In the recent fifth week episode of MC Fireside Chats, host Brian Searl, founder and CEO of Insider Perks and Modern Campground, welcomed three special guests from the glamping and outdoor hospitality industry, marking a unique show without the usual recurring panelists.

The first guest to introduce herself was Vicki Jones, who runs Tracks and Cream Glamping in Somerset, UK. Her site features nine geodesic domes, including six glamping domes (one with three interconnected domes) and a 10-meter dome for events like retreats, weddings, and yoga classes.

Vicki has been operating for nine years and started a YouTube channel in 2020 to document the experiences of running a glamping site. She is also the UK ambassador for ResNexus, a property management software, and serves on the board of directors for the newly established Glamping Industry Trade Association in the UK, highlighting her deep involvement in the glamping world.

Laura Benaggoune, also from the UK, owns Welsummer Camping. She started her campsite 20 years ago, initially as a small, simple site, and quickly moved into glamping within two years, offering bell tents and later wooden cabins.

Laura emphasizes a focus on nature and herbal medicine, maintaining a "real" and intimate atmosphere at her site, which hosts a maximum of 50-60 people. She noted the explosion of glamping sites in Kent since she began, contrasting the ease of marketing in the earlier days with the current saturated market.

Martin Berrini, originally from Argentina, shared his journey into the hospitality industry. After living in Italy for 20 years, he and his wife moved to Costa Rica, where they established Colina Secreta, a luxury glamping site on the Caribbean side of Puerto Viejo. In addition to Colina Secreta, Martin also owns and manages Taylor Tents, which sells tents to the hospitality industry. He is currently developing "Glampea," an entry-level glamping project aimed at helping traditional campgrounds transition into glamping.

The discussion delved into the differences in the glamping industry between the UK, North America, and Costa Rica. Vicki and Laura highlighted the more established nature of glamping in the UK, with Laura starting her business early in 2005. They discussed the benefits of starting a business before the social media boom, where traditional marketing and a strong brand vision were key to standing out amidst less competition. Laura emphasized that her site's small, intimate, and personal approach, fostering a strong sense of community and repeat visitors, has been crucial for its sustainability.

Vicki echoed the importance of customer service and personal interaction, noting that her site's YouTube channel helps guests feel they know her and her family before they even arrive, creating a warm and welcoming experience. She questioned the perception that guests do not want to interact with staff, citing her own positive experiences and the value of personal greetings and guided tours of the property.

Martin explained that his glamping sites in Costa Rica primarily attract international guests (over 80% from Europe and the USA) seeking luxury experiences in the jungle, with a smaller percentage of local Costa Rican visitors. He contrasted this with the UK market, which primarily serves local guests. He also spoke about Glampea's mission to support camping owners in entering the glamping business, emphasizing social, economic, and environmental impact.

The conversation touched upon the use of AI and technology in the outdoor hospitality industry. While Brian Searl expressed his enthusiasm for AI's potential to enhance guest experiences, the guests discussed the challenge of integrating technology without detracting from the natural, disconnected outdoor experience that glamping offers. Laura specifically pondered how AI could be used in off-grid settings to enhance guest well-being and provide...

