The Huckleberry Collection
A comprehensive analysis of 280 NW Huckleberry Street - six bayfront townhomes, one transformative opportunity.
Portfolio Overview
The Huckleberry Collection is a 6-unit boutique townhome complex on Alsea Bay in Waldport, Oregon - among the highest-quality short-term rental product on the central Oregon coast. With hot tubs, bay views, designer interiors, and dog-friendly policies across every unit, the physical assets are outstanding.
The opportunity lies in consolidating all six units under a single management umbrella, enabling a true destination brand - The Huckleberry Collection - with a dedicated direct booking website, professional photography, unified pricing strategy, and pooled marketing budget. This is a proven playbook applied to a multi-unit coastal portfolio.
Current State Assessment
Every unit was evaluated across its listing for reviews, photography, pricing, description quality, and management. The findings below represent the core challenges - and the opportunity that professional management unlocks.
| Unit | Beds / Baths | Guests | Rating | Reviews | Status |
|---|---|---|---|---|---|
| Salty Knot | 4 BR / 3.5 BA | 10 | 5.0 | 5 | Transitioning |
| Rainshadow Retreat | 4 BR / 3.5 BA | 10 | 5.0 | 5 | Performing |
| Soul Surf Heaven | 4 BR / 3.5 BA | 10 | 5.0 | 7 | Top Performer |
| Salt and Stone | 4 BR / 3.5 BA | 10 | 4.67 | 9 | Underperforming |
| Northern Lights | 4 BR / 3 BA | 10 | 4.5 | 2 | Low Review Count |
| Bay's Edge | 5 BR / 5.5 BA | 13 | 5.0 | 15 | Guest Favorite |
Key Findings
Fragmented Management
Multiple managers create inconsistent guest experiences, prevent cross-selling between units, and duplicate operational overhead. Consolidation under one brand eliminates internal competition between your own units.
Photography Gap
No unit currently has editorial-grade photography. Primary images don't showcase the best features. Professional lifestyle photography typically increases click-through rates by 15-23% and enables higher ADR positioning.
No Brand Identity
Six high-quality units at the same address with no collection brand, no dedicated website, and no social presence. All revenue runs through OTA channels at 15-20% commission with zero guest data capture or repeat booking infrastructure.
Listing Optimization Gaps
Some listings show incorrect guest capacity for their bedroom count. Titles are generic, descriptions are boilerplate, and there's no seasonal pricing strategy or competitive positioning against 282 other Waldport listings.
Waldport & Central Oregon Coast
Waldport sits between Newport and Yachats - both higher-profile destinations. This creates both a challenge (less name recognition) and an opportunity (less competition for premium product and no STR licensing caps like Yachats' 125-unit limit).
| Metric | Waldport | Yachats | Newport | Huckleberry Target |
|---|---|---|---|---|
| Active Listings | 282 | 318 | 216 | - |
| Avg Daily Rate | $316 | $279 | $187 | $351+ |
| Avg Occupancy | 51% | 60% | 63% | 57%+ (Year 1) |
| STR Regulation | No cap, permissive | 125-unit cap, waitlist | Overlay zones | - |
| 2026 Outlook | ADR +2.7-2.9%, supply growth slowing | - | ||
Revenue Projection - Sample Unit
Based on market analysis for a representative 4 BR / 3.5 BA unit (8 guests):
These numbers are for a single unit. Scaling across the full 6-unit portfolio with coordinated management, optimized pricing, and brand marketing produces significantly higher aggregate returns - detailed in the Fee Structure section below.
