MC Fireside Chats, an Outdoor Hospitality Podcast

February 25th, 2026 Episode Recap

The February 25th, 2026, episode of MC Fireside Chats, hosted by Brian Searl, focuses on the cutting edge of AI and technology within the outdoor hospitality industry. The panel features recurring guests Matt Whitermore (Climb Capital), Kurtis Wilkins (RJourney), and Cara Csizmadia (CCRVA), alongside special guest Patrick Mullen (AffinityX). The discussion centers on the rapid evolution of AI, moving beyond simple chatbots to sophisticated agent-based systems that are reshaping business operations and marketing strategies for campgrounds and RV parks.

Kurtis Wilkins opens the session by introducing the "Dark Factory" pattern, a sophisticated AI agent workflow. He describes a system where a core agent manages a team of sub-agents—such as specialized legal, finance, and operations personas—to complete complex tasks like rewriting an entire HR handbook in parallel. This approach allows for massive organizational efficiency and flexibility, enabling businesses to rewrite operational foundations in hours rather than months.

Brian Searl provides context for this technological leap, noting that while the industry is discussing advanced agents, global adoption remains low. He cites data showing that only 0.3% of the world's population pays for premium AI tools like ChatGPT or Claude, and 84% have never touched AI at all. Despite this, he emphasizes that for those in the industry, steering conversations with specific "expert" personas is already standard practice and essential for staying competitive.

Patrick Mullen shifts the focus to digital marketing, explaining how his team at Influence Outdoor Hospitality uses AI agents to analyze complex Google Ads campaigns. He notes that while Google provides its own AI suggestions, specialized agents can look at specific signals like assisted conversions and attribution more effectively than a team of humans. He highlights the emergence of "point solutions"—AI wrappers trained on specific industry data—that offer more accurate results than general models.

Cara Csizmadia raises concerns regarding the shift in search behavior, specifically the introduction of travel ad formats within Google’s AI Overviews. She questions how independent campground operators can compete with large Online Travel Agencies (OTAs) that may dominate these new AI-driven spaces. The panel discusses the "zero-click" search phenomenon, where users get all the information they need from an AI snippet without ever visiting a campground's website.

Patrick Mullen responds by emphasizing that foundational SEO remains critical. He explains that for campgrounds to appear in AI results, they must focus on "answering the questions" through robust FAQ sections and properly marked-up content that addresses specific guest needs, such as being pet-friendly or having specific amenities. He suggests that localized businesses still have a significant opportunity to win in intent-based searches.

Matt Whitermore shares his experience transitioning from standard AI interfaces to "Claude Code," a local developer tool. Though not a developer, Matt explains how using this technical environment allowed him to replicate and optimize months of strategy work in just two hours. He highlights the shift toward "vibe coding," where non-technical operators can use AI to build custom software and departmental strategies by simply describing their business processes.

Kurtis Wilkins adds that this accessibility to custom software is revolutionary but warns of the risks, noting that while AI is solving impossible mathematical and coding problems at an exponential rate, it still requires human commitment to refinement. He points out that AI has moved from high school-level capability to the cutting edge of mathematics in just one year, underscoring the speed of change operators must navigate.

Brian Searl demonstrates the sheer speed of modern AI by showing an application called "Chat Jimmy," which generates the full code for a comprehensive campground iOS app in 0.18 seconds. He predicts that in the near future, software will be written in real-time as users open their computers, essentially eliminating the traditional "moat" that software providers currently rely on for competitive advantage.

Cara Csizmadia reflects on the personal and emotional shift in AI interaction, mentioning how some individuals now use voice mode to "process" their lives and business problems. The panel discusses the efficiency of voice-to-text for brainstorming and the implications of AI systems "learning" an individual's personality over time, leading to both massive productivity gains and new privacy considerations.

In closing, the participants share their contact information, including Cara Csizmadia for the Canadian Camping and RV Association, Matt Whitermore for Climb Capital and Unhitched Management, Kurtis Wilkins for RJourney, and Patrick Mullen for Influence Outdoor Hospitality. Brian Searl concludes by inviting listeners to the upcoming data and analytics episode and promoting the newly released 2026 Insider Perks pricing report.

Shorter summary: Host Brian Searl led a discussion on the rapid evolution of AI agents and "dark factory" patterns with experts Matt Whitermore, Kurtis Wilkins, Cara Csizmadia, and Patrick Mullen. The panel explored how these technologies are revolutionizing campground operations and digital marketing, emphasizing that even non-technical operators can now leverage high-speed AI tools to build custom software and optimize guest acquisition strategies.

In the latest episode of MC Fireside Chats, host Brian Searl, the Founder & CEO of Insider Perks and Modern Campground, welcomed a panel of recurring and special guests to discuss the current state of the outdoor hospitality industry. The session featured recurring experts Jeff Hoffman, a Board Member at OHI; Sandy Ellingson, a prominent RV Industry Advisor; Mike Harrison, Chief Operating Officer at CRR Hospitality; and Robert Preston, CEO & Founder of Unhitched RV. Joining them as a special guest was Saurav Ghosal, the owner and property manager of Sojourn Lodging, who provided a fresh perspective as a new operator in the competitive Smoky Mountains market.

The conversation opened with a look at significant industry shifts, specifically highlighting the recent $97 million portfolio acquisition by Blue Metric. Robert Preston noted that this deal serves as a major data point for the industry, suggesting that while acquisitions may pick up in the latter half of 2026, many future deals might involve distressed assets rather than typical on-market sales. Brian Searl echoed this sentiment, pointing out that some properties overbuilt or overpaid during the 2021-2022 boom and are now facing a reality check as guest booking windows shorten and economic pressures mount.

