How to Identify and Mitigate Cybersecurity Risks at Your Dealership

Partner Contribution by IDS, an MRAA Education Champion

According to Cybersecurity Ventures, by 2025, cybercrime is expected to cost the world $10.5 trillion. But financial loss is not the only significant damage that cybercrime and cybersecurity risks can cause individuals and organizations.

A cyber-attack on a dealership can have severe consequences, such as disruptions to business operations, data breaches, damage to your dealership’s reputation, regulatory fines or legal penalties, intellectual property theft, and more.

Given these risks, it is crucial for dealerships to have proactive and retroactive cybersecurity measures in place to help mitigate cybersecurity risks. In this guide, we explore how to identify and minimize cybersecurity risks at your dealership.

1. Top Cybersecurity Risks: Malware & Social Engineering
Malware and social engineering tactics are two common methods used by hackers to gain unauthorized access to a dealership’s systems and data.

What is Malware?
According to McAfee, malware is “a catch-all term for any type of malicious software designed to harm or exploit any programmable device, service or network.”

Each type of malware has its own specific characteristics and methods of attack, such as spyware, worms, Trojans, and botnets. These terms are defined below.

  • Ransomware – Blackmails You
    Ransomware encrypts files on a victim’s computer, making it inaccessible until a ransom is paid. Oftentimes, the attackers will demand payment in the form of cryptocurrency to avoid detection. Even if the ransom is paid, it is not guaranteed that the files will be restored.
  • Spyware – Steals Your Data
    This type of malware collects information from a victim’s computer without their knowledge. The information could be sensitive personal or financial data, such as credit card numbers or login credentials.
  • Adware – Spams You with Ads
    Adware displays unwanted ads on a victim’s computer, which are often intrusive and lead the victim to click on them unintentionally. Clicking the ad potentially exposes the victim’s computer to additional forms of malware.
  • Worms – Spreads Across Computers
    As self-replicating malware, worms spread over networks and computers via vulnerabilities in software or hardware. Once infected, worms can spread to other computers on a shared network, causing extensive damage to that network.
  • Trojans – Sneaks Malware Onto Your PC
    Malware Trojans disguise themselves as legitimate programs with malicious code inside. They can perform a variety of malicious actions once downloaded and installed, including stealing information, deleting files, or granting remote access to the victim’s computer.
  • Botnets – Turns Your PC Into a Zombie
    A botnet is a network of infected computers controlled by a single attacker called the botmaster. Infected computers are known as bots or zombies and can be abused for a variety of reasons, from launching DDoS attacks, stealing information, or sending spam emails. Oftentimes, victims are unaware that their computer has been infected and is part of a botnet.

What Are Social Engineering Tactics?
There are a variety of social engineering tactics that cyber attackers use to obtain a dealership’s data. Specifically, social engineering tactics manipulate individuals into giving away sensitive information or taking an action to the detriment of a dealership’s security.

Knowing which red flags to watch out for will prevent your dealership and your team members from becoming victims of an attack.

How to Identify and Mitigate Cybersecurity Risks at Your Dealership

Social Engineering Red Flags:

  • You receive a strange message from your ‘friend:’
    The hacker impersonates a friend or acquaintance, often over social media or email, and sends a message containing a strange link or attachment. If the recipient believes the message was sent by someone they know, they may click the link or download the attachment, which could contain malware.
  • Your emotions are heightened:
    A social engineering attack typically takes advantage of emotions such as fear, curiosity, or greed. For example, the request might ask you to join an investment opportunity promising high returns.
  • The request is urgent:
    The purpose of this tactic is to create a sense of urgency so that the victim feels compelled to act immediately.
  • The offer feels too good to be true:
    The victim is often lured by an offer that sounds enticing. But, in fact, the offer is just a ploy to get them to provide personal information or to download malware.
  • You receive help without asking for it:
    The hacker pretends to be someone else, often an IT technician or customer service representative, who claims to have detected a problem with the victim’s computer or account. Hackers may ask victims to download a tool or grant remote access to their computers to install malware or steal sensitive information.
  • The sender can’t prove their identity:
    Hackers often impersonate employees of legitimate organizations such as banks, government agencies, or well-known companies and use that to gain the trust of their victims. If the victim asks for proof of the sender’s identity, the hacker may provide a fake ID or document to gain the victim’s trust. (NOTE: Legitimate organizations will never ask for sensitive information or access to your computer without proper verification protocols in place.)

2. Where Are There Cybersecurity Risks At My Dealership?
A dealership contains a lot of sensitive information within every department that a hacker would want to obtain access to. Here are some examples of the type of information that a hacker would want to steal from your dealership:

  • Sales data: this includes information such as pricing and profit margins which can be used by competitors or other malicious actors to gain an unfair advantage in the market.
  • Vendor information: This could include the names and contact information of vendors, as well as details about the products or services they provide and the terms of their contracts with the dealership. A hacker could use the information to create fake invoices or payment requests.
  • Customer information: customer names, addresses, phone numbers, and email addresses can all be used to carry out identity theft or targeted phishing attacks.
  • Financial information: customers’ financial information such as credit cards, bank account information, financing agreements including loans and leases, and Social Security numbers. However, a hacker can use the dealership’s own financial reports to carry out financial crimes.
  • Equipment data: the service department has access to equipment data, such as repair histories and diagnostic information, which could be used to gain insight into the dealership’s operations.
  • Inventory information: the parts department has information about the dealership’s inventory, such as types of parts, quantities, and prices which could be used to carry out fraudulent transactions.

