MC Fireside Chats, an Outdoor Hospitality Podcast

Modern Campground
Modern Campground
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Join Brian Searl as we discuss important topics and recent news from the outdoor hospitality industry. Our weekly episodes will feature guests ranging from campground owners to companies that provide products/services, and much more.

  1. Aug 12

    MC Fireside Chats - August 12th, 2026

    The August 12, 2026, episode of MC Fireside Chats opened with host Brian Searl navigating a rainy day indoors, setting a resilient tone for a deep dive into the current state of the outdoor hospitality industry. Searl welcomed a diverse panel of returning experts and fresh faces to unpack the shifting dynamics of guest experiences, park management, and industry economics. The conversation quickly zeroed in on how macroeconomic trends are forcing campground operators to rethink their strategies, especially as the post-pandemic camping boom continues to normalize into a more challenging financial landscape. Scott Foos of Horizon Outdoors initiated the core discussion by highlighting a significant shift in camper behavior, specifically the softening of transient RV business juxtaposed with the strengthening of extended and seasonal stays. He pointed out that many investors who acquired properties during the height of the COVID-19 pandemic between 2021 and 2023 based their financial underwriting on transient demand that simply has not materialized as projected. As a result, properties attempting to cater to both transient and extended-stay demographics without a focused intention are leaving guests on both ends of the spectrum completely underwhelmed. Tom Mason from IVEE Management strongly agreed with this assessment, noting that operators who proactively shifted their focus toward long-term stays are now reaping the benefits of higher occupancy stability. However, Mason emphasized the severe financial pressures currently squeezing park owners, including skyrocketing insurance premiums, inflated property taxes, and rising labor costs. He warned that as many operators approach the five-year mark on their loans, they are facing steep interest rate adjustments that threaten profitability, placing immense pressure on management teams to find savings without compromising the guest experience. Providing an architectural and developmental perspective, Zach Stoltenberg of LJA shared how these market realities are altering physical park designs. He offered a compelling example of a Texas lakeside property that added fifty RV sites a few years ago to capture transient traffic, only to find them empty after a nearby construction project concluded. Stoltenberg explained that his team is now helping that operator pivot by scrapping the underperforming RV sites in favor of stick-built cabins, modular units, and glamping accommodations designed to attract the highly lucrative group and family demographics. Offering a contrasting, localized viewpoint, Kaleigh Day of Surf Junction Campground in Ucluelet, British Columbia, shared that her market remains largely insulated from the transient RV downturn. Day explained that her RV sites stay booked year-round, heavily driven by European tourists renting RVs in Calgary and traveling through the Canadian Rockies. Interestingly, she noted that rising inflation and exorbitant ferry costs are driving local Canadians away from expensive RV ownership and back toward traditional tent camping, which has significantly bolstered her shoulder-season bookings. Chris Lambert, the Chief Operating Officer of Streamside Parks, introduced his perspective as a relative newcomer to the industry who has helped scale his company from seven to nearly forty parks in just three years. Drawing on his extensive background in the restaurant industry, Lambert stressed the importance of operating as a house of brands rather than a rigid corporate franchise. He emphasized the necessity of preserving the unique local identity and legacy of each acquired park while implementing high-level operational support to elevate the overall guest experience. The financial complexities of the current market were further demystified by Jayne Cohen of Campground Consulting Group. Cohen stated bluntly that unless an operator is content running a small mom-and-pop facility, a modern institutional RV park realistically needs between two hundred and two hundred and fifty sites to make the math work against today's high acquisition and construction costs. She echoed the concerns regarding adjustable-rate mortgages, noting that many syndicated models are now having to ask investors for additional capital injections just to stay afloat. Despite the financial hurdles, the entire panel agreed that exceptional customer service remains the ultimate differentiator in a tightening market. Kaleigh Day highlighted the immense value of simple follow-up emails and frontline staff asking guests for feedback upon checkout, noting that implementing minor suggestions builds massive guest loyalty. Chris Lambert added to this by training his staff on the concept of connection versus checklist, urging team members to understand the reasoning behind standard operating procedures rather than blindly hiding behind corporate policies. Zach Stoltenberg raised a critical question regarding whether the influx of institutional capital is inherently detrimental to this necessary guest connection, comparing corporate conglomerates to traditional family-run operations. Jayne Cohen responded that the industry has always been a people-centric business, and successful operators at any scale understand that generating repeat and referral business is the only true winning strategy. Tom Mason chimed in before departing the call, adding that corporate owners must empower their onsite managers to make immediate, common-sense decisions to resolve guest issues without bureaucratic delays. To drive ancillary revenue without massive capital expenditures, Scott Foos shared a creative success story from a remote Colorado property where building a full restaurant was unfeasible. Instead, his team opened a tiny bar and partnered with a local high-end rancher to sell custom meat kits, perfectly solving a guest friction point while boosting the park's bottom line. Zach Stoltenberg praised this approach, advising operators that they do not need to build every amenity themselves; partnering with existing local businesses for food, rentals, or excursions is often a much safer and highly profitable alternative. As the conversation shifted toward the dangers of market saturation, Jayne Cohen pointed to Houston, Texas, as a prime cautionary tale of developers blindly building in a crowded market until operators were forced into a race to the bottom. She noted that ground-up development is currently incredibly difficult and advised new entrants to consider acquisitions instead of attempting to build from scratch. Chris Lambert agreed, noting that while there are economies of scale in owning multiple parks in one region, operators must ensure their properties cater to different demographics or stay types to avoid cannibalizing their own sales. Wrapping up the broadcast, Brian Searl thanked the comprehensive panel for their transparent and deeply insightful contributions to the complex landscape of outdoor hospitality. The consensus among the experts was clear: while the easy operational days of the pandemic boom are firmly in the rearview mirror, immense opportunities remain for campground operators who deeply understand their local nuances, adapt their accommodation mixes, and relentlessly prioritize the human element of the guest experience.

