Anglers and Boaters Call on Youngkin to Move Menhaden Reduction Fishing out of the Chesapeake Bay

• National and regional groups launch effort to protect the health of the Bay and coastal economy

RICHMOND, VA, June, 14, 2022— The Marine Retailers Association of the Americas and a coalition of 10 national and 10 Virginia-based groups is urging Governor Glenn Youngkin to move menhaden reduction fishing out of the Chesapeake Bay. The recreational fishing community is concerned that years of localized depletion from the annual harvest of over 100 million pounds of menhaden in the Bay has deprived gamefish like striped bass, bluefish, and weakfish of a critical food source.

Organizations including the Theodore Roosevelt Conservation Partnership (TRCP), American Sportfishing Association, Coastal Conservation Association, Marine Retailers Association of the Americas, and the Virginia Saltwater Sportfishing Association (VSSA) are dedicated to maintaining the health of the Bay, the region’s economy, and the broader marine ecosystem in the Atlantic. The coalition, which represents thousands of anglers and conservationists from Virginia and beyond, sent a letter to Governor Youngkin today asking that reduction fishing for menhaden be moved out of the Bay until science shows that it isn’t having an impact on fish and habitat.


“Our members have witnessed years of decline in our striped bass, and we believe there is a causal relation to the menhaden reduction industry in the Bay,” says Steve Atkinson, President, VSSA. “Large-scale reduction fishing is outlawed by every other state on the East Coast, so it’s high time that Virginia took action.”

The striped bass fishery is the largest marine recreational fishery in the U.S., driving $166 million in recreational fishing activity in Virginia alone. However, the economic value of striped bass fishing to Virginia has declined by over 50 percent in the past decade.

“Industrial menhaden fishing in the Bay has almost wiped out striped bass fishing charters in the fall and winter,” says Bill Pappas, Owner, Playing Hookey Charters in Virginia Beach. “Nobody will book a trip when striped bass fishing is this bad.”

Science Points to Striped Bass Numbers Decline

According to the latest science, menhaden reduction fishing contributes to a nearly 30-percent decline in striped bass numbers coastwide. Omega Protein, part of Cooke Inc., is responsible for this immense menhaden harvest, which is harming the most important striped bass nursery on the East Coast and undermining the sportfishing economy and small businesses throughout the Commonwealth. It is up to Governor Youngkin and the Virginia Marine Resources Commission (VMRC) to implement commonsense regulations until science demonstrates that menhaden fishing can be allowed without negatively affecting the broader Bay ecosystem.

“Boating and fishing in the Chesapeake Bay are primary drivers of business for boat dealers across Virginia and largely depend on a robust menhaden population and strong striped bass fishery,” says Chad Tokowicz, MRAA Government Relations Manager. “For that reason, the MRAA and our Virginia members hope that Governor Youngkin will support small businesses and the state’s outdoor recreation economy by ending menhaden reduction fishing in the Chesapeake.”

A Call for Change

Local and national groups are calling on their Virginia members, as well as boaters and anglers across the East Coast, to push for change.

“Virginia has an immense responsibility to the Bay ecosystem and anglers up and down the East Coast, where recreational fishing for striped bass is a way of life,” says Whit Fosburgh, President and CEO, TRCP. “We’re making sure that there is national attention on this effort to move menhaden reduction fishing out of the Bay, an iconic fishing destination in its own right, and working closely with fisheries managers in the Atlantic and Gulf to account for the critical role of menhaden in the marine food chain.”

See the petition that fishing and boating groups are circulating now through October, when the VMRC has an opening to change menhaden regulations.

Read the coalition’s letter to Youngkin.


Important Facts for Media:
     • Reduction fishing for menhaden is the industrial harvest of an oily baitfish that is then ground up and “reduced” for use in pet food and other products.
     • This practice contributes to a nearly 30-percent decline in Atlantic striped bass.
     • Virginia is the only East Coast state where reduction fishing for menhaden has not been outlawed.
     • A single foreign-owned company, Omega Protein, removes more than 100 million pounds of menhaden every year from the Chesapeake Bay, the most important striped bass nursery on the East Coast.
     • The striped bass stock has been struggling to recover for over a decade, affecting fishing opportunities and coastal businesses.
     • Anglers are complying with an 18-percent reduction in striped bass harvest, with more cuts expected this year.
     • Omega Protein would still be able to harvest menhaden in state and federal waters.
     • A coalition of 11 national and 10 Virginia-based groups is urging Governor Glenn Youngkin — and the Youngkin-appointed Virginia Marine Resources Commission — to regulate menhaden reduction fishing in the Chesapeake Bay.

