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Introduction to the Gold Anchor International Scheme

The Gold Anchor International Scheme is an industry accreditation scheme designed to assist marina users with their marina selection and to provide a customer focused framework for marinas to continually improve their service to consumers. The Marina Industries Association (MIA) Gold Anchor International Scheme has specifically been developed around the needs of boaters across the Asia/Pacific region. It takes into account the different types of marinas across this region.

From 14 November 2014 the Marina Industries Association (MIA) signed an agreement with The Yacht Harbour Association (TYHA) to harmonise the TYHA and MIA Gold Anchor schemes within a three year time period. The agreement also addressed inefficiencies in the delivery of Gold Anchor with agreement by the two organisations that geographic responsibilities for scheme delivery will immediately be as follows:

MIA: Australia, New Zealand, South Pacific, China, Korea, Hong Kong, Malaysia, Singapore, India, Thailand, Indonesia and the Philippines.

TYHA: Europe (including countries surrounding: North Sea, Atlantic Ocean, Baltic Sea, Norwegian Sea, Mediterranean Sea, Adriatic Sea, Aegean Sea, Black Sea, Ionian Sea, Tyrrhenian Sea, Balearic Sea, Alboran Sea), Turkey, Middle East (including UAE and OMAN) and Africa.)

The Gold Anchor International Scheme has developed since its launch in 2009 to provide three types of Gold Anchor accreditation. These are:

1. Gold Anchor International Rating Scheme for Marinas
2. Gold Anchor International Rating Scheme for Residential Canal Estate Marinas
3. Gold Anchor International General Scheme for Marinas

Similar to the Star Rating Scheme used for accommodation, the two Gold Anchor Rating Schemes assist marinas including residential canal estate marinas to differentiate themselves in the market place. Ratings also assist users to choose a marina or canal estate that has been subject to a rigorous assessment including an independent audit of services, facilities and infrastructure. Ratings are provided at the levels of 5, 4 ½, 4, 3 ½ and 3 Gold Anchors and indicated as follows:

MIA’s Gold Anchor ratings are structured so that the majority of ratings fall within the 3 ½ to 4 ½ band. This is where the majority of demand lies as is the case with star ratings for accommodation.

The Gold Anchor International General Scheme for Marinas does not rate marinas but ensures those designated as Gold Anchor marinas have in place key customers service plans and procedures and have committed to the Gold Anchor Customer Service Code of Ethics. Accredited marinas in the Gold Anchor General Scheme are designated as follows:

All three Gold Anchor Schemes are valid for a three year period and subject to annual review.

The Gold Anchor International Scheme reinforces MIA’s promotional and industry development objectives for the marina industries across the Asia/Pacific region. MIA has members in Australia, New Zealand and the Pacific Islands; Asia and the Middle East. For full details on the MIA see www.marinas.net.au



Listen to Richard Hewett CMP, Chief Executive at Sandringham Yacht Club discuss the Gold Anchor accreditation process and benefits......


1. Gold Anchor International Rating Scheme for Marinas

The Rating Scheme for marinas is based on a structured self- assessment; then a desk top audit followed by an on-site audit that assesses 101 items across 10 sections with a weighted average percentage score allocated as follows:

Section

No. items assessed

Relative importance

1. Marina design and construction 12 8%
2. Dockside facilities and services 21 17%
3. Fuel dock, slipway/hardstand and environmental practices 14 15%
4. Land facilities and services 24 18%
5. Food and beverage outlets 6 9% 6 9%
6. Local tourist attractions, sports/recreational activities 3 4%
7. Customer enquiry practices; web, telephone, walk- in 6 5%
8. Customer booking procedures 5 5%
9. Customer telephone survey feedback 5 15%
10. Marketing and advertising 5 4%
TOTAL 101 100%

The Rating Scheme reinforces MIA’s belief that marina (including yacht/motor clubs) clients want an integrated or seamless user experience. They also want a quality experience that represents good value for money. As with accommodation not everyone can afford; nor wants to pay for top of the range facilities and service. A Gold Anchor rating helps position and market the marina at the appropriate position and price points for the benefit of its target market.

2. Gold Anchor International Rating Scheme for Residential Canal Estate Marinas

The Rating Scheme for Residential Canal Estate Marinas is based on self- assessment; then a desk top audit followed by an on-site audit that assesses 75 items across seven sections with a weighted average percentage score allocated as follows:

Section No. No. items assessed Relative importance
1. Marina design and construction 15 17%
2. Boating facilities and services 11 17%
3. Residential and waterways environment 14 20%
4. Estate policies, facilities and services 9 20%
5. Proximity to facilities and services 12 11%
6. Local tourist attractions, sports and recreational facilities 3 5%
7. Customer communications and marketing 11 10%
TOTAL 75 100% 75 100%

The Scheme provides a balanced assessment of both land and water based facilities, infrastructure and services within the canal estate. For example typical assessment questions are ‘is there a written environmental plan for the estate’ and ‘are residents’ gangways to their berths at least 0.7m in width as per the Australian Standard’.

3. Gold Anchor International General Scheme for Marinas

MIA’s Gold Anchor International General Scheme accreditation indicates the marina has made a genuine commitment to customer service. The Gold Anchor International General Scheme provides an entry point for marinas wishing to communicate their commitment to customer service and to reinforce their customer focus in the market place. Accredited Gold Anchor marinas have agreed to the following:

- Staff on site during opening hours
- On-going staff training in customer service
- Formal process for surveying customers
- Formal complaints procedure
- Up to date customer data base
- Communications plan for maintaining and building customer relationships

All accredited marinas in the Gold Anchor International Schemes including the General Scheme have signed a Customer Service Code of Ethics agreeing to the following:

- Act honestly and fairly in all business dealings
- Maintain professional courtesy and integrity in dealing with customers at all times
- Ensure advertising and representations are truthful and accurate
- Render accurate and truthful advice to customers
- Work proactively to address any customer issues or complaints
- Strive for the best possible level of customer service

The General Scheme does not attempt to rate the marinas standard as is the case with the Gold Anchor International Rating Schemes. A Gold Anchor rating is the next logical step for marinas wanting to more specifically position the marina within its competitive market place for the benefit of its customers.

MIA welcomes feedback on the Gold Anchor International General Scheme.

MIA wishes to thank its principal partner in support of the Gold Anchor International General Scheme Club Marine, Australia’s leading insurer of recreational boats.