INTERNATIONAL NEWS
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One of the most profitable marina chains on average charges fees in excess of the surrounding operations, but their marinas are usually full and backlogged with service work. Its facilities are attractive, clean and offer a variety of amenities and service. Another chain has relatively little service at its facilities but lots of amenities and concentrates on attention to customer needs. They too charge fees in excess of the surrounding competition. We are firm believer that while
boaters are concerned about how much they spend and what they spend it on, if boaters perceive value for what they are paying for they are willing to pay the tariff. Marinas are in the hospitability
industry and one has to decide where they wish to positon themselves in relation to the industry competition. The more updated, the more that is offered and the more attractive the facility (including the restrooms!), the more that customers perceive value and are willing to pay the higher rates. One of the biggest mistakes
a facility can make is not communicating the value being provided to the customer in a manner that the customer perceives the same value. Listening to and respecting customers, and reassessing
operations in relation to their feedback, are critical to the customers’ perception of value. The more visible the
upgrading the more the perception of desirable activity
and higher the value on the part of the customer. Some very expensive
improvements, such as dredging, can be hard for some customers to discern. But a concentrated program informing customers of the improved depth and navigation on multiple occasions can be meaningful. Combining that with some visible improvements helps to cement the increased perception of value. So, while there are a number of
trends presenting new challenges for the marina industry, with the right perspective one can successfully address the issues and make the facility meaningful and profitable. As part of those efforts it is important is to define one’s niche in the industry, have a business plan to make the vision a reality, and find meaningful ways to communicate the value of the facility and its operations to the desired customers. Marinas need to make sure they are not being penny wise but pound foolish. If spending a little more can keep one’s facility up to date and customers satisfied, prices can not only be sustained but increased, and in the end everyone involved will be the happier for it.
Dan Natchez is president of DANIEL S. NATCHEZ and ASSOCIATES Inc., a leading international environmental waterfront design consulting company specializing in the design of marinas and marina resorts throughout the world. He invites your comments and inquiries by phone at 914/698-5678, by fax at 914/698-7321, by e-mail at
dan.n@dsnainc.com or on the Web at
www.dsnainc.com
56 FORE & AFT DECEMBER 2016
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