Evidently, your dealership has a lot of data on hand. You use data to:

  • Target and acquire new customers
  • Sell and service specific things to customers
  • Retain and possibly increase products and services adopted by your customers

Your dealership uses an abundance of technologies that store and process data, including mobile phones, tablets, and computers. Even though these tools make it easier to run your dealership, you shouldn’t overlook or minimize the importance of investing time and money into your dealership’s cybersecurity measures.

What if I don’t have the time or money for cybersecurity?
Ask yourself this: What will it cost if I don’t act?

According to Statista, in 2022, the global average cost of one data breach was $4,350,000 USD. By contrast, the average cost for cybersecurity-related training annually is $2,700 USD per employee. As a rule of thumb, companies should spend about 10% of their IT budget on cybersecurity, including employee training.

3. Who Is Accountable For Cybersecurity And Cybercrime Risks At My Dealership?
Cybersecurity is the responsibility of everyone at a dealership. It’s a team effort and requires that all dealership employees work together to monitor and identify potential threats.

In addition to a financial commitment, there also needs to be a shift in corporate culture.

You must be willing to prioritize cybersecurity as a core part of your dealership’s business strategy, beginning with a commitment from senior leadership to educate all employees on the importance of cybersecurity.

Senior leadership must set the tone for a cybersecurity-focused company culture and provide the necessary resources and support for implementing effective cybersecurity measures.

Your IT team is responsible for managing the technical aspects of cybersecurity, such as implementing firewalls, monitoring networks for suspicious activity, and managing user access to systems.

However, all employees must also play a role in preventing attacks by following best practices for password management, being cautious of suspicious emails and phone calls, and reporting any potential security threats.

This culture will require ongoing commitment, education, and investment. But ultimately, it will help your dealership to build customer trust and reputation, stay ahead of evolving threats, and ensure compliance with regulatory requirements around data privacy and security.

2024 RECT Recap for Marine & RV Dealerships


About Integrated Dealer Systems
Integrated Dealer Systems is the leading provider of complete software solutions for RV, marine, and trailer dealerships. Trusted by 1,100+ dealers, IDS has set the standard for quality and technological innovation since 1987.

Cybersecurity Knowledge – Protecting Your Business

Partner blog by Global Marine Insurance, an MRAA Education Champion

Every business is affected by cybersecurity is some way shape or form. For marine dealerships, which come in varying sizes, complexities, private and public ownership and can offer vastly different products and services, cybersecurity efforts and the protection of their client data and internal systems is an essential part of doing business.

For smaller marine dealers with less than 5,000 client accounts, basic cybersecurity efforts should include:

  • Regularly updating software and patches
  • Enforcing strong passwords with multi-factor authentication
  • Employee cybersecurity training
  • Using a firewall
  • Deploying antivirus software
  • Securing Wi-Fi networks
  • Backing up data regularly
  • Vigilant and meticulous training to evaluate emails and links to avoid phishing scams.

In addition, for those marine dealers who have personally identifiable information of more than 5,000 individuals, they are often subject to the cybersecurity regulations that apply to “non-bank financial institutions,” since they often offer financing/lending services to their clients. Even when a marine dealer is indirectly assisting their clients with third-party financing, it can subject the dealer to the Federal Trade Commissions (FTC) Safeguard Rule for financial institutions (16 CFR Part 314), which became effective on Dec. 9, 2022.

Furthermore, it’s important to note that marine dealers are not only responsible for ensuring that they take cybersecurity measures to protect private information, but also they’re responsible for the security measures (or lack thereof) of affiliates and service providers with whom they share information.

There are resources that can assist all marine dealerships with their cybersecurity efforts, including the MRAA, state-specific dealer associations and trusted advisors such as your insurance agent, accounting professional or business attorney.

Cybersecurity Knowledge - Protecting Your Business

About Global Marine Insurance
Global Marine Insurance has been providing yacht insurance, boat insurance, and marine business insurance solutions since 1989. Your customers will benefit from MRAA Preferred Repair Deductible (50% off), Agreed Value, Extended Parts Replacement, Repair Guarantee, Hurricane Haul Out, Rental Reimbursement, Increased Limits for Medical Payments, Personal Effects & Towing available, and Wreck Removal and more.

Advisory Council of Marine Associations Approves New Coalition Agreement

WASHINGTON (Jan. 27, 2025) — The Marine Retailers Association of the Americas (MRAA) announced today that the Advisory Council of Marine Associations (ACMA) approved a new Coalition Agreement, establishing a set of principles to which members of the coalition will adhere. ACMA comprises both state and national marine trades associations, and the newly approved agreement ensures that all ACMA members agree on policy priorities in order to facilitate collaboration and coordination on advocacy efforts nationwide. Click here to view the ACMA Coalition Agreement.

Advisory Council of Marine Associations Approves New Coalition Agreement

Previously, ACMA met annually to approve a detailed set of policy resolutions; however, the group has adopted a Coalition Agreement in order to create a more durable, long-term solution that provides a more robust framework for the coalition and its members. Unlike policy resolutions, which address specific issues with specific policy prescriptions, the new coalition agreement aims to provide a comprehensive set of principles to guide long-term cooperation and strategic decision-making.