The Case for Unified Management
Splitting units across multiple managers may seem like a way to compare performance, but it's fundamentally misaligned with how vacation rental revenue works. Here's the comparison:
Split Management
- Multiple pricing strategies competing against each other on the same street
- Different guest communication styles and response times
- No cross-selling - if one unit is booked, guests aren't offered another
- No collective brand; each unit fights alone in search
- Multiple cleaning crews, maintenance contacts, and linen programs
- No pooled marketing budget
Unified Brand Management
- Unified dynamic pricing optimized across the entire portfolio
- Consistent 5-star guest experience across every unit
- Cross-sell engine: one unit booked, guests offered alternatives
- The Huckleberry Collection - a destination brand, not 6 random listings
- One cleaning team, one maintenance crew = lower costs
- Pooled marketing budget = professional photography, branded website, paid ads
- 22% management fee vs. 25% - 3% savings on every dollar
- Group bookings: weddings, retreats, reunions fill 3-6 units at once
The Huckleberry Collection Brand
Brand Identity
| Collection Name | The Huckleberry Collection |
| Website | stayhuckleberry.com |
| Taglines | "Six Homes. One Bay. Endless Oregon." / "Where the Coast Meets Home." / "Your Bay. Your Way." |
| Brand Voice | Warm, modern, grounded - Pacific Northwest authenticity without pretension |
| Color Palette | Driftwood gray, ocean navy, huckleberry purple, fog white, sand gold |
| Typography | Serif headlines (editorial feel) + clean sans-serif body (modern readability) |
| Photography | Lifestyle-first: morning coffee on the deck, kids on the bay, dogs exploring, golden hour hot tub |
Website Architecture - stayhuckleberry.com
The site serves three audiences: first-time bookers browsing OTAs who click through, direct-booking return guests, and group organizers (weddings, retreats, reunions) looking to book multiple units.
| Page | Purpose | Key Content |
|---|---|---|
| Home | Brand story + unit browser | Hero video of Alsea Bay, lifestyle imagery, "Choose Your Home" grid, trust badges, seasonal pricing |
| The Homes | Individual unit pages | Editorial photo gallery, floor plan, amenity list, personality description, calendar/pricing widget, cross-sell |
| The Bay | Destination marketing | Area guide: kayaking, whale watching, tide pools, Yachats day trip, Newport Aquarium, crabbing, surf |
| Group Stays | Multi-unit bookings | "Book 2-6 homes for your group." Inquiry form, sample itineraries, testimonials |
| Book Direct | Conversion + savings | Integrated booking engine, "Save 10% booking direct" messaging, StayFi guest data capture |
Unit Brand Personalities
One of the biggest advantages of this portfolio: each unit has a distinct design identity. We lean into this - each unit becomes a character in the collection, not a cookie-cutter listing.
Salty Knot
Vibe: Vintage nautical, coastal heritage
Target Guest: Couples, small families
Angle: "The one that started it all - timeless coastal design meets modern comfort."
Rainshadow Retreat
Vibe: Light, airy, natural materials
Target Guest: Groups seeking relaxation
Angle: "Your sanctuary between the rainforest and the sea."
Soul Surf Heaven
Vibe: Eclectic boho, bold colors
Target Guest: Creative types, friend groups
Angle: "Where wild meets refined - the most personality-packed home on the bay."
Salt and Stone
Vibe: Minimalist, serene, light-filled
Target Guest: Couples, wellness travelers
Angle: "Stripped back to what matters - light, space, and the sound of the bay."
Northern Lights
Vibe: Cozy, simple, functional
Target Guest: Families, value-conscious travelers
Angle: "Warmth, simplicity, and all the light the coast can give."
Bay's Edge
Vibe: Luxury flagship, panoramic views
Target Guest: Large groups, special occasions
Angle: "The crown jewel - 5 bedrooms, 5.5 baths, and the best view on Alsea Bay."
