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Who are you, as a summer camp?
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Sounds obvious, right? I shouldn’t even have to say this. But so many camps struggle to answer this clearly. They know what activities they offer. They know their schedule. They can tell parents about facilities and staff ratios. Ask them “Who are you? What makes you different?” and the answer gets fuzzy. Clear identity means campers want to come back summer after summer. The Retention ParadoxA summer camp approached us with a puzzle. Program quality was extraordinary. Survey results showed (very) high satisfaction. Parents praised the staff. Kids loved their summers. But retention was in the 30% range. (!) Healthy camps see 80% retention. This camp was losing 7 out of 10 families every year. Something was off. The Real ProblemArts, skill-building, self-discovery activities. Strong curriculum development every year. This camp had it all. But there was no clear program progression. The camp couldn’t answer: What happens next year for a returning camper? How does a child grow here summer after summer? What’s the clear pathway from camper to camp staff? Without that story, families treat camp as a filler program. Something to try for a summer, then move on. Not their first choice. Not their summer home. The 8-Hour RebuildIn a single strategic session, we took the entire program apart and rebuilt it. Every offering was organized into logical youth development buckets. Age-appropriate progression was mapped from Pre-K through 10th grade. Leadership pathways were clarified. The camp discovered its identity: a place rooted in arts, self-discovery, choice, and skill progression. Where kids discover who they are through projects that build year over year. A camp knowing this means families will know it too. Why Identity Drives RetentionWhen camps have an unwavering belief about their identity, families can see the journey. Parents commit when they understand:
Without that clarity, even excellent programs feel like a random collection of activities. With it, families return because they see a multi-year path worth investing in. Is This Your Camp?Signs this might be your retention issue:
If any of these sound familiar, the problem isn’t the program. It’s the story. The Identity QuestionThe most important question a camp can answer isn’t “What do we do?” It’s “Who are we?” Answer that with unwavering belief, and everything else becomes easier to solve. Program design, communication, retention, staff development. Great programming matters. But families stay when they understand the journey. Is this your camp? Sincerely, Senior Consultant at Immersive1st Learn more about Immersive1st's Approach |
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