Miami Boat Show hopes audience will return
by Bob Wonders on 24 Feb 2010
The open area to the rear of the Miami Beach Convention Centre is used as a car park for other exhibitions, but for the Miami International Boat Show it becomes a vast display area. - Miami - spearhead of recovery? Timothy McAfee
Cathy Rick-Joule, as Vice-president, Southern Shows, for the National Marine Manufacturers Association (NMMA) is the driving force behind the Miami International Boat Show.
It is one of five shows she used to be responsible for, with Tampa, Atlanta, San Diego and New Orleans also coming under her hand. However, the San Diego show has been placed in ‘mothballs', while the New Orleans show will make a comeback next year.
Cathy, a resident of Florida, works closely with Chicago-based colleague Ben Wold, second-in-command at the NMMA to President Thom Dammrich, overseeing all aspects of the Miami exhibition.
It probably comes as no surprise when I tell you Miami is the NMMA's largest show.
It takes Cathy Rick-Joule just 14 days to spend USD$300,000 on show advertising.
Cathy has a full-time staff of eight to assist in the staging and conduct of the Miami International Boat Show, while several others are flown in from the NMMA's Chicago headquarters to assist with administrative matters.
As Ben Wold pointed out, brining the Miami International Boat Show to readiness is a very complex operation.
'The fact that Cathy and I have enjoyed long-term exposure has been very beneficial,' he said.
Long-term exposure indeed, Ben can look back on 33-years hands-on duties with the NMMA, Cathy a ‘mere' 22-years.
'We enjoy what we do, that's the main thing,' Cathy added.
Cathy said the hardest factor she faces when organising the show was constant mix of manufacturers hosting major displays, which were then virtually under the control of that manufacturer's dealer network.
'It always becomes a problem because we don't always know who is who,' she explained.
On show promotion, the NMMA used to engage public relations consultancies to chase publicity for the show, but these days it is all done in house.
A well-known publishing company which produces the industry trade newspaper ‘Soundings' publishes the show program, this year an 84-page publication called ‘Show Directory and Boater's Guide.'
Few visitors would miss out on a copy, for 85,000 copies are printed.
Ben Wold and Cathy Rick-Joule, like all in the boating industry worldwide, were saddened at the effect the global financial downturn had.
But they remain confident of the industry's resilience.
`The difference between this year and last year, is that this year, people were ready to buy,' she said. ``Last year, people were still really in the looking mode and not willing to make a purchase, but this year, the ability to get funding has improved, people's desire and confidence has improved.
The quality may be up, but will the numbers return. After all, it's only seven-years ago that the Miami International Boat Show attracted its all-time record crowd (153,400 in '03) and more than 2400 exhibitors.
In 2010 increase emphasis on affordability, exhibitors' slashed prices and a pent-up demand for boats did not translate into ncreased attendance. Official figure show 91,415 people attended this year's show, down 5.5 percent from last year and around 10 percent below pre-show predictions.
'Those days will be back, I'm betting on that,' she said.
Maybe it will, maybe it won't, the world continues to change, with many consumers now able to find online the information they once gleaned at trade shows. Even before the GFC audience numbers had been heading down.
Will they return?
Cathy Rick-Joule and Ben Wold will be doing their best to ensure that Miami Boat Show 2011 will be the first with an upward trend.
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