CRUISE AMERICA INC
DEF 14A, 1996-08-16
AUTO DEALERS & GASOLINE STATIONS
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                          SCHEDULE 14A INFORMATION

         Proxy Statement Pursuant to Section 14(a) of the Securities
                   Exchange Act of 1934 (Amendment No.  )

Filed by the Registrant [X]
Filed by a Party other than the Registrant [   ]

Check the appropriate box:
[   ]  Preliminary Proxy Statement
[ X ]  Definitive Proxy Statement
[   ]  Definitive Additional Materials
[   ]  Soliciting Material pursuant to Rule 14a-1(c) or Rule 14a-12

                              Cruise America, Inc.
         -----------------------------------------------------------
              (Name of Registrant as Specified In Its Charter)


         -----------------------------------------------------------
                 (Name of Person(s) Filing Proxy Statement)

Payment of Filing Fee (Check the appropriate box):
[ X ]  $125 per  Exchange  Act  Rules  0-11(c)(1)(ii), 14a-6(i)((1) or
       14a-6(j)(2).
[   ]  $500 per each  party to the controversy pursuant to Exchange Act Rule 
       14a-6(i)(3).
[   ]  Fee computed on table below per Exchange Act Rules
       14a-6(i)(4) and 0-11.
       1)  Title of each class of securities to which transaction applies:

           -----------------------------------------------------------------
       2)  Aggregate number of securities to which transaction applies:

           -----------------------------------------------------------------
       3)  Per unit price or other underlying value of transaction computed
              pursuant to Exchange Act Rule 0-11:

           -----------------------------------------------------------------
       4)  Proposed maximum aggregate value of transaction:

           -----------------------------------------------------------------
       Set forth  the amount on which the filing fee is calculated and state
       how it was determined.

[   ]  Check box if  any part of the fee  is offset as provided  by Exchange
       Act  Rule 0-11(a)(2) and identify the filing for which the offsetting
       fee  was   paid  previously.     Identify  the  previous   filing  by
       registration statement number, or  the Form or Schedule and  the date
       of its filing.

       (1)    Amount Previously Paid:

              ---------------------------------------------
       (2)    Form, Schedule or Registration Statement No.:

              ---------------------------------------------
       (3)    Filing Party:

              ---------------------------------------------
       (4)    Date Filed:

              ---------------------------------------------
<PAGE>
[CRUISE AMERICA LOGO]

CRUISE AMERICA, INC.
                                                          11 WEST HAMPTON AVENUE
                                                          MESA, ARIZONA 85210
OFFICE OF THE CHAIRMAN

                                                                August 16, 1996
Dear Shareholder:

    You are cordially  invited to attend the Annual Meeting of  Shareholders  of
Cruise  America,  Inc.,  on October 16,  1996,  at 9:00 a.m.,  at the  Company's
headquarters  at 11 West Hampton Avenue,  Mesa,  Arizona.  Only  shareholders of
record at the close of  business  on August 15, 1996 will be entitled to vote at
the meeting or any adjournments thereof.

    The  meeting  will be held for the  following  purposes:  (i) to vote on the
election of the Board of Directors;  and (ii) to ratify the  appointment  of our
independent auditors.

         The Notice of the Annual  Meeting  and Proxy  Statement,  which you are
urged to give your prompt  attention,  follows this page.  As an owner of Cruise
America,  Inc. stock, your vote is important.  The recommendations of your Board
of Directors are provided for your  assistance and guidance.  The Directors have
devoted  considerable  thought to the matters to be brought  before the meeting,
and we feel  that  such  recommendations  are in the  best  interest  of  Cruise
America, Inc. and its shareholders.

    Your Board of Directors joins me in urging you to sign and mail the enclosed
proxy card in the postpaid envelope provided,  regardless of whether you plan to
attend the meeting.  Your prompt response will also help us avoid the expense of
writing to you again.

    If you find that you will be attending the meeting after mailing your signed
proxy,  you may, of course,  revoke your proxy at the meeting and cast your vote
in person.

    Thank you for your cooperation.

                                                          Sincerely yours,
                                                          

                                                          /S/ Robert A. Smalley
                                                          ---------------------
                                                          ROBERT A. SMALLEY
<PAGE>
[CRUISE AMERICA LOGO]

                              CRUISE AMERICA, INC.
                             11 WEST HAMPTON AVENUE
                               MESA, ARIZONA 85210
                                 (602) 464-7300

                    NOTICE OF ANNUAL MEETING OF SHAREHOLDERS
                         TO BE HELD ON OCTOBER 16, 1996

To the Shareholders of
Cruise America, Inc.

