Winter 2014

RVIATODAY
R E C R E A T I O N
V E H I C L E
I N D U S T R Y
A S S O C I A T I O N
Winter 2014
Go RVing’s “AWAY” Campaign
Rolls Strongly into Third Year
On the heels of two successful years, Go
RVing’s “AWAY” national advertising effort
is back for a third campaign.
Expanding the proven mix of integrated
advertising in the nation’s top television,
print, digital and social media outlets, the
campaign utilizes emotion-evoking messages and images designed to resonate with
the target markets and continue to propel
the demand for RVs forward.
The $13 million 2014 media budget is
highlighted by the campaign’s first-ever
tie-in with a live music festival – Live
Nation’s Jamboree in the Hills, known as
the “Super Bowl of Country Music.” The
38th annual festival in Morristown, OH will
attract 100,000 attendees and feature country music notables including Keith Urban,
Tim McGraw, Little Big Town, Montgomery
Gentry, Darius Rucker, Diamond Rio and
more. With most attendees camping on
the festival grounds for the four days, two
custom vignettes featuring headliners and
Go RVing-provided RVs will be part of the
sponsorship package. Those vignettes will
air on CMT.
Product integrations will continue to be
an important element in Go RVing efforts
and will include a spring RV sweepstakes
with the Outdoor Channel and consumer
events with Garden & Gun and Country Living where consumers will be able tour RVs
for a hands-on experience.
Last summer, Go RVing produced 30
and 60-second “Victory” TV spots depicting family tailgating traditions that were the
centerpieces of widely-successful college
football/tailgating initiatives that extended
the campaign’s reach well into the fall. That
effort will be expanded and repeated in the
fall of 2014 with ESPN, Sports Illustrated
and CBS Sports.
With race fans being another target market
whose interests easily align with RVing, Go
RVing will air TV spots on the JumboTron at
Continued on page 6
RVIA Gathers for 2014 Annual Meeting
RV Shipments
Hit Four Year
High in 2013
RV wholesale shipments finished 2013
on a four-year high note with a total of
321,127 units shipped, a gain of 12.4%
over the 2012 year-end total of 285,749
units, according to RVIA’s December survey of RV manufacturers.
This was nearly twice the annual total for
2009 (165,700 units) and marked the fourth
consecutive annual increase since the end
of the last recession for the RV industry.
Towable units ended the year at 282,795
units, a 9.8% increase over the 257,551 units
shipped in 2012. Motorhomes surged to a
35.9% gain in 2013, totaling 38,332 units
against the 28,198 units the previous year.
The 321,127 unit total also bettered the
year-end projection of 316,300 units provided by Dr. Richard Curtin in the Winter
2013 issue of RV Roadsigns, RVIA’s quarterly forecasting newsletter.
“The robust growth seen in the RV
market in 2013 is due to a combination of
the strong affinity consumers have for RV
travel and ownership coupled with strengthening economic conditions that have seen
rising home and stock values, the improved
availability of credit, and continued gains
in job and incomes boost consumer confidence,” said RVIA President Richard
Coon.
For more information on RV market statistics and research, visit the “Market Data
and Trends” section of www.rvia.org.
IN THIS ISSUE
Chairman Gaeddert’s Column.............p. 2
Mike Hutya To Retire..........................p. 3
RVs in the News..................................p. 8
Agenda Set for Park Model RVs........p. 10
RVIA members will gather in Carlsbad, CA for the association’s 2014 Annual Meeting, taking place
March 4 -8 at the Park Hyatt Aviara, to discuss industry and association issues, attend informative
seminars, and interact with colleagues. More information about the event can be found on pages 4-5.
RVs Exempted from Auto
Repair Bill........................................p. 11
Gaeddert: Happy New Year to All!
by Doug Gaeddert, RVIA Chairman of the Board
Happy New Year to all! 2013 was an absolutely fantastic year
for our industry, so it’s not that I’m happy to see it go or anxious
about becoming another year older and losing a little more steam
on my sinking fastball, it’s just that 2014 looks even better!
As I write this on Saturday, Jan. 25, many of you are either at
retail shows this weekend kicking off the year, following up on business from shows just completed, or preparing for upcoming shows.
The “retail show season” is a critical part of our industry’s annual
cycle that often sets the tone for the rest of the year for all sectors.
If the early shows are any indication, 2014 is going to see a smooth
continuation of the industry momentum that we enjoyed all through
2013. Attendance has been up across the board at events throughout
North America. The Florida RV SuperShow being a prime example
with 57,000 attendees setting a new attendance record.
In examining what will keep the RV industry growing and thriving in 2014 and beyond, we cannot overlook the importance of the
satisfaction level of the overall RV experience enjoyed (or not) by
our customers. This begins with the “shopping” process and how it
is impacted positively or negatively by the way people are initially
treated at a dealership or retail show. There are a lot of factors at
work here: is there adequate inventory to evaluate; is the salesperson knowledgeable and helpful; is there helpful information to be
found on dealer or OEM websites; are there attractive financing
options, etc. The more enjoyable the process and the easier it is to
buy, the more folks will! This step can be the easiest, but is not a
given. Too many people still get frustrated with one of the above or
something else I failed to mention while shopping for an RV.
