MC Fireside Chats - January 14th, 2026

Host Brian Searl kicked off the first Guest Experience episode of 2026 for MC Fireside Chats, welcoming a panel that bridged the gap between North American and United Kingdom outdoor hospitality markets. Joining the recurring panel were Zach Stoltenberg, Associate Principal of Architecture at LJA, and Jeremy Johnson, Owner of Camp Kona Hills in the Upper Peninsula of Michigan. Special guests included Charlotte Cleveley, Owner of The Apple Farm Glamping in the UK, and Kate Morel, CEO of Creative Hosts and a renowned industry consultant. The discussion began with a forward-looking approach to the new year, despite some recurring guests being absent due to the Tampa RV show.

The conversation immediately delved into a debate sparked by an AI-generated report regarding land use economics. Brian Searl posited a scenario comparing the Average Daily Rate (ADR) of a single luxury RV site against splitting that same footprint into three smaller Sprinter van sites. The theoretical data suggested the van sites might yield higher revenue with less infrastructure. Zach Stoltenberg countered this by emphasizing the "guest type" factor, noting that luxury RV owners are willing to pay premium rates for high-end amenities, whereas the "Vanlife" demographic is often budget-conscious and prefers boondocking or public lands to paid accommodation.

Jeremy Johnson offered a counterpoint from the operational trenches of Northern Michigan. He noted that while Western US campers might have access to BLM land, the Midwest lacks those free options, driving demand for affordable, basic campsites. Johnson argued that there is a massive, underserved market of non-RV owners—tent campers, car campers, and van lifers—who are being priced out of luxury developments. He highlighted that his $45/night basic sites are booking months in advance, suggesting that maximizing revenue isn't always about luxury upgrades but can also come from volume in the "middle market."

The discussion shifted toward the evolution of glamping, particularly the differences between the US and UK markets. Zach Stoltenberg noted that while primitive glamping (basic tents in backyards) launched the industry, the current US market demands ensuite bathrooms and resort-style amenities to command high ADRs. He explained that operators can no longer rely on novelty; they must provide a complete hospitality experience.

Special guest Charlotte Cleveley provided insight into the mature UK market. She described her property, The Apple Farm Glamping, as a working farm that leans into the "agritourism" model. Unlike the trend toward 5G and high-tech amenities, her guests specifically seek a disconnection from modern life and a reconnection with farming roots. She emphasized that because the UK market is saturated, the "experience" (such as farm tours, animal interactions, and local produce) is the differentiator, not just the accommodation structure itself.

Kate Morel expanded on the UK perspective, suggesting that the UK is often ahead of the US regarding "immersive" hospitality. She argued against the "cookie-cutter" approach to glamping, noting that placing identical units side-by-side only works if the view is spectacular. Morel advocated for "wild swimming," forest therapy, and land art as the next frontier for guest engagement. She cautioned that as the market matures, simply putting heads in beds is insufficient; operators must curate specific emotional connections with the land.

The group also tackled the economics of "add-ons" as a vital revenue stream. Zach Stoltenberg shared anecdotes about RV parks increasing profitability by bundling firewood or offering premium experiences like floating saunas. The panel agreed that while accommodation covers the overhead, ancillary revenue—from farm shop produce to guided experiences—often drives the true profit margin. However, a debate ensued regarding the practicality of wood-fired amenities versus...