The Park at Swan Valley is a family-focused outdoor hospitality business in Swan Valley, Idaho. The park already had natural charm and a strong sense of place, but parts of the experience felt loosely assembled as new ideas, spaces, and amenities were added over time.

I worked as an ongoing service design partner, helping clarify the park’s core experience vision and translate it into physical spaces, digital touchpoints, event design, and future expansion planning.

I helped connect the park’s business goals to the guest experience across space, service, brand, and digital touchpoints.

• Clarified the park’s core experience vision
• Transformed an underused garage/shed into a storefront
• Designed the main park website and summer camp event website
• Co-created the annual four-day Family Summer Camp experience
• Advised on signage, guest flow, bathrooms, lodging, playground placement, and phase-two expansion

The park had strong natural appeal, but some areas felt cluttered or underused. New ideas were being considered without a clear filter for whether they supported the guest experience or the park’s identity.

The challenge was not to reinvent the park. It was to help it grow without losing the peaceful, family-centered feeling that made it special.

The strategy was to turn the park’s vision into a decision-making filter. Every idea was tested against a simple question: does this support the experience guests should feel here?

That filter helped guide decisions across physical space, brand expression, guest flow, amenities, events, and expansion planning.

I treated the park experience as a connected journey, from discovering the park online to arriving, checking in, moving through the property, shopping, gathering, attending events, and leaving with a memory.

The storefront became one of the clearest examples. What had been an underused storage area became a purposeful guest touchpoint and revenue opportunity.

As the park grew, consistency became part of the guest experience. I helped shape brand voice, color direction, signage, website design, event materials, and physical touchpoints so the park felt more unified without becoming overly polished or corporate.

I served as a weekly sounding board for the owner/operator and team. The work often meant listening to new ideas, identifying the real goal underneath them, and helping decide whether each idea supported the park’s long-term experience vision.

The next phase of growth needed to add new amenities without diluting the feeling of the place. I helped guide planning around guest movement, bathrooms, lodging placement, playground location, arrival flow, and how each addition would shape the overall experience.

• Converted an underused garage/shed into a functional storefront
• Co-created a four-day Family Summer Camp experience, now in its third year
• Designed the park website and summer camp event website
• Helped guide phase-two expansion around guest flow and amenity placement
• Helped clarify a decision-making filter for future ideas
• Provided ongoing advisory support across service, space, brand, and guest experience

This project shows how service design can shape more than a screen. The work helped The Park at Swan Valley connect vision, space, service, events, and business decisions into a clearer guest experience.

The clearest impact was not only what was built. It was that future decisions became easier, sharper, and more aligned.

This work reminded me that service design is often an act of stewardship. The Park at Swan Valley did not need to become something else. It needed a clearer way to protect what made it special while growing with intention.