A Decade of Success and Challenges in Campground Management: Insights from Lelah Campo of Cozy Hills, Connecticut 

Running a successful campground is no easy feat, as evidenced by the journey of Lelah Campo, the dynamic owner of Cozy Hills in Bantam, Connecticut. On a recent episode of the Campground Confidential podcast, Lelah shared her experiences, challenges, and successes in the campground industry, including the recent opening of a second RV park. 

Introduction to Lelah Campo and Cozy Hills

With a background in construction and association management, Lelah purchased Cozy Hills in 2014, despite having never camped a day in her life. Over the years, she has transformed the campground from a modest 115 sites to a thriving 183-site destination, complete with 10 rental units and a host of family-friendly amenities. Under her guidance, Cozy Hills has grown its revenue by an impressive 500%, emphasizing a seamless guest experience and engaging activities.

Key Takeaways from this Episode of Campground Confidential

1. Embracing Technology in Campground Management

One of the standout themes from Lelah's interview is the integration of technology in campground operations. From the beginning, Lelah recognized the importance of technology to streamline processes and enhance guest experiences. Cozy Hills was among the first to adopt Newbook’s software, enabling online bookings and license plate reading for gate access. This technology not only simplifies check-ins but also allows for effortless revenue generation through features like automated late checkout options for guests. Additionally, GPS-tracked golf carts at the campground ensure safety and reduce the need for negative interactions between staff and guests.

1. The Importance of Activities and Amenities

Lelah emphasizes the critical role of activities and amenities in attracting and retaining guests. At Cozy Hills, the focus is on providing a rich array of activities seven days a week during the summer, from outdoor laser tag to archery and a mega slide. This commitment to family-oriented activities has turned Cozy Hills into a destination campground, appealing to families looking for a complete vacation experience. Lelah’s approach demonstrates that investing in diverse activities can significantly boost occupancy rates and guest satisfaction.

1. Balancing Growth with Campground Character

Growth and expansion are essential, but Lelah is keen on maintaining the unique character of Cozy Hills. She shares the challenges of being landlocked, which limits physical expansion but also keeps the campground cozy and intimate. This balance is crucial as she recently expanded her business to include a second property, a 365-acre farm turned campground. The new property, with its 93 sites and extensive outdoor amenities, caters to a slightly different demographic, offering more space for outdoor adventure while retaining the charm that guests love about Cozy Hills.

1. Navigating the Challenges of Campground Ownership

Lelah’s journey is not without its challenges. From dealing with zoning laws and community acceptance for her new campground to managing the high costs of property taxes, Lelah has faced numerous obstacles. She advises potential campground owners to choose locations where their presence is welcomed and to navigate local regulations carefully. Her pragmatic approach to overcoming these hurdles showcases the resilience and strategic thinking necessary for success in this industry.

1. Fostering a Positive Guest Experience

Customer service is at the heart of Cozy Hills’ success. Lelah highlights the importance of pleasant guest interactions and the role of technology in minimizing conflicts. For instance, remote lock systems for cabins eliminate issues with late checkouts, allowing guests to extend their stay easily while ensuring timely turnover for new arrivals. Recording phone calls for quality assurance helps in training staff and resolving disputes, ensuring a consistently high level of service. Lelah’s focus on enhancing guest experience through both personal interactions and technological tools underscores her commitment to hospitality.

Conclusion

Lelah Campo’s story is a testament to the dedication and innovation required to run a successful campground. Her ability to leverage technology, invest in engaging activities, balance growth with maintaining character, navigate operational challenges, and prioritize guest experience offers valuable lessons for current and aspiring campground owners. As Lelah continues to expand her business and face new challenges, her insights provide a roadmap for success in the evolving landscape of outdoor hospitality. For those in the industry, her journey is both inspirational and instructive, illustrating the potential for growth and excellence in campground management.

