Floating Dreams

The Beneteau sailboat plant in Marion has become one of the largest sailboat manufacturing plants in the United States. Management says the secret of success is its workforce, and their passion for creating floating dreams! Text: Trisha Ostrowski. Photography: Ted Borg and Jay Vaughan.

ne of the most internation- and 30 miles east of Interstate 95, and workforce it has found in the ally respected names in Beneteau USA is building on its Palmetto State. O has found its stellar reputation for superior design, Beneteau’s rich history dates back perfect match in South Carolina. quality and value. And for nearly 20 to 1884 when Frenchman Benjamin In the heart of the Pee Dee, just years, this company has staked this Beneteau began building sailboats 50 miles due east of Myrtle Beach reputation on the business climate for commercial fisherman. After a

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All Beneteau more than 37 feet long are designed and equipped to cross oceans. The spinnaker is an option. Designed to be sailed by one person, the is furled into the .

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A diesel auxillary motor is in every , from 18 horsepower in the smallest, up to 100 horsepower in the 47-foot model.

century of success in Europe, the Today, a loyal team of 240 Ameri- company crossed the Atlantic in can families living in South Carolina response to North American demand craft 400 to 500 “floating dreams” each for its products. year. These sailing high-end sailing Beneteau chose South Carolina as yachts range from 31 to 46 footers. its home away from home. In 1986, Beneteau is the third largest the company opened its state-of-the- industry in Marion. Already, the art production facility in Marion. tradition of is being Within four years, Beneteau had passed down from one generation become one of the top three sailboat to the next – much as it has for manufacturers in America. By 1990, more than 100 years at Beneteau’s the company celebrated the making European sites. of its 1,000th boat in Marion. A team of sailing enthusiasts leads Then in 2001, Beneteau USA the company. President Wayne nearly doubled its size and invest- Burdick, a Connecticut Yankee, is ment bringing its total to about $25 currently sailing his 26th boat – a million of capital invested in the U.S. Beneteau 411. He has been actively Today there is almost a quarter of a involved in the boat business for million feet of facility space in what is more than 30 years. Meanwhile, undisputedly the most advanced South Carolina native Michael American sailboat plant in use. Lecholop, vice president of sales, has The productivity of that facility been with Beneteau USA for more and its staff led Beneteau to later than 15 years. move its U.S. operations entirely to Among the secrets to Beneteau’s South Carolina, establishing a head- success, company officials cite the quarters office in Charleston. strong work ethic found in Marion The result has been even more County. In addition, they point to accolades and rewards for the compa- South Carolina’s central location on ny. The Beneteau 423 was named the East Coast with quick, easy access “Boat of the Year” by World to the country’s interstate system. magazine and also won maga- “Beneteau is very fortunate to be zine’s Top 10 Sailboats for 2003. in Marion County where there are Winning awards begins with many citizens that still hold the tradi- innovation and excellent workman- tional values of wanting to work for . From the beginning of its the betterment of their families, their Marion facility, the company has community, and their country,” Bur- invested in the most sophisticated dick said. “Though a fast-paced production machinery and methods industrial attitude might not be and has attracted one of the greatest native to the Pee Dee, with the help teams of craftspeople anywhere. of a work values training program www.schighcotton.com HIGH COTTON 27

The on a 47-foot boat weighs 8,000 pounds. “They just don’t turn over,” an employee said.

