Brian Gwinnup, owner of Freedom Boat Club in Destin, says a growing number of boaters are interested in clubs where they pay a monthly fee to boat without worrying about maintenance or insurance.
the commitment to boat ownership. There seem to be more of them on the horizon as boat clubs in the region are getting more traffic. At Freedom Boat Club in Destin, owner Brian Gwinnup says more people are getting into the club scene. His company, which is one of 65 franchises located throughout the U.S., owns a fleet of boats sized from 20 to 25 feet that are available for members to use at any time. Members pay $249 per month for access to the boats, but they don’t have to worry about maintenance, insurance or upkeep. They take the keys and cruise for a few hours, then return the boat back to Freedom. “Clubs are great options for people who don’t’ want the hassles of ownership; they want simplicity,” says Gwinnup. That trend is playing out over in Pensacola, too, where membership is up at Harbor View Boat Club. The club is one revenue stream for parent company Harbor View Marine, a 30-year-old company with a full-service marina and a sales operation for new and used boats. In the course of three decades, owners Hellon and Darrell Robinson have grown their business from a simple service center to what it is today. In the past, boat club memberships
were sold and managed through Harbor View Marine’s boat sales staff, but the Robinsons recently dedicated their time and creativity to the marketing of club memberships. “The club is a small part of what we do, but it does generate a good deal of income for us and it’s another way to expand our business,” says Hellon. “The club appeals to people who are looking for a fixed amount of money to spend on boating each month. They want to know exactly how much they’ll have to spend.” By comparison, a boat owner has to plan for expenses associated with service, storage, fuel and the like, in addition to the cost of the actual boat. Business at the Robinson’s boat club is in full swing, and so are sales for boats and services offered across the board. “Our boat sales have been tremendous this year,” says Hellon, whose company carries a few types of boats, including pontoons and fishing boats. There’s been a gradual increase in customer demand for new and used boats, as well as for slips, parts and service at Harbor View Marine, “but this year seems to be a little bit beyond our expectations,” says Hellon. “I think people are feeling some relief from the recession and are ready to spend money on the things they enjoy.” Those who relish the boating lifestyle do seem to be more willing to open their wallets these days. At least that’s what retailer West Marine is banking on. The company, which is the largest specialty retailer of
Photos by SCOTT HOLSTEIN (GWINNUP); Others COURTESY Legendary Marine
boating supplies and accessories with nearly 300 stores, recently opened a new location in Tallahassee, which is double the size of its previous store in that city. This new store, the largest West Marine location in the Panhandle, contains a much larger selection of boating, fishing and water sports gear and accessories. “This is a one-stop shop that can cover all the needs of our customers,” says Tim Winget, the store manager. “We offer a huge selection for customers in Tallahassee and the surrounding areas. Customers will come from as far as 170 miles away. They’ll drive the distance to our store because they know we have the best selection. And the trip is worth it because we bill the store as a destination location.” Industry veterans say operations like West Marine, and boat clubs such as Harbor View and Freedom, will succeed in large part for the high level of customer service that’s offered. In fact, good customer service appears to be a trademark of most marine companies that are now positioned for growth in the future. “I can’t reiterate enough what courtesy can do for a marine business,” says Hinely. “People don’t always understand that. Customer service goes a long way in this industry. Boats are bought with disposable income. No one needs a boat. But owners want the experience to be enjoyable and to be fun. They want to know that the old adage is true: A bad day on the water beats a good day at the office.”
850 Business Magazine
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august – September 2013
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37