RVIA Revisiting Emerging Park Model Industry
The following is an excerpt from a story in Woodall’s Campground Management (WCM) examining the evolution of the recreational park trailer industry and its new relationship with the Recreation Vehicle Industry Association (RVIA). To read the entire article on the WCM website click here.
Campground owners and operators for a long time have had a good handle on “destination camping,” a concept that evolved from the development of the recreational park trailer (RPT) in the 1980s and blossomed through the expansion of traditional travel trailers into much larger units.
Whether they are called “seasonals,” “annuals” or “snowbirds,” the buyers or renters of these units have become a significant factor for both campgrounds and the RV manufacturers.
To be sure, there has always existed a certain disconnect between the campground industry and the RV builders about destination camping, but that may begin to disappear. Destination camping is finally getting the attention it deserves from its chief beneficiary, RV manufacturers.
This attention became apparent at the Recreation Vehicle Industry Association’s (RVIA) Committee Week June 11-13 in Washington, D.C., where the trade group’s ad hoc Destination Camping Committee embarked on a strategic plan to identify the scope of this rapidly growing segment of the market.
Mike Atkinson, director of lodging for Kampgrounds of America Inc. (KOA) and the lone campground representative on the committee, said this recognition by manufacturers is refreshing. “Having this melding of ideas is a great thing,” he said.
In the long-term, he sees campgrounds who purchase recreational park trailers or park models as rental units for their destination campers will benefit from the marketing dollars and governmental lobbying that RVIA will put into this segment of the industry.
In the meantime, RVIA is playing catch up.
While there is a variety of products that might qualify as destination camping types of accommodations, RVIA doesn’t really know how big this market is or how big it might yet get.
The concept of destination camping, which refers in part to “snowbirds,” RVers who keep their RV on one site all year or campers who rent an RV for a season at a single site, dates back at least to the 1980s and gained traction in the ’90s, according to John Soard, general manager for Fairmont Park Trailers, a division of Fairmont Homes in Nappanee, Ind. “The traditional concept of an RV being used on the road all the time is being circumvented by the customer parking their unit all the time,” he said.
“It’s taken the industry this long to recognize that’s a nice little market segment,” said Soard, who chairs the RVIA’s Recreational Park Trailer Committee and attended the Destination Camping Committee meeting, both of which were held during Committee Week.
Determining the breadth of that market is the focus of a survey the ad hoc committee commissioned through Precision Research, an Arizona-based firm that has done previous work for RVIA. Hard data is needed because everyone has an idea how big that market is but no one knows for certain, Soard says.
To read the entire article click here.