Navigating COVID-19 for RV Parks and Campgrounds

The effects of COVID-19 have spread across the world, with the primary focus for governments being the safety of their citizens. As part of this focus, state and local governments throughout the US and Canada have issued various levels of "shelter in place" or "stay at home" orders. Even where travel is not restricted, many are cautious to leave their homes. This has caused tremendous stress in the travel and lodging industries.

However, while the outlook is unclear, this uncertainty has driven many to innovate and adapt. The situation we are in brings new business models, opportunities, human capital sharing platforms, and initiatives.

We want to share some of these ideas that we have seen, and that have had marked success for campgrounds, RV parks and resorts.

Make Operational Adjustments & Updates to Your Business
As things slow down, campgrounds can use this time to accomplish things they may have been too busy to do in the past. Now is the time to complete the maintenance that you have been putting off. Have you been thinking about upgrading any of your facilities? Now may be a great time as your occupancy is low, and many service providers/contractors are offering deals to offset their down time as well.

Now is also a good time to reforecast your 2020 financial goals, or to make adjustments to staffing models, security plans, and standard operating procedures. As the COVID-19 issue is so fluid, re-visit these monthly to ensure you compensate for whatever changes may arise.

New Marketing Ideas
Some of the most successful strategies we have seen have been RV parks and campgrounds promoting "staycations" or "holistays". ResNexus has some great tools and email marketing templates to help with this.

No one wants to encourage reckless travel, or for guests to violate stay at home orders. However, campgrounds are unique in the travel/lodging world. Unlike hotels that house dozens of patrons in close proximity that share elevators, dining facilities, exercise facilities, etc...RV parks and resorts offer space, separation, and the ability for their guests to bring their own lodging and dining facilities with them.

By marketing to the local population (where allowed), RV parks, campgrounds and even cabins/cottages can be a great way for a family to still "shelter in place" while also escaping the house that they have been cooped up in for the past month. Adapting your check-in procedures and facilities to accommodate as little contact as possible makes the execution of this strategy even smoother (ex. Allowing digital check-in, closing shared facilities such as restrooms, etc).

Ensure you also review your entire marketing program. Be aware of any automated marketing promotions you may have set up before this crisis. Consider outreach to your non-local customers to keep them updated on your current status, progress of any changes, and to let them know you care about them in this difficult time (see our tips for email marketing in a crisis). Through all of this, make sure to synchronize your social media platforms with your marketing efforts.

Think Outside The Box
We have had the privilege of speaking with hundreds of RV park and campground owners over the past few weeks. There have been some that truly have shown their ingenuity, all while supporting the fight against COVID-19. As larger metropolitan areas and affected regions have seen an influx of health care workers to assist overwhelmed medical facilities, many RV parks that we have spoken with have made their lots, cabins, and property available to local health authorities to house these healthcare workers as they continue to combat the virus. Not only can this bring in welcomed revenue during this difficult time, it can also help your business be an active partner in the fight to stop the spread of the coronavirus in your community.

Engage With Your Industry Leaders

Remain engaged with the RV industry. This includes other RV park and campground owners, industry service providers, and industry associations. Continuing to engage with these industry entities can help you gain valuable insight into new ideas, products, deals, and legislation that may be pertinent in this current time.

For example, associations such as ARVC & RVIA have been lobbying state lawmakers to keep RV parks listed as essential businesses during "shelter in place". They have even provided pre-formed letters to be sent to state lawmakers

These associations, and other entities such as KOA and ResNexus provide COVID-19 related guidance such as webinars and news articles with tips and tools to navigate this current pandemic.

Seek Financial Assistance

If needed, consider seeking financial assistance through SBA loans, or relief packages supplied by federal or local governments. Although funding from the CARES Act has been exhausted, additional funding is expected to be added in the coming weeks. It may be worth checking in with your local state governor's office, finance department, unemployment office, and labor department for any state government programs that may be applicable to small businesses and/or the lodging industry.

The RV world is unique in the lodging industry. When travel restrictions lift, no segment of the lodging industry is more primed for a rebound than RV parks and campgrounds. Remember that your business is not alone. There are tools and information available to assist you. As you follow these steps to navigate this current difficult time, you will be ready and able to meet the demand of those yearning to escape out to the open road.

Summary

Make Operational Adjustments & Updates to Your Business
Complete that maintenance you have been putting off. Or Make adjustments to staffing models, security plans, and standard operating procedures

New Marketing Ideas
RV Parks allow people to still self isolate while also leaving the house. Promoting "staycations" or "holistays" to your local population can go a long way to increase occupancy, and build rapport with the local community.

Think Outside The Box
Look for alternate uses for your park. For example, many RV parks have made their lots, cabins, etc.. available for medical professionals traveling to areas that are hardest hit.

Engage With Your Industry
Remain engaged with other RV park owners, industry service providers, and industry associations. These entities will continue to provide COVID-19 related guidance such as webinars and news articles with tips and tools to navigate this current pandemic.

Seek Financial Assistance
If needed, seek out any federal or local programs that may be offering financial assistance to small business owners and/or the lodging industry.