The document discusses how marinas have evolved over time to adapt to changing markets and customer demands. It describes the transition from first generation modern marinas in the 1970-1989 period to second generation marinas in 1990-2009 that focused on customer service and amenities. Current marinas face challenges upgrading aging facilities within budget constraints. The future requires carefully assessing customer needs and financing renovation through incremental improvements or comprehensive planning. Continued progress relies on matching facilities to boat trends while finding funding solutions.

1. Changing to Compete in Today’s Market
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Bruce Lunde
2012
Changing to Williams in Today’s Market
Lunde Compete
Dan Williams

2. Today’s Discussion
How the Industry is Adapting to Changing Realities
• Site Integration
• Design Theory and Regulatory Requirements
• New Approaches
• New Materials
2012
Changing to Compete in Today’s Market

3. 1970 – 1989: First Generation Modern Marinas
• Pre-Modern Marina (Pre–1970)
• Modern Marinas (1971-1989)
• Raising the Bar (1990-2009)
• Current Marina Profiles
• What Comes Next?
2012
Changing to Compete in Today’s Market

4. 2012
Changing to Compete in Today’s Market

5. 2012
Changing to Compete in Today’s Market

6. 1970 – 1989: First Generation Modern Marinas
• Fiberglass Boats
• Greater Middle Class Disposable Income
• Cultural Transformation
2012
Changing to Compete in Today’s Market

7. 1970 – 1989: First Generation Modern Marinas
2012
Changing to Compete in Today’s Market

8. 1970 – 1989: First Generation Modern Marinas
Diversity:
Sailboats, Fishing Boats,
Houseboats, and Cruisers
Significantly Expanded the
Demand for Convenient
Docking Facilities
2012
Changing to Compete in Today’s Market

9. 1970 – 1989: First Generation Modern Marinas
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2012
Changing to Compete in Today’s Market

10. 1970 – 1989: First Generation Modern Marinas
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2012
Changing to Compete in Today’s Market

11. 1970 – 1989: First Generation Modern Marinas
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2012
Changing to Compete in Today’s Market

12. 1970 – 1989: First Generation Modern Marinas
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2012
Changing to Compete in Today’s Market

13. 1970 – 1989: First Generation Modern Marinas
• Condition and Age
• Fit for Modern Boat Demographics
• Materials and Accessibility
2012
Changing to Compete in Today’s Market

14. 1970 – 1989: First Generation Modern Marinas
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2012
Changing to Compete in Today’s Market

15. 1990 - 2009: Second Generation Modern Marinas
Raising the Bar 1990-2009
• Marinas Becoming Hospitality Venues
• Cleaner Facilities, Uniformed and Trained Staff
• The Rise of Floating Docks
2012
Changing to Compete in Today’s Market

16. 1990 - 2009: Second Generation Modern Marinas
2012
Changing to Compete in Today’s Market

17. 1990 - 2009: Second Generation Modern Marinas
2012
Changing to Compete in Today’s Market

18. 1990 - 2009: Second Generation Modern Marinas
• Adjusting for Changing Boat Demographics
• Replacing Outdated Facilities
• Development and management of multiple
revenue streams
2012
Changing to Compete in Today’s Market

19. 1990 - 2009: Second Generation Modern Marinas
2012
Changing to Compete in Today’s Market

20. 1990 - 2009: Second Generation Modern Marinas
2012
Changing to Compete in Today’s Market

21. 1990 - 2009: Second Generation Modern Marinas
2012
Changing to Compete in Today’s Market

22. 1990 - 2009: Second Generation Modern Marinas
• First Generation Docks Aged, Wore Out and No
Longer Fit the Needs of the Modern Boating
Demographic
• The Rise of the Professionalization of the Marina
Industry
• The Second Generation of Marinas are Larger,
Luxurious, and Profitable
2012
Changing to Compete in Today’s Market

23. 1990 - 2009: Second Generation Modern Marinas
Not all Marinas have been Improved
• We see a definite stratifying of the marinas in the US.
Those that could afford it moved forward, modernizing
their facilities and becoming more competitive. Some of
the older and less competitive ones fell further behind
and do not have much hope.
2012
Changing to Compete in Today’s Market

24. 1990 - 2009: Second Generation Modern Marinas
Tight budgets limit current capital investments
• Financing still a major issue
• Fear of uncertain return on investment continues
• Maintenance and upgrades are currently being
delayed
2012
Changing to Compete in Today’s Market

