Snow Peak USA is managing the post-pandemic outdoor gear sales slump by investing in hospitality, which not only brings in new revenue streams, but also gives the Japanese brand an opportunity to showcase its line of camping gear to outdoor cooks and both experienced and new campers.

Snow Peak Campfield, the brand’s year-round campground in Long Beach, Washington, just concluded its first summer season, and this month it’s celebrating the reopening of Takibi, an open-fire grill restaurant in Portland named after the brand’s stainless steel grill.

“Our strategic investment into hospitality offers a dynamic addition to our product portfolio, which has helped address some of the slowdown concerns percolating across the entire industry, ” said Mike Andersen, senior brand manager of Snow Peak USA. Campfield and other hospitality initiatives allow the brand to reach new audiences to grow awareness of Snow Peak, he said, and to show off how the brand’s designs are evolving the camping experience.

“Campgrounds in the United States have been largely unchanged for the last 50 years, and we saw an opportunity to fully demonstrate the Snow Peak experience, while simultaneously innovating on the status quo,” he said.

Andersen shared more about how the Campfield and other hospitality initiatives both create experiences and demonstrate what makes the brand’s campgear special.

What kinds of consumers are you reaching at Campfield and how does their relationship to Snow Peak shift after their stays?

Snow Peak USA Senior Brand Manager Mike Andersen: The beauty of the Campfield experience is that there’s something for everyone. Longtime campers with extensive gear collections will enjoy the simplicity of the Field Sites. Newer campers who want to gain more experience in the outdoors will appreciate the pre-set Tent Suites, which offer everything needed for a comfortable camping experience. And those who prefer four walls and a roof will love our cozy Jyubako tiny cabins, which offer all the luxuries of home while still remaining connected to the surrounding outdoor environment. All campers, new and experienced, can benefit from the Campfield’s comfortable and leisurely approach – whether they’re enjoying a soak at the Ofuro Spa, savoring a fresh cup of coffee at the Campstore or experiencing the privacy of our hot camp showers at the Wash House. The Campfield is for everyone because we believe all people can benefit from slowing down and reconnecting with nature.

Campfield is the fullest expression of our brand. A highlight from this summer was hosting our Snow Peak Way camping festival at the Campfield in June. Seeing the site filled with our most enthusiastic customers and their expansive and creative campsite setups was an incredibly gratifying moment.

The Ofuro Spa at Snow Peak Long Beach Campfield is inspired by traditional Japanese bathhouses. Photo courtesy of Snow Peak USA.

How do you balance marketing at Campfield with providing an experience? 

Mike Andersen: We believe the experience is the marketing. We strongly believe the experience the Campfield offers is one that’s unique in the North American market. We often say we’re a campground reimagined and all our efforts to market the Campfield, and by extension, Snow Peak, center on showcasing a new kind of camping experience.

Snow Peak is expanding its shop-in-shop partnership with Sports Basement. Tell us more about the program and how it fits in with Snow Peak’s U.S. strategy. 

Mike Andersen: The best way to understand Snow Peak is to engage in the entire assortment across our complete ecosystem of designs. With the modular, scalable focus of our products, seeing multiple categories integrated and merchandised into one cohesive experience has allowed our customers to dive headfirst into everything we offer. From comfort-forward tents, tarps, and sleep solutions to our award-winning camp kitchen systems and everything in between, the shop-In-shop models allow Snow Peak the opportunity to fully articulate the brand in the most authentic and meaningful way.

Just as our owned retail stores and Campfield offer a full expression of our brand, our shop-In-shop locations bring Snow Peak (to consumers) in a thoughtfully merchandized way. We’re able to showcase full campsite scenes, camp kitchen setups, and tent interiors so customers can fully experience the products as intended.

Do you take a similar approach in Snow Peak’s stores in Brooklyn and Portland?

Mike Andersen: Both our retail locations have undergone expansions over the last few years. Our Portland flagship (which shares a building with our corporate offices and restaurant Takibi) showcases the full breadth of our product line, from the modular IGT system to our suite of tents, tarps, and shelters, varied cookware line and apparel offerings. Our Brooklyn store offers a similar assortment, showcasing a much larger collection of goods than our previous Soho location. Both stores serve as community touchpoints – bringing urban dwellers with an interest in camping and the outdoors together, empowering them with the gear and knowledge they need to experience a different kind of camping experience.

What’s to come at Snow Peak USA this year?

We’re thrilled to be reopening our restaurant Takibi after a hiatus following a fire earlier this year. We’ve revamped our menu and offerings, and are serving an assortment of familiar Japanese dishes with an ongoing focus on open-fire cooking. We’re also introducing a ramen cart on the patio this fall. Stay tuned and follow @takibi_pdx for more timely updates.

Kate Robertson can be reached at [email protected].