In the latest episode of MC Fireside Chats, host Brian Searl of Insider Perks explores the intersection of marketing, AI, and the campground industry. He’s joined by recurring guests Mychele Bisson of Bison Peak Ventures and Kurtis Wilkins of Rjourney, along with special guests Jeremy Johnson, owner of Kona Hills Campground, and Kieron Wilde of First Nature and Fur Haven. Brian opens the show by welcoming Mychele, who was initially delayed in joining. He then sets the stage by highlighting the show’s focus on marketing and AI, noting the absence of regular guest Greg Emmert due to client commitments. Brian proceeds to introduce Kurtis and Mychele, jokingly stumbling over Mychele’s last name, “Bisson,” which leads to a lighthearted discussion about the pronunciation of French words and Brian’s preference for German. Mychele echoes his sentiment, finding French pronunciation “snotty.” Despite the playful jabs, all agree that French people are “beautiful.” Kurtis Wilkins of Rjourney, who manages and owns 43 campgrounds, speaks first, noting his company’s presence in the industry since 2017. Mychele Bisson then introduces herself as a relative newcomer, having owned six campgrounds from Alaska to Florida for almost two years, and actively growing her portfolio. Brian teases Mychele about potentially owning 800 parks in 16 years, attributing future growth to AI’s impact on systems. Jeremy Johnson, the owner of Kona Hills Campground in the Upper Peninsula of Michigan, shares his five-year journey of permitting and entitlements to open his first 80-acre campground with 40 rustic tent camping sites on Lake Superior. He explains that his background in residential real estate investing, coupled with rising housing prices in Marquette, led him to pivot to campgrounds. Jeremy initially envisioned higher-end glamping with cabins but shifted to rustic tent and car camping due to Michigan’s state-level campground licensing requirements for more than two units for short-term stays. He emphasizes the desire to maintain immersion in nature while mindfully adding accommodations. He also shares his positive experiences with car campers, dispelling stereotypes about them being irresponsible, and notes the initial resistance from the local community who feared “homeless people.” Jeremy highlights the inherent demand for his campground due to its proximity to Pictured Rocks National Lakeshore and the city of Marquette, both tourism hubs. He exclusively uses direct bookings through Park for reservations, having delisted from Hipcamp due to backend difficulties and communication challenges with self-service operations. Kieron Wilde, owner of First Nature, a destination management company and tour operator for the West Coast of North America, and Fur Haven, a glamping setup, discusses his 18 years in the industry. He explains that First Nature packages experiences with accommodations and attractions, often selling to tour operators. Kieron also shares his personal journey of relocating to the Columbia River Gorge and the permitting challenges he faced with his Fur Haven project, eventually finding a previously permitted Thousand Trails property. His vision for Fur Haven focuses on the mobility of its A-frame units, allowing them to be relocated seasonally to meet demand for events like concerts or large gatherings. Kieron elaborates on the diverse experiences First Nature offers in the Pacific Northwest, ranging from hiking and whitewater rafting to wine country tours and world-class skiing, emphasizing unique, high-level, and custom private experiences. He also highlights his company’s commitment to sustainability and regenerative tourism. The conversation then shifts to the future of the campground industry, particularly the overlooked opportunity for enhancing guest experiences. Mychele expresses her appreciation for the diversity within the industry, noting how different approaches, like Jeremy’s rustic camping or Kieron’s curated...

On the July 16th episode of MC Fireside Chats, host Brian Searl welcomed back Mike Harrison from CRR Hospitality and Sandy Ellingson, a consultant in the RV industry. Robert Preston, founder and CEO of Unhitched RV and Management, joined as a new recurring guest. Angele Miller, owner of Creekside RnR Glamping, and Britt Roth, co-owner of Dark Sky RV Campground in Kanab, Utah, also joined the discussion. The chat began with introductions. Mike Harrison, COO of CRR Hospitality, explained their focus on owning, managing, and consulting for RV and glamping resorts. He mentioned an upcoming cruise to Alaska from Vancouver. Sandy Ellingson described her primary role as a liaison between the RV industry and campgrounds, leveraging her background in technology and strategy. She enjoys semi-retirement, picking and choosing her clients. Robert Preston introduced Unhitched RV and Management, which owns, operates, and develops RV parks primarily in the Southeast, also offering third-party management and consulting. A significant portion of the discussion revolved around the role of AI in the RV and camping industry. Mike Harrison announced the imminent launch of “Rigsby Live” (soon to be “Campy Live”), an AI voice reservation agent. He believes this will revolutionize the industry by eliminating busy signals and allowing 24/7 reservations, integrating with platforms like CampSpot. He noted that this technology is ahead of even the hotel industry. Brian Searl added that this AI can handle full reservations, check availability, provide site types, and send payment links, aiming to replace standard phone representatives. Robert Preston shared that Unhitched RV primarily uses AI on the backend for data aggregation, particularly for deep dives into rates, comps, and occupancies for acquisitions, as well as for power consumption and utility metering. He acknowledged a deficit of institutionalized data in the RV industry compared to others like multifamily, where CoStar provides vast amounts of detailed information. He emphasized that AI currently helps them gather data quickly, but human interpretation is still crucial for valuable, specific output. Sandy Ellingson expanded on the data challenge, stating that the existing data is often “dirty.” She explained that AI struggles to differentiate between transient, long-term stay, and 55+ RV parks, leading to diluted data when merged. Robert Preston agreed, highlighting the industry’s lack of clear definitions for “campground,” “park,” and “resort,” contributing to poor data quality. Mike Harrison mentioned that OHI (Outdoor Hospitality Industry) is now actively working to normalize and aggregate data, categorizing campgrounds to help with investment and analytical reflection, and to facilitate tax code changes for REITs. This process is expected to take 12-18 months. The conversation shifted to takeaways from the July 4th holiday weekend and changing camper behaviors. Sandy Ellingson noted the absence of a “norm” in bookings; some parks were anxious about not selling out but then did so last minute, indicating a shrinking booking window. She observed parks offering creative incentives like extended stays with flexible arrival/departure times. Campers, she noted, appreciate the ability to make last-minute decisions. She also highlighted an increasing demand for tent camping and car camping sites, redefining entry-level camping experiences, with expensive, high-tech car setups blurring the lines with traditional RVs. Brian Searl questioned the traditional reluctance of campgrounds to accept tent campers, especially given the evolving nature of camping and the need to be strategic in a more competitive market. Sandy Ellingson used the “roast” analogy to illustrate how outdated practices, like refusing tent campers, persist without understanding their modern evolution. She emphasized that a new generation of campers, including those exploring “gateway drugs” into camping like car camping, needs...

