Spicer Marine is Chris Frank’s passion. He actually says it’s his life. His parents, Dan and Karen Frank, were boaters, and he grew up cruising with his family throughout the Northeast, from the Hudson River and Long Island Sound to Cape Cod, Martha’s Vineyard and Block Island.
In 2011, his parents, along with Frank and his wife, Alta, searched for a marina property to buy on the East Coast. They chose Spicer Marine on the St. Lawrence River in Clayton, N.Y. The business had been part of the Thousand Islands boating community since the late 1950s, Frank says.
They bought for “the location, the boating culture and the unique way boats are used in the Thousand Islands — not just for recreation, but often as transportation to island homes,” Frank says. “It felt like the right place to apply a service-first approach.”
Frank worked at the marina from the start. He also had a career in ski racing at the World Cup level. That changed in 2018, when he and Alta had their first child. He made the full-time move into the family business, and soon after, Alta joined full-time, too.
“When we purchased the marina, it operated with approximately 120 slips at about 70% occupancy, stored around 50 boats and generated roughly $500,000 annually,” Frank says. “At that time, staffing consisted of one full-time employee, two part-time employees and a subcontracted mechanic. From the very first year, we reinvested heavily, adding equipment, expanding storage and focusing on building a strong service department.”
Today, Spicer Marine has seven full-time employees and up to 14 during peak season. It stores approximately 400 boats during the winter and generates $6 million to $7 million in annual revenue. The operation includes dockage, fuel, mechanical service, electronics, fiberglass and gelcoat repair, repowers, boat rentals and sales. The company represents Sportsman, Regulator, Parker, Sailfish and Veranda, and offers engine sales and service for Mercury and Yamaha, along with Seakeeper Ride stabilizers.
“We work with modern marine systems on a regular basis, whether that’s joystick controls, advanced electronics, trolling motors, ride control or integrated boat systems,” Frank says. “Staying current with the newest technology allows us to properly install, service and troubleshoot these systems, but just as importantly, it helps us educate our customers on what’s available and how to get the most out of their boats.”
The service department is the backbone of Spicer Marine, with a training- and technology-first approach. Technicians maintain certifications from Mercury, Yamaha, the American Boat & Yacht Council, the National Marine Electronics Association, Seakeeper (Ride) and Spectrum (gelcoat).
New-boat sales began in 2019. “That timing allowed us to make sure the infrastructure, staffing and expertise were in place to properly support customers long after delivery,” Frank says. “Our core values really come back to what we call the Spicer Advantage. At its core, that’s about accountability, strong service, transparency and understanding how important time on the water is — especially in a short season when urgency matters.
“Our motto has become: ‘Big enough to do it right. Small enough to care,’ ” Frank adds. “We’ve chosen to remain small enough to develop strong, personal relationships with each customer and prospective customer. Our customers are never just a number.”
Home Grown
The Thousand Islands region of the St. Lawrence River is Spicer Marine’s watershed. Downstream, there’s Lake Ontario. Between the river and the lake, customers experience everything from protected island cruising to challenging big-water days and family fun with fishing.
“Beyond the St. Lawrence system, many run on Lake Erie, Oneida Lake, Lake Champlain, the Finger Lakes and lakes throughout the Adirondacks,” Frank says. “That variety is a big reason we focus so heavily on hull performance, setup and versatility.”
The boat lines on offer are intended to balance functionality, fishability, comfort and safety, he says. “On engines, we focus on Mercury and Yamaha. Both brands have strong track records for reliability, performance and support, which is critical in a seasonal market where downtime matters,” he says.
The company also tries to balance staff schedules so employees can get out and enjoy boating themselves. Frank says the experience reinforces why the work matters.
“With sales slowing across much of the industry, our biggest wins over the past 12 months weren’t tied to record-setting sales numbers,” he says. “Instead, they were centered around our people and the culture we’ve built as a team. In a challenging market, having the right people in place — and having them fully aligned going into this season — has us well-positioned for the next step in growth.”
New Strategies
Recently, Alta Frank took the lead on showcasing the boating lifestyle in the region through Spicer Marine’s social media. “She’s approaching it not just as part of the business, but as a mom who gets our family out on the water every chance she gets,” Frank says.
On the fishing side, the company has worked closely with professional anglers in the area, including tournament fishermen and guides. “When possible, we try to leave openings in our daily service schedule to get them in and turned around quickly,” he says. “That support has led to organic exposure through their own social media and networks, which has helped highlight the fishing opportunities in our region.”
Spicer also works closely with the Thousand Islands Land Trust, which preserves waterfront and natural areas in the region.
To address recent softness in sales, the company tried guerrilla marketing techniques. “We attended smaller, local events, participated in parades, and looked for opportunities to place boats at community gatherings and waterfront events,” he says. “Throughout the summer, we also kept a lot of boats in the water where they would naturally be seen, with staff on board to talk with passersby. It wasn’t a high-cost approach, but it created strong visibility and allowed for organic conversations rather than traditional sales pitches.
“We also leaned heavily on our in-house, in-water demo events,” he adds. “Getting people on the water remains one of the most effective ways for them to experience the boats, especially in the conditions we deal with locally.”
This summer will mark 15 years since the family purchased the marina, so there will likely be some type of celebration. Frank also wants to keep a high boating profile in the region. The facility, while well-suited for dockage, is set back from the main road. “We’re currently exploring options to create a stronger physical presence along the main road to improve that visibility,” he says.
Tech, Data and the Future
After the 2024 season, Spicer Marine switched to new document management software. “There has been a learning curve, but it’s already made a noticeable difference in how efficiently we operate,” Frank says. “A big part of that success has been our sales manager, Amanda Dudley, who has really taken ownership of the system and pushed us to use it the way it was intended.”
They’re also thinking about ways that AI tools might be applied. “That’s still very much an evolving area for us, but it’s something we’re actively exploring,” he says.
And Frank is optimistic about a planned Micron semiconductor facility near Syracuse. Over time, as jobs are added, new residents and families could discover the Thousand Islands lifestyle.
“Overall, I’m optimistic and feel prepared to navigate whatever comes next,” he says. “That confidence comes from the team we’ve built and the strong reputation we’ve earned with our customer base. Those two things give us a solid foundation as we move into the next year and beyond.”
This story originally appeared in the March 2026 issue of Soundings Trade Only.
