Latest / MC Fireside Chats, an Outdoor Hospitality Podcast / MC Fireside Chats - September 2nd, 2026

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MC Fireside Chats - September 2nd, 2026 · MC Fireside Chats, an Outdoor Hospitality Podcast

• 0:46
  Brian Searl: Welcome everybody to another episode of MC Fireside Chats.
• 0:48
  Brian Searl: My name's Brian Searl with Insider Perks and Modern Campground.
• 0:50
  Brian Searl: Excited to be here with you for another first week episode.
• 0:53
  Brian Searl: See if I can get my camera lined up.
• 0:55
  Brian Searl: Ooh, I forgot my little Irish hat today.
• 0:58
  Brian Searl: Oh, no, I feel naked.
• 0:59
  Brian Searl: Anyway so-
• 1:00
  Rafael Correa: Don't get sunburned.
• 1:02
  Brian Searl: It is.
• 1:02
  Brian Searl: It's cold too.
• 1:03
  Brian Searl: I could use the hot, the, to keep the heat in.
• 1:05
  Brian Searl: Anyway excited to be here for another episode.
• 1:07
  Brian Searl: Welcome b- back to a bunch of our recurring guests here.
• 1:09
  Brian Searl: We got Phil Ingrassia from RVDA of America.
• 1:11
  Brian Searl: We'll just go around the room and let everybody introduce themselves.
• 1:13
  Brian Searl: Go ahead, Phil first.
• 1:15
  Phil Ingrassia: Hi, I'm Phil Ingrassia, president of the RV Dealers Association in the US.
• 1:22
  Brian Searl: All right.
• 1:23
  Brian Searl: Nobody rush all at one.
• 1:25
  Brian Searl: Go second.
• 1:25
  Eleonore Hamm: I'm Eleonore, or Eleonore Hamm, president of the RV Dealers Association of Canada.
• 1:31
  Brian Searl: All right, Rachel.
• 1:33
  Rachel Godbout: I'm Rachel Godbout, CEO of Advanced Outdoor Management.
• 1:36
  Brian Searl: Thanks for being here, Rachel.
• 1:37
  Brian Searl: A special guest this week, Simon.
• 1:40
  Simon Neal: Yeah, Simon, founder and CEO of CampMap.
• 1:43
  Brian Searl: Michael.
• 1:45
  Michael Moore: Sorry, I was waiting until the tornado siren went down, but I'll talk over it.
• 1:48
  Michael Moore: I'm the assistant executive director of Texas Campgrounds and then the general manager of AGS Guest Guides.
• 1:55
  Brian Searl: Do you need to leave, Michael?
• 1:56
  Brian Searl: Or are you-
• 1:57
  Michael Moore: No
• 1:57
  Brian Searl: okay?
• 1:57
  Rafael Correa: Take cover.
• 1:58
  Michael Moore: I just it's the monthly test.
• 1:59
  Michael Moore: It's not, it's-
• 2:00
  Rafael Correa: Oh, okay.
• 2:00
  Michael Moore: it's 99 and sunny.
• 2:02
  Michael Moore: It's all good.
• 2:02
  Michael Moore: But they test it once a month to make sure we're good,
• 2:05
  Brian Searl: just making sure.
• 2:06
  Brian Searl: I watch a podcast of this Mario guy who's in the UAE, and he's got sirens going off, and I'm like, "Man you gotta get out of your house."
• 2:12
  Michael Moore: Yeah, those aren't that.
• 2:13
  Michael Moore: Those aren't that-
• 2:13
  Brian Searl: Yeah
• 2:13
  Michael Moore: to be clear.
• 2:14
  Brian Searl: Okay.
• 2:14
  Brian Searl: Raf, go ahead.
• 2:15
  Rafael Correa: Yeah, Rafael Correa, president and CFO of Bluewater Hospitality Development Investment and Management Company, and also currently serving as the secretary of the executive committee at OHI, the industry trade organization.
• 2:32
  Brian Searl: Thanks for being here, sir.
• 2:33
  Brian Searl: And last but not least, Scott.
• 2:35
  Scott Bahr: Scott Bahr, president of Cairn Consulting Group.
• 2:37
  Scott Bahr: We're a market research consultancy working primarily in the outdoor sectors.
• 2:44
  Brian Searl: Awesome.
• 2:45
  Brian Searl: So okay.
• 2:46
  Brian Searl: So we typically do, I think we kinda sketched out before we started some of the directions we wanna take the show in.
• 2:51
  Brian Searl: But is there anything else besides those two things that we talked about before we dive into them that you guys think should come, come, came across your desk that you think we should be talking about for our recurring
• 2:58
  Brian Searl: guests?
• 3:00
  Rafael Correa: So just real selfishly, I wanna put a quick plug in there for the upcoming OHI board of director elections.
• 3:06
  Rafael Correa: They start on September the 15th.
• 3:10
  Rafael Correa: So if you are a member of OHI, make sure you get in there, check out the awesome candidates.
• 3:16
  Rafael Correa: We have one joining us today Rachel Godbout.
• 3:19
  Rafael Correa: Yeah another one of several amazing candidates that I think would be great additions to the board.
• 3:24
  Rafael Correa: So if you're a member, make sure you get out there and and vote.
• 3:29
  Brian Searl: Yeah.
• 3:29
  Brian Searl: Definitely one of the things that is strong in our industry, a lot of good leadership on the board.
• 3:34
  Brian Searl: I could never do it.
• 3:35
  Brian Searl: I don't have the patience to listen to other people and collaborate very well just broken internally and inside.
• 3:40
  Brian Searl: But, definitely glad for the people who step up and do that for our industry and all that.
• 3:43
  Brian Searl: So yeah, please if you're a member, go vote.
• 3:46
  Brian Searl: Anybody else?
• 3:47
  Brian Searl: Anybody else?
• 3:50
  Brian Searl: Okay, so I think what we've talked about prior to starting the show is we wanted to have a discussion about reservation systems.
• 3:57
  Brian Searl: And don't get scared and turn it off and think it's another panel that you see at one of the conferences.
• 4:01
  Brian Searl: W- I think we wanna have a conversation about we've seen some of these new reservation platforms come in to the industry and there's many of them over the last few years, but two of the more recent ones that
• 4:12
  Brian Searl: have come across my desk at least and if there's other ones that we should be paying attention to, our guests will bring them up in a second.
• 4:18
  Brian Searl: But our Campground Views launched a reservation system called Acre, I think, yesterday.
• 4:22
  Brian Searl: And I haven't had a chance to see a demo of that or dive into it.
• 4:25
  Brian Searl: There's also a, a, a great new system called CampGuide that I did have a demo of that I came across that's pretty powerful from an automation perspective and has new technology built into it.
• 4:36
  Brian Searl: Obviously, we've got some of the legacy players who are building things into their systems.
• 4:39
  Brian Searl: We've got Staylist, who's building their new Apex system, which I think some people on this call have had a demo of.
• 4:44
  Brian Searl: Maybe they wanna share some of that.
• 4:46
  Brian Searl: But I think there's an interesting conversation to be had about where we are as an industry from a property management system perspective, because I'm not sure, I'm not so sure we are where we should be or need to
• 4:57
  Brian Searl: be for the future, especially with AI and where we go from here.
• 5:02
  Brian Searl: Who builds it?
• 5:03
  Brian Searl: Who's the N- not that we're gonna predict a single winner, right?
• 5:06
  Brian Searl: But where, what are the companies that are thriving in this industry five, 10 years from now?
• 5:11
  Brian Searl: What do they have?
• 5:11
  Brian Searl: What are they doing for the campground owners?
• 5:13
  Brian Searl: What are they doing for the guests?
• 5:14
  Brian Searl: How are they making the experience better?
• 5:16
  Brian Searl: I think that's a pretty interesting conversation to have.
• 5:18
  Brian Searl: So who wants to s- kick that off?
• 5:22
  Rafael Correa: As a customer of one, two, three, four, maybe five different systems, I can definitely share some perspective.
• 5:28
  Rafael Correa: So here at Blue Water, we are active users of the KOA K2 system Newbook Campspot.
• 5:35
  Rafael Correa: We're currently demoing Staylist as well, and then we use another tool called Muse for our hotel portfolio.
• 5:41
  Rafael Correa: And for my, my, my philosophy about PMS for many years has been the devil you know, right?
• 5:48
  Rafael Correa: Like they, they all have shortcomings, they all have challenges, they all do something really good, and then something where it just misses the mark.
• 5:56
  Rafael Correa: And so it's like whichever one that had the least scary corners for you was the best option for you.
• 6:02
  Rafael Correa: I can tell you that, in sitting down with the, the three major RV providers that are out there that we work with, there's some super exciting stuff that's coming down the pike, and the speed of the iteration and
• 6:15
  Rafael Correa: speed of which they're developing is pretty, awe-inspiring relative to what we've experienced in the past of when we needed a feature, we're talking about waiting six months to a year before we can get into their, future development pipeline
• 6:28
  Rafael Correa: and all that kind of good stuff.
• 6:29
  Rafael Correa: And, you know me like many others who I think went down the AI rabbit hole earlier this year or late last year, you get to this AI psychosis of I can build anything, right?
• 6:39
  Rafael Correa: I don't need any of these software companies.
• 6:41
  Rafael Correa: The SaaS-pocalypse is here.
• 6:43
  Rafael Correa: I am a developer of software.
• 6:46
  Rafael Correa: And I think that's, most of us are coming to the cruel and real realization that it takes a lot more...
• 6:52
  Rafael Correa: what it takes to make a PMS is not just software, right?
• 6:55
  Rafael Correa: There is security, there is credit card processing.
