MC Fireside Chats, an Outdoor Hospitality Podcast

The MC Fireside Chats episode on December 3rd, 2025, focused on data, trends, and the future of the outdoor hospitality industry, led by host Brian Searl. The panel included Phil Ingrassia, President of the RV Dealers Association of America (RVDA); Scott Bahr, President of the Cairn Consulting Group; Simon Neal, Founder of CampMap; Miguel Huerta, President of the Mexican Glamping Association; and special guests Deneen Allen, CEO and Founder of Firecircle; and Jen Ballenger, owner of Jim & Mary's RV Park.

Phil Ingrassia opened the discussion by sharing the RVIA wholesale shipment forecast for North America for 2026, noting a cautious optimism based on incremental improvement. He detailed that RV shipments in the US and Canada in 2025 were up about 3% year-over-year, with the 2026 forecast projecting another incremental growth of roughly 2% to 3%. Phil attributed this cautious outlook to lower interest rates, hoped-for tariff stability, and an expected increase in income tax returns in the US, which typically feeds into discretionary spending. Scott Bahr inquired about the impact of higher-income markets, and Phil confirmed that while entry-level travel trailers drive volume, the higher-end fifth wheels are currently performing well, indicating a focus on more profitable mid-to-higher-level units. Deneen Allen asked Phil about Canadian efforts to attract new Canadians to RVing, and Phil discussed studies showing that 60% to 70% of pandemic buyers plan to buy an RV again, indicating strong retention.

Scott Bahr elaborated on new market entrants, noting a movement toward less expensive forms of RVing like boondocking and overlanding, but highlighted the robust and growing sector of using RVs for events, travel sports, and festivals, with the older millennial group being a key driver. Jen Ballenger confirmed this trend, stating that her park in Missoula, Montana, has seen a great job in attracting event-based travel, emphasizing that RVing is perceived as budget traveling compared to dynamic hotel pricing, a point that Jen has observed over her 25 seasons of operation. Deneen Allen then asked the panel if this group trend represented an opportunity for RV parks to focus more on group camping infrastructure.

Miguel Huerta shifted the focus to the global hospitality market, reporting a decline in hotel demand across the US, Mexico, the UK, and Canada in 2025, with Mexico seeing the steepest drop at 12%. For glamping, Miguel noted steep declines in Spain, Mexico, and the UK, but a surprising 20% increase in demand for glamping sites in Canada. Miguel predicted the glamping industry, especially in Mexico, will consolidate, suggesting that sites designed for B2B or group bookings will be the ones to survive. He emphasized the massive revenue opportunity of the upcoming World Cup for RV and glamping operators, which could be monetized by putting low-entry models to work as Airbnbs.

The discussion turned to the complex relationship between pricing and the guest experience. Scott Bahr stressed that pricing is intrinsically part of the perception of the experience, and operators must effectively communicate the value to justify any increase. Deneen Allen supported this, advocating for a focus on delivering value and a "no discounting" philosophy, instead suggesting that operators set a base floor rate and utilize strategic framing or value-adds. Jen Ballenger noted that while she does offer discounts like Good Sam, she sees less complaining about incremental price increases because consumers understand that everything, including power and property taxes, has become more expensive.

In a final rapid-fire Q&A round, Jen Ballenger asked Scott Bahr about data on campers preferring mom-and-pop parks over corporate parks, to which Scott confirmed a large market for authenticity and rustic experiences. Scott Bahr asked Miguel Huerta about the market for rustic camping in Mexico, but Miguel stated the market is currently favoring more luxurious experiences. Miguel Huerta asked Simon Neal about his 2026 outlook, and Simon expressed optimism that the year would be better than 2025. Simon Neal asked Phil Ingrassia about campgrounds capitalizing on the World Cup by using RVs as rentals, and Phil confirmed that major RV rental companies are already gearing up for a big year due to the World Cup and the US America 250 celebration. Phil Ingrassia asked Jen Ballenger for advice for RV dealers preparing first-time buyers, and Jen recommended dealers focus on setting them up with tools for advance planning and spending more time demonstrating essential tasks like sewer dumping and breaker box location. Finally, Deneen Allen asked Phil Ingrassia about the RV resale market for entrepreneurs considering used RVs for glamping setups, and Phil responded that RV values on used units have been steady, noting that two used RVs are typically sold for every new one. Scott Bahr concluded by announcing a new research initiative focused on Gen Z attraction to the industry.

This episode of MC Fireside Chats, hosted by Brian Searl (Founder & CEO of Insider Perks and Modern Campground), dove into a profound discussion on the accelerating pace of Artificial Intelligence (AI), its impact on the Outdoor Hospitality and Recreation Industry, and the importance of enhancing the guest experience in a rapidly changing world. The show featured recurring guests Kurtis Wilkins, Matt Whitermore, and Cara Csizmadia, and welcomed special guest Lizzy Bustamante.

Brian Searl kicked off the show, noting his return to the studio after extensive travel, including conferences like OHI and KOA, and acknowledged the demanding convention season. He quickly steered the conversation toward AI, referencing the new Gemini 3.0 model from Google, which he noted had significantly outperformed competitors like ChatGPT in nearly all benchmarks, describing its performance leap as "night and day". Searl highlighted mind-blowing use cases, such as the model's ability to solve a physics problem written on a napkin in the same handwriting.

Kurtis Wilkins, from RJourney (running about 50-60 locations, 43 branded RJourney, and Advanced Outdoor Management), shared his concerns about feeding business data into powerful models like Gemini, worrying that what is pushed into these models "is no longer yours, that's theirs". He stressed the necessity of disclosing this to stakeholders and ensuring they understand the data protection implications. Wilkins, who had attended OHI, emphasized that AI's primary role will be replacing repetitive tasks, offering an opportunity for companies to redirect time and focus on increasing the guest experience.

