Marina Dock Age

With occupancy rates plunging to an unprofitable 48 percent in recent years, Alton Marina in Alton, Ill., decided that it was time for drastic action. The city owned marina and its management company decided that the best way for them to reverse the slump in slipholders was by increasing its social offerings. Today, the marina has reached 82 percent occupancy in less than two years, according to a Dec. 7 report on the Web site: www.thetelegraph.com.

Karen Brncic-Baker, the marina’s general manager, said that the marina’s emphasis on hospitality is a three-pronged approach: serving long-term slip holders, being hospitable to transient boaters, and serving the local Alton community with special events and promoting local businesses.

“With the slip holders, it’s all about hospitality,” said Brncic-Baker. She has sponsored frequent socials and added a new picnic pavilion on the upper level of the marina parking lot to accommodate parties and grilling. “We are creating a social environment where we want them to come here, not just filling up slips,” she added.

Brncic-Baker noted that marina customers treat their boats as second homes. “Some people do not go on a vacation. They stay here on their boats and develop friendships here,” she said.

In terms of dealing with transient boaters, the marina seeks to have them spend a day or two longer at the marina by telling them of local events and attractions, such as the National Great Rivers Museum at Melvin Price Locks, and informing them about local restaurants and shops.

“The more information we can give them, the more there is for them to do,” said Brncic-Baker. “Alton Marina is the window to Alton. We have to offer them great hospitality to make them want to stay here.”

And she adds that the marina also works with local businesses and the city to offer events for the local community. For example, she noted that some businesses sponsor downtown block parties, and she has opened the marina to several of them. During the warm weather boating season, there were 19 weekends available to boaters, and the marina either held or co-sponsored events on 17 of them.

The marina has 295 slips, 30 of which are for transients. Of the 265 slips available for long-term rentals, 225 were occupied this past boating season. Brncic-Baker’s goal is 100 percent occupancy.

To obtain more specific information about the social offerings provided by Alton Marina, please call Karen Brncic-Baker at 618/462-9860 or go to the marina’s Web site: www.altonmarina.com.

Jerome A. Koncel is the editor of Marina Dock Age. He can be reached at 847/647-2900, ext. 1309 or via e-mail: jkoncel@marinadockage.com