Retail Registrations for 2015 MDCE Up 77 Percent

Marine retailers across North America with the drive to be the best have committed to attending the 2015 Marine Dealer Conference & Expo, Nov. 15-18 in Orlando, Fla., in record numbers.

The total number of marine retailers who have registered since MDCE registration opened on April 1 is 167, which breaks the all-time record set in 2013 of 162 retailers at April registration rates and represents a 77-percent improvement over last year’s retail registrations for this time of year.

Anchored by a brand marketing campaign inspired by retailers’ passion for the boating business, record 2015 MDCE registration could represent a “tipping point” in optimism and enthusiasm for the industry.

In preparation for the 2015 event, MDCE organizers have done more to collect retailers’ ideas for building the best education and networking event — and act on them — than ever before.

“This year’s show takes everything dealers love about the MDCE and expands on it,” explains Liz Walz, vice president of the Marine Retailers Association of the Americas, which produces the annual event in partnership with Boating Industry. “In 2015, we’re offering the widest selection of educational workshops and sessions in our history, plus brand new ways to learn through features such as our Learning Labs and Dealer-to-Dealer sessions.”

Inspired by marine retailers own recommendations for the ideal event, this year’s MDCE campaign theme — “Made New. By You.” — may become the rallying cry for a resurging industry. With web banners that claim “Only you can sell the wind without a shield,” and “Only you can sell a lift without a ticket,” among others, the new marketing campaign is designed to celebrate retail and service opportunities unique to boating.

“There’s no other event that gives marine retailers so many chances to grow and improve under one roof,” says Boating Industry editor-in-chief Jonathan Sweet. “The record-breaking registration numbers suggest the industry is ready to exploit that to the fullest.”

MDCE 2015 will include an Opening and Closing keynote address and four Educational Tracks — Leadership, Sales, Marketing and Service Plus — designed specifically to address the most critical aspects of marine dealer operations. In addition, the MDCE Pre-Conference Workshops, which have featured several of the most highly rated educational sessions for two years running, will return with a larger and even more impactful lineup of unique, hands-on sessions. New for 2015, MDCE also will include Learning Labs, where attendees can consult one-on-one with leading experts.

The 2015 MDCE is scheduled for Nov. 15-18 at the Orange County Convention Center, Rosen Plaza Hotel and Rosen Centre Hotel in Orlando. To learn more, visit marinedealerconference.com.

About the Marine Dealer Conference & Expo
The Marine Dealer Conference & Expo is the Marine Retailers Association of the Americas’ annual conference and member meeting. As the marine industry’s only dealer-specific educational conference, MDCE offers an in-depth lineup of educational topics, a full-featured expo hall and a series of fixed networking opportunities, all of which are designed to help marine dealers connect with and learn from others who can foster their success. MDCE is co-produced by MRAA and Boating Industry, and it features Educational Tracks, Pre-Conference Workshops, Opening and Closing keynote presentations, and the all-new Learning Labs. It will be held Nov. 15-18 at the Orange County Convention Center, Rosen Plaza Hotel and Rosen Centre Hotel in Orlando, Fla. For more information, visit marinedealerconference.com.

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What are the Advantages of Housing the MICD program on MRAATraining.com?

The MICD Program recognizes that in order for dealerships to want to become Certified, the process by which they go about earning the distinction must be as organized, easy-to-manage and painless as possible. That’s why MRAA has conveniently housed the entire Certification program, from start to finish, on MRAATraining.com/Certifications.

Having the entire program available 24/7 online has a plethora of advantages for dealers, not the least of which is allowing them to complete the program at the pace that feels right to them. The MICD Program knows dealership principals are busy people and sometimes cannot be pulled away from customers, paperwork or myriad other daily tasks required at the dealership. The online program allows dealers to go into the system at their convenience and work on as much of the program standards as they can in one sitting. Progress on each section is saved, so no work is lost in the process. If the only time someone has to complete a few program requirements is at 10 p.m. on a Tuesday, or a Saturday afternoon, no problem; it’s available for you when you need it, for however long you have to dedicate to the process.

