nearly identical amenity mix.
• Boonsboro Country Club: Private country club in Lynchburg, Virginia offering golf, tennis, pool, and dining. Comparable as a regional Virginia private club competing for similar member demographics within a 60-90 mile radius of HVCC.
• The Country Club of Virginia: Premier private club in Richmond, Virginia with multiple golf courses, tennis, pool, dining, and event facilities. Comparable as a top-tier Virginia private country club with multi-tier membership and event hosting.

Regional players

• Primland (Auberge Resorts Collection): Luxury resort in Meadows of Dan, Virginia featuring a championship golf course, lodging, dining, and event venues. Comparable as a Virginia Blue Ridge destination with golf, events, and panoramic mountain positioning.
• The Homestead Resort: Historic Virginia resort in Hot Springs with golf, tennis, spa, dining, and extensive event venues. Comparable as a Virginia heritage property offering golf, full amenities, and destination weddings/events.
• Wintergreen Resort: Four-season Virginia Blue Ridge resort with golf, tennis, pool, dining, ski, and event hosting. Comparable as a Virginia mountain-lifestyle club/resort with similar amenity breadth and event positioning.
• Salem Golf Course / Hanging Rock Golf Club: Semi-private golf club in nearby Salem, Virginia offering public and member play, events, and lessons. Comparable as a local competitor for golf outings and banquet business in the same Roanoke Valley catchment.

Others

• Kessler Collection / Grand Bohemian Hotels: Collection of boutique hotels with golf-adjacent lifestyle and event venues in the Southeast U.S. Comparable as an operator of premium club-like venues hosting weddings, corporate events, and curated F&B experiences.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/HiddenValleyCountryClub
• Instagraminstagram.com/hiddenvalleycc
• LinkedInlinkedin.com/company/hidden-valley-country-club-inc.

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Hidden Valley Country Club, Incorporated