After our potential customers take the plunge and become owners, things get a little more challenging for all of us. Did we design the
product they chose well? Did we sell them the right product or type of
RV to meet their needs? How many times have we talked with folks that
bought something too heavy for their tow vehicle, wish they would have
gone with a Type A instead of a Type C, or never knew about the second
air conditioner option? I could keep adding to this list but the fundamental takeaway is that the better job we all do putting them in the right RV
the first time with the right equipment to meet their needs, the easier it
is to keep them happy when they have a legitimate warranty or service
problem and consequently, the easier it is to sell them their next RV!
I think all of us would agree that the toughest part of keeping our
customers happy after the purchase is the parts and warranty challenge. It is likely that somewhere along the line some customers will
need warranty service. Even if they never need warranty work done,
eventually they’ll probably need post-warranty service, help with
maintenance, or replacement parts. It’s imperative that we all continue to strive to raise the bar in the areas of the quality and design
of products, adequate parts inventories, right-part-the-first-time initiatives, reasonable delivery dates on parts shipments, service work
done as to not require repeat visits for the same problem, repetitive
defective parts, and so on. This involves suppliers, manufacturers,
and dealers alike working together.
The campgrounds are another key element of the overall experience that aren’t mentioned enough. How many folks have been
oversold and under delivered in this area? Complaints range from
“the website looked great, but when we got there the spaces were
too small for our rig,” “ the electrical service wasn’t 50 amp,” or “I
2
couldn’t get WiFi.” How much happier
are the people that bring up the beautiful
campground in the mountains or along
the coast that had incredible views, great
facilities, easy spaces to park in, and
WiFi access? Or the people that love the
campground they have their destination
trailer/park model RV in so much that
they never even look for another? Or the
“snowbirds” who have fierce loyalties to the campgrounds they travel
to each year and the friends they can’t wait to see again. These experiences put the icing on the cake and lead to more referrals for the RV
lifestyle and an ever growing customer base for all of us!
Even though our industry is on a roll and continues to improve,
I feel it’s important to touch on these areas (I know I didn’t cover
them all!) for potential improvement. Why? Because we can, need
to, and will do even better in the future! This statement is one of
the reasons that I’m eager to get to work every day. I look at how
well we are all doing as an industry and as individual companies,
and then I look at how much room for improvement we all have.
And it cranks me up another notch! There’s not a day that goes by
that Pete isn’t telling one of us at Forest River, “We can do better!”
As an industry, let’s not get complacent and “settle!”
On to some predictions for 2014:
Prediction #1–the industry will rise to the challenge of continually improving the “customer experience” by dedicating more effort
and resources to the goal than we ever have. In addition to RVIA
and RVDA’s increased efforts to coordinate and expand training,
OEMs, suppliers, dealers, and campgrounds will also do more this
year both jointly and independently in this area than ever before.
Prediction #2–January’s industry shipment numbers will
soundly beat those of last January despite crazy weather which
impacted production for both suppliers and manufacturers, and
certainly restricted transportation for a couple of days. Northern
Indiana had overnight snow accumulation ranging from 12" to 18"
along with temperatures down to -16. On days like those, some
of us hate Lance Wilson (from the Florida RV Trade Association
whom we really do love) just a little bit!
Prediction #3–our elected officials will deal with the upcoming debt limit issue this time in advance of some midnight crisis
towards the end of February. I think the threat of default on the
nation’s debt last time and the “tremors” it created woke some of
them up. I’m not saying that they’re all wide awake, but most of
them seem to at least have their eyes open now!
In closing, I want to thank Mary “Mike” Hutya for the outstanding job she’s done for both RVIA and the entire industry for the last
38 years! Anything that Mike has been involved with or managed
has always been first class and professionally executed! Any project,
committee, show or meeting the she has overseen, you never worried
about again after she said “I’ve got it.” She’s a remarkable woman
who’s done an extraordinary job! I invite all RVIA members to attend
the upcoming Annual Meeting to experience what she puts together
and personally thank Mike for all she’s done for all of us! I know your
face is probably turning red right now Mike, but that’s just too bad!
(P.S. thank you to David Weed for sending me a brand new
Crisco can after the last article!)
RVIATODAY
Winter 2014
Mike Hutya to Retire From RVIA
to moving away from the city
and enjoying retirement,”
Hutya said. “It’s been a joy
to play a part in the growth of
this great industry, and I’m
grateful for my years in the
RV industry and for all the
support from so many. I’m
certain that more success lies
ahead for all my friends and
colleagues.”