• 6:58
  Rafael Correa: There are so many layers to that game that require their own individual expertise And when you're handling that much PII, you're handling that much financial information, like and not to mention the fact the complexity of the sc- scenarios
• 7:12
  Rafael Correa: you're trying to solve for, right?
• 7:14
  Rafael Correa: So an RV, you got an RV that has a marina.
• 7:17
  Rafael Correa: You have an RV resort that has long terms and short terms.
• 7:19
  Rafael Correa: Oh, this is an RV resort, but these are owned sites, and so we need to keep owner accounts, right?
• 7:24
  Rafael Correa: So there's so many variations of our business.
• 7:27
  Rafael Correa: Like for the size of our business relative to the hotel traditional hospitality world, the number of scenarios you need to solve for in our world is like infinitely more than traditional hospitality.
• 7:38
  Rafael Correa: And so it is no small task to take this on, and the ones that I'm working with, at least the PMS providers I'm working with, are...
• 7:47
  Rafael Correa: I'm seeing monumental leaps in the technology, and I'm getting very excited.
• 7:51
  Rafael Correa: And I'm getting very excited because of what it means for our guests.
• 7:55
  Rafael Correa: It means a whole different level of a frictionless check-in, fr- frictionless booking process, check-in process, better communication throughout the whole life cycle of the customer, and all of those things to me are super-duper exciting about what's coming down
• 8:09
  Rafael Correa: the line, and it's happening at a pace that I've never seen before.
• 8:13
  Rafael Correa: So our industry, much like any other industry, is seeing gigantic disruption as a result of AI, and the first place it's really gonna show up in a real meaningful way is through these PMS systems.
• 8:24
  Rafael Correa: And I welcome, anybody who thinks they have a better mousetrap, because the one thing I will share, you know, from my personal experience of having played with all these different systems is that, Not committing to one bucket of
• 8:36
  Rafael Correa: or one, one provider has made them always try to level up to get Blue Water's business and they've and I think we and other people have done that.
• 8:44
  Rafael Correa: And that competition is what's driving the improvement in the technology which the ultimate beneficiary is gonna be the customer who is honestly the thing we're probably all the most worried about on this call today.
• 8:57
  Brian Searl: So if you had to pick one thing that you can share and make it as anonymous if you need to as possible if it's a feature that hasn't been released by somebody.
• 9:04
  Brian Searl: But if you pick one thing that, that you're most excited about out of all the things you've seen so far that are coming.
• 9:10
  Rafael Correa: I think the thing that, some of the things that I'm most excited about would be like phone calls, right?
• 9:15
  Rafael Correa: People are sometimes are intimidated about this idea of AI answering the phone and the reality is that when I call a business, when I think about it from a consumer's perspective is like I just want the path of
• 9:25
  Rafael Correa: least resistance.
• 9:25
  Rafael Correa: I want an answer.
• 9:26
  Rafael Correa: I want a solution.
• 9:27
  Rafael Correa: I don't care if I talk to a person or a robot or a chat, whatever it is it's just like whatever gets me there the fastest and gets the, the thing done correctly and quickly.
• 9:37
  Rafael Correa: And so what I'm seeing in these es- especially when labor is such a giant consideration for us is like not having people that able to answer the phones all the s- all the time.
• 9:47
  Rafael Correa: Somebody that's on 24/7 that's able to close business and not to mention that they're closing business they're also tracking every single call.
• 9:55
  Rafael Correa: They're tracking what, even if people are answering the phone who's closing business, right?
• 10:01
  Rafael Correa: And that type of feedback is like what we need to get better, right?
• 10:07
  Rafael Correa: And that, those types of things aren't, haven't been as readily available and as affordable to deliver as they are today.
• 10:14
  Rafael Correa: And so all of it from the call tracking to the AI call answering, those things I think are getting to a level now where it's gonna have a meaningful benefit to both operators and the actual RV guests.
• 10:28
  Brian Searl: And I think from a PMS standpoint and there are other people who are building this certainly, but I think from a PMS standpoint in that specific regard I think Staylist is probably one of the most impressive isn't it?
• 10:38
  Rafael Correa: It's super impressive.
• 10:40
  Brian Searl: Can we call them out by na- like I don't know I mean-
• 10:41
  Rafael Correa: But I'll tell you what, Campspot showed me their stuff also super impressive.
• 10:46
  Rafael Correa: Like it's coming and it's coming quickly and that's and I think we get to see some of this stuff a little sooner than most, but like I got to see Campspot's thing in action and it's, it's right up
• 10:55
  Rafael Correa: there, with what what Staylist is showing in a lot of ways.
• 10:58
  Rafael Correa: And so- That's what's exciting to me.
• 11:01
  Rafael Correa: And these two new entrants that you're talking about, like it's another sign of the times, right?
• 11:05
  Rafael Correa: Like they were both sophisticated people that had the technol- the technology background that could get to this point.
• 11:12
  Rafael Correa: And I'm eager to see what they do with it, and I wish them all well because all I care about is that my guest gets the best service that they can get, and then I'm closing that business.
• 11:22
  Brian Searl: Rachel, what do you think?
• 11:23
  Brian Searl: Coming from RJourney AOM, you have your own property management system.
• 11:26
  Brian Searl: How do you view this space?
• 11:28
  Rachel Godbout: So Rafa brought up a, a few really good points that, that are important.
• 11:34
  Rachel Godbout: And to touch on one, the guest experience and communication, 'cause ultimately in the consumer dynamic that we're in right now, it's paramount that your consumer has a great check-in, great communication.
• 11:48
  Rachel Godbout: We have to go back to the basics with hospitality in order to retain the c- the customer.
• 11:55
  Rachel Godbout: And so I don't want that to get lost in anything else that was said, because at the end of the day, that is paramount.
• 12:01
  Rachel Godbout: It's going to be incredibly important.
• 12:04
  Rachel Godbout: The-- Our industry is so dynamic, and it's dynamic not only in the features of the park, but what matters to the consumer.
• 12:14
  Rachel Godbout: So we still have some people that aren't quite as accounting driven, maybe as Blue Water or AOM.
• 12:20
  Rachel Godbout: Like for us, the dashboards, the finances that's incredibly valuable.
• 12:26
  Rachel Godbout: Some people aren't at that level yet, and they care more about the ease of use on the, the interface with the front desk, right?
• 12:33
  Rachel Godbout: But the call tracking and some of those features, again, you're gonna have more advanced users in that.
• 12:40
  Rachel Godbout: Our system does that, but we've spent a lot more money getting to that development point.
• 12:47
  Rachel Godbout: And so the call tracking we talked about abandoned cart a little bit which call center agent is closing more, what time of day, what type of close, more transient, more long term.
• 12:59
  Rachel Godbout: All of those factors the more you can evaluate those, the better decisions we can make as a business on behalf of our clients.
• 13:07
  Rachel Godbout: Ours is a little different.
• 13:08
  Rachel Godbout: Ours is different than what's out there, and we do have an AI component to it.
• 13:12
  Rachel Godbout: We have a couple AI components and more being developed.
• 13:15
  Rachel Godbout: But ours is unique because we do own it.
• 13:20
  Rachel Godbout: It is all-- It's integrated with every other platform we own, which is a challenge for some of the larger platforms, right?
• 13:26
  Rachel Godbout: Like a Newbook or Staylist or Campspot.
• 13:29
  Rachel Godbout: For them to have full integrations with your accounting system of choice might not always be available.
• 13:36
  Rachel Godbout: Ours fully integrates our labor, our accounting, our credit cards, our banking, and so we do have a very holistic view of that, but some of the other features are not quite...
• 13:48
  Rachel Godbout: Oh, the puppy.
• 13:49
  Rachel Godbout: Some of the other features are very different as well, right?
• 13:52
  Rachel Godbout: And we are incredibly data-driven S- it's just very different and it's interesting to me, to Raf's point again, you pick up a park that has a marina.
• 14:03
  Rachel Godbout: The system, you might have to put that in as a site and your site count then depends on the, what you pay for it, if you're paying per site.
• 14:11
  Rachel Godbout: So then you have some people that maybe are opting to take the lower cost versus the marina slips being in the system, or it's they're skewing their occupancy.
• 14:21
  Rachel Godbout: And so there's a lot of choices.
• 14:24
  Rachel Godbout: I love where it's going.
• 14:26
  Rachel Godbout: I love the competitiveness.
• 14:27
  Rachel Godbout: I think it's gonna make us all grow faster and better and be more creative.
• 14:32
  Rachel Godbout: But I think it's gonna define more of a clear direction of where we go, 'cause right now we are inundated with options, right?
• 14:39
  Rachel Godbout: And eventually everybody, whether you're a smaller operator or a large, is going to have to go with a certain direction which is going to be AI.
• 14:49
  Rachel Godbout: That every- everybody has a component to it.
• 14:51
  Rachel Godbout: Eventually, it's just gonna be like sending email communications.
• 14:55
  Rachel Godbout: It's just there.
• 14:56
  Rachel Godbout: So I love where it's going.
• 14:58
  Rachel Godbout: I love the creativeness.
• 15:00
  Rachel Godbout: I think it's going to be a little bit of a challenge at the beginning because it is so open, and having...
• 15:06
  Rachel Godbout: If you're in a non-proprietary system, the good thing for us is that our preferences are in it.
• 15:11
  Rachel Godbout: So we just, we build it, we design it.
• 15:15
  Rachel Godbout: It is what we want it to be.
• 15:16
  Rachel Godbout: That's not what everybody wants it to be.
• 15:19
  Rachel Godbout: But using AI in certain ways and the customizable features of it and how it can work best for you, I think is gonna be a learning curve for the industry as a whole.
