I S S U E 1 , F E B RUA R Y/ M A RC H 2 0 2 2
! o c i x é M a v i V ¡ HOW NOMADIC RESORTS MADE PLAYA VIVA EVEN MORE ICONIC
FOOD FOR THOUGHT HONEYTREK ON DINING OPTIONS
ACCESSIBLE WEBSITES GET ONLINE AND GET IT RIGHT
EVENTS & OCCASIONS MEAN OPPORTUNITY
THE OFFICIAL PUBLICATION OF THE AMERICAN GLAMPING ASSOCIATION
Glamping Business Americas is published by The Glamping Show USA and Upgrade Publishing Address: 1129 Maricopa Hwy B150 Ojai, CA 93023 USA Publishers: Upgrade Publishing Steph Curtis-Raleigh e: steph@upgradepublishing.com Editor: Will Rusbridge e: editor@upgradepublishing.com Reporter/social media: Annie Hilton e: media@upgradepublishing.com Advertising sales: David Korse t: 1-805-258-2836 e: david@glampingshow.us Design: Melissa Douglass i for detail www.ifdetail.com www.glampingbusinessamericas.com Instagram @thisisglamping Facebook @thisisglamping Events: The Glamping Show USA w: www.glampingshow.us e: david@glampingshow.us The Glamping Show w: www.theglampingshow.com e: dan.w@theglampingshow.com © 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.
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www.glampingbusinessamericas.com Cover: Manta Treehouse by Ryan Forbes courtesy of Playa Viva
Welcome
W
elcome to our first issue of Glamping Business Americas of 2022. This is already shaping up to be an exciting new year, as travel restrictions reduce. In this issue we look at a project which managed to be completed during the most difficult of circumstances last year – 6 new treehouses for Playa Viva in Mexico, created by Nomadic Resorts. It is a fascinating story of inspiration and collaboration – with more than a dose of frustration that events conspired to make construction a challenge for all concerned. Todd Wynn-Parry writes about the added value that events can bring to a glamping site – you may remember that he ran a session at The Glamping Show US on this subject last year and here he delves more deeply into the topic. The Honeytrek-ers bring us their advice on providing food to your glampers – it doesn’t have to be five-star dining as you will discover, but it is definitely an opportunity
to keep guests happy and create a new revenue stream. We also have an interview with the booking systems disrupter The Dyrt and a feature on accessible websites. Enjoy!
David Korse Director
CONTENTS 05
Industry news and products
11
News from Modern Campground
09
Letter from Ruben Martinez -
17
The Dyrt - with a fresh look at booking systems
AGA co-founder 21
Why glamping businesses need web accessibility
25
The rise and rise of outdoor events
30
¡Viva México!
34
Guest experience by HoneyTrek: Delightful dining
25
36
Timberline Glamping Company
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NEWS & PRODUCTS INDIANA EXPERIENCES LARGEST ONLINE BOOKING SURGE IN THE U.S Traditional and luxury camping has been taking off during the pandemic, with more than 10 million households in the US going camping for the first time last year, according to Kampgrounds of America (koa.com). Online camping reservations on public lands totalled $3.3 million in 2020, which is a 33% increase when compared to the previous year – a nearly 67% increase compared to five years earlier. California was the top state nationally in terms of online bookings, with people flocking to Yosemite National Park, Joshua Tree National Park and forests in the Sierras.
Indiana Dunes
Colorado, Oregon, Utah and Texas rounded out the top five states for reservations on public lands. The state of Indiana has seen a 481.3% surge in online camping reservations over the past 5 years – the largest jump in the US – after a transition from first-come, first-served campsites to online booking when the Indiana Dunes became a national park. 9,138 camping spots were reserved via recreation.gov, up 7,566 reservations in 2015. The Indiana Dunes National Park was the most popular camping destination in the state, by the metric of online bookings, according to a new report by outdoorsy.com, an RV rental marketplace. “The increased popularity of camping has been fueled by a combination of long-term trends and more immediate factors related to the pandemic,” Outdoorsy said in its study. “Over the past several years, camping trends such as ‘vanlife’ and ‘glamping,’ as well as the increased availability of wifi and better cell phone service at campgrounds, have helped attract new campers and offered seasoned campers new ways to enjoy the outdoors without completely foregoing modern-day comforts.”
“In particular, Gen-Zers and Millennials are camping in greater numbers and account for an increasing share of all campers. In 2015, members of these generations accounted for 34% of all campers according to KOA. By 2020, this number climbed to 48%.” Nationally, online camping bookings soared 68.1% over the last five years to 3.26 million in 2020. Yosemite National Park was the most popular destination nationwide. Outdoorsy said in its study, ”In addition to these longer-term factors, changes resulting from the COVID-19 pandemic — such as safety concerns, travel restrictions, and business closures — encouraged a flood of first-time campers. According to KOA, the majority of first-time campers in 2020 decided to do so for reasons directly tied to the pandemic.” Outdoorsy continued, ”Campers that year ventured further from home than in past years, suggesting that Americans increasingly chose to travel by car and camp than travel by airplane and stay in a hotel. Compared to 2015, the percentage of campers who traveled more than 200 miles to camp increased from 17% to nearly 30%.”
SG BLOCKS ANNOUNCES EXCLUSIVE EXPANSION INTO RV AND GLAMPING INDUSTRY The Adirondack Mountains, an SG Blocks campground location SG Blocks (sgblocks.com) are manufacturers of modular structures and have been selected by HTR Investors (htrinvestors.com) for full-suite engineering and architectural consulting services to create RV and glamping structures. According to a recent press release, these units will be constructed to then be delivered to various campgrounds throughout the U.S, with a contract for approximately 150 units. HTR Investors is a real estate investment company, founded with the goal to expand within the RV and camping industries. “We’re pleased to be working with HTR Investors on its exciting endeavours into the creative RV, camping and glamping space,” says SG Blocks Chairman and CEO Paul Galvin. “This collaboration is a fantastic use of our technology and we anticipate an innovative and fruitful working relationship.” HTR Managing Partner, Minh Tran, says, “SG Blocks has developed a unique and scalable product that we feel fits well with our internal goals towards sustainability and low impact development, and that supports and embraces the communities we engage.”
The initial campground locations will be focused in such places as Moab (Utah), Estes Park (Colorado), the Berkshires (Massachusetts), the NY Adirondacks, Egg Harbour (Wisconsin) and Kerrville (Texas). The units will be constructed at SG ECHO’s plant in Durant. “We knew from our initial consultation with HTR Investors that their vision of
interactive, unique, experiential properties that are sustainable and nomadic in nature aligned with ours.” explains Perry Ludy, sales and business development consultant for SG Blocks. She continues, “With this, these initial selected locations are only growing in popularity, and we’re pleased to be a part of that.”