With Hutya’s retirement, RVIA will divide the
Vice President of Meetings
& Shows position into two
separate functions. The responsibility of the National RV Trade
Show and the California RV Show will now fall under the direction of James Ashurst, vice president of public relations and
advertising. RVIA will be hiring a professional for the newlyformed position of Shows Executive Director that will work in
concert with Kelly Smith, shows manager, to oversee the daily
management of these two industry events. The planning of all
other RVIA meetings and events will be handled by Doreen
Cashion, meetings manager, under the direction of RVIA
President Richard Coon.
RVIA has announced that Mary “Mike” Hutya, vice president of meetings and shows, will retire on March 31 after 38
years of service to RVIA and the RV industry.
“Mike has been a key part of our shows department for
nearly four decades,” said RVIA President Richard Coon.
“While most of her work has happened ‘behind the scenes,’ she
has offered effective leadership and management as vice president. I know I speak for our industry’s leadership and all who
have gotten to know her in wishing Mike the best in retirement
and in thanking her for all her work on our behalf.”
Jim Jacobs, chief operating officer of Jayco, Inc. and chairman
of RVIA’s Shows Committee said, “Mike is a real pro, and it’s
been a treat to work with her over the years. Her extensive knowledge and shrewd negotiating skills have played a major role in
expanding and improving RVIA’s shows and events. I’ll miss her.”
Hutya joined RVIA in 1975 and has overseen the Shows
department since 1981. During that time, the industry underwent radical growth with shipments more than doubling. The
annual National RV Trade Show played a key role in that growth
by offering a central place for the industry to showcase its latest
products and to conduct business. Hutya’s work was central to
expanding and improving the National RV Trade Show and the
California RV Show, said Coon.
“I’ll miss the people I’ve had a chance to work with at
RVIA and throughout the RV industry, but I am looking forward
RVIATODAY
INTRODUCING
RECREATION VEHICLE INDUSTRY ASSOCIATION
President—Richard Coon
Vice President, Communications & Marketing—James Ashurst
Sr. Director, Communications—Bill Baker
Chairman—Doug Gaeddert, Forest River, Inc.
First Vice Chairman – Derald Bontrager, Jayco, Inc.
Second Vice Chairman – Bob Parish, GE Capital
Treasurer – Garry Enyart, Cummins Power Generation
Secretary – Matt Miller, Newmar Corp.
Chairman Ex Officio – Gregg Fore, Dicor Corp.
RVIA Today is published 4 times a year and is distributed industry
wide. For more information on advertising, please contact Bill Baker
at (703) 620-6003, ext. 331 or [email protected]
© 2014 Recreation Vehicle Industry Association
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R E C R E A T I O N
V E H I C L E
I N D U S T R Y
A S S O C I A T I O N 3
Members Mingle and Learn at RVIA’s Annual Meeting
The major day of activity will take place on Thursday, March
A full schedule of informative meetings, educational seminars
6. The morning will feature the RV Manufacturer/Supplier
and networking social events is on tap for RVIA members at the
association’s Annual Meeting, taking place March 4 – 8 at the Park Forum with informative seminars from a roster of dynamic speakers. RVIA’s Annual Membership Meeting, offering in-depth
Hyatt Aviara in Carlsbad, CA.
briefings on a wide range of industry and association topics, will
“RVIA’s Annual Meeting is an ideal venue for our members to
take place in the afternoon (see page 5 for more information on
become more involved in the association and to participate in the
both). The Chairman’s
discussions addressing
Reception and Dinner
both industry and associacaps the day with a gala
tion issues,” said RVIA
event.
President Richard Coon.
Friday, March 7, is an
“This year’s event will feaopen day with attendees
ture a condensed schedule
able to play golf, tour the
of events combining semiarea or enjoy the resort’s
nars, presentations and
amenities.
networking events that
The Park Hyatt
will provide information
Aviara is an awardand ideas to help memwinning property set on
bers plan for 2014 and
200 acres approximately
beyond.”
40 minutes north the San
The event kicks off on
Diego airport. It offers
Wednesday, March 5, with
attendees arriving and the
state-of-the art meeting
facilities as well as a
RVIA Executive Commitwide range of activities
tee and Board of Directors
and dining options. For
meetings taking place.
Attendees will enjoy informative seminars and presentations focusing on the business
outlook and association activities at RVIA’s Annual Meeting
more information about
The evening will offer a
the RVIA Annual MeetWelcome Reception that
ing, contact the association’s Meeting department at (703) 620is preceded by a First Timer’s reception for members attending the
6003, ext. 305.
Annual Meeting for the first time.