“Moving from annual Policy Resolutions to this Coalition Agreement marks a major evolution of ACMA and highlights coalition members dedication to investing in the long-term success of the coalition,” said Mike Sayre, MRAA Director of Government Relations. “As we continue to grow and build ACMA, one of our goals is to continue to be a resource for state marine trades associations, and with the adoption of the Coalition Agreement, we can spend more time working on overlapping policy priorities and supporting MTA’s advocacy efforts.”

In addition to working with ACMA members on the Coalition Agreement, MRAA leads bi-weekly calls where ACMA members provide updates on state and federal policy priorities as well as other relevant industry news in their region. These calls provide an opportunity to discuss legislative and regulatory actions impacting the industry and updates on the work any ACMA member is doing in their region. The MRAA began leading calls in late 2019 to increase collaboration among ACMA members and ultimately create a tight-knit network of marine trade associations that engage together on legislative and regulatory priorities.

Advisory Council of Marine Associations
The Advisory Council of Marine Associations, or ACMA – which gathered at Dealer Week 2024 in Orlando, Florida – has adopted a new Coalition Agreement.

“The MRAA is looking forward to another busy and successful year working with ACMA members throughout the country on policy priorities and we are excited to do so guided by our new Coalition Agreement,” said Chad Tokowicz, MRAA Government Relations Manager. “Working with state marine trades associations on state and federal legislative and regulatory issues is crucial in ensuring that we are advocating for comprehensive solutions supported by all stakeholders in the recreational marine industry.”

State marine trade association involvement allows for direct stakeholder input, providing MRAA staff a comprehensive understanding of the issues impacting dealers throughout the country. Furthermore, collaborating with regional stakeholders ensures that local voices are leveraged where possible and provides an opportunity for those who stand to be impacted most to get engaged and provide meaningful input.

As the MRAA and ACMA continue to work together to advocate for marine retailers and the recreational marine industry at large, look for any updates on our social pages. Visit our bill-tracking page to see what we are monitoring in real time or our Advocacy Toolkit for ideas on how you can get engaged.

Should you have any questions or want to learn more about ACMA or MRAA Government Relations efforts, please reach out to Tokowicz, at Chad@mraa.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, visit MRAA.com or contact us at 763-315-8043.

Maximizing Your Investment: Combining Online Exposure with Boat Shows

By Courtney Chalmers, Vice President of Marketing, Boats Group, an MRAA Strategic Partner


Boat shows have long served as a cornerstone of the boating industry, providing manufacturers and dealers with the opportunity to showcase their products and engage directly with prospective buyers. Iconic events like the Fort Lauderdale International Boat Show (FLIBS) and the Miami International Boat Show attract impressive crowds and generate excitement around the latest innovations in boating. However, as consumer habits increasingly shift toward online research and shopping, it’s worth reexamining the role of boat shows in your marketing strategy.

While boat shows offer valuable in-person experiences, they are limited by time, geography and audience size. In contrast, online marketplaces function as a 24/7/365 boat show, delivering more exposure, more precise targeting and a significantly lower cost per boat displayed. By integrating your boat show efforts with a strong online marketing strategy, you can maximize your return on investment (ROI) and ensure sustained visibility for your brand.

The Impact of Boat Shows
Boat shows attract large audiences and create unique opportunities for hands-on experiences. FLIBS, for instance, brings in approximately 100,000 attendees over five days, and the Miami International Boat Show sees similar numbers. These events are invaluable for facilitating in-person connections and allowing buyers to step aboard vessels.

However, this visibility is fleeting and comes at a high cost. On average, it costs $10,000 or more to exhibit a single boat at a major in-water boat show – an investment that provides only five days of exposure. Moreover, most visitors who see your boats at the show likely started their shopping journey online, highlighting the importance of a robust digital presence to complement your event efforts.

Online Exposure: A 24/7/365 Boat Show
Online platforms like Boat Trader and YachtWorld provide year-round exposure that extends far beyond the physical confines of a boat show. According to a Boats Group study:

  • During the five days of FLIBS, Boats Group platforms saw a 30% increase in traffic in Florida, reaching 375,000 boat shoppers – nearly four times the number of attendees at the event.
  • Similarly, during the five days of the Miami International Boat Show, Boats Group platforms attracted more than 270,000 visitors in Florida, a 170% increase over the show’s attendance.

These numbers illustrate the scale of the online audience, which not only overlaps with boat show attendees but also includes a significant segment that never sets foot at the event.
Additionally, the engagement metrics are compelling. Boats listed online in the Miami/Fort Lauderdale area averaged 94 views per listing during and immediately after a boat show – a 23% increase compared to non-boat-show periods. This sustained visibility ensures your inventory continues to generate interest well beyond the event itself.

Evaluating Your Marketing Investments
Every marketing channel serves a different purpose, but evaluating effectiveness requires consistency. Which channels deliver the best ROI? For boat shows, the direct impact – such as sales made at the event – can be tracked, but the broader benefits, like long-term brand exposure and engagement, are harder to measure.

