Phantom Lake YMCA Camp Launches New Brand & Website

MUKWONAGO, Wis. — March 21, 2014 — Competition for hearts, minds, finite family time and resources among U.S. residential summer camps is intense. Today’s launch of a new brand and website ( is the first step in clearly differentiating itself as a place where families, volunteers and donors will invest time, effort and treasure.

“As a volunteer-led organization, we depend on our board of directors, alumni and families to perpetuate camp for future generations of children,” CEO Jeff Spang says. “Most would agree camp is a special place, but putting 118 years of history into a compelling story now gives us a brand narrative we can take to the world.”

Spang says the new brand focuses on Phantom Lake YMCA Camp being a nurturing environment unknown to most children. Where campers help each other, build each other up, include one another. Where the chaos of overly structured, daily life washes away. Where children find themselves in a place they don’t have to be anything else.

“Our summer camp offers options for every family’s comfort level. And, we guarantee the experience will change your child’s life,” Spang adds. “Our new tagline ‘Where kids are free to just be’ truly captures the essence of what makes camp a special place.”

According to Dr. Karin Mulrooney, mother of two campers ages 10 and 13, most families discover Phantom Lake YMCA Camp by talking with other moms, dads and kids who share similar wants, needs and concerns. What they find is an environment built on safety, respect and just the right mix of structure and free time.

“We view Phantom Lake YMCA Camp as the most accepting place a child can experience, other than being at home with family,” Spang says. “Where summer becomes a foundation for life—where values are caught, not taught.”