Build Strong Roots | Glamping Business Americas | Feb 2023

Build Strong Roots!

HEALTHY WELLNESS TOURISM

BOOST REVENUES WITH EVENTS & RETREATS

BAD WEATHER GUARANTEES

FIRM DIGITAL FOUNDATIONS

Glamping Business Americas is published by The Glamping Show USA and Upgrade Publishing

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© Upgrade Publishing Ltd. Glamping Business Americas is published four times a year. No reproduction of any part of the magazine is permitted, nor storage in a retrieval system without prior consent of the publisher. No commercial exploitation is permitted. No warranty is implied in respect of any product or trader mentioned herewith. Prizes offered in competitions might be substituted with ones of similar value.

Welcome to the first issue of Glamping Business Americas of 2023. Whether you are just setting up or an established glamping operator, we have plenty for you. Todd Wynne-Parry explores how adding a wellness offer to your glamping can be the perfect way to boost revenues and please guests. We look at how it pays to spread your marketing across several channels to ensure that you do not become too dependent on any one source of booking leads. Mike Gast speaks to a couple at the start of their glamping business journey and the issues that will be familiar for many of you. Other themes of this issue include sustainability and increasing revenue through offering ‘weather insurance’.

David Korse Director

BUSHTEC SAFARI USA ANNOUNCE EXCLUSIVE PARTNERSHIP WITH CREATIVE STRUCTURES

Bushtec Safari USA, a division of Canvas and Tent Group, the leader in canvas tent glamping structures, announces a new, exclusive partnership with Crossover Lodge, a division of Creative Structures

Bushtec Safari USA, a leading manufacturer of supreme quality tents, cabins, and glamping structures, is pleased to announce a partnership with Creative Structures, for the supply of Crossover Lodge. Crossover Lodge, a division of Creative Structures, is an innovative, patented, luxury tent suitable for all climates, eco-friendly, and completely customizable from interiors to decking to furniture.

Bushtec Safari USA is the exclusive partner for Crossover Lodge, responsible for the North, South, Central America and Caribbean regions. Available in Medium 527J2 (49m2) and Large 732J2 (68m2) sizes, the configuration options make it a luxury accommodation suitable for couples and up to 5 people. Each size of the Crossover Lodge can be delivered fully furnished; including a solid wall system, bathroom, kitchen, interior and outdoor furniture.

“Being a leader in the tent structure space, a partnership between Bushtec Safari and Crossover Lodge is a perfect combination,” states Gary Flaks, CEO of Bushtec Safari, USA. “The

Crossover Lodge is going to be a strong value add to so many resorts throughout this hemisphere. These unique structures offer an outdoor experience with the luxury of a hotel room.”

“We are very honored to work with Bushtec as our exclusive partner for the Americas. This fits in perfectly with our international strategy, to grow our business with strong partners in the luxury glamping segment, globally,” states Bas Hoijtink, CEO of Creative Structures. The structures complement lodges and resorts of any design aesthetic, climate and region, further opening up sales potential.

For more information visit crossoverlodge.com

ECO RESORT NETWORK – US DELEGATES HEADING TO MONTENEGRO

The second Eco Resort Network event will take place in Montenegro from 24-26 May this year and comprises of two days of talks followed by a field trip to see a glamping resort being built.

The event is organised by the co-publisher of Glamping Business Americas, Steph Curtis-Raleigh, alongside World of Glamping (worldofglamping.com) a collection of leading glamping resorts. Among the confirmed speakers are Sarah Dusek, co-Founder of Under Canvas and the Quiver Tree investment fund, Bill Bensley, world-renowned designer and architect, Luca Franco, CEO and Founder of Luxury Frontiers and Todd Wynne-Parry, MD of Horwarth HTL and columnist in this magazine.

“Eco Resort Network is an intimate event of fewer than 100 delegates working on sustainable outdoor hospitality projects. Expect to meet resort owners, start-ups, investors, consultants and suppliers from all over the globe and spend three days of quality time learning everything you need to know from some of the most experienced minds

in the business,” says Steph Curtis-Raleigh. “Also enjoy the opportunity of visiting this incredible hidden jewel of a country – all meals and tours are included in the ticket.”

American Glamping Association members can get a discount on ticket price – contact Ruben Martinez directly for details. Find out more at www.ecoresort.network

THE DYRT’S 2023 CAMPING REPORT FINDS CAMPERS EVOLVING, PROPERTY MANAGERS ADAPTING

The Dyrt, the No.1 app for camping information and booking, has released the 2023 Camping Report, an in-depth and comprehensive look at the industry. The report is compiled from a survey of The Dyrt camper community, which gets 30 million visits per year, as well as a survey of camping property managers across all 50 states.

“We’re still in the midst of a camping boom that began in 2020, but the big story now is how campers and property managers are adjusting,” says The Dyrt CEO Kevin Long.

“It was five times harder to book an available campsite in 2022 compared to just three years earlier, and campers are looking for new experiences. Property managers are getting very creative by adapting, expanding and creating a wider variety of options.”

The report found that 80 million Americans went camping last year and that campsites were nearly twice as scarce as they were in 2021. Glamping increased 10 percent in 2022 and campers continued to work remotely from the campsite at the same rate – just under 25 percent – despite many companies returning to the office.

“Through the process of gathering information for this report we spoke to a wide variety of property managers who have bookable inventory on The Dyrt, and included quotes from them throughout the report,” says The Dyrt founder Sarah Smith. “We also identified trends among segments of the increasingly diverse camping community such as race, sexual orientation, age and household income.”

For example, survey respondents who selfidentified as BIPOC (black, indigenous, people of colour) went glamping for the first time last year, 50 percent more than the survey average. Survey respondents who self-identified as LGBTQ+ listed “tent” as their primary camping type 23 percent more than the survey average.

The survey also found that property managers are responding to high demand, with 48.6 percent raising their rates in 2022 and 46.4 percent planning to raise their rates in 2023.

“The Dyrt’s users may comprise the country’s broadest demographic profile of the camping public. So when The Dyrt’s users have their temperature taken, it pays for other industry

participants to take notice,” writes RVtravel. com, describing The Dyrt’s annual report on the camping landscape as “the statistically most meaningful picture of what it’s like to go camping in America that the industry has produced to date.”

Some other findings from the 2023 Camping Report: Wednesday is the best day for camping availability; camping alone is up 28 percent; RVing is the most common type of camping; and 57.1 percent of campers took pets along for the trip.

Read The Dyrt’s full 2023 Camping Report at reports.thedyrt.com/2023-camping-report

Glampitect’s UK operation. TruDomes’ 40 years of experience in design and manufacturing is superbly complemented by Glampitect’s outstanding expertise in planning and establishing a successful glamping business, encompassing every stage from conception to completion.”

Nick Purslow, Managing Director at Glampitect North America, said: “Our partnership with TruDomes has its roots in the UK, with our UK branches building up an excellent relationship over the years. It was the easiest decision in the world to extend that partnership to our North American branches. “

British dome manufacturer, TruDomes, has announced a new North American Partnership with glamping design consultancy, Glampitect North America.

The two companies will now be working together on dome projects across the US and Canada, supporting glamping entrepreneurs in their business ventures. Already well-established throughout the UK and Europe, TruDomes

launched a US-based operation in October, setting up facilities in Utah including a headquarters in South Jordan and a warehouse in Salt Lake City.

