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...