Addressing the operational side of these shifts, Mike Harrison shared that volume in inquiries and transactions has recently picked up after a quieter fourth quarter. He observed that many properties developed in the last few years are now missing their financial marks and debt service coverage ratios (DSCR). Mike Harrison compared this to historical cycles in the hotel industry, suggesting that these transition periods, while difficult for current owners, often lead to a healthier industry through capital reinvestment and more sophisticated management.

Saurav Ghosal provided a real-world look at these challenges, noting that his new business in Sevierville is navigating its first "slow season." He described the local market as highly saturated and mentioned that while Sojourn Lodging performed well during the peak summer and fall months, filling the calendar in January and February has been a struggle. Saurav Ghosal explained that his property features 36 tiny home units on trailers and is currently undergoing a brand audit to better align with its target demographic of Gen Z travelers.

The panel engaged in a deep dive into the "identity crisis" many new properties face. Mike Harrison offered a candid critique of the Sojourn Lodging website, noting that the term "Outdoor Hotel" might be confusing to potential guests. He encouraged Saurav Ghosal to decide whether he is running a hotel or a glamping resort, as each requires a vastly different marketing strategy and operational approach. Mike Harrison emphasized that defining this identity is the first step before any effective marketing spend can occur.

Sandy Ellingson contributed to this strategic discussion by suggesting that operators must "reimagine their space" to meet the needs of the modern traveler. She noted that younger generations often view themselves as "travelers" rather than "campers" and are looking for variety, education, and community. Sandy Ellingson advised that simply providing amenities like pickleball courts isn't enough; properties need active leadership or scheduled events to encourage guests to step out of their units and connect with others.

The discussion also touched on the controversial trend of converting transient campgrounds into long-term stay parks. Sandy Ellingson expressed concern that some owners are moving toward long-term models solely for guaranteed seasonal income, potentially losing sight of the broader vision for the industry. However, Robert Preston countered that for many investments, the decision comes down to the basis of the property, noting that long-term stays can provide a predictable cash flow that offsets the risks of a purely transient model.

Jeff Hoffman, returning to the show while recuperating from heart surgery, shared his insights on the difficulty of pegging demand for 2026. He noted that while general economic numbers look positive, there is underlying pressure on the economy to slip back. Jeff Hoffman advised that new businesses like Saurav Ghosal’s must prioritize building a loyal customer base and utilize exit surveys to move away from an over-reliance on Online Travel Agencies (OTAs) like Airbnb and VRBO.

The panel concluded the session by offering mentorship to Saurav Ghosal, with Robert Preston advising him to look at the harsh financial reality of his market's occupancy limits. Robert Preston suggested that if the current model doesn't work, more creative exit strategies, such as condo-izing the units, might be necessary. Brian Searl recommended using AI tools to help brainstorm fundamental rebranding options, while Mike Harrison urged the importance of joining the American Glamping Association to leverage existing industry expertise.

Finally, the group looked toward the future of industry financial planning. Sandy Ellingson proposed a future topic centered on "reimagining the proforma," suggesting that expectations for occupancy should be adjusted to better reflect modern travel cycles. Brian Searl and the panel agreed to dive deeper into these accounting and strategic forecasting themes in next month's episode, ensuring that both legacy and new operators have the tools to survive the current market cycle.

In this edition of MC Fireside Chats, hosted by Joe Duemig of App My Community (filling in for Brian Searl), the discussion focuses on the intersection of intentional experience design and modern park operations. The featured guest is John McMahon, the Operations Director at Camp Door County RV Resort & Campground, who shares the unique story of a brand-new facility entering its second season with a heavy focus on "experiential camping."

John McMahon explains that Camp Door County was born from a desire to offer more than just a place to park an RV. With 77 RV sites, 19 glamping cottages, and 25 primitive tent sites, the resort aims to attract "intentional guests." McMahon details how the park leverages its proximity to Lake Michigan and Green Bay to host specialized nature programs, such as mushroom foraging led by experts, stargazing events in coordination with local astronomers, and structured storytelling sessions where children share their outdoor discoveries with the community.

Casey Cochran from Campspot highlights the brilliance of this "identity-driven" approach. He notes that while many operators are currently nervous about shrinking booking windows, Camp Door County is successfully creating its own transient demand by leaning into the "dirt and soil" of its specific location. Cochran points out that rather than simply hoping guests show up, McMahon is giving them specific reasons to book well in advance through high-value events that resonate with their target demographic.

Zach Stoltenberg of LJA digs into the logistics of these events, asking about standout successes and marketing strategies. McMahon reveals that their Campgrass Music Festival is a major draw that sells out almost instantly. To promote these activities, he discusses a multi-layered marketing approach that includes leveraging state tourism boards, local radio, and strategic partnerships with outdoor brands like Swift Industries. He also mentions a "partner leverage" tactic where musicians and sponsors are contractually obligated to promote the events to their own followers.

The conversation shifts to pricing strategies, where John McMahon admits they have not yet turned on dynamic pricing because they prioritize the guest's ability to rebook specific favorite spots. Casey Cochran advises on the value of "occupancy prediction" tools, explaining how data can help operators understand when to raise rates based on pacing—even without a fully automated dynamic system. He emphasizes that understanding whether lowering prices actually drives "net new" reservations is a critical insight for the current season.

Joe Duemig explores the technical side of the guest experience, suggesting that parks can use rebooking incentives to secure future occupancy. He and Zach Stoltenberg discuss strategies like offering QR codes on-site for immediate rebooking or providing "first dibs" to past guests before the general booking window opens in January. Stoltenberg notes that these methods are excellent for driving loyalty without necessarily needing to slash rates.

John McMahon shares his philosophy on amenities, explaining why Camp Door County intentionally lacks traditional features like a swimming pool or a jump pillow. He argues that trying to "catch up" to the amenities of 15 other neighboring campgrounds offers no added value. Instead, he focuses on the uniqueness of the local beach and the mountain bike trails currently being built on-property by the same company responsible for the 2028 Olympic trails.

