‘Away’ Campaign Debuts at Outlook Breakfast

“Outlook 2012: Up & Away” will kick off the Recreation Vehicle Industry Association’s (RVIA) 49th National RV Trade Show on Tuesday, Nov. 29, with an informative, entertaining program culminating with the debut of Go RVing’s new “AWAY” national advertising campaign.

The free event will begin at 7:30 a.m. with a complimentary sit-down breakfast in the Kentucky Exposition Center’s (KEC) South Wing Mezzanine Ballroom.

One of the most anticipated annual industry events with more than 1,000 RV dealers and show exhibitors expected to be on hand, “Outlook 2012″ will entertain and inform attendees with a combination of insightful presentations and high-energy fun, according to a news release. As always, attendees are urged to arrive early as lines form well before the doors open.

Hosted by RVIA Chairman of the Board Gregg Fore, “Outlook 2012: Up & Away” will feature “What’s Up!” with RVIA President Richard Coon discussing key industry issues and examining how RVIA is working to help the industry soar.

In “Away We Go!,” Go RVing Co-Chairmen Bob Olson and Tom Stinnett will team with RVIA Public Relations Committee Chairman B.J. Thompson and RVIA Vice President of Public Relations and Advertising James Ashurst for a joint multimedia presentation recounting 2011 accomplishments in the advertising and public relations arenas and reviewing new approaches for the upcoming year.

The program culminates with Stan Richards, founder and creative principal of The Richards Group, unveiling the agency’s new Go RVing “AWAY” national advertising campaign and sharing marketing insights drawn from his long career as one of the advertising industry’s most respected leaders.

As always, special guests and surprises will be part of the show lineup.

The “Outlook 2012: Up & Away” program and breakfast are free for attendees on a first-come, first-serve basis. All National RV Trade Show attendees are welcome, and no reservations are necessary. Show badge registration will be available in the South Wing Lobby C Entrance prior to the event.

 

RV Ownership Hits Record 8.9M Households

The Recreation Vehicle Industry Association’s (RVIA) latest RV Consumer Demographic Profile, scheduled to be released to the industry this fall, shows RV ownership has reached a new peak while also offering promising news on future RV purchase intentions.

The research, conducted by Richard Curtin, RV industry analyst and director of consumer surveys at the University of Michigan, reveals the number of RV-owning households has grown to a new peak of 8.9 million households, up from 7.9 million in 2005. Nearly one-in-nine (8.5%) U.S. households now own RVs, up from 8.0% in 2005, according to an RVIA news release.

“Today’s record RV ownership levels reflect the enduring appeal of the RV lifestyle despite recent economic challenges,” said RVIA President Richard Coon.

In addition to showing that RV ownership rates have climbed steadily, the new RV Consumer Demographic Profile also offers promising news on future RV purchase intentions.

When RV purchase intentions are combined across current owners, former owners and new market entrants, a total of 21% of all U.S. households stated intentions to purchase an RV in the 2011 survey. This is on par with the 23% rate in 2005 and ahead of the 16% rate in 2001.

“These purchase intentions expressed in the new RV Consumer Demographic Profile are very encouraging for the industry,” added Coon. “The survey results gathered this year in a challenging financial environment track closely with the 2005 data when the economy and consumer outlook was much brighter. Overall, the results clearly indicate continued strong demand for RVs in the years ahead.”

Seventy percent of current RV owners plan to purchase another RV to replace their current unit. When compared to the purchase intentions of current owners in prior surveys, the 2011 data indicates a strong increase in new vehicle purchase intentions.

Among new market entrants, defined as households that have never owned an RV in the past, 14% planned on purchasing an RV in the future with more than a third of them intending to purchase a new RV.

Of all former owners, 27% plan to purchase another RV in the future. Here age was a determining factor with younger former owners (age 18-34) more likely than older former owners to purchase another RV. This underscores the need for the RV industry to stay in touch with recent former owners and to continue to present them ownership options.

 

RVIA’S Pomona Show is West’s Largest Venue

More than 800 new recreational vehicles built by 40 manufacturers have filled Fairplex in Pomona, Calif., as part of the 59th annual California RV Show.

The show, which opened Friday (Oct. 14) and runs until Oct. 23, gives visitors a chance to see the latest recreational vehicles on the market, said Jeanne Sleeper, spokeswoman for the Pomona event.

“This is the largest RV show in the West and the only RV show put on by the RV manufacturers,” Tom Gaither, director of the Recreation Vehicle Industry Association (RVIA) Western Show, said in a statement.

“It is the one place where consumers can see all the new 2012 models from manufacturers across America and Canada,” Gaither said.

The show offers something for just about everyone, the San Bernardino County Sun reported.

Those thinking about purchasing a new vehicle can drive their RV to the show, have it appraised and then speak with dealers about acquiring a new one, said Sleeper.