2014 Annual Meeting Schedule of Events
Tuesday, March 4
Thursday, March 6 (continued)
8:00 am – 6:00 pm
12 noon – 1:00 pm
1:30 pm – 4:30 pm
RVIA Board of Directors/Executive
Committee Arrives
Wednesday, March 5
8:00 am – 12 noon
12 noon – 5:00 pm
5:30 pm – 6:00 pm
6:00 pm – 7:00 pm
Major Day of Guest Arrival
RVIA Executive Committee Meeting
RVIA Board of Directors Meeting
First Timers Reception
Welcome Reception
Thursday, March 6 8:00 am – 12 noon
4
RV Manufacturer/Suppler Forum
• Economic Outlook with Todd Bucholz
• The Supplier View of the Industry
• Entering the Shift Age with David Houle
6:30 pm
Luncheon
RVIA Annual Membership Meeting
• Briefings on the state of the
association and an update on
Go RVing & PR Efforts
• Presentation of RVIA’s Annual Awards
Chairman’s Reception & Dinner
Friday, March 7 RVIA staff will assist attendees in
arranging golf outings or area tours
Saturday, March 8 All Day
Departures
RVIATODAY
Winter 2014
Top Speakers Scheduled for RVIA’s Annual Meeting
RVIA has booked a slate of compelling presentations for the
RV Manufacturer/Supplier Forum, taking place the morning
of March 6 at the association’s Annual Meeting, The group of
speakers includes a noted economic expert, an acclaimed futurist and a panel of RV industry leaders.
Todd Bucholz will discuss his thoughts on the economy and
where it is headed in the first session of the morning. He is a
former director of economic policy at the White House, a managing director of the $15 billion Tiger Hedge Fund, and recently
hosted his own special on CNBC. His editorials in the Wall
Street Journal and commentaries on PBS correctly forecast the
2001 slowdown in the U.S., the 2008 pop in commodity prices,
and the downgrade of the U.S. debt rating.
Following this seminar is “The Supplier View of the Industry,” a panel discussion featuring the viewpoints of leading supplier company executives on the RV market. The panel was still
being formed as RVIA went to publication with the newsletter.
The morning concludes with “Entering the Shift Age.” David
Houle will talk about the mega trends and forces that will shape
our collective future and examine specific trends that will affect
RVIA Will Detail
Key Activities at
Membership Meeting
RVIA’s Annual
Membership Meeting, scheduled for
1:00 – 4:00 p.m.
on the afternoon of
Thursday, March
6, will provide an
in-depth briefing on
association activities for attendees.
RVIA Chairman of the Board Doug Gaeddert and RVIA
President Richard Coon will discuss the state of the association and speak on a range of topics including government
relations, RV standards, industry education, the RV market
outlook and RVIA-sponsored trade shows.
RVIA Treasurer Garry Enyart will detail the association’s
financial situation.
There will also be a review of the industry’s programs to
promote RV travel and camping. RVIA Vice President of Public Relations and Advertising James Ashurst will highlight the
media coverage being generated by RVIA’s public relations
efforts as well as report on the successes of the Go RVing
“AWAY” national advertising campaign in 2013 and preview
plans for 2014.
RVIA will also honor industry and association leaders by
presenting a host of awards, including the Distinguished Service to the RV Industry Award, at the meeting.
R E C R E A T I O N
V E H I C L E
I N D U S T R Y
Todd Buchholz
David Houle
the RV industry. He is one of the nation’s top authors and bloggers on future related topics and is often called “the CEO’s
futurist.” Houle was part of the team that created and launched
MTV, Nickelodeon, VH1 and CNN Headline News, has won two
Emmy awards, and is a featured contributor on Oprah.com.
“This is a great lineup of seminar sessions that will offer
Annual Meeting attendees the opportunity to hear from dynamic
speakers on topics that are extremely relevant for the industry,”
said RVIA President Richard Coon.
RVIA Thanks
2014 Annual Meeting
Sponsors
RVIA extends its gratitude to the Level Two, Three, and Four
Sponsors of the 2014 Annual Meeting for their generous and
gracious support of the event.
Atwood Mobile Products
Bank of the West
Dicor Corp.
Dometic Corp.
Forest River, Inc.
Freightliner Custom Chassis
Jayco, Inc.
Kentucky Exposition Center
Louisville Convention Bureau
Newmar Corp.
TCF Inventory Finance
TRC
Thetford Corp.
A S S O C I A T I O N 5
Go RVing’s “AWAY” Rolls Strongly into a Third Year
Continued from page 1
the main entrance of the Indianapolis Motor Speedway for the 2014
Indianapolis 500 where over one million people will see the ads
over the three day event.
Go RVing’s television portion of the media buy includes a
partnership with Destination America, a Discovery network, to air
custom profiles of real RVers. With its focus on exploring the place,
people and stories of the United States, it offers a great fit for the
emotionally-driven messages of Go RVing’s television commercials.
Throughout the year, Go RVing spots and custom-produced programming will also be seen on FS1, National Geographic, National
Geographic Wild, the Outdoor Channel and CMT.
The broadcast plan also includes direct response advertising on many
other popular networks from January through December. All of these
outlets (see full list below), have a solid record of running Go RVing
spots at optimum times of day and delivering strong lead response.
Digital media advertising is constantly evolving and remains a
centerpiece of Go RVing’s effort. In addition to banner ads appearing
on top websites and search engines, this year Go RVing will launch
ads that are tailored to individuals through native advertising.