Casey Cochran draws a parallel between this park management style and the software world, stating that once you get a user (or guest) to experience a high-quality product, they tend to stay "forever." He admires the "SaaS mindset" applied to a physical campground—focusing on getting the guest through the door once, confident that the curated experience will handle the rest of the marketing via word-of-mouth.

As the show nears its end, Zach Stoltenberg introduces a new trend he’s encountered: red light therapy. He mentions that health and wellness trends are increasingly pairing with outdoor hospitality, suggesting that integrated wellness features like saunas with red light add-ons might be the "next big thing" for luxury glamping resorts looking to provide a circadian rhythm reset for their guests.

Joe Duemig wraps up the episode by humorously fulfilling the show's "AI requirement" in Brian Searl's absence. He suggests that McMahon could use AI to turn the children’s storytelling sessions into published books for families to take home, further extending the "experiential" value of the stay. The panel concludes by emphasizing that in a competitive market, a clear identity and a commitment to guest service are the most sustainable paths to success.

The recent episode of MC Fireside Chats, which aired on February 4th, 2026, focused on the critical role of data and analytics within the outdoor hospitality industry. Host Brian Searl, CEO of Modern Campground and Insider Perks, led the discussion alongside a robust panel of industry veterans and newcomers, emphasizing how rapidly market forces are shifting. The episode served as a platform to introduce a new report on Gen Z camping habits while also exploring early 2026 booking trends and international market dynamics.

Rafael Correa, President and CFO of Blue Water Development Corp, kicked off the industry insights by sharing early 2026 trends from his portfolio of nearly 60 RV resorts. He noted a significant uptick in booking pace since the start of the year, particularly in transient RV stays, which had previously been a lagging subset. Correa emphasized that while it is early in the season, the momentum suggests a positive growth trajectory for the industry as it adapts to the "new normal" of guest behavior.

Scott Bahr, President of Cairn Consulting Group, provided a data-driven perspective on these trends, noting that consumer sentiment is at its highest point in three years. He explained that many campers have adjusted their lifestyles to economic uncertainty, choosing to "downgrade" site types or prepare meals at the campground rather than eating out. Bahr highlighted that affordability remains a primary driver for the industry and stressed the importance of operators effectively communicating these cost-saving measures to potential guests.

Phil Ingrassia, President of the RVDA in the United States, and Eleonore Hamm, President of the RVDA of Canada, shared observations from recent consumer RV shows. Ingrassia noted that manufacturers are responding to economic pressures by producing more entry-level, lightweight towables at accessible price points. Hamm echoed this, reporting that while total sales volume in dollars might be lower due to the shift toward entry-level products, attendance at Canadian shows remains steady, and there is a noticeable return of younger families to the market.

Simon Neal, Founder and CEO of CampMap, shifted the geographical focus by sharing 2025 pricing data from the European market. He illustrated how nightly site prices in Europe vary significantly by region, with warmer southern climates like Italy and Croatia commanding the highest rates. Neal’s data showed a steady year-over-year price growth of 4% to 6% across Europe, providing a useful benchmark for North American operators to compare against their own pricing strategies and growth.

Declan Mimnagh, Owner of RoomStay, introduced the perspective of a conversion checkout platform, discussing the increasing aggression of Online Travel Agencies (OTAs) in the outdoor hospitality space. He warned that as OTAs like Expedia and Booking.com lean heavily into AI and sophisticated marketing, independent park owners must prioritize direct booking strategies to protect their bottom line. Mimnagh specifically pointed out that savvy Gen Z consumers are adept at "stacking" discounts and loyalty rewards, making it harder for parks to maintain price parity.

The conversation then delved deeply into a new Gen Z research report presented by Brian Searl and Scott Bahr. Bahr revealed startling data showing that Gen Z is the generation least emotionally connected to the outdoors and the most risk-averse. Unlike previous generations who grew up with unstructured outdoor play, many Gen Z adults had their first camping experiences in highly serviced environments like cabins or glamping tents, which has fundamentally changed their relationship with nature and their willingness to take spontaneous trips.

Simon Stockner, co-owner of Kispiox River Lodge, provided a boots-on-the-ground look at a boutique operation in Northern British Columbia. While his current demographic leans older, Stockner discussed his efforts to attract a European market and his passion for integrating skill-based experiences, such as river rafting, into his lodge's offerings. His approach aligned with Bahr’s earlier point that providing education and building confidence in outdoor skills can be a powerful way to foster guest loyalty and repeat visits.

The panel engaged in a spirited debate about "life stages" versus generational labels, with Rafael Correa noting that while Gen Z is a savvy and critical component of the consumer base, they are "experience chasers" who are not inherently loyal to a single destination. Correa argued that operators must be active on every digital channel—from Instagram to Reddit—to tell a compelling story that meets the high research standards of younger travelers who cross-reference multiple platforms before booking.

As the show concluded, Brian Searl emphasized that while the data on Gen Z might seem daunting, the industry has clear opportunities to evolve. The episode wrapped with a call for operators to remain proactive in their marketing and operational strategies, utilizing the available white papers and data resources to stay ahead of the curve. Searl teased next month's episode, which will focus on unprecedented pricing data, promising further insights into the economic future of the outdoor hospitality sector.

On January 28th, 2026, host Brian Searl convened a dynamic panel of industry leaders for an episode of MC Fireside Chats focused on the intersection of artificial intelligence, technology, and outdoor hospitality. Brian Searl, the founder of Insider Perks and Modern Campground, opened the session by welcoming recurring guests Matt Whitermore, Mychele Bisson, and Kurtis Wilkins, while introducing special guest Sandrine Zechbauer from RMS Cloud. The conversation immediately centered on how rapidly evolving technologies are reshaping the management of campgrounds, RV parks, and glamping resorts globally.

