Friday, January 15, 2010

Woman Tackles Baja Business

Her one regret is that she only gets to fish twenty days a year.

Unbridled enthusiasm is a rare find! When found in Baja, it is usually a ‘newbie’ who has just begun their Baja adventure. Usually, you don’t find it in a seasoned, eight-year ‘Baja Business’ veteran like Theresa Comber, who operates not one but two distinctly different businesses in Los Barriles. When I met with Theresa, I could feel the energy and enthusiasm as she told her story.
After many fits and starts, East Cape RV Park opened for business eight years ago. The park offers large spaces for big rigs; it is extremely clean and well maintained with showers, swimming pool, sauna and laundry facilities, plus beautiful landscaping. It even offers high-speed wireless internet! With Theresa’s hard work, the park has become one of the most popular campgrounds on the Baja Peninsula and it fills every winter with new and repeat visitors, as well as part-time residents.

Theresa was running a successful high end property management business in Sun Valley, Idaho for fifteen years before discovering Baja. One of her clients invited her to their villa in Punta Pescadero. It wasn’t long until she and her husband, Shawn, were back in Los Barriles searching for a small house on the beach.

A local real estate agent insisted that they look at a five acre lot in the heart of Los Barriles with the potential to be developed as an RV park. The property was covered with cactus and brambles fifteen feet high and Theresa refused to even get out of the car. Shawn, a landscape contractor, returned to the car, and you guessed it! Escrow closed a short time later.

That could be the end of the tale, but Theresa soon realized that her primary purpose for being in Baja was to fish, and she frequently chartered Awesome, a roomy 30' x 12.5' Island Hopper. When she was offered the opportunity to purchase the boat, with little hesitation, she was in the Sportfishing Charter business.
Acting as managing partner, Theresa began defining her market and implementing a business plan.

With her marketing background, Theresa began a strategy to maximize the number of days the boat was chartered. She added popular day trips to her charters, fishing north to Bahia de SueƱos, and stopping for lunch at the remotely located Giggling Marlin Restaurant. Then the boat anchors at a secluded beach for some snorkeling. She also added whale and sea life observation trips. Awesome Sportfishing now operates two cruisers… a 30' Island Hopper and a 32' Blackfin.

East Cape RV guests were an obvious group of clients. But another target market was locals who chose not to run their own boats. Drilling down a little further she decided to offer special trips with ‘just the girls’ aboard… learning, sharing, and enjoying fishing and the sea.

At the core of her business plan were the crews of her boats. She wanted to instill in them the importance of providing the best possible experience on the water regardless of the type of trip; simply providing clean...clean boats and savvy crews helped her to increase her client base quickly.

From her own experience of waiting on the dock early in the morning, Theresa knew how annoying it was to wait and see whether her boat would be the first or 20th, so she arranged for Awesome clients to be boarded on their boats right away.

Also included was the implementing all of the internet technology available…, and Terrafin SST-View owned by Jeff Gannon who has a home at East Cape. This allowed her to capitalize on more winter trips.

Theresa said, ” It is always a shock-and-awe experience when I get anything done. One of my ’turn the corner moments” occurred when I was on the beach with our fuel and water trucks, making sure the clients were on the boat when all the other Captains and mates waved and spoke. I felt that I had been accepted!”

“Early morning when I drive through the RV park to take our clients to meet their boats, I am proud of what my boat crews and staff at the RV park have accomplished. There has been so much to learn…Cummins motors, dealing with the mechanics in La Paz and so on…always new challenges to confront,” she said. “Every day I learn a little more.”

According to Theresa, who describes herself as a serial entrepreneur, doing business in Baja has been an exciting adventure. Her one regret is that she only gets to fish twenty days a year.

Gary Graham