soca caribbean yacht charters

• Entrepreneurship

January 15, 2020

Black-Owned Yacht Charter Business Launched by HBCU Alum

Soca Caribbean Yacht Charters is a new boutique travel agency founded by a Hampton University and Howard Law School graduate Shelia Ruffin. Growing up on the eastern shore of Virginia, Ruffin always had an affinity for boats. Her grandfather was an avid boater and this allowed her the opportunity to spend her childhood on the water.

Ruffin eventually attended law school but failed to pass the bar on the first try. This led her to land a job on the island of St. Thomas where she decided to practice law. While there, Ruffin decided to become a certified travel associate, but she wanted to do more than just be a travel agent.

“I googled yacht agencies that were one-stop-shops, but I couldn’t find any,” Ruffin told Travel Noire . “This gave me an idea of what I could do. Plus, I couldn’t find any people of color within the industry. Therefore, I set out to start my own company.”

From there, Soca Caribbean Yacht Charters (SCYC) was born.

  View this post on Instagram   African American Yacht Exhibitor to Make Waves at U.S. Sailboat Show https://socayachtcharters.com/african-american-yacht-exhibitor-to-make-waves-at-u-s-sailboat-show/ #yacht #yachting #vacation #annapolisboatshow #annapolis #boating #blacktravelmovement A post shared by Soca Caribbean Yacht Charters (@socayachtcharters) on Oct 8, 2019 at 2:54am PDT

“We offer a door to dock-to-door service,” Ruffin said. “The minute you step out of your home, there is a luxury car waiting to take you to the airport. Once you arrive in your Caribbean destination, we provide transfers to the dock where you board your yacht. After your trip, we also provide all services in reverse.”

SCYC works with yacht companies in the Bahamas, Grenada, St. Lucia, the British Virgin Islands, St. Vincent and St. Martin. The company provides access to yachts featuring a private chef and captain.

  View this post on Instagram   A post shared by Soca Caribbean Yacht Charters (@socayachtcharters) on Nov 5, 2019 at 4:42am PST

“To be the anchor between the yacht industry and millennials and people of color is amazing,” Ruffin said. “It’s not easy. I’m entering into space where black women aren’t normally present. It’s an amazing feeling.”

SCYC also wants to encourage people of color to experience the high-end luxury yacht experience. Ruffin told the Miami Times , in 2018 black people “contributed $63 billion to America’s travel and tourism industry and Hispanic Americans contributed $56 billion.”

With that type of tourism purchasing power, this black-owned company looks to gain increased market share in the Caribbean.

• Black-owned
• Tourism industry
• Newsletter 1
• yacht charter
• hbcu alumni

I started a company to welcome more people of color into the predominantly-white yacht industry — here's how I built my business

• Sheila Ruffin is the founder of "all-inclusive" travel agency Soca Caribbean Yacht Charters .
• When she went to her first super-yacht trade show, she said she felt looked down upon as a Black woman.
• Here's how she defied the odds and got her business off the ground, as told to writer Jenny Powers.

This as-told-to essay is based on a conversation with Sheila Ruffin, the founder of Soca Caribbean Yacht Charters, a DC-based travel agency, about her career path. It has been edited for length and clarity.

Having been born and raised on Virginia's Eastern Shore peninsula, I was exposed at an early age to two things that would unknowingly shape my career: life on the water and travel planning.

My childhood was filled with water-related activities like fishing on the piers, crabbing with my uncles, and boating with my grandfather, affectionately known as "Big Rich."

Although Big Rich was an avid boater, he couldn't afford to buy a boat, so instead he made one using metal scraps, leftover pieces of wood, and even the top of an old car repurposed as the boat's base. We aptly christened his creation "The Car Boat" and happily cruised in it along the Chesapeake Bay.

When I was six, my mother recruited me to help her coordinate family vacations. I loved to sit in front of our Macintosh desktop and plan where the family would go, where we'd stay, and what we'd do on future trips. 

After college, I studied environmental law at Howard University School of Law. After completing my law degree, I moved to St. Thomas in 2012 to work as a coastal and maritime tourism attorney dealing with issues related to yacht marina construction, cruise port congestion, boating pollution, and public beach access.  

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Right away, I was struck by the obvious lack of representation of people of color within the yachting industry

From the captains and the crew to the tourists themselves, everyone was white. While people of color have enormous spending power, the yachting industry wasn't doing anything to attract them as prospective travelers. 

This didn't sit well with me and stuck with me for years, even after returning to the Washington, DC, area to continue my work as an attorney. In 2017, I enrolled in The Travel Institute's year-long certificate program to become certified in tourism and travel-services management.

This was my first step toward creating my own boutique travel agency specializing in all-inclusive yacht vacations. My mission was to be "all-inclusive" in terms of the clientele we cater to and the crew we employ. I wanted people to visit my website and see people that looked like them.

Armed with my certification, I applied for grants and business loans but came up empty-handed, so to launch my business I dipped into my savings, took out a $17,500 personal loan, and maxed out my credit cards to the tune of $8,500.

I first invested in a website developer and social-media strategist and focused on building the Soca brand.

In spring 2019, I booked a solo trip to Europe to attend my first super-yacht trade show

Excited to network, I boarded the bridge of the most beautiful superyacht I'd ever laid my eyes on. I rang the doorbell of the vessel and was greeted by a dubious attendant. When I told her I'd love to tour the yacht, she turned to me stone-faced and replied unapologetically, "This yacht is only for people who can afford it."

I stood there in complete shock, the wind knocked out of my sails. My excitement was replaced by sheer embarrassment, which caused me to scurry off as fast as my legs would take me. 

Looking around as I made my way to the exit, it hit me — not only was I the only Black attendee, I was also the only woman there and the only American as far as I could tell. 

Distraught, I headed back to my hotel room, where I called a sorority sister to rehash the incident. She gave me a much-needed pep talk, and after a good night's sleep I returned to the trade show the next morning with my head held high. I walked in with an attitude like I could afford any of the $150 million yachts in the place, and I toured them all with the exception of the one from the day before, as they'd already shown their true colors. 

