We’re closing out July with a special multisector edition of MC Fireside Chats on Wednesday, July 30 at 2 PM ET! Join us as we bring together voices from across the outdoor hospitality space—campgrounds, glamping, RVing, and recreation—for one dynamic, all-in conversation.
Special guests Vicki Jones, Owner of Tractors & Cream, and Martin Berrini, Country Manager, Glampea, will join host Brian Searl for a lively conversation you won’t want to miss.
Be sure to tune in and be part of this unique opportunity to hear from leaders shaping the future of outdoor hospitality, and outdoor recreation, gain fresh insights, and connect with a community passionate about the great outdoors.
July 23rd Episode Recap
In the latest episode of MC Fireside Chats, host Brian Searl of Insider Perks explores the intersection of marketing, AI, and the campground industry. He’s joined by recurring guests Mychele Bisson of Bison Peak Ventures and Kurtis Wilkins of Rjourney, along with special guests Jeremy Johnson, owner of Kona Hills Campground, and Kieron Wilde of First Nature and Fur Haven.
Brian opens the show by welcoming Mychele, who was initially delayed in joining. He then sets the stage by highlighting the show’s focus on marketing and AI, noting the absence of regular guest Greg Emmert due to client commitments. Brian proceeds to introduce Kurtis and Mychele, jokingly stumbling over Mychele’s last name, “Bisson,” which leads to a lighthearted discussion about the pronunciation of French words and Brian’s preference for German. Mychele echoes his sentiment, finding French pronunciation “snotty.” Despite the playful jabs, all agree that French people are “beautiful.”
Kurtis Wilkins of Rjourney, who manages and owns 43 campgrounds, speaks first, noting his company’s presence in the industry since 2017. Mychele Bisson then introduces herself as a relative newcomer, having owned six campgrounds from Alaska to Florida for almost two years, and actively growing her portfolio. Brian teases Mychele about potentially owning 800 parks in 16 years, attributing future growth to AI’s impact on systems.
Jeremy Johnson, the owner of Kona Hills Campground in the Upper Peninsula of Michigan, shares his five-year journey of permitting and entitlements to open his first 80-acre campground with 40 rustic tent camping sites on Lake Superior. He explains that his background in residential real estate investing, coupled with rising housing prices in Marquette, led him to pivot to campgrounds.
Jeremy initially envisioned higher-end glamping with cabins but shifted to rustic tent and car camping due to Michigan’s state-level campground licensing requirements for more than two units for short-term stays. He emphasizes the desire to maintain immersion in nature while mindfully adding accommodations. He also shares his positive experiences with car campers, dispelling stereotypes about them being irresponsible, and notes the initial resistance from the local community who feared “homeless people.”
Jeremy highlights the inherent demand for his campground due to its proximity to Pictured Rocks National Lakeshore and the city of Marquette, both tourism hubs. He exclusively uses direct bookings through Park for reservations, having delisted from Hipcamp due to backend difficulties and communication challenges with self-service operations.
Kieron Wilde, owner of First Nature, a destination management company and tour operator for the West Coast of North America, and Fur Haven, a glamping setup, discusses his 18 years in the industry. He explains that First Nature packages experiences with accommodations and attractions, often selling to tour operators. Kieron also shares his personal journey of relocating to the Columbia River Gorge and the permitting challenges he faced with his Fur Haven project, eventually finding a previously permitted Thousand Trails property.
His vision for Fur Haven focuses on the mobility of its A-frame units, allowing them to be relocated seasonally to meet demand for events like concerts or large gatherings. Kieron elaborates on the diverse experiences First Nature offers in the Pacific Northwest, ranging from hiking and whitewater rafting to wine country tours and world-class skiing, emphasizing unique, high-level, and custom private experiences. He also highlights his company’s commitment to sustainability and regenerative tourism.
The conversation then shifts to the future of the campground industry, particularly the overlooked opportunity for enhancing guest experiences. Mychele expresses her appreciation for the diversity within the industry, noting how different approaches, like Jeremy’s rustic camping or Kieron’s curated experiences, all thrive.
She shares an example of her Alaska park, which, despite appearing like a “parking lot,” serves as a base for guests to explore the surrounding natural beauty of Valdez, leading to community-building events like fish fries. Jeremy elaborates on his future plans for Kona Hills, including developing an old rock quarry for ice climbing and leveraging its proximity to extensive mountain biking trails, drawing inspiration from Bentonville’s success. Kurtis chimes in, reinforcing the idea of unique experiences for each Rjourney campground and jokingly blames his unusual quietness on allergies and nearby wildfires in Washington.
The discussion then pivots to the impact of AI on marketing and the industry. Brian introduces the new ChatGPT agent, which can perform actions like booking itineraries and checking calendars by connecting to personal data, calling it just the “beginning.” He then mentions Perplexity’s new browser, which runs locally on a computer, emphasizing that the future will involve AI making decisions based on website content without human interaction.
Kurtis envisions a future where websites communicate via robust APIs with AI agents, facilitating bookings and reservations. Mychele shares her experience with a prop-AI business that uses AI for cold calling and lead generation, and an AI system called Manus that can book entire trips based on detailed user preferences. She stresses the importance of adapting to AI, noting that “mom and pop” campground owners who resist will be left behind.
The panelists discuss the rapid pace of AI development, with Kurtis noting how quickly new technologies become “obsolete.” Mychele highlights the challenge of balancing traditional customer service with AI-driven efficiencies, believing that AI can free up staff to focus on human-centric customer service. Brian plays devil’s advocate, suggesting that even a robot could provide a “human experience” by fulfilling guest needs.
The conversation touches on the broader societal implications of AI, including job displacement and the growing wealth gap. They express concern about the lack of public discourse on these issues and the rapid approach of “super-intelligence.” Mychele emphasizes the need for businesses to adapt to AI-driven search and booking methods to remain competitive.
The episode concludes with Brian, Mychele, and Kurtis discussing the accelerating pace of AI development and its profound impact on all aspects of life. They muse about a future where humanoid robots could be commonplace and even become integrated into personal relationships. Mychele stresses that businesses must embrace AI to stay relevant, and Kurtis and Brian acknowledge the difficulty of keeping up with the rapid changes. Brian, acknowledging the extended discussion, wraps up the show by thanking his guests and promoting his other podcast, “Outwired,” which will continue the conversation on the future of campgrounds.
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.