Not only is the program always accessible, but it’s also much easier to navigate. Certification requirements are easily explained in the online system, so it’s clear what dealers must do in order to meet each of the program standards. There’s also a video walk-through of each standard, explaining in detail what documentation dealers need to upload into the system to complete individual standards. It’s as if a personal guide is sitting right alongside you, personalizing the Certification experience and making it simple for dealers to follow along and advance through the program.

A big complaint dealers used to register about the previous iteration of the Certification program had to do with the binders dealers were required to keep in order to show proper documentation of standards met. We listened to that feedback when the program was revamped, and gone are the days of messy, cumbersome binders and folders exploding with unnecessary paper mess. With the entire program being housed online, there’s no need for a paper trail; all documentation is submitted and saved electronically, avoiding the muss and fuss. The new program is neat, clean and organized — making the entire process less of a headache for dealers.

Ditching the binders also made it much easier for dealers to know how far they’d come towards completing the program and actually becoming Certified. Tracking progress in the various steps and standards is a cinch on MRAATraining.com. As mentioned above, you can save your progress at each step, stopping and starting when you need to. Dealers can check back in the system at any time to see how much they have completed and how much more they have yet to accomplish, always knowing how close they are to earning their Certified status.

The new MICD Program is loaded with advantages that make the process even more worth your while than ever before. If you have multiple locations, consider registering your other dealerships for the program. Discounts for multi-location dealerships are available, and the process is far and away the easiest, most straight-forward and effective it’s been in the history of the program.

To get started, visit MRAATraining.com/Certifications, or contact MICD Program director Sonja Moseley at 763-333-2424 or sonja@mraa.com.

Member Spotlight: Judy Herring

Q: How did you get started in the Boating Industry?

A: I got my start in boating as a child. My first memory of being aboard a boat was at about age 5 and I can still remember the feeling of the wind in my face – I’ve been hooked ever since. I am a lifelong boater and have spent many years with my primary residence on the water. Boating is, quite simply, part of my life.

Regarding joining the industry professionally, it was actually a matter of chance. I knew someone who knew someone. The Nunmaker’s were looking to bring in someone who could handle their marketing in-house and do sales for the new dry storage marina they were building. I fit the role and we have been growing together ever since.

Q: What is your current role with Nunmaker Yachts, Inc. and how did you get there?

A: My current role is with Nunmaker Boat Group, which consists of both Nunmaker Yachts, Inc and Nunmaker Boat Sales, LLC. I am the Marketing Director for both locations as well as the F&I manager for both dealerships. Additionally, I perform as a salesperson when the need arises.

Q: What are some beliefs or talents that Nunmaker Yachts, Inc. has that you believe attribute to your success? Or make you stand out from the pack.

A: The Nunmaker Family has its roots firmly planted it its Faith. They are intelligent businessmen and women, but they are driven by their beliefs and put their heart and soul into everything they do. There is not a single task they will ask you to do that they are not willing to do themselves. This down-to-earth attitude commands respect and I will go above and beyond for someone I respect and that I, in turn, believe respects me and appreciates what I bring to the company.

Q: What are some new marketing strategies that Nunmaker has started to implement and how successful have they been?

A: It may sound crazy that we have combined Marketing and Finance – areas many people believe are like oil and water. 18 months ago, I would have agreed, but it has worked for us. Much of what goes on in the F&I department is sales based. With a background in Sales and Marketing, adding F&I to my list of responsibilities has turned out to be a positive revenue stream for us. It also gives me direct insight into F&I for marketing purposes.

We host a number of events at our Marina. Being directly on the river, with a large outdoor covered showroom, we are able to host live music, serve food and setup dance areas in addition to people hanging out on their boats 20 feet away enjoying themselves.  New Orleans is known for Mardi Gras and one of our favorite events here each year is our Mardi Gras party. I am the current President of the Krewe of Tchefunte, a local Mardi Gras krewe in Madisonville, LA. Each year, there is a boat parade that Nunmaker Yachts participates in, often acting as the Grand Marshall. Immediately following the parade, we host a customer appreciation and Captain’s party with live music, great food, dancing and of course, a toast to the King and Queen. The Nunmaker Yachts event, and parade, are also used to raise money for the The Eplipesy Foundation of Louisiana.

