Brunswick Establishes Boating Services Network, New Name Reflects Expanded Mission

Brunswick Corporation announced the establishment of Boating Services Network. Formerly known as Brunswick Financial Services, Boating Services Network embraces a new brand name along with an expanded mission of leveraging its current category leadership in marine dealer and consumer finance and related operational services, to offer a wide array of unique and differentiated services that will drive growth with consumers, dealers, marinas, and other marine service providers by enhancing the boater experience.

“Over the past 16 years, we have built a strong foundation of services to help marine dealers across the industry deliver world-class, boat-buying experiences every single day,” said Cecil Cohn, vice president – Boating Services Network. “We see new and significant opportunities, where our well-established service portfolio can help attract and retain more boating customers. We welcome all partners to help create new benefits that will be good for boaters, the industry, and for Brunswick.”

According to Cohn, Boating Services Network will grow in several ways.

  • First, it will continue to partner with dealers in delivering a superior purchase
    experience by innovating and growing its current services offering.
  • Second, it will create “upstream” services that help attract the next generation of
    boaters, capitalizing on evolving consumer trends and emerging business
    models.
  • And third, it will create new “downstream” services that improve consumers’
    peace of mind and enhance the overall boat ownership experience.

“We are committed to servicing the entire boating value stream to better deliver unique and highly valued services to boaters. This new brand effectively communicates our expanded mission, which extends well beyond financing to the marine community,” Cohn explained.

Today, among its current array of services, Boating Services Network offers comprehensive retail financing, extended product protection, and boater insurance services in cooperation with boat and engine dealers nationwide. In addition, the company creates private label warranty and promotional financing programs for leading boat and engine OEM’s, as well as helps more than 2,500 dealers in the U.S. and Canada build their businesses with marketing, employee motivation and operation- enhancing services. Additionally, competitive boat and engine inventory financing programs for dealers are also available through Brunswick Acceptance Company, a joint venture with Well Fargo.

“From the strength and momentum of this industry-leading services platform, we see Boating Services Network as a key element in Brunswick’s strategy for growth in the marine space, where we are forging new ground by offering innovative, technology- enabled services and solutions that make boating easier for the consumer,” said David Foulkes, president – Brunswick Marine Consumer Solutions.

“As part of our recently announced Marine Consumer Solutions organization,
Boating Services Network’s ability to support dealers and other industry partners with a comprehensive set of services that drive satisfaction and peace of mind is unmatched,” Foulkes continued. “We expect to announce several exciting initiatives in the coming months that leverage these unique strengths to bring more boaters to our industry, and further contribute to the growth and success of our marine partners.”

MRAA Seeks Talent for Awards Celebration

The Marine Retailers Association of the Americas announced today that it has opened the Call for Nominations and Applications process for the “Fork It Over” Marine Industry Talent Show. This event will be held during the second annual MRAA Opening Night Awards Celebration at the 2018 Marine Dealer Conference & Expo, Dec. 9-12 in Orlando, Fla.

The MRAA Awards Celebration will not only shine a spotlight on marine industry workforce efforts, showcasing a series of awards and scholarships to be presented by both the MRAA and the MRAA Educational Foundation, but it will also wow the audience by unveiling the hidden talents of several marine industry professionals throughout the evening’s activities. Attendees will be able to vote for their favorite Marine Industry Talent Show acts through their donations, which will benefit the MRAA Educational Foundation.

Those interested in supporting the workforce development efforts of the foundation by applying for the opportunity to share their talent with attendees or nominating a colleague or partner can fill out a short form.

“The workforce challenges faced by our industry are very serious,” explains Jeff Siems, President of the MRAA Educational Foundation, “But the MRAA Educational Foundation is thrilled to be able to inspire so much fun while raising money to fund scholarships and awards that combat those challenges.”

The MRAA Educational Foundation will present several life-changing scholarships, worth a total of more than $30,000, including Technical Scholarships, the Marine Industry College Scholarship, the Kevin Lodder Scholarship, and the Duane Spader Leadership Development Scholarship, during the MRAA Opening Night Awards Celebration. Additionally, the Foundation will recognize the Darlene Briggs Woman of the Year. The MRAA itself will recognize Marine Industry Certified Dealerships, in addition to honoring a MRAA Lifetime Achievement Award recipient.