When I returned home, I registered as an exhibitor at the US Sailboat Show that fall. There, I spread the word about Soca, made connections, and as the only Black-owned business of its kind, got a lot of media attention, which brought in interest from people looking to book yacht vacations. 

Our yacht vacations set sail from the Caribbean and are an intimate experience that only hosts your group

We offer door-to-dock service, meaning that we pick you and your guests up at home, whisk you off to the airport, and once you arrive in the Caribbean you'll board a private yacht complete with a captain and a chef.

We currently offer yacht vacations in The Bahamas, US and British Virgin Islands, Grenada, and St. Lucia with pricing around $6,000 per person for five nights and six days.

Soca was only open 14 months before COVID-19 hit, but we've managed to stay afloat by offering day charters in the DC area and collaborating with Miami yacht companies.

Most recently, we launched "Strangers on the Seas (SOS)-Couples Edition," which allows couples the opportunity to mix and mingle for an adventurous and social yacht charter on the Caribbean Sea. I'm confident that between the vaccines and our new offerings, we'll see an increase in business this year.

It's been a long time since my days alongside Big Rich in his car boat and sadly, he passed away in the '90s. Although he never had the chance to see what I've created with Soca Caribbean , I know he'd be awfully proud to see his little granddaughter all grown up and making waves in the yachting industry.

• Main content

This Black Woman Runs The Newest Luxury Yacht Charter Service

We spoke with Sheila Ruffin, Owner and Founder of Soca Caribbean Yacht Charters. This Black-Owned company provides luxury yacht charters. Her story here.

DeAnna Taylor • Oct 22, 2019

Updated Jan 19, 2022

As a young girl growing up on Virginia’s eastern shore, Sheila Ruffin came to love boats at an early age. Her grandfather was an avid boater so she spent a lot of her childhood around the water.

Once she was older, Sheila would go on to attend law school. After learning that she didn’t pass the bar exam the first time, it sent her into one of the darkest times of her life. But, there was a bright spot.

She ended up landing a job on the beautiful island of St. Thomas.

In addition to practicing law in St. Thomas, Sheila made the choice to also go to travel school to become a certified travel associate. Once she graduated, she wanted to find a niche area that allowed her to do more than become a travel agent.

“I googled yacht agencies that were one-stop-shops, but I couldn’t find any,” Sheila Ruffin, Owner and Creator of Soca Caribbean Yacht Charters told Travel Noire. “This gave me an idea of what I could do. Plus, I couldn’t find any people of color within the industry. Therefore, I set out to start my own company.”

Soca Caribbean Yacht Charters was born out of a love for boats plus a need for more Black presence in the industry. Ruffin added the soca aspect because during her time in St. Thomas the sound of the music helped to pull her out of her depression. She always vowed that whenever she did start a business, it would somehow pay homage to the culture that did so much for her.

“Being in St. Thomas and hearing Soca made me happy and more aware. It took my mind off of my troubles at the time. It gave me my life back.”

All of Ruffin’s charters are based in the Caribbean in destinations such as the Bahamas, St. Lucia, St. Maarteen, and the British Virgin Islands. They will soon expand into Grenada as well. She paired with another company that actually owns all of the yachts, and her company provides luxury experiences.

“We offer a door to dock to door service,” Ruffin explained. “The minute you step out of your home, there is a luxury car waiting to take you to the airport. Once you arrive in your Caribbean destination, we provide transfers to the dock where you board your yacht. After your trip, we also provide all services in reverse.”

There is a minimum of a 5 night, 6 day charter. During that time, Soca Yacht Charters provides an over the top luxury experience that includes your captain, personal gourmet chefs, bartenders, and more. You have the option to customize your experience any way you want, based on your needs and preferences.

Once onboard, you will primarily focus on the Caribbean destination that you docked from. That’s one of the main difference between yachting and cruising.

“We want the client to really experience the culture of that one destination.”

Ruffin is proud to introduce this company to the world. She is blazing the trail for Black women, and women in general, in an otherwise white-male dominated market. She wants to break barriers and help those in the yacht industry see that if they continue to overlook people of color, the industry will not survive.

“To be the anchor between the yacht industry and millennials and people of color is amazing,” Ruffin said. “It’s not easy. I’m entering into space where Black women aren’t normally present. It’s an amazing feeling.”

We asked Ruffin to give advice to others looking to break into an industry that may not be as diverse, here’s what she said:

“Pray and ask for clarity as far as a niche. The businesses that survive, are those that bring something different. As Nike says, “Just Do It.” Always keep your dreams close to you and protect them because the minute you voice it, you can’t take it back.”

To learn more about Soca Caribbean Yacht Charters, you can check out their website: www.socayachtcharters.com or find them on social media: @socayachtcharters .

Related: How A Chicago Native Created ‘Yacht Week East Africa’ For Black Travelers

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First mates: when sheila ruffin is on deck, she doesn’t need all hands.

Post by Janelle Cox - Published on 06/15/21 12:30 PM

Let’s get one thing straight from the top: Sheila Ruffin is “The Boss” on deck. In 2019, she founded Soca Caribbean Yacht Charters, a boutique travel agency coordinating “personalized, stress-free, all-inclusive yacht vacations” to tropical island destinations. It’s the first Black-owned business of its kind, and Sheila has made it her mission to “reshape the yacht charter industry’s perception of luxury travel and yacht enthusiasts.”

Born and raised on Virginia’s Eastern Shore in the Chesapeake Bay area, Sheila is no stranger to the boating community. She grew up around the water, frequenting the peninsula’s beaches, fishing, and crabbing with her uncles. 

“Where I grew up, everyone owned a boat,” Sheila said.

Her grandfather, Big Rich, was a boat constructor. At least that’s the running joke in her family. Big Rich once built a boat out of scrap metal laying around his backyard, including a car roof, which served as the underside of his vessel. Big Rich sailed his “car boat” in the Chesapeake Bay, so, one could say, Sheila inherited her entrepreneurship from him.

