It's pretty much what you make of it. I participated in Field Day with a club many years ago. It was basically an excuse to get out of town, setup a station (led by people who loved that aspect, and they served as mentors to those who were new to setting up a station), make contacts or achieve goals that would be difficult to do under ordinary circumstances, give new members a chance to learn new skills, test an experimental rocket engine, get to know people with the club, and many other things. Yes, you have to treat the people you're contacting as though they are die-hard contesters. On the other hand, that is not an excuse to not have fun.

That said, I can understand how it would be difficult to have fun if you were operating solo.