Matt Whitermore, Director of Market Expansion at Unhitched Management and Climb Capital (owning and operating 30 parks), agreed with the need for better guest experience, noting that AI is slowing job growth by replacing the need for entry-level roles like analysts, as one person with AI can do the job of many. He shared an eye-opening anecdote about a high-end transient park operator in the saturated Texas Hill Country who is "crushing it" by leveraging AI in marketing and revenue management on the back end, which frees him up to be a human on the front end. This operator has all five-star reviews and impressive revenue numbers.

Cara Csizmadia, President of the Canadian Camping and RV Association, related to the end-of-year burnout but joined the AI discussion by highlighting the generational shift in tool use, noting that her teenage children use ChatGPT over Google. She argued that completely blocking children from using AI tools in school creates a "weird dynamic" because future jobs will require the skill of effectively prompting AI. Csizmadia views the technological shift as an opportunity to maintain focus on the "human-ness" of the hospitality industry, using AI's efficiency to enhance human interactions.

Special guest Lizzy Bustamante, CEO of TillerXR (a virtual tour, GPS-powered platform), discussed how her company is leveraging AI to enhance their product. She envisions using conversational AI to automatically build a virtual tour from images and use image analysis to determine and pull in contextual data—like site information, object detection, and auto-tagging—speeding up the process which currently requires manual input from campground owners. Wilkins immediately saw the value, noting that having this virtual tour data accessible as an API endpoint into AI engines would be "incredibly useful to the consumer" for refining their RV pad rental search. Searl added that AI will soon be able to "watch" the virtual tour and property video for the consumer, finding the perfect match by analyzing every piece of data available.

The conversation then took a broader turn to discuss the US government's Genesis Mission, a new executive order signed by President Trump, which Searl compared to the Manhattan Project. The order focuses on using massive federal scientific datasets to train powerful AI models, unifying supercomputers and lab data to shrink research timelines from years to days. Searl stressed that this push proves AI is not a fad but a serious, government-backed initiative, essentially turning the country into one big AI factory in an effort to race with China.

The panel universally agreed on the magnitude of the government's full-scale push into AI. The final discussion focused on the societal impact, particularly on the future of work and human identity. Searl cited an MIT study finding AI can already replace 11.7% of the US workforce, or about 19 million jobs, if it never improved beyond its current state. Wilkins expressed hope for humanity, believing people will use the freed-up time for "internal fulfillment," focusing more on community and human connection. Searl concluded the episode with an optimistic but realistic view: while there will be a difficult transition period as jobs are replaced, the long-term future, where intelligence and energy are abundant, will unlock greater human purpose.

The special episode of the MC Fireside Chats podcast, hosted by Brian Searl, Founder & CEO of Insider Perks and Modern Campground, took place live from the KOA Convention in Raleigh, North Carolina, on November 19th, 2025. The discussion featured six guests who shared their insights and experiences within the KOA ecosystem and the broader outdoor hospitality industry: Matt Stovold from KOA's Franchise Development in Canada, Gwyn Wathen, Director of Marketing for Recreational Ventures Company, Ryan McPeek and Camille McPeek, owners of the Coshocton, Ohio, KOA, Samantha Chipperfield, General Manager of the Townsend / Great Smokies KOA, and Mike Harrison, Chief Operating Officer of CRR Hospitality . Brian Searl kicked off the discussion by asking each guest about the most impactful thing they had seen or learned at the conference.

Mike Harrison, a veteran of the podcast but a newcomer to the KOA franchise system with CRR Hospitality, shared his initial positive impressions after joining KOA just six weeks prior. Coming from the traditional hospitality franchise world (Marriott, Hyatt, Hilton), he was very excited to see the expected level of franchise support in marketing, operations, and revenue management. Mike viewed the partnership with KOA as a way to "fuel and inject" a particular property and was optimistic about leveraging the brand for "inordinate growth," concluding that the convention "doesn't disappoint".

Samantha Chipperfield, a long-time member of the KOA family who has attended 19 conventions, expressed appreciation for the sense of community and support provided by the KOA leadership team, noting that they consistently have "your back". Brian Searl posed a unique follow-up question to Samantha, asking about the difference between attending the convention as an owner, which she once was, versus her current role as a manager after selling the property to KOA. Samantha responded that there is "way more support" now, contrasting it with the earlier days when decisions and money were solely managed by her family.

Camille McPeek and Ryan McPeek, owners of the Coshocton, Ohio, KOA, highlighted key technological and communal benefits of the conference. Camille was particularly excited and appreciative of the home office's ongoing work to revamp koa.com and develop a better Content Management System (CMS), which she believes will be a "game changer for all franchisees". She also found the session honoring long-time owners, including one family from New Mexico operating their park for 40 years, to be "very inspiring" and felt proud to be part of the "KOA family".

Ryan, in turn, highly valued the networking opportunity, particularly connecting with multi-park owners. As an operator of a smaller park, he appreciated seeing how large-scale operations tackle common challenges like building and growing a strong team. He explained that this insight reinforced his current priority of developing their loyal team members, getting them to take on leadership challenges, and establishing systems to enable future business growth.

Gwyn Wathen echoed the importance of networking, calling it "probably the biggest advantage of KOA convention". He admitted that while the educational sessions are valuable, networking is more important for his multi-property company. Gwyn shared a crucial business insight, stating that networking at the convention is how his company has achieved some of their acquisitions, as it's often the place to start the initial conversations with owners thinking about selling.

Matt Stovold focused on the Canadian market and the general sense of community. He noted that while he has experienced the convention as both a franchisee and a home office employee, the spirit remains the same: it's a "family" where people openly share ideas, talk about business, and build personal connections. Regarding the Canadian market, Matt noted that there has been "really good growth" over the last three to four years, with some parks seeing double-digit growth. He characterized the Canadian camper as "very loyal" and highlighted the opportunity to invest in the growing brand, citing the growth in Alberta from one KOA two years ago to five now.

