MC Fireside Chats, an Outdoor Hospitality Podcast

The March 25, 2026 episode of MC Fireside Chats, hosted by Brian Searl of Insider Perks and Modern Campground, featured Peter Pilarski, founder of the Tourism AI Network and CIPR Communications, alongside Mike Lee, the solo developer and owner of the Campsite Tonight app. The conversation centered on how AI and evolving technology are reshaping discovery, marketing, and commerce for campground owners and tourism operators.Peter Pilarski introduced the concept of "digital authority," describing it as the convergence of traditional PR and digital marketing into a single discipline aimed at making tourism businesses the definitive, trustworthy answer across both human searches and AI-driven queries. He emphasized that websites need to expand beyond marketing fluff and instead focus on answering real, specific questions travelers ask — everything from campsite amenities to nearby attractions — and that this content must be structured with tools like schema markup and FAQ sections so AI systems can easily parse and surface it. He also stressed the importance of entity consistency, meaning that a business's core identity and claims should be uniform across every digital touchpoint, from Google Business Profile to LinkedIn to press releases, so that AI tools and search engines build a coherent picture of who you are.Mike Lee shared his perspective as a tech entrepreneur building Campsite Tonight, an app that aggregates campsite availability across dozens of fragmented public and private sources in the US and offers a premium feature that monitors for cancellations at high-demand locations like national parks, placing open sites into users' carts. He pushed back gently on the idea that consumers are ready to let AI handle purchasing decisions for camping, noting that campers tend to have highly specific, individualized preferences — proximity to bathrooms, shade, particular site numbers — that make fully agentic booking difficult in the near term. He did, however, validate the importance of structured data, sharing that when he reformatted about 40 to 50 of his website pages to present historical cancellation statistics and availability trends in a machine-readable way, his Google search impressions tripled without any other changes.Brian Searl wove the discussion together, raising the point that much of the detailed campsite information campground owners possess is currently buried behind JavaScript-heavy booking engines that AI tools cannot read, making it invisible to anyone searching through ChatGPT or similar platforms. He also explored the tension between bot detection and the coming wave of personal AI agents acting on behalf of consumers, questioning where businesses and public lands should draw the line between blocking automated behavior and accommodating legitimate agent-driven browsing. He noted that the interface for tools like Campsite Tonight may evolve — potentially piping data into conversational AI platforms or wearable devices — even if the underlying business model remains strong.The three speakers converged on several practical takeaways for small business owners feeling overwhelmed. Peter recommended starting with a fully updated Google Business Profile, treating it like a social media account with frequent photo uploads and current information, then moving to enriching website content with specific, verifiable details and structured data. Mike advised campground owners to identify their single biggest problem — whether it's on-site experience or discovery — and focus energy there rather than trying to do everything at once. Both guests and Brian agreed that the businesses most likely to thrive are those that do genuinely good work, communicate transparently about what they offer, and make that information easy for both humans and machines to find and trust.

The episode of MC Fireside Chats from March 18th, 2026, hosted by Brian Searl, brings together a panel of outdoor hospitality industry leaders to discuss current market trends, operational strategies, and the integration of new technologies. The recurring guest panel includes Jeff Hoffman from Camp Strategy, Mike Harrison from CRR Hospitality, and Robert Preston from Unhitched RV. They are joined by special guest Stacy Dam, the CEO and co-founder of Set Your Sites.The conversation opens with a discussion on macroeconomic factors, specifically rising fuel prices and inflation. Robert Preston notes a recent personal trip where gas prices spiked significantly, raising the question of how travel costs might impact the camping industry. Brian Searl adds that compounding inflation, such as a reported 50% increase in wholesale vegetable prices, is something campground operators need to monitor closely.Despite these economic concerns, Mike Harrison points out that the outdoor hospitality industry has historically been insulated from economic downturns. When budgets tighten, consumers often trade expensive hotel vacations for more economical camping trips. Additionally, he notes that average travel distances have already shortened in recent years, mitigating some of the sting of higher fuel costs.Building on the idea of shorter travel distances, Robert Preston explains that his company shifted its strategy years ago to focus heavily on long-term guests and