supported by the state, our team at Their production process is also Beneteau USA is showing progress leading edge, increasing efficiency and towards our goal of building world- output through the use of a manufac- class yachts in the most efficient way turing model similar to an automotive with the best quality in the safest assembly line. The innovative process environment. We are very proud of relies upon the use of cranes suspended the Beneteau USA team’s dedication from ceiling tracks, which transport and ability.” hulls and decks between worksta- Burdick also points to Beneteau’s tions. Workers and their tools remain choice of a South Carolina as key to in the same location and actually have the company’s far-reaching accom- the boats brought to them. Beneteau plishments. “South Carolina has claims to be the only boat builder many programs which Beneteau USA using such a system. has found very valuable for the train- The materials used in a typical ing and selection of team members. Marion-built Beneteau are sourced As one example, the great crew at through hundreds of the finest OEM Florence Darlington Technical Col- suppliers, the vast majority of which lege has designed a professional are American companies. development skills program for our The Marion facility houses more management staff under a generous than just production space, it also state grant at a very reasonable value. includes on-site engineering facilities Our experience has been that many and even a testing pool to make sure state agencies are truly wishing to everything checks out before the craft promote the best atmosphere for pos- leaves the premises. Boats produced itive business conditions while care- in South Carolina are then sold fully considering the impact on the through a dealer network consisting public’s best interest. Case in point is of more than 40 dedicated sales the proposal to have South Carolina offices throughout the country. adopt the MACT standards for emis- “We are proud to be a US company sions for boat builders, which will involved in the greatest freedom of protect the environment while also expression – sailing,”Burdick explains. allowing the many boat builders in “If there is one thing that is the our state to have a known achievable secret for success at Beneteau USA, technology available.” it’s our people and their passion For the company, though, the goal for reaching the goal of carefully isn’t merely quantity. Beneteau has creating floating dreams. From the been so successful in the U.S. market designers of the boats to the manage- because of product quality. That’s ment at our plant onto the whole what the workforce in Marion has wonderful team that actually crafts truly delivered. them, a passion for the exquisite

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Finished boats at the Marion plant ready for shipping. The masts are installed later by the dealer. At the lower left, boats are being water tested, just to be sure there are no leaks. www.schighcotton.com HIGH COTTON 29

beauty of a Beneteau is the difference between just doing a job and the The company has excellence of delivering a boat that truly brings joy to the owners and invested in the their families. This passion for the sea and boats has existed since most sophisticated Beneteau began in 1884 and it continues today in Marion.” production The company’s commitment to South Carolina is evident. And in machinery and Marion, the Beneteau team is manu- facturing some of the highest quality methods and has sailboats on the market. Today the company is nearly twice the size of attracted one of its nearest competitor, supplying sailboats that have logged more off- shore miles than any other builder in the greatest teams the world. Beneteau is the only foreign sail- of craftspeople boat manufacturer to operate a pro- duction plant in the United States, anywhere. which has helped the company estab- lish long-term relationships with its North American customers. As a result of this investment in customer relations, Beneteau was recognized with the Marine Industry CSI Award for Excellence in Customer Satisfac- tion last year. It’s a testament to the South Carolina craftsmen and techni- cians who build the vessels, as well as the outstanding service the company provides before and after the sale. And the company continues to grow. In 2003 Beneteau intro- duced its first step into a new market: powerboats. The Swift Trawler 42 is “a natural progression for Beneteau USA,” says

Wayne Burdick, president, and vice president of sales Mike Lecholop, right, show off one of the company’s most popular models. Burdick is from Connecticut, a lifelong sailor, while Lecholop grew up in Conway. Burdick says the Beneteau boats all have an interstructural grid system that provides exceptional strength. “Strong and light is what we are looking for,” he says.

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The inside of a Beneteau boat is just as beautiful as the outside. The living area (top left) and the berth (bottom left) feature luxurious accommodations for a number of guests.The 57-foot boat (above) is made only in France, but all sizes are designed for the utmost in comfort. Worker Lakisha Pee (left) installs the manufacturer’s decal.

Burdick.“As our market continues to grow, we have seen an increasing demand for sailors and power boaters alike ready to make a switch to a new generation of passage makers. The Swift 42 fulfills that demand by offering a performance safe, seaworthy in combination with a sumptuous interior highlighted by the lustrous joiner work that Beneteau is so well known for.” While the powerboat line is new to Beneteau USA, the parent company has been making them for years. The Trawler Swift 42 made waves with its introduction, garnering praise from around the community. Power & Motoryacht referred to it as “a power- boat that’s as romantic as an old Bogart flick” and Boater’s Life sug- gested Beneteau would “steal the show and our hearts with this one.” Quality service and an excellent product lead to a different kind of problem for the company. “Beneteau’s biggest challenge will be to make enough units to fulfill the demand,” said Burdick. And with that kind of craftsmanship, service and dedication, there’s no reason to think Beneteau won’t continue to enjoy a flood of accolades and awards. p www.schighcotton.com HIGH COTTON 33