In the July 9th, 2025 episode of MC Fireside Chats, hosted by Brian Searl and sponsored by Horizon Outdoor Hospitality, a diverse panel of guests discussed key trends and challenges in the outdoor hospitality industry. The recurring guests included Zach Stoltenberg from LJA and Casey Cochran from Campspot, joined by special guests Natalie Binder from Camp V and Josh Hansen and Rebecca Lindblom from Big Rock Creek. The discussion opened with introductions, where Casey Cochran highlighted Campspot’s role as an online reservation and property management system, emphasizing their marketplace for campers. Zach Stoltenberg, an architect, explained LJA Engineering’s work in designing and funding glamping and outdoor hospitality projects, noting he was joining from his cabin in Colorado with a view of Pikes Peak. Natalie Binder then introduced Camp V, a boutique glamping hotel in a restored historic mining town in Colorado, offering a mix of accommodations and an arts nonprofit for events. Josh Hansen described Big Rock Creek, a large glampground and event venue in Wisconsin, detailing their diverse glamping and camping options, alongside a barn for weddings and large events. Rebecca Lindblom, Josh’s sister, also from Big Rock Creek, later joined the conversation, elaborating on their successful Christmas Light Festival. A significant portion of the chat focused on the holiday weekend performance and revenue management. Casey Cochran reported that many campgrounds achieved 100% occupancy over the Fourth of July, highlighting Campspot’s efforts to automate revenue management by analyzing market and historical data. Brian Searl added that even with fewer camper nights, effective Average Daily Rate (ADR) management could still lead to increased revenue, potentially reducing guest issues. The conversation then shifted to disaster preparedness and emergency response, prompted by Zach Stoltenberg’s discussion of recent flooding in Texas that impacted summer camps and RV parks. He underscored the critical importance of having and practicing a disaster plan, citing a camp that avoided casualties due to robust planning. Natalie Binder shared her own harrowing experience with an electrical fire at Camp V, emphasizing that while they had plans, the actual employee reaction during an emergency is unpredictable and highlighted the need for more psychological and trauma-informed training. She also mentioned their strategy of bringing in trusted “outside contractors” for emergency coverage. Zach Stoltenberg suggested drawing lessons from amusement parks and cruise ships that conduct regular, unannounced drills. Josh Hansen acknowledged the difficulty of consistent training due to seasonal staff turnover. When asked about technological solutions, Casey Cochran noted Campspot’s dashboards could identify occupied sites, and while text messaging is useful, legal opt-in requirements limit its immediate impact in emergencies. Zach Stoltenberg also mentioned integrated hardware systems like Point Central that can automate alerts and controls within units. Ultimately, the consensus was that operators should at least start with a basic plan and rehearse it with their staff. The discussion transitioned to diversifying revenue and event-based marketing. Josh Hansen shared Big Rock Creek’s pivot to camping and glamping during COVID-19, accelerating their event business. Rebecca Lindblom highlighted their hugely successful Miracle at Big Rock Christmas Light Festival, which draws tens of thousands of visitors and effectively generates winter revenue while promoting summer offerings. She advised other operators to focus on efficient resourcing and creating social media-shareable photo opportunities. Natalie Binder revealed that Camp V’s Planet V Fest music festival also grew organically from guest enthusiasm and serves as a powerful marketing tool. She also shared how a $2 million state grant helped them build a new event pavilion. Natalie emphasized that...

