The transition from a “mom-and-pop” campground to a structured, investment-backed operation is often fraught with tension.
In a recent episode of MC Fireside Chats, industry leaders Robert Preston, CEO of Unhitched RV, Cody Fall, COO of Happy Grounds Campgrounds, and Angele Miller, co-founder of Creekside RnR, joined host Brian Searl to share what amounts to a field manual for navigating a key transition facing private park owners. The discussion focused on a recurring challenge: overcoming the “corporate” stigma while simultaneously revitalizing aging infrastructure.
For many owners, the acquisition of a park by a larger entity triggers an immediate defensive response from long-term guests.
Fall noted that this perception is almost unavoidable as a company scales. “How can we combat that and bring the same experiences, the same culture that a mom-and-pop brand brings with some of the better benefits that you get from a larger investment?” Fall asked.
The goal is to balance professional management with the family-oriented atmosphere campers cherish.
Innovation as a Destination Driver
One of the persistent challenges for campground owners is that the most expensive improvements are often the least visible to guests. While visitors tend to notice “shiny objects” such as new playgrounds or fresh gravel, they rarely see major behind-the-scenes investments like $400,000 septic system upgrades or expanded electrical capacity to 50 amps.
“They come back and everything looks fine,” Fall said, referring to off-season work that typically goes unnoticed. To bridge that gap in understanding, Happy Grounds has introduced “town hall” meetings where operators explain technical upgrades directly to guests and build greater transparency around operational decisions. The goal is to reinforce that rate increases are tied to long-term investment in safety, reliability, and park sustainability—not just pricing pressure.
That need for clearer communication aligns with broader shifts in guest expectations. According to TakeUp’s “Voice of the Boutique Travel Guest 2025,” based on a survey of 350 frequent independent-property travelers, modern guests increasingly prioritize meaningful, personalized experiences over purely transactional stays. The report found that 95% of travelers say personalized offers or recommendations would make them more likely to book, while 85% are open to technologies such as smart check-in, curated recommendations, and AI-driven pricing when it enhances their stay.
Taken together, the findings suggest campground owners are navigating a dual reality: guests are often unaware of the infrastructure investments happening behind the scenes, yet they are simultaneously more receptive than ever to transparency, personalization, and technology that helps explain and enhance the value of their stay.
While the fundamentals like septic and power are crucial, Miller highlighted how adding high-end amenities can completely shift a park’s market position. At Creekside RnR, Miller has expanded into “wellness tourism,” adding a Nordic spa, vitamin IV therapy, and even a salt cave built into a hillside. The shift raises a broader question: does this shift require a total rebrand of the park, or can traditional camping and wellness offerings coexist under one identity?
Echoing the distinct strategies at both Happy Grounds and Creekside RnR, the MC Camper Compass Report reinforces a core industry truth: while foundational reliability is a prerequisite, it is guest-facing innovation that ultimately dictates market demand—whether an operator is trying to preserve a legacy community or attract an entirely new one.
The study highlights strong camper preference for modern amenities—such as upgraded cabins, reliable power, clean showers, internet access, and recreational features—which directly influence booking decisions, length of stay, and repeat visitation. This aligns with Miller’s strategy of introducing wellness-focused offerings, demonstrating how elevated amenities can reposition a campground into a destination that attracts higher-spending, experience-driven guests.
“Most accommodations when people reach out to us… the first question they ask is ‘Do you have a hot tub? Do I have a sauna?'” Miller said.
By leaning into luxury and innovation, she has transformed her park into a destination that attracts a specific, high-spending clientele. This shift often necessitates a change in pricing, which can alienate old customers but attracts a new market that values the unique experience.
For campground operators and RV park owners, a 2026 pricing report by Insider Perks further sharpens this dynamic by showing that not all amenities carry equal revenue impact. While basics like WiFi have become commoditized, physical features such as swimming pools and dog parks now drive significant pricing power, increasing average rates by 23.3% and 18.2%, respectively.
Pricing and Perception
The conversation also touched on the broader economic reality of 2026. Preston argued that most guests understand that costs have risen across the board. “A candy bar is $2.50 now,” he noted, using it as his personal measure of inflation.
For a campground, a $5 per night increase might be negligible to an individual guest but provides the critical revenue needed to improve the property.
The panel cautioned against mixing “investor-facing” marketing with “guest-facing” communication.
When owners talk loudly about increasing Net Operating Income (NOI) or “squeezing” revenue to attract investors, guests can feel like a commodity rather than a vacationer. Maintaining a clear distinction between business strategy and the guest experience is vital.
Knowing Your Market
Ultimately, the consensus was that owners must have a firm grasp of their mission. Whether running a high-end wellness retreat like Angele Miller or a family-focused regional chain like Cody Fall, success depends on understanding who your customer is—and who they will be after your improvements.
That understanding is becoming even more critical as pricing strategy evolves into a data-driven discipline. The Insider Perks Report found that revenue performance is increasingly shaped not only by amenities, but by how those offerings are positioned and communicated. In a dataset spanning more than 600,000 pricing records, even something as simple as site naming was shown to materially influence revenue outcomes.
For example, labeling a site as “Luxury” was associated with rates more than 150% above average, while descriptive upgrades like “Premium Lakefront” allowed operators to stack premiums on top of already high-value inventory. This suggests that guest perception is now functioning as a parallel value layer alongside physical improvements.
As Searl concluded, those who are uncomfortable with change will eventually be replaced by guests who appreciate the enhanced reliability and amenities of a modernized park.
“You’ve got to study all that stuff in advance,” Searl said. “Learn what you’re building, why you’re building it, and what your mission is.”
The Information Vacuum
Preston emphasized that in a vacuum of information, “it is always filled with the most negative possibilities.” By proactively sharing the “why” behind changes, owners can mitigate the fear of the unknown.
For investment-backed groups, the narrative is often about preservation rather than displacement. Fall pointed out that many acquired parks are struggling or distressed.
“We are coming in to fix it,” he explained. “We’ve allowed this campground to exist longer than it would have if it just went to another mom-and-pop or just the person that owned it didn’t have anyone to pass it down to and nature took it back.”
Identifying the Friction Points
Interestingly, the pushback isn’t universal across all guest demographics. The participants noted that transient campers—those staying for a night or two—often prefer the structure and cleanliness of a professionally managed park. The real challenge lies with the “seasonal” base.
“It’s the seasonal campers that have been coming there for X years, the mayors of their own little cliques. They’re the ones that are stirring it up, and they are filling that void of information with their narrative,” Fall observed. Preston shared a similar sentiment, noting that some long-term guests resist the implementation of basic rules or safety standards.
About MC Camper Compass
Launched in July 2024 by Modern Campground and Cairn Consulting Group, MC Camper Compass is a monthly report series offering crucial research on campers and outdoor hospitality guests. Designed to empower campground operators with actionable insights, the series helps enhance guest experiences, drive revenue, and foster industry innovation.
About Insider Perks
Insider Perks is an outdoor hospitality intelligence company focused exclusively on campgrounds, RV resorts, and glamping destinations. The company combines AI guest service, market intelligence, automation, AI-ready websites, and growth marketing into one connected system for property operators across North America. Insider Perks publishes original industry research including the Outdoor Hospitality Pricing Report, the AI-Ready Website Standard, and the industry’s first Pricing Index. Founded in 2009 by Brian Searl, the company serves 500+ properties and operates Modern Campground, the industry’s largest trade publication.
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: Marketing, AI and Technology
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.