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It’s been a year! Not back to normal, not by a long shot, but camps rose to the challenge of the grey area, the one between fully closed and fully opened. What hasn’t wavered is a dedication to getting people together, either in person or online, to grow a bit, share a connection, stretch themselves, and learn something along the way. To meet new people and reconnect with familiar faces. That dedication has been reflected quite handily in the analytics we’re seeing. Activity spiked with the news that camps would be operating in various capacities. What we’ve also seen, though, is that families are searching in new ways, an appetite that we got ahead of with the site inversion. They’re looking for experiences, keen to seek out new options, including those for summer and all-season programs. We’ve also gotten ahead of the appetite for content that is more personal. The directors' videos have added that dimension in spades, and the subtext of those videos is one that we’ll continue to promote, namely, that the people behind the camps are as important, if not more so, than the camps themselves. They bring experience, insight, and further the culture of the environments they’ve built and continue to guide. I’ve been as delighted to do the editors' videos as I’ve been by the response to them. They aren’t exhaustive and weren’t meant to be; rather, they provide a thumbnail sketch of what to look for, highlighting strengths and programs in a way that would be difficult to do in other formats, and through a third-party perspective. We’ve also had an opportunity to really build out some of the more prosaic content, getting at the higher-order concepts that camps are emblematic of. This most obviously through the character hub and the photo essays. We launched the first of those ahead of the summer season, and will be launching others in the months ahead. So, yes, it’s been a big, bright, challenging, inspiring, creative year. It’s required flexibility, some big thinking, and some coming about from time to time. No, it hasn’t been optimal. But it has demonstrated what camp environments are, what camp people do, and what kids need perhaps more than ever before. This is why we’re already working ahead on projects, promotions, and content with an eye to the fall and winter programs and, yes, summer 2022. Bring it on. In other news You now can add up to 2 specialties per each of your programs. We’ve also included new activity types that you can choose from:
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