img9527Middletown, RI: Sail America is launching an all-new, all-sail show in Philadelphia next January as part of a dramatic new strategy for marketing its national sailing shows in each major region of the country.

As part of this strategy, Sail America will no longer host the Atlantic SAIL EXPO and NY/NJ SAIL EXPO shows in the future to consolidate and target the resources of the sailing industry behind a single, strong mid-winter show in Philadelphia.

After extensive industry research and feedback, Sail America members decided the opportunity in Philadelphia would unify industry efforts that previously had been split between the two SAIL EXPO shows in Atlantic City and the New York/New Jersey markets.

"When we opened the NY/NJ show, what we did was allow the industry to split, where essentially boat builders were committed to Atlantic City, however gear manufacturers and supporting services were more excited about the NY/NJ show," said SA Executive Director Scot West. "By running two shows in the same market, we ended up with two shows that did not reach their potential."

The new marketing strategy gives Sail America, the U.S. sailing industry trade association, a strong presence and thrust in each major sailing area of the country at the most important time of the year: The Philadelphia show will attract sailors from the Mid-Atlantic and Northeast markets; Strictly Sail Chicago is the Midwest's star sailing show; Strictly Sail Miami is the Southeast's largest sailing show and the Pacific SAIL EXPO successfully reaches the sailors in the West. Sail America plans to package these four shows as four prime buying and selling opportunities to the industry from the third week in January to the third week in April.

"These are four "star" shows that will draw successfully in each area of the country. Each show has its own strengths that will attract a distinct crowd of sailing consumers," said Sail America President Ed Massey.

At the same time, the SAIL EXPO St. Pete show committee has unified in the positioning of SAIL EXPO St. Pete as a fantastic local show, with marketing focused on Florida's Gulf Coast and Southeast sailors.

"SAIL EXPO St. Pete has a very solid future and enjoys tremendous local and regional support from the sailing industry, the City of St. Petersburg and the St. Petersburg/Clearwater Area Convention and Visitors Bureau," said Ron Frisosky, chairperson of the SAIL EXPO St. Pete Committee.

The new SA strategy is the result of months of extensive research and discussion among membership, exhibitors, the national boat show committee and the SA board of directors, which unanimously voted for the new strategic plan. The plan underscores SA's commitment to sailors in the mid-Atlantic and Northeast markets.

"Traditionally, sales results from Atlantic City have been very strong, versus just about any show, so we did not want to give up on the Mid-Atlantic/Northeast market," West said. "Results from post-show surveys after Atlantic SAIL EXPO this year told us attendees were disappointed with the lack of variety, but they strongly emphasized they wanted a mid-winter event to indulge their passion for sailing."

Behind the Decision: Why Philadelphia is Sail America's Future

Philadelphia's proximity in the middle of a strong buying market, a world-class convention center and metropolitan hotels and restaurants were key attractions in leading SA members to decide that the City of Brotherly Love would be loved by sailors as the new location for an SA sailing show.

SA's Philadelphia show will run from Jan. 20-23, 2005 at the Pennsylvania Convention Center and SA has secured comparable dates for 2006 and 2007. Exhibit show space is roughly the size of Strictly Sail Chicago's show, with opportunities for growth right away.

"Philadelphia is the perfect answer to all of our challenges," said Bill Bolin, vice president of the SA National Boat Show Committee. "Again Atlantic SAIL EXPO has been one of the top-selling shows and this location still allows us to deliver this buying market, increase the gate, and drastically improve the entire show experience for sailors and exhibitors alike."

Yet the driving force behind the decision to go to Philadelphia was the need for Sail America to hold a single show in the Mid-Atlantic/Northeast market to combine and consolidate mid-winter resources and strengths behind one show. "It was crystal clear--the gear manufacturers, supporting services and customized niche boat builders said they wanted one show in this market in mid-winter," said SA Executive Director Scot West. "In effect, they said, 'find us one show and we'll get behind it.' "

"We're taking the power of the market, plus putting the show in a new dramatic convention center with a downtown location and metropolitan offerings to make sure that sailors and exhibitors have a better time both at the show and outside show hours," Bolin said. "We're focused on putting on a show that will be everything that the industry wants and has always wanted from a Mid-Atlantic show. We're absolutely committed to this course. Our future is in Philadelphia and we're very excited to be welcome everyone there for the first show next January."

Sail America, the nation's sailing industry trade association, is dedicated to "promote the growth of the sailing industry" through a variety of educational outreach and marketing programs and through the production of sailing shows that attract diehard sailors and newcomers alike to discover everything that sailing has to offer. With more than 650 members, Sail America is an independent affiliate of the National Marine Manufacturers Association (NMMA).

www.sailamerica.com