Real-world events and concepts to help you connect with, educate and engage customers, outdoor enthusiasts and the community
What if you could achieve three of your most important goals – more traffic, more leads and more sales – with one strategy? That’s the promise of dealership events done right.
More than half of respondents to a recent MRAA poll reported they hold five or fewer annual events. About 37 percent host between 6 and 12 events per year. And six percent host 13 or more events per year.
So, it’s time to ask yourself: How do you stack up against the rest? Are you average? Above average? A leader in dealership events?
If you don’t have events expertise or experience, perhaps creating, planning, hosting, sponsoring or budgeting for more events feels overwhelming.
Don’t let your fear of the unknown win. With a little inspiration, you can support your business and the marine industry by creating events and other opportunities to connect with customers, boaters, outdoor enthusiasts and your community. The goal? Boater retention and lead generation, both of which are critical components to your success.
A Proven Strategy from Leading Dealers
Dealership events aren’t a new concept. In fact, when the Dealership Certification program began, the founding dealers believed promoting the boating lifestyle beyond the confines of their physical stores was essential. They envisioned Certified Dealers playing a role in organizing or endorsing local events aimed at drawing newcomers to experience boating, as well as encouraging current boat owners to remain active on the water. Their starter list included nine elements:
- Boat shows
- Demo days
- Boating getaways
- Parades
- Fishing teams
- Fishing tournaments
- Charity events
- Boating education
- Watersports shows/tournaments
To achieve bigger and better results in your dealership(s), we invite you to seek inspiration from this list of 50 dealership event ideas:
- Boating Rendezvous – The Boat House – MRAA Gold Member, Certified
Using some event management wizardry, the Boat House Florida team has developed detailed planning and communication processes for its boating rendezvous and sales events to cater to customers and gain team buy-in. - Sock Burning – Nine Marina – MRAA Bronze Member
Nine Marina goes all in when it comes to summer fun. Its sock-burning events, complete with live music, food and prizes, engage customers by asking them to hang up (burn!) their socks and put on their sandals for the summer boating season. It also helps promote ship store traffic and merch sales. - Kentucky Derby & Walleye Weekend – Oak Hill Companies – MRAA Gold Member, Certified
Oak Hill Marina and Oak Hill Outdoor play host to what is known as Walleye Weekend. This year, the 42nd annual event had a live weigh-in with prizes, a special Kentucky Derby event, a Friday fish fry and live music. Customers and guests experienced Oak Hill’s quality service and saw boats, fishing gear and outdoor apparel. - Rock the Boat – Hagadone Marine Group – MRAA Gold Member, Certified
The Hagadone Marine Group hosts numerous annual events, from its Lake Coeur d’Alene Boat Expo to Women Making Waves. To kick off summer, though, HMG uses its cruise boat line for an exclusive two-hour boating event featuring live music, event keepsakes, gourmet appetizers and beverages. - Factory Takeover – Dan’s Southside Marine – MRAA Silver Member
Dan’s Southside Marine shared with its followers on Facebook what it called “Minnesota’s new pontoon buying event,” inviting them to partake in a two-day Premiere Pontoons Factory Takeover event. Customers could tour the factory in Big Lake, Minnesota, and meet the people behind the brand. - Saturday Service & Breakfast – Arrowhead OKC – MRAA Gold Member, Certified
Arrowhead Boat Sales OKC hosted a Boat Service and Breakfast event in April, inviting customers to bring their vessels in for spring service on a Saturday. Breakfast was on them! - Winter Celebration – Boats by George – MRAA Bronze Member
The event that wasn’t. Remember to maintain your flexibility with events and improvise when you need to. Due to strange weather and an early ice-out, Boats By George shared a social post requesting new names for its annual ice-out party and Demo Days event. The winner received a BBG hat. - She’s the Captain – Boat Town – MRAA Bronze Member
Designed specifically for women boaters, Boat Town’s She’s the Captain events aim to “show people what it actually means to boat like a girl.” Boat Town’s women staffers help women boat owners and other participants to boat properly, providing them with a comfortable learning environment and support. - Voyage & Vine – Petzold’s Marine Center – MRAA Gold Member
Petzold’s Marine Center showcased new Chris Craft boats and local wines at a custom sales showcase, promising its customers an evening of elegance and discovery. The showroom event also pledged to create memories to last a lifetime for guests. - Community Fundraisers – Active Water Sports – MRAA Gold Member, Certified
