Evolving Trends in the

Camping & RV Industry and Paddlesports & Boating Industry

P+P+P =E
People + Place+Product&promotion = Experience
Camping: A Gateway to the Outdoors

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 Data Used In the Presentation

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 Report

Rundown
 Why Camping?

The simple act of camping is the

biggest motivation for taking a
camping trip. 87% of
participants camp just because
they enjoy it, which indicates
that camping is here to stay.

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Source: 2014 American Camper Report
Camping: A Gateway to the Outdoors

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Favorite activities while Camping

Hiking is, by far, the most

popular activity to participate
in while camping.

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Source: 2014 American Camper Report
 Decision Making

Rundown
 Participation in Camping by Age

Bullet
Rundown
 Camping Shelter by Age

Rundown
 Camping is a Family-Oriented Activity

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Source: 2014 American Camper Report
 Young People Not Getting the Message

Median or average age of campers broken by Generation

Camping --- 35- Camping ---

Camping --- 18-34
54 55+
Median 29.00 44.00 60.00

Source: SOS Research, Brand Strength Report

 Words Associated with Camping

Rundown
 Camping is a Social Event

Friends are the most popular camping

companions. 70% of campers ages 18
and older say friends accompany them
on trips, and among young adult
participants, 75% camp with friends.

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Source: 2014 American Camper Report
 Motivation for Camping

Rundown
 Camping Participation

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Source: 2014 American Camper Report
 Camper Demographics

Myth: Camping is a completely male-dominated activity

The median age for campers is 32, down from 33 years of age
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Source: 2014 American Camper Report
 Geography of Camping Participants

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Source: 2014 American Camper Report
 The Leaky Bucket
While camping attracted 10.5 million new or returning participants, it
lost 11 million participants at the same time. This is a churn rate of 27%.

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Source: 2014 American Camper Report
 Reasons for Taking Fewer Trips

Rundown
 Youth Participation in Sports and Recreation

Early exposure to outdoor activities and other recreation has a lasting impact on future
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 active 19
Source: 2014 American Camper Report
Motivation for Camping in the Future

Rundown
Declining Gas Prices Could Make a Huge Difference in 2015

Gasoline typically accounts for just over 6% of the

typical American Household Budgets
In 2012, the average family spent about $2,912 on
gasoline, a 3.3 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
thats transported by vehicles that run on gas or
diesel.
Source: U.S. Dept of Energy and the Fuel Freedom Found
 Key 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.

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 4.9
trips. The challenge remains
engaging younger consumers.
 Ivan Levin
The Outdoor Foundation
Senior Director of Programs and The Outdoor Nation
Program.
ilevin@outdoorfoundation.org

Research Links:
http://www.outdoorfoundation.org/research.participat
ion.html
Todays Presenters
http://outdoorindustry.org/research/participation.php
What is our Goal?

Grow and Expand the RV Market

Increase Traffic to GoRVing.com

Increase Consumer Engagement

Generate Leads
Our Target

People & Families Age 30-49

Baby Boomers
Outdoor/Sports Enthusiasts
Emerging Hispanic Market
The Marketplace
 The Consumer Population by
Generation in 2014

Millennials Have an
Increasingly Significant
Cultural and Economic
Impact

Adults Age 50+ Will

Control 70% of Americas
Disposable Income by
2017

Source: Mintel/US Census Bureau, interim population projections released 2012 and
annual population estimates
 Why They Travel &
What they Want

VS.

For boomers, travel = quality time

Value escapism, service, high-quality experiences

For millennials, travel = personal fulfillment

Prize unconventional value, efficiency, and true authenticity

* Over the past three years, travel references to authenticity and local
experiences have increased 344% according to

Source: iconoculture.com
The Discretionary Dollar

$$$
 US Vacation & Tourism Outlook

Vacations and Tourism Saw 4.6% Growth from 2012 to 2013

Source: Mintel: American Lifestyles Looking Forward, U.S. April 2014

So, How Are We Doing???
 A US RV Shipments

RV Shipments
400,000
350,000
300,000
250,000
200,000
150,000 RV Shipments
100,000
*2015
50,000 Projected

