FUNDAMENTAL TRUTHS ABOUT MARINAS PAST, PRESENT & FUTURE

Neil Ross, Fundamental Truths about Marinas, Past, Present & Future -- -- page 1

University of Wisconsin34th National Course and Conference

Docks and Marinas 2008October 15, 2008, Madison, Wisconsin

FUNDAMENTAL TRUTHSABOUT MARINAS

PAST, PRESENT & FUTURECOMMON SENSE RULES OF THUMB

Conanicut Marina Jamestown, RI

Neil W. RossNeil Ross Consultants

138 White Horn Dr, Kingston, Rhode Island 02881401-782-2116, [email protected]

Neil Ross, Fundamental Truths About Marinas, Past, Present & Future -- -- page 2

INTRODUCTION

Working with the marina industry across theUnited States and in seventeen other nations, Ihave walked the docks of hundreds of marinasand talked with several thousand businessowners and managers. Over four decades, I haveseen and learned much that is unique but alsocommon among them.

This presentation highlights many widespreadaspects of the marina business that I believemake good common sense and useful rules ofthumb about marinas.

Common sense, based on a strict constructionof the term, consists of what people in commonwould agree on: that which they "sense" (incommon) as their common naturalunderstanding. Most commonly, the phrase isused to refer to beliefs or propositions that —in their opinion — most people would considerprudent and of sound judgment, withoutdependence upon esoteric knowledge or studyor research, but based upon what they see asknowledge held by people "in common". Thus,"common sense" (in this view) equates to theknowledge and experience which most peoplehave, or which the person using the termbelieves that they do or should have.

A rule of thumb is a principle with broadapplication that is not intended to be strictlyaccurate or reliable for every situation. It isan easily learned and easily appliedprocedure for approximately calculating orrecalling some value, or for making somedetermination.

Source: Wikipedia

The marina items listed in this paper come frommy own experiences and many generouslycontributed by twelve colleagues, most of whohave been speakers and participants in pastUniversity of Wisconsin Docks & Marinacourses.

• The contributor of each is named.• All the concepts in this paper I agree with.

• Not all apply everywhere, but can beconsidered anywhere.

• Generally, most will work more often thannot.

• The best are easy to understand and apply.• Everyone will find some that will be new

and many that are useful.• Always remember to use your own common

sense when planning or managing a marina.

Marina Rules of Thumb Contributorso George Bassett, CMM, Nantucket Boat

Basin, Nantucket, MAo Tom Cox, CMM, Constitution Marina,

Boston, MAo Jim Frye, CMM, Association of Marine

Industries, and Westrec Marinas,Warrenton, VA

o Larry Halgren, Aqua Marine Partners, andVertical Yacht Club Storage, Bellingham,WA

o Fred Hunt, Frederic G. Hunt, P.E.,Columbus, OH

o Dave Irish, Irish Boat Shops, Charlevoix, MIo Dennis Kissman, Marina Management

Services, Boca Raton, FLo Bill Munger, CMM, Conanicut Marina,

Jamestown, RIo Dan Natchez, Daniel S. Natchez and

Associates, Mamaroneck, NYo Neil Ross, Neil Ross Consultants, Kingston,

RIo Pam Rubinoff, University of Rhode Island,

Narragansett, RIo Bruce Tobiasson, P.E., Waterfront Design

Associates, MAo C. Allen Wortley, P.E., University of

Wisconsin, Madison, WI


MARINA ECONOMICS

With the current recession much in our thoughtsand concerns, I decided to begin thispresentation focusing on the economy.

Recession Impacts – The current 2007-08+recession is showing similar economic patternsin the marina and boating industry that wereobserved in four past recessions of 1973-75,1980-82, 1990-91, and 2001-03.

Let’s look at what we’ve seen before.• Marinas and boatyards are economically

the most stable part of the boatingindustry.

• They are the last to feel the recession’seffects and the first to recover.

• The majority of marinas surviverecessions with the same owners, whereasmany boat dealers and manufacturers fail.

• Even in recessions, most boats remain inuse. The last 2001-03 recession saw 99.2%of the boats remained in use; with the largestones kept in marinas.

• Annual growth in US boat registrationdrops1

o 1980-82 recession growth went from 4.2%to 1.0%

o 1990-91 recession growth went from 4.0%to 0.6%

o 2001-03 recession growth went negativefrom 1.0% to –1.0%

• During tough times, most owners willcontinue using their boat, but spend moretime at dock, cruise nearer to homeport, cutfuel consumption, make necessary repairs,and postpone buying new boats.

• Marinas with multi-profit centers dobetter than those primarily with dockageincome.

• Marine fuel service declines while boatrepair service increases.

• Dockominium sales sink, and slip ownerslose major investment capital.

• Less well-maintained and run marinasare hurt the most and may not survive, or

1 Statistic source: National Marine ManufacturersAssociation, Chicago, IL

get bought out for redevelopment, oftenincluding some dockage.

• Better-managed marinas lose the fewestcustomers, pick up ones relocating fromother less well-managed facilities, and areoften the first to return to waiting lists.

Neil Ross, RI

Marinas are good businesses for localeconomies.• Employ local workers who spend income in

the community,• Pay property, sales, and income taxes,• Place few demands on local tax expenditures

(e.g., schools, services, hospital, new roads),• Import money into economy.

Neil Ross, RI

Marinas are great economic generators:• Good employers with better than average

wages.• Marina guests patronize and spend

significant dollars everywhere nearbyboosting employment, barber shop, giftshop, restaurants, hardware stores, coffeeshops, grocery store, area boatyards, hairdressers, real estate (sales & rental), kayakrentals, flower shops, drug store, air port,rental cars, airport shuttle, taxies, plus muchmore. Bill Munger, RI

Nantucket Boat Basin and its customersannually added approximately $80 to $100million into the island economy, according tothe Chamber of Commerce Chairmen in 2000.

