Tim Cohan and his staff at MacDougalls' Cape Cod Marine Service didn't have a demand problem. And yet, improving dockage operations and boater communications still led to revenue growth
MacDougalls' revenue focus has traditionally been on their seasonal slip holders. With only a handful of slips dedicated to transient guests, MacDougalls' accomodates more reservation requests by filling the slips left empty by cruising seasonal customers.
Already ahead of the game from a strategic standpoint, MacDougalls' joined Dockwa in 2016 to maximize their revenue. With Dockwa, MacDougalls' can easily manage their inventory to track which seasonal slips are available at any given time.
Furthermore, MacDougalls' can now communicate directly with their boaters through the Dockwa app, making it easy to know customers' arrival and departure times, so they can fill their inventory with transient guests.
Because of the nature of MacDougalls' operation, they often don't know whether they'll have availability for specific transient boaters until later in the day. Once they know if they can facilitate more transient reservations (after their daily dock walk), they return to the outstanding reservations and confirm and decline based on this updated availability.
Within one season, MacDougalls' was confident in Dockwa's ability to meet their needs. They took it one step further in 2016, requiring all transient boaters to reserve online and by app. If a boater calls the marina, MacDougalls' no longer takes the reservation over the phone; instead they instruct the boater to visit their website or the MacDougalls' page on Dockwa to make the reservation.
Many marinas would be wary of hanging up the phone with revenue left on the table, but MacDougalls' didn't – and doesn't – see it this way. They were willing to risk losing a phone customer in exchange for the benefit of having an organized queue of Dockwa reservations ready for the team to confirm as space became available.
Because of this new process, they were able to grow their transient revenue 5x compared to the previous 3+ seasons, just by "killing the phone." Before, they were concerned about over-booking so they ended up declining many reservations. Now, with Dockwa, they have complete control of which boaters they can take, and are able to confirm many more reservations.
Director of Sales, Marketing and Customer Service
MacDougalls' Cape Cod Marine Service