Gage Marine Overview by gagemarine

INTRODUCING GAGE MARINE

Lake Life Begins with Gage! Gage Marine Corporation operates seven businesses; six in the Lake Geneva area, Lake Geneva Cruise Line, Gage Marine Boat Sales & Service, Gage Marine Pier Services, PIER 290 Restaurant, Lake Life Catering, and the Lake Life Store and one, Gage Marine Minocqua, in the Minocqua area.

Lake Geneva Cruise Line

Lake Geneva Cruise Line offers the best way to get on the waters of Lake Geneva. Explore the beauty, the architecture, and the scenery of the lake from one of our eight beautiful boats. Charter any of our boats for your next family party or corporate outing for a unique and memorable experience.

Gage Marine

Gage Marine has been a trusted name in the boat industry since 1873. With two locations serving the Lake Geneva and Minocqua areas, our dedication to providing unparalleled boat service, customer support, and top-quality products has made us the go-to destination for boaters of all experience levels.

PIER 290

PIER 290 is Lake Geneva’s only lakeside restaurant offering guests an upscale, casual American menu. Guests can visit by boat, enjoy a delicious meal, cocktails and live music and have an unobstructed view of the water.

Lake Life Catering

Founded in 2019, Lake Life Catering helps Lake Geneva locals and visitors celebrate life’s special moments in style! Whether at your place or ours, our event coordinators will assist with choosing the event space, selecting the menu, and confirming all the details for a perfect event. Let our family serve your family and make unforgettable memories together by the lake!

Lake Life Store

Rebranded in May 2020, our Lake Life Store has been committed to capturing the magic of Lake Geneva through a wide range of apparel and home décor options. After all, the only thing better than a day at the lake is a way to remember it forever!

Lake Life Begins with Gage

Together, Gage Marine, Lake Geneva Cruise Line and PIER 290 provide opportunities for residents, visitors and guests to enjoy the Lake Life, even if they don’t have a home on the water. Lake cruises, Boat Club, In/Out Valet service and lakeside dining at PIER 290 all provide you with Lake Life all year long.

We welcome you to come visit us — at our Delavan showroom to check out the latest model boats, at Lake Geneva Cruise Line in downtown Lake Geneva for a lake cruise, and at PIER 290, where you can get your toes in the sand and a drink in your hand.

GAGE MARINE

FULL DEALERSHIP NAME: G age Marine

HEADQUARTERS CITY: Williams Bay, WI

MAILING ADDRESS: 1 Liechty Drive, Williams Bay, WI 53191

FULL NAME & TITLE: William B. Gage, Jr., CEO

TELEPHONE: 262.245.5501

EMAIL ADDRESS: bill.gage@gagemarine.com

COMPANY WEBSITE: gagemarine.com / gageboats.com

1. WHAT IS THE TOTAL NUMBER OF SALES, SERVICE AND/OR MARINA LOCATIONS (INCLUDING SATELLITE LOCATIONS) THAT YOU HAVE? 6

• H eadquarters: 1 Liechty Drive, Williams Bay, WI

• D elavan Dealership: 5167 Highway 50, Delavan, WI

• Minocqua Dealership: 5019 Highway 51 South, Minocqua, WI

• Lakefront Marina: 1 Liechty Drive, Williams Bay, WI

• Riviera Docks: 812 Wrigley Drive, Lake Geneva, WI

• Storage Buildings: Bailey Road, Delavan, WI

• Storage Buildings: Theatre Road, Delavan, WI

2. HOW MANY OF YOUR FACILITIES ARE CERTIFIED THROUGH THE MARINE INDUSTRY CERTIFIED DEALERSHIP PROGRAM? 2

• D elavan Dealership: 5167 Highway 50, Delavan, WI

• Minocqua Dealership: 5019 Highway 51 South, Minocqua, WI

3. DESCRIBE YOUR LOCATIONS

5167 HIGHWAY 50, DELAVAN, WI

Gage Marine - Highway 50, Delavan

Our primary dealership location is on Highway 50 in Delavan, Wisconsin. This 22 acre site is home to our Sales and Service facility located approximately three miles north of our lakefront location. Our customer service, sales, parts, supplies, mechanical operations, boat showroom and boat storage facilities are all located here.

Our operations only utilize 5 of the 22 acres so we have room to continue to grow as our customer base continues to grow. The main building is approximately 75,000 square feet and houses our service and sales departments.