About the Marine Retailers Association of the Americas
At the Marine Retailers Association of the Americas, we believe that for the marine industry to thrive, the retail organizations that interact with the boaters in their community must thrive. With that in mind, MRAA works to create a strong and healthy boating industry by uniting those retailers, providing them with opportunities for improvement and growth, and representing them with a powerful voice. For more information, visit MRAA.com or contact us at 763-315-8043.

Where RECT Breaks Down and Why Service Visibility Matters

Your repair event cycle time (RECT) rarely stretches because of one major delay. More commonly, it expands when smaller issues build across the service process. These often arise in the form of incomplete information, stalled approvals and unclear handoffs. They add time before anyone realizes where progress slowed.

For your service leaders, that lack of visibility is a real challenge. Your team not being able to see where the work stalled is an issue. It also results in your attempts at service efficiency improvement feeling reactive instead of intentional.

Service visibility helps leaders understand how work moves through the dealership. With greater clarity, managers can spot bottlenecks earlier and separate one-off issues from repeat problems. Visibility also supports more productive conversations with technicians, parts teams and customers. That clarity gives your managers the insight they need when decisions cannot wait.

IDS Marine, an MRAA Education Champion, recently shared a recorded webinar “Service Visibility That Drives Performance” that looks at RECT and service efficiency through real dealership patterns. Going beyond theory, the session focuses on common service process break downs and why dealers experience delays even in busy departments.

The recording is designed for service managers and fixed ops leaders responsible for workflow, efficiency and customer expectations. It offers a practical way to rethink how cycle time is viewed and managed inside the service department.

United States Coast Guard Launches 2026 National Recreational Boating Safety Survey

• Survey to Provide Only Comprehensive, State-By-State Data on Recreational Boating Participation & Safety Across All 50 States

WASHINGTON (2026) — The United States Coast Guard (USCG) has launched the 2026 National Recreational Boating Safety Survey (NRBSS), the only comprehensive source of recreational boating participation data covering all 50 states and the District of Columbia. The survey will estimate how many people go boating, the types of boats they use and how often they operate on the water.

A grant from the Sport Fish Restoration and Boating Trust Fund funds the 2026 NRBSS and supports national boating safety and law enforcement programs.

2026 National Recreational Boating Safety Survey poster
Image provided by USCGboating.org

Filling a Critical Data Gap in Recreational Boating

This is the first time the NRBSS has been conducted since 2020, a period during which recreational boating participation increased nationwide as Americans sought outdoor activities. The Coast Guard has conducted the survey regularly since 1973, most recently in 2018.

“The NRBSS has an extensive history of giving important insight into how people are boating in waterways across the country,” said Capt. Brent Schmadeke, Coast Guard Office of Auxiliary & Boating Safety. “The findings are critical in guiding the Coast Guard’s security efforts to keep boating safe and enjoyable for everyone.”

NORC at the University of Chicago is conducting the survey under a cooperative agreement. It is a nonpartisan research organization with more than 80 years of experience conducting objective, high-quality research and analysis. Over the next year, NORC will interview more than 50,000 households nationwide, including individuals who own or rent boats.

What Participants Can Expect

NORC will invite selected households to participate through mailed letters and postcards, as well as emails and text messages. All respondent information, held in the strictest confidence, will be aggregated to produce statistical summaries only.

For more information about the National Recreational Boating Safety Survey, visit https://uscgboating.org/statistics/national-recreational-boating-safety-survey.php.

CONTACT:

For questions or additional assistance, contact onthewater@norc.org or SMB-COMDT-CG-BSX-Data@uscg.mil.