    Notice is hereby given that the Annual Meeting of Shareholders  (the "Annual
Meeting") of Cruise America,  Inc., a Florida  corporation (the  "Corporation"),
will  be  held  on  October  16,  1996,  at  9:00  a.m.,  at  the  Corporation's
headquarters  at 11 West  Hampton  Avenue,  Mesa,  Arizona,  for  the  following
purposes:

    (1) To elect six (6) persons to the  Corporation's  Board of  Directors,  to
        hold office  until the next  annual  meeting of  shareholders  and until
        their respective successors are duly elected and qualified.

    (2) To ratify  the  appointment  of KPMG  Peat  Marwick  LLP as  independent
        auditors of the Corporation for the 1997 fiscal year.

    Only shareholders of record at the close of business on August 15, 1996 will
be  entitled  to vote  in  person  or by  proxy  at the  Annual  Meeting  or any
adjournments  thereof.  

                                              CRUISE AMERICA,  INC.             
                                                                                
                                              By Order of the Board of Directors
                                                                                
                                                                                
                                              /S/ Eric R. Bensen                
                                              --------------------------        
                                              ERIC R. BENSEN, Secretary         
                                                                                
August 16, 1996
                                              
WE URGE YOU TO FILL IN, DATE,  SIGN AND RETURN THE ENCLOSED PROXY AS PROMPTLY AS
POSSIBLE,  REGARDLESS  OF WHETHER  YOU  EXPECT TO ATTEND  THE ANNUAL  MEETING IN
PERSON.  IF YOU DO ATTEND THE ANNUAL  MEETING,  YOU MAY WITHDRAW  YOUR PROXY AND
VOTE IN PERSON IF YOU SO DESIRE.
<PAGE>
                             CRUISE AMERICA, INC.
                            11 WEST HAMPTON AVENUE
                             MESA, ARIZONA 85210
                                 (602) 464-7300
                               
                                PROXY STATEMENT

                                       FOR

                         ANNUAL MEETING OF SHAREHOLDERS
                         TO BE HELD ON OCTOBER 16, 1996

SOLICITATION--REVOCATION OF PROXY

   This Proxy  Statement is furnished in connection  with the  solication by the
Board  of  Directors  of  CRUISE  AMERICA,  INC.,  a  Florida  corporation  (the
"Corporation"),  of proxies to be voted at the  Annual  Meeting of  Shareholders
(the  "Annual  Meeting")  to be held  October 16,  1996 and at any  adjournments
thereof.  Shares  represented by proxies that are properly executed and returned
to the  Board of  Directors  shall be  voted  in  favor of the  election  of the
Directors  nominated  herein  and in favor of each  proposal  described  herein,
unless a contrary specification is made on such proxy. If a shareholder giving a
proxy  specifies a choice with respect to any matter to be acted upon, the proxy
will be voted in accordance with said  specifications.  Any shareholder giving a
proxy may revoke it by notice to the proxy holder or the Corporation at any time
prior to the voting thereof. The Corporation's Annual Report to Shareholders for
the fiscal year ended April 30, 1996 accompanies this Proxy Statement,  but does
not form a part hereof.  This Proxy  Statement  and the  accompanying  proxy are
being distributed to shareholders beginning on or about August 16, 1996.

VOTING SECURITIES

    Only  holders of Common  Stock of record at the close of  business on August
15, 1996,  the record date fixed by the Board of Directors for  determining  the
shareholders  entitled to notice of, and to vote at, the Annual Meeting, will be
entitled to vote at the Annual  Meeting or at any  adjournments  thereof.  As of
August 15, 1996 there were 5,741,068  shares of Common Stock  outstanding.  Each
share of Common  Stock  entitles  the holder to one vote on all matters  brought
before the Annual  Meeting,  and the shares of Common  Stock have no  cumulative
voting rights.  The quorum  necessary to conduct  business at the Annual Meeting
consists of a majority of the outstanding shares of Common Stock. To be elected,
nominees for  Director  must receive a plurality of the votes cast by holders of
shares of Common  Stock  present  or  represented  at the  Annual  Meeting.  The
ratification of the appointment of KPMG Peat Marwick LLP as independent auditors
will also  require  the  affirmative  vote of a  plurality  of votes cast by the
shares of Common Stock present or represented at the Annual Meeting. Abstentions
are  considered  as  shares  present  and  entitled  to  vote  for  purposes  of
determining the presence of a quorum and for purposes of determining the outcome
of any matter  submitted to the  shareholders for a vote, but are not counted as
votes "for" or "against" any matter.  The Corporation will treat shares referred
to as "broker or nominee  non-votes"  (shares  held by brokers or nominees as to
which  instructions have not been received from the beneficial owners or persons
entitled to vote and the broker or nominee  does not have  discretionary  voting
power on a  particular  matter) as shares that are present and  entitled to vote
for  purposes  of  determining  the  presence  of  a  quorum.  For  purposes  of
determining  the outcome of any matter as to which the proxies reflect broker or
nominee non-votes, shares represented by such proxies

                                        1
<PAGE>
will be treated as not present and not entitled to vote on that  subject  matter
and therefore  would not be considered by the  Corporation  when counting  votes
cast on the matter (even though those shares are considered entitled to vote for
quorum  purposes and may be entitled to vote on other  matters).  If less than a
majority of the outstanding shares of Common Stock are represented at the Annual
Meeting,  a majority of the shares so represented may adjourn the Annual Meeting
without further notice.