The discussion moved into specific operational and development topics, starting with Mike Harrison's question to Gwyn Wathen about the Camper Reservation Center, a call center Gwyn's company created. Gwyn explained that the service was built to answer the 800-number after the third ring when the property couldn't pick up, but it has since grown to serve between 99 and 110 KOA properties. He detailed that the service is technology-driven, pulling up all necessary information from rates to local attractions, and charges a minimum per call, allowing properties to handle reservations even when closed for the winter.

Gwyn then turned the tables and asked Ryan and Camille McPeek about how they handle their on-site activities, noting his company is trying to figure out the right dynamic for their 15 properties. Camille explained that their approach has evolved from trying to do weekly themed weekends to now focusing on offering the same, consistently fun, family-oriented activities every weekend, like tie-dyeing or ceramic painting. She also shared an innovative example of outsourcing an activity by inviting the "Bug Mobile" from Ohio State University to their park, highlighting the value of collaborating with local community institutions.

The conversation shifted to development when Ryan McPeek posed a question to Samantha Chipperfield about the best path for development—building new sites or cabins—given decreased demand and higher costs. Samantha, whose small park is only 14 acres, advised on being "mindful" of existing space and detailed her success in taking out sites to improve existing ones, specifically removing 9 sites to create 12 deluxe patio sites, significantly improving the ROI. She passionately advocated for deluxe cabins, noting that turning a tent site that earns $$$12,000 to $$$13,000 annually into a cabin site that earns $$$60,000 annually is worth the upfront investment. Mike Harrison interjected to support this, framing the decision as a "math question," and advising that adding cabins is often an "easy" investment with a quick return (as low as 1.5 years) because it uses existing utilities, whereas new site development requires costly underground work, paving, and permitting.

Finally, Brian Searl asked each guest for one goal for 2026 to achieve before the 2027 convention. Matt Stovold stated he wants a better understanding of AI and how it can be used to help franchisees and business in general, acknowledging the rapid change in technology. Gwyn Wathen's goal is to fully leverage revenue management practices, which his company dove into in 2025, to significantly move the needle and be able to "lead that conversation" by 2027. Ryan McPeek wants to come back with a stronger team, one that feels confident in taking on leadership and decision-making roles, allowing him and Camille to focus on growth. Camille McPeek also focused on AI, hoping to gain a better understanding of it as a tool and its impact on the environment and mental health. Samantha Chipperfield also expressed a wish to utilize AI effectively, hoping it will allow the operational work to "take care of itself," freeing her to be more available to personally engage and grow relationships with guests. Lastly, Mike Harrison shared two goals: a business goal to learn, embrace, and leverage the KOA brand and win the Rising Star award for his property, and a personal goal to continue to contribute and give back to the KOA community. Brian Searl then wrapped up the show, thanking Matt, Gwyn, Ryan, Camille, Samantha, and Mike for their participation.

The latest MC Fireside Chats episode was broadcast live from the OHI booth during the OHCE Conference 2025 in Louisville, Kentucky. Brian Searl, Founder & CEO of Insider Perks and Modern Campground, hosted the chat. The episode brought together a powerful panel of industry leaders and campground owners who shared their personal paths into the sector, discussed the current state of outdoor hospitality, and offered key takeaways from the conference.

The panel included Terry Munoz, of Campground Consulting Group, Erica Edmonds from New Book, Mike Harrison, Chief Operating Officer at CRR Hospitality, Greg Emmert with Vireo Outdoor Hospitality Consulting, and campground owners Angee Cozik, and Patrick McCormick from Happy Acres Campground. They were later joined by David Basler, Chief Strategy Officer and SVP of Government Affairs at OHI.

Angee Cozik, reflecting on her past conference attendance, noted a shift from being a "wide-eyed and excited" first-time owner to now being able to spot the "new people," while noting the constant presence of great information and networking. Greg Emmert emphasized that the conference's enduring strength is the people and the ability to share knowledge, finding the energy of in-person discussions irreplaceable. Mike Harrison highlighted the record attendance and vendors, viewing the conference through four roles—attendee, manager, vendor, and speaker—and was fulfilled by the shared passion and commitment to service among attendees and award winners. Erica Edmonds expressed inspiration from the passion of the young professionals and their potential for innovation, stating she couldn't miss a conference as it's a step in pushing the industry forward. Terry Munoz, an industry veteran, concurred, noting the vital, irreplaceable networking and the constant need to reinvent oneself. David Basler reported that OHI is seeing growth in every single metric, including members and trade show size, and shared that the prospective owners' workshop solidified attendees' resolve to be in the industry.

A major takeaway for Angee Cozik was the surprising consensus from a panel that AI is "not ready yet," suggesting its development in the campground industry hasn't reached full potential. Mike Harrison, however, strongly disagreed, referencing his company's work with Insider Perks to roll out the Rigsby and Campy chatbot nearly four years ago. He cited the debut of the first-ever reservation AI agent that prevents missed calls and offers 2:00 AM booking, along with AI's essential role in modern SEO and generative search. Mike asserted that companies not using AI will already be falling behind. Cozik clarified that the panelists didn't forbid AI use but suggested not jumping in "feet first".

When asked about current trends in rates, Greg Emmert noted that he sees both the hesitancy of smaller operators (who fear losing guests) and the practice of charging high rates due to pandemic-driven demand. He cautioned that while high demand allowed rate increases, the camping public is now feeling squeezed due to inflation, potentially shrinking the pool of affordable parks. Mike Harrison refined the discussion by suggesting the focus should be on RevPAS (Revenue Per Available Site), not just ADR (Average Daily Rate), noting that every property's demand will dictate the correct price. He shared that his company realized they were leaving a considerable rate on the table at one property and is implementing a strategy to raise its ADR by $25, which could yield $2 million. Angee Cozik confirmed that the advice on not being scared to raise prices was a key takeaway that both she and Patrick McCormick are bringing back to their business.

