Soma Hospitality, a new consulting and advisory firm specializing in outdoor and experiential hospitality, officially launched. Led by industry veterans Samuel Morton, Matt Whitermore, and Alex Burkett, the company aims to support development, marketing, and operations for outdoor hospitality businesses.
Samuel Morton will serve as CEO, bringing extensive experience in hospitality development. He has overseen more than $200 million in commercial, residential, and hospitality projects.
Previously, Morton was a founding team member at Postcard Cabins, formerly known as Getaway House, where he played a key role in expansion and development efforts. His experience in experiential hospitality positions him as a leader in the sector.
“What sets us apart is our unique combination of logistical expertise and creative vision,” Morton said.
“We’ve managed outdoor hospitality development at every scale, building a vast network of experts and hands-on experience in everything from site selection and permitting to construction and operations.”
“This allows us to guide projects holistically—ensuring the development process aligns perfectly with both the creative vision and business fundamentals,” Morton added.
Whitermore, who will serve as managing partner, brings a background in outdoor hospitality and real estate finance.
Since 2021, he has acquired and operated multiple outdoor hospitality locations in New York and Massachusetts, totaling nearly 500 RV, tent, glamping, and luxury cabin sites.
Whitermore’s experience in commercial real estate investment complements Morton’s development expertise, creating a strong foundation for Soma Hospitality.
“I’ve had the privilege of working alongside Sam and Alex on varied outdoor hospitality projects, so I can confidently say they’re each world-class in their respective areas of expertise,” Whitermore said.
“There is no one I’d rather work with on development projects than Sam and the same goes for Alex with marketing and ops. Soma Hospitality has a bright future and is uniquely positioned to add immense value for developers and operators of outdoor and experiential hospitality. I am honored to be a part of this team.”
Alex Burkett will serve as director of marketing, overseeing the company’s marketing service offerings. His background in campground operations and hospitality marketing strengthens Soma Hospitality’s ability to provide comprehensive consulting services.
Burkett has managed campgrounds for major outdoor hospitality brands, including Yogi Bear’s Jellystone Park Camp-Resorts and Spacious Skies Campgrounds.
He has also led marketing campaigns for properties with combined revenues exceeding $10 million.
Soma Hospitality differentiates itself by taking a hands-on approach to consulting, ensuring that each project aligns with both short-term success and long-term value creation.
The firm’s service offerings include site discovery and selection, feasibility studies, project conceptualization, development advisory, pre-development planning, full-scale project management, construction management, and customized marketing consulting.