    The  following  table  sets  forth,  as of June  30,  1996,  the  beneficial
ownership  of the  Corporation's  Common  Stock by (i) each person  known to the
Corporation to be the beneficial owner of more than 5% of the outstanding shares
of Common Stock,  (ii) each of the named executive  officers (defined below) and
(iii) all Directors and executive officers of the Corporation as a group. Except
as  indicated  below,  each person has sole  dispositive  and voting  power with
respect to the shares of Common Stock indicated.

<TABLE>
<CAPTION>
                                                              NUMBER OF SHARES  PERCENT
NAME AND ADDRESS                                              OF COMMON STOCK   OF CLASS
- ------------------------------------------------------------  ----------------  --------
<S>                                                             <C>               <C>     
Robert A. Smalley(1)(2)(4)(5)(8) ............................     952,584         15.8%   
11 West Hampton Avenue                                                                    
Mesa, Arizona 85210                                                                       
                                                                                          
Randall S. Smalley(1)(2)(4)(5)(8) ...........................     339,184          5.6%   
11 West Hampton Avenue                                                                    
Mesa, Arizona 85210                                                                       
                                                                                          
Robert A. Smalley, Jr.(1)(2)(3)(4)(5)(8) ....................     332,156          5.5%   
11 West Hampton Avenue                                                                    
Mesa, Arizona 85210                                                                       
                                                                                          
Sally Smalley DiLucente(1)(2)(4) ............................     309,285          5.1%   
P.O. Box 650869                                                                           
Vero Beach, Florida 32965-0869                                                            
                                                                                          
Eric R. Bensen(5) ...........................................      61,130          1.0%   
11 West Hampton Avenue                                                                    
Mesa, Arizona 85210                                                                       
                                                                                          
Interstate Properties(6) ....................................     765,600         12.7%   
Glenpoint Centre West                                                                     
500 Frank W. Burr Boulevard                                                               
Teaneck, New Jersey 07666                                                                 
                                                                                          
Gruber & McBaine Capital Management, Inc.(7) ................     498,700          8.3%   
50 Osgood Place                                                                           
San Francisco, California 94133                                                           
                                                                                          
All Executive Officers and Directors as a group (six persons,                             
including four persons named above)(1)(2)(3)(5) .............   1,736,926         29.2%  
</TABLE>
- ----------
(1) Includes 36,882, 8,577, 3,500 and 3,971 shares held by the spouses of Robert
    A.  Smalley,  Randall S. Smalley,  Robert A. Smalley,  Jr. and Sally Smalley
    DiLucente, respectively.
(2) Does not include 42,786 shares held as co-trustee for the  grandchildren  of
    Robert A. Smalley.
(3) Includes 10,000 shares held in trust for the children of Randall S. Smalley.

                                        2
<PAGE>
(4) Robert A.  Smalley  is the  father of Robert A.  Smalley,  Jr.,  Randall  S.
    Smalley and Sally Smalley DiLucente.  The beneficial  ownership of shares of
    Common  Stock of each of these  persons and the trusts they control does not
    include the shares of Common Stock beneficially owned by the others.
(5) Includes immediately exercisable options to purchase 60,000 shares of common
    stock for each of Robert A.  Smalley,  Robert A.  Smalley,  Jr.,  Randall S.
    Smalley  and Eric R.  Bensen and  290,000  for all  executive  officers  and
    directors as a group.
(6) Information  taken from the Form 4 dated  February  23,  1994 of  Interstate
    Properties,  a New Jersey partnership and Russell B. Wight, Jr. and the Form
    4 of Steven Roth dated  February 24, 1994. The Form 4 list shared voting and
    dispositive power of 301,500 shares and sole voting and dispositive power of
    225,100  shares held by Mr.  Wight.  In  addition,  Steven  Roth,  a general
    partner of Interstate, owns 39,000, which are included in the table above.
(7) Information  taken  from the  Schedule  13D  dated  June 6, 1996 of Gruber &
    McBaine Capital Management, Inc. a California corporation, Jon D. Gruber, J.
    Patterson   McBaine,   Laqunitas   Partners,   L.P.,  a  California  limited
    partnership, GMJ Investments, L.P., a California limited partnership, Gruber
    McBaine  Capital   Management   International  and  Thomas  O.  Lloyd-Butler
    (collectively,  the "Reporting Persons"). The Schedule 13D lists sole voting
    and  dispositive  power of 107,000 shares and shared voting and  dispositive
    power of 391,700 shares.
(8) Includes   2,600,   13,900  and  20,400   shares   held  in  trust  for  the
    children/grandchildren  of Robert A. Smalley,  Randall S. Smalley and Robert
    A. Smalley, Jr., respectively.