Our 4 storage buildings on this site are state-of-the-art rack buildings and are one of the largest facilities of this kind in Wisconsin. We store indoors 850 boats annually. In/Out Valet Boats are all stored here as well and are driven to our Lakefront location to launch for customer daily use seasonally.

This is our primary showroom for boats for sale. With our sales team on-site, we greet customers, show boats, and make sales. We also test each boat before it is launched in the spring in our small pond on the premises.

In 2023, we resurfaced the parking lot in preparation for our Boat Yard Bash which included a live outdoor concert by the BoDeans for all our customers in our boat yard.

With future expansion in mind, we are currently working with building and zoning officials as we look to add a 28,000 square foot storage building and build a new 12,000 square foot service facility to better handle the current and future projected workload. This location also houses our marketing and accounting teams that focus primarily on the marine division of the company.

3. DESCRIBE YOUR LOCATIONS

5019 HIGHWAY 51 SOUTH, MINOCQUA, WI

Gage Marine Minocqua - Highway 51 South,

Our newest location, acquired in October 2023, is a dealership in Minocqua, WI. Located here we have our dealership showroom, storage, service, and office staff. Since the acquisition, an additional $1.5 million in capital improvements to the facility and a new 12,000 square foot storage building will be completed this October. This location has been a key member of the Minocqua community for 45 years.

Minocqua

3. DESCRIBE YOUR LOCATIONS

1 LIECHTY DRIVE, WILLIAMS BAY, WI

Gage Marine Corporation - Williams Bay

Our headquarters are located in Williams Bay, Wisconsin. This location is home to our corporate office, renovated marina, boat showroom, PIER 290 restaurant, private event spaces and catering company Lake Life Catering, and retail store, Lake Life Store.

Corporate Office

The Gage Corporate Offices include administrative support for all business units and they include Owner/CEO, Chief Operating Officer, VP of Operations, Business Manager, Accounts Payable, Accounting, Controller, and Marketing.

PIER 290 Restaurant

Opened in 2012, PIER 290 restaurant is the only lakeside restaurant on Lake Geneva! Open year-round, PIER 290 serves the Lake Life to locals and visitors for lunch, dinner, and weekend brunch.

Lake Life Catering

With three lakeside private event spaces located within PIER 290, Lake Life Catering manages all private events including wedding, corporate, and personal. They also offer off-site catering to homes and businesses in the area. The catering staff books and cooks out of this location.

Lake Life Store

The Lake Life Store is located within PIER 290 and also ships online purchases from this location.

Lakefront Marina

Our lakefront marina provides In/Out Valet Service, Fuel Service, Sailboat Rigging and operates our Boat Club. This primary harbor encompasses approximately 40,000 square feet.

3. DESCRIBE YOUR LOCATIONS

812 WRIGLEY DRIVE, LAKE GENEVA, WI

Lake Geneva Cruise Line - Lake Geneva

Our excursion boat division, Lake Geneva Cruise Line, is located at the Riviera Boat Docks in downtown Lake Geneva, WI. From this 800 square foot “floating office” we operate our boat tour ticket office, charter sales, and general operations. Our public tours operate seven days a week during the season. Our fleet of eight historic boats can also be used for private charters for weddings, corporate events, reunions and parties of all kinds.

We are at this location from late-April through the end of October. In November through March, we are at our Winter Harbor at the lakefront marina.

3. DESCRIBE YOUR LOCATIONS

BAILEY ROAD, DELAVAN, WI

Gage Marine - Baily Road, Delavan

We have another boat storage facilitynearby our Delavan dealership with approximately 40,000 square feet.

215 THEATRE ROAD, DELAVAN, WI

Gage Marine - Delavan

Nearby our Delavan dealership is our Theatre Road location which houses our pier service, wood shop and fiberglass shop, which has approximately 63,000 square feet.

4. WHAT YEAR WAS YOUR COMPANY FOUNDED? 1873

Gage Marine, founded in 1873, was originally called Lake Geneva Steamboat Line. Later it merged with the motor boat line and became Wisconsin Transportation in 1916. In 1958, Russell Gage purchased the company, and it became Gage Marine. He greatly expanded the marina business, started a boat sales division, and introduced the second “Lady of the Lake,” the first new excursion boat on the lake in nearly 50 years.

