CLEARWATER COMMERCIAL MARINE ASSOCIATION DRAFT RESPONSE TO THE MARINE & AVIATION DEPARTMENT - FIVE YEAR BUSINESS PLAN
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COUrL\ \ Dl\ C~TY COUNCIL
rra.tiro. 'DJ:jrtSS SEP 10 2007
ouu~ PRESS
'""I I=RK/ATT()HNI=~
Clearwater Commercial Marine Association
Draft Response to the Marine & Aviation Department
Five Year Business Plan
August 2007
Abstract
Clearwater Commercial Marine Association (CCMA) is a non-profit association formed
August 2007 to provide members a unified voice and a platform for discussion of marina
business with the Clearwater Marine & Aviation Director and the Clearwater City
Council. In addition, the CCMA can work directly with the City of Clearwater and
others to help members grow their businesses and develop future strategies for improving
the marina complex.
The CCMA has reviewed the Clearwater Marine & Aviation Department draft five-year
business plan and agrees with the basic goals set forth on page 2. Notwithstanding, we
disagree with certain strategies and methods proposed to meet these goals. This draft
response will address four of the objectives set forth in the Marine & Aviation
Department business plan:
Objective 1: Increase slip fees to average market rates.
Objective 2: Charge slip fees by the square footage rather than the linear foot.
Objective 5: Maintain control over city slips.
Objective 6: Decrease the amount of discount on fuel sales.
Response to Objectives
Objective 1: Increase slip fees to average market rates.
After reviewing the Marina Wet Slip Rate Survey June 2007, it is apparent that the
commercial operators in the Clearwater Municipal Marina are paying a competitive rate
compared with other municipal marinas within Pinellas County. Unfortunately, this
survey compares municipal marinas with private marinas. Private marinas offer many
services and courtesies that are not found at municipal marinas. For example, the survey
compares Clearwater Municipal Marina with Homeport Marina. The Homeport slip rate,
according to the survey, is approximately $13 per foot. The comparison is not justifiable
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as Homeport Marina offers covered slips, free parking, a full service ships store, free
electric and gated security.
The wet slip rate survey also compares the Clearwater Municipal Marina with Mariner's
Cove Marina, the highest slip rate on the survey. Again, the comparison is not justifiable
as Mariner's Cove Marina is a high and dry marina that does not offer wet slips (see
Attachment 1). It is interesting that in order to legitimize the wet slip rate survey, the
Marine & Aviation Director has proposed amending Section 33.028 of the Code of
Ordinances. The five-year business plan strategy to achieve average market rates is
unfounded.
In addition, the CCMA encourages the Marine & Aviation Director to abandon any
further commercial rate increases (other than periodic cost-of-living adjustments) until
such time as the business environment of Clearwater Beach and other city-owned
properties improve, keeping in mind that in the past few years Clearwater Beach has lost
approximately 1500 hotel rooms (See attachment 2). These improvements include, but
are not limited to:
1. Develop and maintain adequate parking facilities on Clearwater Beach.
2. Encourage motel and hotel development for Clearwater Beach.
3. Find ways to help CCMA members advertise their business.
It is noteworthy to add that the Marina Advisory Board minutes of 09 May 2007
indicated a concern that the 10% June 2007 increase in slip rates would burden
commercial operators due to the struggling business environment on Clearwater Beach.
Objective 2. Charge slip fees by the square footage rather than the linear foot.
In order to substantiate the argument for square footage rates rather than linear foot, a
survey of slips in the marina should be performed. This survey should identify which
slips have recently been widened to accommodate the referenced wider boats being built
and moored in the Clearwater Municipal Marina. In addition, we would ask the Marine
& Aviation Director to define how using square footage rates would result in fair
revenue, since marinas selected for the wet slip rate survey all charge by the linear foot.
Any changes to the determination of slip rates should be accompanied with a fair and
accurate accounting of why the change is needed.
Objective 5. Maintain Control over city slips
The CCMA agrees that after the sale of a private boat, that boat should vacate the marina
and the next person on the private waiting list will have the opportunity to rent that slip.
