From economic shifts to emerging technologies, the outdoor hospitality sector faces both challenges and exciting opportunities. Week 4 of MC Fireside Chats, happening September 24 at 2 PM ET, brings industry leaders together to explore what’s ahead and what it means for you.
Host Brian Searl, Founder & CEO of Insider Perks and Modern Campground, returns to lead a dynamic panel featuring industry experts Greg Emmert, Co-founder of Camp Strategy, Kurtis Wilkins, Private Equity Analyst of RJourney, Mychele Bisson, CEO of Bison Peak Ventures, and Cara Csizmadia, President of the Canadian Camping and RV Association.
Special guest Ari Smith, Co-Founder of Balance Farm, joins this week’s discussion to highlight how technology and smart marketing strategies can drive both sustainable operations and stronger connections with today’s outdoor enthusiasts.
September 17th Episode Recap
On a recent MC Fireside Chats, guest host Rafael Correa, who serves as President and CFO at Blue Water, welcomed an esteemed panel to discuss the state of the outdoor hospitality industry. He was joined by Jeff Hoffman of Camp Strategy, Mike Harrison, Chief Operating Officer of CRR Hospitality, and Sandy Ellingson, a passionate campground advocate. Kicking off the discussion, Correa asked each guest for a brief introduction and to share a topic they are currently focused on.
Sandy Ellingson, serving as a campground advocate, was the first to speak. She explained her work in bridging the gap between the industry and individual campgrounds. She is currently passionate about a new project that aims to facilitate a partnership to improve service. Jeff Hoffman, who works as a consultant to help smaller campgrounds become more profitable, expressed his interest in the future of camping, specifically where the industry is headed for the 2026 season. Mike Harrison, whose company owns, manages, and consults for outdoor hospitality properties, said his biggest focus is on preparing for 2026, which he believes will be a challenging year.
The group then delved into a retrospective of the 2025 season. Rafael Correa noted that while it wasn’t a “breakout year” overall, he saw a significant revenue slide in more distant, destination-oriented parks. In contrast, local campgrounds performed better, and he saw a bright spot in vacation rentals and unique accommodations, which are on an upward trajectory. Mike Harrison agreed, mentioning that his properties in the southern US have been seeing similar trends for some time. He drew a parallel to the hotel industry, where high-end and economy properties are succeeding while the middle tier struggles.
However, Sandy Ellingson challenged this perspective by urging the industry to look deeper into the “why” behind declining transient numbers. She cited research suggesting that the industry is losing more campers than it’s gaining. She pointed out that new demographics are not embracing camping because of increased competition, higher prices, and the loss of tent camping—which she called the “gateway drug” for the industry. She also shared anecdotal evidence from campgrounds suggesting that people who bought new RVs are canceling trips because their units are in the shop or haven’t been delivered yet.
The conversation then shifted to innovation and adapting to a changing market. Mike Harrison philosophically stated that owners and operators must act proactively rather than simply letting circumstances happen to them. He emphasized that campgrounds that do not evolve their technology, marketing, and focus on customer experience are “doomed to have a very tough year.” Jeff Hoffman agreed, noting that while the industry hasn’t yet seen the widespread closures that happened in the hotel industry, it is heading that way for campgrounds that fail to keep up with modern standards.
A specific point of innovation they all discussed was the rapidly evolving role of technology. Mike Harrison talked about his company’s push to use AI for answering phones and reservations, describing it as an “elementary school” tool that will quickly advance to “middle school” and beyond. He highlighted that AI agents don’t have “bad days” and won’t miss phone calls, making them a crucial next step for increasing phone coverage. Rafael Correa shared a personal example of how a refined digital marketing strategy for a single hotel resulted in an 18% revenue jump, proving the critical importance of a comprehensive digital presence.
Sandy Ellingson then introduced a “somewhat controversial” topic: the industry’s increasing move toward long-term and annual stays. She voiced her concern that many large park groups are shifting away from transient sites, not only taking away recreational spaces but potentially risking legal issues. She worried that campgrounds using recreational vehicles for permanent housing could be reclassified as mobile home parks, which would bring back old regulatory burdens. She also expressed concern that this trend can turn off new campers who may have a poor first experience at a park that is more of a “neighborhood” than a recreational resort.
The other panelists addressed her concerns by offering a different view on long-term stays. Rafael Correa explained that for his company, many “long-term” guests use the sites more like a vacation home, visiting on weekends without living there full-time. He also noted that some parks are successfully serving niche markets like traveling nurses. Mike Harrison suggested that this highlights the need for the industry to create a common classification system, similar to the hotel industry’s star ratings, so that consumers and investors alike can easily distinguish between different types of parks.
The discussion concluded with a segment on personal inspiration and book recommendations. Mike Harrison shared that his team is revisiting the classic “Who Moved My Cheese?” to encourage adaptability in the face of change. Jeff Hoffman recommended “Profit First” for smaller business owners to better manage cash flow, and he also pointed to the core principles found in management systems like EOS and Rockefeller. Sandy Ellingson said her focus on the concept of service has led her to study “Servant Leadership,” which emphasizes that the owner’s role is to serve the customer. Finally, Rafael Correa recommended the books “The Almanac of Naval Ravikant” and “Sapiens,” and he also mentioned a Wall Street Journal article about Comcast’s efforts to reinvent digital advertising for streaming TV. The panelists all expressed their gratitude for the insightful discussion.
Shorter summary: During the MC Fireside Chats, host Rafael Correa and guests Jeff Hoffman, Mike Harrison, and Sandy Ellingson discussed the state of the outdoor hospitality industry, covering the slow 2025 season, the importance of innovation in technology and marketing, and the controversial shift towards long-term stays. The panel also debated the challenges of attracting new campers and the need for the industry to adapt its business models to remain competitive.
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.