properties located near dense population centers. By operating in tertiary markets primarily in the Southeast, his parks rely on guests traveling 150 miles or less, rendering national fuel price spikes relatively inconsequential to their overall occupancy.When asked if these close-to-home travelers present an opportunity for glamping and cabin rentals, Mike Harrison emphasizes that glamping is an entirely different market from traditional RV camping. He notes that glamping falls into a luxury segment that has seen massive, multi-year growth. It operates more like a boutique hotel alternative and requires separate marketing and operational strategies compared to standard RV sites.To help operators prepare for market shifts, Mike Harrison introduces a blunt but effective analogy: "Are you fat?" He uses this to explain that campground owners must first acknowledge their business shortcomings by diving into their data, reviewing monthly P&Ls, and looking at basic reporting before they can craft a strategy to improve revenue.Robert Preston softens Mike’s analogy to "looking in the mirror," stressing that operators often misdiagnose their problems. He highlights the concept of system constraints, pointing out that a park can have millions invested in amenities and cutting-edge marketing, but if the primary constraint is a grumpy employee answering the phones, the entire business will underperform.Special guest Stacy Dam shifts the conversation toward camper friction. She introduces her company, Set Your Sites, which was born out of a frustrating personal experience of being denied a walk-up site due to outdated administrative rules. Her technology aims to eliminate the traditional cash box, providing real-time digital booking for walk-up campers and preventing software blackout periods that needlessly lock out same-day guests.Stacy’s product sparks a debate on the necessity of fully digital check-ins. Robert Preston cautions against treating RVers like hotel guests; he argues that someone navigating a 45-foot rig still wants the reassurance of a human conversation and a quick visual of their site before committing to pulling in. He warns that over-automating the arrival process could alienate traditional campers.Mike Harrison agrees that human interaction is vital but counters that operators must cater to diverse demographics. While Boomers and Gen X guests appreciate front desk chatter, Millennial and Gen Z campers increasingly expect frictionless, entirely digital check-ins. He argues that campgrounds failing to implement digital options like smart locks and gate codes will eventually be left behind by younger consumers.Despite differing views on automation, the entire panel agrees that technology should enhance, not replace, the human element. Jeff Hoffman emphasizes that simple human touches—like training staff to use specific, welcoming phone scripts—can drastically increase conversions. Stacy Dam echoes this, noting that automating tedious tasks allows campground staff to step out from behind the desk and deliver proactive, surprise-and-delight hospitality.The chat wraps up with a round-robin Q&A. When asked about future industry disruptions, Mike Harrison points to the rapid evolution of AI and the accelerating consolidation of independent "Mom and Pop" campgrounds by larger corporate entities. Finally, Jeff Hoffman shares that he is currently gathering data to track the lifecycle of the used RV market to better forecast long-term campsite supply and demand.

The MC Fireside Chats episode aired on March 11th, 2026, featuring a dynamic panel of outdoor hospitality leaders who gathered to discuss the evolving landscape of campgrounds, RV parks, and glamping resorts. Host Brian Searl, the Founder and CEO of Insider Perks and Modern Campground, led the conversation from the Wisconsin WACO campground conference, emphasizing the show's role as a premier source for industry trends and expert insights. The panel included recurring guests such as Jayne Cohen, the Founder and CEO of Campground Consulting Group, and Casey Cochran, the Vice President of Partnerships at Campspot. They were joined by Jeremy Johnson, co-owner of Camp Kona Hills, and special guests Shawn Verbrugghe of Wunderland Resort and Serg Mashkov from Lancaster Log Cabins. This diverse group aimed to unpack the transformation of the outdoor hospitality industry, focusing on shifting guest expectations and new revenue opportunities.A primary focus of the discussion was the economic outlook for 2026, specifically regarding how fluctuating gas prices and shifting booking windows might influence travel behavior. Casey Cochran shared data-driven insights from Campspot, noting that while some transient business might show signs of softening, many operators are successfully pivoting toward seasonal stays to secure guaranteed revenue. The panel debated whether consumers have become "hardened" to higher fuel costs, with Jayne Cohen drawing on her fifty years of industry experience to argue that families prioritize their vacation time over almost any other expense. She suggested that campers are more likely to cut back on dining out than to cancel a trip entirely, reinforcing the idea that outdoor hospitality remains a resilient and economical choice during uncertain financial times.The conversation then shifted toward