A perfect win-win example, Active Water Sports participated in the Deschutes Children’s Foundation gala and auction. AWS auctioned off two boating packages (a dinner cruise on a pontoon and a water sports day on a wake boat), knowing the donations and proceeds will help children and families in need. - Toy Drive – Boater’s Exchange – MRAA Gold Member, Certified
Boater’s Exchange held a toy drive to benefit Central Florida East Coast Charities. Customers were encouraged to drop off new toys to fill a boat. Boater’s Exchange delivered the toys in the boat to the CFEC organizers at its event and celebration. “Together with you, we can make Christmas brighter for our local children in need,” says Boater’s Exchange. - Food Drive – Lakeview Marine – MRAA Gold Member, Certified
Lakeview Marine held a fill-the-boat food drive to raise food levels and donations that benefitted the Webster-Dudley Food Share program. Customers were encouraged to drop by the showroom to drop off non-perishable food in the boat just in time for Thanksgiving. - Boat & Rec Training – Faction Marine – MRAA Silver Member
Whether it is wake surf lessons or wake surf boat setup and driving skills, Faction Marine of Alexandria, Minn., lends its experienced skills, offering customized classes to help customers get familiar with their boats and learn safety and etiquette on the water. - Donuts & Coffee – Holly Acres RV and Marine – MRAA Silver Member, Certified
Certified Dealer Holly Acres RC and Marine hosted two separate Saturday events that included free donuts, bagels, fruit and coffee. They added: “Fuel up with delicious treats while exploring our top-of-the-line vehicles. Who can resist a combination of tasty snacks and stunning boats and RVs?”
15. Women on the Water – Strong’s Marine – MRAA Gold Member, Certified
Strong’s Marine’s Women on the Water events empower women clients and team members, helping them feel comfortable on the water. Now in their third year of existence and held at two locations, these on-the-water training opportunities advance education and boost customer confidence.
16. Season Opening Vessel Safety Checks – Yarmouth Boatyard – MRAA Gold Member, Certified
Yarmouth Boat Yard hosted a Season Opener & Vessel Safety Check to help its customers know they are in full compliance with state and federal boating laws to ensure their boat is ready for the season.
17. Fishing Tournaments – Apopka Marine – MRAA Bronze Member, Certified
Apopka Marine caters to its fishing boat and angling customers by hosting and supporting various fishing tournaments and events. It was the presenting sponsor of the Citrus County Building Alliance’s 29th Annual Family Fishing Tournament and the Joe Bega Big Bass Classic.
18. Halloween Boat Parade & Fireworks Show – Oakdale Yacht Resort & Marina – MRAA Bronze Member, Certified
It doesn’t have to be July 4th to celebrate with fireworks. Oakdale Yacht Resort & Marina, Yacht Club and Tiki Bar hosted a boat parade and fireworks show over Halloween that concluded with live music.
19. Search for the Golden Egg – Overby Marine Sales and Service – MRAA Gold Member, Certified
Move aside Willy Wonka, as Overby Marine Sales and Service has its own golden chase item — a search for the golden egg. The dealership hid Easter eggs all over its Lake Gaston location part & accessories section. Only one of those was the winning egg connected to a special prize.
20. Poker Run – Cedar Port Marina – MRAA Gold Member
This event — also a fundraiser at $20 per hand — helped support student lunch debts and bring customers and staff together for fun. It featured live music, a costume contest and numerous poker run stops at various locations.
21. Pop-up Boat Show – FLX Marine – MRAA Bronze Member
FLX Marine teamed with two other local dealers to create their own Pop-Up Boat Show as a new way to engage customers and get sales leads and deals back. They share tips and a checklist to make an event like this more successful.
22. Boat Maintenance Seminar – MarineMax Sail & Ski Center – MRAA Diamond Ambassador
MarineMax Sail & Ski Center helps customers understand their boats and the services they have available to them to boost their confidence as owners. The custom events are for owners of varying skill levels and introduce them to the store’s “make-ready” and service teams that provide insights and tips for maintenance and boat care.
23. Winter Tie-Up – No Wake Marine – MRAA Bronze Member
Boating and winter do not seem to go together, but No Wake Marine won an award from Malibu Boats for its Winter Tie-Up event. The winter evening gathering includes huge pro shop discounts, games, food, complimentary beverages, and a live band. They add: “Another way we like to give back is to provide special events that include you and your family! After all, at the end of the day … it’s all about family!”
24. Boat Parade – Regal & Nautique of Orlando – MRAA Gold Member, Certified
Regal & Nautique of Orlando sponsors the Windermere Boat Parade, a community event to engage boat owners. The dealer also provides a winning prize pack for the boat judged to have the best holiday decorations.
