Matt Smith of Thunder Bay Resort

Growing up in Northern Michigan, Matt Smith has always had a love for the outdoors and small-town life. It’s that connection to the area and appreciation for its natural beauty that has kept Matt rooted in the region.

After attending Hillman High School and studying network administration and computer information systems at Alpena Community College, Matt developed a strong foundation in technology and systems management – skills he’s implementing as the owner of Thunder Bay Resort.

Situated on a 320-acre property in Hillman, Thunder Bay Resort offers a variety of accommodations and year-round activities, from its golf course – first developed by original founder and property owner Jack Mathias in 1971 – to the resort’s renowned guided elk tours on horse-drawn carriages through a 160-acre nature preserve. After Jack passed away in 2024, Matt took over, using his educational background and knowledge of the area to help modernize operations and capture the essence of Northern Michigan.

With a vision toward making the resort a year-round destination, Matt is committed to creating the ultimate Michigan experience that includes sun, snow and even a little bit of thunder.

What was your career path that ultimately led you to Thunder Bay Resort?

I spent about 20 years working for Alltel and Verizon, holding a variety of roles in sales, marketing and leadership. That experience taught me a lot about customer relationships, strategic growth and the importance of building strong teams. Over time, those skills inspired me to branch out: I earned my real estate license and began managing my own VRBO rentals, which deepened my interest in hospitality and property management. When the opportunity arose to become involved with Thunder Bay Resort, it felt like the perfect blend of everything I’d done – combining leadership, business operations and a passion for creating memorable guest experiences here in Northern Michigan.

How does Thunder Bay Resort serve as a destination for Michiganders and those visiting the state, and what is your vision for its future under your leadership?

Thunder Bay Resort offers something truly unique, where you can golf one day, take a horse-drawn carriage ride through an elk preserve the next and stay overnight in cozy lodges or chalets. It’s that combination of rustic charm and genuine Northern Michigan hospitality that makes it special. Whether you’re here for a romantic getaway, a family trip, or a group event, it’s the kind of place where people make memories they talk about for years.

My vision is to continue growing Thunder Bay as a year-round destination. That means expanding our lodging options, improving amenities and creating more unique experiences for guests – from new chalets and vacation rentals to events like sleigh rides, wine dinners and weddings. We’re working toward developing a full resort atmosphere, adding new amenities such as massage therapy, a salon and more on-site activities for guests to enjoy. We’re also planning fun additions like putt-putt golf, disc golf, glow golf and a Hole-in-One Challenge, giving families and groups even more ways to relax and have fun while they’re here.

Another big part of our vision is to make Thunder Bay Resort a place where small and medium-sized businesses can host conferences, retreats and team-building events, blending work and leisure in a Northern Michigan setting that’s both productive and refreshing.

We’re also expanding our wedding offerings, creating more comprehensive services for couples looking for that perfect Northern Michigan experience. From elegant outdoor ceremonies to full-service receptions and weekend lodging packages, we want Thunder Bay to be a place where couples and their guests can celebrate surrounded by natural beauty and warm hospitality. Ultimately, the goal is to make Thunder Bay Resort a destination where guests can experience it all – relaxation, adventure, celebration and connection – all in one place, all year long.

How has being from the area impacted your work with Thunder Bay Resort?

Being from the area, it’s been incredibly rewarding to help shine a light on what makes Montmorency County so special. Every time a guest tells me they can’t believe a place like this exists right here in Michigan, it reminds me why we do what we do. Thunder Bay Resort helps bring people to Hillman who might never have discovered it otherwise. And once they’re here, they see what we see every day: a beautiful community surrounded by nature and genuine people. Thunder Bay Resort is more than just a place to stay; it’s an experience built by people who care deeply about this area. Whether you’re visiting for the first time or returning for your tenth, we want you to feel like part of the Thunder Bay family.

Outside of work, what are things you enjoy doing around Michigan?

I enjoy going outdoors whenever I can: golfing, exploring new parts of the state and spending time with family and friends. I’m also an avid ATV and side-by-side enthusiast who enjoys spending time on the trails throughout Northern Michigan. There’s something special about exploring the woods, lakes and backroads this region has to offer. Northern Michigan has so much to enjoy – from the lakes, trails and small towns to local food spots – that it’s hard not to find something to love here.

Michigan is special because it still feels authentic. Hillman has that small-town warmth and friendliness that you just can’t fake. It’s peaceful, but it’s also alive with community events, outdoor activities and a sense of pride that runs deep. People come here to slow down and rediscover what matters – and that’s something worth sharing.