Matt Whitermore, Director of Market Expansion at Climb Capital and Unhitched Management, shared his personal evolution from an AI novice to a proficient user. He detailed his extensive use of tools like Claude, ChatGPT, and Whisper Flow to manage a growing portfolio that now includes 32 parks and nearly 3,500 campsites. Matt emphasized the importance of "prompt engineering" and his recent transition to using "Claude Skills" to create precise, systematic workflows for his business operations. He noted that integrating AI into his daily routine, even while exercising on a treadmill, has been life-changing for his productivity.

Mychele Bisson, CEO of Bison Peak Ventures and Wave Haven Resorts, provided an owner's perspective on the practical application of these technologies. Operating ten parks and four marinas from Alaska to Florida, Mychele discussed her current efforts to revamp company Standard Operating Procedures (SOPs) using internal AI systems. She expressed a desire to balance high-tech efficiency with the high-touch nature of hospitality, noting that automating backend tasks allows her staff to focus more on creating meaningful, one-on-one "core memories" for visiting families.

Kurtis Wilkins, a Private Equity Analyst with RJourney and Advanced Outdoor Management, offered insights into the strategic side of automation. Managing over 60 branded and unbranded locations across the US, Kurtis argued that the goal of automation is not to replace human interaction but to enhance its quality. He suggested that by "feeding clean data" into AI systems to handle mundane tasks, hospitality providers can afford to spend more time on the "beating drums and rolling out carpet" aspects of guest service that truly define the industry.

Sandrine Zechbauer, Chief Marketing Officer at RMS Cloud, brought a global and technological perspective to the panel from the United Kingdom. Representing a property management system (PMS) with roots in Australia and a strong presence in the US, Sandrine highlighted that AI is no longer optional for tech providers. She explained how RMS is adopting an "AI first" mandate to accelerate software updates and improve modules like housekeeping. Sandrine noted that AI chatbots can handle 80% of common guest inquiries—such as pool hours or firewood availability—providing instant service that often surpasses human availability.

The panel delved into a deep discussion regarding the psychological shifts in modern travelers, particularly Gen Z. Brian Searl referenced recent research indicating that younger generations are not necessarily looking for "fast Wi-Fi" but rather a sense of security and guidance in an outdoor environment they find unfamiliar. The group discussed how hospitality must adapt to these shifting demographics, where "human in the loop" services become a choice for guests who may want deep solitude one day and vibrant community connection the next.

Matt Whitermore shared a poignant anecdote about his own history of loneliness as a digital financial analyst, which drove him to buy his first campground in the Catskill Mountains to reconnect with nature and people. This led to a broader conversation about the "loneliness epidemic" and how campgrounds serve as a vital antidote. The panel agreed that technology should serve to bridge the gap between being digitally connected and being humanly disconnected, ensuring that the outdoor industry remains a sanctuary for real-world interaction.

The technical segment of the show explored the future of "agent-to-agent" communication. Brian and the guests envisioned a world where a traveler’s personal AI agent calls a campground’s AI agent to negotiate specific needs, such as the safety features of a playground for a clumsy child. Sandrine and Kurtis discussed the importance of exposing "endpoints" to these agents so that information can be shared seamlessly without a traditional phone call, though they acknowledged that many parks are still in the intermediary phase of transitioning from Excel spreadsheets to basic booking engines.

During the "ask a question" segment, the guests swapped insights on various topics. Matt recommended ChatGPT as the best starting point for beginners due to its extensive educational resources. Sandrine questioned Kurtis on the current state of the US real estate market, to which Kurtis responded with a "bullish" outlook, citing suppressed values due to high interest rates as a prime opportunity for investment. Brian added that the UK caravan and glamping market might currently offer an even easier path to ownership than the US for someone in Sandrine's position.

The episode concluded with each participant sharing where they could be found online for further collaboration. Mychele Bisson directed listeners to her personal website and YouTube channel, Matt Whitermore highlighted his "Outdoor Hospitality Weekly" newsletter on LinkedIn, and Kurtis Wilkins pointed toward RJourney and Advanced Outdoor Management. Sandrine Zechbauer invited connections via RMS Cloud and LinkedIn, while Brian Searl closed the session by inviting the audience to join his next deep-dive data discussion with Scott Bahr.

On the January 21st, 2026, episode of MC Fireside Chats, host Brian Searl gathered a robust panel of industry experts to navigate the evolving landscape of outdoor hospitality. Despite some initial technical difficulties with the studio setup, the group quickly settled into a dynamic conversation regarding the year ahead. The panel included recurring guests Jeff Hoffman, Board Member at OHI , Robert Preston, CEO and Founder of Unhitched RV , Sandy Ellingson, an RV Industry Advisor , and Mike Harrison, Chief Operating Officer at CRR Hospitality. Joining the recurring lineup were special guests Mike Yasieniuk, CEO and Founder of Let’s Camp, and Anjali Harvie, Vice President of Daiva RV Resorts.

The conversation opened with a retrospective on the recent Tampa RV show. Sandy Ellingson provided an on-the-ground perspective, noting that crowds were larger than anticipated and there was a general sentiment that 2026 would show improvement over the previous year. However, Mike Harrison offered a counter-perspective based on broader hospitality trends, expressing caution regarding occupancy rates. He noted that the hotel industry had seen consecutive months of decline and emphasized that the outdoor sector must still absorb the new supply of inventory built over the last few years, suggesting a year of caution rather than unbridled optimism.

Jeff Hoffman weighed in on the changing behaviors of guests, specifically regarding booking windows. He suggested that while some might view current delayed bookings as a negative trend, it may actually represent a return to normalization compared to the post-pandemic boom where sites were booked a year in advance. Sandy Ellingson added a critical nuance to this observation, urging the industry to view guests as "travelers" rather than just "campers." She argued that the proliferation of accommodation options—such as glamping units, cabins, and tiny homes—gives travelers more flexibility, allowing them to delay booking decisions because they are no longer solely dependent on securing a specific RV site.

