Business Spotlight: White Rock Outboard Marine & Recreation

The Long Haul: How a Gorham Boat Shop grew into something bigger without losing what mattered

In 1969, George Gherardi returned home from Vietnam with a skill few veterans possessed: he knew how to keep outboard motors running under pressure. During the war, the Army recognized his mechanical aptitude early and assigned him to maintain the engines powering river patrol boats navigating Vietnam’s inland waterways. These were critical missions in difficult and dangerous conditions. When motors failed, missions failed, and the experience sharpened Gherardi’s abilities in ways no classroom could.

Top, White Rock Outboard in 1969, and bottom,
as it looks today. SUBMITTED PHOTOS 

His wife Brenda played a role as well. Rather than sending traditional care packages, she mailed engine components – carburetors, gaskets, and other parts he needed to do his work overseas. It was a practical act of partnership that helped keep him effective and safe.

When Gherardi returned to Maine, he brought that experience with him and opened White Rock Outboard in Gorham. Over the next five decades, the shop became a fixture in the Sebago Lake region. Focused on outboard repair and maintenance, White Rock built its reputation through hands-on expertise and strong personal relationships. Fishermen, lake families, and recreational boaters returned year after year because they trusted the people behind the work.

In a region defined by lakes, rivers, and outdoor recreation, that trust mattered. White Rock Outboard grew steadily through word of mouth and loyal customers. By the time the business celebrated its 50th anniversary, it had become exactly what many small Maine businesses strive to be: a dependable part of the community.

In January 2023, Portland Yacht Services – southern Maine’s largest full-service boatyard – acquired White Rock Outboard. Founded in 1981, Portland Yacht Services had spent decades building a strong reputation for coastal and saltwater marine services. But the freshwater boating community around Sebago Lake represented an area the company had not yet fully reached.

For Jason Curtis, Vice President of Operations at Portland Yacht Services, the acquisition was personal. Curtis had started his own career in the marine trades at White Rock Outboard in 1984. He learned the business there and understood what the shop meant to the region.

“We know what it is to be a family business and are excited to welcome White Rock Outboard to the family,” Curtis said.

The partnership made sense for both companies. Portland Yacht Services gained an established presence in one of Maine’s busiest freshwater boating regions, while White Rock Outboard gained access to greater resources, staffing depth, and expanded service capabilities.

The most visible change is the shop’s new name: White Rock Outboard Marine & Recreation, a division of Portland Yacht Services. The updated identity reflects continuity while signaling broader capabilities behind the business.

The product lineup has expanded significantly as well. In addition to Mercury Marine, customers can now choose from Suzuki Marine, Honda Marine, and Yamaha Marine. Bentley Pontoons has been added for customers interested in the growing pontoon market, while Arctic Cat continues to serve outdoor enthusiasts with snow and off-road vehicles.

Services have expanded beyond sales and repairs. White Rock customers now have access to the wider Portland Yacht Services network, including storage, winterization, restoration, major refits, and comprehensive vessel maintenance. Many services that once required customers to travel to Portland can now be coordinated locally through the Gorham shop.

Just as important, the people remained. Portland Yacht Services retained all White Rock Outboard employees and added expanded benefits, including full health insurance coverage, dental insurance, educational opportunities, and competitive wages. Company leadership says maintaining continuity among staff was essential to preserving the shop’s culture and customer relationships.

At the center of that transition is Steve Nichols, who spent more than 20 years at White Rock Outboard before joining Portland Yacht Services. Nichols now runs the outboard shop and serves as a bridge between the longtime local business and its expanded future.

“This place has always been about the people – the customers who’ve been coming in for years, who know us by name and trust us with their boats,” Nichols said. “That doesn’t change. What changes is what we can now do for them.” 

That balance – expanded capability paired with familiar relationships – defines what Portland Yacht Services has built in Gorham. Customers will find more brands, more services, and greater resources, while still working with the same people at the same location they have trusted for decades.

George Gherardi built something worth preserving. More than 50 years after opening his shop, White Rock Outboard remains rooted in the same values that made it successful from the beginning: skilled work, personal relationships and a commitment to the community it serves.

White Rock Outboard Marine & Recreation is at 351 Sebago Lake Road in Gorham. Call 207-892-9606 or visit whiterockoutboard.com/. Find them on Facebook and Instagram under whiterockoutboard. <