Every successful glamping business has a defining essence – a vibe, a theme, a feel that makes it special and memorable.
This isn’t about kitschy decor or gimmicks. It’s about creating an underlying identity that attracts a specific kind of guest and keeps them coming back.
At Ferncrest, our core theme is simple yet powerful:
We’re a campground – a classic, beloved campground layout and feel—but elevated.
What Makes a “Campground Feel”?
Many glampgrounds today lean toward “landscape resorts” or “luxury retreats.” That’s fine for some, but at Ferncrest, we embraced the familiarity of a traditional campground—an approach we felt was overlooked in this space.
This means:
- Playgrounds for kids to let loose.
- Common spaces where families and groups can gather, play games, or enjoy s’mores around the fire.
- A camp store stocked with the essentials and fun extras to create memorable family moments.
This theme also makes us naturally appealing to young families (primarily with kids under 10). We’ve found that people seek a nostalgic, simple experience—something that brings them back to their own childhood while creating memories with their own kids.
Our Secondary Theme: Wellness
Another layer of Ferncrest’s identity is wellness. That’s where features like:
- Hot tubs
- A wellness tent
- A wood-fired sauna
…all come into play. These are designed to attract couples, parents, and individuals looking to relax and recharge while connecting with nature.
We’re not trying to be a luxury, adult-only destination or a party spot for the 20-something crowd. Instead, we’re creating a universally appealing experience – a place where families and wellness-minded guests feel at home.
Other Glampgrounds, Other Themes
Here’s the beauty of glamping: there’s room for a wide variety of themes. Here are a few successful examples:
- Food-focused: The Fields in Michigan is known for its farm-to-table focus.
- Architectural appeal: Onera in Texas wows with stunning, design-forward accommodations.
- Adult-only luxe retreats: Bolt Farm Treehouse in Tennessee markets to high-end couples seeking an escape.
Each of these businesses knows its identity, sticks to it, and attracts guests who align with that vibe.
Why Theme Matters
Choosing a theme isn’t just about what you love—it’s about understanding your market and creating a magnetic identity. Your theme:
- Sets you apart from competitors.
- Helps you build consistent branding and marketing.
- Creates clarity around the guest experience you offer.
When people know what you stand for, they know what to expect. This builds trust, loyalty, and repeat bookings.
Your Homework
Take some time this week to reflect on the core themes of your glampground:
- What do you want to be known for?
- Who is your ideal guest?
- What features and amenities align with your theme?
Defining your theme is the first step to standing out in the growing glamping industry..
Here’s to building a glampground with purpose!
Happy Glamping!
Brian & Joanna
P.S. Black Friday is coming up next week and we are planning something big! Be sure to keep an eye out for an email next week with more details. here
