Thursday 4 December 08 - 03:01
 

Washington Post

Looking back/looking forward

Looking back over the past 25 years in the US recreational marine market presents an interesting challenge if you look at the market as a whole. What are the key differences between then and now in a market of this size that can be compared with any degree of accuracy and objectivity?
Jim Nolan runs US marketing specialist company James Nolan Associates
Jim Nolan runs US marketing specialist company James Nolan Associates

To be sure individual businesses, people and products have made significant contributions but their impact overall is subjective and arguably fleeting over this period of time. Having given the subject a great deal of thought there are two connected facts that stand out.

The first is the decline of the numbers of powerboats and sailboats being sold. 25 years ago in 1983 there were 363,385 powerboats of all types sold and 43,740 sailboats.

In 2006 there were 291,900 powerboats of all types sold and 12,900 sailboats. A 20% drop for powerboats and a whopping 70% drop for sailboats.

The second fact that stands out is that the industry is working together in a manner that was unimaginable 25 years ago.

The visible manifestation of this can be seen in the NMMA-run Grow Boating initiative, which currently has 8,000 national cable television advertising spots being run in a 15 week period to promote boating. What is even more remarkable is that nobody is complaining about contributing the cash and nobody is whining about being left out.

Looking forward, of course, means there are very few 'facts' that can be stated today with certainty. There is however one that is certain.

The industry is going to have to work even closer together over the next 25 years in order to provide a sustainable and profitable business for those who choose to be part of it. Hopefully we will all be around 25 years hence to acknowledge this was the case.

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