Dealer Week Field Trip to Visit Oldest Fla. Restaurant, NHL Arena, Largest Recreational Dealership

The Field Trip, guided by industry trainer Valerie Ziebron, will highlight lessons in great operations, employee relations and customer experience from three Tampa-area businesses. And include some fun surprises.

Dealer Week, the newly reimagined MRAA Conference & Expo, has announced the final locations of the Dealer Week Field Trip, a new all-day interactive learning opportunity. Led by industry trainer Valerie Ziebron, the Field Trip will take Dealer Week attendees on a tour of three Tampa-area businesses that exemplify great operations, employee relations and customer experience. The three businesses are Amalie Arena, home of the NHL’s Tampa Bay Lightning; The Columbia, the oldest continuously operated restaurant in Florida as well as the oldest Spanish restaurant in the United States and one of the largest restaurants in the world; and Lazydays RV, which operates the world’s largest recreational dealership on 126 acres outside Tampa.

The Field Trip takes place from 10 a.m. to 5 p.m. on Sunday, Dec. 8. Attendees will be transported by bus to each location, and lunch will be provided at The Columbia. During the visits, attendees will be given a workbook to guide their learning. Later that evening, attendees are welcome to attend the Dealer Week Opening Celebration from 6 p.m. to 8 p.m. The Conference and Expo kicks off the following morning.

“When you’re in a business where customer experience and loyalty are paramount for success, it’s wise to look for inspiration from other businesses, both in and outside of the marine industry,” Ziebron said in a video announcing the Field Trip. “What are they doing, or not doing, to find and keep great talent? How do they train and motivate their teams, and create the sort of culture that drives success? What are they doing to set themselves apart from the competition and to carve out their future for the next decade and beyond?”

The cost to attend the Field Trip is $229 for MRAA Members and $249 for Non-Members. Attendance at the Field Trip is limited to 100 participants due to space constraints.  

Dealer Week will be hosted Dec. 8-11 at the Tampa Convention Center. For more information and to register, go to DealerWeek.com. To add the Field Trip to a pre-existing conference registration, follow the instructions in your confirmation email or contact Michele Rosacker at 763-333-2425.

About Dealer Week
For more than 40 years, the Marine Retailers Association of the Americas has delivered world class educational programming to dealers, retailers and service operations that power the boating industry and serve today’s boaters. Dealer Week evolves as MRAA’s rebranded and reimagined annual conference and expo, a profoundly new event experience designed to engage, energize and empower the dealer community. The MRAA envisions a brighter future for marine retail, and Dealer Week is the preeminent means for bringing that vision to life. Learn more at DealerWeek.com.

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, contact us at 763-315-8043.

Dealer Week Names 13 Marine Trade Association Co-Hosts

These associations have committed to supporting Dealer Week, and several are offering special incentives.

Dealer Week, the newly reimagined MRAA Conference & Expo, was created as a way to provide education, resources, products and services to all marine dealers, embracing the philosophy that when dealers succeed, the industry succeeds.

The more organizations that come together under the Dealer Week roof to serve marine retailers, the more valuable that service to the dealer body will be, according to MRAA.  

That’s the idea behind the Dealer Week Marine Trade Association (MTA) Co-Host program, launched this spring. Since then, 13 associations have signed up to Co-Host the event, including:

  • Boating Industries Association of Upstate New York
  • Connecticut Marine Trades Association
  • Empire State Marine Trades Association
  • Lake Erie Marine Trades Association
  • Marine Industries Association of Palm Beach County, Inc.
  • Marine Industries Association of South Florida
  • Marine Industry Association of Central Florida
  • Marine Trades Association of New Jersey
  • National Marine Manufacturers Association
  • National Marine Representatives Association
  • Rhode Island Marine Trades Association
  • S.W. Florida Marine Industries Association & Tampa Bay Marine Industries Association
  • Water Sports Industry Association

The goal of the program is to engage more dealers in Dealer Week, serve them together at a deeper level than any association could do alone, and unite the industry behind dealer development.

“At MRAA, we believe in the power of collaboration,” says Liz Walz, MRAA Vice President. “The local, regional, national and international trade associations in our industry each provide unique and valuable resources, tools and services to marine dealers and the companies that support their success. When we work together to support dealer success, we can do much more for the industry than when we operate in isolation.”