                                        3
<PAGE>
ELECTION OF DIRECTORS

    Six Directors are to be elected to hold office until the next Annual Meeting
or until their  respective  successors are duly elected and qualified.  Unless a
proxy specifies that it is not to be voted for a Director, the shares covered by
the proxy will be voted for the nominees  listed below. In the event any nominee
shall  decline or be unable to serve,  it is intended  that the proxies  will be
voted for a nominee designated by the Board of Directors. The Board of Directors
knows of no reason to anticipate that this will occur.  The following table sets
forth as of June 30,  1996  certain  information  concerning  the  nominees  for
Director, all of whom are presently serving as Directors:

<TABLE>
<CAPTION>
                                                 SHARES OF
                                SERVED AS       COMMON STOCK  
                                DIRECTOR        BENEFICIALLY               PRINCIPAL OCCUPATION           
         NAME AND AGE             SINCE          OWNED (%)                 FOR THE PAST 5 YEARS           
- ----------------------------- -----------     --------------     ---------------------------------------- 
<S>                                <C>           <C>             <C>                                      
Robert A. Smalley, 72(1)  ........ 1972          952,584(15.8)   Chairman    of   the    Board   of   the 
                                                                   Corporation.   President   and   Chief 
                                                                   Executive  Officer  from 1972 to March 
                                                                   1992 Formerly  President and Director, 
                                                                   Hertz Corporation                      
Randall S. Smalley, 46(1) .......  1972          339,184(5.6)    President and Chief Executive Officer of 
                                                                   the Corporation since March 1992. Vice 
                                                                   President--Rental     Division     and 
                                                                   Secretary from 1972 to March 1992      
Robert A. Smalley, Jr., 47(1) ...  1972          332,156(5.5)    Executive    Vice    President,    Chief 
                                                                   Operating    Officer   and   Assistant 
                                                                   Secretary  of  the  Corporation  since 
                                                                   March  1992.   Vice   President--Sales 
                                                                   Division from 1972 to March 1992       
Eric R. Bensen, 41(1) ...........  1989           61,130(1.0)    Chief Financial Officer and Secretary of 
                                                                   the Corporation since March 1992. Vice 
                                                                   President--Finance    and    Assistant 
                                                                   Secretary  from  1984  to  March  1992 
                                                                   Formerly with the  accounting  firm of 
                                                                   KPMG Peat Marwick                      
Fred A. Mudgett, 75(2) ..........  1983           25,826*        Consultant  to the car rental  industry. 
                                                                   Previously,   President   of  Fred  A. 
                                                                   Mudgett    and    Associates,     Inc. 
                                                                   (consulting   firm),  and  Group  Vice 
                                                                   President, Hertz Corporation           
Dr. Edward R. Annis, 83(2) ......  1983           26,046*        Physician,  Spokesman  for  the  medical 
                                                                   profession  and served as president of 
                                                                   the  American   Medical   Association, 
                                                                   World   Medical    Association,    and 
                                                                   International College of Surgeons      
</TABLE>
- ----------
*   Less than one percent
(1) See  Footnotes  1, 2, 3, 4, 5 and 8 to the table set forth under the caption
    "Voting Securities" above.
(2) Includes immediately exercisable options to purchase 25,000 shares of common
    stock held by each of Fred A. Mudgett and Dr. Edward R. Annis.

                                        4
<PAGE>
COMMITTEES AND MEETINGS OF THE BOARD OF DIRECTORS

    The  Board  of  Directors  has  established   standing  Audit  and  Finance,
Compensation, Executive and Nominating Committees. The Directors who served upon
and the functions performed by the various committees during fiscal 1996 were as
follows:

    Messrs.  Randall S. Smalley,  Fred A. Mudgett and Dr. Edward R. Annis served
as members of the Audit and Finance  Committee.  The Audit and Finance Committee
(a) meets with the independent public accountants to review the plan and results
of the audit including review of the management letter; (b) reviews and approves
nonaudit services of the independent public  accountants;  (c) recommends to the
Board of Directors the  engagement of  independent  auditors for the next fiscal
year;  (d)  meets  with  financial  executives  of  the  Corporation  to  review
accounting and financial policies; (e) reviews the application of new accounting
rules;  and (f) reviews various other matters,  such as the adequacy of internal
controls.

