This Camp will prevail

1. Industry Background/Analysis
Jesse Carvalho

2. Industry Analysis/Company
Background
• Of the estimated 12,000 camps in the
U.S., approximately 7,000 are resident
camps and 5,000 are day camps.
• 15% of ACA(American Camp
Association)-accredited camps offer
both day and resident camps.
• The number of day camps in the U.S.
has grown by nearly 90% in the past
20 years.

3. Industry Analysis/Company
Background
 65% of camps report enrollment that
stayed the same or increased within
the past five years, while 10% of
camps reached capacity level and 35%
of camps are reportedly 90-99% full
 Camps employ more than 1,200,000
adults to work as counselors,
program/activity leaders, unit and
program directors/supervisors, and in
support services roles such as
maintenance, administration, food
service and health care.

4. Target Market
• Niche? Computers are now used not only for camp
registration and financial records, but also for
program scheduling and client data. Use of the
Internet as a marketing tool continues to increase.
ACA's Web site receives an average of over 120,000
visits a month and an average of 4,000 visits daily. Of
the approximately 2,400 ACA-accredited camps, 79%
have their own Web site.
• We target children and teens mostly.
• We are not serving adults, unless they have
background checks and want to contribute to camp.
• To me, the program presents the chance to free
myself from childhood and take steps into adulthood.
I can become a more influential person in society
through teaching and being a role model.
— Adam, age fourteen
http://www.campparents.org/newsletter/1103/after-
the-deluge

5. Competition
• 438 camps registered in Florida
• There is no camps reported to be
overnight in the Pinellas county
• A lot of the camps are concentrated in
just one or a few different activities or
trainings
• The camps don’t mention any kind of
food menu.
• Some of these camps don’t have
websites.

6. SWOT
Strengths
• High demands in the summer time
• Make the prices competitive
• Fun, family oriented niche market
Weaknesses
• The number of camps in area
• Space needed for facilities, the funds to build.
• Will parents buy the membership?

7. SWOT
Opportunity
• Better marketing/advertising
• Know a few people in the industry
• Target all ages
Threats
• Already established camps, have loyal
customer base.
• Other establishments take my ideas and steal
the overnight camping idea.

8. References
Wallace, S. (2011). After the deluge — letters from
my campers. Retrieved from
http://www.campparents.org/newsletter/1103/after-
the-deluge