Native ads allow advertisers to bring a custom message to online
viewers through a variety of mediums including video, providing
a uniquely individualized experience. Consumers are able to link
directly to Go RVing.com through ads that are running on leadgenerating sites such as Google, Bing, Yahoo, and Facebook as well
as over a dozen popular consumer sites.
The print portion of the 2014 plan includes magazines that offer
a strong demographic for the ads and a good editorial environment.
Issues featuring Go RVing ads began to appear in January and will
continue through September. See the media schedule below for a
listing of magazines in the buy.
Go RVing continues to seek multi-faceted partnerships with its
advertisers and seven of the print publications are providing added
components like custom vignettes, pull & save sponsored booklets, tablet apps and branded websites. As part of the partnership with Woman’s
Day, the popular Casserole Queens produced two videos demonstrating
casserole recipes to make ahead and bring on an RV vacation.
The “AWAY” campaign will continue to drive consumers to
GoRVing.com, where prospects are provided comprehensive information to help guide them through the purchase process and RV
travel experience.
Go RVing’s “AWAY” emotion-driven campaign has proven to
be very effective since launching in 2012. An Advertising Effectiveness Study conducted last year found that 39% of the core
target market (families age 30 – 49 and empty nesters age 50 – 64)
recalled seeing RV advertising in 2013 and 20% remembered seeing Go RVing ads specifically, up slightly from 18% in 2010.
In examining the likeability of the ads, 75% of core families (up
from 64% in 2010), 68% of empty nesters (up from 50%) and 73% of
Latinos (up from 57%) viewed the ads favorably. The ads also moved
the needle on consumer motivation with 37% of core families and 27%
of empty nesters saying they were more likely to consider buying an RV.
Go RVing “AWAY” 2014 Media Schedule
National Television – Go RVing will advertise on specific
programming on popular cable networks from February through
December including:
CMT
March – October
Destination America
March – October
FS1
February – November
National Geographic/WILD
March - July
Outdoor Channel
March – August
And with direct response advertising on proven cable networks
from January – December including: Animal Planet, Bravo, Centric,
CNN, Cooking Channel, Discovery, DIY, Esquire, Food Network,
FNC, GAC, GSN, Hallmark, HMC, HGTV, History, Lifetime, LMN,
MLB Network, MSNBC, NBC Sports, Nick At Nite, Nuvo, OWN,
TBS, TLC, TNT, Travel Channel, USA, Weather Channel
National Magazines – Go RVing’s print ads will appear in 10 widelyread magazines; several have custom content components as well:
• Better Homes & Gardens (April & May issues)
• Coastal Living (May issue and a custom unit in February issue)
• Country Living (June & September issues)
• Every Day with Rachel Ray (June & September issues)
• Garden & Gun (February/March, June/July and August/
September custom unit)
6
• Midwest Living (March/April, May/June, July/August issues)
• National Geographic Traveler (June/July issue and custom
booklet in April issue)
• Scholastic Parent & Child (April – July print and online)
• Woman’s Day (April & July issues)
• Women’s Health (May & June custom unit)
Digital – Go RVing custom content will run on specific partner
websites between February and September including:
Accuweather.com
LiveNation.com
Active Network
LonelyPlanet.com
Burst Media
NationalGeographic.com
CMT.com
OutdoorChannel.com
CoastalLiving.com
Scholastic.com
Discovery Network
ShermansTravel.com
Eventful.com
WomansDay.com
Garden & Gun Tablet
WomensHealthMag.com
GSN.com
Go RVing Digital Banner ads, Interactive Video ads and Native
Advertising will run across the internet via search engines
Google/Bing and top-performing ad networks from January
through December.
RVIATODAY
Winter 2014
Go RVing’s “Away” Wraps Up Successful 2013
Go RVing’s “AWAY” campaign messages continued to resoA portion of that increase can be attributed to the “Tailgate Tour”
nate successfully with consumers in the second year of the popusweepstakes because entry was through an app on Go RVing’s
lar national advertising campaign that created over 3.77 billion
Facebook page.
impressions.
Go RVing also continues to be the dominant voice of the
Media for the 2013 campaign included national TV and print,
industry in social media with its Facebook audience growing from
interactive digital ads, on-site activation at consumer events,
98,000 on January 1 to over 244,000 by the close of last year. The
increased presence on social media platforms, local radio in five
social media community is highly engaged in commenting, liking
key Hispanic test markets, and multiple custom elements including and sharing Go RVing content and messages. Interaction in the
RVing vignettes, sweepstakes, tours and pull-n-save print pieces.
Twitter, Pinterest and Instagram spaces also grew steadily in 2013.
Breaking with tradition, the Go RVing
media plan continued to run advertising
through the final quarter of the year highlighted by a powerful push in the fall season
focusing on RV tailgating. The centerpiece of
this effort was a new “AWAY” ad, “Victory,”
created in the summer of 2013 specifically to
support the fall ad expansion by highlighting
the special bonding moments made possible
by family tailgating.