A significant portion of the dialogue was dedicated to the state of industry associations. Robert Preston highlighted the friction that often exists between state and national organizations, attributing some of the difficulty to the dual nature of the industry as both a real estate and a hospitality business. He noted that real estate challenges are often hyper-local, making them difficult to solve at a national level. Jeff Hoffman, drawing on his leadership experience, proposed that the solution lies in better communication, specifically through quarterly reporting and shared educational initiatives that demonstrate a clear return on investment for members of both state and national bodies.

Building on the topic of associations, Mike Harrison emphasized the critical role of advocacy. He cited the Credit Card Competition Act as a prime example of legislation that requires the leverage of national associations combined with the grassroots pressure of local park owners. Harrison argued that alignment across the fragmented industry landscape—including OHI, RVIA, and state groups—is essential for financial wins that roll down to the bottom line of every operator. He expressed hope that as institutional investors continue to enter the space, the industry will naturally move toward better consolidation and professionalization.

Special guest Anjali Harvie introduced the panel to Daiva RV Resorts, formerly Roots RV, a family-run business based in Ontario, Canada, that has recently expanded to 18 parks. Harvie shared her unique background of growing up in the industry and discussed the recent rebranding effort. She emphasized the importance of maintaining a family-centric culture even while scaling up operations. Unlike top-heavy corporate structures where employees feel like numbers, Harvie explained that Daiva relies on onsite managers—often couples and families—who are empowered to maintain a sense of ownership and pride in their specific properties.

The conversation regarding corporate versus family operations resonated with the other multi-park owners on the panel. Robert Preston and Mike Harrison discussed the tension between necessary standardization and maintaining a unique guest experience. Harrison explained that CRR Hospitality intentionally avoids the term "corporate," preferring "leadership team," and strives to balance brand promises with the unique "DNA and vibe" of each individual property. The consensus was that while backend efficiencies are necessary for growth, the guest-facing experience must remain authentic to avoid feeling like a generic chain.

Mike Yasieniuk provided an update on Let’s Camp, detailing the company's expansion into the United States and the launch of their new marina software, Let’s Boat. He explained that the move into the U.S. market was driven by the need to reach a certain scale to support multi-currency capabilities and complex accounting features. Yasieniuk highlighted that their competitive advantage lies in keeping the software simple for older demographics of camp hosts while retaining powerful integration capabilities for backend management, catering to the specific needs of smaller to mid-sized RV parks.

As the show moved into a roundtable format, the topic of innovation took center stage. When asked about the year ahead, Mike Harrison asserted that Artificial Intelligence (AI) would be the defining tool of 2026. He argued that failing to leverage AI for associate and customer experiences would result in leaving money on the table. Mike Yasieniuk agreed, revealing that Let’s Camp is already using AI to expedite software development and perform data analysis that previously took weeks in a matter of minutes, allowing park owners to make rapid, informed decisions based on real-time data.

The episode concluded with a forward-looking discussion on cross-border collaboration. Anjali Harvie expressed an interest in exploring partnerships with U.S. entities to better serve "snowbirds" who split their time between Canada and the United States. Jeff Hoffman enthusiastically supported this idea, suggesting that industry associations should facilitate these connections to clear up misunderstandings and create a seamless experience for travelers. The group ended the call with a commitment to better communication and potential future collaborations between the Canadian and American markets.

Host Brian Searl kicked off the first Guest Experience episode of 2026 for MC Fireside Chats, welcoming a panel that bridged the gap between North American and United Kingdom outdoor hospitality markets. Joining the recurring panel were Zach Stoltenberg, Associate Principal of Architecture at LJA, and Jeremy Johnson, Owner of Camp Kona Hills in the Upper Peninsula of Michigan. Special guests included Charlotte Cleveley, Owner of The Apple Farm Glamping in the UK, and Kate Morel, CEO of Creative Hosts and a renowned industry consultant. The discussion began with a forward-looking approach to the new year, despite some recurring guests being absent due to the Tampa RV show.

The conversation immediately delved into a debate sparked by an AI-generated report regarding land use economics. Brian Searl posited a scenario comparing the Average Daily Rate (ADR) of a single luxury RV site against splitting that same footprint into three smaller Sprinter van sites. The theoretical data suggested the van sites might yield higher revenue with less infrastructure. Zach Stoltenberg countered this by emphasizing the "guest type" factor, noting that luxury RV owners are willing to pay premium rates for high-end amenities, whereas the "Vanlife" demographic is often budget-conscious and prefers boondocking or public lands to paid accommodation.

Jeremy Johnson offered a counterpoint from the operational trenches of Northern Michigan. He noted that while Western US campers might have access to BLM land, the Midwest lacks those free options, driving demand for affordable, basic campsites. Johnson argued that there is a massive, underserved market of non-RV owners—tent campers, car campers, and van lifers—who are being priced out of luxury developments. He highlighted that his $45/night basic sites are booking months in advance, suggesting that maximizing revenue isn't always about luxury upgrades but can also come from volume in the "middle market."

The discussion shifted toward the evolution of glamping, particularly the differences between the US and UK markets. Zach Stoltenberg noted that while primitive glamping (basic tents in backyards) launched the industry, the current US market demands ensuite bathrooms and resort-style amenities to command high ADRs. He explained that operators can no longer rely on novelty; they must provide a complete hospitality experience.

Special guest Charlotte Cleveley provided insight into the mature UK market. She described her property, The Apple Farm Glamping, as a working farm that leans into the "agritourism" model. Unlike the trend toward 5G and high-tech amenities, her guests specifically seek a disconnection from modern life and a reconnection with farming roots. She emphasized that because the UK market is saturated, the "experience" (such as farm tours, animal interactions, and local produce) is the differentiator, not just the accommodation structure itself.