• 15:30
  Rachel Godbout: But h- I'm interested to see how the softwares use it to be more customizable per location versus the templated responses, right?
• 15:40
  Rachel Godbout: Or the templated uses.
• 15:41
  Rachel Godbout: That to me is probably the most interesting facet of where this is gonna go.
• 15:46
  Rafael Correa: I agree.
• 15:46
  Rafael Correa: That, that's the key is that like this empowers providers like us to provide such a custom experience to each individual guest without the additional overhead that it would've taken to do in a previous, time.
• 16:01
  Rafael Correa: It can be like, it's gonna be Scott Bahr's journey, and it's gonna feel very custom to Scott Bahr.
• 16:07
  Rafael Correa: It'll have a calculator on his pillow ready for him when he gets there because they know what he likes to do before he goes to bed.
• 16:14
  Rafael Correa: So all that stuff.
• 16:15
  Rafael Correa: So that's, that is probably the most exciting piece of what's gonna change, and I think it's so important.
• 16:19
  Rafael Correa: It needs...
• 16:19
  Rafael Correa: This is the time for it to change because we need this RV consumer to re-engage and feel like it's a much more premium experience for them, right?
• 16:28
  Rafael Correa: They want that, that ability to deliver that level of hospitality is only gonna help bring back that transient consumer that, I know we're hurting for here in the US.
• 16:37
  Rachel Godbout: On guest experience, I think is going to drive, absolutely drive retention, but also when the consumer is harder to get, like the climate that we're in right now, the AI affects everything from the way the guest searches, where
• 16:53
  Rachel Godbout: you show up, how they find you, to their booking decision, right?
• 16:56
  Rachel Godbout: And so the more you can lean in on that and make it a customized jersey or journey it feels to them like that higher level experience for the business is a lower cost.
• 17:08
  Rachel Godbout: But the people that are not opting for that higher level of hospitality are going to, in my opinion, hurt a little bit more than those that go back to that intimate relationship with the client.
• 17:23
  Rachel Godbout: Even if it's an email chain, multiple emails trickling in the experience is going to make the value worth it no matter what your price point is, and that's gonna be very important.
• 17:34
  Brian Searl: Yeah, I think that's the simplest example is email marketing, right?
• 17:36
  Brian Searl: And I think 10 years from now, maybe even not that long, maybe five years, we all look back on what we were doing for email marketing for the last 20 years, like we were the stupidest people in the
• 17:45
  Brian Searl: world blasting the same message to 10,000 different people trying to get them to come to our properties when in the future everything's one-to-one personalized.
• 17:51
  Brian Searl: So that's the simplest example.
• 17:53
  Brian Searl: So Michael you would do a lot of marketing with AGS.
• 17:55
  Brian Searl: You obviously work with the association at Taco.
• 17:58
  Brian Searl: There's- answer the question and take this in any direction you want, but one of the things that's most curious to me too, and maybe this is to you, maybe this is other people who want to answer this, is
• 18:07
  Brian Searl: it's very easy to say, "We're a PMS, we're gonna take advantage of AI."
• 18:11
  Brian Searl: What does that mean?
• 18:12
  Brian Searl: Because everything that you're building with AI takes time and care and craft to do.
• 18:18
  Brian Searl: It's not just a chat bot or just a phone agent or just a personalized email or just the right...
• 18:23
  Brian Searl: So I think it's gonna be interesting to see how each one of these PMSs takes a different approach to implementing something in a unique way, but what's your perspective on this?
• 18:33
  Michael Moore: Yeah, and I, to answer a question you had asked a few minutes ago, who are gonna be the players five or 10 years from now?
• 18:39
  Michael Moore: Honestly, I think there's gonna be some that aren't even here now, that we haven't heard of, because the technology is so democratized that, Raf said, I don't wanna say anyone can do it, but it's a lot easier now
• 18:50
  Michael Moore: than it was before.
• 18:51
  Michael Moore: Now, having said that, the current players, the Campspots, the Staylists obviously have a leg up because the other thing I would say about that too, and, any vendor can attest to this, especially, in this campground industry, it takes
• 19:04
  Michael Moore: three, four, or five years to really break in.
• 19:07
  Michael Moore: If you're unveiling a new company or a new product it takes a while.
• 19:10
  Michael Moore: Campground operators are inherently suspicious of changing up their operations.
• 19:15
  Michael Moore: And so the the, I don't wanna say the old guard, but the current reservation system companies, again, they've been around a long time, and so they've built up a lot of credibility and a lot of just rapport with
• 19:26
  Michael Moore: the operators out there.
• 19:27
  Michael Moore: So back to your original question with the AI and how that plays into it Again it's a balancing act obviously, and I think Rachel touched on it too, is, the, all this stuff is great and it's very helpful
• 19:39
  Michael Moore: for a lot of things, but what are the things that the guest is going to get the most sort of satisfaction out of, right?
• 19:46
  Michael Moore: So obviously on the AGS side, I'm tuned into the experience when they're already at the park, not so much getting to the park, but once they're there and figuring out what they need and what they wanna do while
• 19:57
  Michael Moore: they're there.
• 19:57
  Michael Moore: Do they need the mobile tech number?
• 19:59
  Michael Moore: Do they need to know where to go grab a bite to eat?
• 20:02
  Michael Moore: And that kind of stuff, again, AI can be very helpful with it, but it also, I don't wanna discount sort of the hospitality in-person angle too that the park provides.
• 20:12
  Michael Moore: You know-
• 20:12
  Brian Searl: And let me...
• 20:13
  Brian Searl: A- and I want you to continue, but let me back up and just clarify one thing.
• 20:16
  Michael Moore: Yeah.
• 20:16
  Brian Searl: When I say AI, I don't mean AI always in your face.
• 20:18
  Michael Moore: Sure.
• 20:18
  Brian Searl: AI being enabled as a tool for these developers and PMS systems to work faster and create new features.
• 20:24
  Brian Searl: AI being used to personalize the guest experience without them even knowing it's AI.
• 20:28
  Brian Searl: Like that kind of thing.
• 20:29
  Brian Searl: So please continue.
• 20:30
  Michael Moore: Yeah, no and I, a- again I think still it's like Raf said, it's only gonna get better.
• 20:35
  Michael Moore: I think it's g- just gonna be trying to figure out for all of us, okay, what is the right level of how much we use it, if you will.
• 20:42
  Michael Moore: Like how much is too much before a, a guest...
• 20:45
  Michael Moore: And look, let's face it, the guests are becoming a lot more sophisticated all the time, so they're gonna know a lot easier what sort of, sounds like AI and what doesn't.
• 20:53
  Michael Moore: And, we don't know the full effect yet on how people will feel about being catered that way or not.
• 20:59
  Michael Moore: It's still in the early stages- Yeah of doing all this stuff.
• 21:02
  Michael Moore: And So- it's very early and we don't know, but look, a- I'm with everyone else, I'm excited about it because it's pretty, it's pretty new and different.
• 21:09
  Michael Moore: And let's face it, that's something the industry has needed for a while.
• 21:12
  Brian Searl: Do you think there's-
• 21:13
  Rafael Correa: Yeah, some people are gonna-
• 21:14
  Brian Searl: do you think there's a chance they could rebel against personalization and they could demand a hi there in brackets on the email?
• 21:20
  Brian Searl: Like I don't know the names of a couple of the groups
• 21:22
  Michael Moore: Well,
• 21:22
  Rafael Correa: some people are always gonna perceive it as you have too much of my information, right?
• 21:26
  Rafael Correa: Like there's-
• 21:27
  Brian Searl: Yeah
• 21:27
  Rafael Correa: there's a group of people that feel that way.
• 21:28
  Rafael Correa: I'm in the camp of, as long as you're using it to make my life better Y'all can have it.
• 21:33
  Rafael Correa: But,
• 21:34
  Brian Searl: which is what most people would be
• 21:35
  Michael Moore: But like for in general as an industry, we have to be real sensitive to the guests we have now.
• 21:40
  Michael Moore: 'Cause like we've all- we all know the occupancy is not what it was during COVID, post-COVID, et cetera.
• 21:46
  Michael Moore: And so we have to be really sensitive to what our current guest wants, because let's face it, no matter what industry you're in, campgrounds or otherwise, repeat and referral is your number one source.
• 21:56
  Michael Moore: Like full stop.
• 21:57
  Michael Moore: And so-
• 21:58
  Rafael Correa: 100%
• 21:58
  Michael Moore: again we have to make sure that we're first and foremost catering to the guests we have.
• 22:03
  Michael Moore: But again, AI absolutely has a place in that too.
• 22:06
  Michael Moore: It's just gonna be kinda interesting to see how far it takes us.
• 22:10
  Rafael Correa: So we just hired a director of AI enablement and business solutions, kinda somebody to really just fully champion and our AI implementation here at Blue Water.
• 22:19
  Rafael Correa: And the, in the interview the candidate that ultimately got the position shared an his kinda philosophy on technology, which probably was the selling point, like what sold him to me was he goes, "Technology, when it's done well, it
• 22:32
  Rafael Correa: feels like magic," right?
• 22:34
  Rafael Correa: The iPhone felt like magic because it took something that was so complicated and made it so simple and easy and frictionless.
• 22:41
  Rafael Correa: And while in the background it's very sophisticated and technically complicated, to the end user it just feels like magic.
• 22:48
  Rafael Correa: And and I was like that's when we know we're using AI the right way," right?
• 22:52
  Rafael Correa: To take care of that guest that you're talking about, Michael, is when they start feeling a little bit more magic in how we deliver our level of service to them.
• 23:02
  Rachel Godbout: I think we're also gonna hit a point, this topic right now feels a little bit like the dynamic pricing topic did five years ago, right?
