Innovation Essential in the 21st Century: Re-Engineer Your Park & Add New Excitement

by David Gorin
President
David Gorin & Associates

A refrain heard across the US is that today’s campers are more demanding. Fact is they simply have higher standards and higher expectations than their parents. Families still travel over the river and through the woods to visit grandma but they also experience cruising, upscale theme park adventures and all-inclusive Caribbean resort vacations.

With the fierce competition for discretionary vacation spending campground and RV park owners and operators cannot afford to continue running their operations “like they’ve always been run”. Understanding exactly who your customer is and re-engineering the camping “products” to meet their ever-changing, new and often higher standards is key to maintaining and growing your business.

Can we apply product re-engineering techniques well known and practiced in numerous industries throughout the world to an RV park or campground. I believe so and in this article we’ll begin to explore some ideas to re-engineering a guest’s experience when visiting your park. As we discuss each area, consider what “products” you offer your customers. Apply these and other ideas you, your staff and your guests may have with the goal of increasing occupancy, guest satisfaction and profitability.

Amenities

Chances are your 21st century guests want to rough it in style. Whether it be a campground or a full-fledged RV resort, certain amenities are desired and sometimes even required.

• Internet Service
More and more campers are traveling with their laptop computers. Some love to send emails to friends and families about their travels, some blog, some use the internet for business while traveling. Take a close look at what you have available in this area, as it’s fast becoming a requirement.

Wireless internet service is the gold standard and within the bounds of what is technically possible in certain situations should be delivered to each site – even if the cost of providing this service is initially higher than expected. Be extremely careful not to over promise and under deliver. Service that’s promoted is expected. If you are unable to offer a reliable connection you will create disappointed guests. In today’s world, there are few excuses for not making this product available to guests.

In addition to high speed internet service at individual sites, computer rooms with several workstations that have internet access is an additional amenity that is inexpensive to provide and will meet the needs of some guests. This is a great service for checking email and surfing the internet but users cannot upload or download from these computers.

The days of dial-up are long past. If you are still offering this service, consider shutting it down as it does not reflect positively on the park. The time it takes to send or receive large files such as photos will only frustrate your guests. Add a couple high-speed DSL lines for laptops to plug into – they are fast and reliable.

• Pet Considerations
Traveling with pets is one of the attractions of a camping or RVing vacation.

Another “must have” in the 21st century RV park: a fenced pet park where owners and pets can play sans a leash. The 20th century pet walk area is a poor substitute for a 21st century play/exercise area.

Coming now to re-engineered RV parks: A “pet hotel” or “pet day spa” for campers to leave their animal while touring the area attractions, going out for dinner, playing golf or enjoying other off-site recreation. A new profit center just waiting for innovative operators to start breaking this new ground.

•Poolside Enjoyment
There’s no question that a swimming pool and hot tub are highly desired amenities. Make this area of your park memorable by re-engineering your camper’s experience.

Decorate your pool area with sparkling Christmas lights. Wind them around trees, along fence lines or any other place you feel they’d make an impact. The ambiance they add are worth the few dollars in cost.

Poolside drink service is a popular amenity seen at upscale resorts and on cruise ships. By adding this to your guest’s pool experience their vacation takes on a resort feel. A “pool attendant” serving bottled water or soft drinks, spraying guests with cooling water, keeping the area clean and tidy and offering suntan lotion,
sunscreen, towels, pool toys and other amenities adds a great 21st touch for 21st century guests.

• Ice Cream “Man”
Everyone loves ice cream. Using a golf cart, trailer, and cooler or small freezer have a staff member roam the park offering this tasty treat. Add music for a festive and attention getting touch.

Ice cream is also well received at Bingo and other events that require a half-time break. Minimal cost – maximum memories.

• Firewood Delivery
Make it easy for your guests to enjoy the age-old camping tradition of a campfire. Using a golf cart and trailer, have a staff member traverse the park selling bundles of firewood, kindling and firestarter.

Activities

Everyone wants to be healthier, more fit and mentally stimulated. Promote healthy, physical and educational events at your resort and you’ll attract the up and coming generation of campers.

• Sports Instruction
Offer a “pro” or group instruction for sporting activities available at your resort. The enjoyment of learning and using your facilities will long remain in your guest’s mind.

• Mini-Golf Course
A great family activity, mini-golf allows all skill level players to have fun as a group. Take a hard look at your mini-golf course – could it use an upgrade, new “turf” or a complete overhaul?

