MRAA Supports Administration’s Commitment to Boating Access in ‘America the Beautiful’ Report

The Marine Retailers Association of the Americas announced its support for the Conserving and Restoring America the Beautiful report. The report outlines how three Federal Agencies and the Council on Environmental Quality will achieve the conservation goal of conserving 30% of America’s land and water by 2030 — also known as “30 by 30.”

This goal was first set on January 27, 2021, in President Biden’s Executive Order on Tackling the Climate Crisis at Home and Abroad, which required the Secretary of the Interior, the Secretary of Agriculture, the Secretary of Commerce, the Chair of the Council of Environmental Quality, and the heads of other relevant agencies to submit a report within 90 days of the executive order. Throughout the process of developing this report there was substantial input from members of the outdoor recreation industry. Specifically, Hunt Fish 30×30 and the Outdoor Recreation Roundtable, coalitions of which MRAA is a member, helped advocate for recreational access as a pillar of conservation strategy. Additionally, this aligns with MRAA’s 2021 priorites, which can be found here.

“We are ecstatic to see recreational access included as a major theme throughout the America the Beautiful report,” said Chad Tokowicz, Government Relations Manager for MRAA. “This inclusion highlights that the recommendations of the Outdoor Recreation Roundtable, Hunt Fish 30×30, as well as other groups in the recreational boating, hunting and fishing industry, were taken into serious consideration.”

The report initiates a decade-long conservation challenge that will equitably restore and conserve U.S. natural resources. This locally led but nationally scaled effort will conserve, connect and restore the land, waters and wildlife upon which all Americans depend. This challenge will be met through collaboration, leveraging relationships with boaters, sportsmen and women, industry, local businesses and other stakeholders. The report also calls for the development of the “American Conservation and Stewardship Atlas,” which will create a baseline of information on lands and waters that have already been conserved or restored within the United States. Lastly, the report specifically touts an increase in access for outdoor recreation, stating that “conservation can and should improve access for hunting, fishing, hiking, boating, and other forms of outdoor recreation.”

“We expect that this focus on equitable access and opening up opportunities for people throughout America will help grow involvement in recreational boating to the benefit of boaters and the boating industry at large, ” says Matt Gruhn, President of MRAA.

To learn more about the recommendations of Hunt Fish 30×30 and the Outdoor Recreation Roundtable please click here and here.

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, contact us at 763-315-8043.

Envision Company Acquires Pontoon Manufacturer Premier Marine

Envision Company of Elk River, MN, announced today the acquisition of Premier Marine, a leader in the luxury pontoon market, based in Wyoming, MN.

The move represents the next chapter in an already successful manufacturing legacy established by Envision Company owner, Chris Carlson. Carlson has an extensive 25-plus year track-record of driving growth in manufacturing businesses, grounded in a commitment to quality and passion for the outdoors. This acquisition will allow Envision Company to leverage its manufacturing expertise and further build upon the world-class reputation of Premier Marine.

Founded in 1992, Premier Marine rapidly became known as a brand with fierce focus on customer satisfaction through its commitment to quality and innovation. Premier pioneered the modern, high-performance pontoon and remains a category leader with innovations like the PTX tri-toon hull, optimized designs for high-horsepower performance and elevated trim levels. With Envision Company’s experience with advanced quality-controlled manufacturing techniques, modernized assembly processes and a track-record for innovation, the future of Premier Marine has never looked brighter.

Premier Marine currently has over 90 dealers across the United States and Canada with over 200 employees, making it one of the largest family-owned pontoon manufacturers in the industry. This family-owned legacy will continue under Envision Company.

“This is really a perfect fit for us,” said Chris Carlson, Envision Company owner and CEO. “We’ve been looking for a company that would allow us to apply our extensive manufacturing experience and leverage our relationships within the industry. We also wanted to work in an industry where we had passion and experience, and we really feel like Premier Marine checks all the boxes. We look forward to meeting the entire Premier Team and to working with the amazing dealer network. We couldn’t be more excited.”

For additional information on Premier Marine visit www.Pontoons.com.

