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Tampa, Fla.-area megadealership Lazydays RV SuperCenter recently opened its CrownClub to customers and the local news media.
The St. Petersburg Times described the CrownClub facility as “opulent … decorated in British West Indies style” featuring antique elm floors, maple paneling and a granite bar with formally dressed waiters serving free breakfast, lunch and cocktails.
The CrownClub was opened to pamper LazyDays’ best customers. Admission is limited to the buyers of luxury motorcoaches that retail for $250,000 or more, the newspaper reported.
The buyers of a new highline motorhome get a three-year CrownClub membership. The buyers of a used luxury coach get a two-year membership.
CrownClub membership can be renewed with the purchase of another RV from Lazydays. “People who buy these (highline) RVs on average trade every year and a half, so that’s not an issue,” said Stewart Schaffer, Lazydays chief marketing officer.
The CrownClub was formed in 2001 and now has 4,000 members. Its other benefits include member events and first-class check-in for RV service.
“It’s awesome. If I didn’t have a highline coach, this would make me want to go buy one,” said Ed Miner, a 59-year-old retired auto workers union representative who was interviewed by the Times and who was visiting Lazydays to have his 42-foot Monaco Dynasty serviced.
The CrownClub is a part of a $2.25 million upgrade of Lazydays’ sales and service area for luxury RVs. “It all fits with trying to make Lazydays the preferred RV destination and not just a dealership,” Schaffer said.
From 12% to 15% of Lazydays’ customers are in the CrownClub category, he said.
Lazydays exceeded $750 million in sales in 2003, and company founder and President Don Wallace has a goal of eventually achieving $1 billion in annual revenue.
The official grand opening for the CrownClub is scheduled for March 2.