• Educational Opportunities to Match Clientele
By understanding who your customers are you can determine the type of educational activities they will enjoy. Often times staff members and even guests have interesting and unusual knowledge and are thrilled to share. Some ideas:

Yoga/exercise classes
Group hikes or bicycle rides
RV clinics
Camp cooking shows/classes
Astronomy programs
Photography classes/field trips
Nature/animal shows
Storytelling
Local history events/talks
Wine tastings and instruction

• Movies Under the Stars
A number of vendors are now providing inflatable or fixed outdoor movie screens and projection equipment while some parks are introducing small “home” theaters. Movies in the park – shown under the stars – or in an indoor theater designed specifically for the purpose is an unusual and worthy offering. Plan movies that are relevant to your clientele and encourage guests to bring camp chairs, blankets, and snacks if desired. Give or sell candy bars, beverages and popcorn. Consider family-oriented movies during early hours and perhaps more adult fare after hours.

• Spa Services
Create some small, secluded and quiet treatment rooms and use local specialists to offer massages, facials, pedicures and manicures, and other similar spa services. Promote the availability of these special services and encourage early reservations. When was the last time you visited a quality, upscale hotel property that didn’t have a spa on property or a special relationship with a nearby spa.

Camp Store

Surveys of travelers and tourists repeatedly indicate that shopping is a top rated choice for on-vacation activity. A camp store provides convenience to your guests’ stay and can definitely add to the “resort” aspect of your park. Make shopping in your store a pleasant and enticing experience. In addition to the standard staple food items, souvenirs and imprinted clothing, consider a small photo, art or craft gallery with local crafts and art, a small section of unique clothing, sports and exercise items and perhaps a stock of unique specialty products for RVs. Re-engineer your store further with these ideas:

• Gourmet coffee drinks are hot, right? An in-park quality coffee bar, café or coffee house is likely to be a winner, even in rustic, never going to work type locations. Also, a wine and cheese section in the store will likely find a clientele in certain parks.

• Farmer’s Market
Fresh fruits and vegetables are always in demand and make for an attractive display. Offer locally grown produce if available.

In some areas of the country parks can arrange for a mobile “produce stand” to visit their location on a scheduled day and time.

• Picnic Service
Add value and convenience by offering a picnic service. Create a picnic menu including sandwiches, chips, cookies and a beverage and pack in a basket that may either be used for a returnable deposit or purchased as a picnic package. Allow guests to order a day in advance if desired.

Restaurant

Keep your guests and their dollars in the park by offering great food and great service. Simplify your menu and offer a variety of healthy selections. Build on your food service with the following suggestions:

• “Room Service” Menu
Create a menu that can be delivered to a guest’s RV that include menu items that you feel will arrive “restaurant quality”. Set a maximum time frame for delivery that you can live with.

• Branded Beverages
Wouldn’t it be great to be able to offer private label beverages such as wine, beer and sparkling water to your guests? Many craft vintners, breweries and bottlers offer this service. Use these products as your house beverages and carry in your store as well. Check out local vendors of these products and see what you can do to provide these personalized products to your guests.

• Meal Events
Themed dinner parties such as a Luau Pig Roast or a Cowboy BBQ deliver an evening of excitement – making the meal an event. Decorate the area and add music, entertainment, contests and party favors to really make a splash.

Take a fresh look at your park and the “product’ you offer. Does it suit your current customer base? How well positioned are you to meet and exceed the needs and expectations of the 21st century camping consumer? Don’t be afraid to try ideas you’ve experienced and enjoyed during a resort or cruise vacation. Re-engineering your park and your product is not only essential to your survival but it makes good dollars and cents.

Sidebar

Think like a product engineer

Not sure how to even begin re-engineering your park products (sites, buildings, amenities, activities, etc.)? Consider starting by looking at every aspect of your park business by asking the question “how can I change or improve this product to make it new, different and better for today’s consumer? Think of all of the consumer products you’ve used for years. How has the manufacturer changed or improved that product to keep up with the competition? How have these changes/improvements affected your buying habits?

To help start the re-engineering process, consider each product you offer in terms of these re-engineering elements:

Shape
A swimming pool, for example.Can I change the shape of a product to enhance its appeal?

Color
Can adopting a new color scheme for buildings, signs, etc. improve the park’s appearance?

Materials
Roads...is it time to move from gravel to black top?

Size
Sites...is bigger better? Clubhouse ready for expansion?

Functionality
Store...is the layout the best it could be to serve guests’ needs?

Life Expectancy
Trees and landscaping... annual or perennial?

Multiple Uses
How else can the pavilion be used to meet guest needs

Durability
Does your playground stand up well under heavy use? Are you using commercial grade wi fi or did you buy off the shelf home components that are being taxed beyond their ability?

Packaging
Is your logo and advertising ready for a refreshing change? How Does the staff look?

Obviously not every element will apply in all situations but by viewing your various business products through these eyes, you will no doubt find numerous ways to improve the products, increase guest satisfaction, keep your guests excited about your park and ultimately build occupancy and increase revenue.