MRAA Backs Bipartisan Reef Restoration Legislation

BacksMRAA joined other organizations in the recreational boating and fishing community to support the bipartisan Restoring Resilient Reefs Act (H.R. 160) introduced by Reps. Soto (D-FL), Case (D-HI), Radewagen (R-AS), Mast (R-FL), Gonzalez-Colon (R-PR), and Plaskett (D-VI).

This legislation will reauthorize and modernize the Coral Conservation Act of 2000. for five years to better support capacity-building at the state and local levels and to expand active restoration efforts combat reef degradation caused by coral disease, bleaching, natural disasters and human activity.

The bill also establishes standards for the formation of public-private partnerships to engage in the stewardship and restoration of reefs while also authorizing the Department of the Interior to provide scientific expertise, technical assistance, and financial assistance for the conservation and restoration of coral reefs.

This legislation is crucial for supporting healthy and diverse fisheries as coral reefs are home to a multitude of species as well as forage for sought after gamefish.

View letter here.

MRAA Joins two coalitions

To continue to expand its involvement with policy related to fishing, natural resource conservation and access, the MRAA joined the Great Lakes Conservation Coalition and the Alliance for America’s Fish and Wildlife. These partnerships align with MRAA’s 2021 policy priorities and assure that we are expanding our involvement for the benefit of our members and the recreation boating industry at large.

MRAA joined the Great Lakes Conservation Coalition, is an informal affiliation of conservation groups working in the Great Lakes region and collectively represents millions of hunters and anglers. The coalition works together to advance solutions for the conservation challenges threatening our fish, wildlife, and outdoor heritage. MRAA seeks to increase our involvement in policies impacting the Great Lakes region while working collaboratively with a wider range of organizations and stakeholders to improve resources and bolster access to the benefit of recreational boaters, anglers, and the marine industry overall.

MRAA joined the Alliance for America’s Fish and Wildlife to help advance and advocate for the Recovering Americas Wildlife Act (H.R. 2773) and assure that state fish and wildlife agencies can implement science-driven fish and wildlife action plans to help bolster conservation. The coalition is comprised of a diverse set of stakeholders representing interests ranging from outdoor recreation, and the retail and manufacturing sector to private landowners, conservation organizations, sportsmen’s group and more. MRAA recognizes that supporting state fish and wildlife agencies is key to improve and maintain our natural resources that will ultimately create more opportunities for recreational boaters.

Minnesota Outdoor Recreation Task Force Finalizes Recommendations

After a year of deliberations and public input, the 21-member Minnesota Outdoor Recreation Task Force – which includes Matt Gruhn, President of the Marine Retailers Association of the Americas – held their final meeting on March 24, 2021, where they finalized recommendations to enhance outdoor recreation in Minnesota.

Minnesota Department of Natural Resources (DNR) Commissioner Sarah Strommen and Explore Minnesota Executive Director John Edman charged the Task Force to consider (1) how to bring measured growth, increased and equitable access, and a higher quality of outdoor recreation opportunities to Minnesotans and visitors and (2) how to organize and implement this collaborative work going forward. The Task Force shared their recommendations with the Public in January 2021, and incorporated public input into their final product.

“Through regular meetings of this task force, it became clear that there is great passion among our Minnesota-based outdoor recreation colleagues, and this group believes that the best way to create greater access and a stronger economic engine for outdoor recreation is to create an office that oversees and unifies these efforts,” says Gruhn. “Whether it’s boating, fishing, hunting, biking or otherwise, Minnesota offers a diverse array of outdoor recreation options, and there’s great potential to grow participation and drive this economic contributor to new heights for the state and its residents.”

The Task Force identified three key action areas and recommended the creation of an Office of Outdoor Recreation to accomplish them. The key action areas are:

  • Increase participation by advancing equity, diversity, and inclusivity;
  • Unite Minnesota’s outdoor recreation community; and
  • Unify communications amongst Minnesota’s diverse outdoor recreation sector.

