EXCLUSIVE: Terry Town RV’s Show Breaks Records

A picture of the 2021 West Michigan RV show hosted by Terry Town RV

When the Michigan Association of Recreation Vehicles and Campgrounds cancelled this year’s Detroit RV & Camping Show, Level 5 Advertising helped Terry Town RV Superstore create its own event.

Rather than creating a traditional website, Level 5 used an event-type site and digital assets to promote the show online, driving attendees to Terry Town’s West Michigan RV Show Jan. 21-24.

“It was easily record breaking,” Terry Town Manager Todd Doctor said, “because this is the first time we have done it in lieu of a dealership show.”

Level 5’s chief business officer Todd Wilkins said, “We broke traffic and retail records for that strategy of using a digital show model.”

A picture of the inside of the West Michigan RV show

West Michigan RV Show promotions appeared on Terry Town’s Facebook page, digital billboards and live TV. Based in Grand Rapids, Michigan, Terry Town held the West Michigan RV Show in its 100,000-square-foot warehouse, which the company typically uses to showcase floor plans. At the warehouse, the dealer featured more than 125 RVs and 80 brands.

More than 1,000 Ohio, Iowa, Illinois and Michigan families attended, all while wearing masks and social distancing. Doctor said Terry Town’s weekend sales were comparable to the typical amount the company sells at RV shows.

“Part of the show’s success was that people are looking for something to do that is safe and with their family,” Doctor said. “And we happen to sell both of those criteria.”

Also on display was a 1983 Chevrolet and camper named “Brown Sugar.” River City Rods & Fabrication debuted the custom truck and C30 Coachman camper at the 2019 SEMA Show.

Level 5 and River City Rods & Fabrication planned to auction Brown Sugar in 2020. Because of COVID-19, they pivoted to a national raffle.

A picture of Brown Sugar at the West Michigan RV show

They donated Brown Sugar to KOA Care Camps, a non-profit childhood cancer charity. Level 5 plans to show Brown Sugar and sell raffle tickets at KOA and Care Camps locations, as well as at a series of digital shows and retail locations in Michigan. All proceeds will go to Care Camps to help provide medical care, counseling and outdoor opportunities to children with cancer.

“Our concept is to partner with Terry Town and KOA Care Camps and give as many people the chance to win Brown Sugar as possible,” Wilkins said.

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