George Bassett, MA

Boater spending impacts the community wellbeyond the marina. The best mix of “passive”income (from storage both wet and dry, leases,etc.) and “active” income (those profit centerswith a cost of sales like retail, service and fuelthat are dependant on boaters using the boat) isone where the majority of income is passive. Agood passive/active ratio is at least 60/40 andbetter at 70/30. Jim Frye, VA


A marina can be an attraction to theneighborhood, and therefore may increaseadjacent land development and values. Thisshould be a specific consideration, since thismay become a positive or detrimental secondaryimpact. Pam Rubinoff, RI

Boating costs keep rising. However, the goldenfleet (rich) will always be able to own and useboats. Neil Ross, RI

Understand what the boat market needs, andput in as many profit centers as are practical.

Bruce Tobiasson, MA

Marinas have two economic windows ofopportunity: the water window and the landwindow. A well-planned marina will takeadvantage of both and serve a wider customerbase beyond the boater. This represents goodeconomics for the marina owner and thecommunity in general. Dennis Kissman, FL

Marina slips are still being rented by theancient historic method used for centuries byseaport harbormasters = Price per linear foot/meter measured length over all (loa), bow tostern.

Consider using more realistic, alternativemethods that are based on actual long-termcosts of occupied space:• Charge by area used by each boat in

square foot/meter (slip length x width)given that boats have grown longer andwider.

• Where dredging cost is a factor for deepervessels and those with keels, charge bycubic volume foot/meter (depth x area).

Neil Ross, RI

Price dockage as a commodity, but pricedlocally. Charge the price that will generate 95%seasonal occupancy at a specific marina. Another market only a few miles away mayprice at half or twice as much. Dave Irish, MI

Do not assume that your marina needs to sellfuel. Boaters will travel to get fuel. Low volumefueling stations are big money losers.

Dave Irish, MI

Demand for marina slips is finite, related towealth in the area and desirability of watersserved. Build it and they will come does notoften apply. Low, below-cost rates do not assureoccupancy. Dave Irish, MI

Dockominium – not as good as they look intheory. Many do not ever sell out all/most slips,but end up co-owned with many slip owners.“Worst business decision I ever made.”

Anonymous marina owner, MA

Keeping good customers is cheaper thanrecruiting new ones. Neil Ross, RI

Use the national on-line boating economicimpact model and show the local authority howto use it. (www.marinaeconomics.com)

Larry Halgren, WA

MARINA SITING & DESIGN

Location, location, location still is the best keyto marina success. It must be located on a well-protected waterway that opens to large waterbodies suitable for recreational boating. Themarina must also be easily accessible to largepopulation centers where people live. For themarina to become an effective, efficientbusiness, it must first be well designed byexperienced marina professional engineers andbuilt with products that will give a long servicelife.

MARINA SITE LOCATION

They’re not making more coastal land. This isgenerally true, however some few places haveadded waterfront land at great cost. Venetiancanal developments are found in Europe,Florida, and Dominican Republic. The UnitedArab Emirates has created new islands forhomes and boats. Neil Ross, RI

Marinas are water-dependent uses that canonly operate at the shore and thus should get


land use priority.Water-enhanced uses gain value from beingbeside the water but do not need to be there.Common examples are hotels, condominiumapartments and restaurants, that could be locatedinland.Water-independent uses are those that gainneither value nor benefit from a waterfrontlocation, such as a parking lot, furniture store, orMcDonalds that all should be located inland.

Neil Ross, RI

Look at existing developed areas (calledgreyfields) before new areas are used. It is notonly the environment of where the marina is, butwhat other areas are you opening up to accessthat need to be considered and managedappropriately. Pam Rubinoff, RI

Convert under utilized or abandoned sites tomarinas, including urban commercialwaterfronts, industrial brownfields, militarybases, shipyards, fishing ports, ferry terminals,and lakes behind dams. Neil Ross, RI

Always have a diver inspect the bottom fordebris materials thrown over the side byboaters. Yes, they do make many deposits intothe Davie Jones storage locker.

Larry Halgren, WA

Good up front planning, professionalengineering, and quality docks/equipmentsave time and money later. Neil Ross, RI

Deep water in a marina has extra expenses,such as needing longer piles and anchoringsystems. Bruce Tobiasson, MA

A common design error is to make thefairways to narrow to allow easy and safeboat entrance and exit of slips.

Bruce Tobiasson, MA

Marina developers often do not give enoughcredit to calculating marina costs. Keep thecost of upland development from being written-off onto the marina, if you want the marina tosucceed. Slip income is usually not enough tosupport landside uses. Bruce Tobiasson, MA

Any marina market study must look out aminimum of 50-mile radius or more.

Bruce Tobiasson, MA

Easy land access to the marina is necessaryfor it to succeed. Bruce Tobiasson, MA

It may be less costly to berth large mega-yachts near the shore. The cost is very high torun thick electric cable and other utilities(including fuel, water, pumpout) to pier ends.Traditionally the largest boats/yachts wereplaced out at the end of the piers, but today it ischanging. Many owners like to show off theirboats near to people walking by and to be seenaboard. Bruce Tobiasson, MA

WIND, WATER & WAVES

Consider wind and wave environment. Theseare often under appreciated by marina owners.

Bruce Tobiasson, MA

Water comes in many forms that must beconsidered before designing the marina:• Liquid, solid ice, steam vapor, falling rain,

heavy snow, sweat drops• Calm, storm waves, massive tsunami, long

seche lake waves, boat wake, tidal, flowingriver current, floods, drought

• Chemically salty, fresh, potable, clean, clear,polluted, colored. Allen Wortley, WI

Marinas need the same wave protection asmarshes do to prosper.• Wave/wind forces are often under-

estimated, resulting in structural damage todocks and boats, and unhappy boaters.

