Sponsored by Pontoon & Deck Boat, Special 2008 Issue
Hi gang, Rick Ostler again from Used Pontoon Boats bringing you news and views from the boating industry. Feature profile on Brightwell's Boathouse Inc. in Urbandale, Iowa.
Brightwell's Boathouse Inc.
John Brightwell's new business had expanded even before the longtime boat seller opened the doors of Brightwell's Boathouse Inc. in Urbandale earlier this year.
He originally planned to operate only the Urbandale boat dealership, but when the owners of the Saylorville Marina near Polk City offered him the boat sales and service business there, it was an offer too good to refuse.
"It wasn't in our original business plan at all," said Brightwell, who owns the boat dealerships with his wife, Leslie. "But the Saylorville business gives us another service facility with a built-in customer base. So far, it's worked out well."
Best time to get into boat business is when it's down
Brightwell said he gave serious consideration to not opening a boat business at all because of the economy. Two other boat sellers had gone out of business last year. "The best time to get into business is when it's down," Brightwell said.
Sales are fairly steady at his new store now, he said. "The farmers are doing well and buying boats," he said.
Boating - is a $37 billion industry
Boating is about a $37 billion industry, said James Petru, director of market statistics at the National Marine Manufacturers Association in Chicago. Boat sales were flat in 2007 and manufacturers were carefully controlling production and inventories, Petru said.
Not everyone who walks into Brightwell's showroom will take a boat home - many will bring in their boat for service, he said. "Service is important because if they have a good experience they will come to us for their next boat," Brightwell said.
Brightwell's Boathouse Inc. - Brightwell's grew up in boating business.
Brightwell, 57, knows the boat business. His father was the first Mercury boat dealer in Des Moines.
"I grew up in the business," he said. Brightwell, his brother and father went into business together in the late 1970s. They sold the company a few years later after Brightwell's father died. Brightwell went to work at the Saylorville Marina selling boats. He also spent several years selling watercraft at another local dealership.
In November of 2006, he decided to take a break from boat sales. "Every night, I'd talk about the boat business," he said. "I finally said 'Let's pursue our own business,' " Brightwell said.
Boating Business - finding the right location
He spent hours creating the business plan, figuring out revenue projections and contacting boat manufacturers. His biggest obstacle was finding the right location.
"For our business to succeed, we need to be in a high-traffic, high-visibility location," he said. They leased space in the old Moehl Millwork building behind the Ramsey auto dealership at 100th Street and Hickman Avenue.
The couple used their savings and a bank loan to finance the store, including $1 million in inventory, Brightwell said.
They sell Crest and Sunset Bay Pontoon Boats
The cavernous showroom includes ski, fishing and pontoon boats and accessories. The service center sits adjacent to the showroom in a space almost as large. Brightwell has nine employees along with himself and Leslie, who also works as a real estate appraiser.
"We are working owners and we are here everyday," he said. "People like to buy from people they know. You have to build trust with a customer and I think that's why we'll be successful." Thanks to PATT JOHNSON, www.desmoinesregister.com for this. pjohnson@dmreg.com Brightwell's Boathouse Inc
Used Pontoon Boats, By Rick Ostler
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Sponsored by Pontoon & Deck Boat, Special 2008 Issue
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