The panel also shared their most interesting conference conversations and their "origin stories" in the industry. Patrick McCormick’s most memorable moment was being stopped by a subscriber of his YouTube channel, Travels with Delaney, which reminded him of the greatness of the RV camping community and its inviting nature. Terry Munoz’s highlight was speaking with a client ready to break ground after receiving permits, which brought back his passion for developing a blank slate and creating places for family memories. Erica Edmonds was moved by a conversation with a girl named Lauren affected by Hurricane Helene, praising the OHI Foundation for "swoop[ing] in" to give hope and relief. Mike Harrison’s interesting conversation was a non-business-related discussion with Eric Stumberg about travel, which he noted naturally highlights the value of networking and human connection. Greg Emmert expressed astonishment at the OHI team's hard work, seeing them constantly getting feedback and taking notes from attendees.

The panel also shared their personal journey, revealing a wide range of entry points into the outdoor hospitality industry.

Terry Munoz started his career in 1988 as a college student, initially taking a part-time job as a "Ranger" with Thousand Trails. His passion for elevating other people fueled his growth from that entry-level position into property management and development within the industry. Mike Harrison's journey had two distinct phases: it began in 1987 in food and beverage, which led to a 25-year career in the hotel business, driven by a passion for service. His second start in outdoor hospitality came as a result of being laid off during COVID, an event he refers to as a "misfortune comes fortune" moment that led to a great new opportunity.

Greg Emmert's entry into the industry was sparked by his father, who, suffering from "armchair quarterbacking," decided to purchase a campground. This "trial by fire" experience provided immense learning and is what keeps Greg in the industry today. Angee Cozik and her husband entered the business as a retirement plan after selling their body shops. Their first year was tough, but things improved significantly after meeting Patrick McCormick and investing heavily in their park. Patrick McCormick had a 35-year career in the hotel business before becoming a business teacher. He began RVing in 2005 and launched his YouTube channel, Travels with Delaney, in 2017. He connected with Angee Cozik via Instagram and was eventually promoted to manager of Happy Acres Campground, completing a "full circle" back into hospitality. Finally, Erica Edmonds transitioned from managing a grocery store during the pandemic to the outdoor hospitality industry, where she found an adventure that she loves.

Terry Munoz asked Erica Edmonds for ideas to boost OHI Foundation fundraising. Edmonds suggested increasing visibility by engaging young professionals to challenge attendees to donate and by showcasing the Foundation's impact through videos and interviews. David Basler announced that the next conference will be in Fort Worth, Texas.

In the latest episode of MC Fireside Chats, guest host Scott Bahr of Cairn Consulting Group led a dynamic conversation featuring Simon Neal, Founder and CEO of Camp Map, and Rafael Correa, President and CFO of Blue Water Hospitality. The episode also included a special check-in from Brian Searl, Founder and CEO of Modern Campground, reporting live from the massive SETT Conference in France.

The discussion centered on key insights gathered from recent industry events and explored the contrasts between the European and North American outdoor hospitality markets — particularly in terms of guest experience and value proposition.

The discussion kicked off with Simon Neal sharing insights from the Croatian Camping Congress. Simon noted that the European season was "good, not fantastic, but good," with average growth of 6% to 10%. A distinctive trend observed was a move toward more stay-at-home vacations, which was particularly noticeable in the Dutch market. He recounted a story from Holland where great weather led to Dutch people staying home, filling up local campsites. 

This unexpected influx led to complaints from the local population about noise and overcrowding, prompting the government to immediately increase the sales tax (VAT) on outdoor hospitality from 9% to 24% for the next season. Simon also clarified the European camping definition, stating that a tent site and a camper/RV site are often the same, accommodating both tents and European-sized RVs (vans). He estimated that roughly 40% to 50% of European guests use tents, 40% use vans/small RVs, and the rest opt for glamping or mobile homes.

Rafael Correa followed by sharing his experience at the Jellystone Symposium and the tail end of the Sun Communities Elevate Conference in Orlando. He mentioned key announcements, including the retirement of Rob Shooter from Jellystone and the introduction of the new Sun Communities CEO. He praised the new CEO as a "super sharp guy" and first-class gentleman. Rafael noted the convenience for Blue Water, which manages both Sun and non-Sun Jellystone properties, to have both conferences buddy up, allowing for an internal "Blue Water powwow".

The conversation then shifted to the SETT Conference in France, where Brian Searl was attending. Brian expressed that the conference had "humbled" him, noting that it hosts around 20,000 attendees and 730 exhibitors across numerous massive buildings, dwarfing the scale of typical North American conferences like OHI. Simon Neal added context, mentioning that France alone has 12,000 campgrounds, making it the country with the largest number of campgrounds in Europe and possibly globally. Rafael Correa noted the vastness of the show for a strictly outdoor hospitality event and questioned the difference in unit types, noting that European camping doesn't typically feature the "giant RVs" common in the US.

Brian Searl went on to state his view that the European camping market, particularly in France and Croatia, is about 10 years ahead of the US, primarily due to their intense focus on the entire guest experience. He described the SETT exhibition floor as having everything needed to build and run a camping/glamping site, from power tools and shower fixtures to full-out glamping structures and tiki bars that serve inside-to-outside. He contrasted this with the US approach, where many items would be sourced from major retailers. Brian highlighted the European focus on small details within the accommodations, ensuring comfort and connection to the outdoors, often with large glass doors. Simon Neal affirmed that this focus is driven by the fact that Northern Europeans travel to the south for their two-week summer holidays and expect a great, high-quality experience, which has led to intense competition and evolution in quality.

Rafael Correa acknowledged the European emphasis on "form over function" and design. He also touched on the economic side, noting that US camping's historical origins are in affordability, but the industry is now serving a higher end of the spectrum. Rafael argued that while dynamic pricing is now accepted, the key word moving forward is "value," and campgrounds must "level up" to deliver value commensurate with rising prices. Brian Searl stressed that value delivery can be achieved in "10,000 different ways" and doesn't require a multimillion-dollar waterpark, but rather a focus on what the specific niche and buyer persona at that campground expects.

