Superyacht Australia and its annual Superyacht Soirée is fast becoming one of the Southern Hemisphere’s most important events for those who were ever curious about owning or chartering their own luxury estate on water.
Even against the staunch challenges of border restrictions and city lockdowns, superyachts have continued to grow in popularity due to their versatility as a leading leisure solution for discerning clientele seeking out their own private escape.
This was proven last weekend when record numbers of stylish guests braved Sydney’s summer rains to set foot upon some of the country’s most impressive superyachts from major players like Benetti Yachts, Fraser Yachts, d‘Albora Marinas/Azimut, Ocean Alliance, Ahoy Club, The Yacht Life, Any Boat and Standen Marine.
While the superyachts were undoubtedly the stars of the show for guests to discover, it was the diversity of exciting new partners that showcased how these vessels could be enjoyed to their highest potential. From Musson Jewellers’ fine bespoke jewellery blending seamlessly into elegant interior design, to sampling the latest drops from Tyrrell’s Wines or a wee dram of Glenfiddich from The Whisky Ambassador, this year’s event attracted a record number of participating vessels, sponsors and guests for all the right reasons.
As this year’s Superyacht Soirée continues to be Australia’s largest superyacht luxury lifestyle event, The CEO Magazine is taking you through the finer details of chartering and ownership to prove that your next unforgettable adventure at sea is truly an effortless one.
A location made for superyacht hopping
To kick off any successful superyacht event, there needs to be a viable location not only for vessels to dock, but to showcase a spectacular city backdrop worthy of the occasion. This year, Sydney’s Jones Bay Marina once again stepped up to the challenge by hosting 10 superyachts on its premises while giving over 340 guests ample space to retreat and relax in the lively atmosphere.
Superyacht Soirée continues to choose this location as it is considered one of the best superyacht berthing options in Sydney today. Clients and guests get to enjoy:
- Million-dollar views
- Ample space for large boats
- Private and sheltered surroundings
- Premium services and exceptional staff
- Everything within easy walking distance of the Sydney CBD
Jones Bay Marina management says that they are more than equipped to assist superyacht owners and potential customers now and into the future.
"We provide an environment in which captains and owners are not only happy, but enthusiastic to keep their superyachts, while in Sydney. It’s a safe, secure, contemporary marina within a historic and glamorous location. Simply put, Jones Bay Marina provides a service that superyacht owners, captains, crews and their guests would expect and the industry needs.
"Jones Bay Marina has some very exciting plans in the pipeline, which place us at the forefront of the latest technologies and facilities that world-class marinas can offer."
Exemplary superyachts on show
Guests and potential customers of superyachts were spoilt for choice at the Superyacht Soirée 2022. Superyacht Australia CEO, David Good, explains that the positive response to this year’s Soirée by key stakeholders reflects the confidence in the sector, which has seen phenomenal growth in the last year despite the challenges of COVID-19.
"The Soirée provides the perfect opportunity to view some of the finest vessels in the Australian fleet and reinforces yacht charter as the best way to experience amazing parts of Australia in true comfort, safety and luxury."
With all this said, there’s only one thing left to do: explore the distinguished superyacht makers and brokers to find out how each one can tailor its services to your exacting needs.
Benetti Yachts needs no introduction in the world of superyachts. It is one of the world’s largest and most distinguished manufacturers, which prides itself on craftsmanship and luxury. The Italian manufacturer continues to be driven by its core values of quality, class, innovation and style.
During the pandemic, Benetti Yachts focused on demonstrating the exclusivity of enjoying a yacht to its buyers, especially the younger market.
"Our goal is to give yachts owners the best experience through exclusivity."
"Benetti Yachts is always looking for the best way to serve its clients with excellent craftsmanship of its superyachts," the team explains.
"The market is changing rapidly and so are the needs of clients. Benetti Yachts takes this opportunity to evolve and make use of cutting-edge technology in its designs to fulfil the requests of their clients."
This means the Italian boat builder is today making use of engineering and hybrid solutions to fulfil the customised needs of their superyacht owners and potential customers.
