Buddies buoy boating

Boat/US Magazine, Sept, 2004 by Scott Croft

Is boating more popular today than in years past? Depends on how you look at it. Sales of new boats for example, peaked in 1988 at 562,000 but were down to 411,700 in 2002. In fact, participation in boating is down, according to the industry's trade association, from 72.2 million in 2000 to 72 million in 2003.

By comparison, the recreational vehicle industry grew 65% from 1993 to 2003. While a recent uptick in boat sales this season has the industry abuzz, some in the industry are beginning to ask what can be done to attract new boaters to boating?

Not waiting for an answer, over a dozen marinas and dealers in New Jersey recently decided to do something about it with their first annual "Bring a Buddy Boating Day" held on Saturday, June 12, during National Fishing and Boating Week. The campaign was designed to employ current boaters to help increase participation in recreational boating in New Jersey.

It began when the Marine Trades Association of New Jersey, the New Jersey Department of Transportation's Office of Maritime Resources and the state's Office of Travel and Tourism approached the federally funded Recreational Boating & Fishing Foundation (RBFF) for a Cooperative Marketing Agreement partnership. The New Jersey group was one of four nationwide awarded a budget to create a campaign to increase participation in fishing and boating.

[ILLUSTRATION OMITTED]

Fourteen marina owners and one boat dealer opened their doors to the public for the free, day-long open house event that offered up food, festivities and most importantly, free rides. Some marinas also offered live music, boating safety courses and giveaways for attendees.

"This day was set aside specifically for boating enthusiasts and their buddies," said Melissa Danko, executive director of the Marine Trades Association of New Jersey. "It was dedicated for those who wanted to learn more about the thrill of boating and it enabled us to show that boating is an easily accessible and fun recreational activity for families," she continued.

Mark Herman of Sheltered Cove Marina located on Little Egg Harbor in Tuckerton, NJ, said "Bring a Buddy Boating" is long overdue. "The boating industry has to make cooperative efforts like this if we are to be successful and counter the competition from the recreational vehicle industry," he said.

[ILLUSTRATION OMITTED]

"We had a good first year event. We came up with ideas, advertised in local papers and generated interest with non-boaters," said Herman. This Boat U.S. Cooperating Marina had nearly 60 potential new boaters come down for rides around Barnegat Bay and spins out on the Atlantic Ocean. "In addition to some walk-ins, our slip holders brought a lot of friends. Boaters are proud of what they do as a hobby and I think "Bring a Buddy Boating Day" let them show off a bit."

Will Herman participate next year?

"Yes" is his resounding reply without missing a beat. He is already planning on improving his advertising to generate interest earlier in the year.

In Ocean County, Paul Terzian, president of the Marine Trades Association of New Jersey and a partner at Causeway Marine, a boat dealership, said "Bring a Buddy Boating" was, "a great opportunity to show people how enjoyable boating is, and to introduce them to the diversity in the new boat market." To get newcomers down to his waterfront business, Terzian did direct mail and advertising with the cooperative funds made available through the RBFF partnership.

As "Bring a Buddy Boating Day" dawned, grills were fired up and a fleet of new boats gassed and prepped for rides on the adjacent Manahawken Bay. He estimates over 700 potential boaters came down to all of the 14 participating businesses. "I believe this event has the potential to grow statewide," he said.

New Jersey may be onto something but they aren't the only regional industry group looking to attract new boaters. The Northwest Marine Trade Association produced its second-annual Boatstock on July 24-25 in Renton, WA. More than 50 boats were in the water for free test drives and a Discover Northwest Boating Center provided unbiased information to first-time boaters about the sport. Experts were also on hand to talk about Hobie Cat sailing, wake boarding and waterskiing.

While boating provides a great quality of life experience, there's another important side to these festivities. Rick Gimello, Executive Director of New Jersey Office of Maritime Resources notes that preliminary results of a New Jersey boater survey suggest recreational boaters may contribute up to $28.2 million per year in trip related expenditures and up to another $17.2 million in annual boating related expenses.

As proof in the pudding, Causeway Marine's Terzian said he sold two boats directly as a result of his event. One of the buyers had no previous boating experience, and the other was a former boater returning to the fold.

"These state marine trades associations are definitely on to something," said Boat U.S. public affairs vice president Michael Sciulla. "In addition to spending money on TV to attract new people to boating, this industry seriously needs to consider a grass roots approach like this on a national basis. There's no reason there shouldn't be a nationwide 'Bring a Buddy Boating Day'."