Podcast: Local marketing lessons from Adventure Cat Sailing Charters

Listen to the Episode: Growth Powered by FareHarbor – Sailing into Success with Adventure Cat
Host: Rebecca Costley
Guest: Charlie, General Manager of Adventure Cat Sailing Charters

Episode overview

In this episode of Growth Powered by FareHarbor, Rebecca sits down with Charlie from Adventure Cat Sailing Charters, a long-running and locally loved sailing experience based out of San Francisco. With over 30 years on the water and a steadfast commitment to providing memorable tours, Charlie shares what it takes to run a thriving, multi-generational tourism business — even in uncertain times.

From the humble beginnings of hand-building their first catamaran to refining every touchpoint of the user experience, Adventure Cat has always focused on making guests feel welcomed, informed, and in awe. That attention to detail — from branded coats for chilly evenings to seamless online booking — adds up to a five-star experience that drives real word-of-mouth results.

In this conversation, you’ll hear marketing tactics grounded in real-world insights, learn why consistency in branding matters, and walk away with actionable tips for engaging your local market, even if international travel takes a dip.

Key takeaways

Building a business with staying power

Charlie shares the origin story of Adventure Cat — a company born out of love for sailing and sustained by a passion for hospitality. From hand-built boats to multigenerational staff, this is a business rooted in authenticity and smart operational choices. He credits much of their longevity to focusing on what truly matters: the guest experience.

Adventure Cat’s growth was never driven by flashy marketing, but by consistency, quality, and trust. “We’ve always tried to deliver in person. It builds your brand in the long run,” Charlie says — and 40,000 guests per year would agree.

Local marketing is a long game

When international travel slows down, Adventure Cat doesn’t panic — they pivot. Charlie dives into how they’ve leveraged local and regional marketing for decades, starting with old-school concierge relationships and evolving into sending out influencers and regional content creators.

Instead of dumping dollars into top-of-funnel ads, they simply offer free trips to people likely to spread the word. “The return on that is so much higher,” he says. “The boat’s going out anyway — that extra spot might turn into 10 bookings.”

Make guest experience your marketing strategy

From offering warm coats on chilly Bay evenings to letting guests relax without a scripted tour guide, Charlie emphasizes that “listening” is the key to earning organic reviews. They don’t force moments — they create space for guests to soak in the views, the wind, and the memories.

Little touches — like staff offering to take photos or pointing out dolphins — transform a great tour into a story guests will share again and again. “You can have all the tech in the world,” Charlie notes, “but if the experience isn’t great, none of it matters.”

Let your website do the heavy lifting

Adventure Cat’s website is more than a brochure — it’s a strategic sales tool. Designed for clarity and ease, it includes multiple booking buttons, social proof, and digestible info in all the right places. 

“We want people to feel confident and book with ease — no surprises,” Charlie says. That’s why key details like “risk-free booking” and “kids sail half-price” are called out early and often.

Charlie also touched on the evolving world of SEO, admitting they’re still grassroots at heart. “We’ve built the site with smart wording, but we’re not trying to chase every big keyword,” he says. 

Instead, they focus on what really converts: being visible to people already searching locally. They’re also keeping an eye on how AI might change how travelers search. 

“We want to make sure we’re being found by AI, not just Google,” Charlie explains. It’s a reminder that your website should speak clearly to both search engines and potential customers — no fluff, no confusion, just frictionless bookings.

Brand loyalty comes from consistency

When asked about branding, Charlie’s advice is simple: Don’t throw everything out. Stick with your brand’s core visuals and evolve thoughtfully. Adventure Cat hasn’t overhauled its look — it’s been consistent for decades, and customers recognize and trust it.

Want to freshen things up? Try seasonal merchandise or limited-edition items that build community without confusing your loyal fans. “People want to identify with your brand — don’t leave them behind by chasing trends.”

Links mentioned

• Adventure Cat Sailing Charters
• Follow them on Instagram @adventurecatsailing
• Join the FareHarbor Community

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