Brands in search of the ideal platform to make a splash in the world of boating, yachting and the luxury lifestyle are invited to engage in sponsorship of the world’s most important annual boat shows: the Fort Lauderdale International Boat Show (FLIBS), Miami Yacht Show and Palm Beach International Boat Show.
Title and presenting sponsorships also are available for regional shows and the largest boat show on Florida’s Gulf Coast: the St. Petersburg Power, the Sailboat Show and the Suncoast Boat Show in Sarasota.
“Our five boat shows offer enormous platforms for sponsors to create affinity for their brands and build loyalty around experiences,” said Andrew Doole, president of Informa US Boat Shows. “We believe the value proposition and return on investment for a title or presenting sponsor of these events is extraordinary when compared to other types of marketing.”
On the Gold Coast: Fort Lauderdale, Miami and Palm Beach
FLIBS, produced by Informa and owned by the Marine Industries Association of South Florida, attracts over 110,000 attendees each year. This year from 30 October to 3 November, the show attracts buyers, sellers and global media gathered to see what's new on the market, do business and enjoy the dazzling array of parties hosted by exhibitors.
Known as the world’s largest in-water boat show,spanning seven locations linked by a network of water taxis and shuttles, the show boasts 1,500 boats on display, ranging from personal watercrafts to 100m superyachts, as well as 1,200 exhibitors from 32 countries. This year's 60th edition also sees the launch of the highly anticipated 'Superyacht Village'.
The Miami Yacht Show held in February is co-owned by the International Yacht Brokers Association (IYBA) and Informa, and the Palm Beach International Boat Show held in March is co-owned by the Marine Industries Association of Palm Beach County (MIA) and Informa, both with distinct identities attracting professionals and enthusiasts from around the world.
Boat Shows are Big Business
The Fort Lauderdale International Boat Show: A range of metrics demonstrate the marketing power these shows offer to sponsors. Each year in Florida, FLIBS generates an economic impact of $857 million, according to studies conducted by Thomas Murray Associates, exceeding that of the Super Bowl. The attendance of 110,000 people results in the booking of 170,000 hotel rooms with over 1,000 private jets landing at local airports, and a surge in business for local restaurants and car rental firms.
The Palm Beach International Boat Show: Situated on the waterfront of West Palm Beach overlooking the smart Town of Palm Beach, the Show attracted over 50,000 visitors in 2018, generating an estimated $277 million in sales and a statewide economic impact of $682 million.
Reaching Wealthy Buyers
Each show attracts its share of visitors with annual incomes over $1 million, and many more earning at least $250,000. At FLIBS, 40% of attendees are C-suite executives and business owners, 65% own two or more homes, and 10% have a net worth exceeding $20 million. An elite set of ultra-high-net-worth individuals accounts for the purchase of superyachts costing as much as $200 million.
“We were thrilled to be a part of the 2018 Fort Lauderdale International Boat Show,” said Francois-Xavier Hotier, president of Ulysse Nardin, a market leader in luxury timepieces. “Ulysse Nardin has longstanding ties to the marine community and it was great to see how many yachting enthusiasts are also watch connoisseurs and admirers of the brand.”
Image by Christopher Photography
Worldwide news coverage of FLIBS 2018 underscores the global allure of these boat shows to international businesses and consumers. The show was covered in 46 nations, with over 500 members of the media from 20 countries present to cover the event, with total coverage valued at $15 million. Media coverage of the 2019 Miami Yacht Show extending across the US, Latin America and Europe was valued at $5.8 million. In 2018 FLIBS also entered into a multi-year TV contract to produce one-hour specials airing on NBC Sports Network.
Growing Markets on the Gulf Coast: St. Petersburg and Sarasota
St. Petersburg, with its pro-business environment and booming cultural scene, is a magnet for high-paying jobs and visitors from around the world while in Sarasota, growth is being fueled by the city’s wealthy residents and high end lifestyle.
The St. Petersburg Power and Sailboat Show is held in December. Established 42 years ago, this is the largest in-water boat show on Florida’s Gulf Coast, attracting 400 vessels in water and on land, with a 40,000-square-foot exhibitor tent displaying all types of marine gear.
The Suncoast Boat Show in Sarasota, now in its 37th year, attracts hundreds of boats from the Gulf Coast's leading dealers, along with fishing clinics for adults and children and exhibits of marine electronics and accessories.
“There is no limit to how powerful sponsorship relationships with the world’s greatest boat shows can be for brands seeking to engage with a targeted audience.” said Lana Bernstein, vice president of marketing for Informa US Boat Shows. “There is extraordinary exposure through the show’s significant expenditure on publicity, advertising, social media and events to amplify a brand’s recognition.”
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