Co-Hosts will not only act as a resource for dealers from their region who attend the event, but they will also play a significant role in MRAA’s “hostmanship” strategy, through which the MRAA staff, board, partners and others will act as hosts for Dealer Week attendees, welcoming them, answering questions, and ensuring their event experience is seamless.

Leading up to the event, many MTA Co-Hosts are sharing special incentives with their members, including discounts and scholarships. Members should contact their specific MTA to see how they are participating.

Those marine trade associations interested in coming onboard as an MTA Co-Host are invited to contact MRAA at 315-692-4533 or liz@mraa.com.

For 40-plus years, MRAA’s annual conference and expo has offered world class educational programming and a means of connecting dealers with industry suppliers. Dealer Week will be hosted Dec. 8-11 at the Tampa Convention Center. For more information and to register, go to DealerWeek.com.

About Dealer Week
For more than 40 years, the Marine Retailers Association of the Americas has delivered world class educational programming to dealers, retailers and service operations that power the boating industry and serve today’s boaters. Dealer Week evolves as MRAA’s rebranded and reimagined annual conference and expo, a profoundly new event experience designed to engage, energize and empower the dealer community. The MRAA envisions a brighter future for marine retail, and Dealer Week is the preeminent means for bringing that vision to life. Learn more at DealerWeek.com.

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, contact us at 763-315-8043.

MRAA joins Sportfishing and Boating Community Call for Striped Bass Harvest Reduction

Reducing mortality by 18 percent necessary to conserve and rebuild striped bass population

The Marine Retailers Association of the Americas joined a coalition of recreational fishing and boating organizations to write to the Atlantic States Marine Fisheries Commission (ASMFC) urging commissioners to end overfishing and begin rebuilding striped bass by implementing an 18 percent harvest reduction for the recreational and commercial fisheries. The ASMFC will make their decision on Wednesday, October 30, 2019.

In their letter, the Marine Retailers Association of the Americas, National Marine Manufacturers, Association American Sportfishing Association, BoatU.S., Center for Sportfishing Policy, Coastal Conservation Association, Congressional Sportsmen’s Foundation, and Recreational Fishing Alliance offer support for the 18 percent reduction in striped bass removals to ensure a healthy future for this economically important fishery. The coalition stands by the cooperative process of the ASMFC and understands that tough management decisions must be made for the benefit of these shared resources. The management system under the ASMFC is successful thanks to state fisheries managers working together to manage a natural resource that knows no state boundaries.

Furthermore, the group supports implementing the mandatory use of circle hooks when fishing with bait across all states and jurisdictions to reduce discard mortality. The effectiveness of non-offset circle hooks has been proven through more than a decade of mandatory use in the Gulf of Mexico reef fish fisheries.

“We applaud this move by the Atlantic States Marine Fisheries Commission to address overfishing of striped bass,” said Marine Retailers Association of the Americas President Matt Gruhn. “By implementing responsible reductions of striped bass catches, we can ensure that generations of anglers and boaters can continue to enjoy access to this valuable natural resource, which generates significant economic gains and jobs all along the east coast.”

“Healthy, sustainable fisheries are essential to the environment and our industry. That’s why we are urging the commission to reduce striped bass mortality by 18 percent,” said Nicole Vasilaros, senior vice president of government and legal affairs for the National Marine Manufacturers Association. “Recreational boaters and anglers are the nation’s original conservationists – directly providing hundreds of millions of dollars to protect and rebuild fish stocks each year – and it should come as no surprise that we’re united in support of a measure to ensure striped bass will thrive for generations to come.”

“Atlantic striped bass management has been successful under cooperative, state-based management through the ASMFC,” said Chris Horton, fisheries program director for the Congressional Sportsmen’s Foundation. “We’re at a critical point in that management endeavor that requires further reductions in harvest, across the board, to ensure the flexible, state-based management model continues to be successful in managing striped bass for today and tomorrow’s recreational anglers.”