25. Owners Reunion – NXTLVL Marine DFW – MRAA Silver Member
Held annually at Hell’s Gate on Possum Kingdom Lake, the Owner’s Reunion includes a demo time for boats and wake surfing and a tie-up celebration. The customer appreciation party moves to Lush Resort for pool time and a belly flop contest, food, music and raffles. NXTLVL hosts at least six events to celebrate its customers and the boating community it serves.
26. Evening with the Stars – Active Water Sports – MRAA Gold Member, Certified
AWS holds its annual Evening with the Stars event around Thanksgiving, where customers and the community engage with pro wakeboarders. The event includes boat-show pricing, pro shop closeouts, free food, a raffle (to benefit Children’s Cancer Association) and Toys for Tots donations.
27. Anniversary Celebration – Chessie Marine – MRAA Gold Member, Certified
Chessie Marine, in 2022, hosted a fancy gala to celebrate its 30th anniversary and showroom grand opening. Along with a unique anniversary logo of their iconic “Chessie” sea monster, they supplied their team and customers with food, entertainment and a facility tour.
28. Boat Club Education – Bridge Marina – MRAA Silver Member
Bridge Marina adds a weekly On-Water Training Clinic to its Boat Club member onboarding process, helping members become better, safer and more confident boaters through education and training.
29. Parking Lot Party – Minnesota Inboard Water Sports – MRAA Bronze Member
Hosting events can force you to improvise due to weather. Minnesota Inboard Water Sports did just that after the cancellation of its tie-up Reunion. Instead, it hosted a Parking Lot Party for customers and the public at its Excelsior location with food, football, games, giveaways, raffles, kid’s events and more.
30. Movie night – Mount Dora Boating Center & Marina – MRAA Gold Member, Certified
Mount Dora Boating Center & Marina has mastered hosting motion pictures on the water! The movie nights have become big hits with customers, but new guest numbers have risen lately. More people want to enjoy the boat-in movie theatre experience.
31. Beyond Boat Show Open House – Wayzata Marine – MRAA Bronze Member
Wayzata Marine hosted a “Beyond Boat Show Open House” at its Lake Minnetonka showroom for two weekends after the Discover Boating Minneapolis Boat Show. The idea was to help customers take advantage of the exclusive boat show offers, manufacturer rebates and opportunity to view new models.
32. Wakeboard Competition – Idaho Watersports, MRAA Gold Member, Certified
Wake in the Snake (River) is an annual wakeboard competition hosted by Idaho Watersports. Idaho Watersports hosted the 25th anniversary event last year, bringing in event sponsors and food vendors.
33. Wilmette Raft Up – Gordy’s Marine – MRAA Gold Member, Certified
Gordy’s Marine hosts a fun Raft Up party outside of Wilmette Harbor on Lake Michigan. Like a rendezvous, Gordy’s crew gathers on a sand bar and builds a memorable day filled with great people, food, boating and fun.
34. Grand Opening/Reopening – Rapid Marine – MRAA Gold Member, Certified
Rapid Marine Group has hosted the Grand Opening/Reopening of some of its stores throughout Minnesota. It reserves the entire weekend to showcase the new facility and fishing boats to the public and its customers. Event activities include Friday VIP night, fishing Q&A sessions with pros, appetizers and refreshments.
35. Customer Appreciation Party – Reeder-Trausch Marine – MRAA Silver Member
Combine live music, free food and prizes with buying incentives on boats and you have an event to engage your customers and new shopper. Reeder-Trausch Marine in Rockville, Indiana, scheduled a 4-hour event in mid-April — its seventh annual event —to show its customers some spring-time love. It also hosted a fall party to cap off the boating season.
36. Key Largo Excursion – RIVA Motorsports & Marine – MRAA Gold Member, Certified
The RIVA Motorsports & Marine crew invited customers to experience the Florida Keys by joining them on the 2023 RIVA Key Largo Excursion! The four-day event destination event included trips to Alligator Reef, Christ of The Abyss and Islamorada Sandbar. RIVA teamed with FL Ski Riders to host the event.
37. Boats ‘N Bros – Charlotte Ski Boats – MRAA Bronze Member
Charlotte Ski Boats hosts specific events for men and women to experience the wake surfing life! Whether it’s the Boats ‘N Bros events for men or the Ladies’ Surf Nights for women, both events create memories on the water through surfing, fellowship and fun.
38. Kids in Boating Class – MarineMax Fort Myers – Diamond Ambassador
To help engage, educate and raise future boaters, MarineMax Fort Myers hosts its Kids in Boating Class. They believe in instilling responsible boating values at an early age, so the program is for customers’ children to learn fundamentals, proper safety and respect for the water and nature.
