Analysis of the Campground and RV Park Industry Wisconsin 2008

Transcription

1 Analysis of the and RV Park Industry 2008 Including: National US or Canada Report Regional Report Your State Report List of all campgrounds in your state or province sorted by rating and rate Number of campgrounds and number of campsites in your state or province as well as average rating and average rate The average annual campground rate increases which have occurred in the contiguous United States or Canada, your region and your state or province over the last year and over the last ten years Ranges of maximum occupancy per site or rental unit based on the latitude of your property Step-by-step guide on how to use this information to set rates for your campground or RV park Based on Data Obtained From Woodall s 2009 Directory Which Contains Information from the Year 2008 Developed by VDM Consulting Group, Inc. 2010

2 Woodall s rates a campground for facilities and for recreational amenities. Each is rated on a scale of one to five. When the numbers are added together, this results in a rating of one to ten. Woodall s reports the highest rate that a campground charges. This rate would generally be for a full hook-up site in prime season. Figure 1 and Table 1 present this information from the 2009 Woodall s directory for the entire contiguous forty-eight states of the United States. This information for the Northeast Region is presented in Figure 2 and Table 2. The same information for is presented in Figure 3 and Table 3. A breakdown of the number of campgrounds and campsites which exist in is shown in Table 4. This information is helpful to understand the general business environment that exists in these states in this industry. Table 5 shows the average annual campground rate increases which have occurred in the contiguous United States, the Northeast Region and over the last year, and over the last ten years. A specific listing of each campground or RV park in, sorted by Woodall s rating and maximum site rate, is provided in Exhibit B. This information, combined with the demand that exists for a park, can be helpful in setting a rate structure to maximize the value and the cash flow of a business. Figure 4 is a map with latitude lines for the contiguous United States. Figures 5, 6 & 7 give an indication of the maximum occupancy a camping business might expect based on its latitude, which affects the length of season that is available. The upper limit on occupancy usually requires a superior location in a resort area or other highly desirable location, or very extensive recreational facilities within the park. The lower end of the range is the likely maximum potential if a campground is in a very rural location. The Woodall s rating for Your, and its maximum site rate, and how it fits within the campground industry in, is shown in Figure 8. A specific step-by-step guide to setting overnight rates is in Exhibit A. Developed by VDM Consulting Group, Inc. 2010

3 United States of America: Contiguous 48 States Average High $60.00 $48.00 $36.00 $24.00 $12.00 Figure 1: Camping s vs. Woodall s for United States of America: 2008 $54.85 $48.49 $40.34 $35.86 $32.74 $28.42 $29.85 $26.11 $27.62 $23.49 $ Woodall s TABLE 1: UNITED STATES OF AMERICA: PROJECTIONS AND VARIATIONS AT A GLANCE 2009 projected rates are based on an annual increases of 5% Woodall s Average in Projected s Range of s $28.42 $29.84 $ $35.00 $23.49 $24.66 $ $59.00 $26.11 $27.42 $ $65.00 $27.62 $29.00 $ $80.00 $29.85 $31.34 $ $75.00 $32.74 $34.38 $ $ $35.86 $37.65 $ $ $40.34 $42.36 $ $ $48.49 $50.91 $ $ $54.85 $57.59 $ $ Developed by VDM Consulting Group, Inc. 2010

4 Northeast* United States $70.00 Figure 2: Camping s vs. Woodall s for Northeast United States: 2008 $60.00 $58.08 Average High $50.00 $40.00 $30.00 $20.00 $26.25 $24.76 $27.76 $27.28 $30.32 $32.94 $36.40 $41.76 $49.11 $10.00 $ Woodall s TABLE 2: NORTHEAST UNITED STATES: PROJECTIONS AND VARIATIONS AT A GLANCE Woodall s Average in Projected s Range of s in $26.25 $27.56 $ $28.00 $24.76 $26.00 $ $35.00 $27.76 $29.15 $ $48.00 $27.28 $28.64 $ $55.00 $30.32 $31.84 $ $60.00 $32.94 $34.59 $ $ $36.40 $38.22 $ $73.00 $41.76 $43.85 $ $89.00 $49.11 $51.57 $ $ $58.08 $60.98 $ $ *CT, DE, IL, IN, MA, MD, ME, MI, NH, NJ, NY, OH, PA, RI, VA, VT, WI, WV Developed by VDM Consulting Group, Inc. 2010

