NMFS Rescinds Proposed Right Whale Vessel Speed Rule, Maintaining Access for Recreational Boaters and Anglers

WASHINGTON (Jan. 15, 2024) – The Marine Retailers Association of the Americas announced today that the National Marine Fisheries Service officially withdrew the proposed North Atlantic Right Whale Vessel Strike Reduction Rule. Initially proposed in August of 2022, this rule would have put in place a 10-knot speed limit on almost the entire East Coast and would have limited access for recreational anglers and boaters while shuddering marine retailers and businesses in coastal communities along the Eastern Seaboard.

“After working tirelessly to educate decisionmakers on the flawed logic of the proposed Right Whale Vessel Speed Rule and the negative impact it would have on marine retailers and the recreational boating industry at large, we are pleased to see that the rule has ultimately been withdrawn,” said Matt Gruhn, President of the MRAA. “We hope that the withdrawal of this rule will provide the industry with the opportunity to work with the federal government to develop and invest in technological solutions to ensure that recreational boaters and anglers can co-exist with marine mammals while on America’s oceans, protecting both access to our marine resources and endangered aquatic species.”

The recreational marine industry stood united in opposition to the National Oceanic and Atmospheric Administration’s proposed rule as it relied on incorrect assumptions and questionable data, did not differentiate between large oceangoing vessels and small recreational boats, and put forth the proposed rule without conducting an in-depth economic impact analysis on the recreational marine industry or the affected small businesses. While the withdrawal of the rule ensures that access is maintained for recreational anglers and boaters who ply the waters off the Eastern Seaboard, the MRAA and recreational marine industry at large continue to stay focused on working with the federal government to develop and deploy technological solutions that will minimize boater-whale interactions, ensure boater safety and support the conservation of the endangered Right Whale.

“This is a huge step forward for American boat manufacturers, coastal economies, and outdoor enthusiasts across the U.S.,” said Frank Hugelmeyer, President and CEO of the National Marine Manufacturers Association, the largest trade association in North America for the recreational boating industry. “The way this rule was drafted gave rulemaking a bad name and created an entirely preventable dynamic. Coastal communities are part of the fabric of this nation, and their livelihoods should never be put at risk by the federal government.” 

Proposed Right Whale Vessel Speed Rule Background
In August of 2022, NOAA proposed a substantial expansion of its North Atlantic Right Whale Vessel Strike Reduction Rule that significantly curtailed recreational boating access along the East Coast. The existing rule mandates that boats measuring 65 feet in length and greater adhere to a 10 kts speed limit in locations like breeding and calving areas, as well as heavily trafficked ports, where risk to the North Atlantic Right Whale is highest. Under the proposed rule, however, all boats 35 feet in length and larger would be limited to a speed of 10 knots (11 mph) within a vast area of the U.S. Eastern Seaboard, extending from Massachusetts to central Florida, for up to 8 months out of the year and in some places up to 90 miles offshore.

NMFS Rescinds Proposed Right Whale Vessel Speed Rule

While the map above outlines the newly proposed boundaries of the proposed regulations, it does not include additional zones that may be classified as a Dynamic Speed Zone (DSZ). A DSZ is put in place only after NOAA confirms that there are whales in a certain area and that there is more than a 50 percent chance the right whales remain in the area.

For a more in-depth background on this issue, please read our background blog here.

Looking Back – Advocacy Efforts and Fighting for Marine Retailers
Since the proposed rule was initially introduced, the MRAA and our partners in the recreational boating and angling industries have sought every opportunity to push back against the proposed rule, highlighting the impact it would have on recreational boaters and anglers and most importantly for our members, marine retailers. Below is a breakdown of how the MRAA has engaged on the Right Whale Vessel Speed rule since 2022, taking every opportunity to fight for our members and protect access for recreational boaters on the East Coast.

  • October 7, 2022: The MRAA and other leading organizations representing recreational fishing and boating in the United States urged the National Marine Fisheries Service (NMFS) to pause its proposed North Atlantic Right Whale Vessel Strike Reduction Rule. Click here for the full update.
  • April 17, 2023: The MRAA and 17 State and National marine trade associations submit a letter to members of the House and Senate Subcommittees on Commerce, Justice, Science and Related Agencies (CJS) to stall proposed changes to the onerous Right Whale Rule. Click here to read more.
  • November 15, 2023: Congressional Boating Caucus hosted a briefing on the National Oceanic and Atmospheric Administration’s proposed expansion of the North Atlantic Right Whale Vessel Strike Reduction Rule. The briefing outlined how the proposal would devastate the recreational boating and fishing industries on the Atlantic coast and the communities that depend on them. Click here to for the full update.
  • February 2, 2024: The NMMA hosted Janet Coit, Assistant Administrator for NOAA fisheries, at the Discover Boating Miami International Boat Show to express concerns about the agency’s proposed expansion of the North Atlantic Right Whale Vessel Strike Reduction rule. Click here to learn more.
  • March 15, 2024: The MRAA’s Mike Sayre joined other recreational marine and fishing industry advocates to make the case that technology-based solutions are viable options to protect the NARW while allowing for safe operation of recreational vessels. Click here for the full update.
  • May 28, 2024: In a meeting with the White House Office of Information and Regulatory Affairs, the MRAA and the Association of Marina Industries (AMI) formally requested the National Marine Fisheries Service withdraw its proposed amendments to the North Atlantic Right Whale Vessel Strike Reduction Rule. Click here for the full update.
  • June 27, 2024: Jeff Strong, MRAA Board Chair and President of Strong’s Marine, testified before Congress on Capitol Hill regarding the MAPOceans Act and the Right Whale Vessel Speed Rule, highlighting the shortcomings of the proposed Right Whale Vessel Speed Rule and the impact it stands to have on marine retailers. Click here for the full update.
  • August 7, 2024: The MRAA applauds the work of Senators Manchin (I-WV) and Graham (R-SC) for introducing S.4948, the bipartisan Protecting Whales, Human Safety, and the Economy Act of 2024 and continuing to be champions of the recreational boating industry. Click here for the full update.