TruDomes President and CEO, Kelda Bassett, said: “TruDomes’ partnership with Glampitect North America is another significant step in the growth of our business in this region. We already have a very successful partnership with

TruDomes’ warehouse in Salt Lake City is stocked with a range of geodesic domes ready to ship anywhere in the country. Designed for sustainability, ease of installation and year-round use, the domes are manufactured from aircraftgrade aluminium and available with a wide range of bespoke features. Following its official launch at October’s Glamping Show USA, TruDomes’ US-based operation has secured clients across the country, with high demand from glamping businesses ordering domes in preparation for the 2023 season.

KOA: 1.5M MORE HOUSEHOLDS WENT CAMPING IN 2022

The Kampgrounds of America Inc. (KOA) Monthly Research Report – January 2023 Edition offers a provisional look at the prior year in which more people camped than ever. According to the latest research, camping exceeded a record 2021 by 1.5 million households.

Released ahead of KOA’s annual North American Camping Report, available this spring, the latest edition of the monthly report shared that camping is more vital than ever amidst economic and life stressors.

According to the report, it is estimated that 30% of campers in 2022 joined the activity in 2021 or 2022. While some (13%) share that they began camping as a direct result of COVID-19, most (17%) cite other reasons for choosing to camp for the first time. In 2022, 11% of camping households were new campers. In all, 41% of camping households in 2022 were relatively new to camping as a form of leisure travel, having camped for the first time over the last three years.

“Over the past several years, we have seen dramatic increases in new campers,” said Whitney Scott, senior vice president of strategy at KOA. “People are looking for modes of travel that fit their lifestyle and improve their daily lives.

Camping provides that for a growing number of travelers, and we don’t see that slowing down.”

Painting a healthy outlook, most households that camped over the last year indicate they plan to include camping in future travel (74%). Notably, 45% will have booked their camping trips or be in the planning stages for 2023.

Mental health appears to be one reason for the continued popularity of camping. Six-in-ten campers share that camping helps improve their mental health. Additionally, 54% say that camping

induces less anxiety than other forms of travel.

Shifting economic factors over the course of 2022 also played a role in how people camped. In fact, 64% of campers camped more or replaced other types of travel with camping during the last year. Similarly, 64% said camping was a more viable travel option during economic uncertainty.

“Camping is proving to be a top choice for travel amidst uncertainty,” Scott said. “People have faced a multitude of stressors in 2022 and camping trips proved to be a solution for many. We’re seeing the perseverance of campers as they make camping a continual priority as a leisure activity.”

The January report also shared the way campers explored in 2022. Most (54%) tented as their primary camping accommodation, while 26% and 17% utilized RVs or accommodations, like cabins, respectively. Campers also tried many things for the first time during the year, including glamping (21%), snowbirding (21%) and staying at a private campground (20%)

To view the full findings of the KOA Monthly Research Report – January 2023 Edition, past and future editions, and review the research methodology, visit the KOA Press Room

CAMPSPOT ACCELERATOR IS SET TO DRIVE MORE REVENUE

Campspot has announced the launch of a new revenue channel for campgrounds located in the United States: Campspot Accelerator, according to a press release.

With this latest release, third-party ancillary products like insurance and offers from premier partners across the outdoor industry will appear on the campgrounds’ Consumer Booking sites.

“A portion of the revenue generated from these placements will be automatically returned to the campground, enabling campgrounds to easily drive more revenue and grow their business with little to no effort,” states the release.

Campspot is launching with two high-value partners: RVshare, an RV rental website, and Sensible Weather, whose Weather Guarantee, an insurance-like product, reimburses campers’ reservation costs when rain impacts their experience. With Campspot Accelerator, Sensible Weather’s Weather Guarantee product will now be available for campers to purchase and will appear on booking sites to help increase camper confidence and enhance the overall experience, thereby increasing online conversions.

There is no cost to participate in the Campspot Accelerator program, and campgrounds simply need to sign up to receive payment. Once signed up, there are no additional steps to earn incremental revenue, and the funds will be sent directly to campgrounds each quarter.

To learn more, visit software.campspot.com/blog/ campspot-accelerator/.

These stories were provided by Woodall’s Campground Magazine, woodallscm.com

Letter from AGA founder:

BY RUBEN MARTINEZ

The American Glamping Association is dedicated to helping its members succeed in the growing and competitive glamping industry. Over the years we have found that what is good for our members is good for the glamping industry and what is good for the glamping industry is good for our members. To do this, we address some of the top challenges that glamping businesses face, such as permitting, financing, and insurance. By addressing these challenges, the association provides its members with the tools and resources they need to grow and thrive in this evolving and exciting space. In addition, the association also offers a range of opportunities for its members, including networking, education, and strategic partnerships.

types of capital that are currently accessible to operators, including loans, grants, and investment opportunities. We also offer educational resources on financing, including webinars and workshops, so members can better understand the financing options available to them.

Insurance is also a crucial issue for glamping businesses, and it can be difficult to know what type of insurance is required and how to find the right policy. We work with members to navigate this complex area, providing information on the types of insurance that are needed, as well as connecting members with trusted insurance providers. Whether members are just starting out or are looking to expand their operations, the association is there to help them secure the insurance coverage they need to protect their businesses.

In addition to addressing these challenges, The American Glamping Association also provides its members with a range of opportunities for growth and success. Networking is one such opportunity. Over the years we have provided a platform for members to connect with one another, exchange ideas and best practices, and build meaningful relationships. Whether members are looking to collaborate on a project, find new suppliers, or simply meet new people in the industry, the association provides the opportunities they need to network and succeed.

the platform and resources they need to build strong and lasting partnerships.

Permitting is a major challenge for many glamping businesses, especially those that are just starting out. Obtaining the necessary permissions can be a time-consuming and confusing process, and it can be difficult to know where to turn for help. That’s where the AGA comes in. We have accumulated a wealth of resources and our staff is always on hand to help members navigate what can feel like an overwhelming process. Whether members are just starting out looking to expand their operations, we are here to help.

Financing is another major challenge that many glamping businesses face. Whether you are looking to start a new business or expand an existing one, glamping businesses often need access to the right capital. We can guide members and educate them on the various

Education is another key area that is crucial for the success of those in the industry. For our members we offer a range of educational resources, including webinars, workshops, and conferences, designed to help members stay up-to-date on the latest trends and best practices in the glamping industry. Whether members are looking to improve their marketing skills, learn about new technology, or simply stay informed about the industry, the association provides the education they need to grow and succeed.

Finally, the American Glamping Association can help members establish strategic partnerships with other businesses and organizations in the glamping industry. Whether members are looking to collaborate with other businesses, form alliances with suppliers, or build relationships with industry organizations, the association provides

We understand that there can be a long list of challenges to work through when first starting your glamping business. By addressing key challenges such as permitting, financing, and insurance, and by providing opportunities for networking, education, and strategic partnerships, the association provides its members with the tools and resources they need to grow and thrive. Whether you are just starting out or are looking to expand your operations, the American Glamping Association is here to help get you to your version of your finish line.

For more info please contact:

https://americanglampingassociation.net/ info@americanglampingassociation.net

“Obtaining the necessary permissions can be a time-consuming and confusing process, and it can be difficult to know where to turn for help. That’s where the AGA comes in.”