5 $70.00 Figure 3: Camping s vs. Woodall s for : 2008 $63.39 Average High $56.00 $42.00 $28.00 $17.75 $24.73 $25.86 $26.98 $30.15 $34.45 $41.62 $47.03 $14.00 $0 $ Woodall s TABLE 3: WISCONSIN: PROJECTIONS AND VARIATIONS AT A GLANCE 2009 projected rates are based on an annual increases of 5% Woodall s Average in Projected s Range of s NA NA NA $17.75 $19.53 $ $20.00 $24.73 $27.20 $ $33.00 $25.86 $28.45 $ $35.00 $26.98 $29.68 $ $53.00 $30.15 $33.17 $ $37.00 $34.45 $37.90 $ $52.00 $41.62 $45.78 $ $64.00 $47.03 $51.73 $ $66.00 $63.39 $69.73 $ $ Developed by VDM Consulting Group, Inc. 2010

6 Table 4: Industry 2010 Number of s Average Average Size Total % of Market Campsites Summary % of Market 1 NA NA NA NA NA 2 4 $ % 3 15 $ % 10.1% 4 25 $ , % 5 44 $ , % 6 49 $ , % 48.5% 7 46 $ , % 8 31 $ , % 9 19 $ , % 41.4% 10 5 $ , % Totals or Average 238 $ , % 100.0% Average : 6.10 Table 5: Average Annual Increase* Area 2007 to to 2008 Contiguous United States 7.2% 6.8% Northeastern United States 7.4% 6.9% 7.0% 6.6% *The above table provides the format for the information to be provided. The above numbers are not accurate, and are for illustrative purposes only. Developed by VDM Consulting Group, Inc. 2010

7 Figure 4: Latitude Lines for the Contiguous United States Occupancy - Nights Rented Per Year Figure 5: Full Service Cabins Range of Maximum Potential Occupancy vs. Latitude Latitude Upper Limit Lower Limit Developed by VDM Consulting Group, Inc. 2010

8 Occupancy - Nights Rented Per Year Figure 6: Bare Bones Cabins Range of Maximum Potential Occupancy vs. Latitude Latitude Upper Limit Lower Limit Occupancy - Nights Rented Per Year Figure 7: Overnight Range of Maximum Potential Occupancy vs. Latitude Latitude Upper Limit Lower Limit Developed by VDM Consulting Group, Inc. 2010

9 Average High s and Your Your Own Name Average High $70.00 Figure 8: Camping s vs Woodall s for 2008 $63.39 Average High $56.00 $42.00 $28.00 $17.75 $24.73 $25.86 $26.98 $34.45 $30.15 $26.00 $41.62 $47.03 $14.00 $0 $ Woodall s Developed by VDM Consulting Group, Inc. 2010

