Tech’s moving fast—and outdoor hospitality is keeping up. Catch the next Week 4 episode of MC Fireside Chats on July 23 at 2 PM ET as we explore how smart marketing and AI are changing the game.
Host Brian Searl, Founder & CEO of Insider Perks and Modern Campground, leads a dynamic panel featuring returning experts Greg Emmert, Founder of Verio Outdoor Hospitality Consulting, Kurtis Wilkins, Private Equity Analyst of RJourney.
We’re also excited to welcome Mychele Bisson, CEO of Bison Peak Ventures, as the newest addition to the conversation.
Plus, we’re welcoming special guests: Kieron Wilde, the creative mind behind First Nature Tours, and the team from Kona Hills Campgrounds—Luke Londo and Jeremy Johnson—who are bringing bold ideas and real-world experience to the conversation.
This episode promises a forward-looking conversation on how innovation, technology, and bold leadership are reshaping outdoor hospitality as we know it. Tune in for the insights that could shape your next big move.
July 23rd Episode Recap
On the July 16th episode of MC Fireside Chats, host Brian Searl welcomed back Mike Harrison from CRR Hospitality and Sandy Ellingson, a consultant in the RV industry. Robert Preston, founder and CEO of Unhitched RV and Management, joined as a new recurring guest. Angele Miller, owner of Creekside RnR Glamping, and Britt Roth, co-owner of Dark Sky RV Campground in Kanab, Utah, also joined the discussion.
The chat began with introductions. Mike Harrison, COO of CRR Hospitality, explained their focus on owning, managing, and consulting for RV and glamping resorts. He mentioned an upcoming cruise to Alaska from Vancouver. Sandy Ellingson described her primary role as a liaison between the RV industry and campgrounds, leveraging her background in technology and strategy. She enjoys semi-retirement, picking and choosing her clients. Robert Preston introduced Unhitched RV and Management, which owns, operates, and develops RV parks primarily in the Southeast, also offering third-party management and consulting.
A significant portion of the discussion revolved around the role of AI in the RV and camping industry. Mike Harrison announced the imminent launch of “Rigsby Live” (soon to be “Campy Live”), an AI voice reservation agent. He believes this will revolutionize the industry by eliminating busy signals and allowing 24/7 reservations, integrating with platforms like CampSpot. He noted that this technology is ahead of even the hotel industry. Brian Searl added that this AI can handle full reservations, check availability, provide site types, and send payment links, aiming to replace standard phone representatives.
Robert Preston shared that Unhitched RV primarily uses AI on the backend for data aggregation, particularly for deep dives into rates, comps, and occupancies for acquisitions, as well as for power consumption and utility metering. He acknowledged a deficit of institutionalized data in the RV industry compared to others like multifamily, where CoStar provides vast amounts of detailed information. He emphasized that AI currently helps them gather data quickly, but human interpretation is still crucial for valuable, specific output.
Sandy Ellingson expanded on the data challenge, stating that the existing data is often “dirty.” She explained that AI struggles to differentiate between transient, long-term stay, and 55+ RV parks, leading to diluted data when merged. Robert Preston agreed, highlighting the industry’s lack of clear definitions for “campground,” “park,” and “resort,” contributing to poor data quality. Mike Harrison mentioned that OHI (Outdoor Hospitality Industry) is now actively working to normalize and aggregate data, categorizing campgrounds to help with investment and analytical reflection, and to facilitate tax code changes for REITs. This process is expected to take 12-18 months.
The conversation shifted to takeaways from the July 4th holiday weekend and changing camper behaviors. Sandy Ellingson noted the absence of a “norm” in bookings; some parks were anxious about not selling out but then did so last minute, indicating a shrinking booking window. She observed parks offering creative incentives like extended stays with flexible arrival/departure times. Campers, she noted, appreciate the ability to make last-minute decisions. She also highlighted an increasing demand for tent camping and car camping sites, redefining entry-level camping experiences, with expensive, high-tech car setups blurring the lines with traditional RVs.
Brian Searl questioned the traditional reluctance of campgrounds to accept tent campers, especially given the evolving nature of camping and the need to be strategic in a more competitive market. Sandy Ellingson used the “roast” analogy to illustrate how outdated practices, like refusing tent campers, persist without understanding their modern evolution. She emphasized that a new generation of campers, including those exploring “gateway drugs” into camping like car camping, needs to be considered. Angele Miller shared that her glamping resort has seen a shift towards more European and Eastern US visitors, remaining fully booked due to being in a highly touristic region with a lack of accommodation.
Robert Preston discussed their focus on multi-generational camping, planning new developments to integrate RV sites with cabins or lodging units nearby to accommodate families with varying preferences. He also touched on the current market reality for park owners, noting a shift from the inflated valuations of 2021-2022. Owners are now making decisions to sell, move to third-party management, or continue operating, facing a choice between retaining control and leveraging professional expertise or seeking an exit. He highlighted time, energy, and talent as primary drivers for owners considering third-party management or selling. Mike Harrison added profitability as another key factor, suggesting that professional management can drive more revenue. He acknowledged the “conundrum” for smaller mom-and-pop campgrounds that might find management fees cost-prohibitive.
