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Last week's BCMTA Conference shone a spotlight on the Vancouver International Boat Show's strategic objectives and new initiatives being undertaken to ensure this year's show will be marked as the best to date.
Understanding that returning to the newly renovated BC Place and debuting the In-Water display at Granville Island will only have a one-year impact, additional steps have been taken to ensure the Vancouver Boat Show continues to evolve over the next 2-3 years.
We had asked for exhibitor and consumer feedback and listened closely to the opinions of each person who expressed their thoughts. By being proactive and reviewing this input, we can ensure that the Vancouver International Boat Show delivers on all its strategic objectives, which include:
1) Delivering quality show attendance,
2) Creating a strong retail environment,
3) Delivering an exceptional consumer show experience,
4) Delivering an experiential and interactive environment for consumers.
All actions, initiatives and marketing are governed by the show's primary objectives to ensure that the Vancouver International Boat Show remains the West Coast's primary boat and accesories sales event.
One of this year's key proposed strategies is Attendance Growth and we plan to increase attendance and media coverage by adding feature and special event areas that appeal to non-boaters.
There is an emphasis on features, which include:
'Duma the Wakeboarding and Boat Driving Dog'. A hit at the Toronto Boat Show, Duma makes her debut at the Vancouver International Boat Show in 2012.
'Deadliest  Catch' has been a Discovery Channel series hit since its inception; this year, crew member Russell Newberry makes his debut at the Vancouver International Boat Show.
There is also an emphasis on growing the seminar series presented at the Vancouver Boat Show based on its recent success and the increasing demand for educational speakers in the Vancouver market. 2012 marks the first year that two seminar stages will be in operation throughout the show that include a seminar and boating celebrity program that appeals to potential, new and expereinced boaters.
2012's list of seminar speakers include:
Zac Sunderland: Zac will be making a return speaking engagement; Zac was the first person under the age of 18 to sucessfully circumnavigate the globe alone. Zac's presentations during the 2011 Vancouver Boat Show proved to be a strong media draw and were packed by show attendees.
Abby Sunderland: Abby, Zac's youger sister, will also be in attendance, speaking about her story of solo cicumnavigation and how her quest to become the youngest world sailor was cut short.
There is also a focus on creating and establishing an atmosphere that enhances the consumer experience and represents the boating lifestyle. Attendees will enter the show welcomed by displays which include selections from the 'Why BC Loves Boating' photo contest soon to be launched.
 Ethnic marketing strategy: the 2012 ethnic marketing strategy has been expanded and ethnic-targeted consumer categories remain a priority component as the Asian population within Vancouver continues to grow; developing this association strategy provides a welcomed opportunity for cultures who have yet to be exposed to what the Vancouver International Boat Show and boating lifestyle have to offer.
An Agressive Media Buy: the 2012 media buy is extremely agressive and will ensure this year's Vancouver International Boat Show is prominent in the media and minds of prospective, new and seasoned boaters. We are going to continue with last year's broadcast creative with updates to reflect bigger than ever messaging, the new venues and 50th anniversary. The broadcast jingle proved to be impactful, unique and creative and garnered consistent positive feedback.
Exhibitor Get Together: the recent Exhibitor Get Together was also a tremendous success with over 50 exhibitors in attendance; the tour of BC Place enabled the attendees to see all the upgrades and renovations first-hand and ask pertinent questions related to the Vancouver International Boat Show.
With a full slate of initiatives being undertaken to ensure this year's boat show delivers on all its strategic goals, there has been a delay in finalizing the main floor, floor plan of BC Place. We understand how important this floor plan is to the exhibitors and we are working tirelessly to complete the preliminary draft. Main floor exhibitors should expect to be contacted within the next few days to discuss their space location.
These elements are designed to ensure that the Vancouver Boat Show delivers on its strategic objectives and remains the West Coast's primary boat and accesories sales event that delivers quality show attendance for exhibitors and an exceptional, experiential and interactive environment for consumers.
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