By Doug West, COO, Alliance Marine Holdings
For most people, a marina is a place to launch a boat, store equipment, or gather with friends before heading out on the water. For an owner, however, a marina is far more than that. It is often a lifetime of work, family sacrifice, and community connection. It is a legacy. And deciding what happens to that legacy is one of the hardest decisions an owner will ever make.
Over the last several years, I’ve had countless conversations with marina owners across Florida and beyond. They all share similar stories. Some grew up sweeping docks and pumping gas at the fuel pier before eventually taking over the business from their parents. Others poured their savings into building a property from scratch, turning a piece of waterfront land into a thriving operation. Many still run their marinas with their spouses, children, or even grandchildren by their side.
Owning a marina is personal and when it comes time to sell or transition, it is not just about numbers on a page. It is about the people, the customers, and the community.
Why Selling a Marina Feels Different
The marina industry has changed dramatically in the past decade. Boating participation in the U.S. continues to grow with over 85 million Americans enjoying recreational boating annually (NMMA, 2023). Florida now has over 1.1 million registered vessels, the most of any state. Demand has never been stronger.
But so have the challenges. Operating costs have risen across the board: dock construction costs are up 20–30% since 2020, insurance premiums are climbing, and staffing challenges remain a constant strain. Many independent owners now face the difficult reality of either investing heavily to modernize their facilities or considering whether the time is right to sell.
Unlike other industries, selling a marina isn’t just a financial event. It involves decades of relationships with slip holders, boaters, staff, and local communities. Owners want to know if their people will be cared for, their customers will stay loyal, and their legacy won’t be lost in the shuffle of corporate consolidation.
The Risks of Selling Your Marina to the Wrong Entity
Unfortunately, many owners who sell to developers or traditional buyers find themselves disappointed. Some watch as new owners raise rates dramatically, cut staff, or change the culture of the marina. Others see properties flipped into real estate projects, erasing decades of history in the process.
That’s why so many owners I speak with hesitate. They want to transition, but they don’t want to see what they’ve built destroyed in the process. The risk of losing everything they’ve worked for, not just financially, but emotionally, is very real.
A Different Path Forward in Preserving Your Marina’s Legacy
This is where Alliance Marine offers a different path. When I joined AMH as a strategic advisor, it wasn’t because I wanted to see more marinas sold. It was because I wanted to see marinas protected.
Our model is built around partnership, not replacement. Local names and traditions are preserved. Long-time staff stay in place, with new opportunities to grow. Customers continue to recognize the marina they love, only now with stronger operations and better resources behind the scenes.
Instead of erasing legacies, Alliance builds on them.
What Marina Owners Really Want When Considering a Sale
When I ask owners what matters most in a sale, three themes always come up:
- The People: Will my employees still have jobs? Will they be treated fairly?
- The Customers: Will the boaters who have been with me for years stay loyal, or will they look elsewhere?
- The Legacy: Will my family’s name, story, and contribution to this community live on?
These aren’t balance-sheet items. They’re emotional truths. And unless a buyer understands them, no deal will ever feel “right” to an owner.
That’s why the Alliance approach resonates with so many. It provides financial security, yes, but also the confidence that employees, customers, and communities will remain whole.
Timing Matters When Selling a Marina
Of course, timing also plays a role. As strong as the market is today, challenges are mounting. Insurance costs in coastal areas are at record highs. Climate resilience and regulatory demands are becoming more expensive to meet. For many owners, waiting too long could mean selling in a weaker market or being forced to invest heavily in upgrades just to keep up.
On the other hand, acting now when demand is high and valuations are strong, allows owners to transition on their own terms. It provides options, whether they want to stay involved in leadership, retire completely, or phase out gradually.
A Personal Note on Marina Legacies
I’ve spent years in the marina and boating industry. I’ve collaborated with owners who poured their lives into their businesses. I know firsthand how emotional these decisions can be.
That’s why I believe in the Alliance model. It gives owners a way to transition without losing what they care about most. It ensures marinas remain marinas, not just waterfront property. It preserves culture, people, and community.
For anyone considering the future of their marina, I would encourage you to start having conversations now. Explore your options. Ask tough questions. And remember selling doesn’t have to mean losing.
Closing Thought:
Owning a marina is one of the greatest privileges I can imagine. It’s demanding work, yes, but it’s also a gift, a chance to shape lives, create memories, and connect people to the water. Protecting that legacy should always come first. And with the right partner, it can.