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SERVING CANADA’S RV INDUSTRY SINCE 1971 VOL 49 NO 2 268 - 44 Crawford Cres., Campbellville, ON L0P 1B0 Publications Mail Agreement #43638025 RVRV DealerNEWS CANADA’S FOREMOST RV INDUSTRY MAGAZINE www.rvldealernews.com WNORTHLANDER INDUSTRIES SHIPS 20,000TH PARK MODEL RV MARKETING IN THE PANDEMIC ERA GENERAL COACH LAUNCHES TRAVEL DIVISION Special Report: DEALING WITH THE NEW “RV CURIOUS” CUSTOMERS WHAT’S NEW FOR 2021 RVDN 49-2 a.indd 1RVDN 49-2 a.indd 12020-11-19 4:34 PM2020-11-19 4:34 PMPower Up Your Business • Over 60 timely educational workshops for every department in your dealership • Practical, innovative ideas and solutions, most available on-demand 24-7 Interactive Exhibit Hall • Visit the virtual exhibit hall to identify key service and solution providers you need to enhance your operations Networking Opportunities • Connect with peers you may never have had the chance to meet • Expand your professional network and add people directly to your professional social accounts Attend on your own timetable through January 31, 2021 – All in a Virtual Environment! Presented by: Mike Molino The BRING YOUR WHOLE TEAM WITH DEEPLY DISCOUNTED GROUP REGISTRATIONS REGISTER AT WWW.RVDA.ORG/CONVENTION FOLLOW THE CONVENTION AT #RVDACONEX RVDA CONVENTION EXPO 20 20 VIRTUAL EVENT! NOV. 9-20 2020 PARTNERS FEATURED KEYNOTE: Jay Baer, Customer Experience Expert Author and business consultant Jay Baer will present “Coveted Customer Experience: How to Grow Your Business by Focusing on 3 Things Your Customers Truly Care About.” The keynote is made possible by convention Platinum Sponsor Wells Fargo Commercial Distribution Finance (CDF). JOIN US FOR SOMETHING COMPLETELY DIFFERENT ! The 2020 RV Dealers Convention/Expo Is Virtual in November *As of October 30, 2020 RV Dealer News Spons 11/2/20.qxp_Layout 1 11/2/20 7:31 PM Page 13 Volume 49 Number 2 | RV Lifestyle Dealer News contents 42 26 32 22 COVER STORY: Northlander Industries Ships 20,000th Park Model Northlander Industries, of Exeter Ontario, celebrates 57 years with the shipment of their 20,000th unit. IN THIS ISSUE: 6 Transitions Appointments, promotions, and milestones from the personalities who energize the North American RV industry. 8 SPECIAL REPORT: Marketing to the new RV Curious Customers David Coletto of Abacus Data Canada provides insights to help you sell to the new RV customers. 12 INSIGHTS: RV Marketing in the Pandemic Era A Time of Challenges and Opportunities! INDUSTRY UPDATES 10 CORR Report 16 RVDA of Canada Update 17 RVDA of Alberta 18 CRVA Update Canada’s outdoor industry associations are working to help RV consumers during the pandemic. 20 CCRVC Update 26 RV Manufacturer Profile – General Coach Travel Division With the launch of the new Citation Reward trailers, General Coach enters a new era! 32 Spotlight – RV Manufacturers Recruiting Canadian Dealers New market opportunities for RV dealers across Canada 42 Spotlight: Dealing with Covid-19 Here’s how Purifyd eliminates the virus – and clears mold, spores, and odours from RV interiors. Cover: Peter Groot, Bryan Baker, Bob Hamather, and Matt Brannon – Northlander Industries. Contentspub page.indd 3Contentspub page.indd 32020-11-23 12:10 PM2020-11-23 12:10 PM4 RV Lifestyle Dealer News | Volume 49 Number 2 TM TM TM TM RV Dealer NEWS CANADA’S FOREMOST RV INDUSTRY MAGAZINE PUBLISHER’S MESSAGE A Time of Challenges and Opportunities Last year at this time, we were gearing up for a busy season, helping cus- tomers prepare their RVs for the annual migration to the sunbelt states, and looking forward to heading off to the Atlas and NTP/Stag Canada dealer shows… this year, we are going to virtual trade shows, learning how to Zoom, and coping with a worldwide pandemic that none of us could have imagined. At RV Dealer News, we have adapted to the online experience through a pro- gram of regular newsletter briefs and expanded coverage of events and industry news at our website www.rvldealernews.com The impact on business has been, to say the least, transformational; we were able, despite the challenges, to more than double our online audience during the period when printers, campgrounds, and RV dealerships were locked-down, and we have been busy helping the Canadian RV community cope with the “new normal” since the RV and camping sector came back to life in early July. There have been challenges, to be sure, but the opportunities are greater today than we have EVER seen. Surveys indicate that