Thor Industries Inc. showcased its new strategic partnership with the National Association of RV Parks and Campgrounds (ARVC) — providing discounts to ARVC member parks on selected destination-style units — during ARVC’s InSites 2009 Convention and Outdoor Hospitality Expo that ends today (Nov. 12) in Orlando, Fla.
Three Thor divisions — Airstream Inc., Breckenridge Division and Keystone RV Co. — displayed units at the convention/expo that are designed specifically for campground rental.
”Essentially, as a preferred vendor of ARVC, we are offering incredible pricing,” said Shane Ott, Thor’s new director of campground relations and former president and COO of Kampgrounds of America Inc. ”(Units) are specifically built for ARVC members (at) a substantial savings (compared to retail).”
Specially designed Airstream Flying Cloud, Keystone Springdale Fireside travel trailers and Breckenridge recreational park trailers are being made available to ARVC members through a special arrangement that was announced in mid-October.
This is the first time that ARVC, the nation’s largest RV park and campground organization with 3,000-plus members, has entered a marketing program with an RV manufacturer.
Units designed for ARVC campgrounds will not be available on the retail market. ”All of these units were ruggedized to extend their life as rental accommodation units,” Ott said. ”They probably would not be viewed as attractive to a retail customer because they don’t have some of the creature comforts.”
Airstream Flying Cloud and Breckenridge park models will be available directly from the manufacturer, while Springdale Fireside travel trailers will be marketed through Keystone’s 270-plus dealers nationwide.
”One thing that is critical in our minds to the success of this is for both the dealers and campgrounds to benefit from it,” said Nick Eppert, production manager for Keystone’s Springdale division. ”We see an upswing in campgrounds wanting to provide extended-stay units.”
To whom are these new rental units targeted in a market that is seeing growing demand for all sorts of ”cabins” and later-term accommodations?
Ott said there are several markets that campground rental units appeal to. ”There are campgrounds that want rental accommodation units to market to a leisure camper who may be coming in with their family for a long weekend or a few days,” said Ott, who joined Thor during the summer. ”Others are marketing to folks on a more seasonal or annual rental basis.”
Ott said units were designed with ARVC members in mind.
”What’s unique here is we used ARVC members in the design of these units,” Ott said. ” We went through a series of phone calls and meetings all summer asking for feedback based on (campgrounds) rental experiences — what were the things we needed to do to build these units?”
Ott suggested that the campground sector is on the verge of reaching ”a critical mass” of rental units that can augment campgrounds’ traditional customers.
”Today we can effectively go out and tell the rest of the world that going to a campground is something that you can do without owning an RV,” he said. ” Ten years ago, the distribution of rental units wasn’t strong enough to make that announcement. But today, we’ve probably reached the point that the vast majority of commercial campgrounds in the country have some kind of accommodation unit.”
Like other RV manufacturers, recreational park trailer builders have been hard hit by the recession, with unit shipments being roughly half of what they were in 2006, when a record number of 10,100 shipments were recorded.
“I think the market is starting to improve. We’ve seen some movement in the marketplace. And a few manufactures even report having a small backlog, which is something that we haven’t experienced in the past year,” Bill Garpow, executive director of the Recreational Park Trailer Industry Association (RPTIA) in Newnan, Ga., told RV Business.
But manufacturers remain cautious about the economy, and generally don’t see the recreational park trailer or “park model” industry to rebound until the nation’s banks are in better financial shape.
“As I talk to my contemporaries, I’m hearing the same from everyone, that it’s really tough out there. And what business is out there is really tough to get,” said Tim Howard, president and CEO of the Breckenridge Division of Damon Corp., a Thor Industries Inc. company in Nappanee, Ind.
Like most manufacturers, Breckenridge has had to dramatically scale back its work force to remain viable during the current economic downturn. “We’re in very good shape,” Howard said. “Our balance sheet continues to be very strong. We have virtually no debt.”
But as a manufacturer, he said, it has been “heartbreaking” to have to let staff go because of the economic downturn. “You have an emotional bond to quality people and an investment in quality people,” Howard said, adding that Breckenridge has just over half as many employees as it did a few years ago, when the park model industry was experiencing record sales.
But even though all segments of the RV industry have been particularly hard hit by the current recession, Howard and other park model manufacturers and industry officials believe the park model industry still has a long ways to go to reach its full potential.
“I’ve always said this market is in its infancy, and I still do, especially given the trend from a transient to permanent camper,” said John Soard, a longtime park model industry executive who spent 20 years with Breckenridge and Middlebury, Ind.-based Woodland Park before becoming general manager of Nappanee, Ind.-based Fairmont Park Trailers in 2005.
Indeed, Soard and other park model manufacturers believe consumer interest in “destination camping” will continue to increase, and as it does so will demand for park models.