In the latest episode of MC Fireside Chats, the show welcomed a mix of returning guests and a special guest to discuss the evolving landscape of outdoor hospitality and the RV industry. The show, hosted by Brian Searl of Insider Perks and Modern Campground, delved into various topics including RV sales and consumer behavior, campground occupancy, and international trends. Phil Ingrassia, President of the RV Dealers Association of the US, joined the panel and shared insights from Go RVing’s recent study on RV purchase intentions. He reported that between 60% and 70% of “COVID buyers” (those who purchased RVs between 2020 and 2023) are interested in purchasing RVs again. Ingrassia noted that this figure was higher than his initial expectation of 40% and that the industry is entering a repurchase cycle. He also acknowledged the current macroeconomic issues influencing sales. When asked about the gap between interest and actual purchase, Ingrassia highlighted that the “want to” is present, which offers opportunity. Rafael Correa, President and CFO of Blue Water Hospitality, provided an update on his company’s portfolio of RV resorts. He reported that Blue Water Hospitality is at 104% of the same revenue as last year, attributing this to a significant uptake in long-term and seasonal sales, as well as vacation rentals. He noted a recent surge in transient RV bookings, which had been lagging previously. Correa also observed a shortening of the booking window, with consumers making plans closer to their stay dates due to increased inventory availability and user-friendly booking systems. He emphasized the importance of encouraging people into the RVing lifestyle to maintain industry growth and highlighted the dynamic nature of campground inventory, allowing for shifts to meet consumer demand. Simon Neal, Founder and CEO of Camp Map, offered a European perspective, sharing data from France. He reported a sharp rise in international tourism for Q1 and Q2, driven by neighboring countries and also growth from Canada and China. Summer bookings across the entire tourism sector in France were up 16% from last year. For outdoor hospitality specifically, there was a 1.7% growth in overnight stays. Neal also highlighted that price is the most important factor for 39% of current bookings, with 60% of people wanting to spend less than $1,000 per person on their summer holiday. He mentioned the average site rate per night in Europe is around $60. Scott Bahr, President of Cairn Consulting Group, echoed Phil Ingrassia’s sentiment about consumer interest, stating that it is “sitting out there” and represents an opportunity. He noted that interest is up over last year, though it is not always translating into immediate sales. Bahr suggested that 25% to 30% of interested individuals are holding off due to economic uncertainty and price concerns. He also emphasized that the ability to use an RV (e.g., parking, operating) is a significant barrier for many, particularly for COVID-era buyers, with 40% experiencing operational issues. Bahr asserted that actively using an RV, such as through rentals, has a much higher impact on purchase likelihood compared to staying in a static RV on-site. Susan Brenton, Executive Director of the Arizona Outdoor Hospitality Association, shared insights from Arizona’s market. She noted that hotel rates in areas like Phoenix and Scottsdale are typically higher, with groups paying $200-$225 per night for a hotel. Brenton indicated that her association doesn’t collect specific occupancy or revenue data but shared anecdotal evidence. She highlighted that Canadian travelers, who usually contribute a large influx to Arizona’s RV parks during winter, have an impact on year-round park model rentals. Brenton also discussed legislative issues faced by the association, particularly concerning a growing trend of people living year-round in RVs due to economic factors. She estimated that it’s around 30%, while a tenants’...