Enhancing Guest Experiences in Outdoor Hospitality: Insights from Amy Hansen of Amity Outdoors Management and Consulting

In this episode of Campground Confidential, we talk to Amy Hansen, a seasoned expert in property management and RV resort operations. With over 25 years of experience, Amy has built a stellar reputation in the outdoor hospitality industry, particularly in managing RV parks, RV resorts, and campgrounds. Her journey from a general manager at an RV resort to a director of operations for various properties underscores her extensive knowledge and passion for the industry.

Amy Hansen's career in property management began with a strong foundation in real estate investment. Her early experiences managing investment properties paved the way for her entry into the outdoor hospitality sector. Over the years, she has developed expertise in rate and revenue analysis, site optimization, brand development, and leadership training. Today, Amy heads Amity Outdoors Management and Consulting, where she leverages her extensive experience to help campground owners and operators enhance their operations and guest experiences.

Key Themes from the Interview

1. The Importance of Guest Experience

Amy emphasizes the centrality of guest experience in the outdoor hospitality industry. She believes that personal connections with guests are crucial and that staff should strive to make every guest feel valued and heard. Amy advocates for a balance between automation and personal interaction, ensuring that while technology can streamline operations, it should not replace the human touch that defines excellent guest service.

2. The Role of Property Management and Consulting

Amy discusses the various ways property management companies and consultants can support campground owners. These services range from comprehensive third-party management to specific tasks like rate analysis or software evaluations. Amy highlights that property management is not a one-size-fits-all solution and that services can be tailored to meet the unique needs of each campground.

3. Navigating Rate and Revenue Management

With rising costs and rate sensitivity among campers, Amy stresses the importance of transparent pricing and regular rate evaluations. She advises campground owners to avoid hidden fees, which can lead to negative guest perceptions, and instead focus on providing a value-driven experience that justifies the rates. Regular market competition analysis is also essential to ensure rates remain competitive and fair.

4. The Challenge of Reputation Management

In today's digital age, managing online reputation is critical. Amy encourages campground owners to respond to both positive and negative reviews with care and transparency. By acknowledging guest feedback and addressing concerns openly, campgrounds can build trust and improve their reputation. Amy also recommends proactively encouraging satisfied guests to leave positive reviews.

5. The Evolution of Technology in Campgrounds

Technology plays a significant role in modern campground management, from online reservations to automated services. Amy discusses the importance of choosing the right property management software (PMS) and the potential pitfalls of selecting a system that doesn't fit a campground's specific needs. She shares her experience of demoing multiple PMS options for clients to find the best match, highlighting the value of consulting expertise in making informed decisions.

Enhancing Operations with Expert Guidance

Amy Hansen's insights reveal the multifaceted nature of managing RV parks and campgrounds. Her emphasis on guest experience, transparency in rate management, and the strategic use of technology provides a roadmap for campground owners seeking to improve their operations. By embracing the expertise of property management companies and consultants, campground owners can alleviate some of the burdens associated with day-to-day management, allowing them to focus more on creating memorable guest experiences.

Amy's passion for the industry is evident throughout the interview. She encourages campground owners to find joy in hospitality and to continuously seek ways to enhance their services. Whether it's through small, meaningful interactions with guests or by leveraging technology to streamline operations, the goal is always to create an environment where guests feel valued and welcomed on a human level. 

In the outdoor hospitality industry, the guidance of experienced professionals like Amy Hansen can make a significant difference. By focusing on guest experience, transparent rate management, effective reputation management, and the strategic use of technology, campground owners can navigate the challenges of the industry and achieve long-term success. 

In this episode of Campground Confidential, Maddi Bourgerie, Senior Director of Communications at RVshare, joins us to discuss the ins and outs of hosting RV renters at your campground or RV park.

Maddie has worked in the industry for a decade, visited almost all 50 states, and rented more than 20 RVs. She is dedicated to the company’s mission to help travelers experience the magic of an RV adventure. Maddi has RVed on the East and West Coast checking off National Parks and music festivals from her bucket list. Her career has been dedicated to sharing her passion for travel. 

