• An In-Depth Discussion About Heritage and Creating a Meaningful Event with Marine Industry Leader Krissy Wiborg
This year, Bob Hewes Boats, a fourth-generation, family-owned dealership located in North Miami, marked a rare milestone: 100 years in business. That kind of longevity doesn’t happen by accident. Consistency, adaptability and building lasting relationships make a difference.
Yes even today, with an evolving market and changing customers, when you hit the century mark in business, you should celebrate your brand. You must willing to share your story with friends, family, the media and the boating industry. And tell your MRAA Member Moment!
Of course, you’re celebrating to acknowledge a major milestone, but you’re also doing it to say that your industry expertise is truly authentic and runs deep. You’re telling that your story is also their story (from customers to co-workers to industry partners).
That’s just what Bob Hewes Boats, an MRAA Silver Member, did at the Discover Boating Miami International Boat Show (DBMIBS). Before the event, Krissy Wiborg, Chief Marketing and Business Development Officer, shared that she and her brother were proud to represent the fourth generation of their family business. She said she felt honored to be celebrating the 100-year milestone. Some MRAA team members attended the joyous occasion and captured the moment firsthand.
Why this Matters
It’s about legacy. Even customers understand the value and trust that can be found in a 100-year dealership. For you, a 100 years of leadership is a wonderful achievement. For any dealer who has persisted through existing challenges of multi-generational ownership transitions, the century mark always matters. Finally, it’s about helping others experience your dealership’s ongoing mission, vision and values.
How to Capitalize on Your Win
When you have a win, don’t wait for one of your “slow times” to share it. Instead, consider strategically pairing your story and successful moment when boating attention is already high or highly concentrated at a venue. Bob Hewes Boats did that at DBMIBS, which the show itself describes as “the greatest boat and yacht show in the world.” It has significant scale and visibility built in.
Wiborg also reached out to us to help her connect with and invite the boat trade media and writers to attend their DBMIBS event. This extended coverage strategy helps share your dealership, brands and message with more boating enthusiasts and industry stakeholders who want to know about the long-standing businesses making strides in marine.
She also gave us additional time for a short Q&A, sharing her history, passion and why it matters to be intentional. Read on to see why it’s vital to celebrate dealership milestones!
MRAA: How long have you been at Bob Hewes Boats, personally? Why did you feel like this was a can’t miss moment for your team to celebrate and do so WITH the larger industry at DBMIBS?
KW: I’ve grown up in this business — it’s truly part of my DNA. As a fourth-generation family member, I was raised around the dealership, the boat shows, and the water, so in many ways I’ve been part of Bob Hewes Boats my entire life. Officially, I’ve been an employee for over 30 years, but the connection runs much deeper than that — this business is simply part of who I am.
Celebrating 100 years wasn’t optional for us — it was a responsibility. Very few family businesses, in any industry, reach a century. Even fewer do so in marine. We felt strongly that this milestone wasn’t just ours — it belonged to our team, our customers, our manufacturing partners, our vendors, and the larger boating community.
Hosting the celebration during the Miami International Boat Show, an event our founder Lew Hewes helped launch in 1941, made it even more meaningful. It allowed us to celebrate alongside the very industry that shaped us — and that we helped shape.
MRAA: How would you rate the ROI on the event? I’m sure this was a decent investment to make.
KW: If we measure ROI strictly in dollars, it was certainly a meaningful investment.
But if we measure ROI in brand equity, team pride, strengthened partnerships, media exposure, and long-term goodwill — it was invaluable.
The event created momentum that extends well beyond a single evening. It reinforced who we are, reminded our partners of the strength of our history, and gave our team a sense of ownership in something bigger than day-to-day operations. That kind of return compounds over time.
MRAA: Also, what were your top three takeaways as a dealership?
KW: First, heritage matters — but only if you share it. We’ve carried this history for decades, but intentionally telling the story amplified its value in ways we didn’t fully anticipate. The outpouring of love and respect was truly overwhelming. We expected a celebration, but what we experienced was something much deeper. The number of people who showed up, reached out, and shared their appreciation reminded us just how meaningful long-term relationships really are.
Second, your team wants to be part of something meaningful. Watching our employees interact with four generations of family history was powerful. Hearing firsthand stories from customers, industry partners, and former team members added layers to our legacy that you can’t capture in a timeline. Those stories build the heart of a brand — and they strengthened our team’s pride and connection to the business.
And third, community is everything. The industry respects longevity, but it celebrates leadership. By inviting the broader marine community into the moment, we didn’t just honor our past — we deepened relationships, expanded our reach, and reinforced that our story is shared with everyone who has been part of it along the way.
Be intentional — and don’t underestimate the power of your story.
— Krissy Wiborg, CMO/BDO, Bob Hewes Boats
MRAA: How did you focus on making it impactful for your team and your guests?
KW: We were very intentional about every detail.
