iJellystone Park Begins Reward Program
CINCINNATI -- Leisure Systems, Inc., the franchisor of Yogi Bear’s Jellystone Park Camp- Resorts, has announced the system-wide launch of their new and innovative loyalty program - Club Yogi Rewards.
Club Yogi Rewards is a free program that is unlike any other best customer initiative offered by campgrounds across the United States and Canada. “Jellystone Parks are unique to the campground industry,” says Rob Schutter, president and COO of Leisure Systems. “We needed a program framework that is equally unique, that leverages our brand, and provides tangible rewards and recognition for our best guests.”
Michele Wisher, director of marketing and promotions explains. “Our new program abandons the classic fee-based discount card approach that is common in the camping industry. Instead we are offering all guests the opportunity to earn free camping nights for any accommodation, at any time of the year based upon their total spending with us.”
With Club Yogi Rewards, guests earn club points for every qualified dollar of spending at Jellystone Park locations in the United States and Canada. Qualified spending includes campsites, cabins, and on-site retail transactions so the number of points earned adds up quickly. Club Points are accrued in the member’s personal account and can be redeemed for free nights at any type of available accommodation at any park in the system. There are no blackout dates.
Members also receive access to exclusive members-only benefits designed for the most valued campers and their children. “Our research indicates that our best guests understand points programs, and they really wanted a free night and special privileges rather than 10 percent off,” says Wisher. “We examined hundreds of options and engaged our consultants, our franchisees and our Advisory Board throughout the program design process. We are confident this program will have strong appeal to our very best guests.”
Club Yogi Rewards launched on April 1, with an enrollment mailing to over 16,000 of Jellystone Parks’ existing guests. All other guests can enroll in the parks or online at www.jellystonerewards.com. Members receive a welcome kit that includes two Club Yogi Rewards membership cards and other program information. Periodically, members will also receive communications from the program about their account activity and special offers. Member’s children are also eligible to receive a free birthday gift from Yogi Bear if they are registered on the program website. The website also serves as the portal for program and individual account information, including the redemption of points for free nights.
Leisure Systems needed an affordable, state of the art technology platform to support the new program structure and to provide members a flawless experience with the program. After an extensive search, Leisure Systems selected Reward Paths to provide the loyalty management system for Club Yogi Rewards.
“We felt that Reward Paths provided the greatest value and flexibility of all the systems providers we interviewed,” said Schutter, “and they have more than enough capability already built-in for program enhancements we may need in the future. Everything is web-based so it was easy to deploy across all of our locations and for our customers. We are very pleased with Reward Paths technology and look forward to working with them for years to come to support new innovations for our program members.”
Leisure Systems also relied on loyalty consulting firm Marketing Strategists for program design and technical implementation services. Marketing Strategists facilitated the program evaluation process, worked with both franchisees and Advisory Board members and provided tools and support in the design and financial planning process. The consulting firm also assisted in all marketing communications activities for the new program and in specifying technical requirements for both the campgrounds and the Reward Paths system.