A message from the president - ways to help people overcome perceptions about camps - Brief Article - Editorial

Camping Magazine, Sept-Oct, 2002 by Maria Coleman

How does the decision to send a child to camp get made? What factors weigh heavily in the typical parent's decision-making process? What is the public's perception of camping and what we knowingly refer to as "the camp experience"? Recently, after evaluating data and opinions from nineteen ACA-sponsored focus groups, your association learned that in order to 'honor our past and assure our future," these questions and others need to be fully explored, answered, and addressed by all camp-related organizations.

Five months after convening the first focus group at the ACA National Conference--with additional focus groups observed along the way in Seattle, Indianapolis, and Washington, D.C.--we learned more about the perceptions, strengths, weaknesses, and overall awareness people have about the camp experience and ACA than we first thought was possible. We heard from members, nonmembers, minority groups, young and old, parents, (both camper and noncamper parents) and affiliated organizations for a total of nearly forty hours of video tape.

Simply stated, we have exciting findings to discuss. Some of the preliminary insights we need to consider include:

1. Developmental value is only appreciated when embraced by FUN and SAFETY.

2. Safety includes personal and emotional safety, as well as staff qualifications and facility issues.

3. CampING does confuse people.

4. "Word of mouth" is still the primary influence on a parent's choice of camp.

5. Cost is a perceived barrier.

6. Relationships are very important--even more than the environment.

7. Camp is not held as being a universally good experience.

8. Awareness of the camp experience, ACA, and accreditation are very low.

9. Recognition of ACA's logo is very low and confusion high.

10. Local service delivery is as important, if not more so, than national credibility.

11. Adults are not recognized as campers."

12. Traditional resident camp is the first "camp image" that many think of when asked about the camp experience.

13. We are not recognized as a community resource.

14. We are not unique but one of many opportunities.

15. There are multiple definitions of the "camp professional."

These findings have provoked implications for ACA and the camp community at-large. How we consider this information will inform how we express our value, increase our awareness, and leverage our position in the fields of education, recreation, and human development. But just as important as this information is the fact that the same parents, members, and nonmembers we spoke with universally support the camp experience and look forward to its increased visibility and credibility.

By addressing these issues now, we'll have nothing but opportunities to look forward to in our future. Honor Our Past, Assure Our Future was designed to capitalize on all of our learnings and opportunities. Over the next year, look for your association to deliver specific editorial content, conference workshops, and professional development opportunities that will provide us all with the tools necessary for overcoming objections and prevailing perceptions. Doing so truly honors our past and ensures our future.

Maria Coleman

ACA National President