Superyacht group success in Monaco

by Jeni Bone on 5 Oct 2009 Back from Monaco, the first outing for its new logo, new team and new approach to promoting Australia abroad, SYBA representatives and a strong Australian contingent of around 40 people enjoyed a much higher profile this year than in previous years and are planning to build on their success at the upcoming Fort Lauderdale boat show.

Richard Morris CEO of Australasian Superyacht Services and board member of SYBA, says this year’s MYS was a great opportunity to meet with SYBA’s core market, the world’s superyacht Captains.

“Monaco is where you meet 100% of the world’s superyacht community. It’s THE show. Our main aim is to promote Australia abroad, fly the flag as a group, and pave the way for superyachts to come to Australia.”

SYBA took a prominent and costly space at a “bottle neck” on the marina, alongside popular European builders to that everybody had to pass by. According to Morris, while expensive at more than E55,000, it was worth every Euro cent.

“In previous years, SYBA has been in a far off corner where there were two lanes, so we missed 50% of the visitors. This year, nobody could miss us. We were in a main thoroughfare.”

On top of the E$55K, which covered rental of the space alone, there were plenty of extras. “When you add the stand, freight, promotional material, our time, staff and all the other costs over the four days, it is quite a cost. None of the Aussie companies were staying five-star, but even two and three star accommodation is expensive. It all adds up. But we are all committed to giving our time and effort because it’s working.”

On top of the stand and a Captains’ dinner to wine, dine and woo the world’s superyacht masters, who Morris says largely determine the destinations of their vessels, there was distribution of the second edition of the Great Southern Route, the definitive guide to cruising in Australia.

Morris, the editor and founder of the publication says that this weighty tome – at 2kg each copy – was delivered free to every Captain they encountered as well as a database of 800 the UK. “We sent 800 copies to Monaco – that’s two tonnes – which was also a hefty cost. But it is absolutely worth it.”

As well as positioning Australia as a superyacht destination, SYBA and the Australian businesses there were keen to promote the various services and products built in Australia. “There’s the inbound yacht market and then there’s the refits, services, stays and other products made by innovative Australian companies,” says Morris.

While SYBA was supported this year by Austrade and the NSW and Qld governments, Morris says there is plenty of scope for government bodies and Tourism authorities to lend weight to the group’s momentum.

“The Kiwis are way ahead of us. They have two decades head start on us to begin with, but they are also well supported, well funded by government. We are not asking for millions, just enough to get our message to the people who matter.

"For every superyacht that visits Australia, the revenue trickles down through the marine industry and to other businesses in those locations. Each million dollars spent by a boat creates 12 jobs. The figures are real reasons for governments and tourism to get behind SYBA and contribute. We need to stand together as a collective, cohesive Australian team.”

Next on the schedule is Fort Lauderdale International Boat Show, 29 October to 2 November – the 50th anniversary of the “world’s largest boat show”.

“It’s essential that we’re there. It’s all about repetition and renewing contacts, reminding them of Australia and what’s great about it.”

More at www.superyachtbase.com and www.superyachts.com.au