More Than Space: Boat/RV Storage Operators Drive Demand With Amenities, Security
Boat/RV-storage operators should know it takes more than just parking space to attract and retain tenants. Those that provide vehicle-specific amenities and top-notch security drive demand and create customer loyalty.
The boat/RV-storage lot at Palm Gate RV & Self Storage in Goodyear, Ariz., might resemble the outdoor parking areas found at other facilities, with row after row of colorful vehicles lined up prettily side by side. But that’s about where the similarities end.
Renters of the facility’s 126 covered storage bays have the luxury of entering and exiting the property via three gates and can easily maneuver their giant toys up and down the wide aisles. There’s also a covered wash bay, a waste-dumping station and 20-amp electrical outlets for battery charging. The management office even carries essentials boat and RV owners may need for their excursions, such as extra toilet paper, rope, wash and wax, or a utility cutter. It’s just another way Palm Gate caters to its high-end clientele.
The rare “treasure” aside, the belongings behind closed doors at most self-storage facilities usually don’t add up to more than a four-digit monetary figure. Not so for boats and RVs. Some of these vehicles cost as much as a small home. With a higher price tag comes higher expectations from customers. Operators like Palm Gate are meeting these demands through better amenities and security.
Amenities That Attract
Depending on the market, stall size and amenities, covered parking for boat, RVs and other vehicles can cost $100 to more than $300 per month. Uncovered parking is slightly less expensive, but is often still more than traditional self-storage. Renters who are shelling out big bucks to store their vehicles demand more from their storage facility.
Amenities at boat/RV-storage facilities run the gamut from vehicle wash bays and air stations to facility clubhouses and valet services. Many facility operators also partner with other business to provide services such as vehicle detailing, propane refill, and maintenance and repairs.
Burnside-Somerset Boat Storage in Somerset, Ky., offers several “extras” not found at competing facilities, according to owner Bill Zumbiel. In addition to electrical outlets in each unit, the property features a trash dumpster and water hose so owners can wash their boats before putting them in storage. Zumbiel has also created partnerships with local mechanics and marine dealers to provide service for tenants’ vehicles.
All of these benefits have led to happy and loyal customers. “Our retention rate is very high, to the point where we usually only lose a customer when he gets out of boating altogether or his employer transfers him out of the area,” Zumbiel says. “We also receive much of our business from referrals from very satisfied customers.”
For some operators, simply offering extended hours is enough. “We find that RV and boat owners like the freedom to use their items at times that are convenient for them,” says Angela Jordan, who co-manages Butterfield Ranch Self Storage in Temecula, Calif., with her husband, Mark. The property offers 33 boat/RV-parking spots in an outdoor, uncovered lot.
Of course, offering certain amenities can create challenges. Extended hours might require staff to be on site, while wash bays and other equipment may occasionally need maintenance or upgrades. For Palm Gate, these challenges include ensuring the wash bay area is clean and functioning, and the electrical outlets are working properly to provide the 20-amp electricity needed for RVs, says Debbie Vivian, the center manager. The staff also works hard to keep the parking area clean, which can be difficult in dusty Arizona. Employees regularly walk the area to check for low tires, leaking fluids or beeping alarms.
The Jordans also keep a close eye on their stored vehicles. “We assist with replacing covers blown off by wind or notifying the customer when this or other incidents occur,” says Mark Jordan.
Security That Protects
One of the core tenets to success for any self-storage business is site security. A comprehensive system is even more important for operators who have open boat/RV parking. They typically rely on security extras to ensure stored vehicles are safe. Such features include perimeter fencing, motion-sensor lighting, keypad access, security cameras, individual unit alarms, and even personal key fobs. Some properties offer tenants the ability to view their stored vehicles online via video monitoring.