If this proposed strategy is used to maintain control over commercial slips as well, the
businesses invested in and located there are rendered valueless. The Marine & Aviation
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Director is ignoring the hard work and equity in those businesses and is simply relegating
these transactions to nothing more than private asset sales. It would be interesting to
know if anyone currently on the commercial waiting list would start, build and maintain a
business under this kind of restriction. We know of no business currently operating in the
marina that would reinvest and upgrade under this inequitable scheme. The CCMA
would like to know if this strategy would be applied to other businesses operating on city
owned property.
The CCMA is opposed to the City of Clearwater subverting market competition for our
businesses. This strategy could set a precedent that would discourage anyone from
building a business in Clearwater, Florida. The CCMA is unyielding in our objection to
the strategy for maintaining control over commercial slips in the Clearwater Municipal
Marina.
In addition, the CCMA would advise the Marine & Aviation Director that those currently
on the commercial waiting list interested in charter or headboat operations will need a
federal reef and pelagic permit. Without these necessary permits, those on the
commercial waiting list will not be able to operate a successful business as they will be
restricted to state waters only. As a reminder, these federal permits are currently under
the first year of a second 10-year moratorium.
Objective 6. Decrease the amount of discount on fuel sales.
The CCMA agrees that the fuel discount for transient boats should be dropped. These
boats are a captive audience and neither ask for or expect a discount. Dropping this
discount will immediately increase revenues for the Clearwater Municipal Marina. The
CCMA is unconcerned with the amount that private tenants ofthe marina pay for fuel.
Our commercial operators are concerned with the amount they pay for fuel. Fuel is one
of our highest operating expenses, of which only a small amount can be passed on to our
customers. Prices for services provided by Clearwater Commercial Marine Association
are at or near what our market can afford or are willing to pay. Any increase in fuel costs
will negatively impact CCMA businesses. We encourage the Marine & Aviation Director
to maintain the current 27-cent a gallon discount for diesel fuel bought by CCMA.
Summary
The Marine & Aviation Director has failed to identify any increase in efficiency by
simply raising rates on commercial customers. In addition, there is no guarantee this will
result in cost-effective management. It is regrettable that the five-year business plan
offers no clearly stated cost cutting measures other than a partial freeze on capital
improvement projects.
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The Clearwater Commercial Marine Association has a long-standing vested interest in
the economic success ofthe Clearwater Municipal Marina & Beach. The CCMA is the
reason tourists and local visitors come to the marina complex. Our commercial operators
provide services for these visitors who in turn patronize other vendors and businesses on
Clearwater Beach. All Clearwater Beach businesses are interconnected. We need the
support of local government, not the heavy hand of local government.
As mentioned, the CCMA agrees with the goals set forth in the five-year business plan
and will join in committee with the Marine & Aviation Director and the Marina Advisory
Board to develop methods to achieve these goals. We look forward to discussing these
important issues and how together, we can improve the Clearwater Municipal Marina
Complex. With this in mind, the CCMA has compiled a list of issues and questions we
would like addressed (see page 5).
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1. If the city marina is currently operating at a deficit, why was Quality Boats given
a rate reduction in January of2006?
2. Why was the 10% June 2007 rate increase used to help secure a grant for the
airpark? Are airpark rates being increased comparable to marina rates?
3. Why is a five year business plan proposed only to have the Marine and Aviation
Director and City Manager approve more increases without council approval?
Can this ordinance be changed?
4. Add an advertising budget for the commercial fleet equal to that earmarked to
attract transient boaters.
5. Why does the Marine and Aviation Director not have a plan to increase revenues
from transient boaters?
6. The wet slip survey shows county average at 10.09 a foot; CCMA tenants are
paying that or more currently.
7. If the 5 year business plan is approved as written, some tenants will pay as much
as 25.00 per foot.
8. The CCMA would like a determination of how the Marine and Aviation Director
proposes to gauge our slip rent, i.e. linear foot, square foot or passenger capacity.
9. In his proposal, the Marine and Aviation Director projects fuel sales increasing;
while in a recent meeting with the fuel supplier he stated fuel sales have declined
the last few years which is a direct indication of business for the fleet.
10. The 5 year business plans system of accounting shows the marina losing money,
yet fails to show that parking permits purchased by commercial tenants and their
passengers generated 166K for the general fund. This accounting also fails to
show that the marina is subsidizing projects at the airpark and that the marina's
administrative and maintenance staff dedicates quite a bit of time managing and
maintaining the general fund activities as well as the airpark, yet cannot recapture
these funds.
