Operational baseline · captured July 30, 2026
Everything Robbie's publishes about itself, in one place
A complete capture of robbieskw.com — every page in the sitemap, not just the menu. The full rate card line by line, every service, the entire on-site vendor list with contacts, facility facts, hours, the customer intake form, and what their published terms do and don't cover. This is the operating baseline we inherit.
14 + 11pages & articles captured
27published price lines
10on-site vendors
0marina terms published
Who they are
Identity & origin
Family-owned marine facility since 1992 — "over 30 years of experience serving yacht owners, captains, and commercial operators."
The origin is unusual and worth knowing: the owner acquired the property following a U.S. government seizure auction.
"A full-service commercial waterfront marina consisting of nearly 25 land and water-based acres with Ocean-side deep water access that will accommodate some of the largest commercial vessels and motor yachts."
"One of the largest deep water access ports for travel to Cuba, the Caribbean and Mexico… one of the most unique marina properties in Florida, if not the entire East Coast of the U.S."
The gateway claim is strategically significant and is not in our plan yet. Deep-water access positioned toward Cuba, the Caribbean, and Mexico means foreign-flag traffic, international transit, and customs-relevant activity — which is the strongest available argument for the long-horizon Foreign-Trade Zone case, and a genuine differentiator no up-Keys yard can claim.
Address7281 Shrimp Road, Key West, FL 33040
GPS (published, "by sea")N 24° 33' 36.07 · W 81° 44' 10.44
= 24.560019, −81.736233
Coordinates (their map file)24.562064, −81.736672
~230 m north of the published GPS
Phone(305) 294-1124
Emailfrontdesk@robbies.com
HoursMon–Fri 7:30 am – 5:30 pm · no weekend service
Security24/7 surveillance + on-site security personnel
AccessGated — "call for gate access"
Travel lift (reported)85 ton
The complete rate card
Haul, block & launch
| Up to 49' | $15.00 /ft | 70' – 79' | $30.00 /ft |
| 50' – 60' | $20.00 /ft | 80' – 84' | $40.00 /ft |
| 61' – 69' | $25.00 /ft | 85' and over | $50.00 /ft |
*** Beams over 15' add an additional $3.00 per foot ***
Half haul
| Up to 49' | $10.00 /ft | 61' – 69' | $20.00 /ft |
| 50' – 60' | $15.00 /ft | 70' and over | $30.00 /ft |
*** Covers the first 2 hours; each additional hour is $300.00 per hour ***
*** Beams over 15' add an additional $3.00 per foot ***
Pressure wash
| Standard | $4.00 /ft | Multi-hull or beam over 15' | $5.00 /ft |
*** Additional charges may apply for severely fouled bottom ***
Additional haul services
| Haul to / from trailer | $25.00 /ft |
| Mast up or down | $500.00 each way |
| Lull / forklift | $100.00 per ½ hour |
Storage
| Dry storage | $30.00 /ft | +$3.00/ft/mo multi-hull or wide beam · $4.00/ft/day multi-hull or beam over 15' |
| Long-term dry storage | $20.00 /ft/mo | $22.00/ft/mo multi-hull or wide beam |
| Long-term live-aboard fee | $500.00 | Does not include store & amenities |
Additional storage services
| Amenities fee (short-term live-aboard) | $300.00 /mo | Max 90 days |
| Transient dockage | $5.00 /ft/day | ≈ $150/ft/mo equivalent |
| Short-term vessels hauled by crane | $5.00 /ft/day | Crane route for hulls outside lift capability |
*** All vessels over 70' are charged the daily rate of $4.00 per foot per day ***
Terms published on the price list
| Emergency haul-out | from $450.00 | In addition to regular haul-out charges; more may apply for special handling |
| Payment terms | Day of haul | Haul out / launch and pressure wash must be paid the day of haul out |
Services they advertise
Total boat refits · dockage (deep-water slips) · fiberglass repair · outboard services · custom paint & gelcoat · marine electrical troubleshooting · fuel tank replacement · canvas & upholstery · emergency repairs · short- and long-term docking · fueling services · DIY maintenance areas · propeller and shaft repairs · marine products and supplies.
