Average site fees in the United States are artificially low. This
is a major reason why as an industry we lack profitability. For
competitive reasons many park owners fear rate increases will result
in a loss of business. If our industry is to become financially
sound we cannot afford to NOT increase our site fees.
There are three (3) items that help influence a customers decision
when spending their discretionary income.
• Great Service
• Great Amenities/Products
• Low Prices
Any business that offers all three of these items to their customers
will be out of business in short order. Realistically only 2 of
the 3 items can exist if you plan on having a profitable business.
Look around at every successful business. Sears for many years tried
to offer all 3 items to their customers and almost went out of business.
Good service means high payroll, good amenities/products mean expensive
facilities and merchandise, and low prices mean little money. If
you walk into a Sears today you see low prices, good products, but
bad service. They can't afford to have all three. The same
applies to Sam's, Walmart, Meijers, and other businesses.
You can have great products, and low prices because people are
shopping price and quality... time is not important to them. You
can have great service and low prices because people are not looking
for quality, just a quick fix. However, to have both great service
and products, a higher price must also exist.
Looking at the Yogi Bear's Jellystone Park Camp-Resort Franchise
System our image is Excellent Customer Service and an Excellent
Camping Experience. For these two items the camping customer expects
to pay a premium price. That premium price is needed if you plan
on being profitable and staying in business. Campers who bring their
families to a Yogi Bear Park have their expectations. Because of
our premium prices, they expect excellent service and an excellent
camping experience. Don't disappoint them.