Sheila, a graduate of two HBCUs, Hampton University and Howard University School of Law, studied political science and environmental law. After she graduated from law school in 2011, she moved to St. Thomas, US Virgin Islands. She became familiar with yachting and the yacht charter industry through her work as an environmental attorney. Her role focused on examining issues relating to yacht marina construction, boating pollution, coastal zone management, port congestion, public beach access, and a variety of other modern environmental controversies.

Through her work and observation, Sheila noticed a sizable gap in the industry as the demographic she saw yacht charters cater to was white consumers. 

“I just didn’t see people of color who were chartering these beautiful, amazing yachts, so I always kept that in the back of my mind,” Sheila recalled.

But the idea to start a travel agency didn’t come until 2017 when she attempted to plan a yacht vacation experience for herself and a group of friends. 

“I’m extremely ‘boujee,’” Sheila said. “I was extremely stressed and frustrated because I had to plan everything.”

Sheila questioned why there wasn’t a one-stop shop in the yachting industry as she was the one stuck with securing ground transportation and passport information, determining the logistics of entering a particular island and planning excursions, sightseeing, and touring once there.

“I thought to myself, if this is supposed to be luxury, then why am I stressed? There should be someone to do all of this for me.”

From there, she enrolled back into school and took courses at a travel institute to become a certified travel associate. Then, in January of 2019, she officially launched Soca Caribbean Yacht Charters.

Running a business that’s the first of its kind already comes with a good amount of pressure. However, Sheila is doing so as a black woman and a millennial in an industry whose target demographic is traditionally opposite of which boxes she checks. It’s an added layer of adversity, but she offers the following advice to fellow entrepreneurs working under similar circumstance: 

“Number one, be confident. You’re going to have instances where people doubt you. It may even be your family or your friends, but somebody is going to challenge you. Take a moment because it will sting but come back and be the greatest person you can in your industry. In my instance, if you look around the room, the ‘yachting industry,’ there’s no one that looks like me doing what I do. I can’t come into that arena with my head held down, tip-toeing around the yacht shows like I’m afraid. I walk in there like I own every yacht, and when I do that, I get noticed.”

“Number two, know your stuff. I get a lot of respect because I grew up around the water with my grandfather boating, crabbing, and fishing, and I’m an environmental attorney. If you don’t have that background in your industry, you better know your stuff. If that means taking online classes or finding a mentor, do whatever it takes.”

“Thirdly, know business. I didn’t have a background in business and consequently entrepreneurship, so I took a course because it’s important to know both the industry and business.”

There have been instances, both good and bad, that remind Sheila of her influence and fuel her desire and determination to succeed. For example, she’s received phone calls and emails from strangers who her journey has inspired. One admirer even wrote Sheila a letter while in prison to share their dream of starting a company once released because of her impact.

“It’s a blessing to be groundbreaking and to break barriers. It is difficult, but it’s also humbling.”

Contrarily, the feedback Sheila receives is not always positive. During one boat show in Europe, while networking and touring some of the superyachts, she was met with someone who didn’t believe she belonged.

“An individual looked at me and said, ‘This yacht is only for people who can afford it.’” 

Though this person’s actions were hurtful and appalling, Sheila takes it all in stride because she realizes what’s at stake. Besides potentially letting down her supporters and proving her opponents correct, Sheila is all in financially. She’s remained an attorney to help fund her business as a result of the global pandemic. Unfortunately, once the pandemic began and travel ceased, it directly affected her revenue, and Sheila was left having to fund her passion.

“It’s difficult because I don’t want to fail, but you can’t just give up because you have so many people that are looking to you because they want to start their own company,” Sheila said. “You have to continue. There are other people in the community they can look up to, but they’re looking at me right now. I have to keep going and figure it out.”

For Sheila, having a business in the yachting industry has not been smooth sailing. She finds herself having to simultaneously educate both the industry, which she believes is overlooking a potentially billion-dollar demographic, and communities of color, who have the money but don’t look at yachting as a viable vacation option.

“I’m telling people of color you now have an alternative to cruises you may not know about.” 

Sheila wagers her trademarked “door to dock to door” services you’ll receive when you book with Soca Caribbean Yacht Charters. She believes it will provide a better experience than cruises and other yacht charter companies.

She explained, when you book with Soca Caribbean Yacht Charters, the minute you leave your home, you’ll have a black car service come to pick you up–no need to worry about Uber, Lyft, or airport shuttles. Once you’ve reached a Caribbean destination, they’ll have ground transportation to come to pick you up and take you to your yacht’s marina. You can expect an “amazing, fun, relaxing, stress-free,” six-day vacation that includes your yacht crew, gourmet cuisine, premium liquor, water sports, sightseeing, and tours customized to your liking. Then everything is provided in reverse. You’ll have ground transportation to pick you up from the marina and take you back to the airport. That same black car service from your departure will pick you up once you’ve landed and take you home.

“When I planned my yacht vacation, I was stressed because I had to do it all. That’s where my ‘door to dock to door’ services come into play,” Sheila explained. “Expect a stress-free, seamless process. Enjoy the yacht with a mai tai in hand, and let us carry the burden of planning a vacation.”

Want to see more of the Soca Yacht Caribbean Charters? Visit their website and follow @socayachtcharters  on Instagram and Facebook .

Quotes have been edited for clarity. Stay up to date with our First Mates series and more on our blog and join the conversation on  Facebook , Twitter , and  Instagram .

What's your story? We’re on a mission to highlight the boating world’s entrepreneurs, small businesses, community organizations, and solo initiatives – drop us a line here to get the ball rolling. 

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New England

• Yacht Type: Sailing Monohulls
• Charter Type: Bareboat Charters

Destination

Marina location, weekly rates.

• High Season: $ 5,943.00
• Low Season: $ 4,403.00
• Start Time: Noon
• End Time: Noon

Rate Details

The charter fee is for the rental of the yacht and does not include the mandatory extras.