GROWING YOUR BUSINESS WITH Events & Retreats

BY MIKE & ANNE HOWARD @HONEYTREK

Be them centered around music, yoga, food, or culture, retreats and events give a reason for guests to come to your property and for you to make a splash. Today travelers are looking for more than a place to lay their head, and the camps with creative offerings are attracting new audiences, filling more room nights, and building stronger brands. For our latest article, we spoke with camps big and small, from our glamping book Comfortably Wild, who have bolstered their revenue, following, and acclaim by creating unforgettable multi-day experiences. From their secrets to success to pitfalls to avoid, here’s what you need to know to grow your business with events and retreats.

BENEFITS OF HOSTING EVENTS

Increasing revenue is of course a goal of hosting impressive, high-ticket experiences, but there is something larger at play for your brand. “In today’s world of hospitality, enrichment and embellishment are more important than ever,” according to Sou’wester Lodge’s marketing manager Sora Blu. As a glamping camp and non-profit for the arts, that hosts up to 10 events a month, they can say, “Offering an experience, as well as a cool stay, will create a stronger draw to your brand.” While Cassiar Cannery, a small family

business of self-catering cabins in the wilderness of Northern British Columbia, doesn’t have the staff to put on weekly events, they put their energy into a few impressive annual offerings. “Curated experiences open up another segment of the market,” says owner Justine Crawford. “They can really elevate your brand.” The success of Cassiar Cannery’s events have made them a tourism case study across Canada. While Playa Viva, a Mexican eco-resort that has earned numerous accolades for their regenerative travel offerings, founder David Leventhal says, “retreats are not only an efficient way of spreading the word about Playa Viva; they promote our core value of creating meaningful community.” Putting on events that highlight the beauty and spirit of your destination can only be good for your brand.

TYPES OF RETREATS

Events bring people together around a common passion, which can be just about anything… painting, cooking, creative writing, music, scrap-booking, and artist-led workshops of all kinds. The peaceful nature of glamping is conducive to connecting nature-lovers, creative types, and wellness seekers. Yoga and meditation retreats have proven to be a natural integration and popular at many camps, no matter their

location or focus. Cassiar Cannery tapped into the general need for Women’s Retreats, but also the specific nature of their biologically diverse and historic area with an Ecology Week with professional naturalists and the Skeena Adventure, a boat tour highlighting the region’s salmon canning heritage with seasoned storytellers and musicians. What Crawford learned from experimenting with different events is that, “It’s important to design something that you like to do because, as a host, you will often be participating and you set the tone for your guests.” Think about what intrigues you and what types of events your space would be conducive to, then build on those strengths. Also it doesn’t need to be a week-long retreat to make an impact. Start with a one-night program and see how it goes!

BASIC REQUIREMENTS

A bit of infrastructure is necessary to put on events and attract good hosts. Having a versatile common area, that is spacious, pleasant, and weather resistant is key. Plan for a multi-use venue, that would be conducive for a variety of wellness activities, arts, and entertainment (you never know what types of events will stick). If funds allow, having one open-air space that embraces the beauty of your property and a

Photo courtesy of The Cozy Peach

cozy indoor space for inclement weather is ideal. Sou’wester, who hosts events across all categories of the arts, makes use of a simple barn-like structure with a stage and tables and chairs that are easy to set up or take away depending on the event type, be it performances or classes. Quality meal service is also essential to a multi-day retreat (after three rounds of capoeira class, no one wants to cook). If you have a restaurant, that makes hosting meals much easier; while camps with a commercial kitchen can invite guest chefs and those closer to urban areas can partner with food trucks or other catering services. No matter how you structure it, Leventhal says, “Provide the facilities and meals the leaders need and make it turnkey for them so that they don’t have to worry about all the logistics and can focus on a great program.” Together, the leader’s teaching expertise and yours in hospitality will be a recipe for success.

LEADING EVENTS VERSUS INVITING LEADERS

Hosting events can be a true expression of your camp or the blank canvas for creators of your choosing. “When we work with outside retreat leaders we can focus on running their amazing event and let their vision shine,” says Team Sou’wester. “When we organize our own events we can focus on our own aesthetic and community.” Natura Cabana Boutique Hotel in the Dominican Republic also hosts and leads events, saying, “The pro of organizing an event ourselves is that we have control over everything (schedules, food, procedures, etc.) and the cons are that we need to be on top of the details and have more staff to pull it all off.” It’s important to understand your strengths and your limitations. Playa Viva, who hosts upwards of 40 events a year, makes it very clear what they offer retreat leaders and that it is the leader’s job to plan the retreat details and market it. “We promote each event on our site, but we let the leader know not to count on us to fill it.” Working with popular wellness experts, Playa Viva has been able to regularly book out their hotel and grow their following and fame in the process.

FINDING THE RIGHT PARTNERS

Look within your community and on a national level for partners who align with your brand and can make it shine. Crawford, who also does event consulting, says when planning programs, “Try to create something that reflects where and who you are.” Being in British Columbia’s North Coast, Cassiar Cannery has rich First Nations culture, so they incorporate that with programs like cedar weaving or a traditional canoe ride in 14-person sea-faring vessels. Pinpoint your area’s

best wellness professionals, artists, guides, and enthusiast groups and start the conversation about hosting an event. Take it to the next level, by connecting with widely popular specialists and retreat leaders and invite them to your camp. Having a trusted voice choose your venue is a great brand endorsement and marketing strategy. In addition to doing your own outreach to leaders, make a page on your website about your camp’s offering and invite inquiries with an easy online form. (See Playa Viva’s “Host a Retreat” page; they have this down to a science). When starting out, it can be tempting to take all the requests coming your way, but with years of events experience Leventhal says, “It’s key to have everyone aligned in values. These days, we are doing more work to make sure we have alignment before we go too far down the sales process.” Use your gut and business sensibilities to make strategic and meaningful partnerships.

for future vacations. Once that fabulous program is underway, it will give your camp a new look and dimension and yield tons of opportunity for content — from beautiful photography and video for your marketing to guests’ social media posts spreading the word about your destination. Of course putting on events is a lot of work and not a guaranteed moneymaker, but giving it a try in your shoulder seasons and midweek days, when you have more time and room availability, are worth the experiment. Challenge yourself to provide unforgettable experiences and create meaningful relationships and the only direction you can go is up.

About Mike & Anne Howard

MAKING THINGS RUN SMOOTHLY

Understand that to court good retreat leaders, get rave reviews, and repeat clients, you need to run a creative and professional operation. Sou’wester, who pulls off a staggering amount of events, recommends “Find your most logistically minded people and put them together with your visionaries. Both are necessary to host amazing events.” To stay on track in your planning process and game-day execution, “Be reliable,” says Crawford. “Make a schedule of events and stick to it.” That said, don’t put too much pressure on yourself to be perfect out of the gate. “Know that you will learn and build as you go,” says Leventhal. “If you provide a great service, the retreat leaders will return and will spread the word to others just like them.”

REAPING REWARDS

Offering something cool gives a reason for people (from locals to the media) to talk about your glamping camp. Partnering with experts that have a large following and marketing savvy will bring new clientele, and even those fans that can’t make the event, will be made aware of your property

Traveling for the last 11 years across 70 countries, Mike & Anne are travel experts with a glamping speciality. They launched HoneyTrek.com to chronicle their journey, and have since written National Geographic’s bestselling book Ultimate Journeys for Two and the first guide on glamping in North America, Comfortably Wild. Earning a Lowell Thomas Journalism Award for their book and a seat on the American Glamping Association Board of Advisors, they are committed to the success of the glamping industry. Businesses from budding glampgrounds to established tent manufacturers partner with the Howards for their skills as photographers, writers, influencers and consultants to improve their guest experience and share it with the world.

