Sailing industry seeks ‘brighter skies’ ahead

Posted on 19 February 2010
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The Sailing Company presented its annual "State of the Sailing Industry Report" during the Miami International Boat Show and Strictly Sail and it was peppered with phrases such a "survival mode," "Darwinian gale," and "indulgence is no longer affordable."

Rick Walter, of MarketResearch Associates, delivered a sober assessment of the sailing industry, but one that promised "brighter skies" in 2010.

"The 'Recovery Consumer' is rethinking risk, value and consequence," Walter said, "and marketers will have to work hard to redirect decision-making [by the consumer] that is perceived as responsible."

Production was down 20 percent between September 2008 and August 2009, and the work force was down 29 percent. Cruiser production was down 55 percent, while multihulls were down 36 percent.

The estimated overall value of North American sailboats was down 58 percent to $258 million. A 12 percent increase is forecast for 2010.

Exports among all "developing nations" were down 46 percent, to 1,154 units while imports were down 33 percent - or 118 units - to 240 units. A 16 percent drop was forecast.

The decline was across the board by size, ranging from 31 percent (46 feet and larger) to 37 percent (20 to 35 feet). Multihulls held their own, declining only one unit to 113. This year's forecast is for an overall increase of 95 units.

"Delivering bad news is tough," said The Sailing Company's group publisher Sally Helme in closing, "but we are all here and we survived because we are the best and brightest. Get ready for a recovery."

— Rich Armstrong

Comments
3 Friday, 11 February 2011 12:19

There is a sea change (no pun intended) going on in consumer demograpics.  Baby Boomers are aging out of the marketplace.  By 2020,  80% will be well into their 60's and saving for retirement.  The Great Recession has battered their savings.


Their children, the so-called Echo Boomers or Milleniums, are already approaching their 30's.  How many of them think sailing is cool and/or "sexy?" How many know how to sail or believe it's easy to learn?   How many boat dealers market to them through social networking channels?  How many marinas are equipped to cater to their social and networking interests?


Compared to their parents, Echo Boomers are more independent, putting off marriage and families to a later age, living condo-style in live-work-play mixed use environments, and media savvy to the tricks of the advertising trade.  You can't BS these kids.


Is sailing a dying industry?  Until owning a sailboat becomes an aspirational goal for 90,000,000 potential new customers, you bet it is.


It's not about the recession.  It's about the dawn of an entire new generation of consumers.  Time to get off auto-pilot and steer the ship.


40 year sailor with 2 daughters...neither of whom think the "sailing experience" is a productive use of their limited recreational time.  And if the gals don't show, neither will the guys.  Bet on it.


Howie

2 Wednesday, 24 February 2010 13:44

Interesting - Sailboats less than 20 feet - must not be considered worth reporting on - or maybe not even part of the industry. I have been a small sailboat dealer for 24 years - one of the few left - the blossom of the 70 & 80's has died and with it a profitable market segment.


Paul


Wind & Water Boatworks  

1 Saturday, 20 February 2010 17:04

"indulgence is no longer affordable" doesn't appear to jibe with a report by Quixel Research stating "The economy didn’t hold back the LCDTV category; supported by huge 32” volume, unit sales for the USA LCDTV category increased 40% from 2008 to 2009."


Perhaps it is time for the sailing industry to take responsibility for the high entry cost to sailing and extremely high cost of maintaining a pleasure sailboat,


On a social level, why do people prefer the Nature Channel to nature?


Sailing for over three decades,


Dennis


Author of Molokai Reef - Gybe Sails Hawaii.

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