This exploratory study examined parent perceptions about the benefits of and barriers to their child attending a residential summer camp. Researchers conducted a survey of 370 parents of summer camp attendees and 198 parents of camp-aged children who have never attended camp. Findings show that parents value different camp benefits depending on the gender of their child and whether any of their children have previously attended summer camp. Results from parents of camp-aged children who have never attended camp indicate that the most important reason they have not sent their children to residential summer camp is that they feel their child is not ready. Cost of summer camp tuition and busy summer schedules were seen as the greatest barriers to camp attendance. These findings can help inform the messages camps use in their promotional materials and help camps utilize a segmented approach for different target markets.