KOA’s Rebranding Plan Receiving High Marks
The dust has settled over the dramatic announcement last fall that Kampgrounds of America Inc. (KOA) would embark on a new program to segment or rebrand its nearly 480 campgrounds into one of three categories and by and large, the bold move has won style points from across all sectors of the RV park and campground industry.
Woodall’s Campground Management reported that the idea is to step away from a “one-size-fits-all” perception of KOA parks in the public’s eye and, in the process, to generate new business among consumers who will have a better ability to match their expectations with the park at which they choose to spend the night, the weekend or an entire vacation.
Says Jim Rogers, KOA CEO who came to KOA from the hotel industry, “We have to appreciate that this is where we have come from and that our research tells us that there are still millions upon millions of campers in this country that think of us as an interstate system. This is how we begin to break through that perception.”
Industry members sampled by Woodall’s Campground Management (WCM) had glowing comments:
- “I embrace it,” said Al Johnson, executive vice president of Outdoor Adventures Co., a Hill City, S.D., firm that owns 10 KOAs from coast to coast and is the largest franchisee.
- “We think segmentation is inevitable,” said Andy Cates, president of RVC Outdoor Destinations, a Memphis-based owner of upscale RV resorts across the Southeast. “KOA is such a large player in our industry, their movement to segmentation is important for all of us and for the entire industry.”
- “I’m not surprised by KOA’s move to segment its parks,” said David Gorin, founder and president of Best Parks in America. “I’m sure they’ve extensively studied every aspect of this very significant move and that they’ve got a very sound strategy to make the segmentation work for their exceptional brand.”
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