    Messrs.  Robert A. Smalley,  Robert A. Smalley, Jr., Fred A. Mudgett and Dr.
Edward  R.  Annis  served  as  members  of  the  Compensation   Committee.   The
Compensation  Committee has been designated to administer the Corporation's 1987
Stock Option Plan, and also reviews,  examines and makes  recommendations to the
Board  of  Directors  regarding  (a)  compensation  of  senior  officers  of the
Corporation  and  certain  of its  subsidiaries;  (b) salary  ranges,  incentive
programs, guidelines for merit and promotional increases for the Corporation and
its  subsidiaries;  (c) insurance and other fringe benefits;  and (d) management
proposals regarding any of the foregoing areas.

    Messrs.  Robert A. Smalley,  Robert A. Smalley,  Jr., Randall S. Smalley and
Eric R.  Bensen  served as members of the  Executive  Committee.  The  Executive
Committee  has been  established  to act when the  full  Board of  Directors  is
unavailable.

    Messrs.  Robert A. Smalley,  Robert A. Smalley,  Jr., and Randall S. Smalley
served as members of the  Nominating  Committee.  The  Nominating  Committee (a)
recommends  candidates  to fill  any  vacancies  or  increase  in the  Board  of
Directors or Executive Committee;  (b) makes recommendations with respect to the
composition  of  the  management  slate  of  Directors  to be  proposed  to  the
shareholders  at the Annual  Meeting;  (c) annually  recommends  to the Board of
Directors  candidates to serve on the Executive  Committee and  candidates to be
designated  Chairman  and Vice  Chairman  of the  Executive  Committee;  and (d)
reviews  shareholder  suggestions of nominees and makes  recommendations  to the
Board of Directors regarding these suggestions.

    The Board of Directors  met four times during  fiscal  1996.  During  fiscal
1996, the Audit and Finance,  Compensation  and Nominating  Committees  held the
following  number of formal  meetings:  Audit and Finance,  four;  Compensation,
four; and Nominating, one. Each Director attended 75% or more of the fiscal 1996
Board and Committee meetings held during the period that they served.

    The Corporation's  Directors who are not officers of the Corporation receive
a payment of $1,000 per meeting  plus  reasonable  expenses  for  attendance  at
Directors' meetings.

                                        5
<PAGE>
                             EXECUTIVE COMPENSATION

SUMMARY COMPENSATION TABLE

   The following table sets forth  compensation  for the past three fiscal years
of the Chief Executive  Officer and the Corporation's  other executive  officers
whose total annual  salary and bonus  exceeded  $100,000  (the "named  executive
officers").

                           SUMMARY COMPENSATION TABLE
<TABLE>
<CAPTION>
                                                                                      LONG-TERM
                                                        ANNUAL COMPENSATION          COMPENSATION
                                                ----------------------------------- --------------
                                         FISCAL                      OTHER ANNUAL      OPTION
NAME AND PRINCIPAL POSITION               YEAR     SALARY    BONUS  COMPENSATION(1)   AWARDS(#)
- -------------------------------------- -------- ---------- ------- ---------------- --------------
<S>                                       <C>      <C>         <C>                       <C> 
Robert A. Smalley                         1996     $108,810    --                        --  
 Chairman of the Board                    1995      105,726    --                        --  
                                          1994      102,258    --                        --  
Randall S. Smalley                        1996      233,847    --                        --  
 President and Chief Executive Officer    1995      227,220    --                        --  
                                          1994      219,765    --                        --  
Robert A. Smalley, Jr.                    1996      233,847    --                        --  
 Executive Vice President and             1995      227,220    --                        --  
 Chief Operating Officer                  1994      219,765    --                        --  
Eric R. Bensen                            1996      165,089    --                        --  
 Chief Financial Officer                  1995      160,497    --                        --  
                                          1994      155,231    --                        --  
</TABLE>
- ----------
(1) The Corporation has concluded that the amount of personal benefits furnished
    to the  named  executive  officers  do not  meet the  disclosure  thresholds
    established  under  SEC  regulations.  Accordingly,  none of  such  personal
    benefits is included in this table.

COMPENSATION COMMITTEE REPORT ON EXECUTIVE COMPENSATION

    The objectives of the Corporation's  compensation program are to enhance the
profitability  of the  Corporation,  and thus  shareholder  value,  by  aligning
compensation  with business goals and performance and attracting,  retaining and
rewarding  executive  officers who  contribute to the  long-term  success of the
Corporation.  In  furtherance  of these goals,  the  Corporation's  compensation
program for executive  officers  includes base salary, an annual bonus and stock
option awards.

   BASE  COMPENSATION:  The salaries paid to the named executive officers during
the fiscal year 1996 were  determined  pursuant to their  respective  employment
agreements,  which were entered into in 1989. In October 1994, the  Compensation
Committee and the full Board approved amendments to the employment agreements of
the named executive  offices.  See "Employment  Agreements."  The  Corporation's
approach to base compensation is to offer competitive  salaries in comparison to
market practices for positions involving similar  responsibility and experience.
Increases in base  compensation  are based on the competence and  performance of
the  Company's  executives  and  takes  into  account  the  performance  of  the
Corporation.

