I remember the time when we excitedly headed out for our traditional 2-week summer family vacation? It was an important time of rest and renewal. They were much-anticipated days. How sad that they’re disappearing!

The frantic pace 24/7 life in the 21st century seems to preclude scheduling much vacation time at all. Literally, millions of vacation days reportedly go unused annually because they can’t be scheduled in! They’ve gone the way of the 1 hour lunch, now observed by just 15 percent of the workforce. Many lunch breaks are down to 15 minutes.

Today, we’re in the age of “time stacking” i.e. doing two or more things at once. For example, driving and talking on the phone, texting while watching the kid’s soccer game or computing while flying at 30,000 feet. So, what do we do when we want to renew and rejuvenate? ‘Escape weekends” have become the popular, fashionable answer.

What a perfect script for us in the boating industry. We’re not in the boat business – we’re in the renewal business. By their very nature and environment, our boats are really places where our prospects and customers can experience rejuvenation. 

Historically, we’ve been an industry that has succeeded by selling our excellent “hardware” but not necessarily the “experience.” That won’t get the job done any more. Now, when we fail to make the sale, the problem is not the boat. If the boat doesn’t represent something specific in the prospects mind, we’re going to lose!

We don’t have to look far for a prime example. Check out today’s auto ads. We don’t see ads for 12 models in the Nissan line. Rather, our attention is focused on1 model and the experience it will bring to its driver! They’re playing to the prospect’s fantasy, the dream, the experience, the renewal ownership promises!

Our boats, then, are ideal for delivering the “escape weekends” that are now replacing the old 2 week vacation. Focus your next prospect’s attention on that and good things could come of it!


‘A Phenomenal Success’

The Southampton International Boat Show had more than 88,000 visitors during its 10-day run, after last year’s cancellation.

TopSide Marinas Makes First Two Acquisitions

Founded in January 2020, the firm has thus far acquired Beavers Bend Marina in Oklahoma and Galveston Yacht Basin in Texas.

Two Boosts for Boating and Fishing

MBIA’s Metro Boat show show draws a crowd, and the U.S. Fish and Wildlife Service expands boating and fishing opportunities.

Norwalk Boat Show Held This Weekend

The NMMA show runs through Sunday at Norwalk Cove Marina in Norwalk, Conn.

Raritan Expands Team

Patrick McNeel joins the New Jersey-based manufacturer as a marine equipment product developer.

Industry Mourns Walter “Bing” Burns O’Meara

The longtime publisher of Lakeland Boating magazine has died at 81.

NMMA Announces Hall of Fame Inductees

Regulator Marine’s Joan Maxwell and Bill Watters of Syntec Industries will be honored at IBEX.

Brunswick Acquires SemahTronix

The supplier of wiring harnesses and other electrical assemblies will be part of Brunswick’s growing Advanced Systems Group.