RVshare is the largest online community for RV renters and owners with a diverse selection of vehicles for rent across the United States, ranging from luxury motorhomes to cozy camper vans. There are more than 60,000 owners nationwide who rent their vehicles for others to experience the magic of an RV trip. 

RVshare’s Campground Partnership Program is a free program that allows RVshare to build out a community of campgrounds that they can recommend to their users. In return, the program gives campgrounds around the country the opportunity to engage with RVshare’s audience and make additional revenue by referring users to book an RV through RVshare. 

Increase reservations for RV camping spots

Having a campground listing created on RVshare while also getting additional exposure on RVshare’s ‘Top Campground’ pages

Additional incremental revenue for referring users to RVshare.com to book an RV

List and rent on-property RV units for free - including Park Models 

Having your park recommended as an approved RV Delivery location to RVshare users 

8% commission for any booking the campground refers to RVshare.  

The average booking on RVshare is about $900 which comes to an average of $72 in commission per booking for the campgrounds.  

A $25 referral bonus for any RV owner that comes from the campgrounds site to RVshare.com and creates a new listing on RVshare

The program has 518 campgrounds signed up to date

Roughly 300 campgrounds host live links promoting RVshare on their websites

Around 20% are top performing campground partners sending RV bookings to RVshare and making money for each of those bookings

Many campground owners have insurance concerns when hosting an RV renter on their property. On this episode, Maddi discusses the benefits of working with a vetted peer to peer rental platform like RVshare, noting that each and every RV rental is required to secure RVshare Insurance and Protection in case anything accidental happens while the RV is on a trip. This also includes trips where the RV may be delivered or stationary for the duration of the trip. Even if the RV is delivered or stationary, damages may still occur, examples include fire, acts of nature like storms and falling trees. RVshare also vets all of their renters, with ID verification, criminal background checks, and driving history reports.

In this episode, Maddi shares an example of a campground that is benefiting from embracing the RV rental trend. Camp Margaritaville in Auburndale refers about 10 rentals a month to RVshare, and receives a referral bonus in return. When checking a customer in, they ask if the RV is rented and request the name and number of the owner to keep on file in case of an emergency. 

The campground has specific policies around delivery and set up of rentals. They also have a page on their website explaining RV rentals and campground policies. They only allow rentals through vetted, reputable rental companies, which allows them to benefit from the growing rental market while limiting their risk. 

RVshare has officially added park models as a new product category on their rental platform. Renters are very inclined to stay in stationary or delivered RVs at a campground, so now RVshare is allowing campground partners to list their park model RVs on RVshare.com. 

For more information about everything discussed in this episode, check out the Campground Partnership Program on the RVshare website, or reach out to [email protected].

On this episode of Campground Confidential, we talk with Marcia Neese, owner–along with her husband Jim– of RiverWalk RV Park in Jonesville, North Carolina. Marcia and Jim spent two years building their campground, and then opened RiverWalk RV Park in 2020…right in the middle of the pandemic. 

Even though the journey to opening the campground was not without its challenges, Marcia’s prior professional experience in sales and managing multi million dollar businesses has been worth its weight in gold. She also attributes their success to their commitment to leading with their heart and always trusting their instincts to provide an amazing guest experience for all their visitors. 

Campground Details: RiverWalk RV Park

Nestled along the Yadkin River in Jonesville, North Carolina, RiverWalk RV park offers a unique blend of nature and community-focused amenities. With 51 meticulously planned sites, the campground caters exclusively to transient RV campers, providing a serene escape for families and outdoor enthusiasts who are typically just an hour's drive from home. This proximity allows for frequent visits and a steady clientele looking for a quick yet refreshing getaway. 

