Cal Marine finalizes name change to Beacon Marine

SISTER BAY, WIS., — After a successful 42 years in business, Cal Marine of Sister Bay, Wis., has officially changed its name to Beacon Marine. The change was effective earlier this month.

The decision to rename the dealership was born out of a desire to more strongly reflect the business philosophy of managing partner James Matson: To serve as a “beacon” for customers, advising, educating and guiding them towards the ideal boat purchase.

“We chose the name ‘Beacon Marine’ because it represents our commitment to helping guide peoples’ boat-buying decisions, so they ultimately purchase the right boat for their specific wants and needs,” says Matson. “We are a highly customer- centric facility, providing instruction and hands-on training to our clients. At Beacon Marine, we give customers the confidence they need to feel comfortable with every aspect of boat ownership and operation. We remain a strong presence in our clients’ lives long after the initial sale is complete, both at the dealership and through instructional offerings via our social media outlets.”

Four years ago, Matson joined Cal Marine as a lead partner alongside longtime owner and founder, Cal Lundquist. With Lundquist looking to take a step back and enjoy his retirement years, Matson completed a full buyout of Cal Marine in November 2013, becoming the sole owner and eventually deciding to change the dealership’s name to more accurately reflect his desire to become an information and educational resource for customers.

“Cal Marine is a Door County institution, and Cal has been a fixture in Sister Bay for more than four decades, having represented prestigious brands such as Tiara and Pursuit throughout his many years in business,” Matson says. “Four years ago, Cal and I joined forces to help grow and strengthen Cal Marine as the dealership marched towards the future. Late last year, Cal decided it was finally time to watch the business continue on into the next generation, and I assumed full ownership.

“Today, we retain the excellent sales and service practices Cal Marine has always been known for, while stepping up our efforts to satisfy customers and provide them with a memorable on-water experience,” Matson continues.

Changing names isn’t the only new development at Beacon Marine. Beacon hired a new general manager, Connie Carlson, to oversee its Door County operations and purchased additional acreage in Sister Bay to further the company’s growth and development. Also, as of May 1, Beacon Marine achieved Five Star Marine Industry Certified Dealership (MICD) status. The MICD Program is a nationwide certification initiative designed to provide marine dealerships with the tools they need to deliver an outstanding consumer experience and improve retail performance.

Visit Beacon Marine June 5-8 at Chicago’s 31st Street Harbor for the Progressive Insurance Chicago In-Water Boat Show, where the company will have Scout, Back Cove and Sabre models on display.

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