b'2023 CONFERENCEKOA celebrated a big year for the franchise system at its convention in Las Vegas. Photo: KOAKOA Highlights Impressive Revenue Growth During International ConventionnBY BEN QUIGGLE nights by 2%, she explained. It will take With the theme Viva KOA! it is no sur- a collective effort, but we have a lot of prise that the International Conventionpositive things going on right now. struck an overwhelmingly positive noteThe company expects to have 15 new for Kampgrounds of America Inc. (KOA)conversions entering the system and six in the middle of November.new construction contracts in place by Held in Las Vegas, most of the parkthe end of the year. ownersthatWoodallsCampgroundIt is great to see this kind of move-Magazine (WCM) spoke with noted thatment even with higher interest rates, theirparkswerebusyin2023.ThatORourke said. Six of the 15 new con-played out even more through the im- versions are from KOA owners that are pressive stats that Toby ORourke, thedoubling down by adding more parks. president and CEO of KOA, shared duringKOA kicked off its annual convention her opening speech on Nov. 15.with a welcome reception and an excur-sion to the Beatles LOVE Cirque du Soleil show at the Miragewhich is in a tran-sition to the Hard Rock Hotelon Nov. 14. The convention brought in around 800 attendees. On the expo side, the conven-tion worked with a slightly smaller space and brought in about 150 vendors. Other KOA officials also gave updates, with Diane Eichler, KOAs senior vice presidentofmarketing,focusingon Toby ORourke offered some optimistic statsKOAs digital advertising. She highlighted during her opening remarks. Photo: KOA that the system has seen $99 million in revenue, 473,000 reservations and an The company hit a major milestone inimpressive $37.05 in ROI (an increase of 2023 crossing the $500 million mark in23% YOY) through its digital advertising registration revenue. Overall, registrationefforts in 2023. revenue is up 36% since 2019, notedKOA.com alone took in 70% of the sys-ORourke.tems reservations and sees 21 million With a 5% growth rate, she told the audience that the company expects to hit the $700 million mark by 2027. ORourkealsohighlightedthefran-chisesystemsNetPromoterScore (NPS) of 70. This score places KOA in thesameesteemedcategoryas renownedbrandslikeStarbucksand Costco. Net Promoter Score is a key in-dicator of customer loyalty and satisfac-tion. ORourkenotedthatcampernights were down 4.8%, but that overall, com-pared to 2019, camper nights are still up over 5%.The KOA owners group hosted a murder We want to reverse this trend and ourmystery event. Photo: KOAgoalnextyearistoincreasecamper 22 January 2024Woodalls Campground Magazine'