Although the RV park has been booked solid on weekends since its opening season, Marcia and Jim do not plan on expanding the campground footprint. They love the size of the current campground, and focus on enhancements for their current campers. 

Building RiverWalk RV Park

Marcia’s transition from a 30-year corporate career into campground ownership was driven by a desire for change and a new challenge as she and her husband both approached 50. Jim Neese, a former professional athlete with a background in grading and construction, shared her desire for a change. Together, they embarked on creating a campground from the ground up. The couple's journey began with a frustrating experience trying to book an RV park spot, which sparked the idea that they could offer something better. They envisioned a place that fused their love for community with a welcoming, friendly camping experience.

Armed with determination, the couple started by transforming a piece of overgrown land. Jim personally graded the land, ensuring each site was perfectly level—a nod to his attention to detail and background in grading. The initial design was simple, sketched on a paper towel, and evolved as they built the campground. They focused on a guest-centric approach, shaping the park to offer the best possible experience from the perspective of campers rolling into their carefully crafted haven.

RiverWalk RV Park Partners with Local Vendors to Enhance Guest Experiences

From the beginning, Marcia aimed to weave the local community into the fabric of her campground. She started by introducing 'Sit Back and Relax Saturdays', a tradition that brings different local food trucks, dessert vendors, and a pop-up mobile bar to the campground every weekend. A local brewery helped set up an onsite bar, further anchoring the park within the local economy.

Marcia expanded the campground’s offerings by including diverse activities coordinated with local businesses: ax throwing sessions, live music events, and themed bingo nights named 'World Famous RiverWalk Bingo', where winners shout "I love RiverWalk!" to claim their prizes. These activities not only entertain guests but also support local artists and entrepreneurs, many of whom struggled during the disruption of Covid-19 shutdowns. .

Guest Insights at RiverWalk RV Park

Marcia's campground attracts mainly local campers—about 80 to 85% live within an hour's drive. This insight allowed her to tailor her marketing strategies effectively, utilizing data to focus efforts where they would have the most impact. Her campground has become a favored local spot for quick retreats, providing a beach-like experience with a man-made tranquil sandy beach that draws guests, especially during warmer months.

Lightning Round Insights

During the lightning round, Marcia emphasized the importance of community and personal connection in her business philosophy. She shared that the initial plan to create a hands-off investment quickly gave way to a full-time passion, underscoring her commitment to ensuring every guest’s stay is memorable. Her advice to new campground owners is to dive in with passion and be prepared to work hard and adapt, reflecting her own experiences of building and nurturing a successful campground from scratch.

RiverWalk’s story exemplifies how a personal touch, combined with community integration, can transform a simple campground into a thriving local retreat. Marcia reminds us that thoughtful management, guest-centered operations, and local collaboration can lead to a successful campground where guests and local vendors alike find a ton of joy…and plenty of economic value.

This episode of Campground Confidential features Chris Pyle, the Director of Operations at RV Self Park, a small, family-owned campground business. In this multifaceted role, Chris has worn various hats, handling everything from answering calls and spearheading marketing initiatives to overseeing upgrades at the park. 

His journey into the outdoor hospitality industry began with a solid foundation in customer service as a recruiter prior to joining RV Self Park. This experience equipped him with the interpersonal skills and client-focused mindset that have proved instrumental in his transition into the world of hospitality. Chris's commitment to providing exceptional service and ensuring a positive guest experience has been a driving force throughout his career.

The concept of RV Self Park is rooted in providing a simple, automated, and stress-free overnight stay for transient travelers. The idea stemmed from the founders’ experiences as they RVed across America and often found themselves looking for a safe and affordable place to spend the night while they were driving from point A to point B. The challenge became finding a place that was close to the interstate and wouldn’t be too expensive considering they wouldn’t be using the large majority of campground amenities. 

