In this interview article, Bruce H. Blomgren, president of The Brandy Group, answers some important questions that waterfront resort and residential developers often ask.

Q. What services can a waterfront community developer expect from a marina/waterfront management firm?

A. Community developers' expertise usually is based in the land development process. They often need guidance to manage and market waterfront assets. A marina management and consulting firm supplies the skills to "make the most' - in profitability and marketing appeal - of waterfront, whether it's a marina, a beach or even a scenic lake.

Typically we meet with the developer to discuss his waterfront community. We analyze a cross-section of his residents. Age, sex, wealth and occupations are all factors that we take into consideration in planning water-oriented activities. We walk the property and study photos of the property without changing the natural appearance.

Q. How does a developer know that he could benefit from strengthened marketing of his waterfront?

A. If there's water on or at his property, the developer is likely to be overlooking a marketing asset. One example is a in a marketing asset. One example is in a program at Boca West Resort in Boca Raton. This resort is known worldwide for its tennis and golf, yet it also has about 100 acres of lakes. In 1981 we began adding value to this water amenity by offering small-boat sailing schools and scuba certification instruction. This type of program can be highly beneficial for inland, water-oriented resorts. If there's water on or at his property, then we can show the developer how to best use his property (for which he paid a premium because it's on water) in his total marketing program.

Q. Should a marina be quite large to benefit from a marketing program?

A. When a resort, hotel, time-share or condominium developer has at least a 30-slip marina, he can make waterfront a profit-producing amenity and use that water amenity more effectively in his overall marketing program

Q. What are some of the specific ways a marina can become more profitable?

A. In our marina consultant role, we evaluate four major aspects: One, the aesthetic appeal of the docks; two, the services, such as fuel, maintenance, and security offered to yacht owners; three, the personnel, to determine if they're people-oriented and service-oriented or just boat technicians; and four, the business management systems, including profit-and-loss history and current status.

Q. What are some of the areas in which dockage typically needs improvement?

A. If it's an older marina, there is usually a lot of standard maintenance that's been neglected and should be caught up: repainting, improved signage, neater equipment storage and so forth. Electricity, phone and utility lines are often outdated or inefficient. Silting is another detriment to a marina. It decreases the deep water in slips and narrows the marketability off the marina. Seawall integrity and dock strength must be checked out, too.

Q. What about construction of new marinas? What can a marina management firm provide that isn't supplied by a marina construction firm?

A. There are often many details overlooked in making efficient use of waterfront space. It's essential to remember that every inch of water is a valuable asset and every inch should be income-oriented. Marina construction companies are often more attuned to meeting government regulations and constructing a sturdy seawall and docks. But efficiency, aesthetics and future marketing also must be considered in design.

We bring in architects and engineers experienced in designing profit-oriented, marketing-focused marina designs. At that point we also complete the circle of professionals by working with them and the owner to create the best possible waterfront amenity.

We're doing that at Arvida's Longboat Key in Sarasota, where a 400-slip marina will have complete service facilities for vessels 28 to 60 feet in length. At Longboat Key and at Williams Island in Miami, we provide workable utility designs, dock width recommendations, depth of slip studies, ingress and egress design, operations office layout, and so forth.

The detail needs are endless - operations office layouts, location of fuel delivery systems and types to be used for particular locals. Fire protection and security monitoring designs, plus compatibility with local codes, are essential. Vehicular traffic studies and designs; yachtsman's service needs; document review if an association or slip ownership is involved.

Q. Once the marina facilities are upgraded or new ones built, what are the complexities of operating the marina?

A. The complexities are like any other business - that is, managing people and assets. We have developed a system to manage people by using our rank-and-file system. Asset management is achieved through our computer programs. Within this framework we monitor many facets of our complex daily operations. We use our own computer systems for general ledger, business plan forecasting, payroll, inventory control and dockage and amenity reservations. We're also in daily contacts with our certified public accountants and almost that frequently with out business attorney.

Q. Can you give us an example of a marina aspect that's people-efficient in design?

A. One very interesting situation occurred recently. A newly designed dock for a shuttle ferry was effective only when the tidal height was exactly midpoint. When the tide was high or low, boarding passengers had difficulty stepping aboard. We suggested revising the design to a three-level dock, offering a choice of dock heights depending on the tide level at embarkation. We put a marina construction company together with ownership, then provided tangential overview of the redesign.

Q. What kinds of beachfront activities are most important in resort marketing?

A. Rental of beach cabinets and small sailing boats, such as Sunfish or Hobie Cats, have proved to be our most popular services. We've recently found small kayaks are popular at the Boca Beach Club and we provide traditional equipment such as inflatablessnorkele Boats and snorkle equipment. In our Florida beach programs, we typically arrange with a major suntan lotion manufacture to provide a "tanning" consultant. This has proved very appealing for two week or less vacationers.