"Our goal is to give yachts owners the best experience through exclusivity. During this time of the pandemic, most yacht owners are looking for an exclusive space where their movement is not restricted and this can be achieved on a superyacht. Another form of exclusivity comes in the form of personal choice and customisation. Benetti Yachts continues to provide its clients with customised luxury designs in the form of evolutionary yacht interior, exterior and furniture."
The Italian manufacturer has also hinted at a host of new models unveiled in the coming months following the success of their current model line-up, including the Oasis series, the B.Yond series and B.Now series.
"We all know the world has changed, our industry has changed, and we have changed. 2022 will see Benetti launch a new vision for the future of the Benetti brand and how we continue to adapt and evolve to best serve our customers and market."
Speaking about the synergy between Benetti Yachts and the Superyacht Soirée, the manufacturer had nothing but praise and excitement.
"Apart from Sydney being one of the most attractive choices for superyacht enthusiasts all around the globe, Superyacht Australia and Benetti Yachts share the same objectives.
"The luxury Italian name Benetti Yachts and Superyacht Australia’s prestigious event provide clients with the best platform to experience high-class hospitality, intangible client engagement opportunities and freedom to explore all the superior options of the industry."
Benetti Yachts also explains that superyacht ownership is easier than most believe.
"It is not difficult if approached in the right way," the team says.
"We encourage our customers to work with educated and experienced professionals in their team so that their experience as a yacht owner is the very best it can be. The purchase, design and definition of a yacht can be daunting at first, but with such deep heritage and experience, Benetti have developed efficient and effective processes to manage each step in the customer journey in a transparent and cohesive way. This ensures a smooth and enjoyable experience from initial meetings to delivery of the yacht and beyond
Talent can come in many forms and Fraser Yachts has plenty. They are world leaders in brokerage, yacht marketing, yacht management and brand new builds in the industry and were also a major Superyacht Soirée broker partner for the third year running.
"Our experience, track record and portfolio are unchallenged," the team says.
"This position, and our long heritage are a great source of pride, but we’re prouder still of our people. Every member of our expert team is committed to providing clients with the highest quality service that is absolutely transparent and reliable."
Selling, buying or chartering a large luxury yacht demands professional expertise and extensive market knowledge, which Fraser Yachts is proud to boast alongside being a trusted name in new and used yacht sales for nearly 70 years.
"Our work with Plastic Oceans seeks to ensure that plastic pollution becomes a thing of the past for future generations."
"Whether clients are new to yachting or an experienced yachtsman, our professional team of brokers will give them confidence and security throughout the process. Our decades of success and our professionalism, ethics and discretion are why an increasing number of owners choose Fraser time and time again."
Speaking about their involvement with Superyacht Australia’s prestigious event, Fraser Yachts highlights their devotion to delivering the highest levels of luxury.
"We facilitate rare and extraordinary experiences, we manage a broad portfolio of immensely valuable yachts, superyachts and megayachts, and we believe the Superyacht Soiree is the main event in Australia," the team explains.
With a keen eye on the future of the yachting industry, Fraser Yachts also boasts a robust sustainability program, which sees the greater promotion of initiatives that nurture sea life and protect the world’s oceans.
"Our work with Plastic Oceans seeks to ensure that plastic pollution becomes a thing of the past for future generations," Fraser Yachts says.
And while superyacht ownership and chartering may sound daunting, Fraser Yachts is making it its mission to simplify the entire process by looking after every stage from procurement through to maintenance for customers.
"As the world’s leading, full-service yachting company, we not only specialise in the sale and purchase of the world’s finest yachts, but we also have the largest yacht management fleet in the industry, project manage the construction of new yachts, oversee the complete yacht refit process, and manage some of the most impressive charter yachts available today.
"This allows us to assist our clients in every aspect of luxury yacht ownership and operation with clarity and professionalism."
When it comes to the full-service of local and international chartering and brokerage, Ocean Alliance is another stand-out name in the industry.
