The Road Less Paved
If you’ve ever headed east from San Diego toward El Centro, you know the drill: tumbleweeds, windmills, and a stretch of desert road that feels like it leads to the edge of the known world.
Once you take a turn north on County Route S2, past Ocotillo’s tiny post office and dusty charm, you’ll find yourself winding through the shadow-drenched hills of the desert—and then, just when you think there’s nothing left, you’d stumble on a little slice of weird and wonderful: the Agua Caliente Campground Store.
Out front, there’s a weather-worn wooden sign with the old Thomas Brothers Guide coordinates—just in case anyone still needs to know where the heck they are. No cell coverage, no crowds. Just a humble store and a rockhound who was always up for a friendly chat
The store wasn’t fancy, but it was exactly what it needed to be:
Hot dogs. Chips. A cooler full of ice cream. Regional field guides and rock books. And that elusive thing too many places forget—charm. It was the kind of spot that made kids ask questions and grownups linger a little longer.
And like so many good things, it’s gone.
What Happened?
Mark explained that over the years, RVs got bigger. Campers came stocked with full kitchens, full fridges, and fewer reasons to swing by a dusty little store in the desert. Sales slowed. The crowds dwindled. Eventually, he closed up shop. Word is, he’s now running an art gallery up on the Grapevine.
But here’s what I keep thinking about: it didn’t have to end that way.
How I Would’ve Saved the Store (With a Bit of Branding Magic)
As a San Diego freelance copywriter, I can’t help but putting my marketing hat on when I’m out for a weekend of relaxation. Let’s be honest: Agua Caliente is in the middle of nowhere. And that? That’s its secret weapon. The store didn’t need more inventory. It needed a point of view.
Become the Desert Concierge (And Tell the Story Loudly)
This wasn’t just a store—it was the welcome desk for the wild. A launchpad for wandering. A place where someone could walk in and say, “So what do we do next?”
Here’s how I’d have positioned it as the source for all things Anza-Borrego:
Start a newsletter:
Call it Anza-Borrego Field Notes: Observations from the Edge of the Wild.
Agua Caliente campers are a faithful lot and most return year after year. Our camping group is now extending to the fourth generation.
Use it (and your Instagram and Facebook) to share:
Wildflower bloom alerts (starting January—people go wild for it)
Big horn sheep sightings
Stargazing highlights and telescope night updates
Geology facts, desert trivia, and Indigenous history snippets
Featured hikes of the week (sunset views, fossil finds, kid-friendly trails)
No need to reinvent the wheel—just curate the best parts of the desert already happening around you. Reshare local content, repurpose updates, and keep people dreaming of the next weekend trip.
Be the person they trust to ask:
“What trail’s good for toddlers?”
“Where do I find fossils?”
“Which hike has the best view at golden hour?”
Sell the experience, not just the snacks—and they’ll come back for both.
Keep Faithful Campers Connected to Their Favorite Place
The same campers keep coming back to Agua Caliente year after year. Our camping group has been coming here for four generations. A regular newsletter or social media presence is more than just marketing—it’s a way to keep longtime campers connected to the desert they love. When they see a wildflower update or telescope night in their inbox, it’s a reminder.
Make Agua Caliente a Day Trip Destination
Attract new visitors by marketing the campground like the desert gem it is. Here’s what makes it worth the drive:
Hot springs for $10/day—cheaper than therapy
Two swimming pools—because floating is a lifestyle
Shaded picnic tables—gold in the desert
Telescope nights with the San Diego Astronomy Club
Wildlife tracking hikes and photography classes
Even better? Have the store sponsor the experiences.
Donate a jug of cold water to the photo class. Hand out BOGO soda coupons for the drive home. Be part of the magic, not just a bystander.
Reframe the retail experience.
Don't just sell the stuff people forgot (the mustard for tomight's hotdog.)If you want people to stop, give them a reason. Think beautifully curated, grab-and-go baskets.
Gourmet snack kits: cheese, crackers, dried fruit, trail mix, and a craft soda or iced tea
Coffee when it’s chilly, ice cream when it’s not (aka most of the time)
Share photos, name your scoops, make it feel special
Hype the Heck Outta the Wildflowers
Every once in a while, the desert throws a party—and the blooms are the guests of honor. With just the right mix of rain, warmth, and magic, the Anza-Borrego wildflowers explode. For about four weekends a year, the desert bursts into color.
Here’s the plan:
Tease it in the newsletter
Post real-time updates on social
Build anticipation from February on
And when the flower chasers show up?
Offer a Flower Watcher’s Lunch Special: a basket of fruit, trail mix, local cheese, and something sweet. Only available during bloom season. Only at your desert oasis.
The Heart of It All
The Agua Caliente Camp Store was never just a store. It was a rest stop for dreamers, a field guide for the curious, a quiet invitation to slow down and look around.
And it could still be that.
You don’t need a flashy budget to build a brand. You need a point of view. A little consistency. And the guts to tell your story louder than the wind in the desert.
What I Would’ve Done to Save the Agua Caliente Campground Store
The Agua Caliente Camp Store has a wrap-around porch.