    BONUS  COMPENSATION:  The Corporation  has a policy of paying  discretionary
bonuses  to  executive  officers  based on  performance  of the  individual  and
performance of the Corporation. A balance is made

                                        6
<PAGE>
between overall  corporate  performance and performance of the specific areas of
the Corporation under an executive's  direct control.  This balance supports the
accomplishment  of overall  objectives  and  rewards  individual  contributions.
During the fiscal year ended April 30, 1996, no bonuses were paid.

    STOCK OPTION  PROGRAM:  The  objective of stock option awards is to motivate
grantees to maximize  long-term  growth and  profitability  of the  Corporation.
Grantees  can  recognize  value from options  granted only if the  Corporation's
stock price  increases  after the date on which such options are granted,  since
the exercise price of options  granted must at least equal the fair market value
of the  Corporation's  stock on the date of  grant.  The award of  options  thus
aligns the long-range interests of the grantees with those of shareholders.


    Grants of  options to the  Corporation's  executive  officers  and other key
employees are made pursuant to the 1987 Stock Option Plan. Grants of options are
generally considered annually. The number of options granted to a participant is
generally based on such person's level of  responsibility  and  contributions to
the Corporation's performance.  The Compensation Committee approves the size and
conditions of grants to the executive  officers of the  Corporation.  During the
fiscal year ended April 30, 1996, no options were granted.

                                               Compensation Committee
                                               
                                               Robert A. Smalley     
                                               Robert A. Smalley Jr. 
                                               Fred A. Mudgett       
                                               Dr. Edward R. Annis   
                                               

EMPLOYMENT AGREEMENTS
   In October 1994,  the Company  amended the  employment  agreements of each of
Robert A.  Smalley,  Robert A.  Smalley,  Jr.,  Randall S.  Smalley  and Eric R.
Bensen. The term of each of the employment agreements currently expires on April
30, 1999 and will  automatically  be extended for  additional  one-year  periods
unless the  Corporation  or the executive  gives written  notice to the other at
least 90 days prior to the date two years prior to the then scheduled expiration
date. Pursuant to such employment agreements,  Messrs. Robert A. Smalley, Robert
A.  Smalley,  Jr.,  Randall S.  Smalley and Eric R. Bensen will  receive  during
fiscal 1997 annual  salaries  of  $108,393,  $232,950,  $232,950  and  $164,546,
respectively,  plus such  bonuses or  increases  as the Board of  Directors  may
determine.  Each  employment  agreement  generally  provides  that  (i)  if  the
executive's  employment is terminated  by the  Corporation  for any reason other
than death,  Disability (as defined) or Cause (as defined),  or by the executive
for Good Reason (generally  defined as the diminution of the executive's  duties
or other  breach  by the  Corporation  of the  agreement),  the  executive  will
receive,  in addition to any base salary,  bonus and other compensation  accrued
through  the  date of  termination,  a lump  sum  equal  to the  product  of the
executive's  then-existing  base  salary and most  recent  annual  bonus times a
fraction,  the numerator of which is the number of days remaining until the then
scheduled  expiration  date and the denominator of which is 365, and (ii) if the
executive's  employment  is  terminated  as a  result  of  his  Disability,  the
executive will receive in monthly  installments  for a period of one year 50% of
his base salary in effect on the date of termination.  Each employment agreement
also  prohibits the executive  from  directly or indirectly  competing  with the
Corporation  during the term of the agreement and for a period of one year after
termination  of his  employment,  other than a termination  by the executive for
Good Reason or a termination by the Corporation without Cause.

                                        7
<PAGE>
    The  employment  agreements  also  provide  for  the  executive's  continued
employment  for a period  of three  years  following  a Change  in  Control  (as
defined) of the  Corporation,  and that,  following a Change in Control,  if the
executive's  employment is terminated  by the  Corporation  for any reason other
than death,  Disability  or Cause,  or by the  executive  for Good  Reason,  the
executive  will  receive,  in  addition  to the base  salary,  bonus  and  other
compensation  accrued through the date of  termination,  a lump sum cash payment
equal to three times the executive's  then-existing  base salary and most recent
annual  bonus.  All of the  Corporation's  payments  to the  executives  will be
reduced  to the  extent  necessary  to avoid the  payments  being  nondeductible
pursuant to Section 280G of the Internal Revenue Code.

REDEMPTION AGREEMENT
    During 1984, the Corporation entered into a redemption agreement with Robert
A. Smalley,  Chairman,  which provides that upon his death and at the request of
his personal  representative,  the Corporation will purchase up to $1,000,000 of
Common Stock of the Corporation from his estate at the average bid price for the
60-day period prior to his death.  The  Corporation has funded its obligation by
purchasing  a term  insurance  policy on the life of Robert  A.  Smalley  in the
amount of $1,000,000.  The policy  premium has been paid for by the  Corporation
and the  related  expenses  incurred  during the year ended  April 30, 1996 were
approximately $40,000.