• 23:09
  Rachel Godbout: Where you, we had to explain, especially as operators being like you see it in airlines, you see it in hotels, you see it in these places."
• 23:16
  Rachel Godbout: But the consumer's already being exposed to it in almost every other platform.
• 23:23
  Rachel Godbout: They're, when you Google something, on Instagram, you don't know what's real, what's not.
• 23:27
  Rachel Godbout: On Facebook, same thing.
• 23:28
  Rachel Godbout: You have the general managers now making their own AI posters and putting them on their posts, right?
• 23:34
  Rachel Godbout: So the consumer's becoming exposed to it, and I think if it's done well, to Rafal's point, and it's done strategically, they're not going to be quite as afraid of it because they'll be a little desensitized to it.
• 23:49
  Rachel Godbout: It's out in the world.
• 23:50
  Rachel Godbout: It's not us shoving it down their throat and being like, "We're the only ones doing this."
• 23:56
  Rachel Godbout: It's just still a little new to them right now.
• 23:59
  Rachel Godbout: But I think that, by this time next year, we're gonna have very different conversations on the use of AI.
• 24:05
  Rachel Godbout: It's still just very new, and if you ask most people now about dynamic pricing or rate management, then five years ago they didn't know what it was and they didn't wanna price gouge, they're all doing it now, right?
• 24:17
  Rachel Godbout: It's just that, that life cycle of familiarity.
• 24:21
  Michael Moore: And look, and I've told campgrounds literally as long as I've been around, like the industry is 5 to 10 years behind the rest of the world when it comes to technology.
• 24:28
  Michael Moore: Doesn't matter what it is.
• 24:29
  Michael Moore: It's just, there's always a delay.
• 24:31
  Michael Moore: Just because again, it's hard to break in and campgrounds are always gonna be hesitant, especially if you're dealing with revenue and income and that kind of stuff,
• 24:39
  Brian Searl: simon, what do you think over in, What, what's what do the property management systems look like over in Europe compared to the US?
• 24:44
  Brian Searl: I think you have a unique kind of cross perspective here
• 24:47
  Simon Neal: Yeah, to talk about the existing market, it is pretty different.
• 24:51
  Simon Neal: You have lots of isolated regions for the PMS systems themselves.
• 24:56
  Simon Neal: It was very much a local sort of PMS company who would have their market very close to their physical location, and then the same spread out across Europe and the different countries.
• 25:08
  Simon Neal: That's started to change now in the last two, three years.
• 25:10
  Simon Neal: You've got some big companies coming in, a bit like the Campspots, the Newbooks, who are now starting to hoover up all of this market across the European space.
• 25:20
  Simon Neal: But it's a bit different because the, the selling in Europe is a lot different from the US model.
• 25:26
  Simon Neal: I would say a lot of it is dominated by channels and marketplaces.
• 25:30
  Simon Neal: So if you have a UK customer base, they're gonna be finding your campground, whether it's in any European country, through a UK channel, like Pitchup marketplace or brands like Eurocamp.
• 25:41
  Simon Neal: Same thing in Germany, same thing in Holland.
• 25:44
  Simon Neal: So any PMS or booking system has to be tied into all these channels, and that's what slowed down the implementation of this dynamic pricing and things like that, because you're dependent so much on the channel that you're restricted
• 25:56
  Simon Neal: by what the channel actually allows you to do.
• 25:59
  Simon Neal: But again, that's starting to change with these big companies that are coming in who actually are gonna be big enough with a big enough market share to say, "Actually, we're now the channel and we're gonna help you sell
• 26:09
  Simon Neal: in that way," which hasn't been possible really to date.
• 26:13
  Simon Neal: So that's the major differences.
• 26:15
  Simon Neal: I think in terms of features and other things, it's probably pretty similar.
• 26:19
  Simon Neal: There's not much different.
• 26:20
  Simon Neal: It was really just the selling channels
• 26:25
  Brian Searl: Where do you feel like the European market needs to go to be able to serve its guests in five, 10 years?
• 26:30
  Brian Searl: What, what advancements do you see campgrounds or campsites over there asking for that they don't have yet?
• 26:36
  Simon Neal: I think it's a lot what's been talked about.
• 26:38
  Simon Neal: So the automation and check-in, seamless booking experience, and that's been pushed pretty heavily.
• 26:44
  Simon Neal: So you can turn up at the campground, the barrier's gonna open, it's recognizing your number plate already.
• 26:50
  Simon Neal: You're going to your cabin.
• 26:51
  Simon Neal: With the app, you're gonna oc- unlock the door.
• 26:54
  Simon Neal: So these sorts of things have started to be popping up already.
• 26:58
  Simon Neal: We will work with a couple of partners to do that, and that's really being pushed heavily.
• 27:03
  Simon Neal: So I think it is that, seamless experience on the arrival side.
• 27:06
  Simon Neal: I think booking is pretty good already.
• 27:09
  Simon Neal: Yeah, and I think just again, choice and personalization.
• 27:13
  Brian Searl: Yeah, I think, I don't know that there's much room to, and maybe Raf you have a different opinion or Rachel I don't think there's much room to reinvent the booking piece of it itself other than the medium through
• 27:24
  Brian Searl: which it happens, which will not be a computer and mouse in five years, I don't think.
• 27:28
  Brian Searl: Some people will still be there, right?
• 27:30
  Brian Searl: But it'll be voice, it'll be chat, it'll be your Tesla screen in your car.
• 27:34
  Brian Searl: It'll be like, I don't know, whatever, you drive by a billboard and some- something scans in your Tesla and asks if you wanna book a steak if you look tired and you're whatever, right?
• 27:42
  Brian Searl: Who knows?
• 27:43
  Brian Searl: But so the medium of that changes, and thus the experience does, but I think the real innovation in booking engines or property management systems, is the right term, comes from those extra added features like license plate recognition, personalizing
• 27:54
  Brian Searl: the guest, stuff like that.
• 27:56
  Rafael Correa: It's funny that you mention that, Brian because I actually question This idea that people will just outsource their vacation booking to AI and the reason being-
• 28:07
  Brian Searl: Not everybody will.
• 28:08
  Brian Searl: Some will
• 28:09
  Rafael Correa: I almost think that very, here's the, here's my, stick with me.
• 28:13
  Rafael Correa: Stick with me.
• 28:13
  Brian Searl: Okay.
• 28:13
  Rachel Godbout: This gonna be good.
• 28:15
  Rafael Correa: How fun is it to plan your vacation?
• 28:18
  Rafael Correa: Like that is probably one of the most fun things to do with yourself or with your spouse or with your kids, where you're exploring your options, you're imagining different scenarios.
• 28:30
  Rafael Correa: Like that process is like in and of itself, it's like visualizing winning the lottery.
• 28:35
  Rafael Correa: It's like super fun.
• 28:36
  Brian Searl: I'm with you but my girlfriend is the opposite of you.
• 28:40
  Brian Searl: So I'm saying like you're right, I'm on your side-
• 28:43
  Rafael Correa: Yeah
• 28:43
  Brian Searl: and I think there's a cert- I think there's a certain people, number of people who outs- And then think of the people who also love to be surprised.
• 28:50
  Brian Searl: Can AI pick something that I would have never found before that's gonna delight me?
• 28:53
  Rafael Correa: Totally.
• 28:54
  Rafael Correa: Will it be used for research?
• 28:55
  Rafael Correa: 100%.
• 28:56
  Rafael Correa: But will it actually be the vehicle to which you're like, "All right, I just need to book a campground," plug it in, go book a trip for me.
• 29:03
  Rafael Correa: No.
• 29:03
  Rafael Correa: But like for the research part, totally agree with you so that's why it's important that we show up and all those things, but I think that there's so much joy involved in the planning process that it's will be
• 29:13
  Rafael Correa: very human in the loop because of that.
• 29:16
  Rachel Godbout: And again, back to the dynamics of our industry, like you would have to be looking at the preference of somebody's site orientation, right?
• 29:26
  Rachel Godbout: Or do they like to be in the back of the park?
• 29:29
  Rachel Godbout: Do they prefer to be closer to the playground?
• 29:31
  Rachel Godbout: Do they...
• 29:32
  Rachel Godbout: there are so many variables when somebody does make a booking.
• 29:36
  Rachel Godbout: I think it would be hard...
• 29:38
  Rachel Godbout: I don't know.
• 29:38
  Rachel Godbout: I don't develop AI.
• 29:40
  Rachel Godbout: But I think it would be hard for it to get to a point where it is completely bookable.
• 29:44
  Rachel Godbout: I could see the recommendations.
• 29:46
  Rachel Godbout: I 100% would be someone who's like, "Hey, I wanna take a trip.
• 29:50
  Rachel Godbout: I don't wanna take the time to look up all these different things.
• 29:52
  Rachel Godbout: Give me a potential three options with an agenda.
• 29:57
  Rachel Godbout: Here are the things that I like."
• 29:58
  Rachel Godbout: I would love that all day long, but I think to actually execute that booking and have a satisfaction rate where it did become the primary vehicle for booking, I'm a little hesitant there.
• 30:12
  Brian Searl: No, you're not wrong.
• 30:13
  Brian Searl: I think, but that's where it has to grow into, and you're right, it is a very hard problem.
• 30:17
  Brian Searl: But it's taking AI and using it to build things that can enable you to gather the correct data in a altruistic, helpful way on your guest that you can then understand that this guest has stayed with me five
• 30:28
  Brian Searl: times before, and they always pick the back of the park.
• 30:30
  Brian Searl: They always want a back-in site, and they always want something quiet, and then it becomes helpful, right?
• 30:34
  Rachel Godbout: Existing guests, completely agree.