Sea-Legs Joins MRAA as New Platinum Partner

• Dealer Week 2025 Exhibitor to Help Fuel Dealer Success

MINNEAPOLIS — The Marine Retailers Association of the Americas (MRAA) announced that Sea-Legs, the Minnesota-based manufacturer of the original “pontoon lift that goes where you go,” joined the association as a Platinum Partner and was a Dealer Week 2025 Exhibitor.

Sea-Legs provides an innovative, self-contained pontoon lift system that eliminates the need for installing or removing a traditional shore-based lift each season. Designed to offer convenience, flexibility and unmatched ease of use, Sea-Legs allows pontoon owners to quickly raise their boat wherever they go — at home, at the cabin or at any waterfront destination.

Platinum Partner

“We welcome Sea-Legs to the MRAA family of partners. Sea-Legs’ creative approach to simplifying the boating experience reflects a deep focus on customer needs, and their commitment as a Platinum Partner demonstrates strong support for dealers,” said Liz Keener, MRAA Senior Director of Dealer Development. “We enjoyed working alongside Sea-Legs and to have them exhibit to dealers at Dealer Week, MRAA’s annual conference, where they engaged dealers seeking new solutions for efficiency, customer satisfaction and on-water convenience. This partnership will help fuel dealer success across the pontoon and lift marketplace.”

As a Platinum Partner, Sea-Legs will have expanded opportunities to participate in MRAA’s education, events and dealer development initiatives. This partnership level supports deeper alignment with retailers and increased visibility among marine businesses committed to elevating customer experience and operational excellence.

The MRAA Partner Membership Program brings together marine manufacturers, solution providers, service companies and industry leaders who share a commitment to supporting the dealer community. Platinum Partners make an elevated investment in MRAA’s mission and play a key role in expanding resources available to marine retailers. View the complete Platinum Partner lineup.

About Sea-Legs

Sea-Legs™, the pontoon lift that goes where you go. No more putting in or taking out your conventional lift at the start and end of the season. Raise your portable, hydraulic Sea-Legs and go. Lower your Sea-Legs and park. Use your smart phone Sea-Legs App or optional wireless controller for added convenience at your dock, sandbars, restaurants, visiting neighbors, shore fishing, getting gas and more. For additional info please contact us at sales@sea-legs.com or call 952-934-7000.

About the Marine Retailers Association of the Americas (MRAA)

The Marine Retailers Association of the Americas is the trusted catalyst for success in the marine retail industry. Dedicated to fueling dealer growth and strengthening the boating experience, MRAA delivers industry-leading insights, expert guidance and proven solutions that assist marine retailers in navigating challenges and seizing opportunities. Through education, advocacy and innovative resources, MRAA empowers dealers to thrive, and help drive a stronger more sustainable marine industry. Learn more at MRAA.com.

Alera Marine Commits to MRAA Platinum Partnership

• New Boat Builder Strengthens Commitment to Dealer Support and Industry Growth; Exhibited at Dealer Week 2025

MINNEAPOLIS — The Marine Retailers Association of the Americas (MRAA) announces that Alera Marine, a new pontoon boat manufacturer, joined the association late last year and participated as a new exhibitor at Dealer Week 2025 in Tampa, Florida.

Platinum Partner

The partnership strengthens Alera Marine’s engagement with marine retailers and reinforces its commitment to building a strong dealer network. Part of its expanded involvement with MRAA included participation at MRAA’s annual conference. The Elkhart, Indiana-based manufacturer presented product but connected with retailers who were looking for new opportunities with a builder committed to their retail success.

“While Alera Marine is a new brand, they’re already seeing the value in connecting their current dealers with MRAA resources, while also showcasing their product at Dealer Week, where they grew their dealer network,” said Liz Keener, Senior Director of Partnerships for MRAA. “We’re happy to have them on board with MRAA.”

Alera’s leadership group includes CEO Coley Brady, General Manager Jordan Kistler and Vice President of Marketing Joe Mehl, supported by more than 40 designers, engineers and craftspeople focused on craftsmanship, serviceability and long-term reliability.

As a Platinum Partner, Alera Marine will have access to MRAA’s expanded dealer development programs, educational resources, industry insights and opportunities to collaborate on initiatives focused on elevating dealer operations and customer experience. Platinum Partners play a key role in advancing MRAA’s mission and supporting marine retailers across North America.

