In Branson, Missouri, a destination known for its entertainment corridor, a small-scale glamping operation is emerging as an alternative lodging option, shaped by local entrepreneurship and evolving regulatory frameworks.
Ozark Mountain Adventure, developed by Halley Fleming, is described as the first glamping resort in the area and reflects a gradual shift in how outdoor accommodations are introduced in established tourism markets.
The concept originated during a road trip stop at a campground in Colorado, where Fleming experienced a glamping tent for the first time. “It just felt right,” she says, describing the moment that influenced her decision to pursue a similar model in Missouri.
At the time, Fleming was serving as chief marketing officer at a local bank, a role she left to focus on developing the business.
Fleming and her husband owned 58 acres of undeveloped land prior to launching the project. Turning that land into a hospitality operation required navigating permitting processes that initially did not account for glamping structures. “When I went to get permits, there wasn’t really a category for it,” Fleming explains.
As a result, requirements designed for traditional housing were applied to tent-based accommodations, increasing costs and timelines. “I asked myself many times why I was continuing on with it,” she admits.
Development took place during the COVID-19 pandemic, when supply constraints and cost pressures influenced construction decisions.
Fleming undertook much of the site preparation herself, learning to operate heavy equipment to manage grading and infrastructure work. “I love challenges, and I never thought in a million years I’d be driving heavy equipment, but I love it,” she says. “That’s my therapy.”
The property currently includes four glamping sites, developed incrementally, with one additional site added each year. Design decisions were informed by the natural landscape, with features such as on-site stone incorporated into structures to offset material shortages during peak lumber price increases.
Operating seasonally from March through December, the resort offers approximately six miles of trails, a half-acre fishing pond, and scheduled stargazing events in partnership with a regional astronomy group.
The business uses a self check-in model, aligning with demand for low-contact, flexible accommodations that gained traction during the pandemic period beginning in 2020.
According to Fleming, the guest base includes both regional visitors and international travelers seeking alternatives to traditional hotel stays in Branson. While growth has been incremental, the project has contributed to establishing a local precedent for glamping, which may influence future permitting and development standards in the area.
For industry professionals, the project highlights several considerations, including the importance of early engagement with local regulators when introducing nontraditional accommodations, the potential for phased development to manage risk, and the role of land-driven design in differentiating offerings.
It also reflects how smaller operators can test demand in established tourism markets without large-scale initial investment.Fleming continues to expand the property cautiously, without a fixed long-term development plan. “Being in tune with my kids and involved in their activities, that’s my number one success,” she told Only In Missouri. “If you can wake up every day and love what you’re doing, you’ve carved your own path.”