    MC Fireside Chats - August 12th, 2026

  2. Aug 5

    MC Fireside Chats - August 5th, 2026

    The episode kicks off with our host, Brian Searl, welcoming a packed house of recurring and special guests to the first-week episode of the month, which traditionally focuses on industry data, trends, and insights. Brian sets a conversational and energetic tone, playfully bantering with the guests before inviting everyone to introduce themselves. The panel represents a diverse cross-section of the industry, bringing together perspectives from market research, RV dealerships, campground management, and international glamping operations to discuss the current economic and operational climate. Rafael Correa shares the opening operational insights from Blue Water's extensive portfolio, noting an overall 8% revenue increase compared to the same time last year. However, Rafael is candid about the fact that they have had to fight hard for this market share, pointing out a noticeable drag in transient RV stays. He attributes this to consumer uncertainty, high diesel prices, and a lingering post-COVID market correction, while noting that seasonal RV stays, vacation rentals, and park models continue to perform strongly to balance the portfolio. Scott Bahr adds his analytical perspective, revealing that recent market research shows a significant narrowing in travel diversity. Consumers are currently less likely to take trips of varying mileage or mix their accommodation types, opting instead for familiarity and comfort in what has become a highly risk-averse environment. Scott warns that this market instability will likely become even more "wobbly" moving forward, requiring operators to work much harder to address the specific, narrow reasons that are keeping individual guests from booking their stays. Echoing these macro-level observations, Michael Moore shares that the Texas market is experiencing a very similar dip in transient business while long-term stays remain incredibly robust. Michael points out that the accommodation side of the business is thriving, which perfectly aligns with industry shipment data showing an increase in park models even as towable RV shipments decline. He emphasizes that the pandemic-era camping boom has naturally slowed down, meaning campground operators must now double their marketing and hospitality efforts to retain campers who have alternative travel options like flights and cruises. Providing a critical look at the manufacturing and sales side, Phil Ingrassia states that new RV retail sales are down and will likely finish the year with an 8% to 12% decrease. Phil attributes this softness to poor consumer sentiment driven by inflation, economic anxiety, and geopolitical uncertainties. However, he highlights a silver lining for the industry: used RV sales are outperforming new sales, which clearly indicates that consumer interest still exists but has shifted out of necessity toward more affordable and budget-friendly alternatives. McKay Quinn discusses how Dwell Outdoor Hospitality has strategically adapted to these economic headwinds by leaning heavily into long-term RV living rather than transient stays. Originally planning to build destination campgrounds, his company quickly realized that a massive 85% of their revenue was coming from long-term guests. McKay views this market shift as an opportunity to provide a much-needed affordable housing solution for consumers whose purchasing power is being eroded by inflation, as well as for fixed-income retirees looking to downsize and maintain their lifestyle. Bringing a fascinating international perspective to the panel, Derry Green notes striking similarities between current US trends and the evolution of the UK's caravan market over the past two decades. He explains that younger generations in the UK are far less likely to buy traditional RVs, preferring multiple shorter, occasion-based trips closer to home where they can simply pack a bag and go. Derry emphasizes that today's guests are seeking seamless, highly convenient getaways where they can immediately relax, contrasting this with the time-consuming preparation that is often required for traditional RVing. Miguel Huerta shares that the Mexican tourism industry, including both traditional hotels and glamping resorts, recently experienced significant decreases in demand due to shifts in consumer consumption and distractions like the World Cup. He candidly advises operators not to rely on organic demand in this climate, urging them instead to focus closely on expense management and proactive, creative demand generation. Miguel suggests that the industry needs to reinvent its offerings and go back to the basics of marketing, providing unique experiences like digital detox trips to captivate modern travelers who are overwhelmed by screens. The conversation then beautifully converges on the concept of "unreasonable hospitality," with Derry detailing how his glamping business thrives by focusing intensely on the guest experience rather than just the physical accommodation. By offering simple, low-cost gestures like a customized greeting and a glass of prosecco at check-in, he successfully boosted repeat bookings by 72% and remains fully booked through the summer of 2027. Michael and Scott both strongly agree that these small, personalized touches are crucial for differentiating properties, avoiding the race to the bottom on pricing, and providing the immense perceived value that modern consumers demand. As the episode draws to a close, the speakers unanimously agree on the critical role of authentic marketing and rapid adaptability in today's shifting landscape. Derry stresses that marketing a unique story and an emotional journey is far more effective than just showcasing physical glamping units, a sentiment that resonates deeply with the entire panel. Rafael adds that operators must continually reinvest in their assets and utilize new technologies, like AI, to empower their operations and connect with a rapidly evolving consumer base. Brian wraps up the highly engaging session by thanking everyone for their vulnerability and insights, reinforcing the core message that operators who remain nimble and focus on exceptional experiences will ultimately thrive.