Almost immediately the family launched a classic boat building business called Gage-Hacker with boats designed by famed naval architect John Hacker. Bill Gage, Sr. soon joined the company and helped to lead it through the 1960’s and 70’s as they rebuilt the entire excursion fleet, which had been badly neglected over decades. They shifted more into tourism and private charters and away from public transportation as the railroads stopped coming to the lake. The company also greatly expanded boat sales.

The 80’s and 90’s saw a focus on service with the acquisition of neighboring Inland Marine Corporation and their acquisition of a local pier company. Just as Bill Gage, Jr. (the third generation of the company) joined the company full-time in the early 2000’s, his father Bill Sr. passed away at an early age.

Since then, the company has grown substantially. They moved back into boat sales – now selling premium brands across all lines including: Chris-Craft, Boston Whaler, MasterCraft, Bennington Pontoons, and Monterey Boats. They next acquired Summerset Marine and pier services, then went on to rebuild the marina and Cruise Line Winter Harbor located at Liechty Drive in Williams Bay. In 2012, they created PIER 290 Restaurant, which has become a destination in and of itself as well as the only restaurant directly on the lake.

“Gage Marine has grown throughout the decades making it the strong family company that we are today. Our team is made up of many second and third-generation family members,” said Bill Gage, Jr., president and CEO of Gage Marine. “While many changes have occurred throughout our long history, two things have remained constant — the crystal blue waters of Lake Geneva and the exceptional service from our outstanding team who understand that we do not sell goods and services, but help people create memories.”

OUR BOATS

6. LIST THE BOATS OF BRANDS YOU

BRANDS OF BOATS WE OFFER

7. LIST THE NEW ENGINE BRANDS YOU OFFER

Ilmor

Mercury Mercruiser

Mercury Outboard

Pleasure Craft/PCM

Volvo Penta

Yamaha

OUR SERVICES

8. WHAT SERVICES DOES YOUR DEALERSHIP OFFER?

WE'RE YOUR ONE-STOP SHOP FOR ALL YOUR BOATING NEEDS

Gage Marine is your access to fun on the water! Whether you own a boat, are a part of our Boat Club, or just have your boat serviced by us. We’ll get you out on the water faster so you can be living the Lake Life all summer long!

• Boating and engine service

• Boat club

• Boat consignment/brokerage

• Boat lift sales

• Boat ramp

• Boat Sales - New and Used

• Boat towing

• Boat transport

• Boat tours

• Boater education classes

• Bottom painting

• Canvas shop

• Captain’s services

• Catering

• Charters

• Clothing/apparel sales

• Detailing

• Dock sales

• Dry storage

• Electronics installation and service

• Fiberglass/gelcoat repair

• Finance

• Fuel

• Marina

• Mobile service

• Parts & accessories

• Pre-owned boat sales

• Private event hosting

• Restaurant

• Ship’s store

• Shrink wrap services

• Ski/wakeboard school

• Storage

• Trailer storage

• Watersports shop

• Winter storage

• Other (Please specify):

• Wood Working

• Pier Service

• Excursion boats

• Mail Delivery Service by Boat

Founded in 1873, Gage Marine Celebrates 150th Anniversary in 2023!

Gage Marine Corporation, including Gage Marine Boat Sales and Service, Gage Pier Service, Lake Geneva Cruise Line, PIER 290 Restaurant, Lake Life Catering, and the Lake Life Store, is announcing the company’s 150th anniversary this year. As a thank you to the area communities, the company is donating $150,000 to local organizations, who are making a difference in the lives of Walworth County residents, with fifteen $10,000 grants. The grant application and rules are available on the Gage website (gagemarine.com/ 150-years) with a March 31,2023 deadline. The grant checks will be awarded at a May 18, 2023 event.

The company, founded in 1873, was originally called Lake Geneva Steamboat Line. Later it merged with the motor boat line and became Wisconsin Transportation in 1916. In 1958, Russell Gage purchased the company, and it became Gage Marine. He greatly expanded the marina business, started a boat sales division, and introduced the second “Lady of the Lake,” the first

new excursion boat on the lake in nearly 50 years.

