The show must go on. But not like this…

Beneteau (Europe’s biggest yacht builder) declined to attend and issued a press release – nicely timed to coincide with the show – announcing a 12% fall in its boat businesses for its first quarter.

OK; the Jeanneau part of the group still turned up at ExCeL. But the absence of a name as big as Beneteau did not look good.

My mood was hardly lifted when I sauntered through the east entrance on press day. First impressions matter. The corridors were devoid of interest and the seats around the Watersports Action Pool were empty.

Every year since the show moved to ExCeL, National Boat Shows (NBS) has tried to recreate the excitement and buzz that used to hit the visitors as they climbed the steps and burst into the towering hall at Earls Court. Maybe it just can’t be done…

Things turned cheerier, however, when I arrived at the press briefing on PSP’s stand. Frank Dixie and his team bubble with enthusiasm and high profile work for the Clipper and AC 45 fleets has led to new marine freight business around the world.

20% growth
Mr Dixie reported 20% growth in 2011, adding: “Unlike some people, I am not ashamed to admit that we make a profit.” Mr Dixie confirmed he would continue to sponsor the PSPSBS in 2012 because it increased PSP’s profile and brought in new clients. Which is a perfect example of how sponsorship should be a virtuous circle, benefiting both parties.

While finishing my PSP fizz I was drawn into a lively exchange between Yachting World editor David Glenn and BMF chief Rob Stevens, who expressed disappointment at Mr Glenn’s pre-show editorial.

“The show needs to appeal more to blue water cruising people,” Mr Glenn asserted. Mr Stevens replied that he had done his best (but failed) to get the likes of Discovery Yachts, Halberg Rassy et al to exhibit, offering incentives such as free electricity and cheap craneage on The Boardwalk.

He and Glenn agreed that more yacht exhibits were needed if the TPLBS is to remain the London shop window for UK marine businesses.

One area that did have more boats was the brokerage sector in the marina. And the mild weather and improved signposting lured more visitors down to the waterside. There was even a brace of (almost) new Beneteau Oceanis yachts for sale on the Fox’s stand. “The TPLBS is our local show,” said a cheerful salesman, “and, as Beneteau dealers, we can also offer new boats to our visitors.”

Equally enthusiastic
Essex Boatyards’ director James Barke was equally enthusiastic. Last year he brought six boats to the brokerage section and sold five. So for 2012 he doubled up and brought 13.

Mr Barke told me: “We sold 11 new Fairlines, seven used boats from the marina, some new Jeanneau sailing boats and other boats from our Arvor and Glastron brands. The show had a slow start but got better and better.”

On the last Saturday we sold eight boats, he added. “We were very pleased (considering the [financial] climate) and will be back again next year. What else would we do to sell boats in January! We also won the Garmin Outstanding Service Award so - all in all- a good week.” Hooray- positive vibes!

Returning inside, I took a stroll along The Boardwalk. This low cost way of exhibiting boats has much to recommend it. In my previous 30 year existence as a yacht builder and exhibitor, I envied the boardwalk section at shows like HISWA in Amsterdam. Why couldn’t we have this at London I asked? No one listened. Then – better late than never – someone did.

Proving The Boardwalk’s appeal, Dave Cockwell exhibited at the TPLBS for the first time, bringing along a couple of his exquisite motor boats; one in GRP and the other all wood.

Full order book
Cockwells Modern & Classic Boat Building employs 20 craftsmen and has a full order book for new builds, restorations and rebuilds. Such elegant classics definitely bring extra flavour to any boat show; and hopefully extra business to Cockwells.

Further along The Boardwalk, Inspiration Marine exhibited four Hanse and Dehler yachts. Last year was Inspiration’s first ‘Boardwalk experience’ and it was so successful that they came back.

“We ended on 10 boats. Not as much as last year but pretty good after the slow start to the week,” Peter Thomas told me. “The second Friday, Saturday and Sunday were heaving and we struggled to talk to everybody. Thousands of people visited our boats and we collected nearly 250 live leads as well as selling the 10 boats.”

For us and the other exhibitors who still come here, it would be a financial disaster if this show were cancelled, he added. He also reckoned the later start for 2013’s show will increase visitor numbers.

Clipper Marine also saved money by moving its Bavaria and Legend boats to The Boardwalk. By Thursday, Richard Hewett was pleased with his decision.

“We need to sell four boats to cover costs,” he told me, “and we are already up to five.” And – backing up David Glenn’s belief that more sailors are taking sabbaticals from work to go cruising – he told me that the buyers of a new Bavaria 40, 45 and Legend 33 had just set off on six month cruises.

Another newcomer to The Boardwalk was Richard Matthews’ Gunfleet Marine, with its new Gunfleet 43. Oyster’s David Tydeman told me when Mr Matthews sold Oyster Marine to new owners, he was not to build above 40ft for an agreed period. This period is clearly up, because the Gunfleet 39 has morphed into a nicely finished 43: and new 58 and 68 models are in the pipeline. One 58 has already been sold off the plans.