The Road Less Paved
If you’ve ever headed east from San Diego toward El Centro, you know the drill: tumbleweeds, windmills, and a stretch of desert road that feels like it leads to the edge of the known world.
Once you take a turn north on County Route S2, past Ocotillo’s tiny post office and dusty charm, you’ll find yourself winding through the shadow-drenched hills of the desert—and then, just when you think there’s nothing left, you’d stumble on a little slice of weird and wonderful: the Agua Caliente Campground Store.
While you're here, get a hiking map.
Out front, there’s a weather-worn wooden sign with the old Thomas Brothers Guide coordinates—just in case anyone still needs to know where the heck they are. No cell coverage, no crowds. Just a humble store and a rockhound who was always up for a friendly chat.
The store wasn’t fancy, but it was exactly what it needed to be:
Hot dogs. Chips. A cooler full of ice cream. Regional field guides and rock books. And that elusive thing too many places forget—charm. It was the kind of spot that made kids ask questions and grownups linger a little longer.
And like so many good things, it’s gone.
What Happened?
Mark explained that over the years, RVs got bigger. Campers came stocked with full kitchens, full fridges, and fewer reasons to swing by a dusty little store in the desert. Sales slowed. The crowds dwindled. Eventually, he closed up shop. Word is, he’s now running an art gallery up on the Grapevine.
But here’s what I keep thinking about: it didn’t have to end that way.
Golden hour view from our campsite.
How I Would’ve Saved the Store (With a Bit of Branding Magic)
Let’s be honest: Agua Caliente is in the middle of nowhere. And that? That’s its secret weapon. The store didn’t need more inventory. It needed a point of view.
Become the Desert Concierge (And Tell the Story Loudly)
This wasn’t just a store—it was the welcome desk for the wild. A launchpad for wandering. A place where someone could walk in and say, “So what do we do next?”
Here’s how I’d have positioned it as the source for all things Anza-Borrego:
Start a newsletter:
Call it Anza-Borrego Field Notes: Observations from the Edge of the Wild.
Agua Caliente campers are a faithful lot and most return year after year. Our camping group is now extending to the fourth generation.
Use it (and your Instagram and Facebook) to share:
Wildflower bloom alerts (starting January—people go wild for it)
Big horn sheep sightings
Stargazing highlights and telescope night updates
Geology facts, desert trivia, and Indigenous history snippets
Featured hikes of the week (sunset views, fossil finds, kid-friendly trails)
Sunrise from the tent never gets old.
No need to reinvent the wheel—just curate the best parts of the desert already happening around you. Reshare local content, repurpose updates, and keep people dreaming of the next weekend trip.
Be the person they trust to ask:
“What trail’s good for toddlers?”
“Where do I find fossils?”
“Which hike has the best view at golden hour?”
Sell the experience, not just the snacks—and they’ll come back for both.
Keep Faithful Campers Connected to Their Favorite Place
The same campers keep coming back to Agua Caliente year after year. Our camping group has been coming here for four generations. A regular newsletter or social media presence is more than just marketing—it’s a way to keep longtime campers connected to the desert they love. When they see a wildflower update or telescope night in their inbox, it’s a reminder.
Make Agua Caliente a Day Trip Destination
Attract new visitors by marketing the campground like the desert gem it is. Here’s what makes it worth the drive:
Hot springs for $10/day—cheaper than therapy
Two swimming pools—because floating is a lifestyle
Shaded picnic tables—gold in the desert
Telescope nights with the San Diego Astronomy Club
Wildlife tracking hikes and photography classes
Even better? Have the store sponsor the experiences.
Donate a jug of cold water to the photo class. Hand out BOGO soda coupons for the drive home. Be part of the magic, not just a bystander.
Reframe the retail experience.
Don't just sell the stuff people forgot (the mustard for tomight's hotdog.)If you want people to stop, give them a reason. Think beautifully curated, grab-and-go baskets.
Gourmet snack kits: cheese, crackers, dried fruit, trail mix, and a craft soda or iced tea
Coffee when it’s chilly, ice cream when it’s not (aka most of the time)
Share photos, name your scoops, make it feel special
Hype the Heck Outta the Wildflowers
Every once in a while, the desert throws a party—and the blooms are the guests of honor. With just the right mix of rain, warmth, and magic, the Anza-Borrego wildflowers explode. For about four weekends a year, the desert bursts into color.
Here’s the plan:
Tease it in the newsletter
Post real-time updates on social
Build anticipation from February on
And when the flower chasers show up?
Offer a Flower Watcher’s Lunch Special: a basket of fruit, trail mix, local cheese, and something sweet. Only available during bloom season. Only at your desert oasis.
The Heart of It All
The Agua Caliente Camp Store was never just a store. It was a rest stop for dreamers, a field guide for the curious, a quiet invitation to slow down and look around.
And it could still be that.
You don’t need a flashy budget to build a brand. You need a point of view. A little consistency. And the guts to tell your story louder than the wind in the desert.
I must have 50 versions of this shot.
Need help finding your story?
That’s my jam. Let’s talk.