8 COVID-19
MIA’s innovative strategies to maintain boater loyalty
D
uring the COVID-19 crisis, Australian club and commercial marinas, as well as boatyards, have had to
think quickly to deal with the sudden drop in demand for boating and related services. Innovation in the re-deployment of staff has also been necessary. According to Colin Bransgrove,
CEO of the Marina Industries Association (MIA), Victoria and North Queensland have been the hardest hit by COVID-19. “Victoria has the most restrictive of State Government directives while in North Queensland the decimation of the tourism sector is equally impacting our members across the region. Innovative thinking has been critical where there is some demand for services. Strategy adjustments in line with the changing circumstances are going to remain essential during what may be
a long recovery phase.” At Sandringham Yacht Club in Melbourne, staff re-engaged under the JobKeeper scheme are doing a wide variety of tasks, including marina maintenance, cleaning, free of charge member boat washes, home delivery of foods, groceries and take-away food and they have also introduced podcasts, a drive-thru car wash for members coming down to pick up food and a very popular community connect offer, which has brought 50 members’ businesses together. Richard Hewett, the Club’s CEO, said: “The immediacy of the shutdown meant we had to move very quickly and remain very agile in our thinking and decision-making – and our mission is to use our resources, including staff, in activities that connect us with our members in a bid to try and stay relevant and offer value”.
Colin Bransgrove. At one Perth Yacht Club the learn
to sail class that previously attracted 20-30 people is now offered as multiple small group classes, with a ceiling of nine people to ensure compliance with the latest COVID-19 directives. Many boatyards are offering a range of value-added incentives to customers to bring forward boat maintenance and repairs.
To support the sharing of
innovative ideas during recovery from the coronavirus pandemic, the MIA hosted an on-line meeting of members on 13 May. Further details on other MIA activities to support members at this time can be found on the Association’s website. Marina Industries Association
info@marinas.net.au www.marinas.net.au
Staff at Sandringham Yacht Club were re-engaged under the JobKeeper scheme. MARINA INDUSTRY • JUNE 2020
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