Scott Bahr brought up research showing a decline in the value guests assign to the glamping experience in the US over the past year, moving it from one of the better values in travel to the bottom third. Rafael Correa believed this is because the experience is not defined solely by the quality of the tent or bed, but by hospitality, sharing that the friendly staff at his hotel was the most impactful part of his stay. Scott Bahr confirmed that over 80% of outdoor hospitality guests include staff interactions in their definition of hospitality, making it the minimum point of entry. Brian Searl agreed that this focus is a challenge for some US operators who have not needed to change their hospitality approach for 40 years. Rafael Correa added that the difficulty lies in scaling hospitality from the family-run model to the multi-property operator model.

The segment closed with all three men discussing their goals for the upcoming conference season, specifically the OHI and KOA conventions. Simon Neal was looking forward to attending OHI for the first time, connecting with industry contacts, and learning more about the fastest-growing US market. Scott Bahr was seeking much-needed socialization after being immersed in data, looking for "unvarnished" in-person conversations. Rafael Correa was focused on gathering insights from peers and vendors to inform Blue Water’s strategy for the coming year. Brian Searl, jokingly prioritizing dessert and his need for forgiveness, echoed the sentiment of continuous learning from diverse global markets.

The recent episode of MC Fireside Chats focused on the evolving world of outdoor hospitality—particularly the glamping sector—and its strong emphasis on enhancing the guest experience. Guest hosts Greg Emmert, founder of Vireo Outdoor Hospitality Consulting, and Scott Bahr, president of Cairn Consulting Group, guided the conversation alongside Brian Searl, who joined remotely from Croatia.

The discussion is framed by the concept that regardless of geographic location or cultural differences, the core challenges and goals in outdoor hospitality remain universal. Brian Searl, joining from a remote Airbnb in Croatia, shares insights from the local camping conference, noting that European "Open Air Resorts" face similar struggles to North America regarding permitting, regulations for mobile homes, and, most importantly, the rising demand for unique guest experiences. He also highlights impressive, high-end developments in Croatia, such as RV sites with private pools.

A central theme introduced by Greg Emmert is that glamping operators are setting the pace for the rest of the outdoor hospitality industry by being "further ahead" in curating unique experiences. Scott Bahr concurs, stating that the glamping sector is actively moving beyond merely offering a "unique accommodation" to providing a "unique experience," a shift that is critical for success in the modern market.

The guest panel brings this concept to life with diverse real-world examples, starting with David Byers, Chief Visionary Officer for Canadian Sleeping Barrels. David, a supplier, explains his product—barrel-shaped accommodations with a large acrylic viewing bubble—and reveals his strategy for driving bookings for his clients: offering custom airbrushed murals on the barrels. This artistic personalization encourages repeat bookings as guests seek to stay in different themed units, transforming the investment into a "Return on Emotion" (ROE), not just a standard return on investment.

Another unique perspective is provided by Steph MacDonald, owner of the single-unit Quabbs Cabin in Wales, UK. Steph demonstrates that success isn't determined by scale. By focusing on a single, luxury, romantic, and dog-friendly cabin, she offers an extreme level of luxurious exclusivity and a highly personal connection to her guests. Her success has been fueled by transparently sharing the cabin's build process on social media, fostering an online community that converted into loyal repeat customers and advocates.

Steph further elaborates on the successful blend of luxury with sustainability at Quabbs Cabin. Initiatives include solar power, water recycling, using reclaimed and sustainable materials, and a wood-fired hot tub, using wood sourced directly from the farm. She points out that by maintaining high standards of luxury alongside these eco-friendly practices, she is actively dispelling the perception that sustainability must equate to a downgraded guest experience, which has garnered positive attention from the media.

MacKenzie Whitsell, owner of Wild Ride in Connecticut, showcases how a mission-driven business can create the ultimate curated experience. Her glamping domes are set on a mustang sanctuary for formerly wild horses. The accommodations are merely a base for guests to engage in immersive, equine-centered activities, such as helping with the evening horse feed and taking guided hikes. MacKenzie's approach successfully draws in both horse enthusiasts and the wellness crowd, offering activities like yoga, sound healing, and a commitment to reconnecting with nature and animals.

The experts also spend time wrestling with the term "glamping" itself. Brian Searl notes that major hospitality brands like Marriott and Hilton are investing in the space but often avoid the term, preferring phrases like "outdoor experience" or focusing on "cabin rentals." Scott Bahr's data suggests that for consumers, the most common definition is simply "elevated camping." The panel concludes that the term should be highly inclusive: if the property successfully connects people to nature and the outdoors, and provides a level of quality and service, it fits the bill.

Looking forward, the operators detail their plans for future growth and improvement. MacKenzie Whitsell is focused on continuous enhancement of the entire property, planning to beautify trails, add more common area gathering spots like hammocks and fire pits, and integrate technology via an app-based interactive scavenger hunt to encourage guests to explore the 150-acre property. This strategy is specifically aimed at catering to the younger, Gen Z demographic who seek controlled social interaction alongside personal space.

Finally, David Byers, the supplier, and Steph MacDonald, the singular-unit owner, conclude their forward-looking statements. David reveals that demand for Canadian Sleeping Barrels is strong enough that he's opening a second shop to double production capacity to 300 units per year, with sales extending across the globe, including Sardinia, Italy. Steph, meanwhile, remains committed to her one-cabin operation, prioritizing the high-touch, personal luxury experience that she has found to be so successful, ensuring the highest level of care and consistency.

In the recent episode of MC Fireside Chats, hosted by Brian Searl, the theme was "Marketing, AI, and Technology" within the outdoor hospitality industry. This discussion included recurring guests Greg Emmert, Founder and Principal at Vireo Outdoor Consulting, and Matt Whitermore, Director of Market Expansion at Climb Capital and Unhitched Management, along with special guest Brent Parker, CEO of OpenCampground.

The core concept that emerged was that technology, particularly Artificial Intelligence (AI), should be "invisible" to the guest to be most effective. The guests agreed that AI's best use is as a "force multiplier" that enhances the overall human experience in outdoor hospitality.

