Issue link: https://read.dmtmag.com/i/288177
32 | Boating Industry | April 2014 [ Shifting Marina Design Trends ] www.BoatingIndustry.com efficiencies to improve profitability. "There are some huge opportunities to create efficiencies, because there's a sector of the market that's being missed out and it's fascinating," he said. "That international experience can definitely add another dimension." The company's master planning seeks to thoroughly understand the relationship end users have to a specific marina, giving Marina Projects the chance to maximize opportunities and optimize the use of valuable waterfront land. While there are plenty of marina design outlets throughout the world, Ward says the firm's competition often includes local engineers, architects and dock suppliers that often lack the depth of understanding that can elevate marinas beyond simply a location for boaters to get on the water. In locations that lack an established boating culture, primarily in Asia and the Middle East, Ward has seen a trend of creating mixed-use waterfront destinations that include a higher grade of services, quality and convenience for customers — all the more important when customers are spending more money on their boats. "Gone are the days of tying their boat up to a rickety old pontoon," he said. "Customers are investing more money in their boats, they want to make sure their asset is looked after … [and] maximize the benefits of their leisure time." Many higher-end new projects seek to create a hotel-like environment, with similar levels of customer service to create a destination and appeal to the local customer base. Ward sees similar trends working their way into the North American market, where subtlety of design and year-round interest is the key to creating profitable marinas. He added younger customers are generally under increased financial pressure, and have lifestyles that can discourage outdoor pursuits. Some of the company's projects have included smaller, cheaper berths and additional water sports and activ- ity centers to appeal to younger boaters. All marina businesses, he said, should think carefully about their customer mix, as he has seen many projects where clients have made significant miscalculations about the different uses and local boat population. He urges marina operators to "think very carefully about who [customers are], what size boats they've got, what services they need and how does your site respond and what access to boating opportunities does it provide, because that will dictate who the customer is at the end of the day." TIPS TO IMPROVE MARINA CUSTOMER SERVICE We asked our three diverse sources for general tips that apply at any marina, with a focus on improving the customer experience. Ideas ranged from focusing on subtle design enhancements to improving personalization, adding additional upland revenue streams and improving customer engagement. Roxie Comstock – Bellingham Marine "The thing I've started to see recently — and maybe it was there all along and I didn't notice it until recently — was creating space for the user. When I say that, I relate it to the housing market." Some examples include adding space for human-powered crafts and smaller boats, which can necessitate entirely different slip designs. Kent Johansson — Marinetek NA "Make sure you have some amenities for people to just hang out," he said. "You could create a pool or Jacuzzi or bar or something like that. You will definitely generate another revenue center. And if you do that, you know people are going to hang out longer … at the marina, spend more time on the boat in the marina and [increase] sales in the ship's store." Mike Ward — Marina Projects "It's about engagement and communication," he said. "Being on hand to do everything you can to make their boating experience as positive as possible, because that will make them come back, and if that means being at the dock to grab their lines and place a fender, to make their arrival or departure from the marina as safe and easy as possible, because that's usually the most frustrating and intense part of the day." P28x32-BI14APR-MarinaDesign.indd 32 3/13/14 4:30 PM