Market Leadership The Highlands at Harbor Springs is ranked second in the prestigious Golf Resort category, reflecting strong brand recognition and a reputation for premium quality, which can be leveraged to attract luxury and high-value partnerships.

Diverse Recreation With extensive amenities including skiing, mountain biking, golf, and entertainment, the resort offers multiple touchpoints for cross-promotional opportunities and upselling different leisure services.

Financial Robustness Generating between $100 million and $250 million in revenue with a sizable workforce, the company presents significant scope for targeted technology solutions, operational efficiencies, and customer engagement platforms.

Community Engagement Active participation in local events like basketball tournaments indicates strong community ties, providing avenues for local sponsorships, event partnerships, and loyalty program integrations.

Technology Adoption Using a diverse tech stack including Salesforce Desk, React, and Facebook, the company demonstrates openness to digital marketing and CRM solutions, creating opportunities to support their marketing automation and guest experience enhancement.