Here’s a plug-and-play paid-membership model for a luxury drivers’ rest & lifestyle hub that fits a rural distribution gateway like Tiller. It’s built to monetize daily essentials (fuel/charging, showers, secure parking, meals) while upselling high-margin wellness/entertainment.

1) Customer segments (and what they value)

  • Pro drivers (CDL, owner-ops, fleets): secure parking, showers, laundry, cheap fuel/DEF, fast meals, quiet sleep, quick wellness (15–30 min massage/stretch), dispatch-friendly amenities.
  • Vanlife/RV & road-trippers: EV charging, family showers, kids zone, groceries, activities, day passes.
  • Local/regional residents & staff at nearby sites: fitness, spa/beauty, concerts, dining, co-work, social club.
  • Corporate/Fleet buyers: fuel/charging & parking at scale, predictable driver amenities → safety & retention.

2) Membership tiers (monthly; annual = 10% off)

Day Pass (non-member): $15

  • Lounge, showers, Wi-Fi, lockers (single use). Pays for itself vs truck stops.

Road Silver: $15/mo

  • Fuel discount: $0.05/gal (or 5% off kWh).
  • 2 free showers/mo (+$5 extras), Wi-Fi, basic lounge & nap pods (30 min/day).
  • 10% off hot meals & coffee.
  • Same-day EV supercharger queue priority.

Road Gold: $39/mo

  • Fuel $0.10/gal off (or 8% off kWh), 2 hrs secure parking/night included.
  • 1 laundry cycle/wk, premium nap pods (2× 45 min/wk).
  • Wellness credit $15/mo (chair massage, stretch, sauna).
  • 15% off meals, retail, showers unlimited.
  • 1 guest pass/mo.

Road Platinum: $99/mo

  • Fuel $0.15/gal off (or 12% off kWh), overnight parking 10 nights/mo.
  • Wellness credit $60/mo (can combine); beauty services 10% off.
  • Priority EV/DCFC slots (10% price cut), car wash ext. included 2×/mo.
  • Club access: cinema, live events access line; 2 guest passes/mo.
  • Luggage storage & parcel pickup.

Elite+ (Driver & Family/Lifestyle): $199/mo

  • Fuel $0.20/gal off (or 15% off kWh), unlimited standard parking, tractor/trailer slot discount.
  • Wellness credit $150/mo (spa, PT, cryo, IV—where permitted).
  • Beauty/hair 15% off; gym/sauna/steam unlimited.
  • Concierge booking (golf, biking, tours), premium lounge, shower suite reservations.
  • 4 guest passes/mo; VIP event seating presale.

Fleet & Corporate plans

  • Fleet Lite: $12/driver/mo (min 50) → Silver benefits + invoice billing.
  • Fleet Pro: $29/driver/mo → near-Platinum perks (no family benefits), dedicated parking quota, driver performance rewards.
  • Depot Add-On: dedicated yard/charger allocations, per-driver wellness stipend.

Founders Lifetime (crowdfunding perk): $1,500–$3,000 one-time; maps to Platinum/Elite+, limited 500–1,000 units. Great for seed Capital Expense.

3) Discounts & credits

  • Fuel: price-protected via wholesale program; target –$0.05 to –$0.20/gal for members. Gross margin kept by blend of interchange on embedded payments + food/retail basket uplift.
  • EV/DC fast charging: 8–15% member discount off posted tariff; margin protected with dynamic pricing (time-of-day).
  • Wellness credits: prepaid breakage lifts margin. Typical services 60–75% gross margin (after labor share).
  • Food & beverage: members get 10–15% off; aim for 58–65% gross margin on coffee & quick-serve.

