Wisconsin dealership has a new name

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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.


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