We didn’t just host a party — we told a story. We displayed historic models like the Wildcat, Bonefisher, and BonefisherII to visually connect past and present. Archival photos, memorabilia, and meaningful touchpoints honored the people who built this company and helped shape the industry.
Some of the most meaningful elements were deeply personal.
Years ago, Bob Hewes’ wife, Ida, used to bake large batches of her famous Ranger cookies and send them with Bob to the boat shows. They became legendary — people would seek Bob out just to get one. It was such a simple gesture, but it represented hospitality, family, and the spirit of our brand.
In honor of that tradition, members of our team — including staff who have been with us for more than 35 years and who remember those cookies fondly — baked over 1,000 Ranger cookies. We carefully wrapped them in decorative boxes and gifted them to guests as takeaways from the evening. It was a personal and meaningful touch that connected generations in a way no formal program ever could.
We also created commemorative custom glasses for every attendee to take home — something lasting. The idea was simple: long after the event is over, when someone pours a drink into that glass, they’ll remember the evening and raise it in a quiet toast to 100 years.
To make the celebration interactive and enduring, we commissioned a custom 6’ x 4’ signature panel featuring our centennial logo. Guests signed it with their well wishes throughout the evening. That piece will hang in our dealership for years to come — a permanent reminder of how far we’ve come and a daily motivation as we push toward the next 100 years.
Giving back was also central to the celebration. We announced a future raffle; a Yamaha outboard motor graciously donated by Yamaha Rightwaters, with all proceeds benefiting Bonefish & Tarpon Trust (BTT) and Coastal Conservation Association (CCA). Protecting fisheries and waterways has always been important to our family, so it felt right that our milestone would also support conservation.
Finally, we debuted our centennial video, which chronicles the full history of Bob Hewes Boats — from Lew and Pearlie’s beginnings to the present day. Sharing that story visually allowed guests to experience the journey in a powerful way. The film is now available on YouTube so the story can continue reaching beyond that evening.
For our team, it was important that they weren’t just attending the event — they were celebrated as part of the legacy. And for our guests, we focused on authenticity. No overproduction, no flash — just a genuine reflection of who we are: family, innovation, community, and integrity on the water.
MRAA: What advice would you give others celebrating milestones — whether it’s 25-, 50- or 100-year anniversaries?
KW: Be intentional — and don’t underestimate the power of your story.
A milestone isn’t just a date on the calendar. It’s an opportunity to reflect on where you’ve been, recognize the people who helped you get there, and share that journey with others. Too often, businesses carry incredible history quietly. When you tell that story — authentically and openly — it builds community and strengthens trust.
Longevity signals stability, but storytelling creates connection.
Involve your team. Honor past employees and partners. Invite your customers and industry peers into the moment. Document your history before it’s lost. Even a 25-year anniversary represents resilience, leadership, and commitment — and that deserves to be celebrated.
When you share your legacy, you’re not just looking back. You’re reinforcing your values, deepening relationships, and reminding people why they believe in your brand. That kind of trust carries forward long after the celebration ends.
MRAA: You had unique/memorable models on hand — why was that heritage important for you to include?
KW: The heritage models were essential because they tell the story of more than just our company — they represent the foundation of an entire segment of the boating industry.
When Bob Hewes designed the Wildcat in the late 1950s, it was built for performance and precision. That design evolved into the Bonefisher in the 1960s, which helped define what a true flats skiff could be. Later, the Redfisher continued pushing innovation forward. These weren’t just new boat models — they helped shape what is now known as the modern flats industry.
Working alongside anglers, refining hulls, introducing features like the poling platform and advanced livewell systems, Bob wasn’t following a trend — he was helping create one. The technical evolution of those boats influenced how generations of anglers fish shallow water today.
Having the Wildcat and Bonefisher models on display allowed guests to physically see that progression — from early handcrafted innovation to the broader impact those designs had on the marine market. It was a powerful visual reminder of how far both our company and the industry have come.
At the same time, it honored the craftsmanship, risk-taking, and forward thinking that built the foundation. Celebrating 100 years isn’t just about longevity — it’s about recognizing the role you’ve played in shaping the path forward.
Those boats represent where the flats segment began. Seeing them alongside today’s models underscores how innovation, when rooted in purpose, can ripple across an entire industry.
Note: Historic images provided by Krissy Wiborg.
Who’s Next?
Hey MRAA Members, do you have a winning moment to share with us? Here’s how to let us know:
- Write a few sentences that explain why the moment is special or how it contributed to your success.
- Areas of focus:
- Legacy: Credibility, milestones, valuesLeadership: Industry guidance, boater education, expertise
- Momentum: Customer experience growth, innovative tactics, growth metrics
- Provide a couple photos or event marketing materials
- Briefly explain your takeaway(s) to help others.
- Share the event info and link
- Finally, send it to the MRAA (jerrod@mraa.com) so we can help amplify your dealership’s recent winning moment.
