Marina Dock Age

In 2009, the Port of South Whidbey in Washington took over marina operations in South Whidbey Harbor at Langley. Previously, under city management, the marina, more commonly known as Langley Marina, generated approximately $60,000 in annual revenue at its highest peak.

During the port’s first year of management, under the helm of Rick Brewer, harbormaster, it more than doubled that revenue, bringing in $138,000 in 2009 and nearly $160,000 in 2010.

The new management transformed the image of the marina quickly and set its sights on being an economic developer for the local waterfront area.

The transition

The port took over Langley Marina Jan. 1, 2009, and spent the first three months getting organized and getting the site in shape. “[Cleaning the property] was the biggest thing we did,” said Brewer. “The maintenance had been deferred for quite a while.” First and foremost, he replaced parts of the fire suppression system on the dock that were missing sections. From there, he focused on improving the overall cosmetics of the property.

Transitioning the facility into a new and better future also involved improving how the marina operated. “It was a free-for-all,” Brewer said. “There were no slip assignments.” If a boater left his slip for a day trip, another boat could take his slip.

Additionally, the marina layout was designed many years ago for approximately 24-foot boats, so space constraint can be an issue. Compounded by a lack of slip assignments, large boats often came in and docked at slips that cut off access to parts of the facility or a 30-foot boat would dock in a 60-foot slip. With simple organization, management now keeps track of slip assignments, so reservations aren’t lost or stolen. The marina also installed signs at each slip, which indicate open or occupied.

Boaters can make reservations several different ways. The marina monitors VHF radio. Boaters can also call, email or make reservations through the online system on the website. Brewer said he gets about six or seven reservations per day via the online system, but the majority of boaters still call.

Other improvements

The marina added more guest services, like sales on the dock for crab bait and ice. Most importantly, the changes focused on dock services to improve the customer experience. Dock staff is on the dock to help boaters with anything.

The marina also provides a concierge services to help visitors make the most of their stay. The local area offers many activities from horse back riding to art classes to ice creams shops to five-star restaurants, and the marina helps with event planning and reservations.

Future expansions

The marina has plans for future expansions to provide additional dockage and basin protection. Usually at capacity, the marina wants to increase moorage. Currently, it has 16, 24-foot slips and 5, 30-foot slips, plus 260 feet of linear dockage.

This winter the marina will begin installing a 400-foot refurbished breakwater just outside the existing pile breakwater. This will add considerable protection to the marina, as well as 800 feet of additional dockage, 400 of which will be for larger vessels. The longer 266-foot leg of the breakwater will provide moorage for 70- to 125-foot boats. The outside of the breakwater will accommodate larger vessels and tour boats from around 118 feet up to 195.

Because the original marina was built with recreational boating funds from the state, commercial vessels were restricted from docking there. With the new expansion, Brewer hopes to attract more commercial vessels.

The marina would also like to develop a rental boat service. “There’s a big interest in renting small boats in this area,” Brewer said.

Since its reinvention, the marina has focused a great deal of effort on developing events for the marina, and the new breakwater will serve as a big event dock.

Economic developer

The expansion plans, the increased customer service and the focus on local events are all part of a bigger plan. “The things we’re developing, we did those to be a economic developer for the community,” Brewer said. Langley, Wash., is a small resort town, and the marina is the front door to the waterside. “We’re in an ideal situation,” Brewer said. “Right now, it’s mainly about educating the locals on what the impacts could be and the potential rate of growth for the area.”

While the marina definitely wants to contribute to a stimulated local economy, it also does not want development to get carried away in the small community. “We want [the growth] done in a good organized manner, so we end up with a quality community.”

So far, efforts at reaching out the local community have been great, Brewer said. One of the most important ways he does this is through community events. In August, the marina hosts Dock Stock, a three-day festival with food and entertainment. It involves many local businesses, which both sponsor the marina event and hold their own companion events in town during the marina festivities.

Brewer started Dock Stock three years ago and calls it his signature event. The event, which is free to everyone, has been a good public relations move, he said, for boaters and the local community. The true economic impact that marinas can bring to the community is on display at these public events. He would like to develop four “signature” events for the marina that mark the boating/tourist season.

At Easter, the marina hosts an underwater egg hunt. Brewer said the event helped introduce the local community to scuba diving and squash prejudices they may have had about the sport. While many locals originally viewed scuba divers as an annoyance or intrusions in their recreational areas, Brewer said the Easter event completely changed that attitude among the local, who know sponsor the annual diving event.

Transient business

The marina always encourages club events. It reaches out to yacht club often and can offer numerous concierge services to help them plan events. Yacht clubs generally frequent the marina in May and June, which are generally slower months for the marina. Similarly, September rentals drop off a bit after the summer, and Brewer is working on developing additional club rentals opportunities during those transition months.

The character of the marina changes somewhat throughout the year. Ninety percent of the marina’s business generates from transient rentals, which see the greatest numbers in July and August. From October through April, the marina offers monthly winter moorage and winter leases from the first of October to the end of April. During the summer, bigger yachts frequent the marina, and winters generally welcome smaller recreational boats, fishing fleets and commercial crabbers.

The marina’s unique location within the community has helped lead the way as an economic developer. The location, on the south end of the Whidbey Island along the Puget Sound, also puts the marina at an advantage. Sitting on the main cruising passage has helped the business during the economic downturn.