Mandatory Extras: Yacht and dinghy insurance $70/night Cruising tax $4 person/night Park permit $25 for 1-4 people + $10 each 1-2 additional people Cell phone $20 Pay for fuel used

Optional Extras: Sleep Aboard $75/person (based on availability, $200 minimum) Skipper fee $225/day plus meals & gratuity

Soca Sleigh Bareboat Charter in British Virgin Islands

Special: last minute 20% savings, book by 10/31/2024.

$ 629.00

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• Yacht Details

Special Offers

• Reviews (0)
• Yacht Name: Soca Sleigh
• Manufacturer: Jeanneau
• Model: Sun Odyssey 380
• Yacht Age: 2024
• Yacht Length (Feet): 38.5
• Beam (Feet): 12' 4"
• Draft (Feet):
• Type of Main Sail: Roller Furling
• Engine(s): Yanmar 40 HP
• Bow Thruster: No
• Fuel Capacity: 34 gallons
• Water Capacity: 87 gallons
• License Required: No
• Check Out Skipper: Optional For a Fee
• Max Passengers: 4
• Electric Heads: 2
• Total Showers: 2
• Double Cabins: 2
• Convertible Salon: No
• Yacht Layout

Electronics

• WiFi: Wifi router available for rental upon check-in. Fees range from $45-$350 based on charter dates. Unlimited data up to 10 devices.
• GPS / Chartplotter
• Depth Sounder
• Stereo: Fusion radio and speakers in cockpit and salon

110V Inverter to charge devices + 12V

• Fully Equipped Galley
• Water Maker
• Toaster: Yes
• Coffee Maker: Stove Top Perculator
• BBQ Grill: Charcoal

Standard Items

• PFDs & Safety Equipment
• Navigation Charts & Manual Tools
• Linens and towels: All linens and towels (1 beach towel per person included)
• Basic Cleaning Supplies: Complimentary Starter Kit: Dish liquid, bath soap, roll paper towels, roll toilet tissue / head, handiwipes, 2 trash bags, salt & pepper, bag of ice, antibacterial spray, OFF insect repellent, bottle of rum, coke and spring water
• Basic Tool Kit
• First Aid Kit
• Air Conditioning: No
• Generator: No

Water Toys / Entertainment

• Dinghy: 10' or 12'
• Outboard: 15 HP
• Snorkeling gear: Not Included, Rent or Bring Your Own
• Stand Up Paddle Board: Rent in Advance
• Floats: Rent in Advance

Scuba & Fishing

Last minute 20% savings.

20% off all new 7 night bookings on all BVI vessels (no black out dates) sailing through October 31, 2024. Cannot be combined with other offers. New bookings only.

10 nights for the price of 7!

Select vessels in BVI can book 10-night charter for the price of 7 nights from August to October, 2024! Cannot be combined with other offers. New bookings only.

Repeat Charter Discount

Book by 12/31/2025, repeat horizon yacht charters’ clients save 10%.

7 night minimum. Not combinable with other specials.

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Cancellation Policy

$200 cancellation insurance allows more flexibility for canceling (details on charter agreement). Otherwise, no refund for cancellations.

Cancellation Insurance $200 – Purchase with your deposit: – until 91 days, full refund less $500 fee – 90 days or less, full refund less $500 only if Horizon can resell the charter period.

Minimum # of Nights

Payment schedule.

Confirmation Deposit: 50% of Charter Fee Due 90 Days Prior to Charter Start: Balance of the Charter Fee Pay Upon Arrival: Mandatory Extra Fees

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Terms and conditions, charter experts, llc terms & conditions.

PLEASE READ THESE TERMS AND CONDITIONS (“ Terms ”) CAREFULLY AS THEY CONTAIN IMPORTANT INFORMATION REGARDING YOUR LEGAL RIGHTS, REMEDIES AND OBLIGATIONS AS WELL AS A SECTION GOVERNING THE JURISDICTION AND VENUE OF DISPUTES. THESE TERMS ALSO CONTAIN A LEGALLY BINDING RELEASE, WAIVER OF LIABILITY, AND ASSUMPTION OF RISK. By creating a username, a login, clicking submit, using the services of Charter Experts, LLC d/b/a Virgin Island Sailing® (“ Broker ) or by accessing Broker’s website, you agree that you have read, and acknowledge your acceptance of these Terms. The Terms are subject to change at any time without notice at Broker’s sole discretion. Additionally, any transaction for which you have made payment shall be governed by the form of Terms in effect at the time of such payment notwithstanding any subsequent changes hereto.

If you are obtaining a quote, information, booking travel for and/or securing or procuring a Charter (as that term is defined in Section 1 below) for more than just yourself, all references below to “Charterer” or “you” (and derivations thereof) shall be read to mean you on behalf of yourself and each individual within your group for whom you are obtaining a quote, information, booking travel for and/or securing or procuring Charter.

These Terms shall be read together and construed, to the fullest extent possible, to be in concert with any other agreement by or among Broker and Charterer. To the extent they cannot be so construed, then in the event of any direct conflict between these Terms and any other agreement by or among Broker and Charterer (including but not limited to the agreement executed by Charterer for a Charter Reservation (as that term is defined in Section 1 below), these Terms shall prevail.

• Prepaid Charter Reservations . Typically, Broker negotiates charter rates in advance with the yacht owner or charter company (“ Charter Provider ”) to obtain cost-effective rates, and facilitate reservations and availability for yacht charters, excursions and travel (the “ Charter ”). Broker also provides services to you by facilitating the booking of reservations for consideration and receives a commission from the Charter Provider (the “ Broker Fee ”). The Broker Fee is included in the pre-negotiated Charter rate provided to you, plus taxes and other fees where applicable. You agree that your payment is for the total amount set forth in the applicable Charter agreement (which Charter Provider may refer to as a Charter Contract, Charter Agreement, Booking Terms & Conditions, Instructions and Terms for Accommodations, as well as other derivations) provided to you by Broker (“ Charter Agreement ”). Upon execution of the Charter Agreement and receipt of the applicable deposit, you will have made a reservation for the Charter that authorizes Broker to facilitate the Charter on your behalf (“Charter Reservation”), including making payment arrangements with the Charter Provider. You further agree that Broker is a third-party beneficiary to the Charter Agreement and shall have the right to enforce such agreement to the extent it deems such enforcement necessary or advisable to protect its rights hereunder or under the Charter Agreement.