the increasing demand for luxury and "Instagrammable" accommodations within the glamping and RV sectors. Serg Mashkov highlighted a significant industry turn toward high-end amenities, noting that guests are no longer satisfied with basic rustic cabins and instead seek features like glass shower doors and tile finishes. He revealed that Lancaster Log Cabins is currently rebranding to "Lancaster Cabins" to better reflect this modern push while still maintaining their traditional rustic offerings. This trend toward more sophisticated rental units allows park owners to drive a higher Average Daily Rate by catering to a general public that may be new to the camping world but desires a polished, photogenic experience.Jayne Cohen expanded on the financial benefits of accommodation "stratification," which involves offering a range of units from basic to premium. She explained that by utilizing a "good, better, best" system, owners can capture extra revenue through dynamic pricing based on a unit’s specific location, size, or proximity to amenities like a pool or waterfront. This approach aligns with the current market where guests are willing to pay a premium for perceived value and superior customer service. Cohen emphasized that in the modern era, property management systems have made it easier than ever for operators to implement these flexible rates and stay competitive.Shawn Verbrugghe provided a deep dive into the philosophy behind Wunderland Resort, emphasizing the importance of uniqueness, privacy, and sustainability. He described his property as an "eco-adventure resort" that focuses on experiential hospitality rather than just providing a place to sleep. Verbrugghe shared that his glamping units are currently outperforming other accommodation types because they offer a distinct experience that resonates with outdoor enthusiasts. By focusing on a specific guest "avatar"—such as creative individuals or adventure seekers—he is able to build a brand that stands out in a crowded marketplace.A unique highlight of the episode was the discussion on "programming" and how intentional activities can transform a guest's stay. Verbrugghe detailed several innovative concepts at his resort, including "blackout foraging tours" where guests use night-vision goggles to explore the forest. He also introduced the "Soul Trail," a guided experience designed to disconnect guests from their phones and reconnect them with their senses and nature. The panel agreed that these types of creative, purpose-built experiences are what truly capture the modern traveler’s interest, especially for parks that may not have natural destination features like a beach or mountain range.The topic of digital connectivity sparked an interesting debate, as Wi-Fi has transitioned from a luxury to a fundamental utility expectation. While most parks must now provide high-speed internet to remain competitive, Verbrugghe explained his success with "digital detox" weekends where guests are encouraged to surrender their phones upon check-in. He stressed that transparency is key; as long as the lack of Wi-Fi in certain areas is communicated clearly from the start, guests are often fully accepting and even appreciative of the chance to unplug. This balanced approach allows operators to cater to both the need for connectivity and the desire for a genuine escape from technology.Jeremy Johnson shared his perspective as a newer operator in Marquette, Michigan, where he deals with the challenges of high seasonal demand and local regulatory shifts. He noted that his property at Camp Kona Hills solves a local problem by providing a purpose-built place for tourists to stay, preventing them from encroaching on residential neighborhoods. Johnson’s experience highlights the growing need for professionally managed campgrounds in high-traffic tourist areas. He and the other panelists emphasized that the industry's growth should be driven by creativity and the underutilization of beautiful land, turning old quarries or forest edges into high-value destinations.Looking toward the future, Jayne Cohen identified the return of "lot sale" parks as a significant trend to watch in 2026. After nearly a decade of little activity in this sector, she reported conducting multiple studies for new developments where individuals purchase their own RV lots. These high-end projects often include luxury features like marina slips, outdoor kitchens, and specialized covers for motorhomes. This shift indicates a growing market for long-term ownership within the outdoor hospitality space, providing a new avenue for developers to explore beyond traditional short-term rentals.The episode concluded with a sense of optimism for the younger generation's passion for the outdoors and the industry's ability to adapt to their needs. The panelists encouraged operators to move away from "lazy" management and toward a model of constant elevation and creativity. Brian Searl reminded the audience that MC Fireside Chats continues to air every Wednesday at 2 PM EST, providing a platform for industry experts to share strategies that help campground owners thrive in a fast-changing market. Whether through innovative cabin designs, unique guest programming, or strategic financial management, the show remains a vital resource for anyone involved in outdoor hospitality.