• Often ignored are boat wakes and reflectionwithin the marina basin. Neil Ross, RI

Protection is a must. Go the extra mile – dothe research, do the engineering – then listento them! Bill Munger, RI

If the site has a potential for wave damage toyour marina always hire a professional to doa wind, wave, and current analysis.

Larry Halgren, WA


As boats get bigger, so does their windprofile. In strong winds, large boats putenormous structural pressure on dock and piles.Dock design must factor in storm wind loads.

Bruce Tobiasson, MA

Without good wind, wave, and ice protection,no marina business can survive.

Neil Ross, RI

If winter ice is a problem, contact ProfessorC. Allen Wortley, University of Wisconsin.

MARINA DESIGN

Design engineers must always visit the site tosee the bigger picture. A drawing, chart, orphotos from the developer or owner will nevershow all of the things you could miss by notbeing able to see in person.

Larry Halgren, WA

Marinas are site specific. Each situation isdifferent and needs different designs.

Daniel Natchez, NY

Build to what the market demands, and notto the developer’s perception of what boatingshould be like. Dennis Kissman, FL

Design to your boating market for today’scustomers and those who will use the marinaover the next 25+ years.What you build now should be able to work forboaters in 25 to 40 years, if well designed.

Neil Ross, RI

Define and design the facility for its prime usedepending on location and market.• Marina - boat storage, slips, moorings,

access to water, limited services• Boatyard – maintenance and repair services

to boats, engines, and equipment; no storage• Full service marina - combination marina

storage and boatyard services• Dry stack marina - vertical rack storage• Dry land marina - boats stored on stand,

cradle, or trailer

• Mooring basin - single or multiple boatanchorage

• Homeport marina – where boats cruisingout of to other places, and returning to

• Residential marina - liveaboard, houseboat• Destination marina - transient visitor

dockage usually in tourist area• Stopover marina - overnight transient

layover stop while cruising to another place• Seasonal marina - slip rental by boating

season• Year-round marina - slip rental month to

month Neil Ross, RI

Consider the purpose of the marina beforedesigning. Are the docks and boats to enhancethe value and esthetics of a landsidedevelopment? Is it to be a full-service marinathat provides boat maintenance, repair, andstorage services, or a homeport marina? Thesewill affect the costs and economics of thebusiness. Bruce Tobiasson, MA

The smallest slip sizes in most new andupgrading coastal marinas today are 40’+.Anything less will not be fully used. When Istarted working with marinas in the early 1970sthe average size boat was 25 to 30’ long.

Neil Ross, RI

Marina fuel storage tanks, in or above ground,must be located for easy access by deliverytrucks year round. Bruce Tobiasson, MA

Design the marina to allow fire truck accessto the entire marina and for firemen withequipment out onto all the docks. Fire fightingcan be difficult when piers and docks are verylong or obstructed. Bruce Tobiasson, MA

I have found the rectangle to be the mostpractical and efficient design for a marinabasin. Dennis Kissman, FL

Great effort should be placed on buying adock system, usually floating, that is goodlooking, safe, and will last along time. Currentdesigns are good for at least 40 years. Muchdifferent than early days when 10 years life washoped for. Fred Hunt, OH


Consider narrow mooring fingers for yourmarina, either new or in a rebuild. This is aspace saving northern European design. Ourexperience is that US boaters accept them, atleast to a certain extent. Dave Irish, MI

Boats continue to get bigger, wider, anddemand more electricity every year.

Jim Frye, VA

General automobile parking ratio is one carspace per two boat slips (0.5 car/boat berth).Most boats are unused most days of theboating season without any cars parked. Busiest parking demand will be mid-afternoonon weekends during great boating weather. Thevery few peak parking days will be on nationalholidays and special events, and even then lessthan half the boats will be used. Parking is often over estimated bygovernment permit agencies who want more carparking spaces than are needed. However, sinceland is so valuable, owners do not want to wasteextra space for empty parking lots. (Restaurants, public fishing piers, and nauticalshops may need additional parking spaces inaddition to those just for the marina.) Locate parking off the waterfront and letpeople use the area along the bulkhead.

Neil Ross, RI

MARINA DREDGING

Dredging – avoid it if possible. Wherever ahole is dug in the sea floor, nature will workendlessly, slowly, to fill it in again. Dredgingonce usually means maintenance dredging willbe needed in the future.Never use the term dredge spoils, instead usedredge materials or soils. The word spoilsimplies contamination, spoils public perceptionof the marina-dredging project, that can lead tocostly studies and delays. Neil Ross, RI

If you are buying a marina, always have ahydrographic study performed to be sure thewater is as deep as the owner is telling you itis. Larry Halgren, WA

Generally, the marina does not need morethan 10-12 feet/3-4 m depths. Many mega-yachts only draw about 4’/1.2 m depth. Theexceptions are deep keel sailboats and superlarge mega-yachts.

Bruce Tobiasson, MA

New or re-habilitated marinas never aredredged deep enough. Dredge deeper from thestart, by far the most economical time it can everbe done. If you think you need 6', dredgeinitially to 10'. I have made this mistake morethan once. Dave Irish, MI

Advanced maintenance dredging - Theadditional depth and/or width specified to bedredged beyond the project channel dimensionsfor the purpose of reducing overall maintenancecosts by decreasing the frequency of dredging.

