Heartland RV to Review Growth at Conference

Heartland Recreational Vehicles LLC will be one of the presenting companies at Imperial Capital LLC’s  second annual Consumer Summit on June 10 at The SLS Hotel in Beverly Hills, Calif.

Over 30 leading private and public branded consumer companies will discuss their growth strategies, consumer trends and brand positioning in the current market environment.

Heartland Names Katzenberger Manager

Katzenberger, 41, joined Heartland in August of 2007, serving as regional sales manager for the builder’s Greystone and Sundance fifth-wheel brands in the East Coast territory. Previously, the Elkhart native managed a Honda retail outlet in Illinois after logging several years in the wholesale conversion van sector.

“During his time at Heartland, Kary has been a top producer,” said Coley Brady, Heartland director of fifth-wheel sales. “His dedication, commitment to hard work and travel, and his ability to sell have earned him the respect of his co-workers and our dealers and, as a result, this promotion.”

The Landmark and Bighorn represent Heartland’s first two entries into the high-end fifth-wheel sector after the company launched production in early 2004. Both lines have consistently gained market share since introduction and currently rank among the industry’s best-selling fifth-wheel brands.

“My main responsibility will be to continue to grow brand recognition and capture market share for Heartland’s flagship division,” Katzenberger said, noting that the Bighorn line earned the No. 3 ranking among all fifth-wheel lines in February, according to Statistical Surveys Inc. “I am working with a dedicated, experienced team, and our shared goal is to increase sales for both brands. I also look forward to working with our strong network of dealers.”

Jeff Kime Named Heartland’s 1st President

Heartland Recreational Vehicles today (May 3) announced that it has expanded its management team with the appointment of 25-year industry veteran Jeffery Kime to the newly created position of president, effective May 10.

In this capacity  Kime will help oversee Heartland’s operational, sales and marketing activities, reporting to Heartland CEO Brian Brady.

“As Heartland’s founders and senior management team, Tim Hoffman, John Rhymer, Jack Culbertson and I are extremely proud of the exceptional growth Heartland has achieved,” Brady said in a news release.  ”The expansion of our management team reflects this growth as well as the significant upside opportunities that remain ahead.

“Heartland has established itself as the fastest-growing company in our industry, counter to the trends that many of our peers have faced. We are differentiated by our innovation, solid dealer relationships and strong market position. We believe Jeff’s industry experience and record of execution will help us capitalize on our strengths to further extend Heartland’s leadership. Heartland’s management style has always been collaborative and collegial. Jeff will be part of this collaborative effort and will work closely with the founding partners to achieve long-term sustainable growth.”

“I am pleased to join the Heartland team at such an exciting time of growth and opportunity for the company,” said Kime. “I look forward to partnering with Tim, John, Jack and Brian as well as the entire management team as we work to drive the company’s continued success.”

Prior to joining Elkhart, Ind.-based Heartland. Kime worked for 19 years at Four Winds International Corp., a subsidiary of Thor Industries Inc., including serving most recently as Four Winds’ president for almost 15 years. Over this period, Kime helped position Four Winds’ Hurricane brand as the market leader in Class A motorhomes and helped establish the company as the No. 2 market share leader in Class C motorhomes.

Heartland markets over 15 brands of fifth-wheel and travel trailer RVs and has captured the No. 3 market share in the fifth-wheel category. Heartland’s towable RVs are sold through an independent network of dealers throughout the United States and Canada. The company has over 1,000 employees.

Expanding Heartland Has ‘Weathered the Storm’

Battered by the recession, there’s more news that Elkhart, Ind., is on the mend, according to the South Bend Tribune.

Heartland Recreational Vehicles LLC, a manufacturer of RVs and travel trailers, said late Monday (March 28) it will expand its operations in Elkhart, creating up to 265 new jobs by 2013.

The announcement came in a press release from the Indiana Economic Development Corp.

Heartland Recreational Vehicles, which manufactures fifth-wheel, lightweight and extended-stay RVs, will invest more than $2.6 million to purchase and equip a 125,000-square-foot manufacturing plant, according to the release.