10 Exhibit A: Overnight Setting Once you understand your position within the marketplace in which you operate, set your rates objectively to maximize the value and the cash flow of your business. Use the following steps to eliminate the emotional turmoil often involved in setting your rates each year. Step One: Create or obtain a marketplace rate analysis for your state as shown in Figure 1. To create your own, obtain a Woodall s Directory, make a list of each park, the combined Woodall s rating, (one to ten) and the h i g h e s t r a t e t h a t p a r k c h a rg e s. Determine the average high rate for each level of the combined Woodall s rating categories. Create or obtain a table as shown in Figure 2 which indicates the variation in rates for each level of Woodall s rated parks. This information tells you where the market leaders are, as well as the lowest rates in each peer group. Step Two: Using the table provided in Figure 3, which indicates the maximum site nights per year per site which are achievable in different latitudes, and an analysis of the occupancies in your own park, determine how much, if at all, you might reasonably expect to grow the number of nights on your existing sites. Step Three: Now that you know the rate structure in your marketplace, and your own park s occupancy compared to your potential, use elements of the following principles to establish your rate objectives. Because I am near or at the maximum site nights per year that is attainable, I am going to be one of the market leaders and set my rates well above my peer group. Because I have substantial underutilized capacity, I will stay at rates just above (or equal to) (or just below) my peer group. In addition to the above, my park is located in a premium (or difficult to find or very rural location) and I should adjust my peer group rate upward (or downward) by about ten percent. Because I am improving my park or adding a major amenity, I anticipate that my Woodall s rating will increase and therefore will consider my peer group to be one level higher than it is now. I am already one of the market leaders and have also reached my occupancy potential. I will continue to maintain rates at the top of my peer group. If your site nights per year have not been increasing for several years and you are at or near the maximum occupancy range in Figure 3, you cannot expect to grow the number of customers very much. Occupancy levels that are at this level mean that you are turning a substantial number of customers away. In that situation, your rates should be well above the average of your peer group and you should be among the market leaders. you have substantial ability to grow your customer base on your existing sites, having the highest rate in your market area would probably not be wise. There is very little reason to be the lowest rate in your peer group. If You are offering a unique experience available only on your property. Your customers decisions to visit your park is based on many things. For very few people is the rate you charge the most important thing. Step Four: After understanding your marketplace and your own park s occupancy potential, if your rates are in line with your new philosophy, raise rates annually in a fashion that is consistent with the rate increases occurring in the marketplace. Continue to monitor the marketplace rates and your own occupancies. If your rates are below where you believe they should be, raise your rates aggressively (ten to twenty percent per year) until you get to the level consistent with your marketplace and your philosophy. Again, continue to monitor what is occurring in t h e m a r k e t p l a c e a n d y o u r o w n occupancies. Setting rates based on the marketplace and your own occupancies, in accordance with the above steps, allows you to set a rate structure without emotion to maximize the revenue and cash flow of your business. Developed by VDM Consulting Group, Inc. 2010

11 Exhibit B: Listing Of s 2008 Name Yogi Bear $ Hidden Valley Milton $62.00 Pride of America Portage $54.95 Smokey Hollow Lodi $49.00 Stoney Creek Osseo $42.00 Yogi Bear - Fremont Fremont $66.00 Yogi - Bear Warrens Warrens $65.00 Crystal Lake Lodi $60.00 KOA - Hayward Hayward $52.60 Plymouth Rock Camping Resort Plymouth $52.00 Neshonoc Lakeside West Salem $51.00 Lakeland Milton $48.05 Lake Arrowhead Montello $48.00 Yogi Bear Jellystone Camp Resort Caledonia $47.00 Indian Trails Pardeeville $46.50 Holiday Shores River Bay Resort $ $44.00 Hickory Hills Edgerton $42.00 Evergreen Wild Rose $41.00 Stand Rock $40.50 Westward Ho Fond Du Lac $40.00 Quietwoods South Brussels $38.00 Vista Royale Bancroft $35.00 Lake Joy Belmont $33.00

12 Name American World Hotel & RV Resort KOA $ $59.00 Green Lake Green Lake $52.00 Arrowhead Resort $52.00 Wagon Trail Ellison Bay $48.00 Badger RV Village Inn on the Lake Two Rivers $47.00 Yogi Bear-Bagley Bagley $46.00 KOA - Hixton Hixton $45.50 Merry Mac's Camp'N Baraboo $45.00 KOA - Fond Du Lac Fond Du Lac $45.00 Baraboo Hills Dell Boo $ $45.00 Tranquil Timbers Camping Retreat Sturgeon Bay $44.00 Fox Hill Baraboo $43.00 Wanna Bee and RV Park $43.00 Silver Springs Rio $42.22 Bass Lake $41.00 Buffalo Lake Montello $40.00 Hiawatha Woodruff $39.00 Lake Chippewa Hayward $38.00 Lake of the Woods Wautoma $37.00