The panel first explored the application of AI in operational aspects. Matt Whitermore shared his initial skepticism regarding AI phone systems but acknowledged their significant value in reliably ensuring calls are answered, particularly during off-hours or in remote locations. The consensus was that technology's paramount function is to streamline the booking process, thereby allowing guests to disconnect and enjoy their stay faster once they arrive.

Data analysis and personalization were identified as another crucial area where AI could be leveraged. Brent Parker confirmed that AI-driven analysis of customer data could generate tailored reports for park owners and facilitate highly personalized guest service. The panelists contemplated a future where AI could recommend the perfect campsite to a guest, going beyond a simple list of options by factoring in preferences for seclusion or specific amenities.

The conversation then shifted to the future of how guests will discover and book their stays, and the likely impact of personalized AI agents on website traffic, brand loyalty, and Online Travel Agencies (OTAs). Host Brian Searl proposed that company websites might soon simplify, potentially evolving into basic APIs that feed inventory directly to AI systems, enabling a truly seamless booking experience. Brent Parker echoed this sentiment, suggesting that platforms like OpenCampground are moving toward a state where users can verbally "speak" a request—such as to build a custom housekeeping or maintenance feature—and have the AI automatically create it.

Finally, the group addressed the difficulties of technology adoption among older generations in the workforce. Matt Whitermore emphasized that while AI is unlikely to fully replace human workers, those who successfully embrace and master AI tools will be capable of performing the job functions of multiple people. He cautioned that a failure to adopt this new technology will ultimately lead to obsolescence. Greg Emmert added a balancing perspective, noting that job functions requiring an undeniable physical presence, such as property due diligence, still have a considerable "runway" before they become susceptible to automation.

The episode of MC Fireside Chats, hosted by Brian Searl (Insider Perks and Modern Campground), opened with lighthearted chat about Brian's new "Irish look" before diving into industry matters with his recurring and special guests. The recurring panel included Mike Harrison (CRR Hospitality) and Sandy Ellingson (Sandy Ellingson, LLC), joined by special guests Sangeetha Ramkumar (Dunya Camp) and Hannah Terry (Wildwoodland Retreat).

The discussion initially focused on major industry news, with Sandy Ellingson sharing the "uproar" over the new NEC 551 electrical code release. She clarified that AI-written articles had caused widespread panic by incorrectly stating campgrounds needed to immediately upgrade all pedestals. She assured operators that the requirements primarily target RV manufacturers (OEMs) and advised against immediate panic, promising a detailed paper and podcast with an author of the code to offer correct guidance.

Mike Harrison then brought up the ongoing post-Glamping Show discussion regarding Marriott's Bonvoy Outdoor Collection announcement, calling it a "great evolution" for the space. He asserted that, regardless of how the properties are defined, this move will bring "incredible" awareness, distribution, marketing, and data to the entire outdoor hospitality sector, accelerating its evolution.

Brian Searl and Sandy Ellingson briefly countered, questioning the collection's benefit to the existing glamping industry since Marriott appears to be strategically avoiding the word "glamping" to prevent confusion with older, less luxurious definitions of the term. Sandy noted that her research indicated the word "glamping" was originally confusing, leading hotel chains to prefer "Luxury Camping" or "Outdoor Hospitality."

Sangeetha Ramkumar, with 11 years of experience at IHG (InterContinental Hotels Group), confirmed this strategic avoidance, stating that large companies prefer not to "spend a lot of money to overcome existing meanings." She predicted that major hotel chains will not pursue deals with small, independent properties but will wait to acquire consolidated entities or purpose-built brands like Under Canvas or Postcard Cabins, suggesting that this acquisition strategy is the future for luxury outdoor hospitality.

Sangeetha then introduced her property, Dunya Camp, a luxury glamping site in North Georgia. The camp was born out of a desire to reconcile her "inside cat" hotel background with her "outside cat" husband's love for camping. Her goal was to create a destination that felt highly "transportive" and "bespoke" through focused, crafted design, drawing inspiration from old-school luxury hotels, African safari camps, and Moroccan riads.

The conversation shifted to the importance of operations in supporting the luxury experience. Sangeetha highlighted that maintaining the pristine condition of the property is paramount, as a ratty appearance can quickly destroy the first impression, even if the unit is clean. She revealed that Dunya Camp operates on a consolidated check-in schedule (Mondays, Wednesdays, Fridays) to ensure efficient cleaning by crews traveling from Metro Atlanta and to maintain privacy and quiet for guests, treating the stay like a "show" with set start and end times.

Hannah Terry then introduced her property, Wildwoodland Retreat in the UK, a tiny operation started 10 years ago to diversify her small family farm. Motivated by a need for self-sufficiency after a career-ending illness, Hannah used the money from selling her house to buy two Shepherd’s Huts instead of one costly treehouse. She spoke honestly about the hard work involved, running the operation herself while raising two young children, and the later decision to stop using tents due to the UK's rainfall causing mold, eventually pivoting to simple camping pitches which, surprisingly, have proven more financially successful than the glamping units.

Hannah explained that the glamping market in the UK is now "swamped" and consumer demands have risen drastically for high-end features like hot tubs, which she resists due to the intensive operational load. Mike Harrison offered quick operational advice, advising Hannah to focus on the profit dollars of glamping rather than the margin of camping, and to maximize her higher-paying units if demand proves sufficient. Sandy Ellingson further suggested that Hannah explore agritourism, sharing success stories of farms where the experience of being around livestock (goats, cows, chickens) is enough to attract a large volume of campers, regardless of accommodation type.

Finally, Hannah shared her retreat's unique selling proposition: Goat Yoga and Goat Walking, which she found to be her most popular offerings, particularly the Goat Yoga. Interestingly, she noted that 90% of those booking the animal experiences are not overnight guests, suggesting a marketing disconnect she needs to address. She closed the show with exciting news: she purchased four baby goats to host special indoor Goat Yoga sessions during the winter, which Brian Searl vowed his girlfriend would book immediately. The episode concluded with a final call to action for operators to focus on the human element, attention to detail, and a clear understanding of the customer's desired experience.