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NEWS & PRODUCTS CAMPING AND GLAMPING EVERYWHERE, BUT NOT A SITE TO BOOK With national park campsites becoming increasingly difficult to book, more and more people are looking for alternative ways to enjoy the great outdoors, turning to private landowners. The popularity of outdoor holidays has exploded over the last couple of years as people during the pandemic looked for ways to get away and spend a weekend enjoying nature amidst social distancing and travel restrictions. This is great news for glamping site owners as it means that more people than ever are looking for a glamping holiday, but it also presents a problem for those looking to go glamping as many sites are now being booked up months in advance. According to a 2018 study (NatureBased Recreation: Understanding Campsite Reservations in National Parks) published by Resources for the Future (RFF) who are an independent, non-profit research institution, many national park campsites are booked as much as six months in advance. Looking at the booking data from the Recreation.gov reservation system, there is a clear spike in bookings that comes 120 to 150 days in advance for Yosemite (due to the fact that campsites there go “on sale” in batches four to five months in advance) and 180 days in advance for most other parks. The most popular national parks, such as Zion in Utah and Yosemite in California, are often fully booked. Canada is experiencing the same problem, speaking to Global News, Michael Roycroft, regional director for Kananaskis Country with Alberta Environment and Parks said, “We’ve experienced such an increase — 167 per cent — over the last two years. That equates to about 800,000 reservable camper nights. That volume has put a strain on our reservation systems, and we’ve heard from Albertans that they want to have easier and fair opportunities to campsites.”
There are a number of companies who have identified this problem, seeing that people are looking for a greater variety of options when it comes to booking camping and glamping holidays, and have started operating to facilitate this endeavour. Hipcamp are a well-known private land camping booking site and has seen the number of people using its services grew fivefold from 2019 to 2021. Speaking to San Antonio Express-News, CEO and founder of Hipcamp, Alyssa Ravasio said, “More people are realizing that getting outside is the antidote to the pressures and problems of modern life.” The majority of hosts who use Hipcamp operate only one property. “It’s a chance to have these unique places all to yourself,” Ravasio said. Tentrr take a different approach, looking to capitalize on the ever-growing popularity of glamping. Providing almost everything needed for a more comfortable night under the stars, Tentrr supply landowners with everything they need to offer a glamping getaway, including a 10-by-12-foot canvas tent on an elevated wood platform, complete with a bed with a memory foam mattress, a picnic table and a pair of Adirondack chairs. “We want to make it easy and accessible for anyone to get out into the great outdoors,” said Todd King, vice president of marketing at Tentrr to San Antonio Express-News. To become a host with Tentrr there is a fee of $6,500, which covers all the equipment, and the campsite preparation and construction. According to King, sites can accommodate four to six people and can look to charge $99 to $199 per night.
ECO RESORT NETWORK BACK ON FOR JUNE 2022 The International Glamping Business team has confirmed new dates for the in-person networking event Eco Resort Network, which will now take place on June 1st and 2nd in Bled, Slovenia. This small event will allow those who work in glamping and eco resorts to discuss their projects and meet experts who may be able to help and advise. Topics that will be covered will include securing investment, design and build and marketing. There will be an opportunity to visit local world-class glamping, as well as a chance to appreciate the outstanding beauty of Slovenia, its wonderful cuisine and wines and learn something of its rich history. If you would like to apply to be part of the Eco Resort Network event, please contact Steph Curtis-Raleigh at steph@ecoresort. network for more details www.ecoresort.network
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Letter from AGA founder: FUTURE OF THE GLAMPING INDUSTRY: THE YEAR OF DEVELOPMENT BY RUBEN MARTINEZ
A
s we continue to look into the future of the glamping industry, we are kicking off 2022 and looking at what 2021 has taught us all. As we sit today and look back at where some of our predictions have landed and how far or close we were, we acknowledge that some predictions are still baking and need more time and others have taken shape and are clear as day. For starters, travel isn’t changing, it has changed. For yet another year the glamping industry is well positioned to have another record setting year all around and all data is reinforcing this simple yet vital truth.
“What is also clear is that this will be the year of development and will shape the next decade in this industry.”
What is also clear is that this will be the year of development and will shape the next decade in this industry. 2022 versus any other year will have more new, ongoing and completed glamping developments globally than any other year on record. The sheer volume and scope of these new operations in the space is cause for tremendous excitement for what is ahead of us. It also signals that even though the glamping industry is nacient compared to the hotel industry for example, the current development cadence shows us that the capital confidence and infusion is an indication that glamping remains a bright light in travel. The year of development comes with a few caveats. For starters, the consistent truth in developing in the glamping space is that the two things you can always count on is that a project will always be more expensive than and take longer than originally planned. Until a more universal solution for local and state permitting is sorted a project finish line will continue to feel frustratingly far from the starting line. And the
other key element to consider is that even with the massive amount of development happening, supply still won’t catch up to the growing user demand for this asset class. This will mean strong occupancy numbers for operators but continuing frustrations for guests looking for glamping properties to book. Which again is a problem, but a good problem to have at the moment. The year of development will give us a lot to look forward to and even more to learn from and we continue to remain optimistic for what 2022 will bring us.
For more info please contact: https://americanglampingassociation.net/ info@americanglampingassociation.net
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NEWS & PRODUCTS
These stories first appeared in Modern Campground,
Photo courtesy of Inn & Spa At Cedar Falls
moderncampground.com
RIVIAN, UNDER CANVAS TEAM UP TO OFFER CHARGING STATIONS AT GLAMPING RESORTS Rivian and Under Canvas have teamed up to provide Waypoints charging stations at two of Under Canvas’ safari-style glamping resorts. According to a release, Under Canvas will be offering Rivian Waypoints charging stations at both the Moab and Lake Powell-Grand Staircase locations. Although the chargers will only be available to guests, they will not be restricted to Rivian owners and are available to other EV owners. These charging stations are Rivian’s first collaboration with a hospitality company and are part of the 10,000 Waypoints Rivian announced last year, including locations across Colorado’s 42 state parks. The Waypoints are a generic Level 2 AC charger with J1772 connection with the ability to reach 11.5-kW charging speeds in contrast to the Rivianspecific Level 3 Adventure Network chargers. Rivian estimates that the Level 2 charger can power between 16 and 25 miles (26 and 40 kilometers) per hour into its battery packs, meaning that the Waypoints can be used as an overnight charging solution, but not a quick stop. The move is the next stage in Under Canvas’ goal to promote carbon emission reduction. The company also aims to put eco-friendly facilities like low-flow toilets, solar power, and pull-chain showers. The hospitality company has designed its resorts to reflect the terrain around them and promote open, green spaces within their boundaries. Under Canvas’ Moab and Lake Powell, glamping resorts will begin operations in March, and the plans are for Rivian Waypoint charging stations to be ready for the day of opening. In conjunction with this launch, Under Canvas will offer free charging starting from the opening date until Earth Day, April 22. After that, guests can pay for charging using the Rivian app.