Heartland announced in February that it purchased the remaining trademarks of the towable brands of Fleetwood Enterprises, which filed for bankruptcy protection in 2009.

Heartland Recreational Vehicles, which employs 1,050 people in Elkhart County, plans to begin hiring additional manufacturing and supervisory personnel immediately as the new product lines are phased in.

The acquisition of the former Fleetwood brands will allow Heartland to expand into markets in the western United States.

“Our ability to gain ground in a down market has clearly positioned Heartland to make tremendous market share gains and further grow our dealer body in 2010,” Brian Brady, president and CEO of Heartland Recreational Vehicles, said in the release. “This is shaping up to be the best year in our history.”

Founded in 2003 as a manufacturer of high-end fifth wheel recreational vehicles, Heartland RV has expanded into the mid-profile, lightweight and travel trailer markets. In 2006, the company broke ground on its current 110,000 square-foot Elkhart headquarters.

The Indiana Economic Development Corp. offered Heartland RV up to $885,000 in performance-based tax credits based on the company’s job creation plans.

The city of Elkhart will provide additional property tax abatement at the request of the Economic Development Corp. of Elkhart County.

The abatement amounts to a five-year property tax phase-in, for real and personal property, said Barkley Garrett, economic development manager for the city of Elkhart.

With the phase-in, they will not pay 100% taxes on real and personal property until year six, Garrett said.

The company has committed the 265 additional jobs by mid-2013.

It is not known if those are part of the 400 additional jobs announced in November. Company officials did not return calls to the Tribune.

“It’s a company that has weathered the storm very well,” said Garrett. “They have not been around very long but considering how long they have been around, they are a significant employer.

“They have 1,050 jobs here in Elkhart County, so they are a major player in the city and Elkhart County and also in the RV industry.

“They are a company we certainly want to see stay here and grow here.”

The tax phase-in is expected to get final formal approval at the April 19 city council meeting, Garrett said.

“It’s a good step for Elkhart and Elkhart County,” Garrett added. “We need to take care of our existing companies.”

Heartland Adding Facilities and Jobs in Elkhart

Heartland Recreational Vehicles LLC announced Monday I(March 29)  that it will expand its operations in Elkhart, Ind., creating up to 265 new jobs by 2013, according to a state government news release.

The company, which manufactures fifth-wheel, lightweight and extended stay RVs, will invest more than $2.6 million to purchase and equip a 125,000-square-foot manufacturing facility formerly used by Damon Corp. Heartland announced in February that it has purchased the remaining trademarks of the towable brands of Fleetwood Enterprises Inc., which filed for bankruptcy protection in 2009.

“Elkhart’s recreational vehicle industry continues to show resilience in the face of a tough national economy,” said Mitch Roob, Indiana’s secretary of commerce and CEO of the Indiana Economic Development Corp. “Heartland’s investment further proves that Elkhart’s traditional industries will play an equal part with emerging sectors in bringing new opportunities to this region.”

Heartland Recreational Vehicles, which employs more than 900 workers, plans to begin hiring additional manufacturing and supervisory associates immediately as the new product lines are phased in. The acquisition of the former Fleetwood brands will allow Heartland to expand into markets in the Western United States.

“Our ability to gain ground in a down market has clearly positioned Heartland to make tremendous market share gains and further grow our dealer body in 2010,” said Brian Brady, Heartland president and CEO. “Accordingly, we have been proactive to make sure that we are in step with demand, growing our workforce, expanding our Elkhart complex and making sure we continue delivering product at industry-best standards. This is shaping up to be the best year in our history.”

Founded in 2003 as a manufacturer of high-end fifth-wheels, Heartland RV has expanded into the mid-profile, lightweight and travel trailer markets. In 2006, the company broke ground on its current 110,000 square-foot Elkhart headquarters.

The Indiana Economic Development Corp. offered Heartland RV up to $885,000 in performance-based tax credits based on the company’s job creation plans. The city of Elkhart will provide additional property tax abatement at the request of the Economic Development Corp. of Elkhart County.

“We’re excited about Heartland RV’s announcement to expand their operations in Elkhart,” said Mayor Dick Moore. “This shows the resiliency of the RV industry. Elkhart has been and will continue to be the RV Capital of the World.”