Flagship · 15 Reviews · 5.0 Stars · 13 Guests
Fee Structure & Revenue Projections
Option A: 2 Units
Management Fee: 25%
We optimize the two underperforming units with professional photography, dynamic pricing, and listing overhaul. But without the full portfolio, there's no brand, no cross-selling, and no pooled marketing spend.
| Metric | Conservative | Target |
|---|---|---|
| Gross Revenue (2 units) | $131,000 | $145,000 |
| Management Fee (25%) | $32,750 | $36,250 |
| Owner Net | $98,250 | $108,750 |
Option B: All 6 Units
Management Fee: 22%
Full brand buildout. The Huckleberry Collection launches with a dedicated website, professional photography across all units, unified pricing, group booking capability, and pooled marketing.
| Metric | Conservative | Target |
|---|---|---|
| Gross Revenue (6 units) | $393,000 | $436,500 |
| Management Fee (22%) | $86,460 | $96,030 |
| Owner Net | $306,540 | $340,470 |
Year 2 target: $475K+ with brand maturity and direct booking channel active.
Marketing Strategy - Full Plan
This is where the 6-unit play becomes transformative. With one unit you market a listing. With six, you market a destination.
Phase 1: Foundation (Days 1-30)
Professional Photography - All 6 Units
Two-day shoot with a professional hospitality photographer. Each unit gets 40-60 editorial-grade interior shots, lifestyle shots, drone footage of the complex and Alsea Bay, and twilight/golden hour exteriors. Deliverables include 15-second video clips per unit for social media.
Listing Overhaul - All 6 OTA Listings
Rewrite every title, description, and amenity list. Optimize for Airbnb search algorithm: keyword-rich titles, seasonal description updates, proper guest capacity settings, and strategic pricing to earn "Great Price" badges. Consolidate listings to preserve review history.
Brand Identity & Website Launch
Logo design, color palette, brand guidelines. Build direct booking site at stayhuckleberry.com with integrated booking engine. StayFi WiFi capture for guest email collection. "Book Direct & Save 10%" messaging on all OTA listings.
Phase 2: Optimization (Days 31-60)
Dynamic Pricing Engine
Deploy Wheelhouse across all 6 units with coordinated strategy - preventing units from competing against each other. Minimum rates, orphan day optimization, last-minute discounts, and premium event pricing.
Multi-Channel Distribution
Expand beyond Airbnb to VRBO, Booking.com, Google Vacation Rentals, Marriott Homes & Villas (if quality threshold met), and Houfy. Each platform optimized individually.
Social Media Launch
@stayhuckleberry on Instagram and TikTok. Content pillars: lifestyle at the units, Waldport area guides, behind-the-scenes, guest takeovers, storm watching content, dog-friendly travel. Goal: 2-3 posts/week, 2-3 Reels/week.
Phase 3: Acceleration (Days 61-90+)
Paid Digital Advertising
Google Ads: Target "Waldport vacation rental," "Oregon coast pet friendly rental," "bay view rental Oregon." Retarget website visitors. Meta Ads: Instagram/Facebook targeting PNW families, dog owners, Portland/Seattle/Bay Area audiences. Pinterest: Long-tail discovery content driving to stayhuckleberry.com.
Email Marketing & Guest Lifecycle
Automated email sequences: pre-arrival area guide, post-stay review request, "book again" follow-ups, seasonal campaigns ("Storm Season at Huckleberry," "Summer on the Bay"), and group booking outreach. Target: 20%+ direct rebooking rate by Year 2.
Group & Event Marketing
Dedicated "Group Stays" page on website. Outreach to Oregon wedding planners, corporate retreat organizers, family reunion groups. "Book 3+ homes, get 15% off" structure. Partner with local caterers, photographers, and activity providers.
Content Marketing & SEO
Blog on stayhuckleberry.com targeting long-tail search: "Best things to do in Waldport Oregon," "Pet friendly Oregon coast rentals," "Alsea Bay kayaking guide." These pages rank organically and position Huckleberry as the Waldport authority.
Creative Marketing Ideas - Unique to a 6-Unit Collection
"Pick Your Personality"
Interactive quiz on stayhuckleberry.com: "Which Huckleberry home are you?" Shareable results drive social traffic. Leverages each unit's unique design identity.