“We’re a stopping point for boats headed north and south,” Brewer said. “It’s actually helped us during the downturn.” Many larger vessels that would have typically cruised straight through have shortened their trips, and many more now stop at Langley Marina.

Customer service

Though the new organization at the facility set the marina up for success, the staff’s presence at the docks and the focus on customer service truly set the tone for the facility. The staff at Langley Marina does not call its customers ‘boater’ or ‘slipholder’ or ‘renter.’ “We call them guest,” Brewer said. “And we treat them like that.” This comes from Brewer’s many years of experience working in the cruising industry. The Port of Whidbey created a marina it could be proud of and welcomes guests to experience everything it has to offer. Like all the best docks, staff is there take the line when boaters arrive and help them cast off when they leave, and everywhere in between.

The federal Clean Water Act sets forth standards for wastewater discharges. The Environmental Protection Agency (EPA) charges individual states with enforcing the law, which varies widely from state to state.

Overall, compliance standards are becoming tougher, and many states are more stringently enforcing environmental laws. States that currently don’t have rigorous wastewater standards can expect to see them in the coming years. Even if the government isn’t currently forcing marinas in certain areas to meet stricter standards, they can still prepare now for the future. And making powerwash operations more green have other benefits to help marina business.

New regulations

The Clean Water Act regulates many contaminants. A 2007 study by the North Carolina Division of Water Quality found that typical boat wash wastewater contains 69,000 times more copper than the Federal Clean Water Act allows for discharge.

In particular, environmental compliance authorities have growing concern that some wastewater recycling systems do not remove heavy-metal concentrations to environmentally safe levels. These agencies have observed that a significant quantity of high-pressure powerwash wastewater drifts onto surrounding property and waterways.

Consider these important questions:
• Does the marina have a recycle system that is designed to remove heavy metals to the extent necessary for easy compliance?
• What would the facility estimate the additional labor costs would be if staff had to secure a spray barrier around each boat hauled?
• If current state standards aren’t in place, how long will it be before the state’s compliance officers issue similar standards?

A marina or boatyard shopping for a powerwash recycle system should make sure the system has been designed and manufactured in anticipation of the toughest compliance standards and can be easily permitted by compliance authorities.

In addition to keeping marinas in compliance with environmental regulations, installing an effective recycling system can also bring additional benefits to the business. Consider the following reasons why marinas should make sure they comply with the strictest wastewater standards.

Protect property value

Most lending institutions require environmental audits for boatyard and marina financing. Just like a termite inspection on a home, banks want to ensure that a property has a clean bill of health and will not incur very high environmental remediation costs.

An EPA audit of an Oregon boatyard led the agency to declare the yard a toxic waste site. Agents seized evidence of environmental crimes, including records and soil samples. EPA arrested, fined, and then sued the owner and the previous two owners of the boatyard to help cover the millions of taxpayer dollars spent removing toxins from the property. The owner pleaded guilty in 2004 in U.S. District Court to a felony violation of the Clean Water Act.

Once dry, heavy metals are encapsulated in the sludge, it typically is classified as non-hazardous and can be disposed of with other marina trash.

Improved environmental testing

While some locations allow a certain grace period for environmental compliance, government authorities will often require a facility to hire a certified chemistry lab to periodically submit stormwater runoff test results. Many states require these tests every six months, and if toxic discharge target levels are elevated they often step up the testing intervals and mandate improvement. And the tests are not cheap.

Jim Frei, an environmental consultant at Stormwater Services Group, LLC, said, “The lab analysis fee will be about $135. The labor (sample prep/watching weather), materials and reporting cost will be about $350-$500 depending on travel time to site for a consultant to do the in-field sample collection. Of course, if marina staff performs the sample collection and report writing, it will cost less. The reason the labor cost is high for a consultant is the sample (in North Carolina and some other states) has to be collected within 30 minutes after discharge, so the collector has to be at the site before rain starts.”

Improved relations with compliance authorities

With better environmental tests and a commitment to wastewater standards, marinas can be seen as marine industry leaders in green practices, which can improve relations with compliance authorities. In addition to showing those in charge of wastewater standards that the marina takes environmental responsibility seriously, these green practices can help in dealing with regulators in many areas of the business.

For example, marinas might have a better chance of obtaining approvals to dredge or renovate, especially if it involves environmental concerns, if the facility can show other ways in which it protects the environment, such as its commitment to green powerwash operations.

Free publicity

Many media outlets feature companies that adopt new green and clean practices that positively impact the environment. If a marina grabs a vanguard position in environmental compliance, its initiatives will likely be publicized in local, state and possibly, the national press.

Increased market share

Consumers are increasingly green conscious. Market research reveals that the environmental friendliness of products and services play key roles in purchase decisions.

Avoid the thin ice

Does a non-compliant powerwash operation put a marina on thin ice? YES, especially if a nearby competitor has taken the plunge and invested the necessary capital to bring its powerwashing into compliance. A non-compliant marina that wants to compete with a compliant facility may do so by offering lower cost haul-out and powerwash services. What is the possibility then that the compliant owner will call to complain to regulatory officers and/or the media about illegal discharges?

The compliant owner will be able to make a very good case that a non-compliant marina is unfairly undercutting its rates.

How will compliance officers react to the complaint? How would the media respond? Do marinas want to risk the possible negative publicity?

Positive cash flow

If marinas go clean and green, they can attain a positive return on their compliance investment.

