Boating Industry

January 2017

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24 | Boating Industry | January 2017 [ 2016 Top 100 ] 3.5% Average percentage of revenue spent on marketing 6.4% Average net profi t 70.2% Average Top 100 service effi ciency "Our marketing niche requires us to custom order the majority of our new units. We stock a minimum inventory of new units, which allows for better turn, more gross profi t dollars and to be in a better position for the next economic downturn," Romero says. Remodeling and revamping Paris Marine renovated and updated not only its facilities, but also the way it did business in 2015, marking the beginning of a massive renovation of Paris Marine's 12,000-square-foot showroom facilities and new approach to boat and product lines offered for its clientele. "After detailed consultation with multiple industry specialists, we chartered a course to not only update our showroom, but also to update our offerings in order to better support the cottage and lake lifestyles of our clientele," says Owner Deborah Lineberry. Beginning with initial curb appeal, the company designed, created and constructed a massive post and beam entryway consisting of natural stone, mas- sive 10-inch northern white pine beams, and steel roofi ng. For the interior of the showroom, the Paris team removed nearly 800 square feet of handcrafted docks and railings that had been in place for over 20 years. "The end result of both projects has created a warm and welcom- ing custom entryway along with an open and inviting showroom whereby we are able to display a total of six new boats and personal watercraft," Lineberry says. Paris Marine also re-tooled its product offerings in an effort to become more of a "one-stop shop" for its clientele's cottage needs. "Along with our standard line of superior boat lines we added an array of paddleboards, artisan handcrafted Muskoka fi re pits, Aqua-Lily Pads, Maui Mats and extended our outdoor recycled plastic furniture line," Lineberry says. "The additions of Yamaha personal watercraft and Crestliner all-welded aluminum fi shing boats have been extremely well received by all of our clientele, and have allowed us to carry complementary, versus competitive products." The changes have resulted in positive feedback from customers and partners. "As a direct result of our calculated actions we have garnered countless laudatory com- ments from the majority of our clientele base as they either visit or drive past the showroom, or visit our social media sites and see our changes," Lineberry says. "We have also experienced a sizable increase in overall parts and accessories sales along with an increase in new client traffi c based on the appearance of our showroom and our newly offered product lines." Investing in employees Like many Top 100 dealers, Tobler Marina recognizes the importance of investing time and money in developing its employees. "As we budget every year for training and review expenses I always remember a point a speaker I heard back in 1992 made, and then set budget," says Tobler President Brent Christian. "The speaker was covering training and how important it was to train and inspect and how the expense was mandatory to success. At the end of all seminars the speaker took questions and was asked. 'Well, what if I spend all of that money training these employees and then they leave?' The speaker responded, 'What if you don't train them and they stay!'" With constant change in the boating industry, the economy, government regulations and $2.68 BILLION Total revenue for the Top 100 and Hall of Fame Paris Marine undertook a major remodel to improve curb appeal.

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