The MRAA Partner Membership Program brings together marine manufacturers, service providers and industry partners who share a commitment to strengthening dealership success and the boating experience overall. A full list of partners can be viewed at MRAA.com/partners.

About Alera Marine Group

Alera Marine Group is a pontoon boat manufacturer based in Elkhart, Indiana. Founded by a team of marine industry veterans, Alera is focused on building high-quality boats that emphasize performance, serviceability and thoughtful design. With more than 200 combined years of industry experience, the Alera team is committed to delivering a product that is reliable, easy to own and enjoyable to operate. The company’s first model, the Alera Model M, brings together smart engineering, functional features and modern styling. Alera’s mission is simple: to propel people forward by doing whatever it takes—whether that means supporting customers, partnering with dealers or building boats that stand the test of time. Learn more at AleraMarine.com.

About the Marine Retailers Association of the Americas

The Marine Retailers Association of the Americas is the trusted catalyst for success in the marine retail industry. Dedicated to fueling dealer growth and strengthening the boating experience, MRAA delivers industry-leading insights, expert guidance and proven solutions that assist marine retailers in navigating challenges and seizing opportunities. Through education, advocacy and innovative resources, MRAA empowers dealers to thrive, and help drive a stronger more sustainable marine industry. Learn more at MRAA.com.

The Visibility Gap: Taking Control of Your Marine Service Department

• Webinar: MRAA Education Champion IDS Marine & PCLM Business Solutions Host Free Webinar — April 14

Guessing why your customers boats are sitting longer than they should is not the approach your service department needs. You have a lot of service data at your disposal, so knowing how to use it and include it in your processes is vital to helping you understand your bottlenecks and keep a keen eye on Repair Event Cycle Time.

IDS Marine, an MRAA Education Champion, along with PCLM Business Solutions will host a live webinar to help you earn how to use the data already inside your dealership to understand what’s really slowing down service. Whether it’s parts delays, warranty holds or workload imbalance learn how to corral your data and your outcomes.

Join IDS the free webinar to see how clear service data helps you pinpoint bottlenecks, improve RECT and give your entire team shared clarity around what needs attention now.

RECT webinar


DETAILS:

  • 1 p.m. EST/10 a.m. PST
  • Tuesday, April 14
  • 45 minutes + Q&A

SPEAKERS:

  • Don Miller, Senior Data Innovation Manager, IDS Marine
  • Paula Crosbie, Partner, PCLM Business Solutions

Dealer Week 2026 Sets New Benchmarks with Record-Breaking Exhibitor Commitment

Momentum Builds for MRAA’s December 2026 Conference and Expo

MINNEAPOLIS (April 9, 2026) — Dealer Week 2026 is already shaping up to be the most expansive event in the conference’s history, driven by record-setting exhibitor demand. The Marine Retailers Association of the Americas (MRAA) today announced that more than 130 exhibitors have confirmed booth space well ahead of the event, marking the fastest exhibitor sales pace in Dealer Week history and underscoring Dealer Week’s role as a key forum for the marine retail industry.

Dealer Week will take place December 6-9, 2026, at the Tampa Convention Center in Tampa, Fla. The three-day conference brings together marine industry suppliers, boat manufacturers and dealership professionals for industry-focused education, networking and solution-driven collaboration. 

“Reaching 130 confirmed exhibitors this far in advance sends a powerful message about where the industry sees value,” said Mike Davin, Vice President of Industry Relations at MRAA. “Dealer Week has become a must-attend event for suppliers looking to build meaningful connections with marine dealers, and the early demand for exhibit space reinforces Dealer Week’s role as a business accelerator for our entire industry.” 

The 2026 exhibitor roster already includes leading marine manufacturers and brands, as well as companies specializing in finance and insurance, digital retailing tools, marketing services, marine technology, training and operational solutions to create a comprehensive marketplace tailored specifically to today’s dealership needs. 

Dealer Week’s exhibitor hall is designed to foster purposeful engagement between suppliers and decision-makers, giving attendees direct access to the tools, products and partnerships shaping the future of marine retail. When Dealer Week was hosted in Tampa in 2025, exhibit space sold out before the event — making early booth commitments especially important for companies planning to participate in 2026. 

