June 2001       Vol. 26 No. 11

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CONTENTS

Cover Story
Marcus Lemonis:
A New Driver Behind the Wheel at Recreation USA

Recreation USA has had its share of growing pains since the roll ups started last year with the acquisition of Holiday RV Superstores. As a publicly-traded company, these problems are played out under the watchful eye of investors and competitors alike. But there is a new face in the drivers seat at Recreation USA -- Marcus Lemonis. Read what Lemonis has done in less than 90 days at the helm, and how he expects to get dollars on the right side of the P&L.

Role Reversal at The MHC Group:
Manufacturing From A Retailing Perspective.

MHC Group, Inc., a new RV manufacturer, plans to do things a little differently and has recruited a talented management team with a strong retail/dealer background to launch this new company. Learn who is on board and how their ideas might teach RV manufacturing executives a few new tricks making and marketing motorhomes.

On RVing TV Show Signed for Second Season

The popular On RVing show on The Outdoor Channel (TOC) has been picked up for a second season which is a tribute not only to the show's founder, Paul LaZar, but also to the popularity of the RV lifestyle for television audiences. Read how LaZar was inspired to back this enterprise with his own money and what makes the program appealing to RVers.

Salesmanship
House Calls and Association Meetings:
Let's Do Something Different For A Change.

Inspired by a telephone call from industry publishing veteran Art Yellen, Bob Zagami who is noted for seeing new and challenging ways to sell the RV lifestyle, comes up with what might be his most interesting selling method yet. If you sell RVs or you are responsible for those who do, you don't want to miss this one.

First Person Report
Meanwhile in Arizona . . .

While FMCA was in full swing and thousands of motorhomes gathered in Oklahoma for FMCA's 2001 Spring Rally, a slightly less significant rally was taking place in Arizona -- the Second Annual RV America Rally. Read RV News' editor Don Magary's first person report and commentary of the "2001 Rally in the Valley" and see why this event turned into an emotional and inspiring get together.

Research Expected to Give Jayco Market Advantage in Class A Launch

Read the results of a survey done for Jayco by Message Factors Inc. which shows what features motorhome customers find  important.


Editorial
Why the Cold Shoulder?

Every time this industry turns around there's another call and or plea for underwriting or funding yet another brainstorm to help move the industry forward and sell more products. RV News has been a strong proponent of some of these programs, not the least of which is the industry's market expansion initiative, Go RVing. Yet, when someone comes in with a new idea and is willing to put up his own money to get it rolling, the industry gives the guy a cold shoulder. Doesn't seem right.

 
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