Several credit unions and banks that offer RV loans have representatives available to talk and arrange financing for a new vehicle, she said.

“You could literally do the whole deal in one stop,” Sleeper said.

Sixteen local dealers have provided the RVs along with 150 vehicles that are available for test drives.

The tests include driving the vehicles on local streets, Sleeper said.

Those toying with the idea of purchasing a recreational vehicle can visit the show and see what type and size of RV would best meet their needs or attend workshops related to the ins and outs of maintaining them, she said.

Visitors will find RVs ranging in price from $10,000 for a small trailer to vehicles with large living spaces for $625,000, Sleeper said.

But there is also a great deal in between.

“The vast majority (of RVs) are things that are affordable,” Sleeper said.

Interest in recreational vehicles is on the rise after a drop that came at about the same time the economy went south, Sleeper said.

Some of the interest is linked to people finding they can use their RV for a long weekend trip to the beach or the mountains and for longer vacation trips to spots such as the Grand Canyon, she said.

Such family trips can be more economical using an RV and cutting out hotels and air travel, she said.

The 59th annual California RV Show is open daily from 10 a.m. to 6 p.m.

Admission is $10 for adults, which includes a wristband good for free admission for the remainder of this year’s show.

Children and teens under 17 are admitted for free if accompanied by an adult.

Parking for automobiles is $9 but those traveling in their RV can park for free.

Additional information on the event along with information on admission discounts, seminars and other show activities is available by going to www.carvshow.com.

 

 

 

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RVIA Selects Candidates for Board Election

The Recreation Vehicle Industry Association’s (RVIA) Nominating Committee has selected a slate of 15 candidates who will be vying for seven seats on the board during the association’s elections taking place in August.

Seven candidates are in the running for five manufacturer seats with three-year terms, including Derald Bontrager, president, Jayco Inc.; Glenn Cushman, chairman and CEO, Carriage Inc.; Doug Gaeddert, general manager, Forest River Inc.; Bob Olson, chairman, Winnebago Industries; William Osborne, vice president, custom products, Navistar Inc.; Lyle Reed, executive director and chairman, Foretravel Motorcoach; and Brad Williams, president and CEO, MVP RV Inc.

Two supplier seats, both with three-year terms, are in contention this year.  The eight candidates are: Jonathan Corn, president, business development and sales, RV-ID Inc.; Craig Floyd, national sales manager, Technology Research Corp.; Matt Grierson, director of sales and marketing, Quality Drive Away; John Regan, chairman, Fabric Services; David Snitgen, vice president, recreation and specialty, Spartan Motors Inc.; Martin Street, president and CEO, Stag-Parkway Inc.; Edwin Thor, vice president, RV services, Coach-Net; and Doug Whyte, president, Dometic Corp.

The official representatives from RVIA member companies will elect candidates in each category to serve on the board for the term beginning Oct. 1. The elections will take place electronically from August 1-25.

RVIA’s Nominating Committee includes Chairman Kevin Phillips, Thetford Corp.; Mel Adams, Airxcel; Andy Baer, KZRV; and John Draheim, Fleetwood RV.

Curtin: RV Ownership Reaches All-Time High

Recreational vehicle industry analyst and economist Richard Curtin presented new demographic data showing that the number of RV-owning households has grown to a new peak of 8.9 million households, up from 7.9 million in 2005.

Speaking during the Recreation Vehicle Industry Association’s (RVIA) annual Committee Week in Washington, D.C., Curtin told RVIA members that new research reveals 8.5% of U.S. households now own RVs, up from 8.0% in 2005, 7.6% in 2001, 7.3% in 1997, and 6.8% in 1993.

“Today’s record RV ownership levels reflect the enduring appeal of the RV lifestyle despite economic challenges,” Curtin told RVIA members.

Curtin, who is director of consumer surveys at the University of Michigan, is a leading economist who also publishes a closely watched monthly consumer confidence report.

RV ownership rates have surged among adults aged 35-54 and 55 and over, according to Curtin. In the 35-54 demographic, RV ownership went from 9.0% in 2005 to 11.2% today. Among those 55 and older, ownership rates grew from 8.6% to 9.4%. Ownership rates among young people 34 and under fell slightly from 5.0% to 4.7%.

“Growth among the 35- to 54-year old age group is impressive,” said Curtin. “I believe the industry’s Go RVing outreach campaign had a lot to do with this growth. This is a strong finding for the industry’s future.”

Travel trailer ownership rates grew fastest, going from 4.1% in 2005 to 4.8% in 2011. Motorhomes experienced growth as well, from 1.9% to 2.1%. Rates among truck campers and folding camping trailers were nearly identical. Truck camper ownership rates are 1.7% today vs. 1.8% in 2005. Folding camping trailers are owned by 0.5% of households today compared to 0.4% in 2005.