“Dealer Week is where education turns into execution. Our dealer attendees value connecting with the brands, products and service providers that help them put new ideas into practice, ” said Liz Keener, Senior Director of Partnerships. “December is a key planning period for dealers, making it an ideal time for them to identify partners for the year ahead. Exhibitors benefit as well, building long‑term partnerships that often begin at Dealer Week.” A variety of booth sizes and sponsorship opportunities remain available, but the expo hall is expected to sell out soon.

Dealer Registration to Open This Summer 2026 

Boat dealerships and marinas can expect event registration for Dealer Week 2026 to open mid-July. Attendees will gain access to a curated educational program focused on dealership performance, leadership, sales strategy, operations, marketing and customer experience — alongside extensive peer networking opportunities. 

Additional program details, featured sessions and event updates will be announced in the coming months. For full event information, including exhibitor updates, registration timelines, hotel accommodations and schedules, visit www.dealerweek.com

About Dealer Week, MRAA’s Conference and Expo 

Dealer Week, hosted by the Marine Retailers Association of the Americas (MRAA), is the premier annual conference and expo created exclusively for marine dealership professionals. Bringing together top industry suppliers, manufacturers and thought leaders, Dealer Week delivers actionable education, strategic networking and an expansive exhibit hall designed to support dealer growth and long-term business success. Learn more at www.dealerweek.com.

About the Marine Retailers Association of the Americas (MRAA)

The Marine Retailers Association of the Americas is the trusted catalyst for success in the marine retail industry. Dedicated to fueling dealer growth and strengthening the boating experience, MRAA delivers industry-leading insights, expert guidance and proven solutions that assist marine retailers in navigating challenges and seizing opportunities. Through education, advocacy and innovative resources, MRAA empowers dealers to thrive and help drive a stronger more sustainable marine industry. Learn more at MRAA.com.

Tax Relief Delivered to South Carolina Recreational Boaters

WASHINGTON, D.C. – The Marine Retailers Association of the Americas (MRAA) applauds the signing of H.3858 into law by South Carolina Governor Henry McMaster, marking a historic milestone in the effort to modernize and reduce the nation’s highest boat property tax. The new law delivers long-awaited relief for boaters and the broader South Carolina recreational boating industry by lowering the effective tax burden on watercraft and eliminating outdated policies that have long hindered growth. This multi-year victory would not have been possible without the leadership and collaboration the South Carolina Boating & Fishing Alliance (SCBFA), which spearheaded efforts on the ground in Columbia and across the Palmetto State.

“This is a major victory for recreational boating in South Carolina,” said Chad Tokowicz, Government Relations Manager for MRAA. “For years, boaters and marine businesses have faced one of the most burdensome tax structures in the country. With the signing of H.3858, South Carolina has taken a meaningful step toward fairness, affordability and long-term industry growth.”

This is what happens when industry and grassroots voices come together…

“…We appreciate the bipartisan group of more than 60 legislators, led by Rep. Gary Brewer and State Senator Stephen Goldfinch, for not only listening, but leading on this issue. This bill cuts the nation’s highest boat property taxes nearly in half, ends double taxation, and supports a $6.5 billion industry that drives jobs and economic impact across South Carolina,” said Gettys Brannon, President and CEO of SCBFA.

A Modernized, Fairer System

H.3858 introduces several key reforms designed to simplify and reduce the cost of boat ownership across the state. Most notably, the law exempts 42.8571% of a boat’s fair market value from property taxation, effectively lowering the assessment ratio from 10.5% to approximately 6% once fully implemented, aligning it with the rate applied to motor vehicles in the state.

In addition, the legislation eliminates the requirement to title outboard motors separately and instead allows boats and motors to be taxed as a single unit, addressing a longstanding issue of double taxation that has inflated costs for South Carolina boat owners. The reforms will be phased in beginning in 2027, providing a clear path toward a more competitive and accessible boating environment.

Strengthening South Carolina’s Marine Economy

South Carolina’s recreational boating industry is a powerful economic engine, generating more than $6.5 billion in annual economic impact and supporting over 27,100 jobs across the state. From manufacturing and retail to service, tourism and hospitality, recreational boating supports hundreds of businesses in both coastal and inland communities statewide.