Note the two that matter to our plan: "fueling services" already appears in their own service list — history behind the Stage 4 fuel build. And DIY maintenance areas is the seed of the whole open-marketplace position: owners are already permitted to work on their own boats here. That is the thing to keep and advertise, not correct.
On-site vendors — the preferred list we inherit
This is the vendor registry, already assembled. Ten trades currently operating on or through the property, published with contacts. These are the first calls for the Preferred Vendor Program: vet, insure, document, and bring under the APB billing platform.
Southernmost Mobile Marine RepairFiberglass repair, custom paint & gelcoat, fuel tank replacement, total refit, outboard services, electronic repairs352-221-2888Shain Cormack
Key West Harbor ServicesMarine towing & salvage (Tow Boat US Key West)305-454-3121
Southernmost StabilizersStabilizer installation & service, mobile service, 100' wet service slip, LiFePO4 battery installations786-225-6732
Sea Tow Key WestTowing, salvage, on-water assistance305-295-9912
Warhorse, LLCCommercial diving, custom woodwork, metal fabrication, stained glass305-923-3013Clint "CJ" Jones
Calico Jack Ventures, LLC24/7 emergency salvage, vessel recovery, project management, absentee owner vessel management, commercial diving, professional captains305-395-8380
Harbor Marine Electric Key WestElectrical troubleshooting, repair, installation, marine electronics, generators305-394-2825
Deep Blue PrintingBoat wraps, vehicle wraps, apparel, signs, banners, vinyl decals, graphic design305-916-8866
Prop Doc of Key West, IncPropeller & shaft sales/repair, cutlass bearings, rudder fabrication305-292-0012
Southernmost Canvas LLCMarine canvas, vinyl upholstery, biminis, dodgers, sail covers, cushions, industrial sewing, plastic welding239-288-9822
Read this list carefully — it is a competitive map, not just a phone book. Two salvage operators (Sea Tow, Key West Harbor Services / Tow Boat US) plus Calico Jack's 24/7 salvage and Warhorse's commercial diving means the derelict and sunken-dry-dock removal capability is already on the property. Southernmost Mobile Marine performs exactly the fiberglass, paint, and refit work APB would otherwise sell — that relationship needs deciding: partner, subcontract, or compete. And Southernmost Stabilizers holding a 100' wet service slip is an existing tenancy with a real footprint claim.
Marine thrift store
An on-site nautical thrift/consignment retail operation selling "affordable marine products and boat accessories" — ladders, cleats, anchors, bimini tops, portholes, hawse hole plates, grills, and general boat maintenance gear. Inventory varies ("may not have in stock").
Hours: Mon–Fri 8:00 am – 4:30 pm; Saturday by appointment only, 9:00 am – 12:00 pm. Customers are told to call for gate access.
Relevance: a physical retail footprint already exists on the property — the natural home for the APB store's product line (fish stations, dock furniture, custom fabrication) as a Keys showroom, rather than building retail from nothing.
Customer intake — the haul request form
Their live form (Boat Repair and Marine Services Request Form) collects:
| Required | Optional |
|---|
| First name · Last name · Phone · Email · Boat name · Arrival date · Departure date · Work requested & comments | Length · Draft · Width · Height |
Gaps worth closing when we rebuild it: no insurance certificate, no vessel registration or documentation number, no owner-vs-agent distinction, no hull material, no weight/displacement (the field that actually governs whether the lift can take the boat), no terms acceptance, and no liability or storage-agreement language. Length is optional on a form whose entire pricing model is per-foot.
The Robbie's brand family
| Business | Location | Hours | Contact |
|---|
Robbie's of Islamorada
Full-service marina | 77522 Overseas Hwy, Islamorada | Mon–Sun 7:00 am – 9:00 pm | (305) 664-8070 · booth@robbies.com |
Hungry Tarpon
Restaurant | 77522 Overseas Hwy, Islamorada | Mon–Sun 6:30 am – 9:00 pm | (305) 664-0535 |
Captain Michael Fishing
Charter | 77522 Overseas Hwy, Islamorada | Mon–Sun 7:00 am – 8:00 pm | (305) 664-8070 |
The Islamorada operations run seven days a week, long hours — the Key West yard runs five days, short hours. Same ownership family, very different operating posture. Worth understanding before assuming the Key West hours reflect a considered decision rather than staffing constraints. Careers are handled through r365hire.com (a restaurant-industry hiring platform), which is another signal that the hospitality side sets the administrative tooling.
