Superior Shores Resort and Conference Center has been sold on January 1, 2020 to North Shore Resort Company, a family company owned by Bryce Campbell (formerly of Reston) and his mother and business partner, Sheila Campbell.
You may remember Bryce as a young entrepreneur, growing up on a farm north of Reston. He began working with the public at a very young age with a petting zoo. Bryce then moved his business efforts to town with his own movie rental business Movie Max 2000. At the age of 17, Bryce purchased the Reston Creemee. That’s where his partnership with his mother began, as he could not legally own real property. In 2007, Bryce and Sheila purchased The Berry Block (changing the name to Main Street Inn and Suites) and that same year, the Reston Motor Hotel (changing the name to The Rest’n Inn). The transformation of these two buildings began and people soon realized that Bryce had an eye for detail and an ability to turn dreams into reality. In 2010, Campbell Hospitality acquired a 20-room motel at Rainy River, Ontario with the intentions of bringing a portion of that motel to Reston, and expanding The Rest’n Inn. Things don’t always work out as planned and they found that it was a viable business on its own on the shores of Rainy River. The Rest’n Inn had a kitchen fire in 2010 and was sold to Don and Barbara Kim in 2014. In 2014 Bryce and Sheila also purchased The Adventure Inn changing the name to The Copper River Inn) in Fort Frances, Ontario and totally transformed the 70-room hotel on the border of International Falls. Their venture into Ontario is where Campbell Hospitality Group started.
North Shore Resort Company also owns Lutsen Resort on Lake Superior (purchased in 2018). Campbell said of the sale, “We look forward to expanding into the Two Harbors and Duluth market. Our goal is to be able to have lodging options to accommodate every guest that wishes to visit the North Shore.”
“It has an open-ended opportunity that is very appealing,” said Campbell, who has plans to update and expand the resort over the next several years. Bryce will be splitting his time between the two properties, where as Sheila travels to Fort Frances and tries to spend as much time as possible in Reston with her husband Kendon, grandchildren and other family and friends.
Bryce said he wants to make the rustic Superior Shores resort more “rustic-chic.” His purchase came with 131 of the 234 units at the 30-acre resort, including the Burlington Bay condo development; a lodge and event center; a restaurant, and a great deal of developable land with shoreline access.
“First on my to-do list is an overhaul of the restaurant and the addition of a spa,” said Campbell. “Hopefully by next winter we’ll also have a lot of rentals for cross-country skiing.”
Superior Shores was last re-developed in 1994. The resort offers lodging options of lodge rooms, lakehomes and condominiums. There is a bar/restaurant, 4 pools and an event center, which can accommodate up to 280 guests, making it one of the largest wedding venues on the North Shore. The Burlington Bay Condominiums were developed more recently, between 2006-2008.
The new owners will be adding more amenities and will be focused on creating a unique guest experience. Similar to Lutsen Resort, there will also be a revamp of the restaurant in the near future, which will include new menu items showcasing North Shore Cuisine.
“They’re an hour apart but really they’re different parts of the shore,” Campbell said. “That’s great for marketing synergies.”
“It will end up being one of the largest resorts overall in the state,” said Jermusek, president of SVN Northco in St. Louis Park. He said the sale is believed to be a record sum paid for a North Shore resort.