US Army Corps of Engineershttp://chl.erdc.usace.army.mil/glossary

A quick and sure exit from the marinabusiness comes from failure to maintainadequate water depth. Nothing is moreimportant, or often harder to do. Dave Irish, MI

Do a pre-construction and post-dredginghydrographic survey of the bottom. Use achain dragline after dredging to locate anynewly uncovered obstructions, such as old pilestubs and rocks that boats could hit at low water.

Bruce Tobiasson, MA

Determine where any silt comes from and theestimated the rate of deposit before dredging.

Bruce Tobiasson, MA

Understand that there may be a narrowwindow of time (one or a few months annually)when government will permit dredgingbecause of environmental concerns.

Bruce Tobiasson, MA

The cost of dredging is based on the numberof cubic yards/meters of material dug out.These costs can add up quickly. Mostcontractors will over dredge to be sure to get tothe permitted depth. Where you are going todispose/deposit the dredged soils can radicallyraise costs. Bruce Tobiasson, MA


Reuse dredge soil materials wheneverpossible. Neil Ross, RI

MARINA PLANNING

Planning must be based on results of a goodmarket demand study. Bruce Tobiasson, MA

The main purpose of having a marina is tohave a safe place to park your boat. All theflowers, buildings, restrooms, etc. are there tosupport the parking spaces for boats.

Fred Hunt, OH

Marinas need to multi-task with severaldifferent profit centers, such as boat hauling,maintenance, land storage, retail sales, etc.

Bruce Tobiasson, MA

A good marina design engineer will helpeducate the owner/developer by asking theright questions before making any plans.

Bruce Tobiasson, MA

Plan for increases in boat size and services. Inthe future, marinas will be totally involved withthe issues of sustainability. Allen Wortley, WI

A dock buyer must know what they want andwrite or receive from the builder a good set ofspecifications with specific requirements. Atone time specifications merely called for certainsizing and materials. Today’s best specificationscall for certain performances that can be easilychecked by the buyer. Typically, this wouldinclude deflections at the ends of fingers.

Fred Hunt, OH

In addition to performances, certain qualitiesof materials have become standardparticularly with floatation, including:• Minimum thickness of float encasements,• Maximum absorption of water in the foam,

and• Actual tank testing results for listed

buoyancy.The buyer must specify what they want andexpect to get, or they will have to acceptanything that the dock builder gives them.

Fred Hunt, OH

Let the marina dock buyer beware, especiallyfrom the small, less experienced builder.

Fred Hunt, OHIf there are strong objectors to proposedexpansion, they often come from neighboringpeople and businesses within sight of themarina.It helps to be a good neighbor and to meet withthem well before proposals go public. Nothingfires up a public hearing more than upsetneighbors who first learned about a marinaproposal in the newspaper. Neil Ross, RI

MARINA COST

Buying a marina at an overpriced cost is asure way to lose money and the business. Nomarina has enough income potential to pay offsuper inflated prices (plus property taxes) oftenassociated with waterfront land. Neil Ross, RI

If you must build a new marina, dredge it,and add a breakwater, the cost of all threewill probably fail the business.• The first owner builds the essential

infrastructure, and then goes bust.• The second owner buys it below cost,

finishes construction, adds improvements,and fails.

• The third owner buys the marina at a low,distressed price, and has a better chance tomake a profit.

Anonymous marina owner, RI

The best dock systems often come fromcompanies who have been in business thelongest and have built the most docks. Dockbuilders have more than one design - the oldgood, better, and best. The better the docksystem, the more it costs. Fred Hunt, OH

You will always be "shocked" by the cost ofup-dating your marina electrical system, andyour existing system will always fail to meetelectrical code in some way. Dave Irish, MI


The cost of the materials to build a marina ispretty much the same, no matter where youare and what the market rates are that you’llbe able to charge. It is best to developproperties in strong rental markets. Jim Frye, VA

First class marinas can charge first classmarina rates; don’t scrimp on qualityconstruction and amenities. Jim Frye, VA

MARINA ENVIRONMENTSince the 1990s, the most critical issue facingboth new marina development and existingoperations has been the environment.

When the environmental awarenessmovement gained momentum in the 1970s, thelarge, heavy volume point-source polluters werethe main regulatory targets, including bigindustry, smokestack factories, and failingmunicipal sewage treatment plants.

In the mid-1980s the environmentalregulatory programs got up to planning speed,and down shifted focus to stormwater runoff andsmaller scale non-point polluters. Marinas and boating were targeted as highlyvisible polluters. Yet, the boating industry ingeneral didn’t want to get involved and fearedhaving to make changes that would put them outof business.

As pressure mounted in the 1990s, the marinaindustry was the first to react. Slowly at first, thetop marina owners realized resistance was futileand began proactive improvements to clean up.

By the end of the 20th Century, and more soin this decade, marinas have embraced the cleanwater philosophy and began taking positiveaction with its Clean Marina and Clean Boatingprograms. Marinas have discovered that goingclean is good for business and attracts bettercustomers.

Boaters have a closeness to nature that makesthem appreciate keeping the waters unpollutedand environment clean. People are reactingpositively to the clean boating movement.Boaters have become better stewards of, andstrong advocates for clean water quality.

Green vs. clean bottom line - Green coloredwater usually is so polluted that algae growsout of control. What we really want is clean water, notover fertilized green water. The US EPA, Fish &Wildlife Service, and most states have agreed onachieving clean water goals through cleanmarinas and clean boating programs. Let the earth be green, but keep the waterclean. Neil Ross, RI

Environmental impacts from marinas andboats are very small, but real.• Pollution is a byproduct of human activity;

nature does not pollute, only people does.• Harmful impacts can include damage from

toxic chemicals, turbidity, smothering, overheating, low oxygen (anoxia), noxiousfumes, litter, and mechanical crushing.