25. Current Marina Profiles
• Marina Consolidation Mean Unequal
Opportunities
• Selling Value and Selling Sizzle
• Client Expectations Have Never Been Higher, no
Excuses for Mediocrity
2012
Changing to Compete in Today’s Market

26. Current Marina Profiles
2012
Changing to Compete in Today’s Market

27. Current Marina Profiles
2012
Changing to Compete in Today’s Market

28. Current Marina Profiles
2012
Changing to Compete in Today’s Market

29. Current Marina Profiles
2012
Changing to Compete in Today’s Market

30. Current Marina Profiles
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2012
Changing to Compete in Today’s Market

31. What Comes Next?
2012
Changing to Compete in Today’s Market

32. What Comes Next?
2012
Changing to Compete in Today’s Market

33. What Comes Next?
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2012
Changing to Compete in Today’s Market

34. What Comes Next?
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2012
Changing to Compete in Today’s Market

35. Upgrading Facilities
Dillon 1972
2012
Changing to Compete in Today’s Market

36. Upgrading Facilities
Dillon 2010
2012
Changing to Compete in Today’s Market

37. Upgrading Facilities
Dillon 2011
2012
Changing to Compete in Today’s Market

38. Perception of Trends
Owner/ Developer
• Maximizing Possible Revenue Streams
• Increased Catering to Customers
• Green Building and Sustainable Image
2012
Changing to Compete in Today’s Market

39. Perception of Trends
Manufacturer
• More Sophisticated Clients/ Higher Expectations
• Good Engineering and More Accountability
• Green Design
2012
Changing to Compete in Today’s Market

40. Renewal, Renovation or Replacement
When is it time to update?
• Significant Structural Failures
• Shrinking Client Base
• Aging Equipment and Docks
• Misfit on Slip Sizes
2012
Changing to Compete in Today’s Market

41. Breakwater Issues
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2012
Changing to Compete in Today’s Market

42. Renovation Approach
• Prioritize Goals and Assessing the Market
• Determine Slip Mix
• Develop Budget/ Phasing Strategies
• Confront Accessibility Issues
• Permits
2012
Changing to Compete in Today’s Market

43. Slip Mix
• Meeting the Current Client Demographics
• Efficient Space Utilization
• Power and Water to Meet Boat Requirements
2012
Changing to Compete in Today’s Market

44. Budget and Financing
• Understanding Limits of Available Financing Key in
Planning Process
• Budgets can Limit Options
• Develop Understanding of ROI
• Look at Alternative Finance Methods
2012
Changing to Compete in Today’s Market

45. Accessibility
• Many Operators Fear Regulation Unnecessarily
• Integrated into the Design; Costs can be
Negligible
• Include Advocacy Groups when Needed
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2012
Changing to Compete in Today’s Market

46. Utilities
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2012
Changing to Compete in Today’s Market

47. Security
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2012
Changing to Compete in Today’s Market

48. Fuel and Services
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2012
Changing to Compete in Today’s Market

49. Today’s Marina
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2012
Changing to Compete in Today’s Market

50. Integrated Stormwater Management
2012
Changing to Compete in Today’s Market

51. Basin Protection
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2012
Changing to Compete in Today’s Market

52. Opportunities
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Changing to Compete in Today’s Market

53. Opportunities
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2012
Changing to Compete in Today’s Market

54. Today’s Marina
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2012
Changing to Compete in Today’s Market

55. Today’s Marina
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2012
Changing to Compete in Today’s Market

56. Today’s Marina
2012
Changing to Compete in Today’s Market

57. Today’s Marina
2012
Changing to Compete in Today’s Market

58. Today’s Marina…We’ve Come Along Way
2012
Changing to Compete in Today’s Market

59. Summary
• Continued Quest for Value in Construction
• Right Sizing of Slips to Boater Demographics
• Funding Challenges Remain; Successful
Improvements Require Successful Financial
Planning
• Owner Managed Incremental Improvements
Provide Short-Term Solutions
• Planning Ongoing, Construction Slow
2012
Changing to Compete in Today’s Market

60. Thank You!
Questions?
Bruce Lunde
Bruce@LundeWilliams.com
414.704.0344
Dan Williams
Dan@LundeWilliams.com
608.335.4110
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2012
Changing to Williams in Today’s Market
Lunde Compete