IGY Partnership Proposal - Management - Training - Marketing
2011
OVERVIEW
• The world’s leading marina company, Island Global Yachting (IGY) was formed in 2005 by Andrew Farkas’ Island Capital Group, LLC to acquire, develop, manage and operate world-class luxury yacht marinas and related facilities around the globe. • IGY is now a vertically-integrated enterprise that manages all facets of the acquisition, development, engineering, operation, management and financing activities of vibrant coastal areas. • IGY currently owns and/or operates 11 marinas in the Americas and the Caribbean, catering to a cross section of target markets including megayacht, sport fish, sail and cruise.
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IGY MARINAS
Yacht Haven Grande, St. Thomas, USVI
Rodney Bay Marina, St. Lucia
The Yacht Club At Isle De Sol, St. Maarten
Montauk Yacht Club & Resort, USA
American Yacht Harbor, St. Thomas, USVI
Marina Cabo San Lucas, Mexico
Simpson Bay Marina, St. Maarten 3
IGY MARINAS
Boston Yacht Haven, MA
Newport Yacht Club & Marina, USA
Marina Santa Marta, Colombia
Palmas Del Mar Yacht Club, Puerto Rico
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CAPABILITIES The IGY industry-leading team provides in-house capabilities that are unmatched in the industry, having had the practical experience of owning and managing marinas themselves. This unparalleled assembly of world-class talent enables IGY to deliver a new standard for luxury waterfront destinations. IGY has approximately 1,700 slips and over 250 mega yacht berths under management in 5 different regions.
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CAPABILITIES
IGY supplies a full complement of marina management services required to enhance operational efficiencies, including: • Full service management • Staff training program - IGY University (*) • Marketing, branding and events management (*)
(* ) included in a full service management agreement 6
Management
IGY FULL SERVICE MARINA MANAGEMENT IGY brand is recognized for: •
Premier Locations
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Premier Facilities
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Premier Service Levels
IGY provides property owners with…
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Turn-key development and management expertise
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Unique understanding of entitlement and development issues
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Expertise in management of a unique asset
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Proprietary reservations, accounting and IT systems
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Network of marinas to drive occupancies and revenues
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Understanding of ancillary sources of revenue
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Ability to align residential/hospitality amenities with marina in order to leverage revenue opportunities
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IGY Full Service Marina Management As one of the world’s largest marina management companies, IGY has developed a successful operating and marketing strategy that combines economies of scale, proprietary technologies and agility in deploying resources to market and operate marinas efficiently and profitably. This strategy consistently produces strong financial results and customer loyalty for owners, making IGY the marina operator of choice. IGY produces measurable results in revenue performance, guest satisfaction, cost management and profitability. It is the depth of IGY’s management experience that continually improves profit margins for marina owners. IGY has expertise in a wide cross-section of industry segments including megayacht, sail, cruising and sportfishing as well as management of retail leasing operations associated with marina facilities. Success in the international arena requires knowledge of local markets and cultures and the ability to assimilate practices and resources accordingly.
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IGY Full Service Marina Management Seasoned Management Teams Immediate access to facilities management and experienced operating teams who can be deployed to stabilize and get operations back on track in days. Market Intelligence Real operating data and analysis from portfolio for supporting decisions based upon the facts, not supposition or wishful thinking. Access to Cutting Edge IGY Software & Business Practices Direct connection into IGY’s web-based marina software platform provides access to a growing number of loyal vessels, captains and customers who frequent IGY locations around the globe. Anchor Club IGY customer loyalty program – the first and only captain and crew rewards network that drives repeat business and longer stays. Communication Monthly, Quarterly and Annual financial reporting and timely preparation of operating, capital and marketing budgets. . Training and Support Committed staff that provides ongoing customer service training and facility audits to continually build upon improvements in the quality of the marina and the level of customer service. Environmental and Regulatory Support An understanding of the environmental aspects and impacts of operations in every region. Insurance Access to IGY Global Risk Management Programs, which can save marinas thousands of dollars in premiums.
Marketing and Advertising Access to an experienced marketing team and IGY Global Partner branding including advertising, brokerage, event support, direct marketing, internet marketing, public relations, customer loyalty programs and the IGY Global Reservation System which directs customers to your property. Development Consulting Internal resources to complete or undertake projects, capital improvements, marina design and construction management services (often at below market costs). Marina & Resort Conversion We have a deep understanding of the berthing and slip market, and we understand that operating these complex products can be challenging. IGY can quickly assess projects and provide the necessary resources to market and manage the berth inventory efficiently, maximizing value for developers and owners. Importantly – reverse engineering of failed fractional properties to rental cash flow models as dictated by market conditions. Sales & Brokerage Recognized global luxury brand with customer reach serves as a powerful distribution channel and value add when marketing slips/residences/club memberships or other similar leisure products in a highly competitive international marketplace The Power of the Network Benefit from the IGY network and ability to capture and drive traffic, control market share and pricing.
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Training
IGY UNIVERSITY/OPERATIONS TRAINING IGY University is an in-house training program developed by IGY for its marina operations personnel and is administered at each IGY location. It consists of six distinct training modules (with supporting written materials) for all marina personnel.