“Throughout the entirety of the regulatory process the MRAA was laser focused on highlighting to decisionmakers how the proposed Right Whale Vessel Speed Rule would negatively impact our members on the East Coast, as it would have threatened coastal communities and shuttered small businesses whose customers rely on access to our nation’s oceans,” said Chad Tokowicz, MRAA Government Relations Manager. “We could not have done this alone, and I want to thank and acknowledge all of the MRAA members who joined us at the American Boating Congress, authored op-eds, met with their members of Congress, and submitted comments and more, as your engagement on this issue was instrumental in highlighting the widespread negative impacts of the proposed rule.”

Moving Forward – Focus on Technological Solutions
The recreational boating industry thrives on clean water, healthy fisheries, and access to both, and that is why as we move forward, we are committed to focusing on how we can support the conservation of endangered marine mammals like the North Atlantic Right Whale. Currently, there are a variety of promising technologies including satellite imaging, passive acoustic monitoring, infrared sensors, and more that can help detect the North Atlantic Right Whale and provide important data to boaters. Furthermore, the marine industry is interested in leveraging whale location data that could be aggregated and disseminated to mariners to help them avoid marine mammals when they are detected. The MRAA and recreational boating industry at large plans to build on our previous work on technological solutions, with the goal of giving mariners the ability to make boating decisions based on real-time location data for marine mammals.

“While we are glad to see access for East Coast boaters maintained and the immediate threat to marine retailers overcome, we now will shift our focus to supporting technological solutions to help ensure that negative interactions between endangered Right Whale and recreational boaters are reduced,” said Mike Sayre, MRAA Government Relations Director. “It is no secret that a variety of technological solutions currently exist which could be leveraged and paired with advancements in real-time monitoring technology to provide mariners with a variety of tools to reduce the likelihood of marine mammal interactions. Now is the time to turn our focus on making this technology a reality as we understand that clean, healthy and strong marine ecosystems are what draws many recreational boaters and anglers to our nation’s oceans.”

One of the biggest victories in the name of technology occurred in May of 2024, when the National Fish and Wildlife Foundation unveiled the Vessel Strike Avoidance Fund. This fund supports the development and adoption of innovative technology solutions to provide mariners with tools to more effectively avoid collisions with large whales. This grant program is a prime example of the type of work that the MRAA and recreational marine industry at large will continue to support, as this program is facilitating investment in much needed technologies, and we hope to support the expansion and continuation of this work.

As the MRAA and recreational boating industry at large continue to support technology solutions, we will be sure to keep our members in the loop, so be sure to be on the lookout for updates. Should you have any questions or want to learn more or get engaged in marine industry advocacy, please reach out to the MRAA Government Relations team and Manager Chad Tokowicz, at Chad@mraa.com.

MRAA Introduces AI-powered Content Delivery

Updated Jan. 15, 2025

The Marine Retailers Association of the Americas introduced a marine sector AI solution that will revolutionize how MRAA Members can find answers to their most pressing challenges and opportunities — and will do so faster than ever before.

Introduced Tuesday at Dealer Week as part of MRAA President Matt Gruhn’s state of the association presentation, the platform — known as AIMIE, an acronym representing AI for Marine Industry Education — has been trained on MRAA’s vast catalog of dealership-specific content. This means that AIMIE can access MRAA’s online courses, blogs, publications, webinars and websites in order to answer dealer questions and share insights, strategies and best practices.

Check Out AIMIE, our AI-powered Assistant
People in front of large monitor learning about a new marine industry artificial intelligence system, AIMIE, from MRAA.
Dealer Week attendees experiencing the power of AIMIE.

“At the MRAA, our No. 1 challenge is our ability to connect, individually, the thousands of dealership teams out there to the most meaningful tools, resources and educational programs that can help them solve their problems and take advantage of the opportunities in front of them,” explains Gruhn. “With AIMIE, we can now deliver on our mission to meet dealers where they are at, on their schedule, and in their greatest time of need. Additionally, this platform allows dealership employees to gather ideas and insights without having to always rely on someone else in their dealership to know the answers.”

