TOLEDO BEACH MARINA Another jumbo marina on Lake Erie is Toledo Beach Marina (TBM), which got new owners in 2011. The large marina has 534 deepwater slips, dry rack storage for 273 boats, a dockominium association and a 65,000 sq. ft. building for winter storage. When the marina was purchased in 2011, its occupancy rates had slipped below 30 percent, so the new owners had to act quickly to change that. Semo Post, general manager of Jefferson Beach Marina, was given the task of renovating, renewing, and reinvigorating TBM. Blessed with strong and determined ownership, and “a renovation plan that appealed to all boaters,” Post has
Toledo Beach Marina SandBar Pavilion
undertaken some strategic moves that dramatically improved occupancy rates.
Row, including new tie backs for the seawall, stainless steel pedestals, dock boxes, new sod and driveway.
“We’ve spent more than $500,000 to upgrade the marina,” said Post. Some upgrades were necessary to keep the marina
To bring in new boaters, TBM used billboards and radio to
structurally sound, such as repairing the seawall on D Dock
reach a larger audience. “We developed appropriate ads for
and adding new power pedestals, repaving the rack storage
the appropriate time of the season,” Post said. In addition,
building and launch pad apron, and rebuilding the launch rack
the marina moved to postcards, boat shows and open
floating dock. Other upgrades were more cosmetic, such as
house functions with the help of Pam Poirier of Jefferson
painting all the marina buildings, remodeling the restrooms
Beach Marina. It also solidified its relationship with existing
and showers with new tile, fixtures, granite counter tops and
customers by telling them about improvements, and then
air conditioning, installing directional signs, replacing all fuel
completing them as it said it would, Post said.
dispensers with high-speed ones, and remodeling the deli,
To manage the marina and oversee its customer service,
which also sells beer, wine and liquor.
Post hired Amy Crouchman, who came from a private resort
The existing marina had a restaurant and bar overlooking
marina. “We both had a similar work background and a similar
the main channel, but it wasn’t very attractive, Post noted.
approach to offering outstanding customer service,” Post
Because he believed a top-notch restaurant would be essential
said. “Our goal is to offer all customers the same high-levels
to attracting new boating customers and keeping existing
regardless of how much money they spend at the facility.”
ones, he did a major upgrade. “We constructed a 40 by 40
TBM is hardly finished with its renovations and upgrades,
cedar pavilion complete with flat screen TVs, nautical fixtures,
Post said. This year, it is adding WiFi capability, making
enough room for a band and dance floor and a breezeway that
needed dock repairs, upgrading the pump out system, and
leads right into the bar. We even installed glass enclosures
completing the second association dock project. It’s also
with screens to give it more of a nautical feel,” Post said.
promoting “word-of-mouth advertising.” The marina instituted
The dockominium association has been a real asset, Post
a friend referral discount of $200 and a 10 percent pay in full
noted, as it quickly realized the new owners were interested in
discount if customers signed a year-long contract, including
the overall health of the marina and all its boating customers.
winter storage.
In the beginning of 2012, the new owners tackled the first
To identify what TBM’s customers want, the team surveys
association project by completely renovating Middle Bass
them and gets great feedback. That’s how it was decided to strengthen its repair facilities by putting long-time veteran John Sawicki in charge of the service department, developing a well-stocked ship’s store and having Ship/Shape fiberglass repair business, along with Reed Yacht Sales, on premises. Asked about the biggest challenge TBM and other Great Lakes marinas are facing, Post said it was low water levels. Current levels are near all-time lows, Post noted, and offshore winds can drop the harbor depth by 18 to 24 inches. “Luckily we are in much better shape having dredged in the past. There are times when the water will correct itself the same day, but we still need a cold, snowy winter,” Post said.
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