Kate Morel expanded on the UK perspective, suggesting that the UK is often ahead of the US regarding "immersive" hospitality. She argued against the "cookie-cutter" approach to glamping, noting that placing identical units side-by-side only works if the view is spectacular. Morel advocated for "wild swimming," forest therapy, and land art as the next frontier for guest engagement. She cautioned that as the market matures, simply putting heads in beds is insufficient; operators must curate specific emotional connections with the land.

The group also tackled the economics of "add-ons" as a vital revenue stream. Zach Stoltenberg shared anecdotes about RV parks increasing profitability by bundling firewood or offering premium experiences like floating saunas. The panel agreed that while accommodation covers the overhead, ancillary revenue—from farm shop produce to guided experiences—often drives the true profit margin. However, a debate ensued regarding the practicality of wood-fired amenities versus the convenience of propane, highlighting the tension between authentic rustic experiences and guest convenience.

Towards the end of the episode, the conversation turned to design trends for 2026. Jeremy Johnson expressed interest in "folk schools" and crafting workshops as a way to utilize his property during shoulder seasons. Charlotte mentioned her plans to install a "swim pond" to tap into the wild swimming trend. This highlighted a global shift away from purely structural investments (like bigger clubhouses) toward nature-based amenities that align with wellness trends.

The episode concluded with the group's traditional "round-robin" question segment. The guests shared their personal travel aspirations, with Jeremy planning visits to architecturally unique Airbnbs for inspiration, and Zach reflecting on his accidental but rewarding journey into outdoor hospitality architecture. The segment underscored that even industry professionals are constantly seeking inspiration from other sectors of travel to bring back to their own businesses.

Brian Searl wrapped up the hour by pointing toward the future of data in the industry, teasing upcoming reports from Insider Perks that will analyze booking windows and revenue trends. The show set a tone for 2026 that prioritizes data-driven decisions while maintaining the soul of outdoor hospitality—connection with nature and unique guest experiences.

The first episode of MC Fireside Chats in 2026 kicked off with host Brian Searl navigating technical difficulties while welcoming a robust panel of industry experts to celebrate the show's sixth year of broadcasting. Brian set the stage for a new year of insights, joined by recurring guests Phil Ingrassia, President of the US RV Dealers Association, Eleonore Hamm, President of the RVDA of Canada, and Scott Bahr, President of Cairn Consulting Group. The group began by sharing personal holiday experiences, with special guest Vicki Jones, Board Member of the Glamping Industry Trade Association (GITA) in the UK, sharing her unique experience celebrating a hot Christmas on the beaches of South Africa, contrasting sharply with the winter traditions familiar to the North American guests.

The conversation quickly pivoted to the upcoming RV show season, a critical indicator for the industry's health in the coming year. Phil Ingrassia highlighted the significance of the Florida RV Trade Association's SuperShow in Tampa, noting it as a massive regional event that drew snowbirds and visitors from across the Southeast. He predicted strong attendance, potentially reaching up to 74,000, bolstered by favorable weather forecasts. Eleonore Hamm echoed the importance of these events, mentioning upcoming shows in Calgary and Halifax, while noting that despite a prediction of flat growth for 2026, web traffic to Go RVing Canada remained high, suggesting strong consumer interest in the lifestyle.

Phil Ingrassia provided a forecast for the US market in 2026, describing a "stair-step" low single-digit increase in sales and shipments. He pointed to positive economic indicators such as lower interest rates and stable gas prices, though he cautioned that consumer sentiment remained fragile due to uncertainties regarding tariffs and foreign affairs. He also noted that anticipated tax cuts could result in larger tax returns for Americans, potentially fueling discretionary purchases of RVs and boats. Eleonore agreed with the cautious outlook, predicting a similar year to 2025 for Canada.

Special guest Rachel Hodge, Director of Guest Experiences at Great Parks in Hamilton County, Ohio, introduced her organization's unique position as a political subdivision operating 22 parks and three campgrounds. She discussed the operational challenges of balancing conservation mandates with the need for modern amenities. Rachel highlighted recent upgrades at their Winton Woods facility, including the addition of pull-through sites and gray water stations, and emphasized the success of their "Creepy Campouts" Halloween event, which sold out annually and drove engagement through generational nostalgia.

The discussion shifted across the Atlantic as Vicki Jones outlined the state of the UK glamping market through the lens of GITA. She described the association's efforts to unify a fragmented industry of approximately 5,000 glamping sites through in-person summits and road trips. Vicki frankly addressed the lack of data available to the UK market due to budget constraints and the volunteer nature of their organization. This prompted a collaborative moment where both Scott Bahr and Brian Searl offered their assistance and data resources to help GITA survey their members and gather crucial market intelligence.

Scott Bahr then led a deep dive into booking window trends, revealing a significant shift in camper behavior. He noted that while 42% of campers expressed a desire for spontaneous trips, actual behavior showed a shortening booking window driven by uncertainty rather than pure spontaneity. He revealed that over half of campers were booking within a month of their trip, a sharp contrast to the pandemic era where travelers booked months in advance due to scarcity. Bahr advised that while avid campers remained reliable in their planning, the broader market was delaying decisions due to economic and life factors.

The panel engaged in a critical discussion regarding pricing strategies in response to these shortened booking windows. Vicki Jones questioned whether operators should hold their rates or discount for last-minute bookings. Scott Bahr advised against eroding value through panic discounting, suggesting that price was part of the guest experience and that value-additions, like free firewood, were better than dropping rates. Brian Searl added that competitive analysis was vital here; if competitors were full, discounting was unnecessary, but if the market was soft, operators had to make strategic decisions based on their specific local data.

