Introduction
Some campgrounds survive on location and basic amenities alone. But the campgrounds that thrive—that create passionate advocates and multi-generational loyalty—offer something more: experiences that guests can't get anywhere else.
Events are your opportunity to create those experiences. A well-run Halloween weekend, a memorable music night, a famous pancake breakfast—these become traditions that guests mark on their calendars year after year.
This guide covers how to plan, execute, and leverage events that transform casual campers into loyal regulars.
Why Events Matter
Business Benefits
- Fill slow weekends with reason-to-visit events
- Increase length of stay for event weekends
- Generate word-of-mouth marketing
- Create social media content organically
- Build community that increases loyalty
- Differentiate from competitors
The Loyalty Loop
Events create a flywheel:
- Guest attends event → Great experience
- Guest tells friends → New guests next year
- Both guests return → Growing tradition
- Expanded event → Even more attendance
- Repeat
Over time, your events become part of guests' family traditions.
Event Categories
Seasonal Celebrations
Spring:
- Easter egg hunt and brunch
- Fishing tournament
- Spring cleaning/planting days
Summer:
- July 4th celebration
- Movie nights under the stars
- Ice cream socials
- Live music weekends
Fall:
- Halloween decorated campsite contest
- Fall harvest festival
- Trunk-or-treat
- Leaf-peeping weekends
- Oktoberfest celebration
Winter:
- Holiday lights display
- New Year's Eve party
- Chili cook-off
- Winter campfire gatherings
Activity-Based Events
| Activity | Event Format | | ----------- | ------------------------------------------- | | Fishing | Tournament, kids fishing derby | | Arts/Crafts | Craft weekend, painting classes | | Music | Open mic night, live band weekend | | Food | Potluck, cook-off, chef demonstration | | Sports | Cornhole tournament, horseshoe contest | | Education | Nature walks, astronomy nights, photography |
Community Events
- Volunteer cleanup days
- Memorial Day ceremonies
- Charity fundraiser weekends
- Veterans appreciation events
Group-Focused Events
- RV club rally hosting
- Family reunion season
- Corporate retreat weekends
- Scout jamborees
Event Planning Process
12 Weeks Before: Concept and Planning
Define the event:
- Event name and theme
- Date and time
- Target audience
- Goals (attendance, revenue, experience)
Logistics planning:
- Activities and timeline
- Space requirements
- Equipment and supplies needed
- Staffing requirements
- Budget estimate
8 Weeks Before: Marketing Launch
Announce the event:
- Email to past guests
- Social media posts (multiple)
- Website event page
- Campground directory updates
Open registration/booking:
- Create event-specific packages
- Consider early-bird pricing
- Track interest and adjust as needed
4 Weeks Before: Preparation Intensifies
Confirm details:
- Finalize vendor/entertainment bookings
- Order supplies
- Confirm staff schedule
- Create detailed run-of-show timeline
Market intensively:
- Reminder emails
- Facebook event invitations
- Local media outreach (for large events)
1 Week Before: Final Preparations
- Pickup/receive all supplies
- Brief all staff on roles
- Prepare signage and decorations
- Double-check equipment
- Finalize guest count
Event Day: Execution
- Staff arrives early
- Final setup complete
- Photographer captures moments
- Staff engages guests throughout
- Adjust on the fly as needed
Post-Event: Capture Value
- Send thank-you emails
- Share photos on social media
- Request reviews/feedback
- Analyze what worked
- Begin planning next year
Making Events Memorable
The Details Matter
Memorable events have intentional touches:
- Theming: Decorations, music, staff costumes that reinforce theme
- Photography: Designated photo spots, roaming photographer
- Participation: Give guests something to do, not just watch
- Takeaways: Physical memento (award, photo, craft)
- Food: Special treats beyond normal offerings
Creating Traditions
Traditions come from consistency:
- Same weekend every year (easier to plan around)
- Signature elements that repeat
- Returning "champions" or "winners"
- Multi-year recognition ("5th annual")
The Instagram Moment
Design at least one photo-worthy element:
- Themed backdrop
- Decorated golf cart/entrance
- Giant inflatable
- Beautifully decorated site contest winner
- Camp fire setup worth photographing
Sample Event: Halloween Weekend
The Concept
Event: "Haunted Campground" Halloween Weekend When: Last weekend of October Target: Families with children
Activities
Friday Night:
- 6 PM: Check-in opens with welcome treat
- 8 PM: Campfire storytelling (age-appropriate)
Saturday:
- 10 AM: Kids craft station opens
- 2 PM: Site decorating judging begins
- 3 PM: Costume parade
- 5 PM: Trick-or-treat through campground
- 7 PM: Halloween movie at pavilion
Sunday:
- 10 AM: Winners announced, prizes awarded
- 12 PM: Event concludes
Marketing Approach
8 weeks before:
"Our 7th Annual Halloween Haunted Campground is coming! Book now—this weekend sold out last year!"
