Angela Pilkington Named Darlene Briggs Woman of the Year

Angela Pilkington of Correct Craft Holding Company has been selected as the recipient of the thirty-second annual Darlene Briggs Marine Industry Woman of the Year Award. The award was presented to Pilkington by the 2017 award recipient, Wanda Kenton Smith, on Sunday evening, Dec. 9, during the Marine Retailers Association of the Americas Opening Night Awards Celebration at the Rosen Plaza Hotel in Orlando, Fla.
 
The Darlene Briggs Marine Industry Woman of the Year Award is named after the late Darlene Briggs of Wayzata, Minn., who was admired for her tireless dedication to the marine industry. The MRAA and Boating Industry magazine together present the award to honor her memory. It is offered annually to an outstanding woman who is actively involved in the marine industry at any level. It recognizes long and devoted service, untiring commitment, and the advancement of women in the marine business. The recipient receives an award and a check for $500 to be used for her professional development.

“Angela’s dedication to her company, its employees and the boating business are an inspiration,” comments MRAA Educational Foundation Executive Director Liz Walz. “She demonstrates that tremendous professional growth can be achieved in our great industry through the pursuit of ongoing education and opportunities for development.”
 
Pilkington started her career in the marine industry over 37 years ago. In 1981, she was hired at Correct Craft as a temporary employee. Since then, she has worked her way through the positions of secretary, office manager, director of administration, vice president of administration, chief operations offer, chief financial officer, and now, her most recent position, executive vice president/chief of staff.
 
In reflecting on her own strategies for success, she encourages the women in the marine industry to work hard and to continue to learn. “I have been fortunate through a lot of hard work, as well as supports of others, to achieve success in my career,” Pilkington wrote in her application. “I want to give back to those who are employees at Correct Craft and subsidiaries to encourage them to strive for more, never settle and give your all.”
 
In addition to success in a professional capacity, Pilkington also dedicates time to mission-driven work. She is a board member of Empower, an organization whose primary focus is to counsel teens with substance abuse or behavioral issues; she chaired a committee to raise funds for As Our Own, an organization in India that recuses girls from the slave trade; and she has volunteered with Habitat for Humanity and Nautique Cares. In addition, she has taken a personal interest in mentoring several Correct Craft team members.
 
 “As more and more women are employed by the marine industry, they will share their experiences, good or bad, with their friends, associates, children, etc.,” noted Pilkington in her application. “It is up to us – the women already working in the marine industry – to encourage women to join us.”

Patrick Green Named 2018 Kevin Lodder Scholarship Recipient

Patrick Green, Director of Certification and Customer Service Manager at Tobler Marina of Hayden, Idaho, has been selected as the recipient of the 2018 Kevin Lodder Scholarship, announced the MRAA Educational Foundation. The scholarship recipient was honored Sunday evening, Dec. 9, at the Marine Dealer Conference & Expo during the Marine Retailers Association of the Americas Opening Night Awards Celebration at the Rosen Plaza Hotel in Orlando, Fla.
 
This scholarship was founded in memory of Kevin Lodder of Lodder’s Marine in Fairfield, Ohio. Kevin worked in his family’s dealership and was dedicated to the marine industry from an early age until his untimely passing. The recipient of this scholarship receives tuition to attend the Spader Total Management 1 Workshop in Sioux Falls, S.D., and a stipend to offset travel expenses.
 
From the very beginning of his career, Patrick Green has persistently pursued opportunities for growth. Today, when he sets his eyes on the future, he aspires to run his own marine dealership as a general manager or owner. But he acknowledges that the path to realize that goal involves continued education and training.  
 
“I have learned over the past 15 years working in the industry that Spader programs are essential to leadership,” he wrote in his application. “I believe that the accounting principles, best practices, and accountability workshops taught in the Spader training are going to enable me to take the ball and confidently execute processes to my everyday roles in the dealership.”
 
