Under Canvas, Inc., a prominent operator in the upscale outdoor hospitality sector, has introduced a new initiative aimed at broadening its portfolio through a brand extension: the Outdoor Collection by Under Canvas.
This new collection features independently inspired properties that align with the company’s focus on nature-connected, high-comfort accommodations.
The announcement signals strategic diversification within the growing outdoor hospitality market, with implications for operators, developers, and investors focused on experiential lodging near popular recreational areas.
The first two properties in the Outdoor Collection are The Fields of Michigan in South Haven, Michigan, and Bar N Ranch in West Yellowstone, Montana.
Each location brings a unique, regionally influenced offering to the Under Canvas portfolio while retaining its own character.
According to the company’s press release, the Outdoor Collection is designed to highlight properties that offer “location-specific design and amenities that connect guests to the destination,” as well as upscale dining and access to outdoor recreation.
“Alongside ongoing Under Canvas and ULUM brand expansions, we’ve discovered these incredible outdoor hospitality experiences we know our guests will love,” said Matt Gaghen, CEO of Under Canvas.
“It was a natural fit for us to apply our extensive knowledge into owning and operating complementary and equally inspiring properties in key destinations for outdoor recreation that introduce new guests to our portfolio.”
The recent acquisition of The Fields of Michigan underscores a trend among established glamping operators toward integrating boutique outdoor stays into larger brand ecosystems.
The property, located on a working blueberry farm, offers 23 guest accommodations that include safari-style field tents and cottages with ensuite bathrooms, firepits, and contemporary furnishings.
The site also features communal dining experiences, on-site massages, and guest-accessible blueberry picking, representing a convergence of agrotourism and upscale outdoor hospitality.
Bar N Ranch, also part of the Outdoor Collection, is located six miles from the west entrance to Yellowstone National Park and offers lodge rooms and standalone log cabins.
Amenities include an on-site restaurant, guided tours, access to hiking and fly-fishing, and close proximity to Yellowstone and Grand Teton National Parks.
While Under Canvas already operates a glamping site near West Yellowstone, Bar N Ranch represents a more traditional lodge model, expanding the company’s appeal to travelers seeking both rustic and refined accommodations.
The company’s decision to manage and brand properties under the new Outdoor Collection could present opportunities for other property owners and developers seeking alignment with an established hospitality player.
For professionals in the outdoor hospitality industry, this move may signal growing demand for hybrid models—those that combine natural settings with amenities once exclusive to resorts and boutique hotels.
Operators may also view Under Canvas’ multi-brand strategy as a case study in expanding market reach without diluting core brand identity.
The inclusion of diverse property types, from tents to cabins to traditional lodge rooms, allows for scalability in different geographic markets and appeals to a broader demographic of travelers interested in outdoor experiences.
“We are excited to continue to discover more like-minded properties to further grow the Outdoor Collection,” Gaghen added.
With reservations now open for both properties for the 2025 season, the company appears poised to capitalize on early interest from travelers and potentially set a precedent for branded outdoor lodging collections in the years ahead.