In comparison, online platforms offer transparent, data-driven insights. For the cost of exhibiting a single boat at a show, you could list 50-100 boats online, ensuring year-round exposure to millions of potential buyers. The cost per lead for online marketing is significantly lower, making it a highly effective complement – or alternative – to boat shows.

How to Leverage Online Marketing with Boat Shows
If you see boat shows as essential to your business, amplifying their impact with a robust online strategy is key. Here’s how:

  • Before the Show
    • Build Awareness: Launch targeted digital campaigns to promote your participation, highlight featured inventory and access data to understand how your brand is positioned.
    • Drive Traffic: Use online advertising to attract buyers who are already searching for boats in your category or location, but not necessarily your brand.
  • During the Show
    • Maximize Reach: While your team interacts with attendees, online campaigns can reach a larger audience browsing boats in real-time.
    • Share Live Updates: Post videos, photos and event highlights on your website and social media channels to engage those who couldn’t attend.
  • After the Show
    • Follow Up: Use retargeting campaigns to reconnect with buyers who visited your listings during the event, keeping your brand top of mind.
    • Analyze Performance: Review data from online platforms to measure the success of your combined strategy, understand the impact on your brand and identify areas for improvement.

Enhancing ROI with Online Marketplaces
Online platforms do more than just complement boat shows – they amplify your reach and deliver long-term value. Features like targeted campaigns, detailed analytics and conquesting capabilities (targeting buyers considering competing brands) ensure your marketing dollars are spent effectively.

For example, during and after boat shows, online platforms see significant spikes in activity, driven by heightened buyer interest. By aligning your strategy with this increased traffic, you can capture more leads and drive greater engagement.

Final Thoughts
Boat shows still hold value as a unique opportunity to connect with buyers in person and showcase your boats in a hands-on setting. However, their limitations in cost, duration and audience size make them most effective when paired with a strong online presence.

Think of online marketplaces as an ongoing boat show – always open, always connecting and always delivering results. By leveraging both strategies, you can maximize your marketing investment and ensure your brand remains visible to buyers wherever they are in their journey.

The next time you prepare for a boat show, don’t just focus on the days you’ll spend at the event. Plan for how you’ll use online marketing to amplify your efforts and achieve lasting results long after the show has ended.

Maximizing Your Investment: Combining Online Exposure with Boat Shows
Courtney Chalmers

About the Author
Courtney Chalmers is the Vice President of Marketing at Boats Group, overseeing brand strategy, lifecycle and product marketing, and OEM partnerships for its online marketplaces. With over 20 years in digital and marine industry marketing, Courtney is recognized for her expertise in customer lifecycle strategies and digital transformation. Her strategic insights have helped Boats Group become a leading digital partner in recreational boating. Outside of work, Courtney is an avid equestrian, and enjoys boating, tennis and taking in the Miami sunshine.

For additional boat show best practices and resources, visit the MRAA Spotlight page.

Boating Resources for Audience Engagement

Leading into winter boat show season, Discover Boating, powered by NMMA and MRAA, published a variety of helpful articles and show-specific guides like the “Top 6 Reasons to Attend the Discover Boating New York Boat Show” and “From Accessories to Adventure: What Else You’ll Find at Boat Shows” to inspire boaters and prepare attendees on what to expect when shopping a boat show. These articles and resources are easily shareable from dealer and manufacturer websites, email newsletters and social channels to help further engage your audiences with new and relevant content.

Boating Resources for Audience Engagement
Image courtesy of Discover Boating

Looking at the year ahead, Discover Boating featured a comprehensive 2025 boating calendar highlighting key boating dates and holidays.

Recent articles published to Discover Boating websites include:

To help engage the next generation and existing boaters, marine retailers and industry stakeholders are encouraged to share this content with customers through their own social and email channels. Looking for additional boating articles to engage customers? Try the Discover Boating B2B site.

2025 Boat Show Update

• First Winter Boat Shows of 2025 Attract Buyers, Bring Optimism for Early Signs of Return to Sales Growth

The Discover Boating Atlanta, Chicago and New England boat shows, in partnership with Progressive Insurance®, drew in more than 65,000 buyers and boating enthusiasts last weekend, eager to shop deals on thousands of new boats, accessories and the latest marine innovations. Despite continued headwinds after years of record growth in recreational boat unit sales and Winter Storm Cora’s impact in Atlanta, exhibitors expressed optimism with reports of sales and a steady stream of attendees, reinforcing the 2025 market assessment issued by the NMMA last week.

The Discover Boating Chicago Boat Show®, in partnership with Progressive Insurance®, made its debut at the Donald E. Stephens Convention Center in Rosemont, Ill. with resounding positive feedback from both exhibitors and attendees. Attendance on Saturday was the highest Saturday attendance since pre-pandemic in January 2020.

“We saw a very positive response from our customers on the new location in Rosemont, with an increase in attendance and improved results for Gordy’s and Cobalt Boats year-over-year,” said Steele Johnson, Gordy’s Lakefront Marine. “We are also honored to have been awarded Best Display and Marketing Partner of the Year, which serve as great recognition for our team who worked extremely hard to make this year’s show a success!”

“The 2025 Chicago Boat Show was a big success! We’ve seen growth across all key metrics – leads, deals written and pro-shop sales,” echoed Terry Anderson, SkipperBud’s. “The crowds were steady every day, and we had good traffic right up until closing time. The overall sentiment from attendees was very positive, and we observed a larger presence from clients located near the lakes we primarily service.”