we could see a doubling – or even a tripling of the Canadian RV consumer market… and that means more than 10 MILLION new RV customers could be in the market for a new or used RV. We asked David Coletto to provide insights into dealing with the new “RV curious customers”, and Editor Norm Rosen prepared a special report on mar- keting the RV experience in the world of the pandemic (and post-pandemic) era. On the positive side, whatever non-current RV inventory on RV lots across Canada as of March 1 has been sold, along with just about anything on wheels, as customers discovered the safety, freedom, and family values inherent in the RV lifestyle. Where will we go from here? With careful planning and hard work we should be able to lay the foundation for a massive boom in the Canadian RV industry… we are ready and able to provide the information to guide Canadian RV dealers through this unique period – will you be ready to serve the new wave of RV customers? Our website at www.rvlifemag.com is providing a wealth of information for the new RV customers, and the print and digital editions of RV Lifestyle Magazine are enjoying the largest audience growth EVER – why not plan to join us as we bring expert RV content to this rapidly growing market sector… call me today to plan your 2021 promotional campaign, and let’s work together to make 2021 the best RV year in history! W Bill Taylor, Publisher VOLUME 49 NUMBER 2 Publisher William E. Taylor Associate Publisher Melanie Taylor-Wallis V.P. Special Projects/Editorial Director Norm Rosen Technical Director Garth Cane Assistant Editor Marney Carmichael Production Coordinator Giselle Bansal ADVERTISING SALES Norm Rosen Melanie Taylor-Wallis ADMINISTRATION William E. Taylor President Melanie Taylor-Wallis Group Publisher Norman Rosen VP/Special Projects Nancy Mueller Accounting EXECUTIVE OFFICES Toronto: 268 - 44 Crawford Crescent., Campbellville, ON L0P 1B0 Tel: 905-844-8218 Fax: 905-844-5032 Montreal: Tel: 514-856-0788 Fax: 514-856-0790 Vancouver: 1745 Rufus Drive North Vancouver, BC V7J 3L8 Camping Canada’s RV Lifestyle Dealer News is published by Camping Canada Magazine Ltd. Reproduction of any mate- rial appearing in this magazine in any form is forbidden without prior consent of the publisher. Advertising rates available on request. Camping Canada Magazine reserves the right to refuse any and all advertising and disclaims all responsibilities for claims or statements of facts made by its advertisers or independent columnists. PUBLICATIONS MAIL AGREEMENT #43638025 Undeliverables to: 268 - 44 Crawford Crescent., Campbellville, ON L0P 1B0 MONTREAL, QUEBEC © 2020 CAMPING CANADA MAGAZINE PRINTED IN CANADA There is no doubt that we are living through some very interesting times. Contentspub page.indd 4Contentspub page.indd 42020-11-19 4:50 PM2020-11-19 4:50 PMThe Zion Slumber’s pop top area allows for separate living and dining spaces for the whole family. The open concept layout is ideal for transporting large sporting items such as bikes and kayaks and the enormous amount of storage space means you never have to leave anything behind. Small van. Big opportunities. ZION SLUMBER Experience the Zion Slumber www.roadtrek.com6 RV Lifestyle Dealer News | Volume 49 Number 2 TRANSITIONS WINNEBAGO INDUSTRIES Winnebago has welcomed Huw Bower as President, Winnebago Outdoors. Mr. Bower will report to President and Chief Executive Officer Michael Happe, and will be based in the Company’s Eden Prairie, Minnesota office. Bower’s primary responsi- bilities will include all revenue streams asso- ciated with the flagship brand, Winnebago, namely Winnebago-branded recreational and specialty vehicles. The Company will also look to strategically expand the presence of the Winnebago brand in other outdoor life- style spaces. Bower joins Winnebago Industries after more than 15 years in brand leadership and executive roles at Brunswick Corporation, a global leader in the marine industry. Most recently as President, Boat Group report- ing to the CEO of Brunswick, Bower was responsible for that organization’s portfolio of iconic boat brands including Sea Ray, Boston Whaler and Lund. During this time, he gained significant portfolio management experience, accelerated the growth of the boat business, strengthened dealer relation- ships, and created innovative, high perform- ing teams. Bower was also instrumental in advancing strategic planning and business development activities within Brunswick. Winnebago Industries President