Evolving Trends in the Camping & RV Industry and ...

1 Evolving Trends in theCamping & RV Industry and Paddlesports& boating IndustryP+P+P=EPeople + Place+Product&promotion= Experience Camping : A Gateway to the Outdoors1 Rundown Physical Activity Council 2014 Participation Report Largest yearly participation study, (42,000 participants) 117 sports and activities Demographics 2014 Special Report on Camping from the OF & Coleman OIA-Vantage Point POS Data Reporting SOS Research, 2014 Outdoor Brand Strength ReportData Used In the PresentationWhy Camping ?The simple act of Camping is the biggest motivation for taking a Camping trip.

2 87% of participants camp just because they enjoy it, which indicates that Camping is here to : 2014 American Camper Report3 Camping : A Gateway to the Outdoors4 Favorite activities while CampingHiking is, by far, the most popular activity to participate in while : 2014 American Camper Report5 RundownDecision MakingRundown BulletParticipation in Camping by AgeRundownCamping Shelter by AgeCamping is a Family-Oriented ActivitySource: 2014 American Camper Report9 Young People Not Getting the MessageCamping ---18-34 Camping ---35-54 Camping ---55+ : SOS Research, Brand Strength ReportMedian or average age of campers broken by GenerationRundownWords Associated with CampingCamping is a Social EventFriends are the most popular Camping companions.

3 70% of campers ages 18 and older say friends accompany them on trips, and among young adult participants, 75% camp with : 2014 American Camper Report12 RundownMotivation for CampingCamping ParticipationSource: 2014 American Camper Report14 Camper Demographics Myth: Camping is a completely male-dominated activity The median age for campers is 32,down from 33 years of ageSource: 2014 American Camper Report15 Geography of Camping ParticipantsSource: 2014 American Camper Report16 While Camping attracted million new or returning participants, it lost 11 million participants at the same time.

4 This is a churn rate of 27%.The Leaky BucketSource: 2014 American Camper Report17 RundownReasons for Taking Fewer TripsYouth Participation in Sports and Recreation Early exposure to outdoor activities and other recreation has a lasting impact onfuture choices Among adult campers, 57% participated in regular outdoor activities between the ages of 6 and 12, versus only 25% of non-campers Outdoor recreation during adolescence had a similar impact on future lifestyle choices inspiring adults to get outdoors and activeSource.

5 2014 American Camper Report19 RundownMotivation for Camping in the FutureDeclining Gas Prices Could Make a Huge Difference in 2015 In 2012, the average family spent about $2,912 on gasoline, a percent increase from the year before. High gas prices force consumers to delay large purchases like upgrading household appliances and maybe even buying a new car. Gasoline price-spikes also drive up the cost of other goods as well food, clothing, electronics, anything that s transported by vehicles that run on gas or typically accounts for just over 6% of the typical American Household BudgetsSource: Deptof Energy and the Fuel Freedom FoundKey Takeaways Reaching Americans at an early age is one of the best ways to instill a lifelong love of Camping and the outdoors 85% took their first trip between the ages of birth and 15.

6 The Camping Industry must continue to re-engage and re-inspire current Camping participants The future of Camping looks bright among those predisposed. 99% are likely or very likely to camp next year, and are planning an average of challenge remains engaging younger consumers. Today s PresentersIvan LevinThe Outdoor FoundationSenior Director of Programs and The Outdoor Nation Links: Grow and Expand the RV Market Increase Traffic to Increase Consumer Engagement Generate LeadsWhat is our Goal? People & Families Age 30-49 Baby Boomers Outdoor/Sports Enthusiasts Emerging Hispanic MarketOur TargetThe MarketplaceThe Consumer Population by Generation in 2014 Source.

7 Mintel/US Census Bureau, interim population projections released 2012 and annual population estimates Millennials Have anIncreasingly SignificantCultural and EconomicImpact Adults Age 50+ WillControl 70% of America sDisposable Income by2017 For boomers, travel = quality timeVa lu e escapism, service, high-quality experiences For millennials, travel = personal fulfillmentPrize unconventional value, efficiency, and true authenticity* Over the past three years, travel references to authenticity and localexperiences have increased 344% according to Source: They Travel & What they Want$$$The Discretionary DollarUS Vacation & Tourism OutlookSource: Mintel: American Lifestyles Looking Forward, April 2014 Vacations and Tourism Saw Growth from 2012 to 2013 So, How Are We Doing?

8 ??ASource: RVIA Recreation Vehicle Market Reports: February 2015 US RV Shipments050,000100,000150,000200,000250 ,000300,000350,000400,000201020112012201 32014*2015RV ShipmentsRV Shipments*2015 ProjectedKLAJFJALUS RV Shipment -- Trends In 2009, 67% of ConventionalTravel Trailers Were Feetor Longer; in 2014 ThatNumber was 50% In 2009 Class C Motorhomeswere 50/50 Over/Under 30 Feet; In 2014 58% were Under30 Feet In 2009, Type A MotorhomesWere 50/50 Over/Under ; In 2014 67% were FeetKLAJFJALUS RV Shipment -- Trends In 2009, Type A MotorhomesOver 43 Feet Were ; In2014 it was In 2009, 33% of Fifth WheelsWere Over 35 Feet.

9 In 2014 itwas American R Ve r sStill Love LuxuryMarketing the IndustryAdvertising Highlights$0$2$4$6$8$10$12$14$162010 Total AdSpend $ TotalSpend $ ProjectedSpend $15 MillionDollars in MillionsDollars in MillionsEvents & Onsite Activations Our Garden & Gun and Country Living Exhibits Attracted Over 10,000 Visitors in 2014 Events & Onsite Activations GoProMountain GamesOver 5,000 Consumers Visited our Lightweight Travel Trailer DisplayPartnered with Yeti Coolers for Prize GiveawaysExpanding Partnership in 2015 Website & Mobile Functionality User Sessions Up 18% Page Views Up 20% Average Time on Site Up 13% In 2013, 76% of Traffic Came ViaTraditional Computer or Laptop In 2014 .

10 It was 56% Nearly 50% of Traffic Now Arrives ViaMobile DevicesWebsite & Mobile FunctionalityUSIF acebook & Social Media 610K Facebook Fans The Most Active OnlineCommunity in the RVIndustry20 USIF acebook & Social MediaGo RVing sFacebook Page Saw 147% Increase in Community Size in 201456% Increase in User EngagementGo RVing sYou Tube Channel Experience a 118% Increase in Views in 201421 What s New? Testimonial Marketing Video & Pictures of New Microsite Emerging Hispanic Market Hispanic PopulationProjected to Increase 167%Between 2010 and 2050 In 2050, Hispanics WillRepresent 30% of the : Mintel Hispanics & American Culture and Identity 2014 of allHispanic BuyingPower isConcentrated in 10 States By 2018, Hispanicswill of Total Power =$ TrillionHispanic Buying PowerFor More Information Visit: Trend Data: Ashurst.