averill hospitality

What averill hospitality does

Averill Hospitality is a family-run hospitality management company operating a portfolio of five hotels and resorts in Western Montana, concentrated in Whitefish and Missoula. The properties span multiple tiers: The Lodge at Whitefish Lake (an upscale lakefront resort with spa, marina, and 11,000+ sq ft of meeting space), The Firebrand Hotel (a downtown boutique hotel opened 2016), the Whitefish Riverfront Hotel (a 76-room riverfront property acquired October 2024 and rebranded from The Pine Lodge), Edgewater Missoula (a DoubleTree by Hilton Tapestry Collection property operating since 1970), and Holiday Inn Missoula Downtown (acquired January 2026 and undergoing major renovation). Supporting the hotels are three on-site restaurants — Boat Club Restaurant, Firebrand Restaurant, and Finn — plus the Thirty Eight open-air entertainment venue in downtown Whitefish featuring live music, food trucks, and bar service.

The company generates revenue across five streams: hotel room revenue (primary), food and beverage, meetings and events (corporate, conventions, weddings), venue rentals and entertainment, and real estate referral commissions through its PureWest Christie's International Real Estate partnership, which has been Montana's #1 top-producing team for 15 consecutive years and achieved $273 million in 2024 sales volume. The portfolio leverages a hybrid distribution model combining direct booking through individual property websites with franchise relationships providing access to Hilton Honors and IHG Rewards loyalty programs. Third-party technology integrations include Resy and OpenTable for restaurant reservations, Tripleseat for event proposals, and Google Analytics/DoubleClick for web analytics.

Averill Hospitality was founded in 1945 when Les Averill returned from WWII and purchased Flathead Lake Lodge; current leadership is anchored by Brian Averill as Owner and President, with Sean Averill heading the affiliated real estate operations. The company serves leisure travelers, corporate groups, wedding parties, and special-interest groups (ski, golf, wellness retreats) primarily in Montana's leisure tourism market, and is pursuing expansion through the announced Missoula Riverfront Development joint venture with the City of Missoula at the former Fox Theater site.

Name

averill hospitality

Legal name

Averill Hospitality

Website

https://averillhospitality.com

Company type

Private

Founded year

1945

Operating status

Operating

Short description

Averill Hospitality is a family-run hospitality company operating five hotels and resorts across Whitefish and Missoula, Montana, serving leisure travelers, corporate groups, and wedding parties since 1945.

Ownership category

akta.pro rank

Product category

Hospitality and Lodging Services

NAICS

Hotels (except Casino Hotels) and Motels (72111), Hotels (except Casino Hotels) and Motels (721110), Full-Service Restaurants (722511), Caterers (722320)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Retail-Eating Places (5812), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Resort-Area Full-Service Hotels (Non–All-Inclusive) (THAGAAAD)

akta.pro secondary industries

Hotel & Resort Restaurants (THAFACAH), Special Occasion & Destination Restaurants (THAFACAK), River & Wetland Lodges (Delta/Okavango-style) (THAGAIAG)

Keywords

• Hospitality management services
• Hotel and resort operations
• Lodging and accommodation
• Event planning services
• Restaurant and bar services

Headquarters

HQ city

Whitefish

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Hotel and Resort Operations: Primary revenue stream from operating five hospitality properties: The Lodge at Whitefish Lake, The Firebrand Hotel, Whitefish Riverfront Hotel, Edgewater Missoula (DoubleTree by Hilton/Tapestry Collection), and Holiday Inn Missoula Downtown. Revenue generated from room nightly rates and hotel services.
2. Food and Beverage: On-site restaurants at each property including Boat Club Restaurant at The Lodge at Whitefish Lake, Firebrand Restaurant, and Finn at Edgewater Missoula. Revenue from dining services, bar operations, and catering.
3. Meetings and Events: Revenue from hosting corporate meetings, conventions, and group events. Properties offer flexible meeting spaces including 11,000+ sq ft at The Lodge and 9,000 sq ft at Edgewater Missoula. Services include event planning and catering.
4. Venue Rentals and Entertainment: Revenue from Thirty Eight, an outdoor event venue in downtown Whitefish featuring live music, food trucks, and bar service. Also includes wedding venue rentals across properties.
5. Real Estate Services: Partnership with PureWest Christie's International Real Estate generates referral revenue through the Whitefish Lake Team located in The Lodge at Whitefish Lake lobby. The Averill family also operates real estate development through PureWest.

