April 16th Episode Recap The episode of MC Fireside Chats, hosted by Brian Searl of Insider Perks, convened a diverse panel of industry professionals including recurring guests Jeff Hoffman (Camp Strategy), Mike Harrison (CRR Hospitality), and Sandy Ellingson (Industry Liaison/Consultant), alongside special guests Kurtis Wilkins (Private Equity Analyst, Rjourney), Jennifer L. Grissom (Co-Owner, Crystal River KOA), and Yolanda “Yo’EL” D’Oyen (Owner, ARK@Denali Campground Resort). The comprehensive discussion explored crucial aspects of the outdoor hospitality sector, focusing on operational strategies, the interpretation of market data, adapting to consumer shifts, and navigating the increasing trend of institutional investment. Brian Searl opened the show by introducing the panel and highlighting recent technological advancements from Insider Perks. He announced the rollout of Rigsby, their AI voice chatbot, which is now capable of handling reservations via chat and is soon expected to offer voice reservation capabilities. Brian emphasized that this innovation is poised to be a significant disruptor in the industry, providing 24/7 booking options and eliminating common issues like busy signals, acknowledging that early adoption may involve a testing phase. The conversation quickly turned to industry data, prompted by insights drawn from the KOA North American Camping Report. Sandy Ellingson shared her positive takeaways, noting substantial increases in camping households and high retention rates among campers who began during the pandemic. She also highlighted encouraging growth in specific accommodation types, such as a significant rise in tent usage. However, Sandy expressed concern that some parks were limiting tent camping, which she sees as a vital “onboarding” method for introducing younger generations to camping, and advocated for viewing tent and car camping as strategic tools. Providing additional perspective on the data, Mike Harrison and Kurtis Wilkins cautioned against solely comparing current figures to 2019 (pre-pandemic) growth, which naturally saw a massive surge. While acknowledging continued overall interest, they stressed the importance of analyzing recent year-over-year changes and noted signs of potential headwinds, including recent nationwide dips in consumer activity in Q1 and April. Kurtis specifically highlighted that Rjourney is observing tighter booking windows, making forecasting more challenging despite no overall drop in bookings. A key theme discussed was the need for campgrounds to adapt to the evolving consumer. Mike Harrison pointed out that demographic data in some CRR Hospitality resorts shows a nearly equal distribution across age groups (Baby Boomers to Gen Z), necessitating varied marketing strategies across different platforms to reach each segment effectively. He and Kurtis Wilkins stressed the importance of adopting “experiential hospitality” to make stays a lifestyle experience and utilizing technology for simple enhancements, not just complex systems, to cater to the modern traveler. Kurtis Wilkins emphasized that understanding each park’s specific demographic and location is crucial for effective microtargeting in marketing efforts, noting that even regional terminology like “campground” versus “RV park” matters. He stressed the critical need for operators to closely monitor operational data such as pace reports, leads, and conversion rates at a granular level to identify demographic shifts and pivot strategies quickly in response to market changes, including those influenced by external factors. Jennifer L. Grissom shared her firsthand experience as a new owner/developer of the Crystal River KOA, which opened recently. She spoke about the success of her first year, exceeding initial projections, but also highlighted the operational challenges posed by the current narrow booking window that complicates forecasting. Jennifer discussed her surprise regarding the volume of tent campers and the lessons learned about pricing and managing that segment, noting that higher price points sometimes attract specific demographics like elderly individuals seeking facility access. She strongly emphasized the invaluable support the KOA franchise provides through established operating systems, marketing, and brand recognition for a park of her size. Yolanda “Yo’EL” D’Oyen introduced her unique and ambitious project, ARK@Denali Campground Resort in Alaska. Describing herself as a visionary builder, Yo’EL is developing the property to leverage its unparalleled view of Mount Denali. She detailed her strategy to operate year-round, which is uncommon in Alaska, partly driven by a personal mission to provide a place of light and community during the long winter months. Yo’EL outlined diversified revenue streams beyond traditional RV sites, including capitalizing on tour bus traffic with a heated viewing deck and other amenities, and mentioned exploring funding options like USDA loans and phased development to include workforce housing for quicker revenue generation. The increasing trend of institutional investment and the entry of major hotel brands into the outdoor hospitality space were significant points of discussion. Kurtis Wilkins highlighted Rjourney’s recent success securing a CMBS loan that included transient revenue, a first of its kind, which he believes will pave the way for other RV parks to access similar institutional financing. Mike Harrison discussed how this trend, combined with potential future online distribution platforms for campgrounds, is professionalizing the industry, suggesting that independent parks must embrace “operational excellence” and differentiate themselves effectively to compete, a point echoed by Jeff Hoffman on finding one’s niche. Concluding the chat, Kurtis Wilkins used a memorable analogy: technology is the car, and data are the windows – you need the right tech systems (the car) but also need to look at your data (the windows) to know where you're going. He called for more collective data sharing across the industry to better understand and compete in the evolving market. The overall sentiment was one of dynamic change, with significant opportunities for parks willing to adapt, understand their guests and market, and leverage technology and data to enhance operations and guest experience. Brian Searl invited listeners to continue the data discussion on his other podcast, Outwired.