"Storm Season" Campaign
Oregon coast storm watching as a growing tourism niche. Market hot tubs + bay views + cozy interiors as the ultimate storm experience. Fills the shoulder season.
"Huckleberry Hounds"
All units are dog-friendly. Dedicated Instagram highlight, branded hashtag (#HuckleberryHounds), featured "Dog of the Month." Dog owners are fiercely loyal to pet-friendly properties.
Family Reunion Packages
Total capacity: 63 guests across 6 units. "Your own private village on Alsea Bay." Bundled pricing, coordinated check-in, and shared welcome packages.
Influencer Stays
Host 2-3 PNW micro-influencers per year in exchange for content. One well-shot Reel of a hot tub sunset on Alsea Bay can drive thousands in bookings.
Corporate Retreats
Market to Portland/Eugene/Corvallis companies for team off-sites. 6 units accommodate 20-40 people. Recurring B2B bookings fill midweek gaps.
Estimated Marketing Investment - Year 1
These costs assume the full 6-unit brand buildout. Many are one-time investments that pay dividends for years. The total is appropriate for a $400K+ revenue portfolio.
| Item | Portoro Investment | Frequency | Notes |
|---|---|---|---|
| Professional Photography | $4,000-$6,000 | One-time | 2-day shoot, 240-360 images + drone + video. Annual refresh ~$2K. |
| Brand Identity | $1,500-$3,000 | One-time | Logo, palette, guidelines |
| Website Build | $3,000-$5,000 | One-time | Integrated booking, StayFi, SEO-optimized. Hosting ~$50/mo. |
| Google Ads | $250-$500/mo | Monthly | Search + retargeting. ~$3K-$6K/yr. |
| Meta Ads | $250-$500/mo | Monthly | Awareness + retargeting. ~$3K-$6K/yr. |
| Social Media | $500-$1,000/mo | Monthly | Content creation, posting, community management. ~$6K-$12K/yr. |
| Email Platform | $50-$100/mo | Monthly | Automated sequences + seasonal campaigns. ~$600-$1.2K/yr. |
| Influencer Stays | $0-$2,000 | Annual | 2-3 comped stays/year. Cost = foregone revenue + welcome package. |
| Dynamic Pricing | $120-$180/mo | Monthly | Wheelhouse: $20-$30/listing × 6. ~$1.4K-$2.2K/yr. |
| SEO / Content | $200-$500/mo | Monthly | Blog posts, area guides, landing pages. ~$2.4K-$6K/yr. |
| Total - Year 1 | $24,940-$49,360 (includes ~$8.5K-$14K one-time + $16.4K-$35.4K ongoing) | ||
| Total - Year 2+ | $16,440-$35,360/yr (ongoing only) | ||
What Sets Professional Brand Management Apart
The Huckleberry portfolio needs more than listing management - it needs a brand strategy. Here's how different management approaches compare across the capabilities that matter most for premium multi-unit properties:
| Capability | Volume Manager | Independent Manager | Brand-Led Approach |
|---|---|---|---|
| Collection brand & website | ❌ | ❌ | ✅ stayhuckleberry.com |
| Lifestyle photography | Basic photos | Varies | ✅ 2-day professional shoot |
| Dynamic pricing coordination | Likely basic | Unlikely | ✅ Wheelhouse coordinated |
| Direct booking channel | No unit-specific | ❌ | ✅ 10%+ commission savings |
| Paid advertising | ❌ | ❌ | ✅ Targeted PNW campaigns |
| Social media marketing | Generic | ❌ | ✅ @stayhuckleberry |
| Group/event bookings | ❌ | ❌ | ✅ Dedicated group page |
| Cross-unit selling | ❌ | ❌ | ✅ Automated overflow routing |
| Guest data & email marketing | ❌ | ❌ | ✅ StayFi + email sequences |
| Owner reporting portal | Varies | ❌ | ✅ Monthly P&L + RevPAR |
| Proven track record | Volume focus | Varies | ✅ Proven portfolio results |
