CRR (Contemporary Resorts and Residences) Hospitality has been in the outdoor hospitality industry since its founding in 2018. Starting with the opening of their first luxury RV resort in Camp Verde, Arizona, in 2019, CRR Hospitality quickly established a reputation for delivering exceptional lifestyle destinations. Their flagship property, Verde Ranch RV Resort, earned national acclaim as the “2022 Best Large RV Park of the Year,” among other awards.
What began as an owner-operator business has since evolved into a sought-after management and consulting powerhouse. Today, CRR Hospitality manages over 2,000 RV sites and 100+ vacation rentals across Arizona, California, South Carolina, and Texas, with a focus on modernizing outdoor hospitality and enhancing guest experiences.
CRR Hospitality’s leadership is fueled by a deep love for the outdoors and a commitment to innovation, values that align with their mission to elevate the outdoor hospitality industry. Their journey is an inspiring testament to the impact of bold vision, strong leadership, and staying true to core values.
Here at Sage Outdoor Advisory, we strive for meaningful partnerships that drive growth and innovation. Our collaboration with CRR Hospitality represents this, as our data-driven insights and shared values have helped both teams make informed decisions and elevate the outdoor hospitality industry. We’re excited to continue working together for the years to come.
Q&A with Mike Harrison, COO at CRR Hospitality
Services and Expertise
What services do you offer, and what sets your approach apart?
Experiential Hospitality and Tech forward thinking has really been our approach. We are a sophisticated and passionate team that draws from the Hospitality industry experience. From optimizing revenue management to streamlining operations, enhancing human resources, amplifying sales and marketing efforts, integrating cutting-edge technology, and managing finances with accuracy, CRR Hospitality covers it all and more. Our management services are crafted to cater to the unique needs and aspirations of each property. As innovators, we are dedicated to modernizing the outdoor hospitality industry.
Our Team has worked for and been influenced by Disney, Marriott, Hilton, Sage Hospitality, Winegardner Hammons, Hyatt, Starwood, Carnival Cruise Lines, Horwath HTL, and other top Hospitality organizations. We believe this focus leads to higher ADR, higher occupancy, and overall higher margins. This experience and our amazing team are what truly sets us apart.
How do you address current trends in the industry?
Our Team addresses current trends in the industry by focusing on several key areas:
Technology Integration: Our Vision is to be the preferred provider evolving the industry to the modern world. We were the first RV company in the country to roll out an AI Chat bot, trademarked as “Rigsby”. Rigsby has driven efficiency, customer experience, and revenues. In addition to our AI chatbot on our website, Rigsby is now the voice of one of our premiere RV Resorts, Verde Ranch and will be greeting everyone when they call the resort. Rigsby has been programmed to answer hundreds of guest questions. We leverage this technology to enhance the guest experience, streamline operations, and improve efficiency.
Unique Guest Experiences: We create unique and memorable experiences for guests by offering a variety of activities, amenities, and accommodations. This includes glamping experiences, activities for adults, children and pets, and fun, themed events. Here is a great example of experiential hospitality, which is where we really differentiate ourselves from the typical operator.
Verde Ranch Haunted Trail (turn the sound on! 🦇)
Community Engagement: Our Why? “To serve all of those that we touch” – our Guests, our Associates, Our Community. One of the standout aspects of CRR Hospitality’s community involvement is the extensive volunteer work carried out by our Leadership Team and Property Teams. Associates and management alike participate in numerous local events, dedicating their time and resources to support various causes. For National Volunteer Week, the CRR Leadership Team lent a helping hand at the Arizona Humane Society, our Coachella Lakes RV Resort Team was on a mission to make tails wag by collecting pet donations for a local shelter, our Savannah Lakes RV Resort team volunteered with their local Habitat for Humanity. Individuals across our properties rolled up their sleeves to make a difference in their communities through volunteering at the local American Legion, donating blood and many other opportunities.
At our recent CRR Leadership Conference, we came together for a meaningful community service project at Feed My Starving Children in Mesa, Arizona. It was a humbling experience to work side by side, packing meals to help nourish those in need around the world. The spirit of giving and service that we shared continues to inspire us each day.
We appreciate all our CRR Associates (and their families) for making the world a better place, one act of kindness at a time. CRR will continue to spread kindness every day. Together, we can make a difference in the lives of others and create a world filled with compassion and love.
Data-Driven Decision Making: Our Team utilizes data analytics from numerous platforms to understand guest preferences, optimize operations, and make informed business decisions. This helps us stay ahead of industry trends and adapt to changing market conditions.
By focusing on these areas, we aim to provide exceptional guest experiences, drive revenue growth, and position itself as a leader in the outdoor hospitality industry.
Projects and Achievements
What’s a standout project your team has worked on?
We were on the forefront of the AI technology wave. Along with our partner, Insider Perks, we developed and launched the first AI Chatbot in the industry, Rigsby. This innovation has helped modernize and revolutionize the customer experience and drives enhanced revenues.
What outcomes do your clients achieve with your help?
We help our clients unlock the full potential of each of their properties that we manage and take them to new heights by increasing revenue and improved profitability, enhancing their guests’ experience, achieve numerous awards, build brand equity, improve operations and increase customer satisfaction. Our company believes if we work hard, serve our clients well, and provide quality service, people will remember us forever – a legacy worth striving for! Your assets deserve dedicated attention, careful consideration, and forward-thinking innovation.
Looking Ahead
What exciting projects are on the horizon?
We’re thrilled to announce our newest partnership with Lagoon Ranch RV Resort in Onalaska, Texas. Lagoon Ranch includes 204 full hook-up RV sites and 26 park model vacation rentals. Guests can enjoy amazing amenities on property which include an icehouse (restaurant), resort style pool with swim-up bar, hot tub, clubhouse with an arcade and fitness center, open air dance floor for live music events, dog park, shower and laundry facilities and multiple gathering areas throughout the resort. Guests will also enjoy direct access to Lake Livingston, the second largest lake in Texas, perfect for boating, fishing or simply taking in the stunning sunsets.
We continue to collaborate and consult on numerous pre-development projects.
CRR Hospitality also has several 3rd Party Management contracts in the pipeline that will be announced in Q2.
Kick off your boots and stay awhile as you immerse yourself in the unparalleled comfort and excitement awaiting you at our other brand-new resort, Buckeye Ranch RV Resort, coming to Buckeye, Arizona in 2025. From spacious RV sites with full hook-ups to premium amenities such as an entertainment-filled Clubhouse, heated swimming pool, 24-hour fitness center, pickleball courts and other recreation areas, we’ll have everything you need to make your stay comfortable and enjoyable.
We will continue to strive for excellence and create unforgettable experiences for all our guests!
How do you see your role in shaping the future of outdoor hospitality?
We must continue to push the industry, challenge status quo, propose new ideas, and innovate aggressively. There are new investors in the space, new guests, new vendors, new partners, and new ideas. “A Rising Tide Raises All Ships” – Let’s all keep working together to put this amazing industry in the forefront!