Mixed response at Melbourne

A SOLD-out exhibition hall, 3000 visits a day to the event website, and 1200 tickets sold online before the show started, would all lead to the conclusion that everything was very right with the annual BIA Melbourne Boat Show.

While the event could be termed a success with 40,000 visitors compared with 34,000 last year, and most exhibitors saying they were "quite happy" with the show, a closer examination suggests that at the very least the BIA should not be resting on its laurels.

After a slow start on Thursday July 1, numbers built during the event. According to the BIA, Thursday's visitors numbers were 1000 higher than last year, while Friday's visitors were 200 less. The BIA said by Sunday, overall visitor numbers exceeded 2009's show.

A spokesperson for the BIA today told Marine Business it was a very positive result with good feedback from exhibitors. The BIA also said smaller exhibitors did particularly well.

Most exhibitors I spoke with said they liked the marketing of the show and were particularly pleased with the online content - the website, newsletters and online ticket sales.

There were also good sales being made, especially among those selling fishing rods and other "under $100" items. Most of the companies with boats on display also reported strong interest and firm orders, with New World Honda reporting early in the show that they had "already sold a few boats".

Bar Crusher director Peter Cleland told Marine Business, although the show didn't break any records, it is an essential part in his overall promotional calendar.

“Everyone thought it was reasonable ... it was a solid show and there certainly buyers there. It's a very focused show and attracts real buyers,” said Cleland.

“The Melbourne Boat Show is still a very strong event, it's Victoria's premier event and one component of our year's promotional activity,” he said.

St Kilda Boat Sales sold its Caribbean 35 Flying Bridge Mk III on the morning of the show's opening day. This was certainly a fantastic news story for the show, and well-handled by the media team. However, some were skeptical of the claims that it was a totally show-related sale.

Similarly, the claim that the exhibition hall was "sold out" is true - but there are adjacent halls that could and probably should be open to make the show even bigger and to attract a wider audience. This was very much a "tinnie and tackle" show aimed at fishing and powerboat enthusiasts. One exhibitor suggested that the show could also cater to sailboats (especially as the sail-specific Sandringham Boat Show has been cancelled this year) and 4WD/outdoors companies because there are many products in common across the three groups.

There was also a constant comment that the show goes for too many days (five) and for too long each day, with 10am to 9pm being an impossibly long day for small exhibitors who can't afford to employ extra staff.

"Unless this show starts to target a bigger audience it will end up like Perth and South Australia - a waste of time and money," said the most strident critic. While that criticism may be a little harsh, and certainly not reflective of every exhibitor, it should sound a warning to the BIA. Yes, you are doing a lot of things right, but don't take your exhibitors or your show-goers for granted.

The main comment was that the show was "about the same" as last year and that the BIA's challenge is to make next year a lot better.

A firm positive from boat shows is that exhibiting companies often meet other exhibitors and do business together. An example was Luxfords, who signed an agreement with the Dutch company Vetus to be the exclusive Vetus distributor in Victoria.

As always, the show was also the venue for the BIA Victorian Marine Industry Awards presentations. The award categories and winners were:

-Apprentice of the Year 2010, William Sargood

-Safety Initiative by an Organisation, Sandringham Yacht Club

-Marine Manufacturer of Vessels 2010, Haines Hunter

-Marine Manufacturer of a Marine Related Product 2010, Multi-Panel

-International Exporter of the Year 2010, Multi-Panel

-Industry Achiever 2010, Sandringham Yacht Club

The award categories and winners for the 50th Annual Melbourne Boat Show were:

-Best Stand Tourism, Parks Victoria

-Best Stand Fishing, Leon & Paul Savage’s Streaker Boats

-Best Stand Open, New World Honda

-Best Stand Wake/Ski, New World Honda

-Best Stand Shell Scheme, Wyndham Harbour Pty Ltd

-Best Stand Power Boat Display, Triple M Marine

-Best Stand Best New Innovation, ALKO International

-Best Stand Overall, Garmin Australasia