"We support all aspects of the superyacht experience, from purchase, advising how to operate commercially and chartering to destination specialists and consultancy," says Joachim Howard, the company’s Managing Director.
"Our aim is to provide owners and charterers with the most enjoyable, seamless and professional experience within this industry. Expectations are high and should always be exceeded."
Reaffirming the importance of the Superyacht Soirée, Howard explains that Ocean Alliance as a company represents the central agents of a large percentage of the expansive charter fleet in Australia.
"Aligning with the only large yacht show in the region makes sense."
Ahoy Club is synonymous with the superyacht experience in Australia, so it’s little surprise that it brought along some of its most impressive vessels to this year’s event.
"Ahoy Club was founded in 2018 by the Malouf family from Sydney, Australia, seasoned yacht owners and charterers who, after working with traditional yacht agents, wanted to create a better way for customers to charter a private yacht," Ahoy Club says.
Today, Ahoy Club is headed by CEO Ellie Malouf and combines the world’s largest online selection of over 4,000 yachts, which offers customers unrivalled choice underpinned by global travel expertise and purpose-built technology. The company’s motivation is to bring best-in-class customer service to the industry while making the superyacht charter process simpler and more accessible for new customers. Ahoy Club has also recently expanded its yachting services to include central agency, transformative refits and yacht sales.
Pinnacle of nautical luxury
What is a superyacht experience without a touch of prestige? Musson Jewellers stepped up to answer that question as this year’s major partner alongside Benetti Yachts.
"If ever there was a perfect fit, it’s superyachts and diamonds," explains Olivar Musson, Creative Director of Musson. "Both are potent symbols of luxury, taste, design, enduring investment and an aspirational lifestyle.
"We were delighted with this rare opportunity to be part of this fabulous event and to be able to share gems and designs of which we are so proud, in such an extraordinary environment."
Musson set up their dazzling display of handcrafted jewellery on board The Star. It was here that guests were able to get up close and personal with a beautiful selection of the rarest gems available, including Argyle pink diamonds.
It was a showcase worthy of its own exhibition, with Musson also being the premier stockist of De Beers Forevermark diamonds and Kailis South Sea pearls.
"Musson has been providing Sydney and the world with the finest jewellery for 50 years and is a rare and enduring jewellery design business," says the team. "We manufacture all our exclusive creations in a state-of-the-art studio on Sydney’s North Shore."
Musson was founded by Robert and Kerry Musson in 1972 and today enjoys not only an enviable Australian clientele but also a large international following. A true family business until this day, it is now helmed by their sons Olivar, Creative Director, and Damien, Managing Director. Interested parties can visit Musson’s boutiques in Sydney’s Queen Victoria Building and Chatswood Chase.
Belle Property Avalon
Joining the luxury contingent for the first time this year is Belle Property Avalon, a team specialising in the sale and management of premium lifestyle properties in the stunning Pittwater precinct of Sydney.
"This beautiful part of the world serves as a playground for those escaping the bustle of the city. We assist in selling and managing the land based lifestyle for those that have a love of the water," explains Managing Partner, Greg Griffin.
"A number of our clientele who own property in the area have a keen interest in superyachts, whether that be via ownership or charter."
While superyacht owners have the leisure of living an ideal life on the seas, there also needs to be a time when mooring up and being on land is just as important. This is where Belle Property Avalon’s expertise steps in with a host of property services to suit any cliente.
"As a business, we look after residential needs of our clients on Sydney’s Northern Beaches and Pittwater. We specialise in sales, property management, and holiday home management via our Belle Escapes portfolio.
"We work closely with our clientele to source property options to suit their requirements and ensure a smooth process every step of the way," Griffin adds.
As Australia’s premium residential property brand, Belle Property has invested tirelessly into growing their client experience to the heights it is today.
"Our client experience is paramount to us and our clear focus is to provide an exceptional service whilst confidently delivering on the client’s required outcomes."
Superyacht insurance, maintenance and berthing
An often overlooked but equally crucial aspect of the superyacht experience is insurance and berthing. This year’s Superyacht Soirée provided plenty of class-leading options.
