Boating Industry

March 2014

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March 2014 | Boating Industry | 29 [ Creating new profi t centers ] www.BoatingIndustry.com took it from there to the stuff that was higher- tech, more features, taking it to the next level." The dealership just built a new showroom building that will allow an expanded accessory area to house its growing winter gear depart- ment. While initially launched with the idea of offering services to its existing customers, the business has quickly grown beyond that group. "It's brought in people who never knew we existed," Davis said. "They're fi nding us on the Web because we're the only ones in town that can tune their skis the same day." Many of these new customers don't have any interest in buying one of the company's boats, but that have helped expand other areas of the business – even in the summer. "What they are interested in, though, are our little paddleboards, kayaks, electric boats, things like that," Davis said. "They're in that $500 to $5,000 price range that they can afford." Global reach But what if you're located in an area with little potential for growth? That was the challenge facing White Lake Marine when the market crashed in 2008. When the dealership started selling Correct Craft boats in the remote corner of southeast- ern North Carolina in 1955, White Lake was a vacation destination for people from the more populous western half of the state. "The reason we're here is that Ralph Meloon came and set up a dealership in the '50s," said Offering a wide range of winter gear has expanded Omaha Marine Center's customer base. P26x31-BI14MAR-ProfitCenters.indd 29 2/7/14 10:26 AM

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