Marina di Varazze, Ansalone: we offer time to live, not just berths

After a long career in the yachting industry, spanning product development and marketing within structured industrial environments, Francesco Ansalone has recently taken over the leadership of Marina di Varazze.

A transition that marks more a change of perspective than of sector: from production to managing the user experience of the boat, within a segment — that of marina infrastructure — increasingly central to value creation across the yachting supply chain.

PressMare- You come from more than twenty years of managerial experience in yachting, on the shipyard side. What changes when moving to marina management?

Francesco Ansalone- I consider myself fortunate because I have managed to turn a passion into a profession. Since 2004 I have been working in yachting and have had the opportunity to understand the sector from different angles, mainly from the industrial side, which is that of design and construction.

What changes today is the point of observation. In a shipyard you work on a product, while in a marina you enter the longest phase of the boat’s lifecycle, which is its use. And it is precisely there that a significant portion of value is generated.

There is one aspect that, in my opinion, is still not fully perceived, especially in Italy: yachting is a very strong economic multiplier. It is not just about the value of the boat, but everything that revolves around it. Data show that for every euro generated, about €5.2 of added value is created, and each direct job generates more than seven jobs along the supply chain. This means that what some consider “superfluous” is in fact essential for many others, in terms of employment and economic development. It is an awareness that should be far more widespread.

PM - We work on this every day…

FA - We all need to work towards raising awareness, especially among younger generations, about the importance and opportunities offered by our sector.

PM - The customer remains the same, the owner. But what changes in the experience offered?

FA - A lot changes, almost everything. In a shipyard the relationship is highly technical, linked to configuration, specifications and performance. In a marina, instead, you enter the daily life of the owner.

Marina di Varazze, for example, is not just an infrastructure: it is a community. We are talking about around 800 berths, plus a significant residential component. We are a small village within the beautiful town of Varazze. And we have a highly loyal customer base, with around 200 owners who have been in the marina for over 10 years. In total, about a thousand people have chosen Marina di Varazze as their place of relaxation.

In this context, the owner is not just looking for a safe berth, but for an environment in which to spend time. This completely changes the management approach.

It is not enough for technical service to be efficient — which is a prerequisite — but it is necessary to work on the quality of the stay: restaurants, services, retail, events. The marina becomes a place to live, not just to use.

PM - Varazze is a marina resort. From a tax perspective, berthing in a marina is subject to standard VAT (22%), while in marina resorts the accommodation component can benefit from a reduced rate (10%). Beyond this, what changes compared to a “traditional” marina?

FA - That’s correct. Varazze is a marina resort, but this is not the result of a recent transformation; it is part of the original concept.

The difference between a marina and a marina resort is not infrastructural, but legal and functional. A marina is an infrastructure built on state-owned maritime land, intended for berthing and technical-nautical services such as assistance, refuelling and maintenance.

A marina resort, on the other hand, is an additional qualification that allows the port, or part of it, to operate as a hospitality facility. Marina di Varazze has always been designed to offer hospitality and commercial services not strictly linked to yachting.

PM - This directly affects commercial positioning, favouring models oriented towards longer stays and nautical tourism. What are the other distinctive features of Varazze?

FA - The size of the marina and the fact that we do not host yachts above a certain length — around 35 metres — help maintain balance. There is no segmentation between different types of clients, as can happen elsewhere.

This allows us to preserve a more social dimension, consistent with the local context. Varazze is a Ligurian town with a strong identity, and the marina aims to remain aligned with it.

PM - What are your operational priorities at this stage?

FA - There are three, and they must always be balanced.

The first is customer satisfaction, which we now try to measure in a structured way through indicators such as the Net Promoter Score. It is not just a number, but a tool to understand where to improve.

The second is the development of the marina as a system, working on the overall offering: tenant mix, services, and the ability to generate activity throughout the year.

The third is financial performance. A marina must be sustainable and generate value from both an income and financial perspective.

PM - From an infrastructure point of view, what interventions are planned?

FA - The base is very solid, and this is important. Pontoons, mooring systems and installations have been well maintained over time. Our work is therefore more about evolution than transformation.We are talking about technological upgrades, for example in connectivity and security systems, which are now integral parts of the service. WiFi on the docks, for instance, has become standard today, whereas it was not a few years ago.

We are also working on a three-year investment plan that takes into account climate change and the increasing stress on infrastructure.

PM - What role does the partnership with D-Marin play?

FA - It mainly adds value in terms of methodology.D-Marin is positioned as an international selection of premium marinas, with 26 locations in 9 countries, over 14,000 berths and a broad customer base. This allows us to work with shared standards, processes and tools.

There are concrete benefits, for example in digital management — transit handling, feedback collection — and in data analysis. The partnership also offers practical advantages for customers: for instance, annual berth holders at Marina di Varazze can spend one week in each D-Marin marina, subject to availability, at no additional cost, thanks to the “Happy Berth-Days” programme.At the same time, it is essential to preserve local identity. Marina di Varazze must remain Varazze, with its own characteristics and its connection to the territory.

PM - How is the marina positioned in terms of clientele today?

FA - The client base is mainly regional, with a strong presence from Liguria, Lombardy and Piedmont.There is also an international component, but more limited. The focus is on annual berth holders, with a high level of loyalty. Every year we must prove that we deserve the customer’s trust.

PM - What about the relationship with the city of Varazze?

FA - It is a positive relationship, built over more than twenty years of interaction for mutual benefit and for the territory.

Recent real estate developments near the port are accelerating the integration of the marina into the city. On our side, we are working to introduce services and businesses that integrate with those already existing, increasing the overall offering.

There are still some discontinuities, even physical ones, that limit this integration. Overcoming them would complete the process.

PM - From a competitive standpoint, where is the difference between marinas today?

FA - Not on price, but on the overall experience. Marina di Varazze has average rates higher than other facilities in the area, yet maintains good occupancy and loyalty levels. This means that customers recognise the value.

The difference lies in elements that are not easily replicable: the urban context, quality of life on the docks, and the relationship with the territory.

PM - Looking ahead, what direction do you envision for Marina di Varazze?

FA - A structure increasingly integrated with the city, more active and attractive throughout the year, with a loyal customer base.

The goal is for an owner to choose Marina di Varazze both for its technical features and for the overall experience it offers.

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