The outdoor hospitality industry is bracing for a year of "guarded optimism" as operators navigate shifting booking windows and economic fluctuations, according to experts on the March 4 episode of MC Fireside Chats. Scott Bahr, president of Cairn Consulting Group, noted that while the industry is seeing some optimism flatten, the current trend suggests a continued shortening of the booking timeline for guests. Bahr observed that some travelers may be "downgrading" their experiences due to economic pressures, though gas price spikes generally impact attitudes more than immediate travel behavior.Blue Water President and CFO Rafael Correa reported a "nice pace of transient pickup" across his company's portfolio of nearly 60 RV parks, though he characterized the growth as "mild" compared to previous years. Correa highlighted that properties near significant demand generators, such as waterfront locations, continue to lead the market in recovery. However, he noted a persistent "drag" on properties located near the Canadian border, which remain sensitive to international travel patterns and economic conditions in that region.European trends appear to mirror the North American market, with CampMap Founder and CEO Simon Neal reporting a 5% decrease in volume and turnover for January bookings in France. Neal pointed out that while these early signals for summer stays are negative, the overall average site price in Europe remains comparable to the U.S. at approximately $60. He emphasized that geography and climate remain the primary drivers for the significant pricing disparities seen between different countries and states.The discussion also addressed the critical importance of operational "blocking and tackling" for independent owners like Diane Bealer, owner of Little Village Retreat. Bealer, whose glamping resort near Zion National Park is slated to close at the end of 2026, shared candid insights into the challenges of leasing versus owning land and the necessity of accurate market research. Despite the closure, Bealer expressed strong support for the industry, noting that the experience provided invaluable life skills for her family and children.Correa emphasized that for many operators, success in a potentially down market depends on implementing disciplined pricing and marketing strategies rather than "getting exotic" with new offerings. He argued that a 10% decline in camper nights would be "borderline catastrophic" for the asset class but noted that the industry's lifestyle-driven nature provides a buffer against violent economic swings. Brian Searl, founder of Insider Perks and Modern Campground, added that smart revenue management could help operators maintain revenue levels even if occupancy dips.A newly released pricing report sparked debate among the panelists regarding the adoption of dynamic pricing in the sector. The data revealed a surprisingly narrow gap in pricing between weekdays and weekends, as well as pull-through versus back-in sites. Correa suggested this indicates a significant opportunity for operators to "take some bets on themselves" by better stratifying their rates and betting on the unique value of their specific locations and amenities.Site map clarity and user experience were identified as essential tools for conversion in a competitive market. Neal cautioned against "overcomplicating" the booking process with too many site types, which can confuse potential guests and lead to abandoned bookings. Bealer echoed this sentiment, stating that any questions a guest might have should be answered clearly during the digital booking process to ensure a seamless path to reservation.Looking toward the future, the experts discussed the role of artificial intelligence in enhancing guest communication and data collection. Searl noted that while it is difficult to isolate AI's direct impact on conversion rates, early data shows a significant multiplier on the return on investment for automated chat tools. These technologies are increasingly being used to surface the top questions guests are asking, allowing owners to refine their operations and marketing materials.As the 2026 season approaches, the consensus among the participants remained focused on the long-term resilience of outdoor hospitality. Searl described the industry as one of the strongest asset classes for the coming decades, as the rise of digital "slop" and AI-generated content drives more people to seek authentic experiences in nature. The panelists concluded that while 2026 may require more strategic effort than the post-pandemic boom years, the fundamental demand for outdoor recreation remains a permanent fixture of human behavior.This news is vital for industry professionals because it highlights the transition from the "easy growth" era of the pandemic to a more sophisticated, data-driven operational landscape. Understanding these macro trends—ranging from international booking slumps to the untapped potential of dynamic pricing—allows campground owners and RV park operators to adjust their toolkits and marketing strategies to remain profitable in an uncertain economy.