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

Averill Hospitality is a family-run hospitality company that owns and operates a portfolio of five hotels and resorts in Western Montana, including The Lodge at Whitefish Lake, The Firebrand Hotel, Whitefish Riverfront Hotel, Edgewater Missoula (DoubleTree by Hilton), and Holiday Inn Missoula Downtown. The company provides lodging accommodations, on-site restaurant and bar services, and event venues for weddings, corporate meetings, and group bookings. Operations also span the Thirty Eight outdoor entertainment venue, real estate referral services via PureWest Christie's, and an upcoming Missoula Riverfront Development hotel and conference center project.

Product overview

Averill Hospitality is a family-run hospitality management company operating a portfolio of five distinct hotels and resorts in Montana, primarily in Whitefish and Missoula. The portfolio includes The Lodge at Whitefish Lake (full-service lakefront resort), The Firebrand Hotel (downtown boutique hotel), Whitefish Riverfront Hotel (riverfront accommodations), Edgewater Missoula (DoubleTree by Hilton, Tapestry Collection), and Holiday Inn Missoula Downtown (newly acquired). Supporting these properties are three restaurants (Boat Club Restaurant, Firebrand Restaurant, Finn), an outdoor event venue (Thirty Eight), real estate services through PureWest Christie's, and extensive meetings/groups and wedding planning services. The company also has an announced Missoula Riverfront Development project.

Differentiator

Problem solved

Functional benefit

Products and services

• The Lodge at Whitefish Lake Full-service resort hotel in Whitefish, Montana offering deluxe accommodations on the shores of Whitefish Lake, with on-site Boat Club Restaurant, lakefront dining, spa services, marina access, and meeting and wedding event spaces.
• The Firebrand Hotel Boutique hotel in downtown Whitefish combining urban sophistication with Northwest Montana's rugged landscape, offering Firebrand Restaurant, spa services, a rooftop patio, and accommodations for small meetings and executive retreats.
• Whitefish Riverfront Hotel 76-room riverfront hotel along the Whitefish River featuring balcony views, pet-friendly accommodations, complimentary kayak rentals, and proximity to Glacier National Park and downtown Whitefish.
• Edgewater Missoula (DoubleTree by Hilton / Tapestry Collection) Full-service hotel along the Clark Fork River operating as DoubleTree by Hilton Tapestry Collection, featuring Finn restaurant and lounge, meeting space, pool, fitness center, and three blocks from the University of Montana campus.
• Holiday Inn Missoula Downtown Landmark riverfront hotel along the Clark Fork River adjacent to Caras Park in Missoula, operated under the IHG Holiday Inn brand following acquisition, with comprehensive renovation plans for refreshed guest rooms, a new restaurant, and expanded outdoor spaces.
• Thirty Eight Whitefish Open-air outdoor entertainment venue in downtown Whitefish featuring rotating food trucks, an outdoor bar, lawn games, live music programming, community markets, craft cocktails, and local ice cream, serving as a family-friendly gathering place.
• Boat Club Restaurant
• Firebrand Restaurant
• Finn
• Meetings & Groups Services
• Wedding Services

