US boat shows will survive COVID-19, says NMMA

The revelation comes as the boating lobby group announced plans to rebrand its annual run of events that include the Fort Lauderdale and Miami boat shows, and the IBEX marine trade show, under the banner “Discover Boating” as it plans for change in the wake of the pandemic.

Describing the fallout from the pandemic as both a “blessing and a curse”, NMMA president Frank Hugelmeyer said COVID-19 had resulted in a “remarkable shift in consumer spending choices” as American families switched to outdoor recreation.

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Hugelmeyer said the US marine industry was fortunate that the COVID-19 pandemic struck after a number of winter boat shows had already been held, swelling manufacturers’ order books.

“Early 2020 sales, along with critical federal assistance and other actions championed by NMMA, allowed the industry to not only survive the shutdowns but reopen boating access and attract new business,” Hugelmeyer said.

“So, the late spring rebound our industry realised was largely buoyed by the successful and undisrupted winter boat show season that preceded the crisis.”

Helping the situation, he said, was the disruption to the competition for people’s hip pockets as cruise ships, international travel, amusement parks, sporting events, and even family calendars were suddenly suspended.

Families cooped up at home spent their time researching how they could safely fill in their time under quarantine.

“Fortuitously, the water was open, and the boating industry was ready and willing to embrace a massive wave of first-time and returning boat buyers that headed towards the boating lifestyle,” Hugelmeyer said.

“Throughout the pandemic, we have seen many marine companies quickly reinvent themselves to take advantage of the unique market opportunities and conditions.

“Dealers enhanced their digital showrooms and set up socially distanced VIP tours. Manufacturers and suppliers smartly adapted to address supply chain disruptions.”

So what of the future? Hugelmeyer said the NMMA believed growth would carry through into 2021 as the recreational boating industry caught up with retail shortages, but warned that competition for buyers’ wallets from other industries disrupted by the pandemic would ramp up, making things potentially more challenging than before.

“As America’s largest boat show producer, NMMA plans to vigorously defend the recreational market share gains realised this year,” Hugelmeyer said.

“With traditional competitors expected to return once the pandemic’s hold weakens, it is important for the industry to unify around a comprehensive strategy that maintains the consumer’s attention on recreational boating.

“As we all know, there is no better place to attract consumers, highlight our advocacy needs, celebrate the growth in watersports and promote the boating lifestyle than boat shows.”

Hugelmeyer said the NMMA would revive “great experiential showcases” that would evolve and remain relevant to potential buyers.

“Make no mistake, boat shows will be back strong and they will be integral in attracting and educating consumers, driving sales and leads, highlighting our advocacy efforts and inviting a larger and more diverse consumer base to Get on Board,” he said, referring to a song commissioned to sell the idea of boating to consumers.