  Broker retains the Broker Fee as compensation in arranging your Charter Reservation. The Broker Fee varies based on the amount and type of Charter and/or services provided by Broker.  By making a Charter Reservation, you accept and agree to the relevant cancellation and no-show policy of the Charter Provider set forth in the Charter Agreement. Cancellation and no-show policies vary for each Charter. Carefully read the Charter Agreement and additional information provided to you by Broker. It is expressly agreed by Charterer that the Broker Fee is earned at the time the Charter Reservation is made. Late payment, wrong credit card or debit card details, invalid credit or debit cards, or insufficient funds are for your own risk and account, and you will not be entitled to any refund of any prepaid amount unless the Charter Provider expressly agrees otherwise under the Charter Agreement or in some other signed writing.

• Charter Rules and Restrictions . Additional terms and agreements will apply to your Charter Reservation and any purchase or rental of equipment or other items, supplies, provisions and travel you may select. Please read those additional terms carefully. In particular, if you have purchased airfare, please ensure that you read the full terms and conditions of carriage issued by the supplier. You agree to abide by the terms of purchase imposed by any supplier with whom you elect to deal, including but not limited to payment of all amounts when due and compliance with the supplier’s rules and restrictions regarding availability, charges, fares, and use of products and services.
• Payment . All payments must be made by personal check, bank/wire transfer, ACH payment and/or with a major credit card unless otherwise expressly stated. The total price for the Charter Reservation will be billed in U.S. Dollars unless otherwise stated. Some banks and credit card companies impose fees for international transactions. If you are making a reservation from outside of the United States on a US credit card, your bank may convert the payment amount to your local currency and charge you a conversion fee. This means the amount listed on your credit or bank card statement may be in your local currency and therefore a different figure than the amount provided by Broker for the Charter Reservation. In addition, a foreign transaction fee may be assessed if the financial institution that issued your credit card is located outside of the United States. Booking international travel may be considered to be an international transaction by the financial institution or card company. The currency exchange rate and foreign transaction fee is determined solely by your financial institution on the day that it processes the transaction. If you have any questions about these fees or the exchange rate applied to your booking, please contact your financial institution. Broker shall not be liable to you for any such service, conversion, or exchange fee.

  Broker expressly reserves the right to cancel your Charter Reservation if full payment is not timely received as set forth in the Charter Agreement.

• Cancellation and Rescheduling . You may cancel or change your Charter Reservation as set forth in the Charter Agreement by and among you, the Charter Provider and/or Broker. Please note that some Charter Providers do not permit changes to or cancellation of reservations after they are made, or after a certain date, as indicated in the Charter Agreement. You agree to abide by the terms of the Charter Agreement with respect to your Charter Reservation. Broker will not be responsible for reimbursing Charterer for any previously tendered deposits or payments by Charterer and disclaims all liability for the failure of a Charter Provider to refund or return any such funds.
• Credit Card Transactions and Chargebacks . If for any reason, any Charter Provider is unable to provide the Charter, or any part thereof, for which you have contracted, your remedy lies against the Charter Provider, and not against Broker. However, Broker will use reasonable efforts to assist you and Charter Provider in reaching a resolution to a dispute between you and the Charter Provider. In the event that your payment has already been transferred from Broker to Charter Provider or to an escrow account, you agree that you will not seek a chargeback against Broker for such amounts transferred. You further agree to indemnify and hold Broker harmless from and against any liability, loss, damage or expense (including without limitation, reasonable attorneys’ fees) that Broker may incur in connection with chargebacks against Broker or under the Charter Agreement and your performance thereunder. If Broker incurs any costs, including but not limited to attorneys’ fees, to recover any payments charged back by your credit card company or other financial institution, you agree that you will be liable for these costs. If your payment is declined for any reason, you agree to settle any amounts owed to Broker via money order, cashier’s check, personal check or bank/ACH transfer immediately.
• Broker Responsibility . Broker makes arrangements with the Charter Provider. Broker additionally makes additional arrangements with other suppliers for the various components and other services that comprise your Charter (“Charter Suppliers”). Broker is not an agent of these Charter Providers or the Charter Suppliers (and the Charter Providers and Charter Suppliers are not agents of Broker). Broker expressly disclaims any liability for the actions or omissions of the Charter Provider and the Charter Suppliers. The Charter Providers and the Charter Suppliers reserve the right to refuse service to you at their sole discretion. Broker assumes no liability for the acts of the Charter Provider or the Charter Suppliers in refusing service. Broker is not responsible for schedule changes and does not offer compensation for those changes. Broker is not responsible under any circumstances for any injury or damages you may suffer, in connection with sea, air or ground transportation, hotel accommodations, or other travel or excursion services arranged by Broker.

  You understand Broker is not the source or supplier of the Charter or other travel services you requested and acts solely as a broker for the Charter Provider and the Charter Suppliers. You agree that the Charter Provider and Charter Suppliers whose names appear in the information supplied to you are those who are solely responsible for providing the Charter you purchase. You consent to and request the use of the Charter Provider and the Charter Suppliers and agree to not hold Broker responsible should any of them: (i) fail to provide the Charter or travel services you purchased, whether or not such services are listed in the Charter Agreement or otherwise, (ii) fail to comply with any applicable law, or (iii) engage in any negligent act or omission that causes you any sort of injury, damage, delay or inconvenience.