The MRAA Opening Night Awards Celebration has already generated the sponsorship support of Barletta Boats, Correct Craft, Priority One Financial Services, and Protective Asset Protection. For more information on sponsorship opportunities, contact Allison Gruhn.

To be held Sunday, Dec. 9 from 6 to 10 p.m. at the Rosen Plaza Hotel, the MRAA Awards Celebration will immediately follow the MDCE’s regular opening night poolside reception. That reception will be held from 4 to 6 p.m., after which the doors to the Awards Celebration will open to all MDCE attendees for entertainment, awards and scholarships presentations.

About the MRAA Educational Foundation
As part of its mission to create a strong and healthy boating industry, the Marine Retailers Association of the Americas is committed to offering training, education and professional development opportunities to its members and the entire marine dealer community. In 2004, the association launched the MRAA Educational Foundation, a not-for-profit 501(c) 3 corporation, to provide financial support for education, training and professional development in the recreational marine trades. For more information or to donate to support the foundation’s mission, visit MRAA.com/foundation.

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.

MRAA History: Shirtsleeve Sessions

MRAA’s Shirtsleeve Sessions, which launched in 1977, represented the earliest days of MRAA’s Annual Conference. Leading dealers discussed and provided insights and solutions on the leading challenges and opportunities facing the marine business.


#MRAAhistory #dealerfocused #throwbackthurday

Yarmouth Boat Yard Becomes Dealer for Cutwater Boats

Yarmouth, Maine — New boat offerings at Yarmouth Boat Yard have grown once again. The dealership recently signed on to become a dealer for Cutwater Boats.
 
Cutwater Boats produces four models, each a contemporary interpretation of the classic downeast style, offering exceptional interior volume, a long list of standard features, and a revolutionary new hull form that combines a range of hydrodynamic design elements to deliver superior ride comfort, speed, economy, range and handling characteristics. And for all their onboard attributes, each Cutwater model is trailerable, making these boats perfect for exploring Maine’s many waterways.
 
“Expanding our offerings here at Yarmouth Boat Yard to include the Cutwater line fits perfectly into our business model. We already sell Ranger Tugs at our Moose Landing Marina location so logistically, it’s a pretty simple addition,” explained Steve Arnold, owner of Yarmouth Boat Yard, Moose Landing Marina, and Freedom Boat Club of Maine. “With Maine’s extensive shoreline and frequently changing weather patterns, cruiser style boats are very popular with our customers. These functional cruisers deliver performance, comfort and style that we believe our customers will love.”
 
“We were extremely impressed with how well Moose Landing Marina has done representing Ranger Tugs in Maine so when we were looking for a new dealer for our Cutwater Boats line, it made sense to reach out to their sister location Yarmouth Boat Yard,” stated Jeff Messmer, Vice President of Cutwater Boats. “Steve excels at building strong teams of professionals and we are confident they will excel at representing, servicing and promoting our boats in the northeast market.”
 
About Yarmouth Boat Yard
Yarmouth Boat Yard has been servicing and selling new and quality used boats since 1948. The full-service marina offers over 100 slips and both outdoor and indoor heated winter boat storage. Our expert technicians can handle everything from painting and detailing to engine overhauls, routine maintenance, or preparing your engine for the season. Our certified electronics specialists can assist with service and installation of all your marine electronics. For more information on Yarmouth Boat Yard, visit YarmouthBoatYard.com or call 207-846-9050.
 
About Cutwater Boats
As a division of Fluid Motion, LLC, manufacturer of the popular fleet of Ranger Tugs, Cutwater Boats offers complementary styling and performance, built to the same high standards of quality that have earned Fluid Motion a position of leadership in the boating industry, to provide cruising families a broad spectrum of choices in size, style and configuration. Count on the experience and resources of Fluid Motion to drive the emergence of Cutwater Boats as a favored choice among those who recognize an exceptional value when they see it.

MRAA to Host Second Annual Opening Night Awards Celebration

The Marine Retailers Association of the Americas announced today that it will host the second annual Opening Night Awards Celebration at the upcoming Marine Dealer Conference & Expo.

