Murray Bridge Tourist Park in South Australia is undergoing a significant operational shift in 2026 as owners Wayne and Kylie Scholz transition the park to an adults-only accommodation model.
The move reflects a strategic repositioning rather than a change in ownership, following more than a decade of gradual redevelopment and operational refinement at the privately owned park.
Wayne and Kylie Scholz purchased Murray Bridge Tourist Park in 2013 after leaving government roles and relocating nearly 800 kilometres to Murray Bridge. Prior to the purchase, they spent two years managing other caravan parks to assess whether the lifestyle and business model suited them.
“We managed two caravan parks over two years (to find out if the caravan park lifestyle was for us) before purchasing Murray Bridge Tourist Park in 2013,” Kylie told Glam Adelaide. “Having worked in service industries, we were dedicated to ensuring our guests had an enjoyable experience during their stay, and we immediately began to make changes we believed our guests would enjoy.”
From the outset, the owners focused on improving infrastructure and amenities while maintaining a quieter operating environment. Over time, the park was repositioned toward a more resort-style offering, with upgrades designed to enhance comfort, privacy, and functionality. According to Kylie, guest expectations can vary widely within the caravan park sector, creating operational challenges.
“People stay in caravan parks for varying reasons. Some are staying for work, some are simply travelling through and need a place to stay for the night. Others are seeking a quiet place, and others want a fun place with entertainment for the family,” she said.
“Often, there are conflicting opinions of what a park should be or should offer. Park owners sometimes struggle to be ‘all things to all people’, which has traditionally been the case for caravan parks.”
In 2023, the park reduced the number of powered sites to allow for the construction of new villas and trialled an adults-only approach on the remaining powered sites. The park had already been operating with a strong emphasis on quiet enjoyment, including a 10pm noise policy and restrictions on bikes, balls, and scooters.
“We observed these issues over the years, and in 2023, we reduced our powered sites to build new villas and began an experiment to go adult-only on our remaining powered sites,” Kylie said.
Further validation of the model came in 2025, when the owners stepped away from daily operations and spent seven months travelling through Southeast Asia, observing various accommodation styles, including adult-only properties. The experience influenced their decision to formalise the transition in 2026.
With two family-focused caravan parks already operating along the Murray River in Murray Bridge, the owners say the change allows the park to serve a different segment without direct competition.
The park now targets travellers seeking quieter stays, couples, grey nomads, and work-related visitors, offering modern accommodation, large drive-through sites, and proximity to Adelaide.
For industry professionals, the transition highlights a broader trend toward segmentation within the outdoor hospitality sector, where clearly defined target markets can reduce operational friction, support pricing confidence, and improve guest satisfaction.
Murray Bridge Tourist Park’s experience demonstrates how incremental changes, market observation, and local supply analysis can inform a repositioning strategy without requiring a full redevelopment or brand overhaul.