In addition to the recommendation of creating and funding an Office of Outdoor Recreation, the Task Force recognized that other government agencies, non-profit organizations, user-groups and industries also need to advance these recommendations in concert with the Office if Minnesota is to realize a more welcoming, inclusive, active and connected outdoor recreation community. The final set of recommendations is available on the Task ForceWebpage.

“I want to thank all of the Task Force members for their time, dedication, and expertise to help advance outdoor recreation in Minnesota,” said DNR Commissioner Sarah Strommen. “These recommendations represent a significant accomplishment.”

“We are excited to have these recommendations and explore the best ways to implement them going forward,” said Explore Minnesota Executive Director John Edman. “They will certainly require continued collaboration with partners in the public, private and non-profit sectors. We will all work together to maintain the momentum of the Task Force as we find the best ways to move these priorities forward.”

The DNR and Explore Minnesota plan to continue conversations on the details of the Task Force recommendations and ensuring all Minnesotans have access to the benefits outdoor recreation provides, including to health, well-being, and the state’s economy.

Digital Power Solutions Joins MRAA as Partner Member

MINNEAPOLIS — May 4 — The Marine Retailers Association of the Americas announces Digital Power Solutions has joined as a Standard Partner Member.

“We’re very excited to be a member of MRAA,” said Mike Rhodes, Vice President – Marine Division. “These past couple of years have been great for our boat dealer clients in terms of sales. We’ve been growing right with them by helping them by increasing website engagement. Now, we are also helping them acquire used boat inventory while new inventory is in short supply. Through MRAA we hope to stay in step with the industry and continue to evolve to help our dealers.”

DPS, with more than 40 years of industry experience, specializes in increasing dealer website lead conversions utilizing TRADE CYCLE Marine, the boating industry’s first digital trade-in marketing technology. As the digital revolution becomes more prominent in the retail space it is important for dealers to understand that their website is the modern-day front door to their dealership. DPS seeks to work with MRAA members that are digitally savvy and dealers that want to learn more about how they can improve their digital footprint.
DPS logo In addition to increasing a dealers’ website customer engagement, DPS provides dealers with proven digital marketing methods that the dealer can implement to further increase their inbound sales opportunities all of which can found in the DPS Knowledge Base.

Marine manufacturers, suppliers and service providers, through Partner Membership, commit to aligning their brands with the programs and opportunities that MRAA works to provide the dealer body in order to help fuel the success of the industry. Support from Partners allows the Association to expand its offerings and create a positive, long-term impact in the business of MRAA members.

“We’re thankful for Digital Power Solutions’ support of the MRAA, and welcome them aboard as a Standard Partner Member,” said Allison Gruhn, Director of Business Development. “It’s as important as ever to not only generate leads for dealers, but also to help them improve their digital marke

ting to engage serious shoppers with trades. Our members can benefit from the resources and expertise provided by Digital Power Solutions.”

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.

About Digital Power Solutions
Digital Power Solutions connects customers with dealers via our instant trade appraisal tool built exclusively for marine dealers. We increase lead engagement with TRADE CYCLE, the industry’s first digital trade appraisal marketing technology. Call: 866-618-8998; Visit: www.BoatTradeIns.com

One Way to Make Customers Happy in 2021

Last year, almost every news story or conversation was littered with words like “new normal,” and “unprecedented.” While managing change is not a new idea, it seemed to be the theme of 2020.

Now, here we are, sprinting through the second quarter of 2021, and more change seems to be afoot. This year is not like last year or any other year in recent history.

From what you tell us, one of the biggest changes for your dealership is the lack of inventory available mixed with continued peaks in consumer demand.

During times of change, focus on what you can control, say all the experts. So how do you make the best of what you can control when it comes to serving your current and prospective customers?

Educate your customer
One way is to educate the customer on what to expect from you, your dealership and the industry – both what you can do for them right now and what you can’t.

Earlier this week, I received an email newsletter from Danny Decker of Marketing Simplified, who spoke at Dealer Week this past December. (MRAA Members can access a recording of his session, Grow Your Customer Base with Facebook Ads in 2021, at MRAATraining.com.) 