4) Facilities & access (what’s gated to members)

  • Members-only quiet lounge, reserved shower suites, nap pods, laundry, parcel lockers, co-work.
  • Secure truck/RV parking with LPR/RFID access (Platinum+ allocations).
  • Wellness: chair massage bars (15 min), stretch stations, express facial/hair; full spa for higher tiers.
  • Entertainment: cinema, live music, dance floor; ticketing with member presales & seat blocks.
  • Activities: bike rentals, skills loop; kart/racing track if permitted; scenic shuttles/tours.
  • Golfing: sim bays initially; partner with nearby courses for tee-time blocks.

5) Unit economics (starter targets)

  • ARPU (monthly)
    • Silver: $26 (subs 15 + avg $11 margin on fuel/food upsell)
    • Gold: $72 (39 + 33 ancillary)
    • Platinum: $165 (99 + 66 ancillary)
    • Elite+: $320 (199 + 121 ancillary)
    • Fleet Pro: $45/driver
  • COGS & opex (steady-state)
    • Fuel gross margin: $0.12–$0.20/gal (blended after discounts).
    • EV charging gross margin: 20–35% (after demand charges; optimize with off-peak fills).
    • Food/coffee: 35–42% COGS.
    • Wellness labor share: 40–55% of service price (move some to contractors/rev-share).
  • Contribution margin goal: >35% at site level by month 18 with 4–6k members.
  • Breakeven sketch: 2,500–3,000 members (mixed tiers) + weekday average 45% EV/fuel bay utilization + 60% nightly parking.

6) Pricing psychology & benefits design

  • “Credits + Status”: monthly credits (burn or roll 1 month) + visible status (queue priority, reserved parking, presales).
  • Founder pins & plaques: visible recognition in lounge, priority seating forever.
  • Dynamic bundles: weather or event-based pop-ups (e.g., “Snow Day Pack”: soup + sauna + laundry for 1 credit).
  • Family add-on: $9–$19/mo per adult; kids free for cinema & pool.

7) Partnerships that lower CapEx and boost appeal

  • Fuel/EV: co-brand with a major for wholesale & marketing fund; vendor-finance DC fast chargers.
  • Wellness/beauty: rev-share with local practitioners; bookable through your app.
  • Food hall: anchor QSR + local chef stalls; cloud kitchen for late night.
  • Entertainment: touring promoter for monthly live shows; cinema distributor for second-run films.
  • Golf/biking/outdoors: nearby course & trail operators—bundle tee times and rentals.
  • Payments/financing: embedded wallet with fleet invoicing; offer buy-now-pay-later only for large repair bills (not meals).

8) Crowd-funding & crowd-sourcing hooks

  • Membership pre-sale: target $500k–$1.5M cash from 2,000–4,000 pre-purchased annuals + 500 Lifetime Founders.
  • Name-a-thing: bays, showers, massage, sauna rooms, concert seats; $2–10k each.
  • Community shifts: a vetted on-call pool for event nights (paid via app wallet).
  • Local equity: Reg CF/A+ revenue-share notes tied to site EBITDA (work with securities counsel).

10) KPI dashboard (what you watch weekly)

  • Members (total/active), ARPU, tier mix, churn (<3%/mo retail; <1%/mo fleet).
  • Fuel/EV throughput & bay utilization by hour.
  • Parking occupancy (day/night) & violation rate.
  • Wellness utilization (credits breakage >20%, wait times <10 min).
  • Food attach rate (ratio of F&B transactions to visits) → goal 0.6–0.8.
  • Event ROI (ticket revenue + F&B uplift – talent costs).
  • NPS by segment (pro drivers vs locals vs families).

11) 120-day rollout (scrappy to premium)

  1. Days 0–30: Membership tech (app + LPR/RFID), founding offer, corporate fleet outreach, soft-open café, day-pass ops, 20 EV stalls online.
  2. Days 31–60: Launch Silver/Gold; showers, laundry, nap pods; start chair-massage bar; weekend movie nights.
  3. Days 61–90: Add Platinum/Elite+, secure overnight parking, spa rooms, beauty express, gym/sauna. First live concert.
  4. Days 91–120: Open golf sim bays, bike rentals; finalize fleet contracts; founders event; refine pricing from usage data.