Details of Yachts Miami Beach, slated to return to Collins Avenue Feb. 16-20 with a completely revamped layout, are emerging regarding the new ticketed entrances and a new VIP area, as well as enhanced transportation by water and land.
“We have a new VIP venue on the Grand Floridian yacht, which is a four-deck yacht,” Show Management vice president of consumer marketing Brett Keating told Trade Only Today. “We’re expecting 300 people per day just for the first three days of the show.”
Tickets to the yacht, which cost $125 per person, per day, enable access to the boat, private bathrooms on board, dining all day (including breakfast, lunch and evening tapas), open bar, entertainment and an “experience deck,” Keating said. That area will offer access to spa groups, skin treatments, massages, free samples, tastings of drinks — “It’s going to be a fun deck,” Keating said. The yacht will be at the center of the show.
Show Management expects those VIP tickets to sell out prior to the show.
Attendance, formerly free, now will cost $20. “Now we can actually measure our attendance,” Keating said. “We will be able to use this information for better marketing and will be able to direct consumer segmentation.”
Brokerage boats will be at the north end of the show and new boats at the south side, instead of interspersed, as in the past, Keating said.
The look of the show will be completely different. The producers have hired EDSA, a landscape architecture firm that has worked with the Disney parks and has overhauled upscale destinations around the world, including the Opera House in Dubai and dozens of others.
“EDSA has translated our vision for engagement between exhibitors and buyers into a new, strategic and aesthetically pleasing design for Yachts Miami Beach,” Show Management senior vice president and COO Dane Graziano said in a statement. “We have expanded show marketing this year to share our excitement about this great new experience planned for Miami Beach boat show weekend in February.”
“It’s a newly designed layout. We will have five gates along Collins Avenue — nice entryways and ticketing and information at each booth. And on the opposite side of them, via the water side, we’ll also have entrances because people will be able to arrive to the show by water taxi,” Keating said.
The southern water taxi pickup point will be from the COMO Metropolitan Hotel (which used to be the Traymore) at 24th Street and Collins Avenue, where there is ample public parking, Keating said. Visitors can get a free water taxi from that point and will buy tickets upon their arrival at the southern portion of the show.
The northern water taxi pickup point will be at 67th Street and Collins Avenue at the Rowing Club, where there is also a large parking lot. A 10-minute ride will take attendees to the northern side of the boat show, where there is also a ticketed entrance. It will also offer water taxi service from the south side of the show to the north side.
In addition, the layout will allow visitors to peruse the show among the boats without exiting to the sidewalk in spokes, Keating said.
Show Management and the National Marine Manufacturers Association are splitting the cost of 12 free shuttles to run between the Yachts Miami Beach show and the Progressive Miami International Boat Show, an increase from last year. The shows run concurrently at Miami Beach and Virginia Key, respectively, but are separately owned and operated.
Show Management produces and co-owns Yachts Miami Beach with the International Yacht Brokers Association. Show Management and Soundings Trade Only are part of Active Interest Media.
Read more about Yachts Miami Beach in the February edition of Soundings Trade Only.