Crystal Lake Marine Services is expanding and rebranding with the help of an $85,000 loan from the city of Woodstock.
The business at 1151 Lake Ave. will move in May to a much larger space at 2050 S. Eastwood Drive, the former home of Woodstock Harley-Davidson. It also will change its name to Lake Marine & RV, a nod to its new offerings and its home of nearly four years. Crystal Lake Marine moved from Crystal Lake to Woodstock in August 2013.
“We decided it was kind of insulting to have ‘Crystal Lake’ in our name for a city that’s been so kind to us,” owner Dave Piersall said.
The move will more than quintuple the business’ space — up to 51,600 square feet — and allow Piersall to hire about 15 new employees, he said. In addition to boat repairs and indoor and outdoor storage, the new location will offer a full-service RV center, a new and used boat showroom and a store selling boating accessories and other gear. Lake Marine & RV also will fix jet skis and snowmobiles.
Piersall thinks the move to Route 47 makes sense for his business, which he said has grown much too big for its current space.
“I would see 200 or 300 boats coming down Route 47 up to Lake Geneva on a busy weekend, and they weren’t our customers,” Piersall said. “I thought it would be a good idea to serve those people.”
The city’s Revolving Loan Fund allows businesses to apply for low-interest loans if they intend to expand or move to Woodstock. The City Council approved the loan, which carries an annual interest rate of 2 percent over seven years, at its April 18 meeting. Councilman Mark Saladin recused himself from the vote because his law firm represents Piersall’s business.
“We’re very, very happy that Crystal Lake Marine has determined to continue to be a part of the city of Woodstock,” Mayor Brian Sager said.
Workers currently are renovating the new location. Lake Marine & RV will host a soft opening Monday, May 1. A grand opening is planned for mid-June.