    MC Fireside Chats - August 5th, 2026

  3. Jul 29

    MC Fireside Chats - July 29th, 2026

    In this fifth-week special episode of MC Fireside Chats, host Brian Searl brings together a diverse panel of guests outside the recurring lineup to explore the evolving role of technology, artificial intelligence, and guest experience design in hospitality. The panel features Sarah Krause, CCO of C&D Hospitality and founder of Campground Manpower; Sam Jankovich, CEO of GuideTime; and Francois Gouelo, CEO and co-founder of Enso Connect. Together, they bridge the gap between vacation rentals, outdoor recreation, and traditional campground management to discuss how digital tools can drive profitability and streamline operations. Francois Gouelo begins by introducing Enso Connect, a guest experience platform operating across 60 countries that digitizes and monetizes the guest journey for vacation rentals and boutique hotels. He explains that property management businesses often operate on tight single-digit margins due to heavy operational costs like cleaning, maintenance, and guest communication. To overcome these thin margins, operators must scale, but scaling adds massive operational complexity that requires digital systems to streamline communication, handle online check-ins, and generate upsell revenue. A central insight shared by Francois is that operators must document their internal processes and knowledge bases before attempting to implement AI or automation tools. Because many hospitality businesses are family-run, institutional knowledge often lives entirely in the owner's head and is passed down verbally to new staff. Without clear written procedures and facts, AI systems cannot be trained effectively. Documenting standard operating procedures is the essential first step to leveraging automation for guest messaging and task management. Francois also details how automation and AI can directly drive high-margin revenue and elevate business metrics rather than just saving time. He shares an example of using AI sentiment analysis on guest conversations to identify satisfied guests versus those who experienced issues during their stay. By automatically directing happy guests to leave five-star Google reviews and routing unhappy guests to internal feedback forms, operators can dramatically boost their online reputation while protecting their brand from public negative reviews. Sarah Krause offers an operator’s perspective, managing four seasonal campgrounds and a beach bar in Wisconsin. She highlights the challenge campground owners face in finding time during the chaotic summer season to learn and implement complex tech systems. Sarah shares how she uses tools like ChatGPT during the off-season to analyze bar invoices, build par lists, create order guides, and digitize seasonal agreements, emphasizing that winter planning is critical for setting up seamless, paperless workflows for the busy season. Sam Jankovich introduces GuideTime, a platform built to embed curated local outdoor experiences directly into a hospitality property’s website. Drawing on his extensive background in enterprise digital transformation, Sam explains how GuideTime utilizes AI agents to streamline backend operations, such as reducing the onboarding time for local outfitters from 45 minutes down to under five minutes. He also describes "Scout," an AI agent designed to help travelers easily filter through local activities—such as ziplining, hiking, or cow cuddling—to quickly build tailored itineraries. The conversation pivots to the broader industry shift toward experience-led hospitality. Brian Searl and Sam note that campgrounds can no longer succeed by simply operating as parking lots for RVs; they must differentiate themselves through unique amenities or curated local excursions. By embedding vetted local experiences directly into the booking journey, operators create memorable destinations for their guests while earning ancillary revenue through revenue-sharing models without taking on additional administrative work. Francois and Brian dive deeper into context-aware personalization, discussing how timing and guest data determine the success of automated offers. Francois shares an example where tracking guest origin data allows property managers in Iceland to proactively offer early check-ins to North American travelers landing early in the morning. By understanding guest profiles and identifying specific points of friction, automated systems can deliver highly targeted solutions, such as luggage storage or early access, precisely when the guest needs them most. Looking toward the future, the panel envisions a world where AI agents and voice interfaces proactively plan and dynamically package complete travel itineraries for consumers. Brian suggests that instead of guests manually searching through dozens of websites, personalized AI assistants will cross-reference personal calendars, family preferences, and real-time local availability to generate end-to-end travel proposals. Technology providers like GuideTime and Enso Connect will play a critical role by supplying structured, real-time data APIs directly to these AI agents. To conclude the episode, Sarah stresses that while automation is essential for saving labor and buying back personal time for owners, the authentic human element must remain at the heart of outdoor hospitality. The panel unanimously advises operators not to feel overwhelmed by the rapid pace of technological change. Instead, operators should start small by documenting existing workflows today, identifying immediate operational pain points, and incrementally adopting tools that save time and enhance the guest experience.