Complete site inventory
Taken from the sitemap, not the menu. The published navigation shows nine destinations. The sitemap lists 14 pages and 11 articles — including a terms page, a stale duplicate, and a content program none of which appear in the nav.
| Page | What's on it | Note |
|---|
| / (home) | Positioning, services, contact, directions | Updated Mar 2026 |
| /robbies-key-west-price-list/ | The complete rate card | The most valuable page on the site |
| /robbies-key-west-services/ | The 10 on-site vendors with contacts | The preferred-vendor list |
| /robbies-of-key-west-services-2/ | An older services page — only 8 vendors | Stale duplicate, still live |
| /about-robbies-of-key-west-marina/ | History, seizure-auction origin, Cuba/Caribbean gateway claim | |
| /marine-thrift-store/ | Retail operation, hours, gate-access note | |
| /haul-request-form/ | Customer intake form fields | The intake we rebuild |
| /terms-of-service/ | Website terms only — DMCA, class-action waiver, FL jurisdiction | No marina terms — see below |
| /privacy-policy/ | Standard privacy boilerplate | |
| /reviews/ | No reviews — links out to Google & Yelp only | Updated Jul 2026 |
| /careers/ | Shows thrift-store content; links to r365hire.com | Misconfigured |
| /links/ | Link-in-bio page for the Robbie's brand family | |
| /guides/ | Index — shows 4 of the 11 published articles | |
| /contact-us/ | Contact form & details | |
| 11 articles | Battery charging, wrapping prices, insurance cost, repair issues, docking ×2, winterizing, towing, fiberglass painting, storage types, inboard vs outboard | Weekly cadence — see below |
| /locations.kml | Geo file behind the third sitemap — precise property coordinates | Coordinates differ from the published GPS |
Read status: complete. All 14 pages fetched. The 11 articles were sampled rather than read end to end — they are generic outsourced SEO content (five storage types, standard pros and cons) with a single Robbie's call-to-action appended at the end, and carry no operational detail about the facility. Two exceptions are noted in the observations below: the fiberglass-painting article states a DIY position, and the cadence itself is a finding.
What jumps out — observations for the takeover
Major riskThere are no marina terms of service — at all
The "Terms of Service" page is website boilerplate: prohibited uses of the site, DMCA, warranty disclaimer, Florida venue, class-action waiver. It contains nothing about the marine business. No storage agreement. No lien language. No abandoned-vessel provisions. No customer insurance requirement. No limitation of liability for vessels in their care, custody or control. No contractor or DIY rules. No haul-out terms.
Why this matters more than it looks: the fastest capacity win in our plan is clearing non-paying vessels — and the legal basis for charging storage, asserting a lien, or moving a boat normally comes from a signed storage agreement. If those agreements don't exist (the missing published terms suggest they may be thin or handshake-based), every removal gets harder and slower. Day-one work, with counsel: a real storage and haul-out agreement, a customer insurance requirement, a vessel-in-custody liability position, and vendor access terms — then get existing customers signed onto them.
Strategy confirmedTheir own published content already tells owners to do it themselves
The open-yard position is not something APB would be inventing — it is already their public voice. Their article on painting a fiberglass boat states plainly: "If you're handy and have the right tools, painting your boat yourself is definitely doable", then offers the professional service as the alternative for a flawless finish or major repairs. That is exactly the posture we intend to market — help the owner do it, and be the obvious choice when they'd rather not. It is on-brand for this property and its customers already expect it.
The one carve-out to get right: that article mentions no environmental restrictions on painting, and bottom paint is precisely where regulation bites hardest — it is the specific activity trade coverage cites as the reason yards started banning DIY. "Work on your own boat" needs a defined exception or, better, a compliant washdown and paint containment area so the answer is "yes, over here" rather than "no." That ties directly to the Stage 2 containment build.
