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LazyDays RV SuperCenter founder and CEO Don Wallace decided to invest $2.3 million to create the Crown Club for the dealership’s luxury motorcoach buyers because, to keep them coming back, they must, from time to time, be offered something new.
“We’re kind of like Disney World,” Wallace told the Tampa Tribune in Florida. “Every couple of years you’ve got to build a new roller coaster. You’ve got to give the people something new to talk about when they get back home.”
The official grand opening for LazyDays’ Crown Club was on Tuesday (March 2) and, Wallace told the Tribune, adding resort facilities is part of the dealership’s effort to be the first single-location RV retailer to reach $1 billion in annual sales.
Wallace’s goal is for LazyDays to achieve $1 billion in sales in 2005, the newspaper reported.
LazyDays’ emphasis on highline product is the reason why it has posted such huge sales revenue figures in recent years. The dealership’s sales exceeded $750 million last year and about 40% of that came from highline diesel-pusher Class A motorhomes retailing from $250,000 to more than $1 million each.
Highline motorhomes also accounted for 19% of the 8,842 units LazyDays sold last year, according to the Tribune.
So it is for the luxury-coach buyers that LazyDays built the opulent Crown Club, to keep them coming back. For example, a couple from Pittsburgh interviewed by the newspaper, bought a 40-foot diesel pusher from LazyDays last year and returned this week to the dealership, located in Seffner, Fla., just east of Tampa, for servicing on their coach. While their motorhome is getting routine maintenance, they are balancing complimentary meals of prime rib and desserts with swims in the Crown Club’s pool and walking their toy poodle around the landscaped grounds.
In addition to the swanky clubhouse and pool, the Crown Club has a library and lounge with Internet connections. Crown Club guests even get their own personal service adviser, the Tribune reported.