    MC Fireside Chats - July 29th, 2026

  4. Jul 15

    MC Fireside Chats - July 15th, 2026

    Host Brian Searl led a dynamic conversation focusing on the evolving state of the outdoor hospitality industry during the July 15th, 2026 episode of MC Fireside Chats. The panel tackled complex topics ranging from tax strategies and the integration of AI to the ongoing debate over market demand, oversupply, and the critical role of tent camping in the industry's future. Tyler Otto of Specialized Accounting provided an in-depth look at tax strategies for campground owners. He emphasized that utilizing tools like bonus depreciation and Section 179 must align with an owner’s long-term business and retirement goals, rather than just seeking short-term write-offs. When asked about property management systems, Tyler praised ThinkReservations for its secure night audit function that prevents retroactive editing, ensuring clean accounting ledgers. Corben Tannahill, also from Specialized Accounting, highlighted the human element of their financial services. He noted that when campground owners successfully outsource tasks like accounting and marketing, they reclaim their time, allowing them to focus on their families and enjoy the lifestyle that drew them to the industry in the first place. Mike Harrison from CRR Hospitality argued that the industry is currently dealing with an oversupply issue rather than a pure drop in demand. He pointed out that the post-COVID development boom created a glut of new inventory, citing a 30 percent supply increase in markets like Verde Valley, which dilutes occupancy across individual properties. Mike also shared updates on CRR's successful integration of Rigby, an AI voice assistant that handles reservations and enhances customer experience. Brian Searl challenged the panel to look at the current market softness as an affordability issue rather than a lack of desire. He proposed that resorts experiencing softer RV bookings could introduce mid-market, thoughtfully curated luxury tent sites to capture a different demographic without diluting a high-end brand aesthetic. Sandy Ellingson, an RV Industry Advisor, shared insights from her months on the road observing campgrounds. She noted that campers are holding onto older rigs due to affordability, but they are still traveling. Crucially, Sandy warned that the industry is losing its onboarding pipeline by phasing out tent sites in favor of RV-only parks. She advocated for keeping tent sites as the gateway drug that introduces young people to the camping lifestyle, noting that tents can act as loss leaders that drive high ancillary revenue through on-site rentals and food and beverage sales. Wendy Heineke of Hospitality Across America described her role as a chameleon or Swiss Army knife consultant who steps in to fix revenue leaks, handle HR, and optimize operations for various properties. Drawing from her 30-year hotel background, Wendy stressed that owners often fail because they hire for technical skills rather than a true hospitality instinct. She also validated that while traditional RV bookings might be soft, the luxury glamping sector remains highly resilient, with properties easily commanding premium rates. The overarching consensus of the episode was the absolute necessity of versatility. Whether it is Tyler advising owners to plan their finances five years out, Wendy leveraging hotel-style hospitality training, Mike embracing AI technology, or Sandy and Brian advocating for diverse accommodation types, the operators who deeply understand their market and remain adaptable will thrive in the shifting economic landscape.

