Boat U.S. - March 2009 - (Page 72)

Expanding The Boating Universe ast summer’s hike sion entitled “Growing The in fuel prices to Boating Universe Beyond upwards of $5 Middle-Age Males” concludper gallon put a ed that appealing to Africancrimp in recreational boatAmericans and Hispanics, ing. A recent survey by the who now constitute 27 permarine industry reveals that cent of America’s population about 80 percent of boaters — and who are projected to said they’re taking their boats comprise 50 percent of all out less often. In addition, Americans by 2042 — may according to National Marine be one sure-fire way of getManufacturers Association Wanda Kenton Smith, Ray Blue, and Pedro Diaz ting more people involved (NMMA) statistics, the sale of in recreational boating. new recreational boats has been declining since 1989. Currently only 17 percent of boating participants are Some boat owners may cheer the fact that there non-Caucasian. are fewer boaters on our waterways than in years “There are quite a few minority boaters but you’d past, but the nation’s boatbuilders are struggling. To never know it looking at boating magazines, product reverse the trend, in 2004 they created a $12 million catalogs, and boating ads,” said Thom Dammrich, presifund to fuel a national “Grow Boating” public rela- dent of the National Marine Manufacturers Association. tions campaign, commissioned surveys to quantify “If we want more minorities to get interested in boating consumer purchasing and participation behavior, then then we have to make it inviting and have them see spent $36 million over three years on TV commer- themselves in the magazines, the photography, and the cials, magazine advertising, viral marketing, a public- advertising,” he added. relations campaign, mobile marketing bus tour, and a Dammrich’s appeal was echoed by Ray Blue, coDiscover Boating web site (www.DiscoverBoating.com). founder of the Black Boaters Club of America and While the campaign can point to some success, one of the BWI panelists. Blue says one impediment including participation increases in 2006-07, the Wall to attracting African-Americans to boating is that 51 Street and banking crash turned into a tsunami for the percent don’t know how to swim. Also, most Africanmarine industry. Sales of new boats and engines dropped Americans don’t identify with boating because they 25 percent in 2008. Even the higher end of the yachting don’t see others like themselves getting involved, as business — which had been somewhat immune to the they have with sports such as tennis and golf. slowing economy — is feeling the pinch. “The marine industry is losing out on billions of When the economic cycle eventually turns positive, dollars of discretionary spending controlled by Africanwill the marine industry return to production and par- Americans who can afford to go boating but don’t,” ticipation levels achieved before the current crisis, or will notes Dammrich. “Advertisers need to be aware of the they have mined new opportunities to grow the boating size of this market.” market? The question of what can be done to broaden Just how important a minority group can be to boatboating’s appeal was the subject of a recent meeting ing was driven home by another panelist, Pedro Diaz, of Boating Writers International (BWI) during the Ft. publisher of Mary Pesca, the nation’s only Hispanic Lauderdale Boat Show last October. A panel discus- boating and fishing magazine. According to Diaz, nearly BoatU.S. Magazine March 2009 L Long a bastion of white males, the boating world is slowly broadening By Michael G. Sciulla http://www.DiscoverBoating.com

Table of Contents Feed for the Digital Edition of Boat U.S. - March 2009

Boat U.S. - March 2009 Contents Reader Forum Boat U.S. Reports What’s New In The Brew? The Perfect Paint Job Launch Into Spring Boats Gear Wheels One Mom, Two Teens, No Exit So, Nigel Had This Idea Ice Devices It Was A Club Of Their Own Expanding The Boating Universe Tech Connection A Case Study In Getting Results Let’s All Do This Together Classifieds Member Benefits/At Your Service

Boat U.S. - March 2009

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