39. Fishing Seminars – Legendary Marine – MRAA Silver Member
Legendary Marine hosts numerous events at its showroom. The Gulf Coast Boating & Fishing Seminar Series is held the first Tuesday of each month in Destin and includes hands-on training by a professional captain, including tips for outfitting a boat and techniques for catching different fish (tarpon, amberjack, blackfin tuna and more).
40. Branded Fun Run – Big Thunder Marine – MRAA Gold Member
To support its brands, Baja, Fountain and Donzi, Big Thunder Marine (BTM) hosts an annual Fun Run event. It includes a registration party, breakfast at the lake and numerous entertainment stops so customers can experience the boating life in the Lake of the Ozarks, Mo.
41. Demo Days – Lakeside Marina – MRAA Gold Member, Certified
This Demo Days event highlighted Lakeside Marina’s line of fishing vessels and helped engage and retain boaters and anglers. The event included well-known fishing pros, television personalities and Recon Boats owner and founder John Johnson. The exclusive, free event lets customers enjoy time seat time on the water with fishing industry icons and also learn their top fishing tips and tactics.
42. Carp Classic – Pier 33 – MRAA Silver Member
Along with hosting Michigan Boater Safety Classes, Pier 33 hosts a fun fishing and boating event dubbed the Carp Classic. The event creates valuable connections with customers and the community. Entrants compete for prizes and can fish from a boat or the dock, as no license is required to fish that weekend.
43. Owner’s Adventure – Nautical Ventures Group – MRAA Silver Member
Nautical Ventures Group, aka “The Go-To People for Fun on the Water,” hosted a Rendezvous in Bimini, Bahamas this year for its Axopar customers. The idea was to create cherished memories for their customers that last a lifetime. They are already planning for the June 2025 event!
44. Home & Outdoor Expo – Valley Speed Marine Boating Center – MRAA Silver Member
One way to connect with the community you serve to engage existing customers and new clients is to attach your brand to a local outdoor expo or show as an exhibitor or sponsor. Ideally, you gain exposure to outdoor enthusiasts of all ages and interests.
45. Year-end Sales Event – Inland Boat Company – MRAA Bronze Member
Located in Oshkosh, Wis., Lakeside Marina hosted a branded Demo Days event and added two sponsors. It included free grub, a raffle, expert tips from professional anglers and on-water demos.
46. Student Immersion – Irish Boat Shop – MRAA Silver Member
On the heels of celebrating the 2024 International Marine Service Tech Week, Irish Boat Shop staff hosted students from the Great Lakes Boat Building School. The students explored six different stations at the dealership to become more familiar with it and to gain industry exposure. Sharing industry insights and dealership knowledge with students and the potential next-generation of the marine-industry workforce is a wise decision.
47. Showroom Showdown – J&K Marine, MRAA Gold Member, Certified and U Motors, MRAA Gold Member, Certified
J&K Marine partnered with U Motors & Marine and two other retailers to host a one-day “battles of the dealers” event for customers in the middle of February in Minnesota. The event included food, fun, professional fishing tips, recreational products and also served as a way to highlight J&K Marine’s new showroom.
48. “Running of the Toons” – Erwin Marine Sales – MRAA Silver Member
Erwin Marine Sales will host its inaugural and branded event: “Running of the Toons.” The event serves multiple purposes, including providing customers an exclusive on-the-water adventure, exposing non-owners to the boating lifestyle and donating all the proceeds to support the McKamey Animal Center. The fee is $50 per boat (for two people). Erwin Marine Sales has included a participant keepsake bag as well.
49. Pancake Breakfast & BBQ Lunch – Pirate Cove Marina – MRAA Silver Member
As part of its 30th anniversary celebration, Pirate Cove Marina hosted an open house that included breakfast, lunch, raffles, kids’ activities and boats! The proceeds from the day went to a local outreach mission and the “Operation Backpack Program” to help local children in need.
50. Boats & Ball Games – Phil Dill Boats – MRAA Silver Member
Phil Dill Boats held its third annual Boats & Ball Games watch party at its showroom, inviting customers to bring their family and friends to experience a gridiron rivalry. Football and school loyalties can be big fun to attach to, especially with food, activities for kids, contests, giveaways and clearance boats!
50 Dealership Event Ideas, Tactics and Resources
Visit the MRAA Spotlight page “Dealership Events that Deliver” for more best practices, tactics and winning ideas.
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