Last month I flew to Michigan to walk two properties with a seasoned operator who has opened 159+ locations as a franchisee (restaurant business) and built brands as a franchisor.
Two sites. Ten minutes apart. So ultimately, we have to choose one.
- 83 acres of an abandoned golf course with rolling hills, mature trees, cart paths, and ponds.
- 171 acres of raw lakefront, connected to seven lakes, with room for docks, bridges, events, and serious expansion.
This week’s newsletter dives into the lessons learned from this visit and how we look at this decision process… read on!
1. The Best Deals May Not Be The Cheapest Raw Land You Can Find
The golf course stopped operating 15 years ago.
But golf courses are essentially manicured parks:
- Intentional topography
- Mature trees placed as “features”
- Built-in paths and water features
- Natural separation between spaces
You don’t get that from a flat field.
When you evaluate land for glamping, stop asking:
“Is this a blank slate that I can buy cheap and build on?”
Start asking:
“What has already been done here that I can repurpose?”
In this case, cart paths can become guest walkways… greens are perfect to put a dome on… and water hazards become premium-view sites.
The highest ROI properties often aren’t pristine, untouched land. They may be a failed business in need of transformation.
2. Amenities Drive Revenue – Not Just Acreage
As much as I love the golf course, the lake property had more built in upside that will likely drive higher nightly rates and ancillary revenue from things like…
- 150+ potential docks
- Pontoon rentals bundled with stays
- Jet skis, fishing, canoeing
- A private island connected by bridge
- Event space potential
- Phased expansion over 170+ acres
Land by itself does not create margin. Stackable amenities do.
So when you’re modeling a glampground, don’t just calculate site count. Be sure to think about:
- Premium upsells
- Bundled experiences
- Event revenue
- Water access
- Long-term phase development
A property that supports layered revenue streams will almost always outperform a simpler one over time.
3. The Right Operator > The Perfect Property
The most important part of this trip wasn’t the land.
It was Allie.
He’s been a franchisee and a franchisor. He understands scale, systems, and brand building. He didn’t just see trees and water.
He saw:
- Where utilities would run
- How to separate private events
- Where bridges go
- What to tear down
- What to preserve
Real estate matters. But operator vision compounds it.
The right operator can turn a dilapidated golf course into a destination… or a raw piece of lakefront land into a resort.
Ultimately, choosing between those two properties feels like choosing between two of your own children. It’s hard!
If you were forced to choose – which would you build on?
Happy Glamping!
Brian
