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KOA turns 40: Company celebrates past by looking ahead

If you thought camping was relaxing, you should try running the
country’s largest campground franchise. Kampgrounds of America,
headquartered in Billings, is turning 40 this month, but it’s not
slowing down.

by Leanne H. Frost Western Business News http://westernbusinessnews.com/

As of June 15, KOA http://koa.com/ reported a 6 percent growth in camping
revenues, one of the few travel/recreation companies to be
experiencing growth since Sept. 11.

However, there are quite a few things the first KOA campers would
not recognize today. Campsites can now come with modems,
50-amp power, colored concrete patios with porch swings, and
even hot tubs. KOA is currently test marketing a wireless Internet
system too.

Some campers are even foregoing the tents and campers and
opting for KOA’s "Kamping Kabins," "Kamping Kottages" and the
new "Kamping Lodges," which can sleep up to six comfortably and
include full bathrooms and kitchens.

KOA’s CEO Jim Rogers left the fast-paced casino gaming world
two years ago when he took control of KOA. There were things he
brought with him as the former general manager of Harrah’s Reno
that have rejuvenated KOA. First, he knew the importance of
recognizing customers and building loyalty, so he created the KOA
Value Kards. By using their cards at various campgrounds,
campers receive discounts, and the company receives information.
Campers slide the cards through a machine upon arrival, and
campground owners instantly know the customers’ preferences.

Rogers is excited about everything KOA, from the shower curtain
designs to marshmallow roasters that spin to toast the
marshmallows evenly over a campfire. Employees and franchisees
alike acknowledge that his enthusiasm and forward thinking have
given the company new life.

Despite the many changes in the camping industry and at KOA,
Rogers said one thing that will never change is the integrity and trust
built by the company over the past 40 years.

"KOA built a reputation on meeting fair expectations. People trust
the KOA logo. In today’s corporate environment, knowing what we’ve
been able to stand for is one of our great values," he said. "We don’t
want to lose the legacy of KOA."

Currently, KOA has almost 500 campgrounds in the U.S., Canada,
Mexico and Japan and directly employs about 350 people, including
75 in the corporate offices and not including those hired by
franchisees.

To bring more independent campground owners into the KOA fold,
KOA hired campground owners Walter and Carol Preble in March
to travel around the country, recruiting other campground owners to
become KOA franchisees.

To celebrate its 40th anniversary, the company is holding an open
house in its offices at the TransWestern III tower Aug. 21. During the
open house an "Art of Kamping" will be displayed as well as a
"history wall." There will also be a celebration Aug. 23 at the KOA
campground in Billings.

In addition, the company is installing a 6-foot wide bright yellow KOA
sign at its headquarters, along with a lighted flagpole.

Rogers said the future for KOA looks good with many more things in
the works as the company continues to provide a quality camping
experience for its campers and services for its franchisees.

Copyright © Western Business, a division of Lee Enterprises.

http://westernbusinessnews.com/index.php?display=rednews/2002/08/01/build/localnews/02koa.php&header=localnews

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