and Chief Executive Officer Michael Happe commented, “We are extremely excited to have a high-quality leader such as Huw join our executive leadership team. Not only will he add further strength to our motivated management team, his passion for leading premium, differentiated brands will enable Huw to build on the momentum of our flag- ship brand and advance our leadership posi- tion in the outdoor lifestyle industry. His broad experience across the durable goods value chain, combining both operations and product development capabilities with a focus on the consumer, will be immediately accretive. While Huw will drive profitable growth within our Winnebago-branded rec- reational and specialty vehicles businesses, his knowledge of other outdoor markets will be welcomed as we also explore new reve- nue opportunities for the Winnebago brand.” Winnebago also announced the pro- motion of Brian Hazelton to Senior Vice President, Winnebago-brand RVs (both motorhomes and towables); he will report directly to Bower. Hazelton will be respon- sible for all customer-facing areas of the full- line Winnebago RV business, such as prod- uct management, engineering, sales, market- ing and customer service. Under Hazelton’s leadership, the Company will look to drive stronger internal efficiency and incremental value for its channel partners and end con- sumers by combining its currently separate Winnebago-branded motorhome and tow- ables businesses, while retaining operations in Northern Iowa and Middlebury, Indiana. Happe continued, “…we believe it is time to bring both the motorhome and tow- ables businesses under [our] iconic brand together. Brian’s work over the past four years restructuring the Winnebago-brand motorhome business, and building credibil- ity with our important external stakeholders, make him the ideal candidate to drive one full-line business forward in the future. The leadership strengths of Bower and Hazelton are complementary, and their partnership will significantly benefit our business and our customers.” The new transitions do not have any impact on the leadership or operating structure of the Company’s Grand Design, Newmar and Chris-Craft brands. LANCE CAMPER Lance Camper recently announced the expansion and reorganization of their infield dealer support team in Canada. Joining the experienced sales team of Scott Almquist (South Central Region), Scott Martin (Northwestern Region) and Lou Bonessa Jr. (South Western Region) are Casey Smith, William Hill and Jim Waters. Casey has been on the sales team for a year and a half covering the Canadian market and has been assigned the Northeastern Region while maintain- ing responsibility for the Eastern Canadian provinces. Casey is a California native and graduate of California Polytechnic State University and brings to Lance prior whole- sale RV industry experience. Jim Waters, another California native with a journal- ism degree from California State University Northridge, has been transferred and pro- moted from the Lance marketing depart- ment to the sales team and is responsible for the Midwest Region and Western Canadian provinces. Finally, veteran William Hill returns to Lance with over twenty years of wholesale and retail industry experience and is responsible for the Southeastern Region. “The new structure will allow the team to focus on market growth in key segments of the country and spend more quality time supporting our important dealer part- ners,” stated Matt Buckman, VP & General Manager. National Sales Manager Garly Conley said that the company has “never had a stronger, more experienced sales team at Lance Camper. [We] look forward to build- ing on the successful dealer partner relation- ships built over the last 55 years.” Lance Camper Mfg. (www.lancecam- per.com) manufactures ultra-lightweight composite-built truck campers and travel trailers and RVs. Lance Camper is a REV Recreation Group company and a subsidiary of REV (www.revgroup.com). AQUA-HOT HEATING SYSTEMS Aqua-Hot Heating Systems, an Airxcel brand, has appointed Nick Westaby to the position of director of operations. In this role, Westaby actively manages the comprehensive day-to-day operations of the company’s production and supply chain. With extensive leadership experience in manufacturing and technical sales roles, his distinctive point of view complements HUW BOWER Transitions-49-1.indd 6Transitions-49-1.indd 62020-11-19 3:37 PM2020-11-19 3:37 PM7 Volume 49 Number 2 | RV Lifestyle Dealer News