Editor’s Note: The following is an article that appears in the October issue of Woodall’s Campground Management profiling Kampground of America Inc.’s (KOA) CEO Jim Rogers. To read the entire story click here.
Late in 1999, Oscar Tang, owner of KOA Holdings Inc., reached out to the hotel and casino industry and hired Jim Rogers, who served as vice president and general manager of Harrah’s Reno, to succeed Peterson, who retired.
Under Rogers, KOA redirected its focus by curtailing international development, leaving the RV storage business and setting plans in motion to increase the number of its affiliated campgrounds.
The changes, according to Rogers, who was interviewed early in 2000 by RVBusiness magazine, should result in a closer relationship with franchise holders and, ultimately, an increase in the number of nights campers stay in KOA campgrounds.
He began to chart a course that KOA follows to this day.
“We are evolving,” Rogers said in that interview. “We are going to retrench on the segment of the business that we want to focus on and grow. We have an opportunity to expand with company-owned campgrounds and franchises. We have some major markets where we would like to establish campgrounds.”
As early as 2000, Rogers said KOA completed marketing surveys in Detroit, Houston and Seattle that “tell us we are very trusted, recognized for our family-oriented reputation.
“Our thinking is about going forward, being more aggressive to take advantage of our reputation,” he said. “Our research has created some focus that will allow us to be more effective in our marketing.”
Under Rogers, KOA has capitalized on its superior understanding of the campground marketplace and adopted cutting-edge technology to stay ahead of its competition.
It ranks among the top 50 franchise operations in the U.S.
A 2011 Harris Poll found that 25% of American adults have stayed at KOA at some point in their lives in the last 50 years.
To read the entire article click here.