Kevin McRae admits that designing brochures for Koyote Ranch, an RV resort near Medina in the Texas Hill Country, is one of the more interesting challenges he’s had as a marketing consultant.
Half of the park’s clientele is Winter Texans and families. The other half is motorcycle riders from Texas and across the country who visit the Hill Country to try their skills on “The Three Sisters,” a 100-mile loop of three backcountry roads that challenge motorcycling enthusiasts with their steep grades, sharp turns and magnificent views, according to a news release.
So what did McRae do?
“I designed two different rack cards,” he said. One is for Winter Texans and families. The other he designed to appeal to motorcycle enthusiasts.
The biker rack card is black with flames around at the bottom and really makes the photos of the resort pop. It refers to Koyote Ranch as “The Texas Hill Country’s Premier Biker Resort” and features Ranch Roads 335, 336 and 337 – the three rural roadways that comprise the “The Three Sisters.” These roadways are considered the Holy Grail of motorcycle touring in Texas and Koyote Ranch is located right in the ride zone.
Koyote Ranch was a little nervous about McRae’s dual-marketing approach at first, but the owners warmed up to the concept when they discovered the value of the biker market, and the fact that both biker and family markets can co-exist on the property at the same time without any problems.
Bikers are typically “empty-nester” boomers between 45 and 75 years of age. But while they enjoy a racy image, McRae said they are usually not very noisy and tend to go to bed early. “You just can’t market both groups together due to their separate images and needs,” McRae said.
Koyote Ranch’s website also has a separate biker section complete with edgy Koyote Ranch branded biker merchandise that sells like hotcakes with catch phrases like “Slept With The Koyote, Rode The Three Sisters” and “Three Sisters, One Koyote.”
The dual market gives Koyote an advantage over traditional parks that solely vie for the competitive family and Winter Texan businesses.
“Our marketing approach has led to a 30 percent increase in business every year since the resort’s purchase back in July 2009, and that’s been in a down economy,” said Pete Cook, the park’s manager.
McRae’s biker rack card also got the attention of the Texas Association of Campground Owners (TACO), which gave its “Rack Card of the Year” award to Koyote Ranch two weeks ago during the association’s spring meeting in Kerrville.
Needless to say, the rack card has helped build business for Koyote Ranch, which uses the logo and other content from the biker rack card on its website.
In addition to providing RV and tent sites, Koyote Ranch also has park model rental cabins as well as a 5,000-square-foot bed and breakfast inn, which was made out of solid fossil limestone bricks in 1943. The park also has an onsite restaurant and beer garden and live entertainment throughout the summer months.
For more information about Koyote Ranch, please call (800) 225-0991 and visit the park website at www.koyoteranch.com.