Heartland is a leading manufacturer of towable recreational vehicles in the U.S. The company markets over 15 brands of superior fifth-wheel and travel trailer RVs and has captured the No. 3 market share in the fifth-wheel category. Heartland’s towable RVs are sold through an independent network of dealers throughout the United States and Canada. The company has over 900 employees. For more information about Heartland, visit www.heartlandrvs.com.

Created by Gov. Mitch Daniels in 2005 to replace the former Department of Commerce, the Indiana Economic Development Corp. is governed by a 12-member board chaired by  Daniels. Mitch Roob serves as the chief executive officer of the IEDC. For more information about IEDC, visit www.iedc.in.gov.

Heartland Hits 2010 Running, January Sales Soar

Building on last year’s momentum, Heartland Recreational Vehicles LLC turned strong sales numbers in January with a 45% year-over-year gain in market share spurred by a 29.8% increase in unit sales, according to a news release.

According to Statistical Surveys Inc. (SSI), the Elkhart, Ind.-based builder notched pronounced growth in both travel trailer and fifth-wheel sales vs. a 10.6% decline in towable registrations industrywide. Highlighting the January report, three Heartland fifth-wheel brands were ranked in the top 10 in terms of overall market share.

“January’s sales performance was confirmation that Heartland is primed to make some very significant advances in market penetration this year,” said Brian Brady, president and CEO of privately held Heartland, which launched production in 2004. “Our showing in the fifth-wheel market was exceptional, and we are starting to see the seeds for the same type of growth on the travel trailer side. We view January as a springboard for growth throughout the year.”

A sector breakdown from the Statistical Surveys report showed:

• Among all towable builders, Heartland held a solid No. 4 ranking for January. For the month, overall market share increased from 4.7% in 2009 to 6.8% while unit sales rose nearly 30% from 265 to 344.
• Heartland ranked as the No. 3 fifth-wheel builder for January based on 42.4% growth in market share and a 26.4% jump in unit sales. The company’s Bighorn luxury fifth-wheel was the second best-selling brand with a 6.6% market share – up 19.2% from 2009 – and ended the month 76 units shy of the industry’s sales leader. The lightweight Sundance line earned a No. 4 ranking, boasting a 73.7% improvement in market share and 54.2% gain in unit sales. Heartland’s Cyclone series was the industry’s top-selling toy hauler brand in January, positioned in the No. 6 spot with an 89% jump in market share and 67.6% rise in the number of units sold.
• After entering the travel trailer market in May 2008 with its North Trail brand, Heartland moved to the No. 7 spot in January among all builders. Market share increased from 2.1% to 3.2%, representing a 51.3% gain from 2009. Unit sales for the month were up 38.9%, led by the North Trail line which grew market share 55.3% from the previous year.

Heartland Marks Production of 12,000th Bighorn

The towable builder recognized the event with a brief ceremony attended by management and 147 production workers – many having worked at the Bighorn plant since the brand’s introduction in December of 2004 at the Louisville Show.

The Bighorn line has grown to be one of the industry’s top-selling fifth-wheels, according to the latest data from Statistical Surveys Inc. The brand finished 2009 as the industry’s No. 3 best-selling fifth-wheel, boasting a 9.8% market share gain in a contracting market.

“Since its launch, the Bighorn has consistently grown both sales and market share,” said Coley Brady, director of fifth-wheel sales. “The reason behind its success is twofold – pricing that offers more for less compared to the competition and Heartland’s ongoing research and development that brings innovative, salable features to market. Our dealer body recognizes the Bighorn’s value, and has done a great job of conveying that message to consumers.”

In response to demand for the Bighorn, Heartland announced last December a ramp-up in production along with several new features designed to stay in step with the marketplace. Upgrades and enhancements include:

• Standard hydraulic front landing gear, operating 15% faster than typical electric systems.
• New exterior graphics; a “welcome back” light that activates when the entry door is opened; and a keyless entry system featuring an illuminated keyboard for nighttime access.
• Spring-loaded, hidden hinges are used throughout the interior while the kitchen is outfitted with 4-inch recessed halogen ceiling lights and a “boutique” pull-out kitchen faucet.
• The bedroom area offers a standard, proprietary king-sized memory foam pillow-top mattress and pull-out storage drawers that are built into the entry steps. Hand-rubbed, antique-glazed cherry hardwood cabinet doors are optional.

