Best Parks in America Looks for More Growth
David Gorin says he’s ready to take the five-year-old Best Parks in America marketing network to the next level as a quality brand in the RV park and campground business that will give North American travelers confidence that they are dealing with a quality facility when they pull into any of the 71 affiliated facilities.
“We give them (parks) a brand that has a national awareness among consumers that allows them to expand their marketing clout way beyond what an individual property could do,” says Gorin, a consultant, lobbyist and Florida park owner, who is also president of Best Parks. “The goal here is to be the same kind of brand as a Hilton when they are planning trips. They will know they can be satisfied in they go there.”
Gorin’s comments came on the heels of the network’s Dec. 1-2 annual meeting and well attended marketing seminars held during the National Association of RV Parks & Campgrounds’ InSites 2010 Convention & Outdoor Hospitality Expo Dec. 1-3 at the Rio All-Suites Hotel & Casino in Las Vegas.
“We opened our seminars up to the entire group that was here to provide a couple of new educational experiences for the attendees and to introduce Best Parks in America to a broader audience of park owners,” he explained. “We were very successful in doing that.”
As to where things are headed next for the network, Gorin says he’d like to see Best Parks grow in the next phase to become sort of a “non-franchise franchise” with 125 to 130 affiliated members. In the process, he maintained, it will remain a system of highly rated “independent unique parks,” but without royalties or long-term contracts.
“A lot of benefits will be available for a tiered structure for those parks that are interested in more than just the marketing component,” said Gorin. “This will entail getting involved in developing business tools that help park owners learn more about their business and providing new information for them about their customers, their consumers, their likes and dislikes and how all that information can be interpreted to help the owner make better decisions.”
All this, he added, follows a period of self-evaluation during which Best Parks’ leadership came to the realization that the network’s original goal of involving only the very top tier of North American parks was unrealistic – even though Best Parks is still clearly focused on facilities that are highly rated in Woodalls, Trailer Life and GuestReviews.
“We have made some major changes in the last year or so that have pushed us forward,” said Gorin. “The mistake we made along the way was that we were going after a super-premium park as the affiliate. Frankly, in the industry there are not enough parks at that highest level to make a national network work. So, we’ve reevaluated.”