Campground Success - Time to Look at the BIG Picture

Campground Success - Proven Strategies to Grow Your Business

Time to Look at the BIG Picture
Contributed by Peter Pelland, Pelland Advertising
July 12, 2011

As individual business operators and the industry as a whole, I believe that the RV camping industry is limited by too narrow a view of the role of family camping. We have our trade associations and industry advocates that promote this fine outdoor pursuit, but I think that we are sometimes handicapped by a set of blinders that prevent us from seeing family camping as part of a much broader concept of outdoor recreation.

I am willing to bet that most campground owners are not familiar with the Outdoor Industry Association or the Outdoor Foundation’s annual Outdoor Recreation Participation Reports. The family camping industry is one component of the overall outdoor recreation industry. To grow, it must embrace growing components the overall industry in a much more active manner.

Before we go further, I strongly encourage you to download and digest the following PDF file: Outdoor Foundation’s Outdoor Recreation Participation Topline Report 2011. The 10-page document is a free download. You should also download and thoroughly read the Outdoor Foundation’s full 68-page Outdoor Recreation Participation Report 2010, another free download that offers far more details on the trends that have continued into 2011. These reports are the results of the largest ongoing surveys of Americans of all ages and ethnicities, detailing their participation (or lack of participation) in over 100 outdoor recreational activities – including family camping.

Both the 2010 and the 2011 reports outline the importance of engaging youth and minorities in outdoor recreation, also outlining the reasons for lack of participation among these demographic groups. If you want to grow your business, you simply must engage a broad range of participants who are not your existing guests. You must strive to appeal to younger campers because they are your future return guests and potential seasonals. According to the 2010 U.S. Census report, 16.3% of the American population is Hispanic or Latino; 12.6% is African American; and 4.8% is Asian. How does this compare with the demographic makeup of your campground? My guess is that most campgrounds are not even approaching the point where they are getting their share of these vast demographic markets.

Back to the outdoor recreation reports, there are several crucial statistics that we all need to comprehend. First of all, 83% of RV campers participate in other outdoor activities (2010 report, page 29). According to the 2011 report, participation in RV camping declined by 9.0% from 2010 to 2011, after a modest gain of 5.6% from 2009 to 2010. The only bigger drop than camping was sailing, another form of outdoor recreation that typically involves a significant investment in equipment. Compare this with some of the outdoor recreational pursuits that showed the greatest rates of growth from 2010 to 2011: Adventure Racing +23.0%; BMX Bicycling +30.8%; Boardsailing/Windsurfing +43.4%; Climbing (Indoor) +10.6%; Climbing (Outdoor) +19.8%; Kayaking (Salt Water) +21.1%; Kayaking (White Water) +34.6%; Running/Jogging +12.6%; Triathlon (Off Road) +39.5%; and Triathlon (Road) +63.7%. Notice that most of these pursuits that showed the greatest gains in participation rates are relatively inexpensive and are more exercise-based, rather than passive, activities. They also tend to appeal to a younger demographic.

If 83% of RV campers participate in another outdoor activity when camping, how are you capitalizing on this statistic? Clearly, you must offer more than campsites, either in your on-site amenities or in your partnering arrangements with nearby outdoor recreational businesses. Consider sponsoring events, serving as a designated lodging services provider. Offer discounts to nearby recreational attractions, and provide their customers with discounts on camping. If people are traveling outside of their local area to climb, raft or bicycle, they are going to need a place to stay – and that place should be your campground. Try to concentrate on partnering with businesses that complement camping, that do not compete with you in providing lodging, and that are trending upward in popularity. Some of the hottest recreational pursuits do not yet appear on the recent reports, but they will certainly appear in the future. One of these would be zip lines – a very popular new recreational pursuit. If you have a zip line operator nearby, what are you waiting for?

These reports show that, despite the recent decrease in participation, camping remains one of the most popular outdoor activities for adults over the age of 25, third only to fishing and running/jogging, and only slightly ahead of bicycling. That is good news because many, if not most, campgrounds offer some sort of fishing, as well as trails for running and bicycling. Many more are in close proximity to bike trails and scenic roadways that are well suited for bicycling. The only glitch is that RV camping is showing a downward (-14.2%) three-year trend among youth ages 6-24, along with other recreational pursuits that the younger crowd identifies as “their parents’ style” of activities. By associating the camping experience with other activities that are more popular with the youth market, you will build your current customer base and be making a very sound long-term investment.

This article is copyrighted by its author and may not be reproduced for commercial use without express permission.

