The Challenge of Enhancing a Well-Established Resort:
When Northgate Resorts acquired Clay’s RV Resort in Ohio, we recognized it was already a beloved, well-established campground with a rich history and strong customer base. Unlike new development projects, the challenge here was to build on a solid foundation without disrupting the legacy that made the property successful. The goal was to bring fresh appeal and increase revenue opportunities by introducing family-friendly amenities, upgrading accommodations, and streamlining operations to enhance guest satisfaction.
This case study explores how we transformed an existing campground with thoughtful upgrades that broadened its appeal and maximized its potential, leading to the rebranded and revitalized Clay’s Resort Jellystone Park™.
Key Enhancements and Strategic Additions:
- Family-Friendly Water Playground
While the resort had established outdoor water amenities, we identified a key campground development solution that would draw more family-oriented guests – by adding a new water playground, 4,500 sq ft heated swimming pool, and a spa tub. This addition not only increased appeal during the high summer season but allowed us to charge premium rates as families were willing to pay more for an experience with unique attractions and expanded the number of guests we could serve. The water playground became an instant hit, creating a buzz among local and visiting families alike. - New Family-Friendly Activities for All Ages
We’ve also enhanced the family experience by expanding activities that create lasting memories for guests of all ages. Beyond our water playground, we’ve introduced a lineup of exciting options – from creating personalized keepsakes at our new Stuff-A-Bear station to diving into a foamy adventure with our popular Bubble Pit Parties, there’s no shortage of interactive play. Our new arcade offers an array of games that bring out everyone’s competitive spirit, while outdoor options like Laser Tag and Gaga Ball keep the action going. Families can then unwind together at our Outdoor Movie Theater. All of these new improvements have been added in the last three seasons and have become guest favorites, adding even more value to each stay and creating moments that families are eager to return for. - Expanded Resort Facilities for an Elevated Guest Experience
To create a more dynamic and engaging experience for our guests, we identified a variety of campground expansion opportunities through new additions of our facilities. Our new General Store now offers a convenient and well-stocked spot for essentials, snacks, and unique souvenirs, making it easier for families to have everything they need on-site. We also added our new Rooftop Bar, which provides stunning views of the 23-acre swimming lake, offering a perfect spot to unwind with a refreshing drink. Meanwhile, our brand-new Rec. Center has become a hub of activity, featuring games and entertainment options for all ages. These expanded facilities not only add value but also create a well-rounded experience that guests are excited to return for, making our resort a destination that stands out. - Expanded Lodging Options
To broaden the resort’s audience and cater to guests seeking varied accommodations, we introduced 92 new cabins. By expanding from primarily RV sites to include cabins, we were able to increase overall occupancy, create a more inclusive experience for families, and introduce a premium price tier that increased nightly revenue. - Upgrading and Optimizing Existing Amenities
While the resort already had a range of amenities, we focused on upgrading and optimizing these to meet modern expectations. Improvements included transforming 42 RV sites into Red Carpet Sites, now offering a premium camping experience with added comfort and appeal. To improve overall organization and ease of navigation, we’ve renumbered the campground, making site locations clearer for all guests. We’ve invested in upgrading picnic tables across our pavilions, creating refreshed spaces for gatherings, and we’ve also improved equipment at our food service locations to enhance service quality and convenience. Additionally, we’ve enhanced our golf cart rental area, ensuring a smoother rental experience for both guests and staff. These seemingly small upgrades had a big impact on guest satisfaction, contributing to higher online reviews and encouraging more positive word-of-mouth recommendations. - Operational Efficiencies for Better Guest Experiences
To elevate our guest experience, we implemented a comprehensive suite of operational enhancements designed to boost efficiency and ensure seamless interactions throughout every touchpoint of the guest journey.
(New Ranger Smith Cottages)
Our efforts included:
Technological Advancements
We introduced cutting-edge reservation systems, enabling guests to book their stays with unprecedented ease and flexibility. These systems not only streamlined the booking process but also provided valuable data insights, allowing us to anticipate and cater to guest preferences more effectively.
Streamlined Check-in Process
Our reimagined check-in procedures significantly reduced wait times and eliminated common pain points. By leveraging mobile technology, we empowered guests to breeze through arrival formalities, setting a positive tone for their stay from the moment they step onto our property.
Enhanced Staff Training
We made significant investments in our team members by implementing comprehensive training programs designed to deliver consistent, high-quality service. These efforts have cultivated a strong culture of hospitality, ensuring that every staff interaction reflects our unwavering commitment to excellence and enhances the overall guest experience. As a result of these initiatives, we achieved a 15-point increase in Net Promoter Score (NPS) and likelihood to recommend. NPS, a critical metric for measuring guest satisfaction, serves as a benchmark for evaluating and improving the overall guest experience.
Scalable Systems and Processes
The implementation of robust systems and refined processes allowed us to seamlessly accommodate the surge in guest numbers following our property enhancements. These operational improvements not only maintained our high standards of service but also positioned us to handle future growth.
By aligning our operational capabilities with our enhanced guest offerings, we’ve created a system that consistently delivers exceptional experiences, setting a new benchmark in outdoor hospitality excellence.
Brand Consistency and Family-Friendly Programming
Rebranding as Clay’s Resort Jellystone Park™ opened up new possibilities for themed, family-friendly programming, plus consistent campground branding management solutions. We incorporated Yogi Bear™ character appearances, outdoor movie nights, and themed events that resonated with both new guests and returning visitors. These programs became a cornerstone of our brand promise, differentiating the park from other local resorts and giving families a unique, memorable experience to look forward to each season.
(New Rooftop Bar/General Store)
Results & Impact:
The transformation of Clay’s RV Resort into Clay’s Resort Jellystone Park™ successfully revitalized the campground, making it a sought-after family destination while preserving the qualities long-time guests loved. The water playground addition, new cabins, and upgraded amenities led to increased occupancy and higher guest satisfaction ratings. By implementing these changes, we drove significant growth in revenue, elevated the resort’s appeal, and ensured a higher value per guest stay.
Operational efficiencies also played a crucial role in the resort’s success. By refining our processes and delivering an elevated guest experience, we fostered stronger guest loyalty, which was reflected in both return bookings and positive reviews.
Conclusion:
This case study demonstrates that Northgate Resorts is well-equipped to enhance mature, established campgrounds by identifying strategic improvements and optimizing the guest experience. With Clay’s Resort Jellystone Park, we were able to create a family-centered, adventure-rich destination that appeals to both loyal visitors and new guests.
Whether it’s a new development project or an established campground, Northgate Resorts has the expertise to bring out the full potential of a property. From our team of RV resort developers, to offering third party hospitality management services and campground expansion solutions, our expertise is unmatched. Reach out to learn how we can help transform your campground into a top-tier family destination that thrives for years to come.