4 weeks before:
"Still time to join the fun! Start planning your costume and campsite decorations."
1 week before:
"The spooky countdown begins! Here's what to expect this weekend..."
Budget Example
| Item | Estimated Cost | | -------------------- | -------------- | | Decorations | $300 | | Candy/treats | $150 | | Craft supplies | $100 | | Prizes | $200 | | Movie rental/license | $50 | | Staff overtime | $200 | | Total | $1,000 |
Revenue impact: If 20 additional sites book for the event at $50/night × 2 nights = $2,000 additional revenue.
Low-Cost Event Ideas
Not every event needs major investment:
| Event | Cost | Effort | | -------------------------------- | ---- | ------ | | Campfire s'mores night | $ | Low | | Potluck dinner | $ | Low | | Scavenger hunt | $ | Medium | | Movie night (free license films) | $ | Low | | Stargazing night | $ | Low | | Fishing derby | $$ | Medium | | Live music (local act) | $$ | Medium | | Decorated site contest | $ | Low |
Measuring Event Success
Track These Metrics
Attendance and booking:
- Event-weekend occupancy vs. typical weekend
- New vs. returning guests
- Length of stay during event
Engagement:
- Activity participation counts
- Social media engagement
- Photo sharing and tagging
Business impact:
- Revenue vs. non-event weekend
- Review mentions of event
- Repeat bookings for next year's event
Post-Event Assessment
After every event, ask:
- Did we achieve our goals?
- What worked really well?
- What should we change?
- Did guests enjoy it (feedback)?
- Would we do it again?
- How can we improve for next time?
Scaling Your Events Program
Start Small
If you're new to events:
- Start with one event per season
- Keep it simple and manageable
- Learn from each experience
- Add more as you build capability
Building to Full Calendar
Mature event programs might include:
- Monthly themed weekends (peak season)
- Weekly activities (movies, campfires, crafts)
- Several major annual events
- Special interest weekends (fishing, crafts, etc.)
- Holiday celebrations throughout year
Key Takeaways
- Events create loyalty beyond what amenities alone can achieve
- Traditions build over time — consistency year-over-year creates anticipation
- Details matter — intentional touches create memorable experiences
- Marketing is essential — the best event fails if no one comes
- Measure and improve — each event teaches you for the next
Conclusion
Events transform your campground from a place to stay into a destination with experiences guests can't get elsewhere. The investment in time, effort, and budget pays dividends in guest loyalty, word-of-mouth marketing, and differentiation from competitors.
Start planning your signature event—something that reflects your campground's personality and appeals to your guests. Execute it well, capture the memories, and watch it grow into a tradition that guests anticipate all year long.
[LINK: growth/04-loyalty-program] Combine events with a loyalty program to maximize guest retention.
Keepr helps you manage event bookings, communicate with attending guests, and capture the marketing value of your events. Plan your next event at campreserv.com