• 30:36
  Rachel Godbout: Your new guest, I think, is where the challenge would be.
• 30:39
  Brian Searl: For sure.
• 30:40
  Brian Searl: Yep.
• 30:40
  Brian Searl: But then it depends on how we end up, like i- is the player end up the wins, does that end up being a Campspot or a Newbook who it represents hundreds or thousands of the properties, and then do
• 30:50
  Brian Searl: they have that aggregated data that they can cross-reference and recommend somebody or, I don't know.
• 30:56
  Brian Searl: What do you think, Scott?
• 30:57
  Rafael Correa: Sca- scale always helps, but-
• 30:59
  Brian Searl: Yeah.
• 30:59
  Brian Searl: What do you think, Scott, from a behavioral consumer standpoint?
• 31:03
  Brian Searl: Where do we need to go, or are we already there, or what should we consider?
• 31:07
  Brian Searl: And you're muted, Scott.
• 31:11
  Brian Searl: Scott, you're muted, I think
• 31:12
  Rafael Correa: You're hitting us with so much genius that your mic's not picking it up
• 31:18
  Scott Bahr: I was, I had dogs barking earlier, sorry.
• 31:21
  Brian Searl: That's okay.
• 31:21
  Scott Bahr: But you can't read lips.
• 31:23
  Scott Bahr: Anyway, the in some of the research that I've done on this topic, on not all the ins and outs of it, but what I call booking risk, there's risk in everything we do obviously.
• 31:35
  Scott Bahr: But what we found is that the, the more sophisticated traveler, the person who has a lot of moving parts, the person that ha- that is, has the most skin in the game, the person who's the most avid traveler
• 31:50
  Scott Bahr: assigns the most risk to what they do to booking a trip, and thus wants to be much more hands-on and involved than the person who isn't, who's less involved, who maybe is like, "Okay, this is just a, maybe
• 32:06
  Scott Bahr: a weekend trip," and I'm kind...
• 32:08
  Scott Bahr: they're just not as into it.
• 32:09
  Scott Bahr: There aren't as many moving parts.
• 32:10
  Scott Bahr: They in, from what we saw, that person, that's the person that is much more likely to turn it over to an AI, to allow that automation to, to go a lot further for them versus, again, that person that's
• 32:24
  Scott Bahr: booking that more sophisticated trip, the m- the more skin in the game they have.
• 32:28
  Scott Bahr: And I like the idea too that you brought up about how people are into it.
• 32:33
  Scott Bahr: We actually did a re- a, a study a couple years ago with teens and trip planning and found that the group of teens that were involved in the actual hands-on planning of the trip were much more into the
• 32:46
  Scott Bahr: trip.
• 32:47
  Scott Bahr: They liked the, th- they enjoyed themselves a lot more.
• 32:50
  Scott Bahr: They were much more engaged in the trips themselves.
• 32:53
  Scott Bahr: And there's a lot to be said for that.
• 32:54
  Scott Bahr: So yeah, that's, those are just a couple things that we've looked at in this.
• 32:57
  Scott Bahr: And I, there's obviously a place for everything and I think, to a degree that even for the more sophisticated traveler, at least the surface part maybe, I think, Rachel, you mentioned doing some research and stuff, that people will
• 33:08
  Scott Bahr: use it for that.
• 33:09
  Scott Bahr: But they wanna dig in themselves and do it too.
• 33:14
  Brian Searl: Let me ask this question.
• 33:14
  Brian Searl: I think it, this is different when the answer is it's the destination is the resort.
• 33:18
  Brian Searl: If you're owning a, if you're operating a big huge Yellowstone and you're coming there to stay there for the weekend and you're not gonna leave, and the pool and the waterpark and the, everything's there, right?
• 33:26
  Brian Searl: That, the answer's different.
• 33:27
  Brian Searl: But for, I would say the majority of what a typical RV park or campground or glamping resort is, there's been a big push, at least maybe from me and Scott and other people in this industry too, that have
• 33:37
  Brian Searl: said experiences matter more to the younger generations, to people who are being more choosy with their money.
• 33:42
  Brian Searl: It's not just where you put your head at night, it's how do you curate an experience, how do you explain what to do in the local area.
• 33:48
  Brian Searl: What the trip is built around the experiences they're having in the area, and then you come back to the campground and lay your head down for the night, whether it's in a cabin or an RV So if that's
• 33:57
  Brian Searl: the case, and AI is curating the trip or they're interested, as you say, Raf, in planning the trip themselves, arguably one could say they're more interested in planning the experiences around the campground, making the decision of where to-
• 34:13
  Brian Searl: which campground to stay at something they might casually say, "Just go find for me."
• 34:18
  Rafael Correa: I think it's possible.
• 34:18
  Rafael Correa: I think it all comes down to what your driver is and what your motivation,
• 34:22
  Brian Searl: yeah
• 34:22
  Rafael Correa: at the end of the day is.
• 34:23
  Rafael Correa: But, my, I think it was Rachel that said it and Michael also said it, is like taking care of that existing customer, having the right vibe on the campground so that people are recommending it, whether that's in person
• 34:33
  Rafael Correa: or they're via- through their reviews.
• 34:36
  Rafael Correa: Like, all of those things are ultimately gonna drive what you're talking about, where maybe the campground the stay is secondary to the destination.
• 34:44
  Rafael Correa: Then the AI that they're gonna out- outsource that to is gonna rely on the vibes that people are putting out online about that property, right?
• 34:54
  Rafael Correa: And that's gonna come in the form of past guest reviews, which is like, going back to Rachel and Michael's points, is just on property execution, right?
• 35:01
  Rafael Correa: And then making sure that people have such a good time that they bother to leave you a positive review that informs that, that person that you're referring to
• 35:12
  Brian Searl: Phil, Eleonore, how do you see this from the RV industry side?
• 35:15
  Brian Searl: And then we'll pivot to the, to talking a little bit about what Raf suggested before the show.
• 35:20
  Phil Ingrassia: I think, from the RV perspective, certainly the dealers are going through some of the same the same things that the campground is.
• 35:29
  Phil Ingrassia: In fact, at our upcoming convention, we've got a several AI related workshops, and one of them is on dynamic pricing.
• 35:39
  Phil Ingrassia: There are a number of companies that are involved with that and it's it's something the dealers are trying to get their arms around as well.
• 35:48
  Phil Ingrassia: I think on the other side of the coin too, you gotta kinda get into the psychographics.
• 35:53
  Phil Ingrassia: One of our manufacturers today or l- late yesterday put out a news release talking about how they're going to focus on selling more of the experience of RV travel, the bonding that occurs, the networking the stuff that occurs
• 36:11
  Phil Ingrassia: in the campgrounds and at, tailgating events or whatever they're using the RV for.
• 36:17
  Phil Ingrassia: And they cited an American Psychology Association study showing that half of all Americans feel disconnected from their surroundings.
• 36:26
  Phil Ingrassia: Okay?
• 36:27
  Phil Ingrassia: Now, I can never remember a m- RV manufacturer referencing psychographics in a news release, but it's showing you that we need to, adapt that experience to where people are right now, and if AI's gonna help do that, whether
• 36:46
  Phil Ingrassia: it's through the kind of unit they wanna buy or the experience they have at the campground, I think it's just another tool in the toolbox.
• 36:54
  Phil Ingrassia: It certainly doesn't substitute for the, the personal experience, but I do think it's interesting that you guys are talking about some of the same things that the dealers are talking about when they're trying to deal one-on-one with customers
• 37:08
  Phil Ingrassia: or through the online portals that they have
• 37:12
  Brian Searl: Eleonore, what do you think?
• 37:14
  Eleonore Hamm: I would agree.
• 37:14
  Eleonore Hamm: It's the, the experience, so the guest experience has become so much more than just what the unit am I buying.
• 37:19
  Eleonore Hamm: So it's similar yes, I may be going to this campground, but my whole trip is about the experience.
• 37:24
  Eleonore Hamm: Same as an RV buyer, I'm, I want the experience, so which RV is going to help me f- do that?
• 37:31
  Eleonore Hamm: But ultimately, dealers are, are struggling, like, where, how is the best way to use AI, are they, are, to answering the phone?
• 37:36
  Eleonore Hamm: Or is it gonna answer my question quickly?
• 37:39
  Eleonore Hamm: Is it do my, am I using it on my website?
• 37:41
  Eleonore Hamm: How, where am I finding my consumers, right?
• 37:44
  Eleonore Hamm: That's another thing, because we know that there are fewer in the marketplace at the moment.
• 37:47
  Eleonore Hamm: So they're all trying to wade their way through this new this new communication method.
• 37:55
  Eleonore Hamm: And hopefully they'll get some, some learning, some, they'll learn a few things at our convention.
• 37:59
  Eleonore Hamm: But it is still very new.
• 38:01
  Eleonore Hamm: I think it still scares them quite a bit.
• 38:03
  Eleonore Hamm: But ultimately, we keep referencing experiences, and that's, I think, what people are going to want, regardless of whether they're in the younger demographic or, have been going somewhere for quite a long time.
• 38:14
  Eleonore Hamm: It's still going to be what happens and what they're doing as an RVer.
• 38:19
  Brian Searl: Let's talk about those consumers for a second.
• 38:21
  Brian Searl: Raf, you had pitched an idea that, before the show.
• 38:23
  Brian Searl: We, I'll let you lead with it.
• 38:24
  Brian Searl: You explain it.
• 38:25
  Rafael Correa: Yeah, I we share a consumer, right?
