Gator Den Changes its Hide

Gator Den Changes its Hide

Story by Lt. Cmdr. C. T. O'Neil, D7 Public Affairs
Photos by PA2 Jennifer Johnson, D7 Public Affairs

MIAMI -- In a town where bars and clubs open and close about as fast as designer outfits change on the supermodels who frequent them, one iconic establishment has weathered the ravages of the trendy scene for nearly 30 years, staying true to its loyal, if not small, client base. But, even this bastion of salty sea-stories and camaraderie isn't immune to the realities of finance and profit margins. While the theme of the establishment hasn't changed, the way it does business had to for it to remain part of the Coast Guard landscape.

MIAMI -- , The Gator Den, located at Coast Guard Base Miami Beach, is the perfect gathering spot for that special celebration, training session or office morale event No matter what the occasion, the staff at the Gator Den is ready to serve you.
Coast Guard photograph by PA2 Jennifer Johnson.

For almost three decades, the Gator Den has been a part of many Coasties' memories of visits to and tours in South Florida. Located on the Coast Guard Base at Miami Beach, Fla., the Gator Den has served as a unique gathering place for Coasties and their guests, providing a relaxing tropical oasis with an incredible view of South Beach and the aquamarine waters of Biscayne Bay, all at a very reasonable price. But a shrinking customer base and changes in business practices of the Coast Guard's Morale, Well-being and Recreation activities have forced the management of the Gator Den to re-tool the club from a daily lounge to a special events facility.

"The Coast Guard has mandated that all Category C activities meet or exceed expenses," said Gayle Coyle, branch chief for Morale, Well-being and Recreation in the Integrated Support Command Miami and District Seven areas of responsibility. "We have to break even or make money; if you can't do that, then they want you to close. So, we have to be good stewards of our money management in order to keep these doors open."

According to Coyle, the revenue stream that funded Gator Den operations has changed dramatically. She said that historically, five of the top-10 Coast Guard exchanges in the country were within the district and operations like the Gator Den would reap the benefits. While the profitability of the exchanges hasn't changed that much, the way funds from those profits are distributed to MWR activities has changed.

Coyle said a Quality Action Team determined that revenue generated from all Coast Guard Exchange System activities would be put into a central account, and all MWR activities would be equally funded out of that pool of money, essentially leveling the playing field. While some MWR activities may see an increase in funding, the Gator Den, and others, is experiencing a decrease.

Rather than face closing the Gator Den altogether, Coyle developed a business plan to market the Gator Den as a special events facility. Coyle's plan calls for increased marketing to other federal agencies and their members within South Florida. The revenue generated by meetings and other events booked by these other authorized patrons will allow the Gator Den to be rented out by Coast Guard personnel. This way, according to Coyle, authorized patrons can still enjoy the facility for parties, retirement ceremonies, meetings, or receptions, while also enjoying a significant discount compared facilities on the civilian market.

"What we're trying to do is preserve the heritage, provide a benefit and keep this beautiful venue," said Coyle. "We're spending a lot of time, effort and money in making sure that we keep this place operational for our troops. I'm excited about the way we can do this, I really am. This is like a little slice of paradise here."

The décor of the Gator Den reflects this approach to business. The bar still boasts Coast Guard memorabilia and it retains a nautical feel, yet the rest of the facility is neutral enough to compliment most any event, even an elegant wedding reception. The Gator Den received a face lift over the course of the past three years that includes the new bar, tile floors and big screen televisions. The
MIAMI -- The Gator Den, located at the Coast Guard Integrated Support Command Miami, can host several types of functions including, staff meetings, holiday parties, birthday parties, receptions and sports events. Coast Guard photograph by PA2 Jennifer Johnson.
panoramic view of South Beach is best experienced with your favorite beverage while sitting under the oversized Tiki Hut.

In order to punch up business, Coyle is working with her staff to continuously improve the quality of the catering services offered by the Gator Den to achieve a level of excellence that will have people lining up to make reservations. Although judging by the reservations book, Coyle and her staff may have already met that objective.

Coyle recommends to anyone wanting to book a holiday party to call well in advance for best availability. Inquiries for rates and availability of the Gator Den can be made by calling 305-535-8772/4366 or 4564. Coyle also reminds patrons that the Gator Den will continue to host regular events like Monday night football and theme parties like the upcoming Halloween party. The Gator Den also features an alternative service for breakfast between 7 and 9 a.m. Monday through Friday.

While there is a sense of loss with the passing of daily pub service from the Gator Den, there is a greater sense of opportunity for the continued success of the Gator Den and the hope that this piece of local history remains open for many more years.

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