Dealership employees searching for marine insights from AI can ask AIMIE any questions they would like, such as, “How do I overcome objections to today’s high interest rates?” or “How do we better manage our inventory levels?” Similarly, dealership employees can instruct AIMIE to create something on their behalf such as a social media post or a job description for a new position. AIMIE, then responds by delivering a written answer or by following instructions in response.

Perhaps AIMIE’s best feature is that it then also provides direct links to the resources she references so dealerships can dive deeper and learn more about the topic they asked about.

All attendees of Dealer Week 2023, including those participating in Dealer Week Online (which kicks off next week), will have access to AIMIE through the end of December. As of January, AIMIE will be made available for free to all MRAA Silver- and Gold-level retail members.

“Every day, our team works with dealers to understand their pain points and the opportunities they are seeking to pursue,” Gruhn explains. “Based on those insights, we build the industry’s leading educational programs and resources, and today, with the introduction of AIMIE, we have introduced the most powerful platform available to deliver real-world solutions straight into today’s dealerships.” 

MRAA partnered with BettyBot.ai to bring AIMIE to life. To find out more about Betty Bot visit her website here – bettybot.ai

Not a member of the MRAA? Get your MRAA membership today to get access to AIMIE and other educational resources to level up your dealership.

Hanson-Milone Safe Boating Act Signed into Law After 13-Year Push

WASHINGTON, D.C., January 13, 2024 – The Marine Retailers Association of the Americas announced today that after more than a decade of advocacy and legislative effort, the Hanson-Milone Safe Boating Act (H.4941) was signed into law on Wednesday, Jan. 8, 2025, by Massachusetts Governor Maura Healey, marking a monumental step in improving boating safety across the state. This legislation establishes a mandatory boater education program, requiring all boat operators in the Commonwealth to obtain a boater safety certificate. With its passage, Massachusetts joins 45 other states in mandating boater education, a move celebrated by the recreational boating community.

Hanson-Milone Safe Boating Act Signed into Law After 13-Year Push
Massachusetts governor Maura Healey signed the Hanson-Milone Safe Boating Act (H.4941) into law on Wednesday, Jan. 8, 2025.

“The MRAA applauds the dedication and hard work of all those responsible for passing the Hanson-Milone Act in the final hours of the 193rd session and ultimately creating a safer environment for recreational boaters on Massachusetts waters,” said Chad Tokowicz, MRAA Government Relations Manager. “With more than 129,000 registered boats throughout the Bay State and the long history of and heritage on the water, we are pleased to see steps being taken to ensure the continued safety of our recreational boaters and their families.”

A Safer Future on Massachusetts Waters
Initially drafted more than a decade ago by former Rep. Thomas Calter, the bill was championed in recent years by Rep. Kathleen LaNatra (12th Plymouth) and former Sen. Susan Moran. The law, named in honor of David Hanson, a young man who tragically lost his life in a boating accident in 2010, and Paul Milone, a longtime Weymouth Harbormaster and boating safety advocate, aims to create a safer environment on Massachusetts’ waterways.
“I am so proud to see the Hanson-Milone Act finally become law,” said Rep. LaNatra. “Massachusetts is home to some of the most beautiful waterways in the world. Unfortunately, too often, a day of fun on the water ends in tragedy because someone operates a boat without proper safety training. This legislation ensures anyone operating a boat in the Commonwealth has the necessary knowledge to keep themselves and others safe.”

Hanson-Milone Safe Boating Act Signed into Law After 13-Year Push
(From left) Eric Hanson, David’s brother, and Lisa Milone, Paul’s Widow, were presented the signed bill by Lt. Governor Kim Driscoll.

Advocacy and Support
The MRAA, alongside organizations such as the Massachusetts Marine Trades Association (MMTA), National Marine Manufacturers Association (NMMA), BoatUS and the Association of Marina Industries (AMI), played a pivotal role in advocating for the legislation. The combined efforts demonstrated the recreational boating industry’s commitment to safety and were instrumental in helping the legislation get past the finish line.

“The signing of the Hanson-Milone Safe Boating Bill provides a gateway to further education for the recreational boating industry in Massachusetts, leading to lives saved on the waterways for years to come. Thank you to many involved in passing the bill, especially Rep. LaNatra and Christopher Jean, her Chief of Staff, for their many years of working on this bill,” said Randall Lyons, Executive Director of the Massachusetts Marine Trades Association. “Thank you also to Governor Healey, Lt. Governor Driscoll, Chairman Aaron Michlewitz, and Chairman Michael Rodrigues for their support and final approval of the bill. An element of the new law can be directly related to a recent statistic released by the US Coast Guard – ‘Where instruction was known, 75% of deaths occurred on boats where the operator did not receive boating safety education.’ As the late great Paul Milone frequently said – ‘Safe Boating is no Accident.’”

Key Provisions of the Hanson-Milone Act
The law mandates that boat operators pass a boater safety education program and examination to obtain a safety certificate. This certificate must be present on the vessel during operation. While the law provides exemptions for certain groups, such as merchant mariners and qualified members of the Armed Forces, it emphasizes inclusivity by recognizing certificates from other states and prior certifications.