• Pollution often can be easily prevented,controlled, and cleaned up at reasonable orlow costs.

• Impacts can also be positive; some examplesare the creation of artificial fishing reefsbeneath the docks, on piles, and bulkheadmaterials, and shading that attracts fish.

• Clean water is essential to good boating andprofitable marina business. Neil Ross, RI

Marina operators are stewards of theenvironment. They are the ones managing theinterface between the land and water, and inmany cases mitigating the impacts that arecoming from upstream flow into the marina’swater. Jim Frye, VA

A well-designed marina can actually enhancethe water front environment. Jim Frye, VA

Always have a plan to present to the permitagencies that is reasonable, can be scaledback, and includes something for the publicbenefit. The latter usually is added when theagency has done the first or second push back ofyour proposal. Larry Halgren, WA

Environmental concerns and regulations canbecome over bearing and nearly impossible tolive with. Bruce Tobiasson, MA


Always make the environment better whenyou are done than when you started.

Larry Halgren, WA

Objectors will use environmental issues asarguments against marina development orchanges. NIMBY (Not In My Back Yard) isoften the real root cause for objection, but not avalid argument; environment is. Always preparea good environmental assessment study beforeformerly going public with the design permitapplication Neil Ross, RI

Involve your boating customers and staff inenvironmental education about the marina,and how they can play a key role in it’sprotection. Lead by owner/manager example,and train your staff to do the same thing.

Larry Halgren, WA

Marinas that are managed properly will havea very positive impact on the environment –more fish, more birds & wildlife, and likelymore vegetation & green than from previoususes. Bill Munger, RI

Provide free pumpouts for regular customers.Locate the pumpout so the service is veryconvenient or it won’t be used much. The fueldock is an excellent location for pumping out forsmaller boats. Give pumpouts to all boats 45’and longer in slips piped for this service. Staffdoes the pumpout; customers just do not wantto; and the tips are big.

Neil Ross, RI

It is time for the United States to adoptnationwide no-discharge, as has been done inCanada. The Great Lakes and New Englandstates are leading the way. Let’s finallyeliminate boat sewage discharge in all waters ofthe nation. Neil Ross, RI

Boaters all want to recycle trash just providethe containers. Provide clearly marked recyclebins throughout the marina for glass, metal,plastic, paper.

George Bassett, MA

Empty trash containers frequently, andalways before they overflow. Use containers

that have lids to keep birds and wind fromscattering litter. Neil Ross, RI

Boating is good clean fun. Lets keep it thatway. National Clean Boating Campaign slogan

MARINA MANAGEMENT

Good marinas, well sited and built, only canbecome successful businesses when they haveeffective, trained management teams thateducate their staff and cater to customer service.

Managers must have good written guidelines,emergency, and environmental contingencyplans, and provide wet/dry storage of boats.

Years ago managers were focused on caringfor boats, giving good repair service, andkeeping docks floating and charging a low price.They did good work on boats, and toleratedcustomers. Today’s market is service orientedfor boating families.

Marina success is more art than science.Marinas are in the hospitality business thatmust focus on servicing people who own anduse boats. Neil Ross, RI

Every marina is site specific. Determine whatyou can do better than anyone else andconcentrate on where you can have the mostcontrol. Tom Cox, MA

Education and training is essential for greatmanagement. Hire an International MarinaInstitute professionally Certified MarinaManager (CMM), become one yourself, or haveyour top manager work toward receiving CMMprofessional recognition. Neil Ross, RI

Always improve yourself, your staff, and yourfacility. Tom Cox, MA

Hire GREAT employees, pay them well, andTRAIN them before the season starts. I bringall staff in two weeks before kick-off to makesure they are trained and ready.

George Bassett, MA


Marinas are in the hospitality business andour customers have many choices for theirrecreational dollars. Treat your customers well.

Tom Cox, MA

Management by walking around is always atop priority. Make an effort to walk the dockseach and every day -twice a day on theweekends- just to talk to customers and addressany issues that may come up and keep the linesof communication open. Tom Cox, MA

Customer service is not very expensive andcan increase income and satisfaction. Sendstaff to meet and guide each boat into its slip.

Bruce Tobiasson, MA

HOSPITALITY is the name of the game.Listen to their complaints thoroughly beforeanswering; then correct or take positiveaction. George Bassett, MA

Develop a Mission Statement with your staff,make sure they are part of the process, and“own” the document. Tom Cox, MA

Two mission statements to LIVE by: • Create memorable experiences by

exceeding expectations.• Show good S.P.I.R.I.T.o S = Smile,o P = Positive Attitudeo I = Initiate eye contacto R = Remember the guest name (important)o I = In a crisp and clean uniformo T = Teamwork. George Bassett, MA

Teach your employees to call your customersby their first name. Set your point-of-salesoftware to instantly bring up a persons namewhen you enter a slip number, boat name, orsome other reference point. Larry Halgren, WA

Always remember to give the customer hisfavorite slip back year after year. Anticipatetheir needs. George Bassett, MA

No one should ever “retire” into the marinabusiness. Jim Frye, VA

Provide a good Concierge Service, especiallyin destination marinas. Give staff assistance onand off the docks, including the fuel dock,pumpout, immaculate bathrooms, clean showerfacilities, rubbish removal, and reservations forrestaurants, theaters, and car rentals.

George Bassett, MA

Management must make every effort tomaintain a friendly environment.• Yes, we Can!• How can we help you!• Do it right the first time.• Credit the billing hiccups with a smile.• Your guests expect 5-star hotel environment

and service – aim high.• Refer to customers as marina “guests” and

treat them as such. Bill Munger, RI

Boaters expect more than just a place to docktheir boat in a marina; the marina hasbecome a social gathering place.