In 2015, we are looking forward to the addition of a floating entertainment area at our marina for our customers who like to come hang out on their boats, and for our dry storage marina customers. Our goal is, as always, to keep giving our customers things to do with their boat.

Q: What prompted Nunmaker Yachts, Inc. to become an MRAA Member? Any special benefits? Or just the status that comes with being an MRAA Member?

A: Nunmaker Yachts decided to join the MRAA as part of our efforts for continual improvement. We strive to do better today than yesterday. Joining the MRAA provided access to data that allows us to better educate ourselves and that, in turn, allows us to better serve our clients. Lastly, not just every dealer is a member of the MRAA – we appreciate the national recognition that accompanies the MRAA status.

Q: What are “Five Fast Facts” about yourself?

1. I’ve been in boating my entire life and I’m still nervous every time I have to dock.
2. I was born with bright red hair – as an adult it’s become mostly blond, but I warn people as a precaution – I’m still a redhead on the inside
3. I saw Jaws in the theater at a very young age – I still think of it when I swim in a pool at night
4. I’ve been in some form of sales for a long time, but I still close the door to my office and do a happy dance when I close a big deal
5. I try to live by our state’s mantra: “Laissez les bon temps roulez” (Let the good times roll!!) 

Here at MRAA we love doing Member Spotlights to not only learn about our members and their businesses but to also find our members hidden talents. During the interview process we learned that Judy is a part-time professional photographer. Don’t believe us? Check out this gorgeous photo she took of Nunmaker Yachts!

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MRAA Launches Online Marine Industry Directory

The Marine Retailers Association of the Americas has made it easier than ever for marine industry suppliers to increase visibility in the marine marketplace and for dealers and retailers to locate potential business partners by launching a new online business directory, mraaindustrydirectory.com.

The MRAA Marine Industry Directory contains hundreds of complimentary company listings for MRAA members, plus opportunities for them to upgrade to more detailed, comprehensive listings for even greater industry exposure.

“MRAA receives e-mails and phone calls from members on a regular basis requesting contact information for suppliers of various types — everything from software providers to boat manufacturers,” says MRAA president Matt Gruhn. “Similarly, our Partner and Associate members are not only looking for referrals, but also frequently inquire about ways the association can help them promote their businesses’ products and services to generate growth opportunities in the industry. The directory provides a means of easily organizing this information and providing 24/7 access to it online, giving them increased exposure for their products and services.”

A basic listing in the MRAA Marine Industry Directory is free for all industry suppliers and includes company name, address and phone number. MRAA Partner and Associate members, including Premier Partners and Platinum Partners, will be recognized with an MRAA logo noting their level of membership, as a free upgrade to their listing. Edits to current listings can be made by contacting the directory’s administrator, YourMembership, at 888-777-6578 or by e-mailing Andy Kropff at akropff@yourmembership.com.

Enhanced profile listings also are available and include the following:

• Full-page listing for your organization

• Listing in 10 categories of your choice

• Rich text company description and logo

• Image, video and audio supported

• Address with Google Maps integration

• Linked website address and contact form

• Phone and fax numbers

• Contact person’s name and e-mail address

In addition to these upgraded features, with an enhanced profile listing MRAA members also will receive a “MRAA Directory Supporter” badge for display on their company website and other relevant marketing materials.

Any company can upgrade their basic MRAA Marine Industry Directory listing to an enhanced listing for $399, but built-in discounts are available for various levels of MRAA membership. Associate Members receive 10 percent off the $399 price; Partner Members receive 30 percent off; Premier Partner Members receive 35 percent off; and Platinum Partner Members are entitled to 40 percent off.

As a special promotional offer, all current MRAA members will receive an additional $40 off the regular full price, on top of their allotted member discount. The discount is valid now through May 15. To take advantage of the $40 discount, use coupon code MRAA40 at checkout.

To get started, MRAA members simply can visit mraaindustrydirectory.com and select the “Create a Listing” tab on the top navigation bar to create an enhanced profile listing today.

