From a simple field to a life’s work

The beginning in Børsmose The year is 1972.

Mona and Thorkild are both in their mid-twenties. They have a five-year-old son, Steen, and are expecting their second child. They could have chosen the safe route. Thorkild had the prospect of a management job with a fixed salary and a predictable future. But that wasn’t the path for them. They wanted something different – something they could build up from scratch themselves. Something that was their own. So they turned down the security and instead said yes to the start of an adventure. 

On 1 May 1972, they were standing there with the keys to the grocery shop they had taken on lease at Børsmose Camping – ready to embark on a new chapter. “We didn’t have much,” says Thorkild. “But we believed we could manage it. And that carried us a long way.” Just seven days later, Lene was born. And when Mona came home from the hospital, there was no peace and quiet for a new mother. Quite the opposite. Lene lay in her pram whilst Mona served customers. If the little one got restless, the campers would step in and rock the pram, and if that didn’t help, they’d pop their heads into the shop and remind Mona that it was probably time to give her a feed.

The days in the grocery shop were long, and the work was demanding. But Mona and Thorkild set about their tasks with great determination. Fruit and vegetables were neatly arranged, and in the cellar, beer and soft drinks were always kept chilled. “It was a lovely shop, and word spread quickly. People started coming from far and wide to shop with us,” says Thorkild.

But even though things were going well and turnover was rising, every penny was saved. Not for holidays or luxuries, but for the next step. For the dream they didn’t yet know in detail, but which they knew lay ahead. And then one day, the opportunity arose. Thorkild got a tip-off from a friend. A campsite in Blåvand was up for sale.

“The owner of the campsite had passed away, so now it was time to move on,” explains Mona. It didn’t look like much. It was just a flat grassy field with neither trees nor electricity. Just raw nature and a small group of permanent residents. Many shook their heads. It was too expensive, too uncertain and too risky for a young couple with two small children. But Mona and Thorkild saw something else. They saw opportunities. “It was just a flat field,” recalls Thorkild. “But it was close to the water… and that made it something quite special.” 

1976 – Hvidbjerg Strand Camping is founded

Mona and Thorkild had no doubts. So they bought the campsite in Blåvand and founded Hvidbjerg Strand Camping. The early years were tough. Just as with the grocery shop in Børsmose, Mona and Thorkild didn’t get anywhere without hard work. In the evenings, once the children were in bed, they would sneak outside. There was always a tap dripping or a corner of the campsite that needed attention. And because there was no money to hire outside help, they had to manage everything themselves.

“There was no electricity at the campsite when we took it over,” says Mona. “And we couldn’t afford to hire an electrician at all.” So they had to tackle the job themselves. Starting from scratch. Thorkild dug trenches in the sandy soil, and Mona laid the cables. Step by step, they brought electricity to the site, using their hands as their main tools. And that’s how it was for many years. Whenever something needed doing, the family took care of it. And it was that approach that meant they had the money to continuously improve and expand the campsite.

The transformation begins

When Mona and Thorkild took over the campsite, it was completely exposed to the elements. The wind had free rein, and something had to be done about it. So they teamed up with Mona’s parents. “There were many who shook their heads at us,” recalls Mona. “‘You can save yourselves the trouble,’ they said. ‘Nothing can grow here.’ But my parents had both worked at the Hedeselskabet, so they knew what was possible. And they helped us.”

Windbreaks were planted with a sure hand. Not just random trees and shrubs, but plants that had been carefully selected to withstand the salty air and the storms from the west. “Many of the local holiday home owners didn’t believe it would work. But my father always said: ‘Ah, they just need to be in the ground before they can grow.’” 

The years passed, and little by little the windbreaks began to take shape. Small cuttings grew into shrubs. Shrubs grew into thickets. And thickets grew into trees, strong enough to stand up to the westerly wind. “It was hugely satisfying to see it grow. Now the same holiday home owners who had previously shaken their heads wanted to know what we had planted so they could do the same,” says Mona. Thorkild continues: “At first you could barely see it, but suddenly there was a green hedge, and the guests had their own secluded spot. That was important.”

Lene often joined her grandparents when they were planting. She therefore learnt from a young age how important shelter and small, secluded spots were to the atmosphere at the campsite. Today, it is almost impossible to imagine what this place once looked like – bare and exposed to the wind. The windbreaks and trees that Lene planted with her grandparents are still standing. They frame the site, provide shelter from the wind and create small green pockets where families can retreat to their own little spot – without losing the feeling of being part of the community. “That’s what we’ve looked for when we’ve been on holiday ourselves – and that’s also what we wanted to offer our guests,” says Mona.

