Dockside Tow & Stow – Kelowna, British Columbia, on Campbell Road West

August 29, 2024

Dockside Tow & Stow

Anchoring Memories

Sailing ahead with bold initiatives and servicing its loyal client base

Dockside Marine Centre, synonymous with quality and service in Kelowna, has been a cornerstone of the boating community for over 30 years. Initially established inland on Finn’s Road, the company strategically moved in 2014 to become the only on-water dealer in the area. The transition enhanced its service offerings and solidified its presence in the local boating industry. Today, Dockside Marine Centre, known to many as Dockside Tow & Stow, exemplifies outstanding service and leadership under its passionate General Manager, Taylor Doll.

Service technician to general manager

Taylor Doll, General Manager

Doll’s journey with Dockside Marine Centre is both impressive and unique. In 2015, while competing in the World Jet boating Championship in Alberta, Doll was headhunted by Dockside, which was looking for service technicians. They offered him a position he couldn’t refuse, leading him to move back to Kelowna and start working within the service department.

Despite his initial success, Doll eventually left the company to open his own shop in Kelowna. When Dockside was sold to the Knight Automotive Group, and new Management came on, they quickly recognized Doll’s potential and approached him with an offer to return and run the company. Doll agreed, ushering in an exciting new phase for Dockside.

Building a customer-centric culture

Doll’s return marked a significant transformation for Dockside Marine Centre. With a background in service rather than sales, he brought a fresh perspective to the company. He emphasizes that if he can’t service something, he can’t sell it, focusing on doing a few things exceptionally well rather than juggling too many tasks. The approach hones in on service, communication, and support after the sale ensuring every customer feels valued and appreciated.

One of the significant milestones achieved under Doll’s leadership is establishing a cohesive and dedicated team. He notes, “We have an incredible team of great people.” The commitment to teamwork and excellence was recently recognized when one of the local polls voted Dockside Marine Centre the number one place to buy, sell, and/or service a boat in Kelowna.

Communication and transparency

Clear and consistent communication with customers is a cornerstone of Dockside’s strategy. Doll acknowledges that this has been an area needing improvement. “Communication with the customer is massive,” he states. “Even if it’s not good news, updating the customer about where we are at is crucial. It’s about keeping customers informed and respecting their time and investment.”

The emphasis on transparency and accountability has set Dockside apart from its competitors. “There’s a lot of competition in town,” Doll explains. “If a customer is willing to allow us to have their business, we must respect that and understand that they could have gone elsewhere.”

Technological advancements

Dockside Marine Center is not just about boats; it’s about embracing innovation and technological advancements to enhance customer experience. One notable development is the expansion of its fiberglass shop. “Fiberglass shops are hard to come by in the marine world, and we opened ours last year. It’s been very busy, especially from an insurance perspective,” Doll explains.

Additionally, Dockside has implemented advanced scheduling systems to streamline operations and improve internal communication. “These systems are dynamic and live, allowing everyone to stay updated in real time. It’s all about keeping everyone on the same page, from sales to service to parts,” Doll acknowledges his Fixed Operations Manager Cory Trotter and service team took the bull by the horns with this task, and the results are proving to be fantastic.

Market challenges

Like many others, the boating industry has faced significant challenges recently, particularly due to the COVID-19 pandemic. “COVID messed our industry up,” Doll admits. “It artificially inflated prices of recreational vehicles, including boats. There has been a massive market correction, and our industry has an influx of inventory.”

Despite the hurdles, Dockside’s focus on service and customer relationships has helped them navigate these turbulent times. “My sales team is a blend of experience and young passion. Lead by my Lead Sales Executive Mason Rice. “If you give us the opportunity to earn your business, we will treat you like family and take care of you” Doll assures.” Being the only dealer on the water also gives Dockside a unique advantage, allowing them to offer slip opportunities in collaboration with Shelter Bay Marina.

Community engagement

Dockside Marine Center is deeply embedded in the local community, participating in various events and sponsorships. “We recently sponsored the Kelowna Pro Amateur Golf Tournament and were part of the Kelowna and Vernon Boat Shows,” Doll shares. Additionally, Dockside is proud to be the local marine RCMP Detachment service provider, working closely with the fire and search and rescue boats.

Passion and dedication

Doll’s passion for boating and customer service is at the heart of Dockside Marine Center’s success. “I love the industry I’m in so much,” he says enthusiastically. “We can create incredible memories for our customers. It’s not just a job; it’s a lifestyle.”

Doll’s personal experience as a boater enriches his connection with customers. “My wife and I love boating, we spend multiple days/weekends on our boat. We recently welcomed our first born daughter into the world, and can now share our passion with her. I have been boating all my life, but to relive it all through her now, is extremely rewarding. This is what our customers experience when they first get in a boat,” he explains.

One of the key aspects that Doll emphasizes is the human element within the company. Doll, who started as a technician and worked his way up, has gained a deep appreciation for all departments within the dealership. His journey helps him understand technicians’ challenges and relate to customers more personally. “Our Techs are incredible, I couldn’t ask for a better group of guys”

Doll believes this unique perspective, combined with the dedication and expertise of the entire team, sets Dockside apart. “When you can back up your answers with technical real world facts, customers have a much easier time relating”, it is not just from a sales point of view. The transparency and comprehensive knowledge help build trust with our customers, showcasing commitment to quality and service at every level.

Customer success stories

Dockside Marine Center’s commitment to customer satisfaction is evident in its clients’ numerous success stories and testimonials. Doll fondly recalls a recent sale to an elderly couple. “They bought a boat for the first time, wanting to spend time with their kids and grandkids. Seeing their excitement and receiving photos of them enjoying their new boat was incredibly rewarding,” he shares.

Such stories are not uncommon at Dockside. “We receive photos from customers all the time, showing us how they’re making memories with their families. It’s these moments that make our job so fulfilling,” Doll adds.

A personal touch

In an industry often driven by numbers and sales targets, Doll emphasizes the importance of maintaining a personal touch. “We treat every customer like family. Whether buying a $20,000 boat or a $700,000 yacht, they receive the same level of care and attention,” he states.

This approach has paid off, with many customers returning to Dockside for boating needs. “We have customers who have been with us for years, and their loyalty is a testament to our service,” Doll proudly notes. “Our relationship with our customers begins once they give us the opportunity to earn their business, and it doesn’t end after a sale or service experience.

Future growth and innovation

Looking to the future, Doll is excited about Dockside Marine Center’s potential for growth and innovation. “We have several initiatives in the pipeline, from expanding our fiberglass shop to enhancing our scheduling and communication systems. The advancements will help us better and more efficiently serve our customers,” he says.

Moreover, Doll is keen on fostering a positive and motivated team. “I can’t do this without my team. They are passionate about boats and customer service and strive to improve daily. Their dedication is what drives our success,” he emphasizes. I am nothing without them, and thankful everyday for the incredible people I get to work with day in and day out.

Dockside Marine Centre is not just a business; it’s a community of boating enthusiasts dedicated to creating unforgettable customer experiences. “We are passionate about this industry and committed to making every customer’s experience memorable,” Doll affirms. As Dockside continues to innovate and grow, it remains a cornerstone of Kelowna’s boating community.