For questions regarding listings in the MRAA Marine Industry Directory, to learn more about MRAA membership in general or to join the association, contact MRAA membership coordinator Hannah Muerhoff at 763-333-2420 or hannah@mraa.com.

About the Marine Retailers Association of the Americas
At the Marine Retailers Association of the Americas (MRAA), we believe that for the marine industry to thrive, the companies that interact with the boater in their community must thrive. Those businesses determine the boater’s experience and are the leading factor in the industry’s success. MRAA works to create a strong and healthy boating industry by uniting those businesses, providing them with opportunities for improvement and growth, and representing them with a powerful voice. For more information, visit ###

Certified Dealers: Enjoy Exclusive Benefits, Coverage Enhancements on Insurance

The Marine Industry Certified Dealership Program has added a new benefit exclusively for Certified Dealerships. Participants at any level of the MICD Program are entitled to exceptional business insurance coverage through CNA, the exclusively endorsed insurance company of the Marine Retailers Association of the Americas.

CNA has partnered with Norman-Spencer Marine Insurance, MRAA’s exclusively endorsed insurance broker, to bring this valuable perk to Certified Dealers. Step 1, Step 2 and Five Star Certified Dealers enjoy escalating levels of comprehensive business insurance coverages that are unattainable anywhere else in the recreational marine industry.

“The relationship that exists between CNA, Norman-Spencer and the MICD Program is a profound, meaningful way to underscore the overall value of becoming Certified for dealers,” says MICD Program director Sonja Moseley. “There are an incredible array of choices when it comes to selecting business insurance. It’s a critical component of any marine retailers’ operation, and finding the right option can be tricky without expert guidance. Not only can CNA and Norman-Spencer advise dealers on the best route to take, but this program also makes it easier to secure top-of-the-line coverage that provides the best protection available in the business.”

As part of the CNA/MICD Program benefit, Step 1 Certified Dealers will receive a Certification Expense Reimbursement of $250 off their insurance premiums. Step 2 Certified Dealers will receive a Certification Expense Reimbursement of $500, plus some automatic insurance coverage enhancements: Boat dealers coverage extension to extend inventory coverage to include loaner boats and boat trailers; and personal use of inventory by owners, officers and employees.

At the program’s apex, Five Star Certified Dealers are entitled to a $750 Certification Expense Reimbursement, the boat dealers’ coverage and personal use of inventory extensions, plus the following:

• Loss-Free Dividend Program: If no claims are reported or incurred, the dealer will receive up to 10 percent off their premiums returned

• Diminishing deductible: If no claims are reported on incurred, deductibles will be lowered on the policy renewal for each year, to a minimum deductible level of $250.

Both of these added benefits are exclusive to Five Star MICDs that are current customers insured with CNA.

In addition to benefits offered to Certified Dealers through CNA, participants in the MICD Program also are able to take advantage of many other insurance services provided by Norman-Spencer directly. These include: Analysis of current business operations and exposures; review of current insurance program policy against current operations and exposures; a complete report on findings and recommendations; alternative program design and pricing; and more.

“Both CNA and Norman-Spencer support the Marine Industry Certified Dealership Program, and in order to show that support, we created these unique benefits reserved solely for Certified Dealers that bring them a value they can’t find anywhere else,” says Mark Yearn, MICD Program manager for Norman-Spencer Marine Insurance. “We’re able to guarantee these kind of benefits and coverages and offer built-in bonuses like Loss-Free Dividend and diminishing deductibles. This is an opportunity only MICDs can take advantage of, providing an excellent reward for all the hard work these dealers put into earning their Certification.”

Certified Dealers wishing to take advantage of the incredible benefits and enhancements made available to them through CNA and Norman-Spencer should contact Yearn directly at 810-360-0757 or markyearn@norman-spencer.com.

For more information about enrolling in the MICD Program or additional benefits of becoming Marine Industry Certified, contact Sonja Moseley at 763-333-2424 or sonja@mraa.com.