Event partner Pantaenius specialises in the former by providing pleasure craft insurance in Australia and around the world.
"Internationally, we have been operating for over 50 years and our Australian office will have been open for 10 years this October," says the company, which accounts a large portion of its clientele as superyacht owners.
"Other than providing insurance, thorough and empathetic claims handling and superior customer service, we also assist with ample industry events and support the preferred marinas and facilities of superyachts cruising Australia."
Pantaenius and the Superyacht Soirée have had a close relationship since the event’s inception and it was once again reinforced at this year’s show.
"As we offer the most comprehensive, specialised policies for superyachts worldwide, we have relevance for those involved with this prestigious event. Our cover is tailor-made to the specific needs of our clients and our extensive connections with experts and contractors worldwide allows us to provide assistance wherever the yacht may be."
Just like a car, every superyacht needs its own home when not being used. d’Albora is Australia’s largest premium marina and hospitality network with 10 prime marina locations spread across Queensland, New South Wales and Victoria. Their services include berthing facilities up to 50 metres, along with a range of other marine services including full service boatyard facilities, boat sales, dining and hospitality.
"Our extensive network of prime marina locations offers our members and guests a range of special benefits and features as well as key marina services along the Australian East Coast for superyacht captains, owners and guests," the company says. This even extends into finer details including fueling, maintenance and charters, providing a complete end-to-end marine lifestyle and experience. Additionally, d’Albora is also the exclusive Australian representative for Azimut Yachts, Bertram Yachts USA and Monterey Boats.
For 2022 and beyond, d‘Albora will be expanding their existing boatyard network of four to five, offering a brand new state-of-the-art facility on the iconic Sydney Harbour while delivering its mantra of: ‘Wherever your journey takes you, we make it easy.’
Rivergate Marina & Shipyard
Another reputable company helping to look after Australia’s superyacht fleet is Rivergate Marina & Shipyard. This purpose-built, world-class superyacht refit and maintenance facility lies on the Brisbane River and welcomes more than 30 superyachts a year. Its clientele also includes performance sailing vessels and recreational and commercial craft up to 100 metres in length. Since 2006, Rivergate Marina & Shipyard has earned an international reputation for excellence and is ranked among the top three in the world’s best refit shipyards.
The company’s synergy with the annual event is unmistakable as Rivergate Marina & Shipyard shares Superyacht Australia’s aim of advancing superyacht visitation to Australia through promotion at global yacht shows, industry events, targeted marketing in industry media, and through networking with key players.
"The Soiree is one of these significant events," the team says.
"Our focus is quality refit and service of superyachts. Our management team and project managers work closely with the captains, owners and managers of these superb vessels to deliver work to the highest standard, on schedule and within budget."
The company’s plan for 2022 and beyond includes a A$200 million (US$146 million) development of the Rivergate facility, which will increase capacity and include a state-of-the-art Trade Centre of Excellence.
"This will significantly enhance the services on offer and position Australia as a world leader in training a global marine workforce.
"For newcomers to yachting, seeking the advice of respected industry proponents is the only way to proceed. Membership of AIMEX-Superyacht Australia and word-of-mouth referrals are indications of a business or individual’s stature in the industry."
City of Gold Coast
The presence of the second largest Local Government organisation in Australia at this event only serves to cement the importance of the Superyacht Soirée’s contribution to the economy.
"The City of Gold Coast is a destination for superyachts with one of the largest berths in Australia, great climate and entertainment opportunities for the crew and owners and some of the best refit and refurbishment yards in Australia," says the team at City of Gold Coast.
"We are able to provide valuable support to new vessels coming into the region and work closely with our vast array of marine businesses to develop new opportunities for superyachts."
Most importantly, its mission is to ensure that vessels are welcomed into a safe, protected waterway with a variety of opportunities for captains to have their vessels serviced and maintained while providing an entertaining and relaxed experience for the crew.