In the newsletter, he wrote: “Creating happy clients and customers is the key to growing your business,” and then he shared a simple formula:

Blue Springs Marine

Happiness = Reality – Expectations


The point he seemed to be making is that your marketing should help the customer understand what to expect from your business. When you do that well, you’re more likely to have happy customers who contribute to your success. 

He actually wrote an article with some specific ways for how you can do that. It was written for Forbes.com back in 2018, but it’s good advice especially now, and I definitely recommend you read it.

Examples of dealers putting this to work
Our team at MRAA has witnessed dealers embracing this idea.

For example, back in October of last year, Blue Springs Marine in Missouri put a red banner across the home page of its dealership web site that reads: “If you are considering a new boat in 2021, please read this important update.”

When you click it, you’re taken to a dedicated web page with a letter from the President and Owner Jeff Siems, where he explains the shortages of new boat inventory, gives the consumer guidance on what they can do to make the best of it, and reinforces his dealership’s commitment to the customer and their boating lifestyle.

More recently, dealers like Woodard Marine on Lake Bomoseen in Vermont, have turned to Facebook to update customers on their inventory levels.

For example, they posted the following message (below, left) with “some good news and bad news” a few weeks ago. In it, they explained that boats will sell out this year, but they do still have some boats in stock and that they are ordering 2022 models.

A few days later, they posted an update (below, right), where they shared a picture and description of a 2022 model boat scheduled to arrive at their location in October.

Woodard Marine Facebook

By educating potential boat buyers on what to expect from the dealership, they are increasing the likelihood they will be able to make those who are able to buy a boat from them this year happy. 

In addition, they are opening the door to opportunities for communicating about what options ARE available to potential boat buyers. 

For example, could they take advantage of the boats the dealership has available for rent? Or could they work with the service department to replace the upholstery, carpet or engine on their current boat? They could be offered a coupon to the local boat club, if the dealer doesn’t have a club of their own.


There are likely several options you can offer to help prospective boat buyers enjoy the boating lifestyle while they wait for the new boat of their dreams to become available.

By bringing your customers into the know about what’s happening at your dealership and in the boating business, you are more likely to inspire their trust, manage their expectations, introduce them to the options available that they may not have considered, and ultimately improve their chance of happiness, which – as Danny Decker explains – is the key to the growth of your business.

For additional resources on improving customer experience, training and educational materials, visit MRAA.com.

10 Facts You Need to Know About All the New Boaters & Anglers

Learning more about your customers: Gather intel on all the boating and fishing newcomers so your dealership can improve its messaging, content production and customer retention

What if there was a resource available to you that could better explain who all the new boating and fishing customers were? A way to learn more about them (gender, race, demographics, why they chose boating and fishing, what they do when they aren’t boating, and more), so you identify them to better develop loyal, lifetime customers?

Thankfully, the Recreational Boating & Fishing Foundation (RBFF) and Ipsos produced a survey and industry exploratory view of all the first-time participants to boating and fishing. The research project, “Casting a Wide Net: Identifying New Anglers and Boaters and Determining Tactics for Retention,” arrived in November 2020 with the multifaceted goal of learning more about all the newcomers to both recreational activities. Adding all the informative results to RBFF’s already completed Fishing & Boating Marketing Segmentation Study has helped produce a clearer picture of just who all these newbies are, what makes them tick in terms of their attitudes and motivations, and how they participate with both realms.

• Download “Casting a Wide Net” Report

Phase 1 included a quantitative survey to gather info to understand them better. It included 1,000 U.S. consumers and 500+ new or reactivated anglers and boaters. Phase 2 consists of a deeper “community” dive, one where consumers – specifically those Active Social Families (those motivated by being outdoors/boating/fishing) — were asked about their respective journeys, future goals and about gear they use/choose. The end result was a more well-rounded vision of all the new anglers and boaters, which is estimated to be around 17 million partaking in either boating and/or fishing during the summer of 2020.

• Watch the “Identifying New Anglers & Boaters and Determining Tactics for Retention RBFF State Marketing Workshop video

While I encourage you to download the report and take an exploratory look at these newcomers to boating and fishing, I’ll also share with you that RBFF has created an assortment of other viable and enlightening resources, including a snapshot infographic, that paints a clearer mental picture for you of these consumers.