Rachel Hodge contributed to the operational dialogue by sharing how Great Parks managed occupancy, noting that despite being closed for renovations for half the year, weekend occupancy remained high. She asked Vicki about her specific glamping site, Tractors and Cream, prompting Vicki to describe her six geodesic domes and the emphasis on communal spaces, such as a craft hut and sensory play areas, which differentiated her business in a crowded market. This exchange highlighted the universal importance of unique amenities in driving guest satisfaction across different continents.

As the show neared its conclusion, the "round-robin" question segment revealed interesting cultural and economic nuances. Eleonore Hamm asked Scott about his trip cost analysis tools, leading to a promise of sharing proprietary algorithms. Vicki asked Phil about average daily rates for RV sites in the US, to which Phil and Scott explained the massive variance between rustic public parks and high-end resorts with luxury patios. This underscored the complexity of the North American market compared to the UK's more condensed geography.

The episode wrapped up with a final inquiry from Phil Ingrassia regarding Canadian snowbirds. Eleonore confirmed reports that many Canadians were indeed staying home or choosing different destinations rather than traveling to the US southwest, citing media reports and softer sales of larger RV units typically used for snowbirding. Brian Searl concluded the broadcast, thanking the diverse panel for a session that bridged international gaps, covered essential data trends, and set a collaborative tone for the 2026 season.

In this final episode of MC Fireside Chats for the year 2025, host Brian Searl welcomes a panel of returning industry experts to reflect on the past year and discuss future trends in outdoor hospitality. The group begins by introducing themselves and their businesses, including Kristin Andersen Garwood from Sage Outdoor Advisory, David Byers from Canadian Sleeping Barrels and Cedar Yurts, MacKenzie Whitsell from Wild Ride Mustang Sanctuary, Elizabeth McIntosh from Back Forty Glamping, and industry advocate Sandy Ellingson. Brian sets a festive tone for the December 17th broadcast, noting the upcoming holiday break, before asking the guests to share their most memorable business accomplishments from 2025.

Kristin Andersen Garwood kicks off the reflections by highlighting the significant strides her company made in data collection. She notes the release of their first glamping market report and the expansion of their proprietary database, which now includes hundreds of new properties. Kristin shares that they are currently preparing their Q4 report and an RV market report, with plans to expand their data analysis internationally. Following her, David Byers reveals a major pivot for his business; after 30 years of manufacturing round structures, his company has started building rectangular and square saunas to meet market demand. He showcases photos of his products, including a wheelchair-accessible sauna and sleeping barrels featuring acrylic bubble walls, emphasizing their durability and unique design suitable for heavy snow loads.

Elizabeth McIntosh shares that 2025 was a milestone year for her glamping operation in Ontario, as they completed their site plan by expanding to seven geodesic domes. She details the addition of "magical moments" to the property, such as a library in the forest, and the hiring of managers to allow for more hands-off ownership. Elizabeth discusses the surprising success of winter glamping, noting that social media platforms like TikTok have helped romanticize the "snow globe" experience, making winter bookings sometimes easier to secure than spring dates. She explains that amenities like private hot tubs and saunas are critical for making the cold weather appealing to guests.

MacKenzie Whitsell describes the infrastructure improvements made at her sanctuary, specifically the separation of the wild horse herd to create a walkway for guests. This change allows visitors to walk between the herds to a "pony petting pavilion," enhancing the immersive nature of the experience without compromising safety. Unlike Elizabeth, MacKenzie admits that winter glamping has been a harder sell at her location due to the need for guests to walk outside to bathhouses in freezing temperatures. She emphasizes her commitment to refining the guest experience to ensure it feels truly luxurious before aggressively marketing winter stays.

Sandy Ellingson expresses her enthusiasm for the industry's shift toward data-driven decision-making, moving from reactive to proactive strategies. She praises the younger entrepreneurs on the panel for their focus on engagement and unique experiences, noting a rise in agrotourism where guests, particularly from urban areas, visit parks specifically for equine therapy and animal interaction. The conversation then shifts to the role of Artificial Intelligence in the industry, a topic Brian Searl is passionate about. Brian challenges the group to discuss how they are utilizing AI, suggesting that it can be used for everything from coding interactive websites to enhancing promotional photos.

The group engages in a lively debate regarding the ethics and utility of AI in marketing. Brian argues that using AI to add elements like a sunset or a couple enjoying wine to a photo is acceptable as long as it represents an achievable reality for the guest and does not remove permanent eyesores like dumpsters. Elizabeth confirms she uses AI extensively for social media captions and brainstorming promotional ideas. Sandy adds that she recently used AI tools to remove obstructions from snowy landscape photos, while David mentions using ChatGPT to translate business communications into Spanish for clients in Costa Rica. MacKenzie admits she uses AI for coding in her day job but realizes she has been underutilizing it for her glamping marketing.

Looking ahead to 2026, Elizabeth asks for advice on developing a high-end farm stay, as she is planning a new project on a property with an old mill. This prompts a discussion on "agrotourism," with Kristin suggesting that miniature animals are a massive draw for guests. Brian utilizes an AI tool during the show to generate a blueprint for a high-end farm experience, which suggests focusing on participation rather than just observation. The AI proposes ideas such as guests gathering their own eggs, "consequence stakes" where guests understand the lifecycle of farm animals, and accommodations that serve as unique characters with their own backstories.

The conversation naturally flows into the challenges of food and beverage in remote glamping locations. Elizabeth notes that while restaurants have low margins, they are essential for the guest experience, and she currently utilizes a high-end meal kit partnership to solve this. David adds that art, such as murals on his glamping barrels, contributes to the "instagrammability" of a site, which is just as important as the amenities. The group agrees that while food service might not be a primary profit center, it is a vital amenity that allows operators to command higher nightly rates and increase occupancy.

In a roundtable segment, Sandy asks Kristin about key findings in her recent research. Kristin reveals that approximately 10% of sites in new RV resort developments are now dedicated to glamping, and that units with hot tubs or saunas command significantly higher rates. MacKenzie then shares details about her "mustang gentling retreat," a premium experience where guests pay to spend a week learning to tame a wild horse. This unique offering piques the interest of the group, with Brian jokingly asking Sandy to buy him a ticket for Christmas.