The Spader Total Management 1 Workshop is a five-day program in Sioux Falls, S.D., geared toward decision makers, leaders, and key employees. Topics covered include decision-making processes, business adaptability, pricing practices, inter-department profit plans, and communication skills.
 
“Anyone who has spent much time in the boating business knows that it takes real persistence and passion for your work to find success,” comments Matt Lodder of Marine Sales Group and the MRAA Educational Foundation Board of Directors. “Those qualities make Patrick an ideal candidate for the Kevin Lodder Scholarship. By applying that persistence and passion to what he learns during the Total Management 1 Workshop, he will turn this investment of our Foundation’s funds into real results for him, Tobler Marina, and the industry.”

Kalina Named First-Ever Recipient of the Marine Apprentice Technician Scholarship

Austin Kalina, a marine technician apprentice at Indian Lake Marina, in Central City, Pa., has been selected as the first recipient of the Marine Apprentice Technician Scholarship, announced the MRAA Educational Foundation. The scholarship was presented at the Marine Dealer Conference & Expo on Sunday evening, Dec. 9, during the Marine Retailers Association of the Americas Opening Night Awards Celebration at the Rosen Plaza Hotel in Orlando, Fla.
 
Before bringing Kalina on board as an apprentice technician, the dealership had searched for an experienced marine technician for several months with no luck, according to General Manager Brandon Mick. Kalina’s application demonstrated limited boat repair experience and zero formal marine technician training, but his passion for learning shone through clearly. Since he has joined the team, his appetite for knowledge and team-oriented approach to his work has made him a “great fit,” according to Mick, who nominated him.
 
In his application, Kalina wrote: “The ability to go and receive more in-depth training would allow me to reach my goal of becoming a marine technician sooner. I hope to one day be able to be certified and maybe expand our shop at the marina. I am always looking for ways to improve my skills and knowledge any way that I can.”
 
The Marine Apprentice Technician Scholarship was created to offer financial assistance to dealership apprentice technician personnel while attending engine manufacturer training as they work their way to becoming certified. Each year, the recipient of the scholarship will receive $1,000 to cover travel expenses related to said training.
 
“Apprenticeship is one of dealers’ most powerful solutions to the technician shortage,” says Jeff Siems of Blue Springs Marine, who serves as president of the MRAA Educational Foundation Board of Directors. “We are thrilled to support dealerships like Indian Lake Marina and individuals like Austin through this scholarship, as we know the end result will be a stronger workforce to carry our industry into the future.”

Marine Trades Association of New Jersey Awarded Technical Scholarship

The Marine Trades Association of New Jersey (MTA/NJ) has been selected as the recipient of the 2018 Marine Trade Association Technical Scholarship, announced the MRAA Educational Foundation. The scholarship was presented to Melissa Danko, executive director of the Marine Trades Association of New Jersey, at the Marine Dealer Conference & Expo on Sunday evening, Dec. 9, during the Marine Retailers Association of the Americas Opening Night Awards Celebration at the Rosen Plaza Hotel in Orlando, Fla.
 
The MRAA Educational Foundation’s MTA Technical Scholarship funds will be distributed through the new MTA/NJ Technical Training Scholarship program. The New Jersey association created this scholarship as a way to expand its Foundation’s support of members with their training and certification needs. As a result, four members of the MTA/NJ, selected by the MTA/NJ Education Committee, will be awarded full scholarships to attend the ABYC’s Marine Systems Certification Course.
 
Initially underwritten by the OMC Foundation and now made possible by industry donations, the purpose of the MRAA Technical Scholarship is to offer financial assistance for technical training of current and prospective dealership personnel. Applying marine trade associations must show evidence of plans to offer a scholarship for technical training of marine dealership personnel in the year ahead and commit to matching the $1,500 scholarship provided to the association, should they be selected.
 