Curtin’s remarks were based on a preliminary analysis of RV consumer surveys. A complete report on his findings is anticipated later this year.

RVDA Adds GE Capital as Gold Expo Sponsor

Fairfax, Va.-based Recreation Vehicle Dealers Association (RVDA) announced today (June 3) the addition of GE Capital, Commercial Distribution Finance (CDF) as a Gold Sponsor of the 2011 RV Dealers International Convention/Expo.

Sponsored by RVDA, RVDA of Canada and the RV Learning Center, the expo is scheduled for Oct. 3-7 at the Rio All-Suite Hotel & Casino in Las Vegas.

“There is no way RVDA or the RV Learning Center could provide the variety and depth of continuing education sessions offered at the convention without the support GE Capital and other sponsoring companies,” said RVDA Convention/Expo Committee Chairman Peter Albano of American RV in Olive Branch, Miss. “We thank them for demonstrating an outstanding commitment to their dealer business partners.”

GE Capital, Commercial Distribution Finance is a leading provider of specialized financing and servicing programs in the U.S. and Canada that facilitate the manufacture, distribution and sale of RVs, watercraft, motorsports, technology products, electronics and appliances, industrial equipment, outdoor power equipment, office products, musical instruments, trailers, and other consumer durables.

“GE Capital supports the mission of the RVDA, particularly the dealer education component,” said Peter Lannon, managing director for CDF’s RV business. “We are dedicated to the RV industry in the USA and Canada, and we continue to invest in effective means to strengthen RV dealers. GE Capital is proud to increase our sponsorship for the 2011 Dealer Expo.”

Themed “ReVolution: Take Charge Today,” the convention will feature new, in-depth “super sessions” covering the top issues RV dealers and their employees are facing right now. The education program will include information on building sales through innovative marketing strategies to reach new customers and an overview of the short and long-term trends that will impact the RV industry.

To make the convention as affordable as possible, the registration fee for dealership employees is the same as last year. RVDA is also offering special registration plans including an “Easy-Pay” plan of four payments and the ability to “lock-in” early bird savings for additional employees with one paid convention registration.

Visit www.rvda.org and www.rvlearningcenter.com to register for the convention and for regular updates about the convention. You can also get updates by following the convention on Linkedin and Facebook. Companies interested in sponsorship opportunities and exhibitor information can contact RVDA at (703) 591-7130, ext 103 or send an e-mail to scharter@rvda.org.

‘RVIA Industry Profile 2010′ Reflects Optimism

The Recreation Vehicle Industry Association (RVIA) has published its “RVIA Industry Profile 2010.”

“Nothing eases uncertainty quite like a strong dose of perspective,” the profile states. “For the RV industry, 2010 offered a great deal of perspective and a large helping of optimism as well.”

RV shipments totaled 242,300 in 2010, a 46.2% gain over the previous year, making it the largest year-over-year gain on record, RVIA noted. “Importantly, retail value of those shipments shot up 69.5% to more than $8.7 billion in 2010, also the largest reversal on record.

Other highlights include:

• Towable shipments totaled 217,100 units, up 42.4% over 2009.

• RV retail values totaled $5.4 billion, up 52.2%.

• The average retail value of a towable RV shipped in 2010 increased by 6.9% over the year before.

• Motorized shipments surged 90.9% in 2010, to 25,200 units. Class A shipments grew by the largest percentage and reached 13,100 units. Class C shipments totaled 10,500 units and Class B unit shipments totaled 1,600 units.

• Retail value of all motorhomes rose to $3.3 billion, more than double the retail value recorded in 2009. The average motorhome retail value grew by 8.7% in 2010.

• Texas was again the top state destination with 6.4% of all shipments going there in 2010. California was second, with 5.5%, followed by Michigan third at 4.8%.

• By region, the East North Central area received the most RVs in 2010 with 15.2% heading there. The South Atlantic region finished second with the West South Central region third. Shipments to Canada grew by 22.2% and nearly matched its all-time high of 22.3% in 2008.

• For the moment, approximately 83% of all U.S.-made RVs came from factories in Indiana. Oregon was second at 5.46%.

• Turn rates improved in 2010, supporting the need for higher inventories.

The profile concludes, “There are plenty of potholes in the road to profitability and it’s certainly not well marked. Maximizing what works from what doesn’t is the key to long-term success in any market but especially for discretionary purchases like recreation vehicles. By that measure alone, the RV industry has been doing something right for a long time. The year 2010 simply re-enforced that premise.”

VIDEO #1: RVIA’s Fore on “RV Capital Talk”

New on RVBUSINESS.com today is “RV Capital Talk,” featuring an interview with Gregg Fore, president of Dicor Corp. and chairman of the Recreation Vehicle Industry Association (RVIA). “RV Capital Talk” is part of a new weekly feature on RVBUSINESS.com and on the Internet.