LOGAN NAMED THIRD BEST GLAMPING LOCATION Online rent-a-car magazine Sixt.com has ranked Logan (Ohio) third on its list of the top 20 best locations to glamp in the United States. According to a report, a survey revealed that Logan follows closely behind Grand Canyon Junction, Arizona, and just ahead of Virgin, Utah. “If you ever went camping as a child, you probably remember crackling campfires, melty s’mores, and warm family memories,” the article reads. “You might also remember the struggles of putting up a tent and walking to the bathroom in the dark. Glamping or glamorous camping changes all that. The best glamping destinations elevate how we experience the great outdoors, often with electricity, ensuite bathrooms, and more.” The 20 destinations which made it to the list were placed on a five-point scale across five categories: wow factor, amenities, nearness to local attractions, uniqueness, and accessibility. Logan scored four points for uniqueness and
wow factor, and five on each of the other factors, for an average score of 4.6. “In the heart of the Hocking Hills Region, just outside Columbus, Logan is a top destination for glamping and outdoor adventure in Ohio. There’s plenty to do here both indoors and out,” Sixt said. It also mentions accommodation at the Cedar Falls that features yurts and geodomes, which not only look cool but have private bathrooms and kitchenettes. It recommends Neville Adventure Park with paintball, four-wheelers, and ropes course for local activities. For dining, it notes that Hocking Hills Winery offers an array of charcuterie boards and snacks, or you can get delivery from local restaurants. Sixt’s Lily Rogers observed that because of being close to local attractions while still having the whole glamping experience, Logan is one of the most unique glamping destinations in the nation.
OKANAGAN RAIL TRAIL, O’KEEFE RANCH RECEIVE FUND FOR TOURISM PROJECTS British Columbia’s (Canada) provincial government officials have allotted nearly CA$1.4 million for tourism initiatives within the North Okanagan. According to a report, a large portion of the cash will be used to fund the construction of Coldstream Station on Kalamalka Road near the start of the Okanagan Rail Trail. The province has contributed CA$624,257 to the construction project, including an event plaza, parking, washrooms, and visitor information, and be a starting point for the Okanagan Rail Trail.
Construction of a glamping site in O’Keefe Ranch, pitched in 2019, is also moving forward. The province has initially put forward a CA$245,085 to fund the glamping site, which would see ten glamping tents pitched at the ranch.
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NEWS & PRODUCTS
These stories first appeared in Modern Campground,
moderncampground.com
GLAMPGROUND PROPOSAL SUBMITTED IN UTAH Grand County (Utah) Commission hosted a public hearing regarding the proposal of a glampground to be located near the junction of Highway 191 and State Route 313. According to a report, the proposed project called “Entrada Moab” would require the commission to accept the application for the Overnight Accommodations Overlay to the property of 544 acres. It is currently zoned as Range and Grazing and is bordered by Bureau of Land Management property, primarily employed for leisure. Entrada Camps and Conservation, the applicant, is under contract to purchase the property from Intrepid Potash mining company if the overlay is approved. The description of the project defines it as a luxury eco-retreat centered on environmentally responsible tourism. It will comprise 16 tent sites, an activity center including a spa, swimming pools, and a panoramic deck and trails. At a site plan review, the applicant would have to provide a public water source; the wastewater would be treated onsite with the Orenco brand system. According to the applicant, accommodations will start at $2,000 per night. The letter, which ECC Managing Director Matt Kareus signed, also states that he founded Entrada Camps and Conservation to bring a new model of low impact, high-value sustainable tourism to the American West, beginning in Grand County and that he has seen firsthand how thoughtful,
well-managed tourism can provide substantive economic benefits to local communities and people. He also added that it could be a powerful force for the conservation and protection of the natural world. The developers have stated that they plan to put the majority of the property in a conservation easement to protect open spaces in the Scenic Resource Protection District along the North Highway 191 corridor. The developed areas will be hidden from view from the highway. “Our intention is to preserve as much land as possible from development–from current development, from future development,” Kareus said. Grand County resident John Weisheit, who is the Colorado Riverkeeper of the non-profit Living Rivers, asked applicants if they’d spoken with the staff of the National Park Service about how the development would affect groundwater needed for an ecosystem in the Arches National Park. “We have been working with a hydrologist that’s been involved in drilling a lot of the wells in the area, recently and in years past, and he assures us that we won’t run into conflict with the Arches protection zone,” Kareus said, adding that they will address the matter with the park service at some point. Weisheit urged Kareus to contact the BLM to ask about areas of critical concern that could be affected and also suggested that he drill a monitoring well to ensure that water withdrawals aren’t affecting other water users.
“The entire Colorado River Basin is in a shortage situation right now where we don’t have any more water to spare, quite frankly,” Weisheit said. “So we have to think about these things. We have to think about long-term resiliency and sustainability.” Kareus explained that the company is talking with a hydrologist to develop a water management plan, with sustainability as a top priority. The neighboring property owner Brian Hayes also called in to the meeting to endorse the proposal, saying he prefers the proposal to other kinds of development that could otherwise happen on the property. “Rather than having, in the future, potentially numerous second homes or other developments, we think this is a good opportunity to protect the land as open space, to protect the viewshed,” Hayes said. Commissioner Kevin Walker noted that any type of overnight accommodations development is a delicate issue and requested more details on how the commission can ensure that the developer will follow the word on its promises regarding conservation and open space. Grand County Associate Planner Elissa Martin said that the agreement for development would legally restrict the applicant to the requested 16 units. Due to how ordinances are written and drafted, the conservation easement and future employee housing cannot be included in the agreement. Kareus declared that if there was an option to bind the terms legally, he was prepared to adhere to them. The Grand County Planning Commission recommended that the commission approve the request subject to the requirement that six deed-restricted employees housing units are included in the master plan. However, the language of the OAO doesn’t permit the housing needs of employees to be included within the agreement for development. County Attorney Christina Sloan recommended that the commission decline the request because the county is currently undertaking a study of RV and campground zones. She suggests that the county refuse all RV and campground OAO Rezone requests until amendments to that zone in the land-use code can be made, and a carrying capacity study can be done. The public hearing on the proposal was open until February 9. The commission will decide on the proposal at a future meeting.