The approximate cost to have wastewater hauled off-site in North Carolina was more than $0.60 per gallon in the fall of 2010. Higher fuel costs will send this rate even higher. While the quantity of powerwash wastewater generated will vary greatly from marina to marina, a North Carolina Sea Grant study estimated that the average N.C. yard would generate approximately 11,000 gallons of wastewater annually. At $0.60 per gallon, average annual hauling fees would be about $6,000.

Some yards charge customers a fee for each gallon of wastewater generated. Assuming that yards pass along the $0.60 per gallon disposal charge to their customers for disposing of the waste, a price benchmark estimate can be used to determine if revenue can be generated from treating and recycling boat wash wastewater.

Supply costs for recycle systems vary, but most are measured in pennies for gallons. With a $0.02 supply cost per gallon, the annual average supply cost for a recycle system would be approximately $220.

Some systems are so easy to use that labor costs to operate the system are not significantly greater than the costs to collect, pump and store wastewater for haul-off.

Clean Marine Solutions, a North Carolina manufacturer of wastewater recycle systems, projects that a marina can generate almost $5,000 in profit annually, if it charges boaters the same $0.60 per gallon rate.

A North Carolina boatyard owner recently estimated it cost about $3,500 to haul, paint, change zincs and cutless bearings, and launch a 45-foot sportfishing boat. A boat of this size will generate on average about 125 gallons of wastewater, making the environmental surcharge fee about $75 or 2 percent of the overall fee.

This surcharge fee would effectively be equivalent to the 2 percent surcharge many states mandate for the disposal of tires and batteries. (The surcharge is typically based on the cost of the new item).

The advantages of going clean and green now are great. For more information about solving powerwash compliance issues and wastewater treatment and recycle systems, visit Clean Marine Solutions at www.cleanmarinesolutions.com.

For a video that demonstrate how toxic heavy metals settle out with Clean Marine Solutions’ VANISH 300 Marina Power-Wash Wastewater Recycle System, link here.

The article was written by David Flagler, CEO at Clean Marine Solutions, LLC, in Wilmington, N.C. He can reached by phone at 910/617-8018 or via e-mail at david@cleanmarinesolutions.com.

In 2007, the National Oceanic and Atmospheric Administration’s (NOAA) Marine Debris Program, the BoatUS Foundation, the National Fish and Wildlife Foundation and the BoatUS Angler Program joined forces to establish the Reel In and Recycle Program, a nationwide program designed to keep monofilament fishing line out of the water and recycle it.

Fishing line can take up to 500 years to decompose, and marinas have been an important part of this program and raising awareness about the importance of recycling fishing line.

Reel In and Recycle

This monofilament fishing line recycling program establishes recycling locations and gives fishermen a proper way to dispose of their monofilament fishing line, instead of leaving the old line in the water. The collected line is sent to a recycling firm that will make new fishing line out of the recycled material.

As of this year, BoatUS said nearly 2,000 bins have been distributed to popular fishing spots across the country. Of this number, more than 140 have been installed at marinas across the country.

Why recycle?

These efforts have kept more than 2,700 miles of monofilament line from the waters, a line that would stretch from Maine to California. Unfortunately, this number is just a drop in the bucket of old line that appears in our nation’s waterways.

It can remain the water for centuries to entangle itself around a boat’s propeller or marine life, which can cause serious damage to both. Fishing line can also be a danger to swimmers.

Susan Shingledecker, director of environmental programs for BoatUS Foundation, which oversees the Reel In and Recycle Program, said marinas have been active participants in this program since the program began.

Unfortunately, the number of marinas interested in participating in the program has exceeded the supply of free bins for collecting monofilament fishing line.

Commitment

For their part, marinas accepted into the program are required to install the three-foot high bins made from PVC storage tubes in high traffic fishing areas. They agree to empty the bins at set times, separate any trash and send the collected line to Berkeley Conservation Institute, a division of Pure Fishing, for recycling. The marina should also keep track of how much line is collected.

The goal

BoatUS Foundation for Boating Safety and Clean Water, in conjunction with NOAA staff members, put together 400 bins on Earth Day and has now distributed those bins to winning projects. “It is our goal to make fishing line recycling as common as recycling cans and bottles,” Shingledecker said.

Currently, it cannot be recycled in household recycling bins. Marinas can give fisherman an easy alternative to leaving fishing line in the water.

In assessing the national program’s success, Shingledecker singled out California, under the leadership of Vivian Matuk, who has been coordinating the California program since it was started in 2008, as a star.

State leaders

Matuk reported that 41 facilities received recycled bins in 2009 and another 31 are getting bins in 2011, making 75 marinas, boat ramps, fishing piers and fishing stores with these bins. By working with the state Dept. of Fishing and Gaming, Matuk found the areas in the state with the highest concentration of fishermen and contacted key personnel in these areas about installing the recycling bins. So far, all of the marina contacts have installed the bins.

Since 2008, Matuk reports that the California fishing line recycling program has collected about 500 lbs. of monofilament fishing line, which would stretch from San Francisco to Aspen, Colo.

“It’s one way fishermen can make a difference in keeping our waters clean and green,” Matuk said.

Marinas have been very instrumental in the California’s success, said Matuk. The state’s Clean Marina program alerts its members to the availability of the recycling bins.

In Michigan, Irish Boat Shop, which has two marinas, has been a part of the program since 2008. Michael Esposito, president of Irish Boat Club, said that the marinas collected very little in its first year, but he has seen a gradual increase in the amount of monofilament fishing line collected over the years. Esposito said fishing line in the waters “creates a mess for both boaters and animals.”