13 Name Camp Holiday Boulder Junction $36.00 Tunnel Trail Wilton $36.00 Chapparal Wonewoc $36.00 Hi-Pines & Resort Riverside Resort Eagle River $35.00 Spring Green $34.00 Kastle Marion $33.50 O'Neil Creek Chippewa Falls $33.00 Pettibone La Crosse $31.00 Peshtigo River Crivitz $28.00 Heaven's Up North Lakewood $27.00 Timberland Camping Resort Sherwood Forest $ $48.00 Yogi Bear - Sturgeon Bay Sturgeon Bay $46.00 Happy Acres Bristol $45.00 Crazy Horse Brodhead $45.00 Sky High Portage $44.00 KOA - Madison Madison $42.00 Wilderness Montello $42.00 Bonanza $42.00 Kilby Lake Montello $40.00 Egg Harbor Egg Harbor $39.00 Blackhawk Milton $38.00

14 Name Door County Camping Retreat Egg Harbor $37.00 Frontier Wilderness Egg Harbor $36.00 Pineland Camping Park Big Flats $35.00 Cedar Valley Kewaunee $35.00 Kewaunee Village Kewaunee $35.00 Patricia Lake Minocqua $35.00 Maple View Norman $35.00 Pine Grove Shawano $35.00 Timber Trail West Bend $35.00 Yukon Trails $34.00 Briar Wood RV Park & Fairchild $33.00 Sports Unlimited Prairie Du Chien $33.00 Lynn Ann's St. Germain $33.00 Apple Creek Family De Pere $32.00 KOA - Oakdale Oakdale $32.00 Willow Mill Rio $32.00 Waupaca Camping Park Waupaca $31.00 Lake Dubay Shores Knowlton $30.00 Buckhorn Necedah $30.00 Wolf River New London $30.00 Duck Creek Pardeeville $30.00 Flanagan's Pearl Lake Redgranite $30.00 Log Cabin Resort Trego $30.00 Grand Valley Kingston $29.75

15 Name Timber Trail Algoma $29.00 Chetek River Chetek $29.00 Top O The Morn Resort Iron River $29.00 Tilleda Falls Tileda $29.00 Country View Mukwonago $28.00 Maple Heights Lakewood $27.00 River's Edge & Marina Stevens Point $27.00 Whitetail Bluff Resort Cassville $26.00 Hoeft's Resort & Cascade $25.00 River's Edge Somerset $24.95 Indian Shores Woodruff $53.00 The Harbor Three Lakes $45.00 Kalbus Country Harbor Oshkosh $43.00 Viking Village Stoughton $42.00 Meadowlark Acres Family Burlington $40.00 Twin Springs Menomonie $40.00 Parkland Village Black River $37.00 Baileys Grove Baileys Harbor $35.00 Leon Valley Sparta $35.00 Highland Park Spooner $35.00 Birkensee Resort & Tomahawk $35.00 Lake Lenwood Beach West Bend $35.00 Country Roads $35.00 Wheelers Baraboo $34.00

16 Name Red Barn Shell Lake $34.00 Lost Falls Resort Black River $32.00 Washington Island Campging Retreat Washington Island $32.00 Six Lakes Resort Chetek $31.00 Lac Du Flambeau Tribal Lac Du Flambeau $31.00 Country Quiet RV Park & Cumberland $30.00 Voyager Village RV Park Danbury $30.00 Pilgrim's Fort Atkinson $30.00 Reel Livin' Resort Hayward $30.00 Devils River Maribel $30.00 Huckleberry Acres New London $30.00 Scenic View Spooner $30.00 Rustic Woods Waupaca $30.00 Blue Top Fremont $28.50 Whispering Pines Diamond Lake Family Frontier Bar & Holmen $28.00 Porterfield $28.00 Cedar $27.00 Northforest Tomahawk $27.00 Arbor Vitae Woodruff $27.00 Ahnapee River Trails Algoma $26.00 Frenchman's Landing Prairie Du Chien $26.00 Terrace View Campsites Tomahawk $26.00 Northern Exposure Chetek $25.00