    MC Fireside Chats - July 15th, 2026

  5. Jul 8

    MC Fireside Chats - July 8th, 2026

    The episode was hosted by Brian Searl, who kicked off the conversation by checking in on the peak summer season following the 4th of July holiday. Brian guided the dialogue through the nuances of outdoor hospitality, touching on market trends, the balance between rustic and luxury accommodations, and the challenges of transitioning a property from a passion project into a profitable business. Jeremy Johnson, co-owner of Roam & Roost Campground (also noted as Camp Kona Hills) in Michigan’s Upper Peninsula, shared that his property is poised for a record-breaking year. Situated on 250 acres of private forest near Lake Superior, Jeremy’s team is just starting phase two of their development, which introduces permanent cabins to the property. He noted that despite some industry chatter about travel slowdowns, his region is thriving, partly driven by campers escaping the intense summer heat waves down south. Jeremy also discussed the unique market dynamics of the Midwest and East Coast, pointing out the lack of BLM (Bureau of Land Management) land compared to the West. He explained that this creates a massive underserved market for van lifers and tent campers who simply have nowhere legal to park or pitch a tent. By designing a high-quality rustic experience, Jeremy successfully tapped into this demand, noting that his higher-end Airbnbs—pricing up to $550 a night—are also fully booked, proving that the high-end market remains incredibly strong. Zach Stoltenberg, Associate Principal of Architecture at LJA, provided a macro-level view of campground and glamping development. He stated that development has not slowed down, though larger developers are currently focusing more on acquiring and repositioning existing properties rather than building from the ground up. Zach noted a distinct push for elevated luxury, even in saturated markets, with developers rushing to upgrade basic tent setups with better furniture, on-site food and beverage options, and curated experiences. Addressing concerns about a reported dip in new RV sales, Zach argued that retail RV purchases are no longer a perfectly accurate metric for the health of the camping industry. He explained that the massive bubble of RV purchases during COVID has flooded the secondary market with used inventory, and the rise of peer-to-peer RV sharing platforms means fewer people feel the need to buy brand new. Consequently, while new sales might be down, the actual number of people camping remains high. Special guest Izaac Rains, owner of Dappled Light Adventures (Retreats) in Kentucky’s Red River Gorge, introduced his 50-acre property. Originally a family-owned gathering space for 25 years, Izaac has spent the last five years transforming it into a luxury retreat. The property currently features 10 units, including a historic cabin and nine safari-style glamping tents elevated into the forest canopy. Zach complimented Izaac on his trendy, bird-themed branding, which resonates heavily with today's nature-focused travelers. Izaac shared the fascinating evolution of his oldest structure, the Cliffside Cabin. For years, the cabin operated completely off-grid, relying on solar power and hauled-in water. While early guests loved the novelty, Izaac realized that true business viability and broader accessibility required modern utilities. When expanding the property to include the glamping tents, he made the tough but necessary decision to connect the property to the grid, a move that ultimately broadened his audience and streamlined his operations. This sparked a discussion about utility infrastructure, with Jeremy Johnson asking if maintaining an off-grid solar system would have preserved a unique "cool factor." Zach Stoltenberg chimed in with his architectural expertise, explaining that for commercial operations, off-grid solar rarely pencils out favorably over the long term compared to grid-tied power. Zach suggested a hybrid approach: staying grid-tied for reliability, but using solar panels for marketing appeal or as functional shade structures over clear-cut areas like septic fields. Izaac also tackled the operational challenges of dry glamping tents. Because his tents do not have internal plumbing, he built a highly over-engineered, centralized bathhouse situated just a 30-second walk from the units. Zach gently pointed out that this setup wasn't immediately clear on Izaac's website, prompting Izaac to emphasize the importance of setting strict, transparent expectations with guests before they book to ensure the short walk doesn't negatively impact their stay. Realizing that individual short-term glamping rentals might plateau in his region, Izaac strategically shifted his primary business model toward full-property buyouts, corporate retreats, and events. To manage booking conflicts, he allows retreats to book months in advance, while individual short-term rentals are restricted to a rolling 60-day booking window. Zach praised this approach as a highly effective way to maximize occupancy and revenue without alienating either customer base. To support this new retreat model, Izaac detailed the construction of "The Rookery," a beautifully designed event and communal space. Built with natural wood, warm colors, and massive windows overlooking the valley, the building seamlessly transitions from indoors to an expansive outdoor deck. Izaac explained that the space was intentionally kept simple and natural to help corporate teams break down office stiffness, fostering deep vulnerability, connection, and creative problem-solving. Late in the episode, Jayne Cohen, Founder and CEO of Campground Consulting Group, joined the conversation to offer her seasoned business perspective. After hearing about Izaac's five-year journey, Jayne asked the hard-hitting question: Is it profitable? Izaac admitted they aren't quite where they want to be yet, but are on track for this year. Jayne emphasized that while a passion for hospitality is essential, owners must pair that vision with rigorous financial tracking and key performance metrics to turn their passion into sustainable profit. Brian Searl wrapped up the episode by thanking all the guests for their transparency and actionable insights. The conversation highlighted that whether an operator is running a rustic van park in Michigan or a high-end corporate retreat in Kentucky, success in today's outdoor hospitality market requires deep market awareness, strategic infrastructure planning, and a relentless focus on the guest experience.