About the Marine Industry Certified Dealership Program

Managed by the Marine Retailers Association of the Americas (MRAA), the Marine Industry Certified Dealership Program (MICD) is dedicated to improving the customer experience at the retail level. The first step in the Certification process focuses on establishing a high level of customer satisfaction through communication, appearance and quality. The second tier of Certification continues to enhance the customer experience by implementing processes for overall dealership functionality. At the program’s Five Star level, established organizational procedures are implemented to ensure smooth operations and happy customers. To learn more about the MICD Program, visit MRAA.com/certification.

About Norman-Spencer Agency Inc.
Norman-Spencer Agency Inc. is a nationally recognized provider of high quality insurance products for all boats and yachts, serving hundreds of dealer and marina partners nationwide. Along with boat owner programs, the agency also provides market-leading business insurance solutions for all facets of the recreational marine industry, including dealers, marinas, manufacturers and marine artisans. Norman-Spencer has been the only MRAA-endorsed marine insurance provider for more than 25 years. For more information, visit norman-spencer.com. or e-mail Mark Yearn directly at markyearn@norman-spencer.com.

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MRAA Identifies Legislative Priorities for 2015

MRAA Identifies Legislative Priorities for 2015

“Take action to be an advocate and supporter of the Sport Fish Restoration and Boating Trust Fund to ensure its continued vitality and success as a “user pays, public benefits” program, as it is one of the most important programs in the nation for fisheries management, conservation, boating safety, angler and boating access, and many other initiatives.” 

  • “Actions to closely monitor and support favorable use of the Water Resources Reform & Development Act and the Harbor Maintenance Trust Fund for the dredging of America’s small boat harbors.” 

  • “Actions to support reform of the Renewable Fuels Standard to eliminate the damaging impact of corn ethanol on millions of America’s marine and other small engines by repealing the mandate for continually increasing the quantity of ethanol in the nation’s gasoline supplies.”

  • “Take action to be an advocate and supporter of a revision of Magnuson-Stevens Reauthorization Act during its reauthorization process, calling for more time and latitude for US F&WS to rebuild overfished stocks using reliable scientific research and data.”

  • “Support action that helps stop the spread of Aquatic Invasive Species (AIS), prevents the introduction of new AIS, and helps eradicate AIS, as water quality and fisheries are vitally important to the survival of the marine industry in the U.S.”

  • “Actions to support local and state marine trades associations, where and when requested, in their efforts to gain favorable boating legislation and regulations.” 

  • MRAA Hires Public Policy Manager

    The Marine Retailers Association of the Americas today announced the hiring of William Higgins as MRAA public policy manager. Higgins assumed the role in mid-February and now serves as MRAA’s chief lobbyist, representing boat dealers in all legislative and regulatory issues and ensuring that MRAA members and boat dealers in general have a voice where issues concerning marine retailers are discussed.

    Higgins comes to MRAA from Stateside Associates in Arlington, Va., where he served as manager of local government services for a diverse group of clients, monitoring thousands of local governments and combing for relevant legislative efforts and political activity and providing detailed analysis and political intelligence. He’s interned for the Florida House of Representatives and U.S. Sen. Claire McCaskill and has an extensive background in legislative research, reporting, strategy and issues management.

    “Will is the perfect fit for MRAA, and we’re so excited to have him on board as our public policy manager,” says Matt Gruhn, MRAA president. “Not only is he an experienced boater and truly understand the issues boaters and the boating industry face, but in his previous role he also was responsible for monitoring boating-related legislation at the state level. His grounding in the industry is undeniable, and he brings a wealth of knowledge and experience to MRAA. We look forward to the ways his outreach and lobbying efforts on behalf of MRAA will help our members and further expand MRAA’s legislative agenda and presence, which has become a major priority of the association.”

    In his role as public policy manager, Higgins monitors activities affecting boating in governmental and regulatory settings and provides MRAA with regular updates of activities on Capitol Hill. He also represents the legislative and regulatory interests of MRAA members and all North American retailers before Congress, administrative departments and agencies, coalitions, other associations, and special interest groups. Additionally, Higgins lobbies members of Congress and other legislative and regulatory bodies on behalf of MRAA members; serves as the liaison between MRAA and all state Marine Trades Associations; and establishes the MRAA advocacy agenda, among other duties.

