From Strength to Strength: Andrew Short Marine
In business for the past 26 years, but building on a foundation of his dad, Fred Short's boat building heritage as founder of Sea-Al, Andrew Short Marine brings a wealth of experience and unique perspective to the industry.
'The HQ is located at Taren Point.'
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Operating over three locations, with the fourth at Birkenhead closing down to allow the company to consolidate, the business has Sydney covered. Taren Point is the HQ, with a massive 1100m? showroom housing the company's brands - Sea Ray and Boston Whaler, both imported from the US.
Then, also down south, is the Yowie Bay Marina at Port Hacking, just seven minutes from Taren Point, which is the on-water home to some of the group's bigger boats.
Finally, the most recent acquisition, Ferguson's Boatshed at The Spit. 'This gives us a northside focus,' explains Andrew Short. 'We bought the premises 15 months ago with the aim of gaining a new group of customers.'
Over the decades, the accolades and awards have been plentiful. Andrew Short has achieved the status of the SeaRay International Dealer of the Year for the last three years running, Mercury Marine's number one performer over the past 20 years, the Sea-Doo National Dealer of the Year Award over several years and a Club Marine Platinum Dealer.
With a staff of over 55, amassing more than 500 years of boating experience among them, Andrew Short Marine has the objective of being 'a one stop shop with not only sales, but servicing, chandlery mooring, slipway facilities and even its own licensed restaurant'.
Looking back over the years, Andrew says the current climate is possibly the worst he can recall.
'Business is certainly struggling,' he acknowledges. 'To survive the quieter times, we have diversified, not just our range, but also our business plan,' he says, referring to the tenants and marina operations his company runs.
'At our head office at Taren Point, which we own, we have six tenants - from Office Works and Subway to a paint shop and Harvey Norman. These tenants paying rent and our marina operations give us more reliable revenue streams.'
On the boat sales side, Andrew reveals that the '20 to 24ft segment is powering along', while those either side are a lot slower.
'With our brands, we have Sea Ray ranging from 18 to 60ft and Boston Whaler from 11 to 34ft. There are over 45 models in the Sea Ray range, which means we can really cover all levels of the market.'
Key to maintaining and growing sales is an equally diversified marketing strategy, which is composed of exhibiting at SIBS, customer programs, events and activities, a regular newsletter for customers and consumer advertising.
'We have been t every Sydney Boat Show since we started,' says Andrew, adding that he and some of his team frequently visit the major international shows as well to take in the innovations and learn from the best.
'Shows like Miami are amazing. They really know how to put on a show. They're 10 times bigger than ours and they are always done well - from the exhibits to the entertainment, parking and support services. We learn a lot.'
Sea Ray and Mercury offer valuable support to their dealers around the world, although Andrew has observed that as the market has tightened, subsidies have also constricted somewhat.
'They do still support us at shows, but manufacturers have certainly pulled back a bit over the past few years.'
At the customer level, Andrew Short Marine is well aware that word of mouth and up-selling previous customers are both precious commodities. For that reason, customer events are so important. 
Aquapalooza, the annual on-water celebration that takes place around the world - in the northern hemisphere summer and the week prior SIBS for Andrew Short Marine - is a firm fixture on the calendar.
This year held at Ferguson's Boatshed, The Spit, it involved around 15 boat owners and their families. 'Numbers are limited to around 60 people. We try to keep it relatively exclusive, to make our clients feel special. We have nice food, drink and a band.'
The next event is much bigger, the Rendezvous, which Andrew Short Marine has hosted for the past four years and which is scheduled for 22 February 2009.
'Our customers love it. As well as socializing and partying with bands and barbeques, we hold workshops, cooking classes, deck hand courses, using our various industry contacts and the chef from our own restaurant. The feedback is always very positive. We see the same faces every year. In fact, each year 75% of our guests are repeats and 25% are new.'
And who wouldn't enjoy it? There are competitions for the kids, a floating trampoline, and one year, helicopter rides for young and old. 
Held over Saturday and Sunday, the event is open to any new owners and their families, involving around 45 boats, each with an average of four people onboard.
The aim is to sell boats, but also to create a sense of 'camaraderie on the water', says Andrew.
'We hope people gain confidence on their boats and keep up their enthusiasm for boating, make new friends and contacts and get more use out of their boats.'
It's the highlight of the company's marketing calendar, says Andrew, revealing that although the cost can come out at around $35,000 for the dealership, it results in sales of at least one big boat which more than makes up for the investment. 
'You have to invest in your business,' he says. 'You have to market to your most valuable asset, your database and their friends and contacts. And you have to reward them for their loyalty.'
The response is incredible. 'We always have people who want to come along, but we have to limit it to our customers.'
More at www.andrewshortmarine.com.au
by Jeni Bone 
Click on thumbnails to enlarge and find more photos:
Bermagui, NSW
