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Jan Feb 2015 Marina World

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The magazine for the marina industry

A Solid GOLD Global

A Solid GOLD Global Partnership Gold Anchor accrediting organisations the Marina Industries Association (MIA) and The Yacht Harbour Association (TYHA) are pleased to confirm their agreement to work together in developing and inspiring marina excellence through Gold Anchor accreditation. TYHA and MIA have committed to bring their respective schemes together to create one truly global brand for marina service and facilities ratings. www.marinas.net.au info@marinas.net.au www.tyha.co.uk info@tyha.co.uk

MARKETING Cesme Marina in Turkey is a C&NM 1782 Club member. of Assomarina and CEO of Venice Passenger Terminal. “It is critical to be heard and to pursue policy that is conducive to the growth of any specific sector. In Italy, Assomarinas and UCINA have achieved great success and, on an international level, ICOMIA recommendations have always been greeted with enthusiasm. We encourage the growth of marinas in emerging economies.” The recent economic troubles have, according to Perocchio, further reinforced the need for collectives. “The world is so integrated that operators face issues at an international level. It is only possible to understand trends and anticipate events if you have a world view. Everything that takes place tends to generate the butterfly effect of chaos theory.” If being Apple customers makes us feel less foolish, how does being an association member make us feel “Protected. The Greeks, for example, have managed to avoid double application of tax on luxury boats because ICOMIA repeatedly reminded the government of the catastrophic effects such measures have had in other countries,” Perocchio asserts. He believes that club membership was two-way benefits. The marina operator enjoys customer loyalty and customers have a pleasant place to gather and make the most of their boating experience. The concept also boosts tourism. “Marinas complement hotel hospitality and enhance the local Hercules Marina is the recreational marina base for the Yacht Club of Saint Petersburg. Photo: SPBYC 2014 range of entertainment. Furthermore, they offer tourist accommodation and hence the club formula works well.” Other hands-on marina operators also rate the need to ‘belong’ as a noteworthy element in securing customers. Kurt Fraser, sales and marketing director of Camper & Nicholsons Marinas (C&NM) believes it’s an interesting topic. “In the case of Camper & Nicholsons Marinas, belonging stems from the fact that superyacht owners, captains or crew of yachts of all sizes have a high level of trust and confidence in its facilities and services.” The C&NM 1782 Club gives both the customer and marina operator comfort because it is integral to a recognised brand. “The sense of belonging plays a part, I imagine, as the ability to use the brand offers a level of quality endorsement for customers. And, as the 1782 Club is a collection of independent marinas, it enables movement of yachts with high expectations of quality in terms of facilities, services and yacht care.” Economic benefits are there, of course, but from the outset were considered less important than the offering of quality. “Our objective was to have confidence when referring clientele who visit our marinas,” Fraser explains. “Member marinas participate for economic benefit, certainly, and C&N marinas that are our own will no doubt benefit from visits from other club members but economics was not the driver behind the initiative.” The 1782 Club differs from other marina networks and, as such, has broader marketing reach. “I think the major difference compared to the marina networks of other companies is that we are working with independent Roberto Perocchio: “The highest goals must be pursued collectively. It is critical to be heard and to pursue policy that is conducive to the growth of any specific sector.” www.marinaworld.com - January/February 2015 31

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