11. CCMA is fine with the current transfer fee if the business is sold and the nature of
the business is changed.
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CCMA
Summary of Marina Wet Slip Survey
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In an effort to show how far below "market rate" Oearwater Marina's slip rental rates are, a
survey on such rates was conducted by marina management on 33 comparable marinas in Pinellas
County. We at CCMA took a look at the 14 most expensive (which were all above the $10.09
market average) and found the following facts:
1. All fourteen marinas are privately owned.
2. The marina with the highest slip rent surveyed, Mariner's Cove Marina, has no wet slips that
exist or have ever existed. How did the survey come up with a slip rent figure of $16 per foot?
3. All fourteen marinas in this report offer free parking.
4. All marinas in this report which offer commercial slips allow the transfer of slip when a
commercial business is sold.
5. Most marinas in this report are "high and dry" storage facilities with limited wet slips.
6. Twelve of the thirteen marinas with wet slips have slips currently available, most likely due to
high price.
7. Many of the marinas in this report have amenities such as pools, spas, clubhouses, and other
amenities not typically found in municipal marinas.
8. Three of the marinas in this report are resort marinas, with either condominiums or hotels rooms
available.
9. Three of the marinas in this report offer covered wet slips; nine offer covered dry storage.
10. Currently, the total number of commercial vessel passengers that these marinas accomodate is
approximately 170. Those marinas which have commercial tenants offer approximately 682
parking spaces total. Oearwater Marina commercial tenants currently operate with a passenger
capacity of 1,923. Oearwater Marina offers approximately 326 (useable) parking spaces. Only 52
of these are permit-only spaces; the rest are shared by beachgoers and others who do not use the
marina facility.
We feel the above statistics show that these marinas in no way qualify as comparable to Oearwater
Marina, due to the facilities offered and the market that these marinas cater to.
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Tierra Verde Resort and Marina
- High and Dry storage
- CondominiumlTimeshare residences
- Pool and Clubhouse
- (1) 6 passenger charter boat
- over 200 parking spaces
- wet slips currently available
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Mariner's Cove Marina
- High and Dry storage ONLY
- NO wet slips exist
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Holiday Inn Harborside Marina
- 6 charter fishing boats and 4 rental boats (approx. 56 passenger capacity)
- full service hotel resort
-pool and clubhouse
- children's playground
- tennis court
- over 240 parking spaces, plus over 100 more In parking garage for hotel guests
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The Harborage Marina at Bayboro
'" High and Dry storage
- no commercial slips
'" pool and clubhouse
'" wet slips currently available
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Home Port Marina
co Mostly high and dry storage
co no commercial tenants
co covered slips (available)
co free parking
.. gated 24 hour security
-pool and spa
co ships store
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Pasadena Marina
- small private marina
- covered slips available
- pool and clubhouse
- (1) 6 passenger charter boat
- approx. 75 parking spaces
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Anclote Isles Marina
- small private marina
- condominium residences
- no commercial tenants
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Port Tarpon Marmna
.. Mostly High and Dry Storage
.. covered wet sUps (currently available)
.. 3 charter fishing boats (total 12 passenger capacity)
.. restaurant and various marine service stores/shops
.. 82 (free) parking spaces, plus additional spaces for restaurant
and stores
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The landings at Tarpon Sprangs
- Mostly high and dry storage
- (2) 8 passenger rental boats
- restaurant, bar, and ship's store
- 30 parking spaces plus approx. 1 acre field for additional
parking
- wet slips available
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Anclote Village Marina
- Mostly high and dry storage
- (1) 6 passenger charter boat
- 3 rental boats (approx. 20 passenger capacity total)
- free parking
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Blind Pass Marina
- 8 rental boats and 4 jet skis
- 30 parking spaces reserved exclusively for rental customers
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Marker 1 Marina
- mostly high and dry and dockominiums
- no commercial tenants
- free parking
- ship's store
- pool
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Marino's Marina
- no commercial vessels
- recreational wet slips available
- ship's store
- free parking
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Pass-A-GriUe Marina
~ Mostly high and dry storage
= no commercial tenants
-ship's store
- marine engine service
- secure outdoor storage
- wet slips available
= free parking
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