By using Broker’s services, you waive and release any claim against Broker, its affiliated and subsidiary companies, and their respective officers, directors, employees, contractors, and agents, arising out of or in connection with any loss of or damage to property or injury to any person caused by reason of (i) any defect, negligence, or other wrongful act or omission, or any failure of performance of any kind, by any Charter Provider, Charter Suppliers, or any other provider of sea, airline, hotel, ground transportation or any other travel provider connected to or otherwise associated with the Charter, (ii) any claim for inconvenience, loss of enjoyment, mental distress or other similar claim, (iii) any delayed departure, missed connection, substitute accommodation, termination of service or change in fares or rates, and (iv) overbooking, flight or other travel cancellation, lost or misconnected personal property, or any claim arising out of the air transportation portion of your travel, and (v) or any other claim arising out of or otherwise related to the Charter Agreement or services provided by the Charter Provider and the Charter Suppliers.

Excepting only liability that directly arises from the gross negligence or willful misconduct of Broker, you will not hold Broker responsible for any injury, damage or loss you may suffer while on a Charter, whether incurred on the Charter or in connection with any other rental, purchase, excursion or activity, regardless of the relationship of any of the foregoing with the Charter Provider or the Charter Suppliers.

• Your Responsibility . By booking a Charter with Broker, you agree to defend and indemnify and hold harmless Broker, Charter Provider, Charter Suppliers, and each of their respective officers, directors, employees and agents, from and against any and all claims, causes of action, demands, recoveries, losses, damages, fines, penalties or other costs or expenses of any kind or nature, including but not limited to reasonable legal fees, arising out of or in connection with: (i) your breach of these Terms or the documents referenced herein; (ii) your violation of any law or rights of a third party; or (iii) your use of the Broker website.

You will review your Charter Agreement and travel documents for accuracy upon receipt. You understand that it is your responsibility to review the accuracy of all details in the Charter Reservation provided to you, and that you may contact Broker if you have any questions.

You assume full and complete responsibility for checking and verifying any and all passport, visa, vaccination, or other entry requirements of your destination(s), and all conditions regarding health, safety, security, political stability, and labor or civil unrest at such destination(s).

You understand that Broker recommends purchasing travel insurance to cover certain risks inherent in travel such as supplier bankruptcy and the inability to travel due to a medical or personal emergency.

• No Warranties . All Charters, products, services, advice and information is provided on an “as is” and “as available” basis without warranties of any kind, either expressed or implied to the fullest extent permitted under the law, including but not limited to, warranties of title or implied warranties of merchantability, satisfactory quality or fitness for a particular purpose. Without limiting the above, no warranty or guarantee is made (i) regarding the acceptance of any reservation request or Charter Reservation; (ii) regarding the availability of Charters, or any other product and/or services through Broker; (iii) that the use of Broker’s website will be error-free; or (iv) regarding the completeness, accuracy, reliability or quality of any information, content, data, service, advice or merchandise provided by Broker or through Broker’s website.

Broker has no special knowledge regarding the Charter Provider’s or Charter Supplier’s financial condition, unsafe conditions, health hazards, weather hazards, or climate extremes at locations to which you may travel during or otherwise in connection with your Charter.

• Limitation on Liability . In no event shall Broker, Charter Provider, Charter Suppliers, and/or their respective affiliates, or any employees, agents, officers, directors, members or managers of any of the foregoing (“Broker and Charter Releasees”), be liable for any direct, indirect, punitive, incidental, special or consequential damages arising out of, or in any way connected with, your access to, display of or use the Broker’s website, the Charter or services provided to you in connection with the Charter (including, but not limited to, your reliance upon opinions of the Broker), whether based on a theory of negligence, contract, tort, strict liability, consumer protection statutes, or otherwise, and even if Broker and/or any other of the Broker and Charter Releasees have been advised of the possibility of such damages.

If, despite the limitation above, Broker or the Broker and Charter Releasees are found liable for any loss or damage which arises out of or in any way connected with any of the occurrences described above, then Broker, Charter Provider, Charter Supplier and the Broker and Charter Releasees will in no event exceed, in the aggregate, the greater of (a) the Broker Fee, and (b) One-Hundred Dollars (US $100.00).

The foregoing limitation of liability reflects the allocation of risk between the parties. The limitations specified in this section will survive and apply even if any limited remedy specified in these Terms is found to have failed of its essential purpose. The limitations of liability provided in these Terms inure to the benefit of Broker and/or its providers.

The foregoing does not affect any liability which cannot be excluded or limited under applicable law.

• Limitation on Time to File Claims . ANY CAUSE OF ACTION OR CLAIM YOU MAY HAVE ARISING OUT OF RELATING TO BROKER’S SERVICES OR THE WEBSITE MUST BE COMMENCED WITHIN ONE (1) YEAR AFTER THE CAUSE OF ACTION ACCRUES, OTHERWISE, SUCH CAUSE OF ACTION OR CLAIM IS PERMANENTLY BARRED.
• Waiver . No waiver by Broker of any term or condition set forth in these Terms shall be deemed a further or continuing waiver of such term or condition or a waiver of any other term or condition, and any failure of the Broker to assert a right or provision under these Terms shall not constitute a waiver of such right or provision.
• Severability . If any provision of these Terms is held by a court or other tribunal of competent jurisdiction to be invalid, illegal or unenforceable for any reason, such provision shall be eliminated or limited to the minimum extent such that the remaining provisions of the Terms will continue in full force and effect.
• Governing Law and Mandatory Venue . The laws of the State of Florida govern the rights and obligations of the parties to this Agreement and the interpretation, construction and enforceability thereof. You agree that any action or proceeding initiated by Charterer against Broker shall be brought solely in the federal and state courts of Hillsborough County, Florida, and you submit to the jurisdiction of those courts and waive any objections to the exercise of personal jurisdiction over you by those courts. In the event any action or proceeding is initiated by Charterer in a court outside of Hillsborough County, Florida, Charterer agrees to pay Broker’s costs and reasonable attorneys’ fees associated with defending such action or proceeding and waives any and all defenses to the transfer of said action or proceeding, whether jurisdictional or otherwise, to a federal or state court in Hillsborough County, Florida.

