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Management Proposal
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IGY Partnership Proposal
- Management
- Training
- Marketing
2011
2
OVERVIEW
• The world’s leading marina company, Island Global
Yachting (IGY) was formed in 2005 by Andrew
Farkas’ Island Capital Group, LLC to acquire,
develop, manage and operate world-class luxury
yacht marinas and related facilities around the
globe.
• IGY is now a vertically-integrated enterprise that
manages all facets of the acquisition, development,
engineering, operation, management and financing
activities of vibrant coastal areas.
• IGY currently owns and/or operates 11 marinas in
the Americas and the Caribbean, catering to a
cross section of target markets including
megayacht, sport fish, sail and cruise.
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IGY MARINAS
Yacht Haven Grande, St. Thomas, USVI The Yacht Club At Isle De Sol, St. Maarten American Yacht Harbor, St. Thomas, USVI
Montauk Yacht Club & Resort, USA Marina Cabo San Lucas, MexicoRodney Bay Marina, St. Lucia
Simpson Bay Marina, St. Maarten
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Boston Yacht Haven, MA
IGY MARINAS
Newport Yacht Club & Marina, USA Marina Santa Marta, Colombia
Palmas Del Mar Yacht Club, Puerto Rico
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CAPABILITIES
The IGY industry-leading team provides in-house capabilities that are
unmatched in the industry, having had the practical experience of owning and
managing marinas themselves. This unparalleled assembly of world-class
talent enables IGY to deliver a new standard for luxury waterfront destinations.
IGY has approximately 1,700 slips and over 250 mega yacht berths under
management in 5 different regions.
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IGY supplies a full complement of marina
management services required to enhance
operational efficiencies, including:
• Full service management
• Staff training program - IGY University (*)
• Marketing, branding and events
management (*)
(* ) included in a full service management agreement
CAPABILITIES
Management
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IGY brand is recognized for:
• Premier Locations
• Premier Facilities
• Premier Service Levels
IGY provides property owners with…
• Turn-key development and management expertise
• Unique understanding of entitlement and development
issues
• Expertise in management of a unique asset
• Proprietary reservations, accounting and IT systems
• Network of marinas to drive occupancies and revenues
• Understanding of ancillary sources of revenue
• Ability to align residential/hospitality amenities with
marina in order to leverage revenue opportunities
IGY FULL SERVICE MARINA MANAGEMENT
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IGY Full Service Marina Management
As one of the world’s largest marina management
companies, IGY has developed a successful operating
and marketing strategy that combines economies of
scale, proprietary technologies and agility in deploying
resources to market and operate marinas efficiently and
profitably. This strategy consistently produces strong
financial results and customer loyalty for owners, making
IGY the marina operator of choice.
IGY produces measurable results in revenue
performance, guest satisfaction, cost management and
profitability. It is the depth of IGY’s management
experience that continually improves profit margins for
marina owners.
IGY has expertise in a wide cross-section of industry
segments including megayacht, sail, cruising and sport-
fishing as well as management of retail leasing
operations associated with marina facilities. Success in
the international arena requires knowledge of local
markets and cultures and the ability to assimilate
practices and resources accordingly.
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IGY Full Service Marina Management
Seasoned Management Teams
Immediate access to facilities management and
experienced operating teams who can be deployed to
stabilize and get operations back on track in days.
Market Intelligence
Real operating data and analysis from portfolio for
supporting decisions based upon the facts, not
supposition or wishful thinking.
Access to Cutting Edge IGY Software & Business Practices
Direct connection into IGY’s web-based marina software
platform provides access to a growing number of loyal
vessels, captains and customers who frequent IGY
locations around the globe.
Anchor Club
IGY customer loyalty program – the first and only captain
and crew rewards network that drives repeat business
and longer stays.
Communication
Monthly, Quarterly and Annual financial reporting and
timely preparation of operating, capital and marketing
budgets.
. Training and Support
Committed staff that provides ongoing customer service
training and facility audits to continually build upon
improvements in the quality of the marina and the level of
customer service.
Environmental and Regulatory Support
An understanding of the environmental aspects and
impacts of operations in every region.
Insurance
Access to IGY Global Risk Management Programs, which
can save marinas thousands of dollars in premiums.
Marketing and Advertising
Access to an experienced marketing team and IGY
Global Partner branding including advertising,
brokerage, event support, direct marketing, internet
marketing, public relations, customer loyalty programs
and the IGY Global Reservation System which directs
customers to your property.
Development Consulting
Internal resources to complete or undertake projects,
capital improvements, marina design and construction
management services (often at below market costs).
Marina & Resort Conversion
We have a deep understanding of the berthing and
slip market, and we understand that operating these
complex products can be challenging. IGY can quickly
assess projects and provide the necessary resources
to market and manage the berth inventory efficiently,
maximizing value for developers and owners.
Importantly – reverse engineering of failed fractional
properties to rental cash flow models as dictated by
market conditions.
Sales & Brokerage
Recognized global luxury brand with customer reach
serves as a powerful distribution channel and value
add when marketing slips/residences/club
memberships or other similar leisure products in a
highly competitive international marketplace
The Power of the Network
Benefit from the IGY network and ability to capture and
drive traffic, control market share and pricing.
Training
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IGY UNIVERSITY/OPERATIONS TRAININGIGY University is an in-house training program developed by IGY for its
marina operations personnel and is administered at each IGY location. It
consists of six distinct training modules (with supporting written
materials) for all marina personnel.