VISIT: HoneyTrek.com/GlampingExperts

Jamacian Arts Odyssey at Great Huts, photo from Comfortably Wild

Natura Cabana Pilates class, photo from Comfortably Wild

STARTING FROM SCRATCH IS A CHALLENGE FOR EASTERN MICHIGAN GLAMPING ENTREPRENEURS

BY MIKE GAST

The couple spent months pouring through all the available research on the burgeoning national glamping market, including available accommodation vendors and possible sites for their dream resort. They also attended the last Glamping Show Americas in Aurora, Colorado to visit with industry experts. They felt they were well prepared to enter the glamping marketplace.

Today, they have an impressive 66-page business plan for their Mitten Getaways Glamping Company – but they have yet to turn a single shovel full of dirt.

“We are a little deflated,” Mike Crowe said as he reflected recently on the months of planning that has yet to produce a solid result. “We haven’t been able to get an offer accepted on the land we’ve been considering. We just really need to get a purchase agreement in place to get things rolling.”

Crowe is a full-time pharmacist in Eastern Michigan, while Melissa is a full-time mom to their two young daughters. Their shared love of the outdoors and a burning desire to raise their family as close to nature as possible ignited the glamping resort dream. They admit to having zero experience when it comes to building and running a glamping facility. What they’ve learned thus far is that starting from scratch comes with its own special set of issues.

When Mike and Melissa Crowe started dreaming about building their own glamping resort in Eastern Michigan, they knew a solid business plan would be key to their success.

NO LAND TO BE HAD

“It is what it is,” Crowe said as he reflected on the frustrations of finding the right piece of land for their seven-unit glamping retreat and a large dome house for their family. “We’ve thrown one official offer at the sellers, and two informal ones but they didn’t bite. We aren’t giving up yet because the location would just be perfect in our eyes.”

The land they are seeking is near their Eastern Michigan home in Grand Blanc near Flint and would include a river running on the south side of the property and access to a lake on the north.

NOT GIVING UP

“If we can’t make a deal on the current piece of land we want, we’ll just keep going somewhere else,” Crowe said.

Finding that “somewhere else” is a challenge many other glamping developers have faced. Unless a developer already owns a appropriately zoned piece of property the process for finding, buying, and properly permitting a piece of land can be daunting.

“As we work with landowners and potential sellers, our lender has advised us to ask for six months of time to get our permitting ducks in a row so that we don’t end up with a piece of property that we can’t do business on,” Crowe said.

“We have been keeping our eyes out for other properties, and we’re willing to adjust our business plan based on other acreage or other factors,” Crowe said. “We’d be content with a single glamping operation that we could live on and manage, with or without utilizing additional employees.”

Both Mike and Melissa Crowe said they received “sage advice” from glamping industry experts to start small and build out as their market (and profits) allow. “We’d really be happy starting with six or seven glamping sites,” Crowe said. “We’d like to eventually have a property where we could expand to 20 sites with adequate space between them.”

Mike Crowe said he forecasts the Mitten Glamping Getaways Resort will generate an income for his family “as good if now better” than his pharmacy career. They’ve joined the American Glamping Association and have a letter of support from that group to present to local government officials.

THE NON-NEGOTIABLES

The Crowes say they aren’t just looking for a sustainable outdoor business. They want a new, quality outdoor lifestyle for their small family.

“The ideal would be for the girls and I to take

care of all of the grounds, the gardening and the house,” said Melissa Crowe. Mike Crowe said his wife also has her heart set on a barrel sauna for guests.

Mike Crowe said his business plan calls for a mix of accommodations, starting with five domes and two tiny cabins for one property that caught their eye. “We want to end up with a resort that has fantastic views, and we think the domes, with their bay windows, could do justice to great views overlooking the river.” Nighty fees would be in the $300 range for domes and $225 for tiny cabins.

The Crowe’s vision includes plenty of access to activities such as hiking, snow shoeing, crosscountry skiing, and mountain biking at a yearround facility. Services would be limited, and guests may not see the owners other than during check in or should issues arise. “At least to start, guests would be on their own to just relax and explore the property.”

The Crowes think the market for a glamping resort in Eastern Michigan is huge. “Most folks from this region feel they must travel hours to the top of Lower Michigan to enjoy the outdoors like this. We intend to give them something great much closer to home.”

WORKING ON WHAT THEY CAN

The delay caused by their so-far-fruitless land search hasn’t stopped the Crowes from working on other portions of their project.

Crowe said he’s working on his own web site design, and the Mitten Getaways Facebook page is already developing a following. They are quick to tell their Facebook audience that theirs will be a tranquil retreat, not a noisy nuisance.

“We are trying to get as much done and out of the way as possible, so that we are ready to go when the dominos really start to fall,” he said.

The Crowes face the same hurdles as other ground-up entrepreneurs.

“We have to find the right piece of land with motivated sellers,” he said. “We then must get the proper approvals of the township we are in. And finally, we have to get the financing in place.”

The Crowes know that the clock will start running in earnest as soon as their land can be secured.

“I think we can be up and running and renting sites within a year if not sooner,” he said. “We know that there will be a lot of work to compete very quickly, including running power, septic fields and the like.”

For now, Crowe continues his 13-year career in pharmacy, and serves as chairman of the board of the Michigan Pharmacists Association.

Melissa said the reaction to their plans from friends and family has been mixed.

“Some of them have said, “Good for you guys, but we wouldn’t do that,” she said. “I can just smile and not be discouraged when I hear those comments.” Mike Crowe jokingly called those reactions “passive-aggressive encouragement.”

“We’ve actually been getting a lot of support from a growing network of people,” Crowe said. He said the project has already caught the eye of some local investors. “Overall, nearly everyone has been supportive.”

But they understand those who wonder if they can make their dream a reality.

“I get it,” said Melissa. “But it’s our dream. People don’t know what your vision is. It’s only when it’s all done that they will really understand it. It’s a big risk we are taking, but I think it’s going to be worth it.”

Mike Gast was the Vice President of Communications for Kampgrounds of America, Inc. for the past 20 years. Now, he’s on to new adventures, helping others tell their stories through his freelance company, ‘Imi Ola Group. You can reach Mike at mike.imiolagroup@gmail.com

THE ZEN AND VENN OF WELLNESS TOURISM

BY TODD WYNNE-PARRY

The concept of wellness has been a part of the human experience since the dawn of civilization. There have been Roman baths discovered to be in existence in Rome since as early as 33 BC. The ruins of elaborate Roman baths of later years can still found all over what was the Holy Roman Empire. In Japan, hot spring communal and private baths have been around since Buddhism brought the concept of ritual cleansing to their culture centuries ago. The Japanese Zen mindset has always had a relationship with nature, its slower rhythms in which it moves and the human well-being. India too has long embraced and even developed the practice of Yoga and Hindu ashrams to connect the soul, the body and the elements. In North America, the benefits to well-being or relief of certain ailments in natural settings around the country have been a demand driver since the early days of the country. The Catskills, Mackinac Island, Sedona, and Glenwood Springs are great examples of destinations where the air, water and forests were touted as cures for the numerous ailments associated with 19th and 20th century urban life.