Additional updates to Massachusetts boating regulations include requiring the use of engine cutoff switches provided by manufacturers and mandating that vessels like kayaks, canoes, and stand-up paddleboards carry at least one U.S. Coast Guard-approved personal flotation device.

The timeline for implementation is as follows:

  • Guidance will be published by the office of law enforcement no later than October 1, 2025.
  • Boaters born after January 1, 1989, must obtain certificates by April 1, 2026, with enforcement beginning on September 1, 2026.
  • Boaters born on or before January 1, 1989, must comply by April 1, 2028.

Honoring Hanson and Milone
The act pays tribute to the lives and legacies of David Hanson and Paul Milone. Hanson, who tragically died in a 2010 boating accident at the age of 20, was remembered as a young man dedicated to the safety of others, aspiring to become a firefighter. Milone, who passed in 2020 at age 74, served as Weymouth’s Harbormaster for 29 years and taught over 30,000 people boating safety throughout his career. Their families, who were instrumental in advocating for the act, joined state officials at the Discover Boating New England Boat Show to commemorate the signing.

Lt. Governor Kim Driscoll presented the signed bill to Lisa Milone, Paul’s widow, and Eric Hanson, David’s brother. “This legislation stands as a testament to their passion for ensuring safer waters for all,” said Lyons.

Looking Ahead
The passage of the Hanson-Milone Act underscores the importance of collaboration and perseverance in achieving legislative milestones. As implementation progresses, the MRAA and other organizations will work to educate boaters and promote compliance with the new safety measures.

For further details on the Hanson-Milone Safe Boating Act, visit Amendment S.3011. Questions about boater education and the legislative process can be directed to Chad 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.

Dealers Share Boat Show Best Practices & Strategies

As an owner, GM or decision-maker, hoping for the best this boat-show season isn’t a business strategy or a sin. Many people are driven by fear AND hope, so it’s easy to make a quick critique of someone who says, “I hope our boat show season goes well.” Just because they utter these words doesn’t mean they don’t have a necessary plan of attack in place or haven’t made a strong enough of a commitment. No! In reality, having hope is one aspect of making decisions and comprising a plan, whether that’s for boat shows, marketing or how you approach sales at your dealership.

After you’ve built your schedules, set your objectives and created your plan, you often hope all will work out as it should or better. Your confidence in your team to overcome show challenges produces faith in your plan and reinforces your hope for success. That’s why strategic planning and team coordination is so important with boat shows.

Over the years, you’ve learned the key steps to enhance your boat show success, but it’s also nice to know what others are doing and additional tactics so you can try some yourself. We understand that what works for Dealership A may not work for Dealership B. And that Dealership C may need to borrow ideas from both, but then customize their boat show strategies to fit their size and needs. That’s why we recently asked dealers to share their insights involving boat show strategies and tactics.
 

3 Common Best Practices for Boat Show Sales Success
At Dealer Week 2024, dealers shared with us responses to this question: “What one practice before, during or after the boat show is most effective for your team in driving maximum sales results (both at the show and afterwards)?”

Here are three common best practices identified from the responses and a few approaches you can explore:

  1. Consistent and Timely Follow-Up:
    This one seems like a common sense tactic and it is, but it’s often overlooked or lost within the shuffle of other tasks within a dealership. Following up with leads quickly and correctly is vital for your success and your ROI from boat show participation. The responses shared tips such as:
    • Make the follow-up (calls/texts/letters) personalized!
    • Make immediate post-event contact to engage customers when they are still warm!
    • Hold follow-up events at your dealership (onsite or virtual) to continue to engage leads and customers.
    • Schedule your reminders so you don’t lose sight of lead management.
    • Maintain consistent outreach. You’d rather contact leads and keep that boat in their thoughts than have them move on due to a lack of proper engagement.
  2. Customer-Centric Engagement:
    The purchasing process and shopping experience is tied to emotions, so be sure to build upon those connections with your customers. Try holding:
    • Demo days tailored to only your new leads and show visitors. Give them a VIP treatment if it helps.
    • Include your existing customers because they may upgrade, of course, but more importantly for their loyalty and the role they play as a dealership ambassador.
    • Remember to make it about the experience NOT the product. Make this part of their journey memorable by taking care of them.
  3. Structured Processes and Preparation:
    Converting your leads into sales is what your striving for, but you also want to build stronger bonds with most of these contacts because some may not be ready to buy just yet. That’s why it’s vital to have structured workflows and plans in place so you don’t miss steps or leave a customer hanging if a co-worker is out sick, etc. You want to have in place a plan for your introductions and handoffs and maintain a level of consistency from your entire team.
Dealers Share Boat Show Best Practices & Strategies

Boat Show Strategies for 2025
In the most recent MRAA Pulse Report, we asked dealers about their boat show budgeting for 2025 compared to last year. The majority of responses revealed that most dealers favor matching last year’s budget or to slightly increase their spending, from 1-10% YOY. As with any decision-making, there are few outliers, those businesses that will boost spending more than 11% and those that will reduce their boat show budgets even more in 025.