Michigan Sea Grant recently announced that it will ship free monofilament recycling bins, a 12” x 18” sign explaining the program, and information on how to track contributions to any Clean Marina operator. Michigan Clean Marinas interested in receiving the monofilament bin should call Amy Samples of Michigan Sea Grant at 734/647-0766 or via email: asamples@umich.edu.

Both Esposito and Matuk believe that this program should be part of state’s Clean Marina programs. They encourage all marinas interested in finding out more information about the monofilament recycling program or are simply interested in learning how to build their own fishing line recycling bins to visit the website: www.BoatUS.com/foundation/monfilament.

At most marinas, lighting is an expensive cost, and it’s one reason why Dagmars Marina in Everett, Wash., decided to review its lighting fixtures about two years ago, as the current lighting neared the end of its usefulness. After reviewing its lighting options and its budget, the marina decided to replace 110 of its existing 400-watt high-pressure sodium lights and metal halides with 200-watt induction shoe box fixtures.

Dagmars Marina is a dry storage marina that stores approximately 800 boats. Located on the Snohomish River near Puget Sound, the marina gets a lot of rain and fog that hinders visibility during the course of a year. Moreover, temperatures at the marina can get pretty frigid at night. Because of these factors, it was imperative that the new induction lighting fixtures would be able to operate in these cold temperatures and rainy, foggy conditions, said John Beal, maintenance manager.

“The main reasons we chose induction fixtures over other technologies were because of their reliability, price and cost savings,” Beal said. “A bonus was that the installation was easy, and the fixtures were nice looking.”

In reviewing lighting options, Beal said the first thing he did was to determine whether the 200-watt induction lights were as bright as the 400-watt high-pressure sodium fixtures. He found that the induction lights were not only as bright, but they also were white, which everyone at the marina liked. Beal said the induction lights gave a more natural white light than either the high-pressure sodium or LED lighting options, which gave off a blue tint.

He then determined whether the lights could work in wet, rainy conditions and in temperatures that sometimes reached zero. He found out that the lights worked in these conditions and turned on instantly in cold temperatures, compared to delays with high-pressure sodium, metal halides and LED lighting sources.

“The local utilities estimated that we’ve cut our lighting costs close to half, not counting routine maintenance costs associated with replacing light bulbs and worn-out fixtures,” Beal said. Based on these figures, Dagmars Marina estimates that it will see a return on its investment in three years.

Finally, Beal said the induction lighting fixtures are virtually maintenance free for 100,000 hours of use. After two years of use, Dagmars Marina has not experienced any problems with the new lights.

HDB Marine introduces its Force 12 Aluminum Dock System. It is constructed with high strength marine grade aluminum that is corrosion resistant and offers superior performance in the harshest of saltwater environments, according to the company.  The HDB design capitalizes on the high strength-to-weight characteristics of aluminum tubing for an extra-strong rectangular crib truss frame with the advantage of incorporating a plurality of identical structural elements to meet specific load and freeboard requirements. HDB said the rigid frame system evenly distributes both vertical and horizontal reaction loads through the system. A broad selection of options is available in decking, flotation and anchorage.

www.hdbmarine.com

As part of a resort development, Bay Creek Marina in Cape Charles, Va., attracts many boaters for more than just its 124 wet slips. Boaters can shop at the on-site marine supply and tackle store or the Marina Village Merchants shops next to the marina. They can swim in the pool, dine at AQUA Restaurant, or relax on the private white sandy beaches. In addition, the resort is known for its signature golf courses and walking trails.

Bay Creek Marina has always provided boaters with anything they request from groceries to a shuttle to service work. Last summer it began offering some its full-service offerings as part of the new Effortless Arrivals and Departures Program, making it even easier for boaters to get exactly what they need.

The program

The Effortless Arrivals and Departures Program is simple—boaters can make their stay at the marina as effortless as they like. Boaters can choose from a list of timesaving services, such as ship store provisioning. With a simple checklist, boaters can have their groceries delivered right to the boat. With the Freedom Provisioning option (for an extra $15 on top of the cost of the goods and a 18 percent gratuity) the marina will go off-site to procure the brands boaters prefer and the freshest produce and meats.

The Effortless Arrivals Package, which will cost $100, ensures a dockhand will be waiting upon a boater’s arrival. Staff will pumpout and rinse the boat, fill freshwater tanks, log engine and fluid levels, apply canvases or covers, and remove all trash from the boat. Staff will perform the same services before boaters leave with the Effortless Departures Package, which costs $75.

Complete boating experience

The marina’s management company, The Bluewater Group, which owns and operates marinas in the Chesapeake Bay, extends additional services to Bay Creek Marina boaters with its sales and service yard, located across the bay. The marina houses a yacht sale office on-site as well. “We can service customers through the entire lifecycle of boat ownership,” said Julia Clark, marketing coordinator for the marina.

The Effortless Arrivals and Departures Program also offers other individual concierge services, such as laundry, catering services, crew travel assistance, hotel, airline and ground transportation assistance, and parts and supply procurement, as well as any special requests from boaters.

“Anything that a boater is looking for, we can do it,” said Clark.