Today, and even before the recent pandemic, the growth in participation in wellness activities and the development of wellness retreats has been remarkable. In fact, according to the Global Wellness Tourism Market Report 2022, the wellness tourism market is currently an $801 billion industry and is expected to grow at 8.2% annually for the next four years. This catalyst is now creating an expanding Venn diagram overlap between wellness travel demand and outdoor hospitality demand.

The result of this growing overlap has been the emergence of both glamping brands and properties committed to the concept of wellness.

For instance, the Getaway House brand was founded on the principle that spending time in nature is critical to one’s well-being. To enable the behavior of getting away to nature, Getaway’s properties are located within a short two-hour drive from urban centers. In addition, the brand’s loyalty club rewards guests with a free night for every seven stays. The Collective Retreats brand also considers its properties to be restorative for their guests and promote several wellness experiences to facilitate that result. Morning yoga, sound meditation and other more active experiences like bike riding, hiking and fly-fishing round out their brands wellness offerings. The Naviva luxury tented resort located adjacent to the Four Seasons Punta Mita, Mexico recently opened with an all-inclusive approach to a wellness retreat. This property offers guests an immersive nature experience that includes spa treatments, traditional Mexican temezcal ceremonies, shamanic sound healing treatments and other communal programs. To further accentuate its relationship with nature, each of the 15 tents in this development utilize a biophilic design ethos with indoor and outdoor living areas.

Photo courtesy of Keith Brauneis, River Summit Group, LLC

“While these luxury branded properties attract a clientele that can afford the high room rates and add-on experience costs, their wellness attributes are no longer only for the elite.”

Four Seasons is not the only major luxury brand to embrace this trend. Auberge Resorts Collection recently opened the Wildflower Farms property in the Hudson Valley, NY. This 65-cabin property promotes its wellness program with a state-ofthe-art spa as well as wellness classes, meditation journeys and a full fitness facility. Included in most of these brands and properties are organic F&B options and a commitment to sustainable operational practices.

While these luxury branded properties attract a clientele that can afford the high room rates and add-on experience costs, their wellness attributes are no longer only for the elite. Luckily, smaller independent operators, or brands that work at lower price-points, can provide wellness program elements at very little cost. For instance, a big contributor to guests’ wellness can simply be a digital detox. Therefore, limiting cell or Wi-Fi access in certain areas or setting up mobile free zones can gently encourage guests to disconnect from the meta universe and focus on the natural world. There are also low cost physical amenities that can be added to the

property that will promote a self-guided wellness experience. Yoga decks placed in serene locations, perimeter walking/hiking/trails, bocce courts, quiet meditation zones and outdoor massage tables can all add to your property’s wellness offering. In addition, cooperating with local organic F&B operators or farm-to-table suppliers can give guests healthy eating habit options. One of the least emphasized wellness aspects is the importance of quality restorative sleep. Therefore, looking holistically at your property’s sleep offering can significantly improve the guest experience and add to their desire to return. Quality bedding, ear plugs, rest enhancing teas, blindfolds, white or pink noise sound machines, lavender spray and black-out curtains can all assist in your guests sleep experience.

The commitment of owners and operators to create and run properties that accommodate our innate need to commune with nature is at its core an effort to enhance guests’ wellness. While providing the location and accommodation for this purpose is honorable, with a few additions to the property’s facilities and programming, the guest experience can be elevated and hopefully create repeat guests and a word-of-mouth sales force. Additionally, the generational shift towards health and well-being is not a fad, but a trend that shows no signs of slowing. Therefore, adjustment or capital improvements that increase your property’s wellness profile should continue to pay dividends in guest satisfaction for years to come.

About Todd G. Wynne-Parry

A seasoned leader in the hospitality industry, Todd has over 30 years of hotel development experience, having held senior leadership positions at several major hotel brands and most recently AutoCamp and Two Roads Hospitality. A dual-citizen of the US and Australia, Wynne-Parry has lived and worked in the U.S., Asia, Australia and the United Kingdom. He was instrumental in the development efforts for IHG, Starwood and Marriott in the Asia Pacific region and for Two Roads Hospitality globally. He began his career as a hotel consultant in the San Diego office of Laventhol & Horwath, the predecessor to Horwath HTL. He is now Managing Director of Horwath HTL and leads the Outdoor Hospitality practice for North America. Horwath HTL is the largest independent hospitality consultancy with 52 offices worldwide.

Todd earned an MBA from Thunderbird Graduate School of International Management and sits on the advisory council of the American Glamping Association. In his spare time, Todd enjoys fly fishing and exploring the western US in his 1953 Airstream.

Pool at Green Rock Retreat

Buddha at Green Rock Retreat

Mendecino Grove Bocce Ball © Michele Yuen

Temzcal Heat Room and Massage Room (below), Naviva Four Seasons Resort

CASE STUDY: HOW TENTRR GUARANTEES CAMPERS, “GOOD WEATHER OR YOUR MONEY BACK”

Despite scientists’ best efforts, the weather still remains one of those variables outside of the realm of control for outdoor hospitality operators (and humans in general). Aside from the obvious property damage and safety risks, weather impacts operations and revenue significantly, in the form of booking hesitancy, last-minute cancellations, and poor reviews due to the diminished guest experience. Though there are the rare few that enjoy taking a hike in the rain or don’t mind staying cooped up inside their tent with a deck of cards, the vast

“The number one reason campers are hesitant to commit to a camping trip is the possibility of rain. Our partnership with Sensible Weather eliminates this concern and further enhances Tentrr’s unique outdoor experience for our campers. While we can’t control the weather, we can now make a Tentrr camping trip even more enjoyable by offering automatic reimbursement for any reservation impacted by rain.”

majority of campers and glampers book their trips to enjoy time outside, preferably while staying dry. Therefore, when it rains, the negative impact on the outdoor experience ultimately falls on the campground operator or host to deal with the fallout. While this is an age-old problem for hospitality operators, Tentrr, has implemented a solution: The Weather Guarantee. Enter Sensible Weather. Since partnering with the innovative climate technology company in 2021, Tentrr guests have enjoyed the option to add a new kind of protection to their reservation.

for outdoor experiences in under a second. The platform ingests cutting-edge satellite imagery on an hourly basis which combined with historical weather data and enormous processing power, allows Sensible to deliver advanced climate risk analytics, previously only available to hedge funds and industry, to everyday consumers. Sensible’s tech also tracks campers’ exposure to bad weather in real-time based on the location of their experience and proactively reimburses their daily trip rate based on each morning’s daily forecast, without any claims process or proof of loss required from covered consumers.

HOW IT WORKS FOR TENTRR

A SENSIBLE SOLUTION FOR THE OUTDOOR HOSPITALITY INDUSTRY

Weather Guarantees are the first product from Sensible Weather—a climate technology and insurance company founded by climate scientist and former hedge fund quant, Nick Cavanaugh, PhD. Over the past three years, the company has built a proprietary climate risk platform to quickly analyze decades of climate data for any location in the world to quote Weather Guarantee coverage

On the online check-out page, Tentrr displays a “Rain Guarantee managed by Sensible Weather” offer to guests alongside their reservation details and gives campers the option to add weather protection to their Tentrr shopping cart with a single click. When a camper purchases the weather protection, Sensible monitors the forecast for their specific campsite and trip dates, and automatically issues Tentrr-branded SMS notifications with a link for campers to easily collect their reimbursement on days when bad weather impacts their outdoor experience. If Tentrr or one of their campers needs to make a change to an existing reservation, the guarantee is automatically updated via API.

