A park whose charm mysteriously lures people in.. Alright, no, we aren’t reworking a Stephen King novel. But there was something about Hickory Hills Campground in Southern WI upon first visit that had Joanne Gauthier’s wheels turning. Joanne’s journey into campground ownership is a testament to the unexpected turns life can take, and how a leap of faith can lead to deep fulfillment; even if only from a few working seasons.
After spending 28 years in the world of dairy research coordinating the Wisconsin Master Cheesemaker Program®, Joanne made a career change that was as surprising to her as it was rewarding. She had a passion for cheese but felt something else was calling her. “I loved what I did, but I believe life happens for you, not to you,” she shares, reflecting on her decision to step away from her beloved role at the University of Wisconsin-Madison, Center for Dairy Research.
Joanne’s new adventure began in 2021 when close friends, Ron and Bud, bought a campground. What started as a casual “Let’s see what this is all about” quickly turned into something more. “I wanted a t-shirt press, and I ended up in the campground industry,” she laughs. By the summer of 2021, she was working at the campground, and by September, she had made the bold decision to quit her job.
Joanne remembers the first time she visited the park; the day Ron and Bud bought it in April 2021. “We drove in, drove around, and then drove out,” she says, reflecting on the moment. “I looked at my husband and said, ‘We don’t ever have to come back here.” “But something about it stuck with me.” Just four days later, she found herself returning with a friend who also had a camper, saying, “I’ll just show you around.” It was then that the park’s charm quietly began to settle in. “The park itself does something to you. You get here, and there’s this overwhelming feeling of calm.” That sense of tranquility didn’t go unnoticed by others either. In their first ownership season, a guest came up to Joanne’s husband Chris on the Fourth of July and said, “We really like it here. Everybody just seems so happy.” It’s that kind of atmosphere, the one that lingers, that draws people back, that Joanne and her family promote.
When Joanne and Chris purchased the campground in 2022, they were fresh to the industry, with a steep learning curve ahead of them. “It felt like every day there was something new I had no idea how to do,” Joanne admits. From learning QuickBooks (we may not consider ourselves masters yet) to figuring out the best way to streamline operations, it was an all-at-once “whoa”. But through it all, Joanne’s commitment to creating a system that worked and simplifying processes when possible has really worked for them.
And Ron and Bud were strong advocates for getting as much education as possible before diving into park ownership. Joanne and her husband completed the Prospective Owners Workshop and went on to participate in Year 1, 2, and 3 of the George O’Leary National School of Outdoor Hospitality. Joanne shared that during their second year, the experience was so enjoyable they founded their own 20 Group (shout out group 6!), made up of parks that had attended the school, and have since begun expanding. Joanne also expressed gratitude for the connections she’s made within the industry, citing the supportive community of park owners. “The best part is the people. You can reach out to others, and they genuinely want to help you succeed. The industry is amazing, and there’s always someone willing to share their knowledge.” And Joanne’s biggest piece of advice to anyone thinking of getting into the industry? “If you want to get into the industry, take all the classes you can and shadow other campgrounds to learn what works best for you.”
There were moments of chaos too, like when the campground’s reservation software needed a switch or their marketing efforts needed automation, or when Joanne confidently coordinated a Cyber Monday sale, only to realize the discount was only applicable to tent sites. It’s these humorous, humbling moments that come with entrepreneurship that everyone goes through.
As challenging as the transition was, the rewards have come in the form of family bonding and the joy of building a community. “We’re definitely a family-owned and operated business,” Joanne says, with her husband Chris, co-owner, and their children, Ollie, Peter, Lettie and Jack pitching in to help at the campground. Her daughter, who was 13 when they started, running the store on Sundays. “We’ve learned to work together, communicate, and be kind to each other,” she says, beaming with pride at her kids’ involvement in the business.
Her son, Ollie, has flourished in the industry too, recently being elected social chair of the OHI Young Professionals group. “He’s great with people, business, and can park a camper where you think it’s impossible,” Joanne says with a laugh. It’s clear that the family dynamic is one of the campground’s biggest strengths. “I’m not bragging, but I often hear that we have amazing kids, and honestly, as a mom, there’s nothing better than that. It’s not just our kids, though—our staff is incredible too. We’ve been lucky enough to have an amazing team that truly makes all the difference.”, Joanne humbly shares.
Joanne’s journey, while still being navigated, has had its unexpected challenges, but also big, big rewards. Through it all, her ability to find humor in the chaos and her unwavering commitment to her family and community shines through. It’s clear that, despite the steep learning curve, Joanne and her family are thriving in their new roles. “We’re all in this together,” she says, “and that’s the best part.”