A key element of Go RVing’s tailgating outreach was partnerships top media
partners – EPSN, CBS Sports and Sports
Illustrated. Go RVing aired ads on ESPN’s
highly-rated College GameDay and on CBS
programming as well as on the two network’s
digital print and social media outlets. Custom-produced “Tailgate Tradition” vignettes
also aired on CBS Sports’ cable channel and
on CBSSports.com.
Go RVing also teamed with Sports
Illustrated for a high-impact, consumerengagement promotion. The SI On Campus
Tailgate Tour presented by Go RVing brought
the RV tailgating experience to six major college football venues and was supported by
a national sweepstakes that awarded a 2014
Keystone travel trailer.
Fueled by the push to keep Go RVing
messages in the media year-round, consumer
visits to GoRVing.com saw double digit gains
by the end of 2013 and increases in key measurable.
• Visits to the site were up 51%
• Unique Visitors up 43%
• Page views up 28% over 2012.
Meanwhile, the number of consumers
arriving at the website from smartphones and
tablets grew, making up almost a quarter of
the traffic, a trend experts say will continue to
grow. To meet the demands of mobile users,
Go RVing launched its mobile-optimized
website to improve the user experience of
those arriving by mobile devices.
richloom fabrics group / 261 fifth avenue / new york, NY 10016 / 212.685.5400
The increase in the number of website visits from social referral grew by 59% as well.
R E C R E A T I O N
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A S S O C I A T I O N 7
Industry Recovery Spurs National Media Coverage
The RV industry’s recovery and bright
prospects for 2014 were the focus of significant media coverage during the cold
winter months.
From coverage of the 51st Annual
National RV Show in Louisville to lifestyle
and consumer shows stories, millions of
readers and viewers nationwide have seen
and heard good news about RVs.
A few of the coverage highlights
included:
• RVIA’s PR team worked to ensure
that RVs and tailgating were front
and center on the FOX & Friends
Super Bowl Sunday broadcast. The
highly-rated morning show included
two segments featuring a Livin’
Lite trailer designed specifically for
tailgating. The interview included an overview of the trailer’s
luxurious features, as well as the ease and convenience of
RV tailgating. A second segment focused on tailgating food,
and included celebrity chef Eric LeVine.
•An Associated Press story on December 3 from the Louisville show appeared in publications nationwide reporting that
the RV industry was expected to surpass 300,000 shipments
this year for the first time since the recession.
• On December 3, Forbes.com reported that high consumer
confidence and an improved economy was spurring strong
sales of motorhomes and trailers, and that continued growth
was predicted for 2014.
•
Bloomberg Business Week reported that the biggest vehicle news of the week was not the recovery of the auto industry, but rather was coming from the RV show in Louisville.
• During discussion of the uptick in U.S. auto sales, CNBC
analysts also talked about the RV industry’s projected growth
in 2014, and what it means for the overall economy.
• On December 28, USA Today reported that more Americans are taking to the road in RVs and that sales of RV trailers are approaching prerecession levels while motorhomes
sales are growing rapidly.
• On December 26, the Detroit Free Press reported that
RV sales in 2013 grew at a rate roughly triple the growth of
America’s economy. “The adjective I’d use to describe this
year’s sales is wow,” RVIA vice president Mac Bryan told
the paper.
Please visit the News Room at RVIA.org or subscribe to RVIA’s
monthly newsletter MediaBuzz for a more extensive look at RVs in
the media.
California RV Show Grand Prize Awarded
RVIA’s California RV Show has awarded Darryl and Joy Bess
of Temecula, CA a 22-foot Lance toy hauler travel trailer — the
grand prize in the show’s sweepstakes at the October show in
Pomona. The trailer, valued at approximately $35,000, was
presented at Lance Camper Manufacturing headquarters in
Lancaster, CA on Jan. 22.
Pictured in the photo at right (from l to r) are Gary Conley,
Lance sales manager, Josh Bess, Joy Bess, Darryl Bess and Bob
Rodger, Lance marketing director.
Bess and his family are familiar with RVing having owned
several RVs in the past, including a Lance truck camper. They
attended the California RV Show to specifically look at Lance
products and were thrilled to win the toy hauler.
Bess said the family already has plans to camp in Glamis,
CA the first weekend in February in their new RV.
The 2014 California RV Show will be held at the Fairplex in
Pomona from October 10-19.
8
RVIATODAY
Winter 2014
RVIA Efforts Put Media Spotlight on Consumer RV Shows
The RVIA public relations team has been working with show promoters and reporters to generate media coverage of local RV shows.
This has helped create media buzz about consumer shows with
stories appearing in media outlets around the country, including
Tampa, Boston, Detroit, Kansas City, Cleveland, St. Louis, Oklahoma City, Louisville, Grand Rapids, Charlotte, and Atlanta.
Stories have focused on brisk sales and record-breaking
attendance.