Since then, the company has grown substantially. They moved

back into boat sales – now selling premium brands across all lines including: Chris-Craft, Boston Whaler, MasterCraft, Bennington Pontoons, and Monterey Boats. They next acquired Summerset Marine and pier services, then went on to rebuild the marina and Cruise Line Winter Harbor located at Liechty Drive in Williams Bay. In 2012, they created PIER 290 Restaurant, which has become a destination in and of itself as well as the only restaurant directly on the lake.

“Gage Marine has grown throughout the decades making it the strong family company that we are today. Our team is made up of many second and third-generation family members,” said Bill Gage, Jr., president and CEO of Gage Marine. “While many changes have occurred throughout our long history, two things have remained constant -- the crystal blue waters of Lake Geneva and the exceptional service from our outstanding team who understand that we do not sell goods and services, but help people create memories.”

GAGE MARINE GIVES AWAY

$150,000 IN COMMUNITY

GRANTS!

Ninety-eight grant applications were received for the $150,000 community donation, which an internal committee at Gage Marine reviewed.

“We were impressed by the number of grant applications we received for this community grant,” said Bill Gage, President of Gage Marine Corporation. “The fifteen organizations we selected reach a variety of needs in our community, including food and housing scarcity, child and family safety, historic and land preservation, and education.

We look forward to the good work these exemplary organizations will do with these grants.”

“Selecting just fifteen organizations was a difficult feat since there is such a diverse need in our community,” said FJ Frazier, COO of Gage Marine Corporation. “Our committee did their due diligence and spent considerable time evaluating the applications and selecting organizations that can make the most impact with the $10,000.”

The following fifteen organizations will be awarded $10,000 grants at a community celebration on May 18 at the Riviera Ballroom in downtown Lake Geneva.

1. Agape House in Walworth will use the funds for their student scholarship program for at-risk youth and their families.

2. Badger High School in Lake Geneva will use the funds to improve their commercial kitchen by installing drop-down electrical cables.

3. Barrett Memorial Library & Williams Bay Historical Society in Williams Bay will use the funds to preserve and provide access to a collection of historical documents, including letters, photographs, and journals from the late 19th and early 20th centuries.

4. Friends of Matheson Memorial Library in Elkhorn will use the funds to enhance the Welcome Desk in the Children’s Area at the Matheson Memorial Library.

5. Geneva Lake Museum in Lake Geneva will use the funds to make the Museum building more accessible to all visitors by adding an ADA lift.

6. Kishwauketoe Nature Conservancy (KNC) in Williams Bay will use the funds for the maintenance and construction of two new boardwalk sections in the nature preserve.

GAGE MARINE GIVES AWAY

$150,000 IN COMMUNITY

GRANTS!

7. Lake Geneva Food Pantry in Lake Geneva will use the funds to fill in gaps where government subsidies have been drastically cut for their clientele.

8. New Beginnings APFV in Elkhorn will use the funds to install HVAC units to improve their transitional housing apartments.

9. Open Arms Free Clinic in Elkhorn will use the funds to support their general operations to provide medical, dental, and behavioral health services for the increased number of Walworth County residents who are losing their health insurance due to the unwinding of emergency food and health benefits distributed during the pandemic.

10. Safe Families for Children,

Southern Wisconsin in Elkhorn will use the funds to support related programming costs of their mission to keep children safe and families together.

11. Side by Side in Lake Geneva will use the funds to increase the amount of help they can give to families dealing with the loss of COVID supplements and reduced food shares.

12. Tree House Child and Family Center in Elkhorn will use the funds to purchase and offer training on child abuse prevention education materials for PreK-5 schools throughout Walworth County.

13. Walworth County Food & Diaper Bank in Elkhorn will use funds

to buy food for nearly 500 families they serve monthly.

14. Walworth County Reading Project in Lake Geneva will use the funds to expand their county-wide Dolly Parton’s Imagination Library program.

15. Williams Bay Lion/Lioness Club in Williams Bay will use the funds to renovate the Williams Bay Lions Fieldhouse.

Gage Marine is excited to see these grants in action and looks forward to their positive community impact. These grants totaling $150,000 are a way to thank a supportive community that is a significant part of why Gage Marine is celebrating 150 years!

Founded in 1873, Gage Marine Celebrates 150th Anniversary in 2023!

