Most French marinas have been completed from the sixties to the nineties, often with public investments, to foster regional coastal planning and respond to the rising boating practice. The mayors of coastal towns wanted at all costs to have their own marina to show their pride, stimulate attractiveness, and offer berthing infrastructures to local inhabitants. Thus, catch-all facilities have been developed, able to receive pleasure boats of all types, roughly from 5 meter to 15 meters allowing all boat owners to find an adequate berth and fulfill their expectations… The demand was there; marinas were full of diverse boaters paying an affordable price, and everywhere on the seaside, waiting lists were the norm.

The success of the marina industry shows signs of weakness

40 to 50 years later, the market has changed. The first generation of berth holders is in the twilight of its boating practice, seeking to sell the boat or having already given up. Marinas, situated in the most coveted places, are still full, thanks to their attractive location. Operators have sometimes changed from municipal marinas to territorial public operating companies gathering several facilities on a regional scale. This trend stands out clearly, and local communities adopt such a business model to enable economies of scale, hire qualified managers and establish more flexible administrative management. Stronger together, these new public marina groups can be empowered to make wiser and well-considered decisions.

Other yacht harbours, often situated in less-favoured places, are in a delicate situation, struggling to attract new customers. This is not visible yet, since 80% of boat occupancy still gives a nice view on the postcard, but the expected income is not met anymore, and investments are reduced to the minimum. Reasons can be various (geographical situation, tidal constraints, locks or sills hindering the site’s accessibility…), but one of the key factors is a lack of image and market positioning.

Crozon-Morgat, a typical municipal marina, completed 50 years ago.
Speaking to all consumers can end up speaking to none 

I would compare one of these marinas with a single hotel aiming to attract backpackers, honeymooners, businessmen and wealthy customers in the same hotel, offering general-purpose amenities and seeking to satisfy everyone, for finally running the risk not to please anyone.

Nowadays, customers want to know what awaits them! However, few marinas worry about and have formulated a mission statement, chosen a market positioning and identified target customers. I must say that takes the biscuit! When talking about a marina basin in the heart of a city, a deepwater marina accessible, whatever the tidal conditions or even a charming yacht haven located in a fishing village… these are not all the same! They don’t address the same customers! Having a marina that is famous for one-design regattas is different from a marina dedicated to cruising multihulls or a marina targeting classic yachts. And what about a Premium marina offering high-end services:  if this is not highlighted, it is in competition with a low-cost marina nearby.

Local berth holders defend their self-interest, and most are not concerned about hospitality services. They live in the surrounding area, never shower in the marina, don’t care about the WiFi network, and rarely use a power pedestal to charge their boat batteries. Thus, they push to maintain the berthing cost as low as possible since they have basic needs. Moreover, they have access to the local politicians and the town’s mayor and can pressure the local administration, which is naturally attentive. They know that when municipal elections arise, their vote matters!

Marina Baie des Anges, famous private marina on the French Riviera is subject to a major refurbishment.
Municipal marinas have missed the train

The consequence is that municipal marina operators tend to be blind or at least curtailed in their potential development despite their participation in regional marina associations’ workshop meetings. They complain about market change but cannot adopt an offensive strategy to broaden their target groups and give visibility to their marinas. They still rely on the local clientele for the majority of their income, while hoping to be recognised by those living in the major inland metropolitan areas (Paris, Lyon, Lille, Strasbourg…) as a potential option. However, they do little to highlight their best features at a time when digital communications and smart marinas are essential!

Leading marinas show the way while other ones are stranded

Fortunately, the most dynamic marina operators of the country, which are regional public companies on the Channel and Atlantic, and often private groups in the Med, have a better understanding of the customer needs, have qualified staff members in their teams and ensure a good promotion of their destinations. The irony is that they wouldn’t need to do all that, since they are located on the most attractive shores and are highly demanded. But they could be arguably in competition with other European markets, and they know it, while the gap with municipal marinas is ever more prominent. It is to be hoped that municipal marinas open their eyes one day, get out of their bubble and embrace the 21st Century, otherwise a significant part of the national berthing capacity will be neglected! This is why the issue of the medium-term survival of the municipal marina model must be questioned to get out of the trap!