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AG A C O LU M N
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Hi Desert Hideout, California, photo courtesy of The Dyrt user Adrian S
THE DYRT -
A FRESH LOOK AT BOOKING SYSTEMS Glamping Business Americas catches up with Sarah Smith Founder of the Dyrt which is disrupting the booking systems sector. What is the background of The Dyrt and how did you become involved in this sector? I started The Dyrt because I am an avid camper, and I was tired of getting frustrated while trying to find information about campgrounds online. Someone needed to create an app where campers could find photos, reviews, tips, videos and general information in order to plan their camping trips. So I did. Why do you think this is a business model that needed shaking up? It wasn’t so much a business model that needed shaking up; it needed to be created. There are
thousands upon thousands of campgrounds in the US, and millions and millions of campers, but there was so little information available that, unless you’d been there before, you didn’t know what you were walking into. We couldn’t do this without our nationwide community. How did you formulate the offer for glamping/ camping grounds? As we began opening up our marketplace to campgrounds, we saw an entirely different segment of campground owners from non-traditional campgrounds. These were individuals with private land looking for ways
Sarah and her husband/co-founder, The Dyrt CEO Kevin Long
to generate passive or active income by hosting campers. They don’t have a built-in base for demand and they were actively looking for ways to market their properties. We designed our campground product to be inclusive for all hosts. We built specific tools to help glampgrounds and private landowners manage their own listings and built specific marketing tools such as our PRO Discount Network that allows glampgrounds to increase their search placement on The Dyrt and offer specific promotions to our PRO users. All these tools are free for glampgrounds, including zero bookings or commission fees.
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How important do you see the glamping sector being for your business growth? It’s big. So many first-time campers have emerged over the past few years, and not all of them are up for roughing it. The demand for glampgrounds and glampsites has only grown and will continue to do so. Someone who has never gone camping before may envision an uncomfortable night spent laying on the cold, hard ground. But if you put a queensize bed inside an oversize tent? There’s nothing rough about that.
Hi Desert Hideout, California, photo courtesy of The Dyrt user Adrian S
What has the reaction been from sites? Glampgrounds and private landowners have been some of the early adopters to our marketplace. They have helped us shape our product for their needs, providing insights to improve our offering and continue to innovate with their needs in mind. As one of only a few marketplaces with a built-in demand network of campers, they view The Dyrt as one of the keys to marketing their property and growing their business. What demographics do you have for the people who book through The Dyrt? We launched commission-free campground bookings in November, 2021 and currently have limited information on demographics of those who book from our site and app. Over 60 percent of our users are 40 to 65 years old with RVs and trailers, and we have over 30 million users visit The Dyrt annually. As the most inclusive camping community, our users generally cover the broadest spectrum of segments and demographics, which is why we’re the largest source of information for campgrounds in the US. How many trips a year would the average user plan through the App and for what kind of length? We just completed an annual survey of The Dyrt users and are seeing two key trends: More people are camping and campers are taking more trips during all four seasons. Due to the growing demand, booking is becoming increasingly difficult. We’ve found that it’s now three times harder to find a campground to book than in pre-pandemic times. We will have more information throughout 2022 on this topic as we roll out bookings functionality and grow our bookable inventory on The Dyrt. How can glamping sites stand out from the competition? One of the biggest challenges that glamping sites have is building demand. They’re competing with established campgrounds and need to find ways to be seen and thought of when campers
are looking for destinations. Some immediate steps to take are building out an online presence and actively monitoring and maintaining their brand, reviews and listings. Take advantage of hosting marketplaces where demand is already waiting, and for sites that have built-in marketing functionality, and experiment with different ways to be seen. With The Dyrt, glamping sites can offer discounts to our PRO campers that help increase the visibility of listings within our marketplace, all for free. What do you think your app users want most from glamping? The Dyrt represents one of the largest camping communities in the US and we’re seeing key concerns from our users that glamping addresses. One of the core areas is reliable bookings; glampgrounds can differentiate by providing campers with the ability to instant book, which is becoming a key requirement for certain types of campers. Another trend is related to amenities. Working remotely from campgrounds has nearly tripled since before the pandemic, and glamping sites that offer Wi-Fi and other amenities to help campers stay connected will be critical. We’ve also found that most campers aren’t just tenters or RVers exclusively. They are looking for diversity in their camping destinations and glamping offers another option, especially for those newer to camping that might not want to stray too far from the comforts of home.
Trail and Hitch Tiny Home and RV Park, Colorado, courtesy of Amanda M
What future developments are you planning for the business? Our current focus over the next year is building out our bookings platform for campgrounds of all sizes. We’re laser-focused there as we believe we’re uniquely positioned with our free bookings offering. We’re able to offer this through our membership model for The Dyrt PRO, an annual subscription that provides our users more advanced maps as well as exclusive savings from our PRO Discount Network. As we look beyond this year, we’re continuing to invest in understanding the bespoke needs of campers and delivering more functionality and value to get more people outdoors.
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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
Why Glamping Businesses
NEED WEB ACCESSIBILITY
BY DENISE PÁNE
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lamping is inherently a one-ofa-kind experience. It’s a way for travelers to enjoy the beautiful outdoors and pristine scenery while still having all the amenities and conveniences they need to feel comfortable. Travel businesses have long thrived on taking care of guests and delivering a spectacular experience from start to finish. However, the internet has revolutionized many aspects of our lives—and hospitality is no exception. Just as you provide your clients with the right accommodations and services they need to feel at home, your establishment should also be taking care of their digital needs. That’s because today the guest experience begins from the moment they Google your name and interact with your website online. So, what’s the problem?
THE PROBLEM 71% of websites are unusable by those with disabilities. And when you consider that over 1 billion people across the globe have a disability that affects their ability to navigate online, it’s clear that inaccessible websites are dramatically costing hospitality companies.
Instead of excluding potential customers from your offerings, glamping businesses who prioritize accessibility will reap the rewards of revenue growth and delighted guests—while also shielding their business from expensive accessibility lawsuits.
• Hearing Impairment (full and partial deafness) • Physical Disabilities (arthritis, tremors, missing limbs) • Cognitive & Learning Disabilities (dyslexia, ADHD, autism)
“71% of websites are unusable by those with disabilities.” A RUNDOWN OF WEBSITE ACCESSIBILITY The web accessibility movement asserts that everybody should be able to use any website on the internet—regardless of any physical or mental conditions. People often think of accessibility as helping those who are blind, deaf, or in a wheelchair. While it definitely includes these disabilities, there are various conditions that impact how someone can interact online, generally grouped into a few categories: • Visual Impairment (low vision, color blindness) g l a m p i n g s h o w. u s | G l a m p i n g B u s i n e s s A m e r i c a s | 2 1
To ensure digital accessibility, sites need to be designed and coded according to official guidelines called Web Content Accessibility Guidelines (WCAG). These standards ensure that people with a range of disabilities can interact with the website, as well as compatibility with assistive devices such as braille terminals, text-to-speech software and head wands. Having an accessible website doesn’t only benefit those with disabilities. It improves the user experience for all customers, including: • Older adults with changing abilities due to aging (low vision, trembling hands, memory loss) • Those with temporary disabilities (like a broken hand) • People browsing on mobile, smart TVs and other devices • Those with situational limitations (such as in direct sunlight or quiet places where they cannot listen to the audio within a video) So how exactly can glamping businesses benefit from web accessibility?