• 38:27
  Rafael Correa: We deliver two different services, or you deliver a product and we deliver a, a, a service to some degree, but I'm really curious from the dealer association perspective, what are the biggest, now that we're in this kind of
• 38:43
  Rafael Correa: lean time and we're all trying to find another gear, what are the dealers doing, that's my first question, that's new and different from what they've done for years past?
• 38:53
  Rafael Correa: And then my other question, number two is have you heard of any other collaboration opportunities f- for campgrounds and dealers that, where we can connect and help connect that consumer and deliver a more turnkey experience from kind of
• 39:09
  Rafael Correa: purchase through their first stay, getting comfortable and falling in love with the lifestyle?
• 39:15
  Phil Ingrassia: I'll, I think one of the things that dealers are really focused on, the successful dealers that I talk to all the time, is taking the hassle factor out of buying and owning an RV.
• 39:27
  Phil Ingrassia: And thankfully, you have park management systems, we have dealer management systems, and we're starting to measure that repair event cycle time, from the time they drop it off to the time they pick it up.
• 39:39
  Phil Ingrassia: Shortening that time, working with the manufacturers, suppliers to get these people back on the road so that they can enjoy their unit.
• 39:46
  Phil Ingrassia: So that's one of the things I think that they're focused on.
• 39:49
  Phil Ingrassia: I think, obviously it's soft for sales.
• 39:53
  Phil Ingrassia: But The de- the demand to travel is still there, as, as you know at the parks.
• 39:58
  Phil Ingrassia: But they're keeping them longer, so that means service has gotta be even better.
• 40:02
  Phil Ingrassia: So I think that's one of the things that the, the dealers are starting to focus on, is their fixed operations, as we call it, part of the shop.
• 40:10
  Phil Ingrassia: The other thing, as far as collaboration is I think that they're looking at other types of buyers that maybe weren't front and center just a few years ago.
• 40:23
  Phil Ingrassia: We just had somebody out, and we'll have this in our s- September issue of our magazine coming out in a few weeks, but this, this overland camping thing that's going on right now, where people are looking for a
• 40:36
  Phil Ingrassia: more rustic experience.
• 40:38
  Phil Ingrassia: And I know some campgrounds provide that.
• 40:40
  Phil Ingrassia: Others, that's the, that's not what they do.
• 40:43
  Phil Ingrassia: But I do think that it doesn't have to be an either/or, because you could, you can do both.
• 40:49
  Phil Ingrassia: You can have the rustic experience in some of these units, but you can also set it up at a more traditional campground.
• 40:56
  Phil Ingrassia: So I do think that's something we're gonna be looking at very closely in the coming years and months, because dealers need to diversify that customer base to- to reach this new, this new buyer that's out there.
• 41:11
  Phil Ingrassia: Some of them want a little bit more of a rustic experience.
• 41:15
  Phil Ingrassia: Others do both, and then others don't.
• 41:17
  Phil Ingrassia: How do you mix that all together?
• 41:19
  Phil Ingrassia: And the product mix is changing, too.
• 41:21
  Phil Ingrassia: The affordability factor, it used to be you, slides.
• 41:25
  Phil Ingrassia: More slides.
• 41:26
  Phil Ingrassia: Guess what?
• 41:27
  Phil Ingrassia: They're backing those out, because what are slides?
• 41:29
  Phil Ingrassia: They're heavier.
• 41:31
  Phil Ingrassia: They break down more, creates more of a hassle, and some people don't want all that.
• 41:36
  Phil Ingrassia: The pendulum is swinging back a little bit there as well, so-
• 41:39
  Rafael Correa: Less moving parts.
• 41:41
  Phil Ingrassia: A less comp- right a less complicated product that can be more more affordable, easier to store, and won't break as often.
• 41:53
  Phil Ingrassia: That's kinda what I'm hearing from dealers right now.
• 41:56
  Eleonore Hamm: Yeah.
• 41:56
  Rafael Correa: Good insights.
• 41:57
  Eleonore Hamm: Affordability for sure is obviously an issue for us.
• 42:00
  Eleonore Hamm: And, you think of in...
• 42:01
  Eleonore Hamm: in Canada, the majority of the units are manufactured in the States, so we do have an exchange rate that hasn't been overly favorable these days.
• 42:09
  Eleonore Hamm: So it does make product pretty expensive, and so y- you're seeing some of the dem- maybe the younger demographics as well looking for exactly what Phil said, lighter units more affordable.
• 42:19
  Eleonore Hamm: They don't necessarily want all of the features.
• 42:21
  Eleonore Hamm: They don't have the tow vehicles necessarily to tow something that is that heavy.
• 42:25
  Eleonore Hamm: So they want something that's lighter more flexible, gives them the opportunity to maybe stay in a resort or a property, but also, there's a lot of land in Canada.
• 42:33
  Eleonore Hamm: So we've got a lot of crown land that you can visit.
• 42:35
  Eleonore Hamm: And the opportunity to perhaps go and travel that way, to travel different ways.
• 42:39
  Eleonore Hamm: So it's kind of flexibility but also affordability.
• 42:42
  Eleonore Hamm: And so I think our dealers, when they're looking at what they're bringing in terms of product, they're definitely taking those two things into consideration.
• 42:49
  Rafael Correa: I appreciate that perspective.
• 42:50
  Rachel Godbout: I would be really interested in the demographics of those changes, like the demographics and meaning wh- who is the consumer that wants the less dynamic RV?
• 43:01
  Rachel Godbout: Are they transient, weekenders, long-term?
• 43:04
  Rachel Godbout: What age?
• 43:06
  Rachel Godbout: I...
• 43:06
  Rachel Godbout: That's very fascinating to me to see what that shift would be and who the consumer is for those, the smaller, lighter tow vehicles.
• 43:15
  Rachel Godbout: Is it a younger- Single person-
• 43:17
  Phil Ingrassia: Go RVing
• 43:18
  Rachel Godbout: is a family
• 43:19
  Phil Ingrassia: Go RVing in US has done some research in that area, and traditionally, you see this research, and I know Scott's got some of it too, where you just throw people in age buckets, and- That's how, where it's at
• 43:30
  Phil Ingrassia: right now.
• 43:31
  Phil Ingrassia: It's more on their lifestyle.
• 43:33
  Rachel Godbout: Yeah.
• 43:33
  Phil Ingrassia: You- are they, dual income no kids?
• 43:37
  Phil Ingrassia: Are they, do they have young kids at home?
• 43:41
  Phil Ingrassia: Don't matter what their age.
• 43:42
  Phil Ingrassia: Are they older parents or grandparents traveling with ki- it, you gotta kinda throw out the age stuff and more on end usage, what they're trying to do.
• 43:52
  Phil Ingrassia: Are they remote work- workers?
• 43:55
  Phil Ingrassia: No, digital nomad type people.
• 43:57
  Phil Ingrassia: So I think thinking about it verse, our traditional, generations, and we've all sat through those kinda workshops where they talk about this generation does this, this generation does that.
• 44:08
  Phil Ingrassia: That's kinda out the window when you look at the buying profiles that are out there.
• 44:14
  Phil Ingrassia: What do you think on that, Scott?
• 44:16
  Scott Bahr: F- first if anyone's an RVIA member, I have some research on this.
• 44:21
  Scott Bahr: Life stage versus generations.
• 44:23
  Scott Bahr: I, I have a, an entire segmentation study that I did with that, and the other part of that is the the i- the idea that- Because you're exactly right, Phil.
• 44:37
  Scott Bahr: It's like, the what happens is, depending on where someone's at, their needs are different their, what they want.
• 44:42
  Scott Bahr: One of the things that we found too is simplicity ease of use are big factors as well, 'cause the education component is a huge either barrier or can relieve that tension as well in terms of usage.
• 44:57
  Scott Bahr: And this is across the industry, but particularly with RVing.
• 45:01
  Scott Bahr: So yes, I have, I've done some of that, that research and I actually have a a, a short paper I, I wrote.
• 45:08
  Scott Bahr: I don't always put these out just because whatever.
• 45:11
  Scott Bahr: They, apparently they sit better in the, my tabs, in Google Docs than they do b- by being distributed.
• 45:18
  Scott Bahr: But it's just a, a writeup on why life stage should be considered before generations.
• 45:26
  Rachel Godbout: Yeah.
• 45:26
  Scott Bahr: And I'd be willing to share that with anyone who's interested.
• 45:28
  Scott Bahr: I j- I literally just last week signed up for Substack and I'm, and I posted my first article on it, so I'm gonna try to...
• 45:35
  Scott Bahr: I've been forced into this by some people around me.
• 45:37
  Rafael Correa: Scott, I wanna follow you.
• 45:38
  Rafael Correa: What's the-
• 45:38
  Rachel Godbout: Yeah
• 45:38
  Rafael Correa: what's your handle on there?
• 45:40
  Scott Bahr: It's just me, my, it's just my name.
• 45:42
  Scott Bahr: So-
• 45:42
  Rafael Correa: All right, I'll look for you.
• 45:44
  Scott Bahr: The, my first article, Brian and I are gonna talk a, a little bit about on Outwired this afternoon as well.
• 45:50
  Rafael Correa: Awesome.
• 45:50
  Rafael Correa: Congrats on that new channel.
• 45:52
  Rachel Godbout: Yeah.
• 45:53
  Scott Bahr: It sounds really geeky, but it's really part of what we all-
• 45:56
  Rafael Correa: Nerds rule the world, buddy.
• 45:58
  Scott Bahr: And, but yeah, I'll, d- Phil I'll share some of that with you too, 'cause I know you're, obviously an RVIA member anyone, a- and anyone who is, I can do that, or I can get permissions from Bill and
• 46:09
  Scott Bahr: Monica as well to, to share some of that out.
• 46:13
  Phil Ingrassia: Great.