    Higgins is based is Washington, D.C. and will maintain a private MRAA office inside the National Marine Manufacturers Association’s D.C. headquarters, in an effort to foster increased cooperation between the associations and create a strong, unified industry voice on the Hill in matters that relate to recreational boating interests.

    Among his goals as MRAA’s key legislative representative, Higgins seeks to create a more fruitful experience for MRAA members attending this year’s American Boating Congress, taking place May 11-13 at the Renaissance Hotel in Washington, D.C. ABC provides one of the best opportunities for marine retailers to score face time with legislators and share their concerns with Congressional leaders and their supporting staffers.

    “Having a presence at ABC is paramount for marine dealers, as there’s no better time to garner the attention of Washington decision-makers,” says Higgins. “I’m eager to help dealers navigate and prepare for their ABC experience, as it truly provides a one-of-a-kind opportunity for marine retailers to voice opinions in local and national politics.”

    In addition to his efforts related to ABC, Higgins also plans to closely monitor several critical pieces of legislation that impact dealers: The Sport Fish Restoration and Boating Trust Fund; Water Resources Reform & Development Act; and the Renewable Fuels Standard; as well as any other matters that impact marine retailers’ interests.

    Originally hailing from Florida, Higgins graduated from Florida State University with an undergraduate degree in Political Science and Social Science and a Masters in American Politics and Policy. He comes from a family of lifelong boaters. His father was one-time president of the Central Florida Offshore Anglers, and Higgins has been offshore fishing since the time he was able to crank a reel. He’s also an avid wakeboarder and rowed on his high school crew team, eventually serving as assistant coach for the Florida State Club Crew Team. Now that he’s based in D.C., Higgins plans to take up sailing.

    To learn more about MRAA’s ongoing outreach efforts in Washington or to discuss concerns related to proposed legislation in your area, contact Will Higgins at 202-737-9779, ext. 502 or william@mraa.com.

    To learn more about MRAA membership or to join, contact MRAA membership coordinator Hannah Muerhoff at 763-333-2420 or hannah@mraa.com.

    About the Marine Retailers Association of the Americas
    At the Marine Retailers Association of the Americas (MRAA), we believe that for the marine industry to thrive, the companies that interact with the boater in their community must thrive. Those businesses determine the boater’s experience and are the leading factor in the industry’s success. MRAA works to create a strong and healthy boating industry by uniting those businesses, providing them with opportunities for improvement and growth, and representing them with a powerful voice. For more information, visit ###

    • MRAA Names Certification Development Manager to Help Grow MICD Program

    The Marine Retailers Association of the Americas has brought Gerald “Jerry” Lofberg on board as its Certification development manager to oversee recruitment of new participants in the Marine Industry Certified Dealership Program.

    In his role, Lofberg will reach out to marine retailers on a regular basis, talking to them about the incredible value that the MICD Program offers their businesses and helping dealers get on the path to Certification.

    Lofberg comes to MRAA with an extensive marine industry background, having worked for several major boat manufacturers in sales and leadership capacities, in marine dealerships in retail sales roles, and also as a manufacturers rep.

    “We’re so thrilled to have Jerry on board as a key member of the Certification team,” says MICD Program director Sonja Moseley. “He brings to us a wealth of knowledge about the marine business, as well as an incredible amount of enthusiasm for the program. Jerry is very familiar with the evolution of the MICD Program over the last 10 years and is going to be instrumental in bringing more dealers into the Certification fold.”

    Lofberg, a U.S. Army veteran, got his start in sales with Omaha-based department store J.L. Brandeis, where he worked from 1964 to 1978. Afterwards, he took a sales position in Denver, working for a friend selling boats at the Boat House, which carried six major boat manufacturer lines and was one of the city’s largest dealers. He worked for Boat House until 1989, when he was offered a manufacturers representative position in San Diego.

