Camp Jellystone, franchisor of Yogi Bear’s Jellystone Park Camp-Resorts, announced that President Rob Schutter will retire at the end of March 2026. Executive Vice President Jon Burek has been appointed as his successor.
Schutter joined Camp Jellystone in August 1989 and has spent more than three decades shaping the Jellystone Park Camp-Resorts franchise into one of the most recognized names in family camping and glamping.
His leadership helped transform the brand through innovation, franchisee support, and an enduring focus on the guest experience.
Under Schutter’s guidance, Jellystone Park expanded from a small network into a leading name in outdoor hospitality, operating in partnership with Warner Bros. Discovery Global Experiences. His tenure oversaw significant developments in attractions, marketing, and technology that redefined the Jellystone experience for guests and franchisees alike.
Among the initiatives launched during his leadership were the introduction of popular family attractions such as splashgrounds, water slides, snowless tubing, and jump pillows across multiple parks. These additions helped strengthen Jellystone Park’s reputation as a family destination built on fun and connection.
Schutter also spearheaded marketing and technology advancements, including the Club Yogi Rewards loyalty program, a national gift card system, and an enhanced reservation platform designed to streamline operations for franchisees.
Education and collaboration were also central to his approach. Schutter helped establish the Yogi Advisory Council, giving franchisees a stronger voice, and developed training programs that improved performance and guest satisfaction across the network.
The Jellystone Park retail program also flourished under his direction, evolving into a robust offering of branded merchandise, including plush toys, apparel, and drinkware popular among campers of all ages.
In addition to his contributions to the brand, Schutter has been an active leader in the broader outdoor hospitality industry. He served 15 years on the OHI (formerly the National Association of RV Parks and Campgrounds) board of directors, including terms as vice chair in 2011-2012 and chairman in 2012-2013.
His service earned him several industry honors, including the Stan Martin Award in 1999, the ARVC Chairman’s Award in 2003, and the ARVC Pioneer Award in 2014, each recognizing his lasting impact on campground and RV park development.
“Leading the Jellystone Park brand has been one of the great honors of my life,” Schutter said in a press release. “What makes this franchise truly special isn’t just the campgrounds or the characters. It’s the people—the franchisees, the team members, and the families who choose to spend their time with us year after year.”
Upon Schutter’s retirement, Burek will assume the role of president. Since joining Camp Jellystone in February 2020, Burek has worked closely with Schutter to support franchise operations, ensure brand consistency, and enhance the guest experience.
“Jon understands that family fun and creating lasting memories are key parts of what makes Jellystone Park special,” Schutter said. “He’s ready to build on the brand’s legacy and lead it into the future.”
Burek expressed his appreciation for Schutter’s mentorship and vision, noting his intention to continue the company’s tradition of innovation and franchise support. “The relationships Rob has built with our franchisees is unparalleled and his impact on the Jellystone Park brand can’t be understated,” Burek said.
Yogi Bear’s Jellystone Park Camp-Resorts currently operates more than 75 locations across the United States and Canada, offering themed attractions, glamping-style accommodations, and family activities that have become a hallmark of the brand.
Featured image by Camp Jellystone via campjellystone.com