For Immediate Release

NMMA Board Ends 85 Percent Redirection of Grow Boating Assessments

Fifteen Percent of Assessments Will Continue to Support Grow Boating Efforts, Focus on Building New Discover Boating Campaign

Chicago, IL

CHICAGO (June 2, 2010) — In a special meeting on June 1, NMMA’s Boat Manufacturers Divisional Board agreed to end the 85 percent redirection of Grow Boating assessments to manufacturers, effective July 1, 2010. The assessment on engines purchased by boat builders will subsequently be reduced temporarily by 85 percent through December 31, 2010, with the remaining 15 percent dedicated to funding Grow Boating efforts. There will be no change in the assessment on loose engine sales.

In October 2008, the NMMA Board of Directors approved an 85 percent redirection of Grow Boating assessments to the manufacturer to support short-term sales promotional efforts in response to the economic downturn. The remaining 15 percent of the assessments went toward funding Grow Boating efforts, namely the Discover Boating marketing campaign (public relations, interactive, DiscoverBoating.com, and certification). 

Over the next few months, the Grow Boating Board of Directors will be developing a new marketing strategy based on market research that will take into account any shifts in consumer mindsets as it relates to their consideration of purchasing a boat brought on by the recession. This will entail conducting an agency search and working with the selected agency on a campaign and strategy proposal. 

The research and marketing campaign proposal is expected to be ready by fall of this year. This will allow the industry to determine next steps on potentially revamping its national Discover Boating campaign, including a date for the full re-launch.

“When we developed the Grow Boating Initiative, we realized it would require long-term support in order to see real growth. In its first three years, Grow Boating efforts accomplished exactly what we set out to do — increase participation to help spur increased sales over time. In fact, we stemmed a 10-year decline in boating participation with consecutive increases in 2006, 2007 and 2008. With nearly 67 million adults participating in boating during 2009, this is a 14 percent increase over 2005 participation of 58 million adults,” said Thom Dammrich, president of Grow Boating, Inc. and NMMA.

In addition to boosting participation, the Grow Boating Initiative has made other significant strides in growing interest and participation in boating, including:

• Tracked 19,267 boats that have been purchased by consumers that received the “Get Started in Boating” DVD before purchasing a boat.  Distributed 196,000 “Get Started in Boating” DVDs.
• 50,000 consumers have asked to be contacted by manufacturers and dealers.
• Sent 500,000 direct referrals from DiscoverBoating.com to boat manufacturer websites.
• More than seven million people have visited DiscoverBoating.com.
• Established sales and service standards for dealers through the Marine Five Star Dealer Certification program.
• Motivated the industry to take a longer term view of the industry, the boating experience and our consumer.
• An estimated 14,000 boats have been sold to first-time boat owners since the start of the campaign. According to a recent study by Michigan State University, the average boater will make $131,500 worth of boat and engine purchases over their lifetime based on today’s dollars. That equates to $1.84 billion in lifetime sales from these new boaters. 
• Discover Boating is now the go-to source for all major media outlets as a result of our public relations efforts.
• Grow Boating has helped increase the number of boating participants, which will continue to grow the industry’s base of consumers.

"It will be critical for our industry to make a decision on how to move forward with the Grow Boating Initiative and a national Discover Boating campaign as we look to rebuild coming out of the recession," notes Dammrich. "The U.S. population is expected to grow 50 percent over the next 40 years, providing the industry with opportunity for growth if we can effectively promote the boating lifestyle on a consistent long-term basis."

Manufacturers with questions related to the assessment reduction should contact NMMA’s Freya Olsen at folsen@nmma.org or 312-946-6255.

About the National Marine Manufacturers Association
The National Marine Manufacturers Association (NMMA) is the leading association representing the recreational boating industry. NMMA member companies produce more than 80 percent of the boats, engines, trailers, accessories and gear used by boaters in the United States. The association is dedicated to industry growth through programs in public policy, market research and data, product quality assurance and marketing communications. (NMMA.org)

MEDIA CONTACT: Kelly Kaylor (kkaylor@nmma.org, 312-946-6262)