Insights from Will Spurzem: Designing Immersive Glamping Experiences & Navigating the Outdoor Hospitality Industry
In a recent Glampitect podcast, host Nick Purslow and co-host Connor Schawb had the pleasure of interviewing Will Spurzem, a seasoned designer and founder of Boundary Works Design. Will’s impressive career includes a pivotal role at AutoCamp, where he helped shape some of the most iconic glamping properties in the industry. During this insightful episode, Will shared his journey from traditional architecture to creating immersive outdoor hospitality experiences and offered valuable lessons for glamping operators looking to elevate their sites.
The Evolution of Glamping Design
Will Spermb has been at the forefront of glamping design for several years. His work with AutoCamp as a Design Director involved creating site plans, working with construction budgets, and understanding the nuances of the guest experience. What makes Will’s approach unique is his dedication to incorporating feedback from stabilized properties—those that have been operating for some time and have a consistent stream of guests.
One of the major takeaways from Will’s experiences is the importance of a feedback loop. As he mentioned during the podcast, AutoCamp regularly reviewed guest feedback to make necessary adjustments, whether it was tweaking the layout or upgrading amenities. This continuous improvement process has played a pivotal role in AutoCamp’s success, and it’s a strategy that any glamping site can benefit from.
Designing for Success: The Core Elements
Will’s expertise lies not just in creating aesthetically pleasing designs but in ensuring that they are functional and profitable. During the podcast, he emphasized the importance of certain core elements that make a glamping site successful:
- Balancing Costs & Experiences: Will mentioned that it’s vital to strike a balance between luxury and affordability. While high-end properties may offer every amenity imaginable, not all glamping guests are looking for that level of service. Instead, focusing on the core aspects that make the site unique—such as proximity to nature and immersive experiences—can often outweigh the need for extravagant extras.
- Understanding the Land: Before any design process begins, understanding the land’s character is crucial. Whether the property is near a national park or has its own unique features, the land should reflect the surroundings. For instance, sites near Joshua Tree or Yosemite often have specific natural features that make them appealing. Designing around these features enhances the guest experience and adds to the property’s value.
- Utility Considerations: One of the less glamorous but essential aspects of glamping design is utility planning. Will spoke about the challenges of working on projects where the wastewater systems needed major upgrades, sometimes to the tune of hundreds of thousands of dollars. Ensuring that utilities such as water, electricity, and sewage are well-planned is critical, especially for larger glamping sites with dozens of units.
Key Design Considerations for Glamping Sites
When asked about the specific challenges that come with designing glamping sites, Will offered a few insights that every operator should consider:
- Food and Beverage (F&B): While F&B can be a lucrative addition to a glamping site, Will warned against diving into it too quickly. Start small and scale up based on guest demand. Offering basic amenities, such as pre-packaged meals or partnerships with local vendors, can be a good way to test the waters before investing in a full kitchen.
- Seasonality and Climate: The climate of your glamping site significantly impacts the type of structures you can build. In areas with harsh winters or extreme summers, selecting the right unit type—be it canvas tents, hard-walled cabins, or modular homes—is crucial. Will emphasized that mixing unit types can be more trouble than it’s worth if some units need to be shut down during off-seasons.
- Guest Accessibility: Will shared some practical advice regarding guest accessibility, particularly in larger properties. He recommended ensuring that guests don’t have to walk more than five minutes or a quarter of a mile with their luggage. For high-end properties, offering golf carts or other transportation options can significantly improve the guest experience.
Working with Private Equity and Investors
A fascinating part of the podcast was when Will shared his experience working with Private Equity (PE) investors during his time at AutoCamp. The glamping industry, much like other hospitality sectors, has seen an influx of institutional investment. However, navigating those relationships can be tricky. Will’s advice for operators who might work with investors is to have a clear, consistent vision for the project. Institutional investors, especially private equity, are focused on maintaining high-quality standards and scalable operations. Ensuring that financials, team organization, and site development processes are clear and professional is key to maintaining a productive relationship with investors.
Boundary Works: Creating Immersive Experiences
After leaving AutoCamp, Will founded Boundary Works, a design and development firm specializing in outdoor hospitality. What sets Boundary Works apart is its focus on creating experiences that go beyond the physical space. Will emphasized that the best glamping sites aren’t just about beautiful structures—they’re about immersing guests in nature.
One of the most exciting projects Will discussed is a new site in Sonoma, California, called River Electric, featuring 40 tents and two large pools nestled among redwoods. This project reflects Boundary Works’ philosophy of sensitive, site-specific design. Rather than imposing on the landscape, Will’s team works with the natural surroundings to create a seamless experience that brings guests closer to nature.
The Future of Glamping
As the podcast wrapped up, the hosts discussed what’s next for the glamping industry. Will Spurzem predicts that as the market matures, we’ll see more focus on sustainable practices and innovative designs that push the boundaries of what outdoor hospitality can offer. He also sees an opportunity for more hybrid models, combining the best of glamping with traditional hospitality services.