Destination Camping: Opportunity Knocking.

It's twenty degrees outside and it has just taken me four hours to snow blow more than two feet of snow from my driveway. We are suffering another blast from Mother Nature who has shown an unwillingness to let go of winter this year.

Conditions like this cause many people to start thinking about that second home in a warm climate or hunting for a second home at a nearby resort area once the snow melts for the final time this year. Vacation thoughts are much more pleasant than thinking about the next time the snow plow will go up the street forcing me to go back out and do it all over again.

Many people in New England are probably thinking about a second home on Cape Cod right now.

Here are a few examples of what's available on Cape Cod, one of the most popular vacation spots in the Northeast.

Boater's delight - 3BR, 2 baths, steps to private dock and beach: $314,000.

Ocean view - walk to beach, decks, slider: $399,000.

Pond front Cape, wrap around deck, gorgeous water views, steps to beach: $699,000

Golf views of 14th & 15th holes, oversized custom built home: $399,000

Now compare this with what the RV industry has to offer in travel trailers, park models, and cabins and one could make a valid argument that we are pricing our products too low and providing the consumer equivalent benefits to the high priced real estate noted above.

Now that's an interesting thought isn't it? When was the last time somebody came into your office and said you were pricing your product too low for the market?

Campground owners and RV manufacturers report increased sales in the so-called "destination camping" segment of our industry.

Look at what people are willing to pay for "second" homes. Not only are they willing to pay it, they are fully capable of paying it and some will only use it a few times a year.

I wonder how many of these people even know about our industry and the things we have to offer when it comes to a "second' home and vacation retreat. It's probably a good bet that many of these people don't even know we exist.

The slight downturn in the economy has caused many companies to retreat, cut expenses, and take a defensive marketing position. Or worse, no marketing position at all. In fact, some companies actually eliminated marketing people in their over reaction to a slight bump in the road.

What an incredible opportunity we have in the RV industry. Let's go out and tell the story about destination camping to the millions of people who never even thought about it before. There are people spending 10 to 20 times the amount of money necessary to get the same benefits offered by the RV lifestyle.

RVing doesn't mean that you have to move it. The lifestyle and family benefits offered to RVers can be enjoyed rolling down the highway in a motorhome. It can also be enjoyed traveling to different vacation spots in a trailer each weekend. And we can give them a third option . . . simply heading to your favorite destination . . . the same destination . . . every time you want to get away from the hectic stress of the work and family environment many of us work in each day.

The people who buy vacation homes in Arizona, Cape Cod, North Carolina, Branson and countless other resorts from the Atlantic to Pacific oceans should know about the RV industry. Many of them don't.

If they don't, then it's our fault.

People buy second homes for the perceived benefits of getting away from it all. They are not as concerned about the bricks and mortar as they were with their primary residence. They want relaxation, quality time with the family, a chance to do something different, and a relaxing evening out with friends.

Isn't' that what we can give them with our RVs? Isn't that available to everyone at his or her favorite campground or RV park and resort?

They want what we have.

We have what they need.

The problem is that we spend too much time preaching to the choir, to people who already enjoy and appreciate what the RV lifestyle has to offer.

Let me give you an example of what I mean.

I should preface these comments by saying that the industry has done an outstanding job with the Go RVing Campaign. However, there is always room for improvement.

In the March issue of Family Motor Coach Magazine there are two Go RVing ads . . . one on page 82 (Recharge) and one on page 197 (Explore).

I think we all can agree that at least 95% of the people reading FMCA Magazine already understand and appreciate the RV lifestyle. I don't think we are going to get many new prospects from a magazine and an association that you can only join if you have a self-contained motorhome, luxury motorcoach or bus conversion. The readers of this magazine are way ahead of the rest of us. They use, and enjoy, their RVs more than the average consumer who has discovered our industry.

What if we took the same advertisements and put them in newspapers or magazines where people look for second homes? What if we got real creative and did a two-page spread with the second page being paid for by dealers and/or manufacturers of destination trailers, park models and cabins.

Imagine the surprise our untapped market would have if they saw an ad telling them that they could get the same benefits they are looking for in a second home, but do it for $30,000 and have a lot more fun. More fun than they even know exists for a truly different and rewarding vacation or weekend experience.

Let's go after the people who don't know we exist.

Let's start telling them about destination camping as an alternative to purchasing an expensive second home.

The industry must also be prepared to have attractive seasonal and ownership options available in upscale campgrounds and resorts that will provide the amenities and conveniences the next generation RVer will demand from our industry.

They want the benefits we have to offer and are seeking them elsewhere. We have to convince them that we have quality products and an environment that will allow them to enjoy them for many years.

This industry could explode beyond our wildest dreams if we figure out how to get this message into mainstream America and not the niche players who already enjoy camping and RVing.

Campground owners and associations should develop a game plan for bringing this message to a new audience of potential buyers.

Let's revisit Cape Cod again and see if this scenario isn't duplicated in other vacation spots around the country each year.

Every spring thousands of people flock to Cape Cod to seek out summer rentals for their mini-vacations away from their primary residence. Each year many of them return home without securing even a weekend rental. Why? Well, it is a very popular place. Demand often outstrips availability.

What if the campgrounds and resorts on Cape Cod and the islands worked with the real estate community to make people aware of the RVing experience? If we paid commissions, I don't think the agent is going to care if they rent a little shack on the beach for $2,000 a week or rent a park model trailer in a clean campground for the same amount of money, and get a much longer stay.

Introducing new families to the camping experience is an excellent way to have them become destination campers once they realize that all the things they sought in a second-home or summer rental in a resort area are available in our industry also.

I'm going to guess that this same scenario takes place in every so-called vacation resort in the country.

We have to advertise destination camping as a vacation and second-home alternative.

Stop waiting for your ship to come in, swim out and get it.

Ed Brooker, a consultant to the campground industry, has an outstanding article posted on his web site titled: Is your business ready for 2000 and beyond? In the article Mr. Brooker presents a similar case for raising the standards, and the pricing, normally associated with our industry.

"Park fees should start at $60 a night because people are looking for first class quality and parks need money to provide the level of service," says Brooker. In the article Brooker tells a story about a campground in San Diego (Campland) that has sites ranging from $39 to $150 a night.

That's right . . . it's not a misprint . . . it's $150 a night for their supersite. He adds, "What really intrigued me was not just the price, but that the $150 campsite had a two-year waiting list."

You can find the entire article at www.foresight.on.ca.

This confirms the obvious. People will pay for our products and services if we let them know we are out there. We can charge more for trailers, park models and cabins. Look at what we offer and compare it to what they are paying elsewhere.

Look at what they pay for a luxury hotel and even a moderate hotel. Look at what they pay for seasonal vacation rentals in a resort area. Look at what they pay for second homes.

A final argument and closing statement for your customer is right in front of our eyes. Just think how much money they will have left over for other toys if they join our industry and participate in destination camping.

They can buy a destination camping RV and have plenty left for the boat, motorcycle, jet ski, snowmobile and a few other toys to bring along.

Business is war . . . let's get ready to attack. Attack a new marketplace and reap the rewards.

Don't forget:

They want what we have.

We have what they need.

Good luck and good selling.