In response to a second question, “How are you adjusting your boat show strategies based upon the changing market conditions?,” they shared nearly two pages of answers. We’ve broken them into five top themes:

  1. Cost Management and Space Reduction: Many dealers seek to reduce costs by decreasing the show space they occupy. Others will opt for smaller, more efficient setups, like smaller spaces or smaller shows to help reduce costs and move existing stock.
  2. Pricing Strategies: Despite having lower margins, dealers will continue their aggressive pricing efforts, including lowering prices and offering more discounts to move product. Focusing more on price-point boats at shows was also mentioned as a way to attract buyers.
  3. Inventory Management: In an effort to liquidate old products and make room for new stock, dealers suggested bringing more non-current inventory to the shows.
  4. Selective Participation: Being more selective with boat shows will also play a factor for certain dealerships, as they focus on shows with the higher returns on investment or that best align with their target audience. For example, surf boats may not be the ideal product to showcase at a boating and fishing show.  
  5. Alternative and In-House Events: One of the emerging trends is in-house boat shows. This could be single-dealer shows or group shows (multiple locations under one brand or a few competitors joining forces to move products). Participating in alternative events, (like lawn-and-garden events or wine shows), aside from traditional boat shows is another shared strategy because they would be more than just another dealer in a crowded show.

These five themes and three best practices point to a strategic shift among some marine retailers and those businesses that still want to maintain a boat show presence but do so in a the most cost-effective and efficient manner possible.

Are you doing anything different at your dealership? Reach out to me at jerrod@mraa.com and let us know.

Discover Boating Boat Show Media Investment Increases

The 2025 winter boat show season begins this week, and the NMMA is working at full throttle with a board-approved 30% year-over-year increase in its media investment. The additional spend comes as NMMA aims to support the industry in navigating today’s evolving economic landscape and meet consumers where they are.

Discover Boating Boat Show Media Investment Increases

While current economic conditions have impacted discretionary spending across many sectors, NMMA is taking proactive steps to ensure boating remains an accessible and attractive lifestyle choice. With the increased media investment, this season’s strategy focuses on being out earlier in the market, maximizing visibility and building excitement by reaching our target audience as many times as possible in every Discover Boating show market.

By targeting the highest-performing media channels and delivering inspiring, value-driven messages, NMMA is focused on maximizing impact and attracting show goers—all while showcasing the unique joy and long-term value of life on the water.

The expanded media buy spans a mix of channels including:

  • Traditional TV and radio
  • Streaming and digital TV and radio
  • Print
  • Billboards
  • New outdoor/out of home (ex. transportation hubs like trains, buses, & commuter areas)
  • Social media
  • Digital/web ads
  • Search
  • Activations (ex. expanded influencer campaigns, partners & promos)

Additionally, public relations efforts began earlier this year to generate awareness for boat shows, with strong news momentum to kick off the boat show selling season. To date, PR has generated more than 175 news hits for Discover Boating Boat Shows across the country, generating $297,000 in publicity value and 286 million impressions (think of impressions like the number of people who see your message or for example, like foot traffic in a busy shopping mall — it would be akin to how many people passed by and had the chance to see your storefront. While not everyone stops to look closely, the more foot traffic, the more likely you are to capture attention). Here are a few news highlights:

For questions about exhibiting in Discover Boating Boat Shows, please contact NMMA Senior Vice President of Shows and Events, Jennifer Thompson, at jthompson@nmma.org. For questions about Discover Boating and NMMA’s consumer marketing efforts, please contact NMMA Chief Brand Officer and Senior Vice President of Marketing and Communications, Ellen Bradley, at ebradley@nmma.org.

Visit DiscoverBoating.com/boat-shows for a comprehensive 2025 show calendar.

4 Turnkey Tips to Maximize ROI at Boat Shows

When the boating industry hits a down cycle and moving inventory is critical to keeping sales afloat, boat shows become an even more important sales driver and marketing channel. No other platform brings such a concentrated audience of potential boat buyers together, allowing our industry to sell boats and generate leads. Exhibitors can attract new customers, re-engage existing owners and build brand loyalty by showcasing innovation.

The exposure is invaluable, especially in such a hands-on setting. According to this year’s Discover Boating boat show attendee surveys, shopping new accessories, gear and technological innovations, and more so, looking to purchase a boat, are top reasons why people attended. 

4 Turnkey Tips to Maximize ROI at Boat Shows

As winter boat show season approaches, below are 4 turnkey tips for maximizing your return on investment:

  1. Highlight Innovation: For dealers, boat shows offer the ideal platform to introduce customers to innovative features and new advancements to stand out from competitors and capture customers on the fence. By showcasing the latest products in a dynamic and engaging setting — such as augmented reality tours or in-booth education and entertainment — dealers can create memorable experiences that resonate long after the event is over.
  2. Market to New Boaters: With boat shows seeing more first-timers, there’s a unique opportunity to connect with younger audiences and capture next gen customers. To meet the needs of new audiences, make sure your brand is distinguished from others. What we’ve seen working for interactive and educational experiences includes immersive activities for all ages, from simulated docking and fishing tutorials and immersive displays to hands-on activities and educational workshops and seminars.
  3. Consider Incentives: According to a recent Discover Boating consumer survey, approximately 61% of first-time boat buyers intended to go to a boat show to shop for their first boat, and 63% of overall respondents intended to go to a boat show to find their next boat. Consider offering special promotions and discounts to entice them. Your show teams can support your sales efforts by promoting these boat show specials through your marketing channels. Building relationships and trust with customers is essential during uncertain times and boat shows can help your business do that, often serving as a catalyst for future business.
  4. Market Research and Feedback: Gain insights into changing consumer preferences, emerging trends, and competitive landscapes by interacting directly with show attendees. This feedback loop helps exhibitors make informed decisions, adapt their strategies, and stay ahead of the curve.