“Striped bass are one of the most sought after sportfish along the Atlantic coast and its recreational fishery is a significant contributor to the east coast economy,” said Mike Waine, Atlantic fisheries policy director for the American Sportfishing Association. “As the striped bass population has decreased, we stand behind ASMFC to make the right decision to end overfishing and return the striped bass population to a healthy status. Bold action taken now will bolster a strong sportfishing economy and benefit striped bass anglers for generations to come.”

“We commend the ASMFC for taking the appropriate steps to end overfishing of striped bass less than a year after that determination was made,” said Richen Brame, Atlantic fisheries director for Coastal Conservation Association. “The Atlantic states cooperatively working in such a timely fashion will put striped bass on the road to recovery.”

“Striped bass is one of the top fisheries from North Carolina all the way to Maine, and the cooperation of the states in this management system is imperative to ensuring the health of this public resource,” said Jeff Angers, president of the Center for Sportfishing Policy. “The ASMFC’s decision to reduce striped bass removals by 18 percent is the right thing to do to conserve this popular fishery for future generations.”

The ASMFC is an Interstate Compact ratified by the states and approved by the U.S. Congress in 1942 to jointly manage their shared migratory fishery resources. ASMFC manages the striped bass stock from North Carolina to Maine. The fishery has been a success story for angler conservationists after it was brought back from the brink in the 1980s due to overfishing. While the stock is significantly healthier than it was in the 1980s, recent declining trends in the population are cause for concern. Therefore, reducing the amount of Atlantic striped bass removed by recreational and commercial fishermen is needed to rebuild the stock to a healthy status.

KICKER Marine Audio Kicks Its Boating Presence Into High Gear

KICKER, a nationally recognized brand in the automotive, truck and powersports mobile audio markets, as well as home and lifestyle audio segments, has decided to strategically focus efforts to boost brand awareness and sales within the recreational marine industry. Having earned a solid reputation and growth in the wake/surf boat, pontoon and runabout markets over the past 22 years, KICKER’s expansion efforts as Kicker Marine Audio are designed to generate greater recreational boating reach among boating consumers, OEMs and the retail aftermarket.

“We have been operating successfully in the marine marketplace within a few key sectors serving OEMs and dealers nationally and internationally,” said Jeremy Bale, KICKER Associate Director, Marketing-Marine Division, “We believe our newly expanded marine-specific KM Series product line is well suited to meet the demands of boating customers who seek both quality and top-notch audio performance as part of the boating experience. Our durable, waterproof and maintenance-free products are ideally situated to propel both consumer, OEM and after-market growth.”

To help facilitate its long-term plan for enhanced marine consumer and B2B penetration, KICKER has retained two experienced marine marketing powerhouses and journalists to maximize its efforts.

PR Power’s Marilyn DeMartini, an over two-decade veteran of the powerboat circuit, and Kenton Smith Marketing’s Wanda Kenton Smith, with 35+ years of industry experience, have partnered together on a joint marketing initiative to champion and turn up the horsepower for the KICKER brand. The twosome will assist KICKER with its marine PR/communications and brand marketing initiatives, promotions and sponsorships, special events, and select media initiatives.

“We interviewed agencies and marketers in the marine sector and our sales, marketing and marine OEM team were impressed by the broad spectrum of experience that both Marilyn and Wanda have acquired over many years working in the industry,” said Bale, “We believe their joint professional connections and experience working throughout all sectors of the marine industry will be extremely valuable to our organization.”

Already, the team has developed and negotiated strategic partnerships with the Boating Industry Elevate Summit/Top 100; the Marine Retailers Association of America’s Dealer Week; and as keynote presenting sponsor for the FLIB Marine Marketers of America luncheon and leadership meeting. The team is also actively engaged in Miami International Boat Show media and event planning, among other major initiatives.

“Having worked with boat manufacturers, brokers and media for over 20 years, it is exciting to take on a marine product that reflects the fun lifestyle of our industry,” said DeMartini who was initially introduced to KICKER through a referral from Speedboat Magazine. “After having an opportunity to meet with the KICKER sales and marketing team at their impressive headquarters facility and learning about their vision, Wanda and I both felt we were uniquely well equipped to help them achieve their goals and objectives.”

“It’s awesome to work with a very smart group of executives who represent a rock solid and very successful global organization such as KICKER,” added Kenton Smith. “I’m thrilled to partner with my long-term professional colleague and friend Marilyn DeMartini and to combine our horsepower and skill sets to benefit and grow the KICKER Marine Audio business.”