“The Marine Trades Association of New Jersey shares our dedication to helping marine businesses train and grow their employees,” says Matt Lodder of Marine Sales Group and the MRAA Educational Foundation Board of Directors. “We are proud to be able to support their efforts – and contribute to the professional development of four of their members – through this scholarship.”

Taylor Named Duane Spader Leadership Development Scholarship Recipient

Chad Taylor, owner of Taylor’s South Shore Marina in Waynesville, Ohio, has been selected as the recipient of the sixth annual Duane Spader Leadership Development Scholarship, announced the MRAA Educational Foundation yesterday. This year’s scholarship recipient was unveiled at the Marine Dealer Conference & Expo on Sunday evening, Dec. 9, during the Marine Retailers Association of the Americas Opening Night Awards Celebration at the Rosen Plaza Hotel in Orlando, Fla.
 
As a second-generation owner, Taylor has been charged with leading his organization into the future. Over the last 7 years, Taylor’s South Shore Marina has experienced rapid growth and has recognized a need to invest in its young and motivated staff.
 
Taylor was described by nominees as an individual with credibility and conviction that sets him apart from his peers throughout the industry. He is someone who strives to continuously improve himself and his results, but also encourages the personal and professional development of others.
 
The Duane Spader Leadership Development Scholarship was founded by Spader Business Management and the MRAA Educational Foundation in 2013 to honor the marine industry service of Spader founder Duane Spader, as well as his leadership philosophy of lifelong learning. The recipient receives full tuition to attend the Spader Leadership Development Program, valued at $14,875. Applicants must be employees of a Marine Retailers Association of the Americas retail member.
 
“My business [Taylor’s South Shore Marina] is at a critical point of growth, and I am eager to learn how to grow it to the next level and cultivate the best team while doing so,” wrote Taylor in his application. “I believe the Spader Leadership Development Program can provide me with the training to be the leader our team needs.”
 
Chad demonstrates a strong commitment to the future success and stability of the marine industry through his involvement in a Spader Marine 20 Group, as a regional director on the MRAA Board of Directors, and a board advisor for the MRAA’s Young Leaders Advisory Council.
 
The Spader Leadership Development Program is a 15- to 18-month program for current and future leaders that involves five, three-day sessions in Sioux Falls, S.D. Between sessions, participants are tasked with putting what they’ve learned to work in their dealership and tracking the results of those efforts.
 
“We are thrilled to award this scholarship to someone who has already contributed so much to the marine dealer community,” states Jeff Siems, president of the MRAA Educational Foundation Board of Directors. “Given his dedication to his dealership and the industry, we are confident that Chad will be able to leverage the scholarship to achieve great things.”

Grow Boating Supports MDCE Threefold

With the mission of providing marine retailers with education, tools and resources to apply with in their businesses, Grow Boating Inc. has expanded its support of the Marine Dealer Conference & Expo in 2018.

Through this educational partnership, attendees will have the chance to expand their learning experiences at MDCE through the Pre-Conference Workshops, the MRAA Special Presentation, and the MDCE conference app. The event – which is co-produced by the Marine Retailers Association of the Americas and Boating Industry magazine – will be held December 9-12, 2018, in Orlando, Fla.

“For years, MDCE has been the leading conference for marine dealer education,” says Carl Blackwell, president of Grow Boating. “Our support of these workshops, presentations and the app that delivers the show’s educational resources is one way we are fulfilling our mission to provide industry education.”

One of the most powerful aspects of Grow Boating’s MDCE partnership is the MDCE Pre-Conference Workshops. They are the highest-rated education sessions by dealers each year, as they allow the event’s leading trainers and educators to take a deep dive into the everyday pain points marine retailers are facing to help them build solutions.

Featured in both the Pre-Conference Workshops and the MRAA Special Presentation is marketing and sales expert Marcus Sheridan, who was first introduced to the MDCE team by Grow Boating. During the workshop, Sheridan – who received top scores from attendees in 2017 – will be providing insight into how to master video marketing. However, in the MRAA Special Presentation, his focus will be much broader, as he gives dealers a window into how they can adapt their sales, marketing and customer service efforts to the changing needs of today’s prospects and customers.

