THERE IS MUCH TO CELEBRATE
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THERE IS MUCH TO CELEBRATE
OUTDOOR RECREATION IS WINNING
Key Highlights
Outdoor recreation generated Outdoor recreation accounted
$689 billion in economic impact for 1.8% of the 2020 U.S.GDP
4.3 million American jobs Boating/fishing is the
largest driver of America’s
outdoor recreation
3% of U.S. employment economy
HEALTHY ECONOMIC INDICATORS FOR BOATING
BOATING MARKETPLACE IS EXPANDING
Pre-owned New
304
319
256 270 284 279
190 200 219 240
173
Units Sold (Thousands)
1,149
969 982 988 976 966 1,049
910 955 941 958
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021
estimate
INTEREST IN BOATING REMAINS HIGH
120 During Covid
100 During Covid
100 87
Google Search Trends Index
80
Pre-Covid Next Chapter
52 56
60
40
20
0
4/14/2019 8/14/2019 12/14/2019 4/14/2020 8/14/2020 12/14/2020 4/14/2021 8/14/2021 12/14/2021
How to buy a boat: (United States)
As of Feb 2nd,2022
SHARING BOATING WITH MILLIONS Nearly 1B PR Impressions $3MM+ Value 36 Influencers + Paid Social = 20.5MM Impressions Social Media Engagement: +73% (7.5MM) YouTube Views: 6MM and growing +22% traffic from Instagram from pre-pandemic 3.4B impressions for Get on Board campaign
MANUFACTURER REFERRALS TOP PAGES
2.2MM Manufacturer referrals Boat Shows +358%
+30% Increase from digital ads Loan Calculator +48%
+107% FY22 to date from pre-pandemic How-To +50%
Affordable Boats +74%
Safety +128%
OUR ADVOCACY IS BIPARTISAN AND VITAL • Great American Outdoors Act • Built strong working relationship with new administration/congress • Prevented boating access restrictions in more than 10 states • 18 states formed offices of outdoor recreation • Secured top industry priorities in bipartisan infrastructure bill • Eliminated EU’s 25% retaliatory tariff
WE’RE WINNING BUT WE HAVEN’T WON
500
New Traditional Powerboat Sales
400
300
Thousands
200
100
—
1980 1984 1988 1992 1996 2000 2004 2008 2012 2016 2020
CONSUMER SPENDING IN SERVICES WILL RETURN
Source: William Blair• Attracting a new generation of boaters • Retaining and growing the current audience
STRATEGIC PRIORITIES: DISCOVER BOATING Sustain the momentum • Launch the Discover Boating Miami International Boat Show • Refresh Discover Boating across web, digital and boat shows • Update aging consumer segmentation studies and identify the highest ROI emerging markets, recruit influencers from these segments • Update the annual Discover Boating campaign and build an industry- owned Digital Show Guide to drive greater lead generation • Rebrand all NMMA owned boat shows under Discover Boating by 2023
WE RESEARCHED HOW TO ENGAGE AND RECRUIT CURRENT
AND NEXT GENERATION BOATERS AND DISCOVERED…
It’s not about the boat — it’s
where the boat can take you
Boating the verb
© CUTWATER LLC. 14GROWTH AUDIENCES OF NEXT GENERATION BOATERS
Traditional Segment Growth Segment Emerging Segment
61.5M people in U.S. 56.4M people in U.S. 34.3M people in U.S.
45-53 yrs 39 yrs 47 yrs
Older, male and rural Active and outdoorsy—hiking, Highest Net Worth/Luxury Buyers
fishing, wakeboarding, kayaking,
Least active, less exercise cycling, climbing, skiing Most Diverse
Heavy hunting/fishing Most likely to have kids at home Global and Adventure travelers
Least College Educated Tech savvy/Heavy Social Media Least likely to hunt/fish
Domestic travelers Environmentally aware Most environmentally conscious
Source: MRI Simmons, National Survey of 25,000 US Adults© CUTWATER LLC. 17
© CUTWATER LLC. 18
© CUTWATER LLC. 19
© CUTWATER LLC. 20
• ABC slide 2022 AMERICAN BOATING CONGRESS May 11–13 | Washington D.C. | nmma.org/abc
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