Your Corporate Team
Leisure Systems, Inc. (LSI) has developed an experienced, knowledgeable and creative staff to help grow your business. We strive to provide franchisees with the tools and support they need while giving them freedom to remain entrepreneurs.
Our staff is a winning combination of individuals, some with over 30 years of individual experience in the outdoor hospitality industry. Among the staff are current and former campground owners, who have walked in your shoes and understand what it takes to operate a campground. Looking toward the future, we have combined this experience with a new generation of people having strengths in retail, marketing and operations. Our franchisees tell us they appreciate this management style.
In addition, you can draw on the experience from 80 other Jellystone Park™ operators. Our franchisees are known for being open and collaborative, not competitive, which gives you the opportunity to discuss new ideas and challenges with peers. Our open environment has always been a cornerstone of the Jellystone Park franchise.
“We have a team behind us. If we’re stuck on something, we not only have Leisure Systems but 80 other park operators who have been phenomenal.” – Rick Spear, Jellystone Park™ Estes Park Colorado
Meet the Staff
Robert (Rob) Schutter, Jr. – President / COO
Responsible for all facets of the company’s business operations including developing system-wide marketing strategies, legal oversight, handling franchise contract negotiations, and interfacing with the Franchise Advisory Council. Rob has been with the company since its acquisition in August 1989. Since 1976, Rob has been associated with Hanna-Barbera related properties having held several positions with the Kings Entertainment Company theme park group (now known as Cedar Fair Entertainment Company). Rob holds a bachelor degree in Management and Marketing from the University of Cincinnati and has extensive operating experience in developing and implementing research, promotional, sales and marketing programs.
Jon Burek – Executive Vice President
Jon Burek joined Leisure Systems, Inc. (LSI) in February of 2020 as the company’s Executive Vice President. As Executive Vice President, Jon leads all operational aspects of Leisure Systems including the training and education of Yogi Bear’s Jellystone Park Camp-Resorts franchisees. He also works with LSI Chief Executive Rob Schutter on key strategic planning initiatives.
Jon began his career in management at Executive Jet Management and advanced to Senior Vice President of Charter Services during his 18-year tenure. He ultimately led a team of more than 40 individuals based in multiple cities across the United States and had profit and loss responsibility for one of the company’s largest business units. Prior to joining LSI, Jon served as Vice President of Operations at Mike’s Carwash, a chain with more than 25 locations across three states. He led a team of more than 500 employees across a variety of functional areas including Operations, Maintenance, Safety, and Training.
Jon earned his bachelor’s degree in Aviation Business Administration with a Management Concentration from Embry Riddle Aeronautical University. He is a Six Sigma Black Belt, a certified ISO 9000: 2000 auditor, and a licensed commercial pilot.
OPERATIONS
Marley Behnke – Director of Franchisee Education
Marley Behnke joined Leisure Systems, Inc. (LSI) in May of 2018 as the company’s Director of Franchisee Education. As Director of Franchisee Education, Marley assists all Jellystone Park™ locations with their recreational activities planning and execution. She also onboards all new Jellystone Park locations as they enter the franchise system. Marley leads LSI’s annual Caring About Recreation and Entertainment (CARE) conference and assists the Vice President of Operations with the planning and management of franchisee educational events such as Symposium and the Certification and Management Program (CAMP).
Before joining LSI, Marley spent more than 15 years in the Jellystone Park system as both a park operator and as a franchisee owner. During that time, Marley graduated from the National School of RV and Campground Management. She is currently pursuing a Title III ADA Coordinator Certificate.
Marley earned her BA in hospitality, restaurant, and tourism management from the University of Wisconsin-Stout with a focus on resort development and property management.
Lisa Courtney – Franchise Operations Manager
Lisa Courtney joined Leisure Systems, Inc. (LSI) in May 2019 as the company’s franchise sales manager. Lisa has more than ten years experience in the campground industry as a park operator and more than 4 years as a certified pool operator. Lisa is also a graduate of the National School of RV and Campground Management.
Lisa earned her BS from Middle Tennessee State University in Leisure, Sports, and Tourism Studies with a focus on recreation management.
Dan Wolford – Franchise Operations Manager
Dan is the Regional Representative for 20 parks throughout the system. He conducts annual assessments and helps parks grow their businesses. Dan is very knowledgeable regarding POS systems. He is also in charge of ordering statues and character costumes as they are needed. Dan is also in charge of organizing the annual trade show during Symposium. Throughout the year, he finds new vendors that can offer great new products to Jellystone Park locations. In addition to being a valuable member of the operations team, Dan also acts as the Warehouse Manager. In that capacity, he oversees all of the warehouse operations and conducts semi-annual inventory audits and maintains quality control. Dan joined Leisure Systems in 2007.
Gina Hole – Franchise Operations Manager
Gina Hole joined Leisure Systems, Inc. (LSI) in January 2021 as a Franchise Operations Manager. Gina provides business planning guidance and project management advice to Jellystone Park franchisees. Additionally, she helps franchisees identify areas of incremental revenue generation while providing them with advice and recommendations regarding guest satisfaction and operational issues.