Finally, Grow Boating’s partnership is also making it possible for conference attendees to have access to a robust event app. This educational tool provides a platform for attendees to download session resources and better connect with MDCE speakers, manufacturers and suppliers, and their industry peers.

“This partnership with Grow Boating has enabled the MDCE team to build a much more powerful educational event for our dealer attendees,” says Liz Walz, Vice President of the MRAA. “Not only does that make for a better experience on-site, but more importantly, it will allow dealers to achieve higher levels of improvement and growth in their businesses as a result.”

MRAA, AVALA Publish White Paper on Customer Experience

The Marine Retailers Association of the Americas, in partnership with AVALA, Inc., a Rollick company, has published the white paper, “Defining the Customer Experience: An In-Depth Look at the Ingredients for Pre- and Post Sale Success.”
 
The digital publication seeks to provide marine dealers with a deeper understanding of the basics of delivering a more rewarding customer experience. The 18-page educational resource not only defines the difference between customer service and customer experience, but it also highlights key points in a customer’s ownership journey that dealers can focus on.
 
“The customer experience has become the No. 1 focal point for dealers to find greater success,” says Matt Gruhn, MRAA President. “In a world where price, availability, and delivery no longer contribute to a business’ competitive advantage, retailers need to deliver the best possible customer experience to boat buyers. This white paper provides clear direction on how to create a quality customer experience.”
 
“Defining the Customer Experience: An In-Depth Look at the Ingredients for Pre- and Post Sale Success” was designed to complement the 2018 MRAA Continuous Certification course, “Improving Loyalty With A Customer Experience Mindset,” by Theresa Syer. As defined by Syer, in the Continuous Certification Course, customer experience refers to “the sum total of every interaction a customer has with a company.” The new guide dives into research that underscores how critical pre- and post-purchase customer service is to the success of your current and future sales.
 
“For nearly 15 years, through our work managing the NMMA Marine Industry Customer Satisfaction program, we have measured expectations customers have with the product , service and dealer.  That data tells what customers expect, and how we, as an industry, are doing delivering on their needs,”  said Steve Pizzolato, Dir. Strategy for AVALA, a Rollick company. “This white paper expands upon the data with good tips and insight to help our industry deliver on these expectations, every day, and with every customer interaction. We were honored to participate in the development of the white paper with the MRAA.”
 
Defining the Customer Experience: An In-Depth Look at the Ingredients for Pre- and Post Sale Success is available to both MRAA member and non-members here and will be officially released at the Marine Dealer Conference & Expo.

Vitullo Advisory Services Signs On To MRAA Partner Membership

Vitullo Advisory Services, an independent, third-party marine industry consulting service, has signed on to support the Marine Retailers Association of the Americas at the Partner level.

‘VAS is the resource marine dealers need to stabilize or improve their operations, enhance the professional capabilities of their teams as needed and eliminate unanticipated surprises,” says Lou Vitullo, Principal at Vitullo Advisory Services. “I’m excited to offer this unique service while partnering with the MRAA to continue to improve the strength, quality and profitability of the recreational marine industry.“

Vitullo Advisory Services seeks to help marine dealerships and their OEMs define and achieve their strategic goals. VAS provides insights and industry knowledge to ensure that all dealership resources and daily actions are aligned to achieve success, from the strategy planning to implementation.

‘We welcome Vitullo Advisory Services to MRAA partnership. We are excited to work with an organization who understands that no two marine retailers are alike, and they work hard to deliver value to each unique customer,” says Matt Gruhn, President of the MRAA. ‘We look forward to a strong partnership that provides support to the marine retail community.’

Vitullo Advisory Services joins a growing roster of boat manufacturers, vendors and suppliers that have chosen to support the dealer community through partnership with the MRAA. Find a full menu of partner benefits here.

