Today, Rob Lucas celebrates 10 years in his role as the Chief Executive Officer of the Caravan Trade and Industries Association (Caravan Industry Victoria).
Rob joined the Association in 2011, and in this time, he has progressed the
Association and the industry through some of the biggest changes and challenges.
Upon his employment with Caravan Industry Victoria he led, developed, and launched some of the industry’s best strategic plans, events, and programs, starting with the Victorian Caravan & Camping Industry Blueprint in 2012. This was a 10 year strategic plan, a first for the caravan industry.
There was the major move of the Victorian Caravan, Camping and Touring Supershow in 2015 from Caulfield Racecourse to Melbourne Showgrounds. This move created another 25000 square meters of exhibitor space and with the infrastructure at the Melbourne Showgrounds allowed the industry to showcase more products in a professional way to the consumers.
Daniel Sahlberg – General Manager of Operations said: “This has always been Rob’s vision, to showcase the caravan and camping industry in
the way it should be. No longer a hidden industry, but a major industry, and an important one that employs over 7,500 people and is worth over $2.1 billion to the Victorian economy”.
The Victorian Caravan & Camping Shows continue to evolve and grow. With 2019 seeing the successful introduction of the AL-KO Innovation Hub at the Victorian Caravan, Camping & Touring Supershow.
In light of events nationally being cancelled in 2020, the Association delivered the world’s first virtual caravan and camping show, the Victorian Caravan and Camping Virtual Show, with over 67,000 attendees over five days on a purely digital platform, which provided a wide offering for consumers including educational webinars and exhibitor stands.
Rob understands the need for professional and personal growth development in the industry. In 2015 the National Caravan Industry Training College was launched, the first of its kind in Australia, with the sole focus on training the industry in all facets of its products. This relates directly to providing consumers with recognisable business accreditations to know they are using a business that meets industry standards. The implementation of Service Safe in 2015, now known as the RV Service Safe, is an accreditation program for service and repair businesses, to ensure they are better trained, better equipped, and provide better service to consumers.
In 2018 the Caravan Industry Jobs, Careers and Training strategy was delivered to the industry, with a focus of getting people jobs within the caravan industry, which has now led to some of the great new tools which will continue to support businesses in the industry – such as Caravan Industry Jobs.
The Hall of Fame and Business Awards held at Crown Casino, has grown to over 600 people attending annually, a major event to celebrate achievement, showcase the caravan industry and recognise business excellence within the caravan industry.
With everything Rob has delivered during his time at Caravan Industry Victoria, one thing he embeds in his team is the importance of relationships. It is these strong, focused relationships which encourage growth in marketing and media for the industry. These have led to partnerships with What’s Up Downunder, On Tour with Allan Border,
and being featured in many news segments across main stream media.
There have been many other major marketing campaigns and a new consumer strategy directly targeting industry consumers.
Michael Peebles- CIV President, said “Having employees serve the Association for such a grand period is a true milestone. In today’s work environment it is rare to see a decade in a role. We appreciate and value the commitment Rob has to the Association, and its members. What he has delivered over the years has been game changing for the industry and members alike”.