There is a catch here though, most of themarketing of additional amenities are targeted tothe condo dock and rack market, such asclubhouses and pools, tennis etc.

In reality, these people have better facilitiesat their homes than the marina can offer, andwill rarely use the marina facilities. The averageboater uses these types of amenities. It givesthem a higher social status, something theytypically do not have at home, or an alternativeplace to enjoy these amenities.

Dennis Kissman, FL

Educate your customer. Every boat thatarrives gets a Marina Welcome Bag filled withgoodies, maps, and all the rules for recycling,pumpout, environment, and town maps. VIPpackages go to the big boats and returningguests. Hand written thank you notes go to selectcustomers, while all new customers get lettersbefore they arrive.

Managers should not hide; customers want tosee you. Make rounds every day throughout themarina to say hello, meet, and greet all boaters.

George Bassett, MA

Know your customer. Boat owners are thecaptain of their vessel, regardless of size or type.Never place them in a compromising position


when operating their boat in your marina. Knowtheir limitations on boat handling.

Dennis Kissman, FL

Customer service – Not lip service. Teachevery employee how to be an ambassador and tochampion the cause for knock your socks offcustomer service. Happy customers will bewilling to put up with a lot of things, includinghigher moorage fees, and they will also tell allthere boating friends how great your facility is.

Larry Halgren, WA

A great transient visitor service is to providequick, timely check in and check out. Greet every arriving boat at slip-side, assistwith lines and power hook ups. Provide check-inonboard their boat using their credit card and geta signature. In ten minutes their vacation starts.

Customers do not have to check out as wehave all their information, and will mail them abill copy.

Keep in mind Nantucket Boat Basin is 70%Transient, 30% seasonal. In the boating seasonwe change over an average of 40 boats per day;that is 40 leaving and 40 coming; so it is actuallyhandling or servicing 80 boats on a daily basis.Sometimes we get upwards of 60 coming and 60going per day. George Bassett, MA

We like some liveaboard boaters for givingextra security measures. In addition, I trade offone off-season slip to one guy who cleans theheads all winter! We have three winterizedbathrooms for use.George Bassett, MA

No matter what your position is in the marinaorganization, be observant of yoursurroundings and take responsibility. Whensomething is not right do not ignore it. Eithercorrect it immediately if you can, or bring it tothe attention of someone that can. For example:• Litter; if you see trash, you own it then take

care of it. • If you see a loose or frayed dock line on a

customer’s boat, take care of it.Dennis Kissman, FL

Great managers can administer the businesswhile entertaining the customers.

Jim Frye, VA

Professional management often yields a bettermarina experience, and a more profitable oneas well. Jim Frye, VA

Have a solid License Agreement forcustomers and outside venders, update itfrequently, and stick to it. Tom Cox, MA

Select and train good employees. Eachemployee represents you and your company andusually gives the first impression to the guest, somake it positive the first time.

George Bassett, MA

Good practices and rules are great, but youneed full buy-in from management andtraining of employees. Pam Rubinoff, RI

Know when to fire a terrible employee, anddon’t ever think it will get any better than itis today. Larry Halgren, WA

MARINA SOCIAL VALUESBoating is a social activity that involves

safely using a vessel on water bodies. Boats arethe means to many ends, e.g. cruising tointeresting places, fishing for fun or food, racingcompetitively, taking the family with friends todeserted islands, swimming in clean water awayfrom crowds, sleeping aboard a weekend cottagethat floats and moves, and more.

Recreation is to escape from routine life,work, and everyday demands for time to recreateoneself. In the process of boating, people gainimportant unique benefits of recreation,relaxation, challenge, thrills, escape, pride,therapy, and time to think alone.

We tend to think of recreational boating as a20th Century invention, but it is not. Courtdocuments in a Maine legal case, circa 1640,found that the public has a right to access tidalshores for purposes of harvesting seaweed,


fishing, and recreational boating. While I find it hard to imagine Puritans andearly settlers having any fun time, the courtdecided it important enough to rule that peoplecan get shore access for recreational boating.

Beyond benefits to individuals, boating giveswider social values that can help manycommunities and millions of citizens. Marinasare the gateways to the water and thus the key topositive social values.

There is a natural basic need for people to getback to the sea. People get many benefits frombeing in, on, or just seeing water. Water isinteresting, relaxing, exciting, challenging,therapeutic, and natural to people.

Bruce Tobiasson, MA

Mankind needs leisure. Water access isessential for mankind, be it seeing, smelling,fishing, sailing, ice skating, swimming, diving,and on and on. Leisure! Allen Wortley, WI

Enhance the access – you are the gate keeper– make it nice & friendly. Do the very best youcan with what you have. Bill Munger, RI

Marinas are the hourglass of boating access.Like the narrow neck of the hourglass, peoplewith boats go out onto waterways and returnback through marinas. As marina capacityincreases, more people get boating access, but ifit shrinks, so do the number of boaters andguests decrease. Neil Ross, RI

Marinas are gateways to the nation’swaterways and marina operators play host tothe boating experience. Jim Frye, VA

I believe very strongly in public access. Everyboater in the marina provides opportunities forthe public to enjoy the marina and nearbyboating waters. Larry Halgren, WA

The average boat takes out 30 or morepeople, one or more times per year. Multiplythe number of boats in a marina by 30 for anestimate of the total number of people who goout on boats from that facility. Example: 250boats = 7,500 people.

Often marina owners and government agenciesdo not understand and only count the number ofboats as mistakenly representing accessnumbers. Neil Ross, RI

Provide activities or playground equipmentfor kids to have fun as well and to get themaway from the parents so they have a breakas well. Larry Halgren, WA

Think of how the marina can link into thecommunity needs for public access. Forexample, how can the marina help accommodatefor local livelihoods and artesianal fisheries.