In the recent episode of MC Fireside Chats, a new focus for the Week 4 show was introduced, shifting away from the RV industry to concentrate on marketing, AI, and technology. Host Brian Searl, CEO of Insider Perks and Modern Campground, opened the show by explaining this new direction and the reshuffling of some recurring guests. He noted that Phil from RVDA of America and Eleonore from RVDA of Canada would now appear on the Week 1 show, which covers data, trends, and analytics. Greg Emmert, the founder of Verio Outdoor Hospitality Consulting, was introduced by Brian, who joked that he was kept on the panel out of pity. Greg then introduced himself and his consulting firm, which helps clients build their operations “strategically and with soul.” He and Brian also made light of the new website Brian’s team is building for his company. Kurtis Wilkins, a new recurring guest from Rjourney RV Resorts and Advanced Outdoor Management, was welcomed to the show. He clarified that he goes by “Kurtis” professionally to distinguish himself from another “Kurtis” in his office. He explained that his company has 41 branded locations and over 12,000 RV pads, with a focus on front-end sales and the monetization of camping. Sam Dagenhard, the founder and CEO of Campfire Ranch, was introduced as a special guest. He described his company as an outdoor hospitality brand based in Gunnison, Colorado, which is building a collection of properties with a focus on “subscale” locations of 30 rooms or less. He said this allows for a high-touch, intimate experience where they can know guests by name. He also stated that his company offers a range of experiences from camping to backcountry trips, always located near prime outdoor recreation spots. Sam later revealed that he grew up RVing and camping and began putting his ideas on paper after moving to Los Angeles, where he found himself limited by state park and national forest campgrounds. He started organizing large, informal group camping trips to places like Joshua Tree, which inspired him to design an ideal campground for his generation. He took a leap in 2019, leaving his job in sports marketing at Red Bull to find his first location, intending to build a brand that would eventually span coast to coast and offer a unique, one-of-a-kind experience. The discussion began with a topic brought up by Kurtis Wilkins, who spoke about the transition from traditional SEO to what his team is calling “AEO,” or AI Engine Optimization. He noted that 13% of search traffic had recently been diverted away from Google, which is a significant change being discussed in many marketing departments. Brian Searl responded by sharing his belief that traditional SEO is “dead” because as AI gets smarter, it will be impossible to “trick” Google. He argued that the new focus should be on providing valuable content that AI systems can easily understand. He then asked Sam Dagenhard about his recent experience with a website redesign and SEO report. Sam said that in the beginning, SEO was all about inserting keywords into copy, which felt “wonky.” He has now learned that other factors like speed and security also play a role. He explained that his company is still young, and their initial website on Squarespace was a prototype for a 17-site campground where SEO happened “by accident.” As his company has grown, they are now transitioning to a more robust website and are in the copywriting phase. He found it interesting to see how much AI was already picking up about his business during a brand discovery audit. He believes it is crucial for his internal team to write the website copy to maintain the authentic, high-touch relationship they have with guests. Kurtis Wilkins agreed with Sam’s starting point, acknowledging that his experience with SEO 10 years ago was the same. He said that good SEO has always been about providing what Google wants and doing it in a structured way. He emphasized the importance of localized content...

June 18th Episode Recap This episode of MC Fireside Chats, guest-hosted by Mike Harrison of CRR Hospitality, brought together a diverse panel of outdoor hospitality experts to discuss current trends, challenges, opportunities, and the unique aspects of their respective properties. The discussion highlighted the varied experiences within the campground industry, from long-standing family businesses to niche, destination-focused operations, and the ongoing impact of external factors like legislation and economic shifts. Mike Harrison, Chief Operating Officer of CRR Hospitality, introduced himself and his company, which owns, manages, and consults on outdoor hospitality assets. He expressed excitement about guest hosting and noted the show’s weekly rotation of panelists and topics, covering trends, markets, challenges, and opportunities. Jeff Hoffman, a founder of Camp Strategy, a consulting firm for campgrounds, shared his extensive experience, revealing he has owned his current campground since 1968, making him the most tenured in the group. His firm offers services from due diligence and feasibility studies to coaching for profitability. Kaleigh Day, owner of Surf Junction Campground in Ucluelet, BC, described her unique, forested property located near the Pacific Rim National Park Reserve. Her campground features traditional tenting and partially/full-service sites, along with amenities like hot tubs, a sauna, flush toilets, and hot showers. A key differentiator is her surf school, operating out of the national park, alongside surf rentals, a general store, and a coffee shop. The campground has about 90 campsites across 72 acres, utilizing about 40, keeping the rest wild. Kaleigh explained that Surf Junction’s revenue model relies on a “trifecta” of camping, surf lessons, and surf rentals. Keeping camping prices relatively low helps attract more campers, especially in the shoulder season, with additional revenue generated from add-ons like coffee, merchandise, and crucially, surf lessons and rentals, often bundled in packages. She noted that the surf school builds community and loyalty, with campers returning annually and bringing friends and family. Kaleigh’s family acquired the pre-existing Surf Junction 13 years ago when it was smaller, and they have since expanded the offerings and visibility of the surf school. She highlighted the campground’s destination appeal, being a five-and-a-half-hour journey from Vancouver, involving a ferry and a long, winding road, meaning visitors specifically choose to come to them. Reservations open in January and are typically full for the summer by June. Stephen Saint Fort, owner of Fort Welikit Campground in Custer, South Dakota, described his 22-acre property just outside Custer, near Custer State Park and Black Hills National Forest. His campground has 100 sites, with 71 being RV sites ranging from 30-amp water and electric to 50-amp pull-throughs. A unique feature is that no two sites are alike, and the campground is heavily treed, with deer and turkey frequently seen. Stephen proudly introduced their “Camping barrels,” unique sleeping cabins that look like giant whiskey barrels, special-ordered from Norway. These barrels offer a mattress, electricity, a light, and a fan, positioned close to a bathhouse, and guests bring their own bedding. He decided to offer them as a more affordable, single-night option than full-service cabins, and they have been unexpectedly popular. Jeff Hoffman then discussed a concerning legislative trend in Ohio, where a bill could allow county commissioners to take two-thirds of bed tax revenue for discretionary use, rather than for the visitors bureau. He shared his experience on his county’s visitors bureau, which grew from $250,000 to $4 million in revenue, and now faces demands from the county. Mike Harrison echoed these concerns, citing similar issues in Arizona where a proposed five-point bed tax increase would make a small town’s taxes among the...

