Guided by care, powered by precision.
Coral Compass is a Myrtle Beach-based crew of hospitality pros and systems nerds who care about doing things the right way. We blend coastal ease with clear numbers, honest communication, and steady routines so guests can fully relax and owners always know where they stand. Our goal is simple: build long-term partnerships and a company we can be proud of, one well-cared-for home at a time.
A small team with big ambition
Coral Compass grew from one idea: coastal homes are at their best when they are treated as one-of-a kind, not just another door in a building (looking at you, condo high-rises). That’s why we focus on single-family homes and small coastal retreats, giving each place consistent, detailed care. Transparency, easy-to-read fees, and thoughtful touches for loyal owners and returning guests help us keep the work grounded, human, and anchored in what’s right. We know where our compass points, and we love partnering with people who feel the same.
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People First
We believe the best stays, and the best partnerships, start with trust. From owners to guests to local vendors, we lead with clear expectations, straightforward communication, and follow-through that proves people matter more than shortcuts.
Built on Balance
Technology keeps us sharp, but people give us heart. We use smart tools for pricing, messaging, and reporting, then layer in real oversight so your home performs well without surprise fees or cut corners.
Coastal by Nature
We are rooted in Myrtle Beach and shaped by the rhythm of the Strand. By focusing on stand-alone homes and small coastal retreats, we can know each property by name, respect its character, and keep every experience as easy and breezy as a day by the water.
Ethan Martinsen
As Owner of Coral Compass, Ethan combines years of property, business, and technology experience to lead the company’s strategic direction. With a background spanning asset management, real estate investment, and digital systems development, Ethan focuses on building the operational backbone that allows Coral Compass to scale efficiently without losing its personal touch. His experience overseeing multimillion-dollar property portfolios and designing automation-driven business systems provides the foundation for the company’s long-term growth. Ethan’s passion for innovation and precision ensures Coral Compass remains at the forefront of a rapidly evolving short-term rental industry – delivering elevated results for both owners and guests.
With roots in Australia and a life built in Utah, Ethan’s adventurous spirit has been part of him from the start. A lifelong surfer, snowboarder, and builder at heart, he’s as curious as he is driven –whether he’s studying robotics, restoring engines, or taking to the skies with his pilot’s training. Grounded yet always chasing the next horizon, Ethan brings that same unstoppable energy to everything he builds; especiallyCoral Compass.
Doug Smith
As Owner Relations Manager, Doug serves as the vital connection between homeowners, field teams, and company operations. With a strong background rooted in client relations and business development, he takes a people-first approach to building trust and long-term partnerships. Before joining Coral Compass, Doug played a key role in helping a startup company generate over $3 million in sales in just four months – an achievement that shaped his growth-oriented mindset and commitment to scaling without sacrificing a strong foundation. Driven by a passion for creating win-win experiences, he works to ensure each property runs smoothly behind the scenes, from coordinating turnovers and inventory to streamlining owner communications, allowing both clients and teams to operate with confidence and ease.
Naturally driven, Doug brings the same steady determination to life that he does toCoral Compass. When he’s not out camping with his girlfriend and their dog, riding his motorcycle, or playing baseball with friends, he’s the kind of person people remember – loyal, quick with a joke, and always striving tomake a difference while enjoying the ride along the way.
Sara Treu
As Operations Manager, Sara ensures every moving part of the business runs with precision – from guest communications and financial oversight to process development and tech integration. With nearly a decade of experience in operations and client service management, Sara blends analytical structure with creative adaptability to keep Coral Compass efficient, responsive, and ahead of industry trends. Her background in managing multimillion-dollar corporate accounts sharpened her eye for detail and client care, skills she now applies to optimizing every guest experience and property workflow. Sara’s commitment to innovation and organization forms the foundation of Coral Compass’s day-to-day excellence.
Sara’s the kind of person who can’t help but turn ideas into motion. Whether she’s sketching brand concepts in the sunshine, reorganizing something just for the satisfaction of it, or planning the next adventure with Ethan and their dogs, she’s always chasing progress with purpose. Equal parts creative andg rounded, Sara’s happiest when building something beautiful – on the page, in business, or in life.