In addition, annual sales of boats, engines, trailers and accessories approach $900 million, underscoring the strength and continued growth of the market. Furthermore, according to the Charleston City Paper, the industry has expanded rapidly in recent years, with economic impact increasing by more than 60% since 2018, demonstrating both strong consumer demand and the sector’s importance to South Carolina’s broader economy.
Despite this growth, South Carolina’s historically high boat property taxes have limited the industry’s full potential by pushing boat ownership and registration to neighboring states. By reducing this burden, H.3858 is expected to unlock additional economic activity, encouraging more in-state boat ownership, increasing sales and service demand, and strengthening the network of marine businesses that depend on a healthy and accessible boating market.

“This legislation reflects what can be achieved when industry stakeholders, policymakers and grassroots advocates work together,” said Mike Sayre, MRAA Director of Government Relations. “By creating a more reasonable and predictable tax structure, South Carolina is positioning itself to retain more boat owners, support local marine businesses and grow its boating economy for years to come.”

MRAA’s Role in Advancing Reform

MRAA played an active role throughout the legislative process, working in close partnership with the South Carolina Boating & Fishing Alliance to advocate for meaningful reform. Together, the organizations aligned industry stakeholders, coordinated grassroots engagement and delivered a unified message to lawmakers about the urgent need to address the state’s outdated and burdensome boat tax structure.

MRAA further supported the effort by providing economic data, and policy analysis, helping to clearly demonstrate how high property taxes were negatively impacting boat ownership, and marine businesses. In collaboration with the Alliance, MRAA also helped amplify the voices of dealers, anglers and boaters across South Carolina, ensuring policymakers heard directly from constituents affected by the issue.

This coordinated approach, combining local leadership from the Alliance with national perspective and resources from MRAA, proved instrumental in building legislative support and maintaining momentum throughout the process. The partnership ultimately helped drive H.3858 across the finish line and into law.

 “The passage of H.3858 marks a pivotal moment for South Carolina’s recreational boating industry,” said Chris Butler, Owner and President of Butler Marine. “For too long, outdated and burdensome tax policies have held back boat ownership and business growth. This legislation not only delivers meaningful financial relief to boaters but also creates a more competitive environment for marine businesses, as more South Carolinians will be encouraged to purchase, register, and keep their boat in the state…”

It’s a clear win for consumers, for our industry, and for the long-term strength of South Carolina’s recreational boating economy.

Looking Ahead

With H.3858 now signed into law, MRAA will continue working with stakeholders to support effective implementation and to ensure that South Carolina’s marine industry fully realizes the benefits of this reform.

The association also sees this as a potential option for other states evaluating outdated or burdensome tax policies impacting recreational boating. Should you have any questions about MRAA government relations or advocacy efforts at a state or federal level please do not hesitate to reach out.


About the Marine Retailers Association of the Americas

At the Marine Retailers Association of the Americas, we believe that for the marine industry to thrive, the retail organizations that interact with the boaters in their community must thrive. With that in mind, MRAA works to create a strong and healthy boating industry by uniting those retailers, providing them with opportunities for improvement and growth, and representing them with a powerful voice.

Managing Spring Service Demand Without Slowing Down

By Chris Dominis, Manager of Customer Success & Enterprise Engagement, Motility Software Solutions, an MRAA Platinum Partner

Spring Reality Check: Where Cycle Time Gets Lost

1. Slow Write-up & Check-in Processes

Complex or manual documentation processes to gather customer details cause boats to sit idle, creating an immediate backlog that can pile up throughout the day.

8 Quick Wins to Improve Service Efficiency This Season

Avoid Chaos



About the Author
Chis Dominis, Manager of Customer Success and Enterprise Engagement for Motility Software Solutions
Chis Dominis

Managing the Spring Service Surge: Reducing Repair Cycle Time at Your Dealership

By Rob Grant, Associate Director of OEM Business Development, Lightspeed, an MRAA Strategic Partner

For marine dealerships spring brings one of the most intense operational periods of the year. As temperatures rise, boat owners rush to prepare for the season, scheduling maintenance, addressing winter damage and resolving any lingering mechanical issues.

For service departments, this spring surge can quickly create bottlenecks. Boats (and other units) pile up in the yard, technicians become overloaded, part delays slow repairs and customers anxiously wait to get back on the water.

