Abu Dhabi Week catches up with James Beaver, COO of Camper & Nicholsons, the new management at Yas Marina, to find out how he is planning to promote the capital as a global yachting destination
When did Camper & Nicholsons first become interested in Yas Marina?
During the second quarter of 2010.
Can you briefly explain to our readers what role C&N will now have at Yas Marina?
We will be responsible for the overall management of the marina and the associated real estate for commercial tenants. Our role will include operations including staffing and tariff strategy sales and marketing including worldwide Camper & Nicholsons branding.
We will also be improving some of the facilities and services provided to ensure all visitors receive the Camper & Nicholsons experience as expected from any of our marinas.
The Marina’s potential as a motorsport entertainment venue must have been a huge draw, but in what other ways are you planning to market Yas?
Of course the annual Formula One race was a massive draw for us – it would be impossible to say that it wasn’t – after all who wouldn’t be interested in a world famous marina with the closest berths to any F1 grand prix circuit? However, this also highlighted what a great opportunity the marina provided. The established reputation as a lifestyle and entertainment hub as well as a motorsport venue provides a fantastic base from which we can build the Yas Marina brand and international awareness as a year round yachting destination and home port.
We have a structured marketing plan for each of our marinas, and this is no different for Yas. This includes promoting the diversity of yachting itineraries available in the region for yachts of all sizes, whilst also promoting the package of lifestyle benefits available to those who berth with us. It is hugely important for marina users to know what they can experience when they arrive and how much Yas Marina and Yas Island itself has to offer.
Yas Marina has remained relatively quiet outside of the motor racing season, how are you planning to address this inbalance?
Again, this provided us with a big opportunity. It is great that the marina surpasses maximum occupancy for the race season, as everyone would expect, but there is so much else to do in the region and on Yas Island, that we feel it is important to increase the awareness of this globally.
Methods will include incentivising all boat owners to take an annual berthing contract, and our attractive new annual rates released for 2012 include an F1 week-long berth within the contract.
The new rates make Yas Marina more affordable for all vessel owners and provide customers with the chance to indulge in the numerous amenities, activities and events throughout the year. Berths booked on the new annual tariff include: selection of a 2012 F1 Grand Prix berth ahead of public release; VIP access to the marina and related areas and events during F1 week; two VIP tickets to Yas Island Show Weekends in 2012; priority access and preferred rates at exclusive Yas Island venues; a 24-hour concierge service; and vessel provisioning by Stars & Bars, Cipriani, Yas Viceroy Hotel and Al Masaood.
We are also looking to encourage vessels from as small as 8m to berth with us. Creating a smaller boat community within the marina will provide a fantastic atmosphere for owners and visitors. This will also help highlight the watersport opportunities available at Yas including wakeboarding, water skiing, dinghy sailing and kayaking etc.
You’ve personally managed successful marinas such as Portland in Dorset – host marina to the sailing events for next year’s Olympic Games. What have you got planned for Yas Marina?
We are talking to several prospective partners and working on the potential of having Yas Marina play host to several large sailing events.
With the calm waters off the coast of Abu Dhabi, do you see this being a boom area for marinas or are there enough already in your opinion?
The calm waters off and around Abu Dhabi will attract a myriad of boating activities from sail to power, mid-sized to the Superyacht.
However, as with any large scale construction project, care should be taken to accurately assess the demand verses the supply and this is no different for yacht marinas.
You have a lot of experience with the development of marina-related real estate. How closely will Camper & Nicholsons be working with existing tenants, and will we be seeing any new additions in the near future?
C&N always work very closely with our tenants; it is vital that their businesses are as successful as possible. Therefore in order for the current tenants to flourish, additional footfall is required and this is generated by expanding the number of businesses at Yas Marina.
If you had to sum up in three words what C&N will be bring to Abu Dhabi and Yas Marina what would they be?
Increased global awareness.
With the abundance of mega yachts in the region do you find space to be an issue at Yas?
Currently space is not an issue at Yas. The marina was designed and built with the ever increasing size of superyachts in mind. For example, the inner basin of the marina will accommodate vessels of up to 90m, whilst the side-to pontoon on the approach channel is 525m in length, 5m wide and can dock vessels up to 150m LOA.
How did you first become involved in the yachting industry and marina management specifically?
I have always been a sailor, having been introduced to the sport by my father at the age of four. I first got involved in the yachting industry in 1988, where I was
the director of a sailing holiday business
in Greece.
This then led onto managing a marina on Loch Lomond in Scotland, before heading to the south coast of the UK to take up the role of operations director for a group of marinas, culminating in the development and construction of Portland Marina, which will play host to the London Olympic and Paralympic Games in 2012.
Megan Wynes