The Bighorn line is offered in 12 floorplans, available with two to five slideouts, and MSRPs starting at $49,900.

Heartland RV’s Making Mark in Canadian Market

Heartland Recreational Vehicles LLC continued to strengthen its presence in the Canadian towable marketplace last year, reporting solid market share gains in a tight retail environment while partnering with several new dealers in key regions of the country, according to a news release.

According to Statistical Surveys Inc., the Elkhart, Ind.-based manufacturer boasted a 63.8% increase in market share compared to 2008, moving Heartland to the No. 9 ranking among all U.S. towable builders serving the Canadian marketplace.

Underscoring its capacity to outperform the market, Heartland also posted a gain in year-over-year unit sales – bolstered by demand for its North Trail travel trailer line – and grew overall market share from 2.0% to 3.2%. Industrywide, Canadian sales by U.S. towable manufacturers were down 38.5% and off nearly 20,000 units for the full year.

“Obviously, we are pleased with our 2009 performance in a challenging Canadian market,” said Brian Brady, president and CEO of privately held Heartland, which launched production in 2004. “Early on, we recognized that building our relationship with Canadian retailers and consumers would be a key component in Heartland’s long-term growth plan. We accomplished that last year, adding new partners to our dealer body and boosting sales with products that resonated with Canadian RVers.”

In terms of fifth-wheel sales, Heartland earned the No. 4 ranking among U.S. builders as the company grew overall market share from 6.5% to 7.9% based on a 21% year-over-year increase. Heartland’s Sundance mid-profile line ranked as the No. 5 selling fifth-wheel, posting a dramatic 727% jump in market share and a 206-unit rise in sales from 2008. That was accomplished in a sector that ended the year down 39%.

On the travel trailer side Heartland’s lightweight North Trail series, introduced in May 2008, improved market share by 110% and increased sales by 60 units. Industrywide, travel trailer sales by U.S. builders fell nearly 37% from the previous year.

Brady noted that the Canadian market will remain a priority in 2010 as Heartland is intent on furthering dealer relations and building market share with “new products, features and innovations that cater to the needs of Canadian RVers.”

“There is a huge potential for Heartland in the Canadian retail market,” he said. “Like the U.S., we are seeing a comeback in sales this year, and Heartland is positioned to grab an even larger piece of the pie.”

Heartland RV LLC Outperforms Industry in ‘09

In sharp contrast to an industrywide downturn in 2009 towable sales, Heartland Recreational Vehicles LLC showed pronounced year-over-year gains punctuated by a 43.3% increase in overall market share growth, according to a news release.

According to Statistical Surveys Inc., the Elkhart, Ind.-based builder posted a 6.1% increase in unit sales, while moving to the No. 4 spot among all towable builders for the year. Conversely, towable sales dropped 25.9% industrywide with the majority of builders incurring a decline in unit sales from 2008.

“In partnership with our dealers, we were able to find opportunities in what most people viewed as a stagnant and unstable marketplace,” said Brian Brady, president and CEO of privately-held Heartland, which launched production in 2004. “Instead of merely treading water, Heartland continued to stay on course with product research and development, and a continuation of our long-term strategy for disciplined, incremental growth.”

A sector breakdown from the Statistical Surveys report showed:

• For the full year, Heartland ranked as the No. 3 fifth-wheel manufacturer with 11.3% of the overall market share – buoyed by a 19.2% jump from 2008 – while its luxury BigHorn line ranked No. 3 among all brands with 9.8% market share growth. During December, the company increased fifth-wheel market share from 12.3% to 13.2%. Industrywide, year-over-year sales in the sector dropped 29.9% in 2009.
• After entering the travel trailer sector in May 2008 with its lightweight North Trail Line, Heartland made significant strides last year to move into the upper tier of manufacturers with a 152% gain in market share and a No. 10 ranking. For December, the builder upped travel trailer unit sales by nearly 46% and improved market share from 2.5% to 3.4%. Industrywide, travel trailer sales fell 23.5% for the 12 months.