Visit DiscoverBoating.com/boatshows for a complete schedule of boat shows happening around the country.

Learn more about Discover Boating, powered by NMMA and MRAA.

Delivering the WOW Factor!

• MRAA’s Dealer Week Conference and Expo offers marine dealerships an unmatched experience for education, networking and advancement.

After removing the covering for the temporary tattoo on my right shoulder, the words in the bright red heart with an arrow piercing through it read, “Mom!” But from my inverted angle, those same three letters read WOW! It was the perfect summation of MRAA’s 2024 Dealer Week Conference and Expo held in Orlando, Fla.

Informally, wow means astonishment or admiration. As a noun, it stands for a sensational success. And when used as a verb, wow (or wowed) signifies to impress or excite greatly. Again, Dealer Week 2024 did just that, earning admiration from attendees and partners. It was sensational for its sheer size and growth. It also was impressive how it wowed everyone from first-time attendees to long-time cohorts. But what made it feel red hot?

Was it the education, which included four separate pathways to help attendees find success? Was it the largest Expo Hall on record? Perhaps it was the opening keynote address from the one-and-only Marcus Sheridan or the magical closing keynote from Ben Whiting, who made a bowling ball appear out of thin air. One spoke of endless customers, and the other about limitless culture!

You could argue the awards luncheon added event hype. It recognized Great Dealerships to Work For, the Darlene Briggs Marine Woman of the Year, industry scholarships for growth and two new awards; one designed to recognize an industry Trailblazer and the other a leading industry advocate.

Then again, it could have been the crowded house of a Welcome Reception at the Rosen Plaza Hotel. Maybe it was the (now famous) rock-n-roll-themed Industry Celebration made possible by KICKER Marine Audio. One final possibility was the networking opportunities themselves for dealers, exhibitors, manufacturers and other attendees.

More than likely, the blending of all these offerings helped Dealer Week 2024 “outperform” every previous event in its history. I don’t use that term loosely. You see, it was our theme for the event, and our team kept hearing from all types of attendees that “this is the best Dealer Week yet!”

Delivering the WOW Factor!
More WOW at Howl: The entire MRAA team (some are missing and we missed them!) put on another rockin’ Dealer Week Conference and Expo. Dedication, determination, humility, heart, hustle, love, trust, collaboration are just a few of the words to describe this team. And we do it for our Dealer Week attendees, not for us. See you in Tampa in 2025!

Rock Stars
I can count on one hand how many times I’ve gotten to dress like a rock star. The annual Industry Celebration is notorious for KICKER-ing things up a bit. Every year, it seems our two teams unite to raise the bar and produce an uncanny gathering within the world-class event of Dealer Week. This year, we packed Howl at the Moon in Orlando with lookalikes from Joan Jett, Tina Turner and members from the iconic bands of Mötley Crüe and Guns N’ Roses, among others. At the same time, dueling pianos embarked on memorable sing-along songs that engaged the crowd.

In my day-to-day, I’m involved with MRAA content, PR and education. But one night in Orlando, I dressed like the younger Vince Neil. Along with Matt Gruhn (aka Tommy Lee), Chad Tokowicz (Nikki Sixx) and Gunnar Davies (Mick Mars), my bandmates and I mingled with the crowd. We briefly walked on the wild side, only without the debauchery.

Delivering the WOW Factor!
The author, aka a young Vince Neil.

I’d be remiss if I failed to mention the rest of the MRAA’s rock stars. Without them, the MRAA couldn’t have pulled off another stellar event. Whether dressed as their favorite musical icon or sporting their favorite rock-and-roll T-shirts, our team is a bunch of rock stars. Performers in the sense that we always put our fans first, always. Dealer Week has become a WOW event because the MRAA is “for dealers by dealers.” We put the focus on our dealers, not ourselves. The help from our sponsors, partners, board members, exhibitors, pathway educators and others contributes to our ability to create an outstanding experience for our guests.

Servicing the S.S. Minnow
I grew up watching Gilligan’s Island. As a teen, my fondness for the silly show was tied to the relationship between Skipper and Gilligan (OK, maybe Ginger and Mary Ann, too). Whenever it seemed like the crew would find a way to escape the deserted island, Gillian would usually muck it up, leaving the crew stranded, yet again, and searching to find another way to make it back home.

Sometimes, it can be smooth sailing and a legitimate three-hour tour in your service department. Other times, that three-hour adventure can turn into a two-week nightmare highlighted by inefficiency, miscommunication and disarray. The Service Department Special Event was so rewarding for the service managers and service advisors who attended in part because of all the solutions offered to various causes of those service nightmares.

