Looking at the exposure of more and more campgrounds adding park models to their sites. Bringing the outdoors to more and more people.
When Kampgrounds of America Chairman and CEO Jim Rogers appeared on CBS’s “Undercover Boss” last January 11, the show ranked first in actual viewers in both the 25-54 and 18-49 age groups. The show provided an immediate boost to website traffic to KOA.com, which saw a 128 percent increase visits compared to the same period a year earlier.
The show also exposed 9.5 million Americans to KOA’s park models, which the Billings, Mont.-based company markets as “Deluxe Cabins.”
The units, designed to KOA specifications by Phoenix, Ariz.-based Cavco Industries and other companies, come equipped with stoves and refrigerators, high-quality mattresses and linens as well as flat screen TVs. Most units come equipped with lofts, which are popular with families with kids. They also have porches, outside barbecue grills and fire rings, which enable families to enjoy stories and s’mores around the campfire, while still have convenient access to the comforts of home.
“We opened up the door to a whole new audience,”
Rogers said in a recent interview, adding that millions of Americans never knew that they could stay in rental units in campgrounds before. Now they do. Campgrounds across North America have been stepping up their investments in park model rental accommodations in recent years, but none have done so more than KOA, which now has about 1,800 park model rental units at roughly 300 campgrounds across the U.S. and Canada.
“We are seeing a whole bunch of new parks adding park models for the first time this year,” said Mike Atkinson, KOA’s director of lodging, adding, “We will be adding more and more Deluxe Cabins for the foreseeable future because park models make the camping experience attainable to the masses.”
Rogers, for his part, noted that our KOA Deluxe Cabins not only make campgrounds more accessible generally, but they help KOA attract a more ethnically diverse clientele.
“We don’t do well with ethnic populations in the outdoor world,” Rogers said. “But with our Deluxe Cabins, we’re already seeing African American, Hispanic and Asian usage being greater than for tents or RVs. So we can now begin to pursue greater diversity within the campground population.”