Tiki Time

The idea of tiki time conjures up all sorts of images, from tiki mugs or totems and palm trees, to bamboo, thatched roofs and fancy tropical drinks. I prefer to think of it as a relaxing, fun, escapist atmosphere. As the topsy-turvy world continues to challenge our everyday life, we all need time to relax and enjoy ourselves. Getting out on the water, or just sitting on the boat at the dock, almost always provides that relaxing, escapist atmosphere that can be the best antidote for the craziness and stress that affect our lives.

Tiki Inspiration Over the Years
That tiki escapism has its roots in southern California during the Great Depression, with the opening of the Don the Beachcomber restaurant in 1933. The restaurant, known for its tiki-themed bar, tropical decorations, rum-based cocktails and Cantonese cuisine, marked the official birth of tiki culture. The success of Don the Beachcomber led to a boom in tiki-inspired Hollywood movies and Broadway shows, as well as interior design for homes and hotels. The opening of Walt Disney World’s Polynesian Village Resort in 1971 could be thought of as the crest of this mid-century tiki wave.

While all things tiki then had a bit of a lull, as the new century approached, SpongeBob SquarePants led the resurgence. The tiki paradise, including Squidward’s tiki boat, was a central component of the cartoon. John Hiatt’s anthem to tiki, “The Tiki Bar is Open”, is another contributing factor. When Jimmy Buffett covered the song, there was further merger of the tiki, beach and boat cultures. While not many homeowners may have tiki furnishings within their houses this go around, there are certainly many in people’s back yards.

Today, there are many tiki, or tiki-adjacent, themed food and music establishments and bars at marinas. When done right, these amenities can be a huge draw for both boaters and non-boaters alike. By bringing boaters and non-boaters together, there is always the potential to convert those would-be boaters into boaters.

Another nautical part of the current tiki wave has to be the appearance of tiki bar boats seemingly everywhere, whether cruising San Diego harbor with Tiki Time Bay Tours, the James River in Richmond, Virginia, with Sea Suite Cruises or the Vltava River through the center of Prague in the Czech Republic with Prague Boats.

Thinking Outside The Box
Of course, a marina doesn’t have to have a tiki bar or boat at the facility to ride the current tiki wave. Part of what inspired this article lies with the story of a relatively small lake in New York’s Hudson Valley where a group of boaters from the marina one year decided to throw a tiki party out on the lake. Well, that proved to be successful, picked up support from the marina and has since taken on a life of its own, spreading throughout the whole lakefront community and resulting in the annual celebration of Tiki Day, usually scheduled for the last Saturday in July. The party attracts local residents, marina boat owners and those renting boats from the marina, leading to a well-attended annual event.

For the marina, Tiki Day rivals the turnout for the major summer holiday weekends. Besides additional boat rentals, fuel and sales from the ship’s store, it is also a reason for the marina’s customers not only to be at the marina but to use and enjoy their boat – and help emphasize the positive experience of boating. Hosting special events, whether on land or on the water, creates memorable experiences for marina customers and the surrounding community. When those events are well attended, the customers often become the marina’s best advertisers.

Importance of Marina Events
There are many opportunities to create events, from customer appreciation day to Fourth of July celebrations. Boat parades with prizes awarded to best dressed boat or best theme are popular events. Consider inviting local elected officials to judge the boats. Developing relationships with elected officials can be beneficial when it comes to getting approvals or permitting situations. A marina on the south shore of Long Island, also known for its very popular tiki bar, now hosts an annual Halloween boat parade, a special event that also helps to extend the boating season beyond the traditional May to September months. Many marinas will also do a blessing of the fleet, most often scheduled at the beginning of the boating season, where local clergy are more than happy to join in the festivities.

Not all events need to be anchored to the actual marina facility. In fact, there are many benefits to be had from planning events that get boaters to leave the marina and get out on the water. Boaters generally fall into two main categories: day boaters who go out for part or all of the day; and destination travelers who may also day boat but are comfortable venturing forth beyond day boating and go to either nearby or more distant destinations. Both have their advantages, and both enjoy getting out on the water. One trend gaining popularity is to create group destination flotillas. The simplest might involve the marina picking a nearby destination for a two day/one night cruise/sail, with the boats rafting or anchoring overnight in a cove or harbor. It allows experienced as well as inexperienced boaters to leave their home port for more than a day but also be with others, providing a feeling of security if something were to go wrong or if they are unsure how to navigate. It helps build confidence and comradery as well as friendships.

If a marina does organize a destination flotilla, this is the perfect time for the service department to suggest any boat owner planning an outing or trip to contact the marina to schedule a checkup of the boat’s engine, electronics, fuel, head, etc. Some marinas charge for this service, and others offer it as part of the slip fee package. Both cases lead to revenue generation and a maintenance plan for the customer.

Power of Customer Service
Ultimately, everything boils down to customer service. If a marina provides exceptional customer service, from thoughtful amenities, maintenance plans and well-thought-out events, boaters will be happy to spend time at the facility between their trips out on the water. Now might be the time for a marina to come up with a tiki flotilla, cruising from one tiki-themed destination to another.

Happy boating!

Dan Natchez, CMP, is president of DANIEL S. NATCHEZ and ASSOCIATES Inc. He can be contacted by phone at 1-914-698-5678, by WhatsApp at 1-914-381-1234, by email at dan.n@dsnainc.com or online at www.dsnainc.com.