On the June 11th, 2025, episode of MC Fireside Chats, host Brian Searl of Insider Perks and Modern Campground led a vibrant discussion with a panel of industry experts on the evolving landscape of outdoor hospitality. The conversation delved into crucial topics ranging from the practicalities of developing off-grid glamping sites to the profound importance of curating a transformative guest experience. The episode brought together recurring panelists and special guests, each offering unique perspectives from their respective corners of the industry, creating a comprehensive overview of current trends, challenges, and opportunities. The show welcomed back its knowledgeable recurring guests, who consistently provide valuable insights. Scott Foos, representing Horizon Outdoor Hospitality, a third-party management and consulting firm, offered his analysis on market trends and operational strategies. Zach Stoltenberg of LJA, a multidisciplinary design firm, shared his expertise on the planning and design of outdoor resorts. Joe Duemig, the owner of App My Community, brought his perspective on technology and guest communication within campgrounds and resorts. Joining the panel were two special guests, both operators of distinctive Canadian glamping properties. Elizabeth McIntosh, the co-founder of Back Forty Glamping in Ontario, provided a look into the world of creating a luxury, four-season dome resort from the ground up. Also featured was Sarah Cruse, the General Manager of the remote and exclusive Clayoquot Wilderness Lodge on Vancouver Island, who shared her passion for creating deeply restorative and nature-based experiences for guests. The conversation kicked off with Zach Stoltenberg identifying a significant industry trend: the increasing client demand for off-grid and remote resort sites. He explained this push is driven by both the economic desire to avoid costly infrastructure development and the experiential appeal of secluded locations. Zach highlighted innovative solutions like those from Electric Outdoors, a company producing self-contained units with their own power and water systems, which could revolutionize how operators utilize undeveloped land and create unique, low-impact accommodations. Responding to the off-grid theme, Sarah Cruse detailed the operations of Clayoquot Wilderness Lodge, a property that has successfully operated off-grid for 25 years. She explained how the resort, accessible only by floatplane or boat, is a self-contained village that recently invested in British Columbia’s largest solar panel installation to harness the power of nature. Sarah’s story underscored the immense appeal and viability of such ventures but also served as a caution, noting that the “wild west” era of development has passed and that securing permits for such a project today would be incredibly challenging. Elizabeth McIntosh of Back Forty Glamping echoed the sentiment regarding regulatory hurdles, sharing her own complex journey with permitting in Ontario. She explained how the process of trying to fit their unique dome structures into existing, conventional building codes ultimately shaped their business model, forcing them to pivot to a higher-end, luxury offering to justify the extensive investment in infrastructure like a massive septic system. Her experience illustrated a common struggle for innovators in the glamping space and highlighted how external constraints can define a brand’s niche. A significant portion of the discussion was dedicated to the art and importance of the guest experience, a topic Sarah Cruse spoke about with palpable passion. She described her role as stewarding a “heart property” where the goal is to facilitate a “transformational state” in guests by disconnecting them from devices and reconnecting them with nature and each other. She emphasized that true hospitality is “heart-forward,” starting with a happy, engaged staff who genuinely care, which in turn creates an authentic and...