As the show wraps up, the guests share their holiday plans and final thoughts. Sandy predicts that 2026 will be a pivotal year for the RV industry, hoping for a return to 75-80% occupancy levels if parks adapt to new consumer demands. Brian teases upcoming research on Gen Z psychology, hinting that their hesitation to camp stems from a fear of embarrassment and a lack of childhood exposure to the outdoors. The episode concludes with Brian promoting a novelty AI-generated Christmas album for campground owners and wishing everyone a successful year ahead.

Brian Searl opened the December 10th, 2025, episode of MC Fireside Chats by welcoming the audience to the final Guest Experience show of the year. Reflecting on how quickly 2025 has passed, Brian introduced the panel for this session. The lineup included recurring guest Jeremy Johnson, owner of Kona Hills Campground in Marquette, Michigan; Tyler Duffy from CampLife, a reservation and property management software company; Greg Rose, President of Camp Nauvoo in Placerville, California; and Joe Duemig from App My Community, a provider of mobile apps for RV parks. The group began by introducing their respective businesses, with Tyler Duffy noting that CampLife is celebrating its 20th anniversary next year, and Greg Rose describing his 86-acre property which focuses on glamping, tent camping, and weddings, having been purchased from the Boy Scouts ten years prior.

The conversation quickly turned to the topic of extending the camping season and the concept of immersive guest experiences. Jeremy Johnson shared his focus on winter recreation, given that his location in the Upper Peninsula of Michigan receives approximately 300 inches of snow annually. He discussed the success of winter glamping domes near the Twin Cities, where occupancy remained high despite the cold, driven by the novelty of the experience. Jeremy highlighted the potential for winter activities like fat tire biking, skiing, and ice climbing—noting that Munising, Michigan, hosts one of the largest ice festivals in North America—to attract guests during the traditionally off-season months.

Discussion then shifted to the nuance between novelty and genuine guest experience. Jeremy drew a comparison to immersive art experiences like Meow Wolf, suggesting that while novelty attracts a first visit, deep understanding of the guest is required for repeat business. He posed a theoretical question about whether a theme park ride knows a guest is a "super fan" and adapts accordingly. Tyler Duffy provided concrete data from CampLife’s system regarding repeat customers. He noted that while 2024 saw an impressive 87% repeat customer rate, that number dropped into the high 70s in 2025, though repeat visitors remain a substantial portion of stays across their client base.

Greg Rose chimed in regarding his own statistics at Camp Nauvoo, stating that he sees a solid 75% repeat customer rate. He attributed much of his remaining business to word-of-mouth recommendations from those loyal guests. This led to a broader discussion on customer acquisition costs, with the panel agreeing that marketing to existing customers through a CRM (Customer Relationship Management) system is significantly more cost-effective than acquiring new ones. Tyler confirmed that CampLife includes CRM functionality allowing parks to automate rewards or early booking access for guests who have stayed a certain number of nights, such as 10 nights a year.

Tyler Duffy presented specific statistics regarding traveler behavior over the last year. According to CampLife’s data, the average distance travelers traveled to a park was 305 miles. However, the data followed a bell curve distribution, with nearly 60% of travelers coming from less than 100 miles away. Long-distance travelers, those traveling 700 to 800 miles, accounted for only about 5% of the data. This reinforces the trend that a vast majority of camping guests are locals or regional travelers rather than cross-country tourists.

The group explored the competitive landscape between private parks and state parks. Jeremy Johnson observed that in Michigan, state parks are often as crowded and developed as private parks, creating a market gap for true rustic experiences. He highlighted pricing data to support this demand, noting that he rents rustic tent sites for $45 a night, whereas the average daily rate for full hookup sites in Michigan was roughly 60, a difference of only $15. This suggests that guests are willing to pay a premium for a curated, rustic experience that offers solitude, provided it is convenient to local amenities.

This led to a debate on the concept of "disconnection." Brian Searl and the panel discussed whether Gen Z and other demographics truly want to be offline. The consensus was that while guests desire the feeling of being in the woods and disconnecting from work, they still require connectivity for safety and modern conveniences, such as calling an Uber or checking restaurant reservations. Jeremy noted that despite his park being in the woods, guests have 5G service, allowing them to use nature apps like bird identifiers while still feeling removed from the city.

In a round-robin question segment, Tyler Duffy asked Joe Duemig about his recent business expansion into Australia. Joe noted that the markets are quite similar, though Australian parks often feature camping on grass rather than concrete pads and utilize "annexes"—tents attached to the side of RVs—which are rarely seen in the United States. He also observed that New Zealand parks tended to be slightly less amenity-rich compared to their Australian or American counterparts, though water parks and high-end facilities do exist in specific locations like Sandstone Point.

Joe Duemig asked Jeremy about the trend of smaller parks offering high-end food amenities. Jeremy confirmed that food is a major focus, citing the rise of farm-to-table dining in rural areas. He mentioned a high-end property nearby where a stay can cost $1,500 a night because it includes meals prepared by a Michelin-caliber chef. While Kona Hills isn't at that price point yet, Jeremy expressed a desire to integrate a hospitality and food component in the future to blend the rustic outdoors with modern culinary comforts.

Finally, Greg Rose asked Tyler about integrating reservation systems with third-party platforms like Airbnb and Hipcamp. Greg mentioned that Hipcamp fees have risen significantly and that Airbnb was not effective for his venue. Jeremy Johnson advised Greg to focus on direct bookings, revealing that after just one year, Kona Hills receives 99% of its bookings directly, significantly reducing commission costs. The episode concluded with Brian Searl directing listeners to the guests' websites and teasing the next show on Outwired featuring Ari Smith.