About KICKER Marine Audio:
KICKER Marine Audio components include the highest grade of durable and waterproof source units, subwoofers, coaxials, amplifiers, towers and enclosures. Colorful lighting is incorporated into the speaker systems with a remote that can change colors with lighting modes and 20 colors. Some of its OEM customers include premium brands like Advantage, Bennington, Cruisers Yachts, Four Winns, Glastron, Scarab, Sea Ray and World Cat.

KICKER’s mission is to continue to be on the industry’s cutting edge, pushing the limits of audio design technology, performance and integration in the quest for ultimate sound.

Dealer to Dealer: October 2019

What is the most impactful lesson you learned about consumers during this selling season?

“Consumers are more than ever confused about what a boat costs. Some manufacturers post a (too low) retail selling prices then hide the additional fees which make the customer irate in the dealership. Bottom line dealerships with less than 5% net margin are not worth owning.” – Jim Sabia, Top Notch Marine

“Even our higher end $150-200K boat customer does not like a $600-700 50HR service bill.” – Greg Silver, Water Sports Central

“They want the lowest price, they DO NOT want the “sly or sneaky Sales Person experience” They want more tossed into the deal like bumpers, ropes, jackets, storage, etc.” – Brandon Mick, Indian Lake Marina, Inc.

“Today’s consumers have a vast array of tools to shop. Now more than ever, you have a very small window of opportunity when a buyer is knocking at the door. Often times a consumer will “overthink”, or find other deals if it drags out to long, so always be closing, but tactfully and without appearing to pushy or desperate. Building a connection or relationship with the consumer is still your best ally.” – Mike Osmanski, South Bay Marina

“…the selling season you really find out how well systems you’ve put in place are working. Customers, at least most of them, prove time and again just how patient they can be. As long as the lines of communication are open and they are kept abreast of where their boat is in the process, most of our customers can be very easy to get along with.

People understand that a boat purchase is not like a car purchase and spot deliveries rarely happen, so there is typically a few days of lag time between when a customer agrees to purchase their new boat and the time they are able to take delivery.

Since a boat purchase is usually something fun versus a necessity, customers in our industry tend to be much more relaxed about the process. Of course, they are anxious to get on the lake in their new ride, and we are just as anxious to get them there, but I feel they give us a lot more latitude than they do with other purchases where timelines are concerned. And the more experienced the boater, the more latitude they seem to offer.

The trick is not taking advantage of this attitude, and keeping the customer informed and excited throughout the process.” – Rob Poindexter, Blackbeard Marine

“We have learned that our users want a better online/digital experience. Everything from their first touch points on social media and YouTube to our website personalization experience. Our customers are affluent and have very little time. We need to help them shop for their boats, service their boats and use their free time in a much more efficient manner. Our Online Boat Shows are a testament to our dedication to changing the way our customer shops to fit their ever changing lifestyle and their needs.” – Abbey Heimensen, MarineMax

“Time is becoming more and more important to them.  Seeing this out weighing cost more often. Has become part of their value calculus.” – Joe Lewis, Mount Dora Boating Center

What lesson did you learn? Tell us below in the comment section!

Continuous Certification Launches Q4 Course on Customer Experience

The Marine Industry Certified Dealership’s Continuous Certification program has released its fourth quarter course “Supercharge Your Customer Experience” with Theresa Syer.

In Q4, Syer teaches dealers about customers’ Emotional Motivators and how dealers can influence those motivators using Key Emotional Drivers. The goal? To improve your customer experience; create loyal, raving fans; and sell more boats.

This course, partnered with the annual Performance Planning course, marks the last elements of the 2019 Continuous Certification program. Dealers in the program learned about coaching and mentoring, productivity, today’s customer and customer experience throughout the year.

With the release of these courses, Russell Marine The Ridge became the first dealership location in Continuous Certification to complete the program in 2019. The deadline for all dealers to complete is December 31.

For dealers wanting to experience this Q4 course in person, Continuous Certification has announced an all-new option, allowing dealers to attend the “Supercharge Your Customer Experience” workshop at Dealer Week for course credit. The workshop will be offered on the final day of Dealer Week, December 11, 2019, in Tampa, Florida.