those of the other product experts of Aqua- Hot’s RV hydronic heating solution. Westaby comes to the RV industry by way of an impressive career in lean glob- al manufacturing. He was employed by Halliburton for 21 years where, most recent- ly, he held the position of senior manager, global continuous improvement. He has a MSc degree in project management from the University of Aberdeen and BSc Hons degree from Robert Gordon University, both in Aberdeen, Scotland, UK. “We’re pleased to have Nick filling this vital role at Aqua-Hot,” said GM Selma Salihagic. “His background and experience add unique perspectives to how we manufac- ture, continually improve our processes and expand upon our unparalleled service to our committed partners.” Aqua-Hot Heating Systems has manu- factured hydronic heating solutions for motorhomes and travel trailers since 1984. Running on diesel or propane fuels, they’re highly adaptable to a range of subfloor and heat exchanger applications and provide continuous on-demand hot water. Airxcel, headquartered in Wichita, Kansas, is com- prised of seven operating divisions and built on developing industry-leading brands in recreation vehicle heating, cooling, ventila- tion and cooking, as well as industrial cool- ing and environmental control. RV LIFESTYLE / RV DEALER NEWS Taylor Publishing Group, publishers of RV Lifestyle Magazine and RV Dealer News, is pleased to welcome writer and editor Marney Carmichael. A native of Sault Ste. Marie, ON, Marney started her post-university career in photography and journalism in Whistler and Vancouver, BC, where she was a sponsored snowboarder. Her love of travel and work adventures took her to San Francisco, Australia and Scotland. Moves to France, Egypt and Indiana were to follow with her family before settling in Burlington, ON. Marney grew up camping, hiking and boating and her family recently had their first RV trip together, hound dogs included. She worked in-house at Transworld Snowboarding (California), CTV Vancouver, The Scotsman (Edinburgh), and euronews (Lyon, France) and has freelanced for The Guardian, The Globe and Mail, and numer- ous publications. Marney is keen to learn about RV life and believes that everyone has a story. Taylor Publishing Group also wel- comes photographer and videographer Paul Wright to the team. With more than thirty years’ photojournalism experience, Paul provides an eclectic portfolio of accom- plishments. Beginning his career with the Burlington Post Newspaper, Paul has gone on to work with the CFL’s BC Lions, shoot Molson Indy and CART Series events, and travel with Canada’s 2004 Top 20 Under 20. Since 2015, he has been proud to photograph the Conn Smythe Sports Celebrities Dinner and Auction for Easterseals, the Princess Margaret Cancer Foundation’s Road Hockey to Conquer Cancer, and consecutive Toronto Argonauts Pink Nights for women’s cancers. Other career highlights include photography in the John Candy life tribute during the 2012 Toronto Grey Cup’s CFL Awards and published photos in former CFL All-Star Matt Dunigan’s co-authored book, Goin’ Deep . Mostly self-taught, Paul describes his approach in a unique way: “I see the shot already printed. It’s a combination of techni- cal and storytelling techniques, identifying the theme, raw emotion… the extra edge that makes it a knockout story photo rather than a staged one.” Paul’s focus at Taylor Publishing Group will be photography, vid- eography, and expanding the company’s YouTube channels. W FOR THE RV PROFESSIONAL YOUR DIGITAL EDITION OF THIS ISSUE IS ALSO AVAILABLE ONLINE... Enjoy the convenience of 24/7 access no matter where you travel, from your laptop or phone. NICK WESTABY MARNEY CARMICHAEL PAUL WRIGHT MISSED AN ISSUE? Archive copies of RV Dealer News issues are available online at: www.rvldealernews.com RV Dealer NEWS CANADA’S FOREMOST RV INDUSTRY MAGAZINE Transitions-49-1.indd 7Transitions-49-1.indd 72020-11-19 3:37 PM2020-11-19 3:37 PM8 More Canadians are open to RVing than ever before because of the pandemic. That was the headline to a study my firm, Abacus Data, conducted for www.RVezy.com in May. We sur- veyed 1,800 Canadians adults ask- ing questions about their plans for summer vacation this year, their per- ceptions about the safety of differ- ent types of activities, and what they thought about renting an RV as part of their summer vacation. The research identified a whole new audience for the industry. A group of younger, more urban, and curious potential RVers who