The October 8th episode of MC Fireside Chats, hosted by Brian Searl and featuring recurring guest Scott Foos, along with special guest Stephanie Kichler, navigated the dynamic landscape of the outdoor hospitality industry, focusing primarily on glamping, the guest experience, and the impact of major industry news. Despite several expected guests missing the episode, the conversation was rich with personal insights and professional perspectives.

Brian Searl kicked off the podcast, welcoming listeners and addressing the noticeable absence of several scheduled guests, playfully attributing it to either the excitement of the Glamping Show or the recovery afterward. The core agenda for the chat was set to include a recap of the recent Glamping Show, the significant Marriott Outdoor Collection announcement, and a potential discussion on the future of marketing with Sora 2 (an AI technology), though the latter topic was deferred due to time.

Scott Foos, a Managing Partner and co-owner of Horizon Outdoor Hospitality, introduced his firm as a third-party management and professional services company dedicated exclusively to the outdoor hospitality space. He expressed excitement to be back on the show, noting that the focus for operators remains on continually enhancing the guest experience.

Stephanie Kichler, the General Manager of BaseCamp 37, was introduced as the special guest. She described her property as a 10-acre glamping site in Southern Utah, situated near major national parks like Zion, Bryce, and the Grand Canyon. BaseCamp 37 is an independent, woman-owned business, running five tents and celebrating its ninth year of operation, notably as one of the region's first glamping sites. Stephanie proudly mentioned their commitment to being eco-friendly and primarily solar-powered, illustrating the unique challenges of off-grid living, even as they've added amenities like fiber internet and city water for guests.

The panel dove into a recap of the recent Glamping Show. Scott Foos noted that the event continues to be a source of inspiration, showcasing the industry's commercial growth and innovation, from various physical units like cabins and tents to on-site activities. Brian Searl acknowledged that the show, despite a management transition, maintained its core feel and content, including presentations from established players like Bolt Farm Treehouses and HoneyTrek.

Stephanie Kichler, who was unable to attend as a small, two-person operation, highlighted her company's desire to attend for networking and learning real-world troubleshooting stories from other independent operators. She emphasized that practical strategies—such as handling wear and tear in the desert environment, dealing with permitting, or managing challenges like the closure of National Parks—are often more valuable than seeing new corporate designs.

The conversation shifted to the vital role of the personalized guest experience, a topic close to Stephanie's heart. Drawing on her background as a public school teacher, Stephanie explained that BaseCamp 37's approach involves a personal check-in for almost all guests. She personally greets them, gives them a tour of their tent, explains the solar power system and heaters, and walks them through the guest lodge amenities. She considers this one-on-one support and presence on the property a key amenity that helps first-time campers feel comfortable, welcome, and at home, an effort reflected in their positive reviews.

Scott Foos affirmed that this warm, human touch is one of the hardest and most important elements of hospitality, especially as properties scale. He suggested that while technology and AI can help operators automate tasks like housekeeping to improve margins, the ultimate goal should be to free up staff to invest more time in the personal connection and welcoming experience. Brian Searl agreed, proposing that AI could work behind the scenes (e.g., researching guest preferences to personalize a welcome with their favorite snack) without guests needing to "see the technology."

Stephanie Kichler elaborated on the challenges of running a small, independent operation in the desert. The constant battle against the elements—the desert sun and sand—makes resources highly consumable, leading to a roughly two-year lifespan for their safari tents and perpetual maintenance needs. Additionally, being located eight miles outside Kanab, Utah, on a dirt road, means handling rural life realities like keeping the property clean, maintaining the solar-powered system, and occasionally shooing away neighboring ranchers’ cattle, which can find their way onto the property due to Utah’s fence-out laws.

Scott Foos related this to the wider issue of burnout for owners, noting that while the personal touch is vital, it’s also the hardest to scale and sustain without support. The panel discussed the importance of framing expectations for guests, using the example of mice: instead of a "do not" list, Stephanie educates guests by saying they will hear mice outside, so to keep them out of their tent, they should secure their food. This technique helps manage expectations, ensuring guests feel comfortable when they encounter the realities of an outdoor, off-grid environment.

The conversation moved to the announcement of Marriott’s Outdoor Collection by Marriott Bonvoy, an unsurprising development following their acquisition of Postcard Cabins and partnership with Trailborn Hotels. Scott Foos explained that this platform allows guests to earn and redeem Bonvoy points at associated properties, which are typically lodging units, but not currently RV sites. He noted that the mass implementation of this is yet to be determined, as a high key count (number of units) minimum for franchising (historically around 70) might not fit the vast majority of smaller glamping operations.

Stephanie Kichler drew a parallel to the now-closed REI Experiences, but maintained an optimistic view. She suggested that a major player like Marriott entering the space helps elevate the entire glamping community, making it more approachable for a larger audience, which ultimately benefits all operators.

Brian Searl played devil's advocate, questioning whether Marriott—which has thus far avoided using the word “glamping” in its main branding for the collection—will actually raise the profile of the glamping industry, or simply brand the new offerings as "cabin rentals" or "Marriott experiences." He further suggested that the move could raise guest expectations for independent operators like BaseCamp 37, with guests potentially demanding the amenities of a five-star resort (hot water, AC, luxury bedding) at a more rustic site.

The discussion also touched on the fragmentation of the outdoor hospitality industry and the growing necessity of classifying properties to better understand performance metrics and guest expectations. Scott Foos noted that many institutional properties are combo properties with both lodging units and RV sites, which currently complicates their participation in the Outdoor Collection. The panelists agreed that the ultimate goal remains to make outdoor experiences more accessible and memorable, regardless of the accommodation type.

In their closing thoughts, the guests underscored the primary mission of the industry. Stephanie Kichler shared a personal final thought: that glamping is uniquely positioned to inspire people to care for the outdoors. By creating positive memories in nature, the industry encourages guests to become better stewards of the environment, which she finds personally inspiring.