    MC Fireside Chats - July 8th, 2026

  6. Jul 1

    MC Fireside Chats - July 1st, 2026

    In the July 1, 2026, episode of MC Fireside Chats, host Brian Searl gathered a diverse panel of industry experts to discuss the latest macroeconomic trends, generational shifts, and operational strategies in the outdoor hospitality sector. The panel included recurring guests Scott Bahr of Cairn Consulting Group, Simon Neal of CampMap, and Phil Ingrassia of the RVDA, alongside special guests Lori Severson and Christina (Tina) Severson from Severson & Associates, and Ward Wijngaert from the European franchise Yelloh! Village. Phil Ingrassia opened the industry discussion by sharing revised projections for US RV shipments in 2024. Acknowledging that macroeconomic factors like gas prices, global conflicts, and wavering consumer sentiment have created a "perfect storm," he noted that the industry expects to move around 310,000 units this year, down from earlier estimates of 350,000. However, he highlighted a silver lining in the used RV market, where sales and wholesale values remain strong, suggesting that consumer demand still exists but is currently constrained by affordability, with a wider rebound anticipated around 2027. Scott Bahr expanded on this consumer behavior, noting that while many potential buyers have hit pause on their plans, their fundamental intent to travel and camp remains intact. Drawing from a recent large-scale focus group of RVers, Scott observed that today's consumers are highly discriminating about value; they want absolute transparency regarding what they are paying for, including a clear understanding of what amenities they are not getting. He emphasized that minimizing the perceived risk of booking an unknown campsite is becoming critical for operators. Offering a highly optimistic contrast from across the Atlantic, Simon Neal shared recent data indicating a booming summer for the European outdoor hospitality market. He highlighted that Croatia saw a 5% increase in arrivals and a 7% jump in overnight stays between January and May, while the Spanish Federation of Campsites is projecting a record-breaking summer with occupancy rates nearing 90%. Simon suggested this surge might be driven by European travelers opting to stay closer to home and embracing glamping accommodations over long-haul flights. Bringing the focus back to the American Midwest, Lori Severson shared on-the-ground insights from her own Wisconsin campground. She noted a distinct trend toward last-minute bookings and emphasized that while guests are still willing to spend money, their expectations for a premier, high-quality experience have skyrocketed. Lori pointed out that seasonal camping remains a strong financial anchor, but operators can no longer afford to be complacent; they must actively deliver unique themed weekends and exceptional guest services to justify their rates. This led to a candid conversation between Brian Searl and Lori Severson about the vital alignment between a park's marketing claims and its actual operational delivery. Lori shared a personal anecdote about a disappointing theme park visit where a highly advertised "giant dinosaur" turned out to be shorter than a seven-year-old child, illustrating how broken expectations can permanently ruin a guest's perception. Both agreed that the old industry adage of "fake it till you make it" is a dangerous strategy in an era of hyper-informed consumers. The panel then shifted to the evolving demographics of campers, with Scott Bahr and Phil Ingrassia discussing the unique preferences of younger generations. Scott noted that Gen Z campers prefer self-directed experiences and deeper, smaller-scale socialization compared to the highly communal nature of older generations. Phil added that this demographic shift is directly influencing RV manufacturing, evidenced by the massive explosion in popularity of expensive, highly mobile van campers over traditional, bulky Class A motorhomes. Providing an international perspective on campground design, Ward Wijngaert discussed how Yelloh! Village is adapting its properties. Despite a recent industry trend of over-saturating parks with fixed rental accommodations, Ward noted that his company is now actively recovering land to offer traditional RV pitches, as they require less investment and maintenance. However, to meet rising consumer expectations, they are aggressively "premiumizing" these sites by adding luxury features like private sanitaries, personal BBQs, and sometimes even private swimming pools right on the pitch. This concept of premiumization resonated strongly with the American panelists, prompting a discussion on the future of "VIP sites." Lori Severson argued that even guests arriving in compact van campers desire spacious, private, and well-appointed outdoor areas, rather than simply being squeezed into smaller footprints. Scott Bahr eloquently coined the term "boutique sites" to describe this emerging trend, suggesting that the industry should move away from generic, massive pull-throughs and instead design highly customized, experience-forward spaces tailored to specific RV types and guest preferences. The conversation eventually turned to the intersection of technology and reputation management, sparked by a concern from Phil Ingrassia regarding how AI search overviews might unfairly evaluate small RV dealerships based purely on review volume. Christina Severson responded by stressing the importance of proactive reputation management, advocating for industry-wide education on maintaining accurate online information and training staff to actively solicit positive reviews during the checkout process to feed these AI algorithms effectively. Wrapping up the episode, the panel briefly touched on the future of towing and electric vehicles, with Scott Bahr mentioning a new 1,100-mile EV battery from Toyota and Phil Ingrassia noting the ongoing towing capacity struggles of current electric trucks. The show concluded with final thoughts and event plugs, reinforcing the critical need for industry professionals to continuously adapt to both technological advancements and shifting consumer demands.

