Industry News‘Outside’ the Box Strategy Takes LOGE Camps to Next Level

‘Outside’ the Box Strategy Takes LOGE Camps to Next Level

As hospitality continues to evolve, more and more traditional hotel rooms are giving way to targeted experiential products to meet the increasing consumer demand for unique and memorable stays. A prime example is LOGE Camps, a niche hospitality brand that continues to grow its presence throughout the United States.

Launched in 2017, the Pacific Northwest chain targets hiking and outdoor enthusiasts with its portfolio of camp-style properties, which include everything from rooms to tent spots and RV hookups to group meeting spaces. Founded by CEO Cale Genebacher, LOGE—which stands for “Live Outside, Go Explore”—was inspired by the outdoor travel culture of the ’70s, creating destinations that have the relaxed energy of a road trip with friends, according to the company.

Slate Olson, EVP, brand and marketing, LOGE Camps, described the company as “a startup out of the Pacific Northwest trying to make it out the other side of the pandemic.” The company has clearly done that, expanding from its Northwest roots to locations throughout the United States with several properties open and more in the pipeline. As such, Olson noted expectations have been ramped up and “we’re looking to establish ourselves as a national brand.”

LOGE Camps’ first property was opened in 2017 in Westport, Washington, an area known for cold-water surfing. With six hotels now open and 14 in development, the brand now includes locations in locations such as Bend, Oregon; Westport, Washington; Alta Crystal, Washington; and Mt. Shasta, California.

In addition, the company is poised to add a LOGE Camp in Missoula, Montana, later this year.

Olson—who added that the company has international aspirations—commented on its larger footprint as well as its brand ethos.
“It’s a fun and exciting time. There’s conversation around expansion and growth and it all kind of extends back to our purpose, which is to try and make it easy for people to get out and explore the outdoors and have a good time,” he said.

In June, LOGE opened its latest property, in South Fork, Colorado, revitalizing the old Wolf Creek Ski Lodge. LOGE Wolf Creek is designed to serve as a gateway for adventurers seeking access to some of the country’s best fly fishing, skiing, and hiking, according to the company. The property boasts 50 rooms with full amenities and gear, including in-room Kammok hammocks, YETI coolers, BioLite headlamps, and Rumpl blankets for its guests to use. LOGE Wolf Creek also features a communal firepit, hot tubs, and a full-service café (Wolf Creek Café + Bar) for meals and beverages. The property is developing van hookups for those looking to maximize road trip budgets, and EV charging stations will be added as well.

Olson detailed how the company goes about identifying new locations to add to the brand portfolio.

“We typically find motels, hotels or motor lodges in great outdoor recreation towns that maybe have seen their better days. Sometimes we call ourselves developers and other times we call ourselves renovators,” he said. The outdoor hospitality brand continues to encourage the discovery of communities, trails, peaks, and waters across the country, according to the company. LOGE Camps also offers such amenities as communal firepits, live music, and other local happenings.

“We’re purveyors of encouraging people to build community. We find that to be a common ground, whether it’s our campfires, hot tubs or anything else,” according to Olson.

He later added, “We want to provide an environment to get out and go explore and then create the right aspect of community that really kind of contributes to the overall experience. … When our guests come home [after a day of activities], they’ve got a campfire lit, drinks on tap, and a warm environment.” The rates for LOGE Camps vary by season, according to Olson, who noted it is generally in the $110 to $150 a night range. He added the company tries to strike a balance for its guests.

“We don’t want to be a budget hotel, but we try to keep rate down to an acceptable level. We want to have that premium experience at an every-person price,” he concluded.