Sydney Boat Show stands proud on the world's stage

by Jeni Bone on 1 Jul 2010 Domenic Genua, Marketing & Events Manager for BIA NSW and organizer of the Sydney International Boat Show, has just returned from the IFSBO conference in Chicago, where he heard opinions and shared experiences of the world’s leading boat show organizers. Here he shares some of the trends, themes and insight into the means of weathering tough times.

• What was the aim of the IFBSO conference?
The IFBSO (International Federation of Boat Show Organisers), is an industry association for the World’s leading boat shows. The aim is for the show organisers to gather once a year, to share experiences, successes and failures. The IFBSO theme could be described a 'Learning from Each other'. Topics of interest are covered. We look at case studies, trends, logistical issues. Individual shows are encouraged to present a status report at the meeting, openly comment, analyse and exchange ideas on how to solve individual shows issues.

The conference also had joint sessions with ICOMIA, where we listed to presentations from Dusty McCoy (CEO & Chairman of Brunswick), Dan Kowitz (IEG Sponsorship Consulting) on finding sponsors and Carl Blackwell (NMMA) on social media and viral marketing.

• What is the state of boat shows internationally?
Several interesting points came out of the meeting. The chairman asked every show in the room how their budgets/planning/sentiment was for the next show: 15 shows had planned an increase, six shows had planned for steady budgets and three planned for a decrease.
While everyone in the room had experience at running boats shows, it is very evident that each show has its own characteristics, slightly varying objectives, different sizes and capabilities (ability to house displays, marina/no marina), and, most interestingly, different target audiences.

Weather played a big part of a show’s success in some countries. Numerous events told of stories how some days were almost complete lock downs due to snow storms or other extreme weather.

Numerous boat shows, such as the BIA (Australia), NMMA (USA), BMF (UK), HISWA (Netherlands) were association run shows for the benefit of the industry with surpluses in turn reinvested in the industry, many shows had no association links. Some shows are owned by professional show organisers and others are owned by the show venues. Boot Dusseldorf as an example is owned and run by the venue in Dusseldorf.

• What did you observe about some of the emerging powers in marine (such as China)?
Bjeorn Kempe and Helena Gao, Sinoexpo presented an overview on the Marine Industry in China. From the presentation it was evident that the growth in that area is travelling very fast. Boating Industry clusters are popping up primarily around the coast line. Boat builders now number in their thousands, with a handful producing large numbers and having considerable success exporting. The population of China is not a social boat going nation, and it will take some time before boating becomes a serious leisure pastime for the masses. Large boats are very popular with the explosion of millionaires, but primarily used as a business and socialising tool. Bjeorn said jokingly (I think) that for you to have success selling large boats in China, 'don’t worry about the bed rooms or helm, just make sure there is a Karaoke room on board'.

• Any innovations?
A number of topics regularly surfaced, and I question talking about them as ‘innovations’, only because these are activities that Sydney recognised many years ago and has already implemented: The need to ensure that boat shows do not become a glorified boat yards. Entertainment and Education are critical and visitors must have a positive experience. 'LIFESTYLE MARKETING' were the buzz words of the conference.

• Around how many delegates attended and from where?
In total, there were 24 boat shows representatives in attendance, Amsterdam Boat Show (Netherlands), METS (Netherlands), Amsterdam in Water (Netherlands), Atlantic City in-water Power Boat Show (USA), Auckland International Boat Show (New Zealand), Seatec (Italy), NMMA Boat Shows (USA), Dubai International Boat Show (UAE), boot Dusseldorf (Germany), Fort Lauderdale International Boat Show (USA), Genoa International Boat Show (Italy), Batmassan Goteborg (Sweden), Vene Bat (Finland), Turkish International Boat Show (Turkey), London/Southampton Boat Show (UK), Melbourne Boat Show (Australia), Miami International Boat Show (USA), Internautica (Slovenia), China International Boat Show (China), Stockholm International Boat Show (Sweden), Wind & Water (Poland), Japan International Boat Show (Japan) and the Sydney International Boat Show (BIA NSW).

• What was your opinion of how Sydney’s show compares?
The Sydney Show held its own very well. A number of changes being implemented into shows around the world are things that we have already implemented at Sydney. While attending the conference gave us an enormous insight into the world of other boat shows, how they operate, their successes and a ton of ideas that we can look at for our event, it also highlighted how many things we are doing right. Some shows, based on past success or their physical size were quite overwhelming. The reality is that our small population across such a large geographical area will mean that we will never reach the size and volume that some of these other international shows achieve.

• What’s new for SIBS this year?
Typically, the size of the boat show is driven by market demand (and to a certain degree market sentiment and confidence in the event). Our plan was to occupy only five halls in Darling Harbour, the very early, sell out of the available space meant that we had to do a couple of quick steps with our lands lords, and to their credit, were able to move some activities around to allow us to occupy Hall 6 as well. The bump-in to Hall 6 will be somewhat challenging, but our operations manager is confident it will occur smoothly.

Enhancing our successes of last year, and nurturing our theme of 'Education & Entertainment' will be our focus for 2010. Our audience are not a passive crowd, they want to get involved and we will try and make their visit enjoyable and engage their five senses.

• What are some of the highlights?

Better Boating Lounge, guests:
- Jessica Watson
- Mike Perham
- Don McIntyre
- The Fat Paddler
- The Norris Family

Fishing Clinic, more than 50% of our audience have a primary interest in fishing. It’s the 'go-to, learn and inspired' place for visitors of all ages, sexes and physical ability. The only sport that does not discriminate.

Discover Boating Tours – 50 minutes free Sydney harbour tour for ticket holders. Find out how you and your family can enjoy boating with your family & friends.

Photography competition, after a huge success last year, again visitors will be able to submit their favourite boating shots for a chance to win some prizes.

Musto Fashion Parades, what’s new in boating fashion for next summer.

Plus, much much more,

• How are bookings looking for marina and inside?

Halls are 100% sold out. Anyone interested should still call us in case we have late drop outs. Marine 200 plus vessels. We are almost at capacity for the infrastructure we have put in place.

• How does exhibitor and ticket pricing compare with previous years?

Ticket Prices are a little up on last year, but visitors buying on-line not only buy them cheaper, but also have them delivered to their homes in advance at no extra cost.

TICKET PRICES:
Adult
$16.50 on-line
$19.50 at show

Child
$9.50 on-line
$11.50 at show
6 to 17 years, 5 and under free

Family
$38.00 on-line
$45.00 at show
2 adults and 3 children

3-Day VIP Guest Pass
$42.00 on-line & at show
Valid for any 3 days of the show. Only one person per day can use pass for entry.

Pensioner
$14.00 only available to purchase at the show - Card required

Senior
$17.50 only available to purchase at the show - Card required

$5 after 5pm
$5.00 only available to purchase at the show
(Marina 10am - 6pm, Hall 10am - 8pm)

More at www.sydneyboatshow.com.au