For Tentrr, this gives their guests peace of mind when booking and enhances their experience when it rains during their trip, while at the same time paying revenue share on Weather

By partnering with climate technology company, Sensible Weather, Tentrr, an operator of fully equipped campsites on private and public lands across the United States, has finally solved an age-old problem for outdoor hospitality operators.

Jay Sears, chief growth officer, Tentrr

Guarantees sold. Any inquiries related to the Weather Guarantee are managed entirely by Sensible’s customer support team.

Tentrr’s partnership with Sensible also provides passive revenue through a rev share agreement, but also by decreasing cancellations, mitigating booking hesitancy, and minimizing negative reviews.

THE RESULTS

In their first full year of working with Sensible, 31% of Tentrr guests added a Weather Guarantee to their reservation when given the option. And just 2% of Weather Guarantees purchased required customer support of any kind. Best of all, by partnering with Sensible Weather, rainy days are free for Tentrr guests.

For businesses like Tentrr who want to shield their guests and operations against the risk of bad weather—and for travelers who want to ensure their annual vacation fund doesn’t get washed out by rain—Sensible’s Weather Guarantee may be the answer.

Interested in offering weather guarantees to your guests? Contact Sensible Weather at partnerships@sensibleweather.com to get started

ABOUT SENSIBLE WEATHER

Sensible Weather is a Los Angeles-based climate technology and insurance company focused on helping consumers understand climate and de-risk the weather. The company was founded in 2019 by a climate scientist, Nick Cavanaugh Phd, and is backed by the National Science Foundation, leading VCs such as Walkabout Ventures, Infinity Ventures and Certares, and executives from leading fintech and travel brands. The founding team is a technically-oriented group of top engineers and product technologists from finance, insurance, entertainment and online travel. Sensible’s Weather Guarantee product has been recognized in Time’s Best Inventions of 2022, Skift’s IDEA Award for Best Traveler Experience, and won the award for Best Growth Stage Startup at the 2022 Independent Lodging Congress. www.sensibleweather.com

ABOUT TENTRR

Less roughing it and more enjoying it. Tentrr’s fully equipped, ready-to-go campsites are the newest way to experience the great outdoors. Spacious canvas wall tents come with a comfortable bed for a good night’s sleep, Adirondack chairs for optimal stargazing, and a fire pit to keep you warm (don’t forget to bring marshmallows). Other amenities include a solar shower, propane heater, table + benches, and a Tentrr Loo with privacy tent. With more than 1,000 completely outfitted sites around the country, Tentrr connects those seeking the respite and adventure of the outdoors with private landowners and unique, exclusive opportunities to camp in State Parks. The platform is revolutionizing the campsite booking process, providing new income streams for land trusts and landowners, supporting local economies, conserving natural lands, boosting tourism, and getting more people outdoors. Sites are $150/ night on average. Tentrr is a better way to camp. For more information, visit www.tentrr.com.

With more than 1,000 completely outfitted sites around the country, Tentrr connects those seeking the respite and adventure of the outdoors with private landowners and unique, exclusive opportunities to camp in State Parks

Our mission is to drive growth opportunities for new and existing glamping businesses by leveraging our strong network, providing tools and resources and presenting custom solutions to your one of a kind business.

The association serves those that are thinking of starting their first glamping business all the way up to the industry leaders. We provide access to a strong network that becomes the key foundational element to all organizations.

Built by industry leaders to help elevate each and every new business to reach their full potential. Membership takes two minutes to complete and become a member today to gain access to member benefits such as:

F Weekly member meet up calls with industry leading guest speakers

F Industry discounts and exclusive events

F Members only internal communication channel

F Industry advisors

F Networking

F Advocacy

F Consulting

e: info@americanglampingassociation.net

WWW.AMERICANGLAMPINGASSOCIATION.NET

BUILDING YOUR DIGITAL FOUNDATION IN 2023

As a Glamping business owner, you are most likely familiar with OTAs (Online Travel Agencies). In the last decade, we have seen sites like Booking, Expedia, and Airbnb overtake the traditional travel agent and become trusted sources for adventure seekers. While OTAs can be helpful in filling up your glamping sites, they also may dominate digital searches, making it seem impossible for your websites to show up in search results organically.

This article will provide a step-by-step guide on building a solid foundation to minimize your company’s reliance on OTAs and funnel more traffic through your website in 2023.

STEP #1: DATA IS KNOWLEDGE AND KNOWLEDGE IS POWER

When it comes to making strategic marketing decisions for your business, analyzing online data is the key to success. Setting up an analytics foundation enables you to gain valuable insights. Learning how to understand that data empowers you to make decisions that can lead to increased efficiency, effectiveness, and profitability in your direct online bookings.

Whether you are running your marketing in-house or have hired an agency, understanding the data will empower you as a business owner to ask the right questions and make the best decisions for your business.

STEP #2: OWN YOUR FIRST-PARTY DATA

First-party data is the information obtained about your users while they are visiting your website or other digital properties. This can be as simple as demographic information, commonly visited pages, email addresses, etc.

Another way to collect first-party data is by taking action when your guest is on your property. Gather as much information as you can including emails, names, and phone numbers. Many like to capture this information through a guest form at the sign-in or Wi-Fi log-in page.

STEP #3: BUILD A DIGITAL FOUNDATION

Here are the tools you should take control of as soon as possible to ensure you are controlling your first-party data:

• Google Analytics: Confirm both Google Universal Analytics and Google Analytics 4 are installed and running on your site. As of July 2023, Universal Analytics will no longer track traffic from your site. It is imperative that GA4 is installed correctly on your site as soon as possible so you will be able to see historical data as your 2023 season ramps up. Unless you are savvy with Analytics, you may need to reach out to your marketing team or an agency to be sure GA4 is in place and tracking data on your site.

• Direct Booking Systems: Confirm your booking system is integrated with Google Analytics. At our agency, well over 50% of the audits we do show that user data is either misaligned or flat-out wrong. Most reservation systems have an integration available with Google Analytics. Taking the steps to confirm your booking data is reliable is the main building block to informing your future marketing decisions.

• Directory Listings: Confirm you have a directory listings management/reputation monitoring system running and that you are receiving notifications regarding your business name, including reviews. Keeping a close eye on what the market is saying about your business is crucial to maintaining the positive reputation you’ve worked so hard to achieve.

• Google Business Profile: Make sure your Google Business Profile (formerly Google My Business) is up-to-date and is consistently monitored for new features that are consistently released by Google. Keep in mind that a recent article from Google stated that in 2022, over 10% of search queries will come from voice searches. This highlights the importance of keeping your Google Business Profile updated and optimized for voice search to stay ahead of the competition.

It is essential to ensure that your foundation is set up properly to enable you to collect accurate first-party data.

Imbalanced Traffic Sources

Balanced Traffic Sources

STEP #4: BALANCED TRAFFIC SOURCES

Now that your data is in a place where you feel you can trust what you’re seeing, it’s time to start analyzing. One of the larger mistakes we see small businesses make is applying too much credit or too much blame to one particular marketing channel. A healthy marketing plan will be well-balanced and allow space for prospective customers to come from many channels. In other words, if Facebook is sending your site a ton of traffic, while PPC and organic are almost non- existent, you have an imbalanced source of traffic and are too heavily reliant on that one source.

