MC Fireside Chats - September 9th, 2026

The September 9, 2026, episode of MC Fireside Chats, hosted by Brian Searl from a rainy setup in Calgary, focused heavily on the transformation of the outdoor hospitality industry through hyper-curated guest experiences. Searl was joined by recurring guests Zachary Stoltenberg from LJA, Jayne Cohen from Campground Consulting Group, and Tom Mason from IVEE. The broadcast also featured special guests Joe and Veronika Knihnitski, the husband-and-wife team who own and operate Prairie Junction RV Resort in Stettler, Alberta, bringing a highly practical, operator-level perspective to the discussion. Zachary Stoltenberg initiated the core conversation by pointing out a significant industry shift: accommodations are no longer the primary product; the *experience* is. He noted that even major players like Airbnb are now allowing users to book localized experiences alongside their stays. Stoltenberg cited Travis Chambers’ highly immersive resort developments in Costa Rica as a prime example of this trend, where the line between the physical accommodation and the destination experience is entirely blurred. Brian Searl built upon this point, questioning whether a guest's distance traveled inherently changes their expectations. Searl hypothesized that while someone flying to Costa Rica might expect a massive, exotic, all-inclusive environment, a guest staying closer to home might just be looking for a unique, highly curated weekend escape. He emphasized that operators do not necessarily need to spend millions of dollars to create a memorable stay; thoughtfully designed, localized experiences can often be just as impactful. This philosophy perfectly transitioned into Joe and Veronika Knihnitski’s story of transforming Prairie Junction RV Resort. When they acquired the property, it was primarily a traditional RV park catering to seniors and transient snowbirds. Recognizing the need to stand out and attract a broader demographic, the couple introduced 16 highly themed glamping units, ranging from an "Ocean Breeze" room to a "Lumberjack" cabin. Veronika explained their strategy: since many people cannot afford to fly to exotic locations like Paris or Morocco, Prairie Junction aims to transport them there through deeply immersive, themed weekend stays right in the heart of Alberta. Joe Knihnitski highlighted that these experiential upgrades do not require massive capital. For instance, he hand-built several rustic, wood-burning "hillbilly hot tubs" and placed them outside their cabins. They were so wildly successful that RV guests began requesting them, leading Joe to build more specifically for the RV sites. Similarly, they purchased inexpensive 14-foot inflatable movie screens from Amazon, allowing guests to watch movies under the stars from their hot tubs. Joe noted that these small, creative amenities practically rent themselves and provide an incredibly fast return on investment while driving massive guest loyalty and five-star reviews. Jayne Cohen validated this approach, drawing on her 50 years of industry experience to remind the panel that cabins and rentals have always booked faster than traditional RV sites. She noted that while modern themed glamping is fantastic, operators must not forget that the core camping experience—sitting around a fire and listening to nature—is still the primary draw. Cohen praised the Knihnitskis for perfectly balancing these traditional elements with their unique new offerings, resulting in an impressive 4.9-star Google rating. When asked how they consistently generate such high reviews, the Knihnitskis credited their staff and their relentless focus on customer service. Joe explained that they empower their managers to give away small perks—like free candy for kids or an extra night with a projector screen—without needing corporate approval. Veronika shared a story about going above and beyond to assist a bride in planning a 220-person wedding at their newly renovated event center, noting that treating guests like an extension of their own family naturally results in glowing, organic reviews. Tom Mason of IVEE Management praised the deeply ingrained, customer-centric culture that Joe and Veronika have established at Prairie Junction. However, he noted from his perspective of managing large portfolios that scaling this level of intimate hospitality across multiple properties or massive resorts with dozens of employees is incredibly challenging. Mason explained that larger operations inevitably face higher staff turnover and require rigid standard operating procedures, making it difficult to maintain the localized, family-style culture that smaller, owner-operated parks can leverage so effectively. Veronika agreed with Mason’s assessment regarding staffing challenges but emphasized that they maintain their culture through a zero-tolerance policy for toxic behavior. She noted that they work tirelessly to hire genuinely kind people and immediately remove anyone who disrupts the positive environment they have cultivated. By ensuring their staff is well-rested, supported, and financially incentivized through commissions on amenity upsells, they have managed to retain a core group of highly motivated employees who genuinely love interacting with guests. Beyond the physical amenities and staff culture, Veronika also stressed the critical importance of modernizing backend technology to eliminate guest friction. Upon acquiring the park, they immediately overhauled the booking system so guests could easily make reservations online rather than being forced to call during business hours. Furthermore, they eliminated the archaic need for guests to carry "loonies" (Canadian one-dollar coins) for the showers, upgrading the facilities with modern tap-to-pay card readers. As the episode concluded, the Knihnitskis revealed they recently secured a grant from Alberta Tourism and are preparing to break ground on a massive expansion called "Prairie Haven," which will feature high-end geodesic domes. With a waitlist already exceeding 300 people for the new expansion, Joe and Veronika confirmed they are actively looking to acquire and transform additional properties in the future, proving that even in a softening traditional RV market, operators who lean heavily into unique, hyper-curated guest experiences will continue to thrive.