Transient boaters

Bay Creek Marina services many large boater groups, such as the Cavalier Yacht Club of Virginia Beach or the Power Squadron Rendezvous—60 different groups over the course of the season. Just eight miles from the Atlantic Ocean and midway between the Northeast and Florida with easy access to the Intracoastal Waterway, it’s a popular stop for cruisers.

In all, the marina welcomes about 3,000 transient boaters a year with 70 dedicated slips and 54 for annual slipholders. Many yacht clubs and power and sailing vessel groups cruise in for holiday weekends and special events during the summer season.

“Many of our transient boaters are looking for that resort experience,” said Clark. “We’ve established a loyal following.”

The perks for groups visiting the marina include:

• a dedicated dockhand to assist incoming group members
• guaranteed slip assignments together
• a free grill and dock space for one day of events
• welcome bags for each member of group, who can choose to insert other promotional items inside
• a personalized catering coordinator
• group discounts to visit its sister marina, Severn River Marina in Hayes, Va.

The marina offers many services to customers at their slips, as well as a packed schedule of on-site events, but many Bay Creek Marina boaters are also looking to experience more of what the local area has to offer. To that end, Bay Creek Marina will organize trips off-site to local attractions, such as trips to a winery, theater, spa and salon, museums, and of course, the signature golf courses.

Employee communication

“Once [boaters] get here, we don’t just ask them if there’s anything else we can do for them. We’ll offer them ice, take them their drinks. They can have anything delivered right to the boat,” said Mike Ward, general marina manager.

The dockhands are the important front line at any marina—generally, the first and last to see boaters as they come and go. In addition to serving boaters with their every need, Bay Creek Marina dockhands have an important job communicating everything that the marina has to offer boaters.

“It all starts with the dockhands,” said Ward. “It’s part of their responsibility to offer and explain our services, after they’ve tied the boater in.”

Customer service

As part of a larger resort, boaters at Bay Creek Marina have many more recreational opportunities, which the marina can help organize, but in terms of customer service at the docks, all boaters receive the same attention from the staff, which is ready to make any accommodations, said Ward.

Even for marinas that don’t have a partner resort complex, packages like those in the Effortless Arrivals and Departure Program can benefit any marina, looking to clearly define its full-service offerings and communicate upfront to boaters everything that’s available to them.

Marinas that have laundry services, a ship store or a restaurant on-site can easily offer boaters those services in an organized package. Charging a la carte for some services will allow boaters to pick and choose the level of service they desire and hopefully, generate more revenue, too.

With the emergence of affordable and powerful hand-held electronics, more and more boaters are using technology and digital media to research and plan their travel and purchases. The consumer’s demand for accurate, timely and readily available information is strong. In a world where information is only a keystroke away, marinas need a solid presence on the Internet to maintain and grow their businesses.

According to a recent poll by MarineFuel.com, an online marina directory resource for real-time fuel pricing and facilities information in the United States, Bahamas and Caribbean, keeping accurate information displayed on their websites is often a real challenge for marina owners and operators.

Marinas directory and targeted search tools

Knowing what boaters want is paramount to any marina business. The top 10 search categories that boaters use to find marinas at MarineFuel.com’s Marinas Directory are:

With more than 100 categories to filter marina choices via MarineFuel.com’s E-Marina™ targeted searching tool, boaters can quickly locate the facility that best suits their needs.

“By conducting hundreds of interviews with active boaters, we structured our database and customized the search fields to address their dominant and primary supplemental interests,” said William McKenna, president of MarineFuel.com.

Specific search criteria include the number of slips available, amenities and ancillary services, as well as individual interests like pet friendly, green certified or even “shark-free.”

To aid boaters in finding their most appropriate stopping locations, particularly in unfamiliar areas, basic listings and advertising is free to more than 8,700 marinas.  Marinas simply register to claim their listing, which they can update at anytime instantly. The information also becomes available to more than 100 additional partner and affiliate websites, such as Boattrader.com, and wide variety of regional, boater-centric, sites.

In addition to current fuel prices, listings include details on special features and amenities, detailed narrative descriptions, Google map views, a section for current promotions, customer reviews and much more.

Real-time fuel prices

According to McKenna, one of the largest reoccurring expenses for any active boater is fuel. Due to the daily fluctuations and the recent spike in fuel prices (and threat of higher prices during the 2011 summer season), even the most carefree boater is looking for ways to buy fuel at the lowest possible price. With the Fuel Dock Prices™ searching tool, boaters can find accurate pricing information when choosing their next fuel provider.

“One of our primary obstacles in business development has been the number of other websites promoting fuel pricing information that is not accurate or supported,” said McKenna. “Our core business is based on providing real-time information, which can be acquired on demand, if it’s not already available.”

Registered marinas can update accurate fuel information to reduce the amount of daily phone calls they receive from boaters seeking this specific data, and MarineFuel.com has a full-time team dedicated to supporting customer’s information requests. “It’s all about the data,” said McKenna.

Fuel savings for marinas

Via the Fuel Bid Desk™, marinas can also find discounts on fuel through the Concierge Brokerage Service. “Due to our national contracts with large distributors, our pricing is often better than that which marinas are currently paying…especially for smaller marinas that buy lower quantities, and therefore miss out on large volume discounts from their local wholesalers and distributors,” said McKenna.

Marinas that aren’t equipped to sell fuel can also benefit from this feature to arrange for on-site delivery of 1,000 gallons or more. During large events like rendezvous and fishing tournaments, marinas can bring fuel on-site for group fueling,which also produces supplemental income for the marina.