Southport Yacht Club
Stepping it up in the berthing stakes is Southport Yacht Club located on the Gold Coast, a 300-plus berth marina, which includes berthing for vessels ranging all the way up to a 160-metre megayacht. Other luxuries include 24/7 fueling and an onsite clubhouse with bar, restaurant and gym.
"We offer a full concierge service to all our visiting vessels, and with the superyacht fraternity, we go above and beyond to make their stay with us as smooth as possible," the team says.
"From initial customs clearance, through to purchasing provisions from fresh and local suppliers, we will happily assist in any way possible. Captains, and owners alike, know that their every request will be considered when they stay at Southport Yacht Club.
"Southport Yacht Club boasts a reputation as the friendliest club in the south east; we aim to hold this title and ensure their experience with us goes above, and beyond, their expectations."
The Superyacht Soirée was the perfect opportunity for the Southport Yacht Club to promote the first berth of its kind for Australia – the 160-metre megayacht berthing facility including its own private access road for loading provisions alongside supporting power infrastructure.
"The club is also a customs clearance facility for any vessels entering or exiting Australia."
Entertainment and accommodation
With everything looked after on the superyacht ownership front, only a few finer details remain. Entertainment, food, wine and accommodation all played a major part at this year’s Superyacht Soirée with impeccable names like The Star Sydney, Pacific Provisions, Glenfiddich, Maserati, Tyrrell’s Wines, Manly Spirits Co., Fliteboard and iAqua Watersports all helping to make this event a special one to remember.
The Star Sydney, the major accommodation partner for this year’s event, generously offered a special accommodation discount for any Superyacht Soirée guests attending the event over that weekend at either The Star Sydney or The Darling hotels. Both these locations showcase the epitome of Sydney’s five-star luxury accommodation conveniently located in Pyrmont, a few minutes’ walk from Jones Bay Marina.
The Star’s superyacht also hosted the prestigious Musson Jewellers showcase, with elegant furnishings onboard enhanced by magnificent displays of pink roses – the perfect backdrop for the magnificent jewellery.
Even the German luxury home appliance company, Miele, participated this year by showcasing how easy ultra-premium appliances like dishwashers, washing machines and dryers could be seamlessly integrated into superyachts.
"Quality doesn’t stop at our products," says the Miele Professional team.
"We also work through a network of partners to deliver sales and after-sales service. Our partner selection process is rigorous and it’s crucial that they share Miele’s goal of building long-term customer relationships.
"Our machines are used in different settings and we have models made specifically for the marine sector. We supply them with machines that are easy to set up but highly efficient and reliable."
Superyacht Australia resets the standard
An event of the scale of the Superyacht Soirée doesn’t happen by chance. Careful planning throughout the year by a dedicated team has ensured that this third annual event continues to showcase an even higher calibre of vessels and partners to set the standard in Australia.
"This event introduces new clients into the industry more than any other event we run," explains Superyacht Australia CEO David Good.
The potential for creating synergy between different industries beyond yachting is limitless. New sponsors attracted to this year’s event includes City Index, a leading CFD and Forex trading provider with over 35 years of industry experience in providing clients with access to over 4,500 global markets.
"We are committed to helping traders grow, giving them the tools and support they need on their journey," the City Index team says.
"Dedication to our clients is at the core of our value proposition, we have a relentless drive to achieve excellence, demonstrating professionalism, innovation and a passion for success. We feel these mirror many of the beliefs and values that Superyacht Australia and their clients possess which makes this partnership so complementary."
"As an industry, we have been very good at keeping quiet and the media focus is often on the largest and most expensive vessels," says Good.
"What this event does is introduce new and potential charter clients into the industry who may not have considered a superyacht charter for family holidays or corporate events.
"Chartering a yacht domestically has become one of the safest ways to holiday and you can cruise locations not accessible by other means. The growth has been spectacular with an almost doubling of numbers of vessels introduced into the domestic market, either
newly purchased by Australians or relocated from the Mediterranean or Caribbean to Australia for domestic charter.
"This domestic growth has been the lifeblood of the shipyards and service providers with limited international visitation during the pandemic."
Visit Superyacht Australia to register your interest for 2023.