According to Brady, the company is geared toward making “tremendous impact” in the travel trailer sector in 2010 with the launch of three all-new brands at last year’s National RV Trade Show in Louisville, Ky., coupled with heightened demand for its North Trail brand.

“We are quickly establishing Heartland as a strong player in the some of the fastest-growing pockets of the travel trailer market,” Brady said. “That said, we will continue to grow and expand our offerings in the fifth-wheel market where in just over five years we have established ourselves as an industry leader.”

Brady also emphasized that Heartland’s 2009 performance positioned the company for deeper market penetration this year, and that strategies were in place to meet increased production and shipping demands.

“Our ability to gain ground in a down market has clearly positioned Heartland to make tremendous market share gains and further grow our dealer body in 2010,” he said. “Accordingly, we have acted in a proactive manner in terms of production strategy to make sure we are in step with demand – bolstering our work force, expanding our complex in Elkhart and making sure we will continue to deliver product at industry-best standards. Despite our rapid and remarkable growth, we are not being short-sighted, and are well-prepared for what is shaping up to be the best year in our history.”

Atlantic City RV Show Sustains Good Start

The Atlantic City RV & Camping Show was busy right from its noon opening last Friday and there were plenty of buyers for its travel trailers, fifth-wheels and motorhomes in Atlantic City Convention Center — buyers from the past, present and future, according to the Press of Atlantic City.

Bill and Elly Sulzmann of Little Egg Harbor Township, N.J., came to the show to see what’s new. They already own two recreational vehicles, one a 25-foot trailer they use for travel. The other is a trailer with two slideouts they keep on a site at their favorite campground, Timber Lake Camping Resort in nearby New Gretna.

That one has double bunk beds in the back, Bill Sulzmann said, to accommodate the frequent visits from the couple’s 12 grandchildren.

Sometime in the future, he said, they’d like to trade both RVs in, get a motorhome and take it out West.

“But right now, there’s no need to get into a big loan,” he said, prompting his wife to add, “Not in this economy.”

Fred and April Watson of Atco are preparing to buy their first camper, a travel trailer that has three things a guy 6-feet-6-inches tall needs: a 7-foot ceiling, and 80-inch long bed and a big bathroom.

With their twin 3-year-olds nearly ready for recreation, the Watsons weighed April’s camping background against Fred’s time on large houseboats. The camping won in part, Fred Watson said, because anything on the water uses lots of extra expensive gasoline.

They liked the Sundance by Heartland Recreational Vehicles LLC they saw Friday, but still have more work to do before buying.

Karen O’Conner, of Mantua, was already a buyer, having gotten a good deal on a 33-foot travel trailer last year.

She was at the show mainly to scout new campgrounds to visit this year with her family.

Last year, she, her husband and 2-year-old son went to Big Timber Lake Campground in Cape May Court House and Yogi Bear’s Jellystone Park Camp Resort in Mays Landing. They especially liked Shellbay Family Camping Resort in Cape May Court House.

“I’m looking for places that have waterparks. Our son loves the water,” O’Conner said.

Visitors should have loved the prices at the show, deeply discounted since the RV industry is at the bottom of its recession sales decline.

George Teutsch of Atlantic-Cape RV of Galloway Township showed a “loaded” 40-foot fifth-wheel trailer marked down to $59,900 from $84,000.

Among the smallest of the 120 or so vehicles on display is the R-Pod by Forest River Inc., about 18 feet but with a kitchen, refrigerator, furnace and bath. That’s priced at $11,999.

At the other end is the Fleetwood Discovery, a 40-foot-long motorhome the size of a bus that has every luxury, including an outdoor flatscreen TV to supplement the three inside. That’s priced at $194,950.

They drew lots of looks, even though nearly everyone at the show was interested in something in-between for themselves.

The show was sponsored by Affinity Events, a division of Affinity Group Inc. (AGI), which also publishes WWW.RVBUSINESS.com.

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