PowerSports Business

Sept 4, 2017

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52 • September 4, 2017 • Powersports Business www.PowersportsBusiness.com PWC Sea-Doo Spark accessories package gains attention at Florida dealership BY KATE SWANSON ASSISTANT EDITOR With summer winding down, watercraft deal- ers are looking for new ways to move their personal watercraft inventory and keep cus- tomers interested. North Miami Motorsports, of Miami, Florida, held a Sea-Doo "Fun Starts Now" event that offered consumers a chance to put no cash down on a new Sea-Doo Spark, and the dealership threw in a free rider's package. Michael Sherman, North Miami Motors- ports' marketing manger, said it was the first time the dealership had offered a rider's pack- age promotion. "We wanted to make this a one-stop shop. They could get all the accessories they needed at the same time, get a great ski and go straight to the water with it," he said. The rider's package was available with the purchase of a 2017 Sea-Doo Spark 3 Up Rotax 900 unit. The package included bumpers, two life jackets, trailer straps, a deluxe PWC cover and a dock line. Sherman said that the parts department worked with the sales team to pick the in-stock products used in the package. The response to the rider's package was very positive. "We had a bunch of phone calls and inquiries, people coming in and asking about it, the response was great," he said. The promo- tion didn't have a set event date, but instead took place on a rolling basis as a way to gain more foot traffic in the store. North Miami Motorsports carries Yamaha and Sea-Doo watercraft and Sherman said that the dealership is on plan with its sales goals. "Overall we sell motorcycles, ATVs and UTVs, but our biggest seller here is the per- sonal watercraft." Between the two lines, Sherman said that Yamaha and Sea-Doo sell at an equally impres- sive rate, with Team Blue having a slight advan- tage in share. "There's a bit more Yamaha just because everybody knows the brand," he added. With the release of Yamaha's WaveRunner EX series, the dealership has seen an increase in interest from entry-level riders. "The EX line is very popular, but there's also people who really like the competition-type units. Those are a little bit more expensive and have a lot more horsepower than some of the more entry-level models," said Sherman. "But for the casual rider and families, the EX has been selling really well." PSB Dealership's Rider's Kit promotion brings traffic The National Marine Manufacturers Association's June 2017 Registration Report shows that new personal watercraft registra- tions were up 7.1 percent year-over-year for the rolling 12-month period through June. The NMMA report also shows that new powerboat registrations were up 5 percent for the same time period. Nearly all segments were up through June, with jet boats (up 10.9 percent), tow boats (up 8 percent), saltwater fishing boats (up 7.9 percent) and pontoons (up 7.8 percent) leading the way. Outboards boats, which represent 65 percent of total new powerboat sales, were up 4.9 per- cent in registrations, the NMMA reported. BOATING STUDY FINDS MOST PWC OWNERS HAVE A BOAT The 2016 Recreational Boating Par- ticipation Study, released in August by the National Marine Manufacturers Associa- tion (NMMA), Recreational Boating and Fishing Foundation (RBFF) and Discover Boating, found 86 percent of PWC owners also own a powerboat, and 21 percent of PWC owners own a non-motorized boat. The study also found that first-time boat- ers were more likely than other active boaters to use PWCs, suggesting that PWCs are a gateway to boating. An estimated 142 million Americans went boating in 2016 — 36 percent of U.S. house- holds — according to the study. Of the 142 million individuals, half were children (under the age of 18), and 17 million individuals were first-time participants. Of those Ameri- cans who went boating in 2016, those who spent the most hours on the water or engaged in fishing and water sports were more likely to consider purchasing a boat. "The results of the new Recreational Boat- ing Participation Study illustrate the breadth of recreational boating in the United States and the opportunity for our industry to get more Americans on the water and ultimately buying boats — exploring emerging markets such as Hispanics, reaching younger boaters, and encouraging those already active in boat- ing to pursue boat ownership," said Thom Dammrich, NMMA president. "The study makes clear what we all know as boaters — the more time spent on the water, the more likely someone is to become a boat owner. As an industry, it is our job to help people spend more time on the water and facilitate the boating and boat-buying process — whether that's through lobbying for improved access and infrastructure, nurturing active boaters through marketing or providing more acces- sible ways to try boating through such things as classes or rental opportunities." "The insights from this report support a healthy and thriving participation level for boating, which helps fund local conservation programs across the U.S.," said RBFF presi- dent and CEO Frank Peterson. "As we strive to increase participation in both recreational boating and fishing, the report also gives us a deeper look at the connection between the two activities, reinforcing a need for early introduction. This information will help us grow the sport, creating more customers for the industry, more fishing license and boat registration purchases and increased tackle and equipment sales." Prepared by QSA Research & Analytics, the study assessed the total number of boaters in the U.S., including those active during 2016 and those who went boating for the first time during 2016, as well as those who have never gone boating. The study also profiled both active boaters and first-time boaters according to their demographic characteristics and mea- sured the number of household participants who were active boaters and first-time boaters during 2016, their ages and genders. Other topics featured in the study include boat own- ership participation, the amount of time that active boaters spent boating during 2016 and the activities they engaged in while boating, including fishing and watersports. NMMA members receive access to the study as part of their membership. RBFF stake- holders should contact Stephanie Vatalaro at svatalaro@rbff.org to download the report. WORLD WAKE ASSOCIATION PROMOTING WSIA'S WAKE RESPONSIBLY CAMPAIGN In an effort to proactively educate drivers on courteous boating behavior, the World Wake Association (WWA) is currently pro- moting the Water Sports Industry Associa- tion's (WSIA) Wake Responsibly campaign to help minimize conflicts on waterways between homeowners and towed water sports participants. With a grassroots communication chan- nel, including an email list of all pro and amateur competitors over the past decade, the WSIA identified WWA as a necessary outlet to help spread the word. In addition to e-news and social media sup- port, the Wake Responsibly message is also being announced three times per day at 10 major events across the country including the Nautique Wake Series and Malibu's Evolu- tion Pro Series and Rider Experience events. "In our search to target frequent partici- pants who maximize the performance of their wakes, the WWA already had the perfect interactive channels in place," said WSIA executive director Kevin Michael. "From e-news to social, they already had us covered, but the bonus factor was the support from legendary announcer Dano The Mano. He bleeds towed water sports and really got behind this campaign, which authenticated the message, and people are listening." The Wake Responsibly initiative is part of the WSIA's waterway protection efforts to minimize threats to lakes and rivers regard- ing towed water sports and to preserve the vitality of wake sports for years to come. The organization is focused on promoting and protecting all towed water sports through best practices, maintaining waterway access rights, educating participants, promoting safety and facilitating sustainable industry growth. PSB DIGEST June new PWC registrations rise by 7 percent North Miami Motorsports offered a free rider's package included with the purchase of a Sea-Doo Spark during a June promotion. Photo courtesy of BRP The Yamaha WaveRunner EX series has been a top seller among the casual PWC riders and families. Photo courtesy of Yamaha Watercraft Group

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