Pam Rubinoff, RI

Emphasize the social value - that marinasprovide access by members of the public tothe public waters. As launch ramps do for thepublic who own trailerable boats, so do mooringfields and docks also provide public access forbigger boat users. Dave Irish, MI

Marinas... an important part of yourwaterfront.

Marinas... communities of families andfriends.

Marinas... gateways to recreational boating.

Marinas... access to a variety of recreationalactivities.

Marinas... providers of a variety of importantservices.

Marinas... stewards of the environment forfuture generations.

Marinas... partners with governments acrossthe country.

Marinas... forces of economic growth andstability

Marinas... employment opportunities forlocal citizens.

Marinas... an important part of yourwaterfront community!

2008 National Marina Dayhttps://www.marinaassociation.org/nmd/


BOATS & BOATERSWho goes boating? Nearly every segment ofsociety goes boating on a wide variety of craft,ranging from small kayaks to mega yachts, fastspeedboats to slow sailboats, sport fishing boatsto wind surfers, canoes to wakeboards. They goon lakes, oceans, rivers, bays, and ponds. Freshand salt water is really a matter of location andtaste. Males have traditionally dominated boatownership, but more and more women arebuyers.

Age is not a determiner of who uses boats.Small children float rubber boats in the bathtub.As they grow, kids play with toy sailboats at thebeach, and then later drive radio-controlledmotorboats on a pond. Scouts master therowboat and canoe. Many teens take sailingcourses and learn to solo. Older teens drivedad’s outboard boat. As we mature and earnsalaries, we buy trailered boats, graduallyupgrading to ever bigger boats. Then in ourelderly years, we go back to smaller, easier touse boats.

One need not be rich to own a large boat(mega yachts are an exception). A study ofsouthern New England boat owners found thatmany people who could afford large yachts,instead owned small boats. Relatively low-income people owned bigger boats thanexpected. Statistically there was no directrelationship between income and boat size.

The diversity of the types of people who goboating is huge. Bruce Tobiasson, MA

People like to own boats. However, as cost ofownership increases, multiple owner boats(partnering or fractional ownership) isincreasing, while renting and chartering boatswill grow. Neil Ross, RI

Boating is an expensive hobby that can behard to justify on an economic basis.Nevertheless, the social values of being aboardthe boat make the cost worth the time andexperience for people. Many just enjoy putteringaround their boats, while others enjoy the

challenge of a good regatta race, fishing,cruising, and even riding quietly at anchor.

Bruce Tobiasson, MA

Boating isn’t easy or cheap; it’s hard workand requires a significant commitment oftime and resources. Jim Frye, VA

If boat owners ever compared the totalannual cost of ownership to the actualnumber of days used per year, they would beaghast. This is especially true for sport anglerson the basis of cost per pound of fish caught,

Anonymous marina owner in 1969, MA

No boat can enter or leave a slip without anaudience watching. If you want a good laugh,go to a launch ramp to watch what happensthere. Anonymous marina manager

When operating a boat, always rememberthat go fast things happen fast --- go slowthings don’t happen! This applies also to usinga forklift, car, airplane, lawn mower --- you getthe point.

Larry Halgren, WA

Beginning boaters can have difficulty.(Professionals can too occasionally.) Help them.Make them look good.

Bill Munger, RI

Better boater education is needed to teachowners to handle their own boats. Most boatowners never learn to drive or sail their boatvery well. They get little or no boat handlingtraining from boat dealers, that consequentlyresults in frustration, fear of use, scared families,boat damage, some injuries, gradual decreasingboat use, eventually quitting the sport, andselling the boat at a loss. Neil Ross, RI

Marinas are the best places to train peoplehow to operate boats. Offer a Boating Proservice and profit center, like golf pro, ski pro,scuba pro, that gives hands-on training in theowners boat, by a paid, licensed, professionalcaptain. Neil Ross, RI


Linking with local non-profit educationalgroups for mutual assistance can make agreat opportunity for public outreach. Useboater education as a way to engage in largerenvironmental and social issues surrounding themarina environment in the region. This caninclude working on policies related to fishing,boating, and marine protected areas and issues.

Pam Rubinoff, RI

The first year of experience operating a boatbecomes the owner’s baseline for howcrowded the waterway is. Neil Ross, RI

Boaters are a fickle group that may come andgo with the breeze. Jim Frye, VA

The boat is no longer just a boat. For manyowners it is their palace on the water.

Bruce Tobiasson, MA

Most of the boating goes on at the dock.Jim Frye, VA

Most boats sit empty and unused most days ofthe boating season/year. Neil Ross, RI

Don't forget who owns the marina. Seasonalrenters will colonize THEIR slip and resist yourgovernance of their use. Be prepared to fire anunsatisfactory customer. Dave Irish, MI

Be certain to provide a space for boaters towork (includes tinkering) on their boat. It isoften the most important part of their boatingexperience. Jim Frye, VA

Some seasonal slip renters actively prefer tohave their boat moored in a workingboatyard environment instead of a quietmarina-only location. Dave Irish, MI

A boat can be a source of pride or frustration.Often a good marina operator can influencewhich result. Jim Frye, VA

WHAT’S AHEAD FORMARINAS?

MARINAS ARE CHANGING

A business fact of life is that every marina isin a continual state of being rebuilt. Oldermarinas, when doing major repairs over time,will be near totally rebuilt just to keep up withnew market demands, safety, and environmentalstandards.

Almost all new and rebuilt marinas will havetheir smallest slips starting 45’ to 50’ length andabove. This size change will push smaller boatsoff the water, decrease availability to the lessaffluent, and reduce the total number of boatskept in any marina that cannot expand its wateruse area.