The dealerships that navigate this period successfully are not necessarily the ones with the largest teams; they are the ones with the most organized service operations and the best visibility into their repair workflow.  At the center of that visibility is the ability to track repair cycle time, parts availability and service performance in a single system.

Why Repair Cycle Time Matters

One of the most important service performance metrics is Repair Event Cycle Time (RECT), the number of days between when a repair order is opened and when the work is completed.

For customers, cycle time represents the service experience. The longer a boat (or other unit) sits waiting for parts or repairs, the longer that customer is off the water.

For dealerships, long cycle times impact:

  • Service department throughput
  • Technician productivity
  • Yard capacity
  • Customer satisfaction

Reducing cycle time allows service teams to complete more repair orders while improving customer experience during the busiest months of the season.

Where Service Bottlenecks Occur

Most service delays occur in three key areas.

  1. Delayed diagnostics
    When incoming boats wait days or weeks before inspection, the entire repair timeline shifts. Best-practice dealerships aim to diagnose service units within 24–48 hours so parts can be ordered immediately.
  2. Parts ordering and availability
    Waiting to order parts until after diagnosis often adds significant delays. Tracking parts demand and stocking high-turn service items can dramatically reduce downtime.
  3. Lack of operational visibility
    When service, parts and warranty teams operate in separate systems, communication gaps and manual processes slow everything down.

Why a Unified Dealer Management System Matters

This is where a modern Dealer Management System (DMS) becomes critical.

When service, parts, inventory and accounting are managed within a single platform, dealerships gain visibility into the entire repair lifecycle, from write-up to completion.

A unified system allows service managers to track:

  • Open repair orders
  • Technician productivity
  • Parts availability and special orders
  • Warranty claim status

Dealer management solutions like Lightspeed DMS bring these operational areas together, helping marine dealerships manage service demand more efficiently during peak seasons.

Using Data to Improve Service Efficiency

The most successful dealerships use data to continuously improve service performance.

Reporting tools allow managers to monitor metrics such as repair cycle time, open repair order aging and technician productivity. For example, RECT reporting tools available through Lightspeed’s Industry Benchmark data provide insights into how long boats spend in each stage of the repair process and where delays are occurring.

This level of visibility helps dealerships identify opportunities to streamline workflows, improve parts stocking strategies and keep service operations moving.

Turning Service Operations into a Competitive Advantage

Spring service demand will always challenge marine dealerships, but the right processes and systems can make the difference between a backlog and a well-run operation.

By prioritizing fast diagnostics, maintaining accurate parts inventory and tracking service performance through a unified DMS, dealerships can reduce repair cycle time and keep boats (and other units) moving through the service department efficiently.

Because in the marine industry, the ultimate goal is simple: keep boaters on the water!



About the Author

Rob Grant brings nearly 30 years of hands-on experience in the marine industry, with a deep understanding of both dealership operations and technology innovation. His career with Lightspeed began in 2000, after spending five years working inside two marine dealerships — both of which used Lightspeed software. That foundational experience on the dealership floor gave Rob an operator’s perspective, one that continues to inform his approach to business development and OEM collaboration to this day.

Spring Service
Rob Grant

Throughout his 20+ years at Lightspeed, Rob has become a driving force behind efforts to streamline dealership workflows, improve RECT (Repair Event Cycle Time) and strengthen the connections between dealers, OEMs and technology partners. His work focuses on making dealership operations more efficient, integrated and customer-centric — backed by his strong belief that technology should remove friction, not create it.

Today, as Lightspeed’s Associate Director of OEM Business Development, Rob serves as a trusted advisor and advocate for marine dealerships across North America. He plays a key role in expanding OEM partnerships and developing smarter tools that help dealers better serve their customers. A frequent contributor to industry conversations, Rob is known for blending practical insights with a forward-thinking mindset — always keeping the dealer experience at the heart of his work.

Based in Utah, Rob enjoys boating with his family on nearby lakes and remains deeply committed to the continued growth and evolution of the marine industry.