Of course, RVers know that a common solution to the dilemma of looking for a safe place to sleep without paying a high price point is stopping in parking lots of businesses like Walmart and Cracker Barrell. Many of these locations allow RVers to park overnight for free. However, noise, light, lack of hookups, and the variety of local ordinances make this a less than ideal solution for many travelers.

Enter RV Self Park. 

The first RV Self Park location opened in January of 2020 in West Sullivan Missouri right off I-44. The goal was “meet the needs of the RV traveler who” was looking for “a convenient, hassle-free, safe place to park for between a few hours, to a few days.” The greatest challenges came with developing the automated technology for guests and also communicating processes and expectations that RVers were not accustomed to with this entirely new model of campground. 

The second RV Self Park location recently opened in Kingsland, Georgia. In this episode Chris discusses how they chose this location and the goals for growing the company and franchising their unique model.

Takeaways

RV Self Park offers a simple, automated, and stress-free overnight stay for transient travelers.

Choosing the right location is crucial for the success of any campground, but particularly when you are serving transient guests.

Trends in the campground industry indicate a growing demand for convenient and hassle-free overnight stays.

Dynamic pricing and promotional pricing can be effective strategies for attracting guests.

Owning and operating a campground requires attention to detail and the ability to adapt to guest needs.

Chapters

00:00 Introduction and Background

00:36 RV Self Park Concept

07:03 Challenges and Solutions

08:01 Frustrations in the Campground Industry

09:02 Choosing the Right Location

11:36 Expansion and Franchise Model

20:55 Pricing and Promotions

25:57 Personal Camping Experience

27:02 Challenges with Guests

28:18 Dynamic Pricing and Promotional Pricing

30:22 Advice for Opening a Campground

31:01 Controversial Campground Rule

31:49 Misconceptions about Running a Campground

32:06 Conclusion

Campground Confidential is brought to you by Park Vendor Review. Visit ParkVendorReview.com to search, save, rate, and review vendors in the outdoor hospitality industry. 

Our guest on this episode of Campground Confidential is Garrett Weber-Gale who describes himself as a husband, father, athlete, and entrepreneur. He is perhaps most well-known as an athlete, having won two Olympic gold medals at the Beijing Olympics in swimming, and for having broken eight American Records and Four World records, one of which still stands today that he set in Beijing along with Michael Phelps, Jason Lezak, and Cullen Jones in their epic 400 freestyle relay that beat the highly favored French team. 

Garrett started his first business at the age of twelve and went on to run a sports nutrition business. He continues to grow his outdoor adventure business Discover Term, was a partner and COO at Campground Booking that he helped sell to Camping World in 2021, and is now building a new hospitality brand called Gather Campgrounds. 

The first Gather Campground recently opened in Belton, Texas about 45 minutes north of Austin. The property contains 141 sites just across the street from Bell County Expo Center, which hosts over 400 events per year ranging from rodeos, dog shows, and monster trucks and the event center is certainly a significant part of the campground strategy.  

In this episode Garrett shares the story of opening Gather Campground. He is clearly passionate about providing an elevated guest experience, and shares specific examples of how they go above and beyond for their guests, such as helping someone secure a hard-to-find replacement part for a necessary RV repair. 

Garrett also discusses the challenges and lessons learned from building the campground and shares his plans for future expansion. He touches on the topics of dynamic pricing, promotional pricing, and the trend of people working from the road. Overall, the conversation highlights the dedication and passion required to be a successful campground owner.

• Providing a great guest experience is crucial for the success of a campground.

00:00 Introduction and Opening of Gather Campground

01:07 Description of Gather Campground

04:25 Major Amenities at Gather Campground

06:21 A Playground for Adults

07:19 Origin Story of Gather Campground

09:08 Location Selection for Gather Campground

10:24 Competitive Landscape and Target Market

11:33 Guests Working from the Road

15:49 Importance of Great Showers and Amenities

18:13 Guest Experience at Gather Campground

23:36 Lessons Learned from Building the Campground

28:21 Future Plans for Building More Campgrounds

29:01 Dynamic Pricing and Promotional Pricing

30:02 Camping for Fun

30:36 Biggest Mistake in Building the Campground

31:52 Building Another Campground

32:23 Misconceptions about Being a Campground Owner

Our guest on this episode of Campground Confidential by Park Vendor Review is Johann Schnell who joins us to talk about SBA Campground Financing. 