The MRAA Awards Celebration will shine a spotlight on marine industry workforce efforts, showcasing a series of awards and scholarships to be presented by both the MRAA and the MRAA Educational Foundation. Other recognitions will include Marine Industry Certified Dealerships, as well as the second annual MRAA Lifetime Achievement Award.

“In bringing this exciting event back to the marine industry for a second year, we’re looking to not only top the energy, laughs and celebratory vibe of last year’s event, which kicked off our annual conference in style,” explains Matt Gruhn, President of MRAA, “but also to recognize the men and women who work tirelessly to make our industry such a great place to work.”

The MRAA Educational Foundation will present several life-changing scholarships, worth a total of more than $30,000, including Technical Scholarships, the Marine Industry College Scholarship, the Kevin Lodder Scholarship, and the Duane Spader Leadership Development Scholarship. Additionally, the Foundation will recognize the Darlene Briggs Woman of the Year. The MRAA itself will recognize Marine Industry Certified Dealerships, in addition to honoring a MRAA Lifetime Achievement Award recipient.

In addition to the recognition of these outstanding individuals, the event will feature a Marine Industry Talent Show. Attendees will be able to vote for their favorite acts through their donations, which will benefit the MRAA Educational Foundation.

“Last year’s event not only celebrated the incredible passion and hard work that fuels our industry,” says Liz Walz, Vice President & Director of Education at the MRAA and Executive Director of the MRAA Educational Foundation, “but it also was a ton of fun. We can’t wait to learn more about the hidden talents within the marine industry community as part of this year’s event.”

The MRAA Opening Night Awards Celebration has already generated the sponsorship support of Barletta Boats, Correct Craft, Priority One Financial Services, Protective Asset Protection, Boating Industry and Soundings Trade Only. For more information on sponsorship opportunities, contact Allison Gruhn.

To be held Sunday, Dec. 9 from 6 to 10 p.m. at the Rosen Plaza Hotel, the MRAA Awards Celebration will immediately follow the MDCE’s regular opening night poolside reception. That reception will be held from 4 to 6 p.m., after which the doors to the Awards Celebration will open to all MDCE attendees for entertainment, awards and scholarships presentations.

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.

Track customer experiences at your dealership

It’s been 19 years since Joseph Pine and James Gilmore authored their groundbreaking book, “The Experience Economy,” which boldly predicted that “future economic growth lies in the value of experiences and transformations — goods and services are no longer enough.”

Whether Pine and Gilmore were premature in their prediction or it’s simply that their insight has multiplied over the last two decades, it’s become extraordinarily clear that their speculation has never been more accurate than it is today.

Experiences matter more now than ever before, and everywhere we turn, experts and businesses alike are preaching on the power of experiences. And please note: Customer experience-focused approaches for businesses are far different than the rather bland thinking that surrounds customer service and customer satisfaction.

As author, consultant and speaker Theresa Syer noted in her Dealership Certification Course, “Improve Loyalty With A Customer Experience Mindset,” customer service is defined as the most basic of interactions between a customer and a company. Its core focus is a single transaction that takes place at a specific time. “The customer asks for something. The employee provides it. Transaction complete,” Syer notes.

The customer experience, on the other hand, is the sum total of every interaction a customer has with your business. It includes the customer’s overall perception after every moment of contact throughout their relationship with your business. It’s the net result of your website, your phone greeting, your in-person meet and greet, your sales process, all the way through to interactions with the delivery person, service team and the yard staff. Customer service is a part of the experience, but it doesn’t define it, Syer explains.

In this scenario, you might provide outstanding customer service, but one other touchpoint — as small as it may be — could destroy the customer experience. Do you know for sure, how well your employees are focused on providing an outstanding customer experience?

Here’s a tool for you, courtesy of the Continuous Certification Course Theresa created for MRAA and its Certified Dealers. It’s just an introductory experience log that introduces participants to this course, which is rich with many other tools and resources to help you provide your customers with a much more rewarding experience. Print this form and use it to log the experiences you’re having every day when interacting with other businesses. And then use again to think through how your customers are interacting with your business. I recommend you have some of your customers log their experience with you so you can learn from it.

As Pine and Gilmore predicted back in the late 90s, customer experiences are the currency we deal with today. They matter more than we ever could have expected. Over the next few weeks, you’ll hear stories in this blog about some incredible experiences our staff members have had, and you’ll hear stories about some horrible experiences we have had.