Life on the edge of the dunes

Shelter was a necessity. When Mona and Thorkild took over the campsite, it consisted of two small sites: Jensens Camping, where the reception is located today, and Blåvand Sydstrand Camping, which was situated right down by the water – where Hvidbjerg Strandhotel and Strandvillaerne stand today. Back then, the dunes were nowhere near as high as they are today, and this had consequences. On 24 November 1981, a powerful storm hit the west coast, and the small campsite by the water was flooded. The same fate befell a large number of holiday homes situated on the ‘wrong’ side of the inner dyke.

On 9 January 1991, disaster struck again. Another powerful storm battered the fragile sea wall at Hvidbjerg Strand, causing extensive damage. Holiday homes were swept off their foundations and looked like tottering houses of cards, and the campsite was once again under water. This time for two days. The water was 1.6 metres above the campsite and flooded two buildings, which at the time housed a barbecue restaurant and a toilet block. All machinery, all fixtures and fittings, and electrical installations had to be replaced – and the costs were enormous for Mona and Thorkild – and the insurance didn’t cover it. “I managed to get the attention of the Coastal Authority in Lemvig, and their director came down here to talk to me. He said: ‘You’re right. We need to make the dunes bigger. Sand needs to be pumped in from the coast – and marram grass needs to be planted,’” says Thorkild. And that’s exactly what was done. And it worked. Today, the dunes are larger and can withstand storm surges far better.

A family business from day one

Right from the start, Hvidbjerg Strand Camping was a true family business. Mona and Thorkild involved Lene and Steen wherever they could – even long before they were actually old enough to understand what it was all about. “Lene often sat at reception with me. We had a payphone at the campsite, and when the Germans came in to ask for the country code for Germany, Lene had learnt it by heart: ‘zero, zero, nine, four, nine’, she’d say. She did that for a whole year before she asked one day. “Mum, what does that actually mean?” Mona recounts. Thorkild laughs. “She wasn’t very old then.” And that’s how it’s been all along. The children became a natural part of everyday life at the campsite and were given their own little tasks. “They were played into the work,” as Mona puts it. “They’ve worked their fingers to the bone, and it probably hasn’t always been fun for them. But they were part of it – just like us. And that’s how we made everyday life work.”

For many years, the reception area was combined with the grill bar, so Mona could both welcome guests and serve hotdogs with fried onions. And there stood little Lene on a beer crate by the till, eager to join in. When it came to counting the day’s takings, Steen would help out. “If I didn’t think the figures added up, I’d count the money again,” recalls Mona. “He couldn’t understand that at all: ‘Mum, do you think there’ll be more money just because you’re the one counting it?’”

Later, when Steen started secondary school in Varde, he was allowed to use Mona’s car to get to and from school. This raised some eyebrows, but to the Slaikjær family it made perfect sense. It saved time, so he could get home quickly and help out at the campsite.

Both Steen and Lene became an indispensable part of the running of the campsite. They helped out at reception and took care of small tasks. Their efforts not only made day-to-day life easier – they also enabled Mona and Thorkild to save up and invest in the campsite. “It was very important to us,” says Thorkild. “The money wasn’t meant for us. It was meant for the campsite. And without the children, it would never have worked.” 

A different kind of everyday life

When you live on a campsite, everyday life isn’t quite the same as for most other families. That was certainly true for Mona, Thorkild, Lene and Steen. Meals were often improvised, and when Mona was minding the grill bar as well as the reception, that was often where the family got their food. Over the years, this has amounted to many half grilled chickens, hot dogs and chips in paper trays. Nothing was to go to waste, and that suited the children just fine.

Growing up at the campsite meant both responsibility and freedom. Lene and Steen helped out – but at the same time they were allowed to explore the campsite and the surrounding area on their own. It was freedom with responsibility. “Lene and Steen have always been able to run around freely on the campsite. Steen loved playing in the dunes. He just had to look for the campsite flag, and then he always knew where I was. You probably wouldn’t do that today. But back then it was different, and it gave them a very special sense of freedom,” says Mona.

Always a little better

Mona and Thorkild have always kept their eyes open. They saw what was coming before others noticed it – and acted on it without hesitation. Every detail at the campsite was carefully thought through: toilets, bathing facilities and cabins. It wasn’t just about things working properly. It also had to feel right. Guests should feel that someone had gone to great lengths here. Nothing was ‘good enough’. They wanted to create experiences that people would remember – and you could feel that in every corner of the campsite. “It must always be a little better than what came before. That has always been our approach. And better to build a bit too much than too little,” says Mona. Not all colleagues in the industry understood that approach. When we built the first small toilet blocks so that guests could have a private toilet and didn’t have to use the communal toilets in the service buildings, several shook their heads: ‘What on earth are you doing?’ they said. But the criticism soon died down. Because the guests noticed the difference and appreciated the extra comfort. Very few people want to spend their holiday queuing for the toilet. And soon Mona and Thorkild had to build more toilet blocks – and then more again.