Crowds showed up throughout the five-day Discover Boating New England Boat Show®, in partnership with Progressive Insurance®, with many exhibitors yielding promising sales with returning customers and new buyers alike.

“The New England Boat Show has produced more quality leads this year than in the past. Our team of dealers have sold several boats to repeat buyers and new boaters. This show continues to draw customers from all over New England,” said Aaron Krenzer, Chaparral Boats.

The Lieutenant Governor of Massachusetts, Kim Driscoll, attended the 2025 New England Boat Show’s Opening Night Party benefiting Save the Harbor/Save the Bay, addressing a crowd of more than 125 boaters and industry stakeholders about the importance of recreational boating to the Commonwealth of Massachusetts and how critical the boat show is to the industry as the NMMA looks to restore the show’s Feb. dates.

“We are really dedicated to making sure that this show is successful, for all of you, but certainly it makes a huge part of our economy,” noted Lt. Gov. Driscoll. “Last year, we had 372 jobs we attributed directly to the show’s five-day run, garnered $13.8 million in labor income, and brought in over $28 million to the state’s annual gross delivery. This boat show is meaningful.”

Lt. Gov. Driscoll also celebrated the Hanson-Milone Safe Boating Act that was signed into law on Jan. 8 by Massachusetts Governor Maura Healey.

And while Winter Storm Cora deterred typical crowds in Atlanta on Friday and Saturday, attendance was strong and steady on Thursday and Sunday, with several exhibitors reporting sales and quality buyers.

“We had a great show and sold a few boats which is great for a first-time exhibitor at the show. We can’t wait to come back next year,” said Erik Forinash, Impact Marine.

“While the weather on Friday kept us from exhibiting, Saturday and Sunday were great! We want to expand in 2026,” said Aline Barrett, Viking Boat & Fiberglass Repair.

2025 Winter Boat Show Update
Image courtesy of Discover Boating Boat Show Toolkit

Next up: 

Marketing Assets for Dealers/Manufacturers
Don’t miss the boat to market to your show involvement to customers! The Discover Boating Boat Show Partner Toolkit includes a host of marketing assets for dealers and manufacturers. Make sure to also follow and engage with Discover Boating shows on social media across Facebook and Instagram. Contact Sarah Salvatori for more information and media requests, ssalvatori@nmma.org.

MRAA Announces 2025 Board of Directors

MINNEAPOLIS (Jan. 21, 2025) – The Marine Retailers Association of the Americas announces Joe Lewis as Chairman and four new additions to its board of directors.

Lewis of Mount Dora Boating Center and Marina in Mount Dora, Florida, is the longest serving board member, having been on the MRAA Board since 2009. He previously served as Chair of the board from 2017-2018, and was asked by his board colleagues to remain on the board after his term. Lewis returns as Chairman in 2025, replacing Jeff Strong, Strong’s Marine in New York, who moves into the Immediate Past Chair position.

MRAA Announces 2025 Board of Directors
(From left) Joe Lewis of Mount Dora Boating Center is the new MRAA Board Chair, replacing Jeff Strong, President at Strong’s Marine, who moves to Past Chairman for 2025.

“It’s been a real privilege to serve, having a front-row seat to MRAA’s stellar growth, fueling our members’ business success while taking on a larger industry leadership role,” says Lewis. “What is really exciting is knowing what is yet to come. Working with this exceptional MRAA team, my fellow dealer board members and our industry partners, we have tremendous opportunities as we continue the work of elevating our customer buying and ownership experience. I’m looking forward to working with everyone and another great year.”  

Craig Brosenne, President of Hagadone Marine Group in Coeur D Alene, Idaho, who joined the board in 2014, has been named Vice Chair. Buckeye Marine Operations Manager Carly Poole has been named the new Secretary/Treasurer and has served on the board for a dozen years. Lewis, Brosenne, Poole and Strong will comprise the MRAA’s Executive Committee.

New additions to the MRAA Board of Directors include Sean Horsfall, President of Len’s Cove Marina in Ontario, Canada (Region 11 Canada), Eric Smith, General Manager at Colorado Boat Center (Region 8 – CO, IA, KS, MO, MT, NE, NM, WY), Chris Butler, President at Butler Marine in South Carolina (Region 4 – KY, NC, SC, TN), and Wendy Ramsey, General Manager at Pirate Cove Marina in Ontario, Canada, is the new Director At Large, representing MRAA’s Young Leaders Advisory Council.

