The Sherry Group Podcast: Summer Camp Recap 2026
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Drew, Dave and Glenn of The Sherry Group discuss highlights, challenges and advice from summer 2026. This particular episode emphasizes the importance of prioritizing fun, safety, cleanliness, and meaningful programming at your summer camp.
Success Factors for Camps
- Fun-focused programming is a primary driver of financial and participation success; camps relying on 50-year-old routines without updates are struggling.
- Novelty and variety in activities, such as adding stand-up paddleboards, inflatables, and "corkles" (circular kayaks), increase engagement.
- Safety messaging resonates strongly with parents; sharing camper survey data and safety metrics can build trust.
- Reducing first-day anxiety can be achieved by replacing traditional swim tests with ability demonstrations and ongoing lessons.
- Cleanliness is a non-negotiable factor; camps that cut housekeeping often struggle with enrollment.
- Purpose-driven operations outperform camps that "chase the ball" by constantly shifting strategy without a clear mission.
- Program investment (equipment and training) is more impactful than high-debt facility projects like new dining halls.
Marketing and Messaging
- Parent-generated social media posts are more effective than camp-only posts because they reach similar demographics and carry a trusted voice.
- Camp-provided outlines or full posts with photos of a parent's own children help ensure the camp's intended narrative is shared.
- Camp influencers—staff who deliberately profile every child—can help tell a more comprehensive story than a traditional camp photographer.
Facilities and Culture
- "Rustic" is increasingly viewed negatively; parents prefer "charming" environments that still provide creature comforts and privacy.
- Cleanliness culture should be a shared responsibility ("if you see it, you own it") involving staff and guests.
- Staff training is required to set clear expectations for cleanliness, especially when relying on college-age staff.
Leadership Development
- Investment in leadership is considered the most valuable area for camp improvement.
- Directors need training in current industry trends, public speaking, and encouraging others.
- Summer staff and campers should be developed as leaders to create a sustainable talent pipeline.
Dave Sherry, Drew Demery, Glenn Svetnicka, and Mark Slocum sharing inspirational camp stories and advice for camp directors entering summer season.
A conversation about leading through challening moments-emphasizing mindset, preparation, leadership development, and post-incident reflection as core tools for camp directors.
TSG team members are joined by Sean Gundersen to discuss strategies for recruiting summer camp staff such as relationship-based recruitment, year-round engagement, and creating multiple pipelines including teen leadership programs, international staff, alumni networks, and incentive-driven referrals.
Practical strategies for camp directors to efficiently prepare for summer operations during the busy spring season. This episode focuses on low-hanging fruit solutions for staffing, facilities, supply management, and last-minute camper recruitment.
TSG discusses the importance of collecting real world data to inform decision making for summer camps and non-profits. Everything from retention rates and cost analysis to particpant surveys and donor data are discussed in this education episode. Any camp or organization will benefit.
Sherry Group members, Drew Demery, Glenn Svetnicka and Dave Sherry discuss how to bring a program or activity idea to life. Everything from resources to training and safety are covered in detail by these three seasoned summer camping professionals.
