Marina Dock Age, May/June 2007

Looking beyond the cost of the dock
by Dennis P. Kissman

As a marina owner, one of the most important decisions you will have to make is to decide what type of dock system is best for your marina when it becomes time to replace and/or expand them.

There are several factors that will weigh in on one’s decision. The one factor that usually comes to mind as the most compelling is cost. However, basing one’s decision solely on cost may lead marinas to ignore other factors that should play a part in the decision-making process, could improve a marina’s position in the marketplace, and may help the business reap a greater financial reward.

The factors that I am referring to are those that your customers expect from the marina. These include a safe, secure, and boat-friendly environment. One of the areas in a marina that contributes to these factors is the docks.

I have previously written several articles on customer service and how superior customer service can overcome many deficiencies in a marina’s facilities. When it comes to replacing docks, the question becomes why should a marina continue to overcome dock deficiencies when the opportunity comes along to correct these problems? If cost becomes the compelling factor in choosing a dock system, then the causes of the problems that exist today will most likely continue or reappear within a few years after the installation of a new dock system.

Expectations

This article is not intended to be an endorsement or criticism of any dock or dock component manufacturer or dock contractor. The marina owner is in the best position to make the decision as to what is built. Keep in mind that the mission of these companies and individuals is to sell their products and services; while the marina owner must choose what’s best for his or her particular situation to satisfy (ultimately) the customer’s expectations.

During my l9 years in this business, I have come across several marina developments that were built for a Rolls Royce market, but existed in a Volkswagen market. As a result, these marinas proved to be financial disasters. They could not be maintained, and so they prematurely deteriorated. Likewise, I have seen marinas “under built” for the market they were serving, costing marina owners an extraordinary amount in maintenance expenses just to keep the property up to the standard their customers demanded. These problems have nothing to do with the dock providers. They rest solely on the shoulders of the marina owners not making the right decisions.   Continue »

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