With 56,953 attendees, the Florida RV SuperShow set a new
attendance record. “All the negativity that haunted the industry
seems to have dissipated,” said Lance Wilson,
executive director of the Florida RV Trade
Association, which hosts the show. “People
were more upbeat and I think the dealers and
manufacturers are anticipating another good
year.”
A similar report about the Central Gulf
Coast Boat, Sport and RV Show in Lake
Charles, Louisiana appeared on the Lake
Charles NBC affiliate.
“Everything’s pretty much back on track,”
Johnny Klontzakis from Happy Trails RV told
viewers. “We’re doing well, the industry is
back, the innovation is there. The manufacturers are excited, the dealers are excited. It’s
going to be a good year.”
In Spokane, Washington, show promoter
Steve Cody told a reporter for The SpokesmanReview newspaper that baby boomers are a big
market for the RV industry.
Attendance at the show topped 12,000, and
dealers sold 140 units in four days. “It’s hard to
keep RVs on the lot,” Cody said.
In Texas, the 30th Annual All-Valley RV
Show was featured in The Brownsville Herald.
The article told the stories of several long-time
RV owners who were looking to replace their
current RVs.
“RV buyers know what they want,” RV
dealer Joe Diaz told the newspaper. “They’re
interested in new features. They like that newer
models aren’t as heavy as older models, which
makes them more economical to transport.”
Pitching efforts are ongoing in cities around
the nation. Please visit the News Room at
RVIA.org for a complete run-down of show
coverage as it’s published. If you’re a show
organizer interested in connecting with RVIA’s
show promotion campaign, please email Kevin
Broom at [email protected].
Please visit the News Room at RVIA.org for
a complete run-down of show coverage in the
mainstream media.
R E C R E A T I O N
V E H I C L E
FRVTA’s
Florida RV
SuperShow
drew nearly
57,000
attendees and
strong media
coverage.
LEDC halfpgV ad - RVIAToday 1013.indd 1
I N D U S T R Y
A S S O C I A T I O N 10/21/2013 2:46:11 PM
9
RVIA PMRV Committee Sets Agenda for 2014
RVIA’s Park Model RV Committee convened on Jan. 21 to set
priorities for 2014.
The top priority for the Committee is the completion of the
2014/15 revision cycle of the ANSI A119.5 standard. Significantly,
the committee is proposing to change the very name of that standard from “Standard for Recreation Park Trailers” to “Standard
for Park Model RVs and Campground Units.” This change reflects
the evolution of these products into two distinct categories: park
models that are a type of RV on the one hand and other units that
belong in campgrounds such as duplex and triplex units built to
ANSI A119.5 on the other.
According to RVIA PMRV Committee Chairman John Soard
of Fairmont Homes, “This change, along with dozens of technical
changes, will improve the safety of park models and also catch the
A119.5 standard up with the reality of what the PMRV segment of
the RV industry is today in terms of what our customers and campgrounds expect and desire.” These changes must now go through
the ANSI Canvass Committee and Consensus process, which could
take eight to twelve months.
The Committee also agreed that more detailed tracking of
PMRV shipments was in order. Starting with the January 2014
PMRV shipment report, RVIA will report not just total PMRV
shipments, but break those shipments
down by shipments to retail consumers vs. shipments to campgrounds for
use as rental units. According to RVIA
Park Model RV Executive Director
MASTer CerTified TeChniCiAn
Matt Wald, “Of the approximately 3,600
PMRVs shipped in 2013, our best estiMaster Score on Test
Certified Specialist in All Areas
mate is that about half went to retail
and half went to campgrounds as rental
units. But the Committee thinks it’s
important to get hard numbers on that
Plumbing
Appliances
question. RVIA will track and report
electrical Systems
that data.”
Certified Technician
Optional Paths
Chassis
The Committee also discussed
Body
PMRV
and seasonal camping PR and
Registered Technician
advertising efforts for 2014. In 2013,
Technician
those efforts were focused around a
Certification Candidate
Certification Test
Certified Specialties
satellite media tour and earned media.
For 2014, the Committee is seeking to
do direct consumer outreach to not just
explain what PMRVs are, but promote
Giveyourbusinessalegupwiththenew,
the seasonal camping lifestyle as an
redesigned RV Technician Certification Program.
alternative to second homes and vacations at hotel resorts. The Committee’s
Start your workforce – and your dealership – And the new RV Technician Certification Progoal is to pursue this market with select
on the right path to success. The new RV gram will boost your bottom line.In a recent
media buys in the print and digital
Technician Certification Program is designed to survey of more than 600 dealers...
space as well as a direct-to-consumer
streamline the certification process and adapt
printed piece.
to the demands of a fast-paced business envi- • 80% confirm certified technicians make
them more money than non-certified counronment. The program makes certification more
The Committee also discussed
terparts.
convenient and accessible than ever before.
efforts
to make foreign markets includ• 75% report certified technicians perform
ing Japan more viable for export of
better quality work than non-certified coun• Improved, restructured program, featuring
PMRVS, how the National RV Trade
terparts.
a two-path Career Ladder that allows
candidates to pursue advanced technical • 72% believe certified technicians create
Show might be improved for PMRV
more satisfied customers.
specialties.