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Our industry-leading management team would
administer IGY University training to the entire
marina staff over a 3-day period per property.
After completion of the on-site training, the senior
management team would be invited for additional
practical hands-on training support.
Syndicates created for each operational department
include 6 modules over 3 days. The program would
include 2 modules in the morning and the same 2 in
the afternoon, with a roll-up open forum with
everyone at the end of the day, each day for 3 days.
This would cover all 6 modules.
IGY UNIVERSITY/OPERATIONS TRAINING
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IGY UNIVERSITY/OPERATIONS TRAINING
I. Customer relations and point of sale
• Communication: phone, radio, face-to-face and written
• Sales process
• Types of rentals
• Reservations
• Rate structure per length of stay and per size of boat
• Inventory and occupancy management, measuring
vessels
• Dock hands, presentation and duties
II. Facilities Maintenance
• Designing a proper maintenance program
• Budgeting for planned maintenance
• Buildings and bathrooms: cleaning, plumbing, painting
• Floating docks:
– Structural works (how they work)
– Routine and periodical revisions
– Routine and periodical adjustments and repairs
• Cleaning
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IGY UNIVERSITY/OPERATIONS TRAINING
III. Marina Security
• Security planning
• Surveillance rounds
• Reporting
• Rule enforcing inside the docks
• Relationships with security authorities
IV. Marina Events Management
• What’s good and bad about events
• Command and control
• Local authorities
• Staffing
• How to make money
• What is a loss leader and how it works to
your advantage
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V. Fuel Operations
• Reception of trucks
• Inventory control
• Servicing the customer (procedures
to fill the boats’ tanks)
• Money management
• Safety
VI. Administration
• Accounting and production of
financial statements
• Accounts receivable
• Accounts payable
• Reporting in different currencies
• Cash management
IGY UNIVERSITY/OPERATIONS TRAINING
Marketing
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IGY MARKETINGThe IGY marketing team works closely with its portfolio of properties to deliver the industry’s premier
marina experience. IGY’s marketing plans include strategically targeted media, developed in
tandem with global public relations initiatives supported by a range of high-quality events,
tradeshows & world-class sport-fishing tournaments.
Belonging to the IGY network affords marinas and marina resort & residential developments the
opportunity to be part of a globally recognized brand that stands for excellence and quality, creating
a truly indispensable marketing partnership.
We stand ready to welcome your marina as an IGY destination to promote cruising activity, leverage
the strengths of the property with our network resources and drive domestic and international
customers to your property.
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IGY MARINAS NETWORK BENEFITS
IGY works with your marina team to market berth inventory, amenities, and features across the IGY network and
industry, targeting specific target markets:
Captain & crew; megayacht; sportfish; sail and luxury cruise…taking full advantage of seasonal trends and
opportunities.
IGY will build on each property's unique attributes to enhance marketing efforts and propel the portfolio to the forefront
of your market and global marina community.
The IGY reservation system supports marina & resort operations and drives market opportunities via an established
framework of key experience and contacts.
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IGY also leverages its marketing spend and drives cross-selling opportunities across one of
the largest marina networks in operation. We currently have an active database of over
7,200 active customers.
IGY MARINAS NETWORK BENEFITS
21
IGY LEVERAGED MARKETING RESOURCES
1. Advertising
2. Collateral (printed and
online versions)
a. Global Directory
b. Global Directory Pull
Out
b. Fact Sheet
c. Arrival & Information
Guide
d. PowerPoint
Presentation
3. IGY website with regional
listing
4. Social Media Marketing
Campaigns
5. Online marina reservation
system with 24-hour
telephone support
6. IGY Guest Feedback
Surveys and Analysis
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1. Social network marketing
2. Referral network to existing marina operations
3. Public relations to target markets & industry
4. Email marketing and online communications
ACCESS TO THE GLOBAL NETWORK & EXISTING CLIENTS
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ACCESS TO THE GLOBAL NETWORK & EXISTING CLIENTS
Our IGY Anchor Club, a customer loyalty program for vessels over 80 feet, is used to develop a
network loyalty program to encourage captains & vessels boaters to cruise IGY Marinas.
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1. Ability to participate in network specials, offers, programs & promotions
2. Boat shows (representation & collateral distribution)
3. Industry events (representation & collateral distribution)
4. Trade associations (representation & collateral distribution)
CO-BRANDING AND CROSS-MARKETING
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CO-BRANDING AND CROSS-MARKETING
• Miami Boat Show - February
• IGFA (International Game Fish Association) Tournament / Marina Cabo San Lucas
• Los Cabos Billfish Tournament -October / Marina Cabo San Lucas
•Ft Lauderdale International Boat Show, October
• Bisbee’s Black & Blue Tournament -October
Each partner marina and destination will receive representation at IGY events & shows and can enhance
participation by distributing its own property collateral & representative attendance as additional support to
key markets.
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Strategic and Media Partnerships
CO-BRANDING AND CROSS-MARKETING
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Thank You
Thank you for your interest in IGY and we look forward working with your organization to support your
goals.
Please do not hesitate to contact us to elaborate on any points outlined in this proposal or to provide
any additional information regarding next steps.
Sincerely,
Tom Mukamal Kenny Jones Bert Fowles
President EVP, Operations VP Marketing & Sales
O: 212 705 5085 O: 212 705 5000 O: 954 302 6031
C: 917 328 5897 C: 954 871 3722 C: 917 454 8302
tmukamal@igymarinas.com kjones@igymarinas.com bfowles@igymarinas.com
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