AGGREGATED FISCAL YEAR-END OPTION VALUES
    The following table sets forth certain  information  concerning  unexercised
stock  options held by the named  executive  officers as of April 30,  1996.  No
stock  options were  exercised  by any of the named  executive  officers  during
fiscal 1996.



                                                            
                                                          VALUE OF UNEXERCISED  
                       NUMBER OF UNEXERCISED OPTIONS      IN-THE-MONEY OPTIONS  
          NAME                AT APRIL 30,              AT APRIL 30, 11996($)(2)
- ---------------------  ------------------------------   ------------------------
                                                        
Randall S. Smalley  .             60,000                       $228,750 
Robert A. Smalley ...             60,000                        228,750 
Robert A. Smalley, Jr             60,000                        228,750 
Eric R. Bensen ......             60,000                        228,750 
                                                                   

- ----------
(1) All of the stock  options  held by the named  executive  officers  at fiscal
    year-end were exercisable.
(2) In-the-money  stock options are those for which the fair market value of the
    underlying stock exceeds the exercise price of the stock option.

COMPENSATION COMMITTEE INTERLOCKS AND INSIDER PARTICIPATION
   During fiscal 1996, the Compensation Committee was comprised of Robert A.
Smalley, Robert A. Smalley, Jr., Fred A. Mudgett and Dr. Edward R. Annis.
Messrs. Robert A. Smalley and Robert A. Smalley, Jr. were also executive
officers of the Corporation during fiscal 1996. Messrs. Robert A. Smalley and
Robert A. Smalley, Jr. participated in Compensation Committee deliberations
concerning executive officer compensation, other than deliberations directly
related to their own compensation.

                                        8
<PAGE>
                             STOCK PERFORMANCE GRAPH

    The following graph compares the Corporation's  cumulative total shareholder
return on Common Stock with (i) the cumulative  total return of the Russell 2000
Index  and (ii) the  cumulative  total  return  of five  companies  involved  in
Recreational  vehicle  manufacturing or sales (the "Peer Group") over the period
from May 1, 1991 to April 30, 1996. The companies in the Peer Group are Coachmen
Industries,  Inc., Holiday RV Superstores,  Inc., Rexhall Industries, Inc., Thor
Industries,  Inc. and Winnebago  Industries,  Inc., The graph assumes an initial
investment of $100 and reinvestment of dividends. 
<TABLE>
<CAPTION>
                                                           Cumulative Total Return                 
                                          -------------------------------------------------------  
                                          4/91      4/92      4/93      4/94      4/95      4/96   
<S>                           <C>         <C>       <C>       <C>       <C>       <C>        <C>
Cruise America Inc.           RVR         100        88        80        56        67        107

PEER GROUP                    PPEER1      100       135       189       269       234        254

RUSSELL 2000                  IR20        100       117       136       156       167        222
</TABLE>
                                       9

 <PAGE>
                             APPOINTMENT OF AUDITORS


    The  Board of  Directors,  upon  recommendation  of the  Audit  and  Finance
Committee,  has selected  KPMG Peat Marwick LLP,  independent  certified  public
accountants,  to serve as the Corporation's  independent auditors for the fiscal
year  ending  April  30,  1997.  The  Board  recommends   ratification  of  this
appointment  by the  shareholders.  This firm has  served  as the  Corporation's
auditors  for the last twelve  years.  The  Corporation  has been advised that a
representative  of the firm will be  present  at the  Annual  Meeting  to make a
statement  if  they  so  desire  to do so  and to be  available  to  respond  to
appropriate questions from shareholders.

    The  Board  of  Directors  recommends  a vote  FOR the  ratification  of the
appointment of KPMG Peat Marwick LLP, as the Corporation's  independent auditors
for fiscal 1997.

                              COST OF SOLICITATION

    The cost of soliciting proxies will be borne by the Corporation. In addition
to  solicitation  by mail,  proxies may be solicited by telephone,  telegraph or
personal interview. Banks, brokerage houses and other institutions, nominees and
fiduciaries  will be  requested  to forward  soliciting  material to  beneficial
owners and to obtain authorization for the execution of proxies. The Corporation
will reimburse such banks, brokerage houses and other institutions, nominees and
fiduciaries  for their  expenses in  forwarding  such  material,  upon  request.
Directors,  executive officers and regular employees of the Corporation may also
solicit proxies without additional remuneration.

