During the MC Fireside Chats episode last May 17, John Griffith, Founder of Outbound Kitchen, shared his experiences and insights in the outdoor hospitality and recreation industry. John's passion for the outdoors and cooking led him to upscale camping cuisine and expanded his network in the industry. Initially collaborating with REI, he provided recipe content and worked with people creating cook stoves for campgrounds. However, the pandemic disrupted their culinary director role in a luxury hospitality division.
During their summer travels to outdoor spaces like Zion, Bryce, and the Grand Canyon, John noticed that many visitors lacked access to food. This inspired the idea of providing meals to these outdoor enthusiasts and exploring the potential market in this sector.
As the pandemic continued, John started consulting and received inquiries from colleagues in smaller towns with glamping and destination hospitality models. This proximity to such locations led John to focus their consulting efforts on the glamping and destination hospitality sector. While they still worked with restaurants, they saw significant growth opportunities in these areas.
John highlighted three areas of service they offer in the camping and outdoor hospitality industry: retail, third-party origination or offset origination, and full-service operation. The retail model involves collaborating with larger-scale campgrounds near urban areas to develop high-end retail operations and food and beverage offerings. The third-party origination model works with chefs or catering companies to offer pre-ordered meals on-site, enhancing the guest experience with unique and high-quality options. The full-service operation model is like having a restaurant at a campground location and can be accommodated within existing facilities.
John emphasized that the effectiveness of these models depends on the campground's location, offerings, and target clientele. They also discussed the profitability of food and beverage services, suggesting a focus on high-end dinner programs and grab-and-go options for breakfast and lunch to optimize efficiency. Retail models typically account for about 5-10% of the average daily rate (ADR) in accommodation spending, while full-service models can reach 20-30% of ADR.
During the discussion, Nate Thompson of KCN Campgrounds shared their approach, focusing more on retail and packaged food services rather than full-service restaurants. Nate expressed his interest in understanding how to assess a park's location, guest profile, and existing infrastructure to determine the appropriate level of food service options.
Nate also raised the paradox of remote locations relying heavily on food services due to limited access to nearby towns, sparking a discussion on the dilemma faced by such areas.
Darvin Zurfluh of Pinnacle Lifestyles shared their experience of purchasing and renovating a campground property in Alberta. Darvin emphasized their focus on world-class destinations along the Trans-Canada Highway, particularly near major cities like Calgary and Vancouver. Darvin mentioned their plans for a new campground in Golden, featuring glamping, RV sites, and cabins, as well as highlighting the winter attractions in areas like Revelstoke.
Robert Lindsay Thompson, Camp Director at Greeter Falls Campground in Tennessee, discussed their successful campground located between Nashville and Chattanooga. Despite limited...
