Leisure Systems Inc. (LSI) is continuing to expand the Jellystone Park franchise network, adding four parks in three states in the past two years, bringing the total to 79 locations.
So far this year, the Milford, Ohio-based campground chain has added new parks in Tyler, Texas and Uniontown, Ohio, while also picking up additional parks in Fredericksburg, Texas and Elberta, Ala., last year.
But, according to LSI, even more dramatic growth has taken place in terms of park revenue.
Jellystone Parks reported total revenues of $73.7 million in 2012, a 10% jump over 2011 figures. Average 2012 revenue per park was $953,533, a 7% increase over the previous year.
“We’re obviously very pleased with the direction we’re going and with the revenue gains we’ve achieved, particularly given the relative weakness of the national economy in recent years,” said Rob Schutter, LSI president and COO.
Systemwide, LSI has 17,137 campsites, including 12,276 traditional campsites, 2,995 seasonal sites and 1,886 rental units.
But while traditional campsites make up 74% of LSI’s campsites, they only generate 36% of the Jellystone Park revenue. Other key sources of revenue growth include income from rental units, campground stores and ancillary revenue from activities.
Rental units, including park model cabins, generated 27% of LSI’s revenue in 2012 even though they only accounted for 10% of LSI campsites. The average income LSI generated per rental unit was $137.16 per night.
Meanwhile, campground store and ancillary revenue was $8.3 million and $11.2 million in 2012, up 11% and 9%, respectively, from the prior year, while generating about 26% of LSI’s revenue.
Seasonal campsites also provided an important revenue stream, accounting for 11% of LSI’s income in 2012, while making up about 16% of LSI’s campsites.
System-wide camper nights across all site types increased by 9.5 percent over the previous year. Overall occupancy rates have also continued to climb with average occupancy of 38 percent in 2012, compared to 37 percent in 2011 and 36 percent in 2010.
LSI has also beefed up its franchisee support with a new mobile website at www.campjellystone.mobi; a new Twitter account at twitter.com/campjellystone; national discount programs, as well as a free online hospitality training program designed to help franchisees train park staff. Additional training programs are also being incorporated into spring and fall meetings.