Let’s start working today to ensure your customers are having only incredible experiences.

Outdoor Recreation Reps Discuss Growth and Enhancement with U.S. Agriculture Dept Leaders

Outdoor Recreation Roundtable (ORR) leaders met with U.S. Department of Agriculture Deputy Secretary Steven Censky to discuss the essential role played by the Department – notably the USDA Forest Service – in providing diverse and high-quality outdoor recreation opportunities and growing the outdoor recreation economy, especially in rural communities.  The Forest Service provides a wide range of developed-site and dispersed recreation on 193 million acres of forests and grasslands and was described as vital to the health of the outdoor recreation industry by ORR Chairman Thom Dammrich, the President of the National Marine Industry Association.  ORR Vice Chairman Frank Hugelmeyer, President of the RV Industry Association, reminded the Deputy Secretary that outdoor recreation comprised 2% of the nation’s GDP and was the nation’s 15th largest industry. The recreation industry representatives discussed increasing the use of public-private partnerships to support outdoor recreation, including the modernizing and expanding of recreation facilities, improving trails and expanding connectivity.  The leaders noted these efforts would help advance Agriculture Secretary Sonny Perdue’s pursuit of rural prosperity.  The Deputy Secretary noted the Department’s role as “lucky trustees of some of the most special places in the country.”  He and other senior USDA officials including Acting Deputy Under Secretary Daniel J. Jiron cheered the role of partnerships including with recreation businesses and clubs and called for the modernization of national forest campgrounds.  “You are important partners,” the Deputy Secretary said, “and we want you to be even more important partners.”

The group encouraged the Department to showcase and expand its key recreation-related successes like the revamped www.recreation.gov, facilitation of year-round recreation at ski resorts operating on national forests, use of innovative financial strategies, and more.  The Deputy Secretary urged the recreation industry to help his department “better understand today’s and tomorrow’s recreation visitors to the national forests.”  ORR and USDA agreed to regularly discuss opportunities for collaborative efforts.

Other key topics covered during the discussion included: controlling wildfire costs to protect the Forest Service’s broad stewardship mission; utilizing pilot projects to cut through red tape and promote innovation; and developing a new recreation strategy for the agency.

  • Ed Klim of the International Snowmobile Manufacturers Association told USDA that national forests hosted 100,000 miles of public snowmobile trails – out of a national total of 200,000 – virtually all maintained by volunteers and state programs.
  • Glenn Hughes of the American Sportfishing Association labeled fishing in national forests world-class and praised Forest Service efforts to increase participation in the sport.
  • Phil Ingrassia of the RV Dealers Association noted the department’s receptivity to new recreation opportunities including ebikes and applauded actions in the Mendocino National Forest to avoid recreation closures due to budget problems by inviting an innovative partnership with the private sector.
  • Margaret Bailey of CHM Government Services described opportunities to overcome limits on private investments which could convert dated Forest Service campgrounds into national forest gateways attracting more urban Americans.
  • Tim Buche of the Motorcycle Industry Council lauded USDA leadership on recreation, cited the planned mountain biking trail system in the Wayne National Forest and urged the department to communicate more widely its initiatives.
  • Mary Ellen Sprenkel of The Corps Network called the Forest Service the leader in aiding young veterans to transition into natural resource jobs and invited the Deputy Secretary and the Secretary to visit the many sites where 25,000 youth and young adults are working on public lands.
  • Dan Forster of the Archery Trade Association invited the Secretary to be interviewed by key recreation publications and called for the department to work with the recreation industry to expand opportunities for youth to connect school-based learning to national forest fun.
  • ORR President Derrick Crandall noted the slogan used by national forests as the “nation’s playgrounds” and that outdoor recreation was the top contributor by the agency to national GDP.

The USDA meeting was to include USDA Secretary Sonny Perdue, former Governor of Georgia and personally active in achieving a “wildfire fix” this spring which should allow the Forest Service to curtail its borrowing of recreation funds to fight fires and return to a more robust recreation mission.  The Secretary’s participation was precluded by his participation in a White House event announcing tariff-related assistance to the nation’s farmers.  Secretary Perdue did join the recreation leaders briefly at the end of the meeting.

