Tall Pines/Chesapeake Bay KOA Debuts as Blue Water's Eighth KOA Partnership

On April 1, 2025, the property previously known as Sun Outdoors Chesapeake Bay began operating as Tall Pines/Chesapeake Bay KOA. This transition marks the eighth time Blue Water has partnered with Kampgrounds of America, according to the release.

The resort is located on Virginia’s Eastern Shore near Assateague Island and Chincoteague Island, featuring a scenic environment of tall pines by the Pocomoke Sound, according to recent statements. “We are thrilled to continue growing our relationship with KOA while continuing to elevate the RV and outdoor travel experience our guests deserve,” said Rafael Correa, president and chief financial officer at Blue Water.

Officials note that this waterfront destination offers a private beach, premium RV sites, a zero-entrance pool, and a splash pad. These amenities aim to accommodate families and nature enthusiasts looking for a comfortable stay.

According to company statements, reservations will continue seamlessly online or by phone, ensuring that existing bookings remain unaffected. This move is intended to preserve guest confidence despite the new name.

Another part of the upgrade involves the integration of KOA Rewards, which can provide special discounts and benefits to overnight guests. These programs often help drive repeat visits by offering tiered memberships, perks like early check-in, and user-friendly reservation platforms.

Introducing a recognizable loyalty program can also help a property connect with a broader network of travelers. By joining forces with an established brand, campgrounds can leverage existing awareness and engage guests who are accustomed to earning and redeeming points.

A clear rebranding plan for staff can be beneficial when transitioning brands. Training sessions ahead of the change can help employees adapt quickly, ensuring that the service quality remains consistent.

In addition, visible signage and updated promotional materials can reinforce the new name. Maintaining open communication with guests fosters stability, so visitors are informed of any differences in offerings or branding.

Parallel signage or dual communications can be used for a short period, yet Blue Water appears to have completed the process efficiently. In this instance, the shift from Sun Outdoors Chesapeake Bay to Tall Pines/Chesapeake Bay KOA was handled without major disruptions.

That continuity demonstrates how thoughtful planning can mitigate risks that sometimes accompany rebranding. By preserving the original reservation system and layering on KOA’s existing rewards structure, the company offers a seamless experience for guests.

This approach can encourage loyalty, as visitors see tangible benefits tied to a recognizable program. As Tall Pines/Chesapeake Bay KOA continues to evolve under the new name, the collaboration with a national network may serve as a model for operators aiming to refine hospitality standards without inhibiting normal operations.

Many campground operators already view loyalty and rewards programs as crucial for encouraging repeat business. Widely accepted best practices include providing tiered memberships to recognize different engagement levels, offering benefits like enhanced Wi-Fi, and using guest data to present promotions tailored to traveler preferences. Integrating these programs with the reservation platform helps ensure that account updates, point redemptions, and membership enrollments happen smoothly.

Separately, a focus on effective brand transitions and staff alignment can curb potential disruptions. Common recommendations often involve consistent communication with team members, updated signage to reduce confusion, and meetings or training sessions to spark enthusiasm. In the case of Tall Pines/Chesapeake Bay KOA, Blue Water took steps to preserve existing reservations and inform employees fully, demonstrating one way to smoothly move a property from one brand to another while retaining valued guests.