Podcast: How one operator turned a state park into a bookable destination

Listen to the episode:

Host:
Rebekah Costley

Guest:
Arden Tilghman, Founder of P3 and operator at Lake Louisa State Park

Episode overview

Recorded live at FareHarbor Spark in Las Vegas, this episode of Growth Powered by FareHarbor features Arden Tilghman, founder of P3 and the operator behind the visitor experiences at Lake Louisa State Park.

Unlike many tour operators who step into existing tourism demand, Tilghman built her business in places where experiences did not previously exist. When she began operating at the park in 2016, there were no structured visitor services. Today, her company manages a wide range of outdoor experiences across six Florida State Parks.

Throughout the conversation, Tilghman shares what it takes to build demand from the ground up. From understanding guest behavior to designing experiences that make the outdoors accessible, her story offers practical lessons for operators looking to grow in unconventional destinations.

Key Takeaways

Building demand is different than operating within it

Many tour operators launch in destinations where visitor demand already exists. Tilghman’s approach has been different.

When P3 began operating inside Lake Louisa State Park, there were no visitor services. No rentals, tours, or structured activities helped guests experience the park. The opportunity was not just running tours. It was building the entire experience ecosystem from scratch.

That meant testing new activities, learning what visitors actually wanted, and accepting that growth would not follow a predictable path.

You are not your customer

One of the most important lessons Tilghman shares is simple: operators are not their own customers.

It is easy to design experiences based on what you personally enjoy. But guests arrive with different expectations, comfort levels, and motivations. What feels obvious to an operator may feel overwhelming to a first-time visitor.

Tilghman focuses on identifying where guests get stuck. By removing those friction points, her team can guide visitors toward booking rather than leaving them unsure of what to do.

Great destinations help visitors fill their day

At the parks where P3 operates, visitors can choose from experiences like horseback riding, Segway tours, kayaking, glamping, and retail offerings. That variety allows guests to build a full itinerary rather than booking just one short activity.

When visitors can clearly see how to spend their day, booking becomes much easier.

Outdoor experiences must be accessible

Many travelers are curious about outdoor activities but are not naturally “outdoorsy.” That hesitation can prevent them from buying a tour or activity.

Tilghman explains how offerings like glamping create a bridge. Instead of requiring visitors to commit to traditional camping, these experiences provide a comfortable entry point into the outdoors.

Lowering that barrier makes nature more accessible while still supporting Florida State Parks’ conservation and recreation mission.

Growth requires letting go of control

As P3 expanded across multiple parks, Tilghman’s role evolved.

In the early days, she was deeply involved in daily operations. Over time, building a trusted team and implementing stronger systems allowed her to shift from working in the business to working on the business.

Upgrading to a FareHarbor website was one of those turning points. Letting go of internal control allowed the team to view their offerings from the customer’s perspective. Looking back, Tilghman says what many operators do after making that change, she wishes they had done it sooner.

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