Snow, economy, timing all hurt N.Y. show
Turnout falls more than expected, as the NMMA awaits word on better dates for next year’s exhibition
‘Too many distractions’
Some exhibitors, however, disagree with that
assessment.
“It’s like throwing a party and nobody came,” is
how one described the show. The exhibitor, who
asked not to be identified, says holding the show two
weeks before Christmas, when everyone is busy getting ready for the holidays, is a bad idea, and compared attendance the first weekend to a typical weekday in previous years.
By Beth Rosenberg / Staff Writer
b.rosenberg@tradeonlytoday.com
Tstorm combined to hold down the turnout at
the 104th New York National Boat Show Dec.
he economy, pre-Christmas dates and a snow-
13-21 at the Jacob K. Javits Convention Center.
The show took place nearly two weeks earlier than
it has in the last five years, when the dates straddled
the Christmas and New Year’s holidays. Many exhibitors say attendance was significantly down from
last year’s figure of 61,464.
The National Marine Manufacturers
Association, which produces the show,
said in early January it did not yet have
final attendance figures. But NMMA
president Thom Dammrich acknowledges the turnout will fall short of last
year’s number.
“(Attendance) was down more than
we expected,” says Dammrich. “The
first weekend, attendance was off, but
it was good and especially the Saturday
afternoon was really strong. There
were a lot of boats sold — not as many
as normal, but for this environment a
lot. People were feeling very good.
“Of course we got to the second week-
end and got hit by a
snowstorm, which hurt a
lot,” he says.
Shoppers “want to compare apples to apples,” he
says. “You’ve got to be here for that.”
Fewer exhibitors
Show manager Michael
Duffy says there were
255 contracted companies exhibiting, and about
100 dealers. That compares with about 275 to
280 companies and 120
dealers in recent years.
Ideally, says Duffy, the
show would take place in mid-January, and he hopes that will be the
case next time around. The Javits
Center, however, won’t contract for
shows more than 12 months in advance, so the dates remain uncertain, Duffy says.
The show historically was held in
mid-January, and Dammrich says it’s
weakened since it was moved back
to December.
Exhibitors, for the most part, tried to stay upbeat,
despite the sluggish attendance. Many interviewed at
the show say they were still getting quality leads they
hoped would translate to sales.
BETH ROSENBERG (TOP, BOTTOM 2); LIZ ELLIS (MIDDLE 2)
Mark Houdun of Spellman’s Marine, who was in a
Yamaha booth, called the show the slowest he’d seen
in his nine years of participation. He and others in the
booth say people generally look on the first weekend
and buy on the second weekend, which may not
have been the case this year because of weather.
Matthew Barbara, president of the New York, Connecticut and Rhode Island region for MarineMax, says
his company sold as many boats the first weekend of
the show as in 2007, despite the lower turnout. He
said he had sold 20 units as of the middle of the show.
Dammrich says he’s heard from other dealers and
manufacturers who also had good shows.
“There were a lot of people that were glad they
were there,” he says.
‘Affordability’ feature
A new feature was an “Affordability Pavilion,” spotlighting eight boats from different builders, each of
which can be financed for $250 or less per month.
Show-goers visiting the pavilion, set up at the
back of the show floor, were given pamphlets detailing how financing works, the best way to finance a boat and boat-show shopping
tips. At the Discover Boating Center,
situated in the pavilion, staff was
available to discuss different boat
types and help customers decide
which best fit their lifestyles.
This was the first show to feature the
Affordability Pavilion, says Ellen Hopkins, NMMA’s director of marketing
communications. The concept is being
incorporated into other NMMA shows,
she says.
One of the boats on display in New
York was the Mako 171 center console,
with a 90-hp ELPTO Mercury for
$18,995, a discount price. That boat
can be financed for as low as $140 a
month. And Bentley Pontoon Boats displayed several models, including a
20-footer with a 50-hp
Mercury 2-stroke, that
could be financed for
less than $190 a month.
Leslie Heins, the Discover Boating representative on hand during
portions of the show,
says many people are
surprised to learn they
don’t need tons of
money to buy a boat.
“There is this concept that only
the wealthy and affluent can own
boats, and we’re trying to change
that point of view,” says Heins.
“People come by and see what we
have, and then we direct them to
the dealership that is giving the
offer.”
According to NMMA statistics,
about 75 percent of boat owners
have household incomes of less than $100,000, and
about 95 percent of boats on the water today are 26
feet or smaller.
In addition to on-site staff, the pavilion offers literature to help potential buyers find the right boat.
A detailed worksheet can be used to calculate
monthly payments, and pamphlets talk about how
longer financing terms often are available because
boats hold value longer, and why paying cash may
not be the best option.
“[The Affordability Pavilion] was a great hook for
the media in terms of the PR we got for the show,”
says Dammrich.
“Everyone financially is in the same boat, so to
speak, and we’re all trying to get through this together,” says Discover Boating’s Heins. “When times are
tough, people look for something fun; something entertaining to do. We’re trying to make that possible
by offering great deals.” n
SIGNS OF THE TIMES: The NMMA introduced the
Affordability Pavilion at the show, and many exhibitors
offered special deals, hoping to turn leads into sales.
Houdun agreed, contending that many dealers are
still busy winterizing boats and putting them into
storage before Christmas.
“There’s too many things going on this time of
year,” says Gary Kloepfer of Great Bay Marine.
“There’s too many distractions.” Kloepfer, who says
traffic was “way, way down,” suggested the show be
held three to four weeks after the holidays.
But if someone has the means and desire to boat,
there’s no better time than now to buy, he says.
Despite the disappointing attendance, some exhibitors says boat shows are still the best place for
comparison shopping.
People won’t go to five or six dealerships to buy a
boat, says Adam Wensink, a manufacturer’s representative for Nautiques by Correct Craft.