    In 1992, one of the lines Lofberg repped, Celebrity Boats, brought him on board as vice president of sales and moved him to Benton, Ill. Celebrity would eventually be sold to BRP, and following the buyout he landed a job with Crownline Boats as director of dealer development, where he worked until 1998. That same year, Lofberg was hired by KCS international and transferred to Florida as director of sales for Shamrock Boats and Rampage Sport Fishing Yachts. He worked for KCS until 2008, when he decided to retire.

    In 2010, Lofberg returned to Omaha to be near his family. He came out of retirement this year to become part of the MICD Program and says that in his role as Certification development manager, he looks forward to demonstrating for dealers how Certification can truly help elevate their businesses, boosting sales, improving efficiencies, and heightening employee and customer satisfaction.

    “I’m excited to be a part of Certification and am eager to help marine retailers navigate the nuances of the MICD Program,” says Lofberg. “Certification brings an incredible value to dealerships. In my sales roles, both on the dealer and manufacturer sides, I’ve seen first hand how standards that the MICD Program is based on strengthen operations, increase productivity and ultimately yield more sales. It’s the smartest, most impactful thing a dealership principal can do for his or her business.”

    For more information about the MICD Program or to enroll, contact Sonja Moseley at 763-333-2424 or sonja@mraa.com.

    About the Marine Industry Certified Dealership Program
    Managed by the Marine Retailers Association of the Americas (MRAA), the Marine Industry Certified Dealership Program (MICD) is dedicated to improving the customer experience at the retail level. The first step in the Certification process focuses on establishing a high level of customer satisfaction through communication, appearance and quality. The second tier of Certification continues to enhance the customer experience by implementing processes for overall dealership functionality. At the program’s Five Star level, established organizational procedures are implemented to ensure smooth operations and happy customers. To learn more about the MICD Program, visit MRAA.com/certification.

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    Registration Opens for Newly Redesigned MDCE

    Today, organizers of the Marine Dealer Conference & Expo kick off the grand opening of registration with a brand new marketing campaign. MDCE 2015 is scheduled to take place Nov. 15-18 at the Orange County Convention Center and Rosen Plaza Hotel in Orlando, Fla.

    The fresh look for MDCE includes an updated logo and all new imagery inspired by marine retailers’ passion for the boating business.

    “MDCE attendees are a pretty diverse group, but what they share in common is a drive to be the best in delivering the boating lifestyle to their customers,” explains Liz Walz, vice president of the Marine Retailers Association of the Americas, which produces the annual event in partnership with Boating Industry. “This year’s marketing campaign celebrates that drive and MDCE’s unique ability to fulfill it through education, networking, products and services that help dealers take their business to the next level.”

    As an added bonus, marine retailers who register in the month of April receive a $50 discount off of the Full Conference Rate of $499. MRAA members receive an additional $75 off of their registration, for a total discount of $125. This represents the lowest registration rate of the year.

    “There’s no other event that gives marine retailers so many opportunities for growth and improvement under one roof,” says Boating Industry editor-in-chief Jonathan Sweet. “The special pricing available in April represents an incredible value, especially when you consider all the new offerings we’ve been adding in recent years.”

    To receive the special April pricing, registrants need only visit marinedealerconference.com and register by April 30. MRAA members should log into the website with their username and password before registering to receive their $75 member discount on top of the special April pricing.

    MDCE 2015 will include an Opening and Closing keynote address and four Educational Tracks — Leadership, Sales, Marketing and Service Plus — designed specifically to address the most critical aspects of marine dealer operations. In addition, the MDCE Pre-Conference Workshops, which have featured several of the most highly rated educational sessions for two years running, will return with an even more impactful lineup of unique, hands-on sessions. New for 2015, MDCE also will include a Learning Lab, where attendees can consult one-on-one with leading experts.

    The 2015 MDCE is scheduled for Nov. 15-18 at the Orange County Convention Center and Rosen Plaza Hotel in Orlando, Fla. In 2014, MDCE attracted more than 580 dealers, 40 percent of which attended for the very first time. MRAA’s goal is to grow the event to more than 1,000 dealer attendees. To learn more, visit marinedealerconference.com.