Johann worked in commercial banking from 2006-2019 and then moved into the area of SBA financing. His company works with everyone from start up businesses to enterprise corporations, and has personally done financing packages for all the programs we discuss on this episode for more than 12 years. 

Johann is currently at a Community Development Company–otherwise known as a CDC–which is a finance company specifically designed to administer the 504 loan program for SBA in Florida, Georgia, and Alabama. He has financed numerous campgrounds in that region and today he joins us to share information about financing for those who may be looking to buy or develop a campground property. 

This type of commercial loan is done directly with the bank, and banks are typically asking for 30% down, and offering 70% financing on average. These types of loans are the least expensive in fees, there is typically faster decision making, and a short–if any–prepayment penalty. On the other hand, these loans require the highest down payment, a shorter loan maturity (20 years most often), and shorter terms (most are 10 year terms). They are also harder to get approved

An SBA 7A loan is directly through the bank, where they use the SBA to help provide protection for the project. The SBA acts as assistance to the bank and the business owner by providing a guarantee to the bank on 75% of the principal balance. The bank underwrites the loan according to SBA guidelines. If the loan ever goes bad, the bank can ask the SBA to make them whole on the protected part of the balance. The business owner pays the SBA a fee, in addition to normal bank fees and closing costs.

SBA 7a loans require 90% financing, and a three-year prepayment penalty. This is the most expensive loan option since the SBA charges a fee based on the total loan. Depending on the project, more collateral than just the campground could be required. The program is capped at five million. 

The SBA 504 Loan program is a two-mortgage combination of a bank loan (first mortgage) and an SBA loan (second mortgage). This allows the SBA to offer the business owner a fully fixed rate for the 25 year lifespan of the loan. The SBA obtains lower pricing in the bond market than the banks do on their loans. The business owner pays the SBA fees only on the second mortgage.

The SBA 504 loan allows for less money down than a conventional loan, and ranges between 80% financing and 90% financing. It has lower interest rates than the 7a loan, and even the bank’s first mortgage is priced lower than what they offer with a 7a loan. The SBA second mortgage is the lowest rate in the market. 

The loan also will have lower fees than the 7a loan since the SBA fee is based only on the second mortgage. There is less collateral required than a 7a loan. Plus, the five million SBA cap is only on the second mortgage. However, two loans mean two payments. Additionally, the SBA 504 loan has a declining 10-year prepayment penalty. It will also require more money down than a 7a loan.

·         Purchase of the Land

·         Costs of Construction: ard costs and soft costs

·         Costs for contingency, interim interest

·         Costs for FF&E

·         Bank Fees and Closing Costs

·         Working Capital: payroll, marketing, insurances

·         Business plans with 3 years of projections

·         Tax returns and personal financials for all the owners

·        For an existing campground, the seller will need to provide the business financials/taxes

The Current Landscape

·         Costs of Land and Construction are affecting financing in a few ways. The margins have tightened on many locations. SBA 7a loans are capped at five million dollars, and lenders are leaning more on a 7a loan plus a conventional loan for the difference.

·         Higher Interest Rates are affecting campgrounds in a few ways. Existing campground owners with a 7a loan might be at a really high rate right now, so refinancing into a 504 loan is attractive for some situations.  Banks are currently looking to increase 504 loans so they can advertise an overall lower rate. They also cover their risk by only having half of the financing project on their books.

There are three main financing options for campgrounds: conventional loans, SBA 7A loans, and SBA 504 loans.