In addition to the newly appointed board members, returning MRAA Regional Directors include:

  • Region 1 (ME, MA, NH, VT) – Craig LeBlanc, Allen Harbor Marine Service
  • Region 2 (CT, NJ, NY, RI) – Bob Petzold, Petzold’s Marine Center
  • Region 3 (DE, DC, MD, PA, VA, WV) – Bryan Buckland, Chessie Marine Sales
  • Region 5 (AL, FL, GA, MS) – Paul Berube, Boaters Exchange
  • Region 6 (IL, IN, MI, OH) – Chad Taylor, Taylor’s South Shore Marine
  • Region 7 (MN, SD, ND, WI) – Jason Shallcross, Reed’s Marine
  • Region 9 (AR, LA, OK, TX) – Brandon Sharpe, Arrowhead Boat Sales
  • Region 10 (AK, AZ, CA, HI, ID, NV, OR, UT, WA): Bob Bense, Superior Boat Repair & Sales
  • Director At Large – Susan Duquette, Lakeview Marine

“We accomplished many things under Jeff’s impactful leadership. We will be in good hands with Joe and are grateful for this dedicated and passionate group of marine industry professionals,” says MRAA President Matt Gruhn. “Their combined expertise and vast knowledge of the marine industry will help keep the MRAA focused on achieving our mission to fuel dealer success through furthering our drive for continuous improvement. Our new members, who are accomplished business leaders, can help us achieve more by advancing our efforts to help boat dealers and the industry at large.”

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.

Use High-Value Content to Generate Leads Before the Boat Show

You can create flow for your dealership’s sales team with HVCO. What? It may sound like something a heating-and-air technician may know something about, but HVCO actually stands for high-value content in the marketing world. By implementing this marketing strategy in your business plan, you can help generate a refreshing movement of hot leads and add more potential customers to your database.

High-value content essentially provides consumers (your targeted audience) with free information and guidance in exchange for their contact details. So when Len’s Cove Marina, an MRAA Member and Certified Dealership, released its new Ultimate Boat Show Shopping Guide, it also built a landing page with a form boating enthusiasts could fill out to receive the free 28-page resource. With every submission, Len’s Cove Marina will add contacts to its CRM and also then target to that audience in the form of a follow-up message in future campaigns. Read more about that in this MRAA blog.

Use High-Value Content to Generate Leads Before the Boat Show
Image courtesy of Len’s Cove Marina

Since lead management, especially at boat shows, includes follow-up, we reconnected with Len’s Cove Marina to dig deeper into its latest HVCO project. We had a short question-and-answer session with Sean Horsfall, the third-generation owner, and Robin Magee, the Marketing & Events Manager. These two comprise the Canadian dealership’s marketing team.

Objective Behind the Guide
“The goal from a business perspective is to offer high-value content (HVCO) for free for the opportunity to then market to them going forward and to stay top of mind as their trusted boating source when they next need something,” said Horsfall. Their database of contacts within their CRM has grown substantially since Len’s Cove shifted gears to earmarking a high percentage of its ad spend and social to HVCOs.

“We are passionate about boating education, and this guide aims to help consumers confidently navigate large events like boat shows and make informed purchases they’re happy with. Happy boaters are the heart of what we do,” explained Magee. The free resource also helps demystify boat shows, making them more approachable for everyone – whether first-timers or seasoned boaters.

Production Timeline & Design
Len’s Cove has produced ebooks like its Ultimate Guide to Boats Shows for at least a decade. Much like it has displayed with its branded Len’s Cove Lessons in Boating on YouTube, the dealership has been an industry innovator with its e-book production. Having that baseline knowledge and existing product line helped to simplify the creative and design process, as Magee took the 2014 version and updated it for the 2024 version, estimating that effort to take roughly 20 hours. This included template creation and editing drafts based on Sean’s advice. “Because we made the guide comprehensive last year, I was able to completely refresh it with updated pictures and two brand new sections in 10 hours for the 2025 edition,” said Magee. To simplify the production timeline she compiled content from the Len’s Cove blog posts on similar topics.

The small-but-mighty duo calls the design a collaborative effort. Horsfall made the original e-book in 2014 and provides topical expertise and edits while Magee was in charge of repurposing the existing content. Most of the boat show guide was written in Horsfall’s words using various pieces of their existing content that Magee then reworked and spliced together.

“As a newbie to the industry, I heavily rely on our old content and other trusted industry resources like Discover Boating,” explained Magee. “Sean and AI play a role as well, mostly for brainstorming and refining ideas. For example, I asked ChatGPT to compile a list of dreams, hopes, fears and frustrations that prospective buyers are asking about when considering buying a boat.” She then used that list to connect the dots and hit on all of the right topics to build the comprehensive guide. 

Use High-Value Content to Generate Leads Before the Boat Show
Robin Magee, Len’s Cove Marina Marketing and Events Manager (Image courtesy Len’s Cove Marina)

Magee also creates the templates in Canva for all of Len’s Cove’s HVCOs. This tactical approach ensures the products are visually cohesive and match their brand standards. 

Downloads, Educational Opportunities and Savings
The same day Len’s Cove Marina’s newsletter “A Look Through the Lens” campaign went out with the secondary story about the free boat show guide and download, Magee reported eight people filled out the form to download it. Those eight people, me included, also received a follow-up campaign email, or as Magee described it, a supplementary resource offering more value for those who submitted the form.

Those additional resources was entitled “Don’t miss these resources to become an expert at boat buying,” and arrived in the form of a personalized email letter from Horsfall that provided me with two additional resources. The first is a specialized “Buying a Boat” playlist from his Len’s Cove Lessons in Boating series. The bonus item was a one-page checklist the customer can use when buying a boat. They also shared with me their goals to build trust with me and to empower me by providing me with the knowledge to make informed decisions during my personal boat buying.

Again, the Len’s Cove Marina team always brings an educational approach to whatever they create. Sure, they want to sell boats, but they create meaning, connection and trust using boater education as a foundational connector pin, not just sales.