Quantifiable outcome

• Whitefish Woody Weekend event attracts over 30 wooden boats annually
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• OZ ArchitectureminorImplementation/ SI/ Consulting Partner · 16 May 2025Award-winning Colorado-based architecture firm engaged for Whitefish Riverfront Hotel renovation. Notable projects include Telluride Four Seasons, Grand Hyatt Deer Valley, and The Stockman Hotel in Steamboat Springs. Working on comprehensive transformation including lobby expansion, exterior refresh, and amenity upgrades.
• PureWest Christie's International Real EstatecoreStrategic or Co-development PartnerLong-standing partnership with Sean Averill (Averill family) owning PureWest Real Estate, now merged with West Venture Properties to form Montana's largest real estate company. The Whitefish Lake Team operates from The Lodge at Whitefish Lake lobby, providing real estate services to property guests and community members. The team has been Montana's #1 top-producing team for 15 consecutive years.
• City of MissoulacoreStrategic or Co-development PartnerStrategic partnership between City of Missoula and Averill Hospitality for Missoula Riverfront Development at the former Fox Theater site. The development includes a new hotel and conference center, public spaces, expanded river walk, and retail spaces. Averill Hospitality's 1% of lodging revenue donated to Affordable Housing Trust Fund through Averill Community Foundation.
• Hilton (Tapestry Collection)coreChannel Partner/ Reseller/ DistributorEdgewater Missoula operates as DoubleTree by Hilton Tapestry Collection by Hilton. Partnership provides access to Hilton's global reservation system, Hilton Honors loyalty program, and brand standards. The property has operated since 1970 and was re-imagined for modern travelers under this franchise relationship.
• IHG (InterContinental Hotels Group)coreChannel Partner/ Reseller/ DistributorHoliday Inn Missoula Downtown operates under IHG brand following Averill Hospitality acquisition. Partnership provides distribution through IHG booking platform and Rewards Club. The landmark riverfront property is undergoing major renovation under new ownership.
• Averill Community FoundationcoreOthersFoundation collects 1% of lodging, food, and beverage revenue from Averill Hospitality properties, donated in full to community causes including Missoula's Affordable Housing Trust Fund. Contributes to land donations (Viking Creek Wetland Preserve - 28.82 acres), annual donations to Whitefish Lake Institute, and support for Flathead Valley Out of Darkness Walk.
• Whitefish Music SceneminorGTM or Marketing PartnerPartnership with Whitefish Music Scene for presenting local musicians at Thirty Eight outdoor venue. Supports community engagement and live music programming at the venue.

Scale indicators10 records

Recent moves9 records

Expansion highlights6 records

Broad incumbents

• The Broadmoor: Long-running, family-controlled destination resort complex in Colorado Springs with hotels, F&B, golf, and conference facilities. Comparable operating model to Averill's portfolio: single-operator multi-property destination resort with events and dining.
• Benchmark Hospitality (Pyramid Global Hospitality): Operator of independent resorts, conference hotels, and destination properties across North America. Comparable as a third-party operator and investor in destination resorts with significant meetings and events revenue mix, similar to Averill's group business.
• Kimpton Hotels & Restaurants: Boutique hotel and restaurant operator with properties across the U.S. Comparable to Averill as a multi-property operator integrating lodging with on-site F&B and event programming, though operating at larger scale and under IHG ownership.
• Noble House Hotels & Resorts: Privately held collection of independent and boutique hotels, resorts, and restaurants across the U.S. Highly comparable as a privately controlled multi-property hospitality operator running destination resorts, urban hotels, and F&B venues under one umbrella.

Direct peers

• Triple Creek Ranch: Relais & Châteaux-affiliated luxury all-inclusive ranch resort in Darby, Montana. Comparable to Averill's Lodge at Whitefish Lake as an upscale Montana wilderness retreat emphasizing personalized hospitality and destination dining.
• The Resort at Paws Up: Luxury ranch resort near Greenough, Montana featuring vacation homes, lodges, fine dining, and event venues. Directly comparable to The Lodge at Whitefish Lake as a high-end Montana destination resort with weddings and group events as core segments.
• Lone Mountain Ranch: Family-oriented, multi-generation guest ranch resort in Big Sky, Montana offering lodging, dining, and outdoor recreation. Highly comparable to Averill as a destination Montana hospitality operator combining lodging with F&B and experiential programming.
• Grouse Mountain Lodge: Full-service hotel in Whitefish, Montana offering rooms, meeting space, and recreation access near Glacier. Competes directly with Averill's Whitefish properties for the same leisure and group demand in the same submarket.
• Kandahar Lodge at Whitefish Mountain Resort: Boutique ski-in/ski-out lodge at Whitefish Mountain Resort. Competes for the same Whitefish ski-season leisure traveler that Averill's Lodge at Whitefish Lake and Whitefish Riverfront Hotel target.

Regional players

• Glacier National Park Lodges (Xanterra Travel Collection): Operates multiple in-park and gateway lodging properties in Northwest Montana under a National Park Service concession. Comparable regional Montana lodging portfolio with destination-resort positioning similar to Averill's Whitefish assets.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/thirtyeightwf
• Instagraminstagram.com/thirtyeightwhitefish
• LinkedInlinkedin.com/company/averill-hospitality

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries9 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 averill hospitality