STEP #5: EMBRACE MULTI-CHANNEL ATTRIBUTION

Multi-channel attribution refers to the practice of identifying and assigning credit to different marketing channels that contribute to a customer’s conversion or purchase. This allows you to better understand which channels are most effective and allocate your marketing budget accordingly. An example of this would be; a customer who clicks on a Google search ad, then clicks on a Facebook ad and finally makes a purchase on a company’s website. With multichannel attribution, the company would be able to identify that both the Google search ad and the Facebook ad played a role in the customer’s purchase and could assign a portion of the credit for the sale to each of those channels.

A good rule of thumb is to plan on creating between 4-7 touchpoints before expecting a new reservation or conversion. There are so many ways a potential customer can be influenced by your brand, both online and offline, that it’s increasingly important to monitor and measure each channel for how they assist in driving the conversion.

In conclusion, glamping business owners must take a proactive approach in order to compete against OTAs in the digital landscape. By investing in a solid digital foundation and understanding the data collected through analytics, businesses can gain valuable insights and make data-driven decisions that can lead to increased efficiency, effectiveness, and profitability in direct online bookings. By taking these 5 steps, glamping business owners can minimize their company’s reliance on OTAs and boost their visibility in search results.

thexcitegroup.com

Michael Klabon is a Partner at The Xcite Group, a digital marketing agency based out of Denver, Colorado. They specialize in partnering with small to medium size businesses and helping them navigate the variety of services available in the digital space. They have a passion for the outdoors and are proud of their work with more than 40 outdoor service providers. If you have any questions, reach out to michael@thexcitegroup.com.

About Michael Klabon

BLUE SKY THINKING FROM AZURE

3D PRINTED GLAMPING

What is the background of the company?

Ross Maguire and Gene Eidelman founded Azure in 2019 in Los Angeles, California, bringing over fifty years of combined experience in property development across three continents. With a vision to revolutionize the construction industry by building faster, more economically, and with a positive environmental impact, they began exploring the possibilities of 3D printing technology.

How did you come to look at the glamping sector?

As it turns out, their unique designs were highly sought after for short-term rentals, and when one glamping resort owner reached out to them with interest in a new product to attract “glampers,” Azure saw a perfect opportunity to expand into

What are the advantages of a 3D printed unit in terms of environment and practicality?

One of the key advantages of Azure’s 3D printed units is their sustainability. By using recycled plastic polymers, they are able to prefabricate units 70% faster and 30% less expensive than traditional construction methods. Plus, the construction sector is the largest global consumer of raw materials and is responsible for 20% of the world’s total carbon emissions, so by using recycled plastic, Azure is helping to reduce the industry’s impact on the environment.

What is the process for an operator when ordering a unit?

Operators can design their units to their specifications using Azure’s Design Configurator feature on the website, and then connect with consultants via Zoom to finalize their order.

What is the approximate lead time

Currently, the lead time for shipping the unit is 2-5 months, depending on unit size. Shorter for 10x12 feet studios, and longer for larger units that contain bathrooms and kitchenettes. Azure is working to reduce backlog as they bring more 3D printers online and open additional facilities.

What maintenance or site preparation is required?

Maintenance and site preparation are minimal, including creating a stem wall perimeter foundation and utility hookups, which takes one to two days. Every 15 years, an owner can have a new UV coating applied to protect the units from degradation from the sun for another 15 years.

Where can you buy one from now and where can we see your product on display?

Azure’s units can be ordered through their website, azureprintedhomes.com, and currently have orders from 24 US States, Canada and Costa Rica, with plans to expand globally. Customers can see model units in our Los Angeles, CA showroom, and soon will be able to experience staying at the units at two California glamping resorts.

Would you be interested in talking to distributors in other countries?

The company is open to talking with potential investors and distributors worldwide. www.azureprintedhomes.com

5 WAYS TO BOOST SUSTAINABLE OPERATIONS WITH A CLOUD-BASED RESERVATION MANAGEMENT SYSTEM

BY ADELLE RODRIGUEZ, SENIOR DIRECTOR OF MARKETING, RMS NORTH AMERICA

Over the past three years, people have been taking to the great outdoors to reconnect with family and friends, test out pandemic-friendly outdoor activities, and disconnect from all the technology that demands our daily attention. For many people, this looked like traditional camping. For others, escaping to the outdoors looked a bit more luxurious in the form of glamping.

Alongside this rise in glamping (expected to be a $7.11B industry by 2031), glampers have demonstrated a heightened awareness of sustainable practices. A recent global survey by Accenture said that consumers have dramatically evolved and that 60% reported making more environmentally friendly, sustainable or ethical purchases – including vacation and leisure. Nine out of 10 surveyed also intend to continue doing so.

Today, this means glampground owners and operators are tasked with balancing greater glamping demand while simultaneously catering to heightened sustainability expectations.

Technology – and more specifically, a reservation management system – can be a huge asset in these efforts. As the central hub for your operations, these versatile, cloud-based platforms are well-positioned to enact lasting and impactful environmental changes to your business. Here are a few ways your tech system can help you get greener.

1. GO PAPERLESS & REDUCE WASTE

Everything is digital these days, so there isn’t a need to print things like receipts, guest forms or confirmations if they can be sent digitally via email or text. As the connecting point for operations, your reservation management system can integrate all your operations under one platform and eliminate the need for printing. From a staff and employee perspective, your reservation management system can also take the place of printed schedules, paper maps and manual budgeting and accounting.

2. MAKE IT MOBILE

The pandemic showed us that travelers were ready to embrace mobile and self-service operations, and doing so can also be good for the planet. Many reservation management platforms support mobile guest operations like keyless entry, digital payment and self-check-in/out. Other mobile features to look for include digital maps, parking permits and guest communications.

Your guests aren’t the only ones who can leverage mobile options - so can your staff. A cloud-based system allows staff to access business operations from anywhere with an internet connection. This gives them greater freedom to move about the grounds and tend to guests. Need to make a change to a reservation?

No need to haul guests back to the main building; you can make the change right there. Groundskeepers and maintenance staff can log shifts and make reports while on-site with facilities in clear view.

3. REDUCE TECHNOLOGY WASTE WITH CLOUD-COMPUTING

Using cloud-based solutions also helps reduce technology waste. Rather than building and maintaining their own servers and data centers, cloud-based systems share server space with other services and applications. Combining server space reduces overhead maintenance costs, like heating and cooling, and reduces the emissions produced from construction, which are a high contributor to greenhouse gases. Cloud servers are also designed to be more efficient because they need to support multiple services at once. Rather than contributing an equal portion of computing capacity to all services at once, the server can allocate resources dynamically, using only what is needed when it’s needed.

4. IMPROVE OPERATIONAL EFFICIENCY WITH BUSINESS INTELLIGENCE

Improving efficiency can significantly impact your property’s carbon footprint and bottom line. Use a reservation management system that incorporates business intelligence to gather and analyze data across all operations and find ways to cut back on unnecessary costs. For example, BI can help predict peak and low reservation periods so you can schedule staff accordingly. BI can also be applied to operations like inventory management and help you optimize deliveries or even cut out items you aren’t using enough.