• 46:13
  Brian Searl: Simon, do you see the same type of demographic changes in Europe that we're in- hinting at and seeing or changing in America, or is Europe just more ahead of this curve?
• 46:23
  Simon Neal: No, I think it's pretty similar.
• 46:25
  Simon Neal: What Phil mentioned about the, the smaller vans, the overlanding type lifestyle, digital nomads has definitely grown a lot.
• 46:35
  Simon Neal: So I think in that respect it's very similar.
• 46:37
  Simon Neal: And also the similar pressures about cost of anything.
• 46:40
  Simon Neal: To be more economic more sustainable is a very big thing.
• 46:46
  Brian Searl: Are you still having a good season over there in Europe?
• 46:48
  Brian Searl: 'Cause I remember when we first talked there was some concern early in the year, but then you said it picked up, right?
• 46:53
  Simon Neal: Yes.
• 46:53
  Simon Neal: It was very hesitant up until May.
• 46:55
  Simon Neal: Then May was really good and some latest results coming in Germany was a bit flat, but then Spain and Italy had a great season particularly on the, the peak summer holidays.
• 47:06
  Simon Neal: They were up to 90%-plus occupancy, and actually campgrounds were outperforming hotels in both regions, so it's pretty impressive.
• 47:16
  Brian Searl: Awesome.
• 47:17
  Brian Searl: All right, let's spend the last few minutes here asking each other questions.
• 47:19
  Brian Searl: I'll turn the host over to you guys.
• 47:20
  Brian Searl: So Simon, we'll start with you since you just talked and answered that question.
• 47:23
  Brian Searl: Do you have a question for anybody else here that you'd like to ask?
• 47:26
  Simon Neal: Yeah, maybe Michael.
• 47:28
  Simon Neal: If you're a members of TACO, is there one thing that is the biggest concern at the moment above, above anything else?
• 47:35
  Michael Moore: It's a big state, so there's a lot of, there's a lot of problems.
• 47:38
  Michael Moore: I would say legislatively I know which is obviously, for us, our number one sort of benefit, it's the property taxes here.
• 47:47
  Michael Moore: Because to, not to bore everyone, but, the various jurisdictions kinda have their own method to assess properties.
• 47:55
  Michael Moore: And so what ends up happening is these entities will see these valuations for these campgrounds, which hey, that's great for the person that sold it, but that entity's gonna see the campgrounds surrounded going, "Oh, they must all be
• 48:07
  Michael Moore: worth this much," and assess them that way.
• 48:10
  Michael Moore: And so we're seeing people's property taxes go up 2, 300% year over year.
• 48:16
  Michael Moore: And I would say that is just because it's one of those things that you can't really budget for, at least not smartly.
• 48:22
  Michael Moore: That's not really fair to ask someone to double or triple their property tax.
• 48:25
  Michael Moore: Beyond that, utility billing is always a, a big thing.
• 48:28
  Michael Moore: Meaning people being charged, parks being charged for things that they shouldn't be.
• 48:33
  Michael Moore: Other than that, I would say in general it's the issues I think that are happening nationwide is, occupancy's down a little bit.
• 48:38
  Michael Moore: And I'm glad we talked to Phil and Eleonore kind of what the dealers are seeing, 'cause again, this is truly, let's face it, one of the things that I think every entity of the industry can work together on
• 48:49
  Michael Moore: is to get more people out there and camping.
• 48:51
  Michael Moore: That's something we can all agree with.
• 48:52
  Michael Moore: We don't need to worry about the egos and the history when it comes to that.
• 48:56
  Michael Moore: We all just want more people, yeah.
• 48:57
  Michael Moore: So like I said, I apologize for the very boring answer, but that's what I would say is the big thing.
• 49:03
  Brian Searl: All right.
• 49:03
  Brian Searl: Michael, do you have a question for somebody else?
• 49:06
  Michael Moore: Yeah, probably for Raf and for Rachel, as operators of parks, what are you guys using to learn what your current customers are liking about their stay, what they're not liking?
• 49:17
  Michael Moore: Like what kind of methodology are you using to improve kinda the operation side of things?
• 49:25
  Rachel Godbout: For us it's guest communication.
• 49:27
  Rachel Godbout: A lot of guest communication on different mediums and platforms.
• 49:30
  Rachel Godbout: We do have an AI component to our system, which we are expanding on, but learning our consumer...
• 49:36
  Rachel Godbout: The reason I asked about the demographics is because we are trying to currently correlate the certain types of demographics, whether it's activity, lifestyle, age, whatever, to different elements of a park.
• 49:50
  Rachel Godbout: And then who is the positive guest user there?
• 49:53
  Rachel Godbout: Who is the negative guest user?
• 49:55
  Rachel Godbout: Where do we have better retention?
• 49:56
  Rachel Godbout: Where do we lose people?
• 49:57
  Rachel Godbout: Meaning if you're an active lifestyle, you might be happier in, Bryce Canyon versus somewhere else, right?
• 50:04
  Rachel Godbout: And so we can hone our marketing in there.
• 50:06
  Rachel Godbout: But we are focusing a lot on communication with the guest leading into their stay, upon arrival, during the stay, after the stay, through reviews both from the onsite team, but through our systems.
• 50:20
  Rachel Godbout: So the point earlier, the guest feedback is, it's gold.
• 50:24
  Rachel Godbout: And so we're using that to be able to better ourselves, but also profile who our optimal consumers are and what we should be offering to those consumers.
• 50:36
  Rafael Correa: Yeah, I th- I would echo the guest data, and data in general, right?
• 50:39
  Rafael Correa: And all its shapes and forms have become a gigantic priority for us here at Blue Water and we're f- making sure that we're tracking as much as we can with, whether it's the Google tags on where people are
• 50:50
  Rafael Correa: entering data, what they're searching for, all the way through what they actually are booking, right?
• 50:55
  Rafael Correa: And that data that where they're voting with their dollars at the end of the day.
• 50:58
  Rafael Correa: And then you have guest reviews.
• 51:00
  Rafael Correa: And so collating all that and doing analytics, leveraging AI tools to do analytics that before were not really fathomable for us to be able to do has been a lot of fun.
• 51:10
  Rafael Correa: And I just sat through an exercise that we do every year when we're budgeting.
• 51:15
  Rafael Correa: Going f- One of the coolest parts about our industry is the kind of flexible nature of our inventory and being able to tweak it every year from, whether it's long-term or transient, or you make it a premium site,
• 51:25
  Rafael Correa: or you turn it into a park model, right?
• 51:27
  Rafael Correa: And so these are levers that you can pull to really drive revenue.
• 51:30
  Rafael Correa: And so we do this highest and best use exercise where we're really looking at each site intimately, and we're understanding when the guests were voting with their dollars, what did they choose?
• 51:39
  Rafael Correa: And why didn't they choose these items that aren't performing?
• 51:42
  Rafael Correa: And how do we level that up?
• 51:43
  Rafael Correa: And so we're adding levels of analytics to that data now that weren't possible before, and we're s- finding some really unique insights, right?
• 51:51
  Rafael Correa: Because where something said, on the surface would be like, "Oh we need to change that to a cabin."
• 51:56
  Rafael Correa: When you start taking a look at your housekeeping costs in that particular market and what your actual GOP or your gross operating profit for adding that unit is is it the best move for you at the end of
• 52:06
  Rafael Correa: the day with the payroll costs and everything associated with it?
• 52:08
  Rafael Correa: So not just looking at the revenue it's generating, but what's actually flowing through to the bottom line.
• 52:13
  Rafael Correa: So I would tell you that it's all about data collection for us right now, and then u- deepening our into our, our deepening our understanding of what that data's telling us.
• 52:24
  Rafael Correa: We're all just trying to be little Scotts over here at Blue Water.
• 52:29
  Brian Searl: All right, Rachel, do you have a question for anybody?
• 52:33
  Rachel Godbout: I wanna, I really go back to Scott, to be honest, with the life stage versus generational information.
• 52:41
  Rachel Godbout: I am one of those people that will go down a data rabbit hole as much as I possibly can.
• 52:46
  Rachel Godbout: I like to make very strategic decisions based on information.
• 52:50
  Rachel Godbout: What did you find out of that research that was surprising to you or unexpected?
• 52:57
  Scott Bahr: I think, just from the top would be the idea that, obviously for the last couple years we've talked a lot about Gen Z-ers and who that group is.
• 53:08
  Scott Bahr: And the first and foremost what- W- I found in the research was that there are three major life stages that ma- that comprise Gen Z-ers that are fairly evenly distributed, too.
• 53:23
  Scott Bahr: So anyone who treats Gen Z as a monolith is making a huge mistake, 'cause they're not.
• 53:30
  Scott Bahr: It's not even close.
• 53:32
  Scott Bahr: And it ranges from the Gen Z-er who is still living with their parents, to those who are fully into family life, and then the, then those who are transitioning, in that transition phase of their lives.
• 53:46
  Scott Bahr: And all three are very well represented across the board.
• 53:49
  Scott Bahr: So again, that we treat them in some respects a- as the same, but each one of those groups has very different perspectives, very different needs, very different motivations for what they want, regardless of what they're buying.
• 54:04
  Scott Bahr: It could be an air fryer or an RV or a campsite.
• 54:08
  Scott Bahr: And so it's that to me was the, the biggest one.
• 54:11
  Scott Bahr: The older you get, the boomers are a little bit more monolithic and, a- and that's not surprising, w- you got the retirees and so on.
• 54:18
  Scott Bahr: But the that to me was first and foremost what, what came out.
• 54:22
  Scott Bahr: But also in some respects, some of the similarities between Gen Z-ers and boomers and I've seen this in other research too.