DRIVE NEW BOOKINGS Your website cannot convert online traffic into guests if the user can’t use the site in the first place. Sounds obvious, right? But your pool of potential customers shrinks when it’s inaccessible to the 25% of the population that live with a disability. To ignore this market segment is also ignoring their massive $7 trillion spending power. Instead, a website optimized for accessibility by certified experts removes the various barriers to communication. This opens the door to millions of prospective customers—allowing your business to widen its reach to a broader audience and maximize profits. Your website is where potential customers learn about your establishment, view your photo gallery, see your amenities, understand your offerings, and make a reservation. An accessible website is key in driving new bookings—having a dramatic effect on your bottom line.
“The world is now digital— a trend that’s only gaining more momentum with each passing year. And that means that web accessibility is no longer optional for travel businesses.”
would-be travelers from the very moment they’re mulling over your business. Having an accessible website is the ideal first impression to develop a relationship with your potential guest. A great online experience not only drives new bookings but also repeat ones. When you give your guests the high-touch service they deserve, they’ll feel compelled to do business with you again, and again and…
IS YOUR WEBSITE ACCESSIBLE? PREVENT EXPENSIVE LAWSUITS The world is now digital—a trend that’s only gaining more momentum with each passing year. And that means that web accessibility is no longer optional for travel businesses. Both public and private companies are required to have an accessible website to operate across industries with legislation like the Americans with Disabilities Act (ADA). Introduced in 1990, the ADA protects people with disabilities from discrimination and ensures they can fully participate in all parts of society. It’s why brick-and-mortar businesses are required to have elements like wheelchair ramps, pushto-open door buttons, and accessible restroom facilities in order to operate. That same sentiment now extends online. Failure to comply with the ADA and other enforceable laws can lead to stiff penalties and open your business up to expensive lawsuits. With more laws being introduced to protect the rights of those with disabilities also comes greater chances of having legal action brought against your organization. Beyond the costly legal fees, a lack of inclusivity can also lead to lasting brand damage for travel businesses. In fact, according to Usable’s 2021 study, accessibility cases haves nearly doubled from 2018. This trend is exponentially growing as we become more reliant on the internet.
Having an accessible website is no longer a “nice to have” option. It’s a business necessity, especially within the travel industry. Web accessibility boils down to creating an inclusive environment for all your guests. It has several business benefits—but how do you get started? Accessible websites need to be built, or your existing site remediated, according to specific guidelines by certified technicians. At Access Design Studio, we’re the world’s leading expert in accessible websites for the hospitality industry. Book a complimentary ADA compliance review today to see how your website stacks up to accessibility standards.
About Denise Páne Denise Páne is the Founder and CEO of Access Design Studio, the leading expert in ADA compliant, accessible websites for the hospitality industry. A lifelong advocate of people with disabilities (starting with her own Special Olympian brother), Denise boasts over 20 years of hospitality-business design expertise, with a special focus on making websites compelling and inviting for people of all abilities. Denise is an Accredited Accessibility Expert and a member of the International Association of Accessibility Professionals and the World Wide Web Consortium. Learn more about Denise at AccessDesignStudio.com.
THRILL YOUR GUESTS Glamping and other hospitality businesses already make their name on delighting guests and providing excellent customer services. Helpful staff, seamless check-in and check-out processes, clean amenities and personal touches are done to provide a top-notch travel experience for your clients. Creating an inviting, warm and inclusive atmosphere now stretches online before they even arrive at your establishment. Web accessibility helps your business to welcome g l a m p i n g s h o w. u s | G l a m p i n g B u s i n e s s A m e r i c a s | 2 3
THE RISE AND RISE OF
OUTDOOR EVENTS BY TODD WYNNE-PARRY
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he lifestyle and work-life balance embraced by Gen X, Millennials and Gen Z has forced the hospitality industry to adjust their approach to both hotel design and accommodating events. This adjustment was happening long before Covid-19 created an unprecedented demand for outdoor events. For decades now these generations have been pushing traditional hotels and resorts to offer alternatives to stuffy ballrooms and golf. Their lust for the outdoors and non-traditional outdoor activities has given rise to a new era of outdoor hospitality in the US and globally. Along with the growth in demand for glamping accommodation has been a parallel rise in the demand for outdoor events. This is an important market segment for any glamping destination and its continued growth is inevitable.
OUTDOOR EVENTS Events at a glamping destination fill slower. Weekday and low season rooms can be the difference between a profitable or unprofitable year. Events also generate incremental revenue from catering, merchandise, and guided experiences. Events can be sold as “buy-outs” where the entirety of available accommodation is purchased for the duration of the event or sold as just a portion of available accommodation. Buyouts pose their own unique challenges, but they do allow for operational efficiencies given tight check-in/check-out times and a pre-determined activity schedule. Guest experience issues can arise when events take only a small part of your room inventory. The presence of a group on property can negatively affect the experience for the independent couple or family staying at a small- or medium-sized destination. The group can dominate all the public spaces or F&B outlets and inadvertently make the non-group guests feel unwelcome or overwhelmed. The potential of this situation should be addressed through space planning in the pre-development stage of a glamping destination.
To better understand the market for events, let’s break down the segment. Outdoor events can generally be categorized into three sub-markets including weddings, corporate retreats and social occasions. Let’s look at each of these sub-markets individually.
OUTDOOR WEDDINGS This is a sub-market that is extremely popular. The demand for outdoor wedding venues has outstripped supply for many years. The effect of Covid-19 has now created pent-up demand as potential newlyweds delayed their nuptials until just recently. While this pent-up demand should be absorbed over the next year or two, the underlying demand for outdoor weddings g l a m p i n g s h o w. u s | G l a m p i n g B u s i n e s s A m e r i c a s | 2 5
should continue to grow unabated. Currently, weddings seem to hover around the 150-person mark and book generally a year in advance. They are typically buy-outs and for many destinations this forces a need for additional accommodation to augment the standing supply. This additional accommodation is being provided by local area lodgings, bringing in rented glamping tents or providing RV camp sites. Outside catering, large reception tents and additional sanitation facilities are also typically required. The weddings business for most glamping destinations today is considered a solid demand base that can literally occupy every high season weekend if needed. Most glamping destinations are more likely to limit their wedding demand to allow for independent couples, families and small groups to experience the peak weekends. I often advise my clients in the pre-development stage to invite a few destination wedding planners to their site to get direct input on site layout. In particular, input should include placement of the actual ceremony area and seating, catering services ingress and egress, foul weather back up areas and bridal suite or bridal party preparation space. These key facility and design elements can serve equally the wedding demand as well as the corporate retreat and social occasion sub-markets.