Mobility and boating

The mobile market is the next step in connecting boaters and marinas. Accessing marina information from PDAs or smartphones is already happening, and MarineFuel.com will deploy a mobility solution that is compatible with these devices in the coming months. Boaters using iPads and tablets are already able to access the site’s services while en-route.

Online reputation management

More and more boaters are using the Internet to voice their opinions as consumers. “Unfortunately, it is often the case that if someone has taken the time to leave a comment about a marina, it may be considered less than positive,” said McKenna.

Resolving customer complaints is often times as simple as making a phone call to offer an explanation or desired complimentary service, such a free night’s stay. The hard part is staying on top of this customer feedback. Marinas need an easy way to know what is being said about their facilities and services in forums, blogs and other online portals. It can be a struggle to monitor or catch negative reviews before they become widespread.  MarineFuel.com offers reputation monitoring and resolution services for marinas that find this activity too labor intensive and time-consuming.

Communicating directly with boaters who are ready to make immediate purchases, as well as cultivate relationships with boaters who are planning future purchases, has never been more convenient or more cost-effective for marinas.

For more information about MarineFuel.com’s marina services, paid advertising and social media marketing packages, or to take control of your listing, visit www.marinefuel.com.

CONTAIN TRASH

• If trash blows overboard, retrieve it, consider it “crew-overboard” practice
• Pack food in reusable containers
• Buy products without plastic or excessive packaging – plastic is deadly to fish & birds
• Do not toss cigarette butts overboard – they are made of plastic (cellulose acetate)
• Purchase refreshments in recyclable containers

RECYCLE

• Recycle cans, glass, plastic and newspapers in bins at the head of each pier
• Call Service Dept. 423-7158 for instructions on how to dispose of batteries, antifreeze & oil

FUEL CAUTIOUSLY

• Remember fuel expands as it warms up
• Fill your tank just before leaving on a trip
• Upon return to port, fill to only 85% capacity
• Use oil absorbent material to catch drips from the fuel intake & the vent overflow
• Fill portable fuel tanks ashore, where spills are less likely to occur & are easier to clean up

CONTROL OIL IN THE BILGE

• Keep engine well tuned – no leaking seals, gaskets or hoses
• Place oil absorbent materials or biormediating bilge booms in the bilge and under the engine
• Replace oil absorbent materials at least once a year
• Check fuel lines for damage – replace with alcohol resistant hoses
• Secure fuel hoses to prevent chafing and leaks
• Never discharge bilge water with a sheen – it is illegal

PROPERLY DISPOSE OF OIL ABSORBENT MATERIAL

• If pad is saturated with gas, allow to air dry. Reuse.
• If pad is saturated with diesel or oil, double bag it in plastic, one bag sealed inside another. Call Service Dept. for disposal instructions

CLEAN GENTLY

• Use phosphate free, biodegradable & non-toxic cleaners
• Wax your boat – a good coat of wax prevents surface dirt from becoming ingrained
• Clean wood with mild soap powder & a nylon brush – no harsh chemical cleaners
• Conserve water – Jamestown has a very limited water supply – put a spray nozzle on your hose

MAINTAIN YOUR VESSEL WISELY

• Collect all paint chips, dust & residue. Call Service Dept. at 401-423-7158 for disposal instructions
• Share leftover paint & varnish with other boaters
• Use less toxic propylene glycol anti-freeze
• Keep your engine clean so you can spot leaks
• Slip a plastic bag over used oil filters before they are removed to capture drips
• Use genuine, factory recommended lubricants
• Use environmentally friendly bottom paints

SEWAGE

• Never discharge raw sewage in RI waters. Narragansett Bay is a no discharge waterway.
• Use restrooms/shower facilities on shore
• Boats in RI waters over 30 days, with permanently installed MSD’s, are required to comply with RI DEM No-Discharge Compliance Program. Call 423-7157 for details
• Establish a regular maintenance schedule for your MSD based on manufacturer’s recommendations
• Pump out and rinse holding tanks regularly
• Use enzyme based products to control odor & reduce solids in holding tanks
• Avoid holding tank products that contain quatemory ammonium compounds (QAC) and formaldehyde
• Conanicut Marine Services makes every effort to arrange convenient alongside pump outs for our Marina guests. Call on VHF Ch. 71or 423-7157 to schedule.
• The Town of Jamestown maintains public pump out facilities at the Town Pier and is available 24/7

DISPOSE OF FISH WASTE PROPERLY

• Do not throw fish waste into marina waters
• Clean fish while returning to the dock
• Discard waste over deep water
• Save waste and use as chum or bait

PROTECT SENSITIVE HABITAT

• Proceed slowly in shallow areas
• Do not disturb wildlife
• Avoid contact with submerged aquatic vegetation (SAV)
• Watch your wake – it can lead to shoreline erosion and disturb wildlife

BE A RESPONSIBLE BOATER

• Learn about products and practices which are environmentally safe
• Share the information with other boaters
• Help guests understand that, on your boat, no trash is thrown overboard
• Obey laws governing speeding, littering and discharge.
• Contact Gene Steger, 401-423-7003 to purchase an environmentally friendly, low emissions engine

Using video for marketing has been around since the 1950s, but it has really exploded since the advent of digital video and increased Internet use. YouTube use has grown exponentially, as well as Facebook and other social media sites.