OEMs and how to convince national
•Timesavingonlinetestingoptions.
lenders to add retail financing of
• Updated materials, textbooks, and online It’s time to take the first step. The certification process is just a click away. Visit
test-prep resources that reflect changing
PMRVs to their loan portfolios.
www.rvtechnician.com to get started.
needs and industry trends.
“This is an exciting time for our
Committee,” said Soard. “Like the rest
www.rvtechnician.com
of the RV industry, PMRV shipments
are strong. And at this point we are
through all of the transitional issues
from RPTIA to RVIA. So now our focus
is 100% on protecting but also especially growing and cultivating the seasonal camping and PMRV market.”
TeChniCiAn CAreer LAdder
A Promising Career Climb
10
RVIATODAY
Winter 2014
RVIA Exempts RVs from NJ Right-to-Repair Legislation
RVIA was successful in exempting RVs from a New Jersey
The MOU affirms that the parties agree to abide by the rightbill titled the “Motor Vehicle Owners Right to Repair Act” that
to-repair agreement reached in Massachusetts in all 50 states.
was patterned after similar legislation passed in Massachusetts
This was a critical element of the bills successful passage
last year.
as neither side looked favorably on potentially continuing this
The bill, now moving through the legislative process, requires
expensive legislative fight in 49 other states. RVs are specifically
motor vehicle manufacturers to provide motor vehicle owners and
exempted in the language supporting the MOU.
independent repair shops with access to the same repair information and tools given to automotive dealer repair facilities.
Under the legislation’s provision, a manufacturer of motor
vehicles sold in the state must make available for purchase the same diagnostic and
repair information, including repair technical
updates, provided to its dealers, to owners and
independent repair facilities for motor vehicles
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Also, a violation would be an unlawful
practice, which under the Consumer Fraud
Act is punishable by a monetary penalty of not
more than $10,000 for a first offense and not
more than $20,000 for any subsequent offense.
RVIA was also successful in exempting
RVs from the Massachusetts Right to Repair
legislation that was passed in December 2013
after a lengthy and circuitous process.
The association sought the RV exemption
in Massachusetts because the bill required
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A similar proposal in Maine is also under
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ing to see how Massachusetts handled their
where you want to go.
“Right to Repair” bill before taking actions.
At this time, no action is scheduled.
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“RVIA works to exempt RVs from right-toCall our RV professionals today at 800-289-4488.
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aimed at the automobile and light truck marApply online at www.gecdf.com/rv
kets and have provisions that the RV industry
is simply not able to comply with because of
the differences in the vehicles and the industries,” said RVIA’s Jay Landers, senior director
of government affairs.
Meanwhile, the compromise that was
reached in Massachusetts has resulted in the
development of a Memorandum of Understanding (MOU) between the legislation’s origifacebook.com/GECDF
nal proponents – the Automobile Aftermarket
Industry Association and the Coalition for
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14RV027 RVIA WinterAd.indd 1
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RVIA’s Committee Week Scheduled for June 1 – 5
RVIA’s Committee Week 2014 is set for June 1 – 5 at the Mayflower Renaissance Washington in Washington, D.C.
During the five-day event, the association’s standing committees, Executive Committee and Board of Directors meet to plan the
organization’s agenda for the upcoming fiscal year. The Go RVing
Coalitoin also meets at this event on Monday, June 2.
In addition to the full schedule of Committee Meetings, other
key events planned for Committee Week include:
•
The 2015 RV Market Outlook – Dr. Richard Curtin,
director of consumer research at the University of Michigan,
will provide his first forecast for the RV market in 2015 and
discuss the current economic climate.
•
RVIA’s Capitol Hill Advocacy Day – RVIA members will
visit Capitol Hill to meet with legislators and their staff to
discuss key legislative and regulatory issues critical to the
RV industry.
•
Networking Events – Several joint-committee luncheons
and receptions will give Committee Week participants the
opportunity to establish, renew and build upon the relationships critical to business success.
The Mayflower Renaissance Washington is a luxury hotel and
historic landmark. Proclaimed by President Truman to be Washington, DC’s “Second Best Address” after the White House, the hotel
is on the National Registry of Historic Places and a Historic Hotel
of America. Located just blocks from the White House, metro stops
and dining and cultural hot spots, the 4-diamond property offers a
splendid center for exploring the city.
For more information about Committee Week, contact Doreen
Cashion in the Meetings and Shows Department at (703) 620-6003
(ext. 324) or [email protected].
12
2014
March 4 – 7
RVIA Annual Meeting
Carlsbad, CA
June 1 – 5
RVIA Committee Week
Washington, DC
Oct. 10 – 19
62nd California RV Show
Pomona, CA
Dec. 2 – 4 52nd National RV Trade Show
Louisville, KY
RVIATODAY
Winter 2014