0
2010 2011 2012 2013 2014 *2015

Source: RVIA Recreation Vehicle Market Reports: February 2015

KLAJFJAL US RV Shipment -- Trends

In 2009, 67% of Conventional

Travel Trailers Were 27.5 Feet
or Longer; in 2014 That
Number was 50%

In 2009 Class C Motorhomes

were 50/50 Over/Under 30
Feet; In 2014 58% were Under
30 Feet

In 2009, Type A Motorhomes

Were 50/50 Over/Under 36.5
Feet; In 2014 67% were Under
36.5 Feet
KLAJFJAL US RV Shipment -- Trends

However American RVers Still Love Luxury

In 2009, Type A Motorhomes

Over 43 Feet Were 6.4%; In
2014 it was 9.7%

In 2009, 33% of Fifth Wheels

Were Over 35 Feet; In 2014 it
was 50.7%
Marketing the Industry
 Advertising Highlights

Dollars in Millions

$16
$14 Dollars in Millions
$12
$10
$8
$6
$4
$2
$0
2010 Total Ad 2014 Total 2015 Projected
Spend $8.25 Spend $13.2 Spend $15
Million Million Million
 Events & Onsite Activations

Our Garden & Gun and

Country Living Exhibits
Attracted Over 10,000
Visitors in 2014
Events & Onsite Activations

GoPro Mountain Games

Over 5,000 Consumers Visited our
Lightweight Travel Trailer Display

Partnered with Yeti Coolers for

Prize Giveaways

Expanding Partnership in 2015

 Website & Mobile Functionality

User Sessions Up 18%

Page Views Up 20%

Average Time on Site Up 13%

Website & Mobile Functionality

In 2013, 76% of Traffic to

GoRVing.com Came Via
Traditional Computer or Laptop

In 2014, it was 56%

Nearly 50% of Traffic to

GoRVing.com Now Arrives Via
Mobile Devices
 Facebook & Social Media
USI

610K Facebook Fans

The Most Active Online

Community in the RV
Industry 20
 Facebook & Social Media
USI

Go RVings Facebook
Page Saw 147%
Increase in Community
Size in 2014

56% Increase in User

Engagement

Go RVings You Tube

Channel Experience a
118% Increase in Views in
2014
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Whats New?
Launch of New Microsite

Testimonial Marketing
Video & Pictures
http://away.gorving.com
 Emerging Hispanic Market

U.S. Hispanic Population

Projected to Increase 167%
Between 2010 and 2050

In 2050, Hispanics Will

Represent 30% of the U.S.
Population
 Hispanic Buying Power

78.5% of all
Hispanic Buying
Power is
Concentrated in 10
States

By 2018, Hispanics
will Comprise
10.6% of Total U.S.
Buying Power =
$1.6 Trillion

Source: Mintel Hispanics & American Culture and Identity 2014

 For More Information Visit:

www.gorving.com

www.rvia.org
Market Trend Data:
http://www.rvia.org/?ESID=mdandt

James Ashurst : jashurst@rvia.org

 Data Used In the Presentation

Physical Activity Council 2014 Participation Report

Largest yearly participation study, (42,000 participants)
117 sports and activities
Demographics
2014 Special Report on Paddlesports from the OF & Coleman
OIA-Vantage Point POS Data Reporting

Rundown
Introduction to Paddling
Participation in Paddlesports
All Participants At least 1x in the previous 12 months
Core Participation in Paddlesports
Paddle Participants by Gender
Core Participation by Gender
Paddle Participants by Region
Positive Words Associated with Paddlesports
There are a Bunch Negative Word Associations
Core Level Paddle Participants by Age
Core Defined as participating 5 or more times per year
Average Annual Outings
 Plan to Participate More or Less
Have you participated more frequently, less frequently or
about the same in paddlesports in the past year?

70.4% will
participate more
or the same as last
year
75.5% will
participate the
same or less
Data from 2014 SOS Survey of Paddlesports Consumers
What Sorts of Other Activities are Paddle Participants
Taking Part
What Gets Paddlers Outdoors?
 Challenges to Participate More

Data from 2014 SOS Survey of Paddlesports Consumers

 The Leaky Bucket - Kayaking

Is the activity gaining participants faster than it is

loosing them, (Y/Y)

43%

30%
 Conclusions

Paddle sports continue to show strength in terms of

participation.
Demographics show a favorable situation with
respect to demographic targeting.
Paddlesports does a good job of appealing to
women in terms of getting them to try, it has a hard
time getting them to stay with it.
Bring the fun and bring the people
 Ivan Levin
The Outdoor Foundation
Senior Director of Programs and The Outdoor
Nation Program.
ilevin@outdoorfoundation.org