From takemefishing.org, and entitled “10 Facts About America’s Newest Anglers & Boaters,” the infographic (also available as part of the Get On Board Toolkit) reminds us that many Americans, comprised of all walks of life, chose to fish and boat as a way to responsibly enjoy the outdoors and soak up the nourishing benefits included with both recreational activities during the global pandemic. Here are the facts!

1) This past summer was huge for new participants, who have the potential to drive both activities. We’re talking millions of them!

2) Newcomers, sure, but they are the most numerous group in both pursuits. Younger. Family. Fun. Interactive. AND with a unified voice! Well, you get the idea.

3) They started angling and boating because life changed for many Americans. More time on their hands, inspiration from family and friends and ads. It’s one thing to look at boats and fish on a phone, it’s an altogether different thing to actively participate and take your own photos of these things!
10 Facts about new boaters and anglers  4) All about the bennies! With additional spare time, a hankering for freedom and adventure, people realized both boating and fishing have their advantages and benefits, contributing to a more wholesome life.

5) Where are people when they boat and fish? Yep, smack dab in the middle of nature, which also is rewarding for the mind, body and soul. And surprisingly, many discovered that urban ears had hidden gems for doing both things, too. Family outings were actually a thing again and not bogged down by constant overscheduling and busyness.


6) Fishing and boating trips morphed into adventure outings, trips that included other recreational equipment like walking sticks, bikes and even RVs and tents.

7) What appeared to be a path to nowhere has grown into a major tributary for both endeavors. Where newcomers used to see deterrents, they now saw opportunity to learn and experience life differently whether on shore or on the water.

8) So, 90 percent of anglers and 94 percent of boaters envision their future to include time on the water. You don’t want to miss out on opportunities to connect with this sizable group of enthusiasts.

9) Devoted and determined. Just because they’re fresh and have to learn new skills long-time fishing and boating vets already know doesn’t mean they are committed. They want more time on the water and seek to improve their knowledge.

10) They need your help with No. 9. Maybe it’s building freshwater fishing tips or boating safety classes for your new customers. Heck, even creating opportunities for them to join social outings on the water (fishing derbies or boat parades) is a way to build trust, camaraderie and expertise.

It’s a wise decision (investment) to interact with, study and understand the largest segment in boating and fishing. And resources exist to help you comprehend, recognize and connect with them, so you are able to retain customers by safeguarding their experiences to preserve boating and fishing for years to come. Check out the Get On Board Toolkit for more customizable retention tools to engage with your customers.

MRAA Board Member, Joe Lewis, Wins Boat PAC Award

MRAA Board Member and Secretary/Treasurer of the board, Joe Lewis, was honored with the BoatPAC The Champions for Growth Award during the 2021 American Boating Congress to recognize his continued involvement with the Boat PAC. Lewis, who is the owner of Mount Dora Boating Center & Marina in Mount Dora, Fla., has been a staunch advocate for the industry for many years and currently represents the MRAA and its membership on the BoatPAC Board of Directors. We applaud Joe for his commitment to bettering the industry and are thankful for his continued energy, insights and inspiration.

For more information or any questions, please reach out to MRAA’s government relations manager, Chad Tokowicz at chad@mraa.com.

Mandatory Engine Cut-Off Device Legislation Reminder

April 1, 2021, the United States Coast Guard implemented regulations requiring that certain boats have mandatory engine cut-off devices. This regulation requires that operators of vessels less than 26 feet in length, with open-helm stations, must wear a link that shuts off the engine in the event an operator is ejected from the vessel or thrown from the helm station. This Federal Law applies only to boats manufactured after January 1, 2020, with 3 horsepower engines or greater. The Engine Cut-Off Switch link must be attached whenever the boat is operating on the plane or greater than displacement speed.

To learn more about this new regulation head to the USCG Engine/Propulsion Engine Cut-Off Device FAQ page.

For more information or any questions, please reach out to MRAA’s government relations manager, Chad Tokowicz at chad@mraa.com.