      COMPLIANCE WITH SECTION 16(A) OF THE SECURITIES EXCHANGE ACT OF 1934

    Section  16(a)  of  the  Securities   Exchange  Act  of  1934  requires  the
Corporation's directors and executive officers, and persons who own more than 10
percent of the Common Stock to file with the Securities and Exchange  Commission
the ("SEC")  initial reports of ownership and reports of changes in ownership of
Common Stock.  Officers,  directors and greater than 10 percent shareholders are
required by SEC regulation to furnish the Corporation with copies of all Section
16(c) forms they file.

    To the Corporation's knowledge, based solely on review of the copies of such
reports furnished to the Corporation and  representations  that no other reports
were  required,  during the fiscal year ended April 30, 1996,  all Section 16(a)
filing  requirements  applicable to its officers,  directors and greater than 10
percent shareholders were complied with.

                                       10

<PAGE>
                                  OTHER MATTERS

    Management  does not  know of any  matters  to be  presented  at the  Annual
Meeting  other than those set forth herein.  If any other matters  properly come
before the Annual  Meeting,  it is  intended  that the proxy  holders  will vote
thereon  at  their  discretion  and in  accordance  with  their  best  judgment.
Proposals of  shareholders  intended to be presented at the 1997 Annual  Meeting
must be received at the principal executive offices of the Corporation,  11 West
Hampton Avenue,  Mesa, Arizona 85210,  Attention:  Corporate  Secretary no later
than April 20, 1997. The Corporation's Amended and Restated Bylaws provide that:
(i) no person  (other  than a person  nominated  by or on behalf of the Board of
Directors)  shall be eligible  for  election  as a director at any  shareholders
meeting  unless  a  written  request  that  such  person's  name  be  placed  in
nomination,  together  with  certain  other  information  including  the written
consent of the nominee to serve as a director,  is received by the  Secretary of
the Corporation not later than 120 days prior to the date one year from the date
of the immediately  preceding annual meeting;  and (ii) no shareholder  proposal
shall be  eligible  for  consideration  at any annual  meeting  unless a written
request of the  shareholder's  intent to bring such  business  before the annual
meeting is received by the Secretary of the  Corporation not later than 120 days
prior to the date one year  from the date of the  immediately  preceding  annual
meeting. 


                                        Sincerely yours,

 
                                        /S/Robert A. Smalley
                                        --------------------
                                        ROBERT A. SMALLEY,
                                        Chairman

                                       11

<PAGE>


                              CRUISE AMERICA, INC.
                    PROXY FOR ANNUAL MEETING OF SHAREHOLDERS

         This Proxy is solicited on behalf of the Board of Directors of
                              Cruise America, Inc.

         The  undersigned  hereby appoints Eric R. Bensen and Robert A. Smalley,
Jr.,  and  each of  them,  proxies  for the  undersigned,  with  full  power  of
substitution to vote all shares of Cruise  America,  Inc. Common Stock which the
undersigned  may be entitled to vote at the Annual  Meeting of  Shareholders  of
Cruise America,  Inc., in Mesa,  Arizona on Wednesday,  October 16, 1996 at 9:00
A.M.,  or at any  adjournment  thereof,  upon such  matters  set forth below and
described in the  accompanying  Proxy  Statement and upon such other business as
may properly come before the meeting or any adjournment thereof.

         Please mark this Proxy as indicated on reverse to vote on any item.  If
you wish to vote in  accordance  with the  Board of  Directors  recommendations,
please sign on the reverse side; no boxes need to be checked.

                 (Continued and to be signed on the other side)

Where no voting  Instructions  are given,  the shares  represented by this Proxy
will be VOTED FOR Items No. 1 and 2.

1.   ELECTION OF DIRECTORS     
     
     Nominees: Robert A. Smalley, Robert A. Smalley, Jr., Randall S. Smalley,
               Fred A. Mudgett, Dr. Edward Annis and Eric R. Bensen.

     [ ]  VOTE FOR all nominees listed to right except vote withheld from those
          whose names are crossed out

     [ ]  VOTE WITHHELD from all nominees listed right

2.   RATIFICATION OF REAPPOINTMENT OF AUDITORS

     [ ] FOR             [ ] AGAINST         [ ] ABSTAIN

Receipt  is  hereby  acknowledged  of the  Notice of  Annual  Meeting  and Proxy
Statement.

             Dated:__________________________________________,1996.

             ______________________________________________________

             ______________________________________________________

             ______________________________________________________

                         (Signature of Shareholders(s))

IMPORTANT:  Please sign exactly as your name or names appear on this Proxy. When
shares are held  jointly,  both holders  should sign.  When signing as attorney,
executor,  administrator,  trustee or  guardian,  please give your full title as
such.  If the  signer  is a  corporation,  execute  in  full  corporate  name by
authorized officer.

PLEASE COMPLETE, SIGN AND DATE THIS PROXY AND RETURN IT PROMPTLY IN THE ENCLOSED
ENVELOPE.


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