12 NATCHEZ ON THE WATERFRONT


Non-traditional profit centres for marinas/boatyards


By Dan Natchez* N


o matter where in the world I am, marina operators, owners and developers inevitably ask


about various profit centres and how to expand these in a way that makes sense for their facility. The simple answer, as is so


often the case, is that there is no simple answer. It depends on the type of facility, the marketplace and the type of customers that the marina currently has or may desire to attract. Some profit centres are set up to actually produce an identifiable and/or additional revenue stream, while others may be part of the package needed to keep existing and/or attract desired customers. There are differences and similarities in point of destination facilities, as well as traditional home port seasonal facilities. Almost every facility has what


we refer to as ‘dead’ space – whether upland or in-water. On the docks this might be an area with very shallow water depths or an area that has limited turning space or some other restriction limiting the ability to move more traditional boats into these areas. Depending on their location and access, these areas are often suitable to rent out for either in-water or racks on the dock to accommodate personal watercraft such as jet skis, kayaks, canoes and the hottest trend at the moment – stand-up paddle boards. A thoughtful approach for these uses has become a line item in a great number of marinas throughout the world.


Stepping stone In addition to facility space for customer-owned personal watercraft, many facilities are either renting out or allowing others for a fee to rent out these


personal use non-traditional ‘boats’. In many cases, it is acting as a magnate to draw people into the marina, including especially the younger generations. Once frowned upon by many, there seems to be a large trend to peaceful coexistence if properly managed. More importantly, these uses are a stepping stone to become more traditional boat-owners. Many boat-owners’ children, particularly teenagers and college students, love to meet with friends on these boats … especially when the parents are around. Some facilities, particularly for


transient and point-of-destination facilities, are providing freshly baked muffins, orange juice, fresh coffees and teas, and the morning newspaper delivered to the cabin at customer preselected or facility designated times. Some facilities are charging for this service. Others


MARINA ASIA-PACIFIC • AUGUST 2016


are including it in their transient berth charge, but it allows a higher charge than neighbouring facilities. My consultancy knows of one


facility that made a deal with Starbucks and the facility provides fresh Starbucks coffee. They do not charge, but do have a hefty fee for their base overnight stay and that coffee seems to have attracted many a transient, with lots of boat- owners advertising the ‘perk’ over the airwaves. Others have taken the concierge


service to heart and provide such amenities as provisioning, laundry and dry cleaning – again for a fee. For such approaches, many facilities are working in concert with local establishments. Bike availability for rent or free, depending upon the packaging, is a big hit, especially for point- of-destination facilities. In some cases, it may also make sense to


‘Dead’ space can be used to accommodate personal watercraft such as canoes.


provide access to these services to people who have nothing to do with the marina. Expand that bike rental to an operation renting to the general public.


Symbiotic relationships Many facilities have under-utilised space within the building or within the yard that can be rented out or used for auxiliary services, such as upholstery work. However, there is often insufficient work within the facility to justify the specialty operation, but if, for example, that upholstery work was also available to residential/commercial clients beyond the marina, it may well prove a perfect opportunity. Looking for these types of symbiotic relationships can be the


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