OpportunityThey're running an active SEO content program — that's an inherited asset
Eleven published articles, and the 2026 cadence is weekly (Jul 6, 13, 20, 27). The topics are broad national boating searches — battery charging, winterizing, towing, insurance costs, storage types — not Key West specific, so this is deliberate traffic building. It comes with domain authority and an audience already arriving at this domain. Combined with the fact that the rate card is public (most yards hide pricing), the marketing posture is genuinely better than the operations posture. Keep the program, point it at the open-yard message and the published rates.
OpportunityThe trailer haul line already exists at $25/ft
They already publish "haul to / from trailer — $25.00 per foot." That is direct evidence of demand for the truck-offload business, and it is the second-highest per-foot rate on the entire card — above every haul tier under 80 feet. The Stage 3 road and turning area is not a speculative new line; it is industrializing a service they already sell without the infrastructure to do it properly.
OpportunityFive days a week, no weekends
Mon–Fri 7:30–5:30 only. Boat owners use their boats on weekends — and discover problems on weekends. Saturday haul and launch availability, and an emergency posture that is genuinely 24/7, is revenue sitting on the table at zero capital cost. Note they already charge $450+ for emergency haul-outs, so the premium mechanism exists.
OpportunityWide-beam premiums are under-monetized
Beam over 15' adds only $3/ft on haul and $1/ft on pressure wash. Catamarans and wide-beam power hulls consume dramatically more hardstand — often 40–60% more ground than a monohull of the same length — for a single-digit percentage premium. This is a rate-card correction available immediately, without equipment or capital.
OpportunityFuel is already on their own service list
"Fueling services" is advertised. Combined with the adjacent Keys Energy generating station's existing fuel supply chain to Stock Island, the Stage 4 fuel storage build has both a demonstrated service history and a delivery pathway.
RiskThe 85-ton lift cannot serve the top of its own rate card
The card advertises "85' and over at $50/ft." An 85-ton machine sits in the BFMII class (25–100 t ≈ 25–100 ft vessels) and, on weight, realistically tops out around 75–85 ft depending on hull type — a genuine 85–100 ft motoryacht runs 100–150 tons. The published crane option ("short-term vessels hauled by crane, $5/ft/day") suggests larger hulls are handled by crane rather than lift. Confirm the spec plate and the largest vessel actually hauled on August 10 — this defines the capability gap and sizes the Stage 5 purchase.
RiskLive-aboards are embedded in the revenue model
A $500 long-term live-aboard fee and a $300/month amenities fee (90-day max) are published. The plan is a service and salvage yard with no live-aboards — which means removing residents who are paying customers today. That is a revenue reduction, a human problem, and potentially a legal one (notice periods, tenancy rights). It needs counsel and a transition plan, not a memo.
The strategy"DIY maintenance areas" is the differentiator — not a problem to fix
They advertise areas where owners work on their own boats. Keep it. Market it. The industry is moving hard the other way: published yard rules commonly state that "all contractors' work is strictly prohibited without prior management approval," owners must be pre-approved to touch their own vessel, and contractors must carry insurance "equal to twice the value of the vessel." Trade coverage is blunt — "more yards are now saying no to doing it yourself" — and notes that owners who want to work on their own boats have to make "a few phone calls to find one" that allows it. That is a customer actively searching for us. The consolidators cannot follow, because their economics depend on capturing the service revenue we are choosing to open up.
The strategyThe vendor list is the marketplace, not the competition
Southernmost Mobile Marine Repair performs fiberglass, paint, gelcoat, tank replacement, refit, and outboard work — overlapping APB's own scope. Under a closed-yard model that is a threat to displace. Under an open-marketplace model it is inventory. A customer who can choose between APB's certified crew and three independent shops on the same property has a reason to bring the boat here rather than to a yard that dictates the answer. APB competes on capability — class-certified structural work no one else on this island can perform — instead of on exclusivity. Ten trades already operating here is a running marketplace we inherit, not a mess to clean up.