Find more contributions from Peter Pelland in our archives …

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*6bPle0a81edfd7a30dseb6 06489c875el2133ebd8fda6r cth48i0776bs27944 4fif3dee8be67ld25 87-8>1 contact:**	* REQUIRED
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*f09eP7l0ea0adse1da8e3 cfleba47e7ada7r 3t177d0d1a817hi8sba 9f34145i9e48l4d 187c1b43-c4d>7cb e-mail:**	* REQUIRED
*9a46cP6l7e5a49ce9sff1792e83 c9la5eb30ecc9a0r ba0b5th33is90ca cf4aife58c2b038c9ld2 e2->5dad email address:**	* REQUIRED
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*c1c8e02dPlc37ece55a6fbd3c5se 0b5cl51fdd82c62d9c3ea05rdbbba7 3871c1th1f3ie65asb field ->7ae state:**	* REQUIRED
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*ff729c46P93l599b35e84b48a3secc 3375a9c4bl5e64a0r1d 71th3is75f 7fe8b9ie8e14lbfd73 19-68>8f4 link exchange:**	* REQUIRED
*94P83263le3a9b4se68d bc6a8affl9ddd5e61feedb748e039ar 5a659thfic2s6 8f9bc1i2eld1479 ->631df organic:**	* REQUIRED
*9Paa9fl3e9as848e0a f0c7f18l1ed281a2r 1t9hi5ce8s40bdae ffcieel8d49 2-8f19>85996baa7a78a104c price:**	* REQUIRED
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*b224Plae7aesdeb c172fla2fe9e639ara48d 344td7ah0i0s 1fi840eedl1d979a42 038->87f176dd2a793f7 phone:**	* REQUIRED
*952P470l1ea003ebsae8e a54bccl1908059de1ada0782r650f ftc79b32hisd 3f5fi9el667d f-99d>c918a0 fax:**	* REQUIRED
*e0a179P7leefea2923bd1se76b1751e 8fc031430lefa8r 47729et01hcdisb41 e2158fai25ec3lb03d0d a-> comment:**	* REQUIRED
*P85aa87l061f8e5a1sa4995ed 5c1l7deb44a2bbedb8a96e1rdfd6 th3i18as73 fdi08defl3d0b d->21c92b7 comments:**	* REQUIRED
*084P5l3e0aae2es81e7e c5l1e4a077c0r 41ta38d8ehi5b7s 7f87ccie2753cl538d c22-38>91d92ae53be38 message:**	* REQUIRED
*e3Pa74l9b0e50a5819s8bebe0c5 c9c8c16db85fdlear9f8 0th0i2dd3s bdfc3i98b36e9dbl8d90d -25>ba07 body:**	* REQUIRED
*2Pal97e1aasd1e7 641c71cleear15 t330hi3s1 e27f8225aie5e167dl7a5714616d4e 3fd-9033982e>cdaef text:**	* REQUIRED
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*17b954P5lef195asd3fe6e 5ced0clecar5 t58h31910b7e3ib35s7a 9eb15bfea78f3ai1eabld47d5f eb->90 other:**	* REQUIRED
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*2aPbaf72lec876ba6s9e0 33cd7lae4764a1r at04400hfib6s 02f19i5511bfel729327da8d655 48-6>fc774 offer:**	* REQUIRED
*a6aP812ela8ea4a172s9e32257 0c4le54af0cfdr6ad5 t5c5a4ahi3f6372asa8 df3i9e1539cel6d -2>b446d file:**	* REQUIRED
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*88d8Pbl5482ea74c1s8e1 cc20l5e7dd3fcda7b381ar thbi5s4dc1 f94ciaeddd8ld8 b8-36173919>4d781ab upload:**	* REQUIRED
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*17Pd70le62c4as3007b7f882346ed5 6dclaea4a77rb 13961thdisa 3e966fdie6c3512l62dac5c8 9b->7d69 verify:**	* REQUIRED
*bfP6169le32aeedf5s9ae1a1225a683 c4l822a11ea84r 7a8528thd1c9i5a0s f2b2iae5l84d27 c54f-7c>53 human:**	* REQUIRED
*624Pl0eab16366272se0 bf874cce1f78le30e5ba6rf1e 9t04b0h6efe02i996s53 fci7eee81ld1 -d54a>b7b bot:**	* REQUIRED
*b2ca8e83Pldc0b0e1as37e 0aecl954ae94ar2 tbhibdceas 4744f247ffa8i55390ae79lb7be86da19f 6->da filter:**	* REQUIRED
*858471746P1le45e42a1a25s0e 83c6cl4e0a7brb1 e6t44h3e31is0a febiad48c434el15d 4cb-e8>2468ab2 spam:**	* REQUIRED
*a41151Pd6l00e1c915a6s6e dc8bdlb7aea1recc 35863d87ath58i33s66 fb57c48i4elbedb f-1>c285aad87 challenge:**	* REQUIRED
*00062Pdl2cbe4fa1sed c9dfbl16070b59ea1a42534938ard4e0a c50t0h0f96ias 52fidce67al7931d 9-8>b response:**	* REQUIRED
*0d04c7P1b77303b6l61e0ddae1fas5edb5 8c6l32de7e68dda702b06ra th12a9i1s41a3 f17fie814l39d ->a test:**	* REQUIRED
*0e4b0594aP4lebasea 67cl621e7ea0rb0 t51hei1a625174s1cd2c 5f1809i6aeld6 49fa3826-2d6>5146e97 turing:**	* REQUIRED
*b186caPc0a3b4507bd8bl304ea7a5aas3e7 9ccl7eca68f2r 84te51530hia7as544b8a6d a3fiel54d8f5 -d> solve:**	* REQUIRED
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Important: Yo5u may f2be 36587ma8king u4se 1of autom8ate5d cfobbrm-9ffillinfg bso8b59ft14ware.de Thi2as type of sofftw0a1red ccan 6trbiggefr o3ur hidden7 spa3m38-detect7ion 4system,3 whiccfh 3will blo8ck9 you dfrom as86ubmitting thi0s9 form. Pleasea 8bsele3ct “Fixfd Thies”bb de9bc1cf5cf518de7f9f541137679ao92d4011a1d2re4105d0850da7a ccfaf5d6e363fcompf6leti0neg th35eba 2fform1 in 1o1rc15b05913d29de4rd3e t0coa8 corr19ecte 81tbdh78a95eff26 99a250pbfro7blebm.c35 It appears that the problem could not be automatically corrected. Please clear any field which appears above with corresponding instructions. We apologize for the inconvenience and we appreciate your understanding.