“By focusing on education and addressing common questions and frustrations, we aim to build trust rather than a hard sell,” said Magee. “Sean’s passion for education has inspired me to adopt it as well, and it’s a cornerstone of our marketing strategy.”

This particular guide also featured an Ottawa Boat and Outdoors Show coupon (a $3 savings) for those who downloaded it. The discount ticket was something created by the boat show’s marketing team and generously given to Len’s Cove Marina for promotional use. Added value at zero cost is always a plus!

Challenges?
The biggest challenge to creating your own HVOC products is simply starting. Finding the time to prioritize and focus on developing content requires a conscious effort said Magee, adding, “Once you commit and set aside dedicated time, the process becomes more manageable. Content like this guide can be repurposed by us across various formats – blogs, emails or social posts – making it a valuable investment of time.” 

For dealers looking to launch similar initiatives, the key is to focus on simplicity and leverage what you already have. “If they aren’t doing marketing emails, there are free email services out there, so send a link to the guide to your email list with a personal note about how it can enhance their boat show experience, boating lifestyle, whatever it may be,” noted Magee. “If you have a storefront or showroom that gets a lot of foot traffic, put up a QR code that sends people to the resource. Something Sean always says to me, ‘Don’t reinvent the wheel.’”

Access the Len’s Cove Marina Ultimate Boat Show Shopping Guide here.

Missed part 1 of this mini-case study with Len’s Cove Marina?

Read Part 1


For additional insights and resources to help your team maximize your ROI at boat shows, visit the MRAA Spotlight Page.

Guide Your Customers’ Boat Show Journey

Let’s play a game of “Would you rather?” Would you rather your customers have to rely on the radio ad spot to understand a boat show or create a custom publication that walks them through a boat-show journey?

Would you answer change if I told you that the custom publication could go a long way toward earning customers’ trust, while increasing the odds their journey ends with them doing business with YOU? A lot of dealers engage their customers only AFTER they arrive at the show. By adding value to their path to purchase beforehand, you gain a competitive advantage before the show even starts.

Industry innovator and MRAA member Len’s Cove Marina of Ontario, Canada, understands that many consumers have questions about not only attending a boat show, but how to maximize their time and energy while attending one.

Guide Your Customers’ Boat Show Journey
Image courtesy of Len’s Cove Marina.

“Ultimate Guide to North American Boat Shows”
To do this, Len’s Cove Marina just released for 2025 “The Boat Show Buyer’s Guide: Ultimate Guide to North American Boat Shows” as part of its Len’s Cove Lessons in Boating content initiative to educate its customers about boating. A section of the intro copy reads: “This isn’t a sales pitch. We created this free resource because we believe everyone deserves to enjoy the thrill of boating.”

After advancing through the free 28-page digital publication they hosted through HubSpot, I firmly believe that statement because this resource answers a lot of frequently asked questions. And this statement, “Think of it as your compass on this journey,” reinforces their belief.

The Len’s Cove marketing team has built an impressive resource that addresses many topics and touches on boat show experiences from their customers’ perspectives. The table of contents addresses many questions. They begin with how the guide can help a boat buyer/shopper and what they need to know to find success. From there, they dive deeper into the dealers who attend the show and what separates them from the crowd, before jumping into boat buying.

And they don’t stop there. The Len’s Cove team shares common missteps made by buyers and helps them understand why a boat show is a prime place to make a purchase and why the boating dream is worth it. They conclude with a call to action, sharing their YouTube channel and Len’s Cove Lessons in Boating series, as well as a button and link to the Ottawa Boat and Outdoors Show and a reduced admission coupon.

Len’s Cove included “pro tips” to provide further guidance and more successful results and a couple “did you know?” sections. The common sense and fun advise, combined with their industry expertise, help the reader gain confidence with their boat show adventure(s) and decision-making.

To access the Len’s Cove Marina Boat Show Guide, click here. (NOTE: There is a form to fill out to access the free resource).

How to Get Started?
Your team has the expertise, as boating enthusiasts living the daily boating life, and insights to share with your customers. You can collect a few of your blogs (or write new ones) that meet your customers where they are and address their needs and answer their questions.

If you don’t have writers on staff, you can always borrow boat show articles from Discover Boating that help your customers understand what a boat show is and isn’t, sharing tips and best practices to make their visit enjoyable and memorable. This goes for photography within the guide, too. Len’s Cove used some of its own images, but also shared source attributions (Example: Photo Courtesy of Atlanta Boat Show) for photos they used from Discover Boating, the Toronto International Boat Show and other sources.

To advance your team’s expertise, use artificial intelligence to your advantage. You can certainly use it to create an outline for your own article or guide, depending how deep you want to go. If a full-blown guide or boat show resource is too much for your team, an alternative step for you might be to create a blog. You can then email your customers and leads your blog that offers tips to enjoy a boat show and that answers common questions. Should you desire to jump in with both feet, like Len’s Cove Marina, you can combine your knowledge and advice with free industry articles and AI-driven content to produce a helpful guide.