Soard, in fact, noted that many of the leading RV manufacturers are now building towable trailers up to the 400-square foot limit precisely because they believe consumer interest in destination camping is growing. “Each one of these major RV manufacturers has a destination travel trailer that’s intended to be parked, not towed,” Soard said.
Garpow, for his part, noted that park models remain one of the most profitable investments campground owners can make, a point that was underscored by Atkinson of KOA. Park model rentals typically generate two or three times as much revenue as a typical RV site, plus they stay rented for longer periods of time throughout the year. “Park models not only generate more revenue, but they do it for longer periods of time than a typical RV site,” Garpow said, adding that campground owners often generate enough income from their park models to pay them off in three years or less.
Garpow also noted that the Obama administration’s efforts to increase CAFÉ standards could further increase demand for park models. “One way to increase fuel economy is to produce lighter vehicles as well as vehicles with smaller engines, the net effect of which is to reduce the vehicle’s towing capacity. But as towing capacities are reduced, it’s going to be harder for consumers to find vehicles that can tow the biggest trailers, and that could lead to increased demand for park models or for destination camping.”
As a result, he said, many consumers may find it easier to purchase park models that are professional installed on permanent campsites than large travel trailers or fifth wheels that require a tow vehicle. This is precisely what happened when CAFÉ standards were increased in the late 1970s and 80s. In fact, the resulting reduction in vehicle towing capacities helped foster the birth of the park model industry.
Garpow also noted that many of the nation’s campgrounds have yet to open their doors to park models, either for rentals or sales, and that represents a significant growth opportunity for park model manufacturers.
Many campground operators say they are pleased with the return of investment on park models, including Jeff Gordon of Raintree RV Park in Rockport, Texas, which sits along the Gulf Coast roughly 30 miles northeast of Corpus Christi. In addition to 80 RV sites, Gordon also offers one cabin, two fifth wheels and four park models for rent.
“We’re actually going to phase out the fifth wheels and just go with park models,” Gordon said, adding, “All of our requests are for park models. They’re nicer accommodations, and that’s what people want in this area.”
Coincidentally, Gordon had to interrupt his interview with RV Business to answer questions from a woman who called on another line to reserve one of his park models. He said he’s also had some people change their vacation plans to coincide with days when he has park models available.
Such is the demand for park model accommodations, which is why campgrounds and RV parks continue to invest in these units, even during the current recession.
“Roughly 25-30% of the nation’s private campgrounds offer park models as rental units, and the numbers are growing,” said Garpow of RPTIA.
Mike Atkinson, facilities development manager for Billings, Mont.-based Kampgrounds of America Inc. (KOA), said his company’s park models, which it markets as Kamping Lodges, have the highest occupancy rate of any category of rental accommodation in the KOA system. He said KOA parks had taken deliver of 163 park models as of early June.
KOA, like other campgrounds, furnishes its park models with beds, linens and kitchen utensils. “Our numbers show that the customers who are coming to our campgrounds want lodging that has amenities,” Atkinson said. “They want a bathroom. They want a comfortable bed. And they don’t want to pack their car with everything. They don’t want the labor.”
Park operators often invest in park models so that they can have rental units available for people who don’t have their own RV. Many park operators also take it a step further and form their own park model dealerships. This way, they can potentially make a profit on the sale of the park model in addition to generating ongoing revenue from the campsites they lease to park model owners.
Some parks also set up rental pools using the park models they have sold at their parks. This way, the owners can make money on their park models when they’re not using them.
While park models have long been a rental option of choice for Winter Texans, Gordon of Raintree RV Park said boating enthusiasts also like to rent them as well. “We’re on the coast, so we get a lot of people from San Antonio, Austin and Houston and the surrounding areas,” Gordon said. “But if they’re pulling their own boat down, they can’t pull a camper, too.”
Park models are also ideally suited for campgrounds in popular tourist destinations that want to broaden their business base to compete with hotels and motels.
Crater Lake RV Resort in Fort Klamath, Ore., purchased three park models in 2006 and installed a fourth one this year. “They are our most requested cabin,” said resort owner Babe Hamilton, whose park also features 14 RV sites. “They’re just a nice looking cabin with the wood siding. They all have their own gas barbecue on the deck, and they’re right on the creek. It’s a very nice setting.”
Some private park owners are also finding that park models can be used for more than guest accommodations.
At the River’s Edge at Deer Park in Heber, Utah, which is close to the Deer Valley and Park City ski resorts, Cavco park models are being used not only as guest accommodations, but as seasonal employee housing for during the winter months, said resort owner John Kenworthy.
“We’re continuing to expand the lodging part of our business,” Kenworthy said, adding that his park models remain are in high demand.
Garpow and Linda Profaizer, president and CEO of the National Association of RV Parks and Campgrounds (ARVC), are scheduled to discuss the merits of investing in park models on Sept. 15 during the 41st annual Pennsylvania RV and Campground Show in Hershey, Pa. The show features the largest park model expo in the country.