Formerly based in Gurnee, Ill., Shogren Performance Marine—Mystic Powerboats’ global dealer—has opened its new headquarters in nearby McHenry. According to company principal Scott Sjogren, the move to a building of his own has been some 13 years in the making.
“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 are managing the new Mystic Powerboats M4200 luxury center console and high-performance catamaran sales. Greg will also be handling all used-boat sales and consignment transactions going forward. While Shogren Performance Marine will house a complete service, rigging and renovation department, Alan Gordon, who ran our service department for years, will now be the service principal and operating it. (Read tomorrow’s story.)
“To complient our new facility, we launched an all-new, easy to navigate website with more appeal and growth ability to assist direction we are going with new and used boat sales, storage and service,” he added.
Sjogren said the company’s all-epoxy-floor showroom was patterned after “a new car showroom” and can accommodate 24 full-size high-performance powerboats. Showroom lighting, he added, is “bright” and a continual loop of manufacturer- and event-based videos plays on several wall-mounted flat-screen televisions so customers will “feel as if” they’re in the go-fast powerboat event environment.
“We also have a customer bar/rec area being built that will be called ‘Forty48Eight’ and will be completed by February 2016,” he said. “Construction is currently underway on a new outside building for sales overflow, storage and service. One additional building will be completed next spring. We have always had everything under roof for our customers and we want to keep it that way”.
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. You have to constantly reinvent yourself. 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. We see nothing but opportunity ahead.”
Editor’s Note: To enjoy a comprehensive, owners-based review on the Mystic M4200 luxury center console, download the September/October issue of Speed On The Water digital magazine issue now at now charge by clicking here.
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