By David Goetz, The Courier-Journal
and Jenny Callison, Enquirer contributor

At a recent trade show in Louisville, Robert Madden shows some of the lights his company offers for recreational vehicles. He's marketing coordinator with Dawn Enterprises of Valley View, Ohio. Gannett News Service/BILL LUSTER

After two years of declining shipments of land yachts, fifth wheels and campers, the recreational vehicle industry has seen 20 percent more RVs roll out of factories so far in 2002, with predictions of another 5 percent gain next year.

Retailers who had sold down inventories during the bad years of 2000 and 2001 were surprised by increased demand this year.

Ron West, sales manager at Cincinnati Coleman RV in Mason, said the increase in sales "has been great. Business is constantly increasing in all phases of the RV industry because of the affordability."

In addition, "baby boomers are finally" buying RVs, spurred in part by more aggressive marketing via ads on MTV, situation comedies and NASCAR broadcasts. "Younger buyers are coming into the marketplace and long-term financing makes RVs very affordable. You can get into a nice, entry-level RV (accommodating a family of four) for $100 a month."

Chuck Jung, sales manager at Colerain RV, said that lower interest rates have really helped the industry out of its slump.

He added: "I hate to say this, but the Sept. 11 attacks also helped our industry. People are not comfortable with flying or going overseas. The family has become a more important part of people's lives. They want to spend time with family and what better way to do it than in an RV?"

The increased sales spurred more interest than usual in the industry's annual trade show at the Kentucky Fair & Exposition Center in Louisville.

"We had a record pre-registration, and we're way, way sold out" of space, said David Humphreys, president of the Recreational Vehicle Industry Association, the show's sponsor.

The show, which ended last week, gave makers and suppliers a look at more than 1,000 RVs ranging in price from $3,500 to $750,000, plus all the stuff needed to turn them into a home away from home. It's not open to the public.

RVBusiness trade magazine reported in November that manufacturers had seen strong orders stretching through the summer months and into fall, in some cases topping even the strong sales of late winter and spring.

Besides the interest in family-oriented activities and lower interest rates, the industry offers two additional reasons for the surge:

The lagging stock market has encouraged people to spend some of their disposable income rather than invest it.

The popularity of pickup trucks and SUVs has given Americans more towing horsepower. Campers and similar gear make up 60 percent of RV sales.

Mr. Humphreys also credits the advertising initiative with increasing interest in recreational vehicles among the target 35-55 age group.

"They're still employed; they have busy lives; but they're needing to get away from it all," he said.

The campaign will spend $55 million in the next three years, adding prime-time network and national radio advertising to the cable and print spending of the last six years. Actor Tom Selleck will be the new spokesman for the industry.