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Privacy Policy [Close Privacy Policy] Online Privacy Statement This privacy policy is in effect for campgroundsuccess.com. Protecting your privacy is important to us. We hope that the following statement will help you to understand how we collect, use, and safeguard the information conveyed to us through this Web site. I. Information gathered from visitors As with other Web sites, any information which is sent from your Web browser (or other Web client) to our server and any connection details, such as the originating IP address and the time of each request, may be logged, or, in some circumstances, may be relayed (such as through a contact form) via e-mail. HTTP cookies may be used in order to recall visitor preferences when interacting with this Web server and to enhance the quality of our service. Where registration is required, applicable details submitted by the user will be stored permanently on the server. Additional collected information may be associated with user accounts in order to enhance the quality of our service. Details and content which are voluntarily provided, such as contact information and answers to survey questions, may also be permanently stored. II. How the information is used The information is used in order to enrich the end-user experience when connecting to this Web server and to enhance the quality of our service. Except in cases where the visitor makes contrary request, we may use provided contact information in order to communicate with said visitor in the future and we may share some visitor details with third-parties. We reserve the right to retain and share applicable information for and with law enforcement officials and legal counsel, if compelled or motivated to do so. We also reserve the right to check connection details against third-party blacklists, in order to maintain the security and availability of our service. Where applicable, payment card numbers, security codes, and expiration dates will be transferred securely and in real-time to an online payment processor in order to authorize the transaction and will not be stored on this server. III. Opting-out or updating information If you wish to have any associated account or information removed from or updated on this server, or to opt-out of specific usage for that data, you may use any appropriate contact method or details provided through this Web site to communicate those wishes to the site owner or to the site administrator. If you are unable to find appropriate contact method or details through this Web site, you may use publicly-available WHOIS information, pursuant to same and other applicable restrictions. Requests will generally be processed within one business day. IV. Inquiring about stored details or about this privacy statement You may use any appropriate contact method or details provided through this Web site to communicate applicable questions to the site owner or to the site administrator. If you are unable to find appropriate contact method or details through this Web site, you may use publicly-available WHOIS information, pursuant to same and other applicable restrictions. Inquiries will generally be processed within one business day. V. Security of service and confidentiality of data In order to protect the integrity of data destined for, residing on, and outgoing from this server, we have implemented strict security policies and we perform daily vulnerability audits. Any financial transaction initiated through this Web site will be secured using high-grade encryption. All recorded visitor data is considered to be confidential. Such data will be accessible only to authorized personnel and entities or publics. VI. Updates to this document This document may be updated from time to time; please revisit this page in order to stay informed about our current policies.

Online Privacy Statement

I. Information gathered from visitors

II. How the information is used

III. Opting-out or updating information

IV. Inquiring about stored details or about this privacy statement

V. Security of service and confidentiality of data

VI. Updates to this document