In the previous episode of MC Fireside Chats on June 4, 2025, host Brian Searl welcomed guests including recurring contributors Rafael Correa, President and CFO of Blue Water; Simon Neal, founder of Camp Map; and Scott Bahr from Cairn Consulting Group. A special guest for the session was Jayne Cohen, founder and CEO of Campground Consulting Group and its sister company, Glamping Consulting Group, who—despite Brian’s playful jest about her youth—celebrated her 50th year in the industry.
The discussion immediately turned to pressing industry concerns when Rafael Correa highlighted a recent Baltimore Sun report about Raystown Lake in Pennsylvania. Camping at this large Army Corps-run recreational lake was reportedly shut down due to staffing cuts linked to “Doge inefficiency efforts.” This closure significantly impacted local businesses, with some experiencing a 40-50% downturn over Memorial Day weekend, underscoring the ripple effects of such decisions on local economies and the potential risks to state and national park accessibility.
Scott Bahr elaborated on this, noting an “enthusiasm gap” among potential guests stemming from a “dark cloud” over national parks, citing news of over 5,000 anticipated staff layoffs. He differentiated this concern from purely economic anxieties, explaining that while people understand macroeconomic pressures, they are more deterred by factors that diminish the on-the-ground experience. The perception that staff cuts will lead to a lesser experience weighs more heavily on travel decisions than economic factors alone, creating a cumulative negative effect.
The conversation then explored whether park closures and staff shortages or broader economic concerns were more heavily influencing camper behavior. Rafael shared a contrasting experience from Blue Water’s home base in Ocean City, Maryland. Despite initial concerns about federal government layoffs and return-to-office mandates affecting their key feeder markets (DC, Northern Virginia, Baltimore, Philadelphia, Pittsburgh), their properties were experiencing significant growth. He attributed this to the affordability of outdoor hospitality and Ocean City’s appeal as a blue-collar, drive-to beach destination, suggesting that economic uncertainty might be playing to their strengths. Scott Bahr concurred, emphasizing the advantage of drive-to destinations, as people are likely opting for shorter, less uncertain trips.
Jayne Cohen, drawing on her extensive industry experience, supported these observations. She noted that during economic uncertainty, travelers prioritize accessible, easily cancellable, and affordable options, bringing back the “150-mile sweet spot” for travel distances, reminiscent of 2019 trends. She asserted that camping remains an affordable vacation choice, often driven more by desired location and activities than by price alone. Campers, she argued, can tailor their trips to their budgets, perhaps by forgoing restaurant meals if campsite fees are higher in a preferred area.
The discussion then shifted to the crucial concept of value proposition in camping. Rafael emphasized that it’s not just about affordability but the overall value, including amenities like water parks and organized activities not typically found at budget hotels. Jayne Cohen added that, in her experience, the most expensive sites, like waterfront ones, often book up first precisely because of their perceived value, offering experiences that would be significantly more costly in other accommodation types. Brian Searl underscored the necessity for campgrounds, especially independent ones, to effectively communicate this value through their marketing efforts.
Exploring how to communicate this value, Rafael stressed the importance of visual storytelling – high-quality lifestyle photos and videos that allow potential guests to imagine themselves at the property. He also advocated for leveraging micro-influencers and the authenticity of Facebook Lives to connect with audiences. Simon Neal explained how Camp Map contributes by providing accurate, realistic digital maps that reduce uncertainty and build excitement, allowing guests to explore site-specific photos and amenities before booking. Jayne Cohen reiterated the power of professional photography and the need for websites to evoke an emotional connection and stand out from competitors by offering a unique, experiential feel rather than a generic listing of facilities.
A practical discussion arose about how independent owners, often short on time and resources, can implement these marketing strategies. Rafael suggested tapping into the inherent talents of existing staff, particularly younger employees who are often social media savvy. Jayne Cohen agreed, emphasizing that owners deeply involved in daily operations rarely have the time for dedicated marketing, making it essential to delegate these tasks, even if not on a full-time basis. Scott Bahr provided data backing this, stating that for about three-quarters of campers, pictures are the most important consideration when choosing a destination.
Simon Neal then shared fascinating observations from his recent travels in the US, comparing American campgrounds to their European counterparts. He found similarities in the arrival/check-in experience, site hookup quality, and general landscaping. However, significant differences emerged: US campgrounds are overwhelmingly RV-focused (around 90% RV sites vs. a 50/50 RV/tent split in Europe), leading to different amenity needs like fewer, less elaborate bathhouses. A key distinction he noted was in cabin design. European cabins, he observed, tend to make more efficient use of space and higher quality materials, whereas US cabins often have wasted space and lack thoughtful details like adequate storage. Rafael acknowledged this, noting that Blue Water’s sister company, Great Outdoor Cottages, is part of an evolution towards more efficient European-style cabin design in the US, moving away from simply replicating home comforts to optimizing the smaller footprint.
The conversation pivoted to the overarching importance of hospitality and the human touch. Jayne Cohen expressed concern that the rise of online check-ins and automated gates, while efficient, could diminish personal interaction. She stressed the critical need for staff and managers to be present on the grounds, welcoming guests and fostering relationships. Brian Searl concurred, noting how even a simple handwritten note from a hotel manager can be impactful. Rafael framed it as an opportunity: technology that reduces check-in friction frees up staff time for more value-added, personal interactions. Scott Bahr provided compelling data: KOA surveys revealed that a memorable interaction with a manager or owner could increase a guest’s Net Promoter Score (NPS) by at least 15 points, highlighting this as a key driver of loyalty and return visits.
Rafael further elaborated that the deep relationship between a long-term owner and their guests is a significant factor—and a potential risk—when acquiring a campground, as it’s nearly impossible to replicate that personal bond at scale, though Blue Water strives for this through exceptional General Managers. Jayne Cohen added that positive personal interactions make guests more forgiving of minor issues and more open to providing constructive feedback. Rafael concluded this segment by saying that effectively addressing problems when they arise is a prime opportunity to build trust and gain a customer for life. Simon Neal noted that while his check-in experiences in the US were positive, he hadn’t observed the same level of GM visibility in European campgrounds, suggesting a potential area for differentiation.
As the session concluded, each guest offered final thoughts. Jayne Cohen thanked Brian for the invitation and the enjoyable experience. Simon Neal expressed positivity about the industry’s current state. Rafael Correa described his outlook for the season as “cautiously optimistic,” eager to establish a new baseline and highlighting the preparedness of the Blue Water team. Scott Bahr announced upcoming research on camper attitudes and behaviors, to be released via KOA. Brian Searl wrapped up by thanking the guests and previewing his next “Outwired” show, which would discuss the future of PMS software, marketplaces, and the impact of AI on bookings and content authenticity.