    MC Fireside Chats - July 1st, 2026

  7. Jun 24

    MC Fireside Chats - June 24th, 2026

    In the June 24, 2026, episode of MC Fireside Chats, host Brian Searl led a discussion on the adoption of artificial intelligence and technology in the outdoor hospitality industry. He kicked off the conversation by questioning why many campground owners gladly spend hundreds of thousands of dollars on physical amenities, like miniature golf courses, but hesitate to invest minor amounts in high-ROI digital marketing or AI tools. Matt Whitermore, Director at Unhitched Management and Climb Capital, explained that the push for technology is largely driven by economics. While legacy owners without mortgages can afford to coast on lower margins, new investors entering the space face high debt and must rely on technology to optimize revenue. Matt shared how he personally uses AI tools like Claude to build efficient, automated workflows that segment customer databases and personalize email marketing, tasks that previously required a massive amount of manual labor. Adding to the conversation, Scott Lengel, Chairman and CEO of AdventureGenie, argued that consumer behavior is already forcing campgrounds to adapt. Modern RVers use AI to research destinations and negotiate prices, meaning owners must use the same tools just to keep up. Scott advised park owners to use platforms like ChatGPT as free consultants to analyze their websites and discover what guests actually want. He also highlighted how AdventureGenie sets itself apart from generic AI by offering highly personalized, RV-safe routing and tailored campground recommendations. Craig Alsup, Owner of Askew’s Landing RV Campground, shared his real-world experience of turning around a 40-year-old, outdated park. By leveraging AI to generate phone scripts, create daily maintenance checklists, and analyze customer feedback, Craig saved countless hours of operational brainpower. This strategic use of smart technology and data optimization directly contributed to his park's massive success, taking them from just 108 Google reviews at 4.1 stars to nearly 1,300 reviews at a 4.88 rating. Ultimately, the panel agreed that the industry is heading toward a tipping point. Matt and Craig emphasized that as younger generations seek out unique, nature-immersed experiences over traditional "parking lot" RV resorts, the parks that refuse to innovate their operations and optimize their digital presence will inevitably be left behind.