Gage Marine, a full-service marine dealer with two locations in the Lake Geneva area, today announced the acquisition of Stengl Marine in Minocqua, Wisconsin. Known for its exceptional dealer service, Stengl Marine has served boaters in the Minocqua area for 45 years with leading boat brands, MasterCraft and Barletta, and exceptional repair and storage services. With both Gage’s and Stengl’s understanding of the value of leisure time on the water, Wisconsin’s Northwoods boaters will continue to enjoy the diverse product offering and exceptional customer service.

“This acquisition is an important step in our growth strategy and aligns with our mission to provide opportunities for more people to enjoy the lake life,” said Bill Gage, Jr., third-generation Owner and CEO of Gage Marine. “Stengl has a tremendous reputation, and I’m thrilled to have their team continue to serve the Northwoods market, including Bill Stengl as General Manager. The combined power of Stengl’s current customer base, outstanding service, and Gage’s additional brands create a powerful team giving Northwoods boaters a wider selection of boats to buy to enjoy the lake life.”

Upon acquisition, Stengl Marine will become Gage Marine, Minocqua. The dealership will continue to sell MasterCraft and Barletta boats as well as begin offering Chris-Craft boats.

“After being approached by Gage Marine, we were excited about the potential combination of our two family-owned companies as Gage’s reputation for extraordinary customer service is well-known in the industry,” said Bill Stengl, General Manager of Stengl Marine. “Gage Marine’s mission of providing an unmatched lake life experience, combined with ensuring their dealership is the best place to work in the industry, align perfectly with our way of doing business. This acquisition allows us the opportunity to continue our long-term growth plans while maintaining our focus on taking exceptional care of our customers and employees in a way that only family-owned businesses can do.”

Additionally, this acquisition marks the culmination of an amazing 45year career for Stengl Marine founders Jim & Chris Stengl. Jim and Chris have worked side by side from day one to build Stengl Marine into one of the leading marine dealerships in Wisconsin. Their commitment to customer service and passion for the lake lifestyle is evident in everything that Stengl Marine does.

“Over all these years, Chris and I have been so fortunate to work with so many awesome customers and employees. It is so gratifying to see the growth and success of our business over the past several years, and we’re excited to see where Gage will take it from here,” said Jim Stengl, Founder and Owner of Stengl Marine. Bill Stengl adds, “We are so

excited for Jim and Chris to be able to have the time to enjoy their many interests outside of work, and we are committed to honoring their legacy in everything we do.”

Celebrating its 150th anniversary this year, Gage Marine Corporation is a family-owned company founded in 1873. This parent company includes Gage Marine Boat Sales and Service, Gage Marine Pier Services, Lake Geneva Cruise Line, PIER 290 restaurant, Lake Life Catering, and the Lake Life Store, all located in the Lake Geneva area.

In Delavan, Wisconsin, Gage Marine offers new and used sales of premium boat brands, including MasterCraft, Chris-Craft, Boston Whaler, Bennington, and Monterey. The full-service dealership offers five-star rated service, including woodworking, fiberglass repair, and sailboat rigging. The dealership is also home to a state-of-the-art storage facility, one of the largest of its kind in Wisconsin. Gage Marina, located in Williams Bay, Wisconsin, offers lakefront activities, including In and Out Valet Boat Service and a Boat Club. Gage Marine has been voted a Top 100 Dealer for 17 years in a row and recently received an MRAA Marine Industry Certified Dealer award.

“Stengl is a strong strategic fit with a complementary product offering and a passion for providing great service,” said Bill Gage. “We will work together to ensure this combination supports our customers and benefits the community.”

WHAT ARE WE MOST PROUD OF?

14. In 25 words or less, what best practice or accomplishment are you most proud of from 2023?

Saturday, August 5th, 2023

Best accomplishment: Celebrating our 150th Anniversary and giving back $150,000 to local community organizations! Since 1873, we have been living our core values: With a passion for fun, and a commitment to excellence, we serve our customers, colleagues, and our community. We honored our community for their support, celebrated our employees for their hard work, and thanked our customers for their patronage and loyalty.

https://gagemarine.com/150-years/

BUSINESS OF THE YEAR

VISIT LAKE GENEVA

Gage Marine was voted Business of the Year at Visit Lake Geneva’s Impact Awards in 2023.

OUTSTANDING CITIZEN OF THE YEAR VISIT LAKE GENEVA

Bill Gage won Outstanding Citizen of the Year at the Visit Lake Geneva Impact Awards in 2023.

MARINE RETAILERS ASSOCIATION CERTIFIED DEALER

Gage Marine again became a Marine Industry Certified Dealer by the MRAA.