Conventional loans are the easiest and most common option, but they require a higher down payment and often have variable interest rates.

SBA 7A loans provide 90% financing and are commonly used for purchasing existing campgrounds.

SBA 504 loans are specifically for financing the purchase of commercial real estate and offer fixed-rate financing.

Campground owners should consider their specific needs and financial situation when choosing a financing option.

It is important to have a good relationship with a banker who understands campground financing.

When financing an existing campground, the loan can include the purchase of the business and improvements to the property.

For ground-up construction, the SBA 504 loan is often the best option as it allows for financing of land purchase and construction costs.

The current landscape of campground financing is impacted by rising construction costs and interest rates.

00:00

Introduction and Overview

01:01

Conventional Loan

04:12

SBA 7A Loan

07:52

SBA 504 Loan

11:07

Combining Financing Options

15:23

Finding a Good Banker

19:10

Financing Existing Campgrounds

21:07

Financing Ground-Up Construction

23:37

Current Landscape of Campground Financing

28:52

Lightning Round: Camping Questions

31:41

Conclusion

Our guest on Campground Confidential is Kathryn Berta, owner--along with her husband Alan--of the Brattleboro North KOA Journey in East Dummerston, Vermont.

This is a gem of a campground that I have personally visited quite a few times over the last decade. Kat and Alan purchased the property in 2019, while she was still in her late 20s. She takes a fresh approach to earned media placements, including being interviewed by Readers Digest about camping mistakes she witnesses at her own campground and giving advice to new campers about ways to avoid these faux pas. Kat feels strongly about providing an amazing customer experience, offering concierge-like services to her guests. And we’ll talk specifically about these strategies in this episode. 

Kat is going into her sixth year of campground ownership, but we return to the beginning of the story and discuss the purchase of the campground and the challenges of the first year.

Kat emphasizes the importance of providing customized experiences for guests and shares her advice for new campground owners. The Brattleboro North KOA Journey provides what Kat calls "one-pagers" which provide detailed information for exploring hidden gems and local treasures. Kat has found that these trip guides actually help people find the campground via SEO when they are planning their trips to the Vermont area. You can find examples like the Covered Bridge tour on the Brattleboro North KOA Journey campground blog. The conversation concludes with a discussion on dealing with negative reviews and a controversial campground rule.

Throughout this conversation with Kat, one thing was abundantly obvious--she places the customer experience at the center of her decisions as a campground owner. This effort has resonated with guests, as is evident in the number of 5-star campground reviews that mention the owners and the friendly staff. 

Takeaways

• Providing customized experiences and unique amenities can attract and retain guests.

Chapters

Ali Rasmussen is the CEO and Creative Director of Spacious Skies Campgrounds, a dynamic collection of campgrounds unified by a “cosmic” night-sky theme. Her journey into the industry began during the early days of the COVID-19 pandemic when Ali and her co-founder and husband, Eric Rasmussen, purchased their first travel trailer. Embarking on a three-month family adventure with their three young children, they explored over 25 campgrounds of all varieties, sparking their vision for a unique-yet-consistent "collectible" camping experience.

Upon realizing, on the closing day of campground #1, that third-party management wouldn’t meet their expectations, Ali and Eric restructured their business approach to include a solid operational foundation. In just 18 months, they successfully acquired 15 campgrounds, expanded their workforce from a team of two to approximately 150 employees company-wide, and introduced the Cosmic Camper Loyalty Program, the first of its kind in the private campground space in decades.

Ali leverages her storytelling prowess and entrepreneurship-focused education to enrich the Spacious Skies brand and foster a corporate culture of collaboration and experimentation. Taking advantage of her newcomer status in an established industry, she champions a company-wide commitment to inclusivity and proudly supports and partners with influential organizations dedicated to diversifying the camping customer base, including Girl Camper, LGBT+ Outdoors, and Latino Outdoors. Notably, in March 2023, Spacious Skies Campgrounds made history as the first private campground group to join forces with Black Folks Camp Too, serving as beta testers for their pioneering Unity Blaze Certification Program.