• 54:28
  Scott Bahr: I think that's another paper I could write.
• 54:30
  Scott Bahr: It's it, there's, there are similarities there that would surprise people, I think a- as well,
• 54:35
  Brian Searl: do you have data on the differences between air fryer preference among Gen Z?
• 54:40
  Scott Bahr: Yes, I actually do.
• 54:41
  Scott Bahr: I did a study, I did a study on home appliances, that's why it was top of mind.
• 54:45
  Scott Bahr: So anyone who wants to know, it's like, yeah we know that.
• 54:49
  Rachel Godbout: That's awesome.
• 54:51
  Brian Searl: All right, Scott, do you have a question for somebody else?
• 54:53
  Scott Bahr: Eleonore, I quickly, I know 'cause we're almost out of time here, but right before we got on the, this t- show today I saw a blurb that said shipments to Canada were up 18%, RV shipments.
• 55:06
  Scott Bahr: One, is that true?
• 55:08
  Scott Bahr: I- and is it relevant?
• 55:09
  Scott Bahr: And if so, what's going on up there?
• 55:11
  Eleonore Hamm: Okay, so what you have to keep in mind is that the shipment data goes to the end of June same as our retail stats right now.
• 55:18
  Eleonore Hamm: But the shipment data to the end of June is up this year because if you remember June of 2025, we had retaliatory tariffs that were coming in on- All motorized units.
• 55:29
  Eleonore Hamm: So there was a very, there were no shipments essentially into Canada for that second quarter.
• 55:35
  Eleonore Hamm: So it's a bit misleading in terms of, we're still down about 1%, just over 1% in new unit sales f-
• 55:42
  Scott Bahr: Okay
• 55:42
  Eleonore Hamm: from June of 2026 over 2025.
• 55:45
  Eleonore Hamm: 2025 was probably the softest years that we've ever had since we've been collecting this data, so you know, w- we'll probably finish on par with 2025, but it was just because of that, there are no retaliatory tariffs in
• 55:57
  Eleonore Hamm: the second quarter of 2026, w-
• 56:00
  Scott Bahr: Okay
• 56:00
  Eleonore Hamm: which makes it look extremely strong.
• 56:03
  Eleonore Hamm: Especially if you look on the motorized-
• 56:04
  Scott Bahr: Yeah
• 56:04
  Eleonore Hamm: because that was where the tariffs were in place.
• 56:07
  Brian Searl: So next year, 2027, there's gonna be a strong September is what you're saying.
• 56:12
  Eleonore Hamm: Hopefully there's a strong every month,
• 56:15
  Brian Searl: but.
• 56:15
  Brian Searl: Yeah.
• 56:16
  Brian Searl: Yeah.
• 56:16
  Brian Searl: Okay.
• 56:16
  Brian Searl: All right.
• 56:17
  Brian Searl: Let's be cognizant of everybody's time, and let's just wrap up briefly.
• 56:19
  Brian Searl: Eleonore, where can they, final thoughts and where can they find out more about RVDA of Canada?
• 56:23
  Eleonore Hamm: Yeah.
• 56:23
  Eleonore Hamm: Always visit our website rvda.ca, and we've also got our Go RVing Canada website, which is gorving.ca for, consumer information and some of the studies that we've done there.
• 56:33
  Eleonore Hamm: But yeah, and they can always email us as well at info@rvda.ca.
• 56:37
  Eleonore Hamm: Thank you.
• 56:38
  Brian Searl: Thanks for being here.
• 56:39
  Brian Searl: Rafael?
• 56:40
  Rafael Correa: So yeah bwdc.com.
• 56:44
  Rafael Correa: That's Bravo Whiskey Delta Charlie.com.
• 56:46
  Rafael Correa: And my parting thought is to encourage everyone who's listening to get involved with their state association, their national association, if you're a dealer, with your dealer association, if you're a manufacturer, with the industry association.
• 56:59
  Rafael Correa: We are, at those levels, we are starting to find better ways to collaborate with each other because, again, we're all needing the business.
• 57:07
  Rafael Correa: We all need to find a new gear.
• 57:09
  Rafael Correa: We all need to help promote this lifestyle and remind people why it's such an awesome way to travel.
• 57:15
  Rafael Correa: And so the, we do that much better with strength in numbers.
• 57:19
  Rafael Correa: So I think that association membership, association collaboration at the national and state level and international level with our friends in Canada, is probably more important than it's ever been, and I strongly encourage everybody to participate in any way
• 57:34
  Rafael Correa: they can.
• 57:36
  Brian Searl: Thanks for being here, sir.
• 57:37
  Brian Searl: Rachel, final thoughts, and where can they learn more about AOM or RJourney or whatever you wanna promote?
• 57:42
  Rachel Godbout: I wanna thank you for having me on.
• 57:43
  Rachel Godbout: I really appreciate it.
• 57:45
  Rachel Godbout: And I can't really follow up to Raf's closing thoughts any better, because it is very true that we all have to be involved.
• 57:52
  Rachel Godbout: We have to challenge each other, better each other educate each other, and support each other, and the industry will continue to grow.
• 57:58
  Rachel Godbout: Yes, please join the associations state and national.
• 58:03
  Rachel Godbout: Feel free to vote for the national board of directors.
• 58:07
  Rachel Godbout: But-
• 58:07
  Brian Searl: Any suggestion who we should vote for?
• 58:08
  Rachel Godbout: You know what?
• 58:08
  Rafael Correa: Rachel 2026.
• 58:10
  Rachel Godbout: Yes.
• 58:11
  Rachel Godbout: Yes, me, I'll take it.
• 58:12
  Rachel Godbout: Yeah.
• 58:13
  Rachel Godbout: So thank you very much.
• 58:14
  Rachel Godbout: You can find out more about us on advancedoutdoormgmt.com.
• 58:20
  Brian Searl: Thanks for being here.
• 58:21
  Brian Searl: Scott, final thoughts, and where can they learn more about Cairn Consulting?
• 58:24
  Scott Bahr: Cairnconsultinggroup.com.
• 58:26
  Scott Bahr: You can also find me on Substack now.
• 58:28
  Scott Bahr: I will try to post a lot more stuff.
• 58:30
  Scott Bahr: I have a...
• 58:30
  Scott Bahr: I do have a ton of material that I can post on there, and I'm actually kinda happy to start doing this.
• 58:35
  Scott Bahr: So-
• 58:35
  Brian Searl: You know I got banned from Substack?
• 58:38
  Scott Bahr: What's that?
• 58:39
  Brian Searl: I got banned from Substack.
• 58:41
  Rafael Correa: No surprises there.
• 58:42
  Scott Bahr: That's what I'm saying.
• 58:43
  Scott Bahr: Oh, wow.
• 58:43
  Brian Searl: I was ex-
• 58:44
  Rachel Godbout: What'd you do?
• 58:44
  Brian Searl: I was ex-per- I was experimenting with SEO auto-generated articles four years ago, and I published one and they flagged it.
• 58:51
  Brian Searl: I have one article on there, so they shut down my account and won't let me open a new one with my email address.
• 58:56
  Rachel Godbout: Wow.
• 58:57
  Brian Searl: So whatever.
• 58:58
  Brian Searl: Read it on my blog.
• 58:59
  Scott Bahr: I would try-
• 58:59
  Brian Searl: Anyway.
• 59:00
  Brian Searl: Sorry.
• 59:00
  Brian Searl: Were you finished?
• 59:00
  Brian Searl: Go ahead, please.
• 59:01
  Scott Bahr: I have to abuse that.
• 59:02
  Scott Bahr: So you can l- look for new material there.
• 59:04
  Scott Bahr: I'll be posting more of that.
• 59:05
  Scott Bahr: And yeah, stay tuned.
• 59:07
  Scott Bahr: Stay tuned for more research coming out this, this fall.
• 59:11
  Scott Bahr: So we'll we'll try to keep everybody in- informed.
• 59:15
  Brian Searl: Awesome.
• 59:16
  Brian Searl: Thanks for being here, Scott.
• 59:16
  Brian Searl: Last but not least, Simon.
• 59:19
  Simon Neal: Yeah, you can find us on campmap.com all information there, email address, or on LinkedIn
• 59:25
  Brian Searl: Any final thoughts or that's it?
• 59:27
  Simon Neal: Yeah, really excited about the new technologies coming in, new platforms.
• 59:31
  Simon Neal: Interested to see how they work and look.
• 59:33
  Brian Searl: Awesome.
• 59:33
  Rafael Correa: Will we see you this fall at conference season, Simon?
• 59:37
  Simon Neal: Yep, I'll be at the OHI and the KOA as well.
• 59:40
  Rafael Correa: Look forward to seeing you, my friend.
• 59:42
  Simon Neal: Yeah.
• 59:43
  Brian Searl: Awesome.
• 59:43
  Brian Searl: Thank you guys for joining us for another episode of MC Fireside Chats.
• 59:46
  Brian Searl: If you're not sick and tired of hearing from me and Scott Bahr, we will be on Outwired in less than an hour.
• 59:50
  Brian Searl: We're gonna be talking about patterns and how they impact your guests, and how you can help decipher and discern them, and Scott's got a good paper on Substack about it, other than that, we will see you next week
• 59:59
  Brian Searl: on another episode of MC Fireside Chats.
• 1:00:00
  Brian Searl: Thanks, guys.
• 1:00:01
  Brian Searl: I appreciate your time.
• 1:00:02
  Rachel Godbout: Thank you.
• 1:00:02
  Rafael Correa: Thank you.
• 1:00:03
  Simon Neal: Bye.
• 1:00:03
  Simon Neal: Bye.
• 1:00:03
  Scott Bahr: Bye