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Soca Caribbean Yacht Charters is a new boutique travel agency founded by a Hampton University and Howard Law School graduate Shelia Ruffin. Growing up on the eastern shore of Virginia, Ruffin always had an affinity for boats. Her grandfather was an avid boater and this allowed her the opportunity to spend her childhood on the water.

Ruffin eventually attended law school but failed to pass the bar on the first try. This led her to land a job on the island of St. Thomas where she decided to practice law. While there, Ruffin decided to become a certified travel associate, but she wanted to do more than just be a travel agent.

“I googled yacht agencies that were one-stop-shops, but I couldn’t find any,” Ruffin told Travel Noire. “This gave me an idea of what I could do. Plus, I couldn’t find any people of color within the industry. Therefore, I set out to start my own company.”

From there, Soca Caribbean Yacht Charters (SCYC) was born.

“We offer a door to dock-to-door service,” Ruffin said. “The minute you step out of your home, there is a luxury car waiting to take you to the airport. Once you arrive in your Caribbean destination, we provide transfers to the dock where you board your yacht. After your trip, we also provide all services in reverse.”

SCYC works with yacht companies in the Bahamas, Grenada, St. Lucia, the British Virgin Islands, St. Vincent and St. Martin. The company provides access to yachts featuring a private chef and captain.

“To be the anchor between the yacht industry and millennials and people of color is amazing,” Ruffin said. “It’s not easy. I’m entering into space where black women aren’t normally present. It’s an amazing feeling.”

SCYC also wants to encourage people of color to experience the high-end luxury yacht experience. Ruffin told the Miami Times, in 2018 black people “contributed $63 billion to America’s travel and tourism industry and Hispanic Americans contributed $56 billion.”

With that type of tourism purchasing power, this black-owned company looks to gain increased market share in the Caribbean.

This post was written by Justin Barton, a writer at  Black Enterprise , where it was  originally  published. It is published here with permission.

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A Beginner’s Guide to Chartering a Yacht

With the pandemic driving a boom in superyacht charters , more and more people are taking to the water for their first yachting experience. But while some superyachts can cost more than a million a week to charter, you don’t need to outlay seven figures for your own yachting vacation.

Wondering what else you need to know before stepping on board for the very first time? We’ve turned to experts in the yachting industry for their insider intel on how to charter a yacht like a pro—from how much it will run you, to where to go, and well beyond. Read on.

Do I need a charter broker, and how do I find one?

It’s a charter broker’s job to match you with the right yacht and crew—and then take the lead in planning the entire experience. Professional bodies such as MYBA The Worldwide Yachting Association act as a database of industry-recognized professionals. But the best source for finding a charter broker is often your own network. “Building up a relationship with a charter broker is very important,” says Jacqui Lockhart, a Monaco-based broker at Camper & Nicholsons International . “If possible, look for a recommendation from a friend.”

Once you’ve found the right broker, communication with them will be key. “Take the time to be as detailed with your preferences, such as dietary requirements, likes and dislikes, and preferred activities, as possible,” says London-based broker Charles Crane of Edmiston . “This will give us and the crew the best information to make the charter a success and tailored to perfection.”

How much should I be prepared to spend?

“The entry point is around $40,000 for a week on a yacht 82-feet upwards that can sleep six people," says Lockhart. What can take first time charterers by surprise is that this isn’t an all-inclusive figure. “The charter fee covers the hire, the crew, the insurance—everything that’s linked to the yacht,” Lockhart continues. Anything specifically for the client is extra—including food and beverages, fuel, and dockage. As a rule of thumb, budget for an extra 30 percent on top of the baseline charter figure for these extras, which goes into a fund known as the Advanced Provisioning Allowance (APA). At the end of the charter, it is also customary to tip the crew; between 10 and 20 percent of the charter fee is a guideline figure. There may also be Value Added Tax (VAT) to pay on the charter rate, depending on the country of embarkation.

At the smaller end of the charter fleet, more opportunity exists for single-cabin bookings rather than whole yacht charters. This year in the Caribbean , Sheila Ruffin of Soca Yacht Charters has launched a “Stranger on the Seas” package. Prices start at around $6,000 per person—all-inclusive—on catamarans between 48 and 60 feet. “This allows couples the opportunity to mix and mingle with other couples for an adventurous and social yacht charter on the Caribbean Sea,” says Ruffin.

What destinations are best suited to first-time charterers?

“For first-timers, I wouldn’t recommend a remote destination,” says Captain Kelly Gordon of Freddy , a 106-foot charter yacht based out of the Bahamas . “When it’s hard to get to, that eats up some of your valuable time and can also take some of the fun out of it.”

While yachts are heading towards unchartered waters such as Antarctica with increasing frequency, cruising grounds in the Mediterranean and the Caribbean are classic destinations for a reason. “For the first-time charterer in these locations, there will be more yacht options to choose from, proven cruising grounds with known and safe anchorages, well-connected and easy access hubs to ensure smooth passage to embark and disembark the vessel as well as the ability to source most provisions that guests may want,” says Crane.

The key ingredient? The crew.

Although much of the focus is on securing the right yacht, the secret to the success of a charter is its crew. “Put simply, the crew make the difference between a good charter yacht and a bad one,” says Crane. Today’s crew are increasingly versatile. “They may also be a diving or yoga instructor, personal trainer, fisherman, or sommelier,” he continues.

The crew also knows your cruising area better than anyone else. “Be sure to pick their brain on fun things to do. They often love the opportunity to come up with fun activities and games, whether for kids or adults,” says Lotte Barker-Hahlo, a London-based charter broker at Burgess .

The level of hospitality from crew on most yachts often convert first-time charters into repeat customers. “The attention to detail from the crew is unsurpassed by any other luxury holiday,” says Barker-Hahlo. “From the unpacking of your suitcase to being offered a drink before you’ve even realized you’re thirsty, it’s 24-hour care and service.”

Gordon says that much of the feedback she receives at the end of a first-time charter is why didn’t we do this earlier? “People are always surprised at how we take the time to get to know their needs before they have even arrived. We really do study those preference sheets!”