Gina began her career in the outdoor hospitality industry career at the Yogi Bear’s Jellystone Park Camp-Resort location in Fremont, Indiana. While there, she gained experience in a variety of roles and was involved with tasks ranging from campground reservation software installation to guest satisfaction resolution to social media and marketing. In addition to her time at the Fremont, IN location, Gina ran her own campground consulting firm and assisted clients including multiple Jellystone Park locations launch and build their own digital reputation management strategies and implement new campground management software.
RETAIL
Renata Evans – Vice President of Retail
Renata Evans joined Leisure Systems, Inc. (LSI) in 2015. As the company’s Vice President of Retail, Renata oversees the sourcing, development, and purchasing of more than 1,000 licensed souvenir and operational products that are exclusive to Jellystone Park franchisees. She also partners with franchisees to maximize sales at both the individual park and the overall corporate level.
Prior to joining LSI, Renata worked for Tommy Hilfiger USA and for Macy’s. At Macy’s, she led the strategy, execution, and selling of a $10 million private label product line across four states. At Tommy Hilfiger, she managed the merchandising of a five-state territory and drove sales in excess of $4 million.
Renata earned her BS in Marketing from Wright State University.
Tiffany Davies – Retail Manager
Tiffany assists LSI’s Vice President of Retail in the development and sourcing of hundreds of licensed Jellystone Park™ products. She also partners with individual Jellystone Park locations to improve their individual store visual merchandising initiatives in order to maximize their overall retail sales. Tiffany also acts as a key contact for Warner Bros. regarding the approval of both national and park-specific items.
Prior to joining LSI, Tiffany spent the majority of her career in retail merchandising roles at Macy’s and at COACH. At Macy’s, she led the strategy, selling, and execution of multiple brands and drove retail sales in excess of $65 million. At COACH, she managed the merchandising and promotional programs of a three-state territory and generated more than $8 million in retail sales.
Tiffany earned her BBA in Marketing from the University of Cincinnati.
Nicole Ramundo – Retail Manager
Nicole Ramundo joined Coney Island in February of 2019 and will be expanding her role to LSI this winter. She will be assisting LSI’s Vice President of Retail during Symposium, developing products for Jellystone Park Camp-Resorts and maintaining the Camp Store website. Nicole will be traveling to Jellystone Park locations to work with the staff in the stores, enhance the presentation and ensure parks have a well- balanced product line, while consulting on all aspects of the retail operation.
Nicole is currently the Retail Manager of Coney Island Park, overseeing product development and operations of the retail shop at the park. Prior to joining LSI, Nicole had a career in retail including roles at Bath and Body Works, Luxottica Retail, and Esprit. She has led the merchandising and sales strategies for these brands covering a three state territory and over $4 million in sales volume.
Nicole earned a BS in Merchandising, Apparel and Textiles from the University of Kentucky.
Luke Berger – Warehouse Operations Manager
Luke Berger recently joined LSI as our new Warehouse Operations Manager. Luke now oversees the order fulfillment process of all of our licensed souvenir and operational products for every Jellystone Park™ franchise. His responsibilities also include maintaining the quality control of our inventory and conducting ongoing audits of inventory and shipments. Prior to joining the LSI team, Luke spent 15 years at LSI sister company Coney Island and has served as that company’s Warehouse Manager since 2018.
Alex Hapner – Warehouse Associate
Alex Hapner joined Leisure Systems, Inc. (LSI) in June 2020 as the Warehouse Associate. Alex works with the warehouse manager to continuously find ways to organize and operate the warehouse as efficiently as possible while simultaneously reducing product damages and shipping/tracking errors. Alex also assists with conducting inventory audits to ensure Jellystone Park franchisees have the most up-to-date information when placing their merchandise orders.
Alex earned his BSBA with a specialization in Marketing and International Business from The Ohio State University.
MARKETING
Trent Hershenson – Vice President of Marketing
Trent Hershenson joined Leisure Systems, Inc. (LSI) in June of 2018 as the company’s Vice President of Marketing. As Vice President of Marketing, Trent leads the creation, development, and execution of all brand and national marketing strategies and tactics for Yogi Bear’s Jellystone Park™ Camp-Resorts. He also continuously partners with and provides marketing guidance to all of the individual park locations in order to help them maximize the effectiveness and efficiency of their individual marketing efforts.
Prior to joining LSI, Trent managed national marketing campaigns for many of the world’s most valuable family entertainment brands. After earning his MBA, Trent joined Warner Home Video and marketed a diverse portfolio of brands including Scooby-Doo, Mary-Kate & Ashley Olsen, Teletubbies, and Marvel Comics and DC Comics animated properties. He then spent several years in the video game industry overseeing the global marketing of Disney and Pixar brands such as Finding Nemo, The Incredibles, Disney Princess, and Power Rangers. Before joining Leisure Systems, Trent also spent several years leading regional marketing initiatives for startup companies such as Wake Nation, non-profit organizations such as the University of Cincinnati Carl H. Lindner College of Business, and billion-dollar firms such as T-Mobile.