Adelle Rodriguez

5. CREATE SUSTAINABLE PARTNERSHIPS

Most reservation management systems have a network of integration partnerships to provide glampground owners and operators with flexible, customizable environments that best fit their business. When looking for integration partners, see if your software vendor has partnerships with any green vendors that you can work with. A good example of a green vendor is an energy management system. These companies monitor the use of different utilities to calculate how much your facility uses and present an overhead view of energy use. We often don’t realize how much of something we are using until we start to measure it. Gaining insight into use is the first step towards reducing it with other measures like automatic lights, smart thermostats and installing energy-efficient appliances.

A MORE SUSTAINABLE FUTURE

Many glampgrounds actively rely on reservation management systems for daily operations like guest reservations, check-in/out, and revenue management. In 2023, glampground owners and operators should look beyond these standard use cases for their technology platforms and explore ways to support their eco-friendly goals. On the flip side – for properties that haven’t adopted a reservation management system but are looking for ways to increase efficiency, revenue, and business oversight, it’s time to seriously consider finding a tech partner to help.

Ultimately, long-term, sustainable change comes in small steps. No one expects a complete overhaul in a year. But every step your property takes can make a difference to the environment, your overheads and in showing your environmentally conscious guests that your property supports a better world.

“Every step your property takes can make a difference to the environment, your overheads and in showing your environmentally conscious guests that your property supports a better world.”

DEFAMATION. REVIEWS. THE INTERNET – OH MY.

Defamation. Reviews. The InternetOh My. As the internet grew and things became more accessible, people were granted platforms to voice their opinions without restrictions. We came to rely on the reviews of others to help influence what we purchased, what we wear, what we eat, and where we stay.

Although this all provided a better way to reach our potential customers, it also allowed unsavory, inaccurate and misleading posts to slip through with possible reputation harm to our businesses. So, what should we do? Is there a legal remedy? Should we choose to partake in the same?

Except for extreme circumstances, it is usually in your best interest, both financially and in time, to focus on positive marketing to counter a bad review. Generally speaking, if a bad review, and incorrect review or even one that might, as defined below, meet the parameters of defamatory is posted, the best cause of action is to handle it from a marketing and public relations perspective.

What is the difference between slander and libel?

Slander: Making defamatory statements by a transitory (nonfixed) representation, usually an

oral representation.

Libel: Making defamatory statements in a printed or fixed medium such as a magazine or newspaper. Both are lumped together under the umbrella term defamation.

Five elements must be proven in order to establish defamation and attempt to recover damages from the other party who published or spoke the “defamatory” words.

First, the information must be published. What does that mean? If the person writes the words in a private journal with no intent for it to be shared publicly then it is not “published.” But, putting it online, in a magazine, or even discussing in a publicly posted video or television interview would in fact reach the public it such a manner that it would be deemed published.

Second, is that individual or business being

“Except for extreme circumstances, it is usually in your best interest, both financially and in time, to focus on positive marketing to counter a bad review. ”

discussed must be identified by name. They should be so identifiable that the statement could only apply to that person. So “Glamping tents all have bed bugs” would not meet the standards but “Glamping Tents at C.Taylor Resorts have bed bugs” would properly identify the business.

Third, the defamatory remarks must have had a negative impact on the individual or business’s relationship. Telling a lie about whether a glamping business is open in May, when it doesn’t open until June is in fact false but would have little impact on the business. However, stating that the resort is unsafe and is burgled repeatedly is more likely to cause a loss in income for the business. Additionally, If the public becomes aware of a statement made about a business and they begin to , harass that business through threats, action of physical violence or through other means this would also be actionable. Often you must prove the statement was made with “actual malice” which means that the person who made the statement had ill intent.

Forth, the statement must be “demonstrably false.” The information must be able to be proven false. If the statement is merely an opinion or a half truth, it would be hard to prove any defamation. As we always say the best defense to a defamation lawsuit is the truth. If the opinion is a legitimate one, then it is protected as free speech in the United States. However, if the opinion is outrageous or designed solely to harm the reputation of the person the opinion is purportedly about, it can be defamation.

Fifth, they have to be the one who said (wrote) it! If they are merely parroting what they heard from someone else, “Sally told me C.Taylor resort had bed bugs,” the person republishing Sally’s statement would not be held liable for defamation.

What else do I need? You need evidence. Screenshots of posts, recordings of verbal statements. You need to prove that the person who said or wrote it, said and wrote it!

I’ve heard this thing call defamation per se – what is it? This is available in some states, New York and California to name two. This is defamation hat is presumed to cause damages without the need for any proof by the defamed person. Defamation per se is typically asserted in instances where there are attacks on a person’s professional character, allegations that an unmarried person is unchaste,

allegations that a person is infected with an STD, or allegations that the person has committed a crime of moral “turpitude.” In short, it needs to be super egregious for it to rise to defamation per se. The exact requirements vary by state so you would have to consult a local attorney to confirm the same.

How much is a defamation suit worth? The person behind the business being defamed may suffer mental anguish as a result of both the defamation itself and its other consequences in their life. The person who committed the defamation may be required to pay damages. If the plaintiff succeeds in their defamation case, the defendant is often ordered to monetarily compensate the affected party to remedy the damage that was inflicted by the defamation. In the case of a business defamation damages are usually tied to the provable loss of income as tied to the defamation. Having an easily identifiable loss is the best number to anchor too when

discussing a damages amount.

Should you do it? Generally, No! Although I never like to turn away work – lawsuits are always expensive and very seldom result in an outcome that would leave you satisfied with the result. You will spend a lot of money and because of the variables (judges, defendants, courts) there is no guarantee that you will reach a satisfying result.

What might they try to use as a defense? (1) That it was the truth; (2) that the statement was privileged; (3) that it was merely an opinion and not asserted as a fact; (4) that it was a fair comment – such as discussing the allegations surrounding an already publicized scandal; and (5) that the defamed business actually consented to the dissemination of the defamatory statement.

What do you do? Consult a reputation management expert. I would also caution against posting something yourself that might be considered defamatory. There are many lawsuits where the originally defamed business or person loses their ability to recover because they posted their own defamatory statement in retaliation. Never stoop to their level. It is often preferred to fight bad negative and even false comments with positive ones of people who enjoyed your business. If it seems daunting to unbury yourself from the same, you will need a way to get defamatory content off the internet or, at the very least, buried under so much positive news about you that it makes the negative stuff hard to find. To do that, you may need the assistance of a reputation management expert. There are a number of services available online that specialize in creating new content about you, making take down requests to sites posting negative content, and taking other steps to control your online reputation, this is often cheaper than filing a defamation lawsuit.

Christine Taylor is a Partner at The Towne Law Firm, P.C. (headquartered in Albany, NY) who focuses her practice in the areas of Hospitality, Business, Labor and Employment, Real Estate Law, Estate Planning, and Litigation. Ms. Taylor grew up within the outdoor hospitality industry as her parents have owned three campgrounds, her experience within the industry gives her insight from both the legal and camping perspectives. Ms. Taylor has spoken at various outdoor hospitality conferences including KOA, CONY, NCA, ARVC, PCOA, as well as the Mid-Atlantic conference. She additionally authors a column that appears in Woodall’s Campground Management.

“Never stoop to their level. It is often preferred to fight bad negative and even false comments with positive ones of people who enjoyed your business.”

About Christine Taylor