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by Peg L. Smith, Chief Executive Officer
Most of us in the camp community are thinking about relevance—whether
we are relevant today but, more importantly, will we be tomorrow?
Our world is undergoing radical cultural, environmental, and technological
changes. It is said that by mid-century non-Hispanic Caucasians will
be the minority. If this is true, and we look at today’s camp market,
we are challenged with the reality that our camp market is fading. Today’s
world is increasingly volatile—global warming, water shortages,
deforestation, and threats of health pandemics. As a society, we find
we have less time and money; we are becoming increasingly segmented;
our expectation and demands are accelerating; and our patience is diminishing.
And, even with the advances in social networking, we have fewer authentic
communications and connections. If you attended Tri State in 2005, you
heard Fred Miller (The Chatham Group, Inc.) speak to many of these issues.
Recently, I have seen and heard a number of visceral descriptors used
that I believe illustrate the depth of our concern. Some say we are witnessing
a form of suicide of the soul. Others worry about the criminalization
of childhood. Some describe the encroachment of technology as the amputation
of real experiences. Others feel the denuding of our natural resources
is creating a drought in the authentic world. We all are impacted by
the diminishing opportunity to enjoy the natural flow of life, spontaneity,
and time for reflection. All of these powerful phrases capture our emotional
response to what we perceive is happening to our world, communities,
families, and youth.
So, I ask you, “Are we relevant against such odds?” Have
we asked ourselves—as camps, professionals, and an industry—what
we will need to do in order to remain relevant? I believe we must intentionally
wrestle with these questions and more.
First, we must learn about the new marketplace—the new audience.
It is not enough to open our doors and invite people to enter. We must
be able to articulate to both our old and new audiences how camp will
make a difference in the lives of others. It is no longer a matter of
considering how we help people find a camp. Today, we need to demonstrate
to people the value of the camp experience so they are inspired to think
about seeking the right camp for their needs. We need to be able to answer
the questions: “What skills will people return home with after
a camp experience?” “What actions/behaviors will change as
a result of the camp experience?” “How will these accomplishments
alter the condition of their lives—the world?”
Yet, I believe it is going to take more than simply learning to recognize
and understand a new marketplace. We must revisit and reaffirm our core
values—the character and personality of our camps and conference
centers. This examination becomes important as we prepare to adjust traditions
and practices that are no longer appropriate in today’s world.
This is hard work. However,
I believe that those who fail to do so may find they are no longer relevant.
Confront these challenges from a position of strength. People are desperately
hungry for a sense of community, positive supportive relationships, and
opportunities to learn and grow. Many of us excel in these areas. We
have evidence of such in our research and our hearts!! We must use—beyond
our minds and hearts—our voice. We must not be silent or passive.
If camp loses relevance in this century, we will only have ourselves
to blame.
I challenge you to share your voice during staff orientation. Give your
counselors the key messages that they can carry beyond your camp boundaries.
If we all do so, we can mobilize nearly three million ambassadors. Be
sure your parents and campers hear your voices—
sharing the same consistent key messages. If we all do so, we can mobilize
over ten million advocates.
We can be a part of the solution that will address today’s ills.
We can provide prepared environments designed for success with managed,
healthy risk taking opportunities that afford discovery, exploration,
and fun. Fun, safety, and friendships paved the path from our past to
the present. When we combine our fun, safety, and friendships with the
acquisition of learning—we create our path to the future.
Let’s tell people, “Come to camp, we are prepared for your
success!” And remember, if you make that promise, be prepared to
provide program excellence!!! Be a professional who is committed to making
positive changes in the lives of others!!
Originally published in the 2006 November/December
issue of Camping Magazine. |
