High insurance and maintenance costs and few visitors have led the USS Potomoc into financial trouble. Nor is it likely that its current business model will lead it into clear waters. With no particularly special relationship between the Bay Area and the Roosevelt administration, the premium paid for the historic San Francisco Bay cruise is unjustified, a normal cruise around the Bay costs at least $10 less . In light of these facts, the USS Potomoc's best option may be to permanently dock in order to cut costs.
Once permanently docked, it may remain open as a historical exhibit and an educational resource. With support from the Port of Oakland, the USS Potomoc should focus on its educational program, offering tours that will "teach students about the New Deal, the Great Depression, and the origins of World War II aboard a ship that played a significant role in major events of the era." Other value adding services, e.g. offering lunch, should be temporarily disregarded until the Potomoc assures the public of its commitment to a high standard of educating students. .
The area surrounding this historical site contains very little of anything related to the Potomoc or the Roosevelt administration. Thus, it is unlikely that many will travel far to visit this attraction. By limiting the target market to local schools and those interested in history, or more specifically the Roosevelt era, promotion costs can be reduced. When a school plans a field trip, it must choose between sites of educational interest - personal selling becomes vital in convincing the school of the educational value of visiting the USS Potomoc. Promoting to others can be achieved through advertisements in history related publications and a reliance on coverage and reviews from leisure activity guides.
If the target market must be limited locally, relocating the ship to a more attractive location must be considered.
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