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The Outdoors Is Big Business. According to the Outdoor Industry Association, consumers spend approximately $900 billion annually, which is almost 50% more than consumer spending on pharmaceuticals and motor vehicles and parts and more than 3 times as much as on education.
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The Outdoors Is Big Business • According to the Outdoor Industry Association, consumers spend approximately $900 billion annually, which is almost 50% more than consumer spending on pharmaceuticals and motor vehicles and parts and more than 3 times as much as on education. • Camping is just one of 10 outdoor industry sub-sectors. Others include fishing, hunting, motorcycling, off-roading, snow sports, trail sports, water sports, wheel sports and wildlife viewing and there are separate Profilers for many of them. • The 7.6 million jobs in the outdoor recreation industry is more than computer technology, 6.7 million; construction, 6.4 million; and finance and insurance, 6.0 million.
“Set Me Free” • According to the latest data from the Outdoor Foundation, 40.5 million Americans 6 years of age and older camped at least once during 2016, which is a slight increase from 2015 and represented 13.7% of the total US population 6 and older. • In its 2018 North American Camping Report, Kampgrounds of America (KOA) reported 77 million US camping households during 2017, which includes “someone who camps at least occasionally” and the number has increased 20% since 2014. • There were 18 million US households which camped three or more times during 2017, compared to 11 million during 2014, or a 64% increase. Plus, the number of new camper households increased 2.6 million from 2016 and 6 million from 2014.
No “Typical” Camper • The most compelling part of the KOA report is the increasing diversity of US campers, especially among new campers, as 50% of them were not Caucasian Americans. Asian Americans accounted for 17% of new campers, a 3% increase. • Of all African American campers during 2017, 40% said they camped with an RV for the first time and 27% said it was there primary camping accommodation, a 19% increase from 2016. • Camping by age continues to skew younger, with Millennials representing 40% and Gen Xers 36% of camper during 2017. The percentage of Baby Boomers decreased 2% from 2016, to 19% of the total and Matures decreased 2%, to 5% of the total.
The Camping Life • An increasing number of all campers are camping within 50 miles of home, from 26% for 2016 to 35% for 2017, while 46% of new campers did so. Camping more than 200 miles from home had the largest decrease, from 20% to 16%. • KOA reported more than 50% of camping trips changed for the better during 2017: more weekend days, 22%; more weekdays, 19%; and past trips shorter, 12%. Conversely, 17% of campers said their past trips were longer. • During 2017, more campers spent three or fewer nights camping compared to 2016, or 45% and 41%, respectively. A cabin (59%), tent (47%) and RV (34%) were the top accommodation choices for those campers who camped three or fewer nights.
Attracted to Atmosphere and Amenities • When selecting a campground, “clean and well-maintained bathhouse/restrooms” continued to be the most important for campers during 2017, or 44%, followed by “kid-friendly,” 26%, which has increased 6 percentage points from 2014. • Among Millennials and Gen Xers, the campground atmosphere was the most impactful factor when choosing a campground, at 30% and 36%, respectively. Among Baby Boomers and Matures, it was the location, at 24% and 29%, respectively. • During 2017, Latino Americans, at 27%, spent the most nights at national park campgrounds, followed by Asian/Pacific Islander Americans, 25%; African Americans, 17%; and Caucasian Americans, 16%.
More Camping During 2018 • According to the KOA report, 45% of 2017 campers said they intend to increase their camping trips during 2018, compared to 42% among 2016 campers. For new 2017 campers, 39% expect to camp more during 2018. • By age, 49% of Millennials and 46% of Gen Xers intend to increase their camping during 2018, compared to 37% for Baby Boomers and 29% of Matures. Among these older campers, the highest percentages will camp the same, or 46% and 48%, respectively. • Among Millennials, the largest percentage, or 32%, “would like to travel to different locations and experience different ways of camping and accommodations” during 2018.
Advertising Strategies • Suggest that local outdoor/camping stores advertise a “New Camper” weekend promotion one weekend during June, July and August, with special prices on basic gear/apparel for customers who want to enjoy camping for the first time. • A local outdoor/camping store can capture an increasing sub-sector of the camping population with advertising messages and promotions specifically targeting African Americans, Latino Americans and Asian/Pacific Islander Americans. • Campgrounds, state parks and similar camping locations within 50 miles of your market may find it beneficial to advertise their amenities/attractions because of the increasing number of campers who prefer to camp closer to home.
New Media Strategies • Local outdoor/camping stores can record short videos regularly for Website and social media posting featuring store employees showing the latest gear and apparel and the benefits of their use. Offer a special limited-time price for the new product at the end of each video. • Local campgrounds, state parks and similar camping locations can also create a series of short videos highlighting how well they address the important factors of campground selection as detailed on page 3 of the Profiler. • Invite loyal customers and local camping enthusiasts to contribute short articles on camping tips, the best local camping trips, their favorite international camping trips, etc. to an online newsletter that you distribute at least quarterly to all customers.
