Gorin Letter Explains Best Parks' Rebranding
David Gorin, founder of Best Parks in America, announced on Monday (Sept. 16) that Best Parks "has decided to overhaul its current operating platform as a prelude to growing the brand" and that in the interim it would suspend its branding operations.
A relaunch of the network is anticipated after at least 12 months.
Here is a copy of the letter he sent out to Best Parks affiliates last week announcing the decision.
Dear Best Park Affiliate:
Since our meeting in Orlando last November, we’ve been analyzing how to make Best Parks in America a visible, respected brand name. Our conclusion is that considerably more work needs to be done.
After careful consideration, we’ve decided to suspend Best Parks operations effective January 1, 2014. We will use the next 12 to 18 month to re-configure the brand. Our objective is to build a sustainable platform which produces quantifiable economic benefits to all participants.
Our recent examination of the business, which included visiting many of your parks, determined that the current structure is unsustainable. Further, the costs of building and testing a new platform exceeds the revenue generated by Best Parks. Rather than raise your rates, we felt it prudent to suspend operations and save you the 2014 expense while we continue to study what is required for the brand to be successful.
When we re-emerge, the structure will be different. The platform will include stringent standards that are validated by RVers and campers who seek the best experiences in the highest quality RV parks and campgrounds. Our marketing program will be re-tooled to focus on camper acquisition, retention, and loyalty. We will test website layouts, social media interactions, e-mail offers, cross-selling, reservation channels, guest recognition programs, and co-branded campaigns to find the most effective distribution techniques and channels and build our promotional strategies accordingly. We will use real time web reservations to provide quick, easy access to our parks.
Once we have completed work on the platform, you will be invited to rejoin. We look forward to the challenge ahead and are committed to delivering a service that has been market tested and proven.
We understand that many affiliates have already made advertising and marketing commitments that reference Best Parks in America. As you move forward for the balance of this year and into 2014, please refrain from using the name and logo on signs and any new materials.
We sincerely thank each and every park owner for their continued confidence in Best Parks and for their support over the years, many since the company’s inception in 2003. We are confident the process will lead to a stronger and more profitable brand for the independent, premium RV parks and campgrounds market.