The idea of raising the fee RV manufacturers pay to fund the Go RVing Coalition’s national advertising campaign will be discussed when coalition members meet in Washington, D.C., on June 10.
The coalition will meet during the Recreation Vehicle Industry Association (RVIA) annual Committee Week gathering, June 10-13. The coalition includes members of the RVIA, which represents RV manufacturers and their suppliers, plus representatives of other segments of the industry.
The Go RVing Coalition’s meeting is scheduled for 1-5 p.m. on June 10 at the Marriott Hotel.
Currently, RV manufacturers pay a $44 surcharge for the RVIA certification seals that they attach to each of their units to fund the ad campaign. In March, the coalition, the RVIA Board and the Recreation Vehicle Dealers Association (RVDA) Board agreed to keep the seal fee at $44 until Committee Week in June, when a decision would be made about whether to raise the fee to fund the campaign in 2003 through 2005.
“A lot of people do not want to see the seal price go up because everybody is watching every nickel,” said RVIA President Dave Humphreys. “But there also is a very strong feeling that we don’t want to loose momentum.”
In March, the coalition voted to hire a new ad agency, The Richards Group of Dallas, so it needs to decide in June how much money it is willing to spend so the ad agency could develop a final proposal for its program, said Gary LaBella, the RVIA’s vice president of public relations and advertising. “We first need to decide how much money we need and then back that into the seal cost,” he added.
Currently, advertising prices are low and RV production has been on the upswing since December, so the coalition needs to consider whether those trends will continue when deciding whether to raise the seal surcharge, said Tom Faludy, president of supplier firm Carefree of Colorado and chairman of the coalition.