Campground Industry News
NEWS IN FOCUS
Texas Advertising Grows Into New Office
Texas Advertising moved into a 5,000-square-foot facility as a result of sustained growth in the company’s guest guide and website design and hosting businesses.
“It’s a beautiful facility,” said Brian Schaeffer, president and CEO of Texas Advertising.
The Crowley-based company held an open house on Jan. 15 to showcase its brick-and-stone building, which it purchased late last year to accommodate its expanding workforce, which now includes more than 70 staffers and consultants, with 15 of those working out of the Fort Worth-area facility.
Texas Advertising will also continue to use executive office space in their its previous location.
Schaeffer said the new office facility will accommodate Texas Advertising as it continues to expand its marketing and advertising work for campgrounds, RV parks and resorts across North America.
While Texas Advertising is experiencing significant growth in every area of its business, it’s seeing the largest revenue growth in its AGS subsidiary, which produces guest guides for more than 1,000 parks across North America.
“When we bought AGS in 2011, we more than tripled in size. But we discovered early on that our internal systems were so good, that allowed us to easily assimilate the additional business,” Schaeffer said.
Indeed, AGS has grown by roughly 15% each year since 2011. In 2015, AGS not only expanded its work with existing clients by almost 20%, it also expanded the number of parks it serves by more than that.
“One of the biggest contributing factors to our overall growth was the fact that we took on the Equity LifeStyle Properties (ELS) account,” Schaeffer said, adding that ELS alone has more than 230 RV parks and resorts and they continue expanding their holdings.
AGS now handles guest guides for some of the largest and best-known private park networks in the country, including Scottsdale, Ariz.-based Carefree RV Resorts; Houston, Texas-based Legacy RV Resorts; Memphis, Tenn.-based RVC Outdoor Adventures; Irvine, Calif.-based Highway West Vacations; and Houston-based Quality RV Resorts. AGS also produces guest guides for about half of Kampgrounds of America’s (KOA’s) corporate-owned parks as well as dozens of franchises with KOA and Jellystone Park Camp-Resorts across North America.
Schaeffer said his focus is not to be the largest producer of guest guides, but, rather, to be the preferred guest guide provider for high-quality parks across North America. “We totally focus on quality rather than quantity,” he said, adding that his outside printers have no limits to what they can produce in their facilities.
AGS, meanwhile, is also seeing organic growth with its existing guest guide clients. This reflects not only their happiness with the guest guides AGS produces, but the strength of the local economies where parks are located.
“If the industry is doing well, if the parks are full and they send guests out into the community to patronize the businesses that advertise in our guides, that provides a tremendous value proposition in terms of advertising in the guest guides we produce,” Schaeffer said. “There are several areas around the country where the economy has been on fire.”
From the designs to the proofs and encompassing the sales process, AGS generates enough local advertising so that it can produce the guest guides at no cost to the park operator. Then these designs and corresponding website links appear on the parks’ websites and various industry sites, driving even more traffic to advertisers and parks.
AGS also produces state campground directories, including print and online directories for the Arizona Association of RV Parks & Campgrounds; the Illinois Campground Association; the Missouri Association of RV Parks & Campgrounds (MOARC); and the Texas Association of Campground Owners (TACO) — which Schaeffer also serves, both as TACO’s executive director and CEO.
AGS also produces the 560-page annual catalog for RV aftermarket provider Pantera Sales, Inc., which is based in Fort Worth.
In addition to expanding its guest guide business, Texas Advertising also saw more than a 20% jump in its website design and hosting business in 2015, which it operates through TXAD Internet Services. “We built a lot of new websites last year and rehabbed a lot of existing ones,” Schaeffer said.
TXAD Internet Services not only designs and hosts responsive websites that are compatible with both personal computers and mobile electronic devices, such as smart phones and tablets, but it provides other services, including blogging, search engine optimization, Google Analytics and stat tracking.
Schaeffer also noted that while Texas Advertising continues to experience dramatic growth, it also shares its success by making substantial contributions through its AGS Cares Program to charities that are working to make a positive difference in people’s lives, both here and overseas.
In 2015, the AGS Cares Program made more than $265,000 in cash and in-kind donations for 2015 to charities, including $74,178 in cash and $191,400 in-kind contributions, mainly donated advertising space in the millions of guest guides designed and printed by AGS. AGS has donated more than $140,000 in cash and $335,000 in in-kind contributions since the 2012 inception of the AGS Cares Program.