Scott Foos emphasized that despite the big industry news, operators must stay focused on what they can control: the guest experience, ensuring the human element remains central to every connection. Brian Searl concluded by encouraging operators not to be afraid to create experiences that don't require millions in capital but simply require a clear understanding of what their specific guest truly desires.

The MC Fireside Chats episode on October 1st, 2025, was recorded live at the Glamping Show USA, with host Brian Searl guiding a wide-ranging discussion on the current trends and future of the outdoor hospitality sector. Brian Searl was joined by a distinguished panel that included Mike Harrison from CRR Hospitality, Sven Schuurmans of Glampings.com, Ann Howard from HoneyTrek, Tori Bolt and Seth Bolt of Bolt Farm Treehouse and Bolt Coaching, consultant Greg Emmert of Vireo, and technology expert Ari Smith of Fat.Rat.AI and Balance Farm. Sarah Riley, the Co-Conference Director, also joined the conversation later to share her unique perspective on managing the event's transition.

The discussion began with the panelists sharing their experience and perception of the Glamping Show's evolution. Mike Harrison noted that over his four years of attendance, the show has matured significantly, moving past being primarily for "dreamers" to now attracting builders, developers, and investors from other sectors like multifamily and traditional hospitality. He found this year to be his favorite, citing the high quality of structures, the variety of units, and the exciting diversity of attendees, including international guests. Sven Schuurmans, whose company Glampings.com is an online booking platform focused on Europe, echoed this, mentioning that this was his second visit and he saw a clear development in the variety of accommodation and the sophistication of the technology being presented.

Ann Howard reflected on the show’s history, recalling that the first event was held in a Hilton, which attendees felt was contrary to the spirit of glamping. She praised the current outdoor setting for allowing attendees to "touch and play and explore" the structures, and she commended the American Glamping Association (AGA) for making the first day an invaluable foundational learning experience for newcomers. Ann Howard specifically noted that the community built over the years feels like a homecoming, fostering genuine relationships that extend beyond the conference floor. Tori Bolt and Seth Bolt, who were speaking at the show for the first time, expressed excitement, with Tori noting the visible improvement in the quality and quantity of vendors and speakers, stating the show felt "5% better" than the previous year's event.

Seth Bolt emphasized the "pioneer spirit" of the show, which he sees as a rebellion against the constant noise of modern life. He stressed that the core ethos of glamping is connecting people with nature and providing unique experiences that offer far more than just a place to stay. Seth Bolt shared that Bolt Farm's journey taught them the risk of building unique ventures without guidance, which is why they started Bolt Coaching—to help others navigate the complex process of construction, operations, and team building. Greg Emmert, who was initially recruited to help hold the microphone, added his perspective, noting that the conference acts as a "spark," re-energizing his forward-thinking, progressive approach to consulting.

The conversation then delved into the crucial role of technology and AI, with Ari Smith providing his key takeaway that attendees are now fully embracing the need for AI, asking about its implementation rather than its utility. Ari Smith emphasized that this acceleration of technology is not just about automating tasks, but about delivering personalized intelligence that optimizes the entire guest experience. Mike Harrison agreed with the concept of a "smart cabin," stating that true smartness means knowing, for example, the right time to have a guest's coffee ready based on their profile, rather than just simple voice commands, which Ari referred to as a "chip sale" from 15 years ago. Ari Smith stressed that this is the world "bending to the guests" and that glamping professionals’ enthusiastic approach to disruption is a rare and powerful thing.

Ann Howard pivoted the discussion to sustainability, stressing that glamping operators should be leaders in this area because their audience inherently cares about the environment. She advocated for reframing the conversation to focus on regenerative resorts and their positive footprint. Greg Emmert, a conservationist, agreed, but pointed out that a primary barrier for many consulting clients is seeing sustainability as a cost, similar to complying with the ADA, rather than an asset. He argued that operators must properly "tell the story" of their environmental efforts—like creating pollinator plots—to connect with guests and translate the effort into a higher ADR.

Greg Emmert also raised a specific concern as a conservationist: the amount of glass in new glamping structures. He noted the lack of visible mitigation strategies to prevent bird collisions, which kill up to a billion birds a year, and urged manufacturers to build conservation into their designs from the ground up. Mike Harrison followed up by sharing his advisory perspective on finding a balance between sustainable behaviors and the business's bottom line, and he also contributed to the conversation about the diversity of glamping, arguing that it is an open industry where glamping is defined as any unique accommodation that isn't a tent or RV.

Sarah Riley provided her view as Co-Conference Director, noting that the most challenging aspect of taking over the show was the transition, but she credited the new owners, Emerald Exposition, for investing so heavily in the industry and allowing the veterans to guide the content. She noted that the glamping sector is maturing, with attendees possessing much more knowledge now, which means the conference needs to evolve to provide higher-level content. Sarah Riley also commented on the Marriott announcement, saying it signals a major shift that will bring distribution and awareness, but that the industry needs to be proud that they are "way ahead" in defining the experience.

Following Sarah's contribution, Mike Harrison expanded on the Marriott Outdoor brand announcement, which includes four to fifty properties across the US. He argued that the entry of a major player like Marriott is a positive development that will bring financial investment, technology, and widespread awareness to the space. Ann Howard questioned whether the boutique operators should create their own loyalty point system to "share these guests" and prevent Marriott from dominating the market, to which Mike countered that the true value will be in access and exposure to Marriott's millions of members, not points.

In closing, Sven Schuurmans spoke about the European market, where parks often copy each other's glamping concepts, making the diversity seen in the US market a source of inspiration. He noted that the focus in Europe is on adding amenities like hot tubs and saunas to attract guests. Greg Emmert concluded by affirming that the conversation about conservation was his most interesting takeaway. Mike Harrison’s final thought centered on the importance of continuous education and learning, citing that Greg’s point about bird collisions was an important takeaway he would immediately implement in his own developments. Brian Searl wrapped up the show, summarizing that the key takeaway is the sheer diversity of voices and learning opportunities that can only be accessed by attending the show in person.