While Fore previews RVIA’s Committee Week activities scheduled for next week in Washington, D.C., the show itself is co-hosted by RVNN.TV Creative Director Dave Dufour and RVBusiness Publisher Sherman Goldenberg and is produced out of the northside-Elkhart, Ind., studios of RV News Net (RVNN.TV) (http://RVNN.TV), an Internet-based television network launched in January.

RVNN.TV currently generates 12 recreational vehicle-oriented TV shows for Internet distribution. In addition to traditional website and podcast distribution, RVNN’s shows are delivered via “over-the-top” (OTT) Internet TV systems, including Roku, Boxee and Apple TV, as well as mobile devices, such as iPad.

RVNN.TV is advertiser-supported, offering viewers a broad range of trade and consumer RV-related content, largely in a breezy, informal style, according to Andy McCaskey, managing director of the network. “RVNN is casual TV, not highly produced, but the trade-off is a closer relationship with our audience, more immediacy and a higher level of involvement that translates into a more productive marketing channel for advertisers,” said McCaskey.

“It’s a first in the RV industry — a multi-layered marketing channel that is actually ‘two –way TV’ using familiar tools such as text messaging and Skype,” he added, “and it’s fully integrated with social media such as Twitter and Facebook. With RVNN.TV, marketers can reach audiences more proactively in ways people want to be reached. RVNN.TV is an exciting cost-effective communications channel to reach the RV enthusiast.”

RVIA’s Curtin Forecasts 2011 Shipment Gains

For a year that started out with some ominous economic signals — and still faces some substantial challenges — the summer forecast for RV shipments issued this week by Richard Curtin of the University of Michigan’s Consumer Survey Research Center on behalf of the Recreation Vehicle Industry Association presents a relatively comforting view of the year at hand.

Looking at the first quarter’s wholesale shipment results — totaling 65,100 units, an 8.7% year-to-year gain — Curtin concludes that the industry has shown “remarkable strength” during the past year and will continue to do so by posting a 7.4% gain in 2011 shipments.

“Following 2010, which recorded the largest annual percentage gain since the mid-1960’s, total RV shipments are expected to post a solid annual gain of 7.4% in 2011, rising to 260,200 units,” wrote Curtin in RVIA’s quarterly RV Roadsigns forecast. “Seasonally adjusted RV shipments are expected to remain unchanged through most of 2011, showing some renewed strength at year-end and into the start of 2012.

“The positive RV outlook is based on favorable economic factors that outweigh the negative,” added Curtin. “There is no doubt that consumers suffer under the weight of rising food and fuel prices, minuscule wage increases, high unemployment and the threat of higher taxes at all levels of government. The primary impact of increased fuel prices, along with higher food prices, is to diminish consumers’ discretionary incomes. On the positive side, RV demand will benefit from improving credit conditions, employment gains, stabilization of the housing market and a strong preference to continue in the RV lifestyle.”

All in all, Curtin posits, RV manufacturers should continue to thrive throughout 2011 and into 2012 based on “their ability to deliver the right selection of RVs at the right location at the right time, providing the same treasured experiences to families who now have more restricted budgets.”

RVIA Canadian Seal Changes Effective June 1

Beginning today (June 1), new requirements will take effect for Recreation Vehicle Industry Association (RVIA) manufacturers regarding standards and seal usage for RV units built for the Canadian market, according to the RVIA.

In March, the RVIA Board of Directors adopted the NFPA 1192 Standard on Recreational Vehicles for all Canadian units, effective June 1, 2011.  This requires all units shipped to, or produced for, the Canadian market to be built to NFPA 1192 and to have the appropriate RVIA seal attached.

This includes RVIA manufacturer members located in Canada producing units for the Canadian market. In the Canadian provinces that require RVs to be built to the Z240 Standard, manufacturers must meet the Z240 Standard and apply the appropriate Z240 seal, as well as now meet the NFPA 1192 standard and apply the appropriate RVIA seal as an RVIA membership requirement.

As a result of these changes, the Canadian RV Association will no longer be offering a CRVA seal to RVIA manufacturer members.

RVIA inspectors will audit member manufacturer compliance to the NFPA 1192 Standard for Canadian units on the association’s usual eight-week schedule. However, RVIA will not be auditing compliance to the Z240 Standard. Manufacturers must continue to work with Canadian certifying companies such as QAI and CSA for Z240 compliance requirements and inspections.

These new Canadian requirements will allow RVIA to collect Go RVing funds on units shipped to, or produced for, the Canadian market and to create a fund to lobby the Z240 Standard Canadian provinces to accept the NFPA 1192 Standard with the goal of having a single RV standard for North America.

For more information on RVIA and Canadian seal requirements by province, contact RVIA’s Monika Geraci at mgeraci@rvia.org or (703) 620-6003 (ext. 318).

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