The discussion moved to the acceptance of tent camping in upscale resorts. Mike Harrison stated that CRR Hospitality is not resistant to tent camping and is actively exploring creating dedicated sections for them in larger properties, especially as the market becomes more competitive. He emphasized that tent campers can still be affluent and contribute positively to a campground. Britt Roth from Dark Sky RV Campground shared her experience, initially opening with tent camping but later converting those sites to electric-only due to negative experiences with rudeness, messiness, and demanding behavior from some tent campers. She emphasized creating a “boutique” experience focusing on small rigs, offering amenities like spa-like showers, yoga classes, and goat walks.
The concept of customer experience and recurring guests was explored. Angele Miller highlighted that despite increased competition (over 55 glamping resorts in her province compared to three when she started), her resort remains fully booked by focusing on continuous innovation, exceptional customer service, and unique offerings. They streamline check-in with text messages, provide high-quality cooking amenities (Green Egg BBQs), offer hot tubs in every unit, and leverage local partnerships for unique experiences like lobster and oyster deliveries. They also cater to corporate retreats to fill off-peak times and prioritize personalized service, including handwritten welcome notes for returning guests.
Robert Preston presented his “four by four” framework for managing properties: the four fundamental needs (safety, cleanliness, friendliness) that must be met, and the four operational buckets (technology, operations, facilities, marketing) to fulfill them. He stressed that while “sizzle” (unique attractions) draws guests once, the fundamentals ensure recurring visits and loyalty. He noted that some of their best-performing parks are not the prettiest but excel in creating a strong sense of community and culture. Mike Harrison echoed this, emphasizing “execute excellently” – getting the basics right for a seamless guest experience and avoiding “distractions.” He also highlighted “experiential hospitality,” leveraging each property’s unique “DNA” and a continuous drive for improvement.
The panel also discussed the complexity of mixing different accommodation types like RVs and glamping. While Brian Searl initially suggested it might be harder, Mike Harrison and Robert Preston argued that it’s more about knowing your customer and ensuring the “right fit.” Robert Preston stressed that adding cabins or glamping units significantly changes operational and maintenance requirements, essentially adding different business lines that need to be managed distinctly. Angele Miller shared her decision not to mix glamping with RV/tent sites at her resort, as the clientele for each is vastly different, and introducing tenters could negatively impact the experience for her glamping guests who seek a higher price point and different atmosphere. She noted that national parks are introducing basic “authentic” glamping tents that appeal to a different segment.
Sandy Ellingson offered a broader perspective, noting the blurring lines of terminology, where “glamping” can also describe RV camping for some. She believes there’s space for all types of experiences, but emphasized understanding one’s niche. She highlighted the core difference between campgrounds and hotels: the community and relationships built among campers, where guests interact and connect in unique ways not found elsewhere. This community aspect is, for her, the “heart” of the industry. Britt Roth reinforced the idea of “staying in your lane” – focusing on what you do best and are passionate about, and then creating a luxurious experience within that niche, rather than trying to compete on all fronts.
The discussion concluded with a consensus that “staying in your lane” doesn’t mean stagnation but rather strategic expansion. As Robert Preston put it, you can “be in multiple lanes, but you can’t go down the road the opposite direction.” Sandy Ellingson clarified that staying in your lane “does not mean no change.” Britt Roth added that it’s about “creating the new lane” and reinventing what RVing or glamping can be, emphasizing the ever-evolving nature of the industry and the magic of creating unique experiences. Brian Searl expressed gratitude to the panelists for their insights.
About MC Fireside Chats
MC Fireside Chats is a live podcast experience dedicated to the outdoor hospitality and outdoor recreation industries. Hosted by Brian Searl, founder and CEO of Insider Perks and Modern Campground, the show offers engaging discussions with industry leaders, innovators, and experts shaping the future of camping, RVing, glamping, and outdoor recreation.
Airing every Wednesday at 2 p.m. (ET), the show follows a structured weekly theme to deliver deep dives into the most relevant topics:
- Week 1: Industry Trends & Insights
- Week 2: Enhancing Guest Experience
- Week 3: Business Operations & Management
- Week 4: RV Industry, Outdoor Recreation & Activities
Each episode features a panel of recurring guests, complemented by 1–2 rotating special guests, including industry analysts, campground owners, technology providers, sustainability advocates, and more. Whether exploring the latest market trends or innovative guest experience strategies, MC Fireside Chats delivers thought-provoking insights for professionals and enthusiasts across the outdoor recreation spectrum.
To explore previous episodes of MC Fireside Chats, visit: moderncampground.com/mc-fireside-chats.