would have never considered RVing before. Because the pandemic created new considerations and limitations on recreational and travel choices, this group sees RVing as an option. I’m one of those RV Curious Canadians. I’m 38, live in cen- tral Ottawa, and love to travel and explore. The only time I’ve slept in an RV was the first time I visited my in-laws in Leduc, Alberta. My father- in-law set up his RV for my wife and I to sleep in because it had air condi- tioning and there was a heat wave. Last week, my wife and I were exploring options on RVezy.com, imagining what a summer vacation with an RV might look like. But as RV newbies, we had so many ques- tions. We are now RV Curious, primed to be converted into RVers. Once in a lifetime moment for the RV industry For the next 12 months, Canadians will be recalibrating themselves to the new reality that the COVID-19 pandemic has created. How will they spend their time? What kind of adven- tures do they feel safe doing? How do they get out of their homes and explore in a safe way that still makes it feel unique and a vacation they want to have? Market research offers decision makers more certainty and clarity on your target audiences. It helps you make better decisions. Decisions By David Coletto, CEO Abacus Data STRATEGY RESEARCH IS THE KEY TO SUCCESS! RV Lifestyle Dealer News | Volume 49 Number 2 guided by data, not by assumptions. I am often asked what questions business leaders, marketers, and prod- uct designers should be asking when doing research. A well-designed market study can help you: • Better understand the customer journey. For example, learning where that journey begins, what perceptions potential custom- ers have about your services or products, and how they will go about finding more information is critical to meet that potential cus- tomer where, when, and how they want to be engaged. • Define the competitive land- scape. How does your com- pany compare to competitors in the market? What is your brand awareness and impression? When people think about companies that offer products or services you provide, how does your company compare to others. • Understand customer service expectations. How do potential There’s a growing number of RV Curious Canadians. What do you know about them? strategy.indd 8strategy.indd 82020-11-19 3:39 PM2020-11-19 3:39 PM9 customers want to be served? Are they looking for a digital- first experience or do they want hands-on customer service? • Identify your unique seller proposition. Research is a pow- erful tool to determine how you should position your offer. What’s unique about it and do potential customers differentiate between you and other compa- nies? • Define your target market. This is critically important in my view. Research can identify potential segments of the custom- er base help you know what they want, how to reach them, and how to position your products. Once you have determined what ques- tions you really need to answer and our team gets to know your business well, we work with you to determine how we will conduct the research. It often involves a survey of customers or potential customers. We may determine that it might be better to conduct some focus groups or interview customers in a more one- on-one fashion. The cost to invest in research depends on a lot of factors but expect to pay anywhere from $5,000 to $45,000 depending on the scope of the study and the amount of work required to get it done. Summer 2020 may well become the summer of the RV. A whole new generation of Canadians are think- ing about what an RV lifestyle means for them at a time when vacation and recreational choices are constrained because of COVID-19. Research helps you get outside the comfort of your own bubble. Sometimes industries get used to serving the same type of customer. But to see the experience through the eyes of outsiders requires different inputs. The insights you gain can be uncomfortable, they will force you to rethink your businesses, but I promise it is a worthwhile investment. This is a once in a lifetime moment for the RV sector. Good research and data can accelerate and convert that opportunity. W David Coletto is CEO of Abacus Data, a full service market research and business intelligence firm with offices in Toronto and Ottawa. You can reach him at david@ abacusdata.ca and follow him on Twitter @ DavidColetto. Volume 49 Number 2 | RV Lifestyle Dealer News strategy.indd 9strategy.indd 92020-11-19 3:39 PM2020-11-19 3:39 PMNext >