    MC Fireside Chats - June 24th, 2026

  8. Jun 17

    MC Fireside Chats - June 17th, 2026

    The June 17, 2026, episode of MC Fireside Chats, hosted by Brian Searl, brought together a panel of recurring and special guests to discuss the latest trends and challenges in the outdoor hospitality industry. The panel included Jeff Hoffman of Camp Strategy, RV industry advisor Sandy Ellingson, Cris Risley of Bar Run Golf and RV Resort, and Ken and Garrett Sawyer of Freedom Yurt Cabins. After some initial lighthearted banter regarding delayed shipping and exploding computer batteries, the conversation quickly transitioned into significant industry updates and operational strategies. Sandy Ellingson opened the professional discussion by announcing her new role as the CEO of the Lamp Post Foundation. Through this non-profit organization, she is helping launch "Outdoor Insights," a highly anticipated agnostic digital dashboard designed to aggregate and share crucial campground and industry data. By operating under a foundation rather than a for-profit model, the platform aims to provide this essential data for free or at an extremely low cost, largely supported by donations from major industry players, ultimately seeking to remedy the industry's current lack of reliable operational data. Ken and Garrett Sawyer then introduced their unique structural offerings at Freedom Yurt Cabins. They explained that their products bridge the gap between traditional canvas yurts and standard wooden cabins by providing round, solid-walled structures with integrated flooring systems. Unlike traditional yurts that rely on fabric and lattice, their cabins utilize hard walls and a durable PVC roof membrane with a 15-year warranty, offering a highly customizable and robust alternative for campground owners looking to diversify their lodging options. Jeff Hoffman highlighted the practical advantages of these solid-wall yurt cabins, particularly noting the common pitfalls of traditional yurts, such as short lifespans and poor insulation that lead to exorbitant air conditioning costs. The Sawyers explained that their cabins solve these issues by offering multiple insulation options, ranging from standard bat insulation to rigid foam, resulting in superior R-values. Additionally, they provide accessible engineering plans that meet various state building codes, simplifying the installation and permitting process for park owners. The conversation then shifted to purchasing strategies for glamping and unique accommodations. Sandy inquired about the optimal number of units a park should initially purchase to maximize occupancy without overextending. Garrett shared examples from their work with Colorado State Parks and California operators, suggesting that starting with a handful of units—such as six or eight—allows owners to gauge guest interest and experiment with interior layouts before scaling up to larger orders. The panel also explored the evolving necessity of electrical infrastructure, specifically the implementation of 100-amp service at RV sites. Jeff noted that while retrofitting older parks with 100-amp service is incredibly cost-prohibitive, it is a forward-thinking move to accommodate the future of all-electric RVs. Sandy added a strategic perspective, explaining that developers building new parks often install 100-amp service so that if transient RV travel declines, those sites can easily be repurposed for long-term tiny homes without the need to dig up and retrofit the electrical lines. Cris Risley provided practical insights from his property, Bar Run Golf and RV Resort in Roseburg, Oregon. He discussed their diverse range of rental accommodations, which includes both traditional cabin-style tiny homes and repurposed shipping containers. Cris noted an interesting consumer trend at his park: while the highly unique container homes attract attention, the more traditional cabin rentals maintain slightly higher and more consistent occupancy rates, largely because their layouts are better suited for varying family sizes and group dynamics. Cris further detailed the extravagant amenities that draw guests to Bar Run, including an 18-hole golf course and a massive, jet-powered lazy river built on a reclaimed sand and gravel mining site. When Jeff questioned the return on investment for building such massive concrete amenities for a relatively small 76-site park, Cris admitted that the project was driven more by a desire to create a spectacular, generational family legacy than by strict financial calculations, proving that sometimes exceptional guest experiences take precedence over immediate ROI. A critical warning for the industry was brought forward by Sandy regarding an upcoming National Electrical Code change aimed at improving RV safety and reducing liability. Slated for implementation around 2028, the new code will require newly manufactured RVs to feature a specific GFI interrupt, meaning these future RVs will not be able to function on current standard 50-amp campground pedestals. She advised owners to avoid panic but urged them to begin setting aside funds gradually so they can eventually retrofit a select number of premium sites to accommodate these newer vehicles. The episode wrapped up with a round of final thoughts and questions among the participants. Ken and Garrett informed interested buyers of their current 60 to 90-day manufacturing lead times, ensuring owners can plan for future seasons. Brian shared his current technological focus on utilizing artificial intelligence to code data analytics tools, while Jeff offered a parting piece of advice for campground owners navigating the current economic climate, suggesting they tighten their marketing radiuses to target guests looking for trips closer to home.

    MC Fireside Chats - June 17th, 2026
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Join Brian Searl as we discuss important topics and recent news from the outdoor hospitality industry. Our weekly episodes will feature guests ranging from campground owners to companies that provide products/services, and much more.

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