17 Name Sunrise Bay Hayward $25.00 Rustic Barn Kieler $25.00 Northland Camping Superior $25.00 Seagull Marina Two Rivers $25.00 S, J, & W Ham Lake Wabeno $25.00 Sisko's Pine Point Hayward $24.75 Rainbow's End Reedsville $24.00 Hiles Pine Lake Hiles $23.00 Big "H" Cassville $21.00 Keyes Lake Florence $21.00 Eagle Cave Natural Park Blue River $18.00 River Forest Rafts & White Lake $8.25 Snug Harbor Inn Resort Delavan $40.00 Southfork Crockett's $ $36.00 The Playful Goose Horicon $35.00 Top of the Ledge Stockbridge $35.00 Blue Lake $35.00 Lake George Rhinelander $34.00 Apostle Islands Bayfield $32.00 Deer Trail Park Nekoosa $32.00 Coloma Camperland Coloma $31.00 Island & Marina Hager $30.00

18 Name Bark River Jefferson $30.00 Bear Lake Manawa $29.50 Beantown Baileys Harbor $29.00 K & L $28.95 Big Lake Algoma $28.50 River's Edge Galesville $28.00 Monster Hall Unity $28.00 Monument Point Egg Harbor $27.00 Cedar Point Resort Grantsburg $27.00 Hickory Oaks Oshkosh $27.00 Aqualand Sister Bay $27.00 Iola Pines Iola $26.50 Big River Prairie Du Chien $26.50 Mohican RV Park Bowler $26.00 Tilleda Falls Shawano $26.00 D.N. (Do Nothing) Balsam Lake $25.00 River Ridge Chippewa Falls $25.00 Lake Hilbert Whitetail Ridge Country House Motel & RV Park Goodman $25.00 Sarona $25.00 Spooner $25.00 Ox Creek Montello $24.00 Deer Creek Pardeeville $24.00

19 Name Pine Harbor Chippewa Falls $22.00 Loon Lagoon Mercer $22.00 Moonlite Trails Kosir's Rapid Rafts & Necedah $22.00 Silver Cliff $21.00 Lil' Yellow River New Lisbon $20.00 Ponderosa Pines Plainfield $20.00 Amnicon Acres Superior $ Mile All-sport Resort White Lake $20.00 St. Joseph Resort Necedah $19.00 Klondyke Secluded Acres Lancaster $18.00 Granger's Oakdale $16.00 Coachman's Terrace Lake Geneva $35.00 Lazy Days West Bend $33.00 McCaslin Mountain Athelstane $32.00 Eureka Dam Campsites Omro $32.00 Red Oak Baraboo $30.00 Buffalo Bay* Bayfield $30.00 Little Bluff Rio $29.50 River Road RV Pelican Lake Hayward $29.00 Pelican Lake $28.00 Bluebird Springs La Crosse $27.00 Holiday Lodge Tomah $27.00 Adventureland Gordon $26.00 Tomorrow Wood Hancock $26.00

20 Name Turtle Lake Turtle Lake $26.00 Eagle Flats $26.00 Barron Motel & RV Benson's Century Camping Resort Barron $25.00 Campbellsport $25.00 Circle R Oshkosh $24.00 Tom's Dodgeville $22.00 Lake Pepin Pepin $22.00 Nemadji Trailer Park Superior $22.00 Country Aire Camping Resort K & C Country Air Babcock $20.00 Birchwood $20.00 Eagle's Landing Danbury $15.00 Northern Hideaway RV Park Pearson $15.00 Baileys Bluff Baileys Harbor $33.00 Hy-Land Court Ellison Bay $30.00 Path of Pines Fish Creek $30.00 Happy Ours RV Park Gordon $30.00 Country Villa Motel & Chippewa Falls $28.00 Nordic Pines Baraboo $25.00 Crossroads Crivitz $25.00 Kamp Kegonsa Stoughton $25.00 Tomahawk & RV Park Tomahawk $25.00 Borderline RV Land O'Lakes $24.00 Shady Acres Denmark $23.00

21 Name Bavarian Campsites Mauston $23.00 Alana Springs Richland Center $23.00 Valley RV Park Spring Green $15.00 Raft N' Rest White Lake $12.00 Brule River Motel & Brule $20.00 Elmer's Eau Claire $18.00 Townedge New Glarus $17.00 Birchwood Boulder Junction $16.00