Issue link: https://read.dmtmag.com/i/776460
February 2017 | Boating Industry | 31 [ 2017 Outlook ] www.BoatingIndustry.com Boating Industry You can feel confident that you are reaching your target audience when you advertise in Boating Industry magazine! APRIL ISSUE The April issue will feature a special report on the boating industry's workforce crisis and how the industry is tackling the labor shortage INTELLIGENCE YOU CAN PROFIT FROM A P R I L 2 016 | w w w . B o a t i n g I n d u s t r y . c o m | $ 1 0 . 0 0 ALSO IN THIS ISSUE: ABC & GOVERNMENT UPDATE CUSTOMER SERVICE THAT CREATES RAVING FANS FINANCE GUIDE New TECHNOLOGY DRIVES PWC Manufacturers focus on reliable products and affordable price points p01-BI16APR-Cover.indd 1 3/28/16 11:15 AM MAY ISSUE The May issue highlights the Top Products of the Year — the most innovative products introduced in the boating industry over the last year JULY ISSUE The July issue includes the Boating Industry 40 Under 40 — 40 young leaders shaping the future of the industry Contact your account manager now to reserve space in these key issues! INTELLIGENCE YOU CAN PROFIT FROM M A Y 2 016 | w w w . B o a t i n g I n d u s t r y . c o m | $ 1 0 . 0 0 Boating Industry ALSO IN THIS ISSUE: Q&A WITH BRUCE VAN WAGONER BUILDING A BETTER BUDGET OUTBOARD MARKET TRENDS SEE pg. 20 FOR ALL 50 TOP PRODUCT WINNERS INTELLIGENCE YOU CAN PROFIT FROM J U L Y 2 016 | w w w . B o a t i n g I n d u s t r y . c o m | $ 1 0 . 0 0 ALSO IN THIS ISSUE: Q&A with BRUNSWICK'S MARK SCHWABERO MARKET TRENDS: FRESHWATER FISHING PRODUCT GUIDE: SOFTWARE Boating Industry The evolution of boat design Kathy Johnson 763.383.4409 / kathyjohnson@boatingindustry.com Christopher Pelikan 763.383.4408 / cpelikan@boatingindustry.com Dammrich hosted a webinar with Boating Industry on Jan. 5, "Proven Strategies for Engaging New Markets," which presented the Recreational Boating and Leadership Council's statistics on new markets and five case studies of businesses success- fully selling to these groups. An archive can be viewed at boatingindustry.com/webinars. While dollar sales continue to increase year-over- year and return to pre-recession levels, Kloppe cau- tions expecting unit sales to do the same. Prior to 2008, unit sales were as high as 400,000 per year, and Kloppe does not expect that to happen again. "I think this is the new reality with the marine in- dustry," he said. "Four percent, five percent growth: Is it double-digit growth? No. But if this is predictable, it makes for good, solid growth within the industry." Thom Dammrich, president of NMMA, believes the slow and steady pace in the industry right now, coupled with the potential the new Congress and ad- ministration bring, could result in an underestimate of expectations. Consumer confidence rates point to this possibility, as the Consumer Confidence Index reached its highest rate in 15 years this December. Boating Industry survey respondents all agree this will be at least somewhat important to their success in 2017, with over half of respondents stating it will be very important. "We're going to look back someday at this as really a golden age that we're living in right now, and it's about to get better," said Dammrich. "So let's make hay while the sun shines." Challenges for future growth Many of the industry's main barriers for growth will not change in 2017: The industry will still face con- cerns with the Renewable Fuel Standard, access is- sues and government regulations. But one issue the National Marine Manufacturers Association is work- ing to address in 2017 is visibility for the recreational "WE'RE GOING TO LOOK BACK SOMEDAY AT THIS AS REALLY A GOLDEN AGE THAT WE'RE LIVING IN RIGHT NOW, AND IT'S ABOUT TO GET BETTER." — Thom Dammrich, president, NMMA