TRIP ADVISOR TRAVELERS’ CHOICE

Lake Geneva Cruise Line received the Traveler’s Choice award from Trip Advisor for being in the top 10% of attractions due to our high review rating.

WISCONSIN BRIDE BEST REHEARSAL DINNER VENUE

For the fifth year in a row, Lake Geneva Cruise Line was voted Best Rehearsal Dinner Venue.

Additional certificates and accolades: Stewardship Award Brunswick Master Dealer; ABYC Mechanical and Electrical; Mercury outboard, Mercury Verado, OMC Outdrive, Volvo Penta Outdrive, Volvo Penta Engine, Evinrude Outboard, Johnson Outboard, Westerbeke GeneratorCrusader Marine Engine PCM: Marine Engine, Velvet Drive Transmissions, VP Drivers and engines Mercury Smartcraft; DTS: Mercury Sport Jet, Caterpillar Diesel, Cummins Diesel, Yanman Diesel, Allison Transmission, Boston Whaler Master Dealer, Brunswick Master Dealer

Geneva Lakes Burger Throwdown Winner-2nd place Judges Choice

Best Seafood Hometown Favorite: PIER 290

Packers Legend Donald Driver Jumped Mail on the US Mailboat Tour!

Actor and local Lake Geneva Resident Thomas Patrick Lennon attended our Mailboat Tryouts

50. Continued: In-Store & Community Events

CELEBRATIONS ALL YEAR LONG FOR GAGE MARINE’S 150TH ANNIVERSARY!

To celebrate their 150th Anniversary, Gage Marine hosted four events reflecting those they represent as part of their core values. With a passion for fun and commitment to excellence, we serve our customers, colleagues, and community.

The first event was an employee appreciation event, where they thanked their employees for their outstanding dedication and hard work. Some employees were celebrating milestones of up to 40+ years. This event was hosted at the company’s Boat Showroom at PIER 290 and included a performance by Dueling Pianos, dinner, and an open bar.

The second event was a community event hosted at the Riviera in downtown Lake Geneva where local business owners, civil leaders, and the organizations being awarded a community grant gathered for appetizers, drinks, and a presentation. The new video showcasing the 150-year history of the company was premiered and the 15 $10,000 grant checks were awarded to community organizations. It was an amazing night of celebration and appreciation!

The third event was a customer appreciation event hosted at the Delavan dealership. It was a Boat Yard Bash featuring a live concert by the BoDeans! Gage Marine customers were invited, free of charge, to attend this fun event with an outdoor open bar each with a different bar named after a boat manufacturer. The BoDeans concert was amazing and loved by all in attendance, which included over 500 people.

Finally, the last event was a customer and employee Summer Send-Off Celebration at the Boat Showroom at PIER 290 with a concert by The Toys and lakeside fireworks! All Gage Corporation customers and employees were invited to this free event.

50. Please list and describe your in-store and/or communityrelated events. Please include information on the goals of your events and if the events reached those goals.

In regards to the special events we held in 2023 for our 150th Anniversary, our goals were as follows:

• Raise awareness in the community and amongst our customers that Gage Marine is 150 years old

• Host a year-long celebration!

• Give back to the community in a big way to show our appreciation for years of support

• Thank our employees and customers through free events

• Get people in the community, our customers, and our employees to attend our events and celebrate with us

Our goals were all met and exceeded! For our 150th Anniversary $150,000 community donation, our goal was to get at least 15 organizations to submit grant applications so we could give out 15 $10,000 grants. Our shared the grant submission process via a press release, email, social ads, website updates, blogs, on-site posters, and word of mouth. We received nearly 200 applications! This exceeded our expectations. While reviewing the applications, it really opened our eyes to the need in our community, and we were honored to be able to help 15 local charities.

With our Boat Yard Bash event, we wanted to celebrate our customers by hosting a fun, free concert. We invited customers from all business units meeting certain criteria and were overwhelmed with the response. We had over 1,000 RSVPs to this event. Luckily the weather was beautiful and the party went off without a hitch. We created branded banners for the rented stage, special can coozies for our 150th milestone, and even decked out the bar with fun names and drinks for each of our boat manufacturers (meet me at the Chris-Craft Cocktail Lounge!).