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IGY UNIVERSITY/OPERATIONS TRAINING
Our industry-leading management team would administer IGY University training to the entire marina staff over a 3-day period per property. After completion of the on-site training, the senior management team would be invited for additional practical hands-on training support.
Syndicates created for each operational department include 6 modules over 3 days. The program would include 2 modules in the morning and the same 2 in the afternoon, with a roll-up open forum with everyone at the end of the day, each day for 3 days. This would cover all 6 modules.
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IGY UNIVERSITY/OPERATIONS TRAINING I. Customer relations and point of sale • Communication: phone, radio, face-to-face and written • Sales process • Types of rentals • Reservations • Rate structure per length of stay and per size of boat • Inventory and occupancy management, measuring vessels • Dock hands, presentation and duties II. Facilities Maintenance • Designing a proper maintenance program • Budgeting for planned maintenance • Buildings and bathrooms: cleaning, plumbing, painting • Floating docks: – Structural works (how they work) – Routine and periodical revisions – Routine and periodical adjustments and repairs • Cleaning
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IGY UNIVERSITY/OPERATIONS TRAINING
III. Marina Security • Security planning • Surveillance rounds • Reporting • Rule enforcing inside the docks • Relationships with security authorities
IV. Marina Events Management
• What’s good and bad about events • Command and control • Local authorities • Staffing • How to make money • What is a loss leader and how it works to your advantage
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IGY UNIVERSITY/OPERATIONS TRAINING
V. Fuel Operations • Reception of trucks • Inventory control • Servicing the customer (procedures to fill the boats’ tanks) • Money management • Safety VI. Administration • Accounting and production of financial statements • Accounts receivable • Accounts payable • Reporting in different currencies • Cash management
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Marketing
IGY MARKETING The IGY marketing team works closely with its portfolio of properties to deliver the industry’s premier marina experience. IGY’s marketing plans include strategically targeted media, developed in tandem with global public relations initiatives supported by a range of high-quality events, tradeshows & world-class sport-fishing tournaments. Belonging to the IGY network affords marinas and marina resort & residential developments the opportunity to be part of a globally recognized brand that stands for excellence and quality, creating a truly indispensable marketing partnership. We stand ready to welcome your marina as an IGY destination to promote cruising activity, leverage the strengths of the property with our network resources and drive domestic and international customers to your property.
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IGY MARINAS NETWORK BENEFITS IGY works with your marina team to market berth inventory, amenities, and features across the IGY network and industry, targeting specific target markets: Captain & crew; megayacht; sportfish; sail and luxury cruise‌taking full advantage of seasonal trends and opportunities. IGY will build on each property's unique attributes to enhance marketing efforts and propel the portfolio to the forefront of your market and global marina community. The IGY reservation system supports marina & resort operations and drives market opportunities via an established framework of key experience and contacts.
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IGY MARINAS NETWORK BENEFITS IGY also leverages its marketing spend and drives cross-selling opportunities across one of the largest marina networks in operation. We currently have an active database of over 7,200 active customers.
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IGY LEVERAGED MARKETING RESOURCES 1. Advertising 2. Collateral (printed and online versions) a. Global Directory b. Global Directory Pull Out b. Fact Sheet c. Arrival & Information Guide d. PowerPoint Presentation 3. IGY website with regional listing 4. Social Media Marketing Campaigns 5. Online marina reservation system with 24-hour telephone support 6. IGY Guest Feedback Surveys and Analysis
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ACCESS TO THE GLOBAL NETWORK & EXISTING CLIENTS 1. 2. 3. 4.
Social network marketing Referral network to existing marina operations Public relations to target markets & industry Email marketing and online communications
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ACCESS TO THE GLOBAL NETWORK & EXISTING CLIENTS Our IGY Anchor Club, a customer loyalty program for vessels over 80 feet, is used to develop a network loyalty program to encourage captains & vessels boaters to cruise IGY Marinas.
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CO-BRANDING AND CROSS-MARKETING 1. Ability to participate in network specials, offers, programs & promotions 2. Boat shows (representation & collateral distribution) 3. Industry events (representation & collateral distribution) 4. Trade associations (representation & collateral distribution)
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CO-BRANDING AND CROSS-MARKETING Each partner marina and destination will receive representation at IGY events & shows and can enhance participation by distributing its own property collateral & representative attendance as additional support to key markets. • Miami Boat Show - February • IGFA (International Game Fish Association) Tournament / Marina Cabo San Lucas • Los Cabos Billfish Tournament October / Marina Cabo San Lucas •Ft Lauderdale International Boat Show, October • Bisbee’s Black & Blue Tournament October
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CO-BRANDING AND CROSS-MARKETING Strategic and Media Partnerships
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Thank You Thank you for your interest in IGY and we look forward working with your organization to support your goals. Please do not hesitate to contact us to elaborate on any points outlined in this proposal or to provide any additional information regarding next steps. Sincerely, Tom Mukamal
Kenny Jones
Bert Fowles
President
EVP, Operations
VP Marketing & Sales
O: 212 705 5085
O: 212 705 5000
O: 954 302 6031
C: 917 328 5897
C: 954 871 3722
C: 917 454 8302
tmukamal@igymarinas.com
kjones@igymarinas.com
bfowles@igymarinas.com
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