The USDA/ORR meeting followed the summer meeting of the ORR Board of Directors.  For more information on ORR, visit www.recreationroundtable.org.

If you have any questions about legislative issues, or something happening in your state, please contact Will Higgins.

Barletta Pontoon Boats to Host Open House/Dealer Meeting

Bristol, IN — Barletta Pontoon Boats, located in Bristol, IN, is pleased to announce the dates for its inaugural Open House/Dealer Meeting. The Open House will take place the week of August 6-10, 2018. The official dealer meeting will take place August 14-16th.

The Open House will be hosted at the Barletta Pontoon Boat manufacturing facility in Bristol, IN. In a more informal setting, Barletta will be hosting dealers and prospects who may not be able to attend the official dealer meeting due to other engagements. Several boats will be on display at the manufacturing facility, and boats will also be available for on-water demonstrations at a local lake. The Barletta Pontoon Boat team will be available to answer questions, give product walk-throughs, lead plant tours and provide as much information as needed to help dealers and prospects make informed decisions. The sales team will be available for dealer signings and order writing.

On August 14th, the Barletta team will transition the Open House to the Dealer Meeting location at Center Six-One-Five in Elkhart, IN. While still maintaining an informal “feel”, the official dealer meeting will offer some structure including product training, pricing and promotions discussions, opportunities to network with other Barletta Pontoon Boat dealers and share best practices, and opportunities to network with Barletta’s vendor partners. Just as the Open House, the sales team will be available for dealer signings and order writing.

“I don’t know if you would call this our “official” launch party, but it kind of has that feel,” stated Bill Fenech, President and Co-Owner of Barletta Boat Company. “Over the past year, I’ve had the opportunity to meet and spend time with many of our dealers and their teams. And the energy that I’ve felt in these brief encounters has been incredible. I can only imagine what it will feel like getting these high-caliber, high-quality dealer partners all in one spot, at one time. The energy will be off the charts. I can’t wait…this is the stuff I love.”

And Barletta plans on the energy carrying through into MY2019 with the eagerly anticipated release of its next series, the Barletta E-Class (Elite) pontoon boat lineup. Affectionately called the “little brother” of the L-Class (Luxury), the E-Class will have an MSRP one price-point below the L-Class, yet maintain a lot of the DNA of its successful “big brother.”

“From the dealer and retail response, we feel we knocked the L-Class out of the park,” stated Jeff Haradine, VP of Sales. “We were very careful to not lose the “mojo” we created with the L-Class, and still build a pontoon boat that will very easily stand on its own merits. With the price-point, we have the opportunity to reach a whole new group of potential pontoon boat buyers who are clamoring for our products.”

About Barletta Pontoon Boats
Offering a customer-focused/dealer-centric approach, Barletta Pontoon Boats brings a unique approach to the marine industry. Barletta is partnered with Mercury Outboards and Yamaha Outboards. To learn more about Barletta Pontoon Boats, visit www.BarlettaPontoonBoats.com or get engaged with us on social media.

Dealer to Dealer: July

In your opinion, what is the biggest challenge leaders are facing today?

There are “co-biggest” problems. 1) PreK-12 education – current model is not developing an employable product. There is excessive remedial work required whether by the post-secondary degree programs or employers. 2) Workers Comp /Health insurance – the cost continues to rise at an unsustainable rate. The delivery models do not seem to be user friendly or efficient. – Jim Dragseth, Whiticar Boat Works

Finding qualified mechanics. – Dennis Benish, Winona Marina

Finding and keeping good service personal. – Robert Paton, Patona Bay Boat Service

The biggest challenge we have in this industry in my opinion is attracting motivated staff members. I don’t want to get all political or anything although I think we need to put more effort into vetting people migrating to this country who want to work. As much as I hate to admit it I believe our growth in numbers are going to come from people who are more motivated then the average young American citizen. We need to focus on investing in people who look at being a mechanic or tradesman as an opportunity and not an entry level or stepping stone job. – Rob Brown, Clark Marine

Buyouts and staffing of employees are some of the biggest challenges for leaders today. – Ken Sorley. Marineland Boating Center

Each month, MRAA connects with dealership management on a timely and relevant topic and publishing their insights at MRAA.com. Tell us what you have to say about this month’s question by commenting below and participating in the conversation. Also, watch for next month’s question.