Over the last year, the biggest topic of conversation for all has of course been COVID-19. As cases are dropping and vaccination ratios rise, the focus has finally shifted to reopening for many industries. Thanks to the inherent ability to social distance within our parks and the hard work from CampCalNOW, the campground industry in California had a truly incredible 2020 season. That is not to say that we didn’t face unusual and sometimes difficult circumstances, but we were fortunate to be considered essential and remain mostly open and full of eager guests happy to be traveling, even well beyond the busy season.
During the height of the pandemic, parks closed or cut back on many of the amenities and activities that we normally provide for our guests, due to the necessity from state guidance as well as a lack of staffing. Still, the limited travel options brought many newbies willing to stay in parks despite reduced access to facilities, and we are seeing this trend continue even as other lodging options are reopening. I have heard of numerous parks considering keeping restrooms and clubhouses closed even with the green light to open. Keeping our facilities and amenities closed would absolutely cut expenses and might not reduce occupancy over the next few months.
While I will be the first to admit that a reduced workload, cost saving cutbacks, and less headaches would be very welcome, we as an industry need to remember that we are in the hospitality business. As we approach a full reopening in California, your current and future visitors are likely expecting an exceptional and complete guest experience. The increase in new RVers and campers we have seen has provided an opportunity for future returning guests and seasonal regulars. Unfortunately, if we try to reduce our efforts and expenses since we are full anyway, those guests could quickly return to their other forms of vacationing that are finding unique ways to offer more amenities than ever before. Take inventory of your park’s processes, and ensure you are doing everything you can to go above and beyond for your guests, even if it is simply offering a helping hand to a new RV owner trying to back their rig into their spot or use their hookups for the first time. By providing an exceptional guest experience, rather than simply adequate customer service, those same guests will grow to love this new experience backed by our friendly faces.
I hope that the outdoor hospitality industry will continue to rise above adversity and will choose to continue doing our part to improve the experience of each guest that comes through our parks. For the past 18 months, everyone has exercised caution in using the term “normal” when discussing reopenings, because no one really knows what normal is going to look like in the coming months and years. In returning to our normal operations, we have the ability to put the past behind us and provide a sense of normal to our new and returning guests. Be the normal these guests have been vying for.
I am sincerely looking forward to seeing how we can continue to grow our parks and the desire for people to stick with this newfound lifestyle.