And to end the year of celebrations, we hosted another free concert, this one was not invite-only, but was open to anyone who wanted to attend. We held a free concert in our Boat Showroom in our lakefront marina location and shot fireworks off a barge on the lake. Customers lined the lakefront piers as they watched the awesome fireworks show over the lake. The turnout was impressive and everyone had a rockin' good time.

Overall, the celebration of our 150th event was a success. Our events went well, we had an outpour of support and congratulations, and we were able to show our gratitude to our customers, colleagues, and community. We surpassed our goals for event attendance, media mentions, and amount of fun we all had!

53. What sets you apart from your competition and other Top Dealers?

In 2023, we celebrated our 150th Anniversary. Not many businesses get the chance to celebrate such an immense milestone. We are fortunate enough to be able to celebrate this achievement due to a number of factors that set us apart from and above the competition including our strong brand and customer awareness, our culture and core values, our location, and our outstanding services.

Our brand was redefined over five years ago to give us better recognition, consistency, and portrayal of who we really are. Since then, every year we go stronger in our representation of that brand. Our colors never falter from our red, white, and navy brand colors; our logos stay true and consistent, and our burgee flag is ubiquitous throughout all our business units, all our marketing, all our staff, to show we are under one company, one brand, and one mission to bring the Lake Life to locals and visitors. This is demonstrated in the Gage Gear our customers purchase to take home as a memento of their time on the lake. It’s demonstrated as you walk around Lake Geneva or Walworth County and see numerous hats flying the Gage burgee. Our brand is one that people recognize and want to support.

Our culture and core values: With a passion for fun and a commitment to excellence we serve our customers, colleagues, and community. We don’t just plaster our core values on a plaque and forget about them; we live them every day. This was demonstrated during our 150th Anniversary celebration when we gave back to customers through customer appreciation concerts, events, sales, and giveaways. We celebrated our colleagues through an employee appreciation party and employee recognition for milestones and outstanding service via receiving a pin and shout out at our events. And we honored our community through our $150,000 community donation in the form of fifteen $10,000 grants donated to local non-profit organizations.

When you watch our 150th Anniversary video, you’ll see that our commitment to our customers, colleagues, and community is not something new, nor is it something commonplace. Most employees within Gage Marine Corporation are second generation employees, continuing the tradition of working with Gage from past family members. Employees have met and gotten married, then their children have continued to work at Gage Marine. That speaks volumes for the culture and work that we have going on within Gage Marine.

We wouldn’t be where we are if it wasn’t for the beautiful location we call home. For the past 150 years, we have been on Lake Geneva getting people out on the water by selling new and used boats, offering boat tours and private charters, providing lakeside meals at the only restaurant right on the shores of Lake Geneva, and by hosting lakeside weddings and private parties. People come to Lake Geneva to experience the lake, and we’re here, as the only boat tour company, to help them achieve that opportunity. We are one of the last mail delivery services in the country that also carries passengers along the route to offer both mail delivery and a tourist attraction. Our business is the backbone of the tourism industry in Lake Geneva, and we are proud to continue that relationship and role for the next 150 years.

Now with a location in another large tourist destination in Wisconsin, we are excited to carry on the Gage Marine Lake Life and core values to Minocqua, WI. This area is another location where people come from near and far to experience the lakes, Lake Life, and escape from city life. We are looking forward to expanding our brand awareness, services, and Lake Life offerings up in the Wisconsin Northwoods into the near future.

And finally, what sets us apart from our competition is our service. We not only offer storage to our customers, but we have one of the largest storage buildings of its kind in Wisconsin to store your boat. And we’ll pick it up from your pier and bring it to our storage building on your behalf. We will conduct off-season maintenance, store your boat safely, and launch it back to your pier in late spring. A full-service program that makes boating easier than ever before. And we’re here for our customers throughout their entire boating experience; from the first sale to the first launch, training on water safety and watersports, to the first storage season, and to when they’re ready to upgrade their boat to the newest model. Our salesmen are always connecting with our customers to make sure they’re satisfied with their Gage experience, and our service team is following up with customers to ensure their boats are always running smoothly.

Many marinas and dealerships in the boating industry provide similar services, but at Gage Marine, we take everything up a notch to make sure we are providing the best service. We are well known in the area and want to keep our stellar reputation. We’ve been doing this well for 150 years, and we plan to continue doing it well, and even better, for the next 150 years.