Boating Industry

March 2014

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28 | Boating Industry | March 2014 [ Creating new profi t centers ] www.BoatingIndustry.com www.BoatingIndustry.com booked up for the July 4 weekend and that's six months in advance," he said. "We didn't know if that would ever be a profi t center and it turned into a good one." A similar strategy has helped Wisconsin- based Gage Marine grow its Lake Geneva business. A complete renovation of the Gage Marina in 2012 included the creation of a lakeside res- taurant. The piers on Lake Geneva are num- bered and Gage Marina is located at pier No. 290. Hence, the Pier 290 restaurant opened in July 2012 and has greatly increased the marina traffi c and interest in Gage Marine services. The addition of the restaurant has expanded the customer base and enhanced the experience of Gage's current customers. The addition of live music and other events helps makes Gage Marina and Pier 290 a des- tination twelve months of the year. Together Gage Marina and Pier 290 Restaurant provide opportunities for customers, residents and visi- tors to enjoy lakeside living, even if they don't have a home on the water, said company presi- dent William Gage. Winter work Omaha Marine Center's successful foray into winter sports gear and apparel came after the closure of other local businesses left an opportu- nity in the marketplace. An existing ski shop had expanded into boat sales and ended up going out of business. At the same time, the rise of "big box" sporting goods stores like Dick's and Sports Authority were pushing smaller stores out of the market. Many of Omaha Marine Center's custom- ers were also winter sport enthusiasts who needed a place to tune their skis and buy their gear. Company president Paul Davis (as well as several other employees) had a background in winter sports from skiing to snowmobiling, so they recognized the opportunity and invested in $100,000 of ski tuning equipment in 2008. Even though Omaha is located about eight hours from the ski hills there is demand for the service so people don't have to spend time dealing with it when they get to their destination. Since then, the company has expanded to offer skis, snowboards, boots, clothing and other accessories. Omaha Marine Center focuses on carrying items that are of a higher price and qual- ity than the local big boxes carry. "They've got the basic black, blue color stuff up to that $200 price point," Davis said. "We Opening a bar or restaurant gives boaters a "destination." "It's brought in people who never knew we existed." — Paul Davis, Omaha Marine Center Restaurants can boost your business, but they also present new challenges. P26x31-BI14MAR-ProfitCenters.indd 28 2/7/14 10:26 AM

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