“It starts from within. A passion, if you’re lucky, you find young”. Nicole Burrell’s story begins in the heart of nature, where passion for the outdoors blossomed early. “If we weren’t camping, we were hiking,” she recalls. Her first significant hike, reaching 6,000 feet up Roan Mountain in 1994, left a lasting mark on her. “I remember the smell, the dense mist of early morning achievements that doesn’t come easy but offers many rewards.” That experience ignited a lifelong dream to help families discover the same love for the outdoors that she had.
Fast forward to 2016, Nicole landed a role as General Manager at Sun Outdoors Frontier Town, a local campground close to her heart. With its vibrant Western Town now featuring Austin & the Texas Trick Riders, Native American Village (Laughing Wolf and family), and a bustling array of amenities like a waterpark, ropes course, and marina, Frontier Town offers an exciting experience for guests. “It’s your one-stop shop for an excitable time camping in one of our 700 sites across 200 acres right on the water,” Nicole says, reflecting on the property’s extensive offerings.
As the Resort’s General Manager, Nicole has overseen the transformation and growth of Frontier Town. Under her leadership, the park has celebrated its 60th anniversary and been deservedly recognized with industry awards such as OHI’s 2023 Mega Park of the Year and high rankings on Trip Advisor and Travel and Leisure. “Sitting among the best in the industry was an incredible and humbling experience,” Nicole admits.
A key component of Frontier Town’s ideology is a dedication to community service. Through its philanthropic efforts, the park actively supports an array of local and national organizations. Notable initiatives include hosting the “Throw Away Dog Project & K9 Seminar,” which trains abandoned dogs to become police K9s, and partnering with the Autistic Children’s Support Group of Worcester County for sensory-friendly days at the waterpark. The park also raises funds for breast cancer awareness on behalf of Blue Water Hospitality’s “Blue Turns Pink” initiative. And their Halloween festivities are right around the corner! They build a new themed trail every year, turning the park into a Halloween town and donating a portion of the entrance fees to local causes.
Working shoulder to shoulder with her team is where Nicole finds her professional sweet spot. “I believe communication and clear expectations are crucial,” she explains. By implementing a sense of responsibility and encouraging feedback, Nicole ensures her team feels pride in their roles. And facing leadership challenges, particularly navigating change, has tested Nicole’s resolve. “Change can often make people feel uncertain. It’s important to validate their feelings and help them feel their fears are heard,” she says.
Apart from her team’s success, the challenges and triumphs at Frontier Town have allowed Nicole to grow personally, teaching her self-awareness, ambition, humility, and the importance of empathy and accountability. “I’ve learned that nothing is impossible. Mistakes are a part of the journey and help us learn,” she reflects. Nicole finds comfort in the “crazy” and thrives under pressure, balancing her professional life with family responsibilities. A family that includes four kids, a needy dog, and a supportive husband!
Looking to the future, Nicole aims to strengthen Frontier Town’s return rate and revitalize its Western Town. Her vision includes preserving historical aspects while modernizing amenities through adaptive reuse. ” We plan to preserve all of our historical amenities as they have been for the last 60 years by repurposing old buildings for similar but upgraded functions with what’s needed in our modern world ” she explains.
In her role at Frontier Town, Nicole continues to learn and grow, driven by her steadfast love for the outdoors and her dedication to creating lasting memories for families. “I look forward to continuing to learn and lean on OHI and its incredible members as I navigate this ever-evolving industry,” she concludes. Nicole’s journey is a testament to the power of passion and especially the joy of helping others find their own love for the outdoors. And Nicole’s ability to channel this passion and joy is what makes her successful; that’s something special.
