Great Escape RV Center

Great Escape... Modern Mom and Pop Business

"If Running a family-owned business doesn't mean what is used to, at least not for Jason Touchton, vice president and general manager for family-owned and operated Great Escape RV Center in Region 3.

Great Escape specializes in towables and was started by Jason's parents in the '80s. They both remain active in the business, but today, 38-year-old Jason, along with his wife Lisa and his brother Darin, are running two successful locationsÐone in Tampa and one in Clearwater.

But don't let the "mom and pop" beginnings fool you; Great Escape is not only acknowledging but embracing the future of the RV Industry; namely the internet.

"The internet is here for good. It's there, it's not going away and you have to adapt to it. At this point, I think it's up to the manufacturers to adapt to the internet-dynamic, or they're going to feel its wrath," Jason says.

Serving RVers for 17 years, Jason says he's witnessed a lot of change, especially in the post 9-11 marketplace, which has forced most of the RV Industry to operate in what he calls "defense mode."

"It's probably like selling pumpkins or Christmas trees; you want to sell everybody who comes onto your lot an RV even if you have to sacrifice profit in the end," he admits.

Most dealers have websites and Great Escape RV is no exception. But Jason says they take particular pride in presenting a clear and concise site that features all local information and images. He says this is vital because the internet-dynamic directly affects a customer's expectations.

"Most customers who come onto our lots have done a lot of product research on the internet. Ninety-nine percent of what the internet is doing is giving customers the ability to get the best price. But, by not focusing just on the lowest price and putting all the information out there on the internet, you're giving people a good experience," he explains.

In an industry that's continually evolving, it's vital to stay informed and aware. That's where Jason says the Florida RV Trade Association is an invaluable resource.

"They are critical for staying on top of the issues that dealers really need to know about." He cites annual seminars with the Department of Revenue and the entire distance learning, and goes so far as to call FRVTA Executive Director Lance Wilson one of the unsung heroes of the RV Industry.

"He stays on top of everything, so whenever something new or important comes out that involves the dealer body, he gets the information to us and gets it to us fast," he says. "I think that's critical."

While openly embracing the ever-changing and high-tech side of RV sales, Jason quickly acknowledges the personal side as well and says nothing can replace that face-to-face interaction.

"What we do that I think is unique is we try to make friends with all of our customers," Jason explains. "We're very concerned that we're giving prompt, high quality service, especially after the sale. If you can maintain a relationship with your customer, you'll have that customer forever."

And it looks like the approach works. Jason says he gets the most gratification from satisfied customers who keep in touch.

"Probably the one thing I always look forward to is when I get a postcard or a letter from a customer who's two or three thousand miles away or across the country with a picture of the Tetons or somewhere else, and on the back side it says 'thank you' five times and what a blast they're having," he says.

"That's probably gratification at its finest. We really are selling people a lifestyle and changing lives. What better business can you be in?"

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