“I swear [the App My Community team] must live on the computer because anytime you have an issue, they literally answer within minutes. I’ve never had to wait. They’re super, super helpful.”
– Samantha Byrne, owner of Starlight Campground in Mancelona, Michigan
The Customer:
A Northern Michigan Campground That Comes Alive Each Summer
Each spring, campers arrive at Northern Michigan’s Starlight Campground to enjoy magnificent sunsets and star-filled night skies at the property’s well-kept facilities. Families gather for themed weekends throughout the summer, celebrating everything from the legend of Bigfoot to Christmas in July. Beyond the carefully planned events, the campground offers fun-filled activities including pickleball, swimming, hiking, volleyball, disc golf, RC car racing, and more.
Boasting easy access to Lake Michigan’s magnificent beaches, as well as charming small towns and lively annual festivals, Starlight Campground is a popular choice for those seeking the ultimate family-friendly getaway.
The Challenge:
The Campground’s Existing App Lacked Needed Features
With so many activities on tap, Starlight understood the importance of having an app that allows visitors to easily find important information about the campground. However, after using the services provided by an App My Community competitor, Samantha Byrne, Starlight’s owner, was left feeling underwhelmed as the app lacked many of the features she needed.
In 2020, Samantha saw an app designed by App My Community and was immediately impressed. “I liked the overall look of the app better, so I started checking out what [App My Community] had to offer, and they had more of what we were looking for,” she said.
Samantha reached out to Joe and Rose Duemig, owners of App My Community, to learn more about the company.
“After I talked to Rose, it was a done deal,” Samantha said. “She’s just amazing. We made the conversion [to App My Community] partly because she was so great and so helpful. Rose and Joe are such great people, and as soon as I met them, I could see that they had so many things in place for the future.”
The Solution:
A Digital Option for On-Site Ordering, Event Reservations, and Mobile Checkout
By switching to App My Community, Starlight Campground was able to better serve the needs of its guests. Campers can now use the app to order firewood and ice during store hours and have it delivered directly to their campsite. Best of all, Starlight can turn off ordering capabilities once the store is closed for the day, a feature the previous app didn’t offer. This prevents campers from placing a late-night order that can’t be fulfilled promptly, and automating orders through the app frees up time for the front desk staff.
The app also automates other camp processes, such as signups for events, and billing for on-site purchases is seamlessly added to campers’ online accounts. Starlight guests are also able to easily check out via the app at the end of their stay, further cutting down on lines and foot traffic through the campground’s office.
These features benefit both Starlight staff and campers, who are encouraged to download the app via pre-arrival emails and signage at the check-in desk.
“I really push the fact that if there’s an emergency or information we need to get to campers, it’s going to pop right up on the app, so it’s a really good idea to have it,” said Samantha. “And once people stay here and see all our activities they want the app because they can see activity schedules and sign up.”
The Results:
Promoting Themed Weekends in the App Caused Bookings to Soar
According to Samantha, the reaction to the app has been overwhelmingly positive. “I’d say 90 percent of the people here use it,” she said. “People love it, they find it super helpful.”
Beyond offering efficiencies for staff and higher guest satisfaction, the app also helps drive increased interest in Starlight’s numerous themed weekends. As a campground owner, Samantha believes this benefit offsets the cost of having an app, making it a must-have feature for her property.
“There are times when I’m trying to budget for the season, and the app is one thing that I always keep,” she said. “Even though it’s not something that makes us money, it’s the one expense that we wouldn’t take away because the value is in bringing guests back and keeping them engaged.”
Samantha says that guests start checking Starlight’s app in January every year just to see what the upcoming summer’s themed weekends will be. “It’s probably part of the reason our themed weekends have gotten as big as they are today, because everybody can see what’s going on in the app for the whole season,” she said. “And now we actually have people that book specifically for a particular theme weekend, and I’m sure the app has played a big part in that.”
The Future:
Off-Season Engagement Activities That Help Drive Return Visitation
Thanks to the success of promoting themed weekends well in advance, Samantha spends her time during the off-season, when the campground is closed, updating the app to reflect events and activities coming in the year ahead. However, because the campground is a seasonal business, the App My Community team recently suggested that Starlight add new features that can be used by guests during the gloomy winter months.
“One of the things we started doing during the off-season is trivia, as well as offer gifts or discounts if they complete activities on the app,” said Samantha. “This keeps them engaged with the campground, even when we’re closed.”
Innovative ideas like this, which help keep Starlight guests dreaming about their next camping trip, are just one of the reasons why Samantha loves working with the team at App My Community. Moving forward, she knows that Joe and Rose will always be there to offer a solution for any need her campground may have.
“Usually anything I think of that I want for the app, it’s something they already offer,” she said. “I just have to ask and they respond, ‘Oh yeah, we can do that.’”
