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Family Boating: Key to Toronto Boat Show Success
                                                                     by Harold Shield
The Toronto Inter-national Boat Show, the largest boat show held in Canada, has just completed its annual January run and resulted in an unprecedented success. At closing time on the final Sunday, horns blared spontaneously as elated dealers celebrated a banner year for sales.

Anyone (particularly a stock market investor) who contemplated his/her latest portfolio statement, might have easily anticipated a year of financial caution with threats of war, swooning stocks, non-existent dividends, miniscule interest rates and volatile markets. But no! When the closing reports were gathered by boat show staff, almost every exhibitor had enthusiastically reported record results.

"Underwater" is the new term being used to describe present world stock markets Ð markets that are up one day, down the next, wandering aimlessly with no apparent direction to guide frustrated investors. Gold and resource stocks have provided the only significant returns for those daring enough to completely realign their investments. Many investors have given up on market uncertainties and poured money into bricks and mortar real estate, reasoning that investing in a home at today's low interest rates offers a more certain return.

So what is happening? Why did the 94,248 show visitors set out on a buying spree that shattered all records? Show manager Linda Waddell thinks she knows what is going on. "Promoting family values that embrace good times together was a major thrust of our marketing campaign, and I think that paid off." (Top)

Linda is probably right. With little incentive to put more money into the market, people are opting to invest in family togetherness, forsaking expensive travel for a real pleasure experience close to home - investing their leisure budget in a tangible asset that will provide years of pleasure.

One of the big winners at the show was Bayliner dealer Mainland Marine, located in Toronto, ON, with sales that doubled over last year. Andy Lindsay, regional sales manager for Four Winns Boats, was delighted to report his team had surpassed last year's sales well before closing on Sunday.

"The Canadian market is showing more signs of strength than the U.S. market. We saw more entry level buyers this year and the financial institutions were very cooperative," said Lindsay.

Cruiser sales were also upbeat. Jason Crate of Crate's Marine in Keswick, ON said, "The economic outlook is positive. We did $4 million in sales and the number of units is up dramatically. We took orders for seven Carver yachts at the show."

Dennis McKechnie, sales manager of Skyline Marina in Toronto, ON agreed the market for larger vessels is robust. The company took orders for three luxury cruisers over 40 feet with several more expected to finalize in the coming month. Silverton dealer Starport Landing reported solid results as well. Mark Sanderson, general manager confirmed, "The boom is still on." (Top)

Mid-size power boats shared the boom with Port Sandfield Marina Ltd. a long-time dealer of Sea Ray's mid-range line.

"Unlike last year, not one person expressed concern about the economy. If anything, people seemed to have more money to spend." said Alf Mortimer, founder of Port Sanfield Marina. Gary Hubley, director of sales and marketing for Doral, agrees. "It was definitely a buying show. Sales at our display were particularly strong in the over-20-foot range."

Earl Dunn, president and owner of Walker's Point Marina in Gravenhurst, ON, recorded excellent sales of the upscale Cobalt line. "Buyers are becoming better educated by using the Internet for a starting point. Our staff had to work a little harder to close sales, but results were on a par with last year."

The fishboat market was also brisk for Angelo Lombardo, district sales manager for Lund Boats. "We ended the show slightly ahead of last year."

Ed Marshall, sales representative for Princecraft Boats, said his booth saw "plenty of buyers with money in their pockets."

In the sailboat sector, Swan's Marina, which is located in Pickering, ON and represents C&C, Tartan and Catalina, had its best show ever, taking orders for 20 boats. Swan's Marina president Bernie Luttmer said he was delighted with the interest in all lines and sizes at his display. "This confirms the show is attracting every spectrum of the sailing market."

A Cuban sailor made a special visit to the Toronto show to extend an invitation to Canadian boaters who might care to cruise in Caribbean waters. His purpose was to assure that superb facilities, reciprocal privileges and a heart-warming welcome awaited Canadian yachtsmen.

But despite war clouds, faltering markets and uncertain international trade, Canadians have apparently decided to spend a family summer on the water, just enjoying quality time with boats . (Top)