Think carefully about who else you want on board

Another important factor to a successful yacht vacation? Your fellow travelers. This is a specific type of vacation, which should narrow your list of invitees. “Strongly consider who you vacation with when chartering a yacht,” urges Ruffin. “Unlike other vacation options, yachts are very intimate and exclusive. Choose to share your water adventure with those you like and will enjoy on the water for a week or more.” Maybe, even for veteran yachties, that's the sagest advice of all.

This HBCU Alumni Introduces Yacht Life To Diverse Markets

Source: Courtesy of Sheila Ruffin / Sheila Ruffin

Expanding opportunities for Black people in traditionally white spaces has never been an easy endeavor. The unspoken rules and politics of these spaces have led to an extreme lack of diversity, especially in places that many deem to be affluent.

The yachting industry is no exception to this. But for Sheila Ruffin, “The Boss” of Soca Caribbean Yacht Charters , she’s taking on the challenge of expanding the yachting industry to more diverse audiences. 

“I wanted to create Soca Caribbean Yacht Charters to expand the yachting industry to persons of color as well as millennials,” said Ruffin in an exclusive with MADAMENOIRE . She is eradicating the preconceived notions of how Black people are viewed in this high-end industry. According to Ruffin, African Americans and Hispanic Americans contributed 222 billion to the travel market in 2019. 

“I keep on telling the yachting industry that people of color have the money not only because the research says it but because I am around these people,” Ruffin continued.

Ruffin is a graduate of both Hampton University and Howard Law School and she believes her ties to historical Black colleges and universities have contributed to her success as the boss of Soca Caribbean Yacht Charters. She admits that Hampton has her heart but also appreciates Howard Law for the qualities that the school instilled in her. 

“In the yachting industry, I am surrounded by established white men. So I have to constantly walk in the room or on the yacht, or at the yacht shows like I belong and I do that because of my HBCU experience,” said Ruffin.  “When you have the history of the alums when you have the backing of your family members from Hampton and Howard Law to support you and tell you that you can do it, It’s just the spirit of it all that makes me continue to be a unicorn in an industry that is not as open to diversity.”

Ruffin knows firsthand what the impact of an HBCU education can do not only for the careers of young students but for their growth as people. 

“I know at HBCUs you get those kinds of family discussions. Advice that you didn’t think you would learn in college,” said Ruffin. Hampton and Howard Law has instilled in me a confidence that I’m not sure I would have received anywhere else…Both of them have had an imprint on my life and they continue to have an imprint.”

These qualities have helped Ruffin continue to succeed as the boss of her yacht business after challenging times in the pandemic . The business has been forced to pivot in multiple ways in order to continue to serve the public. 

“People are afraid to travel, especially when you have had loved ones who have passed away from COVID or gotten severely sick from COVID,” Ruffin stated. “People’s Mindsets are very fearful and I cannot try to convince people who have gone through that trauma.”

Soca Caribbean Yacht Charters started offering day charters to places like Miami, St. Lucia and Jamaica. They also focused on branding that they are a more intimate and safer cruising alternative while customizing each experience to their customer. 

Despite the challenges that have arisen. Ruffin is establishing herself as a Black entrepreneur in a unique field and making sure that she’s given her respect. 

“I push myself even further as an entrepreneur, I think outside the box even more, I’m more creative. I find myself having to pivot more,” 

“I need people to realize who you are dealing with. I’m not just this Black girl in the white industry. I’m an attorney so don’t try me,” Ruffin stated. “You gotta kind of be a shark when you’re in an industry where you’re extremely underrepresented to be able to stand your ground.”

Soca Caribbean Yacht Charters wants to expand its reach soon and partner with hotels. As for Ruffin herself, she wants to start a nonprofit for youth to learn about boating, sailing, environmental law and anything else dealing with marine life. Maybe these experiences will help open the door to more Black entrepreneurs in her industry . 

“I see myself being the boss of that company, and having yacht summer camps and having little girls who are bougie like me getting their nails done on a yacht,” said Ruffin. “That to me would be amazing.”

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Black Owned Yacht -Owned Yacht Charter Business Launched By HBCU Alum

by Justin Barton

Soca Caribbean Yacht Charters is a new boutique travel agency founded by a  Hampton University  and Howard Law School graduate Shelia Ruffin. Growing up on the eastern shore of Virginia, Ruffin always had an affinity for boats. Her grandfather was an avid boater and this allowed her the opportunity to spend her childhood on the water.

Ruffin eventually attended law school but failed to pass the bar on the first try. This led her to land a job on the island of St. Thomas where she decided to practice law. While there, Ruffin decided to become a certified travel associate, but she wanted to do more than just be a travel agent.

“I googled yacht agencies that were one-stop-shops, but I couldn’t find any,” Ruffin told  Travel Noire . “This gave me an idea of what I could do. Plus, I couldn’t find any people of color within the industry. Therefore, I set out to start my own company.”

From there, Soca Caribbean Yacht Charters (SCYC) was born.

“We offer a door to dock-to-door service,” Ruffin said. “The minute you step out of your home, there is a luxury car waiting to take you to the airport. Once you arrive in your Caribbean destination, we provide transfers to the dock where you board your yacht. After your trip, we also provide all services in reverse.”

SCYC works with yacht companies in the Bahamas, Grenada, St. Lucia, the British Virgin Islands, St. Vincent and St. Martin. The company provides access to yachts featuring a private chef and captain.

“To be the anchor between the yacht industry and millennials and people of color is amazing,” Ruffin said. “It’s not easy. I’m entering into space where black women aren’t normally present. It’s an amazing feeling.”

SCYC also wants to encourage people of color to experience the high-end luxury yacht experience. Ruffin told the  Miami Times , in 2018 black people “contributed $63 billion to America’s travel and tourism industry and Hispanic Americans contributed $56 billion.”

With that type of tourism purchasing power, this  black-owned company  looks to gain increased market share in the Caribbean.

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