CORPORATE RETREATS Corporate retreats can be either buy-outs for the entire company or smaller groups of teams. Some glamping brands employ dedicated sales teams to secure this lucrative business. In speaking with event organizers from mid-size private corporations and event companies, a few event trends are emerging in the post Covid-19 corporate world. Most of these trends are generated by the major shift in office use. Most firms are moving either to a fully remote or hybrid office situation (2-3 days in the office). In either case, the amount of a company’s in-person time or direct team interaction will continue to decline. This has changed how companies look at their offsite meetings and retreats. Almost unanimously companies consider outdoor destinations as a top priority over primarily indoor options. They also are planning for both the number of events annually to increase and the length of stay for
events to extend. This surge in demand currently has extended the booking window from 3-6 months to 9-12 months or more. Event glamping tent supplier Kelsey Sheofsky of Shelter Co noted: “not only are we seeing strong bookings now through to late 2022, but several repeat corporate bookings are now confirming for 2023”. For both the buy-out style corporate meetings of say 80-120 persons or the smaller meetings of 15-30 persons, dedicated indoor or outdoor meeting space is generally required. Unique and authentic experiences or local entertainment will be sought after in most instances.
SOCIAL OCCASIONS This category is really a catch all for events that include family reunions, special birthdays, sporting events or any other group event that is not a wedding or corporate retreat. Many glamping destinations will augment their group business by creating their own specific locally inspired social events. For instance, Mackenzie O’Donnell of Mendocino Magic, located in Mendocino, California has created the “Annual Perseids Meteor Shower Campout” event. This popular occasion generates strong revenue, repeat business and a memorable experience for all attendees. Other glamping destinations will create accommodation packages around locally promoted sporting or social events that create strong demand peaks or destination-wide sell-out periods. These events provide a great way to package multi-night stays and highlight the destination’s facilities and the area’s points of interest. The ever growing and changing demographics of people wishing to experience nature either by camping or glamping was evident prior to Covid-19 and the recent spike in this growth does not appear to be waning. Keeping right in step with this growth is the demand for outdoor events. It is strong now and all indicators point to this demand to continue to rise. The challenge for this burgeoning outdoor hospitality industry is to effectively capture this demand, manage its effect on the overall guest experience and of course maintain positive or neutral impact on our local communities and environment.
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.
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Playa Viva’s new treehouses inspired by manta rays and designed by Nomadic Resorts, photo by Ryan Forbes courtesy of Playa Viva
¡Viva México! What do you do when you have an iconic piece of glamping accommodation but want to build more? Playa Viva’s treehouse has adorned many of the most discerning travelers’ Insta feeds. But together with Nomadic Resorts, owner David Leventhal has created new travel inspiration. Will Rusbridge finds out more.
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urrounded by the rugged, unspoiled beauty of the western coast of Mexico, Playa Viva, a luxurious and environmentally conscious resort, sits between the Pacific Ocean and the Sierra Madre Mountains, creating breath-taking views no matter which direction you’re looking. Just outside of the village of Juluchuca, Playa Viva is situated on a mile of pristine and private beach. An open-air resort, Playa Viva is designed to immerse guests in the local area making sure that even when inside their accommodation, they are surrounded by its beauty. Leaving the accommodation open and well ventilated, guests are constantly met with incredible views and the sounds of the local wildlife and waves crashing onto the nearby shore. Accommodation comes in many different shapes and forms, from deluxe
suites to EcoCasitas and their award-winning Ocean Front Treehouse. It was on the balcony of this very treehouse that Steven Shea, a returning guest, who was visiting his partner during a wellness retreat she was hosting at the resort, would play a very important part in bringing about the next phase of Playa Viva. Whilst his partner was leading her group retreat, Steven had stayed behind to try and capture footage of the beautiful surroundings with a drone. Having covered the land, the drone was directed out towards the sparkling waters of the Pacific Ocean. Whilst watching, with an eagle-eye, for signs of underwater life, he spotted something unusual. From a distance it almost looked like there may have been a fault with the drone’s camera, a patch of flickering pixels on an otherwise completely
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blue ocean. As the camera zoomed in and the picture became clearer each of these pixels began to take form and were revealed to be a squadron of manta rays. As they moved together in near perfect synchronicity, individuals would occasionally break rank and emerge from the deep blue water, their backs arched and wings pointing upwards as if they were birds about to take flight. It was this footage that gave David Leventhal, owner of Playa Viva, the inspiration for the next phase of the resort. David has always thought that a sense of place is incredibly important. When looking for ideas on what came next for Playa Viva, he decided that the only way forward was to take inspiration from the surrounding area and incorporate it into the resort. What was going to be built had to be true to the area and not some alien structure, no
matter how impressive. And what could be more true to the area than the manta rays that had been seen in the ocean a stone’s throw from the resort’s beach? Alongside the difficulty of making sure that the structures that were to be added to the resort were natural to the local area, there was also another problem. “With the original treehouse becoming such an iconic structure, there was always a question of, where do we go from here?” explains David. Originally there had been ideas about replicating this structure, sticking with a design that had been tried, tested and very positively received. But to replicate it to the point where the design became the majority of the accommodation would detract from what originally made it so great. So, David decided that the new accommodation had to be different, but also had to work with what was already there. Gathering his ideas and the footage that had been captured, David reached out to Rodolfo Bacquier, a Mexican illustrator and designer based in Brooklyn, New York. “We’d collaborated together before, most recently on the label for our in-house mescal. We’ve always worked well together, so I reached out and asked for some design drawings of the ideas that I had, so that I could better communicate what was in my mind’s eye to the architects. Rodolfo was the bridge in translating my ideas to something more concrete for the architects to visualize,” says David. The next step of the process involved getting in touch with Nomadic Resorts, an architectural design company who specialise in creating sustainable projects that reflect a true sense of place and fit organically into their natural surroundings. David had met Louis Thompson, CEO of Nomadic Resorts, previously and knew that they would be a perfect fit for the project. Bringing in Olav Bruin, Creative Director at Nomadic Resorts, meetings were scheduled to go over the ideas and make sure that they were in-line with what was being envisioned. “Working with Louis and Olav was an amazing experience, extremely collaborative. During the early meetings, we were working through not just how to manufacture the design, but how we were going to tackle building it. It meant that when
Playa Viva’s famous original treehouse designed by Kinshasa Baldwin, photo by Kev Steele courtesy of Playa Viva
Manta Ray
Poster by Ro
dolfo Baquie
r
production started, we hit the ground running and the very few issues that came up were able to be fixed very quickly,” says David. The preparation that David had done up until this point started to pay off, “There was a lot of input from David which was great, it really planted the seeds for the design and helped bring it to life,” says Olav, with Louis adding that, “David was an incredible client to work with. There’s a traditional experience of luxury that has formed in the past that is very rigid and unyielding. A checklist of things that have to be included that don’t always match the feel of the place where they will be located. David was more flexible with these ideas and really wanted to push the boundaries of what we were allowed to do.” But unfortunately, while it had been smooth sailing up until this point, it was about to become a lot more difficult as Playa Viva and Nomadic Resorts were hit with a barrage of problems. The ongoing Pandemic meant that Nomadic Resorts
had to work remotely, communicating with the team at the site via video calls. “Usually, we always look for local craftsmen and materials to anchor the project to the local area and culture. We train local craftsmen in the specifics of bamboo construction and work with them to complete the project, but due to the pandemic, this wasn’t possible,” says Louis. On top of this, global supply chains were struggling meaning that it was a lot more difficult to acquire the resources needed. And as if this wasn’t enough, Hurricane Rick hit, reaching the resort on October 26th. All of this threatened the anxiety-inducing 6-7 month timescale that David had asked for the project. “On previous projects, we have usually spent around a year on the design alone and construction usually takes around a year and a half,” says Olav. But a solution was already in mind and Nomadic Resorts began reaching out to Jörg Stamm who they describes, with reverence, as a master bamboo builder. Once Jörg was onboard, he proceeded to bring in a multi-national team of bamboo experts to train and support the existing Mexican team of builders, meaning that construction was able to start immediately. “The team that was assembled to complete the project was made up of people who we’d worked with before and who all knew each other. It meant that we knew each other’s preferences and skill levels which all helped speed the process up,” says Louis.