Avoiding the ‘Spring Crush’: How Automation Can Level Your Service Load and Lower RECT

By Michele Howard, Pin-Up Marketing, an MRAA Platinum Partner

Every service manager knows the feeling of the first 70-degree day. The phones start ringing simultaneously, the lot fills up overnight and suddenly, your Repair Event Cycle Time (RECT) begins to climb. The “Spring Rush” is a tradition in the marine industry, but it is also one of the greatest threats to dealership profitability and customer satisfaction.

When a service department is reactive, technician efficiency drops due to chaos and customers become frustrated by long lead times. However, by leveraging Service Automation — specifically through strategic SMS and email segmentation — dealerships can transition from a reactive “rush” to a proactive “launch.”

Here is how to use automation to smooth out your service curve and keep your RECT under control this spring.

1. Segment Your Audience to Control the Flow

The biggest mistake in spring outreach is the “blast” approach — sending one email to your entire database. This creates a self-inflicted bottleneck. Instead, use your DMS data to segment your customers into “waves.”

  • The Early Birds (February/Early March): Target customers who traditionally pull their boats early or those with indoor heated storage. Offer them the first pick of dates.
  • The System-Heavy Group: Segment by boat type. If you have a group of large cruisers that require more labor-intensive systems checks, schedule them in a window where you can dedicate a specific “systems-heavy” technician to that block.
  • The “Last Year” Latecomers: Identify customers who complained about wait times last year. Send a personalized SMS: “Hi [Name], we want to make sure you’re on the water earlier this year. Can we get you on the schedule for late March?”

By segmenting, you aren’t just marketing; you are traffic-controlling your service bay months in advance.

2. The Power of SMS for ‘Micro-Commitments’

While email is excellent for detailed spring-prep checklists, SMS is the king of scheduling. Email open rates hover around 20%, but SMS open rates are near 98%.

Use automated SMS triggers to prompt customers to book their “Launch Window.”

  • The Strategy: Send a text with a direct link to your digital scheduling tool.
  • The Result: You fill your April calendar in February. This allows your parts department to pre-order kits and your service writers to stage work orders before the boat even hits the lot.

3. Pre-Scheduling as a RECT Reduction Tool

Repair Event Cycle Time (RECT) is often inflated by “wait time” — waiting for the boat to arrive, waiting for parts and waiting for customer approvals.

Automation allows you to tackle these “waits” before the clock even starts:

  • Pre-Diagnosis via Automation: Send a digital “Spring Readiness” form via email two weeks before their drop-off date. Ask if they noticed any issues during winterization or if they want to add upgrades (like electronics or detailing).
  • Parts Staging: When a customer confirms a spring launch through an automated link, it can trigger an internal task for the parts department to pull the necessary filters, oils and impellers.

When the boat arrives, the technician isn’t waiting for a service writer to talk to the customer or for the parts room to find a gasket. They are turning wrenches immediately.

4. Smoothing the ‘Service Hump’

The goal of service automation is to turn a vertical spike in demand into a horizontal line. By incentivizing “Pre-Rush” slots (late March/early April) through automated drip campaigns, you ensure that your technicians are billed out at 100% capacity for three months, rather than being at 50% in March and 150% in May.

A smoothed-out schedule leads to:

  • Lower Stress: Your service advisors can spend more time with each customer.
  • Better Quality: Technicians aren’t rushing to meet an impossible deadline.
  • Lower RECT: Because the work is pre-planned, the boat moves through the shop faster.

The Bottom Line

In the modern dealership, the “Spring Rush” should no longer be an unpredictable weather event. It is a manageable logistical process. By using SMS and email segmentation to pre-schedule your launches, you aren’t just “sending ads” — you are providing a premium, concierge-level service that respects the customer’s time and protects your shop’s efficiency.

Don’t wait for the first warm day to see who shows up. Use automation to decide who shows up and when.

About Pin-up Marketing

Pin-up Marketing specializes in helping marine dealers bridge the gap between technology and the customer experience. For more information on automating your service department, visit Pin-up Marketing.


Michele Howard
About the Author

Michele Howard is the Co-Owner of Pin-Up Marketing with over 20 years of hands-on marketing experience across the marine, automotive, truck & trailer and RV industries. Her deep understanding of each market allows her to develop data-driven, performance-focused strategies that help dealerships streamline operations, increase visibility and drive sustained revenue growth.