The intimate all-day workshop was hosted by Valerie Ziebron (VRZ Consulting), Bernie DeGraw and the MRAA Education team. Attendees gained marine service department data, benchmarks tied to Key Performance Indicators (KPIs), proven tactics for success, golden nugget best practices for attracting, keeping and growing technicians, and more. Perhaps most importantly, the peer-to-peer sessions brought industry connection and shared solutions.

Delivering the Wow Factor
The Service Management Special Event on-site team was comprised of Valerie Ziebron, Bernie DeGraw, me and Liz Walz.

Hydrotherapy Tank
What does anyone want after four days of walking their feet off in new shoes? A relaxing time in a hot tub, you say? That was my exact plan, to unwind and celebrate another great Dealer Week. However, no sooner had I sat in the hot tub than one of our pathway educators, Jonathan Dawson, joined me. Soon enough, six guys were soaking in the water and soaking in more education.

For two hours, we shared personal stories, talking about business and life. We followed that up with an off-the-cuff, one-on-one educational session with Jonathan, where he talked to us about digging ditches and hard work. He spoke of building sales incentives and a gamification strategy of sorts for new hires and old hats alike. My relaxing soak transitioned into a relaxed sales and strategy session, and I was more than OK with that.

My takeaway here is: Don’t rush through Dealer Week; stay a bit. Find time to interact away from the classrooms and training sessions because you never know what you could learn. Don’t just take my word for it. The Canadian dealer I sat with in the “hydrotherapy tank” shared this in his post-event evaluation, “Ended up with Jonathan Dawson in the hot tub and got a 3-hour private session. Great guy and have so many ideas to take back to the dealership.” 

Delivering the WOW Factor!
Marcus Sheridan’s keynote speech ended with an emotional touch, sharing a wonderful message about the bond he established with his son fishing and boating.

Key Notes from the Keynotes
For me, both keynote speakers, Marcus and Ben, provided stellar best practices to help people be, well, more human even in a digital era and the hype of artificial intelligence. Being human is done through connection, building trust and becoming a resource for others. Owning your emotions and self-regulating your negativity also helps you focus on others.

You do that by understanding your core values and living them out to the fullest, putting customers first and remembering why you got started in boating. Creating lasting memories with friends and family is as important today as ever for your staff and customers. To outperform in the boating market, you must be authentic, honest and foster a culture that can overcome challenges through collaboration.    

Dealer Week Is Ongoing!
While you now have some ideas of the benefits of Dealer Week, it is an event you must attend to fully understand its value for you and your role at the dealership. It’s also THE place to bring a team so you can learn together, fully exploring the various educational sessions and events, and engaging with exhibitors, suppliers, speakers and peers.

If you missed Dealer Week in Orlando this year, don’t fret. You and your team can still register for Dealer Week Online. You can learn from up to 20 sessions within four pathways (Leadership, Marketing, Sales & F&I, and Service & Parts). It began on December 17 and runs through March 1, 2025.

Finally, Dealer Week is an annual event that takes place in December, so each year represents an opportunity to participate yourself or send your team. Next year, Dec. 7-10, we’re back in Tampa Bay, Fla., so put it in your budget, commit to sending a couple teammates, and experience the wow factor for yourself.  

MRAA’s Dealer Week Conference & Expo Continues its Momentum

• 4-Day Marine Event In Orlando Features Largest Expo Hall Ever

MINNEAPOLIS, Dec. 19 – More than 1,400 marine industry professionals participated in the Marine Retailers Association of the Americas (MRAA) 2024 Dealer Week Conference and Expo, held Dec. 8-11 in Orlando, Fla., through either in-person attendance or Dealer Week Online. The in-person event featured the largest Expo Hall in event history with four education classrooms and 170 Expo Hall booths, including 55 first-time exhibitors and 34 boat manufacturers. The conference welcomed more than 500 dealer attendees. For those who missed the in-person event, Dealer Week Online registration is still open and will be available through March 1.

MRAA’s Dealer Week Conference & Expo Continues its Momentum
Mike Davin, MRAA VP of Industry Relations, discusses what it means to outperform in front a crowd of marine industry professionals at Dealer Week 2024 in Orlando, Fla.

“This year many of our attendees, both exhibitors and dealers, used the phrase ‘the best Dealer Week yet’ to describe the conference. We had fantastic turnout and the biggest expo hall we’ve ever had, even in a challenging year,” said Mike Davin, VP of Industry Relations at MRAA. “Our team annually works to create an impactful event and evolve our attendee experience. It’s our mission to always provide connections, business opportunities and implementable solutions to benefit dealers and the industry.”

Centurion & Supreme again held its annual dealer meetings in conjunction with Dealer Week, providing its network with access to the event’s world-class education. Additionally, a pre-event Service Department Special Event, hosted by Valerie Ziebron and Bernie DeGraw, included 50 dealership personnel in the special one-day training designed to share data, teachings and insight to help dealers navigate service issues, reduce team stress and boost dealership success.