Research
http://www.outdoorfoundation.org/research.part
icipation.html
Todays Presenters
TRENDS IN RECREATIONAL BOATING
Robert Newsome, NMMA
CONSUMER TRENDS
BOATING GETS ITS SHARE OF
OUTDOOR RECREATION
Almost one out of five dollars consumers spent
on outdoor recreation went to boating and
fishing

Source: OIA
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TOTAL RETAIL SPENDING
$39.5
$37B
$37.3 $37.5 $36.8
$35.6
$33.0 $33.8
$31.7 $32.3
$30.3 $30.8 $30.4
$29.7
$27.0
Billions

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Source: NMMA
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2013 BOATING EXPENDITURES
IN BILLIONS OF DOLLARS

New Boat Sales,

Other, $9.79
$7.52

Aftermarket
Accessory Sales,
Pre-owned Boat
$4.92
Sales, $10.10

New Outboard
Engine Sales,
$2.33

New Boat Trailer

Sales, $0.15
Pre-owned
Outboard Engine
Sales, $2.02
Source: NMMA
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BOATING PARTICIPATION
40% 100
36.5% 35.8% 35.7%
35% 90
80
30%
26.0% 70
Participation Rate*

Millions of Boaters*
25% 60
20% 50

15% 40
30
10%
20
5% 10
0% 0
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
Millions of Boaters Participation Rate
*Adults 18 years of age and older Source: Foresight Research, U.S. Census Bureau
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BOATING IS PERVASIVE
3 billion boating exposure hours
More than 300 million boating trips

Source: USCG
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WHO ARE BOAT OWNERS TODAY?

77% are married or living with a partner

50% have children living at home

68% have household incomes under $100,000

63% are younger than 50

5% are Hispanic and 5% are African Americans

Source: Foresight Research

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HEADWINDS
We must start to better understand how to motivate younger
consumers to buy boats
Boat Owner Age Distribution - 1997 vs 2013
16%
1997 Owners
14% 2013 Owners

12% 2013 Adult Pop

Percentage of All Buyers

10%

8%

6%

4%

2%

0%
<25 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75+
Age Range

Source: Info-Link

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PRODUCT TRENDS
 Millions

12
15
18

0
3
6
9
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
RECREATIONAL BOATS OWNED

2008
2009
2010
2011
2012
Source: NMMA

2013 est
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2013 REGISTRATIONS BY BOAT TYPE
(MILLIONS)
Inboard Boats,
1.0
Sterndrive
Boats, 1.5

PWCs, 1.2

Outboard
Boats, 7.4
Other, 0.8

Sailboats, 0.2

Source: USCG
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2013 POWERBOAT REGISTRATIONS
BY SIZE

Under 26' 26' and

95% larger
5%

Source: USCG
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POWERBOAT, PWC, AND SAILBOAT
RETAIL SALES
$11.0 $11.2 $11.2

$8.8 $8.6
$8.2
Units (Thousands)

Dollars (Billions)
$7.3
$6.5 $6.5
$5.6 $5.8
407 393
366
280
227 238
207 188 190 202 206

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015*
* Projected Estimates
source: NMMA, SSI, SailAmerica, MIC
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VERSATILITY

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CHANGES IN PROMOTION
WHY DOES DISCOVER BOATING
EXIST?
Text here

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3

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STORIES OF DISCOVERY ARE DRIVING
PEOPLE TO DISCOVERBOATING.COM

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 NATIVE ADVERTISING ALIGNS OUR
MESSAGE WITH PREMIUM CONTENT
Ad experience follows the natural form and function of the editorial content
OUR CONTENT WILL APPEAR ON A
VARIETY OF PREMIUM SITES

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KEY TAKEAWAYS
Powerboat registrations are up, led by PWC, jet
drive boats and ski boats
Outboard boats (including pontoons, aluminum
fishing and small family cruisers) are the most
popular
Boating participation is way up
Boat owners are aging
Industry promotion is changing to gain new
entrants

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QUESTIONS?
ABOUT NMMA
OUR MISSION

NMMA works to and

recreational boating.

Everything that we do supports these

two objectives.

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NMMA PROGRAMS:
PROTECT & PROMOTE BOATING

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NMMA

Robert E. Newsome
Director, Engineering Standards
National Marine Manufacturers Association
rnewsome@nmma.org

Market Research
http://www.nmma.org/statistics/default.aspx

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