Wisconsin dealership has a new name

Posted on

Cal Marine, of Sister Bay, Wis., officially changed its name to Beacon Marine in a move that became effective earlier this month.

The dealership said the decision stemmed from 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 toward the ideal boat purchase.

“We are a highly customer-centric facility, providing instruction and hands-on training to our clients,” Matson said. “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 last November and became the sole owner.

Separately, 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. As of May 1, Beacon Marine has achieved Five Star Marine Industry Certified Dealership status.

The Marine Industry Certified Dealership 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.


Leave a Reply

Your email address will not be published. Required fields are marked *

Comments are moderated and generally will be posted if they are on-topic and not abusive. For more information, please see our Comments Policy.

Vote Today

What percentage of your revenue comes from millenial or Gen X customers?

View Results

Loading ... Loading ...

Search Boats for Sale


Login to Trade Only Today

Lost Password