Pinewood Lodge Campground in Plymouth, Massachusetts, has been around for over 70 years, but they’re not stuck in the past. Brian Saunders, a fifth-generation owner, has seen many changes in the camping industry over the decades, but he and his family have made it their mission to stay current, make their guests feel at home, and keep the land healthy and thriving. They’ve embraced change, adapted to new trends, and continued to provide a welcoming, enjoyable experience for everyone who visits.
Pinewood Lodge’s story began with a natural disaster. In the 1930s, a hurricane swept through the area, toppling so many trees on the property that Brian’s great-great-grandfather decided to make the best of a bad situation. He hired a team to set up a mill on-site and used the fallen lumber to build the original lodge.
“They started out having town meetings in the lodge,” Brian shared. “Then my great grandfather put in some mobile homes as a way for friends and some others to have a place for a summer retreat.”
From there, Brian’s grandfather saw the potential for more. He began transforming the mobile home park into a full-fledged campground. Little by little, the campground grew, reaching around 300 sites, 3 bath houses, 2 playgrounds, and a 60-acre lake.
The real turning point for growth came with Brian’s father.
“My father built new areas and expanded our number of sites because he wanted his brothers to work with him, and the place wasn’t producing enough to support three entire families,” Brian recalled. “But with his business acumen, he was able to create something that requires a dedicated crew year-round to take care of the forest and improve sites. I was probably 10 years old at the time, but I could see my father’s dedication to make this something that he could pass along.”
And that’s exactly what he did. Pinewood Lodge didn’t just grow; it found ways to modernize without losing the charm of its natural setting.
“Our biggest challenge is us being so old: the infrastructure,” Brian admitted. “Today’s rigs require more and more electricity and they get bigger and bigger. That’s an issue because we’re here in the Northeast. We like to fit into the forest rather than mow it down, so historically, we haven’t had these massive sites.”
Maintaining the natural landscape has always been a priority at Pinewood Lodge, but accommodating larger, power-hungry RVs required some significant updates. When a few hurricanes caused damage to parts of the campground, it created an opportunity to rethink and revamp their setup. Upgrading the electrical systems became a necessity, leading to the installation of 400 amp meters. But the electrical systems weren’t the only challenge they needed to address.
“Technology was another big thing—WiFi and all that,” Brian said. “We started with little repeater systems, trying to make them work around the forest. We have a lot of interruption with the trees and the rain. In 2019, we invested in towers. We have 11 towers, point-to-point, so we have a really good system.”
This foresight proved invaluable when 2020 brought the unexpected shift to remote work and virtual learning. With their upgraded WiFi system already in place, Brian and his team were well prepared to accommodate guests who needed reliable internet access.
“People could come here and camp and do their schoolwork from the picnic table or sit on the beach and send work emails,” Brian said. “That was another hurdle we’ve faced in the last decade.”
However, Brian and his family know not all the hurdles are behind them. The camping industry continues to evolve—but Pinewood Lodge is ready to adapt.
“Through involvement in state and national associations, my family has always kept our finger on the pulse of the full industry, not just our little corner of the world here,” Brian confessed. “It's ever-evolving. Eighteen years ago, my grandfather wasn’t a fan of other peoples’ dogs. We didn’t allow dogs here at the park. But then we saw the trend. Everyone brings their dogs now.”
Recognizing this shift, Brian and his team started by creating a small dog-friendly area. Today, every site at Pinewood Lodge is dog-friendly, complete with a dog park, receptacles, and other amenities designed to make traveling with pets more convenient.
“Another trend I see because so many people purchased campers in the past few years is storage,” Brian said. “We’re expanding our storage and putting together deals to get people to store with us over the winter months.”
The increased demand for storing campers on-site created a need for a robust service department, as guests often request maintenance or upgrades during the off-season when their campers are stored.
“That differentiates us from other parks in Massachusetts. We have a service department here,” Brian explained. “It mostly started with our seasonal campers. We have 100 seasonal sites, and folks will be here for 5 ½ months and store with us as well. Some of them don’t even have a tow vehicle, so they wouldn’t even be able to tow their rigs off anywhere. So if you need a new kitchen sink, water heater, furnace, awnings, slide-outs—we can take care of all that on-site.”
Pinewood Lodge has mastered the art of responding to trends in a way that directly addresses their guests’ needs. But keeping up with trends and services is only part of their approach. They also embrace technology to enhance guest communication, which is crucial for building strong, lasting relationships. One of the most effective tools they’ve adopted for this is SMS texting.
At Pinewood Lodge, keeping guests informed and engaged is essential, and CampLife’s SMS texting feature has played a big role in making this easier.
“Being able to touch base with our guests as they are planning their trip here has been huge,” Brian noted. “When Western Weekend is coming up, we can send out reminders like, ‘Hey guys, don’t forget your chili ingredients because the cook-off is this weekend.’ Just being able to reach them even before they get here has been helpful in getting participation at our events.”
But for Pinewood Lodge, getting participation isn’t just about the numbers. It’s about fostering a space where people can create lasting memories and build connections.
“A lot of people still hear about us through word of mouth,” Brian shared. “I have some seasonals that have been coming here for 48 years. So when new people come here, they meet our returning seasonals and hear their stories. They understand that clearly we’re doing something right here or these families wouldn’t be coming for five decades. It’s my goal to keep that going.”
By creating these opportunities for guests to connect and effectively spreading the word about them, Pinewood Lodge continues to build a strong, engaged community. Long-time visitors become ambassadors, sharing their experiences and demonstrating how Brian and his team continually meet their guests’ needs while still providing a peaceful retreat from the hustle and bustle of everyday life. That’s a trend the Saunders family plans to continue for generations to come.
If you’re inspired by Pinewood Lodge’s story and you’re looking for ways to keep your park current with the technology your guests appreciate while fostering a strong community atmosphere, CampLife offers the tools to support your efforts. Reach out today—we’d be happy to discuss how CampLife can work for your park.
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