February 25th, 2026 Episode RecapThe February 25th, 2026, episode of MC Fireside Chats, hosted by Brian Searl, focuses on the cutting edge of AI and technology within the outdoor hospitality industry. The panel features recurring guests Matt Whitermore (Climb Capital), Kurtis Wilkins (RJourney), and Cara Csizmadia (CCRVA), alongside special guest Patrick Mullen (AffinityX). The discussion centers on the rapid evolution of AI, moving beyond simple chatbots to sophisticated agent-based systems that are reshaping business operations and marketing strategies for campgrounds and RV parks.Kurtis Wilkins opens the session by introducing the "Dark Factory" pattern, a sophisticated AI agent workflow. He describes a system where a core agent manages a team of sub-agents—such as specialized legal, finance, and operations personas—to complete complex tasks like rewriting an entire HR handbook in parallel. This approach allows for massive organizational efficiency and flexibility, enabling businesses to rewrite operational foundations in hours rather than months.Brian Searl provides context for this technological leap, noting that while the industry is discussing advanced agents, global adoption remains low. He cites data showing that only 0.3% of the world's population pays for premium AI tools like ChatGPT or Claude, and 84% have never touched AI at all. Despite this, he emphasizes that for those in the industry, steering conversations with specific "expert" personas is already standard practice and essential for staying competitive.Patrick Mullen shifts the focus to digital marketing, explaining how his team at Influence Outdoor Hospitality uses AI agents to analyze complex Google Ads campaigns. He notes that while Google provides its own AI suggestions, specialized agents can look at specific signals like assisted conversions and attribution more effectively than a team of humans. He highlights the emergence of "point solutions"—AI wrappers trained on specific industry data—that offer more accurate results than general models.Cara Csizmadia raises concerns regarding the shift in search behavior, specifically the introduction of travel ad formats within Google’s AI Overviews. She questions how independent campground operators can compete with large Online Travel Agencies (OTAs) that may dominate these new AI-driven spaces. The panel discusses the "zero-click" search phenomenon, where users get all the information they need from an AI snippet without ever visiting a campground's website.Patrick Mullen responds by emphasizing that foundational SEO remains critical. He explains that for campgrounds to appear in AI results, they must focus on "answering the questions" through robust FAQ sections and properly marked-up content that addresses specific guest needs, such as being pet-friendly or having specific amenities. He suggests that localized businesses still have a significant opportunity to win in intent-based searches.Matt Whitermore shares his experience transitioning from standard AI interfaces to "Claude Code," a local developer tool. Though not a developer, Matt explains how using this technical environment allowed him to replicate and optimize months of strategy work in just two hours. He highlights the shift toward "vibe coding," where non-technical operators can use AI to build custom software and departmental strategies by simply describing their business processes.Kurtis Wilkins adds that this accessibility to custom software is revolutionary but warns of the risks, noting that while AI is solving impossible mathematical and coding problems at an exponential rate, it still requires human commitment to refinement. He points out that AI has moved from high school-level capability to the cutting edge of mathematics in just one year, underscoring the speed of change operators must navigate.Brian Searl demonstrates the sheer speed of modern AI by showing an application called "Chat Jimmy," which generates the full code for a comprehensive campground iOS app in 0.18 seconds. He predicts that in the near future, software will be written in real-time as users open their computers, essentially eliminating the traditional "moat" that software providers currently rely on for competitive advantage.Cara Csizmadia reflects on the personal and emotional shift in AI interaction, mentioning how some individuals now use voice mode to "process" their lives and business problems. The panel discusses the efficiency of voice-to-text for brainstorming and the implications of AI systems "learning" an individual's personality over time, leading to both massive productivity gains and new privacy considerations.In closing, the participants share their contact information, including Cara Csizmadia for the Canadian Camping and RV Association, Matt Whitermore for Climb Capital and Unhitched Management, Kurtis Wilkins for RJourney, and Patrick Mullen for Influence Outdoor Hospitality. Brian Searl concludes by inviting listeners to the upcoming data and analytics episode and promoting the newly released 2026 Insider Perks pricing report.Shorter summary: Host Brian Searl led a discussion on the rapid evolution of AI agents and "dark factory" patterns with experts Matt Whitermore, Kurtis Wilkins, Cara Csizmadia, and Patrick Mullen. The panel explored how these technologies are revolutionizing campground operations and digital marketing, emphasizing that even non-technical operators can now leverage high-speed AI tools to build custom software and optimize guest acquisition strategies.