Currently based at a facility in Gurnee, Ill., Shogren Performance Marine—Mystic Powerboats’ global dealer—will be completely moved into its new nearby headquarters by the end of October, according to company principal Scott Sjogren. The sale of the existing two-acre property to the longtime high-performance powerboat dealer closed three weeks ago, and office renovation began immediately.

“Shogren Performance Marine opened its doors in 2003, and we’ve been renting from the same landlord ever since,” said Sjogren. “The opportunity to a buy our own building presented itself, and for a number of reasons we thought this was the right time. Greg (Weber) and I will be doing all Mystic sales, and we’ll be handling all used-boats and consignment transactions.

When finished, Shogren Performance Marine’s new showroom will be able to handle 24 full-size powerboats such as the Mystic models above. Photo courtesy/copyright Pete Boden/Shoot 2 Thrill Pix.

“We will be building an independent service center within our building,” he continued. “And for the first time ever, we will be offering outdoor storage.”

Sjogren said the company’s all-epoxy-floor showroom will be patterned after “a new car showroom” and will be able to accommodate 24 full-size high-performance powerboats. Showroom lighting, he added, will be “bright” and a continual loop of manufacturer- and event-based videos will play on several wall-mounted flat-screen televisions so customers “will feel like they’re in the (go-fast powerboat event) environment.” With office renovation already underway, the next steps in the process are landscaping, repaving the parking lot and completing the service center.

“We should be moved and fully operational by Halloween,” said Sjogren.

Sjogren said that the current state of high-performance marine industry plus his company’s relationship with Mystic Powerboats made this the ideal time Shogren Performance Marine’s move into a facility that is truly its own.

“Fortunately or unfortunately, we are in an industry that is changing all the time,” he said. “If you don’t change with the industry, you’ll get caught looking. The industry is not growing, but there is an opportunity for people who have a niche for what they do. We want to continue in our niche, and this is the right move for us.”

Editor’s Note: To read an in-depth feature on Mystic Powerboats and Shogren Performance Marine, download the new issue of Speed On The Water digital magazine now at no charge by clicking here.

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