MRAA, Centurion-Supreme partner on Dealer Certification

The Marine Retailers Association of the Americas partnered with Centurion & Supreme Boats at the manufacturer’s Dealer Meeting and Sales School in mid November to support dealer development through the Marine Industry Certified Dealership Program.

The Centurion and Supreme brands announced at the meeting that they would reward their dealers with a per boat rebate incentive, beginning with the 2020 model year, for those businesses that achieve Certified Dealership status. By launching it at the meeting, the boat brands have given their dealers a little more than seven months to enroll, navigate the program and earn their Certification credentials, and to further incentivize their participation, for those dealers that enrolled at the meeting, Centurion & Supreme offered a travel cost rebate to go along with a $200 discount from the MRAA.

“As we continue to roll out the key initiatives of our three-year strategic plan, it’s important to our entire team that we invest in our dealer network and demonstrate that we will reward those businesses that want to improve alongside us,” says Paul Singer, President of Centurion & Supreme Boats. “We believe this relationship with the MRAA and the Dealership Certification Program will help to optimize our dealer network and propel us to the lofty goals we have set for our growing brands.”

With nearly a dozen dealerships signing up during the meeting, the Centurion & Supreme dealer network now boasts more than one-third of its network that are either already Certified or in progress toward earning their Certification credentials. Dealership Certification focuses on helping dealers create a world class customer experience by helping build a culture of continuous improvement. Through a focus on operations, employee development and customer experiences, Dealership Certification has grown its participation by 88 percent over the last five years while partnering with more boat manufacturers that focus on dealer development.

“We have been incredibly impressed with Centurion & Supreme and their leadership team’s vision for dealer growth and development,” says Matt Gruhn, MRAA President. “They have a truly authentic approach to how they fuel dealer success with new tools and opportunities that strengthen the dealer-manufacturer partnership and lead to sustainable growth for both. It’s an honor for us to have the opportunity to partner with them to infuse foundational principles and best practices of dealership operations into their growing network.”

Engaging Conversation

Engage. [en-geyj] verb. to come together and occupy the attention of toward a joint effort task or idea.

A dealer friend found himself at odds with an employee today. His senior technician wants to be paid more — a common issue all the time, right? … but particularly in today’s growing economy and shrinking number of quality technicians.

Ultimately, the dealer wants to do right by his tech – he’s a good guy and he’s reliable. But behind the scenes, he’s also the least efficient in the shop, despite the “senior” designation — and by a long shot. He’s billing less than 50 percent of his clocked hours but seeks the pay of someone far more effective in their role.

As it shakes out, the guy who keeps the shop running while the boss isn’t around wouldn’t have a place to work if it weren’t for his more-efficient yet lower-paid brethren.

In many ways, there’s much to be gained when we can engage our employees in a conversation about the business. When we can sit down and outline the equation of revenue earned to expenses paid – personnel and otherwise. And that’s what this boiled down to: “I can pay you more, but let’s talk about and improve upon the profitability equation of the work you do for us.”

Far too often, however, we treat the idea of engaging like it’s a one-directional conversation. You come to work. You engage in your responsibilities. Everyone’s happy.

By definition, though, “to engage” means to come together and occupy the attention of toward a joint effort, task, or idea. It’s not a one-way street. We need to come together toward a joint effort, task or idea with our employees in order to be efficient and effective, both as individuals and as a business.

I often think of it the same way as our role here at MRAA. We want to engage you in a conversation about the business of boating and how we can aid in your growth and success. It’s a rewarding moment when we get to talk to our members — even our non-members, in this case — about these topics, and it’s even more rewarding when we see them engage in the tools, resources and educational opportunities we have to offer them.

Because ultimately, we need to come together toward a joint effort, task or idea in order to grow our industry. And we can only do that by opening up engaging dialog.

We look forward to doing just that next week at the MDCE. Hope to see you there.