Unveiling Terramor: Whitney Scott’s Journey into Glamping with Sage Outdoor Advisory
In the most recent Glampitect podcast, host Nick Purslow and co-host Connor Schwab from Sage Outdoor Advisory, had the pleasure of interviewing Whitney Scott, a prominent figure in the glamping and campground industry. Whitney, the former Senior Vice President of Strategy for KOA (Kampgrounds of America) and Chief Operating Officer of Terramor Outdoors, shared her extensive experience and insights into the evolution of glamping under the KOA umbrella.
The Genesis of Terramor: A New Venture from a Legacy Brand
KOA, a company over 60 years old with more than 500 campgrounds across North America, ventured into the glamping market in 2020 with the launch of Terramor. This initiative was fueled by extensive market research revealing a significant segment of potential customers who, while interested in an elevated outdoor experience, would never consider traditional camping. This insight led to the birth of Terramor, aiming to cater to a boutique hotel guest demographic seeking a unique and luxurious glamping experience.
Whitney Scott’s Path to KOA and Terramor
Whitney Scott’s journey to KOA and eventually Terramor is as unique as the glamping experience itself. Starting in the diamond industry in New York, she honed her marketing skills before transitioning to a government contractor in Montana, where she gained a deep understanding of big data analytics. Her desire to stay in Montana and her passion for outdoor activities led her to KOA, where she spent 11 years, starting as the Head of Communications and eventually contributing significantly to the launch of Terramor.
Branding and Market Differentiation: The Terramor Approach
Creating a new brand from scratch is a marketer’s dream, and Whitney embraced this challenge with Terramor. The process involved extensive research, market analysis, and collaboration with agencies to ensure that every aspect of the brand reflected its core values and target demographic. Whitney emphasized the importance of brand differentiation, stating, “When you copycat something specifically, then you are not differentiating yourself. You are not building a moat around yourself.”
Terramor’s brand was crafted to resonate with guests seeking an elevated outdoor experience. This meant everything from the design of the accommodations to the dining experiences and the amenities offered had to reflect the brand’s luxury positioning.
The Role of Amenities in Enhancing the Guest Experience
One of the key differentiators for Terramor is its extensive range of amenities, designed to enhance the guest experience and justify a higher price point. Notable among these are the on-site pool and full food and beverage services. Whitney explained that while amenities like a pool might not directly generate revenue, they significantly enhance the overall guest experience, potentially increasing the length of stay and customer satisfaction.
For instance, Terramor’s pool caters to families, offering a space for relaxation after a day of exploring Acadia National Park. The presence of a pool can also be a decisive factor for guests choosing between different glamping resorts, highlighting the importance of well-thought-out amenities in attracting and retaining guests.
Strategic Decisions and Operational Insights
The decision making process for developing Terramor involved a small, focused team. Whitney highlighted the importance of aligning amenities with the target market’s expectations and the brand’s positioning. For example, while Terramor offers a complimentary breakfast and counter service for dinner, it opted out of lunch service, recognizing that most guests would be out exploring during the day. Instead, they offer packed lunches, providing convenience for guests while optimizing operational efficiency.
The Challenges and Rewards of Glamping in Acadia
Launching Terramor’s first site near Acadia National Park came with its unique set of challenges and rewards. The short operational season and stringent building restrictions in Acadia necessitated innovative solutions, such as repurposing existing campground sites for glamping. This approach not only aligned with local environmental regulations but also resonated well with the community, as it minimized the impact on the natural landscape.
The Future of Glamping: Insights and Recommendations
Reflecting on her journey, Whitney offered valuable insights for those considering entering the glamping market. She emphasized the importance of thorough market research and understanding the target demographic’s preferences. Additionally, she underscored the value of offering unique, high-quality experiences that differentiate a glamping site from its competitors.
Whitney also discussed the potential of incorporating food and beverage services as a crucial component of a luxury glamping experience. Whether through a full-service restaurant, food trucks, or other innovative dining options, providing high-quality food can significantly enhance the guest experience and support a higher price point.
A Vision Realized
Whitney Scott’s contributions to KOA and the launch of Terramor represent an evolution in the outdoor hospitality industry. By recognizing the growing demand for luxury outdoor experiences and developing a brand that caters to this market, Terramor has set a new standard in glamping. Whitney’s journey and the success of Terramor underscore the importance of innovation, strategic planning, and a deep understanding of market dynamics in creating a thriving glamping brand.
For those interested in the intersection of traditional camping and luxury outdoor experiences, Whitney’s story is both inspiring and instructive. As the glamping industry continues to grow, the insights shared in this podcast provide a valuable roadmap for success.