Setting out to sea
by Joy JordanMany people move to the Cape so they can fulfill their boating passion. Others move here only to realize for the first time that boating is a very real possibility. The bottom line: You are never too old to become a boat owner.
Businesses from dealers to sailing instructors have baby boomers within their sites, as the fastest-growing population on Cape Cod. These 45- to 65-year-olds have unprecedented financial resources to take full advantage of recreational boating.
But they also are more demanding customers than ever before and seek concierge-like service to support their purchases.
Bosun’s Marine, with locations in Mashpee and Peabody, has been in business for 22 years and has watched the industry change dramatically. “The pattern that we are seeing now is that people are looking for a complete infrastructure relationship,” said Tim Leedham, Bosun’s president. “It’s not just the boat – it’s the ability to get into the water, the company standing behind the boat for repairs, service, etc. More people are looking to get that relationship every year.”
It’s no longer just big spenders that seek this complete package. “It used to be people only in the very top income brackets, with very large and expensive boats, that demanded this service,” noted Leedham. “That same thought process is filtering down to those with smaller, more modest boats who are still looking for that service support.”
Other dealers echo that observation. “Baby boomers demand and expect more in quality and value of product, service above and beyond, and all done quickly without hassle,” said Judy Lindahl, sales and marketing coordinator for Nauset Marine, which has locations in Orleans, Hyannis, Pocasset and Marion.
Beyond sales of new, used and brokerage boats, Nauset Marine offers a service department, marine store, on-site custom canvas shop, parts department and distributorship, full-service marina, and custom boat manufacturing facility.
Baby boomers don’t have many qualms about spending money, but they may be less inclined to spend the time traditionally required to own and operate a boat. That’s because they don’t plan to fully retire in many cases – but instead work part time or even start new businesses on the Cape.
That is requiring new models for boat dealers, including even boating time-share plans such as Freedom Boat Club.
“Baby boomers have a lot of time pressure and lots of demands on their time, but they definitely want to enjoy themselves, so they are looking for full relationship” when it comes to their boat dealer, Leedham said.
Similar to the trend towards concierge services in the real estate industry, businesses of all types are reevaluating what they can offer customers to add value to their basic product or service line. A more sophisticated customer is by default a more demanding customer.
“The baby boomer today is a little more cognizant of what the total value relationship is. They are not spending money frivolously,” noted Leedham. “They will spend money, but they want to be smart about it and get a good value out of the total relationship.”
Their busy lifestyles also affect the size boat they will purchase.
“Years ago, when people bought their first boat, it was usually a 17- to 22-foot boat,” Leedham said. “Now people have delayed their purchase, so when they do get a boat, they are getting a bigger boat, a 22- to 26-footer. They didn’t slow down enough to buy when they were in their 30s, so now, at 40 or 50, they are buying the boat they want, with an eye to looking ahead and not having to buy one again in a few years.”
Family plays a role in the boat purchase decision as well.
“Time is very precious to them, and boating brings their families together,” said Lindahl, who notes that family-friendly boats are big sellers. While baby boomers make up 75 percent of its customer base, Nauset Marine sees these people’s children and grandchildren coming back to buy their own boats.
Michael Saunders, owner of Freedom Boat Club franchises in Plymouth, Quincy and Beverly, echoes that sentiment.
“As our membership grows, and we cater to more baby boomers, it is clear that one of the primary reasons they join the Freedom Boat Club is because boating brings family and friends together. They may cruise, go to dinner, go fishing or go to the beach, but the common thread is they are sharing the experience with family, friends and grandchildren.”
Freedom Boat Club – which also has a franchise in Falmouth owned by Harry Turner – offers an alternative similar to vacation timeshares. “We find that convenience and flexibility are more important to boomers than other age groups,” noted Saunders. “In addition, they value the service we offer more highly than some other age groups. Boomers also appreciate the reciprocal use of boats at all 54 clubs – because so many already have retirement homes and condos down South.”
“We are finding that our members want more hands-on instruction and training,” said Saunders. “For example, baby boomers who want to enjoy fishing will spend the time to go out with our captains to learn the right techniques, lures and locations to become great fishermen.”
“Baby boomers also want more advanced navigation instruction on how to use the GPS systems on boats so they can explore more of the coast with more confidence,” Saunders added. “We now offer weekly organized fishing trips and additional training for any members who want to improve their boat handling or fishing.”
Leedham notes that Cape Cod is particularly attractive to boaters because of the diversity of high-end products available, as well as strong, expert service. He reports that his Cape dealership in Mashpee sells higher-end boats compared to more modest products at his Peabody location.
The Cape reputation pays off in another way, added Leedham. Bosun’s delivers a tremendous number of boats to off-Cape customers. “That wouldn’t have been the case 20 or 30 years ago. The Cape is a more professional, competitive environment for goods and services than it used to be. We still have the charm and individuality, but you can have confidence that you are getting the highest degree of professional service here.”
Tips for buying boats
1. Realize there are many ways to enjoy boating without making a time or financial commitment that will rule out other activities.
2. Talk to friends and dealers to identify what kind of boating fits you. Do you want to feel the wind in the sails, go fishing, spend time with your family, take it out to spit or beach for privacy, or just putter with the boat?
3. Talk with an expert to determine between a powerboat or sailboat. It may not be that simple.
4. Figure out what size is right for you. “We want customers in the right boat, not necessarily the biggest boat,” said Tim Leedham, president of Bosun’s Marine. If it’s too big or intimidating, it becomes a nuisance or headache, not a pleasure.
5. Interview dealerships to learn their philosophy. Spend as much time selecting a dealership as you do selecting a boat. “On the Cape there is a greater variety of really good operations here that are devoted to working on behalf of the customer,” noted Leedham.
6. Make sure you are getting a good price – beyond the actual cost of the boat per foot of fiberglass. Find out about warranties and performance.
Published in Cape Business Health & Wealth July/August 2007
Joy Jordan is managing editor of Cape Business magazine. She has worked in the technology and publishing industries and was chief copy editor for Cape Cod Community Newspapers. 
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