July '18

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170 • RV PRO • July 2018 rv-pro.com B U S I N E S S The new website is clean, modern, and tailored to the stra- tegic initiatives RVIA is on course to implement. The first initiative, Ashurst says, is the repair event cycle time – a matter of long wait periods for parts and the slow implemen- tation of them, at times, due to service bay availability. The standards and regulation initiative is an ongoing pro- gram, as well as RVIA's government affairs on national and state levels. RVIA also plans to go "10 deep" into companies, meaning that the Association isn't only intended just for the top execu- tives or main players of the industry, but other future leaders. "(It's about) establishing deeper relationships across all the various divisions within our member companies … and creating additional touchpoints with our constituents because it gives us a better sounding board," says Ashurst. "We learn more about what it is they need from us." The new website also will be data-driven, using analytics to better understand the community of businesspeople spending time on the site. "Based on that, we can shape the content to better serve their needs in those areas that they're most interested in," Ashurst says. "It's really about taking a website out of 1999 and bringing it into 2020." He stresses that it isn't simply pouring RVIA.org's content into a new format. Some aspects of the old site will go by the wayside while others will be streamlined. With the formation of the Outdoor Recreation Roundtable, preparation for RVX, and the inaugural, RVIA-led Executive Aftermarket Conference this August, to say the association has a full plate is an understatement. But it's the culmination of years' worth of efforts to make the Association the public face of the industry. So, when the Association refreshes its brand, it's a matter of keeping on trend. "It was all about getting better at interacting with our members, listening to them, and communicating the things we're doing on behalf of our members," says Ashurst. Airstream Builds Nest Airstream, an RV manufacturer syn- onymous with its aluminum, bullet-style travel trailers, turned heads in 2016 when it acquired the rights to Nest Caravan – a trailer with a fiberglass shell. Anticipation grew for the 16-foot, 7-inch long trailer, with a blog post teasing the design and development pro- cess. And, finally, the Nest debuted last April, with availability beginning in July. As far as checklists go, Nest meets many of the necessities Millennials seek. "Nest represents an opportunity to appeal to a new audi- ence. We feel this is going to appeal to people who want a sleek, modern, sophisticated design – something that seems almost futuristic," says Jay Cullis, content manager at Airstream. "The evidence is there. Millennials and younger folks are interested in this kind of vacation and adventure." Airstream knows this. The RV utilizes every inch, and has a wide, "ski goggle" window, which, along with the others, floods the Nest with light. The LED lights are Bluetooth-controlled and there are plenty of USB ports to go around. "The acquisition of Nest represented an opportunity for Airstream to speak to a new audience of outdoor enthusiasts, and to curate the kind of progressive and contemporary design innovation that's missing in today's marketplace," says Mollie Hansen, Airstream's chief marketing officer. Airstream's Basecamp appeals more to the outdoorsy types, while Nest is geared towards urbanites. In the 1950s, Airstream founder Wally Byam had an interest in fiberglass as a potential material for trailers. His Danish Featuring a fiberglass shell, the Nest Caravan represents a break from tradition for Airsteam, which is known for its iconic silver bullet aluminum travel trailers. The Nest will share many of the same interior amenities Airstream trailers are known for, however.

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