Viewers are not just watching entertainment video online, they are using video to aid in their purchases. There’s a reason so many people spend so much time watching television: video is captivating and mesmerizing. It holds viewers’ attention like no other media. It’s not a stretch at all to say ‘everybody is doing it,’ so how can marinas jump on this bandwagon? How do they take advantage of all that is possible with video and social media?

Internet and video use

Seven out of ten adult Internet users (69 percent) have used the Internet to watch or download video, according to Pew Research. An August 2010 study on Internet use by Nielson Research, called What Americans Do Online, reported that the time spent on video-centric sites like YouTube grew 12 percent from June 2009 to June 2010.

In an August 2010 press release, comScore Inc., a leader in measuring the digital world, released data from July 2010, showing that 178 million U.S. Internet users watched online video content during the month for an average of 14.7 hours per viewer.

The comScore report also said from July 2009 through July 2010, the number of U.S. video viewers on retail sites grew 40 percent, outpacing a 17 percent growth in the number of total U.S. online video viewers. In addition, the report said that 96 percent of online shoppers also watch online video.

Video marketing in the hospitality business

The marina industry could benefit by taking some cues from the hotel industry, or as it prefers, the hospitality industry, which is also a big part of marina business. VFM Leonardo, a hotel video marketing company based in Toronto, Ontario, has worked with many major chains and independent hotels for more than 10 years producing rich media, meaning videos, slide shows, 360-degree virtual tours, etc. VFM said that consumers who viewed rich media were 76 percent more likely to book then similar consumers who did not (that is, consumers who went to the Web site’s booking details page but did not view any rich media).
VFM also reported a 76 percent bump in booking rates when Web surfers view professional video tours on hotel Web sites. Interestingly, the 360-degree virtual tours don’t do as well as full motion video. Ninety percent of online viewers that viewed full motion video booked hotel stays, compared to only 70 percent of those that viewed 360-degree virtual tours.

Why video? And what kinds?

VFM, also said “People connect with video. When researching hotels online, travel shoppers want to see two types of videos: professionally shot and guest produced. They want to be enticed, but they also need validation.”

A marina’s marketing efforts should have two prongs—getting customers and keeping them. Oftentimes, marinas can bring in new customers by making a great first impression. First impressions are lasting impressions, and generally, businesses won’t get a second chance to make that good first impression. A marina can make that strong first impression with a well-done professional marketing video.

According to a study from Mediamind Research, when more consumers engage with an ad for more time, they are more likely to end up converting. Results of Mediamind Research studies show that when consumer dwell time (the amount of time someone spends watching a video) increases, the likelihood of them converting also increases.

The longer a business keeps consumers watching, the better its chances of convincing them to try the business are. And generally, better quality video produces better consumer results. Quality HD production is the answer to dwell time. According to Mediamind, in terms of performance, HD video exceeds regular video ads in both start rate (the number of viewers who begin watching a video) and videos fully played rate (the number of viewers who watch the entire video). In fact, HD videos start rate is more than 40 percent compared to 30 percent for other video ads; its fully played rate reaches nearly 60 percent.

Video production
There are a lot of people out there producing video. Marinas need to be careful not to just shop for the cheapest deal. When marinas buy cheap parts and supplies for their operations, they often end up costing more in the long run. Similarly, cheap video will make a business look just that – cheap. Again, businesses never get a second chance to make a good first impression. Consider the marina video tour like a first date. Try to put the marina’s best foot forward, like the following marketing video of Jefferson Beach Marina.

Here are some of the ways marinas can effectively use video to market their facilities:
• post video tours on the front page of a Web site
• update Facebook pages with video
• use videos to liven up a booth at boat shows
• place video on YouTube, which has one of the largest search engines worldwide
• link directly to videos via banner ads on popular boating and cruising Web sites or through marina industry web marketers who can place direct links to videos on their pages
• provide DVDs for yacht brokers to give to new boat buyers, who will need places to dock their boats.

This video should be polished and well-done, but it should not be a hard sell. The marina wants to inform the viewer of all the great features of the facility. A fast paced, one to two minute video tour of the facility can work wonders.

Keep them coming back

Once a marina has a convincing video produced that is bringing in new customers, the marina wants to keep those customers for years to come. This is where the second prong of a marina’s video efforts comes into play.

Marina customers need to be continually reminded of how great a place the marina is, and any facility can produce amateur videos on a regular basis to remind customers of the good times they had or the good times they missed out on recently.

Think reality television. Marinas should be sending out e-mails to their customer base, so once a month they can also send a link to a YouTube video in e-mails to customers. This video can be of the BBQ or the launch party, a fishing tournament or just an informal party that happens around the docks on the weekend. It could be the unique sailboat that stopped by or the fireworks or any number of eye-catching events that happen at a marina.

Getting even more out of video
Keep the video short, generally one to two minutes. Viewers have short attention spans.

To learn more about making amateur, but professional-looking videos, take a short course at a community college on how to use a video camera, how to shoot video and basic editing. A little education could go a long way in improving the overall quality of rough and crudely done video.

Once a marina has some videos posted, it can expand on its presentation by inviting customers to also participate. Consider holding a video contest during the season. The only rules should be to keep it to less than two minutes and keep it G-rated.

The marina can send out the contest videos in customer e-mails and also post them on Facebook pages. Consider a kids only video contest, too. Simple prizes like hats, keychains, t-shirts would be nice awards for anyone participating.