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Photo by Kev Steele courtesy of Playa Viva
Manta Treehouse, photos by Ryan Forbes courtesy of Playa Viva
And so, construction began on six new treehouses that would be added to the existing structures at Playa Viva. Each of the treehouses would take the form of the inspiration for the project, a manta ray. Placed in a similar layout to the rays that had been captured on film, the new accommodation would form its own squadron and when looked at from a bird eye view, would look like a single colossal manta ray. The designs that had been drawn up many months ago by Rodolfo
of a huge manta ray emerging from the palm trees began to take form, brought to life by the team at Nomadic Resorts. Jörg led the construction team in creating the structures using bamboo that had been through borax treatment. This is where fresh green bamboo is left to soak in a bath of borax salt for one week. The bamboo is then taken out and left to dry. During the drying process the bamboo will shrink around 10% in diameter, trapping the salt within the fibres and strengthening it. Concrete is then strategically injected in the joints of the bamboo poles that form the structure leaving it incredibly sturdy. Bamboo is an incredible building material boasting unparalleled sustainability, but it isn’t without its downsides. While bamboo is strong, it is also vulnerable. When exposed to rain for extended periods of time without the chance to dry out, it can start to rot. The design of the
accommodation took this into account however, and the roof of each unit, created to look like the wings of a manta ray, overhangs the sides of the structure forming eaves. Incredibly, the team involved in the project were able to complete the work in a mere seven and a half months and the results are simply spectacular. And what has the reaction been? “Incredibly positive,” says David, “We were closed for almost five months in 2021 for construction and it still ended up being just short of our best year since we opened. During Covid our guests were mostly domestic, but as soon as the first vaccines were being offered, travel became more international again. Even during Omicron, we’ve seen no significant drop in business.” To find out more about Playa Viva, visit their website at playaviva.com and to find out more about Nomadic Resorts, find their website at nomadicresorts.com.
Manta Ray Concept Sketch courtesy of Playa Viva
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Kinodo Kwetu, photo by HoneyTrek
delightful for guests as it was easy for the hosts. At your “camp store” (more on that below) offer meal-kits with the tools to prepare them, like artisanal sausages with roasting sticks or veggies with a grill basket.
COOKING FACILITIES
Ranch at Rock Creek, photo from Comfortably Wild
washed-up boat became a whimsical dining room decorated with a sun-shade and bunting. Meals at The Ranch at Rock Creek in Montana might mean riding a covered wagon to a dutch-oven cookout or snowshoeing to a pop-up coffee bar in the woods. For a low-overhead yet high-impact dining option, provision picnics. Pack guests a gourmet lunch, bottle of wine, blanket, and a map leading them to your property’s most scenic spot.
Between picky eaters, budget-conscious travelers, and people who just enjoy cooking, many guests appreciate the option to prepare their own meals. Plus, cooking outdoors is a form of entertainment and can be a joy with your help. To inspire a grill-out, place propane BBQs and farmhouse tables at scenic spots around your property, or turn a tent-side firepit into a grill by adding a grate on top. We loved that Ontario’s Fronterra Farm had outdoor kitchens (with adorable vintage stoves and accessories) at each of their tents… and that Willow-Witt Ranch designed a top-notch cookhouse with enough equipment for four families to be cooking and making new friends.
A BARE BONES (OR BETTER) BREAKFAST
Canopée Lit, photo by HoneyTrek
INTERACTIVE DINING If cooking for guests doesn’t sound fun to you, make it a good time for them. At Cozy Peach in Arizona, we could do everything from harvest vegetables for an outdoor cooking class to order tin-foil bundles of pre-seasoned ingredients for a firepit cookout. Quebec’s Canopée Lit embraced their French roots by offering a raclette machine and the ingredients to garnish cheeses and melt them to perfection for a meal that was as
At traditional hotels, complimentary breakfast is almost expected. So in the woods, where you can’t exactly walk to the corner deli, an on-site breakfast has even greater value. We’ve seen many glamping camps without a kitchen pull off fabulous continental breakfasts, enhanced by a crackling fire or scenic view. Even a few nice granola bars in the room is appreciated because it solves a need and buys guests a little more time in the morning. If you really want to dazzle and help them enjoy the beautiful glamp-site you’ve created, deliver breakfast to their door. Perhaps our most unforgettable room service was when a vintage lunch pail of pastries, yogurt, and hot coffee arrived to our snowy stilted cabin by Skidoo!
Stock high-end packaged goods, like steel-cut oatmeal, canned organic soups, instant espresso, frozen grass-fed burgers, s’mores fixins, and other shelf-stable items that make for easy meals and keep your guests from darting into town. Better yet, offer kits for a pasta night, grill-out, or a wine and cheese tasting. While it might sound like a lot to manage, you can streamline the process with technology like Impulsify’s PopShop or the belief in humanity with an old-fashioned honor store. At Sou’wester Lodge and Vintage Travel Trailer Resort, they had an incredible shop of artful souvenirs and food for quick meals; payment was as simple as guests writing down their items and settling up at the end of their stay. With the right messaging about trust and community building, they’ve had very few incidents of theft and lots of impulse buys. When it comes to crafting a dining plan for your property, start by covering the basics, then you can level up your offerings with unique dining spaces, creative meals, and experiences to make food fun.
