• For dealership events, it’s all in the specifics, so aim for the bull’s-eye!

In recent A Bit of Optimism podcast with Simon Sinek, guest Phil Rosenthal, the star of “Somebody Feed Phil” and executive producer of “Everybody Loves Raymond”, shared a great line about how the hook is the specific. For example, how can you make your bacon cheeseburger more specific and more desirable? How could you make your boating event better by making it more specific? By giving it an official name, a mascot, including a swag bag and securing partners to help make it special not bland.

One MRAA Bronze Member has done just that with its Running of the Toons event, which plays off the famous Running of the Bulls in Spain. The second-annual boating event, which I originally covered in the MRAA’s 50 Dealership Event Ideas blog (No. 48), intertwines a scavenger hunt with a fun run. But beyond that, the Erwin Marine Sales team built the event to drive boat use, promote boating and connect with customers, while also helping to aid the mission of a local animal care facility. Think: Having fun, and for good reason!

Make Your Boating Events Special

I hear you now, “Yeah, we do boat parades, too.” Yeah, but this is different and has become a special event for Erwin Marine Sales and its customers. I recently spoke with Kylina (Caylor) Sherrill, Marketing Director, to learn a bit more about the event, which happens at the end of June.

“As for last year’s event, it went great! We raised over $2,000 for the McKamey Animal Center, which was a wonderful outcome for everyone involved,” said Kylina. “For 2025, we’ve made sign-up free and the donation optional, hoping to encourage even more participation. So far, we’re expecting 10 to 15 boats to join us this year.”

I know what you’re thinking, is an event with a dozen boats worth the effort and time? The answer is yes.

It is because you’re providing a custom experience for the participants, many of whom many vary in their ownership journey. Kylina added, “We did see a mix of participants — mostly customers, but we also welcomed prospects, leads and a few first-time boaters. We love making the event accessible and inviting for anyone interested in boating.” And there it is … an event that is accessible and inviting to anyone interested in boating. That’s critical for driving boat use and for the future of boating.

Boating Event Details

Marketing consisted of including the Running of the Toons on social feeds, the website and a specific newsletter to encourage participation. Kylina explained Erwin Marine Sales made the Running of the Toons registration free (They use jotform.com for registrations). The idea was to encourage more participation, but also transform those would-be costs into donations for the animal care facility.

This boating event — open to all boat types — begins and ends at Erwin Marine Sales’ Chickamauga Marina on Chickamauga Lake in Chattanooga, Tenn. The tour takes boaters to five additional local on-the-water-destinations in: Booker T. Washington State Park, Wolftever Creek Boat Ramp, Chester Frost Park, The Cliffs and Gold Point. This is important as it also shows boaters local landmarks and routes they can revisit and take with their friends and family.

Event attendees won’t leave empty handed, hungry or without a smile. Registration and participation includes:

• Event bag (on the day of the event)
• Detailed map of the course
• Wristband (for access to event perks)
• Free T-shirts
• Additional goodies
• Poker run: All participants will be playing cards, since the Running of the Toons is also a poker run. At each of the stops – there are five, guests are awarded a random playing card. After collecting all five cards, they have built their hand. The boater with the best hand wins a fantastic prize.
• Boat decorating: Additionally, boating participants are encouraged to decorate their pontoons. Why? Because that’s what you do for Fourth of July boat parades, right?! Of course, but it’s also important at this event because the winning boat can win a prize.
• Food & Community: After the ride concludes, Chick-fil-A sandwiches will be given out, and guests are encouraged to stay for more games, camaraderie and soaking up the boating lifestyle.

Meet the Teams, Make New Friends!

Beyond the fun, food and competition, Erwin Marine Sales added another layer of customization by inviting the teams from Harris Pontoon Boats and McKamey Animal Center — along with the EMS sales crew. They did this to help participants meet industry experts (to answer questions on site), fellow boating enthusiasts and animal lovers. For some, it’s the first step in building a community of like-minded boaters and boating fans.

Weather … Your Shows Must Go On
Of course, anytime there is an outdoor event on the docket, weather will play a role, as we’ve learned from another MRAA dealership boating event story.

Kylina explained that weather had already impacted several of their events in 2025. “One of our biggest challenges this year has been the weather … but we’ve still managed to have good participation,” she said. “The unpredictable weather seems to have pushed some customers to delay their boat purchases a bit later than usual.” Remember, customers purchasing boats is a good thing, even if it’s delayed due to stretches of inclement weather!

Erwin Marine Sales calls its 5-hour Running of the Toons a fantastic opportunity for its customers to connect with fellow boating enthusiasts, personalize their ownership and make lasting memories. I couldn’t agree more, maybe it’s why I’m so bullish on the event and am a fan of the “beefy” captain in the event logo!

To learn more about EMS’s The Running of the Toons boating event, visit:
https://www.erwinmarinesales.com/event/running-of-the-toons-2/

More Boating Events?

What boating event at your dealership have you given the specifics treatment to? Let me know at jerrod@mraa.com.