Trent earned his BA from the University of Miami (FL) and his MBA from the University of Southern California.
Alex Reed – Marketing Manager
Alex Reed joined Leisure Systems, Inc. (LSI) in April of 2018 as the company’s Marketing Manager. Alex assists the Vice President of Marketing in the creation, development and execution of all national marketing strategies and tactics for Yogi Bear’s Jellystone Park Camp-Resorts. He also leads many of the company’s social media marketing efforts and acts as a key contact for Warner Bros. regarding the approval of both national and park-specific Jellystone Park marketing materials.
Prior to joining LSI, Alex assisted The Kroger Company’s corporate brands division with the execution of their marketing promotions as a third-party vendor. Before that, he spent four years at the Southwest Ohio Regional Transit Authority developing marketing initiatives to promote the benefits of public transportation to local communities. Alex’s marketing experiences range from content creation and website management to social media marketing to project management of large-scale integrated marketing campaigns.
Alex earned his BA from Xavier University in Cincinnati, Ohio.
Lauri Hart – Loyalty Program Manager
Lauri Hart is the Loyalty Program Manager for Club Yogi Rewards and has worked in the marketing/loyalty marketing field since 1991. Lauri started working at LSI in May 2011. She has her bachelor’s degree in Business Administration with a double major in Marketing and Management from the University of Cincinnati. Lauri is a Certified Loyalty Marketing Professional as designated by the Loyalty Academy. She is responsible for the day-to-day management of the Club Yogi Rewards program including franchise training, member communications, customer service, and program evaluation. She also develops mutually beneficial partner relationships and expanding member benefits to increase member participation and engagement. Lauri works directly with Jellystone Park™ locations to customize marketing opportunities to their members.
Marcy Mentzer – Marketing Coordinator
Marcy Mentzer joined Leisure Systems, Inc. (LSI) in October of 2019 as the company’s Marketing Coordinator. Marcy assists the LSI marketing department with the execution of multiple marketing strategies and tactics for Yogi Bear’s Jellystone Park Camp-Resorts. Her duties include building the content calendar for the Jellystone Park national social media accounts, responding to customer inquiries regarding the Club Yogi Rewards loyalty program, and creating new content for the JellystonePark.com website. Marcy served as the Marketing Intern from April 2018 until being hired as the Coordinator.
Marcy earned her BA in Public Relations with a minor in management from Northern Kentucky University.
SALES
Jim Westover – Vice President of Sales and Product Development
Jim handles the development of growth strategies via partnerships, products, park conversions, or new park builds. Jim also performs Franchise Assessment Reviews & Recommendations (FARR)
Jim hails from Irwin, Pennsylvania and has an MBA in Management from Seton Hill University and a Bachelor’s in Accounting from California University of PA. His professional background is in operations and finance, having worked at the Bruster’s Ice Cream franchise since 2004, most recently as Regional Vice President of Operations overseeing 60+ stores. Jim joined LSI in 2016.
ACCOUNTING
Myra Jimison – Director of Finance
Myra Jimison joined Leisure Systems, Inc. (LSI) in 2012. As the company’s Director of Finance, Myra oversees the financial operations of the company. She manages and provides training to the accounting personnel, produces the monthly and annual financial statements and monitors daily cash flow. She is also responsible for the budgeting process and oversees all accounting activities related to the annual audit.
Prior to joining LSI, Myra spent 11 years in the manufacturing industry handling the accounting responsibilities for a variety of privately owned firms.
Myra earned a BA in accounting with a minor in management from Indiana Wesleyan University.
Mary Beth Schutter – Accounting Assistant
Mary Beth performs a variety of accounting tasks to assist the Controller and Staff Accountant such as processing and reconciling accounting documents which includes invoicing, departmental billing, employee reimbursements, cash receipts and vendor statements.
LEISURE SYSTEMS, INC SUPPORT
Stephanie Sears – Executive Assistant
Stephanie Sears joined Leisure Systems, Inc. (LSI) in 1999. Over the past two decades, she has served the company in a variety of capacities. Today, she is the Executive Assistant for LSI’s President/COO and she manages the company’s customer care department.
In addition to her primary responsibilities, Stephanie also provides administrative support to the entire LSI leadership team ranging from assisting with the organization of franchisee educational events to preparing legal franchising documents to managing items in the Warner Bros. approval process.
Prior to joining LSI, Stephanie worked in a variety of establishments ranging from retailers to restaurants to non-profit institutions.
Maurice & Margie Dettman – Operational Consultants
Responsibilities include overseeing the Jellystone Park in Bloomington, IN and conducting annual Franchise Reviews and Recommendations for various locations. Margie and Maurice owned and operated the Jellystone Park in Natural Bridge, VA for more than 10 years and are Certified Park Operators. Maurice, a graduate of Michigan State University, had a long, successful career with Raytheon and 30 years with Ethan Allen, Inc. Margie attended Berkeley School of Interior Design, and worked in product development and customer service in the lighting industry prior to purchasing the campground.