New York to Sue Over Lake Ontario Flooding

On October 9, The New York State Department of Environmental Conservation filed a lawsuit against the international body charged with regulating water flows between the United States and Canada, including the St. Lawrence river and the Great Lakes. The lawsuit argues that the International Joint Commission must compensate the state for the approximately $1 billion in property damage destruction caused by flooding along Lake Ontario, citing negligence as a key factor. MRAA members are organizing a meeting to coordinate on this issue.

Please reach out to our Government Relations Manager, Adam Fortier-Brown at adam@mraa.com to help.

New Hampshire to Create Office of Outdoor Rec. Industry Development

New Hampshire joins 16 other states by launching the Office of Outdoor Recreation Industry Development to be housed in the state’s Department of Business and Economic Affairs.  Outdoor recreation is a $2.7 billion industry in New Hampshire, making up 3.3% of the state’s economy – well above the national average.  “The creation of this office will support New Hampshire’s numerous outdoor recreation enthusiasts and businesses, including members of the recreational boating industry which generates $1.2 billion in economic output for the state.” said MRAA President Matt Gruhn. 

Trump Administration Announces Plans to Boost Corn-Based Ethanol

Earlier this month, the Trump administration announced plans to direct the U.S. Environmental Protection Agency (EPA) and the U.S. Agriculture Department to take steps to close the demand gap faced since granting waivers to oil refineries. This move will effectively force larger refineries not currently granted waivers to increase how much ethanol they blend into gasoline, effectively increasing the supply of ethanol-mixed fuel in the market. This comes after the Trump administration’s May 31 announcement to expand the sale of E15 fuel year-round.

Grow Boating, MRAA Launch Part 2 of First-Time Boat Shopper Sales Course

As part of its educational partnership, Grow Boating and the Marine Retailers Association of the Americas have launched “Selling to First-Time Boat Shoppers’ Motivations,” the second in a three-part series of e-learning courses.

The purpose of the series, Grow Your Dealership with First-Time Boat Buyers, is to transform Discover Boating’s research of first-time boat buyers into education, tools and resources that can help marine retailers and their employees provide a customer experience that will lead to more boat sales now and in the future.

 “To grow boating and ultimately boost sales, businesses must continue attracting, and retaining, first-time boat buyers. With educational resources focused on this segment, businesses will be better equipped to lead  shoppers on a customized path to purchase,” says Carl Blackwell, President of Grow Boating. “That is why Grow Boating teamed up with MRAA to offer educational programming that is grounded in sound research on this critical audience. Participants will come out of this e-learning course with a clear understanding of the first-time boat buyer as well as applicable takeaways to provide the best experience for shoppers.”

This second course in the series, taught by leading dealership trainer Jim Million, provides specific guidance for dealership salespeople on how to identify what motivates their prospects and customers, and use the information they’ve gathered about their prospective buyer to provide an outstanding shopping and purchase experience.

“The salespeople who take this course will be better armed to build a strong rapport with first-time boat shoppers,” says Liz Walz, Vice President of the MRAA. “That will lead to better relationships, more sales and higher customer loyalty, which is a win for the salesperson, the dealership, the customer and this industry.”  

To watch the first two courses in the series – Understand and Guide the First-Time Boat Shopper and Selling to First-Time Boat Shoppers’ Motivations – visit www.mraa.com/GrowBoating. The third part in the series, Tools to Turn First-Time Boat Shoppers into Buyers, will be officially unveiled at Dealer Week, the MRAA’s annual conference and expo, December 8-11, in Tampa, Fla.

About the Marine Retailers Association of the Americas
The Marine Retailers Association of the Americas works to create a strong and healthy boating industry by uniting marine retail businesses, providing them with opportunities for improvement and growth, and representing them with a powerful voice. For more information, call us at 763-315-8043.

About Grow Boating, Inc.
The purpose of Grow Boating is to identify growth opportunities within the marine industry, and champion those opportunities through consumer communications, targeted programs, and by developing industry education and resources. The Discover Boating program is one of several of Grow Boating’s areas of focus. For more information, visit GrowBoating.org.