Prior to founding Spacious Skies, Ali held marketing and operations roles across various industries, encompassing real estate, technology, music education, and artist management. However, her most profound insights were gleaned from her five years as the primary caregiver in the Rasmussen household. Ali actively contributes to the industry, having served on the National ARVC Core Brand Team and presently serving on the National ARVC DE&I Task Force and the Campspot Software Advisory Council. She holds a Bachelor of Music in Classical Voice from New York University and a Master of Business Administration from Duke University.

On this episode of Campground Confidential, Ali shares more about the background of Spacious Skies Campgrounds and its focus on nature and the great outdoors. Allie emphasizes the importance of creating a strong brand and highlights the visual representation of the brand through logos and merchandise. She also provides insights on how to differentiate a campground brand and the importance of understanding the target customer base. 

Tune in to hear us discuss the use of dynamic and promotional pricing, the impact of negative reviews, and the tasks she just can’t seem to delegate to other team members. 

Key Takeaways for Building a Campground Brand:

1. Create a brand manifesto that outlines what your brand stands for and who your target customer is.

Chapters

00:00 Introduction and Background

02:03 Overview of Spacious Skies Campgrounds

03:00 Unique Features of Spacious Skies Campgrounds

06:20 Differentiation from Other Campgrounds

11:00 Starting and Growing Spacious Skies Campgrounds

19:10 Taking Over the First Campground

23:50 Building an Operations Platform

24:29 Leading with Brand

26:46 Creating a Brand Manifesto

28:09 Visual Representation of the Brand

30:21 Highlighting Unique Aspects of the Campgrounds

32:45 Keeping Up with Trends

38:41 Biggest Mistake as a New Campground Owner

39:32 Favorite Thing About Being a Campground Owner

40:13 Least Favorite Thing About Owning Campgrounds

41:26 Building a Campground

42:10 Dynamic Pricing

42:40 Promotional Pricing

43:11 Unforgettable Negative Review

44:50 Task Not Handed Off to an Employee

45:27 Misconceptions About Being a Campground Owner

Our guest on this episode of the Campground Confidential podcast from Park Vendor Review is Evanne Schmarder. Evanne has been teaching, talking, and writing about digital marketing for outdoor hospitality for more than 20 years. Maybe you read her monthly Modern Marketing column in Woodall’s Campground Management; maybe you own a copy of her book, Marketing Your RV Park/ Campground Online; or maybe you have seen her speak at an industry event somewhere across the United States or Europe. 

Many of Evanne’s grow-your-park business projects were firsts among the RV park and campground sector, such as the Digital Marketing Benchmark Study, CPO certified Digital Marketing Workshop, and the Digital Marketing Bi-Weekly Trend Digest.

Her business, Roadabode Productions, is where outdoor recreation business owners and operators come for digital marketing consulting, program reviews, and destined-to-succeed mentorships.

In this episode, Evanne shares a mini-masterclass in modern RV park and campground marketing, focusing on using video to successfully communicate with your customers across digital platforms.

Campground owners continue to struggle with producing and sharing video--mostly from a time-management perspective--but Evanne emphasizes that it is critical to any current digital marketing strategy. We discuss tips for creating video content that can be used in various ways on various platforms, and also how to empower folks that are around your campground on a daily basis to capture the kind of authentic content that works so well on social media channels.

Above all, Evanne emphasizes the need to understand who your customer is, and to continually adjust your marketing strategy to reach that customer. From talking to your customers in person to sending text messages and email surveys, we detail best practices for keeping your finger on the pulse of your clientele. 

Evanne Schmarder has decades worth of experience helping RV park and campground owners successfully market and grow their businesses. Listen to this episode and gain both inspiration and practical tips for growing your customer base via digital marketing in 2024.