Marina CX & Why the Soundtrack Matters

CX is shorthand for customer experience — the what-keeps-‘em-coming-back aggregate of touchpoints, services and emotional impressions that make a business successful. CX encompasses both tangible and intangible things, from clean restrooms and knowledgeable staff to the “happy factor” feeling that boosts customer loyalty, brand image and word-of-mouth marketing.

In today’s competitive marketplace, marinas are wise to evaluate their untapped potential and amplify the experiences and site-specific nuances that make them unique. After all, it’s not generally boat slip rentals that bring in the greatest revenue these days, it’s the vibe—the atmosphere, entertainment, and hospitality of a place—a big part of which involves music.

Success Story
Just ask Mr. Red Rocks.

Erik Dyce, also known as “Mr. Red Rocks,” has been involved in the music venue business for more than 40 years, most notably as former chief marketing officer of Denver Arts and Venues (DAV), the City and County of Denver agency that oversees the world-renowned Red Rocks Amphitheatre. Dyce now runs Pelican Bay at Cherry Creek State Park, just 14 miles southeast of downtown Denver. Located on the Cherry Creek Reservoir, Pelican Bay includes The Marina, The Lake House, The Pub and Paddle Sport Beach — an all-inclusive lake experience set against a Rocky Mountain backdrop.

Water and music have been common themes throughout the entirety of Dyce’s life. He grew up on the Outer Banks of North Carolina and managed venues from south Louisiana to Colorado where he kept his personal sailboat for years at Cherry Creek. When the contract was up to operate the marina complex, Dyce jumped at the chance to combine passions, forming Vencore Marine Group, LLC (or VMG — cleverly riffing on “velocity made good,” the speed at which a boat travels toward its destination). Pelican Bay has since become a sought-after destination for boaters and non-boaters alike, host to a profitable sold-out summer music series and one of the best marina entertainment venues on the market.

Yet Pelican Bay wasn’t always a resounding success story. Prior to Dyce’s management, the marina was only at 42% occupancy, and surveys conducted to assess that all-important “happy factor” reported a clientele not so happy.

So, Dyce went back to customer experience basics: cleanliness, restrooms, garbage and good service. Without needing to invest a heap of money, he was able to turn the tide of Pelican Bay into a more positive CX almost immediately, enjoying 100% occupancy the first year of management and every year since.

Power of Music
But Pelican Bay’s success is due to much more than its clean restrooms.
“The major thread through the fabric of boating is music,” Dyce said. “Everybody has tunes on…whether you’re a sailor or a wakeboarder or whatever. The average boat only leaves the slip 5-10 times a year. People are there to socialize. Tap into those opportunities, and you’ll suddenly find you’ve built yourself a brand, a reputation.”

Of course, not everyone is Mr. Red Rocks. So how should less-famous marina operators begin to build and customize a successful marina CX? By starting small. “Grow slowly, use common sense, and know your audience,” Dyce said. “Music-wise, figure out the demographic of your marina and what people are listening to. Is it Sinatra, island music, reggae, jam bands, or “yacht rock?” Maybe it’s all Jimmy Buffett — all the time.”

Dyce recommends replicating that soundtrack and aiming for 52% accuracy. It doesn’t need to be a live band; just begin programming music wherever your marina has a common gathering space. Whether at a party dock or in the bar or restaurant, if marinas begin weaving a thread of music throughout their environmental fabric, they’ll begin to establish a unique aesthetic and brand.
“Once you have captured an audience,” Dyce added, “figure out how to monetize it, but make it affordable. Whether that is ticket sales, alcohol or simple food sales, figure out your marina’s max capacity and do the math. Most people will spend about $20 per capita per event. Be smart, don’t get too fancy, and don’t introduce risk that isn’t tolerable.”

Create a Brand

Dyce’s space at Pelican Bay is unique in a variety of ways, which sets the stage for precisely his own brand of success. The marina and event center is located within Cherry Creek State Park, a 4,200-acre park with 133-site campground and 35 miles of trails, all set around the 880-acre Cherry Creek Reservoir. Due to its location on U.S. Army Corps of Engineers land, Dyce operates Pelican Bay as a private contractor. The marina offers 250 boat slips, boat rentals, a dock shop and an air-conditioned bathhouse. The Lake House is an event center with indoor and outdoor spaces for weddings, retreats and celebrations, and The Pub offers a casual waterfront nautical-themed space with boat-shaped bar for dining and drinks.

Perhaps the most irreplaceable element of the Pelican Bay scene is its beautiful sandy beach. A portion of the beach is naturally occurring, but Dyce elected to haul in additional sand — just the right granularity and color — to create an expansive waterfront hangout where visitors can relax, play and dance during musical events. In the summer, a sizable stage is constructed right at the water’s edge for the concert series, a picturesque sight for the 450 attendees that sell out ticket sales and the flotilla of boats, rafts, canoes and kayaks that gather to tune in from offshore. What is the lineup? These bands may not be the star-studded names of Dyce’s Red Rocks days but are a fantastic selection of regional tribute bands or rhythm and blues groups, playing precisely the type of music his demographic seems to enjoy best.

Pelican Bay is also uniquely suited as an entertainment venue due to its location on a man-made reservoir. As is the case in many mountainous or arid locations, bodies of water are not naturally occurring, nor do they link to other water bodies. Because of this standalone nature, boaters are a captive audience here — quick to tire of boating around in the same circle for hours on end. Given the opportunity to boat up for a beer, a burger or a band, most will happily comply.

Know Your Customer Base

It all comes down to a simple equation. Give people a reason to frequent your marina, and they will. Pay attention, ask questions, listen to what music they’re playing, and you’ve already done half the research. Then, take the data gathered, tailor it to your audience and transform it into a culture. Use the connections at your disposal, work your networks, and collaborate with other local businesses for reciprocal perks and discounts. If you want to host live music events, find a reputable local promoter to help source talent that already has a following, and build up your repertoire from there—start small, think big.

It’s what Dyce would consider “covert marketing.” That means grassroots, in-the-know marketing via social media and word of mouth without the need for expensive magazine ads or radio promotions. If it feels authentic and special, the marina will market itself.

Just ask Mr. Red Rocks. He knows a thing or two.

Dan Williams, PLA, ASLA, AHLP is senior landscape architect at MSA. He can be reached at dwilliams@msa-ps.com. Erik Dyce is president and CEO at Pelican Bay at Cherry Creek. He can be reached at info@pelicanbaycherrycreek.com.