Catalina Yachts - The Frank Butler Story

Frank Butler didn't set out to own Catalina Yachts. Forty years ago he wanted a boat built. The builder ran out of funds and Frank took over the building of the boat with tools given by the beleagured manufacturer. Under the name Wesco Marine Frank begain.

Wesco Marine became Coronado Yachts, which was sold to the Whittaker Corporation. Frank worked one year with Whittaker, leaving to establish Catalina Yachts.

The first design was one which had been conceived at Whittaker from another company Columbia which had also been brought by Whittaker. The design had been rejected by Whittaker, but after some redesigning the C 22 was built from 1969. In 1980 it was heralded by Sail Magazine as "trailerable boat of the decade" By 1990 fifteen thousand had been produced. Not bad for a reject!

The breadth of designs over the years has always been based on customer suggestions. By listening to the needs of customers, the designs have remained timeless and straight forward.

One of the many strengths of the marketing strategy is that the company has the highest number of repeat purchases in the industry. The resale value of the sailboats is high, so customers can sell on their previous model for the improved concept.

The cruising element of company grew to become market leader. With such accolades as Cruising World Magazine "boat of the year" March 1995 in reference to the C 36 Mark II. The redesign techniques used ment that the upgraded versions were sleeker, providing more sporty / racing performance. An example is the M381, which was the basis for several popular yachts including the C 320, C 350, C 380, C 400, and C 470!

In 1984 Morgan Yachts became part of the set up. Their manufacturing base was in Florida. Now production could spread from the West coast to East too. Canada and the UK became hubs as well. The more modern aspects of Morgan yachts were incorporated into Catalinas on the East coast, while traditional styles remained in production from the Hollywood base. This ment that depending on the model it was possible to buy cheaper sailboats due to no transport costs.

One admirable quality of Morgan production remains that all components can be taken out through the hatch. This includes the engine. In terms of maintenance this was an inspirational idea. Other manufactures have not thought this apspect through, perhaps to their disadvantage.

Over the forty years of business, inexcess of sixty thousand boats have been built at the four plants. Frank Butler has seen many other builders go out of business. Due to unrealistic business models. But the guiding principles of listening to the customers have championed. Making Catalina Yachts a leading brand in the US and beyond.

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