Marinas should send out video e-mails on a midweek workday. Many customers should be able to take a short break during work to watch the latest clip. It will remind them to get down to the boat this weekend. The more they come to the marina, the more they will be connected emotionally to it. They’ll also spend more at the restaurant, ships store and fuel dock.

Customers will enjoy seeing their friends and themselves. Even just seeing boats can be a welcome break from work. Some will forward the link to their friends, which is nothing but good for the marina.

During the off-season, marinas can show re-runs of last season’s fun. It will be much appreciated and make a good, subtle reminder to sign up for the next season.

Conclusion
Potential customers are surfing the Internet researching and viewing videos. Marinas can bring in these new customers with a well-done video tour of the facility. Keep customers coming back over the years by sharing slices of life and the good times to be had at the marina.

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Ed Kukla is director and cinematographer of Starboard Films, based in St. Clair Shores, Mich. He can be reached at 248/705-8798, via e-mail at starboardfilms@gmail.com, or online at www.starboardfilms.com.

Haven Harbour Marina in Rock Hall, Md., the 1998 Marina Dock Age magazine Marina of the Year winner, prides itself on great customer service. Fittingly, the family-oriented marina and full-service boatyard received another award from Marinalife, honoring the marina for its outstanding customer service.

Jonathan Jones, executive vice president and COO, said the marina has “tried to create a culture of customer service,” and while Jones was certainly flattered to have received this award, he also acknowledged the meticulous work that goes into maintaining top-notch customer service on a daily basis.

Customer service culture

To create what Jones calls a “culture of customer service,” the work and attitude begins at the top. Jones meets daily with the marina’s customer service manager, Mark Bryden, and service manager, Woody Loller, to discuss important tasks and issues for the day.

Jones said, most importantly, they always try “to do what you say you’re going to do and when you say you’re going to do it.”

From where it begins with management, this focus on customer service would never reach the boater, if all the marina’s employees did not also embody those principles and practices. Joy McPeters, president of Marinalife, said she was particularly impressed with the amount and quality of training that employees receive at Haven Harbour Marina.

Customer interactions

“At the end of the day, it’s about developing trust,” Jones said.

At staff meetings, the marina continually reinforces with employees how to:

• be empathetic with customers, not confrontational – try to look at a situation or a specific job from the customer’s perspective
• understand customer concerns, so you can address them properly – attend to customers’ questions promptly
• be a good listener – always be available to address customer concerns.

Jones said a simple but important foundation to good customer service is the way people feel when they have an interaction with a company. “They need to feel treated fairly, and the work needs to be done right,” Jones said.

Communication

Gaining customer trust takes a lot of effort, but it begins with constant communication. “We try our best to stay in close communication with customers at all times,” Jones said. He encourages employees to remember, while they may have four or five customers to attend to at once, a customer has just one boat.

Haven Harbour has a boatyard with around 150 jobs at one time, 210 wet slips, a parts store and gift shop, and bar and grill and deli. The marina stays in contact with all its customers:

• via e-mail, especially with photographs updates about work in progress
• on the phone, and if a customer calls, the marina always returns the call the same day
• on its interactive web site, including an ask the expert column
• with detailed service reports, left onboard the vessel, telling the customer who was there, when he was there, and what he did on the boat
• through service questionnaires, administered after the work is completed, asking customers to rate the overall level of satisfaction, attention to detail, pricing, work time frame, condition of vessels, quality of work, and the experience and knowledge of the service department
• by walking the docks and greeting customers.

Attention to detail

Even little details can become a big distraction for boaters. In addition to training employees to be customer focused and detail oriented, the marina ensures no small matters are unattended to with a 55-item daily checklist. Dockhands initial each item, including morning priorities, end of day procedures, general duties during the day and weekly procedures, as the tasks are completed.

Here’s examples from the checklist that demonstrate a detailed awareness of procedures and practices, no matter how minute:

• Make coffee, put out danishes, etc. Restock coolers.
• Dip fuel tanks and record daily fuel report.
• Create slip availability list.
• Check pool chemistry every 2 hours, every day.
• Check all picnic tables for ashtrays and empty each one daily. (Flip over when empty so they do not fill with rain.)
• Check kayak boats to be sure they are properly tied and locked, and all lifejackets and paddles are put away.
• Keep fuel dock hoses coiled at pump after each use.
• Keep all dock carts evenly distributed between all docks. Retrieve dock carts from shops and return to docks.
• Turn off all fans at the picnic pavilion each night before you leave.
• Perform monthly fire extinguisher checks. Turn fire extinguisher upside down, beat on the bottom of extinguisher, read gauge. If OK, initial and date. If pressure reads low, bring up to store to be sent out for service.
• Perform inventory count of all ice, soda, beer, snacks, ice cream, etc., twice weekly, on Mondays and Fridays.

Jones said keeping the marina grounds meticulously groomed also helps boost confidence with service customers, who expect the same meticulous work on their vessels.

Attaining the “culture of customer service” that Haven Harbour Marina has mastered falls on many of those little details, built up into the entire customer experience. The finer points make the difference at Haven Harbour Marina.

“The unique thing I saw [at Haven Harbour] was everything around you was so meticulous. The grounds are perfect and dockhands are dressed well,” said McPeters. “No matter where you go, they have that consistent look and message.”

Anna Townshend is editor of Marina Dock Age. She can be reached by phone at 847/647-2900 ext. 1308 or via e-mail at: atownshend@prestonpub.com.