Ultimately, this marketing and sales effort is to create an opportunity for your team to serve as a guide in your customer’s journey. You’re simply taking a proactive step in answering their questions before your boat show, so when they do arrive they have a better understanding of how things work and how they can maximize their time to focus on having fun and shopping for a boat that best fits their needs. At the same time, because you made the effort to help them, you’ve also helped your team engage customers in a way that makes them feel appreciated and cared for, regardless if they end of buying from you or not. Through education and building industry connections like these, you can become a champion of boating and a resource for many boating enthusiasts.

Steps to Build a Guide

1. Define the Purpose of the Guide

  • Provide an educational resource for boating enthusiasts and your customers.

2. Plan the Content

  • Address most common boat show questions from consumers and supply tips and fun info.

3. Gather Information and Resources

  • Engage your team, or vendor, to collect the information and artwork (photos, vidoes) necessary to include in the digital guide.

4. Draft the Content

  • Produce the content: Write the content yourself, hire a freelancer or use AI to assist you.

5. Review and Edit

  • Proof the copy for brevity, errors and your brand’s voice. Remember, storytelling and giving AI-content your voice and a human touch are important, too.

6. Design the Guide

  • Assign or hire someone to layout and format the guide, keeping it reader friendly.

7. Finalize the Content

  • This is time for your final proofing of the entire contents, from cover to back page. Ensure your table of contents and page numbers align, all the fonts match and formatting is precise, while also editing the guide one last time.

8. Prepare for Distribution

  • Determine where and when you will distribute the guide, ideally before your boat show. You will need to generate short-form titles and copy for your newsletter and social accounts.

9. Share the Guide

  • Provide the link to the guide’s sign-up form. This ensures you capture vital information like name, email, phone number and also generate leads for your dealership.

10. Follow-Up and Update

  • Create a follow-up plan for those who download the guide. This could be anything from a simple automated “thank-you” follow-up email to a stronger lead engagement effort from your sales team to those consumers who match up with your region.


Want to know who Len’s Cove Marina’s small two-person team pulled off this project? Read our follow-up blog where we dig in to things like design, time commitments and more.

Read Part 2

MRAA Announces 2025 Young Leaders Advisory Council

MINNEAPOLIS, (Jan. 16, 2025) – The Marine Retailers Association of the Americas announced today the Young Leaders Advisory Council has new leadership and new members.

Wendy Ramsey, of Pirate Cove Marina in Kemptville, Ontario, Canada has taken to the helm as the YLAC Chair. Ramsey, who has a passion for workforce development and serves as a Director At Large on the MRAA Board of Directors, is a young marine professional making moves throughout her region and the industry. J Hurless, from Reeder-Trausch Marine in Rockville, Ind., is the new Co-Chair. J has been actively involved in the MRAA for years and continues to leave his mark with his industry leadership.

Young Leaders Advisory Council Chair
Wendy Ramsey, GM at Pirate Cove Marina in Canada, will serve as YLAC Chair.

“We are delighted to welcome our new members to the Young Leaders Advisory Council,” says Ramsey. “Their commitment to dedicating their valuable time and expertise to our marine industry initiatives demonstrates the kind of forward-thinking leadership we need. In an increasingly demanding business environment, their willingness to contribute to our upcoming projects speaks volumes about their dedication to advancing our industry. I look forward to collaborating with these dynamic young leaders as we work together to create meaningful impact in the year ahead.”

New YLAC Members:

  • Hayden Hall, Sales Manager, Hall’s Sports Center, Muskegon, Mich.
  • Andrew Schraedly, Co-Owner/Business Development Manager, Schraedly Marine Inc./Charles Mill Marina, Mansfield, Ohio
  • Ally Stacy, Marketing Manager, Strong’s Marine, Mattituck, N.Y.
  • Miranda Doan, Marketing Manager, Avalon & Tahoe Pontoons, Alma, Mich.


Additional Returning YLAC Members:

  • James Cimino, Owner, Sierra Hills Mobile Marine, Auburn, Calif.
  • Justin Dysert, Sales & Finance Manager, Taylor’s South Shore Marina, Waynesville, Ohio
  • Christian Hansen, General Manager, Idaho Water Sports, Idaho Falls, Idaho
  • Ashlynn LaLonde Olson, Vice President, Hutchinson’s Boat Works, Inc., Alexandria Bay, N.Y.
  • Heather Mess, National Marina Manager, MarineMax, Inc., Clearwater, Fla.
  • Will Monson, General Sales Manager, Moose Landing Marina, Naples, Maine
  • Braden Panasiuk, General Manager, Gibbons Motor Toys, Salmon Arm, B.C., Canada
  • Jon Stovall, Sales Associate/Licensed Broker, MarineMax- Lake Lanier, Cumming, Ga.
  • Kenda Kennard, Business Development Representative, Huntington Distribution Finance (Industry Representative), Schaumburg, Ill.
  • Sarah Korbel, Events and Operations Manager, MRAA, Minneapolis, Minn.

The mission of the YLAC is to supplement and support the mission of the Board of Directors of the MRAA. YLAC provides guidance as to the current state of the marine retailers’ day-to-day operations, both in challenges and opportunities. YLAC strives to set the example in identifying, inspiring, recruiting and onboarding key younger generation members to participate in the association, facilitating the future growth and success of MRAA.

The MRAA will hold a call for applications from young marine professionals in the fall of 2025. Learn more about YLAC, or email Korbel at sarah@mraa.com.