    About the Marine Dealer Conference & Expo
    The Marine Dealer Conference & Expo is the Marine Retailers Association of the Americas’ annual conference and member meeting. As the marine industry’s only dealer-specific educational conference, MDCE offers an in-depth lineup of educational topics, a full-featured expo hall and a series of fixed networking opportunities, all of which are designed to help marine dealers connect with and learn from others who can foster their success. MDCE is co-produced by MRAA and Boating Industry, and it features Educational Tracks, Pre-Conference Workshops, Opening and Closing keynote presentations, and the all-new Learning Lab. It will be held Nov. 15-18 at the Orange County Convention Center and Rosen Plaza Hotel in Orlando, Fla. For more information, visit marinedealerconference.com.

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    Dealership Certification Goes Virtual

    With the goal of streamlining the Certification process for North American marine retailers, the Marine Industry Certified Dealership Program recently launched a virtual Certification platform housed on MRAATraining.com that dealers can use to complete the entire program.

    Inside the system, MRAATraining.com/Certifications, dealers will find all the tools they need to get Certified. They can download program forms and templates directly in the system and receive step-by-step instructions on how to meet Certification standards. MRAA staff walks dealers through each standard in every program step, helping familiarize dealers with what they need to do in order to complete program requirements. The system also allows dealers to save their progress as they work through the various program standards one by one, adding a key convenience that permits dealers to complete the program at the pace that’s best for their respective businesses.

    The online platform features detailed instructions regarding when to upload documentation and includes a video tutorial for every standard contained within each step of the MICD Program: Step 1, Step 2, Five Star, Five Star Fast Track, and Five Star Recertification. That’s dozens of videos designed to simplify the process for dealers, as if an MRAA representative is right beside them every step of the way, guiding them through to program completion.

    “Dealers have expressed in the past that one of the most common barriers to entry into the MICD Program was the complexity of the actual Certification process: Documenting processes and business practices, managing the paperwork, things of that sort,” explains MICD Program director Sonja Moseley. “Housing the program online streamlines the process for dealers, removing a perceived ‘hassle-factor’ and allowing them to complete the various steps at their own pace, in the comfort of their own dealership, when it is convenient for them.”

    Dealers can begin the Certification process in MRAATraining.com by enrolling in the Five Star Fast Track at an investment of just $2,499. This is the most efficient and cost-effective means of achieving Certification, saving $380 over completing the program one step at a time. The Fast Track consists of 15 standards dealers must meet in order to become Marine Industry Certified.

    Dealers that wish to work through the program at a less accelerated pace and ease into the process can start with Step 1, which focuses on outstanding customer service, for an entry point of less than $600. They can then graduate to Step 2, focusing on operational excellence, for $949. Finally, with a focus on superior performance, the third and final step, Five Star Certification, costs dealers $1,349, keeping the total fee for program participation under $3,000. Each of the three steps includes 10 standards that dealers must meet in order to fulfill Certification requirements.

    Members of the Marine Retailers Association of the Americas receive additional discounts for the Five Star Fast Track and each individual step of the MICD Program (a $100 savings off the Fast Track and $50 savings per step).

    “It’s never been easier to begin your path to Certification,” says Moseley. “Dealers whom we’ve already spoken with regarding the virtual system have commented on how much more smoothly the process runs, and how much easier and less cumbersome it is to get through each of the standards and see Certification through to completion. The online platform is a true game-changer for the MICD Program.”

    For more information about the MICD Program or to enroll, contact Sonja Moseley at 763-333-2424 or sonja@mraa.com.

    About the Marine Industry Certified Dealership Program

    Managed by the Marine Retailers Association of the Americas (MRAA), the Marine Industry Certified Dealership Program (MICD) is dedicated to improving the customer experience at the retail level. The first step in the Certification process focuses on establishing a high level of customer satisfaction through communication, appearance and quality. The second tier of Certification continues to enhance the customer experience by implementing processes for overall dealership functionality. At the program’s Five Star level, established organizational procedures are implemented to ensure smooth operations and happy customers. To learn more about the MICD Program, visit MRAA.com/certification.

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