“Dealer Week 2024 was a remarkable event, with its expansive Expo Hall and record number of exhibitors, showcasing the marine industry’s most recent innovative offerings,” said Jeff Strong, MRAA Board Chair and President of Strong’s Marine. “This year’s event truly captured the essence of progress and collaboration. The MRAA staff, with its extreme dedication and remarkable passion for supporting its dealers, has helped make Dealer Week the MUST-ATTEND event for marine dealerships, offering unmatched educational and networking experiences for advancement.”

Save the date for the 2025 Dealer Week Conference and Expo, scheduled for Dec. 7-10 in Tampa. For those seeking to continue their Dealer Week educational opportunities for business growth, Dealer Week Online is available from Tuesday, Dec. 17 to March 1, 2025 at MRAATraining.com. Registered dealers can access up to 20 Dealer Week education sessions — five unique sessions from four separate pathways: Leadership, Marketing, Sales and Service & Parts.

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.

Discover Boating Public Service Announcements Air on National TV

Discover Boating’s latest television public service announcements (PSA), in collaboration with Progressive Insurance®, recently aired on national news channels FOX News and FOX Business. Since the launch of the campaign this summer, the PSAs have aired 1,774 times, delivering 4 million impressions. The coverage equates to $247,685 in donated media value (the cost it would take for the same media “real estate” if the news coverage were paid advertising).

Featuring various clips from the Discover Boating Safety Basics Video Series, Presented with Progressive to help inform the public on safe boating practices, the PSAs were distributed to thousands of local, regional and national TV stations across the country. So far, the PSA campaign has piqued attention from dozens of stations, including national news network FOX News, which have chosen to air the PSA videos during available air time, effectively increasing awareness of Discover Boating and driving action among viewers who are interested in boating.

Boating safety videos and campaign spots are available to industry stakeholders in the Discover Boating Industry Resource Center, powered by NMMA and MRAA. Download or embed the video content to share in your showroom, on your website, via your social network or in your next email campaign.

Rob Brown Named Inaugural Marine Industry Trailblazer

• Industry award honors a leader dedicated to creating an outstanding workplace culture and was recognized as a “Great Dealership to Work For” within the MRAA Certified Dealership Program.

MINNEAPOLIS, DEC. 18 – The Marine Retailers Association of the Americas (MRAA) awarded Rob Brown, Owner and General Manager of Clark Marine, with the inaugural MRAA Trailblazer Award at the Dealer Week Conference and Expo in Orlando, Fla.

Rob Brown Named Inaugural Marine Industry Trailblazer
Liz Keener, MRAA Senior Director of Dealer Development, presented the inaugural MRAA Trailblazer Award to Rob Brown, GM and Owner at Clark Marine in Manchester, Maine.

“The Trailblazer Award recognizes visionary leaders who inspire and empower their teams,” said Stevie Cook, MRAA Certification Manager. “Rob Brown, our first recipient, is one our industry’s outstanding individuals who is committed to creating a workplace and culture where his employees feel valued, motivated and engaged. He leads by example and with humility, which has helped him build a culture of collaboration, innovation and excellence at Clark Marine.”

The Trailblazer Award recognizes a dealership professional that goes above and beyond in creating an exceptional workplace. To be nominated for this prestigious award, a candidate’s dealership had to achieve the esteemed status of a Great Dealership to Work For, along with a nomination from one of their fellow employees. The Trailblazer Award honors a leader who embodies the core values of a positive and productive work environment. Is dedicated to enhancing employee satisfaction, cultivating an inclusive culture, and exemplifying strong leadership. They are a champion of continuous improvement, a skilled collaborator and a significant contributor to their organization’s goals. Above all, they are adept at guiding their team through change and challenges.

Brown’s dedication to creating an exceptional work environment has been widely celebrated by his team.

“He is the heart-and-soul of our dealership,” wrote Amy Gingras, Sales Manager at Clark Marine. “He has fostered an environment at our dealership where people feel safe, comfortable, respected and works hard to ensure that their workplace is positive, inclusive and collaborative. He’s dedicated to creative problem solving, especially in the face of complicated issues, and is compassionate, intelligent and unafraid of conflict.”

Rob Brown Named Inaugural Marine Industry Trailblazer
Rob Brown (third from left) is surrounded by his Clark Marine team after receiving the first MRAA Trailblazer award in Orlando.

In 1996, Brown and his wife Nancy bought the single-location dealership, which was in bankruptcy with four employees and ineligible for floorplanning. They risked everything to grow this business, and today Clark Marine is a very financially healthy business with three locations, 30-plus employees and carries multiple boat and outboard motor brands.

“Thank you to all who had anything to do with this recognition,” said Brown. “It would not be right if I did not give a shout out to everyone who has attended Dealer Week and the earlier versions. So much of how I have learned to run my dealership has come from attending and learning from my peers. If there is one piece of advice I’d pass on learned from my faith, it’s treat others as you want to be treated. It leads to good things.”

To learn more about Dealership Certification, Great Dealerships to Work For and the new MRAA Trailblazer Award, contact Stevie Cook, MRAA Certification Manager, at 763-402-7236 or email: stevie@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.