Just one boat
Oyster itself brought just one boat to the show, using most of its stand area to promote its brokerage and charter businesses and to display models of the rest of its range. There was also a big hospitality area where Oyster owners congregated and socialised.

Given that every other new Oyster is apparently bought by an existing owner, this is a smart move. Marketing to the converted makes sense. Then the converted become advocates who persuade others to join the Oyster club.

Northshore, on the other hand, decided to bring five of its successful Southerly lifting keel yachts to the show. And they made a big impact. This company continues to move remorselessly upmarket and its products are as slick as they come. What’s more, MD Lester Abbott said: “The show has been great for us and we are very happy...”

But the floodlit and canopied stands of Fairline, Princess and Sunseeker still dominated the scene. And although all are under new ownership (which means new bean counters), none seemed to be holding back on the spend at the TPLBS. All had new models on view and all seemed cautiously pleased with how things were going.

Interestingly, Princess dipped back beneath the 40ft mark with its dramatic new V39 model. One Princess owner expressed astonishment at its competitive price, and David King told us this was down to new construction materials and methods, adding: “It is quicker to build, has more usable space down below and is more fuel efficient thanks to its weight.”

But he expressed concern regarding the euro crisis, saying: “If Italy comes out of the euro, our Italian competitors’ prices could drop by around 30% on their export markets.”

Bates Wharf had the fourth largest boat stand at the show, exhibiting Sessa, Bayliner and ChrisCraft boats. David de Vere says they sold 16 boats, adding: “This only goes to show [that] those exhibitors who did not exhibit made a big mistake. The show started late for us; [most] orders came in from about Thursday.”

On Friday 13th we took four orders, he added. “On the last Sunday we took a further four orders. I think this proves that the show started a week too early and that the decision to start one week later [in 2013] is well founded.”

Obviously, he added, if Beneteau (we are an agent) had exhibited, we would probably have added at least another three to our tally. “The figures show [we have] a trend of recovery started at the PSPSBS in September where we also did quite well. There are signs – albeit small – that things are getting very slowly better.” 

Gizmo
On the ‘gizmo’ front, I found NASA marine instruments quietly bullish. Alan and Rita Mulley have run their business for over 30 years and were happy to be at ExCeL. Having entered early into the AIS market with their AIS radar, they continue to compete successfully with the bigger names. They were also showing their new LED combined anchor/tri light and LED cabin Easylights. And all their kit is made in the UK.

Houdini Marine Windows is another successful UK stayer and was celebrating its 40th year. “We’re very busy on the commercial front,” said Stuart Curtis. Houdini’s new watertight door had also just won DNV approval, thereby increasing its market. With a workforce of 16, Houdini makes all its products in the UK and has a healthy order book.

One UK sector, however, had bailed out from the TPLBS. Laser, Topper and RS no longer had stands, and were represented by Rockley Watersports.

So this left the field open for the merry band at Hartley Boats, who exhibited a big range including their ever-popular Wanderer 14 and Wayfarer dinghies and their first ever rotomoulded product, the Hartley 12. What’s more, the oft-updated Wayfarer still sells like hot cakes, with around 100 built a year.

The TPLBS needs dinghies. A boat show without swarms of their colourful rigs is not worthy of the name. So I hope Hartley sold loads; and that Laser, Topper and RS are persuaded to return.

On the charter front, Sunsail’s Zoe Harmer and Andy Wallace said 2011 had been a great year and – although footfall was down – they were on target for bookings taken at TPLBS 2012.

Racing fleet
Mr Wallace said that Sunsail’s new racing fleet of 42 First 40s was particularly busy. New training and match racing events at Weymouth and elsewhere were planned and the 2012 Round the Island 42 boat fleet was already fully booked.

And what about the special features? The John Goode-inspired spinnaker handling demonstration, mast climbing and classic boat stands were all hugely popular; and brought in about 20 pages of pre-show editorial.

I realise I am biased towards people with unbridled enthusiasm and imaginative brains; but why can’t this guy be asked to do more for the TPLBS?

The Luxury Goods sector was also new. Sailing purists might disapprove of supercars and bling among the boats. But hopefully these stands bring NBS big bucks during straitened times. So - in small doses – why not? The wives of big boat buyers love Range Rover Evoques and rocks.

So, what’s round the corner? as Andy Goddard of Andark said to me: “Never forget that the clue to a boat show lies in its name: boat show.”

With better NBS marketing and PR, more boat exhibitors should return. Then with more boats and exciting features, the visitors should be lured back in greater numbers. How about occasional focus groups, comprising experienced exhibitors, to chuck new ideas at the organisers?

And how come the ExCeL Motorhome Caravan and Camping Show (14-19 Feb) could offer club members tickets at £10 including car parking? I am sure TPLBS visitors would flood in for some of that.

The show must go on. But it’s clearly time for new blood and a major rethink. It can’t go on like this.