SHORESIDE LAND COMPETITION

Sky rocketing coastal land values in moststates are making marinas less competitive fornew land purchase when faced withcondominium development that typically canpay the highest price.

Positive note: The current recession,however, may bring redevelopment pressure andcoastal land prices down, temporarily.

Older marinas and boatyards are more likelyto be bought out for land redevelopment.

As the second and third generation of familyowned marinas approach retirement over thenext 10-20 years, will a fourth generation takeover, or sell to the highest offer?

I predict a loss of many small, older marinasfor conversion into primarily non-boating uses,resulting in significantly less boating capacity,unless government regulatory agencies dosomething different to protect water-dependentmarinas.

WHERE WILL ALL NEW BOATS GO?

As boat slip size increases, fewer boats canbe berthed in the same size marina basin. If thenumber of marinas decrease and limited new


marina capacity is forecast, how can boatinggrow significantly?

Possible answers include:• Increase the number and size of public launch

ramps,• Dry stack/rack storage of small trailerable

boats 25 to 40’,• Dry land storage for boats 40’ to 70’+ on

trailers or special racks.

GROWING MINORITY BOATING

Afro-American blacks have long been animportant but small segment of some urbanboating markets. Increasing numbers of them arebuying greater numbers of boats.

Women will become a much larger part ofthe boat owning and using public, but probablywill not reach 50% for several decades, if ever.

Hispanics/Latinos are the new and expandingnational market for boating and marinas wellbeyond the southern Border States. In response,the BoatUS Foundation has four Spanishlanguage brochures designed to bring safety andenvironmental boating messages to the fastestgrowing minority in the country. They recognizethat Spanish is now the second most commonlanguage in the US and on boats.

Other immigrant groups, such as SoutheastAsians, Koreans, Africans, and others willeventually want to fully participate in Americanway of life that can include boating and fishing.

In 30 to 50 years, the boat owning populationwill look more like the general population,instead of primarily those of white Europeandescent.

NON-OWNED BOAT OPTIONS

Today the vast majority of boats are userowned. However with increasing cost of buying,maintaining, storing, and operating boats, in anindustry facing greater waterfront spacecompetition, escalating regulatory costs, slowinggrowth, less slip room for small boats, there areother options for future boaters.

Renting boats by the day, week, or month canbecome as common as renting a car in Florida orother tourist destinations,

A newer option is to partner with others in agroup purchase of a vessel (called fractionalownership). This is similar to time-sharing acondo apartment. Partnering can significantlycut the upfront and annual cost to each family.

In both renting and time-sharing, the annualcosts are significantly less than owning, whileper use day costs are greater.

In the real world of boating, most boats sitempty and unused most days during the boatingseason. Nevertheless, just as each American hasa love for owning a car, we also like owning myboat.

Future cost realities, with limited entryboating, may well force many current and futureboaters to reconsider the wisdom of owning ahigh cost boat that may only be used a few daysper year.

Many millions of people never own a boat,but they do go boating aboard a charter fishingboat, harbor cruise, ferry, charter boat, or leastexpensive of all, a friend’s boat. It is estimatedthat one third of the US population goes boatingeach year, but most do not own the vessel. Theyare very much part of the hidden boating market.

ARE MARINAS GOING TO SURVIVE?

Some will close, but not many. In fact, thevast majority of marinas, particularly full serviceones, are the most solid part of the boatingindustry. While marinas are generally not greatprofit generators, their income is reasonablysteady even in recessions, and they have provenstable through the tough years.

“I would predict that every marina thatexists today will have had at least one moreremodel before 2034. We will continue to haveproblems with dredging, and the fewremaining sites will become extremely difficultto develop into floating marinas.

We have seen a unique concept beingapplied here in the Northwest and that isstoring really large boats, from 30 to 70 onshore on large gravel parking lots with ramps


they back up to for the owners to go up anddown stairs to access the boat while dry landboating. This has also had a large impact onboat sales with brokers now opting to keepboats hauled out so the prospective buyer cansee the entire boat and when he is ready for asea trial they launch the boat in about 15minutes on special self propelled hydraulicsubmersible trailers on a large boat ramp.”

Larry Halgren, WA

MARINA FUTURE IS BRIGHT

I believe recreation boating will always be a funpart of our lives, it will continue changing, besubject to wide economic ups and downs, andhave escalating costs. Boating is so important to public recreationthat it will never go out of business. However, itwill likely cost much, much more to enjoy.

Where there is boating, there will always bemarinas. Marina history clearly shows thattechnology, services, costs, and managementkeeps improving, and that will continue.However, one constant is that marinas are theprime gateways to boating waterways. Marinasare vital to our economy, society, recreation, andthey are good businesses now and in the future.

FINAL THANKS

Congratulations to the University ofWisconsin-Madison and it’s Professor C.Allen Wortley for helping to spread marinaprofessional technology worldwide.

Several thousand marina professionalshave learned new approaches to old problemshere. Many marina experts first met in Madisonand later collaborated to create new concepts,studies, programs, and improved technology thatmade marinas better.

As a result, many millions of boaters havebenefited globally and the marina industry ismore sophisticated and stronger thanks to TheUniversity of Wisconsin’s well organized andvery effective Department of EngineeringProfessional Development.

JOB WELL DONE!

My very special personal appreciation to AlWortley. It has been a pleasure and honor to bepart of this fun process since 1976, sharing itwith you and the many marina friends andcolleagues you’ve brought to Madison.

Al, you have been a valued collaborator,helpful educator, encouraging colleague, andgreat friend. Thanks.

Neil Ross2008

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FUNDAMENTAL TRUTHS ABOUT MARINAS PAST, PRESENT & FUTURE