“We’ve always made a point of ensuring our toilet facilities are top-notch. They need to be in good condition, and there must be enough of them,” adds Thorkild. The campsite was among the first in Denmark to offer private bathrooms. In addition, a children’s bathroom was built with child-height showers, small washbasins and low-level mirrors. There were even mini-toilets and a baby bath so that the youngest children could have a warm bath. Outside, the dogs also got their own bath. Because the campsite was meant to be a place where the whole family felt welcome. Including the four-legged members.

Mona and Thorkild’s vision, however, extended beyond tiles and taps. They realised early on that German tourists could be the key to both the season and the business. So when the campsite closed in mid-September, they set off for Germany. To trade fairs and meetings. It was hard work, but it paid off. “We could see that there was great potential in German tourists. They have a longer holiday period than us, and that could help extend our season,” explains Thorkild.

That is precisely why they didn’t hesitate to invest in cabins – because this new market segment was crying out for something new. “The first two cabins were very small and had neither electricity nor running water. They were to be delivered by a large lorry, and the builders had promised us a delivery date. We had therefore already rented them out to two ladies from Germany,” says Mona, smiling at the memory. “But as sometimes happens, the delivery was delayed. Suddenly, the two ladies were standing in reception, ready to check in. I just had time to think ‘oh no’ – and then the lorry rolled into the car park with the cabins.”

The cabins are no longer there, but Mona and Thorkild will never forget the experience. Thorkild laughs: “Those two ladies rented the cabins for many years.” The two small wooden cabins were the start of something bigger. Guests wanted more comfort and more to do – and Mona and Thorkild had spotted the potential, particularly from abroad. So in 1989, they took another bold leap. They opened Denmark’s first tropical water park at a campsite. A move that really put Hvidbjerg Strand Camping on the map. “We had to do something different. We’d seen swimming pools on our trips to Spain and Italy, and we thought we had to have one too. But ours had to be indoors – otherwise it would probably be too cold,” says Thorkild. The opening of the water park was a decisive turning point. A major attraction that drew more people’s attention to the campsite in the west.  “We didn’t spend the money on ourselves,” says Mona. “We went on skiing holidays with the children in the winter, but otherwise everything we earned was invested in the campsite.” It was a way of life. For Mona and Thorkild, it wasn’t about increasing their personal spending. It was about letting the campsite grow, keeping up with the times and giving guests the best possible holiday. They believed that guests would return if they saw the campsite constantly improving. And they did. “We have guests who spent their childhood holidays here and now come here with their own families. We’ve succeeded in creating a package you can’t get anywhere else,” says Mona. Thorkild adds: “As a family-run campsite, it’s always been important for us to be close to our guests – and I think you can feel that when you visit us,” says Thorkild.

For many years, it was Thorkild himself who welcomed the guests and cycled them to their pitches. Much has changed over the years. Lene trained as a dental hygienist, whilst Steen studied economics. At the turn of the millennium, the siblings returned to their daily life at the campsite. Together, they now run the family business – still with a focus on being close to the guests. You will therefore often see Lene and Steen around the site, wearing yellow vests. On foot or by bike. During the summer months, they usually stand at the entrance to welcome new guests – just as their parents did. 

A place that lives on

The care and love put into the campsite are unmistakable. They are evident in every corner. Today – 50 years after it first opened – Hvidbjerg Strand Camping has become Hvidbjerg Strand. A year-round resort that is one of the country’s most renowned campsites – and also the most award-winning. With a water park, wellness centre, cabins, luxury villas, a beach hotel, restaurants, a play area and trampoline centre, a gym, and a beach that attracts guests from all over Europe. But deep down, it is still the same place as it was back then. A place born of courage, love and hard work. “Our aim has always been to give guests something we ourselves enjoy – and can stand behind,” says Mona. Thorkild nods: “A place where you can feel the warmth,” he says. “In everyday life, everyone is busy with all sorts of things. Children need to be driven to sports, and there are things that need sorting out. Camping life brings the family together. Here, there’s time to share experiences together,” says Thorkild. “It might be the German family who’ve driven here from the city and watch the youngest catch their first trout in the fishing lake. An experience like that is absolutely fantastic.”

And that is exactly what Hvidbjerg Strand is all about: creating the perfect setting for a wonderful holiday. Because you can’t do a holiday over – and that’s a responsibility. From the days when the campsite was just a grassy field by the North Sea, to today, where Hvidbjerg Strand stands as a six-star year-round resort with camping in a class of its own, Mona and Thorkild – and the family – have remained committed to ensuring that guests always experience something out of the ordinary.