About Mike & Anne Howard Traveling for the last 10 years across 63 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 to 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 have partnered 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
CREATE A CAMP STORE Camp stores are a great opportunity to provide for your guests and earn a little extra money. g l a m p i n g s h o w. u s | G l a m p i n g B u s i n e s s A m e r i c a s | 3 5
TIMBERLINE GLAMPING COMPANY
EVOLVES INTO UNIQUE
FRANCHISING BUSINESS BY MIKE GAST A year ago, Nathan and Rebeka Self had a problem. Their unique glamping business was maxing out their two locations in Georgia. 3 6 | G l a m p i n g B u s i n e s s A m e r i c a s | g l a m p i n g s h o w. u s
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he Self’s Timberline Glamping Company had sites at Lake Lanier just north of Atlanta and Clarks Hill Lake near Augusta, and both were running at 100% occupancy. They knew they had to grow fast or get left behind.
A UNIQUE GLAMPING PRODUCT The Self’s started their company in 2018. What they created is a unique concept that allows them to run their glamping operations on existing campgrounds they don’t own. Nathan Self sought out two existing campgrounds with a few underperforming sites. He signed three- to five-year leases with the campground owners for those sites and provided them a share of reservation revenue. Using their simple formula the Self’s provide the glamping tent facilities, the housekeeping manpower, and an online reservation system. The plan worked so well at their first location at Lake Lanier, Georgia that they expanded in April 2021 to the Clarks Hill Lake location near Augusta. That site also quickly filled to 100% occupancy. Nathan and Rebeka knew they had a choice to make. They could keep adding their own leased locations to their company, buy land and build their own large glamping facility, or consider franchising their model to quickly grow their network of parks. No matter what they decided, consumer demand was obviously there. They had 15,000 potential glampers visiting their Lake Lanier online booking site alone each month, all vying for one of just seven available sites.
A FRANCHISOR IS BORN After crunching the numbers, it became clear that franchising was the right path. “Our business overhead was so low, it didn’t make sense for us to try to purchase our own property for about $1.4 million, then add about $600,000 of infrastructure,” Nathan said. “Our model works so well because we have no campground maintenance feels, no infrastructure or services to maintain, and no grass to cut. If the water main breaks, it’s not my problem.” The Self’s also knew that there was value in what they’d learned over the past four years. “We’ve already been through the wringer,” Nathan said. “This has been working so well. We just have to grow our branded locations to better match the supply with the demand.” Their Timberline Glamping brand had already developed a following. When they opened the Clarks Hill Lake location near Augusta, Georgia in April 2021 with just six glamping tent sites,
they had a goal of making $125,000 by the end of December 2021. “We ended up making $225,000 during that period,” Self said. “And I only spent about $300 on marketing and advertising. We knew we had a strong, marketable brand.”
HOW THE TIMBERLINE GLAMPING FRANCHISE WORKS “We knew we could coach people to run an amazing glamping location with very little investment,” Self said. “We save new franchisees a ton of time and money by sharing what we know.” Timberline Glamping Company provides franchisees with a kit that includes everything they’ll need. The kit includes the glamping tent structures, beds, bed linens, furniture, the deck flooring, and all the necessary décor features. There’s also a website and online reservation system.
“The franchisee will have our truck show up at their location with the entire kit. We show them how to build the first tent, then they finish the rest, and they are open for business.” “The franchisee will have our truck show up at their location with the entire kit,” Self said. “We show them how to build the first tent, then they finish the rest, and they are open for business.” Franchisees will either make their own agreements with existing campground owners for space or may sub-contact on an agreement Timberline Glamping Co. already has with a
campground operator. Timberline Glamping has existing agreements with state park operators in Georgia and Florida and is in talks with state park campground operators in Tennessee and Texas. “It’s a huge win for the campground owner because the Timberline Glamping franchisee will provide them with a guaranteed revenue stream from previously underutilized land,” Self said. “They are also included in our success because they receive a percentage of the nightly rate as a bonus.”
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Self said Timberline is responsible for finding the franchisee’s campground location. “It’s part of the kit they buy from us,” Self said. “We take on the burden of finding the right location for the franchisee’s glamping operation.” Self said he walks potential campground locations himself to ensure it’s a good fit – and to make sure the available bathhouse is no more than 200 steps away. “It’s part of taking care of all of the details,” he said. “If we can’t find a suitable location, the franchisee gets a full refund and isn’t out a single penny.” Timberline Glamping Co. even helps the franchisee find their housekeeping staff. “We have never been hit by the labor crunch that has affected other industries,” Self said. “We pay people well – never less than a living wage. And we know how to target employees who are underutilized in the work force.” Timberline employees are only responsible for the housekeeping of the glamping units. The regular campground staff checks in the glampers just as they would any other camper when they first arrive. Glamping guests do have access to a phone number for the local Timberline franchisee or their manager, who are on call should any problems occur. Guests have access to all the regular campground amenities and can access and book any additional for-fee amenities on the park via the Timberline website. Self said he recommends Timberline Glamping franchisees start with four to six glamping sites. The tent kit costs along with a $40,000 franchise fee brings the initial total startup cost to about $122,000.
EXPANSION EXCEEDS EXPECTATIONS The Selfs said they set a personal goal of attaining 10 new franchisees during their first year of franchise sales. Their sales staff estimated they’d be able to garner four. They were all wrong. “We now have 12 franchised locations with more on the way before we finish our first year,” Nathan Self said. “We’ve far exceeded our goals.” The Self’s simple business model and low startup costs are getting attention from potential franchisees throughout the U.S., and Self said he won’t be surprised if he sees other glamping franchises created soon. “I tell others in the glamping industry that we aren’t each other’s competition, we are all an interconnected community,” he said. “The bigger that glamping business community gets, the better it is for all of us.”
Self said the potential market for glamping is massive, and the industry’s best move is to grow glampers as fast as it can no matter where they choose to glamp. “I’m not too worried since if I only reached 1% of the population of Atlanta alone, that would be 66,000 people,” he said. “I sure can’t handle that by myself.”
IN BUSINESS FOR THE RIGHT REASONS While both Nathan and Rebeka Self acknowledge that they are in business to make money as is any other glamping operator, they hope their franchisees can see the bigger picture. “We have two small kids and before we started this, we found out that they could have cared less about getting out into nature,” Self said. “That bothered us. We knew there had to be
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a better way to help all families get outdoors and reconnect.” “Running a glamping operation is a great, rewarding work life for a family,” Self said. “We have a guest book in every one of our units. Our housekeeping teams send us photos from those books all the time. We know that what we do allows families to change their own relationships. You can’t put a price tag on that.” For more information on Timberline Glamping Company, go to www.timberlineglamping.com. 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.
