Controversial name change for Dean and Reddyhoff and Quay Marinas

Probably one of the worst kept secrets in the marine industry has been the new name which will be gracing Dean and Reddyhoff’s and Quay Marinas’ sites from April 2020. But, in case you hadn’t heard, it’s boatfolk.

According to Dominic Zammit, the new head of marketing for Dean and Reddyhoff since October 2019, “The name needed to be changed following the merger. It’s part of repositioning the business. We’re putting customers and people at the heart of what we do – we’re a purpose driven business. We’re not focused on infrastructure as much as experiences. It’s very much built around the experience, economy and having fun afloat.”

Zammit joins the team from a London-based creative agency background, most recently working for the Conran Design Group. His previous clients include Coca-Cola and Glencore, and he’s the first to admit that he has no marine industry experience. That, he says, was the complete intention of his appointment “exactly the point, to bring a new approach”.

“This is an opportunity to do something bold and signal change in the industry,” Zammit says. “The name change isn’t a flash in the plan. We’ve had customer input and done market research. The name’s derived from our purpose and values, it’s not being changed for the sake of it.

“At the end of the day, two businesses came together and it didn’t feel right to go with one name or another.”

As a self-proclaimed “not yet boater” and part of “the future generation”, Zammit is keen to stress that his ‘existing boater, current generation’ customers have been generally positive, although there has been “a combination of feedback, but we knew there would be when we did it”.

One marina tenant, who asked not to be named, is part of the ‘combination’ of feedback.

“Dean and Reddyhoff’s a massive player in this industry,” the tenant said. “I’ve always been proud of being involved with them. It’s just disappointing really, it’s such an unworthy name for the brand.

“Yachties know Dean and Reddyhoff – they should keep it close to what it stands for. Boatfolk sounds Micky Mouse and childish. It’s unprofessional.”

Zammit says the name change is part of a bigger strategy to position the group for the next generation of boater, as, he says, the industry is not well set up for that. In addition, he’ll be positioning boatfolk as “the only truly national marina group”, with sites in Northern Ireland, England, Wales and Scotland.

Quay Marinas’ website welcomes the name change.

“We’ve always tried to be a little different and have never underestimated the importance of our people and our customers in making every experience at our marinas great,” it says. “We’re unashamedly putting you at the heart of what we do, celebrating the range of unique characters that make up our community of boaters. From racing sailors, motor cruisers and paddleboarders, to anglers, divers, engineers and sailmakers, it’s our berth holders and visitors that make our marinas great.”

But, the rumblings continue.

“I thought the name change was a joke,” says another tenant, also not wanting to be named. “I really did. It makes no sense, it’s folkboat backwards. It sounds old fashioned.”

However, a berth holder feels: “it’s nice, it’s community. It’s hippy-ish and for younger guys.”

Zammit says the official launch of the whole new package will be early April. MIN’s looking forward to the full reveal, instead of the teaser, and to understanding how the name change to boatfolk fits in with the bigger plan of setting the industry up for the future.

Tepidly welcome it, or loathe it, it’s certainly got people talking. What do you think?

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