Outline BoatU.S. and BoatU.S. Founda-on Trends Impac-ng Recrea-onal Boa-ng Efforts to A<ract New Boaters Efforts to Retain Current Boaters Trends in Boa-ng Safety and Clean Boa-ng Efforts to Improve Boa-ng Safety and Clean Boa-ng
TRENDS IMPACTING RECREATIONAL BOATING
Traditional Powerboat Retail Sales source: Info-link!
Growth In 2016 Retail Units December 2016 R12M YOY Change 3.1% 7.4% 9.2% 7.9% 2.8% 11.3% 2.7% 3.8% High Unit Volume Low Unit Volume source: Info-link!
Industry Headwinds
Household Stats 10,000 U.S. Recreational Boat Owners (Excluding paddle craft) 9,500 9,000 9,438 9,844 9,672 9,151 160,000 140,000 Boat Owners (000) 8,500 8,000 7,500 7,000 8,588 8,440 8,191 120,000 100,000 80,000 60,000 Households (000) 6,500 6,000 40,000 5,500 20,000 5,000 1995 2000 2005 2010 2015 2020 proj 2025 proj 0 Boat Owner Households U.S. Households
Boater Demographics - 1997 The primary factor influencing the future growth of boa-ng is that our most loyal, core market is aging 16% Boat Owner Age DistribuQon - 1997 14% Percentage of All Buyers 12% 10% 8% 6% 4% 2% Source: Info-Link Average Age 47 Mostly Males 0% <25 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75+ Age Range
Boater Demographics - 2017 Every year the average age of a boat owner has increased by half a year. We need to fill in the pipeline. 16% 14% 12% Boat Owner Age DistribuQon 20 years later Percentage of All Buyers 10% 8% 6% 4% 2% 0% <25 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75+ Age Range Average age 55 Source: Info-Link
Rising Student Debt Source: NY Fed Consumer Credit Panel/Equifax
EFFORTS TO RECRUIT NEW BOATERS
Opportunity 154 Million Outdoor RecreaQon ParQcipants 88 Million Boaters 47 Million Anglers 12 Million Registered Boats Source: RBFF Annual Report 2016 *NMMA Abstract 2014
To introduce new people to boating and to advance their exploration of ownership.
We sell the ing
Digital Advertising Video AdverQsing Banner Display Search Social Media AdverQsing 18
Brand Anthem
Drove positive national coverage to put boating top of mind coast to coast. 1,174 placements + 112 million impressions Through ongoing media outreach and MAT release distribution we secured boating stories in top-tier national online, print and broadcast media.
Hispanic Outreach
Take Me Fishing - Campaign Evaluation Overall Stated IntenQons by Survey Year 100 80 60 40 20 0 2010 2011 2012 2013 2014 2015 2016 Brand Awareness Intent to Go Fishing Intent to Fish from Boat 22
EFFORTS TO RETAIN AND REACTIVATE BOATERS
Leaky Bucket 6.1 million new/ returning parqcipants in 2015 6.5 million lost parqcipants in 2015 Source: RBFF/Outdoor Foundation
Angler R3 Recommendations
Angler R3 National Advisory Group 15 individuals represen-ng: o State fish and wildlife agencies o Federal agencies o Fishing and boa-ng industry o NGOs Next Steps Advisory Group Conference Calls State Angler R3 Effort Survey Develop NaKonal R3 Checklists
Lapsed Angler Marketing Toolkit
Boat Registration Marketing Program $1.92 M gross program revenue
BOATING SAFETY UPDATES
Accident Contributing factors 2015 Operator ina<en-on Operator inexperience Improper lookout Machinery failure Excessive speed Alcohol use Hazardous waters Naviga-on rules viola-on Weather Force of wave/wake Source: USCG Boa-ng Accidents Report Database 2013
Boating Safety Education Free Online Course Specialized Courses Hands-on Training Weather VHF Radio Hurricane Prep Naviga-on Boa-ng on Rivers Locks & Lakes Learn to Sail Sailing Lingo
Free Online Boating Course Free Course meets education requirements in 35 states (offered in 48 states) Top 5 states: Florida, Virginia, Washington, Oregon, Texas. CA just approved! Minimum time to complete: 3 hours 30 minutes Over 150,000 Students each year.
Map of state educa-on requirements
Who are our students? 2% 1% 2% No Plans to Own Boat Other 31% 15% N = 20,142 25% 24% Own a Powerboat Own a sailboat Plan to purchase a powerboat Plan to purchase a sailboat MulQple answers 18,000 Student Age 16,000 14,000 12,000 10,000 8,000 6,000 4,000 2,000 0 N = 60,774 Source: 2015 Student comple-ons from course registra-on
Specialized Courses Suite of courses for more specific needs to con-nue the learning beyond the basic boa-ng safety course. Created in partnership with other organiza-ons. Helps boaters get more in-depth knowledge
Hands-on Boater Education What are the barriers to gekng more people in boats? Would a MSF model work for boa-ng? Can BoatU.S. help the industry overcome the hurdles to hands-on training? Conducted two focus groups Surveyed 3,300 GEICO associates Analyzed Discover Boa-ng survey data Analyzed NMMA data Surveyed course takers at first pilot
Pilot #1 - Miami International Boat Show Partnered with Discover Boa-ng 174 registered course takers for powerboat training 235 registered course takers for sailing courses 232 post-course surveys completed
Pilot #2-Freedom Boat Club-Sarasota, FL Partnering with Freedom boat club corporate loca-on Two days of training Email marke-ng campaign to BUSF online course takers
West Coast Pilot Project We are looking for a pilot loca-on in the NW Ideally, the loca-on will have 3-6 powerboats Facili-es to accommodate 30-60 students All logis-cs and marke-ng will be handled by BoatU.S.
CLEAN BOATING UPDATES
Clean Boating Trends Increasing regula-on and scru-ny Bo<om paint regula-ons Pressure washing regula-on Increased interest in No Discharge Zones Growing concerns over transport of Invasives Uncertainty over federal funding for clean marina programs and other clean water programs, including Sea Grant.
Clean Boating Programs Online Educa-on Marine Debris Efforts Invasive Species Marina Spill Preven-on Clean Boa-ng Course Fishing line Recycling Large Debris Removal Commercial Fishing Gear Interac-ons Preven-ng the Spread Ensuring Boa-ng Access Preven-ng Damage from Decontamina-on
For the Love of Boa-ng Many partners working together to grow boa-ng.
QUESTIONS?