2 - February 2018 Woodall’s Campground Management February 2018 Vol. 49 No. 2 www.woodallscm.com Advertising: Beverly Gardner, Vice President, National Ad Sales [email protected] Office: (574) 266-7980 or (800) 831-1076 ext. 12 Ally Kollat, Account Executive, National Ad Sales [email protected] Office: (574) 266-7980 or (800) 831-1076 ext. 11 WendyThorne, Account Executive, National Ad Sales [email protected] Office (574) 266-7980 or (800) 831-1076 ext. 14 Art Direction: Trina Nissley, Art Director [email protected] Owners, managers or marketing directors of privately held U.S. campgrounds may receive a free subscription upon request to Woodall’s Campground Management — one free subscription per campground. Others may purchase subscriptions at these rates: $24.95 per year U.S. or $35.95 per year in Canada. Contact Trina Nissley at Woodall’s Campground Management, C/O Beverly Gardner & Associates Inc., 2901 E. Bristol St., Elkhart, IN 46514. Email: [email protected] Woodall’s Campground Management is published monthly by G&G Media Group LLC at the above address. Contact Information: Editorial Sherman Goldenberg, Publisher [email protected] Office: (574) 457-3370 Mobile: (574) 457-6637 Fax: (574) 457-8295 Ben Quiggle, Editor [email protected] Mobile: (574) 306-7781 Fax: (574) 266-7984 Rick Kessler, Managing Editor [email protected] (734) 777-6830 Jeff Crider, Senior Editor [email protected] (760) 469-5905 Bob Ashley, Editor at Large [email protected] (765) 675-4106 Publisher: Sherman Goldenberg Editorial Director: Bruce Hampson G& M E D I A GROUP All general correspondence, circulation and display and classified sales inquiries may be directed to the following: Woodall’s Campground Management, C/O G & G Media Group, 2901 E. Bristol St., Elkhart, IN 46514, Email: [email protected] EDITOR’S NOTES By Ben Quiggle What’s America’s favorite Starbucks beverage? Is it a Mocha, Latte or Frappuccino? Whatever it is, consumers may soon be able to enjoy all three while gazing at the majestic granite cliffs and ancient Sequoia trees that an- nuallydrawmillionsofsightseerstoCalifornia’sYosemiteNationalPark. That’s right, Starbucks is looking to open a store inside a new food court at YosemiteValley Lodge and, in the process, has created quite a stir in some circles with more than 150,000 signatures against the plan now logged on a petition-creating site called Change.org. Their chief concern is that access by Starbucks may lead to a wave of commercial- ization,ultimatelyjeopardizingthepristinebeautyofYosemiteandother parks down the road. Aramark,Yosemite’s contracted food service company, argues that it will not disruptthebeautyofYosemiteandinsteadshouldprovideanextrabenefitthatvisitorswouldenjoy. Infact,it’sthekindofquestionthatparkoperatorsallfaceattheirownrespectiveparks.Intouching bases with campground owners during the past few months since joining Woodall’s Campground Management,I’vefoundthatitseemsasifmanyofthemarealmostconstantlyreviewingtheiroptions with an eye toward what today’s guest may want — from Wi-Fi to online reservation capabilities to larger RV pads to dog parks to unique ‘glamping’ accommodations and recreational opportunities. And it’s up to you, the park owner/manager, to sort it all out financially and practically. The old adage “The customer is always right” comes to mind in moments like this. But is the customer always reasonable? Thereisnodoubtthatthecampgroundarenaisexperiencinganewwaveofinterestfromayounger set — the so-called Millennials — many of whom are not only looking for an escape from their daily routinesbutalsotoenjoysomeofthebenefitstheyleftbehindathome.Thatmeansit’simportantfor campgrounds to communicate what they have to offer — which is the point of Kampgrounds of AmericaInc.’s(KOA)two-year-oldbrandinginitiative:sothatcamperswillknowwhattoexpectoutof apropertywhenbookingit.“NoteveryKOAisthesame,andwewanttosettheexpectationsonthose experiences,” said KOA COO Toby O’Rourke. “The bigger benefit we’ve seen is the investment in our campgrounds,theimprovementsofthesitesandfacilitiestomeetthecriteriaforbrandpositioning.” Thatdoesn’tmeaneverycampgroundisgoingtohaveeverything,maintainedEricStumberg,CEO and president of TengoInternet Inc. It’s just that customers want to know what to expect. It is about making improvements that allow your campground to flourish, added Patrick O’Neill, generalmanagerofCampGulfinDestin,Fla.“Ifyou’renotpayingattentiontowhatthecutting-edge demands are, you’re going to lose out,” he said. WCM TheEndGame:GaugingtheTastesoftheAmericanCamper